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Item D3 BOARD OF COUNTY COMMISSIONERS AGENDA ITEM SUMMARY Meeting Date: SEPTEMBER 18, 2013 Division: TDC Bulk Item: Yes X No Department: Staff Contact Person/Phone #: Maxine Pacini 296-1552 AGENDA ITEM WORDING: Approval of the 2013/2014 Monroe County Tourist Development Council Marketing Plan ITEM BACKGROUND: TDC approved the Marketing Plan at their meeting of August 6, 2013 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATIONS: Approval TOTAL COST: No Cost BUDGETED: Yes No COST TO COUNTY: None SOURCE OF FUNDS: TDC REVENUE PRODUCING: Yes X No AMOUNT PER MONTH Year APPROVED BY: County Atty N/A OMB/Purchasing N/A Risk Management N/A DOCUMENTATION: Included X Not Required DISPOSITION: AGENDA ITEM# Revised 11/06 J f% a , pp i , , I u r �" 77yy I r 111, � '`11 �S�b�11��Q144��!��Q� QI�Q�41�41�Q��1�QI�Q�w�4Q�Q4�41QQ��QQ�4I�4144QQ�41�b4�Q�Q 41�11�4�41 1��Q4Q1�1�Q4I Q�4QQQQQ Q��111��Q��I4�Q��R�4144QQ�11�4QQ�411IQQQ��1�Q��41�QalI��Q�QQ4�Q��4114Q144�11�QQ��w�Q4�1Q�41»��4Q��Q��w��41�4��'��'��'�� Table of Contents Section One: The Mission of the TDC I. Vision Statement....................................................................................................A-2 II. Purpose of Plan...................................................................................................... A-3 Section Two: Situation Analysis I. Product Analysis.....................................................................................................B-1 II. Position Analysis....................................................................................................C-1 III. Prospect Analysis..................................................................................................D-1 IV. Promotional Analysis.............................................................................................E-1 A. Section Three: Program Planning L Program Development i. Goals............................................................................................................F-1 ii. Priorities.................................................................................................... G-1 iii. Resources ..................................................................................................H-1 IL Marketing Strategies and Implementation i. Advertising..................................................................................................I-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 � 11171111, III, S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 411441 1�Q4Q 1�Q4 Q4QQQQQ Q� �111 Q�4�Q�R444QQ�11�4QQ411 QQQ��Q�41Qal QQQ4Q�414Q1441QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� Section One: The Mission of the Tourist Development Council L Vision Statement The mission of the Monroe County Tourist Development Council is to set an overall direction for the Monroe County tourism marketing effort in a manner that will assure long-term sustained growth in tourism revenues while also guaranteeing the sustainability and improvement of our product, including both our man-made and natural resources, and improvements to the quality of life of our residents. 111111111 111, � '`11 �S�b�11��Q144��!��iQ� Q1�Q�41�41�Q��i1�Q1�Q�wi4Q�Q4�41QQ��QQ�4I�4i44QQ�41�b4iQ�Q 4��11�4i41 1��Q4Q�1�Q4�Q�4QQQQQ Q��i111i�Qi��4�Q��R�4i44QQi11�4QQi411�QQQ��i�Q�i41�Qal��Q�QQ4iQ�i41�4Q144�i1�QQ��w�Q4i1Q�41»��4Q��Q��w�i�41�4��'��'��'�� IL 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 developing tourism, this plan has been prepared with a community approach in mind. That is, it focuses on achieving tourism benefits for the entire tourism industry throughout Monroe County. Success in tourism does not just happen. Built upon an understanding of the tourism system, successful programs are the results of careful planning, marketing 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 and to have a lasting impact on the development of tourism 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. Clearly the marketing plan must be evolutionary, with adjustments and modifications made to strategies during the year. 111111111 III, S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 4111441 1�Q4Q 1�Q4I Q4QQQQQ Q� �111 Q I4�Q�R444QQ�11�4QQ4111QQQ��Q�41 Qall QQQ4Q�4114Q1441 QQ �w Q41Q41»(�4Q Q�w 414 ��'��'��'�� Section Two: Situation Analysis Descriptive profile of the Florida Keys L Product Analysis • The Florida Keys is the 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 suggest that many different tourism opportunities can be developed to appeal to a wide range of travel marketing interests. • Tourism is the Florida Keys main industry - with a current permanent population of around 73,000. The Keys business sector and residents are dependent on the economic contribution of the day and 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 auto or other form of land-based transport. (90%) • The Florida Keys are accessible by air. (7%) 1. Key West International Airport is served by American Eagle, Cape Air, Delta, Silver Airways (United), Southwest and U.S. Airways. There are year-round out- of-state direct (non-stop) flights to and from Atlanta and New Orleans. Seasonally, there are direct (non-stop) flights to and from Charlotte, New York, and Washington D.C. There are direct (non-stop) in-state flights to Fort Lauderdale, Fort Myers, Miami, Orlando and Tampa. Special Charter service is available at Key West International Airport. 2. Florida Keys/Marathon Airport is a General Aviation Airport currently servicing 66,000 operations (take offs and landings) a year. This full service airport can handle private, commercial and chartered flights. 3. Miami International Airport is the second largest international airport 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, shuttle or bus into the Florida Keys. • Total commercial flight capacity at Key West International Airport is approximately 150 daily. Key West Airport annual passenger capacity is 1,000,000 arrivals/departures. Florida Keys Marathon Airport has passenger capacity of 250,000. • 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. 111, � '`11 �Sib�11��Q144�i!��Q� QI�Qi41�41�Q��1�Q1�Q�w�4Q�Q4�41QQ�iQQ�4I�4i44QQ�41�b4�Q�Q 4i�11i4i41 1��Q4Qi�1�Q4I Qi4QQQQQ Q��111��Qi�I4�Q��Ri4i44QQ�11�4QQ�4111QQQ��i�Q��41iQall�iQ�QQ4�Q��4114Q144�i1�QQ��w�Q4�1Qi41i(�4Q i�Q��w�Ii41i4��'��'��'�� Product Analysis - continued... • The City of Key West receives approximately 815,000 cruise ship visitors a year. • 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; major car rental agencies; and limousine services. Local transportation by taxi and shuttles; and Key West offers public buses, unique trolleys and a sightseeing train. • The Florida Keys hosts a variety of accommodations. Accommodations in the Florida Keys for vacationers or business travelers include full service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, camping sites and house boats. The TDC lists over 15,000 rental units throughout the Keys. • The Florida Keys camping and recreational facilities are available throughout the Keys. • There are approximately twenty seven 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 Shell Key State Preserve (no public access) 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 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 III, S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 4111441 1�Q4Q 1�Q4I Q4QQQQQ Q� �111 Q I4�Q�R444QQ�11�4QQ4111QQQ��Q�41 Qall QQQ4Q�4114Q1441 QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� Product Analysis — continued • The cultural heritage of the Florida Keys offer visitors an array of live theater, arts & craft festivals and is home of 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 the art, music, history and food. • The Florida Keys has many attractions to offer. The primary attractions for the visitor to the Keys are its natural resources, year-round temperate climate, parks, and water activities including boating, fishing, snorkeling, diving and golf courses. 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 have 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 laid back 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 the best fishing opportunities anywhere in the world with over 500 LG.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 hosts the only living coral reef in North America. Exploring the living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in 1744, the John Pennekamp State Park and the National Marine Sanctuary together with the many artificial reefs along the Keys provides the ideal snorkeling or diving experience. From the Spiegel Grove in Key Largo to the Vandenberg in Key West, the Wreck Trek provides divers with great underwater experiences. 1111 S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 4111441 1�Q4Q 1�Q4I Q4QQQQQ Q� �111 Q I4�Q�R444QQ�11�4QQ4111QQQ��Q�41 Qall QQQ4Q�4114Q1441 QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� H. 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 the premier get-a-way destination • temperate year-round climate -warm winters • friendly, `laid-back' image • great natural resources to promote ecotourism • historical and cultural heritage • visual, literary and performing arts destination • many sightseeing attractions • safe environment • best fishing resources in the world • number one dive destination • unique RV camping locations • excellent dining available • only living coral reef in North America • surrounded by a National Marine Sanctuary • unique accommodations • southernmost point of the continental US • a major wedding & honeymoon destination • close relationship of two large metro airports of Miami & Fort Lauderdale • two airports in the Keys —Marathon and Key West 2. Weaknesses and liabilities • lack of direct flights from principal out-of-state markets • negative perception of seasonal storms • lack of traditional sandy beaches • traffic congestion/one road in, one road out • lack of large convention and meeting facilities • perception of over crowding in Key West from cruise ships • reoccurring water quality issues • lack of stable service personnel resources • employment turnover rate • lack of affordable housing for our workforce III, S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 4111441 1�Q4Q 1�Q41 Q4QQQQQ Q� �111 Q 14�Q�R444QQ�11�4QQ4111QQQ��Q�41 Qall QQQ4Q�4114Q1441 QQ �w Q41Q41»(�4Q Q�w 414 ��'��'��'�� Position Analysis — continued While positioning begins with a product, or our 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 what is consistent with their prior knowledge or experience. 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. The Florida Keys are a premier getaway destination. The Keys are perfect for just taking the time for a serious break from things. The Keys excel at winding you down and mellowing you out, while still showing you a fun time. Time to explore and experience the relaxing island life. Getaways can be just for you or be: romantic; family; girlfriend; the guys; and the regular weekend getaway. Our cultural resources sets the background for a marketing campaign to highlight the unique character and attractions of the Florida Keys. Cultural and historical tourism is travel directed towards experiencing the arts, heritage, history, foods, ethnicity, architecture and other things including the natural environment that contributes to the special character of a place. We will continue to focus on the visual, literary and performing arts throughout the Keys. Promoting events that give visitors cultural activities while they are here that will enrich their traveling experience, and inform others of what the Keys have to offer. Our art galleries, music, historic and heritage tours and natural settings turns the Keys into a number one sightseeing adventure. Ecotourism, geo-tourism and our natural resources will also be at the forefront of our marketing program. Fishing, snorkeling, diving, boating and other water related activities lead this market along with our weather here in the Keys. Sustainable or nature-based tourism is ideal for the Keys in that we have wonderful environmental resources. We must promote to responsible visitors who will understand to enjoy and protect our surroundings. The sustainable traveler looks for protected surroundings to enjoy and preserve. Geo-tourism is about attracting visitors who understand about preserving a destination's environment, by helping to sustain or even enhance the geographical character of the place visited, including the well-being or quality of life of its residents. Now, more than ever, travelers are wanting to not only visit or sightsee, but to learn more about the history and culture of the area and it's people. Travelers are learning to be ready to act to preserve and protect the natural aspects of the destination. We will need to better understand the psychographics of these potential visitors, to see what interests and motivates these individuals to select destinations associated with environmental sustainability. We need to position ourselves for the experiential traveler, who wants to learn and interact with people about the destination's history, culture, language, traditions, art and natural environment. Volunteerism is continuing to grow and these visitors share a desire to do something good while experiencing new places, challenges and contributing to the destination. 111111111 1111 � '`11 �S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 411441 1�Q4Q 1�Q4I Q4QQQQQ Q� �111 Q I4�Q�R444QQ�11�4QQ411iQQQ��Q�41 QalI QQQ4Q�414Q1441 QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� Position Analysis — continued We will also continue to develop more diversity in multicultural marketing efforts. Our promotions will recognize the awareness, image and respect for cultural diversity within our destination, and for the potential visitors to the destination. Culturally relevant communications build relationships, and relationships build brand awareness. Research over the past few decades has consistently shown the 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 must focus on developing diverse marketing promotions and programs where each group is recognized as an integral part of the overall marketing effort. The Florida Keys benefits significantly from international travelers at different times of the year. Because of the long-haul traveler, international visitors have a tendency to stay longer while visiting and spend more money. Based upon the country's preference of vacation periods, we are able to strategically market the international traveler, and fill in the much needed slow period of visitation to the Keys. Our focus will continue on the United Kingdom, Germany, Canada and the Scandinavian countries. Our secondary markets of Italy, France, Benelux, Ireland, China, Japan, Switzerland and South America will be monitored and receive proportional marketing efforts. Destination weddings have in recent years, become accessible to more couples, and add a twist to their ceremony. The Keys has developed a reputation as a great weddings/honeymoon destination. Destination weddings in a vacation like setting, where guests will often stay for several days. The wedding business has become a year around business in the Florida Keys. Lodging properties develop wedding and honeymoon packages for their guests. There are a number of wedding planners throughout the Keys to supply unique wedding venues for all budgets, intimate to grand in size, and work closely with the tourism industry to develop a good experience for the visitors. Website and Social Media Positioning The purpose of our website, fla-keys.com, is to serve as the primary vehicle for promoting and showcasing the Florida Keys and Key West to potential visitors. The most frequently used call- to-action in advertising, marketing and public awareness campaigns is to direct visitors to fla- keys.com. As such, the website serves as the hub of the destination's marketing efforts. Together, fla-keys.com and the corresponding foreign sites are available to and accessible by all the market segments, demographics and geographic locations of our potential visitors. Upon arriving at fla-keys.com, it is imperative that visitors are engaged at first glance. To achieve this, we use vibrant, large-scale imagery that captivates to increase the average amount of time spent and pages visited on the site. If visitors become engaged with the website, then they are engaging with the destination. The ultimate goal is to increase new visitation and nurture `brand' loyalty for returning visitors. 111111111 III, S�b�11�Q144�!��iQ� Q1 Q41�41Q i1 Q1 Q wi4Q�Q4�41QQ�QQ�4I4i44QQ41�b4iQ Q 41114i41 1�Q4Q 1�Q4I Q4QQQQQ Q� i111iQiI4�Q�R4i44QQi11�4QQi4111QQQ��i�Q i41Qall QQQ4iQ�i4114Q144 i1QQ �w Q4i1Q41»�4Q Q�w i414 ��'��'��'�� An objective of the website is to provide extensive, yet easily navigable, information about traveling to and experiencing the Florida Keys. To promote overnight stays, the Accommodations information is the most prominent call-to-action on the site. Visitors may easily search accommodations by location and type. Social media and sharing tools will continue to be integrated throughout the website to encourage visitors to share their experiences. As user-generated content is considered among the most trustworthy for travelers, we must open these channels to encourage our visitors to share their experiences. Since content, like a news article or video, drives traffic on the Web, it is critical that our content be easily shared. The more our content is shared via e-mail or on websites like Facebook, Pinterest or YouTube, the more opportunity we have to drive new visitation to fla-keys.com. Each time our content is shared to another website, we earn a new direct link back to fla- keys.com, our primary marketing tool. We will continue to make current and new social and sharing tools prominent on the website so that our messages are spread on the Web. The website will maintain Section 508 compliance and will continue to be accessible by people with disabilities and assistive technologies. The Web is not a barrier to people with disabilities; it is the solution. It is important that information about our destination is accessible to all our visitors. Mobile Website In 2014, it is expected that more people will access the Web via mobile devices than desktop computers. For this reason, the mobile version of fla-keys.com is an increasingly important tool for the destination. The design, functionality and navigation of mobile websites are specifically designed to be viewed on small screens. We will continue to adapt the mobile website so that the visitors have the best experience possible with the site. As mobile technology advances and becomes more prevalent,the mobile website will evolve with it. Florida Keys App We plan to release the next version of the Florida Keys App, currently available on iPhone, iPad and Android devices. The next release will have more robust features and a stronger tie in with social media. Streaming Web Cams We will continue to adapt the streaming Web Cams to user and industry standards so that the maximum number of visitors may experience the cams. Our goal is to offer a diverse group of Web cams so that users have the opportunity to view a range of locations, vistas and activities. 111111111 111, � '`11 �S�b�11��Q144��!��Q� Search Engine Optimization (SEO) With the vast majority of travel planning beginning with an online search, it is critical that the Florida Keys & Key West maintain longstanding high rankings on the search engines. Fla- keys.com has historically earned top organic positioning across Google, Bing, Yahoo!, AOL, Ask.com and others. Organic, or non-paid, traffic from the search engines to fla-keys.com is a top traffic generator for the website. Organic search listings are also free, so the more traffic garnered through organic results, the less paid search advertising is necessary. As the algorithms of the search engines continually change, we monitor industry trends and make necessary changes to the website. We subscribe to software that measures the effectiveness of our search marketing efforts and changes to the algorithms. We will also monitor the effectiveness of our content marketing and social media marketing for the purpose of SEO. Social Media Management The Florida Keys & Key West will continue advancing the presence of the destination across the growing and ever-changing landscape of social media. The overarching goal of our social media efforts is to engage visitors with the destination. As travelers turn to social media for answers and recommendations about vacationing, we will be the `voice' of the Florida Keys. The sharing of information about the destination on social media increases awareness and branding. Together, all social media channels will serve as extensions of the website. This enables us to connect with visitors in all the ways they communicate. Content to be shared via social media shall meet the following general guidelines: • Content is newsworthy, informative, beneficial, valuable or relevant to fans of the Florida Keys & Key West • Messaging, images or videos generate interest in the Florida Keys as a travel destination • Content portrays the destination in the most positive light • Content aims to build the fan base, engage fans and increase affinity, OR drive traffic primarily to the TDC site or relevant, credible source The Florida Keys & Key West will maintain, or launch, an active presence on the following social media outlets: • Facebook • Twitter • YouTube • Google+ 111, � '`11 �S�b�11��Q144��!��iQ� Q1�Q�41�41�Q��i1�Q1�Q�wi4Q iQ4�41QQ��QQ�4I�4i44QQ�41�b4iQ�Q 4��11�4i41 1��Q4Q�1�Q4I Q�4QQQQQ Q��i111i�Q��I4�Q��R�4i44QQi11�4QQi411�QQQ��i�Q�i41�QalI��Q�QQ4iQ�i41�4Q144�i1�QQ��w�Q4i1Q�41»��4Q��Q��w��41�4��'��'��'�� • Pinterest • Instagram • TripAdvisor Tracking & Reporting We will continue to track, measure and provide reporting of our website and individual districts on a monthly basis. We will provide statistics via Google Analytics, Urchin Reporting, Facebook Insights and Social Media Reporting. 111111111 III, S�b�11��Q144��!��Q� III. 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/Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee, Collier, Orange, Duval, Sarasota) • New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey, Georgia, Massachusetts, Texas, North Carolina, California, Virginia, Wisconsin • Secondary • Indiana, Alabama, South Carolina, Connecticut, Missouri, Tennessee, Maryland, Minnesota, Colorado, Washington, Iowa 2. International Markets • Primary • Canada, Germany, United Kingdom, Scandinavian countries (Sweden, Norway, Denmark, Finland) • Secondary • France, Italy, Benelux (Belgium, Netherlands, Luxemburg), Ireland, Switzerland, Brazil, Argentina, Austria, Japan, China and India 3. Market Segments A. Historic/Cultural Market B. Soft-Adventure Market C. Ecotourism/Green Travel D. Geo-tourism/Experiential/Volunteerism E. Fishing Market F. Diving Market G. Gay/Lesbian Market H. Senior/Mature Market I. Millennials III, S�b�11��Q144��!��Q� Prospect Analysis - continued J. Weddings/Honeymoon Markets K. Boating Market L. Multi-Ethnic Markets M. Epicureans N. Family Travel O. Travelers with Disabilities P. Girlfriend getaways/Mancations Q. Culinary/Dining Traveler R. Travel Trade Industry I.Travel Agents 2.Tour Operators 3.Wholesalers 4.Motor Coach Operators 5.Meeting Planner 1111 � '`11 �S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 411441 1�Q4Q 1�Q4I Q4QQQQQ Q� �111 Q I4�Q�R444QQ�11�4QQ411iQQQ��Q�41 QalI QQQ4Q�414Q1441 QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� IV. Promotional Analysis 1. Promotional Events The promotion of special events is a very important part of our overall marketing program. Events not only draw visitors to our destination, but also gives visitors who may not have been aware of a certain event, the opportunity to experience different activities while on vacation and tell others about the experience. This develops return visits and adds new awareness of things to do for potential visitors. We have marketing funds available for sponsored events in each of our districts. Each District Advisory Committee (DAC) establishes a Request for Proposal and allocates funding for that district destination events. Most event funding is for advertising only, however, in some 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 Umbrella. All event funding recommendations by the District Advisory Committees, Cultural Umbrella and Fishing Umbrella Committees are reviewed by the advertising agency and require approval by the TDC. These events are evaluated by their ability to draw visitors; offering of activities for visitors; and the marketing of the awareness and image of our destination. For a list of TDC sponsored events and destination events including other Cultural and Fishing tournaments, go to our web site and click on Calendar of Events. 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 tourists to the area must be one of the capital project's main purpose. 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. Capital projects are very significant to the marketing of the awareness and image of a destination. It is important within the descriptive profile of our product that we have public facilities such as museums, auditoriums, recreational areas, nature centers, beaches, monuments and other historic and cultural attractions for our visitors. III, S�b�11��Q144��!��Q� Promotional Analysis - continued Another important aspect to funding public facilities and areas is that these projects and improvements are not only beneficial to our visitors, but also to the residents of Monroe County. The capital projects program helps preserve nature and historic sites in the Keys. 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 or maintained by the county. "' ? 1101"`11111111�11�1�11�111\�1Q�1�111\\11 \ 1111�y1�11111��\111 \ l�A\1�\1111� 1\11111101!I�IIIQ11Q111\ \�1Q11Q1!1111�11�1?a1 1�1�11,0\�1\\�1\�1111111\11�Q '�'�"°'��` j°0° 1111 S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QQ41�b4Q Q 411441 1�Q4Q 1�Q4I Q4QQQQQ Q� �111 Q I4�Q�R444QQ�11�4QQ411 QQQ��Q�41 QalI QQQ4Q�414Q1441 QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� Section Three : Program Planning I. Program Development i. Program Marketing Goals a. Develop year-round tourism for the Florida Keys. b. Develop overall program which balances the county's economic viability while preserving the environment and quality of life for residents. C. Increase year-round brand awareness. d. Increase awareness of Lodging Accommodations throughout the Florida Keys. e. Develop cultural/arts//historical/dining campaigns. f. Increase sustainable tourism efforts. g. Increase efforts to Weddings/Honeymoons markets. h. Increase visitor expenditures. i. Increase longer stays within the Keys. j. Increase marketshare of international visitors. k. Increase group and incentive meeting business travel. 1. Increase comprehensive public relations program. M. Increase awareness of the Keys to the film industry for promotional opportunities. n. Increase fishing industry promotions. o. Increase diving and snorkeling business. p. Increase Gay/Lesbian travel market. q. Increase family travel. r. Develop more guidelines for measuring the effectiveness of the advertising,public relations and sales programs. S. Increase comprehensive marketing program for travelers with disabilities. t. Increase awareness of Florida Keys Attractions. "' ? 1101"`11111111�11�1�11�111\�1Q�1�111\\11 \ 1111�y1�11111��\111 \ l�A\1�\1111� 1\11111101!I�IIIQ11Q111\ \�1Q11Q1!1111�11�1?a1 1�1�11,0\�1\\�1\�1111111\11�Q a"1°'R�" ��4` 1111 S�b�11�Q144�!��Q� QIQ41�41Q �1QIQw4Q�Q4�41QQ�QQ�4I4�44QQ41�b4QQ4114411�Q4Q1�Q4IQ4QQQQQQ� �111QI4�Q�R444QQ�11�4QQ411QQQ��Q�41QalIQQQ4Q�414Q1441QQ �wQ41Q41»�4QQ�w414 ��'��'��'�� ii. Top Marketing Priorities a. Develop top-of-mind awareness of the Florida Keys as the premier get-away destination to the 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. d. Promote historical, heritage, environmental, artistic & dining programs. e. Promote sustainable tourism. f. Development of capital projects and improvements. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. i. Promote Gay/Lesbian travel. j. Identify and market to the visitor with the highest average daily expenditure for longer stays. k. Promote to international markets. 1. Promote attractions. M. Promote awareness of non-stop service into the Florida Keys. n. Promote special events. o. Diversity in multicultural marketing communication. p. Promote Family Travel. q. Promote Weddings/Honeymoons' market. r. Promote to travelers with disabilities. S. Promote and improve visitor experience. t. Develop new and updated research programs. "' ? �0��11111I��1�11�111\�1Q��111\\11 \ 1111�y1�11111��\111 \ l�\\�\�11� 1\1�Q1Q1!II�Q11Q1�\ \�1Q11Q1�1�1�11�Qa1 1�1�1�0\�1\\�1\�111111\11�Q �uiu�u��ui owe 111, � '`1»�� Sib�11��Q144�i!��iQ� Q1�Qi41�41�Qi�i1�Q1�Q�wi4Q iQ4�41QQ�iQQ�4I�4144QV�41�b4iQ�QV�4i�11i4i41 1��V4Qi�1�Q4�Qi4QQQQQ Q��i111��Qi�Vi4�Q��Ri4i44QVi11�4QQi411iQQQ��i�Q�i4liQli�iQ�VQ4iQ�i41�4Q144�i1�QQ��w�Q4i1Qi41i��4Q i�Q��w�ii41i4��'��'��'�� iii. 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 as directed by TDC • Director of Research - responsible for the coordination of research as it relates to requirements of TDC • Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager • Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation • Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties • Office Assistant - responsible for reception, telephone, administrative support and general office duties • Destination Sales Coordinator - administrative assistance to sales staff and assistance and coordination in the fulfillment and staffing of promotional efforts when necessary • Sales Managers - responsible for special market segments and their performance • Film Commissioner - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support to 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 basics 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. The Governor's Conference on Tourism offers many educational opportunities within their program that include sales, research, tourism marketing and administration. 111111111 111, � '`11 �S�b�11��Q144��!��iQ� Q1�Q�41�41�Q��i1�Q1�Q�wi4Q�Q4�41QQ��QQ�4I�4i44QQ�41�b4iQ�Q 4��11�4i41 1��Q4Q�1�Q4I Q�4QQQQQ Q��i111i�Qi�I4�Q��R�4i44QQi11�4QQi411�QQQ��i�Q�i41�QalI��Q�QQ4iQ�i41�4Q144�i1�QQ��w�Q4i1Q�41»(�4Q��Q��w�i�41�4��'��'��'�� Resources -continued The Florida Association of Destination Marketing Organizations has an educational initiatives program with its membership. Visit Florida has joint tourism marketing workshops to help service the industry. The Hospitality Sales and Marketing Association International has workshops and a Florida Keys charter who meet regularly and presents speakers, networking and educational opportunities for staff. e. Agencies of Record I. Tinsley Advertising - Advertising 2. NewmanPR—Public Relations 3. FloridaKeys.com—Website Provider f. Support Agencies I. Axis Travel Marketing - United Kingdom and Germany (sales) 2. KBC PR & Marketing -United Kingdom, Germany, France, Italy and Scandinavian countries 3. LMA Communications - Canada 111, � '`11 �S�b�11��Q144��!��Q� g. Budget (as legislation directs) FY 2013/2014 TDC FOUR PENNY BUDGET $40,673,097 Film$250,000 0.61% SeatraPromotional Emergency $12,55 0.0% Resources$389,983 Florida Keys Council of $3,700,000 $12,550 0.03% 0.96% the Arts$72,500 9.10% website related 0.18% Cty.Cost Allocation Expenses$332,596 $417,548 1.03% 0.82% Resources $1,140,197 2.80% h Advertising $18,151,81844.63% # X" VIS/Fulfillment $983,338 2.42% Umbrellas/Events $3,320,595 8.16% Finance/Attorney $180,139 0.44% Research Public Admin/Overhead $415,700 Sales/Mkt. Relations/Ameruop $1,957,175 4.81% 1.02% $1,054,000 2.59% $1,658,500 4.08% FY 2013/2014 TDC FOUR PENNY BREAKDOWN Emergency Fund $40,673,097 9% Projected FY 2014 Annual Four Penny Balance Brought Revenue Forward (estimated 58% unexpended capital/event contracts&resources) 12% Balance Brought Forward (rev/expend i` variances) Less state reserves 180% (F.S. 129.01)(5%) III, S�b�11�Q144�!��Q� QI Q41�41Q �1 QI Q w4Q�Q4�41QQ�QQ�4I4�44QV41�b4Q QV 411441 1�V4Q 1�Q4 Q4QQQQQ Q� �111 Q V�4�Q�R444QV�11�4QQ411 QQQ��Q�41 a1 QVQ4Q�414Q1441QQ �w Q41Q41»�4Q Q�w 414 ��'��'��'�� FY 2014 TDC TWO PENNY BUDGET 'Events' (35%) Portion $7,553,577* County Cost Commission & Fees Allocation,$65,436, (Finance),$39,585, 0.87% 0.52% Film Commission $250,000,3.31% Special Projects (Capital),$818,007, 10.83% Fulfillment, $59,156,0.78% ' u Legal Salary/B $31,257, r NIIIIIIIIII 111, � '`11 �S�b�11��Q144��!��Q� FY 2014 TWO PENNY BUDGET Administrative (7%) Portion $1,452,082 Florida Keys Council of the Arts,$72,500, 5% Dues/Subscriptions, VIS Software,$1,500, $8,700,1% 10% t Capital Outl r $8,000, 1 Visit FLA, $12,000, 1% County Attorney/Finance, Administrative $28,273,2% Advertising, �� 1111� to VhVVhV ! $12,000, 1% Repairs/Rentals, Travel,$23,820,2% $16,500, 1% Cleaning,$6,000,.41 Communications, % $20t500, 1% Courier, $2,500,.17% Supplies,$12,000, 1% 111, � '`1»�� S�b�11��Q144��!��Q� FY 2014 TWO PENNY BUDGET Advertising & Promotion (65%) portion $12,422,588 Seriesl,Website Commission& Fees Related Expenses, (Finance),$56,784, $210,000,2% uVF n County Cost ; Allocation, % $62,222, 1% / o t f� Resources, $210,293,2% Fullfillment/Trade, $17,865,.14% Research,$415,700, rials, 3% $665,000,5% Collateral,$70,000, 1% Ad. Expenses,$65,000, 1% 111, � '`11 �S�b�11��Q144��!��iQ� Q1�Q�41�41�Q��i1�Q1�Q�wi4Q�Q4�41QQ��QQ�4I�4i44QQ�41�b4iQ�Q 41�11�4i41 1��Q4Q�1�Q4I Q�4QQQQQ Q��i111i�Qi�I4�Q��R�4i44QQi11�4QQi4111QQQ��i�Q�i41�Qall��Q�QQ4iQ�i4114Q144�i1�QQ��w�Q4i1Q�41»(�4Q��Q��w�i�41�4��'��'��'�� Other Resources 1. Chambers of Commerce (Key Largo, Islamorada, Marathon, Big Pine Key, Key West) 2. Lodging Association of the Florida Keys and Key West 3. Key West Innkeepers Association 4. Key West Business Guild 5. Key West Attractions Association 6. Federation of Chambers 7. Florida Keys Council of the Arts (Cultural Umbrella contract) 8. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella contract) 9. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 10. Visit Florida—State Tourism Office 11. Hospitality, Sales & Marketing Association International (Florida Keys Chapter) 12. International Association of DMO's 13. Fl. Association of Destination Marketing Organizations 111, � '`1»�� S�b�11��Q144��!��Q� 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 N111111111 ADVERTISING Nr �' i r l I�I r ,� fir✓ ��, K� fill r .iV n, � o ; r o u rrr " r H/�/D/l�j �� I/ n,� ii,n�/✓i ,�,��i/fl//..� i1/ ��ai �/„<�%� ;l rrai/e 1,;.,�f..� r, Y ", � i, �/, �✓ ri / r � i 1, ,, i rrr.. ,✓ i fll//y��, � ,,,, -,, ,/ / III �,, i ,r` (� / „ ,. a ,e n.. r ,.0. i �/rrr. ✓f l 1 s �r ,- "�� ..,� ,�.,,., ✓ / „� />/ 2�" �'V.../ r,,, ,, ✓i/i �/I✓ �,� d�'9�� ,�l. � r//� iai// � �%i �ii ,l lei y r r, a �, r r ✓ ri �d , r �, �1V.y �.;. kJY� ��,.-.., ��r� r✓r„�, � %:;., 1 er ,,. � f 1 p�Jrr 1�..�NI�� ,/� r o.. yn r 4�fW// /�, � .. „✓ I r n� ,�� ,�, ��, r ✓1..,, ��, � ,..,»;r" ....��i�,��,,, � r�r� ��..., /'llJfr��%f��J,Ia�... ... � �/j ,�/�� f�J ,: i;-, ;x ,r ar ".. /,, ;,, /':' "",✓ ,a ,/ ✓ �,fllr/,!>U�� ,i�;�"'�ii�r,� Ia��G..ii,.// flrr�;,ir�r �; J��!� � �>='��,r�r �'r��j;' 'r"f G',,��i;; t�U/ll/'�� ✓� ;�Byymrl .,/�'' '�' %f�--,,, �i)�tl��'N�� r➢U(�y / � f r �� !/,'//r % >�; ��4�irIIH/✓ � �� I,�I II iiuliurlui!i ��" ° f .......................... `1�11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 I. Advertising Advertising is the primary marketing engine for The Monroe County Tourist Development Council's Florida Keys & Key West campaigns. Through media placement and creative, the agency establishes the brand by creating a style and feel for the destination that sets it apart from the competition. We then project this image to an affluent audience, creating positive reasons to visit the The Florida Keys & Key West year-round. Broadcast advertising includes television and radio. Television brings our message to life, teasing the senses with compelling sights and sounds of the destination. We do not promote to the masses on television. Instead, we select specific networks and programming where we reach the affluent traveler. The television campaign will continue to include a national cable buy as well as spot market television to provide greater advertising pressure in key feeder markets. We will continue to expand our national and spot market television buys to include the fall and late spring/early summer to further promote year-round tourism; something we introduced last year. Strategic radio buys allow us to promote special events to targeted listeners and to give quick- response marketing at needed times including post-hurricane and slower season efforts. As done last year, we will investigate in-state radio promotions during the summer season to promote to the drive-down market. With the advent of satellite radio and websites like Pandora, radio will have an expanded role in our media mix. Advertising can now be delivered in a highly efficient manner in an environment that matches the needs and interests of our target audience. We will continue to increase our digital efforts. Using a pre-emptive campaign of both broadcast and print advertising with brand messages to drive these potential visitors to seek content, viewers on this highly interactive medium can spend as much time as they want learning about the destination. We will continue with the overlay and animated banners with bookends to multiple ad units on the same page. Other Internet vehicles to be utilized will include search engine words and listings, direct response e-mail, rich media such as weather-triggered and interactive banners and more pre-roll video and increased co-op advertising efforts. Social marketing will be utilized where applicable and assist with the other marketing disciplines (Sales, Public Relations, Web Provider) to have a cohesive social marketing campaign for the destination. These specific social efforts will include expandable banners allowing the end user to interact with our Facebook and Twitter feeds and access our YouTube videos. All of this on- line advertising will be geo-targeted to specific markets that have expressed or delivered interest to the destination. Mobile advertising efforts will be implemented through a mobile (wireless) phone or other mobile devices to drive potential visitors to The Florida Keys' mobile site. Mobile advertising's greatest area of growth is in its ability to provide increased viewership of video content on various handsets. This gives us the opportunity to reach, engage and target our prospects with powerful imagery. The Florida Keys advertising will increase on your mobile phone, the iPad and other tablet devices. Print advertising includes magazines and newspapers. Magazines allow us to target our messages demographically by reaching an affluent traveler with high-quality photo reproductions and a long shelf life. Much of our audience still enjoys the magazine format and we will deliver 111 1 11121 � 1�1R U11 `Ii11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1i111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 our message not only in traditional niche publications but also on tablet devices such as the iPad. Newspapers, on the other hand, offer the ability to communicate tactical retail offers (think co-op programs/participation) and the flexibility in terms of ad position, strong local market coverage, relatively low cost, quick response placement, and broad public acceptance. We will continue to advertise in the Sunday Travel sections in key markets reaching the 45+portion of our target audience where they can actively seek travel options. In all newspaper efforts, we will move from black and white ads to four-color ads giving the destination greater presence in the Sunday Travel Sections. This medium will be continually monitored to measure its viability and effectiveness. It is important to note that we have decreased spending tremendously in newspaper and aggressively replaced it with digital newspapers in key feeder markets instead (both local newspaper sites and geo-targeted national news sites such as CNN.com and NYTimes.com) and various ad networks that include sites such as USA Today and ABCNews.com. Out-of-home advertising is focused on marketing to consumers when they are "on the go" in public spaces, in transit or in a specific commercial location. Formats of outdoor advertising include billboards, street furniture, transit and alternative efforts. We will continue with station- domination campaigns in new markets to include Toronto and Chicago in the winter months. Lastly, District One will have an effort in the Atlanta Airport focused on commuters flying with Delta and AirTran. Objectives 1. Continue to develop top-of-mind awareness and image of the Florida Keys & Key West as the premier Florida destination for leisure or business travel for the domestic and specific international markets. 2. Create and maintain a campaign that highlights all the reasons and motivations to visit and "protect" our destination including voluntourism and culturally-minded efforts to creative that promotes sustaining the quality of our environment. 3. Develop a creative and flexible media plan for year-round tourism for the Florida Keys. 4. Continue to maintain a unique marketing identity in relation to competitive destinations. 5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event coordinators, and meeting planners to promote the Florida Keys & Key West as a total destination. 6. Bolster our campaign with value-added opportunities and co-op advertising within existing media and plan future co-op in our consumer e-marketing efforts. 7. In all efforts, drive consumers to our web site for immediate information, service and point of sale. �pR 4� Al ��1111 � `IiI1�IbRlllllll��11111�1�pIIR111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1i111 �11�,�1�R�1 RBI I11111�11�R `bl��l�R� IR�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Goals 1. Create new Generic television spot promoting "getting off the beaten path" in all districts. 2. Increase visitor response to our web site. 3. Increase advertising presence in the Canadian market. 4. Create new fulfillment DVD for sales force distribution at consumer and trade shows. 5. Create new fishing brochure that promotes the variety and timing of fishing throughout the destination to be distributed at consumer and trade shows. 6. Increase national television campaign during the fall and late spring/summer seasons. 7. Create additional out-of-home efforts in key markets such as Atlanta, Chicago and Toronto, Canada. 8. Implement a cultural photo shoot and create new ads to promote culture throughout the destination. 9. Increase co-op participation and programs for all Florida Keys tourism-related businesses. »y 11 lW��R�I»1. �� `��R1y�;��1�� i � I � >�I i y��1RR �11➢ 9�J!�IIR 4� Al ��1111 � `I�}}��bRl}11111��11111�1�p}`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �ll�,}I�R�}� RBI I11111�11�R `bti��R� �R�} 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 z � c J tla r r ui ui LA LU LU i LU uj 12 r ie LLJ uj a� Z _Cf kmµ ; ; 0 0 (L µ s i Z' IIII Al `1�11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Target Marketing One of the essential elements in any marketing plan is that of identifying and selecting target markets. This is called market segmentation. This is the process of pulling apart the entire market as a whole 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 effective in our advertising. We can identify our market in categories such as leisure travelers, travel trade, group or business and specialty markets. We can also target by age, gender, geography, income or other demographics. But it is fundamental that we know and understand the characteristics of these various market segments. Advertising must examine these market segments through demographics, psychographics and geographic analysis. The key is to identify who is traveling, where they are coming from and what was their motivation for making the trip. We want to turn our target market into a captive audience. The overall intent is to identify groups of similar potential customers; to prioritize the groups; to understand their behavior; and to respond with appropriate marketing strategies, We will continue to develop and refine our digital or Internet marketing. We will use the Internet through search engines, search words, links, email blasts and social network marketing to key in on specific markets, both nationally and internationally. We will also target respondents to our web site and other travel related sites who opt-in for additional information and promotions. 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. Our marketing will promote the luxury experience by targeting an even more affluent traveler who is willing to spend more and stay down longer. We will not abandon the International Markets but instead, monitor them closely and target them ensuring that we are cognizant of economies and exchange rates. These international travelers typically stay down longer, come during the slower seasons and spend more while visiting the destination. We will continue to target the slowest tourism periods of August, September and early October with marketing efforts to the international and mature markets. 111 11 lW��R�I»1. �� R1y�V��1�� i � L� >�l i y��1RR, �11➢ 9�J! 1111 Al `I�I1��bRlllllll��11111�1�pIIR111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bl��R� IR�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Branding A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services that differentiate it 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 terms of awareness and perceived quality - in other words, its 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. M�»y 1111 N � �� I� �� 1, �n ��r�� Al� `1�11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Generic Collateral The following collateral is available for trade shows (travel trade and consumer shows) and are 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"x 9", four-color Destination/Generic DVD: An interactive DVD that includes a button for the new Keys Video, a button for the Destination/Generic Brochure as a PDF File, a button & link that connects to the official TDC web site and a button for maps and screensavers. Description: DVD & DVD Sleeve Conch Brochure: A brochure that gives a description of each district with specific attractions, map and Chamber information. Available in English, Italian, Japanese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian & German. Description: 4"x 9", 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 accommodation and film production related business listings. Description: 5.5"x 8.5", four-color/B&W inside District / 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"x 7", 16 pg., four-color Fishing Guide: Actual brochure is currently being created and will be produced in the fiscal year and will include the variety of fishing & timing within the destination. There will be 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: TBD Cultural 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"x 11", 16 pages, four-color Dive and Snorkeling Brochure: Includes information about diving and snorkeling in the destination and highlights particular interests per district as well as a complete reefs and wrecks dive map. Description: 4" x 9", 12 pages, four-color 111 1 1111 � Al `1�11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBIiIRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Target Audiences • Consumer The general target audience for the Florida Keys & Key West is affluent Adults. • By targeting the affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the "aspirational" 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 this group, "umbrella" campaigns will be skewed to prospects with special interests: • Leisure Travel • Ecotourism/Green Travel • Diving • Fishing • Snorkeling • Boating • Cultural/Historical/Art • Gay/Lesbian • Mature • Epicurean • Weddings/Honeymooners • Soft-Adventure • Romance • Family Travel • Luxury Travel • Gender Travel • Travelers with disabilities • Meetings & Incentives Market • Travel Trade • Travel Agents/Tour Operators, both nationally and internationally. • Meeting Planners, for small to mid-size meetings • International Travel International advertising efforts will have a primary focus on the consumer as these travelers are becoming more independent on making their own plans for visiting the U.S. With the growth of the Internet, the destination has increased its presence on search engines and travel specific web sites. We will use email blasts and e-newsletters as direct promotions. We will also include print advertising and television to drive consumers to our web site. Marketing to specific international markets at the opportune time allows the TDC to promote year-round tourism as certain international markets travel during our winter months and others during the late summer/early fall months. The economy will also be a factor and the value of their country's monetary currency to the US dollar will be a major factor for the international traveler �p1 1111 � Al `� `Iii11��bRlllllll��11111�1�pl`R111111?11Rll�l� �IBI�IRW!IR\�R�R l�R�� Ri1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��Rl 1R�1 1 �1 I�`4R 01��1�R RIV IIIII�1yRRI��111R�1RR11R��CNII 1 1 Target Audiences Affluent Adults Age 35-64, HHI $100,000+ Population I%.of Total Index 35-64,11111:S 100,000+ 37,30 ,000 100% 154 Total Men 28,721,000 51.1% 94 Total'' 'omen 29,452,000 48.9%r l O�6 Age 35-39 5,64 ,000 9;4%0 158 Age 40-44 6,309,000 10.6% 1.5 Age 45-59 7,4513,00�0 12..2% 15 Age 50-54 7,317,000 12.4%, 158 Age 55.64 10,831,0t10 18.1%r, 158 99 1100-S 149 %�r 1 It 1l �I t'lt'1, ,000 33,6 2,000 57.9 11111$150,000-$199,000 13,198,000 218%, 103 FIll1 200,000-$249,000 5,302,000 9:3% 1 O,4 11111 $250,,000 t 6,328,000 10.6% 107 Married 40,975,000 70.3%r 121 Single 35„712,000 61.1% 99 Prolessional/Manaperia1 35,672,000 W9% 113 College Grraclnate 31,329,000 53.44°'i'e, 104 Own Primary,Residence 54,101,000 92.1% 1.0�2 1,1 airline Round Trips in fast Year 50,51.5,000 86 3% 101 5+Airline Round Trips in bast Year 19,443,000 33.2% 1.08 51 Nights in l lot:ell'Motcl fast Year 34,487,000 5&9% 1.06 Northeast 13,175,000 22.5% 94 Midwest 11,68 ,000 19.9% 101 South 18,699,000 31.9% 1.0�2 West 15,101,000 25.6% 102 5canrce: 2012. Menilehlsohn Aft3i nent'3c1rvey,l leads of House,H111 $100,000 or more Index An Index is used to express the percent di1'I1crence from the average. The average is always 100. Any,number above 100 represents the percent above average. For example,Married=12'1 index. This means,that the target prapnlation is 21%a more likely than average to he married. »y 11 lW�3R�1»1. �� R1y�V��1�� >�l�y��1RR, �)1➢ 9�J!�II111A1 �1�w��111��44s��1��1�� 4�1u �u��1, 1��1�1� l �lll4ll `I�I1��bRlllllll��11111�1�pIIR111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bl��R� IR�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 2013-2014 Total Plan Digital 20.4% wS y International 5.0% Out of Home 3.2% Spot Radio 0.2% Magazines 13.0% III ',u11V� Collateral III lulllllllllllllllll�lllllllllllllll Illllllllllllllilillllllllllllllll Illllliilllll"IIII 0.4% 1 IIII rces/Production 10.5% Television Media Materials 39.2% 3.7% $1891519818 »y 11 lW��R�1»1. �� `��R1�`�V`��1�� . � I � >�I�y��1R>J, �11➢ 9�J!�IIR 4� Al �, ��1111 � `1�11��bRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 2013-2014 Monthly Media Spending January 9% February 13% December 6% mlllll�l�� II � Yli Iii�iiVl,VilililiViVIIIViVlllii i November 12% Illi ` March 19% III«IgV�UVIV�IVUVu hh'I'y�'' u uuuuuuuuuuuuuuuuuuv,Wuu I �, ( IIIIIIIIII`fllllllllllllllill � October _ 6% W � � yy yyyyyy� { August II IIII, UU 1% July 4% a, r{r�lrr+l June 1I 5% 5% May 9% Total Media Budget: $15,487,628 »y 11 lW��R�1»1. �� `��R1��V�!�1�� . � I � V'Jl�y��1u>J: �1�➢ . I 9�J!�II III Al� `1�11��bRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CNIU 1 2013-2014 Advertising Breakout DAC 2 DAC 3 2% 11% DAC 4 m; r 8% 491 DAC 5 5% DAC I ulture Umbrella 32% 3% ive Umbrella aui�rAsi1�4� �MV 4% Fishing Umbrella 2% Generic 33% $1891519818 »y 11 lW��R�1»1. �� `�R�R1�`�V`��1�� , � I � >�l�y��1R>J, �1�➢ 9�J! I III 1R � `1�11��bRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Co-op Advertising Cooperative advertising was introduced to provide 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 in. • ONLY Florida Keys tourism destination messaging is allowed in any co-op ad. • Magazine: There must be at least four participants for each page. Co-op will be offered in various formats. • Newspaper Generic: There must be a minimum of four participants in each ad. • Newspaper District: Whether the co-op is display or listing, there must be at least four participants. • E-Marketing: There must be a minimum of four participants in each effort. • All advertising materials must be supplied in accordance with the individual co-op offering. • The Agency of record will have final creative control of the co-op program and its participation. • Generic, District and Umbrella Co-op is initially for lodging properties and then offered to other tourism related businesses within the Keys that help promote the destination (attractions, restaurants etc.). Umbrella co-op programs are initially offered to specific umbrella-related businesses (diving, fishing and culture) and lodging properties. 11111A 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� >�l i y��1RR, �11➢ 9�J!�IIR� �1"� Y � �,��a.;fir, �� I�g �, I � � `Ii11�1bRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1i111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 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 • U.S.A: 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. • UX: Phone 4 TBD (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: 0221-2336-451 (For brochures, videos or rate guides. 0221-2336-450 (Fax) This is a German travel trade line that is answered by sales staff at Get it Across. Fulfillment Houses Domestic fulfillment houses • The Monroe County Tourist Development Council Office-Key West, FL They control all trade fulfillment requests as well as trade & consumer show fulfillment. International fulfillment houses • BH&P Direct Mail Ltd. -United Kingdom. They are the primary European fulfillment house. • Presse u. Touristikdienst Nentwich - Germany They are the secondary European fulfillment house. This mailhouse services Germany, Austria, Switzerland and the Netherlands. 111 11 lW��R�1»1. �� R1y`�V`��1�� i � L� >�l i y��1R>?, �11➢ 9�J!�II1 1111 � Al `1�11��bRlllllll��11111�1�p�`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bti��R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 �PRO�CEDU�REIS FULFILLMENT i Tdua'Infb��'er.s, � Am It , ati o' a Tr aide Tliflslt�yp, � � »y 11 lW��R�I»1. �� R1�`�V`��1�� , � L� >�l�y��1RR, �11➢ 9�J! I IIW There are crOtxrrticSGS cicurtrrratrons aNc to CrOaSt r;lSUn and <;tri-F. r H wrth hOtcl< restaurants and vat rr;trr, r�rr�trr,crrrcrrtr. -� For rd! that, there rim law, d an),, cicrrtrrrr>trons, that compare Mth the t:rrrrcltrc FloriddKeys charm of he Hof rclrr Keys 6 lacy \Vcrrt. &K� No r e and Lct hve r�Crcrc�does tCrc r, rri�rx r;P lr� West rr�r>rrrfc.�t rt.�.�,clf. :,r.; cla;c trc.trtl 1>., ''rt clrrc.r, here, an�:OME, dSYOU dre, m vntr:ally every lcvcl o 5ocwty. And at every level Olrrcrcrommodatra;rr.r and anranaws. Early rrScr Or Mrr Iht OWI. FrShCrMrrrr, Or SUP VVOrSlrrlrlrcr. D Cr Or trCrCrlcx. (uOUr Mct or yr;t=and. Art lO cr Or SrrtxrVrrrr hUntcr. Sccl<cr Ol IUXUry aw c:Orrrra;rrGSctrr OF fUnk. OEM r � r:. /lJ r r � r r 'd°ld Nitll� »mVPrfrrFi�VJr r✓�,��%� ;,;;,,,�� %; rr f y L r ,,,, ,.,,,.,,, ,,;J ,.. rr/ ��/�/jam✓%,r/%// ,,,� / ��„^- ;' ',�r� '�/�� r�� //!�� "�� r � r /ioi� �r��/%l!//��/�� r,� jJ,/, /i ✓�.r,�; �lr��lr(1JU)4E�(I'I11� `J✓�I/ I tU r' li 4tiullllllll i � r � ✓r.. f � ��f,f f 4 r %9 r,C } 0 I� . '/ �� i�Ji �...�� VJV�i�%� � ;%,,r,; ' �� /J�} r (r�7 n� r ✓ �of�.�i�. ri�r��/��, /i r y�' �` ✓�� i �� /r r Jy/ r r // «r,� ✓/G o ,: / �� /,r ��y ,%;J,�t�/ ref, //y/ `Ii11�1bRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 GENERIC MEDIA PLACEMENT TELEVISION Television will be used to reach the core demographic of Adults 35-64 with a Household Income Of$100,000+. National Network Cable Television The network cable buy will air in the following periods: • October 28-November 17, 2013 • January 27-February 16, 2014 • March 3-March 23, 2014 • April 14-May 4, 2014 The networks under consideration for use include: CNN, Fox News, MSNBC, CNBC, Fox Business, HGTV, Food Network, The Cooking Channel, DIY, TLC and the Travel Channel. Additionally, fishing within the destination will be promoted with :30 spots and episodes filmed in the Florida Keys on Saltwater Experience, Into The Blue and Bass to Billfish. These shows will air nationally on NBC Sports and Destination America. They will also be shown in Florida on SunSports. Local Market Spot Television The spot television buys will air in key markets throughout the year: Fall/Winter • New York, Chicago, Philadelphia, Boston, Washington D.C, Detroit, Toronto, Atlanta and Charlotte. Spring/Summer • Atlanta, Charlotte, Miami/Ft. Lauderdale, Tampa/St. Petersburg, Orlando-Melbourne, West Palm Beach, Ft. Myers/Naples and Jacksonville. CONSUMER MAGAZINES AND ANNUAL PUBICATIONS (DEDICATED BRANDING ADS) Full and half-page, four-color magazine ads will be utilized to target the upscale traveler both domestically and internationally. 111 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� V'J l i y��1RR, �11➢ 9�J!�p1 1111 � Al `Ii11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1i111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Consumer Magazines (Destination Co-op Ads) Full and two-page spreads four color ads with destination property participation: • Bride's, Coastal Living, Conde Nast Traveler, Destination Weddings & Honeymoons, New York Times T Travel Magazine, Lattitudes Magazine, Southwest Spirit, Travel + Leisure, National Geographic Traveler, The Villages and Visit Florida 2014 Official Visitor's Guide. Domestic Magazines: • Virtuoso Life Magazine, Florida Travel & Lifestyles, Golf Magazine, New Mobility, Travel Guide to Florida, Orange Bowl Official Program Annuals: • AAA Florida Tour book, AAA Visit Florida Worth The Drive, Camp Florida, Visit Florida Official State Road Map, Florida Fishing and Boating Guide DIGITAL/NEWSPAPER MEDIA CO-OP PROGRAMS E-Newsletters and Banners will link to a co-op participant splash page and four color newspaper ads will promote the destination and co-op partners. Co-op programs are meant to assist individual properties to promote themselves in a cost effective manner. Co-op programs will consist of a national co-op package and local market packages: FALL/WINTER CO-OP PACKAGES • New York Times, Wall Street Journal, New York Magazine, Newsday.com, ChicagoTribune.com, Philly.com, Boston.com, WashingtonPost.com, News Distribution Ad Network (Geo-Targeting New York, Chicago, Philadelphia, Boston, Washington, Detroit, Los Angeles), and CNN.com (Geo-targeting Chicago, Philadelphia, Boston, Washington, Detroit, Los Angeles). SPRING/SUMMER CO-OP PACKAGES • Atlanta Journal & Constitution, Charlotte Observer, Miami Herald, Palm Beach Post, Orlando Sentinel, Scripps Treasure Coast Newspapers (Stuart News, Port St. Lucie News, Ft. Pierce Tribune, Vero Press Journal, Jupiter Courier), Visit Florida Spring Florida Newspaper Insert, Atlanta Magazine, Texas Monthly, AJC.com, CharlotteObserver.com, Dallasnews.com, Miamiherald.com, Sun-Sentinel.com, PBPost.com and Orlandosentinel.com. DIGITIAL MEDIA (DEDICATED BRANDING ADS) • Paid Search Engine Marketing- Search terms on Google, Yahoo and Bing. • Ad Networks-Google AdMob, Collective Media, 24/7 Real Media Group, Burst Media, American Express Publishing Ad Network (FoodandWine.com, Travel andLei sure.com, Departures.com) and Brideclick Bridal Network will run banners, interactive banners, expandable banners and weather triggered banners. »y 11 lW��R�I»1. �� R1y`�V`��1�� i � L� >�l i y��1RR, �11➢ 9�J!�II1 1111 � Al `Ii11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1i111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 • Mobile/Tablet Banners-Interactive expandable mobile banners on mobile and tablet devices will be geo-targeted in key markets during the winter (NY, Phil, Bos, Chic, DC). Banners will trigger to show on numerous sites a frosty/snowy screen that must be swiped away by the user to reveal a beautiful picture of the Florida Keys. • Pre-Roll Video- will have an increased roll will activity on CNN.com, News Distribution Ad Network, Brightroll , 24/7 Real Media Group and Burst Media. • Publisher sites —VisitFlorida.com, NYTimes.com, MyWedding.com, TheDailyMeal.com, VirtuosoLife.com, SaltwaterExperience.com, CampFlorida.com and NewMobility.com. OUT-OF-HOME (OUTDOOR MEDIA) Two High Impact commuter rail station domination programs will be implemented: Chicago • The Florida Keys & Key West will have a dominant position in one of Chicago's most traveled commuter rail stations for the month of February 2014. A total of 103 advertising units will be purchased in the CitiGroup/Ogilvie station which receives commuters from Chicago's affluent suburbs. 111,300 commuters pass through the CitiGroup/Ogilvie station each day. This effort will coincide with a television and digital campaign in Chicago. Toronto • During January 2014, the Florida Keys & Key West will take over Union Station in Toronto. For the entire month more than 50 different creative units will reach the more that 150,000 people passing through the train station. This will coincide with a television, digital and print campaign in Toronto. »y 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� >�l i y��1RR, �11➢ 9�J!�II1 1111 � Al `Ii11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1i111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 GENERIC MEDIA PLACEMENT GENERIC MEDIA PLAN Magazines: Atlanta Magazine (Visit Florida Section) Male: 36% • Circulation: 66,996 Female: 64% • Page, 4C CPM: $84.61 Median Age: 46 Median Household Income: $166,870 Bon Appetit(Visit Florida Section) Male: 30% • Circulation: 388,950 (Regional) Female: 70% • Page, 4C CPM: $116.37 Median Age: 48.4 Median Household Income: $155,611 Bride's (Visit Florida Section) Male: 6% • Circulation: 312,000 (National) Female: 94% • Page, 4C CPM: $117.53 Median Age: 33.1 Median Household Income: $144,714 Bridal Guide (Visit Florida Section) Male: 14% • Circulation: 151,440 (National) Female: 86% • Page, 4C CPM: $50.02 Median Age: 28 Median Household Income: $69,554 Coastal Living Male: 30% • Circulation: 450,000 (Eastern) Female: 70% • Page, 4C CPM: $60.38 Median Age: 52 Median Household Income: $89,875 Conde Nast Traveler (Visit Florida Section) Male: 48% • Circulation: 800,000 (National) Female: 52% • Page, 4C CPM: $91.93 Median Age: 50.6 Median Household Income: $166,303 Destination Weddings & Honeymoons Male: 10% • Circulation: 100,000 (National) Female: 90% • Page, 4C CPM: $100.38 Median Age: 32 Median Household Income: $105,700 Florida Travel & Lifestyles Male: 54% • Circulation: 90,000 (National) Female: 46% • Page, 4C CPM: $147.97 Median Age: 52 Median Household Income: $155,139 »y 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� V'J l i y��1RR, �11➢ 9�J! 1�11 U11 `1�11�IbRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 Food &Wine Male: 39% (American Express Publishing Visit FL Insert) Female: 61% • Circulation: 950,000 (Regional) Median Age: 46 • Page, 4C CPM: $79.56 Median Household Income: $152,346 Golf Magazine (Visit Florida Section) Male: 83% • Circulation: 717,000 (National) Female: 17% • Page, 4C CPM: $52.33 Median Age: 49 Median Household Income: $121,654 Lattitudes (American Eagle Inflight) Male: 59% • Circulation: 102,000 (National) Female: 41% • Page, 4C CPM: $112.77 Median Age: 49 Median Household Income: $120,000 National Geographic Traveler Male: 54% (Undiscovered Florida Section) Female: 46% • Circulation: 254,000 (Regional) Median Age: 49.7 • Page, 4C CPM: $56.96 Median Household Income: $155,131 New Mobility Magazine Male: 51% (Disabled Travelers) Female: 49% • Circulation: 24,000 (National) Median Age: 55 • Page, 4C CPM: $150.19 Median Household Income: $75,628 NY Times T Travel Sunday Magazine Male: 47% • Circulation: 1,300,000 (National) Female: 53% • Page, 4C CPM: $62.50 Median Age: 49 Median Household Income: $98,774 Southwest Spirit Male: 55% • Circulation: 100,000 (National) Female: 45% • Page, 4C CPM: $127.04 Median Age: 45 Median Household Income: $95,748 Texas Monthly Male: 49% • Circulation: 300,000 (Regional) Female: 51% • Page, 4C CPM: $63.00 Median Age: 47 Median Household Income: $97,226 Travel& Leisure Male: 47% (American Express Publishing Visit FL Insert) Female: 53% • Circulation: 950,000 (Regional) Median Age: 51 • Page, 4C CPM: $79.56 Median Household Income: $159,688 111 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� >�l i y��1RR, �11➢ 9�J!�II1 11121 � 11 lR U11 `1�11�1bRlllllll��11111�1�p�`R111111?11Rll�l� �IBIIIRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�1 RBI I11111�11�R `bti��l�R� �R�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 The Villages Magazine Male: 50% • Circulation: 39,000 (Regional) Female: 50% • Page, 4C CPM: $58.46 Median Age: 60 Median Household Income: $93,800 Virtuoso Life Male: 41% • Circulation: 200,000 (National) Female: 59% • Page, 4C CPM: $91.24 Median Age: 55 Median Household Income: $200,000 Source: MRI Fall 2012; 2012 Monroe Mendelsohn Research(MMR) 111 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� V'J l i y��1RR, �11➢ 9�J!�p1 11121 � 11 RR U11 `1�11�1bRlllllll��11111�1�pIIR111111?11Rll�l� �IB111RW!IR\�R�R ��R�� R�1�101 V1t111 �11�,�1�R�� RBI I11111�11�R `bl��R� IR�1 1T�1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CNIU 1 2013-2014 Generic Media Spending By Category Out-of-Home hr a, pools:+. 10% Television 46% Digital 19% Newspaper 4% Magazine International 14% 7% Budget Total: $5,284,951 »y 11 lW�1R�1»1. �� `�R�R1��V�!1�� , � I � V'J 11�y��1uR: �11➢ . 9J!�IIR 4� Al �, ��1111 � `I�}}��bRl}11111��11111�1�p}`R111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �ll�,}I�R�}� RBI I11111�11�R `bti��R� �R�} 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 r 1 r i �m i r uw tar I Y9 z �' i s I Y I C .✓v/fly ; ii yj aw I,* ' �... s I ' �.. 1 w �u � 'Vk^6Y I I V,' V'Y Y � f W W,EB �, r ei k ..mm �•••77 NN'uYV � ;— � I = I LL IL Y _ t e e b ry I a u"P �l}1 1111 � Al `I�I1��bRlllllll��11111�1�pIIR111111?11Rll�l� �IBI�IRW!IR\�R�R ��R�� R�1�101 V1� 111 �11�,�1�R�� RBI I11111�11�R `bl��R� IR�1 1 �1 I�14R01��1�R RIVIIIII�1yRRI��111R��RR11R��CN�U 1 j +r I r i g� f ��r ll All r- It Rm , I "71i111�1dP .,- M f x II '? 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The sales division will track these. d) VIS phone calls (area of dominant influence)will be traced to media placement. e) We will track the geographic and demographics of potential visitors to see if advertising efforts are hitting the market. f) Conversion studies will be developed by the TDC Market Research Department to measure the effectiveness of selected media to actual visits. g) Print/broadcast ad tests will be developed by the TDC Market Research Department to measure this visual appeal of our ads and effectiveness of our messaging. Different tracking opportunities will come up during the fiscal year. We will keep all opportunities open to take advantage of these methods. 111 11 lW��R�I»1. �� R1�`�V`��1�� i, � L� V'J l i y��1RR, �11➢ 9�J!�p1 11121 � 11 RR U11 r a i l � V , M1 1 �1 I l r i i 1 i � / 1 r i III, R11 S�b�l1��44�! J. Sales & Promotions Introduction The sales team is comprised of individuals who work primarily in the field, within identified existing markets and potential growth markets. The sales staff interfaces one on one with the travel trade, which includes travel agents, tour operators, incentive planners, meeting planners and receptive operators. The staff also works with state and regional tourist bureaus along with ground, air and sea travel specialists and direct consumer shows, promoting the Florida Keys & Key West as a destination. 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 2013- 2014. 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 insure 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 trade and the lodging industry assistance and professional 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/attractions 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 sales force image among the 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 internationally. 8. To promote specialty or niche market opportunities within the destination. ti III, R11 S�b�l1��144�! Goals 1. Launch Key Lime Academy e-learning training tool through travel trade distribution networks, both domestic and international. 2. Increase our presence in the Canadian travel market to include west coast consumer focus and MICE market opportunities. 3. Develop a promotions program using affinity marketing tactics targeting the Dive market. 4. Increase our promotional efforts to the Scandinavian inbound traveler. 5. Develop a MICE familiarization trip to the destination focusing on international inbound programs. 6. Develop an affinity marketing promotional program for the GLBT market. 7. Develop a social media promotion targeting consumers attending outdoor adventure travel shows. 8. Increase efforts in promoting our unique natural attractions (Everglades, night paddleboarding, historical tours) available to our domestic and international visitors. 9. Develop an affinity marketing promotional program for implementation at domestic consumer shows. ti oa�o� 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� 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. Oversees 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, Visit Florida, Visit USA Committees, trade professionals and journalists. Sales Manager Responsible for implementing sales plan activity for domestic travel targeting feeder markets in the United States. Works with Domestic Tour operators, consumers and retail travel agents in the United States. Provides additional assistance with specific international markets as directed by the Director of Sales. Acts as a liaison between sales department and dive umbrella. Sales Manager Meetings & Conventions market. Works with corporate, national and state association planners and incentive planners to generate group business for the Keys. Provides additional assistance with retail travel agents and consumer events in the domestic market. Sales Manager International Market. Responsible for implementing sales plan activity in Europe, Canada and Latin America. Provides support for retail agents, tour operators, and US based receptive operators. Works closely with sales offices in the UK and Germany in the implementation of our international sales plan. Sales Manager (Part time) Responsible for implementing sales plan activity in gay market. Participates in trade and consumer oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Sales Manager (Part time) Responsible for planning, coordinating and staffing a destination booth at specialty market expos as outlined by the Director of Sales. Axis Travel Maintains Florida Keys dedicated phone line for United Kingdom, Marketing, Ltd. Scotland, Ireland, France and Scandinavia. Participates in tradeshows, and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in the UK. Assists in sales missions and initiates sales calls. Liaises with KBC PR agency. ti 11 , � 1111 - �,1 1 �S�b�l1��44�! Axis Travel Maintains Florida Keys dedicated phone line for Germany, Marketing, Ltd. Switzerland and the Benelux countries. Participates in tradeshows, and provides support for continued trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in Frankfurt. Assists in sales missions and initiates sales calls with the assistance of a German sub-agency called Get It Across Marketing. Also liaises with Mikulla Goldman PR agency. Destination Sales Provides administrative assistance to sales staff and backup assistance Coordinator and coordination in the fulfillment and staffing of promotional efforts when necessary. Reports to Director of Sales and supports Sales Managers and Sales Department Representatives in the UK and Germany and coordinates their needs with that of the Administrative Office. The sales staff provides on going customer support through telemarketing, trade fulfillment, sales calls, site visits, presentations, electronic promotions, familiarization trips and general assistance. Each manager provides a report following each venue and organizes all leads generated as a result of a sales promotional event or trip for processing by the sales assistant and forwarding 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 - Organized and established exhibits domestically & internationally. Normally the format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table Or. booth), counter top (approx. 3 feet counter space only), or table top (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 making contact with a significant number of interested buyers within a few days time 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 as a result of follow-up. Sales Missions - Sales Missions are comprised of an organized delegation of sales people 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 ti 1111 R11 S�b�l1��44�! 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 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 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, 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. Sales Calls - 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 sales people. Sales calls are effective and the customer is usually pleased that the sales person 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 - Familiarization trips are the optimum opportunity to showcase your product first hand. 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 of 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. Direct Mail - Direct mail refers to a specific mail campaign offering a special promotion, or it can be as simple as following up with fulfillment and a letter to a set of leads. Direct mail can be a tickler, a reminder to the trade to keep your product in the forefront. Direct mail can be targeted to any market, trade or consumer. It can be a very effective tool. Electronic Marketing- Electronic promotion of 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 every time zone during business hours, is targeted and trackable. This is an excellent ti 1111 R11 S�b�l1��44�! 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. Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be proactive and soliciting or simply responsive and reactive providing necessary sales support. The TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the dedicated UK and German lines are the telemarketing centers of our organization. Affinity Marketing — 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. Co-operative Programs - The sales department offers many co-operative delegate programs to the Keys tourism industry as does Visit Florida. 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 have the opportunity to 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 must be evaluated by its potential benefits. Lead Generation - The sales staff accumulates leads as a result 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 as a result 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, 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 as a result 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 as a result of a training or sales call to a reservation call center 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 organizations web pages. ti 000 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1111 R11 S�b�l1��44�! International Overview The number one international inbound market for the Florida Keys and Key West continues to be Canada. Our neighbor to the north has provided us with steady growth for several years and with the Canadian Dollar maintaining parity with the U.S. Dollar, more and more Canadians are coming to Florida for both leisure and investment opportunities. The Toronto area, (also known as the Golden Horseshoe region) is the most industrialized region of the country and contains 26% of the Canadian populace. For those who may have leased or purchased a seasonal home in Florida, the Keys are an area to be explored while they are spending their winters in-state. They tend to drive down from Canada and take short breaks using their own transportation. For traditional holiday makers, air lift pricing and availability is competitive making a vacation in Florida and the Keys affordable and reliable. Another area of Canada worth exploring would be the west coast region of Vancouver. The weather is cold and damp most of the year, Hawaii has been over visited and Mexico is perceived to be a security risk. The Keys offer an opportunity to discover something new and different, while providing those attributes that Canadians enjoy such as warm weather, sunshine and diverse activities while providing a safe and secure environment. Due to the distance, this region would potentially provide us with a longer length of stay, mirroring that of travelers from California. After last year's grim financial reports regarding the longevity and viability of the Euro as a currency, we expected a slowing of demand from the economic machine of the European Union; Germany. This region continues to show its resilience in that the manufacturing sector and exports to fellow EU countries and China are driving the GDP. The positive job performance numbers are keeping consumer confidence high and are partly the reason why the Euro continues to trade strong vs. the U.S. Dollar. The United States has been perceived as the `go to' destination for German travelers in that the dollar is considered a value currency, airlines have increased lift and America is considered to be a safe destination. As far as the State of Florida and the Keys, the absence of any tropical occurrences for several years has made our area very popular and in high demand. The instability within the Middle East and the negative perception of "value for price paid" in the resort areas of Spain and Turkey has helped fuel this continued demand for warm and sun oriented vacations to Florida. As visitors from the German speaking region become `seasoned or repeat travelers' to our area, we are receiving an increase in requests for more `off the beaten path' opportunities in the region. We are also very popular with younger German couples who are using social media platforms to document and brag about their experiences in our destination fueling more buzz about the region. A similar scenario, although on a smaller scale due to country size, is happening with Swiss travelers to Florida and the Keys. The Franc (CHF) is at an all-time high vs. the U.S. Dollar with the financial and construction sectors booming. Airlines are responding to this confidence with increased lift to Miami, Orlando and Tampa. We are reaching record levels of inbound visitors from this small country. It is estimated that over 400,000 Swiss will visit the United States within the next year, which represents the highest per capita ratio of visitors considering their population is estimated at 7.5 million residents. ti 1111 R11 S�b�l1��44�! In the Scandinavian region, Norway, Sweden and Denmark have their own strong currency (each country has their own respective Krona, with Finland trading the Euro) and all four countries continue to have successful manufacturing output, strong consumer confidence and are experiencing high demand for travel to the value priced United States. Scandinavians are drawn to sunshine, natural attractions and outdoor physical activities which explains our region's popularity with this market segment. The UK and Irish markets are slowly and painfully making a comeback from a deep economic crisis that continued through last year. Consumer confidence is slowly returning after a five year drought. The austerity measures, constant barrage of negative press and relentless harsh weather has driven the Irish to travel long-haul again, and tour operators are increasing inventory in their Florida brochures in response to the increase in inquiries/purchases from consumers. The Irish consumer now feels that if they haven't lost their job or their house by now, then they have `weathered the storm' and can finally travel long haul once again. With zero economic growth in the United Kingdom, our promotional strategies have changed in order to meet the changing consumer. Although unspoken, there is an emerging `class system' in the UK, with those who are not adversely affected by the dire economic climate continuing to travel and booking destinations like the Keys. They are seeking our higher end products and providing us with an average 4 night length of stay. We are also receiving residual effects from travelers who are cruising to the Caribbean with two night's pre or post visit in the upper Keys districts. The one country in the euro zone who defies all economic logic is Italy. Feedback received from this market continues to highlight an increase in demand despite economic data and austerity measures that should indicate otherwise. As the destination becomes more well-known and visited, the demand will begin to spread out of Key West into the other districts. Although Italy will not provide us with the number of visitors like Scandinavia or Germany, the Italian visitor has always been one that provides the destination with a longer length of stay and is willing to visit during the challenging months of August and early September. Our destination will attract the higher end Italian traveler using four star properties or unique guest houses. They dine in our restaurants and support our up-market retail shops. Although the Latin American market has always been a perplexing one for us to forecast, the sheer number of inbound visitors using Miami as their port of entry continues to increase exponentially. Although the Florida Keys does not offer those attributes that Brazilian's prefer, (i.e. high end shopping, gambling and theme parks), the sheer volume of visitors to South Florida will positively effect growth from this region to our area. The Visa process has become much easier and Brazil is on the political fast track to be included in the Visa Waiver program. They are very interested in our scuba diving opportunities, so that coupled with our geographical positioning to the 41 port of entry to the U.S. (Miami), the Keys may begin to see more visitors from this Latin American giant. Argentina will also be monitored as a South American secondary market this year. ti 1 r � 1111 R11 S�b�l1��44�! Countries such as China and India represent possible future emerging markets for the destination. There are strong language and cultural challenges; therefore while these markets are in the developmental phase, visitation will occur in the form of motor coach tours with guide/escort. We have met with tour operators representing these regions and they all want to learn about the destination and the possibility of bringing more tour groups to the area in the next year or two. These behavioral changes present our destination with new marketing opportunities. We will look at different regions within the EU for growth, development and promote the idea of unique, off-the-beaten-path travel experiences to established markets. We will continue to promote the Keys as a destination providing outlets for `experiential and value travel', where even those who are experienced travelers will find authentic and unique cultural, historical and `quirky' attractions. We have a wide variety of lodging options available to suit anyone's budget, and have had positive reactions to suggested activities, such as experiencing State and National Parks, our turtle hospital, dolphin programs and interactive adventure activities such as paddle- boarding and kite-boarding. We will continue to monitor the economic situation in both our European and Latin American markets and adjust our promotional efforts and messaging for any economic changes into 2014. Our goal is to maintain a significant presence in the international arena and adapt our strategies to effectively target the long haul summer traveler. ti 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1111 - �,1 1 �S�b�l1��44�! Profiles Resources used in the information provided below include the following: See America Committees worldwide, Our agencies of record in the UK and Germany, our Visa Vue research reports, various U.S Embassies and the United States Department of Commerce/International Trade Administration. L EUROPE AUSTRIA International Traveler Profile: • The U.S. was the most popular long haul destination in 2012 for Austrian travelers. • In 2011 (latest figures that are available), the U.S. outbound market had an increase of+7% of visitors in comparison to a-4.6% market share to other countries. • Forecasted additional increase of 6% in travel to the U.S. during the next 12 months. • Top ports of entry include JFK, IAD, MIA, LAX, SFO, indicating that New York, Florida and California are the top inbound markets for Austrian travel to the U.S. Travel Preferences and Trends: • Family travel remains strong. Bookings continue to realize during the traditional booking window of December-February for summer visitation. Non-family travel booking window is shrinking with consumer realizing better deals are attainable closer to departure date. • Internet bookings not effecting tour operator business. 90% of all long haul bookings are realized through German speaking tour operators and travel agencies with the internet being used for research. • Shoulder seasons may see increase in double income, no kids and/or empty nesters. • Strong competition coming from the "American West" and National Parks Service. • Instability in Mediterranean destinations supports travel to "similar" warm-weather destinations such as Florida. Economic Considerations and Political Trends: • Diversified product inventory may positively affect travel to the Keys. • Austrian economy is stable; unemployment rate is 6.2%. • The U.S. still perceived as good value for price paid. • Consumer debt is low compared to UK and US. • Currency exchange rate can become an issue as overall costs for US trips will increase with stronger USD (currently the EURO is 14% weaker than a year ago). • Favorable, stable economy is reflected by travel spending: Austrians spend on average $305 per night when traveling in the U.S. 11171111, 00�o� 1 111111 111 1 111 1 1 1111 11 1 �\ \ 0\111 11 � � �� 11 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� BENELUX Belgium,Netherlands, Luxembourg) International Traveler Profile: • U.S. continues to be the top long-haul destination. • California, New York and Florida capture 25% market share. • The fly/drive market represents 50% of total holiday travel segment. • Average age of long haul traveler is 45-54 years old. • Travel period runs from June through mid-September with a peak in July. • Travelers are independent, seeking tailor-made trips. • Average length of stay is 3 weeks. • Average worker receives at least 7 public holidays and over 25 paid vacation days annually. Travel Preferences and Trends: • The potential traveler will conduct research via the internet about a possible destination in the US before making their travel plans. • The Dutch prefer the personal interaction and security that comes with using a travel agent. • Workers receive `vakantiegeld' as an annual bonus (8% of employees gross income, approximately one month's salary, is awarded to workers for use towards paying for their vacations.) • Seeking more "Adventure Vacations" vs. strictly beach activity but definitely prefer warm sunny weather. Economic Considerations and Political Trends: • The economy is in this region is slow-growing but stable. • Brussels is the capital of the EU and the focal point of this region and there are many stable, high paying jobs for the diplomats hailing from Brussels and the surrounding villages. • Four main airlines AA, BA, Delta and UA offer daily flights to the US. • Amsterdam's Schiphol airport is introducing non-stop flights to Miami within the next year. DENMARK International Traveler Profile: • US remains favored choice for long haul destination. • California, Florida and New York are the top three travel destinations. • Fly/drive packages most popular. • Danes enjoy 5 full weeks of annual vacation. • Average Length of stay is 16.5 nights. Travel Preferences and Trends: • Tour Operators are still used for long haul travel arrangements. • 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. • Due to harsh climate, continue to seek sun and warm beach holidays. ti 00 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� • June-August peak travel period for long haul trips to the U.S. • There are 137 flights per week operated by 27 airlines serve the Miami-Copenhagen route. Economic Considerations and Political Trends: • Denmark retained their own currency (Krona) therefore the country remains unaffected by the fluctuating Euro. • Denmark's standard of living is among the highest in the world. • Denmark is one of the largest exporters of wind energy technology and container ships in the world. Their economy is also reliant on their exportation of oil and natural gas. • Unemployment rate remains stable at 7.0%. • Danes enjoy 5 weeks paid vacation in addition to public holidays. FRANCE International Traveler Profile: • US continues to be top choice among long haul destinations. • 70% of visitors choose fly/drive vacations, as they are individualized. • Average length of stay is 14 nights for fly/drive market. • Vacations usually taken between June 30 and September 15. • New York, Florida, and California remain the preferred destinations. Travel Preferences & Trends: • Today's generation of travelers is comfortable traveling in English-speaking areas. • Bed and breakfast stays are becoming increasingly popular, as the French are looking for a more personal interaction with the local community. • Miami is the 42 port of entry for French travelers (NYC is 41). • There are 9 carriers offering direct flights to the U.S. daily. • Shopping, Dining, Watersports/Seeking the sun are preferred leisure activities. Economic Considerations and Political Trends: • Market indicators project continued growth in the French market. The U.S. is expected to continue its designation as first choice in long haul travel. • France is the 42 economic power in the EU behind Germany. • Tour operators are now selling directly to the consumer, thereby passing on the savings and omitting the retail agent. • Although the Euro/USD exchange rate has weakened in comparison to last year, the US continues to be perceived as a value destination. ti 111, -I �,1 1 �S�b�l1��144��!��i��4�a�41�41�� FINLAND International Traveler Profile: • Florida, NY and California are the most popular destinations within the U.S. • 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. (kiteboarding,paddleboarding, nature based attractions). • Florida is the most popular destination for first time travelers to the U.S., families with children and senior citizens. Travel Preference & Trends: • Finnish tour operators report that more Finns are seeking active adventure holidays, custom travel packages and are interested in interacting with local cultures. • 40 % of all long haul travel takes place in the summer (late June through mid-September) is most popular time of year to travel to the States. • Visit USA Committee, Finland is reporting an increase in the number of inquiries for Information on travel to the Florida Keys as an extension of the Miami experience. • In the long haul market, the U.S. competes mainly with Southeast Asia. Economic Considerations and Political Trends: • Finnair has announced direct flights from Helsinki to Miami, twice weekly. British Airways and American Airlines offer connections through Heathrow direct into Miami. • Finland gives its workers 30 days paid vacation and 14 paid holidays per year. • 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 remains flat at 8.7%. GERMANY International Traveler Profile: • Florida remains the favored U.S. based destination (approx. 19% of German US visitors). • Average length of stay is 14 nights in comparison to 19 nights in the western region. • Florida Keys captures almost 20% of German visitors while in Florida. • Reasons for traveling: weather, climate, beaches, nature, wildlife. • Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving. Travel Preferences and Trends: • Family travel remains strong. Bookings continue to realize during the traditional booking. • Window of December-February for summer visitation. • Booking windows following two patterns: consumers who feel that better deals are attainable closer to departure date and those that are returning to the classic model of early bird booking specials. • Internet booking not effecting tour operators business. 90% if all long haul bookings are realized through German tour operators and travel agencies with the internet being used for research. 111171111, I � � 1 � 1111 - �,1 1 �S�b�l1��44�! • Shoulder seasons may see increase in double income, no kids and/or empty nesters. • Strong competition coming from the "American West" and National Parks Service. • Instability in Mediterranean destinations supports travel to "similar" warm-weather destinations such as Florida which is perceived as secure. Economic Considerations and Political Trends: • Diversified product inventory may positively affect travel to the Keys. • German economy is stable; unemployment rate remains low at 6.6% (Switzerland: only 3.0%, Austria: 6.2%). • The U.S. still perceived as good value for price paid. • Consumer debt is low compared to UK and US. • Currency exchange rate can become an issue as overall costs for US trips will increase with stronger USD (currently the EURO is 14% weaker than a year ago). Good economy is reflected by travel spending: while German visitation increased by 2% in 2012, German spending increased by 10% to a record high of 7 billion USD. • Switzerland has resolved its data exchange issues with US government, so VISA waiver program will be continued beyond this year. IRELAND International Traveler Profile: • The U.S. is the most important long haul holiday destination. • Florida, New York and California most popular destinations. • Average length of stay is 14 nights in the U.S. • Families with young children will travel to central Florida; those with older children, repeat visitors, or empty nesters more likely to travel to the Florida Keys. Travel Preferences and Trends: • Prefers sunny, warm destinations. The Irish depend on their holidays to rejuvenate in the sun. • Destinations "slightly off the beaten path"become very popular • The United States earns one half of Ireland's long haul travel market. • Cruising out of Miami continues to be popular as cruise companies are saturating the market with advertising. • One in four consumers state they are saving for an annual vacation this year. Economic Considerations and Political Trends: • Ireland's economy is slowly making a comeback. • Upper income bracket will continue to travel and seek destinations that are not too flashy. • Business travel to the US is up by 16%, highlighting the slow but cautious rebound of the Irish economy. • Irish consumers have gone back to putting a deposit down to secure their holiday pricing in the winter months and paying in full before departing the following summer. • U.S. pre-immigration and customs clearance facilities provide a unique advantage to travelers departing from Dublin and Shannon airports. ti 00o Ova I � � 1� i 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� ITALY International Traveler Profile: • U.S. remains as the top long-haul preferred destination. • New York, California and Florida remain the most preferred destinations within U.S. • Expenditures by Italian tourists in the U.S. is one of the highest from European countries. • Average length of stay is 17 nights, with Miami being the second most popular destination visited(41 is NYC). • Fly/drive packages are the most popular, with customer choosing the itinerary and the tour operator providing the estimated cost on an individual basis. • 90% of all bookings go through a travel agent. • Most of our Italian visitors come from the northern and central regions on the country. Travel Preferences & Trends: • Cultural, historical and ecological attractions/activities are preferred when visiting a destination. • Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian traveler. • Italian tourists tend to make their travel arrangements late (54% of packages were sold between 15 and 30 days before departure). • Miami and the Florida Keys realize 65% of all Italian visitors to Florida. • Summer peak travel period is July-mid September, with over 45% of all long haul travel occurring during August. • Honeymoons are a prime source of market growth. • Pre and Post cruise excursions are on the rise. Economic Considerations: • The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not adversely affected by swings in the general economic climate. • Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month shelf life for their British and German competitors. • The number of travel agencies in Italy has increased by over 75% in the past decade. • Italians will travel to the Italian speaking section of Switzerland in order to avoid paying a luxury tax on long haul holiday purchases. ti o � 1111 - �,1 1 �S�b�l1��44�! NORWAY International Traveler Profile: • Most are family oriented, with 1 or 2 children accompanying adults. • Average length of stay is 16 nights. • Seeking tailor made vacations. • Summer travel occurs between end of June and mid-September. • Will research destinations on-line, but consult travel trade for actual booking. Travel Preferences and Trends: • The U.S. continues to be the preferred long-haul destination. • Norwegians prefer "sun and coastal" destinations to escape harsh climate. • 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). • Cruising is becoming popular with pre/post itineraries including 7-14 days traveling to Secondary destinations within the State of Florida. Economic Considerations and Political Trends: • Norway is one of the most prosperous countries in the world (world's 5th largest crude oil exporter and the 2nd largest exporter of natural gas). • Per capita GDP income equals that of the United States and has an unemployment rate of 3.7%. • Maintained the Norwegian Krona as the official currency, therefore not affected by any fluctuations in the Euro currency. • The strong economic base is the catalyst behind the forecasted 7% increase in visitors YTD to the US in 2013 vs. 2012. (in 2012 there was already an increase of 13%). SWEDEN International Traveler Profile: • The United States is a favored long-haul destination. • Top three visited states are: California, New York and Florida. • Average Length of stay is 17-21 days. • Prefer destinations offering sun and beaches. • Most are family oriented, with 1 or 2 children accompanying adults.A Travel Preferences and Trends: • Eco tourism and soft-adventure trips on the rise. • Most travel is conducted June-September. • Annual growth in number of Swedes visiting U.S. was double digit yr. on yr. • Prefer fly/drive packages with"add on" opportunities. • Very comfortable with the English language and American customs. ti 1111 - �,1 1 �S�b�l1��44�! Economic Considerations and Political Trends: • Swedish economy has stabilized; unemployment at 7%. • Only Scandinavian country to have the Euro as the official currency. • Greatest growth potential is in holiday fly/drive tours. • Tour operator market is highly competitive; service and value are key. SWITZERLAND International Traveler Profile: • Swiss travels to the USA may exceed 500K visitors for the first time in history in 2013. • Steady increase through fall 2012, but then numbers declined in the last quarter of 2013. • Swiss travel to the U.S. increased 22.3% in 2011 over 2010 topping 476,000 arrivals. • Top port-of-entry destinations are: NYC +27%, MIA + 36%, SFO + 24% • Over 84 % of the Swiss population has made a least one trip with overnights to another country in 2010. They spent an average of $ 235 per day per person (domestic and foreign travel). • Average spending per person and day in the U.S. is USD 325. • The typical Swiss tourist to the U.S. likes to travel individually. • The high percentage of repeat visitors is reflected by the interest in lesser known destinations, off the beaten tracks. • Reasons for traveling: weather, climate, beaches, nature, wildlife. Travel Preferences and Trends: • Family travel remains strong. Bookings continue to realize during the traditional booking. • Window of December-February for summer visitation. Non-family travel booking window is shrinking with consumer realizing better deals are attainable closer to departure date. • Internet bookings not effecting tour operator business. 90% of all long haul bookings are realized through German tour operators and travel agencies with the internet being used for research. • Shoulder seasons may see increase in double income, no kids and/or empty nesters. • Strong competition coming from the "American West" and National Parks Service. • Instability in Mediterranean destinations supports travel to "similar" warm-weather destinations such as Florida. Economic Considerations and Political Trends: • Diversified product inventory may positively affect travel to the Keys. • Swiss unemployment rate is low: 2.9% • Swiss economy is a power house: the GDP is nearly 115 of Europe's leading country, Germany, whose population is ten times larger. • The U.S. still perceived as good value for price paid. • Consumer debt is low compared to UK and US. • Currency exchange rate is at an all-time high, therefore may positively affect bookings. • Switzerland has resolved its data exchange issues with US government, so VISA waiver program will be continue without any negative political implications. ti 1111 R11 S��b�l1��144��! UNITED KINGDOM International Traveler Profile: • 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). • Top three visited states were Florida, New York, California. • Stays for 12.3 nights. • School summer vacations begin mid July through early September, with peak travel times during the month of August. • Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed and breakfast type accommodations or high end luxury resorts. • Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is seeking more action and adventure. Travel Preferences & Trends: • Up to 75%will use a travel agent. • 54% will use a tour operator, whether it be brick and mortar agency or internet based tour operator. • 26% will book via the internet, however those that do have no recourse for financial reward if there is a natural disaster, airline strike or suspended service. The secure method is to book through a professional travel advisor so that the holiday, and deposits paid, is insured for full refunds. • Favorable view of American culture an important booking factor. • Trend towards a late booking market(within 10 weeks of travel ) however families will book early (December-February time frame for summer travel) to insure flights and preferred dates. • The UK traveler continues to search for new areas to visit. Niche markets continue to grow which gives some new opportunities for the Keys (i.e. diving, guesthouses, gay market, empty nesters, motorcycle tours). Economic Considerations and Political Trends: • British Pound continues to be strong against the USD. • UK economy avoided falling back into recession after recording fast than expected growth in Q 1 2013. Consumers will be cautious on where to spend their money however the idea of a beach holiday continues to be considered as a `right' vs. privilege especially after a harsh winter. • With the Euro trading close to the GBP, vacations to the U.S. remain favorable as they still get good value for money spent vs. short haul trips to euro zone countries. • Interest rates at record lows. 1.25 million jobs created and economy forecast to grow by 2% by Q 12014. • For those consumers who have managed to keep their job and their homes, they feel as if they have `weathered the storm', therefore boosting consumer confidence and spending fueling the slow by steady economic growth. ti 1111 R11 S�b�l1��44�! 1I. ASIA JAPAN International Traveler Profile: • The U.S. continues to be one of the most popular long haul destinations. • The top three visited states were Hawaii, California, New York. • The states with the greatest potential for increase in arrivals are Illinois, (with Chicago O'Hare being a popular port of entry), California, Florida. • Hawaii will remain at top place. • Average length of stay is 8 nights. • Stay in 4 and 5 star facilities. • Prefers shopping, natural and scenic attractions, "observational tourism". • Average age is 44 y.o. and HHI is equivalent to USD $102,400. Travel Preferences and Trends: • In 2012, Japan was 44 for international visitation to the U.S., with an increase of 14% over 2011. Japan was 42 in international visitor spending while vacationing in the U.S. • Accounts for 45% of all Asian visitors. • 72% will use a travel agency or tour company to book their travel with 40%pre-paying their packaged travel. • Peaks in travel to FL are during "Golden Week" (Apr 29- May 5),summer vacation (July 17—August 31) and the Emperor's Birthday/New Year(December 23 —January 3). • Visiting museums,photographing points of interest and shopping are popular. • 7 mile bridge, Hemingway Home and coral reef are most popular attractions in the Keys. Economic Considerations and Political Trends: • Third largest ecomony in the world. • GDP grew by 4.1% comparative to annual pace in Q1 2013. • Enthusiasm for specific destinations is cyclical; Florida is becoming popular again. • Sales tax to increase next year from 5 to 8%with a forecast increase again in 2015 to 10%. • Yen remains strong against the USD, making a trip to the U.S. good value. • Second largest source of international tourism spending in the US after Canada. CHINA International Traveler Profile: • U.S. is the most sought after long haul destination. • Leisure visitor sector is growing due to relaxed visa rules. • 55% of visitors in 2012 were first time travelers to the US. 40% of all Chinese visitors visit NYC. • Average length of stay is 11 nights. • 62% are male and average travel parry size is 1.6 persons. ti 1111 -I �,1 1 �S��b�l1��144��! Travel Preferences and Trends: • A majority of visitors are on fully escorted motor coach tours with interpreters. • New York, California are the most popular destinations. • Shopping, visiting iconic/historical places and cultural heritage sites high on priority list. • The Chinese are not sun worshippers. They avoid the sun and do not necessarily like the heat and humidity but have a fascination with Florida. • 66% of Chinese international travelers purchase luxury branded goods on long haul trips. • 80% of outbound travel sales are via the top 3 state owned travel agencies and their branch offices. Economic Considerations and Political Trends: • Recent legislation has ordered the DHS to boost the capacity for issuing visas in China (similar to that for Brazil)by 40% this year. • Exchange rate not an influential factor as most trips to the US are pre paid packages. • Significant cultural and language challenges continue to place China in the `developmental phase' for tourism exploration and promotion. • The number of Chinese traveling outbound currently represents only 4% of the population. (In Japan it is 13%, Korea it is 25%). INDIA International Traveler Profile: • Main purpose is a balance between visiting friends and family and business. • Average length of stay is 21 nights. • 75% of travelers to the U.S. are male with an average age of 43 yrs. • Only 3% of visitors booked a pre-paid package. • 37% of visitors in 2011 (latest data available)were first time visitors to the U.S. Travel Preferences and Trends: • Advance trip decision time averages 48 days. • Indians are cultural travelers; enjoy visiting historical places, sightseeing; museums. • Prefer warm, humid weather conditions, but are not sun worshippers. • Will travel in small groups with members of extended family. • Very rare to see women traveling unescorted by men. • 43% used a travel agency to book their travel to the U.S. with 24% using an in house corporate travel agency for their business travel. Economic Considerations and Political Trends: • India is not a member of the visa-waiver country group, therefore visa applications and fees. • Can prohibit travel to the U.S. • Exchange rate is stable at 59 INR= $1 USD (2012 rates: 56INR= $lUSD). • Service and manufacturing sectors are fueling India's stature as one of the fastest growing economies in the world. ti 1111 - �,1 1 �S�b�l1��44�! III. NORTH AMERICA CANADA International Traveler Profile: • Florida remains the 41 destination of choice. • Average age is 45-64 years old. • Prefer sun and beach destinations, although cruises and golf tours coming on strong. • Average parry size is 2.1 persons, and average length of stay is 8 nights. Travel Preferences & Trends: • Florida, California, and Arizona rank as top non-border state destinations. • Canadians prefer to use their cars to travel with only 30%using air lift services. • 55% of all Canadians traveling to U.S. originate from Ontario province. • 50% of Canadian tourists prefer to stay in hotels or motels. • The Canadian traveler seeks "value for price paid"when selecting accommodations. • Represents the largest inbound travel market to the US. Economic Considerations: • The Canadian dollar has strengthened by double digits in relation to the U.S. Dollar; this may stimulate an increase in Canadian inbound travel. • Sun destinations like Mexico and all inclusive resorts in the Caribbean, including Cuba, are competitive. • Canadian economy forecasted to grow. • Ranks Number 1 in tourism receipts for international visitors based on volume. ti I � � 1� � 1111 -I �,1 1 �S�b�l1��144�! IV. LATIN AMERICA ARGENTINA International Traveler Profile: • 64%traveled on holiday/ 16% on business. • Top 3 states visited are Florida, NY and California. • Average length of stay in the U.S. is 16 nights. • Miami is the No.l Port of Entry to the US. • 73%prefer hotels, resorts. • Booking window averages 90 days. • Average HHI is USD equivalent to $55,200.00. Travel Preferences and Trends: • Enjoy shopping, dining out, sightseeing, visiting iconic sites, attractions. • Many wealthy Argentines travel 2 or 3 times per year to the US. • Argentines tend to be well traveled and will split their travel planning evenly between packages and FIT bookings. • Rent cars for intra state travel (e.g. Miami to Orlando), but will fly between destinations (e.g. Orlando to New York). • Annually, more Argentines visit Miami than visit Orlando, New York City, Los Angeles, and San Francisco combined. • The top ten tour operators in Argentina generate more than 50% of long haul travel transactions. • Will travel during the summer school holidays (December-February) and winter school break (July). Economic Considerations: • Currency exchange rate has fallen to $lUSD=5.40 ARS vs. 4.50 last year. • Unemployment rate is estimated at 7.2%. • Great disparity between `the haves and the have nots' within the country. Well heeled businessmen have invested in the U.S., most especially in the Miami area while the USD was weak and have done well in their investments. These business people bring their families over several times a year and mix business with family holidays in Florida. • Current administration losing popularity in-country therefore economic policies and consumer confidence falling. BRAZIL International Traveler Profile: • Top three visited States last year were Florida, New York and California. • Miami is the number one Port of Entry for Brazilian travelers. • 600,000 Brazilians visited Florida last year. • The majority of Brazilian visitors to Florida enjoy a household income of over $100K. • Tends to combine business trip with leisure excursions. ti 111, -I �,1 1 �S�b�l1��144��!��i��4�a�41�41�� • Brazilians tend to travel to FL in July, followed by December and January. Travel Preferences and Trends: • A majority of visitors to Florida hail from either Sao Paulo or Rio de Janeiro. • There are almost 100 flights from Brazil into Miami a week. • Favorite past times are shopping, nightlife and theme parks. • 52% of outbound travelers vacationed with their family. • 62% of Brazilians used a travel agent to organize outbound trips. • Recent legislation has ordered the DHS to boost the capacity for issuing visas in Brazil. by 40% this year. An experimental program to waive interviews for low risk travelers, (visa renewals, younger or older first-time applicants) is in process as well. Economic Considerations: • Brazil is now the seventh largest economy in the world in terms of GDP. • Unemployment rate is forecasted to end the year at 6.2%. • Easy credit extended by the banking system is allowing more Brazilians to purchase travel packages that can be paid in 12 installments. • The great income inequality (class system) is easing and a middle class is beginning to emerge. 111171111, I � � 1 � 1111 - �,1 1 �S�b�l1��44�! MEETINGS, INCENTIVE, CONVENTIONS AND EXHIBITIONS MARKET OVERVIEW (MICE) The group meetings and incentive market expansion that began a few years ago has now hit a full stride and the destination is poised to deliver the increase in requests and visibility within this market segment. As the business climate in the U.S. and Canada has remained steady in positive territory, meeting planners are moving forward more decisively with annual programs while adding newer ones into the mix. The most telling trend is many of these planners are signing multi-year contracts for 2014 and 2015 knowing hotel rates are on the rise, therefore locking in favorable pricing now to reduce future cost increases. Feedback received from experienced planners indicates that although the business model is robust, there is still very strong pressure to reduce/contain total costs which continues to have a major influence on where the event is held. The Incentive Research Foundation polled 2000 planners in the spring of 2013. When asked which specific regions they will likely choose for their upcoming incentive travel programs, 42 percent selected North America. Reward or incentive programs are not moving offshore or to Europe, thus increasing the propensity of the Keys to be considered for such lucrative business. The destination is continuing to position ourselves to get in front of these decision makers by attending programs that attract these types of buyers. As the increasing demand on their time has restricted access to these decision makers, the traditional sales methods of large multi-day exhibitions have been rendered ineffective. In response to this evolving buying methodology, the destination has been participating in one or two day appointment-based industry events in key feeder markets. Under this scenario, buyers are properly vetted before an invitation is granted and a computer match making program is used to connect the right supplier to the appropriate buyer and their needs. These appointment-based industry events, coupled with affinity marketing strategic partnerships are successfully placing the destination in front of planners that we were not able to reach previously under the old trade show format. The cultivation of the international incentive market is spearheaded by our international agencies of record working in tandem with the domestic office. Currently this market responds to a twin center approach where a group will use a major South Florida port of entry and facilitate a pre/post program in the Upper Keys. By expanding our presence and educating buyers of the viability of the region as a meetings destination, we are showcasing the destination for potential stand-alone programs. We are aware of the high leisure demand and subsequent rise in room rates which will present a challenge to planners who have become accustomed to a `buyer's market' over the past several years. Most of the larger hotels have limited their group room allotment over high demand weekends during peak travel times, therefore closing out the destination to group expansion. In response to this, we will seek business opportunities during shoulder seasons and periods of slower leisure demand, thus ensuring the continued support and visibility of the destination within the MICE market and balancing revenue for our lodging partners. ti 1111 - �,1 1 �S�b�l1��44�! GAY/LESBIAN MARKET PROFILE As the economy improves so does the gay travel market segment. Community Marketing Inc.'s 17th Annual Gay & Lesbian Tourism Report found that about a third of both gay men and lesbians have increased their overall travel for both leisure and business. This segment continues to be a reliable source of consistent and steady growth reflecting over 4 leisure trips and over 3 business trips in the last year. The Keys are known for being a safe, welcoming destination, which gives us an advantage over travel to large cities. The destination ranks number 14 among the top 20 destinations in the U.S. for leisure travel by gays and lesbians; the destination ranks 2 out of 8 as LGBT friendly based on our population, and is the only Florida destination in this category according to the survey by Community Marketing Gay travelers seek warm destinations that offer culture, beaches and a variety of dining choices in addition to having a reputation of being `gay welcoming'. Our diverse accommodations, attractions, museums, galleries, and water activities round out a perfect vacation experience for this population segment. These travelers are motivated by rest and relaxation and tend to return to destinations which have become their `favorite' vacation spot. There are gay and lesbian travelers who opt for male or female exclusive guest houses, but there is a growing percentage that chooses mainstream hotels and resorts, both for loyalty program redemption holidays and for their upmarket service. Vacations, holidays and get-away trips remain important to the community. Many gay men and women enjoy traveling with non-gay friends and family, and look for destinations and accommodations allowing them to be together during their holidays. Key West lends itself perfectly in order to accomplish this marketing goal. Gay travelers tend to spread their travel across all months with a stronger focus during the summer months. The LGBT traveler is now booking further out from their vacation dates and often booking return trips before their departure. LGBT events are filling the gay specific properties, as well as crossing over to mainstream resorts and hotels during the traditionally slower and heat filled times of the year. Recent rulings by the US Supreme Court and general attitude changes throughout the country has increased confidence among the LGBT population and will result in marriages in states where it is currently legal. These couples will seek safe, friendly destinations for their honeymoons. The Keys offer a unique experience, which will factor in selecting this destination for honeymoon vacationing. As with other market segments, the all-inclusive cruise industry continues to expand with gay friendly and gay only itineraries both domestically and through South America, and to some extent, Europe. The Florida Keys and Key West can offer pre/post itineraries that include gay and gay-friendly options in the destination to capture some of this market share. This constantly evolving market requires creative efforts to maintain the destination's position, and capture the attention of potential visitors. Key West has always been on the forefront of gay marketing and as this segment continues its evolution, we will promote ourselves accordingly. ti 1111 - �,1 1 �S�b�l1��44�! DOMESTIC MARKET OVERVIEW The past twelve months have shown that regardless of what the stock market does or the nightly news reports, consumers are willing and able to travel. Escaping to a tropical, fun and safe destination like the Keys has become the perfect antidote for their everyday life. These consumers are still mindful of the concept of value; however they have the financial confidence to pay for a truly rewarding `experience'. Our visitor numbers were helped by the fact that traveling oversees remained very expensive and the instability of certain regions along with the insecurity of how Americans would be received in many countries remains prohibitive. Most consumers have access to what seems like limitless information portals for the best deals, insider tips, product reviews and travel websites. Due to this information overload, they no longer feel the need to be `sold to'; the consumer is now the expert. Other destinations and their subsequent lodging partners have become savvy through guerilla marketing tactics by using social media, various marketing platforms and offering rewards for participating in Yelp, Trip Advisor and Urban Spoon website feedback. In this regard, the consumer has a plethora of choices when it comes to travel, and although they may be feeling financially confident, they will still seek those areas that provide a `value for price paid'. With our lodging pricing on the rise, we will need to monitor the purchasing behavior of our potential visitors and be prepared for possible pushback as we approach their buying threshold. The traveler seeks opportunities that engage them in experiences directly tied to the local culture; listening to live musical performances by local artists, experiencing the wonders that exist in our marine sanctuary, participating in one of our volun-tourism opportunities and dining on local cuisine. These experiences provide the backdrop for participants to feel good about how and where they travel. This type of visitor tends to look for destinations that embrace eco- tourism; one that maintains a smart balance between high standards of lodging while incorporating a sustainable attitude towards the environment and its residents as it relates to tourism. By providing these travelers with unique experiences, they feel rewarded not only physically through relaxation, but more importantly awakens them on a spiritual, emotional and intellectual level. As a result, they will gain bragging rights over their friends and neighbors and possibly write their own blogs or reviews and certainly post their photos on their Facebook wall. The domestic consumer is also attracted to destinations that stimulate their creative thought processes, and the destinations' wide array of art galleries, theater productions, live music and local festivals offer this type of engagement and psychological reward. Smaller lodging facilities throughout the destination are capitalizing on the trend of experiencing "the road less traveled"; where a visitor's experience is unique and different from anyone else's because of their individual discovery of a cool, funky, local place. The visitors who discover our many inns or small hotels generally return year after year and recommend such lodging to their friends and families. There are predictable patterns of travel from certain regions in the U.S. throughout the year. The Northeast and upper Midwest regions will visit our area predominantly during the colder months, with shoulder seasons providing a respite from unpredictable weather patterns that have plagued ti III, R11 S�b�l1��44�! most recent spring and fall seasons. Guests from the Southeast and year round Florida residents provide us with the biggest opportunity for summer promotional efforts. Emerging domestic markets include California and the Northwest coast where summers can be cold and damp and winters are dark and stormy. Due to distance, these regions will drive a longer length of stay and have the potential to fill our shoulder season months. We will coordinate our sales and promotional efforts in these regions to coincide with consumers decision making and buying cycles. The introduction of Southwest Airlines has opened Key West and the Lower Keys to new domestic markets. For these visitors, the Florida Keys is an area that is new to them and unexplored whereas in other regions the destination is established and the experience has now become an annual tradition. Affinity marketing efforts and electronic promotions across all domestic market segments will continue to put the Florida Keys in the forefront of recommended destination planning. A concentrated promotional campaign highlighting our "off the beaten path" restaurants, diverse marine life, interactive attractions, local art galleries and live music will continue to stimulate interest in the Florida Keys and set us apart from other in-state destinations. ti 1111 - �,1 1 �S�b�l1��44�! 2013-2014 SALES ACTIVITY CALENDAR OCTOBER 2013 October 2-9 Tour America/Sales Mission to Ireland Dublin, Ireland Registration: $2700 Stacey Mitchell/Axis Travel Marketing The destination will be participating in a three prong approach to promoting the Florida Keys and Key West in the Irish market this fall. We will start by participating in Tour America, the largest consumer show that occurs annually in Dublin. This will be followed by sales calls, reservation staff training and presentations made direct to the travel trade along with participation in panel discussions amongst Irish media, members of the travel trade and U.S. based suppliers. These panel discussions will be held in Dublin. October 10-13 Atlanta Pride Atlanta, GA Registration $475 Steve Smith This is the 43rd annual gay pride event held in Piedmont Park, downtown Atlanta. This two day event is the largest pride event in the Southeast and draws over 250,000 from Georgia, Alabama, Tennessee, North and South Carolina. Past participation at this venue shows a growing interest in the destination making this an affordable outreach to consumers with a propensity to travel. Convenient non-stop flights on Delta, as well as one stop affordable flights with Southwest and America add to the destinations draw from this region. October 15-17 IMEX-America America's Worldwide Exhibition for Incentive Travel, Meetings and Events Las Vegas, NV Registration: $7000 Jack Meier The IMEX Europe event has been running a successful hosted buyer forum in Germany for over 20 years. Last year's inaugural event was an excellent return on investment for the meetings market so we decided to participate once again. This event focuses on showcasing American based destinations to the international MICE market. Appointments are buyer-led; buyers make appointments with those exhibitors with whom they are interested in doing business, therefore ti 1 111111 111 1 111 1 1 1111 11 1 �\ \ 0\111 11 � � � � 1111 - �,1 �S��b�l1��)44��! 1 your time is efficiently used meeting with only those meeting planners that are interested in your product. We are exhibiting within the Visit Florida booth pavilion. October 18-20 TTG Rimini Rimini, Italy Registration: $8200 Axis Travel Marketing TTG Rimini is the premier 13213 event in Italy with an appointment based approach; buyers make appointments with those exhibitors with whom they are interested in doing business, therefore your time is efficiently used meeting with only those tour operators who actually book Florida product. We are exhibiting within the Brand USA pavilion to minimize our financial investment and will be represented by our UK agency of record, Axis Travel Marketing. October 25-27 Birmingham Dive Show Brimingham, UK Registration: Covered by Dive Umbrella Axis Travel Marketing Co-op available at$850. Limited to 3 delegates DIVE 2013 is the largest showcase for the sport of sub aqua diving in the UK. Whether you're looking to start diving, want the latest new gear, training courses or exotic holidays, you'll find it all at DIVE 2013. Over 300 companies will be participating and in-hall dive pools, top speakers and many dive related travel features will be showcased. Among the exhibitors are manufacturers and retailers of diving equipment, training agencies, tourist boards, travel agents and dive holiday destination. October 25-27 SITV Travel Show and Tour Operator/Media Luncheon Montreal, Quebec Registration: $3000 Sabine Chilton In cooperation with Visit Florida, the Florida Keys will be participating in the International Tourism and Travel Show in Montreal, targeting French speaking consumers and members of the Canadian travel trade. This three day event is combined with a trade and media luncheon, coordinated by Visit Florida and allows for destinations to present their product to a captive audience. ti 1111 - �,1 1 �S�b�l1��44�! NOVEMBER 2013 November 1-3 Greater Palm Springs Pride Palm Springs, CA Registration: $569 Steve Smith This is the 25th year Palm Springs has held a Gay Pride event. Palm Springs is California's gay getaway city with both a large day and lesbian residential population plus visitors from throughout California and its surrounding states. This venue would promote the destination to the West Coast gay community encouraging them to take their holidays to the Keys rather than the Hawaiian Islands. November 4-7 World Travel Market London, England Registration: $40000 Stacey Mitchell/Axis Travel Marketing Co-op participation available at$1200. per delegate in destination booth. Brochure Distribution available at$300. per property. World Travel Market is the UK's largest annual travel trade show. This show will be held at the Excel Exhibition Center located in London. Visit Florida creates a Florida Pavilion for the state industry to exhibit their products and meet with travel agents, tour operators, and travel media. The UK market is the cornerstone of the Florida Keys international marketplace. The Florida Keys will continue to show a strong presence in this marketplace to build on existing trade the relationships as well as identifying emerging "niche"travel markets. November 3-6 Premier Meetings and Incentives Boca Raton, FL Registration: $6750 Jack Meier Premier Meetings Exchange is an innovative and dynamic forum designed around private one- on-one meetings between pre-qualified senior level meeting planners and the national's A-list roster of suppliers including luxury hotels and resorts, cruise lines and destinations. ti 1111 - �,1 1 �S�b�l1��44�! November 6-9 DEMA Orlando, FL Registration: Covered by Dive Umbrella Staffing by Dive Umbrella Co-op available at$350 Limited to 5 delegates. This is a trade-only event focusing specifically on the sport of diving; its manufacturer's and dive-related travel destinations. Dive consumers are not in attendance. Attendees hale from all facets of the dive industry in addition to travel agencies and tour operators specializing in dive vacations and travel. There is a strong emphasis on dive equipment suppliers. The Show is being held in Orlando this year and a smaller presence will be contracted. Industry participation is encouraged but will be limited to 5 dive shops. November 17-19 Meetings and Conventions—Interact 2013 Orlando, FL Registration: $500 Jack Meier Interact is an appointment based trade event geared towards bringing meeting professionals together with destination marketers from within the State of Florida. 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 destinations. It is also beneficial to be able to promote to planners about the feasibility of holding programs during the warmer months of summer and early fall. November TBD Chinese Tour Operator FAM Florida Keys, FL Registration: N/A Sabine Chilton In order to increase our exposure to this emerging market, the destination will partner with Visit Florida and other CVB's within the State to showcase our area to selected members of the Chinese travel trade. We have realized a 78% increase in visitors in our area from 2010-2011 and an additional 64% increase from 2011 to 2012. Most of these visits occur in the spring and fall and are via an escorted motor coach tour with an overnight in the Upper Keys and an overnight in Key West. ti �ua� ti 1111 - �,1 1 �S�b�l1��44�! DECEMBER 2013 December 4-6 Florida Encounter with Visit Florida Palm Beach, FL Registration: $3000 Jack Meier Florida Encounter is designed and produced by Visit Florida who only allows Visit Florida partners to exhibit independently. The two-day tradeshow features computerized pre-scheduled appointments and a one-to-one ratio between qualified meeting planners from outside the state of Florida and Florida's top meetings and conventions suppliers. For additional information, contact Visit Florida, 850-488-5607. December 10-11 Receptive Tour Operator Appreciation Lunch and Presentations Orlando, FL Registration: N/A Sabine Chilton TDC staff will be leading a delegation of industry partners to the major receptive operators' offices in central Florida and in Miami to update them on product inventory in the Keys, construction issues as well as offer destination education. Partner participation is necessary to facilitate this promotional effort. December 12-13 Receptive Tour Operator Summit Orlando, FL Registration: $1575 Sabine Chilton Produced by North American Journeys, this inaugural event will provide suppliers with 2 days of 1:1 appointments with the key receptive operators who are responsible for bringing the majority of inbound international visitors to our area. Included in our registration is a dedicated destination presentation to educate the buyers on what is new to the area. There will also be a MICE market component to this summit focusing on inbound international groups, both leisure and corporate/incentive. Registration is by invitation only. ti 11 � 1111 - �,1 1 �S�b�l1��44�! December 8-12 MICE Educational Experience Florida Keys and Key West Registration: N/A Jack Meier Our UK agency, Axis Travel Marketing, will be hosting a group of corporate and incentive buyers from the UK area for an exclusive in-depth familiarization visit. We will be highlighting new product, newly renovated product, corporate meeting spaces and off property venues for incentive programs. Industry support is necessary to facilitate this program. December 17 Holiday Showcase Chicago, IL Registration: $3300 Jack Meier The Association Forum's annual Holiday Showcase is Chicagoland's 41 business services and meeting sites exhibition. Offering one-stop shopping, Showcase is an easy way to meet with suppliers and take care of multi-faceted business needs in one day. Traditionally more than 2,000 qualified buyers are on the show floor that features more than 400 booths and over 700 different businesses. This show attracts a different planner than that of the Motivation show. JANUARY 2014 January 9-13 Reiseliv Lillestrom, Norway Registration: $2900 Sabine Chilton/Axis Travel Marketing Reiseliv is the premier Travel and Tourism Show in Scandinavia and is the most important market place for the Norwegians and international trade industry. The show is open to both travel trade and consumers. Last year's attendance reached 40,000 visitors. Due to the importance of this growing market, we will participate in this event through our UK/Scandinavia sales representatives. ti 11 1 111111 �� 1 1 1111 1 � l 11111 � 1\ 1 \ 0\\1101 11 � �� , 1111 - �,1 1 �S�b�l1��44�! January 11-12 Chicago Travel and Adventure Show Chicago, IL Registration: $6950 Jack Meier/Liana Pyne Co-op participation available at$750. per property Brochure distribution available at$250. per property. Formerly the Adventures in Travel Expo, this is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year's show and the greater Chicago-land area continues to be one of our key winter feeder domestic markets. January 14-16 Florida Huddle Palm Beach, FL Registration: $2500 Stacey Mitchell Co-op participation not available at this time. Keys exhibitors should contact International Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if number of registrants from the destination warrants. Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to promote Florida product to the international FIT and group tour market. There are only 2 shows per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as cost prohibitive and will give you Florida-specific exposure. January 25-26 San Francisco/Bay Area Travel and Adventure Show Santa Clara, CA Registration: $4700 Stacey Mitchell/Liana Pyne Co-op participation available at$750. per property. Brochure distribution available at$250. per property. Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines ti 1) 1 1111 - �,1 1 �S�b�l1��44�! are the key media sponsors of this event, insuring high end media and travel professional exposure. This event has been very successful in the past and we will be looking to maximize exposure with a live demonstration during the talk theater segment of the event. January 24-26 AAA Great Vacations Travel Expo Columbus, OH Registration: $2400 Jack Meier Co-op participation available at$500 per property. Brochure distribution available at$250 per property. The state of Ohio consistently ranks in our top ten of visitors by origin, and this market, due to its land-locked nature, will travel to our destination any time of year. In 2013, this expo attracted almost 13,000 consumers and offered on the show floor booking specials and vacation packages through AAA. This will be the first time the destination is exhibiting in several years. January 25-26 Philadelphia Inquirer Travel Show Philadelphia, PA Registration: $3500 Sabine Chilton Co-op participation available at$750. per property. Brochure distribution available at$250. per property. The Florida Keys will be exhibiting at the largest consumer show in the Greater Philadelphia/South Jersey metro area. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Conceptually similar to the Boston Globe Consumer Show, members of the travel trade were available on site to book `show specials'. ti 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 1� � �� 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� FEBRUARY 2014 February 7-9 The Boston Globe Travel Show Boston, MA Registration: $3100 Jack Meier/Liana Pyne The Florida Keys will be exhibiting at the largest consumer show in the New England area as part of the Visit Florida pavilion. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Last year more than 1,000 travel agents and 12,000 consumers attended this event, and Visit Florida stated that the Florida Keys were one of the most requested through destinations within their pavilion. February 8-9 Los Angeles Travel and Adventure Show Long Beach, CA Registration: $6950 Stacey Mitchell/Yves Vrielynck Co-op participation available at$750. per property. Brochure distribution available at$250. per property. Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. February 8-15 Latin American Sales Mission with Visit Florida Argentina, Chile, Uruguay Registration: $3500 Sabine Chilton With all-time record increases of arrivals to the Florida Keys from those 3 countries, it is time to reinforce our ties with the trade. Visit Florida has been pursuing those markets for several years and has excellent contacts that they will share and will give us the opportunity to introduce our destination via table top shows, trainings, and presentations. One very important news is that Chile is entering the Visa Waiving program in May 2014 which will increase the amount of visitors tremendously. ti �ua� titi�� 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1111 - �,1 1 �S�b�l1��44�! February 14-16 Our World Underwater Dive Show Chicago, IL Registration: Covered by Dive Umbrella Yves Vrielynck Our World Underwater is a dive specific consumer show. Cooperative participation available to the first six (6) Dive Industry delegates at $350. per Dive Operator. This is a well-attended consumer show, catering to the Dive Consumer in the Midwest market, where research has shown a large percentage of certified divers. February 21-23 Outdoor Adventure Show Toronto, Canada Registration: $1400 Sabine Chilton The Outdoor Adventure Shows are the largest consumer events in Canada that brings buyers and sellers of outdoor adventure products and services. The adventure market has proven to be a successful niche consumer market for the destination in the U.S. and now we are reaching out to the lucrative Canadian market. Over 30,000 consumers attended the Toronto show in 2013 and the destination was well received as a viable alternative for active, outdoor vacation destinations. February 22-23 Washington Travel and Adventure Show Washington, DC Registration: $6950 Jack Meier/Liana Pyne Co-op participation available at$750. per property Brochure Distribution available at$250. per property Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year's show and the greater DC/beltway area continues to be one of our key spring into early summer the domestic feeder markets. ti 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 11 � �� . 1 1111 -I �,1 �S��b�l1��)44��! 1 February 23-25 Conde Nast Travelers Exchange Charleston, SC Registration: $8500 Stacey Mitchell This appointment based event features well vetted luxury travel advisers with up-market destinations and hotels for a business to business two day meeting. The destination has had a full schedule of appointment for the past three years and continues to see business to the area as a result of participating in this elite promotional event geared towards the Virtuoso travel agent. MARCH 2O14 March 1-2 Outdoor Adventure Show Vancouver, BC, Canada Registration: $1295 Sabine Chilton This two day show attracts over 17,0000 outdoor enthusiasts. Consumers of the Outdoor Adventure Show are committed to a lifestyle that involves sports and activities of all kinds. They are `doers', not watchers are a perfect fit for our destination. Strong representation in the 18-49 year old range. They are looking for new destinations to discover. This is the first time the destination will be exhibiting at this show. March 2-4 Visit USA Italy Showcase Verona, Italy Registration: $4700 Stacey Mitchell/Axis Travel Marketing Just prior to ITB, delegates from the U.S. will be traveling to Verona, Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient method of exposing your destination to the main travel trade and media partners within the Italian tourism sector. This is a cost effective method of promoting your product to a market segment that travels almost heir exclusively during the month of August. ti 11 � 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� March 5-9 ITB Berlin, Germany Registration: $45000 Stacey Mitchell/Yves Vrielynck Co-opportunities available at$900. per property. Brochure distribution available at$300. per property. This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must Attend" tradeshow for any one 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 niche market and mainstream trade. March 21-24 New York GLBT Consumer Expo New York, NY Registration: $4000 Steve Smith Co-op available at$200. Limited number of delegate positions available. For the 20t' year, the Florida Keys and Key West will participate in one of New York's most successful Gay and Lesbian consumer shows. Last year, 25,000 consumers and travel professionals attended. As a sponsor, our destination will gain more exposure prior to and during the show through direct mail promotions, posters discount coupons, etc. Running concurrently with the expo will be a Gay weddings exhibition. Gay weddings and commitment ceremonies are becoming big business both domestically and internationally, and Key West should position itself as the gay destination wedding location of choice to this lucrative market segment. March 28-30 Beneath the Sea Dive Show Secaucus, NJ Registration: Covered by Dive Umbrella Yves Vrielynck Co-op available at$350 Limited to 6 delegates This dive show caters to the Dive Consumer in the lucrative Northeast corridor. This is the 38t' annual Consumer Dive & Travel Exposition held at the Meadowlands Exposition Center, ti 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1111 - �,1 1 �S�b�l1��44�! Secaucus, New Jersey, which is within 10 minutes of New York City. The show attracts bioth 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 along so there were no concerns about accessibility or flight costs. March 29-30 Travel and Adventure Show San Diego, CA Registration: $5800 Jack Meier/Liana Pyne Co-op participation available at$750. per property Brochure Distribution available at$250. per property Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler magazine is the key media sponsors of this event, insuring high end media and travel professional exposure. The destination has been well received by the consumers in attendance at all of the other marketplaces, and San Diego is a geographical area with a high HHI and new direct flights to Miami. APRIL 2014 April 6-9 IPW (International Pow Wow Chicago, IL Registration: $18000 Staff Co-op participation available at$1200. per property. Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is key in pursuing the international market, with participants hailing from over 70 nations. This is the most important event for anyone who is interested in increase maintaining promotional efforts in the international marketplace. ti 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� April 23-25 World Travel Market Sao Paulo, Brazil Registration: $3500 Sabine Chilton After very successful Brazilian sales missions with Visit Florida, we are planning to participate in this first time ever event. This three day B-2-B event will be open to pre-qualified trade visitors only. As a reminder, with 1.466 million visitors (an increase of 38% year on year) and $2.2 billion in spending (an increase of 50%), Brazil is not the number one overseas market into Florida. MAY 2014 May TBD The Villages Travel Expo The Villages, FL Registration: $500 Jack Meier/Liana Pyne The Villages markets itself as Florida's largest and most active retirement community. With a population of 40,000 residents spanning over a three county area, an average HHI of $93,800 where 50% will pay cash for their home and 83% of the residents preferring mid-week travel, the demographics show promising potential to help boost our summer, fall and post-Christmas/early January time periods. We were overwhelmed with requests and enthusiasm last year and the response clearly indicated that these consumers enjoy in- state travel, have a disposable income and can theoretically travel at any time. May TBD Florida AAA Sales Calls and Presentations West Coast/East Coast of Florida Registration: N/A Jack Meier/Liana Pyne Presentations and destination training will be conducted to travel trade professionals along the west coast and central east coasts of Florida. We will be calling upon travel professionals within the AAA Travel Club South offices. ti oo� � 1111 - �,1 1 �S�b�l1��44�! May TBD Sales Mission to Eastern Region of Germany/Europe Brandenburg and Saxony Regions of Germany Bratislava and Budapest Registration: N/A Stacey Mitchell/Yves Vrielynck With the assistance of our German sales office, the Florida Keys will be conducting sales calls and updating product managers in Austria and the Eastern region of Germany on destination initiatives. We will focus on companies where operators don't have the staff or budget to attend shows like FL Huddle or Pow Wow. As part of the road show, partners will be able to attend media functions coordinated through our German PR office in cities where appropriate. Industry participation is encouraged to showcase your product just prior to the crucial contracting season and product launch for 2014-2015. JUNE 2014 June 3-5 Incentive Travel Exchange Las Vegas, Nevada Registration: $9500 Jack Meier The Incentive Travel Exchange is committed to elevating the networking and exchanging of ideas between buyers and suppliers of incentive travel to new heights. This computer generated appointment event will pair 100 buyers and 100 suppliers of incentive travel for private one-to- one meetings in an exclusive setting where participants can generate productive and profitable dialogue. Each buyer will be hosted by The Exchange and be carefully screened to ensure that they are a top producing purchaser of incentive travel. Each invited supplier will undergo an equally rigorous screening process to verify that the products and services they represent are of an up-market standard. ti 1111 - �,1 1 �S�b�l1��44�! June 4 -9 Gay Days Expo Orlando, FL Registration: $1400 Steve Smith The Annual Gay Days Expo is a 4-day show each year during Gay Days in Orlando. At the expo you will find a variety of products from GLBT friendly vendors on display along with exciting entertainment. The Gay Days Expo has become one of the world's largest GLBT travel, entertainment expo and business expos. Attending this show offers an opportunity to put the destinations product in front of more than 15,000 affluent, well-educated and brand loyal Gay Days attendees. June 7-8 The Scuba Show Long Beach, CA Registration: Covered by Dive Umbrella Yves Vrielynck/Liana Pyne Co-op participation available at$350. per participant Now in its 26t' 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 for the Florida Keys to establish themselves as a premier dive destination to the wealthy L.A./Southern California consumer market. June 12-15 Collaborate Marketplace Seattle,WA Registration: $3500 Jack Meier Collaborate Marketplace is an innovative, appointment-only trade show designed specifically with a corporate meeting planner's needs 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 pre-screened and must have the final decision making authority. ti 1111 - �,1 1 �S�b�l1��44�! June 27-29 WorldPride Toronto Toronto, Canada Registration: $1000 Steve Smith This 4 h annual event is the first time WorldPride has been held in North America. There will be a 2 day street festival serving attendees from all areas of Canada as well as from countries around the world. This will be the first pride event that the Florida Keys has participated in Canada and will augment our advertising and promotional efforts in the area. AUGUST 2014 August 8-11 North Halsted Market Days Chicago, IL Registration: $3000 Steve Smith/Jack Meier Co-op participation available at$200. for four (4) delegates. This event is in its 21 st year, and has been a sell out the previous eleven. The event is the largest two-day Gay and Lesbian festival, and attracts over 300,000 attendees, including mainstream consumers. The greater Chicago area remains one of our strongest consumer markets, and continued promotions in this area are recommended. August 19-20 Incentiveworks Toronto, Canada Registration: $3000 Jack Meier Co-op participation available at$750. per property Incentiveworks is Canada's largest event for professionals who plan, organize or influence meetings and events. This two-day event is specifically tailored for meeting planners to connect with suppliers, engage the industry and learn how to plan better MICE market oriented events. ti 111, -I �,1 1 �S��b�l1��)44��!��4�a�41�41�� August TBD Southwest Vacations/The Mark Travel Company Roadshow Chicago, IL/Milwaukee,WI Registration: N/A Liana Pyne The Mark Travel Company is one of the largest domestic wholesale operators who handle all of the vacation packaging for Southwest Airlines as well as Funjet Vacations, and in the UK the brand is known as Funway. As part of an affinity marketing program, the Florida Keys and Key West are invited to participate in a training and promotional road show targeting the call centers and training the reservations staff on the destination. SEPTEMBER 2014 September 4-7 Gay Days Expo Las Vegas, NV Registration: $1000 Steve Smith This first annual Las Vegas Gay Days Expo will feature a 4-day travel and business component. At the expo a variety of GLBT friendly vendors will be promoting their product to potentially 15,000 affluent, well-educated and brand loyal attendees. The Orlando Gay Days Expo has been very successful for us in the past, and the Las Vegas version should be well received by a more west coast oriented crowd. September TBD IFTM and Tour Operator Presentations Paris and surrounding regions, France Registration: $5500 Sabine Chilton The Florida Keys and Key West will be participating with Visit Florida in France's leading Travel Show visited last year by 16,455 trade visitors. We will also attend the fair share dinner where we will meet with key tour operators who have product in the destination. This show will be followed by a week of sales calls in Paris and Lyon, focusing on retail travel agencies selling Florida Keys properties. ti 1111 - �,1 1 �S�b�l1��44�! September TBD Luxury Travel Exchange Las Vegas, NV Registration: $8000 Jack Meier Luxury Travel Exchange (LTX) is an invitation only event designed to bring luxury travel advisors together with luxury and premium travel suppliers in an interactive format. The show comprises of a traditional tradeshow and one to one appointments with pre-screened travel planners. Buyers are looking for more detailed and in-depth information from properties and suppliers. September TBD Scandinavian Sales Mission Oslo, Stockholm, Copenhagen Registration: N/A Axis Travel Marketing/Stacey Mitchell With the assistance of our UK sales office, the Florida Keys will be conducting sales calls and updating product managers in the key cities of Scandinavia on destination initiatives. We will focus on companies where operators don't have the staff or budget to attend shows like FL Huddle or Pow Wow. As part of the road show, partners will be able to attend media functions coordinated through our UK PR office in cities where appropriate. Industry participation is encouraged to showcase your product for 2014-2015. September TBD Colorado Dive Show Denver, CO Registration: Covered by Dive Umbrella Yves Vrielynck There are approximately twelve dive clubs in the Denver area alone, and Colorado boasts more certified divers than anywhere else in the country. Due to the state's land locked status, the region has a unique and interesting dive travel pattern. Divers will take up the sport locally using quarries for their training, and then travel to tropical locations to dive. The destination will offer booth space at this consumer show highlighting the region's diverse diving options. ti 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Ongoing Sales Efforts Destination Days Sales Staff Presentations and destination training will be conducted to travel trade professionals in the South Florida area. These travel trade professionals include Certified Vacations/Delta Dream Vacations, Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies. Electronic Marketing Sales Staff In an effort 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, on line educational portals, known as Travel Universities, have been created to offer continuing education on the destination to members of the travel trade both internationally and domestically. Axis Travel Marketing, LTD. - UNITED KINGDOM Services Provided: Maintain Florida Keys Dedicated Phone Line Answer calls from consumers and trade professionals Arrange fulfillment through fulfillment house Conduct sales calls on behalf of destination Act as a resource by providing support for trade professionals Liaise with offices of Visit Florida in UK Liaise with KBC Public Relations Advise TDC and advertising agency on UK market trends & issues Monthly Sales Report Maintain strong alliance with Visit USA Association Personnel, administration, office facilities, consultation, communications Manage European Financial Operation Other operating costs Total Basic Services: $50,000 ti 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Operating Budget: Trade Events, Exhibits, Promotions, Special Projects: Activi1y Actual cost Expenses Fees Totals Resources $13,315 $0 $0 $13,315 World Travel Market TDC Budget $2,000 $2,000 $4,000 MCIT Fam $6,500 $1,000 $0 $7,500 International Pow Wow TDC Budget $3,500 $1,000 $4,500 VIP Tour Operator Fam $6,500 $1,000 $2,000 $9,500 Joint Marketing $9,000 $0 $1,000 $10,000 Reiseliv TDC Budget $1,500 $1,000 $2,500 Visit Florida London $325 $500 $0 $825 Advisory Lunch (Feb 2014) Irish/UK Sales Mission $3,000 $2,500 $3,000 $8,500 TTG Rimini TDC Budget $2,500 $1,000 $3,500 Affinity Marketing/Gay $11,000 $0 $3,000 $ 14,000 Pride Birmingham Dive Show $1,600 $1,000 $1,000 $3,600 Tour America Show $8,000 $1,000 $1,000 $10,000 Ireland(Oct 2014) Visit Florida Irish $360 $500 $0 $860 Advisory Lunch (4/7 October) VUSA Ireland $1,000 $0 $0 $1,000 Membership VUSA UK Membership $1,000 $0 $0 $1,000 VUSA Sweden $1,100 $1,000 $1,000 $3,100 Workshop (14 Jan 2014) Holiday World (24-26 $2,000 $1,000 $1,000 $4,000 January 2014) Team America $1,000 $1,000 $2,000 $4,000 Workshop (March 2014) Showcase USA Italy TDC Budget $1,000 $1,000 $2,000 Visit Florida Summer $1,500 $300 $0 $1,800 Trade Event UK Website Updates $0 $0 $1,000 $1,000 Newsletter $1,500 $0 $1,000 $2,500 Sub-total $113,000 Total Basic Services $ 50,000 Total United Kingdom Budget $163,000 ti 1 111111 111 1 111 1 1 1111 11 1 �\ \ 0\111 11 � � 1v � 111, - �,1 1 �Sib�l1��44�i!��4�Qi41�41�� SCOPE OF SERVICES in FY 2014 Get It Across Marketing October 01, 2013-September 30, 2014 Germany, Switzerland,Austria+BENELUX Basic Services Provided Maintain Florida Keys dedicated Phone/Fax line (+49 2212336 451/450) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfilment through mailing house (Presse & Touristikdienst Nentwich) Act as resource by providing support for trade professionals Maintain strong alliance with various Visit USA Committees Liaise with MikullaGoldmann Public Relations Advise TDC on market trends, Monthly Sales Reports Work on set up of niche products (diving, gay& lesbian, modern outdoor sports) Misc. operating costs Total Basic Services: $30,000 Operating Budget EUR 1.00 =USD 1.35 Costs Fee Total 1) SALES MISSIONS & CALLS Eastern Sales Mission,May 2014: $2,500 $3,000 $5,500 Covers app. Scheduling, organisation &travel expenses Sales Calls Niche Markets &BeNeLux: $2,500 $1,000 $3,500 Tour operators (Diving, Gay, Wedding, Fishing, Incentive) 2) SPECIALIZED SHOWS: Booth &Assistance ITB 2014,Berlin,March 05-9,2014: $3,000 $3,000 $6,000 (covers app. scheduling,booth assist./booth manning) Gay Programs-2014- Germany $4,500 $3,000 $7,500 Gay Prides in July 2014 and other gay related promotions IMEX Frankfurt,May 2014: $4,500 $2,500 $7,000 (covers app. Scheduling,booth assist./booth manning) ti 1 111111 �� 1 1 1111 1 � l 11111 11 � 1\ 1 \ 0\\1101 11 � �� , �� 111, - �,1 1 �Sib�l1��44�i!��4�Qi41�41�� 3) Travel Trade Trainings/Roadshows/Seminars Reisetaee Badaen, with Knecht Reisen, Switzerland, $5,000 $1,500 $6,500 November 2013: (covers registration, travel and coordination) See America Workshop,November 2013: $2,000 $2,000 $4,000 (covers registration, travel and coordination) Visit USA Seminar Switzerland,February 2013 $4,500 $2,000 $6,500 Registration, travel and coordination (Visit Florida will be Featured Destination) Visit USA Seminar Austria,February 2013 $4,000 $1,600 $5,600 Registration, travel and coordination+Workshop Additional Travel Aaent Trainine Workshops $3,500 $1,500 $5,000 Registration, travel and coordination(tbd) 4) German Florida Keys E-Newsletter -Prod. & Translation of German language print Newsletter $2,500 $2,000 $4,500 5) GERMAN FLA-KEYS MINI SITES $1,000 $1,000 - Coordination of updates/changes 6) TRADE PARTNER COOP German TO Marketing Programs $14,500 $3,200 $17,700 Swiss TO Marketing Programs $5,500 $1,500 $7,000 Austria TO Marketing Programs $4,000 $1,500 $5,500 BeNeLux TO Marketing Programs $8,000 $2,000 $10,000 7) GERMANY PRODUCT INVENTORY - Summer 2014 Inventory and Analysis $3,000 $3,000 8) CONSUMER TRAVEL SHOWS Brochure Distribution: Stuttgart, Hamburg, Munich(Visit FLA) $2,000 $500 $2,500 Austria(Vienna with Amerika Reisen) $800 $200 $1,000 Switzerland(Luzern with Skytouyrs) $800 $200 $1,000 Netherlands (Vakantiebeurs, Wereld Contact show) $2,000 $1,200 $3,200 9) Office Resources $1,500 $1,500 Total Operating Budget $77,600 $37,400 $115,000 Total Operating Budget $115,000 Total Basic Services $30,000 Total Germany(Switzerland,Austria)Budget $145,000 ti 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Memberships American Society of Travel Agents (ASTA) $549 Hospitality Sales & Marketing Association International $1,060 Receptive Services Assoc. of America(RSAA) $500 Travel Industry Association of America(TIA) $2,750 International Gay and Lesbian Travel Association (IGLTA) $250 Visit USA Belgium/Luxembourg $650 Visit USA France $1,500 Visit USA Netherlands $1,000 Visit USA Nordic Region $1,400 Visit USA United Kingdom $850 Visit USA Germany $2,120 Visit USA Ireland $1,200 Visit USA Italy $1,200 Society of Govt. Travel Planners $395 Meeting Planners International $750 Association Forum of Chicago $410 National Tour Association $690 American Bus Association $500 Adventure Travel Trade Association $750 No. American Journeys (NAJ) $3,900 National Gay and Lesbian Chamber of Commerce $100 International Gay and Lesbian Chamber of Commerce $325 Total Memberships $22,849 ti u 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Measurability Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and fulfillment data. Post show evaluation to industry partners: Indicating feedback with regards to booking activity and inquiries as a result of show or sales call participation. Tour Operator Feedback: Current product selling trends within destination. Annual Tour Operator Inventory Reports from the UK, Ireland 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 planners RFPs, travel agents and tour operators sections. ti 0 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� BUDGET Promotional Activities $249,414 Travel Expenses $185,000 Postage/Phone/Xerox $75,000 Memberships $22,849 Entertainment $10,000 Resources $203,737 SUBTOTAL $746,000 Axis Travel Marketing/Get It Across $308,000 TOTAL LINE ITEMS $1,054,000 ti "R A ri Bllljl(',� ONS r / rroiai /r rr lr r r ✓ lIL ar, / ,r r ✓ _v r r rrrr r / r r / r r rr /mac............ ............................................. r r .............. ............. r iii//%% "Ma m✓i ,�umvvGl�Punyp✓J�i,U,'�YIf i Tj�P�,JPI�' � J�yl l l/'. �� r��/ /%��/� /iiiiiiii / 't r. rr r r. / r r r,✓ / r 7 ✓ r / / r� ✓ J / �/ ., i%;,i/ur,/a r;,r' ,,,..,, u r l ,.. rai✓ur/�✓///��/i/i�/I „r///i „Y �///////�/�i/I G /� � //l u r, ,r✓ a /, ✓ I>/,, �,� fill/,, �. , / rr✓ / r ,,; `� r, rr„irr ✓i , ,rri,�� /I ri /,�, ,, :� .,,, ,r, ,",,,,,, /.. r ,; ,, ✓ „ ,;, ud //r r, ✓rrr :-a�// r /I/��r r r ,r,�✓ ..,,,, / / ,,.;. ..,.. r � , . /, ...r,r../..,,1. .,�... r /✓ ,rrr,r„ ;,,, ,,,,, ,r/err.,✓ ... /.. � ,/...,� „, ,,/ r /r %/ ;,- / � � //rri r ,, � ,„ ,,,,, ✓,� r i,ri�„/i / /fir �rl�r� / / r / ri rri// ��; / rffi.! // �/// /l//v/r//// ,r .,�.:., r". ��1 � l�rn /' J' n' rr r" l//",.,rr,,,,,, ,/, r/r r,✓.r/�r, Nw ,y i%/,./l�rrl l!1!JI : ✓ /✓r ,✓�,,::i��%///✓i ///ri/ /r// / ��:�i//%/%l ' �a,✓ �nur'�(16"�".wrl �r��i�''('��'f ✓ � 7�r9 ., IIU�IWG�I �,,,,,,, ,;: �,.r � r5��/tti✓�//i r //f � / ✓ r ul I / ✓✓lu�//� ✓r�P%r/ r /%% ,�1✓/ ///r�,%/✓o/i%lr�jr � �)>d)rs..:a� „ / r/i% a r.✓i//. err/ l/ /r /////r jr r..r/ i%'I/ ,,,�r,,, � ,,,!� // ,,,, r,,.,.✓v!/e,rii ",D // / r»r/ %/ rr r ✓rri/:. l nr /%1.,/ :,,.„ ,,,,,, ,;;" „,,"„-„" ," u„ .,,:;, ,r✓'// rr /rifr��r�/✓��rii/ ,�., ri/ci /✓i ,/„,,/ ,..rr r, �/.. � vae: /, ,r, , r Jon r r/� ( r r h . r /r// r Ti r�'r/r, i,:. /��/rr ,,:./// /lJ%J /;r/ pi ,, ,,,, ,,,,,,, � i,/l/h,,,,,..,,, ✓rr „,,,, ,,. r i l r,n✓, / it ,,, ,F,. � / �, ,� x,. ,. ,,,, ,. �, -ai: ✓ ✓ ✓ / !r i r rri / i. ,,,.,,. ,,,,,, ,,..,�" /v / /r ,,/i� l l f r r i/r � // �r /r�, ✓ Ir,rxr r r ✓ / »� r r r yrr r � fa0 r / . ra// / / f � ,r ✓r r r ,... .rrr .✓ r. / � r ,....,, ,�..; r;- <. r r r //v._.i Y _r ✓/rwr� / ,, ,.p r l r r,r/ 1. �✓ ........rc ro ,- ,.,. r :/r ri,.�. 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J I MVW,,,.�f"")i i�,/ ��///�/!/ia� ,�l/IfJf(��l!�I�I�� / ��i/i/ �/,o,.i�!r//l�f✓'JJl�iii/1,,,.1 .rrr ,.:,.,//�,✓r,r/„,,-m � „,rr�u�nfwl�l../��/ �/rt�vcr�/,/%�2Y1�� .,,,....,,�„✓ri��!i, .,,rxlr/��1��d///�%//l��N'�SWi.!%�1��iYfrJ��i�J��( �/� � /, 1111 - �,1 1 �S�b�l1��44�! K. Public Relations Introduction NewmanPR's 2013-'14 public relations strategy for the Monroe County Tourist Development Council will utilize multiple traditional and nontraditional media avenues and approaches to communicate the image of the Florida Keys. Since research data indicates travelers desire an authentic experience, outside the realm of the "average Florida" vacation, the agency will focus efforts on raising awareness of the Keys as a destination to meet and exceed their stated desires. Campaign strategy will reinforce the Keys as a single island-chain destination that merits thorough, leisurely exploration enriching the intangible value of the vacation by "slowing down and seeing it all" instead of hurrying through one or more districts to reach a specific target location within the Keys. Creative messaging is to stress the Keys are an authentic, easygoing locale where the vacation experiences and appeals are real, honest and not commercialized or "average Florida" while promoting the Keys as a relaxing, revitalizing getaway destination. To further highlight the authenticity of a Keys vacation, emphasis is to be placed on the availability of the "locals' experience" to visitors. Locals' insights, favorite places and activities, and insider tips on enjoying the Keys will be presented as appropriate through social and traditional media, agency-generated content for media and consumers, and interactions during press trips and/or travel shows. NewmanPR and its affiliates consistently secure media exposure for the Keys that is valued at many times the TDC's PR promotional budget, and expect to continue doing so in the upcoming fiscal year. The agency will work with its strong established network of print, broadcast, on-line and social media, while capitalizing on emerging media opportunities as appropriate, to maximize communication of the Keys' attributes, offerings and overall message. Newman PR will have an integrated marketing approach with Advertising and Sales efforts in seasonal and our target markets. The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year beginning Oct. 1, 2013. Objectives 1. To promote the Florida Keys & Key West as an ideal destination for authentic, "Not Your Average Florida"vacation experiences with a high tangible and intangible value. 2. To use PR strategies to position the Keys as one destination, while communicating the diverse attractions of each of the five districts. 3. To showcase the Florida Keys vacation experience to the cuisine, dive, fishing, cultural, Geo Tourist, LGBT, weddings and honeymoons, and soft-adventure markets, as well as spotlighting voluntourism. ti 1111 - �,1 1 �S�b�l1��44�! 4. To promote awareness and image of Florida Keys special events and attractions. 5. To focus international efforts on U.K., Germany, Canada and Scandinavian countries, while increasing efforts in secondary markets and exploring Latin American markets. 6. To promote the destination's acceptance of and support for diversity to both domestic and international LGBT markets. 7. To promote awareness and image of Florida Keys special events and attractions. 8. To expand focus on Facebook, You Tube, Twitter and other consumer and social networking media as direct-to-the-consumer promotional vehicles for the destination. 9. To implement a PR crisis management program during significant emergency situations. Goals I. To increase the Florida Keys' vacation awareness among Canadian media and consumers in the Toronto and Montreal areas by expanding our Canadian PR agency's scope of services. 2. To increase media efforts in the northwest states of the U.S. 3. To increase PR efforts in Florida's Treasure Coast and The Villages in Central Florida. 4. To develop and implement a promotion and development of a nationally syndicated television show focusing on "twin-center getaways" within the Florida Keys (i.e., slower- paced vacation stays in more than one district). 5. To develop and implement a multi-faceted program tentatively titled "Experience the Locals' Florida Keys." 6. To develop a "Not Your Average Florida" social media promotion and press trip, both positioning the Keys as a destination offering unique, authentic vacation experiences. 7. To increase the UK/European program into Scandinavia by contracting with PR representation in the market and staging at least a group media familiarization tour with media representatives from each of the four main markets. 8. To develop domestic press groups trips including one focusing on soft adventure, one on culture/cuisine and one on locals' favorite offerings. 9. To develop visits by at least 60 British, European and Canadian media representatives to the Keys, either in groups or as individuals, to promote the wide range of activities and attractions available. Overview of the Domestic Public Relations Program In an expansion of past years' strategies, NewmanPR will continue its emphasis on traditional media while expanding use of established and emerging social media in its public relations program to promote the Florida Keys & Key West. While overall focus will remain strong on the destination as a whole, increased focus will be placed on the attributes of individual districts to encourage longer and more in-depth vacation experiences. ti III, R11 S��b�l1��)44��!��i��i��4�a�41�41�� Even more than in past years, the PR program is designed to allow a high level of flexibility, enabling the agency to take advantage of opportunities as they arise. Such flexibility is increasingly vital to a strong PR effort given the "instant information" expectations of contemporary media and consumers. Spot news coverage and social media platforms will be used whenever possible to generate positive messaging to media and consumers. Primary facets of the program include: 1. Creating and distributing print, photography and video Keys travel content for traditional media ranging from regional to international as appropriate, and to media and consumers via established and emerging social media vehicles. 2. Maximizing use of social media outlets such as You Tube, Facebook, Twitter and others to distribute Keys travel and event-related content and spot news directly to consumers, while also using these vehicles to reach media. 3. Providing personalized assistance to journalists ranging from suggesting story topics to setting up interviews, and providing logistical and other support to production crews shooting broadcast or online travel segments or features in the Keys. 4. Arranging and facilitating group and individual media research trips to the destination to showcase it to national and international media representatives and their audiences. Throughout all promotions, the agency will focus on the authentic, unique, "No Your Average Florida" nature of the Keys vacation experience with an extremely high intangible value. All public relations materials will publicize the Keys website, toll-free number and most significant social media outlets. Florida Keys News Bureau: Keys Conduit for Spot News Coverage NewmanPR strongly believes that a vital component of serving the destination lies in meeting the needs of print, broadcast and online media. The agency's Keys team members are experienced in producing print, broadcast and online materials crafted to exceed the highest production standards set by leading print and broadcast media. The agency and its Florida Keys News Bureau, established on behalf of the destination, have a long-term history of anticipating media requests, providing quality materials and adhering to strict standards of truthfulness in dealings with media. This has resulted in an unparalleled relationship with national and international television networks, wire services and other media outlets. These outlets treat the Florida Keys News Bureau as a valuable and relied-upon information source, creating a professional synergy that enables the agency to generate the most widespread coverage possible for the destination. Through the Florida Keys News Bureau the agency will continue to produce spot news stories ti 11 � , u 1111 R11 S�b�l1��44�! whenever warranted, distributing them to mainstream, regional, national and international print, broadcast and on-line venues. In addition, distribution through selected social media outlets will be emphasized to provide near-instant information and message dissemination. Whether focusing on special events or capitalizing on unforeseen occurrences with the potential to increase awareness and favorable image of the Keys, spot stories have proven extremely valuable in increasing positive awareness of the destination. For distribution, the agency uses extensive, continually updated databases that currently contain thousands of records on journalists. Virtually all story and photograph distribution is accomplished electronically, either via email or by transmitting to wire service computer systems, and most broadcast distribution is accomplished by direct electronic uploads. District and Umbrella Programs The agency plans an increased focus on vertical or niche marketing to increase media and consumer awareness of the attributes of individual Keys districts, with the goal of increasing visitation to individual districts as well as "twin center" getaways within the Keys. All public relations and news materials will be crafted with the underlying goal of strengthening the district's distinct self-selected identity. In addition, the agency will showcase and reinforce the unique aspects of each individual district through advance promotion and spot news coverage of the district's special events. These may include Key Largo's Humphrey Bogart Film Festival, Islamorada's Bay Jam, Marathon's Seven Mile Bridge Run, the Lower Keys Underwater Music Festival and Key West's Fantasy Fest and Hemingway Days. As in past years, the agency will provide public relations support to the Fishing, Cultural and Dive Umbrellas. Emphasis will be placed on special events, programs and offerings chosen to support each umbrella's stated goals through a blend of advance public relations, spot news and ongoing image communication to media and consumers. Such efforts are funded by a line item in umbrella's budget to promote these specialty markets and events. Local PR Support to Enhance to Authentic Messaging NewmanPR believes that a deep familiarity with the Keys, particularly given their geographical spread and wide range of market appeals, is vital in communicating an authentic and accurate image of the destination to media and its audiences. This hands-on familiarity with the destination is valuable both when gathering and conveying factual information to media, and when identifying and communicating authentic aspects of the Keys vacation experience directly to consumers. The 2013-'14 public relations program will be carried out by senior account staff living full- or part-time in the Keys, a Middle Keys-based correspondent or "stringer" covering the Upper and ti III, R11 S��b�l1��)44��!��i��i��4�a�41�41�� Middle Keys and a Key West—based account executive who performs the duties of stringer for the Lower Keys and Key West. Both stringers are longtime Florida Keys residents with intimate local knowledge. This is a distinct advantage particularly in fiscal year 2013-'14, with its increased emphasis on positioning the Keys as a destination where vacationers can have authentic, "locals' favorite" experiences. PR stringers' responsibilities include maximizing event-based and spot news story-gathering within their districts, working closely with district and industry representatives, assisting journalists with activities that range from suggesting story topics to setting up interviews, providing personal assistance to production crews shooting travel segments or features in the Keys, attending District Advisory Committee meetings and Umbrella Committee meetings. Specific and Niche Market Efforts As well as mainstream vacationers, NewmanPR's strategy includes promoting aspects of the Keys that appeal to a variety of established and emerging traveler markets. These markets are to be targeted during fiscal year 2013-'14 with district-specific messaging as well as in promotion of the Keys as a whole. Some have been chosen specifically to raise awareness of attributes of a specific district to encourage increased visitation from consumers in the affinity or niche market. They include, but are not limited to: • Soft-adventure • Voluntourism and Geo-tourism • Fishing • Diving • Arts, culture and history • LGBT • Family travel • Cuisine • Weddings & Honeymoons ti 1 �1 � 1111 R11 S�b�l1��44�! Promotions and Campaigns for 2013214 The agency has developed four public relations initiatives designed to communicate the underlying message that a Keys visit can and should be unique, exploratory, hands-on, participatory and filled with authentic, "vacation-like-a-local" experiences vastly unlike an "average Florida" or manufactured vacation. Promotions for 2013-'14 include: "Experience the Locals' Florida Keys" To showcase the Keys as a destination that offers meaningful, authentic, non-commercialized experiences far different than the "average Florida" vacation, NewmanPR is planning a multifaceted program that invites potential visitors to "vacation like a local" and experience activities enjoyed and enthusiastically recommended by Keys residents. This program will be promoted in large part directly to travel consumers through social media and online outlets, building on the proven premise that "real-world, real-person" recommendations drive a large percentage of travel decisions. Elements of the promotion will utilize and further develop messaging vehicles already in place. They will include (but are not limited to): 1. The development of a "Locals' Guide to the Keys" section of the website that features authentic, "off-the-beaten-path" experiences and favorite places recommended by a variety of local residents. 2. Facebook and Twitter awareness campaigns with daily "locals' tips" messaging to followers. 3. A themed "Locals' Choice" Keys Traveler e-newsletter issue featuring insiders' insights and recommendations for relaxing/exhilarating activities, unique attractions, watersports, eco-adventures, cultural highlights, restaurants, nightspots and more. 4. A press trip where selected media participate in "locals' favorite" activities under the direction of selected Keys residents, with a format similar to similar to the excursions arranged for the Society of American Travel Writers members during their Florida Keys convention. 5. Expansion of the "Keys Voices Profiles" sections of the website and e-newsletter to include recommendations, insights and tips from each profile subject. Video Sharing Project: "Soft Adventure How To" In 2011-12, the agency created a video sharing project for the U.K. market that featured a visiting U.K. host touring all districts of the Keys and showcasing his experiences for viewers. In 2013-'14, the agency plans to adapt that concept into a "Locals Guide: Soft Adventure How To " series of videos for domestic and Canadian markets. ti 1 1111 - �,1 1 �S�b�l1��44�! Cost-effectively making use of high-definition video that already exists, Keys Video of the Week and travel packages will be created featuring local experts demonstrating "how to" perform soft adventure activities that will enhance the hands-on experiential aspects and enjoyment of visitors' Keys vacations. In format and utilization of tips from local experts, these "how to" videos will be similar to existing "Video of the Week" segments outlining how to blow a conch shell, how to make a conch fritter, and how to make a Key Lime pie. As well as being distributed to venues such as Yahoo! Travel and Travel Channel, these videos will be showcased on the Keys You Tube channel and website as part of the Keys' ongoing "Video of the Week" series. Whenever possible depending on subject matter, 15-second mini- version edits will be created for uploading to social media outlets such as Instagram. The program's goals include furthering visitor participation in Keyswide diving and active soft adventure activities, helping to increase viewership of the FloridaKeysTV You Tube channel, appealing to energetic and adventure-loving travelers, and communicating the richness and variety of participatory "real" adventures (as opposed to theme-park counterfeits) that can be enjoyed in the Keys. Some segments may be shot from an edgier, GoPro first-person perspective, with a less polished/produced feel. Since many of the activities are enjoyed by local residents, local "experts" on each topic should be easily available to provide on-camera insights and tips further supporting the "Experience the Locals' Florida Keys" concept previously outlined. Segment topics may include: 1. How to capture, clean and cook lionfish 2. How to plant corals as a volunteer with the Coral Restoration Foundation 3. Learn to dive in the Florida Keys (a brief overview of the learning opportunities ranging from introductory scuba to specialty and professional career development. 4. How to spearfish in the Middle Keys 5. How to kiteboard in the Keys 6. How to fish for tarpon in Keys waters 7. How (and where)to paddleboard in the backcountry 8. How to explore the Keys by bicycle "Not Your Average Florida" Campaign This initiative utilizes social and emerging media to strengthen the Keys' positioning as offering visitor experiences far different than the "average Florida"vacation. Elements will include: 1. An ongoing SMS text giveaway program building on the success of the 2012-13 text campaign targeted to millennial travelers. 2. A press trip for Florida and Canadian bloggers and online journalists. ti III, R11 S�b�l1��44�! 3. Creation and social media promotion of a "Keys Voices" blog series spotlighting uniquely indigenous elements of each Keys district and the overall destination. 4. A program of targeted messaging on Facebook, Twitter and Pinterest. The initiative's focal element will be an opt-in mobile user specialized text messaging program continuing throughout the fiscal year, promoting five "getaway giveaway" Keys vacation trips one showcasing each Keys district. The trips will be planned and scheduled to enable winners to participate in special events or offerings that spotlight each district's unique, "Not Your Average Florida" nature, atmosphere and activities. They may be themed around a Key Largo "Creature Feature" underwater adventure and dive offerings, an Islamorada "watersports weekend," a dolphin training experience in Marathon, the Lower Keys' Underwater Music Festival and a "Locals' Choice" getaway to Key West. The program will continue and expand the mobile text marketing initiative developed in 2012- 13, further promoting the Keys to mobile users who increasingly prefer SMS messaging for their primary mode of social interaction, decision making and communication. The millennial text program made clear the value of SMS messaging in maintaining and growing an actively engaged fan base, and in significantly increasing the Keys' Facebook likes and Twitter followers. The 2013-'14 initiative will build on this success while communicating the "Not Your Average Florida" concept, and increasing awareness of each individual district, to an important audience of travel consumers. "Twin-Keys Center Getaway" Program The agency's standard operating procedure in its general public relations program has always been to communicate the tourism attributes of all the Florida Keys. Almost all press familiarization tours incorporate overnight stays in more than one district and at least one story opportunity in each district is planned on almost all itineraries. Because an inclusive Keys approach is already taken from a PR perspective, the agency proposes a social media campaign/contest themed "Two Keys are Better Than One" to encourage visitations to more than one area. The contest would either be photo- or trivia-based and run on the Keys Facebook page between Easter and June 1. The winner would be awarded a return trip to the Keys during the summer and early fall. The agency is also exploring the potential of a nationally syndicated television show with the producers of "How to Do Florida." The show would focus on different adventure and cuisine aspects of the Florida Keys vacation experience highlighting each district. ti 11 � 1111 - �,1 1 �S�b�l1��44�! Media Research Visits Throughout the fiscal year, NewmanPR will mine its established network of traditional and accredited social media contacts, while seeking out representatives of high-quality emerging media outlets, for group press trips, individual journalist visits, and video and television shoots to promote the destination. Before arranging complimentary or reduced-rate lodging or expending other resources, agency staff members research and qualify all media representatives not previously known to NewmanPR. We will communicate the Keys' messaging to representatives of quality print media outlets, traditional and on-line broadcast venues, on-line travel publications with a strong editorial focus, journalists with large social media followings and others who can increase positive awareness of the destination. In all appropriate instances, the agency will pitch and support research visits by media from the U.S. northwest as well as Florida's Treasure Coast and The Villages, Florida's well-known senior community. Such Florida media has the ability to showcase the Keys to in-state travelers and the senior market, and communicate the message that a vacation in the island chain is far different than the "average Florida"vacation. Group Familiarization Tours Group press trips will be planned to promote the Keys' individual districts, showcasing the widely varying aspects of the Keys experience and encouraging leisurely "off the highway" exploration of hidden attractions, eateries and more. One or more agency escorts will guide all familiarization tours and will accompany the journalists to provide knowledgeable, accurate information about the destination and 24/7 assistance in meeting story-gathering needs. The agency will also seek participation from locals willing to meet journalists, offer insights and demonstrate their skills and expertise. Such locals' participation will serve to enrich the authenticity and meaningful nature of activities experienced by media and, ideally, communicated to their audiences. In addition to the themed trips outlined previously, group familiarization tours will include the following: Adrenaline Adventures (Islamorada, Key Largo, Marathon): Targeted to print and web- based journalists who write for the adventure and active traveler markets (including active seniors), this trip will showcase the Upper and Middle Keys through unique adventures on land, water and in the air. As they discover Key Largo, Islamorada and Marathon,journalists will dive or snorkel on the Spiegel Grove and natural coral reefs in Key Largo; spend a half-day fishing on an Islamorada charter boat and then feast on their catch; try spearfishing and hang gliding in ti 1111 - �,1 1 �S�b�l1��44�! Marathon; and experience other activities ranging from kiteboarding to flying like James Bond on a jet pack. They will also discover adventure-related attractions such as the History of Diving Museum. Creativity and Cuisine (Islamorada, Lower Keys and Key West): Key West and the Lower Keys are home to a wealth of artists, musicians, writers and restaurants featuring creative cuisine. This trip, scheduled in late November to coincide with the Art! Key West! festival, will weave them all into an experiential adventure that allows participants to discover the region's creative and culinary communities, and the ways they intersect. Journalists will awaken their creativity in sessions with local artists, cooking demonstrations from local chefs, and musical experiences like "jamming" with Keys musicians. In addition, they will tour Key West art galleries and museums with cultural exhibitions and participate in Art! Key West! events. Journalists also would be scheduled to travel to Islamorada to experience the Morada Way U with optional sessions in photography,pottery and woodworking. The trip will be geared to print and online journalists from significant outlets as well as leading experiential travel sites and blogs. Individual Media Research Trips In addition to group trips, the agency will continue to direct significant resources toward assisting domestic print, on-line and broadcast journalists on individual trips, since individual exploration often allows for optimal story-gathering. As in past years, assistance may include creating customized itineraries, arranging complimentary or reduced-rate lodging, setting up interviews and meetings with subjects, or onsite escort to help journalists meet individual story needs. The agency also provides media kits, high-resolution photographs and HD video footage as appropriate. Collaborative Media Research Trips To maximize opportunities for media research trips while minimizing expenses, the agency works with Visit Florida, other Florida TDCs/CVBs and other organizations on joint-venture media research trips that further positive exposure for the destination. In addition, as appropriate, NewmanPR will use its network of contacts to secure private-sector partners for selected trips. Broadcast Opportunities As well as group and individual media familiarization tours, the agency seeks and arranges opportunities for live and taped broadcasts from Keys locations by major morning shows, cable television network shows and recently, niche-market and reality show productions. These have ranged from shows such as "Today," "Good Morning America" and CBS's "Early Show" to programming for PBS, ESPN, The Weather Channel, the Food Network and other leading broadcast outlets. Recent projects have included providing multifaceted support and production assistance for shows such The Weather Channel's "Reel Rivals," "How to Do Florida" and various Travel ti Rio�ooi�� 1111 - �,1 1 �S�b�l1��44�! Channel productions. In addition to television shows, the agency will continue working to attract major-market and national radio programs to execute live or taped broadcasts from the Keys. "Art Loft" Project Extension In 2013, the agency developed a pilot underwriting agreement with South Florida Public Broadcasting Service's WPBT2 for significant Florida Keys content to be featured in a 30-minute arts and cultural program titled "Art Loft". For FY 2013-'14, the agency recommends expanding the agreement to a full year and has negotiated an agreement that will result in at least 35 of the 52 shows featuring Florida Keys content focusing on arts and culture throughout all the Keys plus two Florida Keys 15-second cultural advertisements airing in each of the 52 shows. Some segments may appear on similar style shows on PBS stations in other major markets. The Keys' dedicated page on the "Art Loft"website will be continued as well. Collaborative Media Research Trips To maximize opportunities for media research trips while minimizing expenses, the agency will work with Visit Florida and other organizations on joint-venture media research trips that further positive exposure for the destination. In addition, plans call for using NewmanPR's established contacts to secure private-sector partners, as appropriate. Press Releases and Related Content In 2013-'14, NewmanPR is planning to streamline its existing Florida Keys & Key West press kit content to better serve the evolving needs of media, ranging from traditional to social and emerging, and their audiences. As in past years, the agency will put much of its content-creation efforts into writing and distributing travel and news-oriented stories, crafting advance releases to promote significant special events in each district, writing releases that advance and report the results of fishing tournaments, and other offerings as needed. These pieces are distributed in several ways including direct email, RSS feeds via the Florida Keys media website and a Keys media Twitter feed. In addition, NewmanPR plans to create a specialized series of releases that supports the destination's 2013-'14 promotional direction by underscoring the honest, natural and "locals' favorite" experiences available to vacationers. Pieces will be used for traditional and social media distribution, appear in issues of the monthly e-newsletter and travel blogs, and be used to support press trips and specific promotions. Release topics for 2013-'14 are: ti 1111 R11 S�b�l1��44�! 1. Not Your Average Florida: an overview of "off-the-beaten-path" places and lesser- known or indigenous activities that can only be experienced in one or more districts of the Florida Keys as well as attitudinal aspects that make the Keys unique. 2. "How To" in the Florida Keys: multiple pieces featuring quotes and tips from local experts about "how to" perform activities that are identified with or characteristic of the destination. 3. Insiders' Insights: a look at the highlights of each district through the eyes of residents of that district, featuring that person's recommendations about activities, places to visit and other elements. `Keys Traveler' E-newsletter The agency will continue producing monthly issues of its "Keys Traveler" e-newsletter, which has become an extremely popular offering for both consumer and media opt-in subscribers. Each issue of the e-newsletter showcases special events and festivals throughout the Keys, fishing, diving and cultural highlights, profiles of notable Keys personalities, a calendar of upcoming events, family-friendly highlights and "Green Scene" content spotlighting environmentally positive elements. Throughout the fiscal year, through promotions, social media messaging and other avenues, the agency strives to retain and expand subscriber numbers among media as well as consumers. As noted previously, plans call for a special themed issue to support the "Experience the Locals' Florida Keys" promotion, in much the same way that the May 2013 history-themed special issue supported the 2013 Florida Keys 500 promotion. Articles in the "Locals' Choice" issue will contain insights and recommendations from Florida Keys residents on elements such as activities, attractions, cultural and environmental offerings, restaurants, shopping, and special events that must be experienced. In addition, the agency will produce its annual culturally themed special issue in February, spotlighting upcoming literary, visual and performing arts highlights in all Keys districts. `Keys Traveler' Annual Magazines As in past years, the agency will write, design and have printed an annual "Keys Traveler" magazine to be distributed at World Travel Market and other U.S. and international venues. The publication is a full-color, glossy magazine with at least 16 pages, with QR codes leading to agency-produced video segments, showcasing highlights from all districts of the Keys. A dive "Keys Traveler" edition is also normally produced for the dive umbrella. Travel Trade Materials to be Produced NewmanPR will continue to create and distribute to travel trade media its quarterly "What's New in the Florida Keys & Key West" newsletter, spotlighting new and enhanced accommodations and attractions offerings, and its annual overview of expanded or recently debuted accommodations and attractions geared to the meetings market. ti 1 111111 �� 1 1 1111 1 � l 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1� �� , 1111 R11 S�b�l1��44�! Website Initiatives Enhanced Content The PR agency manages the general destination news section of fla-keys.com. The agency posts new content to this section several times per week. These pieces often mirror content distributed to media, such as advance releases on special events, spot news coverage of occurrences or events that showcase the destination in a positive light and introductions of programs or attractions. Website news content is designed to spotlight all districts as their events and programs warrant, with pieces focused on topics including cultural activities, attractions, eco-tourism, watersports diving and snorkeling and fishing tournaments. The news section also is valuable in situations that require emergency communications. The public relations expense budget includes an allocation to pay a website editor who works in conjunction with FloridaKeys.com to provide and monitor content for fla-keys.com overall. The agency assists with providing "image" material for the website, providing content that highlights each district's history and flavor, and also works with FloridaKeys.com in creating and enhancing specialty sections of the site and those geared to affinity and vertical markets such as fishing, diving, family travel, LGBT, wedding and honeymoon and cultural travel. For 2013-'14, the agency plans to enhance its provided website content in three primary ways: • Among them is the redesign of the existing "Keys Voices"profiles section that enables media and consumer audiences to "meet" some of the engaging and occasionally quirky people who call each district home. The redesign will include presenting the profile subjects by district instead of affinity or career, with each district grouping headed by introductory copy that suggests the color and character of the district. • In conjunction with the enhanced profiles, NewmanPR will work with the TDC's web editor and FloridaKeys.com to develop a"Locals' Guide to the Keys" website section featuring local residents' recommendations for "off-the-beaten-path" experiences, favorite places, activities and other elements, with tips on how best to enjoy them. • Finally, the agency will work to redraft the introductory copy for each district's existing website section to maximize its appeal and readability for contemporary audiences. Video of the Week Series NewmanPR will continue spearheading the production of its Video of the Week packages that increase awareness of selected aspects of the destination. Developed and implemented by the agency, these television news—style video features are posted on the home page of the destination's website as well as on the agency-created Florida Keys TravelVision channel on YouTube. Designed to encourage repeat visits to the site and cater to visitors looking for multimedia ti u 1111 R11 S�b�l1��44�! content, the brief video segments cover all regions of the Keys and a wide variety of attractions, attributes and special events. As previously mentioned, in 2013-'14 the agency will launch a "How To" series of Video of the Week segments produced to meet specific destination marketing goals. In an effort to generate maximize online traffic for past and future TDC videos of the week, the agency will coordinate an effort to caption, annotate and tag them. Keys Travel Blogs NewmanPR's "Keys Voices Weekly Feature Blog," created on behalf of the destination and debuted in January 2009, continues to experience growth in reader numbers and page-views per user among consumers and media. In 2013, its usefulness increased significantly as a resource for media seeking Keys story ideas and for agency pitches of story topics and content. In 2013-'14, the blog is expected to be a particularly valuable tool in supporting the Keys' positioning as a destination delivering authentic vacation experiences, since it was designed to provide "insider" information and be an honest, accurate and entertaining advocate for the Keys. All blog entries focus on the attractions and attributes and events that characterize one or more Keys districts, with periodic profiles of interesting residents from each district. In addition, the blog is used to showcase activities or attributes that are interesting and notable but may not have the specific "news hook" required for significant media coverage. As already noted, this will include a series of themed posts highlighting the "Not Your Average Florida" concept. During the coming year, the agency's Keys team will continue providing regular content to the mainstream "Keys Voices" blog, LGBT travel blog, and monthly blog feature for senior travelers. Working with FloridaKeys.com, the agency will continue facilitating the distribution of copy and live links to the LGBT blog directly to consumers via an opt-in email address list. I addition, efforts will be undertaking as appropriate to take advantage of new avenues to increase the blogs' audience of consumers and media. You Tube and Social Media Messaging Successful public relations strategies are increasingly driven by messaging directed to travel consumers as well as media that speaks to such consumers. Given this, the agency plans to expand its outreach to widespread audiences through Facebook, Twitter, You Tube and other social media outlets as their popularity warrants. As well as all Video of the Week segments, the agency plans to upload most video news releases to the Florida Keys TravelVision channel on You Tube. In addition, NewmanPR will continue to post news and social media—specific items on the TDC's social media sites, especially during evening and weekend hours. ti 1111 - �,1 1 �S�b�l1��44�! Because social media has proved useful in crisis communications situations, NewmanPR will be prepared to utilize it in that manner if conditions require. In 2012-13, the agency's millennial giveaway program proved the value of SMS messaging in increasing awareness of the destination's overall social media presence and helping to add more than 20,000 fans to the Keys' Facebook page. As already outlined, the SMS giveaway concept will be continued in 2013-'14 with the development of a specialized text messaging campaign to support the "Not Your Average Florida"program. Recyclebank Online Program In 2013, the Florida Keys & Key West formed the first-ever travel destination partnership with Recyclebank, a company providing rewards and value-added offers to people for taking everyday green actions. Through the partnership, Florida Keys messaging, and information about the Keys' natural resources and participating Keys tourism entities, was promoted to Recyclebank's growing online community of more than 4.5 million members. Assuming an evaluation of the 2013 pilot program proves beneficial to advancing the destination's sustainability message as well as providing positive benefits to entice travelers to visit the Keys, the agency proposes continuation of the marketing partnership with Recyclebank. Strategies to be explored will include continuing sponsored content and development, working to increase participation by with Keys tourism entities and developing new pledges and rewards to support the Keys as a green travel destination. Media Resources Online Pressroom The agency will continue to manage, update and provide content and journalist-friendly resources for media representatives through its online pressroom. These resources include an extensive electronic press kit, to be redesigned as already discussed to maximize its usefulness to online and social media as well as traditional media. In addition, the pressroom features a frequently updated collection of releases spotlighting current events and highlights, very similar to those available on the consumer site and distributed to targeted media lists. As in the past, content will be added regularly to reflect the broadest possible range of advance pieces for events,programs and initiatives. The pressroom also contains high-resolution photographs of each district and selected special events formatted for download. Extensive effort will be invested into timely updates and additions to this collection to reflect up-to-the-minute events and occurrences, making it even more valuable as a resource. In addition, video footage is available for media downloads on a dedicated FTP site. ti 1111 - �,1 1 �S�b�l1��44�! Through these and other efforts, NewmanPR will strive to maintain and further the pressroom's reputation as a valued and trusted resource for media. Photo and Video Library In addition to the resources available in the pressroom, the agency maintains an extensive library of Keyswide digital photography and high-definition video footage that is available to media upon request. Shot in all five Keys districts, the video and still images depict a wide range of attributes and activities including water sports, cuisine, culture, architecture, heritage, LGBT activities, special events, environment and nature, fishing and diving. In 2013-'14, the agency plans to invest in an editorial photo shoot to freshen its library. Public Relations for Special Events The agency will continue to expend significant effort and resources to promote special events and festivals, since they are a major attraction for Keys visitors and provide a well-proven "news hook"to generate media coverage. Typical event-focused efforts include: 1. Writing pre-event releases for media distribution and website posting 2. Creating and distributing story, photography and broadcast news packages during such events 3. Providing sound with event representatives to radio and Internet radio media 4. Pitching onsite coverage by significant media outlets 5. Promotion through Facebook, Twitter, You Tube and other social media outlets The agency allocates its time and resources for event-based promotional activities based on each event's "indigenous" aspects, value in attracting overnight visitors and overall usefulness in increasing awareness of one or more positive aspects of the destination. Support and coverage of new and emerging events will be provided as the events merit. A line item in the expense budget provides PR expenses for Keys events that lack appropriate support funds. Because many Keys events provide a platform to spotlight unique cultural, experiential and environmental aspects of the district in which they take place, the agency will craft press releases and spot news packages to showcase these, as well as the featured event,whenever possible. Travel Trade Public Relations To maximize placement of Florida Keys news items by travel trade outlets as well as consumer- focused media, the agency regularly connects with Keys lodging associations, chambers of commerce, attractions and other sources for tourism infrastructure improvements that provide ti 1 111111 �� 1 1 1111 1 � l 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1� �� 1111 -I �,1 1 �S�b�l1��)44�! meaningful news. Results are distributed to appropriate travel trade sources. Stories regarding major Keys events are rewritten for travel trade publications and the agency attempts to maintain high awareness of the TDC's sales and marketing staff. LGBT Market Programs The agency realizes that in today's fast-changing society, it is vital to maintain and expand the Florida Keys & Key West's established reputation as a safe, welcoming and highly desirable LGBT travel destination. A number of effort are planned to accomplish this, capitalizing and expanding upon the Keys' heritage as a pioneering LGBT destination and its accepted position as a leader in attracting and serving the market. As in the past, the agency's dedicated LBGT specialist will continue to represent the destination editorially to domestic and international LGBT media through a blend of "image" efforts and promotion of selected special events. In addition, marketing and editorial content is being developed that takes into account recent Supreme Court rulings and increased emphasis on couples' and honeymoon travel within the LGBT market. The mainstream marketing focus on authentic, honest and "locals' favorite" experiences will be carried to LGBT media and consumers as well, complementing messaging that focuses on the Keys' genuine welcome to and acceptance of LGBT visitors and the safety, freedom and openness they can enjoy during their Keys vacation. Continuing emphasis also will be placed on the LGBT community's well-established place in the Keys' mainstream community. Members of the LGBT community will be featured alongside other residents throughout the "Experience the Locals' Florida Keys"promotion. Other points to be communicated include the wide variety of gay and gay-welcoming accommodations and the extensive offerings for visitors, ranging from cultural to soft-adventure activities. Elements of the public relations plan include the production and distribution of domestic and international publicity releases, individual visits and guided group familiarization tours for LGBT media, representation at national and international travel trade and media events, and continuation of the twice-monthly LGBT travel blog previously mentioned. The agency's LGBT media relations specialist will spearhead ongoing support for, and in-Keys meetings with, gay and lesbian media traveling to the destination as well as at travel trade and media events. While past LGBT group press trips often have been timed to coincide with special events or festivals, in 2013-'14 two trips will be arranged that are themed rather than event-oriented. One is to feature honeymoon and couples' options, while the other is to spotlight "locals' choice" activities and include meetings with chefs, watersports operators, artists and other members of the Keys' LGBT community. ti 1111 R11 S�b�l1��44�! In all instances when targeting media, consideration will be given online journalists and bloggers with significant followings as well as representatives of more traditional outlets. The LGBT press kit will be updated to expand its information about romance and honeymoon offerings, and the LGBT blog will include periodic upbeat, informative content about Keys couples' and honeymoon options. In addition, overall LGBT press kit editorial and photography will be updated as needed and distributed to targeted media as appropriate to communicate Keys messaging. Information and input also will be offered and provided to mainstream media whenever possible. All efforts will focus on strengthening existing media relationships and building new ones. The agency will continue carrying the Keys' all-welcome message directly to travel consumers via outlets ranging from Facebook, Twitter and You Tube to emerging social media avenues. As noted, online efforts include an LGBT-targeted blog that is posted twice monthly, with a"teaser" for each issue distributed directly to consumers through the fla-keys.com e-mail database. The blog also is promoted through Facebook and Twitter. Additional Promotional Activities Support of TDC Sales Team at Travel Shows As in past years, the agency will support the TDC's sales team at a variety of trade and consumer shows and exhibitions throughout the year. This support will vary from the preparation and production of press kits and mini-magazines to creating targeted promotions and providing full media support at the Keys booth where appropriate. PR Efforts for Keys Tourism Industry Interests Whenever events warrant, the agency will produce and distribute travel advisories electronically to hoteliers and other industry members to communicate information about situations that could impact tourism. In addition, electronically-sent tourism advisories will be produced to alert industry members about potential public relations opportunities. When requested, NewmanPR representatives will make presentations to Keys tourism organizations regarding ways they can take advantage of TDC public relations opportunities and maximize their own PR effectiveness. Collaborative Connections and Activities As appropriate, collaborative efforts will be executed with the public relations offices of Visit USA and Visit Florida. Connections of benefit to the destination will be sought with other tourist development councils and tourism boards, as well as representatives of airlines and cruise lines serving the Keys. When viable, NewmanPR will take advantage of opportunities to collaborate with public relations representatives of individual Keys properties and attractions. ti 1111 R11 S�b�l1��44�! Selected Joint Media Blitzes The agency typically garners a significant response from journalists by participating with Visit Florida in selected joint media events and receptions in targeted major and emerging markets. In 2013-'14, the agency will continue to take advantage of appropriate Visit Florida opportunities. As in past years, the agency also plans to organize an annual media blitz, carried out in conjunction with Monroe County Emergency Management, prior to the Atlantic hurricane season. Journalist Conference Activity on Destination's Behalf NewmanPR is one of about a dozen agencies nationally with two members in the influential Society of American Travel Writers (SATW). The agency will represent the Keys at events including the SATW national convention. The agency also maintains membership in the Outdoor Writers of America Association and the Florida Outdoor Writers Association, and will promote the destination to members of those organizations. Crisis Management and Communications Strategies One of the most fundamental tests of a destination's communications plan is a crisis situation whether the crisis threatens or actively impacts the destination. NewmanPR's past crisis communications efforts have included conceiving and carrying out strategies that helped the Florida Keys recover tourism market share and positive image after hurricane threats, hurricane impacts and situations such as the Gulf oil spill. The agency also has provided and will continue to provide crisis management as necessary in incidents involving diseases such as dengue fever, major traffic accidents and disruptions and other situations that could impact tourism flow. In the coming fiscal year, the agency will review and enhance its successful crisis management strategy for the destination and update its existing Hurricane Emergency Plan for both threatened and actual storms. The latter plan integrates Keys tourism industry and community leaders and serves as a guideline in dealing with storm threats or occurrences, or other actual or potential crises. Its cornerstone is a strong ongoing relationship with Monroe County Emergency Management, beneficial to the TDC and the tourism industry, which supports efforts to achieve economic recovery as quickly as possible after the storm passes or crisis is resolved. In addition, the agency will maintain its strong relationships with Monroe County law enforcement, environmental and military organizations to provide constant information interchange and coordinated responses to situations that might impact tourism flow. In any crisis or emergency situation, the agency will provide important information to Keys lodging properties and tourism interests as quickly as possible. While most transmission is via e- mail or e-blast, the agency still maintains a fax-blast network and voice-call alert system for use ti 1111 - �,1 1 �S�b�l1��44�! when required. In addition, the agency executes an annual hurricane-related media blitz with and for the Monroe County Emergency Management Office and the Monroe County Administrator. As in past years, working with the Lodging Association of the Florida Keys & Key West, the agency also will organize a pre-hurricane season preparedness workshop for the tourism industry on behalf of the TDC. 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 is demonstrative of the destination's care and concern for its guests. International Market Public Relations Canada Because Canada has traditionally been the top feeder market for Florida and Florida Keys foreign travel flow, in 2012-13, NewmanPR contracted with LMA Communications, an accredited Canadian public relations firm, to promote the Florida Keys & Key West to media and travel consumers and trade. Efforts were centered particularly in the southern Ontario market where Florida and the Keys are easily accessible. Based on the success of that promotion, expanded efforts will be made in 2013-'14 to increase the Florida Keys' vacation awareness among Canadian media and consumers in both the Toronto and Montreal areas. Thus, the agency plants to contract with LMA on a year-round basis. Public relations strategies for the coming year include: 1. Working to put the Florida Keys on the radar of all Canadian travel writers reporting on Florida, including those who have never been south of Miami. 2. Enhancing the Florida Keys' profile as a perfect year-round destination for Canadians and a top destination within Florida for everything from snorkeling, diving and fishing to arts, food, festivals and culture. 3. Positioning the Florida Keys as a totally different experience than one might expect from a typical Florida vacation: authentic, distinct, and unique. Target Audience Outreach to media and consumers will predominantly target English-speaking Canadian travelers based in Ontario, for whom Florida is most easily accessible. Additional efforts will be directed to media members and consumers from Montreal and possibly Western Canada. The agency will approach the other provinces through national publications, typically emanating from Toronto. Because of a noted trend among French-speaking media to seek out the Keys, their media requests will be handled as they arise. ti 1111 R11 S�b�l1��44�! The target demographics will include: • Active singles and couples • Families and groups • Snowbirds and active living markets • Watersports enthusiasts (fishing, diving, snorkeling) • Additional specialty markets including LGBT, wedding and honeymoon, cuisine, and arts, culture and history Target Media The primary goal will be to focus on media outlets that will respond to the Florida Keys both broadly and in each applicable vertical market. Media priorities will include national English and French-focused daily newspapers, commuter dailies, specific industry publications, general interest magazines with travel or lifestyle sections, broadcast travel shows and segments and online publications, forums and blogs. Specific Public Relations Tactics and Initiatives The following elements are proposed in 2013-'14: Electronic News E-blast Distribution The agency will distribute a monthly eblast showcasing the latest updates, news releases, events, and other offerings from the Florida Keys. The copy will have a strong call to action, feature all current social media links, and entice readers to learn more about the destination. The eblasts will be distributed via an online distribution system to a proprietary media database, comprising more than 750 Canadian travel media contacts. The list is updated regularly and includes online (including blogs), print (newspapers and magazines), travel, travel trade, specialty, lifestyle, culinary, fashion, sports and other media. Topics will be selected based on a variety of new developments, events and festivals that will highlight the uniqueness of each Keys district while appealing to a variety of interests. All public relations materials will publicize the Keys website and toll-free number, as well as the destination's multiple social media outlets. Separately, news updates will be supplied to the Visit Florida Canadian public relations team for potential inclusion within their monthly media eblasts. As required, the agency will identify news release opportunities for distribution through the Canadian Newswire to spread any significant Florida Keys news or developments (i.e. potential for Canadian flight additions). CNW Group is Canada's leading newswire provider that offers services to a majority of Canadian media points. Typical distribution is approximately 5,000 contacts, industry analysts, freelance journalists, and multiple syndication networks. Canadian Group and Individual Press Trips While it is one thing to tell media about the Florida Keys experience, it is another to actually show them. A large portion of the pro-active Canadian campaign involves familiarizing media ti 1111 - �,1 1 �S�b�l1��44�! with the true spirit of Florida Keys as an all-encompassing travel destination to the intended target audience. Group Press Trip A themed and escorted group press trip will be arranged for November to encourage media coverage and therefore increased visits during the winter months, when Keys weather compares most favorably to Canadian weather. The itinerary will include a variety of attractions throughout the Keys and also spotlight local insights and experiences, and selected media will have a confirmed storyline and placement date. The agency will utilize its working relationships with airline partners to secure the most favorable press rates. Individual Press Visits In addition to the group press trip, selected media members will be pitched on unescorted individual visits to the Keys. Pitches will be confined to representatives from the top tier of Canadian travel publication, television, magazine, newspaper and online sources. In addition, "niche" blog forums or broadcast outlets may be targeted to highlight key areas of interest such as diving or adventure. Whether undertaking a group or individual tour, all media will be properly vetted prior to ensure that they have an assigned placement. Press trip themes for group and individual visits may include, but are not limited to: 1. Unlock Your Florida Keys Experience a general itinerary that highlights many areas and attractions, and appeals to a diverse media audience. 2. Food and Fun Through the Florida Keys for food and family editors. 3. From Green to Blue: Discover the Waters of the Florida Keys targeted to diving and aquatic publications and newspaper specialty editors. 4. Ed-ventures Through the Florida Keys for educational adventurists, eco-tourism, and voluntourism enthusiasts. Ontario Broadcast Feature Sponsorship In an effort to boost broadcast coverage and awareness, the agency will explore the feasibility of hosting a weatherman and crew from a popular Ontario morning news show to broadcast live local weather reports from the Florida Keys. Ideally, this live broadcast would take place during the winter months when many Canadians are thinking about traveling to warmer destinations (specifically January, since it is historically the coldest month and records the greatest amount of snowfall). A three-day stay will be pitched so that the weather crew can report from more than one Keys district. Currently the most popular morning shows are CTV Canada AM and CITY-TV CP24 BREAKFAST. CTV is currently Canada's leading television network and Canada AM, a program similar to Good Morning America, reaches up to 1,000,000 viewers per day. CP24 BREAKFAST broadcasts morning news across the greater Toronto area and has a reach that is comparable to that of Canada AM. ti 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� Both shows will be approached, and elements including a promotional contest will be considered in addition to the broadcast itself. Canadian French Market Media Breakfast Based on the media coverage generated by an agency-organized Ontario media breakfast in March 2013, a similar exclusive media event will be planned to expand awareness within the Montreal market. This event will be held for Montreal-based media members from targeted media outlets including daily newspaper, magazine and broadcast. Elements will include a Keys chef-inspired menu, invitations in the form of an electronic postcard from the Keys, and selected Keys gifts and promotional materials on USB sticks presented to attending media. Pre- and post-event one-on-one media interviews will be planned in conjunction with the breakfast. TMAC Annual Conference Media Marketplace Participation in the four-day Travel Media Association of Canada (TMAC) conference is planned for May 28-31. TMAC is the premier travel media association in Canada, bringing travel media and tourism industry members together, and the event serves as an opportunity for members to connect with the association's Canadian travel media and industry professionals from across Canada. The conference line-up includes professional development sessions, chapter meetings, social networking events and a media marketplace. Media marketplace and associated "open marketplace" participation is particularly recommended for maximizing media contacts and opportunities to promote the destination. Representation at Travel Media Association Events The agency will represent the Keys at various networking events throughout the year. Networking events are hosted by the Society of American Travel Writers, Travel Media Association of Canada and Toronto Travel Massive blogger group on a regular basis. These events provide excellent opportunities to pitch Florida Keys stories and visits to interested media. As well as the opportunities already outlined, the agency represent the Florida Keys & Key West by participating in: 1. TMAC Toronto Munch & Mingle networking event 2. Western Canada media luncheon organized by the Visit Florida Canada PR team 3. Additional functions and events that arise in conjunction with partnering associations (i.e. Visit Florida Canadian PR team press trips) Media Pitches and Feature Development As part of the ongoing PR process, LMA will work closely with Canadian media outlets and freelancers to identify editorial feature opportunities throughout the year according to their schedule. The agency is well recognized by the Canadian media, particularly amongst travel, hospitality, and lifestyle editors and writers. Our account team has developed a comprehensive list of ti u III, R11 S�b�l1��44�! contacts that covers daily and community newspapers, trade and specialty magazines, online outlets and specialty or vertical markets. Ongoing media contact involves sending news releases, updating contact information, pitching features according to editorial calendars, and above all, being a resource for relevant information. The objectives include keeping media aware of new Keys developments, and also arranging working editorial sessions with selected magazine and newspaper representatives and syndicated columnists to focus on everything the Keys has to offer. Crisis Communications Should the need arise when a negative happening or accident occurs, LMA will execute a crisis communications plan to effectively: 1) manage communications through a formal, clearly defined channel in order to ease the crisis or any serious negative repercussions; and 2) maintain a reputation of leadership and transparency on the issue at hand and any subsequent breaking news. As part of any crisis communications effort, the agency will work with the Florida Keys head office in developing strategies for all possibilities. Each crisis or threat would be addressed on a one-to-one basis with message points prepared for each potential crisis situation. United Kingdom and Europe KBC PR & Marketing, based in the United Kingdom, is NewmanPR's contracted agency for the Florida Keys & Key West in Europe. For 2013-'14, the market focus is to change slightly reflecting fluctuations in visitation figures. As usual, the U.K. and Germany will be the prime focus of public relations efforts, with secondary markets in France, Ireland, Switzerland and Austria. As a result of the decline in the Italian market, PR efforts in the market have been scaled back and the focus shifted to the burgeoning Scandinavian market. Agency representation therefore will be expanded to cover all four Scandinavia countries: Denmark, Norway, Sweden and Finland. European Media Trends Journalists from all over Europe continue to be interested in visiting the Florida Keys to write features focusing on experiential holidays and quirky experiences. The budgets that publications assign to travel have declined, leaving less money available for freelancers and less payment for their commissions. As a result, freelancers are trying harder to get more paid commissions from each trip, which means more complex itineraries are needed to ensure they can get enough different stories to fulfill all the commissions. In addition, newspapers and magazines are assigning more travel features to staff writers to avoid paying freelancers. Freelancers are desperate for work and compete to secure commissions following the receipt of press releases. As a result of their eagerness to get work confirmed as quickly as possible, visits are often requested with very little notice. ti 1111 - �,1 1 �S�b�l1��44�! There has been an increase in the number of publications merging the teams that produce the Saturday and Sunday travel sections, and travel desks are generally shorter staffed. In addition, online travel sections are more influential than ever before while regional newspapers are in decline. The importance of group press trips is declining as more specific individual itineraries and unique angles are needed. Video is also being used alongside online travel features. In addition, images are extremely important and there has been a big increase in image-led features online. Implementation The strategy for 2013-2014 will focus an increased effort on online and social media channels with a particular emphasis in the three core markets of the U.K., Germany and Scandinavia. In addition, alongside traditional PR activities, this strategy will be applied across all of the European markets. The agency will adopt two themes for the U.K., Germany and Scandinavia in 2013-'14. While they will be presented slightly differently in different markets, all of the PR activity will be linked closely to the following themes: "Real Florida Keys—Real Places, Real People" European travelers seek an authentic travel experience and an integral part of this is the place and the people. This theme will focus on highlighting the unique places and characters that bring the Florida Keys to life. "Not Your Average Florida" This theme will focus on showcasing how the Florida Keys are a distinctive region of Florida and special in their own way. We seek to show visitors a real, natural vacation experience something they would not expect to have when they think of Florida. U.K. Activities Press Releases Throughout the year, agencies in Europe will promote the main Florida Keys events through press releases. Releases focusing on events will become more personalized so that they are different from previous years and show the event in part from an insider's perspective. This approach adds color to the event and will show a different dimension, focusing on the people who make it happen and why they choose to do so, in accordance with the Real People theme. For example, the release on the New Year's Eve "Drag Queen Drop" in Key West may include quotes from drag queen Sushi, or the Hemingway Festival piece may include quotes from Lorian Hemingway. In addition, creating and posting video interviews with these individuals on the Keys' You Tube channel and Keys website will be explored to further strengthen the releases. The agency will develop a comprehensive press release schedule for U.K., Irish, French, German, Italian and Scandinavia media. The schedule will include a series of press releases ti 1111 - �,1 1 �S�b�l1��44�! designed to promote reasons to stay longer in the Keys, and a "Natural Alternative to Florida" group of releases that explores unique and authentic "Not Your Average Florida" elements of the Keys. These releases also will be posted via social media channels as well as other news distribution and media request services. Photo releases have became increasingly popular in U.K. markets, so the agency will continue and increase sourcing and using strong imagery in releases. Releases produced in the U.K. are shared with all the European markets and translated for distribution where appropriate. Distribution to France and Ireland is handled from the U.K. as well. Media Visits: "Welcome to my Keys World" Blogging is extremely popular in the U.K. and 25 percent of travelers consult a blog before booking their holidays. Leading travel brands such as Expedia, British Airways and the Canadian Tourism Commission have already recognized the importance of bloggers and their position as key influencers on consumer purchasing behavior. It has been reported that 52 percent of Facebook users will book a holiday based on their friends' experiences. Videos are something that consumers expect to see and something to which they will respond. In June 2012, 26 million people watched 2.3 billion videos in the U.K. alone. In the past year, the amount that brands are spending on online video has doubled to more than $70 million. Due to the popularity of blogs and the power of social media, along with the decline of group press trips for traditional media, the agency is planning a U.K. blogging press trip for 2013-'14. A group of five U.K. bloggers will follow an itinerary focusing on the "Real Florida, Real People, Real Places" theme. The itinerary will take participants on a journey through the destination, where they will meet with Keys locals. The U.K. bloggers therefore will meet and interact with locals who are completely immersed in their own worlds in the Keys. The agency will aim to secure handheld video cameras on loan from a camera company, so the bloggers can use these to create videos of their experience for posting on their blogs. Not only will this trip focus on the "Real Florida Keys" but will also incorporate the "Not Your Average Florida" concept as well as promoting the reasons to stay in the Keys longer. Including the five bloggers mentioned above, the agency will coordinate and/or organize up to 35 media visits to the Keys throughout the year, either on group or individual media visits, from all European markets. The agencies will seek to ensure that every individual media visit has an interaction with a local resident during the visit, chosen to support the theme of the journalist's assignment(s). ti 1 u � � 1111 R11 S�b�l1��44�! In addition, the national U.K. newspaper The Sun has a weekly "Live Like a Local" feature and KBC will actively promote selected Keys residents for inclusion in this feature, as well as pitching them for"Day in the Life Of'features in other media. Social Media/Online The U.K. does not have its own Facebook page, since the main Florida Keys page is very active with a large number of followers. Plans call for a U.K. agency representative to become an administrator on the main page and post more stories specifically for U.K. fans. All U.K. press releases will be tweeted via the KBC Twitter feed and every press release sent out will include links to the Keys Facebook, Twitter and You Tube channels. Special Project: The Independent Newspaper Arts &Entertainment To increase awareness of the Keys' arts and cultural offerings, the agency plans to explore connections with The Independent newspaper's website. The site's arts and entertainment section is one of the strongest arts outlets in the U.K., and has the highest number of visitors to the newspaper's entire site. The agency will explore working with this very strong online media partner(or another like it) to take the "Not Your Average Florida"theme a stage further. The objectives of this partnership are to increase Facebook likes, seed Florida Keys video footage and position the Keys as an ideal destination for cultural travelers. Focusing on the Keys' arts and cultural aspects highlights a different destination experience that may not naturally be associated with Florida, and provides visitors another reason to stay longer in the Keys. While users have learned to tune out standard advertising on websites, videos show an increase of 35 percent in faster fixation, receive 81 percent more attention and a 96 percent greater length of fixation. Therefore, adding the Keys arts video produced in 2012 by KBC) to The Independent's arts pages, will create an avenue for effectively engaging with potential travelers through sight, sound, motion and emotion. The Florida Keys' compelling arts video can run while simultaneously incorporating social media elements like Facebook or Twitter feeds. The video will be embedded into a dedicated landing page hosted on The Independent website, which can also include an image gallery showcasing the Keys' artistic and cultural offerings, as well as Facebook links and social media share buttons. This editorial promotion would run for one month. To further deepen this idea and connect with the audience in a more personal way, the agency plans to target The Independent's highly regarded travel editor to pitch a visit to the Keys to experience the Key West Literary Seminar or Humphrey Bogart Film Festival in 2014. In addition, it may be possible to negotiate a promotional package with the website, whereby the travel editor and a cameraman produce a dedicated Cultural Keys video to be published online on the Independent's Travel Channel alongside the article. ti 1111 - �,1 1 �S�b�l1��44�! Spa Media Mission Following the success of the 2013 bridal media mission and the U.K.'s luxury market growth, the agency will host a spa media mission towards the end of 2013. Media requests for spa-related stories are becoming increasingly popular in the U.K., and the agency will arrange meetings with major lifestyle, beauty and spa writers to explain the Florida Keys spa offerings. The mission will strengthen the positioning of the Keys as a relaxing, revitalizing holiday destination for European travelers. The spa mission will also enable the agency to promote a leisurely exploration of the Keys and will give visitors another reason to visit multiple districts. The spa mission will run from October 2013 so that individual media visits can be set up throughout the fiscal year. A dedicated Keys spa press kit will be developed for distribution to targeted media. Events and Ongoing Activities The PR team will also support the international sales team's efforts at major trade shows such as WTM in London and Top Resa in Paris, as well as consumer events such as the Dive Show and Holiday World in Ireland. Participation in pay-to-play activities organized by Visit USA Association, Visit Florida and Brand USA will be undertaken as appropriate. Activities may include "meet the media" events and networking opportunities organized by TravMedia. Activities for Germany and Switzerland Press Releases In line with the overall tonality of the campaign, the monthly press releases will serve to inform and inspire media to write about and visit the Keys, communicating relevant news, promoting events or festivals and other subjects that reflect the 2013-'14 theme of "Real Florida Keys Real Places, Real People." More personalized, short and image-centered releases are very well received. Also included will be the "Not Your Average Florida" media campaign. Individual Media Visits The agency will maintain the organization of individual media visits, coordinating up to six visits from German and Swiss journalists in 2013-'14. Attention will be paid to channeling the individual media visits to result in pieces in special interest magazines such as bridal / wedding magazines and spa / wellness magazines. In addition, emphasis will be placed on continuing to target the growing sector of online media and blogs. In accordance with the bridal media mission executed by KBC in 2013 and the planned spa media mission for 2013-2014, pitches for individual media visits will include wedding and honeymoon-related concepts to German and Swiss bridal magazines and the Keys' spa experience to spa and wellness titles. In addition, the "Real People, Real Places" theme will be pitched to influential German online media and bloggers to generate individual media visits to the Keys. ti 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Group Press Trip The group press trip 2013-'14 should showcase the authentic travel experience and highlight the unique places and characters that bring the Florida Keys to life. Furthermore, emphasis will be placed on the uniqueness of the Keys' natural attractions, relaxed atmosphere and lifestyle. Due to the still growing importance of the Swiss market, a mixed Swiss / German group press trip will be planned, with the goal of generating high-profile media coverage that will ultimately attract more Swiss travelers to the Keys. Possible themes include "Real Florida Keys Real Places, Real People," with the itinerary featuring the authentic, natural and relaxed aspects of the Keys. Keys residents will be selected to showcase their favorite Florida Keys places to the press, and the itinerary will include visits to places where people can experience the local atmosphere. As journalists also like to learn about and taste local specialties during their visit, the itinerary may include lessons in baking a Key lime pie, preparing a "Keys cocktail" or cooking local seafood. Journalist also can explore unique natural experiences such as kayaking the mangroves, snorkeling at John Pennekamp Coral Reef State Park and discovering the best Keys sunset locations. Social Media Facebook: The agency will maintain the successfully launched German Facebook fan page with regular posts on Keys culture and events, people, nature, travel news, German-speaking video content and the creation and placement of Facebook adverts. Efforts will be continued to increase the number of Facebook fans in the German and Swiss Market. You Tube: Given the growing influence of You Tube, the agency aims to build up a German You Tube channel in the coming fiscal year. The German-language channel would feature short and enticing videos of up to three minutes in length. The agency plans to launch one film per month, with each one featuring a German narrator. Possible themes could be "Keys Sunsets", "Keys People", "Keys Places" (e.g. Mallory Square), "Keys Nature" (e.g. kayaking, DRC). These films will be a mixture of existing re-edited Keys videos shot for both the U.K. and U.S. markets, along with some newly produced German language videos. The new You Tube channel will be promoted to the media through efforts including a German press release, pitching to key media and regular posts on the German Facebook page. Twitter: Regular distribution of Keys-related tweets is planned via the German Twitter presence for the seeding of story ideas and to shape the image of the destination. ti 1111 - �,1 1 �S�b�l1��44�! Media Calls The agency plans to organize dedicated media calls in Germany and Switzerland during the coming fiscal year linked with the theme "Real Places, Real People," which calls for a personal approach to editors of key publications. Activities for Scandinavia Public Relations Firm A public relations firm is to be sourced at the beginning of the FY 2013-'14 to mount a pilot in- market representation program for the Keys. Press Releases All press releases produced in the U.K. will be assessed for suitability in the four Scandinavian countries and, where appropriate, will be translated into the local languages and distributed to more than 1,000 journalists. Relevant tour operator personnel also can be included on the distribution if it is deemed appropriate. Rather than individual distribution, some releases may be incorporated into a regular electronic newsletter to be emailed to media and throughout the region. Tour operators in the region can be included as well if appropriate. Included will be the "Not Your Average Florida" media campaign. Both the bridal press kit developed in 2012-13 and the new spa press kit will be translated and used to generate interest in Scandinavian specialist media. Online Activity Online activity is particularly important in the Scandinavian countries, and it will be a priority to ensure that all above-mentioned communications are actively followed up on Facebook and Twitter. They will also be uploaded onto the local agency's own website. However, because the vast majority of Scandinavians speak very good English, it is not deemed necessary to create a dedicated Facebook page for each country. Instead, it will be important to regularly include comments and items of interest to the Scandinavian markets on the main Keys Facebook page. Media Visits During the year the agency will organize visits of up to five media from the region, either in one group or (more probably) as individual visits throughout the year. These visits will have the primary goal of increasing Keys media coverage throughout Scandinavia, thereby increasing brand awareness and ultimately visitation. Press Events A number of high-profile press events take place throughout the region during the year, which could be attended by a member of the Keys PR team. These would be organized by the various U.S. Embassy offices, be tourism festivals and/or events organized by U.S. focused tour operators to reach the media. ti 1 111111 �� 1 1 1111 1 � 1 11111 11 � 1\ 1 \ 0\\1101 11 � �� 1 ,� III, R11 S��b�l1��44��!��i��i��4�a�41�41�� Attending such events is an excellent way to begin developing relationships with potential partners in the market, as well as raising awareness of the destination with both media and suppliers. Travel Trade Events A number of travel trade events take place in the four Scandinavian markets that also attract excellent media attendance. In particular there are a number of workshops run by the local equivalent of the Visit USA Association, called Discover America in Scandinavia. These take place in Helsinki, Stockholm, Gothenburg, Copenhagen and Malmoe. PR presence at a selection of these shows is to be explored. In addition, the agency will explore attending well-established trade shows including Reiseliv (Norway), Matka (Finland), Herning (Denmark), Copenhagen Luxury Travel Show (Denmark) and TUR (Gothenburg). The international sales team normally participates in at least one of these shows, so the PR team would support their presence at their chosen event, and potentially be present at the other shows to network with attending media even if the Keys do not exhibit. Support of Sales Activities Trade and Consumer Travel Shows The public relations agency will support sales activities at shows throughout Europe. Support will vary from preparing press releases in advance to attending the show to handle media enquiries at the booth. The international sales team determines which shows will be attended, but these usually include: • October—Birmingham Dive Show (U.K.) • October—TTG Incontri (Italy) • November—World Travel Market(U.K.) • January—Boot(Germany) • March—Reiseliv (Norway) • March—ITB (Germany) • April—Pow Wow/IPW (Chicago) • September—ITFM Top Resa(France) Additional Support If the international sales team organizes sales missions or other special activity within the markets, the agency will provide support where possible to ensure maximum coverage within the trade press. ti 1111 R11 S�b�l1��44�! Other Foreign Markets Latin America As in the past, the agency plans to participate in the La Cumbre de Turismo travel trade show that typically draws a significant number of media attendees from throughout Latin America and the United States. The agency will also explore the possibility of a return visit from "Despierta America," the top-rated Hispanic morning television show in America and Latin America, to execute a live broadcast from the Keys. Pow Wow In 2014, the International Pow Wow, also called IPW, is scheduled to take place in Chicago. IPW is the travel industry's premier international marketplace and is the largest generator of Visit USA travel. The show attracts some 350 international travel press representatives from 70 countries. The agency will represent the Keys at IPW, as in past years, promoting all aspects of the destination to media representatives. Measurability The agency contracts with print and broadcast services that monitor public relations efforts. The agency showcases print clips and broadcast "clip" segments at TDC and sometimes DAC meetings to inform the council and its advisory board members of results of public relations efforts. In addition, the agency will provide the TDC with analysis of various media projects that include the dollar value of coverage received. As well as quantifying tangible values based on media rate cards for time and space, the agency also will communicate the less tangible value of increased credibility that results from favorable editorial coverage. ti 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Public Relations Expense Budget for Fiscal Year 2013-`14 U.K./European sub-agency fee contract(s) $200,000 U.K./European PR expenses $100,000 Upper/Mid Keys and Lower Keys/Key West Stringer Fees $75,000 Broadcast television show production support $150,000 Special events support $60,000 Canadian PR Agency Fees $50,000 Canadian PR Program Expenses $30,000 Website Editor $39,300 Incoming domestic/Canadian media travel expenses $35,000 Video of the Week Production $25,000 Social Media Development/Online/Texting Promotions $25,000 AmEurop Visitor Assistance Program $21,500 Distribution (online press room, newswires and courier) $15,700 Travel journalists/blogger conferences/out-of-county media development $20,000 New Video/Still Photo Acquisition $15,000 Spot News Coverage $50,000 Domestic media development missions/receptions $15,000 Keys Traveler Magazines (Production and Printing) $15,000 Gay market PR Stringer $18,000 Print clipping and broadcast monitoring (evaluation process) $15,000 Media support materials (Media kits, video duplication, CDs/DVDs, etc.) $5,000 Expenses for all stringers $5,000 Senior Blog $5,000 Resources $10,500 Total Proposed PR Expense Budget for FY 2012-13 $1,000,000.00 ti ull ��IV�\��1��1�u 0 — -- Q E o � * � t Co ❑ T li LL W - 5am7 } Q) 23 W Cl) . 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L. Florida Keys and Key West Film Commission The purpose of the Keys Film Commission is to bring awareness of our location to the film, entertainment, commercial and print industry. The Film Commission provides assistance and support to productions shooting in the Keys. The film commission may also provide necessary information, props and signage to assist a production company in creating a story that references Monroe County whether on location here or not. Objectives 1. Create economic impact by promoting The Florida Keys nationally and internationally as a filming destination. 2. To develop an expanded crew base for film crews to utilize. 3. Provide story ideas, events, flora and fauna, attractions and lifestyles and historical information to scriptwriters. 4. Build an educated community and community awareness of the rewards and problems in the recruitment of the film industry. Goals 1. Host a Film Florida quarterly meeting in Key West. 2. Host an event with Film Florida while in London during Broadcast Production Show targeting television networks. 3. Develop practical film workshops in the Keys with experienced industry professionals. 4. Develop a You Tube channel for Florida Keys Film. 5. Host a FAM trip for Los Angeles based clients. y �111111��\1\��1'1\�1\\\11�01�11�� 1 11�1111'V'u��111�1 1 II11�S�S11111\�11119�1!I ti\101�� 11111�1��1�1��1 1111�1��0�`�\�1111 1�1�II41�11��1 �1� .�111 � 111�IIIlS � 111 11 O111 ��_ ��111 �w 1�9 II 1111 -I �,1 1 �I�b�11�U144U�!��U� UI U41�41UU �1 UI wU 14 141U�UQ�414U41UU41�b1U 11U a 111U441 1�4U 1��lI Iwo UU U� �111 Q U41 4 I411�IUU 1 wU�111 U�UU4�1 4�U1��11U1U4U 1UU 41UU�411�4UU�111 U��I ��'��'��'�� Implementation Film Florida Film Florida is an organization that was founded to promote Florida as a film destination. Made up of State film commissioners, labor unions, individuals and businesses catering to the film, television and print industry. Our presence will continue with Film Florida in 2013 - 2014. Our film office in conjunction with Film Florida will organize marketing missions to Los Angeles and New York domestically. Internationally, we are planning a mission to London. Website and Reel Scout The Production Guide will be in digital format on a flash drive which will be incorporated into the website. The Florida Keys & Key West Film Office updates the website during the year with new and current information. www.filmkeys.com. When Film Florida has a marketing event, we upload photos to a site created specifically for that event. The site is then linked to all participating Film Florida members' websites, which creates awareness of our specific locales as well as incentives available through the state film office. We are on line with the Locations Guide, an international site, as well as purchasing ad space in their handbook. We continue our presence on the Kemps website and handbook. Kemps is an internationally distributed handbook of production services for the film, television and commercial industry. REEL Scout, is the industry standard for searching locations. We are continually updating the data base of the program. Host A Quarterly Film Florida Meeting As a member of Film Florida and the Film Commissioner of a very popular destination, the film office will host a quarterly meeting before the new year. It always creates an opportunity for not only film commissioners but all the other council members who work in the industry to see what the Keys have to offer. Host A Marketing Event in London As a member and partner of Film Florida, we are looking to create an event, in London before or after the London Broadcast Production Show. We will hire a coordinator in London to assist with the guest list and logistics of the event. We will be targeting television production companies. 111 \1\\\\ \ 1 1 11 1 11 1 \ 1 D\ 1 111 11 y 1111111��\1\�\\�\�1\\\\1�01�111� 1 11�1111\'u`��111�1 1 II11111511111\�1111U�1!I ti\101�1� 11111111�1�1�1�U1 1111`I�`0`�\�11\1 1 lllllll�1111 1 �1� .U1111 � 111�IIIlS � 111 11 O111 �1_ `�111 �w 1U9 111.11111 1111 - �,1 1 �S�b�l1��44�! Develop Practical Film Workshops In The Keys With Experienced Industry Professionals We will continue the workshop series bringing in professionals and accessing locals who can provide a practical understanding of jobs available in the entertainment industry. The film office intends to link this year's workshop with the Film Florida meeting to draw on the expertise of the industry members to provide a broad workshop in several areas of the film industry. Develop a You Tube Channel for Film Florida Keys We will work with a local production company to create the format. Industry people and film students who are coming to the Keys to work or visit the Keys will be encouraged to post their videos on our site to increase awareness of our locations. Host A FAM Trip For Los Angeles Based Clients The film office intends to fly in 4 clients in the film and/or television industry to tour the Keys in order to increase cognizance of the possibilities and encourage the use of the Florida Keys for future projects. The film office will escort the group throughout the Keys on a 3 — 4 day trip. Staying in two different locations and a possible visit to an offshore island. Industry Trade Shows Trade shows are venues where the Film Commission office has an opportunity to promote what is available in our destination, directly to production companies. Attendance at the following trade shows is proposed for fiscal year 2013 - 2014. 1. Produced By - This trade show provides an opportunity to approach heads of production, producers and directors in addition to some very interesting seminars. 2. Film Florida Conference — This is scheduled for May or June 2014. This is an annual meeting and seminars where industry professionals are invited speakers. This is also the meeting where new officers are elected, trade shows for the following year, marketing and legislative issues are discussed. 3. New York Mission - We plan to attend Independent Film Week in New York scheduled for September 2014. Film Florida will participate as a group. Film Florida also plans to participate in TriBeCa Film Festival and produce our Apples and Oranges event. An event at a venue outside the festival where invited producers, directors and above the line are invited. Especially targeting those who either grew up in or were educated in Florida, making sure we are in their minds for filming. 4. Film Festivals and Sales Missions - Regional film offices are considering opportunities to partner with the State Film Office and Film Florida, along with production and distribution y �111111��\1\��1'1\�1\\\11�01�11�� 1 11�1111'V'u��111�1 1 II11�S�S11111\�11119�1!I ti\101�� 11111�1��1�1��1 1111�1��0�`�\�1111 1�1�II41�11�� w.111.11111 III, R11 I�b�11��U144U��!��iU�i�U1�U�41�41UU��i1�U1��wiU�4 141U��UQ�41�4U41UU�41�b1iU�11U�a�111U4i41 1��4U�1��lI Iwo UU U��i111i�Q�Ui41 ��4��I411�IUUi1 i�wUi111i U�UU�4��1 i4��Uli��iliUlU4�Ui1 UU 41UUi411��4UUi111��U��Ii��'��'��'�� companies to bring awareness of Florida as a film destination. Targeted attendees are producers, directors and executives in the film and advertising industries. 5. SXSW (south by southwest) — This is a film, music and interactive media trade show held each year in March. This is a great opportunity to meet the directors and producers of many films that premier at this highly competitive festival which encompasses interactive, film and music. 6. Mission for still shoots — Currently being researched as to which is the best to attend but those of us who have areas conducive to still photography feel the need to branch out separate from Film Florida and find these opportunities. 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, out to take photographs of the areas. On these occasions the Film Liaison meets with and/or escorts the location scout to the 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 his/her photographs, a second and possible third scout may evolve consisting of the producer, director, art director and location manager. Again, the Film Liaison provides escort and possibly transportation for the scout. Efforts made by the film office and local businesses during these scouts, may strongly affect the outcome of a location decision. Location Shoots When a film, television or still shoot client decides to shoot on location in the Florida Keys, the Film Commission office provides continued assistance, dependent upon the need of the company. This assistance may include helping with permitting, facilitation of discussions, and meetings with government officials, law officers, owners or managers of businesses and 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 requests that are unforeseen. 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 a production using their property. The Film Liaison intends to facilitate a successful experience for the production company, local crew and businesses. 111.11111 111, - �,1 1 �S�b�l1��44��!��4�a�41�41�� Public Relations Opportunities The Film Liaison 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. Measurability A year-end economic impact report, based on numbers from the production companies, is to be submitted to the TDC. This includes revenue generated in county, room nights booked, production days and locals hired. A break down of which production companies have utilized the Florida Keys as a location is submitted as part of the TDC reports. The office also submits a report at the end of the year on measuring the extent to which our marketing goals have been met. y a �111111��\1\��1'1\�1\\\11�01�11�� 1 11�1111'V'u��111�1 1 II11�S�S11111\�11119�1!I ti\101�� 11111�1��1�1��1 1111�1��0�`�\�1111 1�1�II41�11�� II 111, - �,1 1 �S�b�l1��44��!��i��4�a�41�41�� Budget FY 2014 Film Industry Trade Shows And Events $30,000 Film Florida quarterly meetings New York Missions Produced By Film Florida Conference International Shows and Marketing Missions Registration and Show/Event Expenses Travel Expenses $20,000 Air Fare, Lodging, Meals, In-county mileage Dues and Fees $4,000 Association of Film Commissioners International Film Florida Communications $1,250 postage, office phone, FAX, fed ex/ups, cell phone, 800 incoming calls, data plans Support materials $25,000 photos, office supplies,promotional materials vehicle rentals - boat/helicopter and auto rental for location scouts and escorting location shoots Production of industry support material $30,000 Florida Keys & Key West Production Guide, WEB site maintenance, database and mail support, You Tube site Support equipment $7,000 computer programs, camera, etc. E & P for Production Executives $3,000 Student intern/location photographer $14,000 Industry professionals travel expenses Advertising $20,000 Resources $377 Total $154,627 u v y � �111111��\1\��1'1\�1\\\11�01�11�� 1 11�1111'V'u��111�1 1 II11�S�S11111\�11119�1!I ti\101�� 11111�1��1�1��1 1111�1��0�`�\�1111 1�1�II41�11�� 0 111.11111 n w ww I, m rer�r lu 6�� Y / roojil o t/ orm Inmr i/r'a �a I.pr r / ; I Vi (�, �N � �/ JJ ��IHH'J✓ r'�'l I�1,y,$. , f , u ,.r /�: I I a IIII �'I';.. r ;�n I ",:'i;�$ Ib/H//. V�dy%.I,,II I' /%,, � �$ ,Jq>✓ T�' �' $ r✓`�` / /, ,rr� ''� � � 0/. Fly ��, �, � �Itrel%I IIYI,ryra «7,�> � N any xb ;g Ini ,✓ �;� cf,� I V I� i 6�RIY' �r / �r " ir'+}II`II f ,1�/r,��% �� ' J'r/r��J!//l✓�/r/l, � $ � � �V I, tijit III',;; e, I Nv I I! / if , lli,�d� /, f, ,i 7,/r r/i/�J� �( ,1 � ✓/ � y / r,/r:,, �/i///� /, r II ..II I , / r r / 1 r � N, I I��';, � r✓I, r, p��p ✓ 1w i ',e.�p Y� ? �!�r/�Y�/�i��// G/ r�, p r U11 ��IV�\�1��1��I�u M. Market Research In the simplest terms, marketing research tells us where we are going, how to get there and how to know we've 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 the research process, we gain insight into attributes that attract travelers, promote visitor satisfaction and motivate them to visit our destination. We also learn what attributes lead to visitor dissatisfaction or persuade our potential visitors to select another destination. Through careful analysis of potential and actual visitor data, we can quickly identify when it may be appropriate to redirect our marketing strategies to better attract, and satisfy, our target market. 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 overall marketing goals and strategic objectives. 2. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key West, as well as potential visitors, including web site visitors, e-mail inquiries and 800- number callers. 3. To continuously gather and track data in order 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 accurate, timely, cost-efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators in order to advance the development of successful marketing strategies. 7. To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. U11 ��IV�\�1��1��I�u GOALS: The 2013-2014 goals of the Market Research program are: 1. Develop market reports on emerging markets. Internationally examine China, Argentina and Brazil. Domestically, identify markets for expansion. 2. Conduct a strategic planning study. Assess the Keys lodging stock and forecast the renovation pipeline; exam where the Keys are in the destination life cycle model; and scenario plan. 3. Develop an in-depth visitor satisfaction study. 4. Develop a study of affluent travelers, household income $150,000+. 5. Execute a study on in-state markets, examining nuances both within the state and in comparison to out-of-state markets. 6. Develop a study of Voluntourism. 7. Develop a study of converting visitors into social media brand advocates. 8. Increase the scope and methods of data collection in tracking the effectiveness of advertising, sales, public relations, internet and film. RESEARCH METHODS: Every research study begins with the formation of a question; what do we need to know? Once this has been established, the potential sources of information available to answer the question are 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, their results 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 is U11 ��IV�\�1��1��I�u able to 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. IMPLEMENTATION: Research focusing on potential visitors (inquirers) to the Florida Keys &Key West: Telephone, Live Chat and email visitor inquiries will continue to be tracked through the VIS software. Surveys conducted via these inquires 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. Live Chat reports will tract volume of chats. Software and report functions will be maintained and upgraded as needed. We will continue to report on the wealth of data gleaned from the Key West Business Guild's Gay and Lesbian VIS database. 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. The Visitor Profile Survey will continue to gather demographics, party composition, expenditures, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. We will enhance the survey to begin collecting visitor emails which may be utilized in other research projects. `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 and average daily rates for Monroe County and Key West. 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. To round-out our lodging performance data toolbox, we'll continue to conduct similar research for vacation rentals and RV Parks. Again, monthly reports will overview occupancy, average daily rate and RevPar for Monroe County. Where participation is sufficient, district reports will be provided. VisaVue International Traveler data will be utilized to track visitation and spending patterns of international visitors to the Keys. Combining VisaVue data with other data sources, projections will be made as to total visitation by country of origin and economic impact. V11 ��IV�\�I��1��I�u Fulfillment of 2013-2014 Research Goals: I. The U.S. Department of Commerce (DOC)projects, during the next five years, Brazil, China and Argentina will experience the highest growth amongst international arrivals to the U.S. Chinese arrivals are projected to grow at 229%; Brazilians at 66% and Argentineans at 65%. China and Brazil, in particular, are forecasted with Canada and Mexico to account for nearly 70% of the total growth in international markets to the US. Here in the Keys, we've consistently seen China and Brazil post some of the highest year-over-year growth rates among our international markets. Last year, Argentina doubled in visitation and grew as much in visitors as our top overseas market, Germany. What these countries share in common is very different methods of planning and executing U.S. travel than typical International Markets like the European Countries. To best reach these special markets, we will first begin with an extensive examination of their travel planning channels. Understanding the specific country's nuances in travel planning and travel providers is key marketing to them. Next, we will look toward the visitors we are welcoming now from these countries with the goal of understanding what brought them to the destination and how we can utilize that information to attract more people from their nation. Domestically, we find nearly 60% of our visitors come from our top ten States. But, we also find when looking at the results of our recent Travel Planning Study that many regions in the U.S. have a high interest in visiting the Florida Keys. We'll begin this research by utilizing the data we already have, to identify states beyond our top markets that could offer growth opportunities. We'll cross-reference these findings against economic and population data to further refine our list of potential target markets for expansion. Finally, we'll conduct research in each of these markets we've identified to test interest and awareness of the Florida Keys. We'll also identify best marketing practices for reaching these areas; including media habits. 2. The Florida Keys are a unique destination. For nearly two decades, Monroe County has had a moratorium on new transient units. We do not face the new hotel development booms and supply increases other Florida destinations like Miami or Orlando have. We have experienced compression from redevelopment and a past wave of condo conversion. What might be the next challenge we face in our unique destination? What scenarios might we examine to develop strategies for? First, we'll survey our lodging stock to assess its age and intentions for future renovation. This will assist us in forecasting when compression from redevelopment may occur in the future. Academic researchers theorize that there is a life cycle to destinations. Interest in a destination peaks and then factors will determine if it declines or experiences another upsurge. We'll look to combine what we know of our occupancy and rate trends with academic research on destination life cycles, our lodging stock assessment results, travel industry forecasts and more to determine where we are in the destination lifecycle and what scenarios we might expect to face in upcoming years in our destination. From this, we can strategize our approach to these possible future scenarios. M11 ��IV�\�I��1��I�u 3. Past Keys visitors are more likely than non-visitors to be interested in future travel to the Keys. Visitor satisfaction will play a key role in their decision to revisit. It will also play a key role in the word-of-mouth about our destination and value perception. To dig more deeply into customer satisfaction, we will first alter our existing visitor intercept (the Visitor Profile Survey) to capture visitor emails. This should shorten the collection process, while increasing response rates. It will also allow us to customize the follow-up survey we send based on VPS responses. As needed, we will conduct additional intercepts to ensure a sufficient number of emails are gathered. Utilizing a methodology similar to one employed by a major theme part, we'll contact visitors soon after their trip to the Keys to ask engaging and in-depth questions about their experience and satisfaction. We will examine this on both a district and destination-wide level. We will also utilize this opportunity to invite the respondents to join an online panel of past visitors. In this way, we may create a repository from which to conduct future research projects as our needs arise. 4. In our recent travel planning study we saw interest in visiting the Florida Keys & Key West overall was highest among household incomes of $150,000-$199,999. From there, interest declined in the $200,000+ households. Affluent travelers tend to spend more per leisure trip and travel more often than any other income groups. We look closer at this market to examine their unique travel motivators. We'll also seek to find out why interest declined at the $200,000+ level and what we may do to combat that. 5. In our recent studies we've also found very different motivators and travel planning behavior among In-State travelers versus Out-Of-State, indicating this group warrants more customized marketing. Florida is our top market year-round, and an important source of revenue for our industry. It also had the highest level of interest in future visitation to the Keys, versus any other state we studied. However, our state is quite large and even further customization may be necessary within in-state markets as distance to our destination increases. We'll seek to engage and study travelers from each area of the state. We'll identify special marketing consideration between the areas, most persuasive messaging and media habits. 6. Voluntourism is an emerging trend in travel we have sought to capitalize on in the Florida Keys. Engaging visitors in voluntourism not only enriches their experience, but also enhances our destination and environment. We'll study travelers interested in, or currently engaging in, volutourism travel. We'll seek their opinions on how well our current offers match their desired experiences, as well as, what else we may look to develop to capture them. We'll consider things like time they are willing to spend on a voluntourism activity, level of tactile experiences they would like, subject matter that interest them and more. From this research, we'll recommend existing Keys voluntourism experiences to further highlight and types of new programs to encourage the community to develop. 7. As social media usage continues to grow, marketers look toward how this media can be best utilized to drive sales. Research consistently shows that friends and family are the most trusted source of information on a destination for travelers. Sharing images and stories about their Keys vacation to friends and family via social media taps into that most trusted source to build brand awareness. Our study will examine how we can motivate our visitors to U11 ��IV�\�I��1��I�u become brand advocates via social media. We will look at both furthering engagements from our existing followers and recruiting more travelers not currently engaged with us. 8. An ongoing goal of the research department is to increase the scope and methods of data collection. This year, to increase our own scope and methods of data collection, we'll look toward instituting operational improvements. Efforts will include developing a database to house a visitor panel for future research projects. We'll look to acquire software for social media listening and engagement. We'll use new technology and research to increase survey response rates by making our surveys more astatically appealing and interactive. We'll also use new technology to allow respondents to easily take our surveys via their smartphone, tablet or iPad. As opportunities arise, we will continue to partner with VISIT FLORIDA to co-sponsor larger research projects that are of value to us. 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 the staff departments and the agencies. V11 ��IV�\�1��1��1�u MARKET RESEARCH BUDGET VISITOR PROFILE SURVEY $94,200 OCCUPANCY & AVERAGE DAILY RATE REPORTS $28,000 Hotels, Small Lodging, Vacation Rentals & RV Parks VISAVUE INTERNATIONAL TRAVELER REPORT $12,000 EMERGING MARKETS STUDIES $80,000 China, Brazil, Argentina Domestic Markets PROJECT RESOURCES $166,500 Strategic Planning Study In-State Market Study Affluent Traveler Study Visitor Satisfaction Study Voluntourism Study Social Media Brand Advocate Study VISIT FLORIDA Research Co-Ops Other Project Resources SECONDARY RESEARCH $15,000 Purchase of Secondary Research from Outside Sources PhoCusRight Tourism Research Subscription Travel Indicators Tourism Research Subscription OPERATIONS $15,000 Online & Mobile Survey Software Research Panel Database Hosting & Management Social Media Listening Software SPSS, Tableau and Additional Software Upgrades & Licensing Survey Incentives MISCALLENOUS $5,000 Memberships Telephone, Fax, Postage Computer Equipment Conference, Workshop, Seminar Attendance TOTAL $415,700 ®Visitor Profile Sur\ey ®Occupancy&A\erage 4% 4%1% Daily Rate Reports 23% ❑International Tra\eler Report ❑Emerging Market Studies 39% 7% 19% 3% ■Project Resources ❑Secondary Research ®Operations U11 ��IV�\�1��1��NI�N 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. 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. • The measures of economic impact and return on investment(ROI). What are the total benefits of a visitor coming to our area versus the cost of attaining those benefits? • 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. V11 ��IV�\�1��1��NIdN Some of the criteria or techniques that will be used or planned by the TDC this year to assess program effectiveness include: • VIS reports • Visitor Profile Survey reports • Smith Travel Research Report • V-Trip Vacation Rental and RV Parks Report • Focus group studies • Economic & tourism indicators • AT&T call reports • Bed tax revenues report • Sales tax revenues report • US 1 traffic counts • Airport arrivals and cruise ship/ferry passenger counts • Internet marketing click-through counts • Google analytics and Urchin Web Analysis • User demographics reports • Web site brochure and video downloads • Social Media user demographic reports • Social Media monitoring and analysis • Electronic sales lead tracking • Travel agent sales reports • Tour operator room nights booking reports • Trade show room nights booked reports • Trade show visitor intercept surveys • Number of meetings booked • Follow-up sales leads reports • Credit card demographics • European agencies' reports • VIS mystery shopper reports • 3rd party accommodations Internet bookings • Print ad testing • Trade partners and industry survey (meaning surveying travel agents & lodging sales staff) • Conversion studies • Online surveys or mobile surveys In summary, we need to know what marketing efforts are working; what is not; and make the appropriate adjustments in the quickest period of time, to ensure the success of our decision- making process. 1112111 iI` b9°il�rel' \l1`1U�