Item D3
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: SEPTEMBER 17. 2003
Division:
TDC
Bulk Item: Yes ---X..-.- No
Department:
AGENDA ITEM WORDING:
Approval of the FY 2004 Marketing Plan
ITEM BACKGROUND:
TOe approved same at their meeting of August 13, 2003
PREVIOUS REVELANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $
BUDGETED: Yes ~ No
COST TO COUNTY:
SOURCE OF FUNDS: TDC
REVENUE PRODUCING: Yes 1L- No
TPERMONTH_ Year
APPROVED BY: County Atty _
DIVISION DIRECTOR APPROVAL:
(Harold Wheeler)
DOCUMENTATION:
Included X
To FollOW_Not Required
AGENDA ITEM #~
DISPOSITION:
Revised 2/27/01
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Table of Contents
Section One: The Mission of the TOe
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
Section Three: Program Planning
I. Program Development
i. G oa Is ............................................................................................ F-1
ii. Priorities....................................................................................... G-1
iii. Resources.. ............... ........ ............. ......... ................................ ..... H-1
II. Marketing Strategies and Implementation
i. Advertising.................................................................................... 1-1
i i. Sa les .. . ... . ... ........ .. . .... ....... . ... '" ..... .. . . . .. . ....... . .. ... . .... .. . ..... ... .. . ......... J-1
iii. Public Relations.. .............. ......... .............. .......................... ........... K-1
IV. Film Commission....... ..................... ............................. ................. L-1
v. Research....................................................................................... M-1
Section Four: Evaluation... ............ ................... ..................... .... ............ .... N-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Section One: The Mission of the
Tourist Development Council
I. 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.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive 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. Our
program must also balance sustainable tourism with improvements to the quality of life of
our residents.
The TDC must have a clear direction and understanding of marketing, market segments
and market techniques to be effective. The plan must focus on its present situation, goals
and objectives, resources, program strategies and evaluation criteria.
The following are general guidelines for the planning and development of the Monroe
County Tourist Development Council's marketing plan as evidenced, in the Table of
Contents. Each section is further compartmentalized to address multiple areas.
a. Review of the TDC's mission.
b. Analysis of the current situation.
c. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
The Monroe County Tourist Development Council's 2003-2004 Marketing Plan sets the
guidelines on how the revenues of the three penny (3%) bed tax (Florida Statutes 125.0104) on
visitors will be allocated for the marketing of the Florida Keys and Key West.
Two penny revenue is broken down in the following manner: 5% state mandated reserve
(Florida Statutes 129.01); 7% of the net revenue may be used for program administration; 65% of
the net revenue is utilized for generic promotion and advertising; the remaining 35% of the
net is used for funding events, public relations and consumer mail fulfillment.
The third penny revenue is broken down in the following manner: 5% state mandated
reserve (F.S. 129.01); 3% of net revenue may be used for program administration. The
remaining third penny revenues may be allocated within the following five categories:
visitor information services; capital projects; special events and district specific advertising
and promotion. District Advisory Committees representing the five districts within Monroe
County make recommendations for allocation of the third penny.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made
to strategies during the year.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Section Two: Situation Analysis
Descriptive profile of the Florida Keys
I. Product Analysis
· The Florida Keys is the premier get-away destination located at the southernmost tip of
Florida and the continental United States.
· Tourism is the Florida Keys main industry - with a current permanent population of
around 80,000. 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.
(88.8% )
· The Florida Keys are accessible by air. (9.2%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, TWA and United connections), Delta Comair, US Air, Cape Air and
Vintage. Special jet charter service is available at Key West International Airport.
2. Marathon Airport also services the Florida Keys. This full service facility 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 all over the world. Domestic and international travelers to the Keys can
fly into these airports and travel by car or bus into the Florida Keys.
· In 2002, the City of Key West received a total of 990,880 cruiseship visitors.
· Total commercial flight capacity at Key West International Airport is approximately 150
daily. Key West Airport annual passenger capacity is 600,000 arrivals/departures.
Marathon Airport, at this time a general aviation airport, has passenger capacity of
250,000.
· 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.
· There are ferry services from the west coast of Florida that have daily departures and
convenient downtown arrivals into Key West. There is also a ferry service from Miami
to Islamorada in addition to visitors arriving on their own boats. (2%)
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
I. Product Analysis - continued...
· The Florida Keys hosts a variety of accommodations. Accommodations in the Keys
for vacationers or business travelers include full service hotels, motels,
condominiums, guest houses (inns), beach cottages, licensed seasonal home
rentals and house boats. The TDC lists over 15,000 rental units throughout the
Keys.
· The Florida Keys camping and recreational facilities are plentiful.
Florida Park Service:
Bahia Honda 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:
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
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuaries:
Florida Keys National Marine Sanctuary
Key Largo National Marine Sanctuary
Looe Key National Marine Sanctuary
licensed camping sites by district: Key West - 317; Lower Keys - 963;
Marathon - 364; lslamorada - 360; Key Largo - 400 for a total 2,404
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
I. Product Analysis - continued
· The Keys boasts a variety of restaurants providing the visitor with a myriad of dining
pleasures including seafood specialties; ethnic cuisine; local delights; continental
and fine dining.
· Night life in the Keys offers diverse entertainment. 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 I.G.F.A. world records. Private charter trips are available throughout the
Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back
country, flats fishing to deep sea/offshore fishing on a daily basis and by
reservations. Visitors can also enjoy wading, pier and bridge fishing.
· The Florida Keys hosts the only living coral reef in the North America. Exploring the
living reefs of the Looe Key National Marine Sanctuary, 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.
· The cultural heritage of the Florida Keys offer visitors an array of live theater, arts &
craft festivals and is home of many noted authors and painters.
· 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 and diving. History plays an
important role in the Keys experience. Historical homes, lighthouses, museums and
monuments weave an intriguing historical adventure of pirates, wreckers, writers,
poets and artists throughout the Florida Keys. Sightseeing ranks the highest of
visitor activities.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. Position Analysis
In analyzing the Florida Keys' product for leisure tourism and meeting business, it is
important to identify the current positive aspects of the destination as well as
considering those areas which may, by improvement, enhance the Keys' position in
the global marketplace.
1. Strengths and assets
· temperate year-round climate - warm winters
· friendly, 'laid-back' image
· great natural resources to promote ecotourism
· historical and cultural heritage
· many sightseeing attractions
· safe environment
· best fishing resources in the world
· number one dive destination
· unique RV camping locations
· excellent dining available
· only living reef in North America
· unique accommodations
· southernmost point of the continental US
· developing into a major wedding & honeymoon destination
· close relationship of two large metro airports of Miami & Fort Lauderdale
2. Weaknesses and liabilities
· lack of consistency in room quality
· lack of direct flights from principal markets
· negative perception of seasonal storms
· lack of traditional sandy beaches
· traffic congestion
· lack of convention and meeting facilities
· lack of commercial airline service to Marathon Airport
· changes to availability of transient accommodations
· current water quality issues
· lack of stable service personnel resources
· employment turnover rate
· lack of affordable housing
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. Position Analysis, continued...
Our market competition are the destinations that compete with us in many of the tourism
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gay/lesbian travel, ecotourism, cultural tourism,
in-state vacation travel and other specialty markets. We must compare our competition's
coverage, budget and demographics to our own and how it relates to industry results.
Based on competitive analysis, techniques such as trend analysis, market share analysis,
market buildup and test marketing are broadly employed to help position ourselves within
the marketplace.
Our position as an ideal cultural and historical tourism destination, 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 intend to bring this
kind of travel experience to the forefront of our campaign.
We will develop more diversity in multicultural marketing communications. Culturally
relevant communications builds 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 Keys are developing a reputation as a great weddings/honeymoon destination.
Although there are plenty of things to do in the Keys, we are also ideal for those who just
want to enjoy other's company with a minimum of distractions.
Alternative transportation is an essential point of our marketing to help relieve the traffic
problems. There will be more focus on regional jet air and the expanded ferry service,
and making visitors aware, that once they are in the Keys, there are a number of
alternative means of transportation, which would include shuttles, public busses, taxis,
pedi-cabs, tour trains, trolleys, bicycles and of course, sightseeing on foot.
With the potential visitor or consumer looking for value in their purchases, we must
position our marketing approach to strategies to increase customer satisfaction for their
visit to the Keys. We will focus on Customer Relationship Management (CRM) to give the
visitor a good experience while planning their travel.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Website
This year we will continue to focus on the expanded development, marketing and service
of our website. Our website has become the most important marketing tool that we have
in the promotion and service to the potential visitor. All of our advertising will include the
website address. The visitor can learn about the destination and be able to download
what information the person needs to make their plans for travel.
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographies of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world.
The marketing of our site is very important to the overall plan. We must think of our site
as a product, and the content as the product lines.
We will market the site through the normal media placement and by specialized Internet
advertisement. We will do some banner ads, link-throughs, affiliate site programming,
direct e-mail and continue to focus on key word search engines.
Website service after the potential visitor finds the site becomes the final and most
important stage in determining a visit. We must design a site that provides the user with
the kind of service comparable to the corner market in one's neighborhood - simple,
precise and personable. As our site expands with more destination information, users will
not have the patience to scan through four or five links just to get to the right area of the
site. The site needs to make users feel welcome and guide them to the needed
information for a decision making step. After the decision has been made, the site must
have the ability to make the sale directly from the site.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrowcast to meet the specialized needs of each incoming user. The more specific the
audience definition is, the more interesting, and useful the site becomes to its visitors,
which, in turn, allows for more efficient and direct marketing. The site will become our
main sources of Customer Relationship Management (CRM) program.
We will be able to track Internet marketing to our site. You are able to see how the visitor
came to the site, either by banner, click-through, search, site address or by link.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Customer Relationship ManaQement
Customer Relationship Management (CRM) refers to strategies to increase customer
satisfaction by using a one-on-one approach to customers even in a global market by
managing, interaction and tracking between customer and the industry.
The first role in CRM is that the potential visitor or customer should be in charge of his or
her experience. We must do everything we can to make the experience more personal
and to give a quick response to their needs. The response and interaction needs to be
direct.
To use this one-on-one approach in a global marketing, we will be looking to use more
electronic marketing in the areas of (1) database information; (2) e-mail; and (3) our
website.
Data base information is collected from the travel trade industry such as travel agents,
tour operators and meeting planners. Consumer data base information is collected from
e-mail requests.
E-mail has become one of the most inexpensive means of direct mail possible. After
receiving permission (opt-in e-mail), we will send out electronic marketing messages to the
trade industry and directly to consumers.
The website is our main source of CRM. The website can narrow cast to meet the
specialized needs of each incoming user. The web user can interact by receiving
destination information within electronic brochures, live cams, maps, videos, multi-lingual
assistance, updated news releases and on-line reservations.
Other CRM direct marketing include direct mail advertising with co-op opportunities so that
the consumer can interact directly with the lodging property or other business partners.
Also, we will continue to interact with the consumer through intercept research programs
such as the Visitor Profile Study and our VIS program.
Our new technical ways to retrieve and send information on travel and our ability to
communicate to the consumer through CRM will continue to define the new economy and
build business one traveler at a time.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
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 (Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee,
Collier, Orange)
· New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Texas, Indiana, North Carolina, Massachusetts
. Secondary
· Connecticut, Virginia, Minnesota, South Carolina, Alabama,
Wisconsin, California, Missouri, Tennessee, Maryland
2. International Markets
. Primary
· Germany, United Kingdom, Canada
. Secondary
· Italy, Netherlands, Switzerland, Austria, Japan, Scandinavian
countries, and South American countries of Argentina, Brazil and
Chile, France
3. Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism
D. Geotourism
E. Fishing
F. Diving
G. Gay/Lesbian
H. Mature
I. Weddings/Honeymoon
J. Boating
K. Multi-Ethnic Markets
L. Family Travel
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
4. Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. Travel/Trade Industry
1 . travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airlines
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetings/lncentives/Business Travel
Market Segments
Divina and Snorkelina
The year-round temperate climate of the Florida Keys makes diving and snorkeling
enjoyable in any season. The clarity of water provides excellent visibility and the variety of
reef structures including the only living reef in North American attracts visitors to the Keys.
Fishina
We offer the greatest variety of fishing in the world. Twelve months a year visitors can
compete in tournaments or simply enjoy a day on a charter boat excursion.
Historic/Cultural
The historic and cultural influences within the Florida Keys entices and marvels visitors.
The architecture, art, music and historical tours turns the Keys into a number one
sightseeing educational adventure. Our research shows that visiting historic places and
museums consistently falls in the top for activities participated in by domestic and
international visitors. Geotourists fall within this segment. They are people attracted to the
cultural, historic, environmental, aesthetics and heritage of the places they visit.
Gav/Lesbian
The gay and lesbian market represents a broad perspective that spans national cultural
and language barriers. The gay market has a diversified travel experience with
discretionary income. As one of the world's leading gay/lesbian destinations, Key West
offers many opportunities to expand this market.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Mature or Senior (Retired)
Mature individuals (50+) account for nearly 25% of the total US population. This group is
growing rapidly due to the aging of the 'baby boomer generation'. The financial power of
mature consumers, coupled with their tendency to have more leisure time available for
travel and their growing numbers make this segment one of particular strength. We will
develop the opportunity to target upscale retired persons who can travel Sunday through
Thursday.
Ecotourism
Eco-travelers are a specialty interest traveler and should be considered an excellent target
market because they are a responsible visitor from whom we can profit, but also will
respect our natural resources. Whether it is camping, birdwatching, wildlife sightseeing,
water related activities (diving, fishing, etc.) or learning the nature based heritage of the
Florida Keys, this market is perfect for our destination. Ecotourism or nature-based
tourism, acts on the principles of traveling to natural areas with the intentions of preserving
the environment and the cultures associated with the region. Geotourists also fall in this
segment.
WeddinQs/Honevmoon
The weddings/honeymoon market is a growing market that not only strengthens our 'off-
season' months but is starting to become a year-around market for the Florida Keys.
Florida is the most popular honeymoon US destination. Honeymoon trips will average 8
days with higher than normal expenditures.
MeetinQ/lncentive Business
The meetings and convention market segment remains fairly strong and significant part of
some of the large properties having meeting room space. It is important to understand
there are many options available within the meeting business market. The incentive travel
business has increased in the past few years in the Keys.
Soft-Adventure
Adventure travel is one of the fastest and most interesting travel available to the consumer.
Soft-adventure travel throughout the Florida Keys would include biking, snorkeling,
kayaking, camping, diving, sport fishing and other related activities that seek exciting and
sometimes risky experiences.
Boatina
Boating has a wide range of markets including fishing, diving, power-boating, sailing,
kayaking, yachting and leisure craft. The Florida Keys are a perfect destination for all kinds
of events such as boat shows, races and any watersports activity. Whether the visitor
rents, charters or uses their own boat, there are marinas from one end to the Keys to the
other, to give the visitor a great boating experience.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
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 involves national sponsors and
national or international marketing when funding as 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; and the marketing of the awareness and image
of our destination.
Special Events
The Florida Keys hosts various annual activities and special
events. This year events and activities include:
· Art Key West - Key West - January
· Int'l Midwinter Championship Regatta - Key West - January
· Half Shell Half Marathon Run - Key West - January
· Key West Celebrity Series - Key West - January thru December
· Terra Nova Trading Key West 2003 - January
· Outdoor Art Show - Key Colony Beach - January
· West Marine Winter Warm-up Sail- Marathon - January
· The Monumental Brass Quintet - Marathon - January
· Florida Watercolor Society Art Show - Marathon - January
· Business & Professional Women's 5-K Run - Marathon - January
· San Pablo Parish Festival - Marathon - January
· Marathon Garden Club Flower Show - Marathon - January
· 'Paws for a Cause' Pet Walk to Pigeon Key - Marathon - January
· Upper Keys Seafood Festival- Key Largo - January
· Winter Festival at Marathon Airport - Marathon - February
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
· Art Festival at Gulfside Village - Marathon - February
· Bay Jam - Key Largo - April
· International Sejong Solists - Marathon - March
· Original Marathon FI. Keys Seafood Festival - Marathon - March
· Art Festival at Key Colony Beach - Key Colony Beach - March
· Conch Republic Independence Celebration - Key West - April
· Art Festival at San Pablo Church - Marathon - April
· 7 Mile Bridge Run - Marathon - April
· Pridefest 2003 - Key West - May/June
· Key West Music Festival- Key West - May
· APBA Marathon Offshore Grand Prix - Marathon - May
· Green Sweep Volunteer Workday - Marathon - June
· City of Marathon Super Boat Grand Prix - Marathon - June
· Key West Theater Festival- Key West - June
· Cuban American Heritage Festival- Key West - June
· REEFWEEK 2003 - Key Largo/lslamorada - July
· Publix Family Fitness Weekend - Key Largo - Sept or Nov
· Fantasy Fest - Key West & Lower Keys - October
· Columba Day 10K Get Away - Islamorada - October
· Poker Run - Miami - Key West - Key West - September
· WomenFest Key West - Key West - September
· APBA Offshore Worlds Power Boat Race - Key West - November
· Corvettes In Paradise - Islamorada - November
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Fishing Tournaments
· Ocean Reef BTU Backbone - Key Largo - December
· Key Largo Sailfish Challenge - Key Largo - January
· Holiday Isle Sailfish Tournament - lslamorada - January
· Cheeca Lodge Presidential Sailfish Tourney -lslamorada - January
· Hogs Breath King Mackeral Tournament - Key West - January
· Jim Miscarello Kingfish Tournament - Big Pine Key - January
· Over the Hill Tournament - Islamorada - January
· lslamorada Women's Sailfish Tournament - Islamorada - February
· Capt. Leon Shell 6th Annual Memorial Billfish Tournament - Key Colony
Beach - February
· Islamorada Fishing Club Kingfish - Islamorada - February
· Islamorada Women's Sailfish - February - lslamorada
· Backbone Lures Fish 'Til you lose it' - Islamorada - March
· Islamorada Spring Bonefish Tournament -lslamorada - March
· Del Brown Invitational Permit Tournament - Key West - March
· lslamorada All-Tackle Spring Bonefish - lslamorada - March
· Mercury Redbone @ Large Celebrity Sunset Tarpon Tournament
Marathon - March
· Key Largo Dolphin - Key Largo - March
· Key West & Lower Keys Fishing Tournament - Key West/Lower Keys - April
thru November
· Shell Key West Classic - Key West - April/May
· World Sailfish Championship - Key West - April
· Key Largo Fishing Dolphin Tournament - Key Largo - April
· Ghost Hunt - Key Largo - April
· Yamaha Dolphin Masters lnvitational- Key West - May
· 28th Annual Ladies Tarpon Tournament - Marathon - May
· 177h Annual McDonalds Invitational Tarpon - Marathon - May
· 38th Annual Marathon International Tarpon - Marathon - May
· Rolex-IGFA Inshore Championship -lslamorada - May
· Coconuts Dolphin Tournament - Key Largo - May
· Key West Gator - June - Key West
· Cancer Foundation Cudjoe Gardens Dolphin Tournament - Lower Keys _
May/June
· Don Hawley Invitational Tarpon Tournament - Islamorada - June
· Islamorada Fishing Club Dolphin - lslamorada - June
· Big Pine & Lower Keys Dolphin Tournament - June - Big Pine Key
· Dick Fuhr Memorial Fishing Tournament - Key Largo - June
· Scientific Anglers Women's World Invitational Tarpon Series - Islamorada _
June
· Fathers Day Dolphin Tournament - Key Colony Beach - June
· Sunset Tarpon Tournament - Marathon - June
· Burdines Waterfront Dolphin Tournament - Marathon - June
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Fishing Tournaments - continued...
· Seaguar Gold Cup Tarpon Tournament - Islamorada - June
· Key West Gator Club Dolphin Derby - Key West - June
· Coconut Cove Resort Dolphin Tournament - Islamorada - June
· Cape Fear Rods-Golden Fly Inv. Tarpon - Islamorada - June
· Knights of Columbus Tournament - Big Pine Key - July
· Holiday Isle Caribee 20th Dolphin Tournament -Islamorada - July
· Geiger Key Marina Dolphin Tournament - Key West - July
· Key West Marlin Tournament - Key West - July
· Lower Keys Permit All Tackle - Big Pine Key - July
· Mercury Redbone Celebrity S.L.A.M. - Key West - September
· Marathon International Bonefish Tournament - Marathon - Sept.
· Scientific Anglers Women's World Invitation Fly Championship - lslamorada
- October
· Islamorada Fall Bonefish Tournament - Islamorada - September
· Mercury Baybone - Key Largo - October
· Action Craft's 13th Annual Owners Tournament - lslamorada - Oct.
· Mercury Outboards' Bonefishing World Championship/lslamorada All-Tackle
Bonefishing Tournament - Islamorada - October
· Ladies, Let's Go Fishing - Key Largo - October
· Take Stock in the Children Backcountry Challenge - Key Largo - October
· George Bush/Cheeca Lodge Bonefish Tournament - Islamorada - October
· APBA Billfish - Key West - November
· lsamorada Fishing Club Junior Derby - Islamorada - November
· Islamorada Sailfish Tournament -lslamorada - December
· Mercury Outboards' Cheeca/Redbone - Islamorada - December
· Metropolitan South Florida Fishing Tournament Mini-Met - Keys Wide - Dec
· lslamorada Junior Sailfish Tournament -lslamorada - December
· Capt. Don Gurgiolo Sailfish Classic - Islamorada - December
· Florida Keys Gold Cup Sailfish Championship - lslamorada - December
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Historical, Cultural and Entertainment Attractions
. Art Under the Oaks - Key Largo - January
. Art in the Park - Key West - January - February
. 43rd Annual House & Garden Tours - Key West - Jan/Feb/March
. Key West Literary Seminar - Key West - January
· Key West Writers' Workshop - Key West - January - February
· Key West Craft Show - Key West - January
. Pigeon Key Art Festival - Marathon - February
. Pigeon Key Jazz Festival - Marathon - February
· Old Island Day Art Festival - Key West - February
· Floral Tapestry Flower Show - Key West - March
· Rain Barrel 22nd Annual Arts Festival - lslamorada - March
. Barley's Bay Festival - Islamorada - May
· Key West African American Heritage Festival- Key West - June
· 19th Underwater Music Festival - Big Pine Key - July
· Red Barn Theatre - Key West - October - September
· Performance at St. Paul's - Key West - September - March
· Keys Players Season - Key largo - September thru May
· Waterfront Playhouse - Key West - October - September
· Tennessee Williams Fine Art Center - Key West - Oct thru June
· Weekend Dinner Concerts - Key West - October thru September
· Florida Keys Birding & Wildlife Fest - Marathon - October
· Marathon Community Theatre - Marathon - Oct thru Sept
· M. Fisher Museum - The Last Slaves - Key West - October - July
· Indian Key Festival - Islamorada - October
. Island Jubilee - Key Largo - November
· Impromptu Concerts - Key West - Nov/Jan/Feb/Mar/Apr/June/ July
· Fla. Keys. Art Guide Outdoor Art Fests - Isla - Nov thru Apr
· Pops in the Park - Islamorada - Nov thru March
· Key West Symphony Orchestra - Key West - Dec/Feb/Apr/Jun/Jul
· Key West Jazz Festival- Key West - December
· Key West Pops Orchestra - Key West - December - March
· 16th Annual Island Art Fair - Big Pine Key - December
· Pirates in Paradise - Key West - November/December
· Historic Holiday Candle Walk - Key Largo - Dec. thru March
· Key West Writer's Workshop - Key West - Jan/Feb/March
E-5
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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 also include beach improvements, beach maintenance,
renourishment, 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, recreational areas, beaches, monuments and other historic and
cultural attractions for our visitors.
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.
We have developed a three to five year capital projects plan for each district community. The
District Advisory Committees, with input from Monroe County, local municipalities, chambers of
commerce and general public, have formulated a vision of what each community would like to
see developed or maintained by the county.
E-6
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Section Three: Program Planning
I. Program Development
I. Overall Marketing Goals (measures of accomplishment)
a. Develop overall program which balances the county's economic
viability while preserving the environment and quality of life for
residents.
b. Increase number of capital improvement projects.
c. Expand cultural and historical campaigns.
d. Increase Internet promotional program.
e. To increase visitor expenditures.
f. To increase longer stays.
g. Increase marketshare of international visitors.
h. Increase group and incentive meeting business.
i. Create a comprehensive public relations program for markets
outside of the United States.
J. Increase awareness of the Keys to the film industry for promotional
opportunities.
k. Increase diversity of multicultural marketing
I. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales programs.
m. Increase the awareness and air service development of the
Marathon Airport.
n. Increase Gay/Lesbian travel market.
o. Develop program to track advertising and conversion to visiting.
p. Develop direct targeted marketing program based upon current
statistical data.
q. Increase co-operative efforts with Visit Florida Tourism programs.
r. Develop an Own-A-City Campaign.
s. Increase our promotions to Family Travel.
F-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. Top Marketing Priorities
a. Strengthen year-round tourism program.
b. Develop top-of-mind awareness of the Florida Keys as the
premier get-away destination to the US and international markets.
c. Promote markets that will have the most significant positive
economic impact on the lodging industry.
d. Promote historical, heritage, ethnic and artistic cultural geotourism.
e. Promote ecotourism and soft-adventure.
f. Development of capital projects and improvements.
g. Promote the Fishing Industry.
h. Promote the Dive Industry.
i. Promote Gay/Lesbian Market.
j. Identify and market to the visitor with the highest average daily
expenditure for longer stays.
k. Develop international markets.
I. Promote attractions.
m. Promote awareness of the Marathon Airport and development of
direct flight service in the Florida Keys.
n. Promote special events.
o . Diversity in multicultural marketing communication.
p. Expand Customer Relations Management (CRM) program.
q. Development of our overall Internet Marketing Program.
r. Promote Family Travel.
G-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. 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
. Sales Assistant - provides clerical and secretary support to the Sales
Department
. Sales Managers - responsible for special market segments and their
performance
. Film Liaison - 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:
Staff training and development is another process within our program. 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.
H-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureausITDC's has an educational
initiatives program with its membership.
The Florida Commission on Tourism and Visit Florida are developing 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
1. Tinsley Advertising - Advertising
2. Stuart Newman Associates - Public Relations
3. Florida Keys.com - Website Provider
f. Support Agencies
1. Cellet - United Kingdom and Germany (sales)
2. McCluskey Associates - United Kingdom,
Germany, France and Italy (PR)
3. The Market Share Company - Key West, FI. _
(fulfillment)
H-2
Monroe County Tourist Development Council 2003-2004 Marketing Plan
FY 2004 TOe THREE PENNY BUDGET
$20,446,620* preliminary
1.39%
13.89%
.56%
1.37%
29.71%
.Advertising - $6,071,849 - 29.71%
[] Sales/Mkt. - $835,550 - 4.09%
.Admin/Overhead - $617,005 - 3.02%
. UmbrellaslEvents - $1,820.936 - 8.391
. Capital - $5,503,997 - 26.93%
[] Emergency - $2,839,349 - 13.89%
. Cty. Cost Allocation - $280,000 - 1.37%
. Public RelatiOnslAmeurop - $983,000 - 4.81 %
[J Research - $198,500 - .97"10
III Finance/Attorney. $97,862 - .48%
[JVIS/Fulfillment - $790,500 - 3.87%
. Resources - $283,072 . 1.39%
/I Film - $115,000 - .56%
H-3
Monroe County Tourist Development Council 2003-2004 Marketing Plan
FY 2004 TDC TWO PENNY BUDGET
'EVENTS' (35%) Portion $4,552,284*
preliminary
Special
Projects
(Capital)
16.29%)
County Cost
Allocation
1 .700/0
Film
2.530/0
Fulfillment
4.39%
Resources
2.170/0
Fi nance/ Attor
ney Salary
0.11%
Cultural/Fishi
ng/Diving
Umbrellas
33.820/0
Pubic
Relations
20.690/0
Emergency
Reserve
18.29%
· Pubic Relations . Emergency Reserve
o Cultural/Fishing/Diving Umbrellas 0 Finance/Attorney Salary
. Resources III Fulfillment
· Film 0 County Cost Allocation
. Special Projects (Capital)
H-4
Monroe County Tourist Development Council 2003-2004 Marketing Plan
FY 2004 TWO PENNY BUDGET
'Administrative' (7%) Portion
$875,984 preliminary
23.47%
1.90%
8.94%
14%
1.71%
1.48%
.17%
36.53%
.Admin/Operating - $320,000 - 36.53%
o Travel - $13,000 - 1.48%
. Communications - $12,000 -1.37%
. Courier - $2,200 - .25%
un Repair/Rentals - $22,953 - 1.94%
o Finance/Attorney. $78,289 - 8.94%
. Capital Outlay - $7,000 - .8%
. Emergency - $205,582 - 23.47%
.Arts Council- $45,000 - 5.14%
. Administrative Advertising - $10,000 -1.14%
. Business Lease - $96,800 - 11.05%
. Supplies - $15,000 -1.710/0
. Cleaning - $5,000 - .57%
. Resources - $22,953 - 2.62%
. Visit FLA - $8,000 . .91 %
. County Cost Allocation - $16,660 - 1.90%
.Oues/Subscrip. - $1,500 - .17%
H-5
Monroe County Tourist Development Council 2003-2004 Marketing Plan
FY 2004 TWO PENNY BUDGET
'Advertising & Promotional' (65%) Portion
$6,956,002 * preliminary
2.07%
3.29% ~______
--
.58%
12.01 %
2.85%
1.15% .72%
2.16%
. Advertising - $2,750,000 - 39.53%
. Media Materials - $150,000 - 2.16%
DAd. Expenses - $50,000 - .72%
. Collateral - $80,000 - 1.15%
. Research - $198,500 - 2.85%
. Sales - $935,550 - 12.01 %
. Fulfillment - $40,000 - .58%
. Resources - $229,138 - 3.29%
I!llI Emergency - $1,167,813 -16.69%
. county Cost Allocation - $143,871 - 2.07%
D *Special Projects - $1,311,129 - 18.85%
H-6
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key, Key West)
2. Florida Keys and Key West Lodging Association
3. Key West Innkeepers Association
4. Key West Business Guild
5. Key West Attractions Association
6. Key West Bar and Restaurant Association
7. Heart of the Keys Tourist Association (Marathon)
8. Federation of Chambers
9. Florida Keys Council of the Arts
(Cultural Umbrella contract)
10. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella Contract)
11. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
12. Visit Florida - State Tourism Office
13. Hospitality, Sales & Marketing Association
International (Florida Keys Chapter)
14. International Association of CVB's
15. FI. Association of Convention & Visitor Bureaus & TDC's
16. TDC sub-committees
H-7
Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. Marketing Strategies, Methods, Implementation and
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales
K. Public Relations
L. Film Commission
M. Research
H-8
Monroe County Tourist Development Council 2003-2004 Marketing Plan
I. Advertising
Advertising is the primary marketing engine for the TDC. Through media, the agency can establish a
style and attitude for the destination that sets it apart from the competition, and then project this
image to a large audience, creating positive reasons to visit the destination.
Print advertising includes magazines and newspapers. Magazines allow us to target our messages
demographically and geographically with high-quality photo reproductions and a long shelf life.
Newspapers, on the other hand, offer the ability to communicate tactical retail offers and flexibility in
terms of ad position, strong local market coverage, relatively low cost, quick response placement,
and broad public acceptance.
Non-print advertising, or broadcast, includes television, radio, and the Internet. Television
brings our message to life, teasing the senses with compelling sights and sounds of the destination.
Strategic radio buys allow us to promote special events to targeted listeners.
And, of course, our continued use of internet advertising enables us to deliver comprehensive, up-to-
the-minute information and imagery to anywhere in the world, at the touch of a button.
The Internet has become a full-fledged medium in its own right. Essentially, it's the world's best travel
encyclopedia, and content is king. Using a powerful combination of broadcast and print advertising,
viewers on this highly interactive medium can spend as much time as they want learning about the
destination. We will be active on the web with some banner, search engine words and listings, direct
response e-mail, and on-line fulfillment. We will also build our consumer base from our web site with
e-permission responses covering various Keys activities and promotions.
Other forms of advertising include brochures, billboards, CDs, direct mail and other promotional and
give-away materials. Such advertising can have an effect upon the perceived desirability of the
destination and project a constant and controlled reminder to visit and revisit.
Objectives
1. Develop top-of-mind awareness and image of the Florida Keys & Key West as the premier
Florida destination for leisure or business travel.
2. Create and maintain a campaign that highlights the reasons and motivations to visit and
"protect" our destination.
3. Develop a creative and flexible media plan for year-round tourism for the
Florida Keys. Execute the most efficient media buy to reach the affluent traveler.
4. Maintain a unique marketing identity in relation to competitive destinations.
5. Work with travel partners, umbrellas (Fishing, Diving, Cultural), special event managers, and
meeting planners to promote the Florida Keys & Key West as a total destination.
1-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
6. Bolster our campaign with value-added opportunities and co-op advertising within existing
media and plan future co-op in our consumer e-communications.
7. Drive consumers to our web-site for immediate information and to receive electronic
brochures.
Goals
1. Increase visitor response to our web-site.
2. Increase market share of international visitors.
3. Increase visitor length of stay.
4. Increase visitor expenditures by continuing to target more affluent markets.
5. Increase diversity of multi-cultural marketing efforts (including Hispanic, Gay & Lesbian, and
African-American efforts).
6. Develop a new photo library for advertising and promotional purposes (internet, collateral etc.)
7. Develop additional electronic marketing programs (consumer and trade email blasts, co-op
emails, etc.).
8. Increase co-op participation.
9. Increase Geotourism travel by promoting soft adventure vacations (kayaking, canoeing, fishing
and diving).
1-2
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Target Marketing
One of the essential elements in any marketing plan is that of identifying and selecting
target markets. This is called market segmentation. 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 but it is fundamental that we know and understand the
characteristics of these various market segments. Advertising must examine these market
segments through demographics, psychographies 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. We will develop
more diversity in multi-cultural marketing this year. Consumers respond best to the
messages and images that reflect an insight into their culture.
We will continue to develop and refine our database marketing. This is the first step in
development of our Customer Relationship Management (CRM) program.
The Agency will also continue to work with the research arm of the Tourist Development
Council on visitor analysis to help identify new markets.
This year, we look to develop an "own a city" campaign, where we will choose an emerging
market and will create a comprehensive promotional campaign. This campaign will include
advertising, public relations, sales and other marketing elements, in a short period of time,
to give abundant promotional coverage in the targeted area.
We will use the Internet with its various search engines and dedicated sites to key in on
specific markets, both nationally and internationally. We will also target respondents to our
web-site for online fulfillment.
1-4
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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.
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 and Key West positioning has become highly effective in creating
consumer awareness of our laid back atmosphere and lifestyle. As the advertising reflects: Early
riser or night owl. Fisherman or sun worshipper. Diver or tippler. Gourmet or gourmand. Art
lover or souvenir hunter. Seeker of luxury or connoisseur of funk.
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 and Key West.
E-Marketing
Electronic marketing is one of our best methods for developing awareness and image in the most
direct, time-efficient and personalized manner available. Interactive electronic marketing is more
than a multimedia to entertain or engage a consumer. It is a higher level of strategic marketing
allowing the consumer to respond to an interactive relationship with the product. This interactivity
is the single element with the greatest impact on advertising and branding today and is part of our
Customer Relationship Management (CRM) program. The ability to gather specific and up to the
minute consumer feedback makes it possible to adapt advertising messages instantaneously,
respond to consumer needs and evaluate the marketing effort.
One of the best features of e-marketing is that it enables us to measure the effectiveness of our
efforts on a daily basis. Because the advertising is electronic and is direct, it allows us to track the
information back to the user or allows us to see if the methods of marketing attracted the potential
visitor.
Banner advertising allows us to measure not only the impressions of our advertising on a site, but
also how many click-throughs were directed to our web-site. We can then figure a cost per
impression or even more valuable, cost per click-through. We are also able to determine how the
visitor came to our site, either by banner, search engine words, web site address or by a
hyperlink.
Another important feature of e-marketing is that it can be a global advertising message, twenty-
four hours a day, three hundred and sixty-five days a year, at a reasonable cost for all the value
marketing features available for our use.
1-5
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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
. Diving
. Fishing
· Cultural/Historic/Art
· Gay/Lesbian
. Mature
· EcoTourists
· Weddings/Honeymooners
· Soft-Adventure
· Romance
· Family Travel
. Travel Trade
· Travel Agents/Tour Operators, both nationally and internationally.
· Meeting Planners, for small to mid-size meetings
International advertising has been placed predominately through trade publications and VISIT
FLORIDA co-op in consumer and trade media. In 2002 we entered the consumer market with
U.K. TV. With the growth of the Internet, the destination has increased its presence on search
engines and travel specific web-sites therefore, our international share of voice will continue to
grow. The Internet has made English the primary language of the world. Many web-sites
including the TDC site have pages translated into foreign languages, but the medium is in
English. Our work with our UK and German representatives will forge a new effort targeting
the consumer. It is very important to avoid media with 60-90 day closing dates. We do not
want to be committed if certain situations arise. The economy will also be a factor because
Europe normally lags behind the US in any recovery.
Geographic, domestic and international target markets are described within the prospect
analysis.
1-6
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Domestic Target Audience
AFFLUENT ADULTS AGE 35-64, HHI $75,000+
Population % of Index
Total
AGE 35-64, HHI $75,000+ 37,542,000
Total Men 18,743,000
Total Women 18,799,000
Age 35-39 6,632,000
Age 40-44 8,277,000
Age 45-49 8,251,000
Age 50-54 7,442,000
Age 55-64 6,940,000
HHI $75,000-$99,999M 15,777,000
HHI $100,000-$149,999M 13,848,000
HHI $150,000-$199,999M 4,004,000
HHI $200,000-$249,000M 1,670,000
HHI $250,000+ 2,241,000
Married 33,748,000
Single 1,715,000
Professional/Managerial 19,536,000
College Graduate 11,726,000
Own Primary Residence 36,767,000
2+ Airline Trips in Past Year 18,381,000
5+ Nights in Hotel/Motel 25,609,000
Northeast 8,012,000
Midwest 9,220,000
South 12,025,000
West 8,285,000
100% 100
49.9% 99
50.1% 101
17.7% 131
22.0% 131
22.0% 131
19.8% 131
18.5% 131
42.0% 98
36.9% 102
10.7% 101
4.4% 97
6.0% 99
89.9% 102
4.6% 79
52.0% 104
31..2% 95
97.9% 101
49.0% 99
68.2% 102
21.3% 100
24.6% 104
32.0% 101
22.1% 94
Source: 2002 Monroe Mendelsohn Head of Household Affluent Study.
Index
An index is used to express the percent difference from the average. The average is always 100.
Any number above 100 represents the percent above average.
For example, Married=102 index. This means that our target population is 2% more likely than the
average to be married.
1-7
Monroe County Tourist Development Council 2003-2004 Marketing Plan
2003-2004 TOTAL PLAN
[] Expenses
1%
[]Talent and Residuals
2%
. Collateral
1%
. Consumer Magazines
17%
[] Gay Media
3%
. Meetings Magazines
1%
[] International
1%
[] Dom.
Trade Magazines
1%
[] Internet
3%
[] Int'l Trade Print
0%
. Newspaper
24%
II National Cable
27%
$6,071,849
NOTE: Miscellaneous includes Media Materials, Talent and Residuals and Future Fund
1-8
Monroe County Tourist Development Council 2003-2004 Marketing Plan
2003-2004 MONTHLY MEDIA SPENDING
. June
7%
. September
1%
o November
8%
. January
15%
.July
4%
. February
21%
o April
13%
o March
13%
I $5,071,830 Media I
1-9
Monroe County Tourist Development Council 2003-2004 Marketing Plan
o
DAC3
o 6.9%
DAC2
2.5%
2003-2004 ADVERTISING BREAKOUT
.
Cultural Umbrella
2.5%
o
Dive Umbrella
2.8%
.
Fishing Umbrella
3.0%
II
DAC5
8.7%
II
DAC 1
22.2%
$6,071,849
1-10
o
Generic
(includes Media
Materials, Expenses
and Collateral)
48.2%
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Co-op Advertising
Cooperative advertising was introduced to provide accommodations, businesses, and attractions,
direct access to major travel markets at a cost-effective rate.
The co-op program currently has over 100 participants involved in generic, district and
umbrella opportunities.
· Due to limited availability, all co-op space and time is on a first come, first served basis.
· Space / time reservations are arranged through your media insertion order form from your
agency, and/or your check made out in the full amount for the co-op program you are
participating in.
· ONLY Florida Keys & Key West messages are 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 4 participants in each ad.
· Newspaper District. Whether the co-op is display or listing, there must be at least two
participants.
· All advertising materials must be supplied in accordance with the individual co-op offering.
· The Agency of record will have final creative control. If the Agency feels that any co-op participant
has sent material detrimental to the destination or the message does not follow all county
ordinances, it will be rejected and all monies will be returned.
· There will be a two-tiered rate program in place for all co-op advertising.
Rates will be divided as follows:
Accommodation / Attractions
Other:
Contact Tinsley Advertising on rates for businesses not falling into the
Accommodations/Attractions category. t
Exact rates will be quoted on individual co-op opportunities to follow.
t Co-op Advertising Rate Policy:
I. The same rate shall be charged for accommodations and tourist attractions due to the advertising value inherent in materials
promoting the beautiful surroundings, lush accommodations, historic, eclectic, or other appeal of the properties.
II. Other entities may be charged a higher rate based on the fact that the overhead and direct costs are presumed to differ
significantly from those for accommodations and attractions and based on the lower degree of innate value to the promotional
material of an entity such as reservation services or other providers of goods and services which are not marketing and
presenting the images of the Keys which would be inherent in the accommodations and attractions advertisements.
1-11
Monroe County Tourist Development Council 2003-2004 Marketing Plan
COLLATERAL AND FULFILLMENT
The Market Share Company handles all fulfillment requests by the VIS operations through
the Chambers of Commerce, TDC Office and Tinsley Advertising.
Call to Action #'s:
· U.S.A: 1-800-FLA-KEYS (For destination brochures).
This is a consumer line that is answered live at the Chambers during business hours; voice
mail after hours.
· South America: 001-305-296-1552 (For brochures, videos or rate guides).
001-305-296-0788 (Fax)
This is a South American travel trade line that is answered live at the TDC office during
business hours; voice mail after hours.
· U.K: 01564-794555 (For brochures, videos or rate guides).
01564-795333 (Fax)
This is a United Kingdom/Ireland travel trade line that is answered by our sales staff at Cellet
Travel Services.
· 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.
· Fishing Umbrella: 1-888-FISH-KEYS (For fishing video and tournament guide).
This is a consumer line that is answered at USA 800. If the caller would like the fishing video,
the operator will take down the caller's name, address, phone number and credit card number.
A video and tournament guide will arrive no later than two days after the order is taken. If the
consumer only wants the tournament guide, the operator will take the caller' s name and
address and the brochure will be mailed within two days.
· Key Largo: 1-800-822-1088 (For the Generic Destination Accommodations Guide and/or CD
and information).
This is a consumer line that is answered live at the Key Largo chamber during business hours;
voice mail after hours.
· Islamorada: 1-800-FAB-KEYS (For the Generic Destination Accommodations Guide and/or
CD and information).
· This is a consumer line that is answered live at the Islamorada chamber during business
hours; live at USA 800 after hours.
· Marathon: 1-800-2-MARA THON (For the Generic Destination Accommodations Guide and/or
CD and information).
· This is a consumer line that is answered live at the Marathon chamber during business hours;
voice mail after hours.
· Lower Keys: 1-800-USA-ESCAPE (For the Generic Destination Accommodations Guide
and/or CD and information).
This is a consumer line that is answered live at the Big Pine Key chamber during business
hours; voice mail after hours.
· Key West: 1-800-LAST-KEY (For the Generic Destination Accommodations Guide and/or CD
and information).
This is a consumer line that is answered live at the Key West chamber during business hours;
voice mail after hours.
1-12
Monroe County Tourist Development Council 2003-2004 Marketing Plan
This is a consumer line that is answered live at the Key West chamber during business hours;
voice mail after hours.
· E-mail requests to chambers and TDC office are downloaded by the TDC and passed along to
the fulfillment house.
Fulfillment Houses:
· The Market Share Company (MS) - Key West, FL
They control all district, generic trade, generic consumer and trade requests daily to MS. They
are also responsible for shipping all domestic trade show collateral for the Sales & Marketing
team.
· USA 800 - Kansas City, MO
They control all fishing video & tournament guide fulfillment.
European fulfillment houses
· BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European and Asian fulfillment house. This mailhouse services all Europe
and Asia with exception of German speaking countries.
· Presse u. Touristikdienst Nentwich - Germany
They are the secondary European fulfillment house. This mailhouse services Germany, Austria,
and Switzerland.
Generic Collateral:
Destination/Generic Brochure: A complete guide on every district, diving, fishing, events,
attractions, meeting planners guide. A consumer receives this when dialing 1-800-FLA-KEYS or
when requesting information on any district when calling a particular chamber. Description: 4" x
9" four-color - Weight: 2.7 oz. - First Class: $1.06 -Bulk: .20~
Destination/Generic CD: An interactive CD 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. A consumer receives this when
dialing 1-800-FLA-KEYS or when requesting information on any district when calling a particular
chamber. Description: CD & CD Sleeve - Weight: 1.5 oz. - First Class: .60~ -Bulk: .27~
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, & German. Description: 4" x 9" four color - Weight: .7 oz. - First Class: .34~
-Bulk: .20~
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.
1-13
Monroe County Tourist Development Council 2003-2004 Marketing Plan
related business listings. Description: 5.5" x 8.5" four-color B& W inside · Weight: 2.4 oz. .
First Class: .78ft · Bulk: .26ft
District I Umbrella I Association Collateral:
Key West Attractions Guide: A membership listing of the attractions, shopping and visitor
centers in Key West. Produced by the Key West Attractions Association. · Available in
German and Italian. · A consumer receives this when dialing 1-800-LAST-KEY or 1-800-FLA-
KEYS. Produced by Key West Attractions Association. Description: 4" x 9", 8 panels, four-
color · Weight: .5 oz. · First Class: .34ft · Bulk: .20ft
Key West Innkeepers Directory: A membership listing of Key West's inns and guesthouses. .
A consumer receives this when dialing 1-888-KEY-INNS. Produced by Key West Innkeepers
Association. Description: 4" x 9", 20 pages, four-color · Weight: 1.4 oz. · First Class: .55ft .
Bulk: .26ft
Key West Business Guild Brochure: Key West, ''Where there's freedom, there is
expression". The Gay destination. A consumer receives this when dialing
1-877-724-5247. Description: 4" x 9", 16 pg., four-color · Weight: .8 oz. · First Class: .34ft .
Bulk: .20ft
Fishing Tournament Guide: Complete list of Tournaments with date, location and director
information. A consumer will receive both this guide and video when calling 1-888-FISH-
KEYS. Description: 12" x 9", folded 3 panel, four-color · Weight: .30z. · First Class: .34ft .
Bulk: .20ft (postage is for both fishing brochures).
Cultural Magazine: Magazine featuring a complete calendar of events. Includes articles on
famous people who have visited the Keys as well as the visual & performing arts in the
destination. A consumer will receive this guide when calling 1-800-FLA-KEYS. Description:
8.5" x 11", 16 pages, four-color. Weight: 2.0 oz.. First Class: .57ft. Bulk: .26ft
Dive and Snorkeling Brochure: Includes information about diving and snorkeling in the
Florida Keys and Key West. A consumer will receive this guide when they call 1-800-FLA-
KEYS. Description: 4" x 9", 16 pages, four-color · Weight: .9 oz. · First Class: 34 ft . Bulk:
.20ft
1-14
. FULFILLMENT. PROCEDURES,
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[ ch~bers I~
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Monroe County Tourist Development Council 2002-2003 Marketing Plan
TH[ [lORIDA KHS & Ktv W[ST
MONRO[ COUNTY TOURIST O[V[lOPM[NT COUNCil
Come as you are@
There are countless destinations able to boast of sun and surf:
all with hotels, restaurants and various amusements.
For all that, there are few, if any, destinations, that compare with
the unique charm of the Florida Keys and Key West.
Nowhere does the spirit of live and let live manifest itself so eloquently
as it does here, in virtually every level of society. And at every level
of accommodations and amenities.
Early riser or night owl. Fisherman or sun worshipper. Diver or tippler.
Gourmet or gourmand. Art lover or souvenir hunter.
Seeker of luxury or connoisseur of funk.
"COME AS YOU ARE"
Monroe County Tourist Development Council 2003-2004 Marketing Plan
GENERIC MEDIA PLACEMENT
· Consumer Magazines (Dedicated)
1/2, 1/3, 1/4 and 1/6 page, four-color ads will be utilized to target to the upscale seasoned
traveler.
· Consumer Magazines (FLA USA co-op)
Co-op participation in consumer magazines and travel trade publications.
Florida International Travel Planner
Florida Official Travel Industry Guide
Florida Official Meeting Planner Guide
Official Florida Vacation Guide
Official Florida Camping Directory
· Consumer Magazine (Destination Co-op)
Full, two-thirds and half page, 4 color ads with destination property participation
. Internet
Yahoo
Search Engine listings - Overture
Banner advertising on several magazines' web-sites as added value.
. Television
National Network Cable :30 second spots on programs targeted to reach the demographic
profile:
CNN/Headline News, Arts & Entertainment, The Travel Channel, The Weather Channel, E!,
History Channel, Home & Garden Television, MSNBC, CNBC, Bravo, Fox News, and The
Food Network.
. Radio
Sixty-second radio spots will be used in-state to promote various events.
. Newspaper
Ads placed in the travel sections of top feeder market newspaper, both in state and out of
state. Allows for co-op opportunities for individual properties. Pick-ups on Friday
Entertainment Sections will also be incorporated in within in-state newspaper efforts.
. Travel Trade
Ads to create awareness among travel planners both domestically and internationally and
to coincide with major travel shows.
· Meetings/Groups/Conventions
Both co-op and dedicated ads will be utilized to increase the potential for The Keys to
become a location for small to mid-sized meetings and group travel.
All efforts will promote traffic to the Florida Keys and Key West web-site (www.fla-
keys.com).
The publications on the media plan are selected based on the following criteria:
. Target audience
· Cost efficiency/cost per response
. Past performance
. Co-op ability
1-17
Monroe County Tourist Development Council 2003-2004 Marketing Plan
The following document notes circulation, reader profile, CPM and negotiated discounts on
partner publications for the Generic media plan.
GENERIC PLAN
Magazines:
Coastal Living
. Circulation: 516,868
. 2/3 Page 4 Color CPM - $31.93
Male: 33.8%
Female: 66.2%
Median Age: 44.7
MHHI: $93,000
Islands
. Circulation: 230,994
. Page 4 Color CPM - $74.74
Male: 49.7%
Female: 50.3%
Median Age: 46.9
MHHI: $120,800
National Geographic Traveler - Eastern Edition
. Circulation: 405,000
. 1/2 Page 4 Color CPM - $58.65
Male: 51.8%
Female: 48.2%
Median Age: 50.8
MHHI: $115,900
Travel & Leisure - Eastern Edition
. Circulation: 525,000
. 1/3 Page 4 Color CPM - $29.00
Male: 47.1%
Female: 52.9%
Median Age: 50.4
MHHI: $120,342
Bride's
. Circulation: 385,291
. 2/3 Page 4 Color CPM- $95.85
Male: 11%
Female: 89%
Median Age: 29
The Knot
. Circulation: 265,000
. Page 4 Color CPM - $54.38
Male: 20.0%
Female: 80.0%
Median Age: 27
MHHI: $63,000
Southern Living
. Circulation: 1,180,000
. 1/3 Page 4 Color CPM - $20.33
Male: 30.9%
Female: 69.1%
Median Age: 49.5
MHHI: $78,995
Islands Weddings
. Circulation: 200,000
. Page 4 Color CPM - $50.07
Male: 30.0%
Female: 70.0%
Median Age: 32
MHHI: $65,000
1-18
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Food & Wine
. Circulation: 951,751
. 2/3 Page 4 Color CPM - $38.83
Male: 41%
Female: 59%
Median Age: 47.8
MHHI: $120,500
Art News
. Circulation: 82,131
. 8 Page Section CPM - $319.00
Male: 41%
Female: 59%
Median Age: 48
MHHI: $205,000
Elegant Bride
. Circulation: 102,731
. Page 4 Color CPM - $74.80
Male: 10.0%
Female: 90.0%
Median Age: 27
MHHI: $68,100
Conde Nast Traveler
. Circulation: 771,481
. 1/3 Page 4 Color CPM - $28.36
Male: 48.0%
Female: 52.0%
Median Age: 49.3
MHHI: $135,242
The New Yorker
. Circulation: 938,600
. 1/6 Page 4 Color CPM - $14.54
Male: 52.0%
Female: 48.0%
Median Age: 52
MHHI: $123,570
New York
. Circulation: 432,851
. 1/6 Page 4 Color CPM - $21.71
Male: 45.0%
Female: 55.0%
Median Age: 45.6
MHHI: $68,930
Texas Monthly
. Circulation: 303,089
. 1/3 Page 4 Color CPM - $33.00
Male: 50.0%
Female: 50.0%
Median Age: 41
MHHI: $72,000
Atlanta Magazine
. Circulation: 67,954
. 1/2 Page 4 Color CPM - $65.51
Male: 33.0%
Female: 67.0%
Median Age: 49.5
MHHI: $133,200
AAA Going Places
. Circulation: 2,142,600
. 1/3 Page 4 Color CPM - $8.28
Male: 40.0%
Female: 60.0%
Median Age: 43
MHHI: $58,000
1-19
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Gourmet
. Circulation: 958,974
. 2/3 Page 4 Color CPM - $28.16
Male: 30.0%
Female: 70.0%
Median Age: 47
MHHI: $76,872
Family Circle-Eastern Edition
. Circulation: 657,000
. 2/3 Page 4 Color CPM - $28.83
Male: 10.0%
Female: 90.0%
Median Age: 47.5
MHHI: $49,118
Source: MRI Fall 2002, RMA 1999,
2001/2002-Monroe Mendelsohn,
Nielsen Net Ratings 2003,
Mark Clements Subscriber Study
(Art News)
2002
1-20
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Generic
2003-2004
Media Spending by Category
D Expenses
. Media Materials 2%
5%
. Consumer Magazines
17%
DTalent & Residuals
3%
Intemational Trade
1%
D Newspaper
14%
III Camping
1%
$3,030,000
1-21
. International Consum r
3%
D Meetings Magazine
2%
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
DAC 1
2003-2004 Media Spending by Category
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1-29
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"The islands and islets of the Lower Keys are a natural escape for
travelers and exotic species of wildlife alike. Sun-filled days and
quiet nights await you in this tropical American paradise."
Monroe County Tourist Development Council 2003-2004 Marketing Plan
DAC2
2003-2004 Media Spending by Category
. Magazines
20%
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8%
o Camping
8%
. Newspaper
31%
$176,691
1-34
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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THE FLORIDA KEYS
"Some undeniable yearning in the human spirit knows
the restorative powers of peace, quiet and warmth.
In the Keys we will be at home, In Marathon we are in the heart
of the Keys, and you can even fly in."
Monroe County Tourist Development Council 2003-2004 Marketing Plan
DAC3
2003-2004 Media Spending by Category
o In-State Television
7%
. Resources
11%
o Internet
11%
. Newspaper
56%
. Magazines
15%
$270,838
1-37
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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SPORT FISHING CAPITAL OF THE WORLD
"lslamorada's past is checkered by a romantically rag-tag lot of Spanish
explorers, Calusa Indians, itinerant fishermen, pirates, sailors, salvors,
treasure hunters, Bahamians, sybaritic expatriates from up North
and people who just generally want to escape."
Monroe County Tourist Development Council 2003-2004 Marketing Plan
DAC4
2003-2004 Media Spending by Category
o Resources
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33%
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51%
$185,712
1-41
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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"There's something magical about Key Largo. The mere
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and makes you want to come down and create
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
DAC5
2003-2004 Media Spending by Category
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1-44
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UMBRELLAS
Consumer Magazines: Targeted specifically to cultural/historical, diving and fishing markets.
2003 - 2004 Umbrella Spending
Cultural/Historic
$180,000
29%
Diving
$250,000
39%
Fishing
$206,000
32%
1-47
Monroe County Tourist Development Council 2003-2004 Marketing Plan
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Measurability
a) Internet click throughs will be monitored and tracked monthly with placement of
advertising.(Recommend BPA auditing)
b) All selective publications - monthly media response report,
c) Inquiries from trade publication advertising produces leads to the sales division and directly to
lodging industry, 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 is
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.
Different tracking opportunities will come up during the fiscal year not only on the Generic level but
also the DAC and Umbrella level. We will keep all opportunities open to take advantage of these
methods.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
J. SALES
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, CVB's and
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 2003-
2004,
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 domestically and internationally,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
8. To educate and update travel trade on current events within our destination.
9. To educate both consumers and travel trade of the diversity of product within the
destination.
10. To feature eco, cultural and nature based tourism through promotional giveaways and
displays at tradeshow booths.
11, To promote the diversity of multi-cultural/alternative lifestyle markets to the destination.
Goals
1, Increase delegate participation in trade shows and sales missions.
2. Increase sales activity in emerging southern U.S. markets,
3. Increase efforts in emerging international markets to include Italy, Ireland and
the Benelux countries,
4. Increase activity in consumer driven domestic trade shows.
5. Develop "own a city" campaign targeting consumers, travel trade and meeting planners.
6. Develop "Destination Days" program at reservation call centers located within the U.S. and
Canada.
7. Increase sales promotion activity focusing on niche markets.
8. Establish co-op opportunities with top domestic and international tour operators and key
airline partners.
9. Increase exposure in weddings/honeymoon market.
10, Develop audio-visual presentation for sales promotions.
11, Increase direct sales efforts to the travel trade,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Staff Responsibilities
Director of Sales
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Cellet Travel
Services, Ltd.
Department administration. Oversees sales staff activity and reporting
in both international and domestic markets as well as specialty
markets, Le. dive, fishing, and gay travel. Oversees activity of sales
offices based in London and Cologne, Develops and implements
annual sales plan under budgetary guidelines. Liaises with the
advertising agency, public relations agency, research department,
fulfillment houses in Key West, London, and Frankfurt, Visit Florida,
Visit USA Committees, trade professionals and journalists.
Responsible for implementing sales plan activity for domestic travel targeting
feeder markets, US and Canada. Works with Domestic Tour operators,
consumers and retail travel agents, Focuses primarily on Northeast, Midwest,
Central Atlantic, Southern Atlantic, and Florida.
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. Handles DEMA in conjunction with dive umbrella,
International Market. Responsible for implementing sales plan activity in
Europe, Latin America and Japan. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in London and Cologne in the implementation of our international
sales plan.
(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.
(Part time) Responsible for planning, coordinating and staffing a
destination booth at specialty market expos as outlined by the Director of
Sales,
Maintains Florida Keys dedicated phone line for United Kingdom,
Scotland, and Ireland. Participates in tradeshows, and provides
support for trade professionals and consumer interests. Coordinates
fulfillment orders with fulfillment house in London. Assists in sales
missions and initiates sales calls, Liaises with McCluskey &
Associates PR.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Cellet Travel
Services, Ltd.
Maintains Florida Keys dedicated phone line for Germany, Austria,
Switzerland. 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 McCluskey & Associates PR
Sales Assistant
Provides administrative support for all sales staff. The sales staff is
responsible for planning, organizing, and executing sales activities
as they relate to trade shows, sales missions, presentations, fam
trips, sales calls and coordinating and encouraging industry
participation,
The sales staff provides on going customer support through telemarketing, trade fulfillment, sales
calls, site visits, presentations, familiarization trips and general assistance. Each manager
provides a report following each venue and organizes all leads generated as a result of the sales
trip for processing by the sales assistant and forwarding to the industry for follow-up. This year
the staff will focus on the diversity of multicultural promotions within all of our methods of sales to
the travel trade industry.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of 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 Gr. 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. They also provide an opportunity to discuss any problems a client might be
having or address specific needs of that client. Trade shows provide a venue for many
introductions to the industry participants and even in participant absence, an opportunity to record
leads for follow-up after the show. 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,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
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 also
include hosted breakfastllunch/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 our own Keys mission with
Keys industry. Both are very valuable venues. Almost without exception, the trade customers we
meet with are genuinely responsive, courteous, interested and even grateful.
"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 visits to travel trade offices where an appointment is
held, or in a restaurant where the destination representative invites the point of contact to share a
meal. 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, Though their
agencies and offices are most often busy and hectic with the day's transactions, they are usually
hospitable and will make time for you with few exceptions. The downside of sales calls is that it
can sometimes be difficult to see more than 3 or 4 planners daily depending on the length of the
call. 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. The average size is 15 -20 participants but can vary. 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, gardens, museums, watersports, nature,
architecture, history, 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 TOG, 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,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
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.
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.
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. We have had great success with this
approach throughout the recent years. 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.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
INTERNATIONAL MARKET
OVERVIEW
After a year of record losses, 2003 was poised as a year of recovery for the inbound international
market. This forecast held true as bookings and inquiries during the first two months of the year
were significantly up over the previous year, with some tour operators projecting a rebound of pre
September 11 th numbers. This trend was halted in early spring due to the crisis in the Middle
East. Once combat operations ceased inquiries and bookings started up once again. Operators
continue to be very hopeful for a strong summer trade and for a complete rebound in 2004.
Contrary to the domestic traveler, our international visitors to some degree continue to solicit and
utilize the services of their travel professional. The individual is becoming more sawy as a result
of Internet technology, however, some are still looking for their travel counselor to have absolute
expertise in their destination of choice, There is a growing trend of consumers who are utilizing
the Internet as not only a research tool but also a booking source, The tour operator remains a
vital link between a destination and consumer, although the type of vacation planned has
changed. We are experiencing a growth in the customized fly/drive travel segment, and a
reduction in the all-inclusive packages and coach tours. We are also seeing that in some well-
established international markets, the consumer is taking their travel professional's advice on
suggested itineraries, booking the air/car portion of their long-haul trip with their agent and then
driving down the Keys without an advance reservation.
Our attendance at World Travel Market, Florida Huddle and ITS yielded the following
summarizations of the near future outlook for international travel:
· Despite geo political tensions between the governments of the U.S. and our French and
German counterparts, the U.S. remains the number one long haul destination of choice
· Pent up demand for long haul travel to the States is at an all time high
· The GSP and EURO currencies are all very strong against the dollar, with the EURO being
almost 30% higher against the dollar than it was when it first circulated almost 4 years ago.
· U,S. suppliers have priced their product to include value adds and early booking incentives,
which the operators are finding very effective in promoting U,S. product.
· Other long haul destinations have been adversely effected by the SARS virus and safety
concerns, thereby eliminating these regions as potential competitors for the long haul traveler,
· The trend towards shorter lead times for trip planning has become stronger than in previous
years. All tour operators reported shorter lead times (1-3 months) for both short and long haul
travel. Continual communications with the travel trade is crucial in keeping your message and
product in the forefront.
The Keys are considered an "upscale market" destination within the international travel trade
community, and are not geared towards the budget traveler or mass market. In this regard, our
international visitor numbers are not as adversely effected by economic situations as much as
other regions within the State of Florida.
J-7
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Profiles
Resources used in the information provided below includes Visit Florida Research Department, the Travel Industry
Association of America, the U.S. Consulate Service and the U.S Embassy
I. EUROPE
BELGIUM
International Traveler Profile
· U ,S. is the top long-haul destination
· California, New York and Florida are the favored areas to visit
· Average length of stay is 13 nights, with an average expenditure of $192 per person, per day
· Average age is 19-40
· Belgians seek a sun vacation each summer
· The fly/drive sector represents 50% of entire Belgian market
Travel Preferences and Trends:
· The potential Belgian traveler will research about a possible destination in the US before
making their travel plans.
· Belgian incomes allow for a high level of disposable income to be spent on long-haul travel
· Seeking more "Adventure Vacations" vs. strictly beach activity
Economic Considerations and Political Trends:
· Belgium economy very strong, and is one of the most profitable countries in Europe.
· Travel and tourism from Belgium is expected to recover fully and surpass previous numbers by
the year 2004.
· Belgium is the Capital of the European Union
FRANCE
International Traveler Profile:
· US remains top choice among long haul destinations
· 70% of visitors choose fly/drive vacations, as they are individualized
· 90% of visitors are adults, but families with one or two children have increased
· 55% of visitors come from Paris and its surrounding regions
· Average age is 25-45 years old
· Average length of stay is 12-16 days in Florida market
· Vacations usually taken between June 30 and September 15
· Trend is toward more "natural destinations and exploration vs. Theme parks
· The French are attracted to the sea, beaches, sun which explains Florida's popularity
· The French are also very fond of culture and history and food
· New York, Florida, and California remain the preferred destinations
· The French customer is generally a repeat visitor
J-8
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Travel Preferences & Trends:
· Daily, direct air service into Miami and Orlando increases exposure of FI Keys to the French
market.
· Today's generation of travelers is comfortable traveling in English-speaking areas
· The Visit USA Committee/France is very active in the market, targeting the travel trade
63% of French say they will take a long-haul vacation, with the seaside remaining the favorite
destination,
Economic Considerations and Political Trends:
· Market indicators project continued growth in the French market. The US is expected to
continue its designation as first choice in long haul travel
· An increase in strength of EURO coupled with low airfares will encourage the French to travel
abroad
· Tour operators are now selling directly to the consumer, thereby passing on the savings and
omitting the retail agent
· Geo-political climate will not effect outbound long-haul travel to the States by the consumer
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
· Florida remains the #1 U.S. based destination for German market travelers
· Average length of stay is 2 weeks
· Tour operators breakdown in Florida show 30% business in winter, 70% summer
· Increased interest in self-catered accommodations, especially for families
· Reasons for traveling: weather, climate, beaches, nature, wildlife
· Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba
diving
Travel Preferences and Trends:
· Tendency to book last minute long haul travel continues (1-3 months)
· Internet bookings not effecting tour operator business. Represent less than 9% of all
travel business.
· Motor coach business not doing well. Most tour operators report an increase in
fly/drive bookings and FIT bookings
· Greatest growth potential is in "active senior" market (over 50) or adults without
children
Economic Considerations and Political Trends:
· Long haul bookings stimulated by favorable exchange rate 1,16 EURO /1 USD and value adds
in trade brochures stimulating demand
· SARS and security concerns in other long haul destinations favoring travel to the U.S,
· The Florida Keys "natural and relaxed" atmosphere appealing to the German speaking market.
J-9
Monroe County Tourist Development Council 2003-2004 Marketing Plan
IRELAND
International Traveler Profile:
· The U.S. is the most popular long-haul holiday destination
· Ireland represents one of the fastest-growing markets for U.S, based travel and tourism
products
· Florida, New York and California most popular destinations
· Average length of stay increased from 15.6 nights in 2001 to 16.6 nights in 2002
· Traveler relies heavily on printed guidebooks, travel professionals advice on destinations
· Many Irish visitors will be visiting Friends and Relatives, especially on the East Coast
Travel Preferences and Trends:
· Prefers sunny, warm destinations
· Destinations "slightly off the beaten path" becoming very popular
· Increased lift from Shannon and Dublin airports may encourage more travel to the States
· Historically, the US is a very traditional market for the Irish
· Irish passenger numbers are up in Jan" Feb., and April of this year vs, last year
Economic Considerations:
· Booming economy has resulted in increased disposable incomes enabling more people to
travel to long-haul destinations
· Industry experts anticipate between a 13 percent increase in Irish passenger travel to the
U.S. within the next four years
· Since long-haul travel is quite new to most Irish passengers, the tour operators and travel trade
playa key role in recommending our destination to their clients
· Irish tourists traveling long haul to the U.S. in May 2003 are getting 26% more for the Euro
compared to this time last year.
· Largest producer of computer software in the world-this gives an educated, sophisticated
workforce, with a good amount of disposable income.
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,
· 93% of visitors are adults only
· Florida is the only state which did not lose its market share between 2000 and 2001
· Average length of stay is 8 nights for Florida market
· Prefers destinations that offer history, culture and nature
· Italians always rank among the top five spenders of the international traveler
· 80% of Italian tourists are FITs, preferring fly/drive custom tailored vacations
· Peak season for Italian travel: July through mid-September, with over 45% of long-haul travel
occurring in August
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Travel Preferences & Trends:
· Culinary experiences, relaxation, shopping, and adventure travel (fishing, scuba diving) are the
preferred activities
· Fly/drive packages are the most popular, with customer choosing the itinerary and the tour
operator provides the estimated cost on an individual basis
· 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).
Economic Considerations:
· Consolidation in the local travel industry, coupled with larger tour operators with substantial
buying power will make travel to the US more affordable and positively impact travel
· The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not
adversely effected by 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 NETHERLANDS
International Traveler Profile:
· The U.S. is the favored long-haul destination, with 35% of market share
· California, Florida and New York are the top three visited destinations
· Florida is the most popular among first time visitors
· Miami is the second largest port of entry into the US for the Dutch
· Prefers fly/drive vacations
· The Dutch traveler is usually a young couple with out children or active senior market
· Tend to be repeat visitors, come from high income group and speak excellent English
Travel Preferences & Trends:
· The Netherlands is one of the ten fastest growing international travel markets.
· Dutch travelers seeking "new" experiences, i.e. diving, dolphin encounters, etc,
· Florida destinations must maintain its competitive edge to attract repeat visits
· Prefer mid priced hotels vs, luxury accommodations
· The "active senior" segment is the fastest growing travel sector coming out of the Netherlands
Economic Considerations and Political Trends:
· Positive economic developments may stimulate travel
· Strong EURO currency will positively influence travel
· The U.S, is expected to remain top long haul destination due to high levels of exposure and
concerns with safety and SARS effecting other long haul destinations
· Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
NORWAY
International Traveler Profile:
· Average age is 35 years old
· Most are family oriented, with 1 or 2 children accompanying adults
· Average length of stay is 14 nights
· Prefer hotels, inns and bed and breakfasts
· Prefer customized fly/drive packages
· 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 US is organized through specialist travel agents, which will tailor
the vacation to the specific requirements of the traveler
· Most travel occurs during the summer months (mid-June-September) with a peak in July
Economic Considerations and Political Trends:
· Norway has healthy economic outlook with low unemployment and positive growth
· The introduction of a fifth vacation week may stimulate long-haul travel in shoulder mos.
· Major connecting hubs from Norway to the U,S. are London, Frankfurt and Paris
· Lack of direct service to Miami/Orlando may negatively impact travel to the Keys
SWEDEN
International Traveler Profile:
· The United States is second most favored long-haul destination
· Top three visited states in 2001: California, New York and Florida
· Average Length of stay is 14 days
· Prefer destinations offering sun and beaches
· Prefer budget and mid price accommodations
Travel Preferences and Trends:
· Eco tourism and soft-adventure trips on the rise
· Most travel is conducted June-September
· Average annual growth in number of Swedes visiting U,S. is 8% per year
· Prefer fly/drive packages with "add on" opportunities
· More and more Swedes are traveling to the Keys without a pre-paid reservation
Economic Considerations and Political Trends:
· Swedish economy is strong; Krona to dollar is strengthening
· Other long haul destinations are losing marketshare to SARS and security concerns
· Greatest growth potential is in holiday fly/drive tours
· Tour operator market is highly competitive; service and value is key
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
UNITED KINGDOM
International Traveler Profile:
· Florida captures 37% of the market share for all UK visitors to the US
· Top three visited states were Florida, New York, California
· Florida profile is one of young families on fly/drive holidays. Since 9/11 the couples market
stayed strong while the family market has been very slow
· Stays for 10 nights
· Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed
and breakfast type accommodations
· 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
· 26% will book via the internet
· Variety of products and services, familiar lifestyle and language are all important booking
factors
· Current booking trend is still a late booking market, although some tour operators are now
beginning to take some future bookings for busy periods
· The UK traveler is very resilient and will continue to travel long haul despite world wide
security and SARS virus influences
· The UK traveler continues to search for new areas to visit. Niche markets continue to grow
which gives some new opportunities for the Keys (Le. diving, sailing, gay market, weddings
and honeymoons)
Economic Considerations and Political Trends:
· The UK has been fortunate in that the worldwide economic slowdown has hit the UK economy
less severely than most other countries
· Competition from other long haul destinations has been diminished due to the SARS epidemic
in Asia and security concerns in North Africa and the South Pacific.
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Monroe County Tourist Development Counci/2003-2004 Marketing Plan
II. ASIA
JAPAN
International Traveler Profile:
· The US, continues to be the most popular long haul destination
· The top three visited states were Hawaii, California, New York
· The states with the greatest potential for an increase in arrivals is Nevada, California, Florida
· Hawaii will remain at top place
· The active senior traveler is the fastest growing market segment in the Japanese tourism
sector
· Visits mainland for approximately 8 days
· Stays in hotels and condominiums
· Prefers shopping, natural and scenic attractions, theme parks
· 45% purchased a pre-paid package
· 29% were first time international travelers
Travel Preferences and Trends:
· Japanese prefer to travel in groups
· Peaks in travel to FL are Sept/October and Feb/March
· Access to Baseball Park/Stadiums popular
· ANA Hallo sells through 9,000 travel agents in Japan, which represents 98% of all business
transacted
· 98% of all travel agencies still book by phone and fax
Economic Considerations and Political Trends:
· Market has been in a decline since 1997, however TIA estimates an increase in arrivals for
2004/2005
· Uncertain economy looking for value or packaged tours
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
III. NORTH AMERICA
CANADA
International Traveler Profile:
· Florida remains the #1 destination of choice
· Average age is 53 years old
· Prefer sun and beach destinations
· Average length of stay is 17 nights
Travel Preferences & Trends:
· Florida, California, and Arizona rank as top non-border state destinations
· 63% prefer to fly, 31.1 % drive to their destination of choice
· Of Canadian visitors, 86% came from Ontario and or Quebec provinces
· 70.4% traveled without children
· 43% traveled between January and March
· 29.7% stay in hotel/18.1 % stay in combination of hotel/condo/villa during their visit
· The Canadian traveler seeks "value for price paid" when selecting accommodations
Economic Considerations:
· The Canadian dollar has gained strength in relation to the US Dollar, and with hotels offering
more incentives and value adds, this may stimulate an increase in Canadian travel.
IV. SOUTH AMERICA
ARGENTINA
International Traveler Profile:
· 65% traveled on holiday/ 31 % on business
· Top 3 states visited are Florida, NY and California
· Average length of stay is 13.8 nights
· Miami is the NO.1 Port of Entry to the US,
· 87% prefer hotels, motels
Travel Preferences and Trends:
· Enjoy shopping, dining out, theme parks, water sports
· 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
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Economic Considerations:
· Even with the devaluation of the Argentine currency, travel to the US. is still a less expensive
option than Europe
· Conclusion of the visa waiver program has created a backlog of requests for Visas. The US
Consulate in Buenos Aires receives over 500 requests an hour for visas, with each Visa priced
at $100 USD,
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
· 85% of visitors are adults only
· The majority of Brazilian visitors to Florida enjoy a household income of over $1 OOK annually
· Tends to combine business trip with leisure excursions
· Brazilians tend to travel to FL in July, followed by December and January
Travel Preferences and Trends:
· Visiting friends and family is the #1 attribute of travel to Florida
· 88% of Brazilian travelers to FL are repeat visitors
· Favorite past times are shopping, gambling and theme parks
Economic Considerations:
· New political administration is stabilizing the economy
· Brazilian "real" has lost its value recently, making travel to the US more expensive
· Conclusion of Visa waiver program making travel to the US more difficult
CHILE
International Traveler Profile:
· Florida is the number one preferred destination in the States, followed by New York
· Miami is the number one Port of Entry for Chilean travelers
· July and September are the favored months of travel
· Average length of stay is 7 nights
Travel Preferences and Trends:
· Travel with family
· Tend to combine business with leisure excursions
· Favorite past times include shopping, dining out, and sightseeing
Economic Considerations:
· One of the most stable Latin American countries, both politically and economically
· Increase in lift, competitive air pricing, and attractive tourist packages may favorably influence
travel
· Visa waiver program creating an issue for inbound travel to the United States
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
MEETING AND INCENTIVE MARKET OVERVIEW
Since the September 11th tragedy, the Meetings and Incentive market segment has had to
endure and respond to a rapidly changing world environment, both geopolitically and
economically. In the current unpredictable business environment, the meetings market within
Monroe County has remained steady although corporate travel budgets shrunk in 2003. Once
current worries over the threat of terrorism recede and the economy rebounds, growth is expected
to resume and should continue for the foreseeable future.
Although weak economic factors have forced corporations to reevaluate the way business is
conducted, meetings and incentives remain an integral part of business activity. The individual
business traveler segment has been reduced dramatically, while the group business market has
shown some resilience, Corporations still see the importance of motivating their sales forces,
while adhering to strict travel budgets. The Keys are in a good geographic position for this
change, as we have the allure of an offshore destination, but the political correctness of staying
stateside,
Shorter-term booking paces have been evident in all major domestic feeder markets, some as
short as two weeks from arrival. Companies concerned about the pre and post effects of the Iraqi
War weighed heavily on business for months. This affected commitments to contracts that would
be subject to attrition and cancellation fees affecting already sensitive budgets.
Marketing focus remains towards the traditional feeder markets, such as the Northeast, Mid-
Atlantic, Midwest and the Southeast. Northern-based corporations traditionally contract with
hotels within our destination during the high season months. The Southeast market, particularly
Florida and Atlanta, balance the market during the summer and fall timeframes. Additional sales
efforts in the meetings market will concentrate on secondary markets such as California, the Twin
cities, as well as Indianapolis and St Louis. Atlanta will also become more prominent than in the
past as direct air service into Key West as well as gateway cities in South Florida become more
frequent and accessible to connecting flights, Sales and marketing efforts focus on group
business ranging in size from 15 to 300 attendees, which bodes well for companies downsizing
the scope and frequency of their meetings and incentives calendar, Planners searching for
alternative warm weather domestic destinations to replace destinations in the European, Asian or
African marketplaces remain apparent.
There are several professional associations which we align ourselves with for assistance in
numerous areas within the Meetings market. These are Meeting Planners International (MPI),
Association Forum of Chicagoland, Florida Society of Association Executives (FSAE),
Tallahassee Society of Association Executives (TSAE), and the Hospitality Sales and Marketing
Association International (HSMAI).
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
DOMESTIC MARKET OVERVIEW
Our traditional "feeder" markets continue to be the Northeast and the Mid-west in the winter
months and the Southeast (including Florida) in the shoulder and summer season. We will
continue to promote to these geographical locations. We are noticing that more and more visitors
are coming to us from secondary markets located in the Southern sector. The Delta regional jet
service from Atlanta has opened up geographical areas located within a gO-mile radius of
Hartsfield International Airport, We have seen an increase in visitor numbers from Georgia,
Alabama, the Carolinas, Kentucky/Tennessee and Virginia. These markets can also be
characterized as "drive" markets with the allure of the freedom, flexibility and convenience of
having your own car at your disposal during your vacation,
Travel trade consortiums like AAA, Virtuoso and Airline reservation call centers are areas of focus
in the domestic travel trade arena. AAA Auto Club South is the 3rd largest club in the United
States with more than 3,5 million members in Florida, Georgia and Tennessee. They have 70
branches, 50 of which are located in the State of Florida. The Florida Keys ranks 3rd in most
requested destination information in the State of Florida!
Virtuoso member travel agencies are strictly geared to the upscale, discriminating traveler.
Supplier members of Virtuoso must meet strict guidelines and offer exceptional customer service.
Virtuoso agents have long standing relationships with their clients, and their clientele base doesn't
have the time, nor has the inclination of searching the Internet for the best "deal". These travelers
are time impoverished and leave the details of planning a vacation to their travel professional.
Airline reservation call centers are also a source of recommendations as they can be integrated
with a domestic wholesaler, such as Delta Dream Vacations or American Airline Vacations.
Packaging of air and land modules of a vacation eliminates the breakdown of line item costs and
doesn't allow for price comparisons.
Our Visitor Profile Survey reports that almost 16% of respondents said a travel agent
recommended the Florida Keys and Key West as a vacation destination and 22% used the
services of an agent. By offering incentives to agents and providing them with educational
opportunities, we can strengthen our relationships with agents who are promoting both the
regional drive market and the upscale, discriminating traveler.
GA Y/LESBIAN MARKET PROFILE
The Gay and Lesbian market segment continues to show consistent growth and occupancy in
the gay and gay friendly properties have remained high. According to the recent survey of gay
and lesbian visitors to the Keys, most stayed between 3 and 7 nights with the average being 5.45.
Hotels, motels, and resorts captured 32% of the visitors. As one of the country's top rated
destinations for gay and lesbian travelers, Key West is know for its relaxed and "all welcome"
philosophy,
A study completed in 2002 by Community Marketing, Inc., continues to project an increase in the
gay and lesbian visitors to Key West. The study, based on 3,400 surveys conducted online,
ranked Key West second as the most popular resort. Fifty three percent (53%) of the respondents
had household incomes in the affluent sector with household incomes in excess of $75,000. Forty
five percent (45%), had college degrees and 43% had post-graduate degrees comparing to 18%
and 11 % respectively in the mainstream market.* Seventy eight percent (78%) of those surveyed
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
are over 35 years old and 60% are in committed relationships. With double incomes gay and
lesbian consumers travel far more frequently than the general public.
Readers of Out and About, a leading Gay travel publication, voted Key West the top 2003 winter
resort for Gays and Lesbians in North America.
Since the events of September 11 th, the conflict in Iraq, and most recently the SARS epidemic,
most gay and lesbian consumers have not been deterred from travel. Ninety percent (90%) plan
travel destinations in the US, and 45% plan to visit Europe. Over half of those surveyed indicated
that they travel to a destination because it is "gay friendly", with safety not being the prime
concern.
Marketing efforts towards this travel segment include trade shows for both travel professionals
and consumers. Membership in the International Gay and Lesbian Travel Association offers both
networking and marketing opportunities. The destination is also represented at international
venues including World Travel Market in London, Christopher Street Festivals in Europe, and ITB
in Berlin. We also enjoy considerable press coverage in Europe through Stuart Newman
Associates, McCluskey and Associates and TOC staff members. Similar promotions to this
market segment will continue with expansion in the domestic gay press,
The Gay and Lesbian community have disposable incomes with a propensity for travel. There is
a nationwide trend towards more diversified travel experiences, and combined with this particular
markets' discretionary income and a greater variety of options-makes the gay and lesbian market
extremely lucrative for our destination. Based on national population figures, the American gay
and lesbian community represents a USO $54,1 billion travel market.
*References: Gay Travel Online 2002 Gay and Lesbian Travel Industry Survey by Community Marketing, Inc" San
Francisco, CA.; American Traveler Survey; Plog Research Inc.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
FY 2003-2004 SALES ACTIVITY CALENDAR
OCTOBER 2003
October 1-3
Northeast Leisure Sales Mission
New Jersey, Long Island and Westchester County, NY
Registration: N/A Jutta Farrer
Co-op participation available to 4 partners.
The TDC will be hosting "Destination Days" at Liberty Travel, Travel Impressions as well as
conduct presentations to AWTA (Alliance of Westchester County Travel Agents). Product
training, interactive question and answer sessions as well as formal presentations will be included
in our destination day events. If time warrants, retail agent sales calls may be conducted in the
geographical area, focusing on AAA and/or Virtuoso travel agencies.
October 1-3
Meetings Quest Boston and Area Sales Calls
Boston, MA
Registration: $2125. Stacey Mitchell
HSMAI sponsors this one to one supplier to planner meeting show providing educational and
business opportunities for all disciplines interested in the meetings market. This trade show will
be preceded by sales calls to both leisure and corporate entities in the greater Boston area.
October 4-5
Rainbows Festival
Phoenix, AZ
Registration: $950.
Brochure Distribution available at $50,
The Travel Expo, held at the Quality Inn, is open to both the trade and consumers. Exhibitors will
be limited to travel industry only, and the event is being promoted statewide. The Rainbow
Festival is held in Heritage Square Park and is the largest Gay and Lesbian event in Phoenix,
This event is being held after the "Aids Walk, Arizona", which drew over 22,000 participants last
year, The walk begins and ends at the site of the Travel Expo,
Steve Smith
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
October 7-9
Meetings Quest Atlanta and Area Sales Calls
Atlanta, GA
Registration: $2125. Sabine Chilton
HSMAI sponsors this one to one supplier to planner meeting show providing educational and
business opportunities for all disciplines interested in the meetings market. This trade show will
be preceded by sales calls to both leisure and corporate entities in the greater Atlanta area.
October 8-11
DEMA
Miami Beach, FL
Reg istratio n:
Covered by Dive Umbrella
Susanne Tortu
The Dive Equipment and Manufacturers Association is a show specifically geared at the Dive
Industry and its providers. Dive consumers are not in attendance, The show attracts attendance
from all facets of the dive industry including travel agencies and tour operators specializing in dive
vacations and travel.
October 15-17
ITSA Annual Conference
Tampa, FL
Registration: $ 500.
Stacey Mitchell
The International Travel Services Association is comprised of receptive tour operators, destination
management companies and other members of the travel trade who provide packages that are
marketed internationally and domestically to individuals and groups via incentive houses,
corporations and the travel trade. The 10tli Annual Conference will provide the Florida Keys and
Key West the unique opportunity of giving a presentation to the entire delegation on promoting
tourism to our area and educating them on how to market our product to their clients.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
October 19
The Great Bridal Expo
Tampa, FL
Registration: $2,000. Stacey Mitchell
In its 25th year, The Great Bridal Expo is the nation's leading consumer-direct
wedding/honeymoon resource. Each event draws consumers involved in planning weddings,
honeymoons, romantic escapes and family reunion gatherings. The TOC will offer co-operative
space to industry partners if available.
October 21-23
Meetings Quest Minneapolis and Area Sales Calls
Minneapolis, MN
Registration: $2125. Sabine Chilton
HSMAI sponsors this one to one supplier to planner meeting show providing educational and
business opportunities for all disciplines interested in the meetings market. This trade show will
be preceded by sales calls to both leisure and corporate entities in the greater Minneapolis area.
October 21-24
AST A's World Travel Congress
Miami, FL
Registration: $3250.
Jutta Farrer
AST A, also known as the American Society of Travel Agents, is the world's largest association of
travel professionals. The TOC is offering cooperative space at a participation fee of $500 per
delegate for three (3) Industry partners,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
October 23
Gay and Lesbian World Travel Expo
San Francisco
Registration: $600. Steve Smith
Industry may participate in brochure distribution at $50.
This is a gay travel workshop/table top exhibit for trade only followed by a 5-hour consumer show.
The Florida Keys and Key West has participated in this event for the past eight years. The
show's format allows for networking with both travel trade and consumers who travel on a regular
basis.
NOVEMBER 2003
November 2-5
Florida Encounter with Visit Florida
Miami Beach, FL
Registration: $2,000. Susanne Tortu
Visit Florida produces this annual event to provide Florida meeting and convention suppliers an
opportunity to reach qualified corporate, association ad incentive meeting planners from outside
the state of Florida, The two-day trade show with pre-scheduled appointments also offers
networking opportunities at specially arranged functions with a goal being a 1: 1 ratio of planners
to suppliers, Co-op not permitted per Visit Florida. Industry participants must contact Visit Florida
directly, Visit Florida will work with the TOC to arrange a "Keys" section once registration has
been completed. Contact Han Truong at Visit Florida, (850) 488-5607 ext. 317.
November 3-4
Honeymoon & Romantic Getaways
Long Beach, CA
Registration: $700. Jutta Farrer
The TOC will participate as part of a large Visit Florida booth at the first ever travel tradeshow
focusing on honeymoons & romantic escapes, This show will attract over 1000 travel agents from
across the U,S, and Canada catering to romantic escapes/vacations, Travel trade delegates will
include managers, owners, frontline retail sales and members of consortium agencies.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
November 3-7
Gay Travel Expos
Munich, Hamburg, Berlin, Koln, Frankfurt
Registration: $4,000. Steve Smith
Brochure distribution available at $100.00 per partner.
This is a week long gay road show, consisting of tabletop presentations to approximately 100
travel professionals and media in each city.
November 5-9
Post Florida Encounter Destination Fam
Florida Keys
Registration: N/A Susanne Tortu
Immediately following Florida Encounter, several Florida Keys Meeting Properties will be hosting
13 pre-qualified buyers/meeting planners who attended Florida Encounter to personally showcase
their individual properties, The TDC will be responsible for coordination of this educational
opportunity, and will escort the planners throughout the destination.
November 10-13
World Travel Market
London, England
Registration: $27,500. Stacey Mitchell/Steve Smith
Co-op participation available at $1,200. per delegate in destination booth,
World Travel Market is the UK's largest annual travel trade show. This show will be held at the
ExCel Exhibition Center located in East London. FLAUSA 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 has become 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
relationships as well as identifying emerging "niche" travel markets.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
November 16-17
5th National Gay and Lesbian Consumer Show
New York, NY
Registration: $3,500. Steve Smith
Co-op available at $175, ; Limited to 12 delegates.
For the fifth year, the Florida Keys and Key West will participate in one of New York's most
successful Gay and Lesbian consumer shows. Last year, 15,000 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.
DECEMBER 2003
December 2-4
Luxury Travel Expo
Las Vegas, NV
Registration: $2,500. Jutta Farrer
Co-op participation available at $500. Limited to four (4) participants. This participation fee is
inclusive of trade show participation as well as joint sales calls on December 1st to the travel
trade in the area, Luxury Travel Expo Showcase is geared towards educating and training travel
agents that purchase luxury travel (Virtuoso) or whose clients require high-end travel products as
their travel preference. This is an opportunity to reach over 3,000 travel agents from all over the
cou ntry.
December 3-9
UK Travel Buyers Educational Experience
Florida Keys
Registration: N/A Stacey Mitchell/Sabine Chilton
The Florida Keys and Key West, in conjunction with Virgin Airways and Cellet Travel Services, will
be hosting a product manager's educational experience throughout the destination. This
familiarization trip will highlight the honeymoon/romantic escape market and focus on the
discriminating traveler, TDC staff will escort this VIP group throughout the destination, showcasing
accommodations, attractions, food and beverage outlets and cultural experiences available to the
high-end visitor. The TDC will be accepting sponsorships from industry partners, so please
contact the Administrative office if you are interested in participating in this educational
experience,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
December 16
Holiday Showcase (Association Forum of Chicagoland)
Chicago, IL
Registration: $1,100. Susanne Tortu
Co-op participation available for 2 delegates at $850. each, Co-op delegates must have current
membership with the Association Forum of Chicagoland.
A sell-out show year after year, Holiday Showcase has become the premier Meetings Show in
December, Well over 650 suppliers attend this show, attracting Chicagoland's Association and
Corporate Executives, Meeting Planners and Incentive Houses, and Corporate Travel Managers.
JANUARY 2004
January 9-11
Adventures in Travel Expo
New York City, NY
Registration: $4,500, Stacey Mitchell
Co-op participation available at $500 per participant, and open to four (4) industry partners,
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 first day is limited to the travel trade, with the next two days open to consumer
traffic,
January 10-13
Reiseliv
Lillestrom, Norway
Registration: $750,
Sabine Chilton
The TDC will have representation at this tradeshow via brochure distribution. Reiseliv is
Scandinavia's premier Travel and Tourism show, This is the most important forum and market
place for the Norwegian and international travel industry in Scandinavia. The show is open to
both travel trade and consumers, Last year's attendance topped 40,000 visitors, and the request
for information on The Florida Keys and Key West continues to grow, With a Scandinavian Sales
Mission planned later in the year insuring direct exposure to the travel trade, the destination will
participate in the brochure distribution available to Visit Florida partners.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
January 13
Bridal Expo
Manhattan, NY
Registration: $2,000. Stacey Mitchell
In its 25th year, The Great Bridal Expo is the nation's leading consumer-direct
wedding/honeymoon resource. Each event draws consumers involved in planning weddings,
honeymoons, romantic escapes and family reunion gatherings. The TOC will offer co-operative
space to industry partners if available
January 13-15
Manhattan Sales Mission
New York, NY
Registration: N/A SusanneTortu
Co-operative participation available to four (4) partners.
The TOC will be conducting a sales mission to the NYC area focusing on meeting planners, group
travel planners and corporate conglomerates. Each appointment will consist of individual sales
presentations in an informal format and will include food and beverage based on the time of the
appointment. In lieu of a participation fee, food and beverage sponsorship opportunities will be
required from all registered delegates as well as a list of the delegate's top 10 travel trade
preferences in each region. The TOC will be responsible for the coordination of each
appointment and ground transportation to all appointments in each city,
January 13-18
Vakantiebeurs
Utrecht, The Netherlands
Registration: $1450. Sabine Chilton
Co-op participation will be made available to interested industry partners.
The TOC will exhibit for the first time in three years within the FLAUSA section, Considered the
largest travel and tourism event in The Netherlands, over 150,000 consumers and travel trade
attended in January 2003, First day is limited to travel trade and media only with an appt based
format. The US, is the number one preferred long-haul destination for the Dutch market,
capturing 32% of the long haul market share. The Dutch prefer warm and sunny destinations,
and has a keen interest in outdoor activities, soft adventure and eco tourism,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
January 14
Travel Agents of Suffolk County (T ASC)
Hauppauge, (Long Island) NY
Registration: $800, Stacey Mitchell
The Florida Keys and Key West will be conducting an evening educational seminar to members of
the travel trade including retail, corporate, Virtuoso, AAA and travel trade consortiums located
within the geographical region of Long Island, NY. We will be using a multi-media presentation
focusing on opportunities in the lodging, attractions, nature-based and cultural aspects of selling
the Florida Keys.
January 16-18
Vacation Outlet Expo 2004
Boston, MA
Registration: $2,500, TOC Staff
Industry co-op participation offered at $500, per delegate with a maximum of four (4) delegates
permitted.
Vacation Outlet Expo is the largest consumer show in New England. The preferred partners
include Travel Impressions, Go-Go, and American Airlines Vacations. Over $10 million dollars in
vacation packages were booked on site at last years show! The TOC will have the opportunity to
further educate consumers attending this show through a 25-minute presentation on the show's
stage. Vacation Outlet is New England's #1 vacation and cruise retailer. The flagship business of
National Leisure Group, Inc. (NLG), "Vacation Outlet" has 19 retail locations, 3 telephone
reservation centers, and solid brand name recognition.
January 17-21
American Bus Association
Manhattan, NY
Registration: $1100. Jutta Farrer
Co-op opportunities not available per ABA.
ABA's "Marketplace" is the motor coach and group travel industry's leading business event. North
American motor coach and tour owners and operators (buyers) meet with representatives of the
travel industry (sellers or suppliers) in pre-scheduled appointments, The motor coach and tour
operators consider this event as the opportunity to obtain information on destinations, attractions,
lodging and restaurant facilities as possible venues for charters and tours,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
January 18-21
Florida Huddle
Palm Beach, FL
Registration: $2,300, 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,
FEBRUARY 2004
February 2-6
"Own a City Campaign"
Indianapolis/Louisville Sales Calls
Indianapolis, IN/Louisville, KY
Registration: N/A TDC Staff
As part of our "own a city" campaign strategy, the TDC sales staff will be "blitzing" the Louisville
and Indianapolis metro regions with sales calls and presentations made to travel professionals in
both the leisure and corporate markets. These areas directly benefit from Delta and American
Airlines service routes to South Florida and the Keys and are regions of emerging growth for our
destination
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
February 7-9
Los Angeles Times
Long Beach, CA
Registration: $1,650. Jutta Farrer
Industry participation at $300. per partner, limited to two partners.
The LA Times Travel Show is one of the most attended travel shows in Southern California. Last
year over 13,000 consumers and 1,000 travel agents attended. Partners are encouraged to
cooperatively participate in this show considering the incredible amount of business and requests
for information generated during the past years of our show attendance.
February 19-23
BIT
Milan, Italy
Registration: $2,000, Sabine Chilton
The TOC will exhibit as part of the Visit Florida booth. BIT is Italy's largest trade show, attracting
over 40,000 attendees over a five-day period. The Italian market is rebounding, and the Florida
Keys continues to receive requests for information and destination training from the Italian travel
trade. The Commercial Service of the Visit USA Committeelltaly, in cooperation with the TOC, will
pre-schedule appointments for the destination during the first two days of the show.
February 19-23
International Adventure Travel & Outdoor Sports Show (IATOS) co-op with Visit Florida
Chicago, IL
Registration: $600 Jutta Farrer
Co-op participation not available,
IA TOS is the leading adventure and eco-tour destination travel show focusing on the mid-west
adventure enthusiast. The 2003 show attracted over 16,000 consumers and 380 travel
professionals. This is the first time that we are exhibiting at this event and will do so as a partner
of Visit Florida,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
MARCH 2004
March 8-12
Atlanta Regional Sales Calls
Atlanta, GA
Registration: N/A SusanneTortu/Sabine Chilton
Cooperative participation will be made available for four (4) delegates.
The TDC will be conducting a sales mission to the metro Atlanta area focusing on meeting
planners, group travel planners, incentive houses and corporate conglomerates. Each
appointment will consist of individual sales presentations in an informal format and will include
food and beverage based on the time of the appointment. In lieu of a participation fee, food and
beverage sponsorship opportunities will be required from all registered delegates as well as a list
of the delegate's top 10 travel trade preferences in each region. The TDC will be responsible for
the coordination of each appointment and ground transportation to all appointments in the area.
March 10
Visit USA Brussels
Brussels, Belgium
Registration: $750, Stacey Mitchell
This is the largest travel tradeshow offered in Brussels, targeting the travel trade from the Benelux
countries. The top tour operators and travel agents gather for a day of workshops and tabletop
presentations from various destinations.
March 12-16
International Tourismus Borse (ITB)
Berlin, Germany
Registration: $15,000, J. Farrer/S, Mitchell/S, Smith
Co-op opportunities available at $950. per delegate. The Florida Keys and Key West will exhibit
within the FLA USA section. We will continue to contract for a consumer and trade booth, This
trade fair is known as the world's largest tourism showcase, ITB continues to be the "Must
Attend" tradeshow for anyone who is committed to the International Marketplace. The most
recent Visitor Profile Survey listed Germany as the number two ranked origin of international
visitors, 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,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
March 20-21
10th National Gay and Lesbian Consumer Show
New York City
Registration: $5,500. Steve Smith
Co-op participation available at $250. per participant, limited to 12 delegates.
This show typically draws over 20,000 consumers and travel professionals. Major corporate
sponsors include American Airlines, US Postal Service, IBM, Continental Airlines and United
Airlines, More and more destinations are exhibiting at this show in order to compete for the gay
tourism dollar. Our presence has grown during the 10 years we have participated, and we
encourage continued industry participation. Our destination continues to be the most popular
exhibitor at the show.
March 26-28
Beneath the Sea Dive Show
Secaucus,NJ
Registration: Covered by Dive Umbrella Susanne Tortu
Co-op participation available to the Dive Industry at $200, per Dive Operator.
Maximum number of participants will be six, and final participation will dictate booth space. This is
a well-attended consumer show, catering to the Dive Consumer in the lucrative Northeast
corridor, We received great exposure at the 2003 show and expect the same results for this
show.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
March 27
Palm Beach County Pridefest 2004
Palm Beach, FL
Registration: $300. Steve Smith
Industry may participate in brochure distribution at $50.
Pride Festivals provide a low cost venue to reach thousands of consumers, Typically the Keys
are among a handful of destinations using this economical venue, South Florida is our most
important summer leisure market and Palm Beach County is within a four hour drive to our
destination.
APRIL 2004
April 14-16
HSMAI's Affordable Meetings Mid-America
Chicago, IL
Registration: $1500. Susanne Tortu
Delegate co-op available at $850. per delegate, Limited to 4 industry participants.
This unique conference and exhibition brings together qualified meeting planners and hospitality
industry suppliers to facilitate business and networking. This marketing opportunity is both
educational and business driven, affording both the meeting planner and supplier the opportunity
to gain exposure and produce future business. The format is based upon the successful structure
of the National and West shows, targeting meeting professionals who focus on small to moderate
sized meetings, ranging from 20-200 attendees, Planners in the Chicagoland areas as well as all
surrounding Midwestern states were represented in addition to planners from west of the
Mississippi and East Coast.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
April 24-28
TIA's POW WOW
Los Angeles, CA
Registration: $8,500, Sabine Chilton/Stacey Mitchell
Co-op opportunities available, limited to 4 delegates. Registration will open in early fall.
Companies interested in pursuing the international market and joining TIA should call (202) 408-
8422. This show sells out every year, so early registration is critical for exhibiting. Pow Wow is
the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this
show is key in pursuing the wholesale market, with participants hailing from over 70 nations, This
is an appointment show with trade show booths and many networking opportunities. As in years
past, the Florida Keys and Key West will conduct a lottery drawing in the fall for booth
participation.
MAY 2004
May2
Pridefest Philadelphia
Philadelphia, PA
Registration: $500. Steve Smith
Brochure Distribution is available at $50. per participant.
Philadelphia hosts the nations largest gay and lesbian festival. This consumer event draws
thousands from the metro Philadelphia region, which is very accessible to the Keys via American
Airlines and US Airways.
May 3-7
Golden Opportunities with Meeting Spots
Tallahassee,FL
Registration: $1000. Susanne Tortu
Co-op opportunities available at $250, per participant; limited to 9 participants. This evening
show focuses on the extensive Florida Association market, which is critical to the Florida Keys
summer business base. The Florida Association market is one that requires gradual relationship
building and entails consistent sales visitation and networking, All major Florida CVB's attend and
the show guarantees seeing no less than 200 planners,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
May 12-17
IGL T A Annual Convention
Vancouver, BC., Canada
Registration: $700. Steve Smith
Brochure Distribution available for $50. Delegates must be registered convention attendees.
This annual event draws over 300 travel professionals. The event continues to grow as the
IGL T A membership now exceeds 1,200. Competition for gay tourism dollars is increasing with
new destinations vying for this lucrative travel segment.
May 17-21
Florida Sales Mission
Broward, Palm Beach and Orange County
Registration: N/A TOC Staff
Co-op participation available.
Presentations and destination training will be conducted to travel trade professionals in the
geographical regions mentioned above. These travel trade professionals include Certified
Vacations/Delta Dream Vacations, Travel Leaders, AAA Auto Club South and Virtuoso Travel
Agencies. In addition, we will also conduct reservation staff training at airline call centers and
conduct presentations to consortium agencies that focus on leisure, group and motor coach tours.
JUNE 2004
June 7-11
European Sales Mission
Amsterdam, Munich, Zurich
Registration: N/A Stacey Mitchell/Jutta Farrer
Co-op participation available at no charge,
The Florida Keys and Key West will be conducting product training and destination presentations
within the offices of established tour operators in the above markets. Educational sessions on
selling and promoting our destination will be conducted to the reservation call staff while formal
appointments will be conducted with product managers regarding destination marketing. If time
warrants, evening retail travel agent presentations will be included in our schedule.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
June 9-10
HSMAI's Affordable Meetings West
Long Beach, CA
Registration: $1,100. Susanne Tortu
Co-op participation available at $850. per delegate with a maximum 4 delegates.
Continuing efforts in developing the California market in the meetings and incentives market, the
TDC will use the auspices of HSMAI and their past proven success with both their National and
Mid-America shows to promote the meetings venues of the Florida Keys, This year the show will
move to southern California. This region of the state is strong on Aerospace and defense
industries, The current climate with Homeland Security budgets and defense spending will be
beneficial to this area because of its existing defense contracting infrastructure,
June 25-27
Atlanta Pride
Atlanta, GA
Registration: $800.
Brochure distribution available at $50. per participant.
This event draws thousands of consumers from the Atlanta metro region, This Pride event is well
attended and booth participation will be limited. Past participation shows a continued interest in
the destination making this a strong venue for our marketing efforts,
Steve Smith
JULY 2004
July 24-26
San Diego Pride Travel Expo
San Diego, CA
Registration: $500.
Brochure distribution available at $75 per partner.
This Pride event draws over 100,000 consumers and is held in the heart of the gay and lesbian
district of San Diego, The Florida Keys and Key West are typically the only leisure destination
represented at this event. Major sponsors include United Airlines, Miller Lite, Pac Bell, and Saturn
Automotive.
Steve Smith
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
AUGUST 2004
August, TBD
North Halsted Street Days
Chicago, IL
Registration: $1,100. Steve Smith
Co-op participation available at $175 for four (4) delegates.
This event is in it's 13th year, and has been a sell out the previous eight. The event is the largest
two-day Gay and Lesbian festival, and attracts over 250,000 attendees. The destination
delegation works closely with American Airlines/American Eagle, which is one of the corporate
sponsors of the event.
SEPTEMBER 2004
September 8-9
Affordable Meetings National
Washington, DC
Registration: $2,000. Sabine Chilton
Delegate co-op available at $850. per participant. Limited to 4 participants.
HSMAI (Hospitality Sales and Marketing Association International) sponsors this event which
brings together qualified meeting planners from all disciplines with suppliers in a forum that
provides educational and business opportunities. The Florida Keys and Key West participates in
this event to continually promote our diverse opportunities in the meetings and incentive
marketplace,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
September 13-17
Midwest Sales Calls
Chicago, Minneapolis, St. Louis
Registration: N/A Susanne Tortu/Stacey Mitchell
Co-operative participation available, Limited to four (4) delegates.
The TOC will be organizing a Mid west sales incentive "fly-through" where formal presentations
and mini trade shows are conducted within the offices of incentive houses, meeting planners and
corporate conglomerates. Each appointment will consist of individual sales presentations in an
informal format and will include food and beverage based on the time of the appointment. In lieu
of a participation fee, food and beverage sponsorship opportunities will be required from all
registered delegates as well as a list of the delegate's top 10 travel trade preferences in each
region. The TOC will be responsible for the coordination of each appointment and ground
transportation to all appointments within each city.
September 21-24
Incentive Travel and Meeting Exhibition (IT&ME)
Chicago, IL
Registration: $5,000. Susanne Tortu
Co-op participation available at $850, per delegate. Maximum number of delegates limited to 10
participants. Cooperative participation will be solicited beginning November of 2003 for the ITME
2004 show.
The 32nd Annual Incentive Travel and Meeting Exhibition takes place in conjunction with the
National Premium Incentive Show, and attracts nearly 20,000 travel buyers. Surveys indicate that
75% of the audience attend no other incentive show and over 54% of the attendees are the final
decision-makers. Visit Florida coordinates a "Florida Section" in a high profile area of the
convention center, of which we traditionally register for 400 square feet of booth space. Visit
Florida requires from each cooperative participant an individual "Florida Section Fee" from
secondary partners at $100. per delegate. For additional information, contact Han Truong at Visit
Florida, 850-488-5607,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
September, TBD
Top Resa wi Visit Florida
Deauville, France
Registration: $3,500, Sabine Chilton
Top Resa, in its 22nd year, traditionally kicks off the tourism marketing season in France. This
three day show attracts over 12,000 travel trade professionals from all over France, and heavy
media coverage with 450 journalists in attendance. France has become the number 3
international inbound market for our destination and Top Resa affords us the opportunity to meet
with members of the French travel trade. Visit Florida is also arranging a tour operator dinner to
whom we will be able to make a formal presentation on the destination.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
CELLET TRAVEL SERVICES, LTD.
UNITED KINGDOM
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Make 35 sales calls per month
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in UK
Liaise with McCluskey & Associates 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
Fee $45,000
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
Activitv actual cost expenses co-ord. svc.
World Travel Market 0 $ 800 $ 1,200 $ 2,000
Bournemouth HolidayShow$ 3,700 $ 900 $ 2,000 $ 6,600
Manchester Con/Trade $ 3,300 $ 900 $ 2,000 $ 6,200
Glasgow Consumer Show $ 3,500 $ 325 $ 2,000 $ 5,825
Tour America Show $ 1,000 $ 500 $ 500 $ 2,000
National Wedding Show $ 4,000 $ 500 $ 1,200 $ 5,700
Birmingham Dive Show $ 0 $ 300 $ 500 $ 800
High Speed Challenge $ 3,300 $ 200 $ 500 $ 4,000
Co-op trade events $ 1,600 $ 800 $ 1,200 $ 3,600
Sales News Update x2 $ 8,000 $ $ 2,000 $10,000
Resources $ 4,325
Sub-total $ 51,050
Total United Kingdom Budget
$96,050
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Monroe County Tourist Development Counci/2003-2004 Marketing Plan
Cettet Travel Services, Ltd., represented through
Get It Across Tourism Marketing
October 015\ 2003 - September 30th, 2004
GERMANY (Switzerland, Austria)
Germany (Switzerland, Austria)
I Basic Services Provided
Maintain Florida Keys dedicated Phone/Fax line (+49221 2336451)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house (Presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Liaise with Visit Florida/Europe office
Maintain strong alliance with Visit USA Committee
Liaise with McCluskey & Associates Public Relations
Advise TDC on market trends
Monthly Sales Reports
Listing of new Product Inventory 2003/2004
Work on set up of niche products
(weddings, diving, gay & lesbian, condos)
Misc. operating costs
Basic Fee
$ 23,000
, Operating Budget
Costs Co-ord. Servo Total
1) Consumer Travel Showsl Trade Shows (brochure distribution)
via Visit USA:
Leipzig (with Visit USA; Nov. 19-23, 2003)
Cologne (with Visit USA; Dec 2003)
Stuttgart (with Visit USA; Jan, 2004)
Hamburg (with Visit USA; Feb, 2004)
Munich (with Visit USA; Feb, 2004)
(covers registration)
$
$
$
$
$
700 150
700 150
700 150
700 150
700 150
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
via Visit USA Switzerland:
TTW Montreux - Trade Show in Oct. 2003)
(covers registration)
$
150 150
Zurich - FESPO in Jan 2004)
(covers registration)
$
650 150 (650 via TOC)
$5,350
2) Travel Trade Trainings
Costs Co-ord. Servo Total
ReisebOrostammtisch Breakfast Seminar
in Bremen on June 16,2004
(covers registration, co-ordination, travel)
$ 1 ,1 00
500
Sales Mission to Switzerland/Austria:
4 days in ZurichNienna in Spring 2004 $ 1,500
- (TTW Montreux, FESPO Zurich, Ferienmesse Vienna)
(covers co-ordination, travel)
3,000
VUSA Breakfast Seminar in Mainz:
Presentation incl. brochure distribution (Oct 15, 2003) $500
(covers registration, co-ordination, travel)
500
3) Specialized Shows: Booth & Assistance
ITB 2004, Berlin: Appointment Scheduling, Booth Assist.
BOOT Ouesseldorf (Jan 2004), brooch. distribution
Gay Pride, Cologne: July 2004 $
Gay Pride, Munich: July 2004 $
Gay Pride, Berlin: July 2004 .$
$ 1,500 2,500
1,000 500
1,000 500
1.000 500
4) FL Keys Newsletter
- Production of FL Keys Sales Trade Update
- Direct mailing of FL Keys Sales Trade Update
$
$
3,000
2.500
500
500
5) Tour Operator Coop Promotions
- Mailings, Seminars, Trainings, Sales Calls
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1,600
4,500
1,000
$7,100
4,000
800
1,500
1,500
1.500
$9,300
3,500
3.000
$6,500
$2,500
Monroe County Tourist Development Council 2003-2004 Marketing Plan
6) FAM TOURS (Diving Fam/lncentive Fam)
(Covers costs and co-ordination)
$
1,000 1,500
2,500
7) Office Resources
$1,750
Total Operating Budget
$351000
$231000
Total Basic Services
Total Germany (Switzerlandl Austria) Budget
$58,000
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Memberships
American Society of Travel Agents (AST A)
Hospitality Sales & Marketing Association International
International Travel Services Association (ITSA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL T A)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA United Kingdom
Visit USA Germany
Visit USA Italy
Visit USA Sweden
Receptive Services Assn
Meeting Planners International
Association Forum of Chicago
Florida Society of Assoc Exec
Tallahassee Society of Assoc Exec
National Tour Association
American Bus Association
Resou rces
$ 465
$1,060
$ 410
$2,100
$ 170
$ 650
$1 ,1 00
$ 700
$ 550
$1,125
$ 650
$ 800
$ 385
$ 300
$ 325
$ 175
$ 75
$ 460
$ 1 ,500
$ 3,250
Total Memberships
$16,250
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Measurability
Group leads follow up from hotels, Le, room nights, number of pax, lost business (if so, why).
Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and
fulfillment data,
Annual UK and German market reports,
Annual Sales & Marketing Property Survey reflecting:
Level of travel agent business
Length of stay
Market segment mix, Le. domestic, foreign, corporate/group, leisure/group tour, etc.
Geographical market trends
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 Reports: Current product selling trends within destination.
Fam Surveys: Indicating travel agent, tour operator or meeting planner feedback in regards to
booking activity as a result of visit to destination.
Monitor visitor profile survey indicating travel trends in different market mixes.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
BUDGET
Registrations/Booth Expenses $ 140,000
Travel Expenses $ 100,000
Postage/Phone/Xerox $ 22,500
Memberships $ 16,250
Fam Trips $ 10,000
Resou rees $ 31 ,250
Cellet $154,050
Sales Staff $218,500
Part Time Staff $ 23,000
TOTAL LINE ITEMS
$715,550
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
K. Public Relations
The Florida Keys & Key West public relations plan is designed to create and take advantage of
editorial and promotional venues that do not overlap the TOC's advertising media budget. Results
achieved - utilizing public relations techniques - offer credibility that tends to be measured much
higher than advertising, which provides a powerful marketing message with media value far
exceeding the public relations investment.
Stuart Newman Associates (SNA), McCluskey & Associates and its affiliates have been successful in
securing media exposure for the Keys valued at many times the TOC's promotional budget. The
agencies target their public relations efforts to ensure a comprehensive marketing approach with the
other elements of the Marketing Plan,
SNA staffs the TOC account with a team of professionals 100 percent dedicated to the destination,
correspondents in the Upper/Middle Keys and Key West, as well as additional agency personnel
utilized on an as-needed basis. For United Kingdom/European markets, McCluskey & Associates is
contracted to provide support based from its London office. McCluskey & Associates also staffs and
manages representation in Germany and France,
Both agencies will continue to place heavy emphasis on culture and heritage throughout all phases of
the public relations program. In 2003-04, there will be added emphasis on romance and
wedding/honeymoon markets. Agencies will continue to weave these themes into activities
throughout the entire media relations program.
The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year
beginning October 1, 2003,
Objectives
1, Implement public relations techniques to attract new visitors and motivate previous visitors to
re-visit the Florida Keys.
2, Promote awareness of and bolster the destination's image as a vacation venue that provides
cultural and heritage offerings in both domestic and international markets.
3. To maintain international, national and statewide awareness and image of the Florida Keys &
Key West as a diversified, warm-weather vacation destination offering unique water-related
activities and ecological experiences,
4, Promote awareness and image of Florida Keys special events and attractions.
5, To provide cooperative opportunities to the tourism industry for media familiarization trips.
6. To enhance the diversity of multicultural awareness of the destination.
7. To provide media information and editorial to the official website,
8, To support TOC sales efforts at appropriate trade shows that attract media.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
9. To promote awareness and image of specialty markets.
10. To improve communications between the TDC and Florida Keys tourism industry.
11. To increase the number of qualified journalists who personally visit the destination and
prepare reports on the destination's visitor attributes.
12. Bolster Internet opportunities and exposure for the destination.
13. To implement a PR crisis management program during any emergency situation that has the
potential to adversely impact Florida Keys tourism flow.
Goals
1. Develop opportunities for the Florida Keys at the November 2003 Society of American Travel
Writers convention in Orlando by staging a promotional event and organizing a media
familiarization trip to the Keys.
2. Establish a Society of American Travel Writers Freelance Council meeting for the Keys in
conjunction with Greater Miami Convention & Visitors Bureau.
3. Develop a domestic media familiarization for editors or writers of bridal publications.
4. Organize a Keys media angling research trip for members of the Metropolitan New York
Outdoor Writers Association.
5. Organize a wedding promotion to coincide with World Travel Market.
6. Develop three dedicated consumer glossy features in major U.K. publications... one for each
of niche markets - well being, romance and gay.
7. Develop two dedicated Keys travel programs by Ireland's "No Frontiers" film crew, one on
eco-tourism and a second on driving the Overseas Highway.
8. Organize a spa and well-being promotion in the United Kingdom.
9. Establish Keys coverage on the UK's prime time ITV travel program 'Wish You Were Here."
10, Organize four European group press trips emphasizing eco-tourism, culture and heritage.
11. Develop new PR releases and domestic and international research tours to target
multicultural-oriented travel publications.
12, Produce CD-ROM press kit with eye-catching case.
13. Organize a consumer "Geo-caching" event/promotion.
14. Develop a PR program for "Own a City" campaign.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
The Public Relations Program - Domestic Overview
The agency will continue to execute a "generic" public relations program for the Florida Keys & Key
West, taking advantage of spontaneous as well as scheduled opportunities. The generic program will
include updating and creating general travel releases distributed via the Florida Keys & Key West
media kit and Web site as well as researching, writing and distributing specialized travel releases to
targeted publications.
Emphasis will be placed on creating spot news stories that provide strong travel awareness benefits
for the destination for distribution to mainstream, regional, national and even international print,
broadcast and Internet venues. These spot stories may cover indigenous special events or arise out
of unforeseen circumstances that provide opportunities for positive reflection on the destination.
For distribution, agencies utilize extensive, continually updated databases. Currently, more than
4,500 records are kept on journalists in the United States, Canada, Central and South America, the
Caribbean, United Kingdom and other European countries. Virtually all words and picture distribution
is accomplished electronically either via electronic mail, or transmitting to wire service computer
systems.
IMPLEMENTATION
Stuart Newman Associates will continue to center its media relations efforts around cultural and
heritage themes. All travel media relations projects feature a significant marketing effort to publicize
the Keys toll-free number and website providing a call to action,
Group Media Research Trips
The agency coordinates and personally supervises group media movements to the Keys. Some trips
are in conjunction with our U.K./European agency, some with Visit Florida, a few with private industry
and others are initiated by the agency. Group media research trips coordinated by the agency are
escorted by at least one member of the account team and usually take place over a three to six-day
period. In the issuance of invitations for media research trips, a detailed screening process is
observed to ensure participation from qualified journalists.
The agency continues to look for opportunities to co-op group familiarization trips either with a
complementary destination CVB or private sector travel or outdoors-related industry.
From a budgetary standpoint, the agency will continue to allocate TDC funds for media air travel
when needed. This is crucial for the Visiting Journalist program as complimentary air travel, provided
by airlines, is not available due to budget cutbacks. Of course, agencies seek the lowest possible
airfares.
Toe Solo-Sponsored Domestic Research Trips
Florida Keys' Water Wonders: This trip would focus on the Keys history and environment through the
unparalleled activities in, on, and under the waters that surround the Keys. The trip is geared to
outdoor writers and those who write about adventure vacations and active vacations, Participating
journalists would dive or snorkel at John Pennekamp State Park, visit the Christ of the Deep statue;
tour Jules Undersea Lodge; dive or snorkel artificial reefs including the Augustus Busch and the
Spiegel Grove; learn to bonefish with an Islamorada guide; spend half a day observing a Middle Keys
commercial fisherman; kayak the Lower Keys' back country; and learn about the Keys' military and
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
maritime history aboard Key West's PT-728. In addition, journalists would visit sites associated with
the Keys' wrecking industry, which made Key West the richest city per capita in the United States in
the mid-1800s, These sites would include Indian Key, Key West's Shipwreck Historeum and the
Oldest House/Wrecker's Museum. One of the highlights of the trip would be a private tour of the
artifact conservation labs and exhibits at the Mel Fisher Maritime Museum. A day trip aboard the
Yankee Freedom II to Fort Jefferson in the Dry Tortugas, incorporating snorkeling and a tour of the
majestic fort is to round out the itinerary.
Key West's Literary Legends: This Key West research trip should coincide with the Key West Literary
Seminar, allowing journalists to immerse themselves in the island's literary present as well as gain
insights into its colorful literary past. The 2004 theme of the Key West Literary Seminar is "Crossing
Borders: The Immigrant Voice in American Literature," Activities for this "literary legends" trip should
include a private guided tour of the Hemingway exhibit (opening in January, 2004) at the Key West
Museum of Art and History; a walking tour of Key West's literary landmarks; tours of the Ernest
Hemingway Home & Museum, Casa Antigua, and Heritage House; and a visit to Tennessee Williams'
and Elizabeth Bishop's former homes. A private showing of the literary memorabilia at the
Southernmost House could also be arranged. A highlight of the tam would be journalists' opportunity
to attend the literary seminar, with chances to interview Key West's present-day literary lights who
take part in the seminar or attend seminar events - for example, Judy Blume or Allison Lurie.
One Human Family: The unfurling of the 1.25-mile rainbow flag in Key West, and the resultant
international publicity, should allow the island to reclaim its historic place among the world's top gay
and lesbian destinations. It also should provide significantly increased awareness of the official city
motto, One Human Family, proclaiming the island's inherent openness and acceptance. "One
Human Family" trip for gay and gay-friendly journalists is designed to showcase Key West's all-
embracing diversity. Activities would include spending an afternoon on the water aboard one of the
gay-oriented sailing vessels, visit the Butterfly Conservatory and meet with its owners, and attend a
specially-arranged book signing at Flaming Maggie's Bookstore,
Metropolitan New York Outdoor Writers Association: The agency has worked with this group five
times with exceptional results in such publications as "Outdoor Life," "Field and Stream," "New York
Daily News," "Newark Star-Ledger" and the "New York Times." These are experienced angler/writers
whose sole focus is on sportfishing. This project was to occur in 2003, but has been postponed for
one year at the request of organizers. The agency envisions this project for Islamorada,
Society of American Travel Writers: SA TW is slated to have their national convention in Orlando in
November 2003, The event will mark the first time the society has met in Florida since 1956, Agency
plans to take advantage of the occasion by organizing a pre-convention trip to the Florida Keys. In
addition, the agency hopes to execute a joint project with the Greater Miami Convention & Visitor's
Bureau to bring the SATW Freelance Council to the Keys in January 2004.
"Own a City" Campaign
This year, in conjunction with the advertising agency and TDC sales, the agency aims to develop an
"Own a City" campaign where an emerging market is saturated with the Florida Keys message during
a short time period, The agency would effort to penetrate media venues including the market's
newspaper travel or feature section as well as broadcast and Internet venues. Unconventional
communications, such as direct messaging to area school children or a retail chain, would be
explored as well.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Individual Media Research Trips
The agency works with domestic media representatives on an individual basis; creating and arranging
custom story-gathering media research trips, The agency stands by, ready to provide needed
support. This can range from simply providing reporters a media kit to personally accompanying
press representatives while in the destination. Those journalists and media outlets unknown to the
agency that request complimentary or reduced-rate accommodations and other services are
researched and qualified by the agency and its affiliates.
Other Media Research Trips
The agency works with Visit Florida and other organizations in conducting joint-venture media
research trips as defined by their marketing plans.
Website
Use of the World Wide Web has grown exponentially during the past several years and has finally
become a staple tool for newsrooms, Continued efforts are made to upgrade the media center of the
website with the addition of more releases and photography with a continued eye to eventual
broadcast-quality video clip distribution.
Electronic Distribution of Media Materials
The agency has shifted virtually all domestic news release dissemination toward electronic mail, not
only providing greater cost-effectiveness, but also resulting in speedier communications. The agency
continues to use and research new, Internet-based release distribution systems.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Increased Penetration of Travel Internet Sites
An account team member is specifically assigned to execute ongoing Internet research to continually
identify new opportunities for Keys editorial materials and build relationships with producers.
Videotape Library/New Video Shoot
The agency maintains a videotape library that includes generic offerings, special events and a
separate cultural and heritage B-roll reel that provide excellent visuals for television production.
Through contacts with travel and general media, editorially oriented Keys videography continues to
increase television story placement opportunities, For the new fiscal year, the agency plans a new B-
roil video shoot. Emphasis will be placed on acquiring imagery that will feature ethnic diversity.
News Releases
Agency plans to research and distribute domestic releases to appropriate media focusing on the
following topics in 2003-2004: At least four "What's New in the Keys," featuring new tourism offerings
and seasonal packages; a 2004 calendar of events; and a number of generic releases focusing on
cultural and heritage opportunities. The "What's New" releases continue to provide the best
opportunities for coverage of news that specifically relate to the Keys private sector.
Additional generic releases are to include, but not be limited to:
Vacationing to Learn to Fish and Dive - featuring the destination's instructional opportunities to
learn to fly fish or obtain a scuba diving certificate.
Culturally Keys - highlighting art and historical offerings within the destination,
Marine Mammal Rescuers - ongoing efforts and the incredible community dedicated to helping
dolphins, whales and manatees when they get in trouble.
Quirky Quirks of the Keys - all those odd and unusual venues that make the Florida Keys so unique
and special.
Shipwreck Heritage of the Florida Keys - a historic look at the Keys' wrecking industry (including
activities at Indian Key), significant shipwrecks and artificial reefs, recovery of artifacts from sunken
vessels such as the 1733 fleet and the Nuestra Senora de Atocha, and material about the Keys'
attractions and museums that are related to wrecking and shipwrecks. The Keys shipwreck heritage
trail is an important focus for this story.
Key West's Literary Landmarks - highlighting the number, variety and richness of sites associated
with Key West's literary legends. While the Hemingway House and Sloppy Joe's are widely
recognized, many sites of literary significance are not - such as Heritage House, the Blue Heaven,
Casa Antigua, the Southernmost Mansion, and the former home of Rhoda Baker's Electric Kitchen
where Hemingway enjoyed dining. This could be structured as a "literary tour of the island" and
perhaps use quotes from Denison Tempel, who conducts literary walking tours, It should be released
either just prior to the Key West Literary Seminar or perhaps during the Tennessee Williams Festival
to help the event grow,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
One Human Family - to be released to gay and gay-friendly media in conjunction with an event like
PrideFest. The release should highlight Key West's history of inclusiveness and touch on things such
as the formation of the Key West Business Guild, the ground-breaking election of Richard Heyman as
an openly gay mayor, the gay and lesbian people who currently hold public and elected office, and
3,000 gay and straight people who banded together to unfurl the sea-to-sea flag.
Architecturally/historically significant lodging properties in Key West- can be released virtually any
time and focus on the properties with the most outstanding history and/or architectural features _
from B & Bs to the La Concha (associated with Tennessee Williams), the Casa Marina, and even
some of the "haunted" inns. It should also include historic properties such as Truman's Little White
House and the Southernmost Mansion, which offer accommodations on a very limited basis and
therefore are not widely known.
Spot News
The agency is poised to take advantage of unplanned opportunities to generate positive exposure for
the Florida Keys & Key West. Media is informed of story opportunities with indirect ties to tourism,
which, through the agency's media contacts, often result in national news coverage for the Keys. Our
public relations stringers in the Lower Keys/Key West and the Upper/Middle Keys play an integral role
in alerting the agency of these news opportunities as well as assisting with coverage. The agency
maintains relationships with a broadcast-quality, Keys-based videographer and several still
photographers to provide visual coverage of unplanned events.
Travel Trade Public Relations
The agency strives for consistent placement of Florida Keys news items in travel trade publications.
At least four times annually it surveys hotel associations, chambers of commerce and other sources
for tourism infrastructure improvements that provide 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.
The agency also plans on-site public relations support of TDC sales efforts including but not limited to
Discover America International Pow Wow, World Travel Market and ITB.
The agency invites and coordinates Keys itineraries for visiting domestic and international travel trade
journalists,
Local PR Support
The agency has contracted with two correspondents to provide public relations support for the region
from Key Largo to Marathon and the Lower Keys and Key West.
The correspondents enhance story-material gathering, provide personalized assistance to journalists
(Le" providing story ideas and setting up interviews), cover local and spot news events, attend District
Advisory Council meetings and umbrella conclaves and assist in other important aspects of the public
relations plan,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Special Events
Special events playa major role in the Tourist Development Council's public relations plan. Besides
providing a "draw" for visitors, many events are creative, indigenous to the Florida Keys and are
proven vehicles that attract media attention. Allotment of time is based on each event's uniqueness
and ability to serve as a draw for overnight visitors or to bolster the awareness of the destination from
a cultural and heritage perspective. A line-item in the expense budget provides PR expenses for
indigenous and PR-worthy Keys events that lack appropriate support funds.
PR efforts will be emphasized on events that incorporate historical and cultural elements - thereby
continuing to support and showcase the Keys' rich history and cultural environment.
New Geo-Cache Special Event
Geocaching is a hot new hobby that involves placing a "cache" that can be a logbook, small prizes or
even bottled water in a publicly accessible place, and then listing its Global Positioning System (GPS)
coordinates along with a brief description on the geocaching.com Web site.
Geocachers then try to find the cache using a handheld GPS device.
Instead of a static cache, geocachers also can create a "trail" of several caches that lead finders to a
specific destination. A cache also can be a monument, view or location of some significance.
A cache also can be a "bug," which is a traveling cache. Here, an object, often a doll, but really any
moveable object, is left in a location and has a specific destination. The finder of the object then
caches it elsewhere, hopefully farther along the line toward its final destination.
Currently, there are 24 caches listed within 90 miles of Key West. These have names like Mangrove
Cache, Remember the Maine, Trails of Margaritaville, Big Pine Cache, etc.
The trend is obviously catching on worldwide, with more than 30,000 caches currently listed on the
Web site.
Geocaching.com places a number of strictures on caching, Indeed, it is pretty tightly defined as an
activity, and it is common for proposed caches to be "archived," which means they are not listed
because they do not conform to the rules. The rules are aimed at making geocaching an
environmentally friendly, safe activity that gets people out and about and using their GPS devices.
The idea is to work with the chambers of commerce and umbrella groups to get travel-related items to
place in caches. These could be certificates for dinner for two at a local restaurant, a hotel or resort
deal, dive or snorkel coupon, etc. A section of the Web site would house the cache coordinates, and it
would be the responsibility of the local chamber or other designee to maintain the cache. Caches
could even be placed under water for divers to find,
The geocaching event could run over a weekend initially, and scheduled in September, This would
make it easier to manage the caches and generate travel in a narrow window,
Another concept would be to create a longer geocaching event based on creating a trail down the
Keys. This could be based on different aspects of Keys tourism - a cultural trail would visit art
galleries, a dive trail would visit dive shops or entail excursions, a history trail would visit points of
historical interest, an ecology trail would visit dolphin spots, turtle hospital, gardens, etc.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
At each cache point, a searcher would fill out a log book entry and get the coordinates to the next
cache, Upon completion of the entire trail, searchers would receive coupons or a T-shirt or other prize
for completing the course.
Broadcast Support
The agency has allocated funds to provide discretionary support for radio and television points
planning to execute live or taped broadcasts from the Keys. In the past, these have included such
shows as "Good Morning America," CBS's "The Morning Show," PBS, ESPN and other national and
regional programs.
The agency will continue seeking various national cable television shows to focus on Keys cultural
and heritage topics.
Collaboration With Other Industry Professionals
The agency assists and consults with public relations directors and firms that represent private
resorts and attractions in the Florida Keys & Key West. Our liaisons, which have proven beneficial to
the Keys in the past, also include public relations contacts at the Visit USA offices, Visit Florida and
other tourist development councils and tourism boards as well as colleagues at airlines and cruise
lines serving the Keys. Account Supervisor Andy Newman is a member of Visit Florida's marketing
committee, providing the Keys additional input resources for state marketing. Newman also serves on
the board of the Recreational Boating and Fishing Foundation, a federally funded industry
organization that coordinates generic promotion for fishing and boating.
Representation at Journalist Conferences
SNA is one of only 10 agencies nationally with two members in the influential Society of American
Travel Writers. The agency traditionally represents the Keys at one regional conference and at the
national convention. The agency also executes exclusive Keys representation at the annual Florida
Outdoor Writers Association Conference and Outdoor Writers of America Convention.
Cooperative Promotions
To further stretch the PR budget, both agencies will continue to seek appropriate private-sector
partners for promotions such as media familiarization tours. Agencies also seek other compatible
Florida destinations to cooperate with fams and promotional projects organized in key markets.
Media Blitzes
Agency will participate with Visit Florida in joint media blitzes and receptions in markets they plan to
feature in 2003-2004.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
District Programs
The agency's liaisons in the Upper/Middle Keys and Lower Keys/Key West help identify and produce
specific area features and assist in moving journalists on individual story-gathering research
missions.
Umbrella Programs
The agency will provide public relations support, as needed, to fishing, cultural and dive umbrellas.
Separate public relations expense funding is delineated in the umbrellas' respective budgets.
Gay/Lesbian Market Public Relations
As one of the country's top-rated destinations for gay and lesbian travelers, Key West is a place to be
relaxed, with its all-are-welcome, Iive-and-let-live philosophy. It is important to maintain the
momentum established in the press both domestically and internationally. Accomplishing this will
encompass press trips targeting gay print and television, highlighting events unique to the destination,
and joint efforts with the TOG sales staff as well as the sales offices in the U,K, and Europe.
There also needs to be a strong communication between the segments of the community, which
embrace and promote to the gay and lesbian visitors and the TOG public relations and sales
departments. Blending these efforts will ensure continued growth in this market segment.
The TOG PR expense budget provides funds to cover freelance fees for the TOG gay markets' sales
manager to provide special support for gay-related media projects executed in cooperation with
agencies,
Additional gay PR activity, especially in the United Kingdom and Europe, is detailed later in this
document.
Multicultural PR Activity
Agency will develop a series of news releases focusing on travel for multi-cultural market segments
and, via electronic means, distribute these materials to targeted publications. Agency will also
arrange a video shoot to provide appropriate television support for these stories. Agency will also
stage a multicultural domestic group media trip.
PR Activity for Keys Tourism Industry
The agency will continue to produce an as-needed PR Alert, to inform hoteliers and other industry
members of public relations opportunities. The PR Alert is electronically distributed.
Agency frequently conducts presentations at Keys industry organizations to demonstrate how
individual Keys businesses can tie in with TOG PR programs as well as incorporate public relations
into their own business marketing plans
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Crisis Management
Perhaps there is no better test of a crisis communications plan than when a destination is directly hit
or threatened by a hurricane.
In all situations, a relationship fostered with Monroe County Emergency Management provide
dividends for the TDC, the industry and the visitor, and helped efforts to achieve a speedy economic
recovery .
An existing, updated Hurricane Emergency Plan, which integrates the Keys tourism industry and
community leaders, serves as a guideline in the event of a storm or other occurrence. Annually, the
agency updates the plan and organizes a media blitz with and for the Monroe County Emergency
Management Office.
For 2003-04, the agency again plans to attend the annual Governor's Conference on Hurricanes. The
annual conference has a series of workshops and networking opportunities providing opportunities to
gain additional communication skills and resources with local, state and federal officials. In addition,
account supervisor Andy Newman has conducted a hurricane preparedness workshop for tourism
interest at four past Governor conferences,
The agency has established a fax-blast network, voice-call alert system and e-mail transmission list to
provide Keys properties and tourism interests important information in the event of any emergency.
To better aid the visitor and the Keys tourism industry, the agency seeks additional means to
streamline communications to provide accurate information to properties and media.
The agency maintains excellent relationships with Monroe County law enforcement organizations to
provide constant information interchange and coordinated responses to situations that might impact
tourism flow.
International Public Relations Programs
United Kingdom and Europe
The Year Ahead - 2003/2004
UK
Last year the UK overtook Japan to become the United States' largest single overseas source
market. Further increases of around six per cent per annum are anticipated over the next three years,
It is important therefore that the Florida Keys and Key West continue to capitalize on this important
market, and strengthens its high profile media campaign still further.
We propose continuing to promote the Florida Keys as a secure destination within the USA and the
strong focus on annual events and festivals encouraging visitors to visit at a specific time and for a
specific reason will continue, Working with tour operators, hotels, and airlines in the UK, we will
continue to release news information that has a definite call to action at the end of the release, so
encouraging immediate action by potential travelers,
Diving, fishing, and kayaking (in relation to eco-tourism) are going to be the main activity based
features of the PR program, with culture (inc events) and romance being the main themes that are to
be concentrated upon throughout the program.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
. Florida continues to be within the top ten destinations for overseas travel out of the UK.
. Tour operator support of Florida is good.
. There is strong consumer knowledge of the USA.
. Travel is seen more as a necessity rather than a luxury; consumers are increasingly taking short
and frequent holidays overseas.
Germany
Potentially, Germany could be a larger source market to the Florida Keys and Key West. German
interest in traveling to the States increased during the beginning of 2003 again due to the strong
Euro. Germans will travel in greater numbers in 2003/2004 than in the previous 12 months. Again,
our target market segments will be high yield, niche audiences. We recommend an additional push
with the campaign in Germany. Particular emphasis throughout the year will also be given to
promoting cultural and heritage aspects of the destination, as well as further targeting the popular
eco-tourism, events and gay travel.
Scandinavia
Scandinavia has performed well for the Florida Keys and Key West, and has started to register
increasingly on the travel media's radar, More effort will be made in this market in 2003/2004 to
further capitalize on the growing interest.
France
There is currently a strong program in place in France, particularly aimed at niche romance,
honeymoon, culture and couples market segments, which we believe would be damaging to withdraw
from the French market at this time.
Currently French tour operators specializing in USA & Florida are introducing competitive offers for
summer holidays to Florida. This trend is illustrated through the French media, where Miami and the
Keys are receiving good coverage. Moreover, journalists are still keen on traveling to the Keys,
particularly as interest has been very high in participating in a possible press trip (postponed to
September/October 2003). If the TDC believe that new options should be explored (rather than
France), our initial preference would be to work in the Benelux countries of the Netherlands, Belgium
and Luxembourg,
Positioning of the Florida Keys & Key West:
To illustrate the themes that are available for a holiday to the Florida Keys, both in geographic areas
and also themes such as eco-tourism, which transcends the islands.
· Romance, Wedding and honeymoon - various attractions including scenery, range of ceremony
locations inc. underwater, by the sea and with dolphins
. Health and well-being - the growth of spa, personal wellness, etc.
. Fly/drive destination - spanning the length of the Keys
. Eco-Tourism - from reef to dolphins, deer and turtles
. Gay friendly destination - more than just Key West
. Event-based destination with special activities on an almost year-round basis
Travel Trade Media
McCluskey International will continue to build upon the destination's profile within the travel trade
media, through the issuance of regular news stories, new product, airline and tour operator updates,
This activity includes meeting regularly with the news and features editorial staff of the major
publications, as well as the freelance writers who specialize in the USA.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Website
The website is now a constant source of information for our media partners and regularly featured in
articles that direct the consumer to it.
As part of its development, McCluskey International continues to highly recommend the introduction
of additional language pages for continental European markets, including media pages that can be
resourced by our affiliate agencies,
Crisis Management
McCluskey International staff is experienced in crisis management and ready to activate emergency
procedure plans on behalf of the Florida Keys & Key West, under the direction of SNA.
Our procedures include providing briefing information for the media, TDC representatives and Visit
FLA; in addition to organizing interviews for Florida Keys & Key West spokespeople in order to
communicate positive messages.
The PR Program
Daily methods to achieve goals will include:
. Translation and distribution of monthly press releases focusing on events and news within the
Keys.
. Distribution of What's New releases, adapted for European marketplace when appropriate.
. Regular meetings with industry including Visit FLA, Visit USA, Cellet, Albert Jennings.
. Organize media functions at relevant trade shows (including WTM, BIT, ITB and TUR).
. Undertake PR opportunities in other European markets, including Scandinavia and the
Netherlands.
. Regular meetings with industry including Visit FLA, Get it across, throughout Europe.
. Placement of photo stories on special events,
. On-going operation of a full press office for trade, consumer and broadcast media enquiries.
. Organize media functions at relevant trade shows, WTM, ITB etc,
. Develop consumer promotions with partners where there is a natural synergy, etc.
. Placement of photo stories on special events I stories such as Spiegel Grove, Hemingway Look-
alike Competition, and Underwater Music Festival
. On-going operation of a full press office for trade, consumer and broadcast media enquiries
Overview of Consumer Media
UK
Newspapers
Since the beginning of 2003, several key national newspapers - such as The Observer and The Daily
Mirror - have expanded their travel sections by several pages. Travel is increasingly being used to
sell newspapers; the features are becoming more specific on holiday types rather than simply general
destination features. The majority of articles have a specific theme from '50 things to do with a long
weekend' to 'the top ten spas around the world',
Consumer Magazines
There have been a couple of new additions to the consumer travel magazines, the most notable of
which are The Sunday Times Travel Magazine which is building upon the success of the Sunday
Times newspaper travel section and Three-sixty Magazine which is a new glossy magazine which
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
features travel options from around the world. The women's glossy magazines are continuing their
coverage of destinations with a luxurious stance whilst the men's magazines cover specific hotels for
small columns; there is also a notable increase in the men's magazines such as Men's Health
featuring healthy living and activity breaks,
Broadcast Media
McCluskey International is continuing to develop broadcast opportunities for UK, Ireland and
Scandinavia, The 2003/2004 season will focus on securing a film crew from Ireland such as the
established No Frontiers holiday program.
Wish You Were Here will also be targeted for the new eco-tourism theme or to feature the destination
as a romantic getaway for couples,
The Internet
In the UK, the Internet is continuing to be used for research and booking of flights. There is only a
small consumer base that uses it for booking holidays in advance, while high profile sites such as
lastminute,com and e-bookers are only used for cheaper / bargain packages. MI will continue to
promote the fla-keys.com site as an invaluable research and information source,
Germany
Despite the difficult economic situation, the German market sees the introduction of new magazines
(especially lifestyle/glamour) such as Amico, Woman and others into the marketplace. The total
number of media in Germany remains approximately the same with a total of 6,500 outlets.
Newspapers
The newspaper market weakened where there were some mergers among regional daily
newspapers. Travel sections are currently seeing a nationwide reduction in size.
Trade magazines
Two trade magazines - ReisebOro Bulletin and Touristik Management - will cease publication in June
2003, Instead, a new travel trade magazine "Travel One" will be published from June onwards.
Consumer Magazines
The diversity of consumer magazines continues to increase, especially in the lifestyle sector, and
some magazines have reduced their prices during the few last months, too. They quite otten change
their format and frequency (from monthly to bi-weekly and vice versa).
Broadcast Media
No changes for broadcast media. The travel programs are still strong and the coverage of
international destinations is still positive.
The Internet
The number of Internet users is still lower when compared to the US. However, there have not been
any sites ceasing to trade, which is a positive sign that the German public is gradually using the
Internet more,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Implementation
Visiting Journalist Program
Group tours:
The Visiting Journalist Program (VJP) will continue to play an integral and essential role in the
development of The Florida Keys & Key West's profile. This will be maintained through an on-going
program of group press trips in each of the four European markets. Experience has shown that
offering an overall experience, combined with allowing free time for the media as part of the itinerary,
produces excellent and exciting copy.
Pan-European Press Groups:
In addition to the three group press trips, we would recommend organizing one pan-European gay
press trip around Fantasy Fest that should be undertaken as a two-centre visit to encourage gay
travelers to visit further north of Key West.
All group press trips, and broadcast crews, are escorted by McCluskey International or the local-
country office, and organized in conjunction with SNA.
Individual Visiting Journalist Program:
The individual Visiting Journalist Program will continue to target national newspapers and quality
lifestyle publications that will or cannot join escorted groups. Visits of this nature will focus on a range
of subjects, incorporating niche products as outlined above, as well as introducing additional themes
such as wedding, honeymoon and eco-tourism.
McCluskey International will continue to target the travel and lifestyle media, selling in new and
previously unexplored story lines and feature ideas to both commissioning editors and freelance
writers wishing to secure commissions. Qualifying and evaluating individual writers will be an
automatic part of the process.
It is increasingly difficult to secure FOC airfare from tour operator or airline partners, so venturing to
actively research two centre journalist visits, or to obtain good media rates will be a priority.
Latin America
The agency will participate in the 2004 La Cumbre de Turismo travel trade show. La Cumbre
traditionally attracts nearly 100 journalists from throughout Latin America and the United States. The
agency will continue on-site PR support at Travel Industry of America's Pow Wow. Pow Wow attracts
a significant number of Latin American journalists and is a very important event that brings together
more than 300 foreign travel journalists.
Japan
Agency will continue to utilize Travel South public relations professional as a media conduit for the
intermittent distribution of Keys information as well as a clearinghouse for media visits.
MEASURABILITY
The agency contracts with a national clipping service to monitor public relations efforts, Rather than
producing volumes of clip books, the agency now showcases original clips at TOC meetings to inform
the council of results. The agency will provide the TOC with analysis of various media projects to
provide value of coverage received. Although comparative costs can be achieved, based on media
rate cards for time and space, it is difficult to assess the value of increased credibility and readability
editorial materials generally garner,
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Proposed Public Relations Expense Budget for FY' 2003-'04
Media materials (Media kits, releases, photo reproduction, CDs, etc,)......,...,.....$10,000
Postage and Fed Ex." ...... ,.. .... ,.."."..."..,." .... ,." ,..,...,.. ....." .."., ...",..... ,..... ,. ..... ,. ...$8,000
Electronic Press Release Distribution".........,..,........,............................................ $2,500
Society of American Travel Writers National Convention Program .....................$25,000
Media Web Site Development..."..,..........,.......,..,........................"....................... $2,000
Print clipping and broadcast monitoring services (evaluation process) ...............$10,000
Special events support (those with inadequate funding) .....................................$65,000
Broadcast support ,..... ,..., ,.. "....." ..,.. ,.... ,., ,.... ,.. ...,....... ,., ......., ...... ,.. ,..", ,...,. '" ,., ,.$50,000
Travel journalist, hurricane conferences..........,.....,.....,......................"".."...,..,.. $10,000
Domestic and foreign media research trips (includes
allocation for air transportation, food, etc.) ..........................................................$75,000
PR Alert and in-county PR seminars .....................................................................$2,000
Editorial Video Shoot.."..,......,......"..........,..........,..........,.............,................,..... $17,000
Domestic media development missions.............................................................. $10,000
Spot News Coverage..,...,...".......",......,..,.....,.,...".,....,......,..,...,."..,."..........,.... ,$49,000
UK/European sub-agency contract, (McCluskey & Associates) ........................$122,500
UK/European PR expenses".........,...",........,."."".,......,.............",.,..........,..,... $115,000
District PR Stringer Program (funded from DAC Third Penny) ............................$60,000
Total Proposed PR Expense Budget for FY 2003-'04...................................$633,000
K-16
Monroe County Tourist Develooment Council 2003-2004 Marketln Plan
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
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K-28
Monroe County Tourist Development Council 2003 - 2004 Marketing Plan
L. FLORIDA KEYS and KEY WEST FILM COMMISSION
Purpose
The purpose of the Keys Film Commission is to bring awareness of our location to the film,
television, video and print industry. Additionally the Film Commission provides assistance and
support to productions shooting in the Keys, The film commission may also provide necessary
information, props or signage to assist a production company in creating a story that
references Monroe County.
Objectives
1. Through marketing, bring a greater awareness of Florida Keys locations to the production
industry,
2. To provide assistance when production companies are on location in the Keys.
3. Provide historical information, story ideas, events, flora and fauna, attractions and
lifestyles to script writers.
4. Provide local production job opportunities.
Goals
1. Increase location photos on the www.filmkeys.com. website.
2. Increase activities and opportunities to partner with the State Film Office.
3, Develop a short film for the website.
4, Develop a direct mail campaign.
5. Increase awareness of the Film Office and its services within the Florida Keys.
L-1
Monroe County Tourist Development Council 2003 - 2004 Marketing Plan
Implementation
Film Florida
Film Florida is an organization consisting of State film commissioners, labor unions, individuals
and businesses catering to the film, television and print industry. Our Film Liaison, Rita Brown,
served as an alternate on the Film Commissioners Council and served on committees and
partnered with the State Film Office in order to promote shooting in the Florida Keys. In 2003 -
2004 Brown will serve on the Film Commissioners Council and sit as a voting member on the
Film Florida Board,
Website
www.filmkeys.comis up and running successfully. A locations library of over 180 locations are
posted on the site. The location photos may be accessed through the locations icon which
prompts a form to come up, Once the form is filled out, website access is available. This has
proven to be a very useful tool for production companies. Photos taken with the digital camera
will be added to this site to increase awareness of Florida Keys locations. The Film
Commission video was added to the site so clients may access the entire video on line. We
continue to add and improve the website. In 2003 the Production guide for the Florida Keys in
its entirety is being added to the website with a downloadable version available to the client.
Also during 2003 a student intern was hired to increase photos on our digital library.
Additionally the Governor's Office of Film and Entertainment has its location library up and
running on www.filminflorida.com to which we have contributed all of our current location
photos.
Location Photo Library
The regular paste up photos along with the digital library will always be growing. Industry
guidelines require certain standards be used for location files that we follow and continue to
produce for our library. A data base driven application created by floridakeys.com &
keywest.com has added extra potential to the library site.
New Marketing Tools
The Film Commission will be working with local industry professionals to create a short film of
approximately 90 seconds to showcase our locations in a quick and amusing format. This is to
be made available on our website and to clients who have already visited out site.
L-2
Monroe County Tourist Development Council 2003 - 2004 Marketing Plan
A direct mail campaign is to be developed. We will hire a local photographer to take high
quality photographs of various Florida Keys locations. Some photos will remind the client of
our summertime beauty in the middle of winter, other pictures will depict locations many are
unaware exist in the Keys. These will be printed onto postcards. Mailing lists will be purchased
from the industry.
Last year we were able to partner with the State Film Office and have Tinsley produce a full
page ad for the Hollywood Reporter when the movie "Red Dragon" first opened therefore
capitalizing on the film and earning some appreciation from the studio. We will continue to
produce ads with Tinsley to further our profile within the film and television community.
By holding a series of meetings throughout the Keys the Film office would like to bring more
awareness of the Film Office and its services to the residents of the Florida Keys. For those
film industry professionals in the Keys as well as individuals and businesses that may want to
be involved in exchanging other creative ideas.
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 2003 - 2004.
1. Location Expo is scheduled for Los Angeles in February, attendees include location
managers, location scouts, writers, producers, and directors.
2. Cineposium - This is a conference hosted by the Association of Film Commissioners
International. It is geared toward learning and keeping up with industry needs. Attended by
film commissioners from all over the world, it provides information and lecturers to keep all
of us current. In 2004, Cineposium in scheduled to be held in San Diego.
3. Film Florida Conference is scheduled each May. This is an annual meeting and seminars
where industry professionals are invited speakers. This is usually a three-day conference,
4. New York Mission - We plan another New York Mission this year scheduled for the
autumn. Attendees include producers, directors and executives from the film and
television industry.
5. Film Festivals and Sales Missions - Regional film offices are considering opportunities to
partner with the State Film Office and production and distribution companies to bring
awareness of Florida as a film destination, Targeted attendees are producers, directors
and executives in the film and advertising industries.
L-3
Monroe County Tourist Development Council 2003 - 2004 Marketing Plan
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 the company is interested in. 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 Airport.
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
effect 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 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 Commissioner office also provides information and assistance to the hotel/motels,
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 both the production company,
local crew and businesses.
Public relations Opportunities
The Film Liaison will continue to work with Stuart Newman Associates and industry
publications and publicists for production companies to identify PR opportunities in print and
broadcast media for the Florida Keys & Key West.
L-4
Monroe County Tourist Development Council 2003 - 2004 Marketing Plan
Measurability
A 'Heads in Beds' report will continue to be submitted as part of the TDC meetings report. This
accounts for productions who have utilized the film commission and/or shoot on public
property and stay in the Florida Keys.
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.
L-5
Monroe County Tourist Development Council 2003 - 2004 Marketing Plan
Budget FY 2003
Film Industry Trade Shows
Film Florida quarterly meetings
New York Mission
Cineposium
Locations Expo
Film Florida Conference
Registration and Show Expenses
Travel Expenses
Air Fare, Hotels, Meals, In-county mileage
Dues and Fees
Association of Film Commissioners International
Film Florida
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 incoming calls
Support materials
film and processing, office supplies, promotional materials
vehicle rentals - boat/helicopter and auto rental for
location scouts and escorting location shoots
Trade publication subscriptions
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mailing expenses, WEB site maintenance, database and
mailing support, postcards
Support equipment
computer programs, etc.
E & P for Production Executives
Student intern/location photographer
Advertising
Resources
Total
L-6
$6,000
$7,900
$700
$1,500
$6,500
$7,500
$400
$13,000
$4,600
$3,000
$6,000
$8,500
$1,200
$66,800
Monroe County Tourist Development Council 2003-2004 Marketing Plan
M. MARKET RESEARCH
Purpose
The most successful marketing strategies are those developed through a systematic process
f"ueled by research. Market Research is the use of scientific methods to identify and define
marketing opportunities and challenges; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve our understanding of marketing as a process. The Market
Research department designs and conducts research, which is then interpreted and presented
within the context of wider industry trends and market analyses. Ongoing projects are designed to
monitor and report on shifts in demographics, psychographies, and consumer behavior among
both potential visitors and actual visitors to the Florida Keys & Key West. The purpose of the
TDC's Market Research department is to maximize the quality, value, effectiveness and
application of research in the development of marketing strategies and in measuring the extent to
which marketing goals have been met.
Objectives
The objectives of the Market Research program are:
1. To identify accurate, timely, relevant, and cost-efficient sources of information regarding
travel and tourism trends and consumer behavior in order to advance the development of
viable marketing strategies.
2. To continuously gather and track information in order to inform the development and
execution of the marketing plan and any ad-hoc shifts in marketing strategy (e.g.
September 11th, War in Iraq, etc.).
3. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key
West, as well as potential visitors.
4. To deploy this information in evaluating and measuring the attainment of overall marketing
goals.
5. To coordinate with other departments, the agencies, and the public and private sectors in
the use of applied, actionable research to inform the decisionmaking process and measure
effectiveness.
6. To further the understanding and utilization of emerging technologies in the field of market
research.
M-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Goals
The goals of the Market Research program are:
1. To establish a method of obtaining better feedback on usability, conversion, and appeal of
our web site.
2. To initiate a Gay/Lesbian Visitor Profile Survey.
3. To develop a domestic focus group research project in major feeder markets.
4. To expand the scope and methods of data collection in tracking the effectiveness of
advertising, sales, public relations, film, and visitor information services.
5. To design and implement a study of cruise ship visitors.
6. To develop new market segmentation studies of visitors to the Florida Keys.
Research Methods
Every research study begins with the identification and formulation of a research question. 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 quantitative
or qualitative in nature. Elements of both designs may also be used together in mixed-methods
studies to provide more information than could be obtained from using either one alone.
Quantitative Analysis:
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
able to draw inferences about the behavior of an entire population.
Survey instruments can include a record sheet for observations, a self-completion questionnaire,
or a questionnaire administered by an interviewer. The medium by which the survey is
implemented can include mail, telephone, face-to-face interviews, e-mail and the web.
Following the collection of data through the survey instrument, the data are coded and entered
into a data file for tabulation and analysis. Resulting summary tables and graphs are the basis for
the final report, which outlines the methodology, details the answer to the research question(s),
and prescribes conclusions and recommendations.
M-2
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Qualitative Analysis:
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 offer a far more in-depth
understanding of the target's perspectives or opinions than is otherwise obtainable through
surveys. With qualitative research, the intent is to provide an understanding of perceptions,
feelings, attitudes and motivations.
Implementation
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West.
Telephone inquiries will continue to be tracked through the VIS software, with monthly reports
summarizing the origin of the inquirer (state, country, top cities and states), the advertising source
(magazines, newspapers, TV, Internet, etc.), as well as interests, month of arrival, mode of
transportation, length of stay, and number in party. Reports will continue to be produced for each
District and the County overall. The software and report functions will be maintained and upgraded
as needed. Call count reports will enable tracking of monthly and annual variations in VIS call
volume to aid operational management. We will continue to report on the wealth of data gleaned
from the Key West Business Guild's Gay and Lesbian VIS database. We will also develop a
domestic focus group project similar in method to those conducted by Visit Florida, but geared
specifically to our regions of interest. With regard to visitors to our web site, we will establish a
method of obtaining better feedback on usability, conversion, and appeal of our web site.
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 demographic, expenditure, activity, importance/satisfaction, and trip planning data from
visitors to the Keys. 'Special topic' questions will be added on an as-needed basis. The data
collection will continue to be conducted by an outside research firm, with the data analysis and
reporting performed in-house. Current visitor profile efforts will also be expanded to include a
semi-annual district-specific visitor profile report and the development of a Gay/Lesbian visitor
survey. As an extension of an initiative begun this year, we will be implementing a one-year cruise
ship visitor survey in order to gain a more up to date, comprehensive data set beyond what is
currently available. We will also develop new market segmentation studies of Florida Keys visitors.
Program effectiveness research initiatives planned for the upcoming year include the annual
survey of Keys properties to gather detailed information regarding the composition of their
business for use in evaluating the efficacy of the sales efforts and evaluation of the impact of
selected TDC-funded events. In addition, regular monitoring of VIS program performance in the
form of 'Mystery Shopper' calls will be conducted on the Chambers of Commerce and the Key
West Business Guild to evaluate the quality of services being provided to our 800-number callers.
M-3
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Other economic and travel trend data will continue to be collected and compiled. The monthly
occupancy and average daily rate report for Monroe County, Key West, and Monroe County
excluding Key West, will continue. The initiative begun this year to recruit and establish the first-
ever occupancy and average daily rate report specifically for gay and lesbian-exclusive properties
will continue to be reported upon on a monthly basis. We will maintain our efforts to increase
sample size so that further segmentation of the data can be implemented.
Our research partnership with VISIT FLORIDA will continue, as this cooperative relationship has
been essential to keeping our research on the cutting edge. This partnership greatly aided our
efforts to respond to the crisis in Iraq enabling us to obtain timely data pertaining to consumer
travel intentions and regional industry performance. We will continue to strengthen the presence
of the market research department by attending and presenting at local industry events such as
Hospitality Sales and Marketing Association International (HSMAI) and the Florida Keys Lodging
Association functions. With feedback from local stakeholder groups, we will make every effort to
design creative, user-friendly data collection methodologies with the aim of increasing sample size
and industry participation.
Various other resources such as travel industry and market research journals, newsletters, and
web sites will be regularly monitored to assist with anticipating tourism trends. Forecast data will
be reviewed for economic and travel behavior information that can be applied to the data we
collect at the local level. The department will compile its regular 'Economic Indicators Report',
which provides a summary of economic and travel industry trends at the national, state, and local
levels.
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, if
any, 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 departments and the agencies.
M-4
Monroe County Tourist Development Council 2003-2004 Marketing Plan
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY
OCCUPANCY & AVERAGE DAILY RATE REPORT
PROJECT RESOURCES
Web Site Studies
Cruise Ship Study
Gay/Lesbian Visitor Profile Study
Focus Group Research
Sales Effectiveness Research
Mystery Shopper Surveys
Other Project Resources
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
Computer Equipment/ Software Upgrades
Conference, Workshop, Seminar Attendance
Data Entry Assistance
TOTAL
3%
42%
4%
M-5
48%
$64,100
$5,700
$56,500
$4,200
$4,500
$135,000
E1VISITOR PROFILE
SURVEY
.OCcUPANCY/ADR
REPORT
DOTHER PROJECT
RESOURCES
D SECONDARY
RESEARCH
. MISCELLANEOUS
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Section Four: Evaluation
The final area of a marketing plan consists of assessing the effectiveness of the programs.
The TDC must continuously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Goals should be established to serve as benchmarks for
assessing the plan's effectiveness.
Based on a regular evaluation of these benchmarks, adjustments are inevitable in order to
redirect marketing efforts towards the highest level of performance.
Though TDC's have different ways of tracking their 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 regularly conducts visitor inquiry
analysis and monitors advertising media effectiveness. Research strategies also utilize
lodging data and visitor profile data.
The increasingly competitive nature of the marketplace necessitates a private sector model
of continuous improvement and innovation largely spurred by improved technology.
Utilizing the technology of the day ensures the quality of advertising, sales, public relations
and overall marketing performance for tomorrow.
In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations) 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.
In summary, 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:
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
. Pre-post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why some did.
. More comprehensive studies of how travel information is delivered and used and
the role of technology in the travel planning process. Focus group studies have
continued to show that many travel decisions have very little to do with the
excellence of the destination, but rather with the traveler's emotional need to
travel and their image or perception of the destination.
. 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 this year's plan should not only grade our
current efforts but should help show us how to make them more effective in
subsequent years.
Some of the criteria or techniques that will be used or planned by the TDC this year to
assess program effectiveness include:
. VIS reports
. VIS mystery shopper reports
. Occupancy and average daily rate reports
. Competitive data from other destinations
. Focus group studies
. Conversion studies
. Economic & tourism indicators
. Visitor Profile Survey reports
. AT&T reports
. bed tax revenues
. sales tax revenues
. US 1 travel counts
. airport arrivals and cruiseship passenger counts
. ground transportation(Greyhound, shuttles) reports
. reader response cards
. Internet request reports
. Internet advertising click-through counts
. Web site visits
. Web site brochure and video downloads
. electronic lead tracking
. state and national campground reports
. travel agent reports
. receptive operator reports
. meeting business booked by TDC staff leads
. number of meetings booked
. follow-up sales leads reports
. credit card demographics
. European agencies' reports
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Since employee performance is key to the achievement of the objectives and goals of the
TOG, staff evaluation is an important part of the assessment system. We have developed
a performance assessment to achieve this purpose which requires the following:
1. Inform the employee about the skills needed and responsibilities required for the
position.
2. Identify the standard of work.
3. Point out the areas of improvement
4. Give formal performance evaluation with objective criteria to measure
We will continue to evaluate the Visitor Information Services program with the chambers of
commerce and the Key West Business Guild. We need to make sure that the VIS
operators remain well-informed, enthusiastic ambassadors and hospitable hosts. We will
monitor accuracy and timelines for fulfillment and the number of calls and mail pieces sent.
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