Item D5 D.5
Coty f � ,�� ,' BOARD OF COUNTY COMMISSIONERS
�� Mayor David Rice,District 4
The Florida Keys � Mayor Pro Tem Craig Cates,District 1
y Michelle Coldiron,District 2
James K.Scholl,District 3
Ij Holly Merrill Raschein,District 5
County Commission Meeting
August 17, 2022
Agenda Item Number: D.5
Agenda Item Summary #10833
BULK ITEM: Yes DEPARTMENT: Tourist Development Council
TIME APPROXIMATE: STAFF CONTACT: Ammie Machan (305) 296-1552
N/A
AGENDA ITEM WORDING: Approval of the FY 2023 Monroe County Tourist Development
Council Marketing Plan.
ITEM BACKGROUND: TDC approved same at their meeting of July 21, 2022.
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
N/A
STAFF RECOMMENDATION: Approval
DOCUMENTATION:
FY 2023 TDC Marketing Plan
FINANCIAL IMPACT:
Effective Date:
Expiration Date:
Total Dollar Value of Contract:
Total Cost to County:
Current Year Portion:
Budgeted:
Source of Funds:
CPI:
Indirect Costs:
Estimated Ongoing Costs Not Included in above dollar amounts:
Packet Pg. 1661
D.5
Revenue Producing: If yes, amount:
Grant:
County Match:
Insurance Required:
Additional Details:
REVIEWED BY:
Maxine Pacini Completed 07/25/2022 10:37 AM
Christine Limbert Completed 07/25/2022 11:00 AM
Lindsey Ballard Completed 07/28/2022 9:41 AM
Board of County Commissioners Pending 08/17/2022 9:00 AM
Packet Pg. 1662
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M I
ONROE COUNTY TOURIST DEVELOPMENT" COUNCIL, 2022-2,023 MARKETING PLAN
Table of Contents
Section One: The Mission of the TDC
I. Vision Statement ......................................................................................A-1
I. Purpose of Plan ........................................................................................A-2
Section Two: Situation Analysis
I. Product Analysis.......................................................................................B-1
11. Position Analysis ..................................................................................... C-1
Ill. Prospect Analysis.................................................................................... D-1
IV. Promotional Analysis................................................................................E-1
Section Three: Program Planning
I. Program Development
i. Goals.............................................................................................F-1
ii. Priorities........................................................................................ G-1
iii. Resources..................................................................................... H-1
1111. Marketing Strategies and Implementation
i. Advertising..................................................................................... 1-1
ii. Sales & Promotions ...................................................................... J-1
iii. Public Relations ............................................................................K-1
iv. Film Commission .......................................................................... L-1
V. Research ..................................................................................... M-1
Section Four: Evaluation .......................................................................... N-1
I �
THE FLOMDA KEYS & KEY WEST COMI, AS YOU ARE,
MC3M1lRC)E COUNTY TOUItIST DEVELOF'MENT CC]IJNCIL 2022-2,023 MARKETING PLAN
Section One: The Mission of the
Tourist Development Council
L Vision Statement
The mission of the Monroe County Tourist Development Council is to manage Monroe
County's tourism marketing efforts to assure long-term economic stability resulting from
visitor-related revenues. The TDC pledges to benefit residents and visitors by utilizing
those financial contributions to improve Florida Keys environmental and community
resources. The tourism council also prioritizes working to enhance residents' quality of
life and minimize their property taxes through safeguarding the health of the county's
primary industry.
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ll. Purpose of the Plan
While most of the concepts, processes and methods described within this marketing plan
is to help the Monroe County TDC to be more effective in our tourism marketing efforts,
this plan has been prepared with a community approach in mind. It focuses on achieving
the economic benefits that the tourism industry provides to the residents of Monroe
County while being mindful of balancing the quality of life needs of the residents.
Success in tourism does not just happen. Built upon an understanding of the tourism
system, successful programs are the results of careful planning, marketing data analysis
and management.
The nature of the marketplace dictates that a comprehensive and integrated marketing
approach is needed by the Monroe County Tourist Development Council if it is to remain
competitive while providing the economic feasibility for the Florida Keys.
The TDC must have a clear direction and understanding of marketing, market segments
and market techniques to be effective. The plan must focus on its present situation, goals
and objectives, resources, program strategies and evaluation criteria.
The following are general guidelines for the planning and development of the Monroe
County Tourist Development Council's marketing plan as evidenced in the Table of
Contents. Each section is further compartmentalized to address multiple areas.
a. Review of the TDC's mission.
b. Analysis of the current situation.
C. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
The TDC's marketing plan is an evolutionary document, with the flexibility to make
adjustments and modifications to strategies throughout the course of the fiscal year.
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Section Two: Situation Analysis
Descriptive profile of the Florida Keys
L Product Analysis
• The Florida Keys is a premier get-away destination located at the southernmost tip
of Florida and the continental United States. The beauty and diversity of our laid-
back atmosphere makes it one of the most unique vacation destinations anywhere.
The Keys has unique advantages for tourism because of the extraordinary and
diverse characteristics of the county. These characteristics provide the varied
tourism opportunities that appeal to a wide range of travel marketing interests. We
have a viable year-round residential community with deep history and proud
heritage setting us apart from other destinations.
• Tourism is the Florida Keys economic engine -with a current permanent population
of approximately 82,847. The Keys business sector and residents are dependent
on the economic contribution of the overnight visitors to the Keys.
• The Florida Keys is easily accessible by land transportation. The primary mode of
travel for overnight visitors to the Keys is by land-based transport. (70%)
• The Florida Keys are accessible by air. (30%)
1. Key West International Airport is served by American, Delta, Silver Airways,
JetBlue, Allegiant and United Airlines. There are non-stop daily year-round
flights to Newark, Dallas, Atlanta, Miami, Orlando, Orlando (Sanford), Fort
Lauderdale, Tampa, Charlotte, Cincinnati, Philadelphia, Chicago, New York
City (LaGuardia/JFK), Reagan Washington National, Dulles International
Airport, Houston, Pittsburgh, Nashville, and Boston. International flights to
Havana, Cuba are currently on hold due to the continued COVID border
closure; other charter service is available at Key West International Airport
as well.
2. Florida Keys/Marathon Airport is a General Aviation Airport currently
servicing 45,000 operations (take offs and landings)a year. This full-service
airport can handle private, commercial, and chartered flights.
3. Miami International Airport is one of the largest international airports in the
United States. The Fort Lauderdale/Hollywood International Airport serves
millions of travelers from all over the world. Domestic and international
travelers to the Keys can fly into these airports and travel by car, connecting
flights, private aviation, shuttle, or bus into the Florida Keys.
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• Total daily flight operations at Key West International Airport average about 200
per day. Key West Airport passenger totals average approximately 1,000,000
passengers annually.
• There are ferry services from the west coast (Fort Myers/Naples) of Florida to
downtown Key West. There are a number of marinas in the Keys that allow visitors
to arrive on their own boats.
• The district of Key West is currently receiving cruise ship visitors at private docks
only.
• Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key
West), shuttle services from South Florida airports to several destinations in the
Keys, major car rental agencies, as well as private and ride share services, and
limousine services. Local transportation is available by taxi, trolley, shuttles and
bus services.
• The Florida Keys hosts a variety of accommodations. Lodging facilities in the
Florida Keys for vacationers or business travelers include full-service hotels,
motels, condominiums, guest houses (inns), beach cottages, licensed seasonal
home rentals, licensed short term vacation rentals, camping sites and house boats.
The TDC lists over 19,500 rental units throughout the Keys.
• The Florida Keys offers camping and recreational facilities available throughout
the Keys.
• There are just over twenty-four hundred licensed camping sites in Monroe County.
Florida Park Service:
Bahia Honda State Park
Curry Hammock State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Windley Key State Geological Site
National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
Crocodile Lake National Wildlife Refuge (no public access)
Great White Heron National Wildlife Refuge
Key West National Wildlife Refuge
National Key Deer Refuge
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Aquatic Preserves:
Biscayne Bay-Card Sound Aquatic Preserve
Coupon Bight Aquatic Preserve
Dry Tortugas Aquatic Preserve
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuary:
Florida Keys National Marine Sanctuary
• The Florida Keys has outstanding lodging accommodations for everyone. Our
accommodations are just as diverse as our visitors. From some of the best
camping spots in the country to luxurious hotels, charming guesthouses to full-
service resorts, we have something for everyone.
• The cultural heritage of the Florida Keys offers visitors an array of live theater, arts
& craft festivals and is home to many noted authors, musicians, and artists. The
visual, literary, and performing arts produces a stimulating experience for visitors
to the Keys. There are many cultural events throughout the Keys during the year
that include art, music, history, heritage and food.
• The Florida Keys has many attractions to offer. The primary attractions for the
visitor to the Keys are its natural resources, wide open spaces, year-round
temperate climate, parks, and water activities including boating, fishing,
snorkeling, and diving. History plays an important role in the Keys experience.
Historical homes, lighthouses, museums, and monuments weave an intriguing
historical adventure of pirates, wreckers, writers, poets, and artists throughout the
Florida Keys. Sightseeing ranks among the highest of visitor activities.
• The Florida Keys has a variety of restaurants providing the visitor with many dining
pleasures including seafood specialties, ethnic cuisine, local delights, continental
and fine dining, with the option to dress up or be Keys casual.
• Night life in the Florida Keys offers diverse entertainment including music, dining,
bars, theater, and special events. Local and internationally recognized talent adds
to the unique experience of the Keys.
• The Florida Keys offers some of the best fishing opportunities in the world with
over 500 I.G.F.A. world records. Private charter trips are available throughout the
Florida Keys in Florida Bay, Atlantic Ocean, and the Gulf of Mexico for either back
country, flats fishing to deep sea/offshore fishing on a daily basis and by
reservations. Visitors can also enjoy wading, pier, and bridge fishing.
• The Florida Keys are positioned parallel to the United States' only living barrier
coral reef. The Florida Keys National Marine Sanctuary, surrounding the island
chain, protects 2,900 square nautical miles of waters, home to over 6,000 species
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of marine life and as well as vital seagrass beds and pristine, offshore mangrove-
fringed islands. From coral reefs to culturally important shipwrecks, some dating
back centuries, the many artificial reefs along the Keys provide an ideal year-round
snorkeling or diving experience.
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ll. Position Analysis
In analyzing the Florida Keys' product for leisure tourism and business travel, it is
important to identify the current positive aspects of the destination as well as considering
those areas which may, by improvement, enhance the Florida Keys' position in the global
marketplace.
1. Strengths and assets
• branded as a premier get-a-way destination
• temperate year-round climate - warm winters
• friendly, 'laid-back' image
• great natural resources to promote ecotourism
• our nearshore waters provide wide open spaces
• offshore island experience within confines of the US
• direct flight service from markets providing good connectivity
• a rich cultural heritage within our diverse communities
• visual, literary and performing arts destination
• a variety of sightseeing attractions
• authenticity of our attractions
• safe environment
• great fishing resources
• number one dive destination in the United States
• unique RV camping locations
• Increasing reputation for live musical concerts, performances
• excellent dining available
• only living coral reef in North America
• surrounded by a National Marine Sanctuary
• diversity of overnight lodging facilities
• southernmost point of the continental US
• a popular wedding & honeymoon destination
• close relationship of two large metro airports of Miami & Fort Lauderdale
• two airports in the Keys — Marathon and Key West
• two national parks
• nine state parks
• free alternative transportation services available in select districts
2. Weaknesses and liabilities
• lack of alternative means of ground transportation from South Florida hubs
• negative perception of seasonal storms
• lack of traditional sandy beaches
• traffic congestion/one road in, one road out
• lack of stable service personnel resources
• employment turnover rate
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• competitive destinations re-entering the marketplace with heavy advertising
• lack of affordable housing for our workforce
• perception of pricey lodging product
• perception of gentrification from long time visitors
• service and guest experience shortfalls commensurate with price point
While positioning begins with a product, or a destination, the concept really is about
positioning it in the mind of the consumer or potential traveler. Consumers are
bombarded with a continuous stream of advertising, and their mind reacts to this high
volume of marketing by accepting only that which addresses their interests or is in
agreement with their knowledge on the subject matter.
Therefore, positioning analysis is based on three (3) core concepts: (1) consumer
perceptions, (2) consumer preferences and (3) consumer choices. Positioning involves
analyzing each market segment as defined by our resources and research data. A
marketing position is based on what the consumer is looking for, and what we have to
offer within the destination to address those needs.
The Florida Keys are a premier getaway destination. The Keys are perfect for just taking
the time to decompress from the tedium of everyday life. The Keys excel at allowing one
to re-charge, re-assess and reconnect with their personal priorities. Getaways can be as
varied as an intimate/romantic escape all the way to multi-generational group outings.
This fiscal year the tenets of our program will concentrate on the solidifying of the
destination's position for the domestic leisure traveler, while re-establishing the area for
the anticipated return of international visitation. There is a palpable cross section of the
population that will continue to seek reassurance about how and where they will travel.
Our warm winter sun, wide open spaces, excellent fresh seafood and laid-back
atmosphere lends itself to providing that confidence. Our multi-year repeat visitors will
want to know that their favorite lodging of choice, restaurant, server, charter captain and
all the characters that make up our tourism industry are still here; healthy and happy to
greet them once again. It is these interactions that have established the emotional
connection that so many visitors have for the Florida Keys. It is these customers that are
integral to our continued success.
Next year domestic travelers will have many destinations to choose from, so it will be
advantageous for our area to promote those attractions/experiences that are unique to
the destination. The entire Caribbean basin and the Bahamas are now open for travelers,
most especially for the coveted winter season. Their advertising campaigns are focusing
on welcoming the return of their multi-year repeat visitors and some lodging properties
may entice bookings by advertising value inspired offers. The competition may be just as
strong as domestic demand is this summer, and to maintain market share, we will
concentrate on those attributes that set us apart from other sand, sun and warm weather
destinations.
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For the summer market, the international traveler is expected to return. Early data is
showing that unbridled demand from the international inbound traveler has the potential
of mirroring that of the domestic visitor these past 18 months. While the international
visitor tends to stay longer, we must be aware that the price point for next summer may
be influenced by the global economic and political situation.
Geo-tourism is about attracting visitors who understand about preserving a destination's
community heritage, by helping to sustain or even enhance the geographical character of
the place visited, respecting the cultural heritage of its residents along with including the
well-being and quality of life of its residents. Now more than ever, travelers, (most
especially Millennials), want to not only visit or sightsee, but to learn more about the
authentic history and culture of the area and its people. These travelers are ready to act
to respect and protect the natural aspects of the destination. These individuals select
destinations that are associated with environmental sustainability and respond favorably
to this type of messaging. We need to further position ourselves for the experiential
traveler; one who wants to learn and interact with people about the destination's history,
culture, language, traditions, art and natural environment. Voluntourism is continuing to
grow and these visitors share a desire to do something good while experiencing new
places by contributing to the destination. We will continue to expand our marketing to
Millennials as well as older tier of Gen Zers to advance our sustainable and geo-tourism
efforts.
Diversity in our multicultural marketing efforts continues to be a priority. Our promotions
will recognize the awareness, image and respect for cultural diversity amongst our
residents, and for the visitors to the destination. Culturally relevant communications build
relationships, and relationships build brand awareness. Research has consistently
shown that multicultural consumers respond best to messages and images that reflect an
insight into their culture and the unique ways they perceive the product or service. We
will continue with our diverse marketing promotions and messaging where each group is
interwoven like the fabric of our communities.
The Florida Keys has traditionally benefited from international travelers at different times
of the year. These inbound arrivals have historically accounted for up to 20% of our
market share. For the past eighteen months the domestic traveler has absorbed the
shortfall in international arrivals. Moving forward, now that the Covid testing restrictions
have been removed, we anticipate a realignment of the market mixes, with international
arrivals returning to near pre pandemic levels. We are aware of potential economic and
political factors in tempering some anticipated long-haul demand, so we will concentrate
our efforts in our primary markets of UK/Ireland, and the German speaking region of
Europe. In secondary markets, the focus will be on the upmarket consumer who is less
impacted from economic fluctuations.
Romance and life milestone celebrations continue to be big business in the Keys. The
Keys tropical environment lends itself to be a popular destination for this market segment.
Lodging properties develop market-specific packages for their guests and has become a
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reliable source of revenue. Significant birthdays, anniversaries, proposals, destination
weddings for both opposite and same sex couples will continue to be an integral part of
our promotional campaigns.
Website: Fla-Keys.com and Digital Services
2022-2023 Fla-Keys.com Website Redesign
We continue to engage in a holistic redesign of the Fla-Keys.com website to incorporate
even more imagery and video while reducing page copy and removing or consolidating
low-trafficked pages. As the Florida Keys & Key West are a collection of five unique
districts, the site must convey this distinction of place and character while avoiding too
many navigational choices. The redesigned Fla-Keys.corn site will refine the navigation
to be as seamless and intuitive as possible, allowing images to guide the user through
the site. To achieve this goal, we are leveraging the CrowdRiff platform to acquire usage
rights to photos and videos that our destination visitors submit through social media
channels such as Instagram. This user-generated content (UGC) is some of the most
highly regarded and trusted on the Internet and will lend to the authenticity and credibility
of our islands' history and the individualistic creativity of our locals while maintaining the
destination's uniqueness. Through CrowdRiff, we are creating custom dynamic image
galleries for each DAC, Umbrella, and topical content page that will be used throughout
the site and updated automatically to keep the site fresh.
Plotagraphs
To further increase the site's aesthetic appeal and engagement rates, we will use the
visitor-submitted images to create compelling plotagraphs. These are, in essence, images
that have some portion in motion. This subtle movement on a seemingly still image
captures users' attention as it is unexpected.
Virtual Reality (VR) / 360 Degree Images
We will continue to shoot VR 360-degree images throughout the Keys. These interactive
images can be used in virtual reality environments, the destination's app, display
advertising, and embedded into the Fla-Keys.com website, where users can move their
mouse or finger around the picture to see the view from all directions. These immersive
images will increase time on site metrics and engagement levels. By uploading these
images into Google Places, we will capture new audiences unfamiliar with the destination
and have an interactive means to showcase our natural resources, and other destination
attributes to an entirely new audience.
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Integrate Google Translate API into Foreign Websites
Visitors accessing the destination's site from foreign countries are routed to one of five
international websites translated, where applicable, by native speakers, including the
following:
• fla-keys.fr
• fla-keys.de
• fla-keys.nl
• fla-keys.it
• fla-keys.be
Because Fla-Keys.com is constantly being updated with news, events, and listing
information, it is impossible to manually translate and update our foreign sites with this
ever-changing content. All the international websites currently use the free Google
Translate widget so that our foreign visitors can translate the page through a manual
dropdown menu function.
In 2022/2023, we will reprogram the foreign sites to utilize the Google Translate
application program interface (API) (https://cloud.gooqle.com/translate/) so that the site
language translations run at the server level. Using the Google Translate API allows
automatic conversion of any page delivered from the server database in the language of
the respective site visitor, providing a more personalized, full-site experience for the user.
Optimize for Voice Search
In 2022, over 135 million Americans will utilize digital voice assistants. As more users turn
to voice search for its fast and convenient results, we will implement relevant schema.org
markup for an opportunity to capitalize on this growing trend.
Commission-Free Online Reservations: Adding Value-Added Offers
and Integrations
As we continue to work with accommodations to have their availability and rate
information natively sourced into the RootRez commission-free online reservation
system, we will begin the second phase of the project; to work with area attractions,
restaurants, and other things to do, to provide value-added offers for completing a
reservation on the platform. RootRez has shown that booking conversion rates are
significantly higher when destinations include value-added offers. These can be set at the
district level or property level. By providing our site visitors a reason "why' they should
book on our reservation portal rather than a competing OTA, we can drive more value to
our lodging partners and source additional first-party data.
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We will also add 'Book Your Stay' calls to action (CTAs) in the event calendars, integrate
the reservation system into the Florida Keys & Key West app, provide trackable booking
widgets to TDC-funded events, and continue to build remarketing/retargeting lists of users
who engage the reservation portal but do not complete their reservations.
Streaming Web Cams
Our webcams are a powerful, 24/7 marketing tool offering real, unedited views of the
destination, something that today's travelers seek when making decisions about
vacationing. In the first half of 2022, the webcam pages on Fla-Keys.com accounted for
29% of all pageviews, more than any other website section. Our Webcams lend credibility
and authenticity to the destination as they offer an unedited, live look at more than 50
locations throughout the Keys.
Between visits to the Florida Keys & Key West, our many webcams allow visitors to stay
connected with the destination from wherever they are. Our goal is to continue offering a
diverse group of webcams throughout the Florida Keys so that users can view a range of
locations, views, events, and activities.
Finally, we have also been experimenting with live 360-degree video for immersive
experiences and hope to roll out 360-degree webcams. This will be transformative for the
end-users, who can then be surrounded by real-time events, parades, and points of
interest.
Marketing Automation Services (SharpSpring Certified Partner)
Marketing automation refers to software platforms and technologies designed for
marketing departments and organizations to more effectively market on multiple channels
online and automate repetitive tasks. We now offer custom marketing automation
solutions through the SharpSpring (https://sharpsprinq.com/) platform and welcome the
opportunity to leverage this capability for the Sales Department and visitors on the Fla-
Keys.com website.
We can implement marketing automation to efficiently and effectively nurture leads such
as site visitors or travel professionals, drawing them down the funnel, closer to action,
and then periodically drip new content to increase loyalty. Marketing automation would
be integrated throughout all sections and features of the website, enabling a
personalization experience not yet realized in our efforts.
The Florida Keys & Key West Travel App
In 2022/2023, we plan to modernize the app as well as expand the number of points of
interest (POI) and add a video to each POI's narrative. In response to user feedback, we
would like to change the driving tours to auto-play when the user approaches the POI
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rather than providing an alert that must be selected to begin the narrative. We will also be
adding the new commission-free online reservation system into the app so that users can
quickly find nearby accommodations. Finally, with the help of third-party solutions and
beacons strategically placed throughout the destination, we would have the data to
understand how our visitors are spending time in the destination and open the door for
an entire suite of Proximity Marketing and custom push messaging capabilities, which
could be used by the destination and area businesses to offer timely, relevant messages.
Americans with Disabilities Act (ADA) Compliance
Site accessibility is a strength and a standard to which Fla-Keys.com has always upheld
for users with disabilities. Fla-Keys.com adheres to WCAG 2.0 AA accessibility standards
to maintain ADA compliance, and the site's Accessibility Statement is updated monthly.
In addition to manually coding the Fla-Keys.com site with language specific to assistive
technology devices, like screen readers, we also pay a third-party company, accessiBe
(https://accessibe.com/), to provide a site widget that provides numerous ADA
accommodations and guarantees 100% compliance.
Search Engine Optimization (SEO)
Search is where the vast majority of travel planning starts. In the first half of 2022, organic
search accounted for 41% of the site's total traffic. The Florida Keys & Key West must
continue to earn the highest possible placement in this competitive arena. The Fla-
Keys.com website has historically ranked highly on all major search engines, and these
search engine results pages (SERPs) are achieved through a continued commitment to
staying abreast of new digital innovations and search engine best practices,
requirements, and algorithm updates. We will continue to engage in Search Engine
Optimization (SEO)efforts, modifying or adding code and increasing schema.org markup,
as needed, to maintain or increase search rankings.
Both Google Search Console and Bing Webmaster Tools provide specific
recommendations to help websites optimize for better performance, search indexing, and
notices of any derogatory signals like toxic inbound links. We also use SaaS tools, like
Semrush, Screaming Frog, and numerous others, which give precise recommendations
for increased SERP rankings.
Following the launch of the redesigned website, we will use these tools to analyze the site
to understand how users interact with the new design. We will compare pre- and post-
redesign stats to gauge the effectiveness of the new site.
Website Analytics, Tracking & Reporting
As we prepare for the upcoming Fla-Keys.com redesign launch, we will analyze the
Google Analytics data to improve user experience. We will also examine site traffic
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patterns as they relate to the overall performance of the site and the navigation paths
users take to reach their desired content.
For each TDC and DAC meeting, we will continue providing detailed reports on our
website and individual districts.
Standard website metrics that we will continue to track include:
• Website Traffic Report
o Users / New Users
o Sessions / Sessions per User
o Pageviews/ Pages per Session
o Average Session Duration
o Bounce Rate
o Native Language of Users
o Traffic Sources
o Most Visited Sections of the Site
o Device Type Usage
o Ad Source to conversions
• Online Reservation Portal
o Total room revenue
o Number of system reservations
o Room nights
o Average daily rate
o Average length of stay
o Booking window
o Conversion rate
o Top booked properties
o Property types
o Reservations by country, state, and city
o Search filters used
o Lodging supplier performance and analytics
o Check-in day distribution & top check-in dates
o Sessions, pageviews, pages per session, bounce rate, and time on site
o Age distribution, gender, device type, search page scroll depth
• The geographic location of visitors as a whole and by DAC at the following
levels/markets:
o World and countries
o The United States and states
o Florida and cities
o Canada and provinces
o The United Kingdom
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Ill. Prospect Analysis
The Monroe County Tourist Development Council is charged with the responsibility of
identifying target markets which, primarily based on research, have generated the highest
return for investment for the destination. Strategic programs implemented by the TDC to
target these markets are outlined in this document from Section Three: Marketing
Strategies and Implementation.
1. Domestic Markets
• Primary
• Florida (Miami, Fort Lauderdale, Tampa-St. Pete, Orlando, West
Palm Beach, Ft. Myers-Naples and Jacksonville)
• New York, Chicago, Philadelphia, Boston, Washington, D.C.,
Detroit, Atlanta, Charlotte, Nashville, Houston, and Dallas.
• Secondary
• Indiana, Alabama, South Carolina, Connecticut, Missouri,
Wisconsin, Colorado, Tennessee, Minneapolis, Los Angeles
2. International Markets
• Primary
• Canada, German speaking countries, United Kingdom-Ireland
• Secondary
• Benelux (Belgium, Netherlands, Luxemburg), Italy, France,
Scandinavian countries
3. Market Segments
A. Historic/Cultural Market
B. Soft-Adventure Market
C. Ecotourism/Sustainable
D. Geo-tourism/Experiential/Voluntourism
E. Fishing Market
F. Diving/Snorkeling Market
G. LGBTQ Market
H. Gen X/Youngest Baby Boomers
I. Millennials and mature tier higher than Gen 2
J. Weddings/Honeymoon/Celebrating Milestone Events Markets
K. Boating Market
L. Culinary/Foodies
M. Family and generational travel
N. Travelers with Disabilities
O. Getaway Traveler
P. Travel Trade Industry
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1.Travel Agents
2.Tour Operators
3.Wholesalers
4. Meeting Planners
Q. Multi-Cultural and Heritage Travelers
R. Destination Concert/Festival Travelers
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I
Ill. Promotional Analysis
1. Promotional Events
The promotion of special events is a very important part of our overall marketing
program. Multi-day events have traditionally drawn visitors to our destination.
Events have also provided visitors who may not have been aware of a certain
event, the opportunity to participate with others while on vacation and share their
experience. This develops return visits and adds new awareness of things to do
for future visitors, and potentially "closes the sale".
We have marketing funds available for sponsored events in each of our districts.
The TDC establishes a Request for Proposal and the District Advisory Committee
(DAC) allocates funding for that district's destination events. Most event funding
is for advertising only, however, in cases that involve the highest level of economic
impact to their district (such as a high volume of room nights and visitor
expenditures), a turnkey operation is considered.
There are also cultural events promoted through the TDC Cultural Umbrella, and
fishing tournaments promoted by the TDC Fishing Advisory Committee. These
specialized events serve the same purpose as generic events.
All event funding recommendations by the District Advisory Committees, Cultural
Umbrella and Fishing Advisory Committee are reviewed and require approval by
the TDC. These events are evaluated by their ability to draw overnight out-of-
county visitors; offering of activities for visitors; and the marketing of the
awareness and image of our destination.
2. Capital Projects and Improvements
The Tourist Development Council has revenues other than for advertising for
discretionary use to enhance and support the specific tourism development efforts
of a district. One of the uses is capital projects. The attraction of visitors to the
area must be one of the capital project's main purposes. The capital project must
be a publicly owned and operated facility or owned and operated by a not-for-
profit organization and open to the public.
Capital improvements can include beach improvements, beach maintenance, re-
nourishment, enhancements and clean up where there is public access to the
beach or beach park area. Improvements may also include those associated with
channels, estuaries or lagoons.
Capital projects are integral to the upkeep and improvement of our visitors
experience as well as for our residents. It is important within the descriptive profile
of our product that we have public facilities such as museums, auditoriums,
theaters, recreational areas, nature centers, beaches, and other historic and
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cultural attractions for our visitors.
Although these projects are primarily to promote tourism, another important
aspect to funding these improvement projects is that they not only benefit the
visitor experience, but also the residents of Monroe County. TDC funding of
capital projects improves the infrastructure of these public facilities, beaches,
nature centers and historical places of interest, while offsetting a potential
additional tax burden on the residents. It also enhances the local culture and
supports the mission or vision statement of the Tourist Development Council as it
relates to the quality of life of our residents.
The District Advisory Committees, with input from Monroe County, local
municipalities, chambers of commerce and general public, formulate a vision of
what each community would like to see developed, improved or maintained in
accordance with state statutes with the primary purpose being tourism.
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Section Three: Program Planning
L Program Development
i. Program Marketing Goals
a. Develop overall program which protects the county's
economic viability while balancing the environment and
quality of life for residents.
b. Protect the destination's brand image in a hype r-com petitive
field.
C. Promote the variety of Lodging Accommodations throughout
the Florida Keys.
d. Promote arts/culture offerings.
e. Emphasize sustainable tourism messaging across all
campaigns.
f. Promote to Romance Travel/Life Milestones markets.
9. Promote multi-district visitation.
h. Re-establish market share of international visitors.
i. Highlight mid-week group and incentive meeting business
travel.
j. Expand destination awareness to marquis level television
series and movie productions. (i.e. Bad Monkey Season 2)
k. Target younger fishing enthusiasts.
I. Increase diving and snorkeling safety messaging.
M. Increase LGBTQ+ travel.
n. Increase family travel/multi-generational travel.
0. Utilize website booking engine and new research analytics to
measure program effectiveness.
P. Continue marketing program for travelers with disabilities.
q. Promote "only in the Keys" attractions and experiences.
r. Increase our marketing efforts to Millennials/older Gen Z.
S. Increase our marketing efforts to multi-cultural visitors.
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t. Promote "wide open spaces" imagery.
U. Increase awareness of alternative transportation options.
V. Increase promotions targeting destination concert/festival
travelers.
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Top Marketing Objectives
a. Position the Florida Keys as Florida's premier get-away
destination for US and international markets.
b. Promote brand/image awareness.
C. Promote markets that will have the most significant positive
economic impact on the lodging industry, the local economy
and Monroe County residents.
d. Promote historical, heritage, environmental, artistic & dining
programs.
e. Promote sustainable tourism.
f. Encourage capital projects that improve tourist related
facilities that also benefit residents.
g. Promote the Fishing Industry.
h. Promote the Dive and Snorkeling Industry.
i. Promote LGBTQ travel.
j. Identify and market to the visitor for longer stays.
k. Promote to targeted, key feeder international markets.
I. Promote "only in the Keys" experiences to set the destination
apart in a highly competitive field.
M. Promote awareness of non-stop airlift service encouraging
less vehicular traffic.
n. Diversity in multicultural marketing communication.
o. Promote Family/Multi-generational Travel.
P. Promote Romance/Life Milestones market.
q. Promote to travelers with disabilities.
r. Develop new and updated research programs.
S. Promote user generated content on social media platforms.
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t. Promote alternative transportation options from South Florida
hubs and within districts.
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Resources (to execute program planning)
a. Board: Monroe County Tourist Development Council
b. DAC's: Monroe County District Advisory Committees
C. Staff:
• Marketing Director - Senior executive executing the goals,
objectives and policies set by the TDC
• Office Manager - responsible for daily operation of the
Administrative Office - monitoring budgets
• Director of Sales - responsible for coordination of sales effort
both domestically and internationally
• Director of Research - responsible for the coordination of
research sourcing and interpreting methods of data
• Finance Assistant - responsible for annual report, reviews
invoices & reimbursement requests, assistance in other areas
of operation
• Sales Assistant/Assistant to Director — Responsible for
assisting sales staff and Director with special projects as well
as assisting with front office coverage when needed
• Administrative Assistants - responsible for the coordination of
daily office duties through the direction of Office Manager
• Office Assistant - responsible for reception, telephone,
administrative support and general office duties through the
direction of the Office Manager
• Corporation Manager — management of Visit Florida Keys
Corporation personnel benefits
• Sales Managers - responsible for special market segments
and their performance as directed by the Director of Sales
• Film Commissioner - bring awareness of the Florida Keys as
a film, television, video and print location and to assist and
support production shooting in the Keys
d. Training:
The quality of our employees and their development through training and education are
major factors in the TDC's marketing process. Employee development is a continuous
process of reviewing best practices and learning new materials and techniques. Training
can help reduce employee turnover by increasing productivity, motivation and job
satisfaction. The kinds of training include departmental orientation, market knowledge
and market techniques.
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Destinations Florida, previously known as FADMO, has an educational initiatives program
as part of our membership and has an annual Destination Marketing Industry Summit.
Both of these programs offer a wide array of educational break-out sessions covering
many facets of destination marketing and data collection.
Visit Florida has joint tourism marketing workshops to help service the industry, as well
as webinars.
The Governor's Conference on Tourism offers many educational opportunities within their
program that include sales, research, tourism marketing and administration.
e. Agencies of Record
1. Tinsley Advertising - Advertising
2. NewmanPR— Public Relations
3. Two Oceans Digital — Website Provider
f. Support Agencies
1. Axis Travel Marketing (sales) - United Kingdom and
Germany, Italy, Benelux and Scandinavian countries
2. KBC PR & Marketing - United Kingdom, Germany,
France, Italy and Scandinavian countries
3. LMA Communications - Canada
g. Budget (as legislation directs)
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FY 2023 TDC FOUR PENNY BUDGET
$793287,247
Emergency$8,652,833 Promotional
10.91% Resources$5,162,596
orida Keys Council of
6.51%
he Arts$100,000 website related
0.13% Expenses$265,800
Film $300,000 0.38% 0.34%
Resources$340,735
IN-
0.43%
Si
Cty. Cost Allocation
$309,273 0.39%
Cap ita l$18,358,795
IIIII
23.15%
Advertising
VIS/Fulfillment $29,857,590 37.66%
$1,084,453 1.37%
,,�, ���/ IIIIIIIIIIIIIIIIIIIIIIIIIII����IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII�����IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII���IIIIIIIIIIIIIIIIIIIIIIIIIIII����
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Events$5,443,041 Public Relations/Ameruop
6.86% $2,325,226 2.93%
Finance/Attorney J
$182,292 0.23% �Sales/Mkt.$2,349,000
Admin/Overhead Research$700,000 2.96%
$3,855,613 4.86% 0.88%
FY 2023 TDC FOUR PENNY BREAKDOWN
Emergency Fund $79,287,247
Balance Brought
Forward 6%
Projected 2023
Balance Brought
Forward (estimated Annual Four Penny
Revenue
unexpended
63%
capital/event
contracts&resources) Balance Brought
��J
24% Forward
(revenue/expenditure
variances) Less state reserves
7% (F.S. 129.01-5%)
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................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
FY 2023 TDC TWO PENNY BUDGET
'Events' (35%) Portion
$10,p011,?414
County Cost
Allocation,$72,713, Research,$700,000,
0.73% 6.99%
Florida Keys Council
Special Projects Commission & F es of the Arts, $100,000,
(Destination/Turnkey(Finance),$11,3 31 1.00%
Film Commission,$300,0001 3.00% 0.11/0
Events),$1,487,000, o
0
14.85/o
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Cultural/Fishing/Diving
Committee's,
$2,804,276,28.01%
Emergency,
$118271833, 18.26%
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FY 2023 TWO PENNY BUDGET
Administrative (7%) Portion
$2,268,063
VIS Software,$3,000, Office Supplies,
Dues/Subscriptions, 0.13% $15,000,0.66%
$13,000,0.57% Admin/Operating,
$900 000 39.68%
i
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825 000 36.3
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$10,000,0:,
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Visit FLA,$18, Advertising,$18,000,
0.79% t
t� 0.79%
Finance/County Cost
Allocation,$42,447,
Legal Salaries&
1.87%
Resources $37 762 Benefits,$111,854
1.66% Cleaning, 4.930
0
Business Lease, Travel,$50,000,
12,000, $165,000,7.27% 2.20%
Repairs/M ntenan 0.53%
e/Recyc' g/leases/
Communications,
Courier, sup p'es,$26,000, 18 000 0.79%
$3,000;0.13%
1.15% $ '
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FY 2023 TWO PENNY BUDGET
Advertisi ng & Promotion (65%) portion
20,559,718
Commission &Fees
Sales& Mkg Staff& (Finance),,$21,,158,
0.1% Website Related
related costs, Expenses,$170,000,
$1,3491000,6.6% 0.8%
County Cost Allocation
$74,281,0.4% o
Advertising/Special
Projects,$7,000,000,
34.0%
Emergency
$6,,000.,0
IIIVI
a es,$1,000,000,4.9%
Coll teral, $70,000,
0.3%
Resources,$3,800,279,
18.5%
Fullfillment/Trade,$10,0001 0.56% Media Materials,
$1,,000100014.9%
Ad. Expenses,$65,000,
0.3%
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Other Resources
1. Chambers of Commerce (Key Largo, Islamorada,
Marathon, Lower Keys, Key West)
2. Lodging Association of the Florida Keys and Key West
3. Key West Business Guild
4. Key West Attractions Association
5. Federation of Chambers
6. Florida Keys Council of the Arts
(Cultural Umbrella contract)
7. Fishing Advisory Committee
8. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
9. Visit Florida — State Tourism Office
10. Florida Restaurant and Lodging Association (FRLA)
11. Destinations Florida
12. Visit USA memberships
13. Brand USA
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II.Marketing Strategies, Methods, Implementation and
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales & Promotions
K. Public Relations
L. Film Commission
M. Research
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING PLAN
1. Ad ve rt i s i ng
For the 2023 fiscal year, it will be extremely important for The Florida Keys & Key West
to maintain a presence and keep a strong share of voice among increasing competition
and the possible plateau the destination may see in average daily room rates.
Media will be placed all year-long in key markets for the fall, winter, spring and summer
time periods. This will continue momentum even with increased competition from the
Caribbean, major in-state markets, cruises and other destinations. Many potential
visitors still have not taken a vacation in some time and pent-up demand remains. This
will provide an excellent opportunity for the destination.
Advertising will be placed in markets where research indicates the strongest source of
business. The primary markets to be included in the plan are New York, Philadelphia,
Boston, Washington, D.C., Chicago, Detroit, Minneapolis/St. Paul, Atlanta, Charlotte,
Nashville, Houston and Dallas. Increased efforts to the Los Angeles market will also be
included in the plan for fall &winter as the Florida Keys has seen increased visitation from
the market. Los Angeles is a large, populous market with many upscale households that
are seeking out new destinations after dealing with travel difficulties to Hawaii during the
pandemic and dangers with traveling to Mexico. In the summer, advertising will be placed
throughout Florida (Miami/Ft-Lauderdale, Tampa-St. Pete, Orlando, West Palm Beach,
Ft. Myers/Naples, and Jacksonville) targeting traditional drive markets. Secondary
markets for the summer will also include New York, Dallas/Ft. Worth, Atlanta, Nashville
and Charlotte as visitors from these markets will stay longer and pay higher summer rates.
The media plan has a digital strategy in place to combat recent tracking and privacy
issues Google will eliminate third party cookie tracking in 2023 and Apple has already
allowed users to opt out of tracking on their iPhones. Therefore, we plan to utilize first
party behavioral data which has been a critical tool in effectively targeting The Florida
Keys primary upscale prospect. Behavioral targeting tactics include: credit card history
of past bookings/spend at luxury hotels in Florida; premium leisure travelers with a history
of nightly hotel spend of $400+ and; travelers who have booked a flight or hotel in The
Florida Keys previously but not in the past 12 months. Another important targeting tactic
in a cookie-less future is contextual advertising. This is simply serving an ad to a user
within relevant content they are reading online about travel and vacations. Contextual
advertising has been increased as part of the media plan for FY 2023.
Both streaming digital channels and traditional television have an important role to play
in the media mix. The television advertising landscape is complex between connected
TV/streaming, addressable TV and traditional TV. All have their proper place in the ever
changing media mix and will be utilized for 2022-2023.
Media consumption habits on streaming platforms continues to increase. We will take
advantage of this pivot to streaming platforms. This will include Pre-roll video, Over-the-
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING PLAN
Top Television, Connected Television, Addressable Television and Audience Content
Recognition. The Keys will also continue to take advantage of custom ad units on
Connected TV where users can interact with the ad on their remote control and also use
their phone to scan a QR code on their television to get more information at fla-keys.com.
These platforms will be increased as part of the 2023 media plan.
The number of Al (Artificial Intelligence) voice assistant users will continue to increase
over the next few years. 123.5 million US adults will use voice assistants at least once
per month in 2022. The plan has included the first Florida Keys Al Voice assistant
campaign in partnership with TripAdvisor. Users will be able to ask their Alexa voice
assistant, "Alexa, Explore The Florida Keys". Users will be asked questions about
activities they like to do on vacation and recommend an island in the Keys to visit based
on their answers. Those with Alexa devices with screens will also be shown videos.
Addressable Television is among several data-driven platforms that has been used in the
past. Addressable Television allows The Keys to deliver messaging to target prospects
without the waste.
Streaming services like Netflix, HBO, Showtime and Amazon Prime do not accept
advertising, limiting marketers from speaking to these audiences. Through Audience
Content Recognition services like Samsung, LG Television and Vizio, we can identify
those heavy users of streaming platforms and re-target them when they are not watching
television with video in Pre-roll and OTT. This is an excellent way to address light viewers
of television and cord cutters.
OLV, or online video (pre-roll), has been a staple of the digital efforts for many years. It
will continue to be used as it is one of the best ways to deliver the Keys message at scale
by appearing on hundreds of websites collected across the web to effectively target future
visitors. It also allows for the destination's investment in media to be highly targeted in a
cost-effective manner.
Social media continues to be used in a meaningful way across all segments of interest to
The Keys. Facebook, Instagram and Pinterest are a significant part of the plan but new
video platforms such as Tik Tok will now also be utilized. These platforms allow the ability
to use video in an environment that has high engagement with viewers.
Paid Native content stories also remain an integral part of the media plan. It enables the
Florida Keys to tell a deeper story about the destination and highlight sustainable travel
through written content, video and influencers.
Traditional linear television advertising will be utilized as it has always provided a broad
reach and level of brand building beyond digital channels. It's the same reason why so
many digital service providers such as Google, Facebook and Apple, lean so heavily on
television advertising for brand building. Traditional linear television is forecast to grow
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
in 2022 for the first time in 10 years as advertisers seek additional ways to break through
digital clutter. A CMO survey found that 19.8% of companies invested more in traditional
media advertising as a result of Google phasing out of third party cookie tracking in 2023
and Apple implementing changes to its iOS14 operating system allowing users to opt out
of being tracked.
According to Skift, in 2022, travel brands are showing even more dedication to traditional
linear television, countering all speculation that national TV is coming to an end. Big
travel brands such as Delta Airlilnes, Royal Caribbean and Airbnb have all increased their
television spend in 2022 vs. 2019 pre-pandemic.
National cable television will be utilized to provide a broad reach to an upscale audience
on a national basis. Spot market television in key feeder markets will be implemented
where prospective visitors traditionally come from, specifically in the Northeast and
Midwest in the fall and winter.
Objectives
1. Keeping The Florida Keys & Key West top of mind in key feeder markets.
2. Be the first choice among our target audience when considering travel planning.
3. Market to an upscale audience of A35-64 $150k+ that can afford the average daily
rates (this will include a younger demographic with similar vacation spending
habits).
4. Promote sustainability as a bi-product of our advertising efforts.
Goals
1. Increase advertising presence in key international markets through the Generic
and District marketing efforts.
2. Create an interactive AI/Alexa Voice Assistant skill to promote travel to the Keys.
3. Increase CTV/OTT Video (Connected TV/Over-The-Top) and Streaming Audio
(streaming music and podcasts).
4. Produce new 30- and 15-second district videos based on approved RFP concepts.
5. Produce new long form district videos based on approved RFP concepts.
6. Increase sustainability messaging through native content pieces as well as
produce a new brochure that educates travelers about destination efforts and
encourages visitors to leave the destination better than they found it.
7. Increase media efforts to the Los Angeles market (LA/Orange County).
8. Increase media efforts to the Dallas/Ft. Worth market as a multi-discipline Own A
City program in May 2023.
THEFLOR] A KEY'S & KEYWES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
9. Increase the use of first-party data targeting and contextual advertising to develop
an effective strategy to counter increasingly strict privacy laws and elimination of
third-party cookie tracking.
10.Create a new Meeting Planners Guide for the Groups/MICE market.
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2023, MARKETING �PLAN
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THEFLORIDA KEY'S & KEYWE'S"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
Target Marketing
Identifying and selecting a product's target market is accomplished through dissecting the
numerous segments. This is done by pulling apart the entire market and separating it into
manageable, distinct units based on demographics. Competition has become so
sophisticated that we must identify and carefully define our target markets to be more
effective in our advertising.
Markets can be categorized into such segments as leisure travelers, travel trade, groups
and specialty or niche markets. Targeting is also defined by age, gender, income, interest
and geography. It is imperative to fully understand all of the elements that comprise the
target audience based on research. Understanding the psychographics, which is the
mindset of visitors, completes the development of defining the best prospect for the
destination. Once the target audience is understood, specific strategies can be developed
to best reach these groups.
Our marketing agencies and staff will continue to work with the research arm of the Tourist
Development Council on visitor analysis to help identify new and emerging markets if and
when budgets allow.
Marketing efforts will promote a luxury experience by targeting the affluent audience that
the Keys have sought for many years. These visitors have the means to stay longer and
spend more during their vacation stay. International visitors always play an important
role, especially during the summer months. Promotional efforts will take place in Canada,
U.K., Germany, Scandinavia, France and Italy. The international visitor is especially
valuable, as they tend to stay longer.
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or
service that differentiates itself from the competition. Therefore, it makes sense to
understand that brand is about getting your potential customer to realize the value of your
product.
Brand equity is the marketing term for a brand's value in term of awareness and perceived
quality -- in other words, it's proven ability to draw and keep customers.
Branding can reflect personality and an attitude such as our destination's theme, "Come
as you are". Our Florida Keys & Key West positioning has become highly effective in
creating consumer awareness of our laid-back atmosphere and lifestyle.
Branding also develops consumer loyalty, even when reasonable substitutes are offered
at lower prices. People are willing to pay more because of the perceptions they associate
with the name Florida Keys & Key West.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
Generic Collateral
The following collateral is available for trade shows (travel trade and consumer shows)
and is available as downloads on the fla-keys.com web site.
Destination/Generic Brochure: A complete guide on every district, diving, fishing,
events, attractions, meeting planners guide. Description: 4 33 X 9 33, four-color
Conch Brochures: A brochure that gives a description of each district with specific
attractions, map and Chamber information. Available in English, Italian, Mandarin
Chinese, Japanese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian &
German languages. Description: 4 33 X 9 13, four-color
Meeting Planners Guide: A guide featuring a beauty shot of participating properties,
along with a description and room/facilities chart. Includes map and directional
information. Description: 8.5" X 11" folded, four-color
Florida Keys & Key West Film Commission Production Guide: A brochure
highlighting location sites, attractions and permit information as well as accommodations
and film production related business listings. Description: 4" x 9)), four-color
District I Umbrella / Association Collateral:
Key West Gay & Lesbian Brochure: Key West, "Close to Perfect— Far from Normal". A
comprehensive piece on Key West's Gay & Lesbian attitude, lifestyle, attractions,
architecture, legends, nightlife, history, culture, accommodations, dining and a list of
annual Gay & Lesbian events.
Description: 4.5 77 x 7 77 3 16 pg., four-color
Fishing Guide: Brochure includes the variety of fishing & timing within the destination
and includes a link to a complete list of fishing tournaments with date, location and director
information as well as fishing & boating information within the Keys.
Description: 4 77 x 9 73, 6-page tri-fold, four-color
Culture Magazine: Magazine featuring a complete calendar of events, articles on cultural
aspects of the Keys as well as the visual & performing arts in the destination.
Description: 8.5 77 x 11 ) 16 pages, four-color
Historic Brochure: Brochure includes historic information available throughout the Keys
with specific sites, attractions, bridges, etc. highlighted with their exact locations (Mile
Marker or address).Description: 4 y X 9 40 pages, four-color
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
Diving Wreck Trek Passport Brochure: Includes information (including a map) on the
various wrecks in the waters of The Florida Keys with a dive log for every potential dive.
Description: 4 77 x 5.5 77 7 28 pages, four-color.
Diving Reef Explorer Brochure: Includes information (including a map) on the various
reefs throughout all the districts in The Florida Keys. This brochure is used as part of a
new Dive Umbrella promotion where beginner and experienced divers can participate in
a wreck trek program where, once dives are completed (one in every district), they will
receive a downloadable official "Keys Reef Explorer" poster suitable for framing.
Description: 5.5 77 x8 77, 16-pages, four-color.
Dive Dry Bag: This tradeshow premium is utilized to promote diving and snorkeling
throughout the destination and is distributed at various dive and travel adventure shows.
The dry bag showcases a Florida Keys QR code that can be scanned to watch the Keys
diving video that features wrecks and reefs within each of the five (5) districts as well as
thirty-second commercials that also promote each district.
Dive QR Code Sticker: This Florida Keys QR code sticker is placed on the dive
recyclable bag and can be scanned to watch the Keys diving video that features wrecks
and reefs within each of the five (5) districts as well as thirty-second commercials that
also promote each district.
Sales Calendar: Two-sided 2023/2024 calendar utilized at travel trade shows. This
calendar is a sought-after premium by the trade and includes year-round branding for the
destination. Description: 8.5 71 X 11 two-sided, four-color.
Target Audiences
• Consumer
The general target audience for the Florida Keys & Key West is affluent adults aged
35-64, with a household income of $150,000+.
• By targeting this affluent adult, we ensure delivery of our message to
this segment. We also achieve delivery to the ii aspirational 33 element of
a broader audience; those with less income who aspire to experience a
quality vacation and thus will be more likely to travel to The Florida Keys
& Key West.
Within the target audience there are several sub-groups defined by different interest
and subjects that are important to them. These include:
• Leisure Travel
• Ecotourism/Sustainability
• Diving/snorkeling
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
• Fishing
• Boating
• Cultural/Historical/Art
• LGBTQ+
• Mature
• Epicurean
• Civil Unions/Honeymoons/Life Milestones
• Soft-Adventure
• Romance
• Family Travel
• Luxury Travel
• Girl or Guy Getaways
• Generation X
• Millennial
• Generation Z
• Baby Boomers
• Multi-Generational
• Multi-Cultural
• T rave l T ra d e
• Meetings and Incentives Market (small to mid-size meetings)
• Travel Agents/Tour Operators, both nationally and internationally
• International Travel
International travelers are beginning to return to the Florida Keys and are expected to
increase heading into 2023. The U.S. recently lifted Covid-19 testing requirements for
fliers entering the country which will spur international travel further. Advertising will
consist of consumer targeted Facebook advertising, digital 15-second video, digital native
advertising and magazine. International target markets include: UK, Germany, France,
Italy, Scandanavia and Canada.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
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THEFLORI DA KEY'S & KEY WES"T COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
2022=2023 Advertising Breakout
DAC 3
13�% AC 4,
III
II ,1
DAlC 2
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Culture Umbrella
1%
Dive Umbrella
3%
Fishing Umbrella
1%
DAC,
31%
eneric
23%
Advertising Budget Total: $30,205,271
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING PLAN
2022-20223 Total Media Plan Expenditure
Television
Out of Home 45%
2%
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Digital Radio,
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Media Budget Total: $28,286,354
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
2022=2023 Monthly Media Spending
December
January
illlr %
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November
'13%
February
October
1 % �
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September
1
August July
r
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June 1i %
May
April
Media Budget Total: $28,286,354
K S YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
Co-Op Advertising
Cooperative advertising provides accommodations, tourist-related businesses and
attractions, direct access to major travel markets at a cost-effective rate.
• Due to limited availability, all co-op space and time is on a first come, first served
basis.
• Space/Time reservations are arranged through a media insertion order form from a
hotelier's ad agency and/or an enrollment form and check made out in the full amount
for the co-op program a particular business is participating.
• ONLY Florida Keys tourism destination messaging is allowed in any co-op ad.
• Magazine: There must be a minimum of two participants in each ad.
• E-Marketing: There must be minimum of two participants in each effort.
• All advertising materials must be supplied in accordance with individual co-op offering.
• The Agency of Record will have final creative control of the co-op program and its
participation.
• Generic and District co-op is initially for lodging properties and then offered to other
tourism-related businesses within the Keys that help promote the destination
(attractions, etc.). Umbrella co-op programs are initially offered to specific umbrella-
related businesses (diving, and culture) and then lodging properties.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
Collateral and Fulfillment
When callers request brochures or flyers, the Chambers of Commerce will handle all
fulfillment requests. Fulfillment will include pieces provided by the Chambers of
Commerce specific to their district, and other tourism-related collateral. The Tourist
Development Council does not provide any collateral for Chamber distribution.
Call to Action Phone #s
• USA: 1-800-FLA-KEYS (for brochures). This is a consumer line that is answered on
a rotation-basis, live at the five Chambers during business hours; voice mail after
hours.
U.K.:• 0208 686 2600 (For brochures, videos, or rate guides). This is a United
Kingdom/Ireland travel trade line that is answered by our U.K. Sales Office.
• Germany: +49 — (0)221 476712 14 (For brochures, videos or rate guides). This is a
German-speaking travel trade line that is answered by our German Sales Office staff.
Fulfillment Houses
Domestic fulfillment house:
0 Print Farm — Miami, FL
They control all trade fulfillment requests as well as trade and consumer show
fulfillment.
International fulfillment houses:
0 BH&P Direct Mail Ltd. — United Kingdom
They are the primary European fulfillment house.
* Infox— Germany
They are the secondary European fulfillment house. This mail house services
Germany, Austria, Switzerland and the Netherlands.
THE FLORIDA KEYS & KEYWES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING PLAN
GENERIC MEDIA PLACEMENT
The following outlines the Generic advertising media placement for Fiscal Year
2022/2023. The plan will be flexible throughout the year to take market conditions into
consideration.
TELEVISION
Television will remain an integral part of the media plan for Fiscal Year 2023. It will target
A35-64 with a Household Income of $150,000 as follows:
• National Network Cable Television
National cable television will have a fall flight from 10/10-12/11/2022 and winter
flight from 1/9-4/16/2023. The national cable television campaign will consider
using the following networks: CNBC, Fox News, CNN, Food Network, HGTV, TLC
and MSNBC. Spots airing on news networks such as CNN will run in live news
only and will not run in any controversial talk programming. TLC will also be used
to specifically promote weddings. These networks will be able to provide the most
effective reach and frequency to the target audience.
• Spot Market Television
Local spot market television will appear in key feeder markets and activity will
primarily be placed during the early morning and late local news, which have
historically proven to work effectively. News programming is effective for the
Florida Keys & Key West due to its upscale audience and ability to engage viewers.
The fall and winter months will concentrate on Northeast, Midwest, Southeast and
Texas markets. Los Angeles will be added as a new television market in the fall
and winter months as the destination has seen increased visitation from the area
over the past two years. Spring/Summer will target traditional Florida drive markets
but also concentrate on markets further away who will stay longer and more willing
to pay the high average daily summer rates. Markets are as follows:
➢ Fall Spot TV Markets: New York, Los Angeles, Chicago, Boston,
Philadelphia, Washington D.C., Detroit, Minneapolis/St. Paul, Toronto,
Atlanta, Dallas/Ft. Worth, Houston, Nashville and Charlotte
➢ Winter Spot TV Markets: New York, Los Angeles, Chicago, Boston,
Philadelphia, Washington D.C., Detroit, Minneapolis/St. Paul, Toronto,
Atlanta, Dallas/Ft. Worth, Houston, Nashville and Charlotte
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING PLAN
➢ Spring/Summer Spot TV Markets: New York, Dallas/Ft. Worth, Atlanta,
Nashville, Miami-Ft. Lauderdale, Tampa-St. Petersburg, Orlando-
Melbourne, West Palm Beach, Fort Myers-Naples, Jacksonville
DIGITAL BRANDING CAMPAIGNS
Digital advertising will continue to have an even greater role in the Generic plan. The
destination will continue to leverage data driven opportunities to maximize targeting
different segments. With the death of third party cookies and more users opting out of
tracking, using highly targeted first party data makes the media investment more cost
efficient and reduces waste.
• Connected TV/OTT (Over the Top Television): The OTT market saw massive
growth during the Covid-19 pandemic, led primarily by the use of digital
communication platforms and the consumption of entertainment content online.
98% of Americans subscribe to at least one streaming media service, while 75%
subscribe to two or more services.
The Generic media plan will utilize the following partners to target the growing
streaming audience and cord cutters:
Disney, Hulu, Amazon Connected TV, Discovery+ and Motto are streaming
platforms that provide a wide array of content matched with a high level of data
driven targeting. Motto will not only afford the Keys the ability to hyper-target our
audiences, but also provide. People who have been served an ad for the Keys
through Motto on their connected television will have their IP address matched to
their other household devices (mobile/tablet/laptop) and will be counted once they
arrive in Monroe County. This will allow for greater tracking and measurement of
television advertising.
• Streaming Audio/Podcasts: Audio streaming also exploded during the pandemic
as more people worked from home. Thanks to mobile devices, smart speakers
like Alexa and the surging popularity of podcasts and music streaming, audio is
making a comeback.
The media plan will utilize Katz Digital Audio for streaming audio (Spotify, Pandora
& streaming radio) and Audacy for podcast campaigns. Additionally a campaign
with TripAdvisor will develop and promote Amazon Alexa skills where users can
interact with and ask their amazon device "Alexa, explore The Florida Keys".
• ACR (Audience Content Recognition): Samsung TV, LG Ads and Vizio use data
from smart televisions and other streaming devices that are connected to
televisions to re-target those users when they go to other websites on their mobile,
tablet or desktop devices.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING PLAN
• Addressable Television: Allows for the Keys to highly target potential visitors on
cable television. Its ability to reach prospects that specifically meet the Keys target
audience profile (A35-64 $150k+ household income and in-market for travel)
provides for little waste, making it an efficient marketing tool.
• Social Media: Social media is an important tool as it allows for effective targeting
at scale. Facebook & Instagram remain relevant but less funds will be directed at
them. The release of Apple iOS 14.5 limited the data Facebook can collect by
giving iPhone users the option to opt out from tracking. While this makes it harder
to target certain specific interests on Facebook, it still performs well overall for
reaching travel enthusiasts and has proven to be an effective tool in promoting the
destination. Pinterest promoted pins continue to be a successful platform for
promoting both destination weddings & honeymoons as well as travel. YouTube
will also be utilized to target specific niche markets. Tik Tok will be tested this year
as the video platform has grown tremendously. Both Florida Keys video sponsored
ads and influencer ads will be tested. Tik Tok has approximately 136 million users
in the U.S. and 37.4% of users are age 30+.
• Contextual Advertising: Contextual advertising has been increased as part of the
strategy to combat the decline of third party cookies and privacy data issues.
Contextual targeting is the serving of ads on websites based on the sites 3 content.
It allows The Florida Keys to target appropriate websites with keywords and pages
that discuss topics related to travel and other relevant topics, thereby reaching
readers who likely have a similar interest in visiting the destination.
• Native Advertising: Storytelling is an effective way to let consumers know about
the uniqueness of the Keys. Long form stories give in-depth information about a
specific topic and motivate people to visit. The importance of conservation and
sustainable travel will be conveyed in 2022-2023 through native advertising.
Travel, epicurean, wedding/honeymoon and LGBTQ+ sites will be utilized with
native content in both written and video formats. The plan will target both
consumers and the travel trade with native content. Native content partners
include:
Travel + Leisure, Food & Wine, Matador Network, Smithsonian, Outside Online,
Conde Nast Traveler, Lonely Planet, Afar, The Knot/Weddingwire.com, Tiny
Beans, Trip Advisor, LA Times, PADI, Signature Travel and Virtuoso.
• Video: 15-second video will again play an important role in promoting the Florida
Keys. Video will be served on mobile, tablet and devices as consumers use them
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
more than any other device and are a significant part of nearly everyone's daily
life. Both direct publisher sites such as CNN.com, FoxNews.com and
NYTimes.com as well as with programmatic partners that will serve on hundreds
of targeted sites.
• Video and Banner Re-Targeting: Visitors to the fla-keys.com website will be re-
targeted on sites across the web with video and banners. The most favorable form
of data is first party information. First party data from partners such as Adara will
be used to re-target prospects who have searched in real-time for a Florida
vacation or hotel.
• Search Engine Marketing: Google, Yahoo, Bing and AOL search will be utilized to
connect people searching online for a vacation to www.fla-keys.com. Google
searchers will also be re-targeted with video through YouTube and the Google
Display Network.
DIGITAL CO-OP PROGRAMS
Co-Op advertising opportunities will support the hotels and resorts of The Florida Keys.
Digital advertising co-op opportunities will allow partners to participate in geographic and
demographic campaigns at a relatively low cost. This advertising will help motivate
consumers to visit the destination as well as help them select a specific lodging
accommodation.
➢ Fall/Winter/Spring Digital Co-Op Packages: Includes re-targeting/look-
alike-targeting carousel off fla-keys.com, facebook/instagram carousel and
mobile advertising carousel units.
➢ Fall/Winter/Spring E-Newsletter Packages: CNTraveler.com,
Travel and Leisure.com, LuxuryLink.com, Afar.com, LATimes.com,
OutsideOnline.corn and TravelSpike.
➢ Feb-May 2023 Travel + Leisure Digital Native Advertising & Print Package:
Co-Op will be promoted through a digital native flip card ad unit on
Travel and Leisure.com. The unit will feature partner image on front and
property info on the reverse side that users will interact with online to "flip"
over. Additionally partners will also be included in the March 2023 print
issue of Travel + Leisure Magazine (Visit Florida section).
➢ Summer FL & Southeast Print/Digital Package: Includes re-targeting
banners off fla-keys.com, face book/I nstag ram carousel plus digital and print
publications promoting summer travel.
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
1-20
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
CONSUMER PRINT
Magazines continue to play a role in the media plan as there is still a place for
contextually relevant magazines:
➢ Consumer Print (destination ads with co-op) include: Afar, Conde Nast
Traveler, Outside, Garden & Gun and NY Times Sunday T Magazine.
➢ Dedicated Consumer Print include: Food & Wine, Undiscovered Florida,
Camp Florida, Ultimate Travel and Virtuoso Life magazines.
TRADE ADVERTISING
➢ Meeting Planners: The MICE (Meeting & Incentive Travel) market will
continue to be an important target for Florida Keys lodging. Advertising will
utilize both digital and print campaigns with Meetings & Conventions and
Smart Meetings to reach this market.
➢ Travel Trade: During Covid-19, consumers have come to rely more on
travel agents for guidance. Advertising to the travel trade will utilize both
digital and print efforts with Luxury Travel Advisor, Travel Agent University,
Travel Agent Academy, Agent At Home and Travel Pulse.
The Florida Keys travel agent online educational program, Key Lime Academy, will be
promoted all year-round to educate travel agents on why the Florida Keys are the perfect
destination for their clients. The TDC sales team receives all contact information of
agents who complete the e-learning program.
Targeting luxury consortia networks of travel agents has also been effective in driving
hotel bookings to the destination. Both Virtuoso and Signature Travel Network groups
will be utilized as they are able to reach luxury travelers with the means to afford the
destination.
INTERNATIONAL ADVERTISING
International travelers are beginning to return to the Florida Keys and are expected to
increase moving into 2023. The U.S. recently lifted Covid-19 testing requirements for
fliers entering the country which will spur international travel further. International
advertising will begin in the fall and continue through winter as overseas markets begin
to plan their 2023 holidays. Advertising will consist of consumer targeted Facebook
advertising, digital 15-second video, digital native advertising and magazine. To promote
sustainable travel in The Florida Keys, five electric-powered London cabs will be vinyl
wrapped with Florida Keys messaging. Advertising will also be promoted through Travel
Trade/Tour Operator advertising in the UK and Germany timed in conjunction with travel
trade shows (World Travel Market, London and ITB/International Tourism, Berlin). The
following key international markets will be targeted:
THE FLORIDA KEYS & KEYWES"T' COME AS YOU ARE"
1-21
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
➢ Canada
➢ Germany
➢ United Kingdom
➢ Italy
➢ Scandanavia
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
1-22
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THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
1-23
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2023, MARKETING �PLAN
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1-24
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THEFLORIDA KEY'S & KEYWE',&T COME AS YOU ARE"
1-25
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
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THE FLORIDA KEYS & KEYWES"T' COME AS YOU ARE"
1-34
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2023, MARKETING �PLAN
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2022=2023 Key Largo Media Spend by Category
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1-64
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
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1-68
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1-69
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Culture
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Culture: $397,802
Diving: $750,000
Fishing: $334,879
THE FLORIDA KEYS & KEYWES"T' I COME AS YOU ARE"
1-71
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2023, MARKETING �PLAN
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Measurability
a) Internet traffic and engagement rates will be monitored and tracked monthly with
placement of advertising.
b) Google Analytics, supplied by the web provider, includes district-specific tracking and
will be monitored closely for market lift and timing.
C) 66 nSight for Travel" reports will be monitored through the TDC's Marketing Research
Department.
d) Inquiries from trade/meeting publication advertising produces leads to the sales
division and directly to the lodging industry. The sales division will track these leads.
e) VIS call reports (area of dominant influence) will be traced to media placement.
f) We will track the geographic and demographics of potential visitors to see if
advertising efforts are hitting the market. This will be tracked through Google
Analytics, Nsight, Datafy, and digital media partners.
g) Social Media User Demographic Reports will be reviewed regularly.
h) European Agency Customer Profile and Trend Reports (supplied by Sales & PR firms
in the UK and Germany) will be reviewed by all disciplines.
Different tracking opportunities will come up during the fiscal year and the TDC Marketing
Research Department will continue to find criteria and methods to best measure our
marketing effectiveness.
THEFLORIDA KEY'S & KEYWES"T' COME AS YOU ARE"
1-82
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
I Sales & Promotions
Introduction
Though the sales team effort acts in concert with the efforts of advertising, public relations, and
research, the sales effort is specialized and uses methods unique to the field of sales. These
methods will be discussed in greater detail within the body of this sales plan for fiscal year 2023.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and demand for
the destination among travel trade professionals and consumers.
2. To ensure that these travel trade professionals act as an extended sales and marketing
arm by promoting the Florida Keys and favorably influencing consumer destination
choices.
3. To provide the travel trade and lodging industry with professional assistance and support
utilizing all tools, personal skills, venues, and methods available to us in an effort to
achieve profitable end results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and the
travel trade buyers of product.
5. To interact with sales and marketing personnel throughout the Keys within the local lodging
and attraction industry and participate in idea exchange, seek feedback regarding market
activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to project
a unified message for the domestic and international travel trade and allow for cross selling
and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity in secondary emerging
markets both domestic and international.
8. To promote specialty or niche market opportunities within the destination.
9. To promote sustainable travel practices throughout the destination to members of the
travel trade and consumers.
THEFLOR]DA KEY'S & KEYVVES"T' COME AS YOU ARE"
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023, MARKETING �PLAN
10. To promote the unique culture and heritage aspects of the destination to both members
of the travel trade and consumers.
Goals
1. Re-launch Key Lime Academy
2. Focus on promoting State & National parks in the destination highlighting the Everglades
1 00th anniversary
3. Re-launch the e-learning programs in key international inbound markets
4. Conduct an international sales mission
5. Develop and implement an Own-A-City campaign in the Dallas market
6. Create and distribute promotional materials featuring a new QR code with a direct link to
the Florida Keys Travel App
7. Coordinate and assist with a FAM trip targeting social media influencers specific to the
LGBTQ+ adventure travel market
8. Attend and participate in Pride Nashville
9. Host a MICE FAM
Staff Responsibilities
Director of Sales Department administration: Oversees sales staff activity and
reporting in both international and domestic markets as well as
specialty markets, i.e., dive, fishing, and gay travel. Directs activity
of sales offices based in the UK and Germany. Develops and
implements annual sales plan under budgetary guidelines. Liaises
with the advertising agency, public relations agency, research
department, Web provider, and fulfillment houses domestically, in
the UK, Germany, as well as Visit Florida committees, Visit U.S.A.
Committees, trade professionals and industry partners.
Intl. Sales Manager Responsible for implementing sales plan activity for leisure travel
in assigned domestic and international markets. Works with
THEFLOR]DA KEY'S & KEYWES"T' COME AS YOU ARE"
J-2
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023, MARKETING �PLAN
consumers, retail travel agents in the United States and with
consumers, travel agents and tour operators in the Benelux and
German speaking countries. Works closely with international
sales offices as well as Visit U.S.A. Committees in select markets.
Acts as a liaison between sales department and dive umbrella.
Provides assistance with other duties or activities as directed by
the Director of Sales.
Intl. Sales Manager Responsible for implementing sales plan activity for leisure travel
in select international countries as directed by the Director of
Sales. Provides support for consumers, retail travel agents, tour
operators (both domestic and international) and U.S. based
receptive operators. Works closely with the international sales
offices as well as Visit U.S.A. Committees in select markets.
Provides assistance with other duties or activities as directed by
the Director of Sales.
MICE Responsible for implementing sales plan activity in the meetings
Sales Manager and conventions market. Works with corporate, national, and state
association planners as well as incentive planners both
domestically and internationally to generate group business for
the destination. Provides assistance with other duties or activities
as directed by the Director of Sales.
LGBTQ+ & Responsible for implementing sales plan activity in the LGBTQ+
Domestic Sales and domestic leisure markets. Participates in trade and consumer-
Manager oriented exhibits and workshops targeting gay and lesbian
travelers and agencies specializing in gay and lesbian travel
programs. Provides assistance with other duties or activities as
directed by the Director of Sales.
Axis Travel Maintains Florida Keys dedicated phone line for United Kingdom,
Marketing, Ltd. Scotland, Ireland, Italy, France, and Scandinavia. Participates in
tradeshows and provides support for trade professionals and
consumer interests. Coordinates fulfillment orders with fulfillment
house in the UK. Conducts sales missions, escorts FAM trips to
the destination and attends trade and consumer events on behalf
of the destination. Liaises with KBC PR agency.
Get It Across Maintains Florida Keys dedicated phone line for Germany,
Switzerland, and the Benelux countries through a German based
sub agency, Get It Across Marketing. Participates in tradeshows
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and provides support for trade professionals and consumer
interests. Coordinates fulfillment orders with fulfillment house in
Germany. Conducts sales missions, escorts FAM trips to the
destination and attends trade and consumer events on behalf of
the destination. Also liaises with Get It Across-PR.
The sales staff provides ongoing customer support through trade fulfillment, sales calls, site
visits, presentations, electronic promotions, familiarization trips, webinars, and general
assistance. Each manager provides a report following each venue and organizes all leads
generated because of a sales promotional effort and is responsible for making this information
available to the industry for follow-up.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of the Monroe County Tourist Development Council.
Methods of Sales
Trade Shows are organized and established exhibits domestically & internationally. The
standard format is a booth (10' X 10') or (8' X 10') pipe and drape, trade table Or. booth),
countertop (approx. 3 feet counter space only), or tabletop (6-foot table). In some cases, the
booth would be customized to accommodate the size of our Keys delegation. Trade shows
provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors
(known as suppliers) and gather pertinent information with regards to destinations,
accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product.
They provide a very effective means of contacting a significant number of interested buyers
within a few days or the length of the exhibit. Normally, trade shows are brisk in activity and
buyers seek out exhibitors they are interested in doing business with. Trade shows are attended
by travel agents, tour operators, receptive operators, meeting planners, journalists, and
consumers depending on the show format. Where possible, we exhibit in the Visit Florida
section. Tradeshows provide an opportunity to meet new customers and renew personal
relationships with existing customers. Trade shows are essential in the travel industry. An
inordinate amount of business is booked worldwide either right on the spot or because of follow-
up.
Sales Missions are comprised of an organized delegation of salespeople of a common grouping
who travel as a group to a specific geographic area to meet face to face with customers. Some
common activities of a sales mission are appointment calls taking place within the client's office
environment to discuss the various products represented. The mission may also include hosted
breakfast/lunch/reception/dinner training seminars and product presentations to the trade.
Typically, this format is by invitation only to pre-qualified agents or meeting planners. A hosted
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reception is often appropriate and provides a casual atmosphere in which to network, but with
the clear objective being product exposure. Missions are commonly organized by Visit Florida
or appropriate regional travel promoters and open to statewide participation. Many times, we
organize a destination specific mission with industry partners. Both are very valuable venues.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator, travel agency, airline reservation center or incentive planners
office. Presentations are given to the sales/reservations agents on how to promote our
destination to their clients and consumers and to update them on new product and current events
associated with the travel industry. Industry participation is encouraged at these events.
Sales Calls are comprised of meetings with travel trade partners where an appointment is held.
Sales calls can be executed by an individual or in a small grouping of salespeople. Sales calls
are effective, and the customer is usually pleased that the salesperson has taken the time to
visit them personally and provide materials such as brochures, videos, etc. Sales calls are the
most effective method of establishing or maintaining a relationship with a valued customer.
Familiarization Trips (FAMs) are the optimum opportunity to showcase your product firsthand.
These trips are organized, and attendees include travel trade professionals who have been
qualified beforehand. They will generally have a local escort from the tourist bureau, or a hotel
may choose to solely organize their own FAM. FAMs are generated from a variety of sources:
Airlines, tour operators, state and regional tourist bureaus, travel agencies, corporate hotel
chains, etc. FAMs are golden opportunities to help these professionals sell your product by
experiencing it firsthand. We in the Florida Keys get very creative with our FAMs and follow the
philosophy that we do not want the participants to spend all their time inspecting hotels, but to
experience what the destination itself has to offer in the way of attractions, activities, cultural
events, art galleries etc. Hotels have the opportunity for exposure by hosting meals and doing
brief presentations and/or providing complimentary lodging. All meals, accommodations and
activities are sponsored either by the lodging/attractions industry or by the TDC, resulting in no
significant costs to the FAM participants. FAMs are most always a very positive experience. The
downside is dependency on fair weather, securing lodging during peak occupancy periods and
FAMs are usually short 1 - 3 nights. The participants cannot see or experience all there is. FAM
opportunities arise frequently throughout the year.
Internet Based Expositions are "live" events, like a physical trade show. Travel trade
professional's log in to the exposition website during the designated dates and time. Sales staff
will interact and engage with trade professionals interested in our destination. This happens via
the chat platform by the exposition vendor. Travel advisors just browse our "booth" and view
literature and ask specific questions. Services like "live" presentations, chat sessions, videos,
brochure downloads are offered to the attendees. The economics of no travel expense (for buyer
or supplier) provide an enticing business model for continued attendance growth in the future.
Digital/E-marketing Marketing promotes our destination using various internet media including
e-newsletters, brochures, postcards, and online sales presentations. E-marketing is cost
effective, reaches an audience that staff would not be able to physically visit, available across
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every time zone during business hours, is targeted and trackable. This is an excellent follow up
tool to sales missions, trade shows and keeps established clientele informed on destination
updates. It can also be used as an educational source for meeting planners, travel agents and
tour operators.
Affinity Marketing is a method of selling goods and services by creating partnerships with
similar or compatible companies and brands. This increases brand loyalty for both companies
and products and heightens market awareness of both. Visit Florida and our agencies of record
overseas are the customary providers of outlets used in affinity marketing promotions.
Co-operative Programs - The sales department offers many co-operative delegate programs
to the Keys tourism industry. Co-op booth space provides a more affordable opportunity to
exhibit than to contract independently with the show organizers. Many show regulations provide
for this type of arrangement, but some organizers do not. Keys industry participants join in the
destination booth and can sell not only the destination but their product as well. Fees vary from
show to show. Additionally, we frequently offer brochure distribution opportunity when it is not
feasible to offer delegate participation.
Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally
funds a function or event in return for market exposure of some sort. Sponsorships may range
from a small-scale activity such as a coffee break to a large-scale event such as a trade function
sponsor. All sponsorship participation is evaluated by its potential exposure benefits.
Webinars - Sales staff will continue to use affinity partner's webinar technology. With their tools
comes access to their private travel trade professionals. Our content is created to each partner's
specific interests in our destination. The number of participants varies from a handful to
hundreds. Webinars are generally 30-60 minutes. Being able to reach so many professionals in
the short amount of time, keeps these opportunities high on our list of sales efforts.
Lead Generation - The sales staff accumulates leads because of almost every effort we make,
whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are
passed along to the industry either via e-mail with the post-trip report or via fax. Timely
processing and distribution of leads is a critical component. The leads may vary in quality, but
each lead is distributed because of a direct request from a travel professional. Sometimes this
includes consumers as well.
Follow-Up - Once leads have been obtained and distributed to the industry, the follow-up to
both our industry partners as well as to the travel trade is essential in determining the results of
a sales effort. Lead follow up can be accomplished through different methods including
contacting travel trade to determine action steps taken because of our meeting, contacting
meeting planners to determine how many properties responded to their request for proposal or
contacting trade partners to determine booking volume because of a training or sales call to a
reservation call center.
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Social Networking Programs - Sales staff will be working with meeting planners, travel agents,
and tour operator associations who have established community bulletin boards and/or blog
postings on their organization's web pages.
International Overview
International inbound travel is expected to gain momentum beginning in summer 2022 after two-
plus years of zero to very little visitation in the Florida Keys. However, there are still many
unknowns that temper our optimism. We are paying close attention to impacts from the global
economic and political situation, as well as monitoring the exchange rate values between the
USID against the GBP and EURO, as it is currently the strongest it has been for nearly twenty
years. Airline crew shortages and the rising cost of jet fuel are also factors we are watching
closely for potential impact on inbound visitation.
International visitors are an integral component of the sales and promotional program as this
segment has historically represented between 15-20% of overall visitor numbers to the Florida
Keys. As with other markets, fiscal year 2023 will be a transitional period as international travel
continues to rebound back to pre-Covid levels. In November 2021 the U.S. reopened to foreign
travelers, with several onerous Covid-related requirements. A negative test result was required
three days before arrival, among other restrictions. Adding to this inconvenience, there were and
continue to be canceled flights, airline staffing shortages and limited air routes; all resulting in
higher-than-normal ticket prices. The lack of inventory among car rental companies resulted in
very high rental rates, which posed yet another hurdle.
International travelers looked beyond these challenges and are still willing to begin travel to the
U.S. again, helped by more than two years of unspent travel budgets. The United States was,
and is, considered a safe place to vacation. Tour operators reported booking numbers almost
equal to 2019 by summer 2022. And with the lifting of all Covid-related mandates for U.S. border
crossings in June 2022, we expect another spike in (mostly last-minute) bookings. According to
research conducted by Brand U.S.A., families with small children have a higher likelihood to
travel and they plan on doing so between July and September. European visitors rank California,
New York, and Florida as their Top 3 U.S. destinations.
We plan, as in past years, to concentrate sales efforts in our primary markets of the UK/Ireland
and the German speaking regions of Europe. In secondary markets, the focus will be on the
upscale consumer who is less impacted from economic considerations. Both scenarios will focus
on outreach to the travel trade, with whom the consumer has the most confidence and travel
disruption protection.
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By spring of 2023, we expect to see about 82% of the international volume we saw in 2019 (pre-
Covid), with parity expected in 2024. With borders reopening throughout the world, the pressure
from the domestic market on our destination should be alleviated — and hotel rates in the
destination are expected to stabilize to levels more palatable to our international visitors. Car
rental companies are repurchasing vehicles that were sold off during the pandemic, which will
alleviate the inflated pricing we see currently. This will also help as our international visitors stay
longer and typically make use of rental cars as a key part of their travel budgeting.
Among inbound visitors in the next year or so, several metrics are at play in the decision-making
process, including a destination's commitment to sustainability along with opportunities for
unique "local" experiences, i.e., "Hidden Gems", "Roads Less Traveled" and so on. The Florida
Keys is in a prime position to benefit from this changing, post-covid traveler sentiment. Tour
operators have referred to it as "Deep Travel". Brand U.S.A. uses the acronym G.O.A.T. which
stands for the "Greatest Of All Trips".
While Canadians (our most frequent short-haul international market visitor) typically visit the
Keys during the winter months to escape their harsh climate, the long-haul international visitor
will visit the destination during the summer months, notably between mid-July and early
September. There is also an uptick in visitation during the Christmas and Easter holiday periods
for well-heeled family breaks or upmarket couples looking for a winter holiday in the sun. Most
of Western Europe enjoys at least five weeks paid vacation per year; therefore, it is not unusual
for visitors to stay 2-3 weeks touring the state. The Florida Keys are always included in the
itinerary as a "must see" destination during their broader Florida visit.
The most important difference between international travelers vs. domestic travelers is that our
long-haul visitors continue to use the service of travel professionals for advice, referrals, and
planning purposes, although travel advisor services are also rising in the U.S. European laws
protect the consumer from any travel mishaps if they book through a travel professional. The
consumer is guaranteed full compensation in the event of unforeseen travel disruptions. Given
this added level of travel insurance, we anticipate a strong return to very near pre-pandemic
visitation from all international visitor segments in fiscal year 2023.
Our destination is positioned as an upmarket component to a multi-center Florida holiday. Our
adventure activities are popular with multi-generational travelers, millennials, and families. The
authenticity of our attractions, the fresh culinary offerings, and the Caribbean feeling of the
archipelago all contribute to our popularity amongst our international target markets.
Profile Sources
Resources used in the information provided below include— but are not limited to—the following:
See America Committees worldwide, Visit Florida, Brand U.S.A., our agencies of record in the
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United Kingdom (UK) and Germany, Visa Vue, United States (U.S.) Embassies, U.S.
Department of State, and the U.S. Department of Commerce & International Trade
Administration.
NORTH AMERICA
CANADA
International Traveler Profile:
• #1 short-haul international inbound market for the U.S.A. and the Florida Keys.
• Florida remains the #1 destination of choice for Canadians followed by NY state.
• Over 3.5m Canadians visited Florida in 2019 and this number will resume as we are
returning to normal. Increase by 2024.
• As always, #1 international inbound market for the Florida Keys with over 359,000 visitors
in 2019 an increase of 10% from 2018.
• Average age is 45-64 years old. Projected for year-end: age 55-64 will increase by 4.4%,
while those 65+ will increase by 15%.
• Prefer sun and beach destinations while escaping their harsh winter climate.
• Top 3 leading activities: soft adventure, cruises, and golf.
• Average party size is 2.2 persons, and the average length of stay is 22.7 nights, and 77%
are empty nesters.
• 64% booked their vacations via websites on their own, only 20% use travel agents.
Travel Preferences & Trends:
• Florida, California, and Hawaii rank as top non-border state destinations.
• Canada has an aging population (more are over 65 than 15 and younger). Older
demographic prefers travel to the United States over other countries.
• Airline routes are re-established post Covid to the United States (WestJet, Air Canada,
and Porter Airlines strategic alliance with JetBlue).
• Initial mode of transportation is driving to a destination following with airlift as confidence
resumes.
• Baby boomers with time and money are interested in staying in the southern U.S. during
the winter (the "snowbirds").
• Greater Toronto and Montreal areas remain key feeder regions for Florida vacations.
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• The Ontario province provides 56% of visitors and 28% from Quebec for all Canadian
visitations.
• British Canadians tend to prefer Orlando, Palm Beach, and the West Coast of Florida
versus the French Canadians who prefer the Fort Lauderdale area.
• As the largest and most culturally familiar travel market, Canada offers the broadest range
of relatively easy travel promotion opportunities for destinations and attractions across
the United States.
• The Canadian traveler seeks "value for the price paid" when selecting accommodations.
• Many utilize RV parks and campgrounds.
• Will take short breaks within the state of Florida from a winter second home or their luxury
RV.
• On top of their regular vacation, Canada has six national holidays, three religious
holidays, and various provincial and city holidays each year.
Economic Considerations:
• GDP: $1.64 trillion • GDP Real Growth Rate: 0.8% • GDP Per Capita: $44,500 (2022
est.) ,* Unemployment Rate: 5.2% • Inflation has grown to 7.8%
• The exchange rate has lowered from 30% to 23% which is very positive for Canadians to
travel to the US.
• Canadian inbound travel to Florida is resuming and will be back on track by 2024.
• Sun destinations like Mexico and all-inclusive resorts in the Caribbean, including Cuba,
were a strong competition but post -pandemic, the Canadians were looking for "safe"
destinations.
• Canadian economy is forecast to remain stable in 2023
EU ROPE
G E RMANY, AU STRIA, SWITZE RLAN D
International Traveler Profile
• #2 international inbound market (combined) for the U.S.A. and the Florida Keys.
• Almost 2.7 million travelers from the D-A-CH market visited the US each year pre-
pandemic.
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• Population of the entire market is 100.7 million
• Almost all workers are entitled to at least 4-5 weeks paid annual leave each year plus an
additional 8-14 paid holidays
Travel Preferences and Trends:
• Airlift from the German-speaking market to Florida is not back to pre-Covid levels yet, but
there are daily direct flight connections from Frankfurt to Miami, Orlando, Tampa, and
Fort Myers through Lufthansa and Eurowings Discover. In addition, there are direct flights
from Zurich to Miami and Tampa by Swiss / Edelweiss respectively. Austrian Airlines has
not resumed their direct flight from Vienna to Miami yet unfortunately.
• With some customers wishing to avoid larger crowds / larger cities, there is increased
interest in flights to secondary/ smaller airports, creating opportunities for new itineraries
starting and/or ending in Key West thanks to increased domestic air service to EYW from
US international hub airports.
• Despite higher energy costs, the losses from the pandemic years and the overall inflation,
flight prices have remained reasonable
• With uncertainty surrounding international travel, tour operators are reporting incredibly
short lead times for summer bookings in 2022 down to 3 or even 2 weeks out. Now that
inbound rules and regulations regarding vaccinations and testing have been lifted,
bookings will build throughout 2022-23. The timing works well with the anticipated easing
of lodging availability throughout the destination
For 2023, with hopefully more stability on the rule side and people realizing the challenges
with the availability, one can expect a return to more traditional booking patterns. Summer
bookings to the U.S.A. are traditionally "in the books" of the German-market tour
operators by March, with December and January still being the primary booking months
for summer travel.
• Shoulder seasons have seen and will most likely continue to see an increase in double
income, no kids and/or empty nesters.
• There are basically two types of opposing trends among post-pandemic travelers: One
group is looking to avoid crowds, have more "socially distanced" nature-based
experiences off the beaten path, looking for smaller cities and more rural areas, while the
other group is looking to indulge in the group and social experiences they missed out on
during the pandemic.
Economic Considerations and Political Trends:
• The German economy has survived the pandemic relatively unscathed; the
unemployment rate is currently at 5.0% (April 2022), which is only slightly higher than the
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record low right before the pandemic (4.8% in November 2019); peak unemployment rate
during the pandemic was 6.4% in August 2020.
• An additional 2.5 - 3 million Germans right now are on wage subsidy programs supported
by the German government to alleviate the impact of the Corona pandemic (that is
especially true for industries like tourism, culture, and gastronomy).
• The unemployment rate for Switzerland is 2.4%;(April 2022), which is also almost back
to pre-pandemic levels (around 2.3% in 2019).
• The Austria unemployment rate is at 4.5% (April 2022), which is the same it has been at
its lowest point in 2019.
• While the pandemic has undoubtedly affected many Germans economically in a negative
way, 2020/21 were positive for lots of educated, medium-to-higher income groups. During
the pandemic, the consumer savings rate in Germany shot up to 16.6% as people were
not able to spend money on vacations, restaurants, and other leisure-time activities for
most of the pandemic period.
• Paired with the pent-up demand from not being able to travel, many consumers from
medium-to-higher income groups are using those savings for travel as soon as it became
possible / the circumstances provided enough safety.
• Currency: The USD has gained constantly over the course of 2021. Prices and inflation
have risen significantly in Germany and are continuing to do so, so that cost of living
affecting disposable income may become a challenge for certain groups. Coupled with
the high rates in the U.S.A. (and the Keys specifically), the unfavorable exchange rate,
the low availability of rental cars etc., this will make a recovery to pre-pandemic levels
more challenging
• Germany remains an export-driven economy; exports remain high, but supply chain
interruptions are affecting production in many industries, particularly automobile.
• Dependency on Russian oil and gas is being addressed, and will certainly affect the
economy, particularly in chemical industry which is dependent on gas for electrical
production
• Overall push for sustainability / renewable energies / reduction in CO2 consumption
• Job market feels tight in all industries
• Inflation is the highest it's been since the 1980s
• Dropping of the testing requirement by the US government is definitely seen as a positive
sign by consumers but will not necessarily lead to an immediate jump in bookings as it
hasn't been a major deterrent for European travelers thanks to the existing testing
structure; the hope is that dropping the testing requirement will lead to more US citizens
travelling abroad again and thus easing the pressure in the availability situation of hotels,
rental cars, RV's et al.
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FRANCE
International Traveler Profile:
• In 2022 so far, France is number#2 E.U. country and #5 globally for international
visitors' entrance to the U.S.
• The United States is a popular destination for French travelers, ranked number one
among long-distance destinations. California, the U.S. National Parks, New York, and
Florida remain favorite destinations.
• More than 1.87 million travelers from France visited the United States in 2019, a continual
yearly increase. They spent a record-setting $6.5 billion in receipts while visiting. Those
numbers are forecasted to by 2024
• In 2019, France surpassed the UK(79,200)with 85,500 visitors to the Florida Keys behind
Canada and Germany.
• The French are very individualistic in their travel behavior, which explains 70% of visitors
choose fly/drive vacations. Nevertheless, some travelers, mainly retired people, prefer
organized trips.
• The average length of stay is 14 nights for fly/drive market, FKKW captures 3-4 night of
these visits.
• 43% of the travelers are couples and 34% are families.
• Primary Travel Periods • Winter Holidays: Two weeks in February or March • Easter
Holidays: Two weeks in April • Summer Holidays: Six weeks of school holidays in July
and Augusto Fall Holidays: Two weeks in late Octobero Christmas Holidays: Two weeks
in late December.
• Family Vacations usually taken between mid-July and early September with couples
traveling year-round.
• New York, Florida, and California remain the preferred destinations.
• The French are among those with the most time off in Europe—a minimum of five to
seven weeks of paid holiday, 11 national holidays, and "RTT" days (additional days off
for those who work 39 hours/week in the public sector and for some private companies.
Travel Preferences and Trends:
• Today's generation of travelers is comfortable traveling in English-speaking areas.
• Bed and breakfast and boutique hotels stays are becoming increasingly popular with
couples. The French are looking for more personal interaction with the local community.
Families prefer branded resorts.
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• Miami is the #2 port of entry for French travelers (NYC is #1).
• Post Covid, 10 carriers offer non-stop flights from France to the United States (The U.S.
carriers are American Airlines, Delta Air Lines and United. The European carriers are Air
France, Air Tahiti Nui, French Bee, La Compagnie). Routes are being re-established
monthly and number of flights are increasing.
• The French traveler primary considerations include: the cost of the trip (USD/EUR
currency), the destination's weather, the level of security and threats, the great outdoors
adventures, culture and heritage, authenticity, and gastronomy.
• Attractions include nature and water activities, sunbathing, sightseeing.
• The French travel to recharge batteries ("traveling is a therapy"), they gather with family,
and take a break from their anxious daily lives.
• The French are repeat visitors to favored destinations.
• 53% booked their vacations via websites.
Economic Considerations and Political Trends:
• Economy * GDP: $3.35 trillion (projected 2022) * GDP Real Growth Rate: 1.3% (2019) •
GDP—Per Capita: $42600 (2021) * Unemployment Rate: 8.1% (2021) * Inflation Rate:
5.2%
• France remains one of the strongest economies in the world.
• France is the #2 economic leader in the Eurozone behind Germany and 7 th in the world.
• Market indicators project continued growth in France. The French tourism market is
dynamic and stable.
• Security concerns in other warm-weather destinations (i.e., North Africa) have provided
the U.S. with increased exposure as a valid first choice in long haul travel despite an
increase in competition from Asia.
• The traditional distribution system (wholesalers and retail agents) still plays a major role,
especially for honeymooners, divers, luxury clientele, and seniors.
• Tour operators are adding direct sells to the consumer as a new market for them, thereby
passing on the savings and omitting the retail agent.
BeNeLux (Belgium, Netherlands, Luxembourg)
International Traveler Profile:
• #12 international inbound market (combined) for the U.S.A. and the Florida Keys.
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• The United States is the number one destination for long-haul travelers from Belgium and
the Netherlands. There are daily direct flights from Brussels airport (TUI Fly) and Schiphol
(Amsterdam - KLM) to the U.S.A., and because of the high-speed train links to Germany
and France, these flights attract substantial numbers of passengers from those countries
as well.
• Workers in Belgium and the Netherlands have an average of 4 to 5 weeks of holidays per
year with full pay plus a holiday bonus (8% of their yearly salary).
28% of all Dutch visitors to the US vacation in Florida. The average Belgian stays in the
U.S. for 13 days.
• The fly/drive market represents 50% of the total holiday travel segment. The average age
of long-haul travelers is 45-54 years old. The travel period runs from June through mid-
September with a peak in August.
• Most travelers are independent, seeking tailor-made trips and booking their vacations via
a travel specialist instead of large tour operators.
• An average of 20% of all visitors from Belgium and the Netherlands are first-time visitors,
meaning that 80% are regularly returning to the US for their vacation.
• Florida is the second most visited state and Miami is the main port of entry for those
travelers and their length of stay averages a minimum of two weeks.
• While Belgium looks like a small country, with 11 million inhabitants, Belgians are the
sixth biggest spenders per capita in the tourism industry. Belgium is the smallest country
in the top 10 for this parameter and does better than countries such as Germany, the
United Kingdom, Switzerland, and the U.S.A.
• The Benelux is good for almost 1 million tourists a year (inbound U.S.A.).
Travel Preferences and Trends:
• The Benelux traveler conducts online research (61%) fora possible destination in the US
before making his / her travel plans.
• The Dutch prefer the personal interaction and security that comes with using a travel
agent.
• Cultural attractions and local lifestyle vs. strictly beach activity is their preferred activity in
warm sunny weather. Being 'adventurous' is their strongest impression of the U.S.A.
• Travel agencies remain the strongest booking channel for the U.S.
• There are a small number of tour operators serving the US-bound traveler.
• 49% of Dutch travelers want to travel internationally in 2022, with September being their
preferred travel month for a 2-3-week vacation.
• The expected household travel spending of 24% of the travelers will be between $ 5,000
and $ 7,500 and 20% will spend more than $ 7,500.
• July, August, and September count for most popular months traveled overseas
• 16% of all Belgians travelers and 20% of all Dutch travelers plan to visit the U.S.A. within
12 months, 49% of which are couples (for both countries)
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• 25% will make the destination decision in 3 to 5 months, 22% between 6 to 12 months,
air booking is done for 28% within 3 to 5 months and 32% books 6 to 12 months out
Economic Considerations and Political Trends:
• The Belgian economy continues to be recognized as a stable market.
• As the capital of the European Union and the seat of NATO headquarters, Brussels has
attracted over 2,300 international companies. The people working for these companies
and organizations are a very interesting market segment that does not exist in many other
cities. At any one time, there are over 6,000 diplomats in Brussels, plus 15,000 lobbyists
and more than 1,000 foreign correspondents.
• Belgium is a very open market where there are hardly any signs of protectionism. For that
reason, the country is often used as a test market where large and small companies try
out new products and ideas.
• The population in The Netherlands is expected to increase by 2% to 17.5 million in 2025.
The age segment of 65-80 in The Netherlands is estimated to represent 17% of the total
population in 2025, increasing the number of people who have time for travel. After years
of recession, the total amount of travel trips showed moderate growth again between
2014 and 2018, while growth increased after 2018. 79% of outbound trips from The
Netherlands are leisure related and 21% are business-related. Traveling by airplane has
surpassed travel by car for the first time.
• Savings in The Netherlands increased with 42 billion Euro. 40% of the Dutch international
travelers will spend between E 4,000 and E 10,000 on their next vacation.
S PAI N
International Traveler Profile:
• #10 international inbound market for the U.S.A. and the Florida Keys.
• Spaniards get four weeks of paid holidays plus 12 public holidays.
• The length of stay is 17 days on average and, 23% of all Spanish visitors to the U.S.A.
vacation in Florida.
• Air Europa and Iberia have daily flights between Miami and Madrid.
• The number of Spaniards who travel outside of the country continues to rise.
From Q1 2019 to Q3 2019, the number rose by 1.4 percent.
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Travel Preferences and Trends:
• Spanish travelers used online booking services to arrange 70 percent of their
transportation, and 52 percent book their accommodations online. This trend is said to
continue. According to experts, by 2022, online booking will become Spanish consumers'
preferred method of making travel plans.
• The travel and tourism sector will soon pick up where it left off. Overall travel sentiment
is high, and the travel and tourism industry will begin to recover by the summer of 2021.
• Domestic trips will drop from 82% in 2020 to 66% in 2021, trips to Europe would rise from
14% this year to 22% next year, and long-distance traffic would increase from 4% this
year to 12% in 2021.
Economic Considerations and Political Trends:
• Spain remains one of the fastest growing European economies. The Spanish GDP closed
the year with an increase of around 2 percent, which is slightly less than previous years
but higher than the performance of other major European economies.
• Spain's unemployment rate continues to decrease. In 2019, it was 13.8 percent, which
stabilizes the purchasing power of Spaniards.
• Spaniards are increasingly open to travel and place emphasis on trying new and exclusive
experiences.
• Spanish visitors to the U.S. have risen over 62 percent in the last decade (2009 to 2019)
from 597,000 in 2009 to 943,000 in 2019 (a 7 percent annual increase over 2018)
representing the second-highest growth among the top five European outbound markets
and contributing a significant $60 billion to the U.S. economy.
• The median expected household travel they spend for their next U.S.A. trip is $ 4,527
(exclusive of airline tickets).
• Like most European nations, their preferred months to travel are (March 2017—March
2019): 31% July, 39% August, and September 29%.
UNITED KINGDOM
International Traveler Profile:
• #4 international inbound market for the U.S.A. and the Florida Keys.
• Around 4.8 million Brits visit the U.S.A. each year.
• Population of the UK is 66 million, with a median age of 40.6 years.
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• Almost all workers are entitled to 5 — 6 weeks paid annual leave each year.
• Length of stay in the U.S.A. is 11.9 nights.
• The average number of holidays UK residents take abroad each year is 1.9.
• Advanced trip decision time: Around 30 — 180 days, but consumers are booking out as
far as 2024.
• Top three visited states were Florida, New York, California.
• Orlando captures a vast majority of the mass market share for UK visitors to the top three
U.S. cities visited (New York, Las Vegas, and Orlando). New York is the most visited
U.S.A. destination by Brits. Miami ranks 6 th as most visited destination.
• "Dinkys" (double income, no kids), "skiers" (spending kid's inheritance) LGBTQ travel,
couples and honeymooners and Millennials continue to be the demographics to target as
have reasonable disposable income levels.
• Florida Keys are viewed as a year-round and luxury destination.
• Families will stay in hotels or self-catered units. Couples will stay in small inns, bed and
breakfast type accommodations or high-end luxury resorts.
• Sun/beach and fly-drive trips continue to be the main attraction of a Brits holiday, but
honeymoons and other significant life event celebrations and experience-led activities
(soft adventure, national parks) continue to motivate as well.
• Travel to FKKW is not price driven.
• Key West continues to be recognized as a popular LGBTQ destination for UK consumers.
Travel Preferences & Trends:
• The U.S.A. is the 2nd most popular destination for taking holidays (after Spain). Moving
up one place from position 3 in 2021.
• UK travel trends are seeing consumers having a strong desire to travel and to embrace
old favorites returning to destinations they know and love. A positive for the Florida Keys
is that when consumers are looking at travelling to Florida, they are wanting to explore
further out than Orlando. They dream of relaxation, water, open spaces, and sunshine.
• Throughout 2022 there has been a consistent last minute booking window as uncertainty
with travel regulations continues, however, this is expected to level out as the situation
improves. The booking window can be anything from 4 weeks to 18 months.
• Tour operators are reporting a very limited availability in the Florida Keys which is a
challenge and airlines are starting to get stricter again with their flexibility now not allowing
tour operators or travelers to change dates.
• Forecasts continue to expect a rise in bucket list travel — trips that deliver unforgettable
experiences.
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• Experiencing the great outdoors and getting back to nature will also play an important
part in destination choice.
• Canada is now an equally popular destination for holidaymakers.
• There is a growing desire to book with the travel trade for the peace of mind of a package
holiday and to obtain the expertise of a travel provider.
• Tour operators report that forward bookings for 2023 are currently strong however are
cautious as to how the peak booking season will be with the cost-of-living crisis.
Economic Considerations and Political Trends:
• GDP Growth forecast for 2023 is at 0.0%. Down from 2.1%. Despite the slight recovery
of the economy from the pandemic, the impact of the war in Ukraine is expected to slow
growth in the UK. Depending on how the situation escalates will depend on how the
economy will do.
• Bank of England reports that inflation in the UK is likely to keep rising to around 10%
during 2022 and then drop down in 2023. They expect it to be close to 2% in around two
years.
• Unemployment is low (lowest for almost 50 years at 3.7%) and the labor market is strong,
which has led to an increase in wages. This has led to an increase in service costs as
well.
• Consumer spending is now forecast to rise to 4.9% in 2022, down from 5.6% reported in
February. A growth of 1.5% is predicted in 2023, down from the original forecasts of 2.9%.
• 2022 is the year of revenge travel! The Brits love to travel, whether it's for adventure,
wellbeing, connecting with others or visiting friends and family. The UK outbound holiday
market is reported to be worth E32bn.
IRE LAN D
International Traveler Profile:
• #21 international inbound market for the U.S.A. and the Florida Keys.
• Population of Ireland is 5.2 million with a median age of 37.8 years.
• Nearly all workers are legally entitled to four weeks of paid holiday a year, plus 10 public
holidays.
• The U.S. is the most important long-haul holiday destination.
• Around 521,000 Irish visit the U.S.A. each year.
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• The main purpose of the trip is a vacation followed by visiting friends or relatives.
• Florida, New York, and California are the most popular destinations.
• The average length of stay is 12.9 nights in the U.S.
• Orlando is still of great interest, especially for families with small children.
• Those with older children, repeat visitors, couples, or empty nesters more likely to travel
to the Florida Keys.
• Advanced decision trip time is 12 — 18 months.
Travel Preferences and Trends:
• The Irish prefers sunny, warm destinations as they depend on their holidays to rejuvenate
in the sun.
• Destinations "slightly off the beaten path"
and twin center holidays continue to be very
popular and looking for the "brag factor."
• The United States earns one half of Ireland's long-haul travel market.
• Flights from Ireland to Miami are coming back starting October 2022 with three times
weekly from Aer Lingus.
• Additional carriers out of Ireland to the U.S.A. are Delta Airlines, American Airlines and
United Airlines. Schedules pending.
Consumers continue to book travel year-round vs. the traditional January time frame.
Economic Considerations and Political Trends:
• The OECD forecast reports that Irelands economy will grow by 4.8% in 2022 and 2.7% in
2023.
• The Irish unemployment rate in May 2022 sat at 4.7%, the lowest since April 2020.
• Consumer confidence in Ireland is falling, the same as when it did in 2019 when Brexit
was proposed. However, tour operators are still reporting strong interest in bookings and
overseas holidays.
• U.S. pre-immigration and customs clearance facilities provide a unique advantage to
travelers departing from Dublin and Shannon airport.
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DEN MARK
International Traveler Profile:
• #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys.
• Approximately 314,060 Danes visit the U.S.A. each year.
• The U.S.A. continues to be the #1 long-haul destination.
• California, Florida, and New York are the top three travel destinations.
• Beach holidays, city breaks, and fly/drive packages most popular.
• The U.S.A. is considered for a city break destination and a longer travel holiday.
• Danes will look to travel to the U.S.A. multiple times a year.
• They go on a 3 — 4-week summer vacation between June and August which is the main
travel period.
• An average household income is $95,693.
• They enjoy experiential travel, active holidays, and relaxation.
• Danes enjoy six full weeks of annual vacation and 12 national bank holidays.
• Average Length of stay is 20 days.
• Average States visited each trip is 1.3 — 1.6.
Travel Preferences and Trends:
• Advanced trip decision time is around 90 days.
• Competing destinations now include Canada, Australia, and the Far East.
• Danes will utilize airline websites, online travel agencies and personal recommendations
to get travel inspiration and information.
• Climate change and sustainability are a major topic for Northern European countries.
• The Danes are typical self-drive clients. They travel all over the State either by RV rental
or rental car.
• Most operators selling the U.S.A. are specialized in tailor made trips to create a specific
itinerary for each client.
• Primarily they use hotels and condos as accommodations.
• Travelers are becoming more adventurous, looking for more unique experiences.
• Danes enjoy long road trips, making the Overseas Highway a 'must see and do' for this
market.
• Special interest holidays on the increase. (biking, sailing, diving, etc.)
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Economic Considerations and Political Trends:
• The Danish economy is recovering strongly from the Covid-1 9 crisis growing by 4.7%. In
2022 it is forecast to ease to 2.4% and to 1.7% in 2023.
• The unemployment rate remained unchanged in March 2022 at 2.5%.
• Denmark is one of the largest exporters of wind energy technology, aircraft, computers
machinery, and container ships in the world. Their economy is also reliant on their
exportation of oil and natural gas.
FINLAND
International Traveler Profile:
• #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys.
• U.S.A. is one of the main long-haul destinations for Finns.
• Around 142,000 Finnish travel to the U.S.A. each year.
• Florida, New York, and California are the most popular destinations in the U.S.
• The Finns have 25 days paid vacation with 11 paid public holidays.
• Majority of Finns choose packages but trending toward individualized travel.
• Finns enjoy beach holidays, but a growing number are looking for active holidays
engaging in modern type watersports. (Cycling, kite boarding, paddle boarding, nature-
based attractions).
• Florida is the most popular destination for first-time travelers to the U.S., families with
children, and senior citizens.
• Finnish tend to travel the entire state of Florida on their trip.
Travel Preference & Trends:
• Finnish tour operators report a continued trend that more Finns are seeking active
adventure holidays, custom travel packages and are interested in interacting with local
cultures.
• Additionally, their travel is very much focused on combining a city experience with a beach
experience or combining a land stay with a Caribbean cruise.
• When they travel to the U.S.A., they like to incorporate several areas of the State in one
trip.
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• 50% of all long-haul travel takes place in the summer(late June through early September)
and is the most popular time of year to travel to the States.
• In the long-haul market, the U.S. competes mainly with Southeast Asia, with Thailand
being the most popular destination in that region.
Economic Considerations and Political Trends:
• The GDP growth forecast remained unchanged at 2.3% as activity remains solid.
Forecast for 2023 is 1.5%.
• One-third of the country's GDP is produced in the greater Helsinki region.
• The only Nordic country to trade the Euro as a currency.
• GDP tied to forestry, paper mills and agriculture with all sectors doing very well
• Unemployment rate has dropped to 6.9%.
N O RWAY
International Traveler Profile:
• #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys.
• U.S. continues to be Norway's favorite long-haul destination.
• Around 268,000 Norwegians visit U.S.A. each year.
• Top cities are New York, Miami, Los Angeles, San Francisco, and Tampa
• Experienced, discerning travelers.
• Norwegians will tend to travel to multiple destinations within the state of Florida which will
include the Florida Keys.
• Average spend is $4000.00 per person per trip.
• Enjoy five weeks of paid holiday per year.
• The average length of stay in Florida is 16 days.
• Summer travel occurs between mid-June and mid-September.
• Winter sun destinations are popular as they want to escape the harsh winters.
• Will research destinations online but consult travel trade for the actual booking.
Travel Preferences and Trends:
• Norwegians are experienced travelers, fluent in English, with time and money to travel.
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• Consumers are still asking for sustainable travel. This is very important to them.
• Interested in "action and adventure" travel (scuba diving, deep-sea fishing).
• Over 63% of all travel to the U.S. is organized through specialist travel agents, which will
tailor the vacation to the specific requirements of the traveler.
• The fastest growing niche market is adventure travel (fishing, golfing, diving).
• New start up airline Norse Atlantic is set to commence flights to Fort Lauderdale and
Orland from June 2022.
Economic Considerations and Political Trends:
• GDP rate is forecast to grow 3.5% in 2022 and 3.2% in 2023.
• Norway is one of the wealthiest countries in the world and has an unemployment rate of
3.3%.
• Because the economy is reliant on the exportation of crude oil and natural gas products,
it is vulnerable to current market fluctuations.
SWEDEN
International Traveler Profile:
• #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys.
• United States has been the favored long-haul destination for many years.
• Around 452,000 Swedes visit U.S.A. each year.
• Top three visited states are California, New York, and Florida.
• Average Length of stay is between 16-21 days.
• Fluent in English
• Most are family oriented, with 1 or 2 children accompanying adults.
• Retirees with time guaranteed pensions are traveling during off-peak periods.
• Generous annual vacation time with a minimum of 25 days paid leave with 13 paid public
holidays.
Travel Preferences and Trends:
• Cultural experiences, eco-tourism, and soft-adventure trips on the rise, while shopping
and gastronomy remain important attributes.
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• Most travel is conducted June-September (family market) with retirees opting for quieter,
fall months.
• Prefer fly/drive packages with "add on" opportunities.
• Swedish travelers will use the internet to research their holiday choices, but more than
half will continue to use travel agencies (online and high street stores) to book.
• Swedes will spend approximately $3,300+ per traveler.
• Plan meticulously in advance of their trip. Hotels are expected to be of a high clean
standard with fast internet.
• Prefer destinations offering sun and beaches.
Economic Considerations and Political Trends:
• GDP growth is expected to be 2.9% and around 1.3% in 2023.
• Inflation rates are averaging 4.6% in 2022 and forecast for 2.2% in 2023.
• The unemployment rate declined to 8.2%.
• Sweden has one of the EU's lowest national debt and inflation rates complemented by a
healthy banking system.
I TA LY
International Traveler Profile:
• #8 international inbound market for the U.S.A. and the Florida Keys.
• Population of Italy is 62.4 million.
• The U.S. remains the top long-haul preferred destination.
• More than 1 million Italians visit the U.S.A. each year which has been a year-on-year
increase for the past 4 years.
• Italy continues to be the 12th largest inbound market to the United States and the 4th
from Europe.
• Top destinations are New York, Florida, California. Miami is second behind New York
City.
• The average length of stay in the U.S. is 13.8 nights.
• Most of our Italian visitors come from the northern and central regions on the country.
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Travel Preferences & Trends:
• Italians tend to take holidays between July and September. For the Florida Keys they also
travel across winter to spring. Over 45% of all long-haul travel occurs during August.
• The Italian market is a very traditional one with more than 8000 travel agencies and 750
tour operators. Italians will often book through a travel agent than independently.
• Shopping and sightseeing are the most popular activities for Italian travelers, followed by
cultural and historical activities.
• Historically Italy has enjoyed direct airlift to the U.S.A. with American Airlines, Delta and
United, Italian carriers Alitalia and Air Italy as well as Emirates Airlines and Norwegian
Air. Pending revised schedules following pandemic.
• Miami and the Florida Keys realize 65% of all Italian visitors to Florida and most travel
trips to Florida will incorporate a stay in the Florida Keys.
• 63% of long-haul packages include flight, accommodation, transfers, and excursions,
34% flight and accommodation only, and 3% fly/drive. Flight or accommodation only
options do not exist in tour operator packages within the Italian market.
• The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment
not adversely affected by swings in the general economic climate.
• The LGBT segment continues to be a growing market.
Economic Considerations:
• GDP growth rate forecast in 2022 is 4.1% with it being 2.3% in 2023.
• Unemployment is expected to stand at 9.9%.
• Inflation eased to 6% in April 2022 following the 30 year high of 6.5% in the previous
month.
Domestic Overview
As we head into fiscal year 2023, it is very likely that COVID-19 has finally faded as both a
physical and psychological barrier to travel. This is a major shift from the previous two years and
the profound impacts of the pandemic on travel patterns. Perceived safety of domestic travel
among Americans reached 74% as of summer 2022, which is 20% higher than a year ago, but
still below the 85-90% rate seen in pre-pandemic times. Key headwinds to travel as we enter
FY23 are high gas prices, decreasing consumer confidence and record inflation.
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Fiscal year 2022 was an anomaly in that the pent-up demand, government stimulus money and
lack of options created a tourism boom for the destination. We are approaching next fiscal year
with cautious optimism as there are several factors potentially affecting domestic consumer
confidence. There is record setting inflation impacting all sectors of the economy, with the most
obvious being gas, food, and utilities. We have pilot and airline crew shortages creating air travel
disruptions and we have other destinations re-opening which is creating competition that has
been nonexistent for nearly 3 years.
There are many outcomes from the last two years but most notably is that Americans' desire for
travel remains strong and the Florida Keys and Key West has been introduced to new
markets/market segments during the pandemic. The heavy domestic visitation we experienced
provides the destination with a potential for repeat business. In this regard, the sales team plans
to engage in an aggressive and varied mix of outreach methods which include returning to in-
person 13213 and 132C trade and consumer events as well as educational outreach to the travel
trade.
The first quarter of FY 2023 we will embark on an aggressive promotional campaign so that the
destination is heard above the expected onslaught of winter season marketing efforts from our
competitors. We will also be competing against the cacophony of what is likely to be a
contentious midterm election and the economic situation at that time will be forefront. Being
visible, solidifying the long-term collaborations and building upon the trusted partnerships that
were fostered during the shutdown will come into play during the fall months. The sales team
will be focused on securing desire and demand for our coveted winter season.
As the industry has discovered after two years of covid-related disruption, consumers will
continue to utilize and find value in working with travel advisors for professional guidance,
reassurance, and assistance. Our promotional campaigns and in-person events have built
trustworthy, long-term collaborations with high-end luxury travel networks such as Virtuoso,
Signature, Pleasant Holidays and Delta Vacations. These relationships have created a
secondary sales force for the Florida Keys and Key West, allowing us to cast a wider net. We
plan to continue fostering and expanding these relationships in FY23.
The demographic snapshot of our domestic visitor has not changed much in recent years, and
there are some very promising trends revealed in a recent survey focusing on popular domestic
destinations. Millennials and Gen Xers both rank the Florida Keys as #2 on their travel wish list
(after Honolulu) in 2023. Boomers still rank our destination high at #4. Given this, we also
anticipate that our traditional winter and summer feeder markets will continue to be very strong,
with demand for and interest in stateside getaways remaining high. However, we do expect
Europe to emerge as an enticing option with the lowest exchange rate in twenty years along with
the lifting of covid testing requirements.
Direct flights into Key West International Airport from New York City, Chicago, Newark,
Philadelphia, Washington, Dallas, Charlotte, Atlanta, and Nashville continue to make it easier
and quicker than ever to get here. The sales team plans to continue our outreach and market
development efforts in secondary markets including Colorado, California, and the Southwest,
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with an emphasis on targeting the dive community. These forward-thinking travelers not only
book rooms further out and stay for longer, but they also research and plan their excursions and
activities well ahead of arrival. This action provides both our lodging and attraction partners with
an ability to forecast a business base from which to build upon.
The overall perception of the Florida Keys and Key West continues to hold an emotional
connection with our domestic visitors, both new and repeat. Travelers want to feel good about
how and where they travel, and our eco-friendly and sustainability-focused activities such as
fishing, snorkeling, diving, and kayaking help meet this demand.
L G B TQ+ Market Overview
The Florida Keys & Key West is positioned with enviable brand name awareness among all ages
of LGBTQ+ travelers. Key West and the Florida Keys continues to rank well among LGBTQ+
travelers for acceptance/inclusion/safety, weather, arts/culture/history, and water activities. We
have been welcoming members of the rainbow community for decades, providing the area with
a positive reputation that is steeped with history and authenticity.
Data collected by CMI (leaders in LGBTQ+ research since 1992) and VISIT FLORIDA in spring
2022 reveal some interesting trends beginning to emerge. Among them is the sentiment among
many LGBTQ+ travelers who say they are interested in traveling solo, which may be a byproduct
of the pandemic. Community members in the post covid world are looking for destinations where
they can "get away from it alli) or decompress, and are looking less toward hectic, crowded urban
areas.
Pride Events continue to be a strong way to reach out to LGBTQ+ consumers with direct
outreach opportunities. Halstead Market Days, Pride St Petersburg and Atlanta will continue to
be a strong tool for the sales staff to directly interact with the east coast LGBTQ+ market. In
addition, we have continued to develop our social media presence as an important tool to
meeting travelers within our desired demographic. Gaybors Agency has become an important
tool in utilizing social influencers that specifically cater to our destination.
The Florida Keys and Key West will also continue to reap the benefits from its membership and
participation in the LGBTQ+ travel business network. International Gay Lesbian Travel
Association, Connect Thrive and our most recent partnership with Gay Travel Business Network
have helped us create strong working relationships with Community Marketing & Insights (CMI),
Aequalitas Media, Gaybors Agency and European partners Diversity Tourism. Sponsorships
with Girls in Wonderland and Gaycation Travel Magazine will help us enhance our positioning
within the LGBTQ+ market, specifically with more affluent, active, adventure travelers.
As we continue to establish and increase awareness within the LGBTQ+ market, we help create
a desire among travelers to experience "where it all began."We offer members of the Community
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the ability to learn, explore and experience LGBTQ+ history, and see what it was like to be "out
before it was in" in an iconic and beloved destination.
Meetings, Incentive, Corporate Exhibitions Overview
We began fiscal year 2021-2022 with MICE market demand on fire and the momentum
continued well into 2022. Planners were not only still transplanting domestic 2021 programs but
also researching alternatives for scheduled 2022 offshore programs knowing the uncertainty
about the program 7 s feasibility was still volatile.
With the widening distribution of covid vaccines and more people eligible for them, business
started moving forward with future event plans with an eye toward flexibility and pivoting at a
moment's notice. Offshore destinations, although open for business, were still considered by
event planners as too tricky or risky due to uneven and constantly changing entry/exit testing
requirements. The hesitation began to ease in late spring of 2022 when U.S. and other
international destinations gradually eased testing requirements.
In the fall of 2021, warm weather destinations that had group inventory and group discount
pricing for winter 2022 vanished quickly. Properties balanced unprecedented leisure demand
with little to no resistance to higher rates. Properties chose to maximize leisure rates while
reducing group room inventories within their revenue mix. Planners were left with few options
for space. This situation was the same in all warm weather domestic destinations. Space issues
eased as programs started looking later into 2022, but planners still found the premium pricing
had not retreated to tolerable levels yet.
The Florida Keys and Key West continued to assist planning professionals and propose viable
alternatives for rescheduled and reimagined programs. We reminded planners that the Florida
Keys offers the safety and convenience of a domestic destination combined with the allure of an
offshore tropical experience. Safety and familiarity are important in times of upheaval, and we
have able to balance this message against pushback that the destination was overpriced for the
value received.
Currently the most feared obstacles planners face is the slowing down of business and economic
uncertainty. Companies are still planning to move forward with traditional programs, and
planners have confirmed they have them in their budgets for 2023 and 2024. Along with the
easing of travel restrictions domestically and internationally, more destination options are
available for meeting planners, and competition will be fierce moving forward. The current
historically high hotel rates have peaked, and the uncertainty of inflation's impact on airline
tickets and food/beverage costs remains to be seen. These factors will impact the decision
makers ability to commit to their planned programs. Although we will see a strong number of
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inquiries and RFPs initially shopping events for pricing and availability, converting them to
contracts will take longer.
The group meetings and incentives market continue to play an integral role in many properties'
base revenue. It contributes to a stronger REVPAR and impacts revenue channels such as food
and beverage, marina, water sports concessions, spas, and gift shops. They also impact broader
local businesses, including watersports excursions, bars and restaurants, cultural events, and
museums. Groups add much anticipated revenue across a variety of business platforms.
With the uncertainty of economic indicators, lingering pandemic effects and stigmas, staff will
have to be more diligent than ever in monitoring the pulse of the industry and be ready to react
to changes swiftly. Multi-day appointment-based industry events still offer us the best success
in accessing time-pressed key buyers in the industry. Trade event organizers are seeing their
smaller regional events attendance numbers holding to pre-pandemic shut down levels. These
events enable us to provide focused and dedicated destination trainings and expand our visibility
within this coveted revenue generating market segment.
2022-2023 SALES ACTIVITY CALENDAR
OCTOBER 2022
October 1-3
Gay Business Travel Conference
Cedar Rapids, Iowa
Registration:$2500 Pony Charvet
GBTC is a new conference created by Aequalitas Media and Gaycation Travel magazine. This
event was created to bring together LGBTQ+ influencers, destinations, travel advisors, media
companies and convention planners. Aequalitas Media has become a strong player in LGBTQ+
travel marketing and a continued relationship with them will continue to benefit the destination.
October 08-09
Atlanta Pride
Atlanta, GA
Registration: $3,500 Pony Charvet
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Atlanta Pride provides another opportunity for Key West to gain visibility to the LGBTQ+
community in one of our key feeder markets. Enticing this community to visit and remember the
heritage of Key West's LGBTQ+ offerings will remain our core message. Several hundred
thousand visitors attend this event annually.
October 7-9
Girls In Wonderland
St Petersburg , Florida
Registration: $5000 Business Guild Volunteers
This Event Draws on average 2000 women from throughout the United States. It is a follow up
event to the hugely popular Girls in Wonderland event in Orlando over pride week. Sponsorship
includes social media in gross marketing (approx. 5 million impressions), promo materials in
registration bags and email blast to data base of 10,000.Pandora Events has produced events
in the past at Key West Womenfest. This is the first of two women focused promotional efforts
within the LGBTQ+ market.
October 11-13
IMEX
Las Vegas, NV
Registration: $40,000 Jack Meier/Markham McGill
No fee for co-op participation this year
I MEX American has grown rapidly since its first debuted over seven years ago. The appointment-
based show has almost doubled in size. The show has positioned itself as the preeminent
domestic event for the incentive market. The TDC will purchase exhibit space, maintaining our
exposure to this market segment while minimizing costs. Partner participation will be made
available.
October 26-29
I.G.L.T.A.
Milan , Italy
Registration $15,000 Pony Charvet
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IGLTA continues to be the leader worldwide in LGBTQ+ travel , estimated at 3 trillion dollars
worldwide pre-pandemic. This event draws together individuals and groups from every aspect
of LGBTQ+ travel. Key West is a premier, tier one destination as a founding member. IGLTA
continues to not only help other destinations within the community thru its reinvention and
relevance, but a continued relationship helps us to stay at the forefront of ever-changing trends
and tastes.
October TBD
Canadian Sales Calls/Travel Trade Event
Toronto, Canada
Sponsorship: $ TBD Newman PR/Sabine Chilton
The event will include an overview of what's new in the Florida Keys and will be aligned with the
annual Toronto media mission, with a NewmanPR Keys representative attending. The TDC
sales department will work in tandem with NewmanPR to invite and meet with key travel trade
professionals in the greater Toronto area
NOVEMBER 2022
November 3-4
U.S.A./Canada Experience U.S.A.
Netherlands
Registration: $ 57000 Get It Across/Yves Vrielynck
The U.S.A. - Canada Experience event takes place in Zeist by Utrecht. Only tour operators and
their travel agents selling the U.S.A. and Canada are in attendance. All the key players in the
Dutch market show up for presentations and networking sessions during these two days. Over
300 travel agents are in attendance to learn and/or reacquaint themselves with different
destinations. The Netherlands together with Belgium are putting every effort into increasing
visitor numbers to the US. Their goal is to reach one million visitors.
November 7-9
World Travel Market
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London, U.K.
Registration: $65,000 Axis Travel MarketingN. Vrielynck/M. McGill
World Travel Market is the UK's largest annual travel trade show. There will be a U.S.A. Pavilion
for US-based destinations to exhibit their products and meet with travel agents, tour operators,
and travel media. The Florida Keys will continue to show a strong presence in this market to
build on existing trade relationships as well as to identify emerging "niche" travel segment
opportunities. Axis Travel Marketing will arrange for as many trade appointments as possible
and identify with those members of the trade who best suit our lodging industry. Co-op
participation and brochure distribution options are available at no charge.
November 8-11
Signature National Conference
Las Vegas, NV
Registration: $ 77000 Sabine Chilton/Jack Meier
Signature Travel Network is a cooperative travel network, consisting of over 450 travel agency
locations in the US and Canada and over 11,000 travel professionals. Members collectively
generate over $8 billion in travel sales annually. Signature's network of experienced
professionals delivers quality worldwide vacations by serving the unique needs of discerning
travelers. They create clients for life through their expertise, customer service, and commitment
to providing the best value. As industry leaders, their vision includes forging partnerships with
the most respected travel companies, delivering state-of-the-art technology to members and
their clients, and designing programs that have a positive impact on Signature members and
partners.
November TBD
Florida Keys Appreciation Luncheons
Miami / Fort Lauderdale, FL / Orlando
Registration: N/A Sabine Chilton
The Florida Keys and its' hotel partners will host an appreciation luncheon for Tour Operators
and Receptive Operators in the Miami/ Fort Lauderdale and Orlando areas. Most bookings made
by the international tour operators all over the world are made through these receptives
operators.
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November 13-16
AAA Northeast Show
Orlando, FLA
Registration: N/A Staff
This event is the one and only time a year where ALL travel employees with AAA Northeast
come together in the same room, with over 200 travel advisors based in CT, MA, NH, NJ, NY,
and RI. Sales staff will have an opportunity to meet with all registered attendees in a 1:1 format
and offer in-depth destination trainings.
DECEMBER 2022
December 6-8
Mid-Atlantic and Northeast Destination Presentations
Charlotte, N.C. and Philadelphia, PA
Registration:N/A Staff
T.D.C. sales staff will conduct destination presentations to travel industry partners and will focus
on education and destination positioning. We will be conducting these efforts in two key winter
markets with direct air lift to Key West airport.
December TBD
U.K. FAM Trip
London, U.K.
Cost: $7500 Axis Travel Marketing
Axis Travel Marketing will host a FAM for U.K. tour operators and product managers, focusing
on positioning the Florida Keys & Key West for 2023.
December TBD
DERTOUR German FAM
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Florida Keys, FL
Registration : N/A Yves Vrielynck/Marcel Sprenger
Our German agency, Get It Across, will be escorting a group of 18 travel agents from Dertour;
one of the largest tour operators in the German market. They will be spending four days in the
Keys where we will be highlighting new product, newly renovated product, attractions, and
potential itineraries. At the end of the week, they will be traveling to Orlando where they will meet
up with another 100 of their colleagues for more destination training sessions. Marcel Sprenger
from our German agency will be available in Orlando to host several of these presentations.
Industry participation is necessary to facilitate this program.
JAN VARY 2023
January 14-15
Chicago Travel and Adventure Show
Chicago, IL
Registration: $6,390 Jack Meier/Yves Vrielynck/Pony Charvet
Co-op participation available at no charge
Brochure distribution available at $200 per property
The Travel and Adventure Shows are the nation's premier consumer promotional events serving
adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets
throughout the United States. The destination is always well received by the consumers in
attendance at this show and the greater Chicago-land area continues to be one of our key winter
feeder domestic markets, most especially with seasonal direct flights from ORD airport. The
Keys Dive Umbrella will also be exhibiting at the all-new Dive Con pavilion co-located in a
separate, dedicated area at the Rosemont convention center.
January 21-23
Boston Travel and Adventure Show
Boston, MA
Registration: $6,390 Sabine Chilton/Staff
Co-op participation available at no charge
Brochure distribution available at $200 per property
The Travel and Adventure Shows are the nation's premier consumer promotional events serving
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adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets
throughout the United States. National Geographic Adventure magazine, The Travel Channel
and the Food Network are the key media sponsors of this event, ensuring high end media and
travel professional exposure. January is the peak booking time for New Englanders looking to
escape their harsh winters.
January 20-22
AAA Pittsburgh Travel Showcase
Pittsburgh, PA
Registration: $4150 Pony Charvet /Yves Vrielynck
AAA Travel is recognized as one of the country's largest travel agencies specializing in vacation
planning. AAA Travel industry experts provide a wealth of information, personal service, and
book vacations throughout the Showcase. Pittsburgh has been as ranked a Top U.S. destination
by Travel + Leisure and is home to Fortune 500 companies and other corporate headquarters.
The Pittsburgh Travel Showcase is staged in nearly 100,000 square feet of prime accessible
exhibit space within one of the country's top convention centers.
January 26-28
IPEC 2023
Memphis, TN
Registration: $4500 Jack Meier
Independent Planner Education Conference (IPEC) is an appointment-based trade event geared
towards bringing meeting professionals together with destination marketers. This three-day
event allows for formal one on one appointments between the buyers and sellers along with
networking opportunities to further showcase the Florida Keys as a viable meetings destination.
It is also beneficial to be able to promote to planners about the feasibility of holding programs in
during the warmer months. Produced by Northstar Travel Media.
January 28-29
N.Y. Travel & Adventure Show
New York City, NY
Registration: $6,390 Sabine Chilton/M. McGill/P. Charvet
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Co-op participation available at no charge
Brochure distribution available at $200 per property
The New York metro region continually ranks in our top cities (areas) of origin during the peak
winter travel seasons and when the dark days of January set in, these consumers are ready to
escape to a sunny, warm climate. Direct flights from EWR to EYW are available for sale during
this time which can help capture late February/March and Easter break travel. The addition of
the LGBTQ+ pavilion last year, and TDC staff will host a booth again this year in the co-located
pavilion.
FEBRUARY 2023
February 02-04
Florida Huddle
West Palm Beach, FL
Registration: $4000 Sabine Chilton
Florida Huddle, now organized by Visit Florida, is an appointment show which brings buyers and
suppliers together. The show format includes two days of computer generated pre-scheduled
appointments based on mutual requests. It is exclusively formatted to promote Florida products
to the International FIT and group tour market. Florida Huddle is not as cost prohibitive and gives
excellent Florida-specific exposure.
February 4-5
D.C. Travel and Adventure Show
Washington, D.C.
Registration: $6,390 Yves Vrielynck/Pony Charvet/Markham McGill
Co-op participation available at no charge
Brochure distribution available at $200 per property
This show is the U.S.A.'s premier consumer event serving adventure, eco and outdoor tourism
enthusiasts and professionals. These events have become 'the' travel planning venue for the
adventurous, affluent, active travel market segment. Over 66% of consumers in attendance
reports having an average household income over$100K. This show continues to draw a quality
response and upper end consumers looking for more detailed information about destinations.
This show pulls consumers from both inside and outside the beltway, helping to feed our spring
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and summer domestic feeder markets. The Keys Dive Umbrella will also be exhibiting at the all-
new Dive Con pavilion co-located in a separate, dedicated area at the Washington convention
center.
February 18-19
L.A. Travel and Adventure Show
Los Angeles, CA
Registration : $6,390 Jack Meier/Pony Charvet
Co-op participation available at no charge
Brochure distribution available at $200 per property
The greater Los Angeles area, stretching as far north as Santa Barbara and as far south as Long
Beach, attracts travelers within the demographic that is perfectly suited for our target markets.
The destination is always well received by the consumers in attendance at this show and the
west coast market continues to provide the destination with a longer length of stay and an active,
outdoor adventure traveler.
February 25-26
Denver Travel and Adventure Show
Denver, CO
Registration : $6,390 Sabine Chilton/Markham McGill
Co-op participation available at no charge
Brochure distribution available at $200 per property
The Mile-High City is the nation's Baby Boomer Capital and a Millennial Boomtown with a heavy
concentration of snorkelers, divers and fishermen targeting spring and fall travel to the
destination. The Keys Dive Umbrella will also be exhibiting at the all-new Dive Con pavilion co-
located in a separate, dedicated area at the Denver convention center.
MARCH 2O23
March 5-6
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Visit U.S.A. Italy Showcase
Catania, Italy
Registration: $ 61500 Yves Vrielynck
Just before ITB, delegates from the U.S. will be traveling to Italy to participate in the Visit U.S.A.
Italy showcase. This promotional event is the most efficient method of exposing the destination
to the main travel trade and media partners within the Italian tourism sector. This is a cost-
effective method of promoting product to a market segment that travels almost exclusively during
August.
March 9-13
I.T.B.
Berlin, Germany
Registration: $40,000 Get It Across/Yves Vrielynck
This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must
Attend" tradeshow for anyone who is committed to the International Marketplace. The most
recent Visitor Profile Survey listed Germany as the number two ranked origin of international
visitors, (behind Canada) therefore making ITB one of the most important trade events of the
year. Our German market sales and public relations office will coordinate appointments during
the trade and media days, targeting both LGBTQ+ market and mainstream trade. Co-op
participation and brochure distribution options are available at no charge.
March 25-26
Atlanta Travel and Adventure Show
Atlanta, GA
Registration: $6,390 Pony Charvet/Sabine Chilton
Co-op participation available at no charge
Brochure distribution available at $200 per property
The Travel & Adventure Show Series brings its premier consumer marketing platform to Atlanta.
As a key hub for Delta airlines this opportunity provides access to the independent traveler
market never offered before and is a solid opportunity for the TDC to take advantage of the
winter booking window for this region.
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March 24-26
Beneath the Sea Dive Show
Secaucus, NJ
Registration: $ 4625.00 (covered by Dive Umbrella) Yves Vrielynck/Markham McGill
Co-op participation available at no charge
This scuba show caters to the dive consumer in the lucrative Northeast corridor. This is the 45th
annual consumer dive and travel exposition held at the Meadowlands Exposition Center,
Secaucus, New Jersey, which is within 10 minutes of New York City. The show attracts both
divers and non-divers by broad advertising across the Northeast region and throughout the
industry. The Northeast region is the country's wealthiest and has the largest concentration of
consumers. This area is an important one for both dive and leisure travel to the Florida Keys. It
boasts the highest per capita income in the nation and has 5 of the top 10 communities with the
highest median buying power. There are 3 major airports in the New York area so there are no
concerns about accessibility or flight costs.
AP RI L 2023
April 1-2
Dallas Travel and Adventure Show
Dallas, TX
Registration: $6,360 Jack Meier/Sabine Chilton
No fee for co-op participation this year
Brochure distribution available at $200 per property
The Travel & Adventure Show Series has established itself as the premier consumer marketing
platform in the travel industry and take place in 8 top gateway markets across the United States.
Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events
serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest
growing niche markets attracting yearly 135,000 pre-qualified travelers. The Travel Channel or
other key media sponsor these events, ensuring high end media and travel professional
exposure. The Dallas/Ft. Worth region is a key feeder market for the destination with direct flights
from Dallas/Fort Worth International into Key West.
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April 4-6
Dallas Area Sales Mission
Dallas, TX
Cost: N/A Markham McGill
Sales staff will plan and execute three days of in-office destination trainings with high-end travel
advisors and product managers in the greater Dallas metro area. We will meet with agency
owners and members of travel consortia we currently work closely with including Virtuoso,
Signature, and the Dallas-based hosted agency Departure Lounge. These meetings will take
place to support the larger "Own A City" initiative for fiscal year 2023.
MAY 2023
May TBD
Incentive Live
TBD
Registration: $4,500 Jack Meier
Boutique style, one to one appointment based, exclusive incentive travel event focusing solely
on incentive market only. Hand selected and fully vetted incentive buyers with significant global
purchasing power. Invitation only suppliers representing the top incentive destinations,
hotels/resorts, cruise lines, DMC's, DMO's and tourism offices. Produced by Northstar Travel
Media.
May 9-11
Adventure E l evate
Portland, ME
Registration: $ 950 Yves Vrielynck
Adventure ELEVATE is an annual North America-based two-day intensive educational and
networking conference that brings together thought-leaders and practitioners for inspiration,
education, and insights into the trends that shape our industry year-round. This intimate, tightly
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focused event weaves together interactive workshops, inspiring plenary discussions, and
networking opportunities focusing on the future of sustainable travel and best practices.
May 19-21
Connect Thrive
San Antonio, TX
Registration: $5000 Pony Charvet
Connect Thrive continues to bring together a strong group of professionals representing all areas
of LGBTQ+ travel and marketing. In the past we have been able to establish working
relationships with Community Marketing & Insights Aequlitas Media Gaybors agency ( the
leader in social influencer connections), Pink media and Equality Florida. Continued presence
at this event solidifies our legacy and authenticity in the marketing of LGBTQ+ travel.
May 21-24
I.P.W.
San Antonio, TX
Registration: $40,000 S. Chilton//Yves Vrielynck/Markham McGill
International Pow Wow (IPW) is the premier marketplace for over 1500 inbound tour and travel
promoters. Participation in this show is vital in pursuing the international market, with participants
hailing from over 70 nations. This is the most important event for anyone who is interested in
maintaining market share in the international marketplace. Co-op participation available.
JUNE 2023
June 3-4
The Scuba Show
Long Beach, CA
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Registration: Paid by Dive Umbrella Yves Vrielynck/Markham McGill
No fee for co-op participation this year
Now in its 37th year, the annual Southern California-based SCUBA Show has developed a
reputation as not only the most successful consumer dive show in North America but also the
largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated,
qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles
metropolitan area and Southern California have the largest concentration of active certified
divers in North America. Destinations exhibiting at this show include the Maldives, the Red Sea,
Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity to solidify the
Florida Keys as a premier dive destination to the wealthy L.A./Southern California consumer
market.
June 3-6
Girls in Wonderland
Orlando , Florida
Sponsorship: $5000 Business Guild Volunteers
This is the premier event for women currently in the U.S. The Event Draws on average 2000
women from throughout the United States. It is a follow up event to the hugely popular Girls in
Wonderland event in Orlando during Orlando's pride week. Sponsorship includes social media
in gross marketing ( approx. 5 million impressions), promo materials in registration bags and
email blast to data base of 10,000. Pandora Events has produced events in the past at Key West
Womenfest. This is the second of two women focused promotional events within the LGBTQ+
market.
June 24-25
Nashville Pride
Nashville, TN
Sponsorship: $3500 Pony Charvet/Business Guild Volunteers
Nashville hosts the largest LGBTQ+ event in the state of Tennessee, attracting more than
100,000 attendees each year to downtown Nashville. The event features A-list entertainers, a
hugely popular marketplace, and a family/kid zone. In addition to securing a prominent 10 x 20
position in the street fair, Key West and the Florida Keys will be featured on the destination
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website and advertising materials. This event offers an opportunity for the destination to drive
summer visitation and we will be highlighting the Nashville-Key West direct flights prominently.
AUGUST 2023
August 05-07
Northalsted Market Days
Chicago, IL
Registration: $7,500 Pony Charvet
Northalsted Market Days has been produced annually for the last 37 years by the Northalsted
Business Alliance, and it has been a sell out the previous 14 years. This event is the largest two-
day LGBT street festival in the U.S., and it attracts more than 300,000 attendees each year. The
greater Chicago area remains one of the strongest consumer markets for the destination. Many
LGBT visitors from the Chicago area attend LGBT specific events in Key West and the Florida
Keys during the summer. In addition, the Florida Keys and Key West have become a popular
wedding/honeymoon destination for Chicago area LGBT travelers.
August 7-9
Connect: Corporate Marketplace
Location: TBD
Registration: $6000 Jack Meier
Connect Marketplace is an innovative, appointment-only trade show designed specifically with
a corporate meeting planner's need in mind. The "reverse" trade show style streamlines the
planning process, saving time and money. The suppliers, circulate the trade show floor to meet
with meeting planners in pre-set appointments. Planners are prescreened and must have the
final decision-making authority.
August 13-17
Virtuoso Travel Week
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Las Vegas, NV
Registration: $15,000 Markham McGill/Yves Vrielynck
Virtuoso Travel Week is the most respected travel agent event of the year, where approximately
2000 luxury travel advisors gather with almost the same number of suppliers for formal
educational sessions, industry updates, and up to 80 7-minute assigned appointments and
dozens of'matched' appointments throughout the week. This is the most effective way to get the
destination in front of as many travel agents as possible under one roof.
SEPTEMBER 2023
September TBD
IFTM Top Resa
Paris, France
Registration: $6,000 Sabine Chilton/Markham McGill
The Florida Keys and Key West will be participating in this France's leading travel show. The
event attracts over 15,000 travel trade professionals from all over France and has a strong media
component. This show is well positioned to promote the destination in advance of the peak winter
booking period.
September 10-12
Destination Southeast
Location: TBD
Registration: $4500 Jack Meier
Destination Southeast is the rebranded Successful Meetings University series. The event is an
appointment-based trade event geared towards bringing meeting professionals from outside the
state of Florida together with destination marketers from within the state. This three-day event
allows for formal one on one appointments between the buyers and sellers along with networking
opportunities to further showcase the Florida Keys as a viable meetings destination. It is also
beneficial to be able to promote to planners about the feasibility of holding programs in Florida
during the warmer months. Produced by Northstar Travel Media.
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September TBD
Smart Meeting East National Event
Location: TBD
Registration: $7500 Jack Meier
The signature three-day gathering of meeting professionals and hotel and destination
representatives in a casual, intimate luxury resort atmosphere provides exceptional
opportunities to network, learn, and meet in a one-on-one setting. Planners are prequalified for
the one-on-one appointments. Excellent opportunity for getting the Keys in front of planners.
September 16-17
Delta Vacations University
Atlanta, GA
Registration: $ 107000 Staff
Delta Vacations offers air and hotel packaging at some of the lowest rates. Travelers can
purchase these packages through three methods: professional travel agents, through their
websites, or their reservation centers. Along with its Atlanta, GA and Minneapolis, MN
headquarters, Delta Vacations has a reservation center in Minot, ND, and has over 600
employees that are experts in connecting travelers to the world's best vacation destinations. To
uphold the standards of Delta Vacations, these travel agents are offered continuing education
on an annual basis.
Ongoinq Sales Efforts
Destination Days
Presentations and destination training will be conducted to travel trade professionals in various
markets. Examples of these travel trade professionals include Liberty Travel, Travel
Impressions, Mark Travel Company, AAA Auto Clubs and Virtuoso Travel Agency Affiliates.
Internet-Based Expositions
Internet based expositions are "live" events, just like a physical trade show. Travel trade
professional's login to the exposition during the designated dates and time. Sales staff is
provided opportunities to interact and engage with trade professionals interested in our
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destination. Services like "live" presentations, chat sessions, videos, brochure downloads are
offered to the attendees. The economics of no travel (for buyer or supplier) provide and enticing
business model for continued attendance growth in the future.
Electronic Marketing
To increase our exposure to all market segments, sales staff will develop electronic marketing
promotions utilizing our current database. These efforts will include electronic postcards, flash
programs, e-newsletters, e-zines as well as video. These efforts can be utilized as pre-
promotional event notices, follow up tool to trade show participation as well as updates and
periodic communications to established clientele base. In addition, online educational portals
have been created to offer continuing education on the destination to members of the travel
trade both internationally and domestically.
Webinar Destination Training
Destination training will be offered to pre-qualified members of the travel trade. We will use our
affiliations with high-end travel networks, our long-term partnerships with key receptive operators
as well as our memberships in MPI and other MICE market related affiliates to conduct webinars
on how to sell and properly position the Florida Keys and Key West to drive more business
during off peak and shoulder seasons.
Axis Travel Marketing Budget FY23
UK, Ireland, Scandinavia, Italy:
1Operating Budget
Costs Expenses Fgg Total
TRAVEL TRADE
11 RESOURCES -TO INCLUDE TRAVEL TRADE SALES CALL AND
TRAINI
(travel trade sales calls, trainings, ad hoc opportunities) 45500.00 0.00 0.00 49500.00
21 TRADE SHOWS: Booth &Assistance
WORLD TRAVEL MARKET-LONDON 7 -9 NOV 2022
TDC
(covers app. scheduling, booth assist./ booth manning) Budget 1,200.00 37000.00 47200.00
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TDC
(covers app. oohadu|ing, booth assist./ booth manning) Budget 3.000.00 2.000.00 S.00O.00
3) TRAVEL TRADE TRAININGS/ROADSHOWS/SEMINARS/ EVENTS
Norway: Grand Travel Awards Florida Keys Showcase -January 2O23
5.000.00 0.00 1.000.00 0.000.00
Italy: Showcase U.S.A. PWoroh 2023 3.000.00 1.000.00 1.500.00 5.500.00
UK/Ire: Visit U.S.A. UK}|na|ond Events - Roodshovvo and Tour
Operator Events 4.000.00 700.00 2.000.00 0.700.00
UK: Travel Bulletin Travel Agent Roadohowo Date TBC 3.000.00 500.00 1.000.00 4.500.00
UK: Travel Gossip Travel Agent Roodohowo Date TBC 3.000.00 500.00 1.000.00 4.500.00
Sweden: Discover America Trade Workshops x 3 Workshops - Dates
TBC 3.000.00 2.000.00 3.000.00 8.000.00
UK: Visit Florida Tour Operator Event Date TBC 2023 2.500.00 500.00 2.000.00 3.000.00
UK/Ireland: Travel Trade Round Table Events 3.000.00 750.00 1.500.00 5.250.00
4) UK SALES MISSION
(covers app. ochedu|ing, event organization, logistics,
transportation) 4.000.00 1.000.00 3.500.00 8.500.00
Hooting of UK Product Managers -coordination, logistics -
December2O22 5.000.00 500.00 2.000.00 7.500.00
(covers opp scheduling, event organization, logistics,` ' ' ' ' 4OOOOO 1OOOOO 35OOOO 8 �OOOO
transportation) ' ' ' ' ' ' ' '
6) TRADE PARTNER COOP MARKETING PROGRAMS
UKx 5 17.250.00 0.00 5.000.00 22.250.00
Scandinavia x2 4.300.00 0.00 1.00O.00 5.300.00
Italy 1 3.450.00 0.00 1.00O.00 4.450.00
7) KEY LIME ACADEMY EDUCATION CAMPAIGN
Update to existing training program and promotion of platform to
secure graduates. 3.000.00 0.00 2.000.00 5.000.00
8) PROMOTIONAL NEWSLETTERS FOR TRADE ENGAGEMENT
Quarterly Trade Newsletters (copy writing, template creation,
distribution) 0.00 0.00 1.500.00 1.500.00
9) UK, ITALY AND SCANDINAVIA PRODUCT INVENTORY
FY 22 - 23 inventory and one|yoie 0.00 0.00 3.750.00 3.750.00
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VisitU.8�� Ireland Membership 800.00 0.00 0.00 800.00
Visit U.S�� UKMembership 800.00 0.00 0.00 800.00
Discover America Nordic Membership 1.100.00 0.00 0.00 1.100.00
CONSUMER
11) CONSUMER SHOW EVENTS
Norway: Explore the World Consumer Show- January 2O23 (B2Bx1
132Cx2) 3.000.00 1.500.00 2.000.00 0.500.00
Dublin Holiday World Show-27 -28 January 2O23 4.500.00 1.200.00 2.000.00 7.700.00
Denmark: Foho for Al|o- 24 -28 February 2O23 5,000.00 1.500.00 2.000.00 8.500.00
Sweden: 8vvonoon'o Consumer Day- March 2O23 1.000.00 500.00 1.000.00 2.500.00
Denmark: FDyW Consumer Travel Show- March 2O23 1.000.00 500.00 1.000.00 2.500.00
UK: Destinations Holiday Show- March 2O23 7.000.00 500.00 1.000.00 8.500.00
(1 - 3 promotions targeting niche sector to promote FKKVV ) 5.000.00 500.00 2.000.00 7.500.00
13) FKKW DELUXE MARKET CONSUMER PROMOTION
Consumer campaign to drive significant awareness of the destination
with ooU to action for bookings with assigned tour operator. 8.000.00 500.00 2.000.00 10.500.00
Total Operating Budget 105,400.00 18.350O0 50,750.00174.500.00
SCOPE OF SERVICES ~ FY 2023
Get It Across G00bH & Co. KG
Germany, Switzerland, Austria * BeNeK-ux
October 01It, 2022—September 30m. 2023
All costs in U8O, calculated at on exchange rate of EUR 1.00 = U8D 1.08
Maintain Florida Keys dedicated Phone/Fax line (+48 221 476712-14)
Pansonno|, edminiotnation, office facilities, consultation, communication
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Answer calls from consumers and trade professionals
Arrange fulfillment through mailing house UNFOXLogioUkGmbH. TroiodorD
Act as resource by providing support for trade professionals
Maintain strong alliance with Visit U.S.A. Committee
Liaise with G|A Media Department for PR
Advise TOCon market trends, Monthly Sales Reports
Work on set upof niche products (e.g.., luxury, diving, stand up paddling, gay&lesbian, outdoor sports, culinary)
Misc. operating costs
Total Basic Services (per month USD 3,750'00) 45000.00
-TRADE Costs Fee To
-1) SALES MISSION & CALLS
covers app. scheduling, organization, execution, travel expenses 4000.00 4000.00 8000.00
organization of event within o sales mission (e.g.. with dive club) 4000.00 4000.00
Sales Calls Niche Markets & BeNeLux 1000.00 1000.00 2000.00
Tour operator&agency visits (SUP, Diving, LGBT, Wedding, Fishing, Incentive)
2) TRADE SHOWS
(covers app. scheduling, booth 000iat./ booth manning) 2500.00 3750.00 8250.00
(organization of stand-alone booth space, exhibition details) 3000.00 3000.00
Visit Florida Travel Agent Roadshow 0000.00 2300.00 8300.00
Regiotration, travo|, and coordination
VISIT U.S.A. Seminar Switzerland, Feb 2023: 6000.00 2000.00 8000.00
Rogiatnation, tnavo|, and coordination
1500.00 1000.00 2500.00
Regiatnation, 000rdinehon, and promotion
5000.00 2500.00 7500.00
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Registration and coordination
DERTOUR Campus Live Event Orlando, Dec '22 2000.00 1000.00 3000.00
Registration, travel expenses and coordination
Additional Travel Agent Training Workshops, TBD FY23 7500.00 2000.00 8500.00
Rogiatration, travo|, and coordination (tbd)
Promotional Newsletter for TA Training Platform 1500.00 1000.00 2500.00
4) TRADE PARTNER COOP MARKETING PROGRAMS
German Marketing Programs (3-5) 20000.00 5000.00 25000.00
Swiss/Austria Marketing Programs (2-3) 10000.00 2500.00 12500.00
F5) TOUR OPERATOR PRODUCT INVENTORY
Summer 2O23 inventory and analysis 3800.00 3800.00
VU.8.A. D-A-CHMembership 2000.00 2000.00
VU.S.A. Belgium Membership 1000.00 1000.00
VU.8.A. Netherlands Membership 1000.00 1000.00
-CONSUMER Costs Fee Tot
Gay Prides/Events in FY2023
(covers registration, travel expenses and booth manning) 5000.00 4000.00 8000.00
10000.00 3000.00 13000.00
8) CONSUMER MARKETING PROGRAMS
Deluxe Market Promotion
(covers participation and coordination) 12000.00 3000.00 15000.00
9) GERMAN FLORIDA KEYS NEWSLETTER
Prod. &Translation nf German language print Newsletter 4000.00 3000.00 7000.00
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Coordination of updates/changes/translation on fla-keys-de 1000.00 1000.00
11) CONSUMER TRAVEL SHOWS & EVENTS
Consumer Event(s)with Visit U.S.A. or Tour Operator 4000.00 2000.00 6000.00
Consumer Show with Visit U.S.A. (Jan/Feb 2023) 3000.00 3500.00 6500.00
Consumer Show Brochure Distribution -All markets 2000.00 1000.00 3000.00
-RESOURCES Costs Fee Total
13) OFFICE RESOURCES 650.00 650.00
Total Operating Budget 118650.00 55850.00 174500.00
Measurability
Monthly reports provided from offices in the U.K. and Germany reflecting trade and consumer
inquiries, airline policies and routes as well as economic indicators.
Post show evaluation to industry partners: Seeking feedback with regards to booking activity
and inquiries because of show or sales call participation.
Tour Operator Feedback: Current product selling trends within the lodging industry, inventory,
consumer behavior and forecasts.
Annual Tour Operator Inventory Reports from the UK and German speaking markets indicating
number of pages dedicated to destination, increase/decrease of product placement year on year.
Monitor visitor profile survey indicating travel trends in different market mixes.
Monitor visits to web site: meeting planner RFPs, travel agents and tour operators' sections.
Industry partner sales and promotional effort participation year on year. MICE market mix vs.
leisure at participating lodging establishments
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Budg et
Promotional Activities $5207000
Travel Expenses $190,000
Postage/Freight/Phone $30,000
Memberships, Books, Subscriptions $203000
Entertainment $12,000
European Sales Agencies $449,000
Resources $228,000
TOTAL LINE ITEMS $11449,000
THEFLOR]DA KEY'S & KEYVVES,"T' COME AS YOU ARE"
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K. Public Relations
Introduction
Two intrinsic aspects of the Florida Keys are central to the island chain's enduring appeal
to visitors: their unparalleled natural environment and their easygoing, uniquely laid-back
way of life. For the 2022-23 fiscal year, NewmanPR will build upon the responsible
promotion of those two fundamental attributes both integral to the perceived high
intangible or "soul-centered" value of a Keys vacation while also promoting their
ongoing protection.
Overall, the agency's public relations strategy for the Tourist Development Council will
position the Keys as a vacation spot where visitors can find personal renewal and
meaningful activities, enjoy genuine and memorable experiences that aren't available
anywhere else, discover one-of-a-kind environmental and lifestyle features and forge a
meaningful connection to both, and join in residents' commitment to protect and preserve
those elements.
For fiscal year 2022-23, the agency is planning four major domestic public relations
initiatives and multiple significant international ones.
Among the programs are those that expand on the established "Connect & Protect"
foundation of sustainability and position the island chain as a place where visitors can
renew the spirit and replenish the soul, underscoring the enriching value of the Keys
experience. A desire for personal renewal, viewed by many as much-needed and well
deserved after the past two turbulent years, can be a motivating factor in destination
choice as can a locale's emphasis on environmental responsibility and sustainable
practices.
Plans also include promoting the 200th anniversary of the establishment of Monroe
County which is to be marketed as the 200th anniversary of the Florida Keys and
creating a dedicated streaming video channel to communicate the Keys' story to
audiences around the globe.
In its outreach to media and consumers, NewmanPR will work to increase awareness of
the unique identity and diverse attractions of each of the Keys' five districts, as well as
the island chain as a whole. Vertical-market efforts targeting dive, fishing, cultural and
heritage travelers also will be a priority, as will initiatives targeting LGBTQ+ visitors.
During more than four decades of service as the TDC's public relations firm, NewmanPR
has been driven by a longstanding and focused dedication to the Florida Keys as both an
internationally renowned vacation destination and a group of authentic close-knit
communities.
In the coming year as in the past, the agency will employ its deep familiarity with the Keys
in presenting a genuine and accurate image of the island chain to media and their
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audiences. This profound understanding will also flavor and enhance the sincerity of
consumer-directed messaging, reaching the substantial market whose travel decisions
are influenced by peer-driven social media and word-of-mouth communications.
The agency will use its established network of media and social media contacts to
continue maximizing communication of the Keys' tangible and intangible attributes.
While public relations is just one element of a comprehensive marketing plan, it is widely
known to generate a high degree of credibility. NewmanPR and its affiliates have a long
history of consistently securing media exposure for the Keys that is valued at many times
the TDC's PR promotional budget, and will remain dedicated to doing so.
The pages here cover intended initiatives and PR activities for the coming year, but it is
understood that changes may be required based on the still-evolving COVID-19 situation.
Whatever the developing circumstances require, NewmanPR will collaborate with the
TDC and its other agencies to ensure well-coordinated efforts and consistent messaging.
The following proposal outlines a public relations, publicity and promotional campaign for
the fiscal year beginning Oct. 1, 2022.
Objectives
1. To focus on sustainable tourism, the Florida Keys' way of life and market
uniqueness while promoting the intangible value of a Keys vacation.
2. To enhance the Keys' image as a vacation venue where visitors can enjoy relaxing,
meaningful and transformational activities that encourage personal connections to
a genuine culture, community and lifestyle.
3. To develop and implement promotional concepts that balance attracting
responsible tourism with upholding Keys residents' quality of life.
4. To promote the Florida Keys & Key West to high-value geographic and
demographic market segments identified by TDC research.
5. To use PR strategies to position the Keys as one destination, while also
communicating the diverse identities and attractions of each of the five districts.
6. To promote the destination's longstanding heritage of diversity and acceptance to
both domestic and international LGBTQ+ markets.
7. To continue targeting specialty and niche markets including culture and heritage,
diving and sport fishing, wedding and honeymoon, culinary and meetings/groups.
8. To continue emphasizing direct-to-consumer communications through the Keys'
robust existing social media platforms, develop additional social channels as they
emerge and maintain significant outreach to mainstream media.
9. To target international markets in Canada, the U.K. and Ireland, the Germanic
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countries and other European markets when appropriate through affiliations with
contracted U.K., German and Canadian PR firms.
10.To swiftly launch and execute a multifaceted PR crisis management program
during any significant emergency situation that arises.
Goals
1. Carry out a "Soul-Centered Getaway" program that underscores the intangible
value of the Keys vacation experience by showcasing opportunities for personal
renewal, wellness and mindful activities and enriching experiences that nurture
body, mind and spirit. Elements are to include hosting individual visits by wellness
and luxury media and influencers, producing a themed e-newsletter issue and
social media campaign, and crafting passion-based activity itineraries featuring
"only in the Keys" opportunities for immersion in revitalizing pursuits.
2. Continue expanding the existing "Connect & Protect" campaign that emphasizes
the Keys' authentic sustainable offerings, unique environment and genuine local
character and lifestyle, paired with encouraging responsible tourism and resource
protection. Elements are to include a multimedia content-creation collaboration to
promote sustainable travel offerings, the development of a sustainability module
for Key Lime Academy and launching an e-newsletter series on residents' "local
way of life" recommendations.
3. Create and implement a "Florida Keys 200" public relations initiative focusing on
the bicentennial of the Florida legislature's 1823 establishment of Monroe County
and the U.S. Navy's creation of the Key West naval station. Activities are to include
producing a professional podcast series focusing on the Keys' 200-year heritage,
natural environment and way of life; creating a "Florida Keys 200" issue of the
annual Keys Traveler magazine; promoting the debut of South Florida PBS'
upcoming Keys bicentennial documentary that is to be presented to American
Public Television for national distribution; staging a bicentennial-themed group
media trip; and providing extensive publicity support for 200th anniversary
activities organized by county, naval or other entities.
4. Develop and launch an OTT (Over The Top) streaming channel, provisionally
named Discover the Florida Keys Channel, and populate it with existing and newly
produced Keys video content to carry destination messaging and stories
particularly related to environmental stewardship and eco-tourism offerings
directly to viewers.
5. Develop and coordinate individual visits to the Keys for at least six LGBTQ+
traditional and social media representatives, to follow agency-created itineraries
that showcase the Keys' unparalleled natural environment, unique way of life,
activities that foster personal revitalization and meaningful LGBTQ+ heritage.
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6. Carry out a Canadian media and travel trade pre-winter awareness photography
preview event that ties into a planned fall 2022 Toronto Pearson International
Airport photography display and a media mission.
7. Stage a multimarket dive-themed group press trip in summer 2023 with five media
from across multiple key source markets in Europe, including the U.K. and
German-speaking countries.
8. Develop visits to the Keys by at least 40 British/Irish, German, Scandinavian,
European and Canadian media representatives, high-profile bloggers and social
media influencers, individually or in small groups, to discover and publicize the
island chain's natural and environmental offerings, unique way of life, revitalizing
atmosphere and rich heritage.
Domestic Overview
NewmanPR will implement a carefully crafted public relations program that promotes the
Florida Keys as a whole, spotlights the individual identities and attributes of each district,
underscores the island chain's market uniqueness, heightens understanding of the Keys'
unique environmental resources and way of life while encouraging their protection, and
fosters increased awareness of elements and offerings that appeal to targeted traveler
groups and demographics.
As well as carrying out programs that further the TDC's goals and objectives, NewmanPR
will also practice responsive adaptability, recognizing and capitalizing on emerging
opportunities to enhance the visibility and positive reputation of the destination.
To provide optimal exposure for the Keys, the agency will maintain and enrich its
relationships with traditional media, bloggers and qualified influencers; engage in
vigorous use of established social media and mobile outreach; and take advantage of
emerging direct-to-consumer outlets as warranted.
Primary ongoing activities will include:
1. Creating print, photography, video and social Keys travel content some focusing
on elements of the overall destination and some on specific district attributes,
attractions and events that advances destination goals and distributing it to
mainstream media, targeted influencers and bloggers and travel consumers
directly via social media channels.
2. Providing personalized assistance to journalists, bloggers, broadcast production
crews and qualified social media influencers by suggesting story topics, setting up
interviews, developing itineraries to meet specific media or destination goals,
supplying images and video, and offering logistical and other support.
3. Arranging and facilitating individual and small-group media research trips to the
Keys for qualified domestic and international journalists, bloggers and social media
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influencers.
4. Crafting and distributing messaging that promotes the island chain as a cohesive
entity as well as messages that highlight the individual attributes, attractions and
events that help define each district.
5. Maximizing use of direct-to-consumer social media channels such as Facebook,
Instagram, Twitter, YouTube, TikTok and others to distribute timely and attention-
getting photography, video, imagery and event-related Keys content.
In tandem with the day-to-day activities previously mentioned, NewmanPR will continue
operating its Florida Keys News Bureau, developed many years ago on behalf of the
destination to fulfill the content needs of a wide range of media.
Staffed by the agency's Keys team members, the bureau serves as a valued resource for
both mainstream and nontraditional media. Over the years it has become a trusted
provider of material for national and international newspapers' print and digital versions,
newswire services, national and international television and radio networks and their
digital editions, notable bloggers and leading online and social media outlets.
The Keys team also directs the news bureau's contracted professionals to create "spot"
news materials that exceed the highest print, broadcast and online media standards.
The Florida Keys News Bureau has a reputation for anticipating media requests, providing
accurate and trustworthy content, working collaboratively with media and adhering to
strict principles of truthfulness and transparency. This has resulted in unparalleled
relationships with established print, broadcast and online media outlets as well as
qualified social media influencers and, therefore, widespread and positive coverage
for the Keys.
In conjunction with its traditional promotional efforts, NewmanPR will carry on operating
the news bureau to benefit the Keys through spot news stories whenever warranted.
Typically including video and still photography packages, these pieces will be distributed
to regional, national and international media as well as accredited social media outlets
that can provide "real-time" message transmission directly to consumers.
For distribution, the agency maintains extensive and continually updated databases that
contain thousands of records on mainstream print and online journalists, broadcast
outlets, bloggers and social media influencers with significant followings. Virtually all story
and photography distribution is accomplished digitally, and most broadcast distribution is
accomplished by direct digital uploads to broadcast outlets' systems.
Whether focusing on unique special events, positive environmental activities such as
turtle releases or coral restoration, news happenings such as the reopening of the Old
Seven Mile Bridge or unforeseen opportunities, spot stories have proved to be extremely
valuable in increasing positive awareness of the Keys.
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Initiatives and Programs for 2022=23
Each year NewmanPR develops specific public relations initiatives and programs to
promote the Florida Keys & Key West based on the TDC's overall marketing direction
and goals. For the 2022-23 fiscal year, initiatives will involve heightening awareness of,
respect for and protection of the environment, way of life and compelling heritage that
underlie the region's visitor appeal.
NewmanPR is planning four primary domestic public relations programs. All are designed
to showcase the Keys as a relaxing, renewing destination that places a high value on
providing genuine, one-of-a-kind vacation experiences while encouraging exploration and
preservation of the natural world.
The initiatives outlined here emphasize the Keys' ability to satisfy a consumer need for
getaways that are meaningful, memorable, often transformational and rich in lasting
intangible value. In addition, they place a strong emphasis on the "only in the Keys"
attributes that distinguish the island chain from other destinations.
The following programs and activities are to be implemented to benefit the island chain.
`Soul-Centered Getaway'
Following the intense emotional challenges of the past two years, this initiative will
position the Keys as a place whose abundant natural world, uncontrived appeal and
easygoing attitude can sustain and nurture the spirit. It also speaks to the emerging trend
of travelers seeking self-care journeys and vacations incorporating holistic wellness
experiences.
Creative messaging will promote the Keys as a relaxing, renewing destination for
getaways that are meaningful, enriching and transformational therefore having a high
intangible value for visitors craving restorative experiences for body and mind. In
essence, it will position the Keys as a place to replenish the soul.
Media members, social media representatives and consumers will be encouraged to
discover wellness and mindful activities such as a private out-island picnic, inspirational
guided art or photography experiences, a healthful paddleboard yoga session,
subtropical garden explorations, a small-group sunset dinner cruise, viewing dolphins in
the wild, communing with nature in a Keys wildlife refuge or journeying to the remote
realm of Dry Tortugas National Park.
Throughout all messaging the natural beauty of the Keys' landscapes, sunsets and vast
seascapes will be highlighted spaces to unwind as a soothing antidote to real-world
pressures and lingering coronavirus concerns while the Keys' open-air offerings and
opportunities for self-care will be emphasized.
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In addition, this initiative will incorporate elements specifically designed to appeal to
luxury travelers highlighting the Keys' upscale, intimate resorts that ensure privacy
and pampering, and private islands for those seeking the ultimate in serenity and
seclusion.
"Soul-Centered Getaway" elements are to include:
1. Developing passion-based activity itineraries that identify lesser-known cultural,
culinary, adventure, luxury and wellness or self-care offerings in all districts for
unique travel options away from the mainstream. These will be made available to
media and social media via a new section to be established in the Keys' online
newsroom, as well as used in pitches and fulfillment of media requests.
2. Coordinating a series of visits by individual wellness and luxury media
representatives, high-reach bloggers and leading travel influencers, each following
a personally curated program that integrates their story needs with elements of the
passion-based activity itineraries.
3. Producing a dedicated wellness and luxury issue of the Keys Traveler e-newsletter
featuring spa and luxury offerings, mindful wellness activities and transformational
vacation experiences. Selected articles will be developed into a "Keys Voices" blog
series as well.
4. Carrying out a monthlong series of social media posts that illustrate activities and
elements from the passion-based itineraries and special-issue e-newsletter
features that viewers can experience to nurture the spirit and foster personal
renewal.
5. Producing a major "Soul-Centered Getaway" story and imagery for the annual
Keys Traveler magazine.
`Connect & Protect' Evolution: Environment and Way of Life
Advocating and promoting environmentally supportive actions is a vital element of the
Florida Keys' commitment to protecting the region's natural resources. Four years ago,
NewmanPR addressed the demand for sustainable options and experiences in travel by
launching a "Connect & Protect" program that encouraged visitors to discover and
connect with the Keys' unique natural world and become motivated to help protect and
preserve it.
Overall, Connect & Protect messaging provides encouragement and tangible direction to
help visitors make positive eco-activities and sustainable behaviors a facet of meaningful
and memorable vacations.
Based on ongoing TDC objectives and positive media and consumer response, the
agency has continued and developed Connect & Protect each year since its inception.
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While maintaining its central sustainability and environmental focus, in 2021-22 the
program was expanded to motivate travelers to experience and respect the Keys' unique
way of life as well.
In the coming fiscal year, efforts will focus on developing Connect & Protect through a
carefully crafted series of activities. All are designed to define the Keys as a vital vacation
choice for the fast-growing traveler demographic that seeks environmentally responsible
destinations with genuine character, culture and community visitors who want
authentic sustainable experiences, will show consideration and respect for the Keys'
environment and are mindful of the need to preserve the island chain's community
heritage.
Messaging will position the Keys as a place offering unique environmental attractions and
activities, while also encouraging visitors' immersion in the local lifestyle and culture.
NewmanPR envisions eventually evolving the Connect & Protect concept into a
cornerstone of Keys PR and marketing programs recognized as an integral pillar of the
island chain's identity, much like "Come As You Are" is recognized.
Activities to further develop Connect & Protect in 2022-23 include:
1. Spearheading the TDC's application to become Florida's first destination signatory
to the Future of Tourism Coalition. Striving to work toward a stable future for
tourism, the coalition comprises organizations that realize the necessity for a
fundamental shift in the industry to meet the needs of destination communities and
their environments. Guiding principles include mitigating climate impacts, choosing
quality over quantity and protecting destinations' sense of place. During the 2021-
22 fiscal year, the agency investigated the requirements for becoming a signatory
and believes proceeding will help position the Keys among leaders in sustainable
tourism.
2. Proposing appointment of a designated sustainability representative on each
District Advisory Council board. The DACs currently have website and advertising
representatives that work with the agencies of record. Each district's sustainability
representative could keep NewmanPR informed about story opportunities within
the district related to environmental events, activities, voluntourism activities and
other relevant offerings.
3. Working with Two Oceans Digital to add a sustainability module to the Key Lime
Academy, complementing the online training program 7s existing modules that
educate and inform travel professionals to help them better market the Keys to
their clients. The agency will work with Two Oceans to develop a module that
focuses on the Keys' unique environment, the importance of protecting it, ways
group travelers can responsibly enjoy it and voluntourism opportunities for groups.
4. Developing a Keys Traveler e-newsletter series on "local recommendations" to
feature select Keys residents showcasing aspects of the Keys way of life and its
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value, paired with suggestions for visitors on how they can experience it. In
addition to providing tangible tips for travelers, this effort also subliminally
encourages identification of Keys residents as among the island chain's valuable
"natural resources." The pieces may potentially alternate with "Stewards of the
Keys" e-newsletter profiles and/or blog posts.
5. Investigating and carrying out a collaboration with an organization such as Travel
With Meaning, a storytelling community committed to sharing meaningful
experiences through travel, to create and distribute content emphasizing the
sustainable travel offerings in the Keys. Travel With Meaning communications
conduits include a podcast, YouTube channel, blog and active social media
presence. Whether working with Travel With Meaning or a similar group, the
agency will seek an optimal collaboration that provides well-targeted and high-
visibility messaging.
6. Continuing to develop Connect& Protect content for mainstream and social media,
and multifaceted media and consumer outreach, that emphasizes the Keys' wealth
of protected natural areas, locals' dedication to and care for the island chain's
environment, and ways visitors can positively affect the Keys during their vacation
experience.
`Florida Keys 200': Florida Keys and Naval Base Bicentennial
2023 marks the 200th anniversary of the Florida legislature's establishment of Monroe
County (July 3, 1823) as well as the 200th anniversary of the establishment of Key West's
naval station.
NewmanPR will work with organizers of county and naval bicentennial events, assisting
and collaborating to conceive and implement significant public relations messaging.
While event details have not yet been determined, the agency will provide support
wherever possible, with messaging focused on Monroe County and Keys naval history as
well as specific bicentennial commemorations.
Throughout the year communications will highlight the Keys' remarkable heritage that still
flavors the island chain today, milestones and environmental aspects that have
contributed to its evolution into an internationally renowned visitor destination, and
unquenchable spirit and close-knit sense of community that underlie residents' distinctive
and cherished lifestyle.
Facets of the initiative will include:
1. Developing and launching a regularly produced Florida Keys podcast to inform and
entertain listeners with content about the Keys' heritage, natural environment and
way of life. The first "season" of the podcast is to focus on "Florida Keys 200"
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the 200th anniversary of Monroe County's establishment as well as elements,
milestones and individuals that have helped shape the Keys over the past two
centuries. Besides being available on the TDC's official website, the Keys' podcast
is to employ a proven hosting service and be available to listeners through existing
high-visibility platforms. Content will include interviews with local historians and
other residents on aspects of the local heritage that still resonate with visitors
today.
2. Continuing to provide support, logistical assistance and resources for South
Florida PBS' upcoming documentary focused on the bicentennial and providing
extensive promotion for the program when it debuts. In late 2021 NewmanPR
began liaising with South Florida PBS regarding production of a documentary on
the 200th anniversary of the incorporation of Monroe County, to be recognized as
the Keys' bicentennial. In February 2022 South Florida PBS agreed to produce the
documentary and shooting began within months. The program is to be presented
to American Public Television at its November programming convention for
planned broadcast in 2023.
3. Producing a "Florida Keys 200" issue of the Keys Traveler magazine with stories
to include ways the Keys' unparalleled heritage has contributed to its present-day
character and visitor appeal, and historic attractions and landmarks that visitors
can explore to discover facets of the Keys' intriguing past.
4. Coordinating a group visit for travel media representatives, to follow a Keyswide
itinerary, with a focus on the heritage offerings, unique way of life and elements
from two centuries of history that make the Keys a genuinely one-of-a-kind
destination.
5. Exploring the feasibility of hosting an Outstanding in the Field dinner at a
historically significant Keys landmark possibly the Old Seven Mile Bridge,
Pigeon Key or an equally notable spot to commemorate the Keys bicentennial.
The internationally known Outstanding in the Field celebrates regional cuisines via
pop-up dinners at iconic open-air venues, typically featuring an "endless table" that
seats 150 to 200. Similar dining presenters may be considered as well.
`Discover the Florida Keys' Streaming Channel
The future of long-form content consumption and message communicating is strongly
anticipated to be through the streaming OTT (Over The Top) model. Research indicates
that in the fourth quarter of 2020, viewers across the globe spent 240 billion hours using
video streaming apps on mobile devices.
Streaming OTT delivers messages and stories directly to the end user, bypassing
traditional broadcast syndication and cable distribution. Furthermore, recent studies have
shown that niche streaming content is in demand now more than ever before. A 2021
study by Antenna Consulting found that niche streaming services have grown at an
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annual rate of 74% over the past two years more than double the 30% growth rate of
the "big" streamers.
The overall user experience on streaming devices such as Roku, Apple and Amazon Fire
makes it easier for viewers to find specific OTT channels to watch what they want when
they want. Carefully curating content and strategically setting it up for delivery gives
destinations an unparalleled new avenue to reach their target audience.
NewmanPR is likely to work with Crawford Entertainment, creators of the successful
Discover Florida Channel that debuted in 2015, to develop and launch an OTT channel
provisionally named Discover the Florida Keys Channel.
Existing content will be curated from Crawford Entertainment's five one-hour Florida Keys
broadcast specials produced in conjunction with NewmanPR, including "Island Hopping:
Florida Keys" and "Florida Keys: Protecting Paradise" and 15 half-hour episodes of
Crawford's "How to Do Florida" that feature the Florida Keys & Key West.
The agency will also seek relationships with other producers of suitable Keys content,
such as "George Poveromo's World of Saltwater Fishing."
To further the channel's growth, keep viewers engaged and foster return viewership,
NewmanPR plans to partner with Crawford Entertainment to produce additional original
Keys-based content.
Three proposed series are being considered. One builds on the popularity of the "Florida
Keys: Protecting Paradise" television special produced in 2019, introducing viewers to the
island chain's wildlife rehabilitation, coral restoration and other sustainability-centered
organizations as well as the "Stewards of the Keys" who spearhead them. The other two
are a pelagic fishing program with a storytelling twist and a "catch-and-cook" series
featuring local guides, chefs and restaurateurs.
The TDC will retain ownership of the channel once it is established as well as all
copyrights, domain URLs and developer accounts for TV, web and mobile apps.
Based on the rapid growth in the OTT streaming industry, the increase of "cord cutters"
leaving traditional cable providers and studies showing an uptick in niche streaming
content consumption, the goal is to grow the Keys channel to an audience of at least
250,000 subscribers within three years of its launch.
PR Team with Genuine Keys Connection
Under the direction of an agency president who is a part-time Upper Keys resident and
has more than 40 years' experience with the account, NewmanPR's public relations
program for 2022-23 will be carried out by a team possessing firsthand personal
knowledge of the overall destination and its five districts.
That Keys knowledge is a vital asset in communicating accurate, authentic and
convincing messaging to representatives across the media spectrum. It is equally
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important in crafting honest, reliable and engagement-worthy social media content.
To reach today's travelers who seek authentic and outside-the-mainstream offerings and
encourage them to experience and respect the Keys' environment and lifestyle,
messaging must resonate with genuine insights and hands-on awareness of the offerings,
environment and lifestyle.
Most senior members of the domestic Keys team are either current or former residents of
the Florida Keys & Key West. Their in-depth understanding of the island chain, knowledge
of"how things work" and established local network enable them to create not just effective
communications, but also connections between stakeholders to benefit the destination.
As well as the agency president previously mentioned, who hopes to become a full-time
Upper Keys resident in 2023, the team includes a 40-year Key West resident who is the
senior account executive and correspondent for the Lower Keys and Key West; an
account executive who is a former six-year Key West resident and covered the region for
a major international newswire service; and an LGBTQ+ media relations specialist who
is an 18-year Key West resident.
Given increasing concerns about balancing tourism with Keys locals' quality of life, senior
staffers' long-term residence in the island chain is an unparalleled advantage. Because
of it NewmanPR is able to develop promotional strategies and direction not just from the
perspective of public relations professionals, but also as individuals who value the Keys
lifestyle so highly that they have chosen to make it their own.
The team's in-Keys personnel will be on hand at all times to maximize story coverage
opportunities within their districts, provide trustworthy personalized assistance to
mainstream and social media representatives, assist broadcast production crews
shooting travel segments or features in the Keys, cover local and spot news events,
attend District Advisory Committee meetings, umbrella meetings and Fishing Advisory
Committee meetings, and fulfill other important aspects of each year's public relations
plan.
Specific Market Segments
Much of NewmanPR's strategy is designed to attract mainstream vacationers who are
eager for relaxing getaways with a significant sustainable focus, opportunities for personal
renewal and memorable ways to immerse themselves in authentic, locally infused
activities.
The prioritization of travelers who seek sustainable options and eco-tourism activities is
based on both the essential need to protect the Keys' unique natural environment and the
ever-increasing role of sustainability in motivating vacation decisions.
As in the past, the Keys' primary target audience remains people in the 35-to-64 age
range with significant disposable income. Approaches, targets and communications will
be adjusted as appropriate based on the geographic differences between winter and
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summer visitors.
The public relations plan also incorporates messaging that highlights aspects of the Keys
that are particularly appealing to members of specialized or niche travel markets.
Potential target segments include, but are not limited to:
1. Eco-tourism, voluntourism and sustainable travel
2. Soft-adventure
3. LG BTQ+
4. Wellness, revitalization and enrichment
5. Culture, art and heritage
6. Sport fishing
7. Diving and snorkeling
8. Culinary
9. Luxury
10. Destination wedding and honeymoon
11.Meeting and incentive
Media Research Visits
NewmanPR will implement an aggressive program of securing accredited media with
strong potential to benefit the Florida Keys & Key West. Targets for visits include
representatives of mainstream media outlets, online and mobile travel publications, blogs
with a strong editorial focus, qualified high-reach social media influencers and other
venues that can increase positive awareness of the destination.
The agency's proprietary network of contacts in all media genres is a notable asset to the
Keys, and the database is regularly updated as new outlets and contacts are identified
as appropriate candidates for communicating positive information.
Media will be selected based on the objectives and demographics established in the TDC
marketing plan and on the geographic areas identified by TDC research as strong search
and booking markets. As in recent years, continued emphasis will be placed on individual
visits.
Before arranging accommodations or expending other resources, agency staff members
will research and qualify all media representatives not previously known to NewmanPR,
with evaluation based on elements ranging from social media reach and engagement to
publication circulation and website visitation.
PR expense funding will be budgeted for high-reach influencers who seek compensation
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from destinations for their visits and coverage. Paying compensation is now a common
PR practice, and past collaborations with carefully selected individuals have resulted in
significant positive coverage of the Keys.
All media representatives will be strongly encouraged to promote the destination's
website in their articles or posts as well as using predetermined campaign or trip-specific
hashtags when appropriate.
Individual Media Research Trips
NewmanPR will direct significant resources toward assisting domestic print, online and
broadcast journalists, bloggers and leading influencers on individual trips.
As well as being preferred by contemporary media, solo visits are valuable in terms of
current promotional objectives. Media members visiting on their own often prefer off-the-
beaten-path exploration, tend to interact more freely with local residents and can form
their own connection to the destination.
Agency assistance for individual visits may include creating customized itineraries to
support story needs or destination initiatives, arranging complimentary or reduced-rate
lodging when possible, providing logistical support, setting up interviews and meetings
with selected local residents or even on-site escort in special cases.
From a logistical standpoint, Keys accommodations partners are more easily able to
provide reduced-rate or complimentary rooms for individual visits than they are for group
trips, so a focus on individual media benefits their properties as well.
In some cases individual media representatives or influencers will follow personalized
itineraries created by the agency's media team to support stated programs or campaigns.
Individual visits by wellness and luxury media and bloggers will be a primary aspect of
the "Soul-Centered Getaway" program, with visiting representatives encouraged to follow
agency-created itineraries incorporating passion-based activities that suit their story or
content needs.
Individual visits also will be a facet of the LGBTQ+ promotional program. Specific
itineraries will be crafted to serve each media visitor's story needs as well as the
destination's objectives.
Group Familiarization Tours
While individual media visits will predominate in fiscal year 2022-23, a group visit is
planned as part of the "Florida Keys 200" initiative. Participants will be selected to include
a targeted blend of leading print, broadcast and online journalists.
While emphasizing elements pertinent to the Keys' bicentennial and distinctive offerings,
landmarks and milestones, the trip will showcase all five districts and feature activities
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that foster an understanding of the Keys' cultural heritage and unique way of life.
As with past group media visits, the itinerary will include meetings with intriguing local
residents willing to share their personal insights into the island chain. This will serve to
enhance the authenticity and meaningful nature of the activities experienced by trip
participants, thereby enriching their resulting stories and content.
The familiarization tour will be agency-escorted to provide knowledgeable, accurate
information about the island chain and 24/7 assistance in meeting story-gathering needs.
In addition to the "Florida Keys 200" group media visit, NewmanPR may explore working
with Visit USA, Visit Florida and other tourism organizations on joint-venture trips that
generate positive exposure for the Keys. In past years this strategy has maximized return
on investment while minimizing expenses for media research trips.
Similarly, if deemed potentially beneficial to the destination, NewmanPR will also consider
joint or shared promotional efforts with public relations representatives of individual Keys
properties or attractions.
Broadcast Opportunities
As in the past, NewmanPR will seek out opportunities for live and taped broadcasts from
Keys locations by major television networks, cable travel programmers, specialized
outlets such as PBS, independent mainstream and vertical-market production
companies, and online and mobile outlets with significant audiences.
In recent years the agency has budgeted for and collaborated on the production of several
Keys-focused shows that support the TDC's marketing objectives and communicate
positive destination attributes. These have included an episode of the PBS program
"Samantha Brown's Places to Love" that aired nationwide; a long-term sponsorship of
WPBT2's Emmy Award—winning "Art Loft," a 30-minute public television art program;
ongoing sponsorship of "George Poveromo's World of Saltwater Fishing" that airs on
Discovery Channel; "Only in the Florida Keys" that debuted on Discovery Channel in
March 2022 and is being streamed globally on multiple outlets in 2022; and "Island
Hopping: Florida Keys" that debuted on the Discovery Channel and subsequently was
syndicated nationally.
As already noted, NewmanPR has secured a commitment from South Florida PBS to
produce a documentary on the bicentennial of Monroe County and therefore the Florida
Keys. At the time of this writing, South Florida PBS is nearly through shooting footage for
the documentary, and it is slated to be presented to American Public Television at its
November programming convention for broadcast in 2023.
The development and launch of a Discover the Florida Keys OTT channel, more fully
outlined earlier in this document, is to be a broadcast priority in 2022-23. The channel is
envisioned as a notable new vehicle for reaching audiences with curated content that
underscores the Keys' market uniqueness, environmental richness, distinctive way of life
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and opportunities for personal renewal while providing compelling visual evidence that
supports the intangible value of a Keys vacation.
The agency also plans to continue its sponsorship of "Art Loft," which features
programming on aspects of the Keys cultural community, and "George Poveromo's World
of Saltwater Fishing" that spotlights saltwater fishing opportunities along the island chain.
Assistance to the productions will be provided as required, with specifics ranging from
subject and topic suggestions and consultation to B-roll footage and logistical support.
Other activities will include proactively pitching targeted destination shoots and
programming that highlights the destination's environmental, cultural, historic, attitudinal
and visitor-friendly attributes. The agency also will capitalize on broadcast opportunities
that arise with high visibility and audience reach, providing support and production
assistance.
Special Support for Geographical Campaigns
NewmanPR is poised to provide support as appropriate for the TDC's geographical focus
on Orange County, California, to promote winter travel and the "Own a City" campaign in
Dallas, Texas, to encourage summer-season travel.
While primary components of these programs are to be carried out by the advertising and
sales teams, NewmanPR plans outreach to traditional and online media and high-reach
influencers in both regions regarding individual visits and potential collaborations.
For the Dallas market the agency plans to carry out a broadcast integration campaign
with a selected network affiliate, timed to lead up to the Dallas Travel and Adventure Show
in April 2023.
Other public relations strategies in the targeted markets will be examined and launched
if needed to generate additional awareness of the Keys, assist in communicating
destination attributes and reinforce the TDC's stated marketing objectives for the fiscal
year.
Website Content Creation and Oversight
For many years NewmanPR has managed the general destination news and topical
subsections of f„I11111111111111111111111111111111111111111111111111111111elll, cillil,,,,o,,,,,, ,,,, as well as the "editorial content" aspects of the website's
calendar of events. NewmanPR will develop and post original content to these sections
several times per week and whenever needed. News section posts will also "feed" district-
specific content to the dedicated Key Largo, Islamorada, Marathon, Big Pine & the Lower
Keys and Key West news sections.
Designed to promote all aspects of the destination, content will include advance releases
detailing upcoming special events, environmental adventures, cultural offerings, eco-
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activities and sustainable initiatives, watersports, dive experiences and fishing
tournaments; and announcements of new attractions, accommodations and experiential
offerings. Posted copy will be paired with photography and, as appropriate, video
elements.
In most instances, releases distributed directly to journalists, bloggers and other media
representatives will be simultaneously posted in the website's news section. Use of the
section for timely consumer messaging including spot news stories on events that
enhance favorable perception of the Keys complements media distribution. In addition,
Keys social media content reporting such happenings can be linked to the posted spot-
news pieces to provide consumers a way to access more detailed and comprehensive
information.
In the coming year NewmanPR will develop other news section content specifically for
direct-to-consumer distribution to the website's online and mobile audiences. This will
include subject-based roundups, features related to themed public relations programs
and "Stewards of the Keys" profiles.
The news section also will be used to disseminate information in situations that require
emergency or crisis communications, a strategy that has proved valuable during crises
including the COVID-19 pandemic and hurricanes. When necessary, NewmanPR
creates a special website section that provides messaging specific to the crisis to
accurately inform visitors.
NewmanPR contracts with a website editor funded through the public relations
expense budget who oversees and populates the main news section and the districts'
dedicated news pages, editorial listings on the annual calendar of events and other
sections that are the agency's responsibility. For other areas of the site, ranging from the
umbrella/committee-specific and sustainability sections to those addressing market
segments such as family travel and weddings/honeymoons, the web editor will work in
collaboration with Two Oceans Digital to coordinate the creation and publication of
content.
As well as employing the news section for timely messaging to travel consumers, the
agency will continue to monitor and update all website sections under its purview to
maximize reach, engagement and effectiveness.
In 2022-23, following Two Oceans Digital's redesign of the website, particular attention
will be paid to agency-overseen sections with high value in communicating to media and
consumers the Keys' intrinsic uniqueness and flavor, dedication to environmental
stewardship, rich cultural community and opportunities for transformational experiences.
These include the eco-tourism/green travel and voluntourism subsections, eco-events
calendar category and "Connect with Keys Life" and cultural sections.
As needed, NewmanPR will review and revitalize specific website sections to maintain
fresh, relevant content that optimizes user-friendliness to augment the sections' value as
a destination resource for media and consumers.
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`Keys Voices' Travel Blog
NewmanPR's "Keys Voices" travel blog, created on behalf of the destination, has a 13-
year history of providing insiders' insights into a variety of Florida Keys topics, informative
in-depth material and story prompts for media, and activity and topic ideas for social
media influencers.
In the coming fiscal year, the agency will continue to generate and post weekly
mainstream and biweekly LGBTQ+-specific blog features using photographs and some
incorporating video. This volume of content generation makes the blog extremely useful
in attracting readers seeking new destination information.
Editorially balanced to represent all districts, the blog also showcases elements and
events that support umbrella/committee initiatives and those appealing to visitors with
specific niche-market interests.
Its content meets contemporary travelers' preference for unique and authentic vacation
experiences rather than "typical tourist" fare, covering "only in the Keys" places and
events, sustainable options and activities, environmental resources and the need for their
protection, eco-friendly adventures and enriching offerings that recharge body and soul
while also communicating the Keys' open-hearted spirit and the value of the local
lifestyle and showing visitors how to enjoy aspects of the latter.
Each "Keys Voices" feature-style entry is written in a relaxed, friendly voice that
accentuates the island chain's genuine appeal, enabling readers to feel they're making
their own discoveries about and connection to the destination. Presenting accurate
and enticing knowledge in a personal, authentic way that earns readers' trust, the blog is
positioned to be a valuable motivator in influencing vacation decisions.
As in the past, "Keys Voices" will be used to complement and expand upon events and
other topics covered in media releases and spot-news stories, while also promoting
aspects of the island chain and its lifestyle that may not have a "news hook."
In 2022-23 blog posts will support agency campaigns created to meet TDC promotional
goals. Features will be crafted to showcase intriguing facets of the Keys' heritage during
the island chain's bicentennial year, and a blog series will be developed to augment
content in the dedicated wellness and luxury issue of the Keys Traveler e-newsletter.
Plans also call for continuing the longstanding series of monthly "Stewards of the Keys"
Q&A interviews with residents immersed in preserving and protecting the Keys
environment or way of life.
Ongoing strategies to grow consumer and media readership will include posting social
media announcements of each new blog entry, optimizing the use of links within all posts,
sharing posts with NewmanPR's international affiliates for social media promotion in their
markets and exploring emerging platforms to further increase audiences. Working with
Two Oceans Digital the agency will continue facilitating the distribution of copy and links
to LGBTQ+ blog entries directly to consumers via an opt-in email address list.
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Social Media Messaging and Management
NewmanPR will continue to emphasize and expand the use of social media as a
cornerstone of public relations activities for the Keys. As well as an invaluable vehicle for
timely messaging to travel consumers, social media is a proven conduit for reaching
mainstream media, a viable means of reinforcing "brand" loyalty and an effective tool for
building and strengthening connections with potential and repeat Keys visitors.
The agency produces, posts and manages content for the Keys' social media outlets
primarily Facebook, Instagram, Twitter, Pinterest, TikTok and YouTube and has a
social media editor, assisted by other team members, to coordinate and oversee content
creation and posting. Efforts to date have been particularly successful on Facebook and
Instagram, where follower numbers have grown to more than 535,000 and 327,000,
respectively. Even the Keys' Pinterest platform typically earns 2.9 million views monthly.
In 2022-23 NewmanPR will continue to cultivate, produce and post enticing destination
communications, compelling imagery and video elements purposed for each of the
Florida Keys' social media platforms, while also working to grow audience numbers and
engagement. Using quality multimedia elements, content will blend Keys "image"
promotion with useful, informative, aspirational and entertaining messaging tailored to
each platform.
When conceiving posts, the agency will focus on subjects that communicate concepts
and offerings integral to the island chain's appeal, such as "only-in-the-Keys" activities
and attractions, opportunities for personal renewal, intriguing 200-year heritage and the
intangible value of a Keys vacation as a memory-making respite for mind, body and soul.
In addition, social media campaigns will be developed to support TDC marketing
objectives, such as raising awareness of the region's matchless natural environment and
way of life while encouraging travel consumers to respect and protect both. The efficacy
of special promotions and contests in this regard is illustrated by the success of the 2021
"ReConnect in the Florida Keys" video contest, whose posts reached nearly 750,000
people.
While providing content for the Keys' established platforms, the agency will pay attention
to other social channels as they emerge, evaluating and developing any that appear
potentially useful for the destination.
Because social media has proved extremely valuable in crisis situations specifically
for disseminating accurate and timely communications NewmanPR will be prepared to
employ it in that manner if conditions warrant. As in past times of crisis, the agency will
dedicate its resources to implement and update postings on a 24/7 basis.
As well as handling content creation and posting, NewmanPR manages how posted
content is performing, auditing and monitoring engagement to measure its impact and
determine who is reading, sharing and responding to posts. Based on audit results,
content can be refined and strategies updated if needed. Regular written reports will be
provided to the TDC and DAC committee members with monthly analytics, insights and
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growth.
In communications to media in all genres, the agency's primary social media outlets will
be clearly highlighted. All visiting journalists, bloggers and influencers will be directed and
encouraged to use Keys handles and hashtags especially those being developed to
support 2022-23 programs.
Social Media Initiatives
In addition to handling regular posting, monitoring and supporting audience growth on all
Keys social media platforms, the agency intends to significantly increase its production of
compelling video for social media use. The consistent deployment of new and enticing
video content is essential to increase reach and engagement, maximize awareness of
specific aspects of the Keys and support promotional programs and objectives.
Particular attention will be paid to developing and optimizing content to foster growth of
the destination's dedicated YouTube channel, FloridaKeysTV, and TikTok presence.
Instagram Reels, Instagram Stories and Highlights also will benefit from fresh, platform-
specific video.
The power of imaginative video in social media is best illustrated by the success of
NewmanPR's "conch groundhog" post on Groundhog Day 2022. To promote the Keys
and their balmy "winter" weather, the agency conceived and produced a brief video of a
conch that lives in a "touch tank" at Florida Keys Aquarium Encounters coming out of its
shell and seeing its shadow, as famous groundhog Punxsutawney Phil did. Posted on the
Keys' Facebook page, the video went viral and as of this writing had reached more than
23 million people and generated over 15 million views numbers unprecedented in the
Keys' social media history.
In 2022-23 the agency plans to cultivate a fresh and comprehensive library of one- to
three-minute social media—style videos shot using mobile smartphones in first-person
format with natural sound. Representative of all districts, the video segments are intended
to spotlight eco-based activities, moments of natural beauty, special events and other
high-interest elements that help define the Keys experience.
Additional subjects may include on-the-water adventures, attractions with high visual
interest, historic landmarks and short interviews with Keys locals showcasing their
professions or passions.
Plans call for NewmanPR's social media team to stage several "missions" annually to
create and gather multimedia content for the Keys' Facebook, YouTube, Twitter,
Instagram and TikTok channels. This will include extensive still photography as well as
video segments. Some video and photography may relate to specific campaigns, while
some will be sourced for platform-specific engagement value.
As illustrated by past efforts particularly on TikTok and Instagram custom content
that tells a story motivates engagement and increases brand awareness. Instagram and
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TikTok are now considered driving forces for marketing efforts and having fresh,
creative and engaging content geared to their audiences is crucial; simply compiling
information from content gathered for other platforms is far less effective, since the
audiences are vastly different.
Other specific social media efforts for 2022-23 include, as previously noted, carrying out
a monthlong series of posts that present the Keys as an ideal location for inspirational
and wellness experiences, memorable activities that nurture the spirit, relaxation in a
soothing natural environment and personal renewal as a counter to "real-world" stresses
and uncertainties. In addition, social media—based contests which have attracted tens
of thousands of entries in the past may be developed in tandem with certain initiatives.
A planned social media fishing contest is described later in this document.
Featured Videos
NewmanPR's priorities will include an ongoing project to update and significantly expand
its library of Keys video resources with dynamic, fresh and comprehensive content.
Original video offerings are of primary importance in visually demonstrating the island
chain's appeal and attributes to potential travelers via direct-to-consumer outlets. They
also can be viable resources for media seeking Keys information or content, attention-
getting additions to media missions and travel shows, enticing supplements to website
news stories and "Keys Voices" blog entries, and invaluable segments for the Florida
Keys OTT streaming channel described previously.
In 2022-23 the agency will continue spearheading the production of video content that
covers all districts of the Keys and supports stated marketing goals. The following video
resources are to be created:
1. A compelling new library of one- to three-minute social-media-style videos for
multiple uses. Topics may include fishing, diving and snorkeling, wild dolphin
encounters, kayak and paddleboard ecotours, coral reef restoration, seafood and
indigenous eateries, adventure activities, food tours, creation of signature cocktails
and dishes, museum visits, cultural experiences and a stroll along the Old Seven
Mile Bridge. As noted, video segments shot for the library can be used to populate
the agency-created "Florida Keys TV" channel on YouTube, feature as the monthly
e-newsletter video highlight and be posted to Instagram Reels, TikTok, Facebook
and other Keys social platforms.
2. A mini-video series centered on local residents sharing recommendations of
aspects, places or activities to enrich visitors' vacations and appreciation for the
Keys particularly those related to the environment and way of life and
explaining what matters most to them about the Keys community. These videos
will provide valuable "insider tips" for travelers seeking authentic experiences,
encourage identification of Keys residents as guides or "ambassadors" to be
respected, and involve local residents as partners in increasing visitor awareness
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of meaningful and sustainable experiences that don't impact the local quality of
life. Video distribution will be accomplished via the Keys' high-follower social media
channels, among other avenues, as well as periodically in the e-newsletter. The
individual videos may be assembled into one comprehensive long-form piece as
well, to be utilized by the TDC sales team at travel shows and events and/or for
broadcast on the OTT streaming channel.
While much of the video content outlined above will be produced by locally sourced Keys-
based professional videographers, licensed drone pilots and seasoned underwater
shooters, all members of the agency's in-house and in-Keys social media team are to
regularly cultivate, shoot and edit video content.
In addition, as previously noted, NewmanPR's Florida Keys News Bureau will continue to
produce video spot-news packages and distribute them to appropriate broadcast and
online venues and accredited social media outlets.
Resources to Meet Media Needs
Online Newsroom
NewmanPR manages and provides content and journalist-friendly materials for media
representatives through its online newsroom. Updated regularly with new content, the
newsroom is well established as a resource for mainstream and online journalists,
bloggers, social media influencers and broadcast outlets.
Content including photo and video resources is streamlined to meet informational needs
across media genres and platforms, with easy registration and access for media users,
multiple social media offerings and email alert capabilities.
In 2022-23 the agency will continue evaluating and refining the newsroom's content and
user-friendliness, while adapting it to meet the ever-evolving needs of media in all genres.
Fresh content will be uploaded regularly to maximize the newsroom's relevance, value
and credibility as a trustworthy source of materials that enable media representatives to
convey accurate, timely Keys information to their audiences.
Resources include an electronic press kit that features comprehensive information on
each Keys district, with elements formatted for download by media users. Specifically
targeted press kits complement it, including an environmental one focused on Connect &
Protect topics, one featuring "Stewards of the Keys" profiles, and those tailored to the
LGBTQ+, weddings and meetings and incentives markets. An additional press kit
spotlights releases about connecting or reconnecting with the island chain.
In the coming fiscal year, updates to releases, additions to existing press kits and the
development of new ones will be undertaken as needed to serve media, their audiences
and the destination.
Also available are high-resolution photography of each district and selected special
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events, with images organized into albums and formatted for downloading by registered
media users. Professional B-roll video footage and footage of special events, Connect &
Protect environmental highlights and other newsworthy offerings are available for sharing
or for media downloads. The agency will continue its frequent updates to photo and video
content, especially when they involve timely special events or spot-news resources.
Regular updates also will be made to the newsroom's collection of advance releases on
current Keys events, offerings and highlights throughout the Keys, and specialty pieces
such as "Stewards of the Keys" profiles. These mirror releases that are distributed via the
agency's proprietary media lists and posted on the fla-keys.com consumer site.
In addition, the newsroom features links to and recent postings from the Keys' leading
social media outlets, useful for up-to-the-minute communication and for maximizing
media awareness of social channels.
Other resources include links to Keys event calendars and webcams, recent coverage
from media outlets that add third-party credibility to the island chain and its offerings,
newsroom registration directions, media request forms, contact information and
subscriber interfaces for email alerts for content specified by the subscriber.
As in past years, the agency will continue to take whatever steps are necessary to
optimize the newsroom's usefulness to media and ensure that materials can be identified
and accessed quickly.
Additional Photo and Video Resources
In addition to the newsroom's content, the agency will maintain and expand its extensive
library of Keyswide digital photography and high-definition and 4K video footage shot in
all five districts and covering a variety of Keys attributes, making this content available to
media upon request.
As previously outlined in this document, significant attention will be paid to producing a
collection of fresh and comprehensive video pieces, which cover all districts of the Keys
and support stated marketing goals, for use in a wide range of media and social media
situations.
Media Releases to be Produced
NewmanPR will adapt the format and structure of its media releases to meet the changing
requirements of targeted media. Recent trends include the demand for shorter and more
concise copy, reliance on pertinent links to provide additional story points and the need
for associated photo and video resources. These requirements also hold true for
communications geared to consumers.
In 2022-23 NewmanPR plans to create the following materials for distribution to
mainstream media, bloggers, influencers and travel consumers as indicated.
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1. Travel and news-oriented stories according to a prearranged calendar,
complemented by releases spotlighting unforeseen events with the potential to
reflect favorably on the destination.
2. Special event—oriented advance releases on TDC-funded events in all Keys
districts and representing advisory committees as well as advance releases for
other significant special events that may not receive dedicated TDC funding.
Results releases for TDC-funded fishing tournaments also will be produced.
3. Targeted releases that support the TDC's 2022-23 marketing goals and agency
initiatives. These will include monthly "Stewards of the Keys" profiles of residents
dedicated to preserving the Keys' environment and way of life. Releases promoting
the "Florida Keys 200" initiative and planned activities will be produced as
bicentennial events are developed.
4. Quarterly "What's New in the Florida Keys & Key West" roundups covering new
and enhanced accommodations, attractions, tours and similar offerings in all Keys
districts, produced to inform domestic and international trade and consumer media
about updates to the Keys tourism product.
5. An annual overview of new and/or upgraded accommodations, attractions and
experiences geared to the meetings and incentive market.
All media releases will prominently feature the Keys website and/or one or more district
websites, as appropriate, with the toll-free number and primary social media outlets.
Releases are distributed via email to media on proprietary lists, a Keys media Twitter
channel and links on Keys consumer social media channels, as appropriate. Virtually all
releases are posted in the itnewsflash11 section of the TDC consumer website and are
available for media download from the online newsroom.
Some releases are provided to press trip participants and used to support media missions
or promotions, while others are used to pitch media coverage of select events or offerings.
Keys Traveler E-newsletter
For more than 17 years, NewmanPR has produced monthly issues of the Keys Traveler
e-newsletter. In 2022-23 the agency will maintain that production schedule, using the "e-
news" to benefit the destination by delivering pertinent messaging directly to opt-in
consumer and media subscribers.
Keys Traveler's layout and distribution are accomplished in collaboration with Two
Oceans Digital. Content and design are refreshed periodically to enhance reader appeal,
and the opt-in subscriber base has grown to approximately 110,000.
Each issue typically showcases special events or festivals that serve as a timely travel
motivator; significant environmental elements; fishing, diving and cultural highlights that
publicize the activities of each TDC umbrella/committee; a cuisine feature; a video
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segment; and a "Stewards of the Keys" Q&A profile of a local resident striving to preserve
the Keys environment, heritage and/or local way of life.
Issue topics are selected to balance offerings from the Keys five districts while also
supporting TDC campaigns, messaging and objectives.
Plans for the coming year include launching a series on "local recommendations," as
previously mentioned, featuring residents sharing insights about their favorite places,
activities and elements of Keys living that visitors can experience. These pieces may be
alternated with "Stewards of the Keys" articles or may become a regular addition.
Other enhancements will include monthly "teasers" and links to promote content of the
Keys' podcast and OTT streaming channel, described earlier in this document, to begin
soon after their launches.
In addition, a culturally themed special issue of Keys Traveler is planned for February
2023 with content wholly dedicated to upcoming literary, theatrical, musical and visual
arts offerings in all Keys districts.
In May or June 2023, a dedicated wellness and luxury issue will be produced to support
the Keys' value as a place to nurture and revitalize body, mind and spirit.
Each e-newsletter issue includes links to the Keys' leading social media channels, the
"Keys Voices" blog and selected website elements. As well as being distributed to opt-in
subscribers, each issue is available to readers on the consumer website before being
rotated into a permanent archive.
As in past year, the agency will continue implementing strategies to expand subscriber
numbers among consumers and media, employing avenues that include social media
messaging, contests and promotions, and awareness building through emerging outlets.
Keys Traveler Annual Print Magazine
In late summer and early fall 2022, the agency will write, design and oversee printing of
the annual Keys Traveler magazine, a full-color glossy publication of 16 or more pages.
Production is timed for distribution at World Travel Market and other U.S. and international
venues.
The magazine will be themed to support the 2022-23 "Florida Keys 200" initiative, while
subliminally promoting the Keys' one-of-a-kind physical and attitudinal character. Stories
and imagery will showcase all Keys districts and specific topics will be selected in
collaboration with the TDC sales team.
Probable topics include an overview of historic sites, attractions and landmarks in each
district that illustrate aspects of the island chain 7s past while appealing to contemporary
visitors; an overview of milestones in Keys history such as the building of the Overseas
Railroad that helped shape the destination into what it is today; and the region's heritage
of environmental stewardship and conservation of natural resources that dates back more
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than a century from the establishment of the earliest national wildlife refuges to the
creation of the Florida Keys National Marine Sanctuary and today's global leadership in
coral restoration.
Other articles may feature Key West's literary heritage, the powerful influence of the
LGBTQ+ community, early Islamorada guides who helped pioneer sport fishing and the
Keys' role in the development of diving, shipwreck salvage and artificial reefs that draw
contemporary divers.
As well as its print distribution, Keys Traveler magazine is available for consumers, trade
and media to download from the destination website. It is provided during U.S. and
international media missions to enhance destination awareness and is often given to
journalists and influencers during their destination visits.
In addition to the mainstream magazine, one or more eight-page special issues are
typically produced each year to serve specific vertical-market audience segments.
LGBTQ+ Market Efforts
NewmanPR's outreach to LGBTQ+ media and consumers will support the island chain's
national and international reputation as a leading LGBTQ+ vacation spot and
communicate the "One Human Family" mindset that underlies its appeal.
As with promotion to other markets, efforts will also focus on heightening awareness of
the Keys' unparalleled natural environment and unique way of life, while encouraging their
protection. In addition, ongoing emphasis will be placed on expanding LGBTQ+ travelers'
interest in Keys districts outside of Key West.
During fiscal year 2022-23 activities will include growing and developing the LGBTQ+-
centric Instagram channel launched in June 2022. Separate from the Keys' mainstream
social media channels, the "@floridakeysgay" Instagram features imagery and
messaging directed specifically to the LGBTQ+ market. The Keys' LGBTQ+ media
representative and the social media editor will collaborate on selecting and posting
content, while the former will regularly review posted comments, replying as appropriate
and moderating if necessary.
Strategies to be employed for increasing followers may include campaigns connected to
high-interest LGBTQ+ special events such as Womenfest or Pride, and/or a contest
relating to the Keys' vibrant LGBTQ+ heritage. The agency will additionally use Instagram
messaging to promote the core philosophy of"One Human Family" and the island chain's
longstanding history of diversity.
Pivotal activities for 2022-23 include publicizing the 20th anniversary of Key West's famed
1.25-mile-long sea-to-sea rainbow flag sewn on the island in 2003 by original rainbow flag
creator Gilbert Baker to celebrate the 25th anniversary of his original banner's debut.
During Pride 2003 the world's longest rainbow flag was unfurled by volunteers along the
entire length of Duval Street and its ends were dipped simultaneously into the Gulf of
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Mexico and the Atlantic Ocean in a sea-to-sea demonstration of acceptance and pride.
As well as supporting the heritage focus of the "Florida Keys 200" program outlined
previously, the sea-to-sea flag campaign will reinforce Key West's reputation as a
longstanding leader among LGBTQ+ destinations. While details of a 20th anniversary
celebration are not available as of this writing, NewmanPR will work with the TDC's
LGBTQ+ sales representative, the Key West Business Guild and other entities to promote
the sea-to-sea flag and its significance through media outreach, pitches, releases, social
media posts and potential spot-news coverage of anniversary events.
LGBTQ+ efforts also will mirror other 2022-23 mainstream campaigns and programs. The
Keys' unique and welcoming ambiance, environmental richness and wellness
experiences that support personal renewal will be emphasized accenting the high
intangible value of a Keys or Key West vacation to help offset any hesitation based on
tangible costs.
As always, PR endeavors will respect the varied expectations and preferences of different
segments of the market. Messaging will strive to increase awareness of the Florida Keys
as a vibrant and relevant place for LGBTQ+ millennials and family groups, while
"traditional gay" communications will draw older travelers.
The agency's contracted LGBTQ+ media relations specialist will continue to represent
the Keys and Key West editorially to LGBTQ+ media, bloggers and accredited social
media influencers through "image" efforts, stated campaigns and a focus on special
events that appeal to the market. This specialist also will liaise with the TDC sales team
and relevant local business organizations to maximize promotional synergy.
General activities are to include the production and distribution of media releases
featuring news, special events and tourism infrastructure improvements of interest to
LGBTQ+ visitors; representation at national and international travel trade and media
events that may include NLGJA; and the creation of twice-monthly LGBTQ+ blog entries.
In 2022-23 the blog is to be enhanced with a series on LGBTQ+ Keys residents who "give
back" through participation in charity work, community programs or volunteering.
Plans call for individual destination visits by a minimum of six LGBTQ+ journalists,
bloggers and leading influencers in the coming fiscal year, and the agency's LGBTQ+
media relations specialist will organize ongoing support and on-site meetings with them.
Efforts on their behalf may include curating itineraries based on specific content needs,
setting up multidistrict activities including wellness and ecotourism offerings, and
arranging interviews with "Stewards of the Keys" to communicate Keys residents' passion
for preserving the local environment and way of life.
In addition, the agency will promote newsworthy LGBTQ+-focused events and aspects
via the Florida Keys News Bureau's spot-news photography, video and story features.
Just as editorial content and photography will be distributed to targeted media and
influencers, information and input for articles in LGBTQ+ and mainstream outlets will be
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offered and provided as appropriate. As in the past, efforts will focus on strengthening
existing media relationships and building new ones.
District and Umbrella/FishingAdvisory Committee Emphasis
As well as striving to maximize positive awareness of the Florida Keys as a whole, in
2022-23 the agency is to continue its focus on promoting the attractions of each Keys
district communicating their strengths and attributes to targeted mainstream, online,
social and niche-market media as well as travel consumers.
Strategies will include using distinct messaging points to spotlight the activities and
appeals that help define each district, representing all districts in roundup releases as well
as in magazines and e-newsletters produced for media and consumers, and also
producing advance promotion and spot-news coverage of each district's special events.
NewmanPR's correspondents or "stringers" one covering the Upper and Middle Keys
and one covering the Lower Keys and Key West will continue their roles of identifying
newsworthy events in their districts, facilitating positive coverage opportunities and
helping to produce spot-news stories and social media communications.
Stringers also interface closely with tourism representatives in their districts, work with
broadcast production crews on location, attend District Advisory Committee meetings and
provide a wide range of personalized assistance to journalists, bloggers and social media
influencers.
Like its support for individual districts, NewmanPR will continue providing public relations
support to the Cultural and Dive Umbrellas as well as the Fishing Advisory Committee,
expending year-round effort to raise awareness of each organization's TDC-funded
events, programs and offerings among both media and consumer audiences. Plans also
call for conceiving and carrying out programs that support the umbrella/committee's
stated objectives.
Planned support for the fishing committee in fiscal year 2022-23 will include continuing a
long-term partnership with a leading national saltwater fishing television program and
seminar series. The partnership has proved valuable in drawing attention to the Keys'
expert captains and guides, as well as the unparalleled diversity of the island chain's
fishery. The agreement will include the production of multiple Keys-based episodes of
"George Poveromo's World of Saltwater Fishing," which airs on Discovery Channel, as
well as a destination sponsorship for Poveromo's highly acclaimed Salt Water Sportsman
National Seminar Series.
One of Poveromo's shows is to focus on the 200th anniversary of the Florida Keys, with
Poveromo fishing in the Upper Keys with local historian Brad Bertelli and in the Lower
Keys (Key West) with Corey Malcom, Monroe County's lead historian. This will be
different than typical Poveromo shows, which focus heavily on fishing and appropriate
techniques for the featured species. Instead, Poveromo's conversations with the two
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guests will delve into famous historical figures, such as Ernest Hemingway, Zane Grey
and Ted Williams, who fished the Keys and helped communicate the Keys' appeal for
anglers to worldwide audiences.
In addition, the agency intends to craft a social media contest whose winner is to receive
a Keys fishing trip that potentially includes a "guest spot" on a sport-fishing television
show, fishing alongside the program host in an episode filmed for broadcast.
On behalf of the Cultural Umbrella, the agency plans to continue its sponsorship of the
Emmy Award—winning WPBT2 public television program "Art Loft," as noted previously.
Since 2013 the sponsorship has provided extensive guaranteed coverage of the Keys'
art and cultural scene and cultural events in all districts. In addition to reaching a South
Florida audience, the Keys segments may appear on PBS stations in other major
markets, enhancing their usefulness as a conduit for positive cultural messaging.
NewmanPR will also continue refining the extensive chronicle of Keys cultural highlights
begun in 2022. Featuring milestones in all genres of the arts, the chronicle is designed to
emphasize the island chain's rich and longstanding cultural heritage and should be
particularly useful as a resource during the Keys' bicentennial year.
Support for the Dive Umbrella will continue a well-established promotional focus on Keys
organizations engaged in coral planting and reef restoration initiatives and voluntourism
programs. Messaging will emphasize ways visiting divers and ocean enthusiasts can
support the organizations' efforts, adopt environmentally responsible diving practices and
become stewards of the Keys' reef ecosystem.
The agency also will create new undersea video content for use on the planned Florida
Keys OTT streaming channel, in the FloridaKeysTV YouTube channel's diving playlist
and in social media messaging to increase awareness of the wide range of dive
experiences offered in the Keys from exploring famous shipwrecks to taking part in
I ionfish removal derbies.
Events' Promotional Value
NewmanPR plans to expend substantial effort and resources to promote special events
and festivals, since they provide a notable draw for travel consumers and a means of
putting "heads in beds," a time-specific means of generating media and social media
coverage, and colorful content to inspire consumers' social sharing and engagement.
Efforts will focus on virtually all events supported by district funding, as well as nonfunded
events deemed integral to one or more aspects of the Keys' image and/or with strong
potential appeal to media and consumer audiences.
Emphasis will be placed on event offerings that illustrate and expand awareness of the
Keys' environmental richness, unique 200-year heritage, opportunities for renewal and
transformation, cultural attributes, eco-friendly mindset and enticing way of life as well
as those that can only be experienced in the Keys. Also considered will be an event's
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value in showcasing qualities of the district where it takes place.
Promotional activities will include writing advance releases for mainstream and
appropriate niche media; pitching event-related stories to media and social influencers;
implementing direct-to-consumer promotion via the Keys' Facebook, Instagram, Twitter,
YouTube, TikTok, Pinterest and other social media outlets; and producing and distributing
spot story, photography and video packages on events as they take place.
The Keys' special events and festivals provide a proven platform for spot-news coverage
featuring highly colorful and visually interesting activities. Through its Florida Keys News
Bureau, the agency will create and distribute coverage of events at all reasonable
opportunities, with additional distribution to social outlets as appropriate.
The agency may also produce photography, brief videos or Facebook Live coverage of
events, designed specifically for distribution via social media channels.
A line item in the expense budget covers PR expenses for worthy events that lack support
funds.
Special Project: `Bad Monkey'
In August 2021 Apple TV+ announced plans for a 10-episode streaming drama series
titled "Bad Monkey," based on Carl Hiaasen's bestselling 2013 novel of the same name.
Prominent actor Vince Vaughn stars in the series as protagonist Andrew Yancy.
Much of the show is being filmed in the Lower Keys and secondarily Key West, with the
TDC's Florida Keys film commissioner providing extensive support for the production.
Shooting of the initial season is expected to wrap up in July 2022 and, while a definite
date has not been announced, the series is anticipated to premiere in the fourth quarter
of 2022.
Apple TV+ was the first all-original streaming service to launch around the world, so the
series and its Keys setting will likely receive a high degree of visibility much like that of
the Upper Keys following the release of the Netflix drama "Bloodline."
NewmanPR is poised to take advantage of opportunities for positive exposure that "Bad
Monkey" may bring. Plans call for publicizing the series debut through outreach and story
assistance to targeted media representatives and influencers, significant social media
efforts, spot news coverage as warranted and potential media-worthy opportunities
involving H iaasen.
Since Apple TV+ has already contracted for a second season, the agency anticipates
providing ongoing promotion of"Bad Monkey" and its Keys locations.
Special Project: 10th Anniversary of Diana Nyad's Landmark Swim
On Sept. 2, 2013, endurance swimmer Diana Nyad came ashore on Key West's Smathers
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Beach, becoming the first person to swim across the Florida Straits from Cuba to the
Florida Keys without a shark cage. She completed the grueling 111-mile swim in 52 hours
and 54 minutes, earning international renown and a place in Key West history.
NewmanPR and its Florida Keys News Bureau produced start-to-finish coverage of her
successful swim, achieving front-page photographs in the New York Times among many
others and a video package carried on national and international outlets including BBC
World News.
The 10th anniversary of Nyad's unprecedented athletic feat falls on Sept. 2, 2023, and
the agency anticipates providing coverage for mainstream and social media.
Travel Trade Public Relations
NewmanPR's plans call for increasing communication of Florida Keys tourism
infrastructure improvements and other pertinent news items to travel trade print media,
associated online channels, social media entities and influencers that reach that market.
This plan is driven by trends in the post-pandemic travel landscape that underscore the
importance of expanding knowledge and understanding of the Keys among travel
advisors, tour operators and related industry professionals.
Subjects to be promoted include new lodging choices in specific Keys districts, new airlift
and renovations to Key West International Airport, the island chain's enhanced luxury
offerings, accommodations and experiences that appeal to groups, group wellness and
revitalizing activities, and environmental and voluntourism offerings that can be
undertaken as team-building or small-group activities. Media to be targeted include digital
and print outlets for niche trade and meetings/conventions audiences.
Agency representatives will regularly connect with Florida Keys hotel associations,
chambers of commerce, other business organizations and additional sources to gather
information on tourism infrastructure improvements that provide meaningful news. As in
previous years, NewmanPR will conduct media outreach via roundup releases, targeted
story pitching, curated destination visits, participation in select industry events and other
means.
The agency will continue creating and distributing to travel trade media the quarterly
"What's New in the Florida Keys & Key West" piece spotlighting new and refreshed
accommodations and attractions offerings, as well as an annual overview of new and
expanded accommodations, attractions and other elements geared to the meetings
market.
In addition to distributing this type of information to appropriate trade sources, the agency
intends to rework stories regarding major Keys events for travel trade media and
influencers as appropriate. In all its messaging the agency will attempt to maintain high
trade awareness of the TDC's sales and marketing efforts and staff.
NewmanPR will also connect regularly with the TDC's group sales manager to ensure the
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provision of appropriate releases and targeted materials for his use.
As previously noted, other recommendations include adding a sustainability module to
the TDC's Key Lime Academy online training program for travel advisors, tour operators
and meeting planners.
NewmanPR also will explore the potential of partnering with The Travel Institute to include
the Key Lime Academy training program as one of TTI's continuing education units. The
Travel Institute is considered the gold standard of travel advisor and travel executive
education and has certified over 27,000 travel advisors and travel industry executives.
TTI requires its certified travel counselor graduates to participate in continuing education
programs to remain in good standing. The institute currently has 154 continuing education
modules.
Support for TDC Sales at Trade and Consumer Travel Shows
NewmanPR plans to support the TDC's sales team at select high-priority domestic and
international trade and consumer shows and exhibitions. Efforts will be developed
according to the parameters and needs of the individual event.
Such support may include preparing media materials and electronic press kits on USB
drives, creating and producing magazines such as Keys Traveler targeted to the show's
theme, implementing promotions tailored to the specific show audience, prescheduling
appointments with media attendees, conducting preshow interviews to determine specific
story needs, providing full media support at the Keys booth during high-value events,
networking with media during social activities and following up after the show to support
story interests as determined during one-on-one meetings.
During fiscal year 2022-23 the agency or its international affiliates plan to provide on-site
public relations representation to support the TDC sales presence at significant travel
trade shows in the U.S., Canada, U.K. and Germany. They include World Travel Market,
Nov. 7-9 in London; the New York Travel and Adventure Show, Jan. 28-29 in New York
City; Florida Huddle, Feb. 2-4 in West Palm Beach; ITB, March 7-9 in Berlin; the U.S.
Travel Association's IPW, May 20-24 in San Antonio; and domestic and international IMM
shows produced by TravMedia.
Keys Representation at Journalist Conferences
NewmanPR is one of just a few public relations agencies in the United States whose team
includes two members of the Society of American Travel Writers, North America's premier
professional travel media organization. The agency will continue to represent the island
chain at regional and/or national SATW gatherings in 2022-23. Maintaining solid
relationships with the organization's journalist and influencer members and providing
Keys messaging to them have proven extremely useful as a way of "seeding" coverage
in high-readership outlets and social media platforms.
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In addition, the agency maintains membership in the Outdoor Writers of America
Association and the Florida Outdoor Writers Association, and will promote the Keys to
members of those organizations.
Collaborative Activities
As appropriate, collaborative efforts may be executed with the public relations offices of
Visit USA and Visit Florida. Synergistic connections may also be made with other tourist
development councils and tourism boards. When warranted, NewmanPR will also
examine opportunities to collaborate with public relations representatives of individual
Keys properties or attractions to benefit the destination.
NewmanPR also will examine opportunities to participate with Visit Florida in joint media
events and receptions in targeted major and emerging markets. In past years participation
has been quite effective in generating a response from journalists and social media
professionals. Among other events the agency will seek participation in New York City
media receptions or missions, which provide a proven opportunity to reach mainstream
editorial and social media representatives.
Particular consideration will be given to participating in Visit Florida domestic media
missions or receptions in the TDC's stated focal markets including Dallas, Texas, and Los
Angeles, California.
As noted, the agency also plans to provide in-person support and media materials for
attendees during and prior to Visit Florida's Florida Huddle, scheduled Feb. 2-4, 2023, at
the Palm Beach County Convention Center.
In addition, the agency will seek and respond to collaborative promotional opportunities
that provide cost-effective ways to create additional awareness of the Florida Keys & Key
West. That may involve elements such as providing a contest winner's transportation to
the Keys as part of a broadcast promotion, partnering with bloggers or influencers on
Keys-focused campaigns or considering sponsorship or travel support in situations with
a significant value in furthering favorable perception of the destination.
As in previous years NewmanPR plans to assist Monroe County Emergency
Management with its annual South Florida media mission, to be held either in person or
virtually, prior to the 2023 Atlantic hurricane season.
PR Activity for the Keys Tourism Industry
As in past years the agency will produce and distribute travel advisories electronically to
hoteliers and other industry members as needed to communicate information about
situations that could impact tourism. Advisories are typically issued in situations ranging
from impending tropical cyclones to occurrences likely to affect traffic on the Overseas
Highway.
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In addition, tourism advisories will be produced and electronically distributed to alert
industry members about potential public relations opportunities.
Periodically, as requested, agency representatives will make presentations at meetings
of Keys industry organizations to inform members about ways in which their businesses
can benefit from TDC PR opportunities.
On behalf of the TDC, the agency traditionally stages an annual hurricane preparedness
workshop for the tourism industry. Activities for the 2023 workshop are projected to
include arranging top weather- and hurricane-related speakers, creating and sending
event invitations, promoting the workshop through targeted media releases, coordinating
the agenda and taking part in presentations to update industry members on the TDC's
communications programs to keep visitors safe and help restore tourism flow following a
storm.
Crisis Management: A 24/7 Commitment
Throughout NewmanPR's four-decade tenure as the TDC's public relations firm, the
agency has conceived and implemented crisis communications efforts that have helped
the Keys endure and recover from situations ranging from hurricane threats and impacts
including those from Hurricane Irma to the unprecedented COVID-19 pandemic that
severely tested the health and well-being of the Florida Keys' residents, workforce and
tourism-based economy.
During the pandemic as well as in previous crisis situations, NewmanPR has served the
island chain on a 24/7 basis, communicating accurate and timely information to media,
travel consumers and Keys tourism interests according to the guiding principles of
proactivity, responsibility and transparency. In all cases, the agency worked to be mindful
of residents' needs while protecting and striving to revitalize the region's economy.
A pivotal aspect of the crisis management strategy for the Keys dates back to 1998, when
NewmanPR began a relationship with Billy Wagner, who was then the Monroe County
senior emergency management director, that was groundbreaking within the tourism
industry.
The concept behind it was simple: make sure Keys visitors and residents were safe in the
event of a hurricane threat to the Keys. The secondary objective was to protect the
economy when there was no real threat or if the storm bypassed the Keys or in the
event of a hurricane impact, appropriately communicate the island chain's recovery to
ensure the return of visitors, thereby achieving economic revitalization and stability for
working residents.
The strategies and programs that were implemented were profoundly effective in forging
a better relationship between emergency management and the tourism industry. The
initiative served as a model for other tourism offices in Florida and also for Visit Florida,
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earning unprecedented state and national public education, public awareness and crisis
communications awards for the TDC.
In the coming fiscal year, NewmanPR will apply its resources and experience, including
knowledge gained during the COVI D-19 pandemic, to any emergency situation that may
arise to impact the Florida Keys & Key West while continuing to craft and provide
messaging appropriate to lingering pandemic conditions.
The agency will review and refine its overall crisis management strategy for the
destination and update its existing Hurricane Emergency Plan for both threatened and
actual storms.
NewmanPR will continue its valued relationship with Monroe County Emergency
Management, which benefits the TDC and the tourism industry and supports efforts to
achieve economic recovery as quickly as possible after a storm passes or a crisis is
resolved.
Similarly, the agency will maintain its strong relationships with Monroe County law
enforcement, county and community leaders, military organizations, the Florida Keys
National Marine Sanctuary and other federal and state environmental organizations, the
health department, Keys' National Weather Service Office and the National Hurricane
Center. Working closely with those agencies and individuals is invaluable in enabling
constant information exchange and coordinated responses.
During any crisis or emergency situation, the agency will remain committed to the Keys'
situation and needs on a 24/7 basis, expending all possible efforts to communicate
important and accurate information to media, travel consumers and local tourism
interests.
As in past major crises, NewmanPR will complement its communications outreach by
developing website sections or pages on fla-keys.com, providing accurate, transparent
and comprehensive information as a trustworthy resource for both the traveling public
and media.
The Keys' social media channels will be utilized and prioritized as a reliable, responsible
source for disseminating timely messaging directly to consumers and followers. This
strategy has proved useful to counter inaccurate or sensationalized reports about crisis
situations that are sometimes circulated via social media.
As always, important information will be provided to Keys lodging properties and tourism
interests as quickly as possible via e-mail blast and/or social media.
In addition, if the nature of the crisis offers opportunities to employ spot news to increase
accurate and favorable perception of the Keys' communities, resources or status as
occurred several times during the height of the pandemic the agency's Florida Keys
News Bureau will be available to produce and distribute still photography, video and story
packages to appropriate outlets across the media spectrum.
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Visitor Assistance Line
The public relations expense budget funds a 24-hour, toll-free visitor assistance service
that serves as a multilingual troubleshooting facility for visitors while they are traveling in
the Keys. Coordinated by AmEurop, the program provides an important resource that
demonstrates the destination's care and concern for its guests.
Canadian Public Relations Plan 2022=23
NewmanPR's Canadian affiliate agency, Toronto-based LMA Communications, will
continue efforts to strengthen Canadian-market awareness of the Florida Keys & Key
West's sustainability and uniqueness while highlighting serenity and soulful nourishment.
Further, LMA will work to promote the 200th anniversary of the Florida Keys as a
distinguishing milestone by incorporating editorial and related interviews into each of the
planned initiatives.
Domestic research shows that travel continues to return to pre-pandemic levels and
consumers seek secluded destinations that are not overcrowded. Travel agent research
supports that, with bookings steadily increasing for destinations with unique attractions
and consumers continuing to seek relaxing and rejuvenating experiences
With Canadians facing six to eight months of winter, there continues to be a strong
demand by Canadian travelers to visit warmer destinations ahead of and during winter
months. Florida remains Canada's largest visitor market.
LMA's goal is to motivate media and ultimately consumers to choose the Florida Keys
over other warm-weather destinations as markets trying to attract Canadian visitors
become more competitive.
LMA will focus on key feeder markets that represent the most populated Canadian
regions, namely the Greater Toronto area (Ontario) and Montreal (Quebec). The agency's
strategies include showcasing the rejuvenating, soulful aspects of the Florida Keys to
Canadian consumers who, more than ever, value unique travel experiences.
Proactive media outreach will continue with traditional journalists and social influencers
in the form of news release distributions, editorial pitches, press trip invitations and active
participation in events with media marketplaces.
To promote unique Florida Keys offerings in advance of the winter booking season, a
targeted baby boomer market campaign with on-site interviews with Keys "stewards" and
other personalities will be arranged, as will a media and travel trade awareness event.
Finally, with the growth of video social media posts, individual influencer experiential
campaigns and an influencer-generated video series are proposed to showcase the
uniqueness of the Florida Keys for the ever-changing social media audience.
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Audience
LMA's targeted audience for the 2022-23 year will remain Canadians eager to travel
abroad as travel demand returns to pre-pandemic levels. Travel habits have adapted
slightly as Canadians continue to lean toward less crowded and authentic destinations
with an interest toward soulful rejuvenation and sustainability.
LMA's geographic focus will continue to be on those Canadians located within easily
accessible feeder markets with the highest populations, particularly Ontario and Quebec,
which combined total over 61% of the population.
Media Market Overview
The media landscape continues to adapt post-pandemic, with the return of more frequent
travel features in print outlets, dedicated followers of specialty niche magazines and
continued advancement of online media outlets.
As the cultural diversity of Canada's populations continues to evolve, an increase in ethnic
specialized outlets offers opportunities to showcase aspects of the Florida Keys that may
appeal to different traveler backgrounds.
Influencers and content creators continue to be a strong market for travel coverage within
Canada, and the growth of video content lines up with the growth of video social platforms.
Therefore, targeted media will highlight:
1. Consumer travel media with dual print and online content offerings.
2. National television news programs and radio shows with dedicated travel
segments.
3. Social content and video creators with an engaged following promoting unique
travel experiences.
4. Travel trade outlets that are dedicated to the thousands of registered Canadian
travel agents.
5. Specialty outlets with a loyal following such those focusing on wellness and
LGBTQ+ markets.
6. Multicultural market outlets that appeal to readers` mother tongue.
Major Canadian Public Relations Tactics/Initiatives
LMA's proposed public relations initiatives for 2022-23 include:
1. Executing a fully integrated on-site radio broadcast and video segment series with
the leading baby boomer targeted radio show Zoomer Radio to draw awareness
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to the simplicity, soulful rejuvenation and uniqueness of the Florida Keys.
2. Creating a video challenge for blogger associations to generate influencer-created
video content that highlights unique aspects of the Florida Keys.
3. Arranging a Toronto and Montreal media mission with key media outlets and
freelancers to proactively engage future editorial features and press trip interest.
4. Planning a media and travel trade pre-winter awareness photography preview
event that ties into a planned fall 2022 Toronto Pearson International Airport
photography display and the media mission.
5. Engaging with key social influencers as part of an influencer ambassador program
to promote Florida Keys experiences.
6. Organizing individual trips and a group press trip for traditional Canadian media
outlets and influencers to highlight the uniqueness and renewing aspects of the
Florida Keys.
7. Participating in Canada's largest media marketplace, the Travel Media Association
of Canada 2023 Conference in Ontario, to engage with Canadawide media
members.
8. Engaging in the Canadian media event known as Discover America Day to interact
with major Canadian media outlets about editorial opportunities.
Baby Boomer On-Site Radio and Video Live Segments (Ontario)
Following a successful promotional campaign in 2022, the agency plans an enhanced
integrated program with the popular mature audience—focused Zoomer Media in early
December, timed to promote the 2023 winter travel season. As baby boomers (age 55+)
make up over a third of the Canadian population, this market has a high disposable
income and more freedom to travel.
Zoomer Media is Canada's only media outlet dedicated to creating content, services and
experiences for the baby boomer audience, reaching millions of consumers in the
process, and is recognized as one of Toronto's top specialty radio stations. "The
Afternoon Express with Eva D and Evan Carter" radio show generates an average 9.6
million weekly listeners and has a dedicated fan base. The show airs weekdays from 2 to
6 p.m. Eastern Time and features a combination of music, interviews and news updates.
For this campaign Zoomer will travel to the Florida Keys to produce a weeklong series of
live radio shows and record on-site remote interviews and online video content to feature
on Zoomer's social media channels. The goal of the remote interviews and footage is to
showcase the serenity and seclusion of the Keys and engage followers with rejuvenating
and unique experiences.
The concept includes featuring all five Keys regions in both live and recorded segments.
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For on-air segments, each day will offer four interviews of roughly three minutes each.
Multiple interviews can be dedicated to one specific Florida Keys contact/personality or
hotel general manager, for example. The interviews would end with a call to action,
directing listeners to the Zoomer Radio website to view video content and learn further
details. To ensure adequate promotion of the live remote airings, Zoomer Radio will air
15 daily 30-second promotional messages over a two-week period in advance.
For the online coverage, a call to action will be placed on the Zoomer Radio and
Everything Zoomer website home pages (combined UMVs 196,953), which will lead to a
dedicated landing page with a photo and video album of the interviews and additional
content captured in the Florida Keys.
More than 15 video and/or image posts across Facebook and Twitter are to be posted
over a two-week period on the Zoomer Radio and Everything Zoomer accounts, which
have combined followers of more than 95,000.
All production, copywriting and posting will be handled by the Zoomer team, with
itineraries and interview contacts provided by NewmanPR's Florida Keys team. Different
tactical elements will link back to the Florida Keys website so that Canadian listeners can
get further information.
Video Influencer Generated Video Creation Challenge (Ontario)
As a unique approach to generating further video content about the Florida Keys, the
agency will craft a video challenge opportunity to yield Canadian influencer—created
content.
The idea is to invite influencers to pitch a storyboard idea for their own personal "My
Florida Keys" video, revolving around a choice of three specific topics: sustainability,
conservation or local culture. The top three influencers, determined by popularity of their
choices, will be selected and invited on an individual filming trip to the Florida Keys to
record footage to bring their videos to life. The three-day trips will include flights, hotel,
car rental, per diem expenses and attractions passes as required.
LMA will reach out to its contacts among influencers and blogger associations such as
Toronto Blogger Collective, an established group of more than 700 engaged influencers
across Ontario, to ensure widespread awareness.
Once the completed videos are submitted, they are to be shared on the Florida Keys'
social channels as a series, with followers voting on their top selections. As a show of
support, the Toronto Blogger Collective team would also share updates on their official
social channels.
As further incentive LMA will approach a Canadian video and camera supplier to look at
a potential partnership to cover or offset the cost of a significant gift card to be awarded
to the winning videographer.
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Proactive Media Awareness Mission (Toronto and Montreal)
Given the success in generating media coverage and editorial interest, LMA will host an
annual media mission for media freelancers and outlets. This can be tied into a pre-winter
awareness event so that a NewmanPR Florida Keys representative can attend to present
a destination overview and engage with media.
Markets are to include the Greater Toronto area, given the region's events and large
number of media outlets; and Montreal-Quebec, the French-Canadian market with
significant interest in Florida.
Media missions and one-on-one interviews highlight what is new and upcoming while
allowing development of closer bonds with media representatives for future editorial
features and press visit interest. Media from a variety of outlets and industries will be
approached for consideration.
To help personalize the meeting and thank the media for attending, a Florida Keys "thank
you" giveaway bag with promotional items and the latest news will be distributed or
shipped after the event.
Pre-Winter Awareness Media and Travel Trade Event (Toronto)
To tie into a fall 2022 airport photography display planned at Canada's busiest hub
Toronto Pearson International Airport and the pre-winter media mission, the agency
plans to host an invitation-only event that highlights the Florida Keys.
The airport photography display is to feature images from a Keys press visit that was
completed in February 2022. The "Take Your Seat Series," a photographic platform
created by photographer Randy VanDerStarren, celebrates human stories that connect
and inspire. VanDerStarren and his team captured beautiful Florida Keys imagery, some
including a signature red chair as part of a scene. He has an agreement with Toronto
Pearson Airport to showcase the collection of images on video screens throughout the
airport for departing passengers. The Florida Keys imagery is expected to be featured in
fall 2022, with an exact date to be determined.
The promotional event is to be organized at a venue in downtown Toronto for travel media
and travel trade members with Florida Keys—themed food, music and Keys images from
the "Take Your Seat" photography.
The event will include an overview of what's new in the Florida Keys and will be aligned
with the annual Toronto media mission, with at least one NewmanPR Keys representative
attending. We also envision an opportunity for a tie-in with the TDC sales department, so
that they can invite key trade representatives to the event.
As an added social sharing event bonus, LMA suggests inclusion of a photo-sharing
booth, with a red chair tying into the "Take Your Seat" theme and an option for guests to
have photos taken with iconic Florida Keys attractions such as the Southernmost Point
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marker as backdrops.
Influencer Social Ambassador Program (Canadawide)
To raise social awareness and coverage within the Canadian market, LMA will select and
sponsor key influencers on personalized visits to share the Florida Keys, through their
lenses, in the form of video and social posts. By using experienced influencers with strong
followings, this program enables the Florida Keys to appeal to a broad audience while
increasing the number of Canadian followers.
The agency will recommend influencers from across Ontario with a strong following and
engagement who are willing to offer multichannel coverage. LMA will draw on its existing
relationships to seek support from such influencers as:
Streets of Toronto With over 384,000 I nstagram followers, Streets of Toronto
showcases the culture, arts and lifestyle of Toronto and beyond with influencer Kaitlin
Narciso, who would travel to the Florida Keys to cover her experience across multiple
social channels. Narciso also works as a freelance writer with multiple third-party outlets
and is willing to write online articles for Post City Magazines and Drift Magazine. Finally,
Narciso produces top-flight travel video content which will be used for TDC's own social
media channels.
Big Daddy Kreativ With over 134,000 Instagram followers, Craig Silva showcases
travel, food and lifestyle. LMA has a relationship with Silva and included him in a Florida
Keys group press trip in 2018. Silva has produced over 300 Keys posts across his social
media channels from that trip as of early 2022.
As influencers are confirmed, a timeline schedule will be organized for the posts. To
further elevate coverage and reach, the Florida Keys' social channel moderators can
share and engage with the influencer-generated content.
Individual and Themed Group Media Press Experiences (Canadawide)
LMA will continue to support freelancers with confirmed assignments to feature the
Florida Keys.
Whether for a themed visit or in conjunction with a multi-Florida planned tour, customized
itineraries will be organized in conjunction with NewmanPR's Florida Keys team. LMA
remains aware that certain factors such as high-season visitation and annual events
drawing large numbers of overnight visitors may limit accommodations availability.
Following on the success of previous Canadian group press trips, LMA will organize a
group experience, set for January 2023, that combines select traditional Canadian print
outlets with carefully chosen and vetted social content creators.
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Up to seven individuals will be selected for the group trip and will include members from
throughout Canada. The theme will highlight the unique elements offered exclusively
within the Florida Keys, including the serenity and soulful rejuvenation aspects that make
the destination a standout.
Beyond organized group press trips, the agency will also seek to include select Canadian
media members for any open spots on future U.S. group press trips. Recommendations
will be made on an individual "as-needed" basis according to the itinerary focus.
Travel Media Association of Canada 2023 Media Marketplace (Ontario)
The agency recommends participating in the annual Travel Media Association of Canada
(TMAC) conference in Ontario in spring 2023, regarded as equivalent to International
Media Marketplace and recognized as the top media marketplace in Canada.
TMAC is acclaimed as the premier and longest-running travel media association in
Canada. A top benefit of the association is its annual conference and media marketplace,
with over 200 media outlets and professionals invited.
The conference has been a consistent proven platform for the agency to connect with
media and pitch new ideas. During scheduled appointments LMA will share with media
members the latest updates and news from the Florida Keys and discuss future editorial
opportunities. Takeaway materials and giveaway items will be offered after the event.
Discover America Day Media Event Participation (Toronto)
Discover America Canada is an organization dedicated to building Canadian tourism to
the United States by providing members opportunities to participate in joint public
marketing efforts. LMA plans to take part in its annual media event, Discover America
Day, which is planned during the week of Sept. 12 in Toronto (exact day to be confirmed).
During the event destination representatives can connect with more than 30 leading
Canadian travel writers, bloggers and radio hosts to promote what is new and unique.
The event typically includes a media marketplace appointment schedule, professional
development session and a media luncheon.
LMA will focus on key messaging, particularly wellness for the soul, seclusion,
sustainability and uniqueness offered only in the Florida Keys.
Visit Florida Canadian Mission Partner Program (Toronto & Montreal)
Visit Florida is planning to host a Canadian partner program media initiative during the
week of Sept. 12 in Toronto and Montreal. The Toronto event will be held close to
Discover America Day and will be limited to five Florida partners. Further details are to be
confirmed during the early summer. LMA will strive to be selected as a participating
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partner, since such events are an opportunity to reach additional mainstream Canadian
media representatives by joining forces with Visit Florida's overall outreach efforts.
Editorial Pitching and News Releases Distribution (Canadawide)
To maintain and enhance media relationships, LMA will continue to distribute Florida Keys
news releases and pitch editorial topics.
The agency will regularly distribute news releases and advisories as shared by
NewmanPR's Florida Keys team. For a particular news story requiring a wide reach,
newswire distribution will be recommended.
LMA will continue its quarterly "What's New in the Keys" eBlast, rounding up newsworthy
information from each of the Keys' five districts.
Beyond the news release distributions, LMA will leverage the release topics to pitch
exclusive interviews to media contacts. Whenever possible, imagery and video footage
are to be included.
Travel Media Association Participation (Ontario)
LMA will continue to represent the Florida Keys & Key West with various travel
associations to ensure top-of-mind awareness and to promote editorial opportunities.
The following make up the top travel-focused associations within Canada with which LMA
recommends participation:
Travel Media Association of Canada Founded in 1994 and, as previously noted,
Canada's premier and longest-running association for travel media and industry experts.
Toronto Blogger Collective A community of 695 influencers focused on Ontario-
based bloggers dedicated to networking, promotion and growth.
Society of American Travel Writers, Canadian Chapter The North American
association for travel writers and industry professionals.
Toronto Travel Massive The Ontario chapter of the global Travel Massive influencer
group with more than 1,000 current members.
Crisis Communications Assistance (Canadawide)
Should any issue requiring crisis communications arise, LMA will assist with executing
local crisis communications support to effectively manage any negative perceptions and
share breaking news to clarify a situation.
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As part of the process, LMA will maintain constant communication with NewmanPR's
Keys team to determine the best course of action through a phased strategy that
incorporates media alerts and interviews with key spokespeople to update media. Specific
efforts will be undertaken as required by the crisis situation.
Industry Monitoring and Emerging Opportunities
As the Florida Keys team's affiliated agency representing the Canadian market, LMA will
continue to provide relevant updates involving local travel trends, market surveys and
emerging partnership opportunities.
As additional promotional opportunities arise, LMA will share information with
NewmanPR's Keys team on an individual "as-needed" basis to determine if ideas can be
worked into planned media initiatives and campaigns.
United Kingdom and Europe Public Relations Plan 2022=23
KBC PR & Marketing, headquartered in the United Kingdom, is NewmanPR's contracted
agency for the Florida Keys & Key West throughout Europe.
The U.K. and Ireland, and German-speaking markets through subcontracted agency Get
It Across (GIA)of Cologne, Germany, will continue to be the prime focus of public relations
activity for 2022-23. Supporting activity will continue in other European markets including
Scandinavia and France via KBC.
European activity will focus on showcasing the intangible value of a Keys vacation,
positioning the island chain as a destination that helps to soothe the soul. It will accentuate
what differentiates the Florida Keys & Key West from other Florida destinations: a pristine
natural environment, an appealingly laid-back lifestyle and a vibrant local culture that
combine to create genuine "Only in the Keys" visitor experiences rather than those
purposely designed to attract mass tourism.
PR programs will also continue to build on "Connect & Protect" messaging around the
sustainability of Keys vacation elements and efforts to preserve and enhance the
destination's natural and cultural environments, while maximizing the island chain's major
selling points in an era of fierce global competition for the travel dollar. PR work will be
mindful of local concerns regarding overtourism. Specific attention will be given to shining
a spotlight on "Stewards of the Keys" and the work they do to protect the Keys way of life
and their island home.
Focus will be given to promoting key stories including the 200th anniversary of Monroe
County's creation, to occur in summer 2023; the release of the filmed-in-the-Keys TV
adaption of Carl Hiaasen's novel "Bad Monkey" and the 20th anniversary of the creation
of Key West's sea-to-sea rainbow flag by Gilbert Baker, which falls in June 2023.
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Key Media Trends Impacting the European Media Campaign
1. A rise in popularity of special-interest publications: In the U.K., leading publisher
Immediate Media Co., the special-interest content and platform company, has
recorded its third consecutive year-on-year circulation growth for its market-leading
titles, with print circulations up 4% year-on-year and digital circulation up 13.5%. The
company is responsible for publishing titles including BBC Good Food and BBC
Gardeners' World, and its circulation increases have confirmed the continued
resurgence of demand for special-interest magazine brands and the strong levels of
consumer demand for content that helps consumers get the most from doing the
things they love. In Germany, a similar trend has been seen. Established media
brands like BUNTE have launched new additional titles including BUNTE Health and
BUNTE Travel, which supports the trend for a greater prevalence of new quarterly
magazines that focus on in-depth conversations and interviews with prominent figures.
Additionally, titles dedicated to RV holidays continue to grow in popularity with new
titles and broadcast shows launched covering this topic. By contrast to the positive
growth seen in the magazine sector, newspaper circulation figures have fallen across
Europe.
2. Growth of media subscriptions: Media subscriptions have continued to grow apace.
n the U.K.'s lifestyle magazine sector, Immediate has reported high levels of
consumer loyalty with a 9.3% growth in subscribers to 1.2 million. Market rival Bauer
Media, the U.K.'s biggest-selling magazine publisher, has also seen subscriptions
soar, increasing by 64.6%, with 21 of its titles showing year-on-year growth. Despite
this, in the face of a growing cost-of-living crisis in the U.K., media brands increasingly
face the challenge of retaining subscribers as many households look to cut their
spending. This challenge comes as media outlets continue to try to recover from the
economic impact of COVID-19 on their revenues.
3. Importance of mobile access: Mobile access to content via smartphone and tablet
continues to be crucially important, with consumers devouring news and feature
content more quickly than ever. Accordingly, PR outreach and output will need to be
increasingly digital-focused.
4. Trust in established news brands: Trust in established news brands quality
broadcasters and publishers has never been more important in the current era of
perceived "fake news" and disinformation. In Germany, media brands are increasingly
relying on personal approaches to connect with readers, such as through newsletters
from the editorial team to subscribers. Linked to this, there continues to be a decline
in the popularity of costly partnerships with bloggers and Instagrammers who boast
huge follower numbers. Cost-effective targeted partnerships with "micro-influencers"
with smaller, more engaged audiences are now more popular. Though fewer in
number, research shows that micro-influencer followers are more willing to
meaningfully interact and welcome inspiration. As international travel recovers,
established travel bloggers are once again seeking opportunities to collaborate on
paid content with tourism boards and brands.
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5. The continued prevalence of commercial partnerships with traditional media: In
all European markets, commercial partnerships with high-profile media brands
continue to be influential and versatile, blending print advertorial, curated digital
content, targeted e-newsletter inclusion, dedicated social media posts, editorial
coverage from press trips, competitions and even consumer events. Building ongoing,
multiplatform relationships with targeted travel audiences through their favorite brands
will now need to be a central part of overall destination marketing strategies. The
Florida Keys & Key West have already taken advantage of dynamic pay-to-play
offerings with U.K. magazine brand Wanderlust. Rival title National Geographic
Traveller also offers strong paid content opportunities for the island chain, as do many
of the national newspaper brands.
6. "Pay to play" broadcast projects: The "pay to play" trend continues in the U.K.
broadcast arena and celebrity-fronted thematic travel shows still dominate. On satellite
channel shows, brands and destinations are almost always required to part-fund in
order to participate. With TV advertising revenue hit hard during the height of the
COVID-19 crisis, it is anticipated that broadcasters will continue to look for ways to
offset the costs of programming. On the U.K.'s high-audience terrestrial channels
(BBC and especially ITV), production companies working on travel shows are
increasingly choosing to bypass in-market and even in-destination tourism
representatives, often preferring to arrange shoots directly through local fixers. This is
largely because their productions are typically not traditional travelog-style shows
designed to explore destinations but focus instead on placing celebrities in a series of
situations designed to extract entertaining content with the destinations largely just a
backdrop. In the German-speaking markets, there are hardly any pure "tourism"
shows, with travel largely covered by science shows, reportage formats or
documentaries. In the broadcast sector it is also worth noting the increasing
geographical decentralization of media brands away from London with Channel 4
moving to the northern city of Leeds. This follows the BBC's move to Salford in Greater
Manchester a few years back.
7. The strength of digital audio content: Digital audio is a format that continues to
gather strength, with a number of new travel podcasts launched in the last few years.
Among them are the award-winning "The Upgrade" from luxury lifestyle magazine
SUITCASE and, more recently, "Wanderlust: Off the Page" coming from the leading
travel magazine publisher. Statistica reports that as of 2021 U.K. podcast audiences
numbered more than 19.1 million. It is expected this figure will grow to over 28 million
listeners by 2026. Leisure travel is fertile ground for podcasters, with engaged, loyal
listeners happy to pay for content from increasingly specialist producers who are adept
at inspirational storytelling. With day-to-day life largely back to normal and commute
time increasing once again, the age of the travel podcaster has definitely arrived
although U.K. travel podcast audiences remain some way ahead of Germany's at this
point.
8. Increased financial support expectations from journalists: Media brands are
continuing to see tighter expense budgets, meaning that they look to destinations and
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local partners to make even greater contributions toward the living costs of hosting
individual journalists. Many now expect at least two main meals per day to be hosted.
As a side note to this, many of the key travel editors on the main national newspapers
have changed in recent years and in some cases reduced budgets mean smaller
editorial teams. The same is true of freelance travel writers, who now must assess the
costs involved in taking a trip against the potential earnings. Increasingly, they are
requesting higher levels of support than have been traditionally offered by U.S.
destinations.
9. The importance of the travel trade: Media brands such as Travel Weekly, TTG and
Selling Travel have maintained and even enhanced their reputations in recent years
by providing valuable advice and guidance to their travel agent and tour operator
readers. Additionally, the LGBTQ+ community continues to rely on media platforms
catering specifically to its needs.
10.Personalized pitches versus press releases: Personalized pitches now resonate
far better than press releases. Where the latter are issued, they must have a timely,
newsworthy hook to capture media attention. Roundups and listicles have become a
key route to placing coverage.
11.The importance of social and human-interest stories: Driven by the need to
diversify during the pandemic, many key travel specialist media contacts have
expanded their responsibilities to move into investigative journalism. Accordingly,
during press trips in particular they are now looking for access to social and human-
interest stories to pitch to their commissioning editors to support the travel features
they write. Added to this, in searching for a greater variation of stories, many freelance
journalists are leaning into sustainable travel principles and traveling less frequently
but for longer, meaning they are staying in a destination longer or combining
destinations in order to source multiple stories from each visit.
12.The rise of new technology: Media brands are increasingly investing in new
technology to diversify their offering to consumers. Leading magazine publisher
Hearst has recently launched a new experiences division dubbed "HearstX." For this,
the brand will create experiences for both the physical and digital worlds and will
use emerging technology like VR and AR. New HearstX initiatives launching this year
include a metaverse experience from Cosmopolitan. Travel specialist brand
Wanderlust has also recently launched a metaverse experience with the goal of
reinventing the way its readers can travel, bringing incredible journeys to them through
the power of virtual reality. Using VR headsets, Wanderlust MetaTravel virtually
transports users to global destinations showcasing remarkable and realistic
landscapes through a 360-degree world, immersing them fully in sight and sound. The
brand has also ensured that those without VR technology are able to experience the
360-degree content via desktop, using a computer touchpad to guide their own tour
around a destination. How such platforms can best be utilized as destination
promotion tools is unclear at this point.
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Introduction
With international travel continuing to recover, North American destinations face fierce
global competition to attract travel-hungry consumers. PR messaging will therefore focus
on showcasing the incredible and unique "Only in the Keys" vacation experiences that
await in the Florida Keys, designed to motivate visitors to choose the island chain over
other destinations worldwide.
Plans include positioning the Keys as an authentic, relaxed and high-quality getaway
mecca for European visitors, while showcasing the rich diversity of experiences available
in each of the five districts. Open-air relaxation, responsible eco-conscious travel under
the "Connect & Protect" banner and LGBTQ+-friendly inclusivity under the "One Human
Family" philosophy will continue to be strong themes.
In addition, KBC will continue striving to enhance the Florida Keys & Key West's profile
in the luxury sector, enabling the island chain to capitalize on this high-value, financially
sound and travel-ready demographic.
KBC and GIA will arrange robust plans of targeted story pitches, host a multimarket
awareness-building European media mission, develop campaigns in specific markets and
communicate with media in all genres to generate impactful Keys coverage. Curated
destination visits will be coordinated for representatives of select mainstream and online
print and broadcast outlets, accredited bloggers and social media influencers with large
and engaged audiences. Wherever possible coverage will be sought on a multiplatform
basis, bringing together print, online and social media to maximize exposure.
The Keys' primary gateway, Miami, continues to be well served from London, with British
Airways, American Airlines and Virgin Atlantic all offering frequent services from
Heathrow. In the German market, flagship carrier Lufthansa launched a direct daily route
from Frankfurt to Miami on May 28.
U.K., Ireland and Secondary Markets Implementation
Objectives
1. Showcase the intangible value of a Keys vacation, positioning the island chain as
a relaxed, welcoming destination that soothes the soul. Demonstrate the unique,
personal, authentic vacation experience available for visitors and raise awareness
of the laid-back island lifestyle.
2. Highlight the island chain's tourism touchstones that have particular appeal for
European travelers: a road trip on the Florida Keys Overseas Highway, the pristine
water-based environment of the Keys and the island city of Key West.
3. Subtly reassure potential travelers that Keys lodging, dining, attractions,
transportation and activity providers continue to adhere to the high standards of
sanitation and hygiene as COVID-19 hopefully winds down.
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4. Showcase sustainable tourism ethos and efforts in the destination through
appropriate and unique "Only in the Keys" experiences.
5. Continue to bolster awareness of diversity in the Florida Keys & Key West,
emphasizing the destination's welcoming "One Human Family" attitude to all
visitors and boosting desire to travel within the LGBTQ+ sector.
6. Build the destination's profile in the luxury sector, enabling the Florida Keys & Key
West to capitalize on this high-value, travel-ready demographic.
7. Support U.K. and Ireland sales activity for the destination by maintaining trade
media profile and seeding agent- and operator-relevant stories as applicable.
8. Excite, engage and inspire media and consumers alike about the Keys' 200th
anniversary celebrations in 2023 through dynamic PR activities.
Activities
News Releases
In the coming fiscal year a greater emphasis will be placed on tailored story pitches to
individual outlets, which are now widely recognized as the most productive form of
destination outreach, that will inspire consumer desire to travel to the Florida Keys & Key
West. To supplement pitches, KBC will distribute one press release to the U.K. and Irish
markets per month, typically based on Keys events, destination news or a themed story.
The continuing trend toward multimedia content means that topics with strong imagery
and/or video footage are given priority.
Press releases produced in the U.K. are shared with all European markets and translated
or localized for distribution where appropriate. All releases are uploaded onto fla-
keys.co.uk or the relevant local site.
All U.K. press releases are also shared with the Visit USA Association (both U.K. and
Irish chapters), Visit Florida and Brand USA for their own outreach, further increasing
potential distribution.
Media Visits
KBC plans to secure and manage a minimum of 13 media visits to the Keys from the U.K.,
Irish and secondary European markets, primarily through individual visits but with one
dedicated U.K. group press trip in the program. In conjunction with GIA, KBC will also
source participants to attend a multimarket European diving-focused group trip. Further
details on this can be found below after the German section.
National broadcast outlets will be prioritized, especially where Keys video content can be
seeded, generated or showcased. Traditional national newspapers and magazines
together with their associated digital platforms will also be targeted, along with travel trade
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outlets and media covering the luxury and LGBTQ+ sectors. Potential participating
journalists will be courted through regular dialogue including in-person meetings,
webinars and video conferencing, all of which remain important components of the U.K.
media relations landscape.
Visits will focus on distinctive, coveted elements of the Florida Keys & Key West vacation
experience: the adventures to be found in different districts along the Overseas Highway
as part of the previously created "Overseas Experience Trails," the relaxation and
rejuvenation of being surrounded by water and the cultural and atmospheric experiences
in Key West. Consideration will also be given to working with new "gateway" destinations
on twin-center projects, tapping into the increased domestic airlift into Key West which
can be connected with transatlantic travel.
The U.K. standalone group trip will be themed "200 years of the Florida Keys" and will be
timed for April 2023 to ensure resulting coverage has time to run prior to the July
bicentennial. Five significant media representatives are to be invited to attend. The
Keyswide itinerary will focus on showcasing the island chain's:
1. Cultural heritage to include the Cuban influences in Key West and the role the city
played in Harry S. Truman's presidency, as well as the Keys' role on the big and
little screen as championed by figures like Humphrey Bogart. Relevant activities
are to include a Southernmost Food Tour, a visit to the Harry S. Truman Little
White House and a trip on the African Queen followed by a stop at the Caribbean
Club. A visit to the Florida Keys History and Discovery Center in Islamorada also
is to be included, as is a visit to Fort Zachary Taylor Historic State Park to learn
about Key West's military heritage.
2. Literary history associated with figures including Ernest Hemingway and
Tennessee Williams with visits to the relevant legacy sites in Key West.
3. Culinary highlights to include Key lime pie and the story of Aunt Sally creating the
desert at Amsterdam's Curry Mansion Inn, conch fritters and stone crab claws.
Activities will include a pie-making class and a "catch-and-cook" fishing
experience.
4. Road and rail heritage to include visits to Pigeon Key and Bahia Honda State Park
to educate participants on the story behind the Florida Keys Over-Sea Railroad
and Overseas Highway.
5. Marine history to include Mel Fisher's story and the establishment of the Florida
Keys National Marine Sanctuary. Attending media will be given the opportunity to
visit the Mel Fisher Museum, Key West Shipwreck Treasure Museum, Eco-
Discovery Center and the History of Diving Museum.
"Connect& Protect" activities also are to be woven into the itinerary as relevant, alongside
activities such as the opportunity to attend the Sunset Celebration as an "Only in the
Keys" experience. While in Key West, media will also be educated on the island city's
LGBTQ+ heritage and the "One Human Family" concept.
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Special Project: World Travel Market, November 2022
KBC intends to represent the Florida Keys & Key West at World Travel Market when it
returns Nov. 7-9. The agency will plan to schedule up to 15 media appointments during
the course of the show to share the island chain's latest news and updates and generate
interest from key media in arranging a firsthand visit.
Special Project: `A Place That Shares Your Values' Campaign, June 2023
In June 2023, World Oceans Day will be celebrated across the globe and Key West Pride
is scheduled in the Florida Keys. KBC intends to capitalize on these two different events
via a broadcast campaign that showcases the island chain, with a focus on consumers'
desire to choose a travel destination that reflects their values.
In partnership with a specialist media agency, KBC will commission research into the
importance of a destination's values. Then, positioning the Keys as a leading example of
inclusivity and responsible stewardship of the natural world, KBC and the media agency
plan to use the research results to secure interviews on national and regional TV, radio
and online platforms across the U.K.
Taking place virtually, separate-platform interviews are to feature either a Keys marine
travel environment specialist or an LGBTQ+ community leader, who will explain what
makes the Florida Keys unique and how the island chain meets the needs of travelers
seeking a welcoming, inclusive locale and those who want to connect with and preserve
the natural environment. Story hooks are likely to include the 20th anniversary of Key
West's sea-to-sea rainbow flag sewn by original rainbow flag creator Gilbert Baker and
ongoing Keys coral restoration through the Mission: Iconic Reefs program.
Destination B-roll footage will be used during TV and online interviews, enabling viewers
to picture the Keys for themselves.
Special Project: Celebrating 200 Years of the Keys with Wanderlust, July 2023
The 200th anniversary of the incorporation of Monroe County, taking place July 3, 2023,
provides a unique opportunity to spotlight the Florida Keys. In addition to undertaking
extensive media relations activity around the anniversary, KBC will connect the island
chain directly with consumers via a virtual event with prominent travel platform
Wanderlust.
The U.K.'s oldest and leading travel magazine, Wanderlust is an award-winning title that
has a print readership of more than 180,000 per issue, a website that draws nearly 1.6
million monthly page views, 103,000 e-newsletter subscribers and 186,000-plus followers
on Facebook, Instagram and Twitter. Wanderlust readers want to travel in a natural, green
and sustainable way, making them the perfect audience to appreciate the Keys'
commitment to environmental stewardship.
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The dedicated Florida Keys event, held virtually on or close to the anniversary, is to
feature a panel of "Stewards of the Keys" live from the destination, who will mark the
200th anniversary by sharing ways Keys residents strive to ensure that their home is
preserved for future generations and advising Wanderlust audiences about how they
can do their part.
The event will be recorded and a video of the session will then be posted on Wanderlust's
YouTube channel to ensure that the content is available in perpetuity.
Special Project: IMM London, March 2023
Following a successful reactivation in 2022, TravMedia's International Media Marketplace
(IMM) is scheduled again to take place in London March 13-14, 2023. KBC is to attend to
represent the Florida Keys & Key West.
The two-day event, built around a "speed-dating"format with breakout sessions on topical
issues, brings together many of the U.K.'s leading travel editors, writers, broadcasters,
bloggers and social influencers, giving KBC a high-value opportunity to meet with multiple
contacts prior to the Florida Keys' 200th anniversary celebrations. From a branded Keys
stand, KBC will highlight the latest tourism developments and news angles for the
destination, targeting leading media contacts with the objective of securing new
participants for the visiting media program.
Germany, Austria and Switzerland Implementation
Objectives
In German-speaking markets, the overriding messaging for the Florida Keys & Key West
will continue to be "open spaces," emphasizing that the destination offers plenty of room
on land and water for travelers. Eco-tourism, sustainability and nature, encounters with
Keys "stewards" and wildlife, organic and local food as well as traditional
accommodations, quirky bars, laid-back lifestyle experiences and Keys events will be
general topics addressed in all aspects of GIA's PR activities. The aim is to promote
vacations that highlight individual experiences, once-in-a-lifetime adventures and living in
harmony with nature encouraging consumers in Germany, Austria and Switzerland to
rediscover travel and the Florida Keys following two years of uncertainty due to COVID-
19.
Broad objectives will be to:
1. Keep the Florida Keys & Key West top-of-mind among German-speakers as a
unique and desirable travel destination that soothes the soul and offers a distinctly
different vacation experience than mainland Florida.
2. Reach higher-end consumers through the choice of media and activities,
recognizing that the higher price point will continue.
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3. Increase the Keys' profile to special-interest audiences via dedicated media outlets
including culinary, diving, eco-tourism and replenishment; particular target
audiences will be the luxury and LGBTQ+ sectors.
4. Encourage lower traffic impact on the island chain by focusing on one-way car
rentals either to or from Key West, and inclusion of Key West Express ferries into
German-market press work.
5. Secure German television broadcast coverage through documentary of nature
conservancy and sustainability programs in the destination.
Introduction
The Florida Keys & Key West have remained top-of-mind among German travelers
throughout the past two pandemic years due to the consistent media presence secured
in established print and online outlets. The first post-COVID German journalists visited
the Keys in the fall of 2021, prior to the official reopening of borders, and the first "new"
stories about the Keys appeared as early as November 2021 in the German media
landscape, which coincided perfectly with the opening of the borders.
The Florida Keys & Key West have traditionally been an extremely popular vacation
destination for German-speaking travelers. Prior to the pandemic, approximately 20% of
all German travelers to Florida visited the Keys.
Long-term themes that have resonated well include sustainability, unique "Only in the
Keys" experiences and the Caribbean feel of the Keys combined with an American
service mentality. During the last two years, consumers have attributed great importance
to the availability of open spaces, something that the Keys have in abundance. There is
a good level of understanding that such experiences (lodging, restaurants, water-based
activities) have high price points. Slowing down, recharging and enjoying emotional and
physical renewal are important biorhythmic activities and/or functions that a vacation to
the Florida Keys & Key West can provide.
Looking ahead, as German-speaking travelers visit the island chain, key areas of interest
will be opportunities to connect with nature and also indulge in dining on the freshest local
cuisine in picturesque and culturally vibrant settings that soothe the soul.
Activities
News Releases
GIA will distribute one release per month to a broad selection of media outlets and
journalists, either adapting pieces produced by KBC for the German-speaking markets or
creating dedicated press releases and pitches. Releases will focus on the attributes of
the Florida Keys & Key West that are deemed likely to increase presence in A-list, special-
interest and niche media print as well as digital. Topics will blend in strategic
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messaging and focus on "Only in the Keys," "Connect & Protect," "Stewards of the Keys,"
eco-adventure and "vastness" experiences.
Following the relaunch of the Visit USA Committee Germany's website (vusa.travel)
earlier this year, GIA is able to upload Keys press releases directly to its site, which is
regularly visited by journalists seeking story ideas. This is expected to continue in the next
fiscal year. In addition, German-language press releases will continue to be repurposed
for monthly VUSA Germany travel trade newsletters and shared with Visit Florida. The
latter regularly considers using Keys content in its statewide German press releases,
which typically follow a specific theme.
GIA will also continue uploading press releases to fla-keys.
The multilayered nature of the press release distribution process ensures strong pickup
of Keys news, topics and themes.
Individual Media Visits
GIA plans to secure a minimum of 12 media visits to the destination from Germany,
Austria and Switzerland. Priority will continue to be placed on traditional high-circulation
print and online channels to include national and regional newspapers, travel magazines,
radio, broadcast and specialist digital travel outlets.
The overall goal of hosting 10 individual press trips will be to produce outstanding and
measurable print and online articles about the Keys in the German-speaking markets. An
additional objective is to generate articles for special-interest magazines. Additional
media will be hosted on the European multimarket group diving trip described later in this
document.
Topics of interest include diving, eco-tourism and sustainable travel, luxury, LGBTQ+,
culinary and spiritual. GIA will work with the theme of regeneration or replenishment by
targeting specific magazine titles with a proven interest in the subjects.
Social Media: Facebook Page and Group Management
GIA will continue to produce three to five organic posts per week for the German-language
Florida Keys & Key West Facebook page, with each of the destination's five districts
regularly featured. The Keys German Facebook page currently has 17,167 followers.
While the Facebook group shows positive interaction and steady growth, the Facebook
page must contend with the altered algorithm that restricts the reach of organic posting.
To ensure that the Keys' planned high concentration of social media output reaches the
German-speaking audience, GIA plans to include two paid posts per month. Each month
one paid post will feature a strong visual of the destination, while a second will aim at
promoting the Keys' Facebook page itself. These posts will help to maintain and grow the
size of the Facebook page.
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Special Project: LGBTQ+ Campaign with Blu Media, December 2022
With gay and lesbian travelers anticipated to be among the boom sectors in 2023, GIA
intends to visually reinforce Key West's LGBTQ+ credibility through a dedicated
campaign with leading specialist publisher Blu Media, which owns multiple titles and
platforms in the sector.
The multichannel "Travel the Keys" campaign will showcase the excitement of a Florida
Keys vacation, the sights and events of the destination, 11 milestones in Key West's
LGBTQ+ history and highlight the "Come As You Are" and "One Human Family" values
that are vitally important to Keys culture.
Print coverage is likely to appear in Germany's influential LGBTQ+ titles of Blu Media
the five city magazines RIK, Hinnerk, Blu, Leo and Gab as well as in Spartacus
Traveler and the parent website of the print outlets, maenner.media, and its social media
channels.
Destination information and editorial will accompany the strong visuals and "live
experience" of a Florida Keys vacation.
GIA is already in close contact with the chief editor Dirk Baumgartl, who is a longtime
supporter of the Florida Keys & Key West and knows the destination inside-out. He has
recommended a trip (four to five nights) for a gay couple who will act as on-site reporters
to provide a real-time travel experience of the Keys to the LGBTQ+ community.
The campaign is to include:
1. A pre-announcement of the "Travel the Keys" campaign and information on
maenner.media (275,000 page impressions monthly).
2. A multipage travel report in the print edition of Spartacus Traveler (50,000 readers
monthly) as well as in the tablet edition (55,000 downloads monthly).
3. Print travel features in the city magazines RIK, Hinnerk, Blu, Leo and Gab
(combined reach of over 300,000 readers).
4. Promotion of the online travel feature on Facebook and Instagram.
5. Daily Instagram posts and simultaneous posts on the Facebook fan page of Blu
Media (Instagram: 11,400 followers; Facebook: 39,743 followers).
6. An image clip with the on-site reporters in the Florida Keys on the Facebook
channel @maenner.magazine.
Special Project: IMM Berlin, March 2023
TravMedia's International Media Marketplace (IMM) is established as the premier global
networking event connecting tourism destinations and brands with travel media. GIA will
attend IMM Berlin on either March 6 or March 7, 2023, dates that coincide with ITB 2023.
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As an exhibitor, the Florida Keys & Key West is to have a dedicated branded table to
meet with top travel journalists, editors and broadcasters and showcase the Keys' product
offerings and latest news. With a single-day "speed-dating" format, IMM represents an
excellent opportunity to generate solid media leads at relatively low cost.
Special Project: ITB and LGBTQ+ Media Brunch, March 2023
GIA plans to oversee all media appointments for the Florida Keys during ITB, scheduled
March 7-9, 2023. ITB is traditionally the world's largest travel trade show, but has not
been held live and in person since 2019. Plans call for the Florida Keys to have a booth
in the USA Hall.
The annual LGBTQ+ Media Brunch at ITB Berlin is designed for all journalists and media
who are interested in LGBTQ+ tourism. Members of the media and bloggers are to get
together in a relaxed atmosphere to meet with destination representatives and suppliers
of specific products to find out about the latest news and developments in the LGBTQ+
sector. GIA will represent the Florida Keys & Key West, presenting Key West as a must-
do legacy trip for international gay travelers. Important messages to be disseminated will
be the inclusive, welcoming environment offered by the Keys and their "One Human
Family" philosophy, and the abundance of activities on both land and sea for LGBTQ+
vacationers.
Special Project: Media Partnership with Mannschaft Magazin, June 2023
Europe's largest LGBTQ+ sports event is scheduled in Berne, Switzerland, July 26-29,
2023, where roughly 6,000 athletes are to compete in more than 20 sports. The media
partner for this event is Mannschaft Magazin.
GIA plans to arrange for a travel writer from the title to visit the Florida Keys (postponed
trip from 2021) and work with the magazine to produce a bilingual German-English piece
for the event that will be included in the welcome bags of all registered participants. A QR
code will take participants to Florida Keys editorial on the Mannschaft website, and GIA
is exploring the possibility of offering a potential contest for a trip to the Florida Keys.
European Multimarket Implementation
Special Project: European Multimarket Media Mission, December 2022
European agencies KBC and GIA intend to collaborate on a five-day multimarket
European media mission in winter 2022. NewmanPR representative Ashley Serrate is to
attend alongside an agency representative in each market. During the mission, the teams
are to meet with key media in Dublin, Ireland, and across the media cities in Germany
with locations likely to include Hamburg, Berlin and Munich.
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Mission Ireland
With Florida continuing to be the most popular U.S. destination for Irish travelers, it is
important to create opportunities to meet face-to-face with key media outlets in the
market. Accordingly, KBC proposes a two-day media mission to Dublin.
During the trip, KBC plans to meet individually with up to eight media contacts and update
them on recent Florida Keys news, the latest developments and upcoming opportunities
to collaborate. Conversations will focus on highlighting "Only in the Keys" experiences to
differentiate the island chain from elsewhere in Florida.
Following a number of changes among editorial teams at key outlets during the pandemic,
the goal of the trip is to strengthen existing relationships and generate new contacts with
representatives of national media outlets in Ireland. It is hoped they will then be interested
in traveling to the Florida Keys to experience the destination firsthand, which in turn will
generate strong "hero" press coverage. Trip goals also include creating opportunities for
Keys coverage that does not require a visit.
Mission Germany
GIA is to organize a three-day German media mission to include two days of one-on-one
meetings likely to be held in the key media cities of Hamburg and Berlin. The one-on-one
meetings will be organized in central locations in each city such as cafes, restaurants or
editorial offices. GIA aims to set up four one-to-one meetings per day. Plans call for the
individual meetings to be complemented by a media lunch for up to 12 journalists in
Munich in a centrally located venue with a strong connection to nature. During the
headline event, if possible, a turtle release will be live-streamed from Sombrero Beach to
attendees to showcase the "Connect & Protect" efforts under way in the Florida Keys.
During the media mission, GIA will share the latest news and updates from the destination
while also shining a spotlight on the unique natural wonders of the Keys environment and
the distinctive local culture. In meetings with leading media outlets across Germany, GIA's
goal will be to generate opportunities for exclusive stories on the Keys across the
country's media landscape.
Special Project: European Multimarket Group Diving Press Trip, July 2023
GIA and KBC are to work collaboratively to identify and recruit participants for a dive-
themed group press trip in summer 2023. Plans call for up to five media from across
multiple key source markets in Europe including the U.K. and German-speaking
countries.
The goal will be to host a mix of top-tier specialist dive media representatives and dive-
certified travel editors who will discover the Keys and the Florida Keys National Marine
Sanctuary through an itinerary that embraces their passion for exploring the underwater
world.
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The itinerary is to showcase the Florida Keys Shipwreck Trail and incorporate dives at
sites along it such as the Thunderbolt in Marathon, as well as locations such as Key
Largo's Christ of the Deep and Molasses Reef, Looe Key in the Lower Keys and General
Hoyt S. Vandenberg in Key West.
Given the trip's focus on showcasing the Keys' underwater world, the itinerary will also
give media the opportunity to learn about coral restoration efforts through visits to the
Coral Restoration Foundation or Mote Marine Laboratory's Summerland Key facility.
Additionally, to understand the heritage of diving in the island chain, the itinerary will
include a visit to the History of Diving Museum.
Measurability
Through financial analysis and data measuring tools from contracted resources,
NewmanPR quantifies tangible editorial coverage results and communicates the value of
intangible efforts, such as increased credibility resulting from favorable editorial coverage
or from a targeted niche media outlet.
NewmanPR contracts with print, broadcast and social media analytical services that
monitor public relations efforts. The agency frequently presents results at TDC meetings
to provide a return on investment understanding of the PR program. In addition, the
agency frequently provides the TDC with analysis of various media projects that include
the dollar value of coverage received.
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O NROE COUNTY' 'TOURIST DEVELOPMENT" COUNCIL, 2022-2023 MARKETING PLAN
Public Relations Expense Budget for Fiscal Year 2022-23
Domestic PR Expenses
U.S. Press/Blogger trips expenses (individuals and groups) .....................$90,000
Domestic media conferences/potential sales support at shows ................$30,000
Domestic-sponsored bloggers/influencer fees ..........................................$30,000
Development of OTT streaming channel (one-time fee) ............................$50,000
Annual fee to maintain and host streaming channel...................................$72,000
New content with additional broadcast venue ..........................................$100,000
WPBTArt Loft ...........................................................................................$20X0
Other broadcast television show production support ................................ $50,000
Keys 200 Anniversary (Support PBS show and other projects) ................$50,000
Online/social media video productions...................................................... $25,000
Podcast Platform Development and seeding .............................................$25,000
Florida Keys 200 historical series podcasts (36 original podcasts) ............$30,000
"Own a City" Dallas initiative .................................................................... $25,000
Special events support ............................................................................. $25,000
Domestic distribution (online press room monthly fee, newswires, etc.) ....$10,000
Additional generic video/still photo acquisition ..........................................$20,000
Spot news coverage ..................................................................................$30,000
Keys Traveler Magazines ..........................................................................$25,000
LGBT market PR stringer...........................................................................$30,000
Stringers' Expenses .....................................................................................$65000
AmEurop Visitor Assistance Program (comes from PR budget) ................$20,000
Website/Social Media Editor ......................................................................$605000
Social media contests/boosting expenses..................................................$25,000
Resources .................................................................................................$14,700
Subtotal for Domestic ...........................................................................$8623700
Canada PR Expenses
Canada Annual Sub-Agency Fee (service contract) ..................................$58,200
Canadian Newswire .....................................................................................$33600
Individual Press Trip Support .....................................................................$15,000
Zoomer Integrated Remote Campaign.......................................................$295000
Toronto Blogger Collective Video Challenge..............................................$14,000
Influencer Ambassador Program................................................................$22,000
Toronto and Montreal Media Mission ...........................................................$5)000
Take Your Seat Media and Trade Event....................................................$17)000
Visit Florida Partner Media Event.................................................................$4)000
Group Media FAM......................................................................................$20,000
TMAC Conference........................................................................................$3,750
Discover America Day Participation .............................................................$2,750
Resources....................................................................................................$5,000
�U AREO
THE FLORIDA KEYS & KEY WEST" COME AS YO
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M I
O NROE COUNTY' 'TOURIST DEVELOPMENT" COUNCIL, 2022-2,023 MARKETING PLAN
Subtotal for Canada...............................................................................$19%300
UK/European PR Expenses 2022-23
UK/European annual sub-agency fee (service contract) ..................................... $225,000
UK: 'A Place That Shares Your Values' Broadcast Campaign ..............................$19,000
UK: Celebrating 200 Years of the Keys with Wanderlust.........................................$9,800
UK: World Travel Market............................................................................................. $700
UK: TravMedia's IMM London ................................................................................. $5,000
Germany Social Media boosting.............................................................................. $3,000
Germany: TravMedia's IMM Berlin. ......................................................................... $3,500
Germany: ITB + LGBTQ++ Brunch.......................................................................... $4,000
Germany: Blu Media LGBTQ++ Campaign ............................................................. $7,500
Germany: Media Partnership with Mannschaft Magazine ....................................... $7,500
European Group Diving Press Trip........................................................................ $15,000
European Multi-Market Media Mission................................................................... $12,000
UK/Europe press visit expenses...................................................................................$90,000
Resources ............................................................................................................. $235000
Subtotal for UK/Euro .........................................................................................$425,000
China website maintenance .........................................................................$3)000
News/social media monitoring reporting services (evaluation process) .....$10,000
Total PR Expense Budget for FY 2022-23 ..................................MENEENEV 55003000
�U AREO
THE FLORIDA KEYS & KEY WEST" COME, AS YO
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
October 2022
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
2023 Keys Fishing All/F
Tournament Schedule
Keys Traveler Magazine: ALL
-"Florida Keys 200
Future of Tourism ALL
Application Project Starts
DAC Sustainability Rep ALL
-Request Presented
INTERNATIONAL
-UK/ Europe Rel/Pitch •
Toronto and Montreal ALL
-Media Mission
Canadian Media/Travel 0 ALL
-Trade Promotional Event
Canada Influencer ALL
Ambassador Visit 1
Canadian E-Releases •
EVENTS
-Southernmost Marathon 1
Goombay Festival 1
Zombie Bike Ride 0 0 0 1
Fantasy Fest 0 0 0 1
Headdress Ball 0 0 1
KW Paddle Classic 0 1
Stone Crab Eating 0 0 0 111
Contest
REEF Fest 0 0 V/D
Islamorada Fall All-Tackle 0 0 IV/ F
Bonefish & Permit
Ladies, Let's Go Fishing! 0 0 IV/ F
and Tournament
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
November 2022
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
What's New Winter'22- ALL
'23 (release in December)
2023 Events Highlights ALL
Holiday Events Roundup ALL
Key Lime Academy ALL
"Sustain" Module
Creation
"Bad Monkey" Debut ALL
-Publicity
PBS "Keys 200" Program ALL
Support and Publicity
-INTERNATIONAL
UK/Europe Rel/Pitch •
Canadian E-Release •
World Travel Market ALL
German Media ALL
-Thanksgiving
Discover America Day ALL
-(Canada)
Canada Influencer ALL
Ambassador Visit 2
-EVENTS
Key Largo Bridge Run V
Mote's Ocean Fest IV) 11
(Islamorada)
So. Fla. Symphony 2022- I/C
23 Season Release
KW Powerboat Races 1
Taste of the Islands III
SMART Ride 1
-Key West Film Festival I/C
Day of the Dead (Afro C
Roots)
Big Pine/Lower Keys 1 I/C
-Island Art Festival
Cheeca All-American IV/F
-Backcountry Tournament
-Sugarloaf Showdown 1 I/F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
December 2022
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
What's New Meetings ALL
-Annual Issue
E-News "Local Insights" ALL
Rec's Series Launches
Florida Keys Podcast ALL
-Development (Ongoing)
INTERNATIONAL
-UK/ Europe Rel/Pitch •
-Canadian E-Release •
European Media Mission ALL
Ireland and Germany)
Canadian Zoomer ALL
Integrated Promotion
German LGBTQ+ ALL
Campaign with Blu Media
-EVENTS
Key West Triathlon 1
New Year's Eve ALL
Celebrations
New Year's Eve Shoe 1
Drop
-Islamorada Half Marathon 0 0 IV
KW Home/Garden Tours 0 I/C
-Fla. Keys Holiday Fest 0 0 IV
Holiday Boat Parades 0 0 ALL
Key West Holiday Fest 0 0 I/C
and Inn Tours
Islamorada Sailfish 0 IV/F
T'ment
KW Fishing Tournament 0 I/F
Begins
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
January 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
NY Travel &Adventure ALL
-Show
IMM Media Marketplace ALL
Local Insights Video Series ALL
-Shoot Begins (Ongoing)
INTERNATIONAL
UK/Europe Rel/Pitch
-Canadian E-Release •
UK Visit USA Meet the ALL
Media Networking
Canadian Group Press ALL
-Trip
Canada Influencer ALL
Ambassador Visit 3
Toronto Blogger Collective ALL
Video Challenge
-EVENTS
OIRF Home Tours I/C
-Orange Bowl Classic V
Pops in the Park Concerts IV/C
Uncorked Food &Wine IV/V
Fla. Keys Celtic Fest III/C
Baygrass Bluegrass Fest IV/C
Island Boat Show III
-Key West Half Marathon 1
Big Pine Nautical Expo 11
Key West Literary Sem. I/C
-Kelly McGillis Classic 1
Key West Craft Show I/C
Fla. Keys Seafood Fest 1
Mile 0 Fest 1
_KW Food &Wine Festival 1
Cheeca Presidential IV/F
-Sailfish Tournament
KW Kingfish Mayhem I/F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
K-64
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
February 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
TDC Regular Meetings •
DAC Regular Meetings •
DOMESTIC
Cultural E-News Issue ALL/C
Miami Boat Show (Media) ALL/F
Florida Huddle ALL
Keys OTT Streaming ALL
Channel Creation Begins
"Keys 200" Dinner Event ALL
FINTERNATIONAL
UK/ Europe Rel/Pitch
Canadian E-Release •
Canada Influencer ALL
Ambassador Visit 4
EVENTS
Saltwater Sportsman Nat'l IV/F
Seminar Series
Upper Keys Garden Walk V
Sombrero Beach Run III
Presidential Family I/C
Forum
Old Island Days Art Fest I/C
Tennessee Williams I/C
-Birthday Events Begin
KW Master Chefs Classic I/C
KW Garden Club Tours I/C
Winter Star Party II
Cuda Bowl I, II/F
"Connections Project" ALL/C
Mural Tour
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
K-65
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
March 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
What's New Spring 2023 ALL
"Own a City" Dallas 0 ALL
-Broadcast and Support
Passion-based Itinerary 0 ALL
Development
Keys Podcast Debuts 0 ALL
Social Media-Style Video 0 ALL
-Shoots Begin (Ongoing)
INTERNATIONAL
UK/ Europe Rel/Pitch
-Canadian E-Release •
ITB (Germany) and ALL
LGBTQ+ Media Brunch
FIMM Berlin (Germany) ALL
IMM London (UK) I I I I I I I ALL
EVENTS
Conch Shell Blowing I/C
Contest
KWBGS GardenFest I/C
Tennessee Williams I/C
-Birthday Continues
Marathon Seafood Fest III
Bay Jam IV/C
March Merkin I/F
Tournament
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
April 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
LGBTQ+ Individual Media ALL
-Visits Begin
"Florida Keys 200" Group ALL
-Press Trip
Social Media Fishing ALL/F
Contest
Naval Base 200 Support 15 11
-INTERNATIONAL
—UK/ Europe Rel/Pitch •
Canadian E-Release •
UK"Keys 200" Group ALL
-Press Trip
EVENTS
UW Easter Egg Hunt IV
Earth Day Events ALL
Release
RWO 7-Mile Offshore •
Grand Prix
Blue Angels 1) 11
Southernmost Air
Spectacular
Afro Roots Key West 0 I/C
Taste of Key West 0 1
Papio Kinetic Sculpture 0 0 0 I/C
Parade
Seven Mile Bridge Run 0 0 0 111
Florida Keys Island Fest 0 0 IV
-Mote Ocean Fest 0 0 1111
Conch Republic 0 0 0 1
Independence
Celebration
Herman Lucerne 0 0 IV/F
-Memorial Tarpon Cup
Marathon Premier Sailfish 0 0 III/F
Tournament
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
K-67
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
May 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
"Soul-Centered Getaway" ALL
-E-News Special Issue
"Soul-Centered Getaway" ALL
-Social Media Campaign
"Soul-Centered Getaway" ALL
-Solo Media Visits Begin
"Soul-Centered Getaway" ALL
Blog Series
-Update Hurricane Plan ALL
Hurricane Preparedness ALL
-Industry Workshop
I PW Show ALL
-INTERNATIONAL
UK/Europe Rel/Pitch •
-Canadian E-Release •
Canadian Group Press ALL
-Trip
EVENTS
KW Songwriters Festival 0 1
-Key West Paddle Classic 0 1
Key West Whiskey Fest 0 1
Truman Symposium 0 I/C
Afro Roots Islamorada 0 lV/C
Minimal Regatta 0 1
Marathon Offshore Bull 0 Ill/F
and Cow Tournament
—Tarponian Tournament 0 Ill/F
Nick Sheahan Dolphin 0 V/F
Rodeo
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
June 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
What's New Summer ALL
2023
Media Visits with ALL
Emergency Management
LGBTQ+ Sea-to-Sea Flag 1
Anniversary Publicity
-INTERNATIONAL
—UK/ Europe Rel/Pitch •
-Canadian E-Release •
UK"Place That Shares ALL
Your Values" Campaign
German Mannschaft ALL
Magazin Partnership
Canadian TMAC Media ALL
Marketplace & Conf.
-EVENTS
Key West Pride 1
CFK Swim Around KW 1
-Coralpalooza V/D
I Love Stock Island Fest 1 I/C
-Mango Fest Key West 1
Lower Keys Chamber 0 0 1 I/F
Dolphin Tournament
VFW Fishing Tournament 0 0 I/F
Skippers Dolphin 0 0 V/F
Tournament
Don Hawley Tarpon Fly 0 0 IV/F
Tournament
Ladies Dolphin T'ment 0 0 IV/F
-Gold Cup Tarpon T'ment 0 0 IV/F
IFC Captains Cup 0 0 IV/F
Dolphin Tournament
Ladies Let's Go Fishing! 0 0 IV/F
-Screamin' Reels Tourney
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
July 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
_TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
Keys OTT Streaming ALL
-Channel Debuts
"Florida Keys 200" Event ALL
Support and Publicity
LGBTQ+ "Locals Give ALL
-Back" Blog Series Debuts
INTERNATIONAL
-UK/ Europe Releases •
-Canadian E-Release •
European Group Diving ALL/D
-Media Trip
UK Wanderlust"Keys ALL
200" Project
EVENTS
Underwater Music 11
Festival
July 4 Events Roundup ALL
_KW Mermaid Festival 1
Key Lime Festival 1
Mel Fisher Days 1
Hemingway Days 1
Hemingway 5k Run and 1
-Paddleboard Race
-Florida Keys BrewBQ III
Caloosa Cove Dolphin IV/F
Tournament
Key West Marlin I/F
Tournament
Del Brown Permit 1 I/F
Tournament
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
August 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
What's New Fall 2023 ALL
Social Media Team I s ALL
-Content Gathering
Social Media-Style Video ALL
-Shoots Cont'd.
Travel With Meaning ALL
-Collaboration
INTERNATIONAL
-UK/ Europe Rel/Pitch •
Canadian E-Release •
-EVENTS
Coral Reef Spawning ALL/D
-Key West Lobsterfest 1
-Tropical Heat 1
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
K-71
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING �PLAN
September 2023
General PR Efforts Special Events PR Efforts
Media Media PR Rep Advance/ Photos, Spot District/
FAM or Mission Present Wrap Video, Coverage/ Umbrella/
Project or Release Social Results Committee
Support
TDC Regular Meetings •
DAC Regular Meetings •
-DOMESTIC
NLGJA Annual ALL
-Convention (date TB
"Keys Traveler" Magazine ALL
Story Selection, Writi
Diana Nyad Swim 10th ALL
Anniversary Publicity
-INTERNATIONAL
—UK/ Europe Rel/Pitch •
-Canadian E-Release •
Canada's Visit Florida ALL
-Media Event
Canada's Discover 0 0 ALL
America Day
-EVENTS
Womenfest 0 0 1
-Key West Brewfest 0 0 1
Heroes Tribute Weekend 0 0 111
REEF Lionfish Derby& 0 0 V/D
Festival
-Conch Scramble 0 0 IV
Swim for Alligator Light 0 0 IV
Take Stock in Children 0 V/F
-Backcountry Challen
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or
press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews, two
LGBTQ+blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis.
Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Comm.
THE FLORIDA KEYS & KEY WEST COME AS, YOU AR.E(F-)'
K-72
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..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
L. FLORIDA KEYS & KEY WEST FILM COMMISSION
The purpose of the Florida Keys Film Commission is to build, support and market our
destination to the entertainment and commercial film, television, and print industries
worldwide while creating a positive economic impact in Monroe County.
The Florida Keys offers film, television, and print production companies a unique
backdrop to create their stories. With year-round sunshine and spectacular scenery, the
Florida Keys natural setting is unique and cannot found anywhere else. More often than
not, producers consider the Keys not just a location but rather a character in whatever
story they are trying to tell.
Our mission is twofold. First, we attract and promote film, television, print, commercial,
and new media productions to the Florida Keys. Once here, we provide production
support and facilitate access to filming locations throughout Monroe County by
eliminating bureaucratic "red-tape." We serve as a single point of contact for, and a
liaison between, the film industry and city, county, state, military and federal
governmental agencies.
To accomplish our mission, the duties of the film office include, but are not limited to:
0 Industry marketing and promotion.
0 Industry production support.
0 Sales and trade missions.
0 Brand development and maintenance.
0 Liaison services between producers and governmental entities/municipalities
0 Industry communications, education, and liaison services.
0 Local workforce development.
State of the Industry
Statewide, production activity has been strong this past year, with the state film office
reporting a total of 1,196 projects that have been filmed in Florida as of June 21st, 2022.
This has resulted in a total spend of almost $1.5 billion in the state, a record both in total
spending and number of productions.
This year we have had a very high-profile production shooting in the Keys. The Apple
TV series Bad Monkey, based on the Carl Hiaasen novel of the same name, has been
THE FLORIDA KEYS & KEY WEST COME AS YOU ARE°
L-1
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
filming in the Keys on and off since March. Season one (which consists of 10-hour long
episodes) has been shooting mainly in Miami for budgetary purposes. Still, I anticipate a
total of 5 weeks of total Keys-based production during season one.
The biggest hurdle to getting more production in the Keys is currently room availability
and room rates. Bad Monkey spent two weeks in the Lower Keys in March and spent
almost two million dollars on housing alone. They spent their entire travel budget for 10
episodes in one two-week period.
Television shows in the reality space tend to have a smaller footprint and can usually
find the necessary rooms available in the Florida Keys. This past year we have had
several high-profile reality shows film episodes, including The Real Housewives of
Miami as well as The Jersey Shore. I will continue to pursue more of these types of
shows.
COVID is still an ongoing concern for Television and Film Production. Bad Monkey has
had several rounds of cast and crew testing positive for COVID, slowing down
production. Initially, they had hoped to wrap the 1st season in June, but now, due to
several COVID shutdowns, the wrap date has been pushed into mid-August.
Goals for 2022-2023
1. Expand destination awareness to marquee level television series and movie
productions.
2. Capitalize on the premier of"Bad Monkey" Season One to have a cast member
attend a sales mission in New York to drive attendance and awareness.
3. Explore the viability of developing a local film incentive to attract production to the
Florida Keys.
4. Create an economic impact study on the revenue contributions of film production.
5. Develop a script writing workshop with a nationally recognized writer to help local
writers develop screenplays that are set in the Florida Keys.
6. Host the Film Florida Annual meeting in June of 2023.
Implementation
Expand destination awareness to marquee-level television
series and movie productions.
THE FLORIDA KEYS & KEY WEST COME AS YOU ARE°
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
As Bad Monkey season one wraps production and launches on the Apple+ streaming
network in the 4th quarter of 2022, there is an opportunity to use the success of that
show to push the destination as a valid option for other productions.
I will work with our Los Angeles-based state film office representative to push the
destination as a filming location. Including a trip to Los Angeles to meet with producers
and studios in person and creating a marketing video using interviews with Bad Monkey
producers, crew members, and Carl Hiaasen about their experience shooting a major
television show in the Florida Keys.
One big focus of this outreach will be to Warner Brothers to push for a possible season
two for Bad Monkey.
Capitalize on the premier of Bad Monkey season one by
having a cast member attend a sales mission in New York to
drive influence and awareness.
Bad Monkey has the potential to be a huge streaming success, and we want to
capitalize on the launch of season one with a collaboration between the film office and
our sales department.
The show follows the book of the same name, taking place in the Florida Keys, Miami,
and the Bahamas. The lead actor in the series is Vince Vaughan. While he would be
outside our budget's reach, several memorable characters in the cast might be open to
an in-person meet & greet/ photo opportunity at a Florida Keys sales event.
The cast member I feel would be most receptive to this is Alex Moffat. He is a current
cast member of Saturday Night Live and plays a hilarious recurring character in Bad
Monkey that I believe will resonate with viewers.
For this event, we are targeting the New York travel show at the Javits Center in
January of 2023.
Explore the viability of developing a local film incentive to
attract production to the Florida Keys
While the State of Florida does not offer a film incentive, several local film incentives are
available. For example, the St Petersburg film office is very similar to the Florida Keys
film office in that it is a part of their tourist development council and has created a local
incentive using bed tax money.
Their incentive program uses a paid product-placement approach that could work as a
model for the Florida Keys. This approach allows them to help fund projects that push
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the destination as a vacation destination. In addition, money is only paid to productions
after the project is complete, allowing the incentive program to set out a clear list of
deliverables and conditions that must be met to qualify for any money.
I will work with the St. Petersburg film commissioner to examine their program and see
how we can adapt it to the Florida Keys.
Create an economic impact study on the revenue
contributions of film production.
I will work with Kelli Fountain to develop an economic impact study to understand the
revenue contributions of film production in the Florida Keys including room nights, local
spend and the tourism value of a show like Bad Monkey.
Develop a script writing workshop with a nationally
recognized writer.
Time and again, the productions coming to the Florida Keys are here because their
productions could not be shot anywhere else. The Florida Keys is a character in their
production. Shows like Bloodline and Bad Monkey could not tell their stories without the
backdrop of the Florida Keys. Even a monster hit like Ozark on Netflix could not occur in
any location other than the Ozarks.
To help develop future productions, I intend to bring to the Keys a nationally recognized
screenwriter to do a public workshop for local writers. The Florida Keys has always
been a draw for authors, with a vibrant local writing community. The workshop will be
open to all levels of writers to develop stories and screenplays based in the Florida
Keys.
Film Florida
Film Florida is a trade organization that was founded twenty plus years ago to promote
Florida as a film destination. Its membership includes film commissions from around the
state, labor unions, individuals, and businesses catering to the film, television, and print
industry in Florida.
We will renew our membership in Film Florida for the 2022-2023 fiscal year. Also, our
film office, in conjunction with Film Florida, will organize co-branded marketing missions
to significant production hubs in the United States, including Los Angeles and New
York, when appropriate.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
Hosting the 2023 Film Florida Annual Meeting
The Film Florida Annual meeting is hosted in a different location every year. It is a
wonderful opportunity to showcase that region to the working men and women of the
Florida film industry. We had planned to host the June 2022 Annual meeting here in the
Keys, but because of the high room rate and occupancy, the meeting was rescheduled
to Fort Lauderdale.
For 2023, we have been asked to host the annual meeting in Key West. Sometime in
mid to late June of 2023, we will play host to the executive board and the general
membership for two days of meetings while showcasing the Florida Keys to the
members of Film Florida.
Industry Trade Shows, Film Festivals and Sales Missions
Trade shows are venues where the Film Commission office has an opportunity to
promote our destination directly to production companies. The chance to speak one-on-
one with producers and directors, whether they currently have a project in the works or
maybe in the planning stages of a future project, is invaluable. In addition, trade shows
allow us to access decision-makers very high up in entertainment companies;
executives we would have a hard time reaching in any other way.
We have partnered with the state film office and Film Florida to promote and bring
awareness of Florida and the Florida Keys as a film destination at various film festivals
and sales missions. Targeted attendees are producers, directors, and executives in the
independent film, television, and advertising industries.
Attendance at the following industry trade shows, film festivals, and sales missions is
proposed for the fiscal year 2022 — 2023:
American Film Market / Location Expo — Los Angeles
November 1st-6th, 2022: Over 7,000 industry professionals from more than 70
countries attend AFIVI in Los Angeles every year. They include acquisition and
development executives, agents, directors, distributors, financiers, film commissioners,
producers, writers, and all those who provide services to the motion picture industry.
Location Expo is a part of AFIVI and is designed for Film Commissions, facilities, and
government agencies from around the world to network and pitch decision-makers in
the film and television industry.
FOCUS - London
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December 6th-8th, 2022: We plan on attending the FOCUS tradeshow in London this
year, targeting location managers, producers, and directors in Europe and the UK. They
provide excellent seminars, and the clientele attending represent some of the biggest
names in the industry, such as the BBC and Lionsgate. The Florida Keys are a massive
draw for European production companies, and attending this show allows us to reach
out directly to this valuable market.
NAPTE Miami
January 16th-23rd, 2023: NAPTE Miami Conference brings content creators together in
both the scripted and unscripted spaces with content buyers, distributors, advertisers,
and influencers from around the globe. NAPTE takes place right in our backyard and is
a great show to pitch to international producers.
Real Screen Summit — Austin
January 23rd-26th, 2023: This trade show focuses on producers in the unscripted
space. It is a fabulous opportunity to meet directly with production companies and
network executives. Being in such proximity allows us to pitch the Florida Keys directly
to key decision-makers.
South by Southwest — Austin
March 10th-19th, 2023: SXSW is a film, music, and interactive media trade show held
each year in March and is an excellent opportunity to meet the directors and producers
of many films that premiere at this highly competitive festival encompassing interactive,
film and music. We also help promote any Florida films, documentaries, or music at the
festival.
National Association of Broadcasters — Las Vegas
April 15 th-1 9th 7 2023: NAB is the annual trade show produced by the National
Association of Broadcasters, with an estimated attendance of over 100,000
broadcasters and content creators from 150 countries. It has been billed as the
unrivaled event for content professionals in media and entertainment.
New York Mission
June 8th — 18th) 2023: We intend to partner with Film Florida to participate in the
TriBeCa Film Festival and produce our very successful Apples and Oranges event. This
event is held at a venue outside of the festival where invited producers, directors, and
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING �PLAN
production executives mingle with producers who grew up in or were educated in
Florida.
Los Angeles Mission
June 26 th-J une 30th) 2023: The association of Film Commissions International produces
an LA-based event offering a series of targeted networking opportunities with physical
production executives across film and television, independent producers, location
managers, short-form content creators, new media developers, and more. This event,
known as AFCI week, is very well attended by the production executives at the major
Hollywood studios and independent producers.
Toronto International Film Festival
September 7 th - 17 th, 2023: TIFF is one of the premier film festivals in the world and
draws industry participants from across film and television. In conjunction with the
festival, TIFF produces a trade conference of international producers, directors, and
executives that focuses on documentary and unscripted content creation. As members
of Film Florida, we will be hosting a marketing event targeting independent film
producers and supporting any Florida entrants in the festival.
Film Florida Quarterly Meetings
These meetings are an opportunity for the various councils to meet along with the
Executive Board. Legislative, marketing, trade shows, and advertising missions are
discussed, voted upon, and implemented.
Location Scouts
Once a production company has been supplied with location photos, video, and
requested information, the production company may send a location scout or location
manager to take photographs of the areas. On these occasions, the Film Commissioner
meets with and escorts the location scout to possible shoot sites in Monroe County. At
times, this effort requires the hiring of a helicopter and driving out of county to pick up or
drop off the scout from Miami International or Fort Lauderdale Airports.
Once the location scout provides the production company with their photographs, a
second and possible third scout may involve the producer, director, art director, and
location manager. Again, the Film Commissioner provides escort and possibly
transportation for the scout. Efforts made by the film office and local businesses during
these scouts can strongly influence the outcome of a location decision.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING PLAN
Location Shoots
When a film, television, video, or still shoot client decides to shoot on location in the
Florida Keys, the Film Commission office provides continued assistance, dependent
upon the production company's need. This assistance may include helping with
permitting, facilitating discussions and meetings with government officials, law officers,
owners or managers of businesses and lodging properties. This office then assists in
locating crew to work on the project, establishing contacts for specific equipment or
props, hotel room and restaurant possibilities, and a myriad of unforeseen requests.
The Film Commission office also provides information and assistance to the lodging,
crew, and property owners in the Keys if they have questions or concerns regarding the
shoot. Information is provided as to what to expect and what to ask for from production
using their property. The Film Commissioner intends to facilitate a successful
experience for the production company, local crew and facilitate a positive economic
impact for the community.
Public Relations Opportunities
The Film Commissioner will continue to work with Newman PR and industry
publications, as well as publicists for production companies, to identify PR opportunities
in print and broadcast media for the Florida Keys & Key West as allowed by the
production.
With the Launch of Bad Monkey in the 4 th quarter of 2022, there will be an opportunity to
expand upon PR that Apple will be doing for the show.
Advertising Opportunities
The film office works with Tinsley Advertising to produce hi-quality and creative
messaging to promote the Florida Keys as a film destination. These ads will be in film
festival programs, trade show publications, and industry magazines.
Measurability
A breakdown of which production companies have utilized the Florida Keys as a
location is submitted with every TDC report. This breakdown includes room nights per
production and budgetary numbers when known. We also try to include the total number
of locals hired when that information is available.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
Budget FY 2022 = 2023
Film Industry Trade Shows and Events ..........................................................$40,000
Registration and Show/Event Expenses
TravelExpenses................................................................................................$30,000
Air Fare, Lodging, Meals, In-county mileage
Duesand Fees...................................................................................................$12,750
Association of Film Commissioners International, Film Florida, Woman in Film
Location Promotion ..........................................................................................$18,000
Promotional materials, vehicle rentals (boat/helicopter and auto rental for
location scouts) and escorting location shoots
Website/Social Media........................................................................................$15,000
The Florida Keys & Key West website, Reel-Scout database,
Maintenance and support
OfficeExpense ..................................................................................................$12,000
Communications .................................................................................................$2,250
Postage, office phone, shipping.
E & P for Production Executives........................................................................$2,500
LocationContent...............................................................................................$20,000
Photographer, Videographer, Location Site Surveys
Promotions ........................................................................................................$27,500
Total..................................................................................................................$180,000
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
M. Market Research
In the simplest terms, marketing research tells us where we are going, how to get there
and how to know we have successfully arrived. An effectual marketing research
program transforms a multitude of data gathered from wide-ranging sources into clear,
insightful analysis that generates actionable marketing strategies. Such a program
delivers a competitive advantage to the destination.
Marketing Research also instills the voice of our customer into the marketing process.
By engaging our potential and actual visitors through research, we gain insight into their
behavior and travel motivators. Through careful analysis of potential and actual visitor
data, we can identify when it may be appropriate to redirect our marketing strategies to
better attract, and satisfy, our target markets.
Marketing Research needs to be carried out regularly because of the constantly
changing environment in which we operate, due to shifts in consumer tastes,
technological advances, changes in economic conditions, and our dynamically changing
world.
Objectives
The objectives of the Market Research program are:
1. To evaluate and measure the attainment of our overall marketing goals and
strategic objectives.
2. To conduct ongoing primary data collection studies of actual visitors to the
Florida Keys & Key West, as well as potential visitors.
3. To continuously gather and track data to inform the development and execution
of the marketing plan, and any ad-hoc shifts in marketing strategy (e.g., tropical
cyclones, economic downturn, environmental crisis, etc.).
5. To coordinate with other staff departments, the agencies, and the public and
private sectors, in the provision and use of applied, actionable research; to inform
the destination marketing decision making processes and measure effectiveness.
6. To identify insightful, timely, cost-efficient sources of information regarding travel
and tourism trends, consumer sentiment and economic indicators and interpret
the overall trends in the context of our destination.
7. To further the understanding and utilization of emerging technologies in the field
of market research and strategic marketing.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING PLAN
GOALS:
The 2022-2023 goals of the Market Research program are:
1. Develop an LGBTQ+ market study.
2. Re-launch the Visitor Profile Intercept Study.
3. Attend a consumer show in a destination with new direct flight route and
complete an attendee survey to gauge post-covid travel sentiment.
4. Explore key motivators and influencers for international in-bound visitors in
selecting the Florida Keys & Key West as a sun and beach destination.
5. Develop a study focusing on the impact the current economic situation and
inflation has had on consumer spending and its impact on travel.
Research Methods
Every research study begins with the formation of a question; what do we need to
know? Once this has been established, the methodology available to answer the
question is identified. A research design is then developed. Research designs may be
either qualitative or quantitative in nature. Elements of both designs may also be used
together in mixed-methods studies.
Qualitative research deals in words, images, and tends to be more exploratory and less
structured than quantitative research. Qualitative research includes focus groups, in-
depth interviews, and observational techniques, such as the mystery shopper. While the
results of focus groups reflect only a very small segment of the target market, the
findings can offer a far more in-depth understanding of the target's perspectives or
opinions than is otherwise obtainable through quantitative surveys. Qualitative research
can provide insights into the underlying research problem to better develop quantitative
research for conclusive data.
Quantitative research focuses on numbers, logic, and the objective; providing
quantifiable responses to a specific question obtained from a statistical sampling of a
target population. While quantitative data collection techniques can vary depending on
the sampling design and the type of information to be collected, the traditional empirical
quantitative technique in market research is the survey questionnaire. By administering
a survey to a random sample of a population, one can draw inferences about the
behavior of an entire population. The medium by which the survey is implemented can
include mail, telephone, face-to-face interviews, e-mail, mobile devices, and the web.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING �PLAN
Implementation
Research focusing on potential visitors (inquirers) to the Florida Keys & Key
West:
Telephone and email visitor inquiries are being tracked through Google Forms. Surveys
conducted via these inquiries will be summarized in monthly reports for each district,
and the County overall. The reports shall include the origin of the inquirer, advertising
source that prompted the inquiry and more. AT&T business reports will provide quantity
of all calls made to the 1-800 generic and district numbers. Software and report
functions will be maintained and upgraded as needed. We will report on the wealth of
data gleaned from the Key West Business Guild's Gay and Lesbian via Google forms as
well.
Research focusing on actual visitors to the Florida Keys & Key West:
Intercept interviews with visitors to the Florida Keys & Key West continue to be the
cornerstone of our research efforts with respect to actual visitors. A newly launched
Visitor Profile Survey will gather demographics, party composition, expenditures,
activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to
the Keys. 'Special topic' questions will be added on an as-needed basis.
Smith Travel Research data will continue to be utilized to gauge lodging industry
performance. This includes: a monthly occupancy, average daily rate and RevPAR
report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada,
Marathon, and Monroe County excluding Key West; and weekly reports on daily
occupancy, average daily rates and RevPAR for Monroe County, Key West and the
Middle and Upper Keys combined. These weekly reports not only provide a useful
means by which to assess the impact of special events and lodging performance over
holiday periods but also provide us with quicker turnaround of lodging data than
available under the monthly schedule. As a basis of comparison, we will also utilize
Smith Travel data to track monthly performance of the top 10 markets within the state of
Florida.
Additionally, we will use Key Data to track vacation rental monthly occupancy, average
daily rate, and RevPAR similar to Smith Travel. We will also utilize TravelClick's
Demand 360 reporting which provides forward looking occupancy, average daily rates,
and RevPAR for lodging properties. These monthly reports will overview occupancy,
average daily rate, and RevPar for Monroe County as a whole.
Datafy is a new tool to the Research Department and will be utilized for Monthly
analysis of geolocation data provided from mobile devices observed within Clusters &
Points of Interest (POI) along with strategic planning services. Areas can be geofenced
to capture sample sizes of devices and then statistically modeled to estimated visitor
volumes, visitor origins, trip lengths and more.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 20222023 MARKETING �PLAN
Fulfillment of 2022-2023 Research Goals:
1. We will create a study to deeply examine the Florid Keys & Key West LGBTQ+
visitor and their travel nuances. The general areas of study will include planning
behavior, frequency of trips, booking behavior, safety concerns, accommodation
preference, and use of social media platforms. The study will also assess
attitudes, brand perception, and barriers to visitation.
2. As mentioned earlier, Intercept interviews will continue to be the cornerstone of
our research efforts with respect to actual visitors. We recently contracted with
Rockport Analytics. This study will profile overnight visitors, by season and
district of the Florida Keys, in terms of demographics, psychographics,
tripographics and type of visitor, tracking changes over time. The strategic
implications of this information will be to direct the marketing, advertising, and
sales efforts.
3. The sales team attends several consumer shows throughout the year. A study
will be done at a show in a city that recently had a direct flight to Key West
added. A survey will be developed to gauge attendee post-covid travel sentiment
as well as gauge new direct route effectiveness. This survey will be deployed
through survey monkey which offers a QR code that can be scanned on an Pad
or the attendee's personal smart phone.
4. Global long-haul travel has been at a stand-still since roughly March 2020,
however the U.S. is now slowly, and safely welcoming back international inbound
travel. An international survey will be conducted through our Agencies of Record
and/or partnership with Visit U.S.A. to gain greater insight on the U.S. travel
sentiment of these international visitors. We will explore what might make them
select the Florida Keys & Key West as a travel destination over other sun and
beach destinations as well as identify key motivators and influencers in selecting
this destination.
5. The latest U.S. Travel Association forecast projects that travel will remain
resilient, despite high inflation and an overall decline in consumer sentiment.
That said, with the daily mentions of possible recession and continued rise in gas
pricing, how long will this sentiment remain. We will develop a study focusing on
the impact the current economic situation and inflation has on consumer
spending and its future impact on travel.
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MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2022-2023 MARKETING PLAN
Measurability
The above outlined Market Research projects will include stated objectives, outlined in
the form of a research question, the information expected to be obtained by the project,
and the budget for the study. Each project will be evaluated after completion to
determine if the stated objectives were met, and to assess the value of the information
collected. Additionally, the Market Research department will provide the means for
evaluating the goals and objectives of other staff departments and the agencies of
record.
Market Research Budget
Visitor Profile Study $ 125.,000.00
Occupancy and ADR reports STR $ 30,000.00
Travel Click Demand 360 reports $ 45,.000.00
nSight and nCompass $ 20,000.00
Datafy $ 35,.000.00
Key Data Vacation Rental Reports $ 35,000.00
Project Resources $ 325,,000.00
LGBTQ+ $ 49,500.00
Consumer show and study $ 25.,000.00
International Visitation study $ 49,.500.00
Economic impact/inflation
study $ 49,500.00
Other Project Resources and
Salary $ 151.,500.00
Purchase of secondary
Secondary Research research $ 40.,000.00
Online and mobile survey
software, tableau and
additional software
Operations upgrades, survey incentives $ 25,000.00
Memberships,telephone,
postage., computer
equipment,
conference/seminar
Misc. attendance $ 20.,000.00
Total $700.,000.00
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Section Four: Evaluation
The final area of a marketing plan consists of assessing the effectiveness of our
programs. Evaluation is a systematic approach to assessing the performance and
improving the efforts of the TDC and its marketing plan. It is systematic in that there is
usually a three (3) stage process of(1) gathering data, (2) analyzing the data and (3) how
we use that information to improve our program.
Though the TDC has different ways of tracking our marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program's
performance. The TDC Market Research Department along with an outsourced research
company regularly conducts visitor profile analysis and monitors marketing effectiveness
through surveys, studies, and other research techniques that will give measurable results.
In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations, film commission) includes specialized
evaluation criteria to measure performance. Accountability assessment is the sound
measurement of the extent to which stated goals of a specific marketing effort are being
or will be achieved.
Accountability assessment not only measures performance, but also enables review of
the adequacy of our goals and provides us with guidance as to how future marketing
performance can be maximized. Having the ability to make quick adjustments in our
marketing is also an important element of our program. Being able to gather and analyze
data in a timely manner gives us the ability to make changes in our plan.
We are making every attempt to develop an orderly planning process which includes a
clear statement of goals to be attained in the time frame outlined. Those goals are
reached through a series of marketing strategies and methods, each of which can and
should be measured. The measurement techniques should be designed objectively,
without preconceived notions of the results and without a design which attempts to prove
something works. Such methods include:
• Pre/post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why someone did.
• Comprehensive studies of how travel information is delivered and used by the
potential visitor.
• Qualitative analysis to learn what works in marketing our area, both in the short
and long term. Our assessment of the plan should not only grade our current
efforts, but should help show us how to make adjustments and be more
effective in subsequent years.
Some of the criteria or techniques that can be used or may be planned by the TDC this
year to assess program effectiveness include:
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• nSight for Travel reports
• Google forms Chamber's reports
• Visitor Profile Survey reports
• Smith Travel Research Report
• Travelclick Demand 360
• Economic & tourism indicators
• AT&T call reports
• Bed tax revenues report
• Sales tax revenues report
• Airport enplanements and deplanements
• Internet marketing click-through counts
• Google analytics Web Analysis
• Web site user demographics reports
• Advertising CTR percentages
• Rootrez website booking engine analytics
• Social Media user demographic reports
• Social Media monitoring and analysis
• European agencies' reports
• Annual tour operator inventory reports
• Conversion studies
• Online surveys or mobile surveys
• Perception and behavioral research
In summary, we need to know what marketing efforts are working; what are not; and make
the appropriate adjustments in the quickest period of time to ensure the success of our
decision-making process.
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