Item D01
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: AUGUST 19,2009
Division:
TDC
Bulk Item: Yes ~ No
Department:
Staff Contact PersonlPhone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval of the FY 2009 Monroe County Tourist Development Council Marketing Plan
ITEM BACKGROUND:
TDC approved the Marketing Plan with a unanimous vote at their meeting of June 9, 2009
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST: $
BUDGETED: Yes ~ No
COST TO COUNTY: $
SOURCE OF FUNDS:
TDC
REVENUE PRODUCING: Yes X No
AMOUNTPERMONTH_ Year
APPROVED BY: County Atty N/ A
OMBIPurchasing N/ A
Risk Management N/ A
DOCUMENTATION:
Included X
Not Required_
DISPOSITION:
AGENDA ITEM #
Revised 11/06
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Monroe County Tourist Development Council 2009-2010 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.................................................................................... 0-1
IV. Promotional Analysis................................................................................ E-1
Section Three: Program Planning
I. Program Development
I. Goals............................................................................................. F-1
II. Priorities....................................................................................... G-1
III. Resources.................................................................................... H-1
II. Marketing Strategies and Implementation
I. Advertising..................................................................................... 1-1
II. Sales............................................................................................. 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 2009-2010 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 2009-2010 Marketing Plan
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive and intergraded 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 2009-2010 Marketing Plan sets the
guidelines on how the revenues of the four penny (4%) bed tax (Florida Statutes 125.0104) on
visitors will be allocated for the marketing of the Florida Keys and Key West.
Two penny generic 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 two penny district 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 two penny district 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 district pennies.
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 2009-2010 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 72,000. 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. (84%)
. The Florida Keys are accessible by air. (10%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, NWA and United connections), Delta, US Airways, and Cape Air
(Continental Airlines). Special charter service is available at Key West
International Airport.
2. Florida Keys/Marathon Airport also services the Florida Keys. This full service
facility can handle private, commercial and chartered flights. It is also served
commercially by Cape Air (Continental Airlines).
3. Miami International Airport is the second largest international airport in the
United States. The Fort Lauderdale/Hollywood International Airport serves
millions of travelers from all over the world. Domestic and international
travelers to the Keys can fly into these airports and travel by car, shuttle or
bus into the Florida Keys.
. Total commercial flight capacity at Key West International Airport is approximately
150 daily. Key West Airport annual passenger capacity is 600,000
arrivals/departures. Florida Keys Marathon Airport has passenger capacity of
250,000.
. There are ferry services from the west coast (Fort Myers/Naples) of Florida to
downtown Key West. There are a number of marinas in the Keys that allow visitors
to arrive on their own boats.
. The City of Key West receives approximately 740,000 cruiseship visitors a year.
. Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key
West); shuttle services; major car rental agencies; and limousine services. Local
transportation by taxi and shuttles; and Key West offers public buses, unique trolleys
and a sightseeing train.
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Monroe County Tourist Development Council 2009-2010 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, camping sites and house boats. The TDC lists nearly 15,000 rental units
throughout the Keys.
. The Florida Keys camping and recreational facilities are available throughout the
Keys.
. There are approximately twenty seven hundred licensed camping sites in Monroe
County.
Florida Park Service:
Bahia Honda State Park
Curry Hammock State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Shell Key State Preserve (no public access)
Windley Key State Geological Site
National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
Crocodile Lake National Wildlife Refuge (no public access)
Great White Heron National Wildlife Refuge
Key West National Wildlife Refuge
National Key Deer Refuge
Aquatic Preserves:
Biscayne Bay-Card Sound Aquatic Preserve
Coupon Bight Aquatic Preserve
Dry Tortugas Aquatic Preserve
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuary:
Florida Keys National Marine Sanctuary
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Monroe County Tourist Development Council 2009-2010 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 North America. Exploring the
living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in
1744, the John Pennekamp State Park and the National Marine Sanctuary together
with the many artificial reefs along the Keys provides the ideal snorkeling or diving
experience. The Vandenberg is the newest artificial reef to be a part of the
Shipwreck Trail.
. The cultural heritage of the Florida Keys offer visitors an array of live theater, arts &
craft festivals and is home of many noted authors, musicians and 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, diving and golf courses.
History plays an important role in the Keys experience. Historical homes,
lighthouses, museums and monuments weave an intriguing historical adventure of
pirates, wreckers, writers, poets and artists throughout the Florida Keys.
Sightseeing ranks the highest of visitor activities.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
II. Position Analysis
In analyzing the Florida Keys' product for leisure tourism and business travel, it is
important to identify the current positive aspects of the destination as well as
considering those areas which may, by improvement, enhance the 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
. various disciplines of the arts
. 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
. a major wedding & honeymoon destination
. close relationship of two large metro airports of Miami & Fort Lauderdale
. two commercial airports in the Keys - Marathon and Key West
2. Weaknesses and liabilities
. lack of direct flights from principal out-of-state markets
. negative perception of seasonal storms
. lack of traditional sandy beaches
. traffic congestion
. lack of convention and meeting facilities
. perception of over crowding in Key West from cruiseships
. changes to availability of transient accommodations
. reoccurring water quality issues
. lack of stable service personnel resources
. employment turnover rate
. lack of affordable housing for our workforce
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
II. Position Analysis, continued...
This year we will address the changing economy and the related spending and choice
patterns of the traveling consumer. We will adjust media placement and the creative
message to motivate potential visitors to travel to the Florida Keys. The TOC staff and
agencies will present to the TOC Board the current economic and travel research data and
developed creative message for the Board to review.
Positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2)
consumer preferences and (3) consumer choices. Based on positioning 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 will continue to bring this kind of travel
experience to the forefront of our campaign.
Ecotourism will also be at the forefront of our marketing program. Fishing, snorkeling,
diving, boating and other water related activities lead this market. Nature-based tourism is
ideal for the Keys in that we have wonderful environmental resources. We must promote
to responsible visitors who will understand to enjoy and protect our surroundings. The
environmental traveler looks for protected surroundings to enjoy and preserve.
We will develop more diversity in multicultural marketing communications. Culturally
relevant communications build relationships, and relationships build brand awareness.
Research over the past few decades has consistently shown the multicultural consumers
respond best to messages and images that reflect an insight into their culture and the
unique ways they perceive the product or service. We must focus on developing diverse
marketing promotions and programs where each group is recognized as an integral part of
the overall marketing effort.
Geo-tourism is about attracting visitors who understand about preserving a destination's
environment, by helping to sustain or even enhance the geographical character of the
place visited, including the well-being or quality of life of its residents. More travelers are
wanting to not only visit or sightsee, but to learn more about the history and culture of the
area and it's people. Travelers are learning to be ready to act to preserve and protect the
natural aspects of the destination. We will need to better understand the psychographics
of these potential visitors, to see what interests and motivates these individuals to select
destinations associated with environmental sustainability. These visitors will also be
included as Green Travelers.
With the globalization of travel, the Florida Keys are a great destination for international
tourism. International visitors have a tendency to stay longer while visiting. Based upon
the country's preference of vacation periods, we are able to strategically market
international travel throughout the year.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Our focus will continue on the United Kingdom, Germany and Canada, with the
secondary markets of Italy, France, Scandinavian countries and German speaking
countries. Chinese travelers are still limited at his time, however, a strong economy, a
growing middle class, higher standards of living and rising incomes make China a market
that we need to cultivate and plan for future travel.
The Keys has developed 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. Destination weddings are
like taking a mini-vacation with your closest friends and family.
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, soft adventure,
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.
Electronic MarketinQ/lnternetlWebsite
Our website is our most important marketing tool in the promotion and service to the
potential visitor. This being the case, then getting the potential visitor to the website is the
most important call to action. The main sources for users in finding the website is through
mainstream advertising such as print and broadcast ads, and through Internet marketing.
All print and broadcast advertising includes our website address. Internet advertising
includes some banner ads, but most of our marketing will be search driven by search
engines or key search words, and direct em ail/promotions. Search engine submissions
requires research to get to the best positions. Search words require picking the best terms
that relate to our destination's promotional positioning.
We will continue to focus on direct electronic marketing such as e-mail blasts, newsletters
and electronic magazines (e-zines). E-mail marketing will be to the travel trade industry
and to opt-in consumers. E-newsletters and e-zines will be developed by the staff and our
agencies of record to be also mailed to opt-in users.
Electronic links from other promotional sites to our website will be an important marketing
medium. Within our e-newsletters, e-zines, and direct e-mail promotions, we will offer e-
co-ops to the industry that will allow link-throughs to our partner's website.
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographics of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world. International marketing is
no longer an option, but a strategic imperative.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
The marketing of our website is very important to the overall plan. We must think of our
website as a product, and the content as the product lines. Website service after the
potential visitor finds the site becomes the final and most important stage in determining a
visit. 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 by the user.
Our site now provides the user with a program to search the types of accommodations and
sort the listings based on amenities selected, so to be linked directly with the property's
reservation system.
Electronic marketing, focusing on permission based methods has become one of the most
effective marketing tools available to destination marketing. Target permission results
based marketing requires three essential elements: (1) getting permission (opt-in); (2)
maintaining interaction and (3) measuring results.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrow cast 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 must be able to
interact with the potential visitor by receiving email and allowing the user to opt-in for
additional promotional services from the site. Relationship marketing is also about
keeping existing customers happy, along with attracting new customers. Content is a
strong driver for encouraging repeat visits by users, particularly when it is fresh, timely and
gives the user a reason to visit regularly.
This year we will focus more on Social Network Marketing, which builds online
communities of people who share interests or activities with others. Most Social Network
Services are web based and provide a variety of ways for users to interact. Popular
methods would include: Facebook, My Space, Blogs, Linkedln and Twitter. We will also
use this marketing method to interact with travel associations such as Planners
International, travel agents and tour operator professionals.
We are going to further expand our international websites with significantly more content
and search engine recognition. Also, increase our streaming media and live web cams
throughout the site. As internet connections continue to increase, more and more users
are seeking live video to watch.
One of the most important elements of e-marketing is that 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. This helps us to evaluate and
measure our marketing efforts and the strategic objectives.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Customer Relationship Mana~ement
Customer Relationship Management (CRM) refers to strategies to increase customer
satisfaction by using a one-an-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-an-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 blasts and
newsletters; (3) Social Network Marketing and (4) 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 opt-in
e-mail requests to our site, or opt-in requests to other travel related sites wanting
information. This is called permission based marketing.
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 through e-mail blasts or newsletters.
Social Network Marketing is another strong CRM program to reach the online interactive
community.
Our 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, opt-in mail and on-line reservations.
Other CRM direct marketing includes E-promotions 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.
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Monroe County Tourist Development Council 2009-2010 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, Duval, Sarasota)
. New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Massachusetts, Texas, North Carolina, California
. Secondary
. Virginia, Indiana, Alabama, South Carolina, Connecticut,
Wisconsin, Missouri, Tennessee, Maryland, Louisiana
2. International Markets
. Primary
. Canada, Germany, United Kingdom
. Secondary
. Italy, Ireland, France, BeNelux, Switzerland, Austria, Spain, Japan,
Scandinavian countries, and South American countries of
Argentina, Brazil and Venezuela, and China.
3. Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism/Green Travel
D. Geotourism
E. Fishing
F. Diving
G. Gay/Lesbian
H. Mature
I. Weddings/Honeymoon
J. Boating
K. Multi-Ethnic Markets
L. Family Travel
M. Travelers with Disabilities
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
4. Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. TravellTrade Industry
1 . travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airline travel centers
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetingsllncentives/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
wrecks and reef structures including the only living reef in North American attracts visitors
to the Keys. This year the Vandenberg will be the newest artificial reef to the Florida 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, historical tours and natural settings 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 2009-2010 Marketing Plan
Mature or Senior (Retired)
Mature individuals (50+) account for about 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, and during our slowest time periods of August and September.
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, bird watching, 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. Environmental travelers are
also looking for Green Lodging properties to stay in and be part of other Green Travel
activities. Geotourists also fall in this segment.
Wedd i nas/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 while on the trip.
Although we call the segment Weddings/Honeymoons, these markets are two distinct
markets. We are marketing for what is called the Destination Wedding market, and the
Honeymoon market. Destination weddings are planned outside the bride and groom's
home area, and brings a large group of family and friends to our destination. These family
members and friends stay before and after the wedding and after the couple has gone to a
possible different location. Wedding business is good for lodging, caterers, photographers,
planners and ceremonial figures. Of course, the Keys are ideal for romantic honeymoons.
Meetina/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. The demographic profile of
travelers taking business trips differs from most US travelers. Most have a college degree
and a higher annual income. Business travelers maybe for training seminars, management
meetings, or sales seminars.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
50ft-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, kite boarding, 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.
Travelers with Disabilities
People with disabilities are one of the largest minority groups worldwide. We are
developing marketing strategies to reach this important market so that they have
accessibility to our marketing efforts and assist them to travel to the Florida Keys. There
are hundreds of millions of potential visitors with disabilities, and that does not include
friends and relatives who travel with them.
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Monroe County Tourist Development Council 2009-2010 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.
For a list of TDC sponsored events and destination events including other Cultural and
Fishing tournaments, go to our web site and click on Calendar of Events.
2. Capital Projects and Improvements
The Tourist Development Council has revenues other than for advertising for
discretionary use to enhance and support the specific tourism development efforts of a
district. One of the uses is capital projects. The attraction of tourists to the area must be
one of the capital project's main purpose. The capital project must be a publicly owned
and operated facility or owned and operated by a not-for-profit organization and open to
the public.
Capital improvements can include beach improvements, beach maintenance,
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, auditoriums, recreational areas, nature centers, beaches,
monuments and other historic and cultural attractions for our visitors.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Another important aspect to funding public facilities and areas is that these projects and
improvements are not only beneficial to our visitors, but also to the residents of Monroe
County. The capital projects program helps preserve nature and historic sites in the Keys.
It also enhances the local culture and supports the geo-tourism efforts of our marketing
program.
The District Advisory Committees, with input from Monroe County, local municipalities,
chambers of commerce and general public, formulate a vision of what each community
would like to see developed or maintained by the county.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Section Three: Program Planning
I. Program Development
I. Overall Marketi n9 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 awareness of Lodging Accommodations throughout the
Keys
c. Expand cultural/historical campaigns.
d. Increase Eco-tourism marketing including Green Travel.
e. Increase Internet promotional program through new rich technology
and Social Network Marketing.
f. Increase efforts to Weddings/Honeymoons markets.
g. To increase visitor expenditures.
h. To increase longer stays within the Keys.
I. Increase marketshare of international visitors.
J. Increase group and incentive meeting business travel.
k. Increase comprehensive public relations program for markets
outside of the United States.
I. Increase awareness of the Keys to the film industry for promotional
opportunities.
m. Increase charter boat fishing promotions and industry business.
n. Increase diving and snorkeling business.
o. Increase Gay/Lesbian travel market.
p. Increase family travel.
q. Develop more guidelines for measuring the effectiveness of the
advertising, public relations and sales programs.
r. Develop a comprehensive marketing program for travelers with
disabilities.
s. Develop brand awareness to the China market.
F-1
Monroe County Tourist Development Council 2009-2010 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, environmental, artistic & cultural geo-
tourism program.
e. Promote ecotourism/green travel.
f. Development of capital projects and improvements.
g. Promote the Fishing Industry.
h. Promote the Dive and Snorkeling 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 direct flight service into the Florida Keys.
n. Promote special events.
o . Diversity in multicultural marketing communication.
p. Promote Family Travel.
q. Promote Weddings/Honeymoons' market.
r. Promote to travelers with disabilities.
s. Develop research programs.
8-1
Monroe County Tourist Development Council 2009-2010 Marketing Plan
III. Resources (to execute program planning)
a. Board: Monroe County Tourist Development Council
b DAC's: Monroe County District Advisory Committees
C. Staff:
. Marketing Director - Senior executive executing the goals, objectives
and policies set by the TDC
. Office Manager - responsible for daily operation of the Administrative
Office - monitoring budgets
. Director of Sales - responsible for coordination of sales as directed by
TDC
. Director of Research - responsible for the coordination of research as it
relates to requirements of TDC
. Administrative Assistant - responsible for the coordination of daily
office duties through the direction of Office Manager
. Finance Assistant - responsible for annual report, reviews invoices &
reimbursement requests, assistance in other areas of operation
. Administrative Secretary - responsible for reception, telephones,
assisting with meeting preparation and general office duties
. Office Assistant - responsible for reception, telephone, administrative
support and general office duties
. 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 2009-2010 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC'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. FloridaKeys.com - Website Provider
f. Support Agencies
1. Cellet Travel Services - United Kingdom and Germany
(sales)
2. KBC PR & Marketing - United Kingdom, Germany, France,
Italy and Scandinavian countries
H-2
Monroe County Tourist Development Council 2009-2010 Marketing Plan
g. Budget (as legislation directs)
FY 2010 TDC THREE PENNY BUDGET
$26,439,777
1.32%
1.83%
.62%
10.64%
.Advertising -$11,039,526 -41.75%
.Sales/Marketing - $683,050 - 2.58%
.Administrative/Overhead - $1,456,824 - 5.51%
.UmbrellaslEvents - $2,813,480 -10.64%
.Capital -$4,134,886 -15.64%
.County Cost Allocation -$483,582 - 1.83%
.Emergency - $2,700,000 - 10.21%
.Website Related Expenses - $65,000 - .25%
.Public Relations/Ameurop -$1,322,599 - 5.0%
.Research - $219,980 - .83%
.Finance/Attorney - $138,136 - .52%
.VISlFulfillment - $802,406 - 3.03%
.Resources -$350,048 -1.32%
.Film - $164,913 - .62%
.Monroe County Council ofthe Arts - $72,500 - .27%
H-3
Monroe County Tourist Development Council 2009-2010 Marketing Plan
FY 2010 TDe TWO PENNY BUDGET
"EVENTS' (350/o) Portion $5,102,602*
1.26%
1.06%3.23%
.58%
.30%
13.64%
37.82%
24.68%
16.81%
. Public Relations/Ameurop - $1,259,099 - 24.68%
. Emergency - $857,833 - 16.81%
. Cultural/FishinglDiving Umbrellas - $1,929,850 - 37.82%
. Finance/Attorney Salaries/Benefits - $15,489 - .30%
. Resources - $29,735 - .58%
. Fulfillment - $54,156 - 1.06%
. Film Commission- $164,913 - 3.23%
. County Cost Allocation - $64,300 - 1.26%
. Special Projects (Capital) - $696,027 - 13.64%
. Commissions & Fees (Finance) - $31,200 - .61%
H-4
Monroe County Tourist Development Council 2009-2010 Marketing Plan
FY 2010 TWO PENNY BUDGET
'Ad min istrative' (70/0) Portion
$991,227
21.85%
1.06% I
1.33%
.50~
1.21o/:......~
03%11I. ~
.32
-
.5%
.25%
1.01% -
1---
1.87%
2.02%
7.31%
DAdministrativelOperating - $434,842 - 43.87%
.Administrative Travel - $20,000 - 2.02%
.Communications - $18,500 -1.87%
.Courier - $2,500 - 25%
DRepairs/Rentals - $10,500 -1.06%
.Finance/Attorney- $42,930 - 4.33%
.Capital Outlay - $5,000 - .50%
.Emergency - $216,582 - 21.85%
.Monroe County Council of the Arts - $72,500 -7.31%
.Administrative Advertising - $10,000 - 1.01%
.Business Lease-$113,000 -11.40%
.SuP plies - $10,000 - 1.01 %
.Cleaning - $5,000 - .50%
.Resources - $3,173 - .32%
.Visit FLA - $12,000 -1.21%
.County Cost Allocation - $13,200 - 1.33%
.Dues/Subscriptions - $500 - .05%
.VIS Software - $1,000 - .10%
H-5
Monroe County Tourist Development Council 2009-2010 Marketing Plan
FY 2010 TWO PENNY BUDGET
'Advertising & Promotional' (650/0) Portion
$7,687,049*
12.67%
19.50%
7.7%
.70%
.85%
36.69%
1.95%
.2%
.91%
1.95%
DAdvertising - $2,820,000 - 35.26%
. Media Materials - $150,000 - 1.88%
.Ad. Expenses - $50,000 - .63%
.Collateral- $80,000 - 1.0%
. Research - $188,000 - 2.35%
. Sales - $638,050 - 7.98%
. Fulfillment/Trade - $15,000 - .19%
. Resources - $187,147- 2.34%
D Emergency Reserves - $1,225,817- 15.33%
. County Cost Allocation - $193,841 - 2.42%
.*Special Projects (Capital) - $1,834,386 - 22.93%
. Sales & Marketing Staff & Related Costs - $616,005 -7.70%
. Commissions & Fees (Finance) - $54,080 - .70%
.Website Related Expenses - $65,000 - .85%
H-6
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Other Resou rces
1. TDC District Advisory Committees
2. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key, Key West)
3. Lodging Association of the Florida Keys and Key West
4. Key West Innkeepers Association
5. Key West Business Guild
6. Key West Attractions Association
7. Federation of Chambers
8. Florida Keys Council of the Arts
(Cultural Umbrella contract)
9. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella Contract)
10. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
11. Visit Florida - State Tourism Office
12. Hospitality, Sales & Marketing Association
International (Florida Keys Chapter)
13. International Association of CVB's
14. FI. Association of Convention & Visitor Bureaus & TDC's
H-7
Monroe County Tourist Development Council 2009-2010 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 2009-2010 Marketing Plan
I. Advertising
Advertising is the primary marketing engine for the TDG. Through media, the agency
establishes a style and attitude for the destination that sets it apart from the
competition, and then projects 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 by reaching an affluent traveler with high-quality photo
reproductions and a long shelf life. Newspapers, on the other hand, offer the ability to
communicate tactical retail offers (property and attractions co-op programs) and
flexibility in terms of ad position, strong local market coverage, relatively low cost, quick
response placement, and broad public acceptance. We will continue to advertise in the
Sunday Travel sections where a potential visitor is actively seeking travel options.
Both newspaper and magazine advertising efforts also allows the TDG to offer co-op
programs to our industry partners at an affordable rate. Please note that the Agency
still believes that newspaper advertising is relevant as efforts are utilized in Sunday
Travel sections and the majority of our audience still reads the newspaper with a
younger audience skewing to on-line. We will continue to monitor the viability of
marketing the destination in key feeder markets' newspapers.
Broadcast advertising includes television and radio. Television brings our message to
life, teasing the senses with compelling sights and sounds of the destination. We do
not promote to the masses on television. Instead, we select specific networks and
programming where we reach the affluent traveler. Television will not only include a
national cable buy but spot market television to provide greater advertising pressure in
key feeder markets. Strategic radio buys allow us to promote special events to targeted
listeners and to give quick-response marketing at needed times including post-
hurricane and slower season efforts.
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 continue to be active
on the web with banners, search engine words and listings, direct response e-mail, rich
media, other e-marketing efforts and online fulfillment. We will also build our consumer
base from our web site with e-permission responses covering various Keys activities
and promotions. We will also pursue additional social marketing efforts where
applicable and assist with the other marketing disciplines (Sales, Public Relations, Web
Provider) to have a cohesive social marketing campaign for the destination. 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.
1-1
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Objectives
1. Continue to develop top-of-mind awareness and image of the Florida Keys &
Key West as the premier Florida destination for leisure or business travel for the
domestic and specific international markets.
2. Create and maintain a campaign that highlights all the reasons and motivations
to visit and "protect" our destination.
3. Develop a creative and flexible media plan for year-round tourism for the
Florida Keys. Also execute the most efficient media buy to reach the affluent
traveler with "stay down longer" messaging where applicable.
4. Continue to maintain a unique marketing identity in relation to competitive
destinations.
5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event
managers, and meeting planners to promote the Florida Keys & Key West as a
total destination.
6. Bolster our campaign with value-added opportunities and co-op advertising
within existing media and plan future co-op in our consumer e-marketing efforts.
7. In all efforts, drive consumers to our web site for immediate information, service
and point of sale.
Goals
1. Increase international visitation to the destination.
2. Develop "Own a City" campaigns in the markets of Orange County, California and
Jacksonville, Florida.
3. Increase visitor response to our web site.
4. Develop and work with all marketing disciplines (Sales, PR, Web) to create a
cohesive social networking program.
5. Develop additional advertising efforts for the travelers with disabilities market.
6. Increase spot market television presence in various key feeder markets.
7. Establish advertising media that targets gender (single friends) and culinary travel.
8. Increase spot market television presence in various key feeder markets.
9. Establish advertising media that targets gender (single friends) and culinary travel.
1-2
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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1-3
Monroe County Tourist Development Council 2009-2010 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. This is the process of pulling
apart the entire market as a whole and separating it into manageable, distinct units
based on demographics. Competition has become so sophisticated that we must
identify and carefully define our target markets to be effective in our advertising.
We can identify our market in categories such as leisure travelers, travel trade, group
or business and specialty markets. We can also target by age, gender, geography or
other demographics. But it is fundamental that we know and understand the
characteristics of these various market segments. Advertising must examine these
market segments through demographics, psychographics and geographic analysis.
The key is to identify who is traveling, where they are coming from and what was their
motivation for making the trip. We want to turn our target market into a captive
audience.
The overall intent is to identify groups of similar potential customers; to prioritize the
groups; to understand their behavior; and to respond with appropriate marketing
strategies,
We will continue to develop and refine our electronic or Internet marketing. We will use
the Internet through search engines, search words, links, email blasts and social
network marketing to key in on specific markets, both nationally and internationally.
We will also target respondents to our web site and other travel related sites who opt-in
for additional information and promotions.
Our marketing agencies and staff will continue to work with the research arm of the
Tourist Development Council on visitor analysis to help identify new and emerging
markets.
We will once again look to develop "Own a City" campaigns, where we will choose a
market and 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 significant promotional coverage in the targeted area.
Our marketing will promote the luxury experience by targeting an even more affluent
traveler who is willing to spend more and stay down longer. We will aggressively target
the international markets being cognizant of economies and exchange rates. These
international travelers stay down longer and spend more while visiting the destination.
We will target the slowest tourism periods of August, September and early October
with direct marketing efforts to the international and mature markets.
1-4
Monroe County Tourist Development Council 2009-2010 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. Therefore it makes sense to
understand that brand is about getting your potential customer to realize the value of
your product.
Brand equity is the marketing term for a brand's value in terms of awareness and
perceived quality - in other words, its proven ability to draw and keep customers.
Branding can reflect personality and an attitude, such as our destination's theme,
"Come as you are". Our Florida Keys & Key West positioning has become highly
effective in creating consumer awareness of our laid back atmosphere and lifestyle.
Branding also develops consumer loyalty, even when reasonable substitutes are
offered at lower prices. People are willing to pay more because of the perceptions they
associate with the name Florida Keys & Key West.
1-5
Monroe County Tourist Development Council 2009-2010 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.
YVithin this group, "umbrella" campaigns will be skewed to prospects with special
Interests:
· leisure Travel
· Ecotourism/Green Travel
· Diving
· Fishing
· Snorkeling
· Cultural/Historic/Art
· Gay/Lesbian
· Mature
· Ecotourism
· Weddings/Honeymooners
· Soft-Adventure
· Romance
· Family Travel
· Luxury Travel
· Gender Travel
· Travelers with disabilities
· Travel Trade
· Travel Agents/Tour Operators, both nationally and internationally.
· Meeting Planners, for small to mid-size meetings
· International Travel
International advertising efforts will have a primary focus on the consumer as
these travelers are becoming more independent on making their own plans for
visiting the U.S. With the growth of the Internet, the destination has increased its
presence on search engines and travel specific web sites. We will also use
email blasts and e-newsletters as direct promotions. We will also include print
advertising to drive consumers to our web site. Marketing to specific
international markets at the opportune time allows the TDC to promote year-
round tourism as certain international markets travel during our winter months
and others during our off-season. The economy will also be a factor and the
value of their country's monetary currency to the US dollar, will be a major factor
for international travel.
1-6
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Domestic Target Audience
AFFLUENT ADULTS AGE 35-64, HHI $100,000+
ercenta e of our tar et market will reach HHI $250,000+
Population % of Index
Total
AGE 35-64, HHI $100,000+ 33,060,000 100% 127
Total Men 21,164,000 50.5% 100
Total Women 20,836,000 49.5% 100
Age 35-39 5,257,000 15.9% 127
Age 40-44 5,945,000 18% 127
Age 45-49 6,751,000 20.4% 127
Age 50-54 6,572,000 19.9% 127
Age 55-64 8,534,000 25.8% 127
HHI $100,000-$149,999 19,348,000 58.5% 98
HHI $150,000-$199,999 7,415,000 22.4 % 102
HHI $200,000-$249,000 3,578,000 10.8% 104
HHI $250,000+ 3,635,000 11.0% 102
Married 29,869,000 90.3% 101
Single 1,095,000 3.3% 82
Professional/Managerial 19,554,000 59.1% 104
College Graduate 19,393,000 58.7% 98
Own Primary Residence 32,252,000 97.6% 101
2+ Airline Trips in Past Year 18,826,000 56.9% 100
5+ Nights in Hotel/Motel 22,894,000 69.2% 101
Northeast 7,296,000 22.1% 101
Midwest 7,037,000 21.3% 101
South 10,743,000 32.5% 101
West 7,984,000 24.2% 97
Source: 2008 Mendelsohn Affluent Survey, Heads of House, HHI $100,000 or more.
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 2009-2010 Marketing Plan
2009-2010 Total Plan
Radio
1%
In State TV
7%
National Cable
17%
Internet
15%
Inti Consumer
4%
Consumer
Magazines
13%
Newspaper
11%
Inti Trade
0%
Reso u rcesj
Production
11%
Domestic Trade
>1%
Collateral
1%
Expenses
1%
Media Materials
1%
Is
Trade Shows
1%
Meetins
Magazines
>1%
$11,039,526
1-8
Monroe County Tourist Development Council 2009-2010 Marketing Plan
2009-2010 Monthly Media
Spending
February
180/0
January
200/0
May
60/0
December
70/0
November
80/0
October
50/0
$9,289,636
1-9
Monroe County Tourist Development Council 2009-2010 Marketing Plan
2009 - 2010 ADVERTISING
BREAKOUT
Dive Umbrella
40/0
Fishing
Umbrella
30/0
Cultural
Umbrella
20/0
Dac 4
g%
$11,039,526
1-10
Generic
(includes
Media
Materials,
Expenses and
Collateral)
280/0
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Co-op Advertising
Cooperative advertising was introduced to provide accommodations, tourist-related
businesses and attractions, direct access to major travel markets at a cost-effective rate.
· Due to limited availability, all co-op space and time is on a first come, first served
basis.
· Space / time reservations are arranged through a media insertion order form from a
hotelier's ad agency, and/or a check made out in the full amount for the co-op
program a particular business is participating in.
· ONLY Florida Keys tourism destination messaging is allowed in any co-op ad.
· Magazine: There must be at least four participants for each page. Co-op will be
offered in various formats.
· Newspaper Generic: There must be a minimum of 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 of the co-op program and its
participation.
· Generic and District Co-op is initially for lodging properties and then offered to other
tourism related businesses within the Keys that help promote the destination
(attractions, restaurants etc.). Umbrella co-op programs are initially offered to
specific umbrella-related businesses (diving, fishing and culture) and lodging
properties.
1-11
Monroe County Tourist Development Council 2009-2010 Marketing Plan
COLLATERAL AND FULFILLMENT
When callers request brochures or flyers, The Chambers of Commerce will handle all
fulfillment requests. Fulfillment will include pieces provided by the Chambers of
Commerce, specific to their district, and other tourism-related collateral.
Call to Action Phone #'s
· U.S.A: 1-800-FLA-KEYS (For brochures).
This is a consumer line that is answered live at the Chambers 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 at Get it
Across.
· Fishing Umbrella: 1-888-FISH-KEYS (For fishing tournament guide).
This is a consumer line that is answered at USA 800. The operator will take the
caller's name and address and the tournament guide will be mailed within two days.
Fulfillment Houses
Domestic fulfillment houses
· USA 800 - Kansas City, MO
They control all fishing tournament guide fulfillment.
· The Monroe County Tourist Development Council Office - Key West, FL
They control all trade fulfillment requests as well as trade & consumer show
fulfillment.
International fulfillment houses
· BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European fulfillment house.
· Presse u. Touristikdienst Nentwich - Germany
They are the secondary European fulfillment house. This mailhouse services
Germany, Austria, Switzerland and the Netherlands.
1-12
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Generic Collateral
The following collateral is available for trade shows (travel trade and consumer shows)
and are available as downloads* on the fla-keys.com web site.
*Destination/Generic Brochure: A complete guide on every district, diving, fishing,
events, attractions, meeting planners guide. Description: 4" x 9", four-color
Destination/Generic DVD: An interactive DVD that includes a button for the new
Keys Video, a button for the Destination/Generic Brochure as a PDF File, a button
& link that connects to the official TDC web site and a button for maps and
screensavers. Description: DVD & DVD Sleeve
*Conch Brochure: A brochure that gives a description of each district with specific
attractions, map and Chamber information. Available in English, Italian, Japanese,
Portuguese, Spanish, Swedish, French, & German. Description: 4" x 9", four-color
*Meeting Planners Guide: A guide featuring a beauty shot of participating
properties, along with a description and room/facilities chart. Includes map and
directional information. Description: 8.5" x 11" folded, four-color
Florida Keys & Key West Film Commission Production Guide: A brochure
highlighting location sites, attractions and permit information as well as
accommodation and film production related business listings. Description: 5.5" x
8.5", four-color / B&W inside
District 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 English, German and Italian. · Description: 4" x 9", 8 panels, four-
color
*Key West Business Guild Brochure: Key West, "Where there's freedom, there is
expression". Description: 4" x 9", 16 pg., four-color
*Fishing Tournament Guide: Complete list of Tournaments with date, location and
director information as well as fishing & boating information within the Keys.
Description: 12" x 9", folded 3 panel, four-color
*Cultural Magazine: Magazine featuring a complete calendar of events, articles on
cultural aspects of the Keys as well as the visual & performing arts in the
destination. Description: 8.5" x 11", 16 pages, four-color
*Dive and Snorkeling Brochure: Includes information about diving and snorkeling
in the destination and highlights particular interests per district as well as a
complete reefs and wrecks dive map. Description: 4" x 9", 12 pages, four-color
1-13
Monroe County Tourist Development Council 2009-2010 Marketing Plan
FULFILLMENT PROCEDURES
DOWNLOAD
FROM:
TO:
SHIP TO:
1 Chambers 1
)
TDC
Office
Key West, FL
· 1 Trade
INTERNATIONAL
Cellett Travel Services, u.K.
and ~
Germany ~
1 Tinsley 1 ·
1 mc Office 1/
European
Mailhouses
BH&P-U.K./
Presse & Touristikdienst
Nentwich - Gennany
~ International
Trade
~ International
Consumers
CALL TO ACTION
1-888- FISH - KEYS
)
USA
800
K.C., MO
-I Consumers 1
Fi~hing Toumament Guide
1-14
Monroe County Tourist Development Council 2009-2010 Marketing Plan
The
Florida Keys
&~ey~~o! dfeO
..-
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"
"It is a curious place this Key West. Closer to Havana
than to Miami. The southernmost city in the U.S.
1-15
Monroe County Tourist Development Council 2009-2010 Marketing Plan
GENERIC MEDIA PLACEMENT
· Consumer Magazines (Dedicated)
Full, 1/2, 1/3, 1/4 and 1/6 page, four-color ads will be utilized to target to the
upscale seasoned traveler, both domestically and internationally.
· 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 (North America Edition)
Official Florida Camping Directory
· Consumer Magazine (Destination Co-op)
Full, two-thirds and half page, 4 color ads with destination property participation
· Internet/E-Marketing
Search Engine/Search Word listings - Yahoo, Google and Ask.com
Banner advertising and e-mail blasts on several magazines' web sites as added
value.
Social Network Marketing (making use of social networks to spread brand
awareness)
Opt-in direct marketing promotional efforts (e-mail blasts to opt-in subscribers,
TheKnot.com, NYTimes.com, AJC.com, Boston.com, and WashingtonPost.com)
Weather.com
FLAUSA.com
WeddingChannel.com
Shermans Travel.com
SaltWaterExperience .com
GolfPromo.com
· Television
National Network Cable :30 second spots on programs targeted to reach the
demographic profile:
CNN/Headline News, The Travel Channel, The Weather Channel, Home &
Garden Television, CNBC, Bravo, Fox News, and The Food Network. Thirty
second TV spots will also be used in NY in the winter and in-State in the
Spring/Summer.
· Newspaper
Ads placed in the travel sections of top feeder market newspaper, both in state
and out of state. Newspapers allows for co-op opportunities for individual
properties.
· Travel Trade
Ads to create awareness among travel planners both domestically and
international and 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).
1-16
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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 2009-2010 Marketing Plan
GENERIC PLAN
Magazines:
Islands
· Circulation: 200,000
· Page 4 Color CPM - $99.26
Travel & leisure - Eastern Edition
· Circulation: 480,949
· Page 4 Color CPM - $95.41
Destination Weddings & Honeymoons
· Circulation: 155,000
· Page 4 Color CPM - $73.68
Conde Nast Traveler- Top 10 Markets
Edition
· Circulation: 408,675
· Page 4 Color CPM - $99.00
The New Yorker (East of Mississippi)
· Circulation: 350,000
· % Page 4 Color CPM - $18.42
Texas Monthly
· Circulation: 301,418
· % Page 4 Color CPM - $61.42
AAA Going Places
· Circulation: 2,460,000
· 1/2 Page 4 Color CPM - $7.54
AAA World
· Circulation: 2,283,000
· 1/3 Page 4 Color CPM - $3.95
Bridal Guide
· Circulation: 193,617
· Page 4 Color CPM - $65.89
Male: 51%
Female: 49%
Median Age: 49.0
Median Household Income: $152,200
Male: 44%
Female: 52%
Median Age: 49.0
Median Household Income: $149,431
Male: 37.5%
Female: 62.5%
Median Age: 28.0
Median Household Income: $87,000
Male: 48%
Female: 52%
Median Age: 52.0
Median Household Income: $158,903
Male: 51%
Female: 49%
Median Age: 54.0
Median Household Income: $153,800
Male: 48%
Female: 52%
Median Age: 47.3
Median Household Income: $94,850
Male: 40%
Female: 60%
Median Age: 58
Median Household Income: $74,800
Male: 44%
Female: 56%
Median Age: 57.8
Median Household Income: $90,300
Male: 8%
Female: 92%
Median Age: 31.0
Median Household Income: $53,662
1-18
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Sherman's Travel
· Circulation: 250,000
· % Page 4 Color CPM - $26.12
Male: 30.2%
Female: 69.8%
Median Age: 50.6
Median Household Income: $93,600
AMEX Visit Florida Insert
· Circulation: 1,273,000
· 1/3 Page 4 Color CPM - $22.68
Male: 49%
Female: 51%
Median Age: 49.0
Median Household Income: $131,600
Florida Travel and Life
· Circulation: 100,000
· Page 4 Color CPM - $65.40
Male: 30%
Female: 70%
Median Age: 54.0
Median Household Income: $94,000
Florida Travel and Lifestyles
· Circulation: 240,000
· % Page 4 Color CPM - $8.33
Male: 47%
Female: 53%
Median Age: 50.0
Median Household Income: $94,000
Source: MRI Fall 2008
2008 Monroe Mendelsohn (MMR)
1-19
Monroe County Tourist Development Council 2009-2010 Marketing Plan
2009-2010 Generic Media Spending by
Category
Magazine
140/0
National Cable
320/0
Out of State TV
80/0
Expenses
20/0
Collateral
30/0
In State TV
30/0
Digital
100/0
Meetings/
Conventions
10/0
Newspaper
80/0
Travel Trade
10/0
International
50/0
Media Materials
50/0
Resources
60/0
Talent &
Residuals
20/0
$3,100,000
1-20
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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History · Culture · Fishing · World Renown Events · Diving · Dining · Gay Destination · Airport
1-25
Monroe County Tourist Development Council 2009-2010 Marketing Plan
DAC 1 2009-2010 Media Spending by
Category
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140/0
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190/0
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8 % l
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90/0
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20/0
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140/0
$3,514,415
1-26
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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BigDineKey
dnd Flondd's Lower Keys
"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,"
Camping · Eco-tourism · Diving · Fishing
1-31
Monroe County Tourist Development Council 2009-2010 Marketing Plan
DAC 2 2009-2010 Media Spending by
Category
Internet/
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180/0
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50/0
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190/0
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180/0
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1-32
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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M Th~l ~Iondd Keys
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the restorative powers of peace, quiet and warmth,
In the Keys we will be at home, In Marathon we are
in the middle of The Keys, and you can even fly in,"
Family · Interactive Nature Experiences · 7-Mile Bridge · Nature Parks · Diving · Fishing · Airport · Boating
1-35
Monroe County Tourist Development Council 2009-2010 Marketing Plan
DAC 3 2009-2010 Media Spending by
Category
International
50/0
Outdoor
20/0
Internet/
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150/0
Resources/
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190/0
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120/0
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120/0
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TV
130/0
Newspaper
220/0
$1,119,999
1-36
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"Islamorada's past is checkered by a romantically rag-tag lot of Spanish
explorers, Colusa Indians, itinerant fishermen, pirates, sailors, salvors,
treasure hunters, Bahamians, sybaritic expatriates from up North
and people who just generally want to escape,"
Fishing · Historical State Parks & Recreation Areas · Diving
1-40
Monroe County Tourist Development Council 2009-2010 Marketing Plan
DAC 4 2009-2010 Media Spending by
Category
Internet/
eMarketing
210/0
Outdoor
30/0
Resources/
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140/0
In State TV
80/0
Newspaper
140/0
International
40/0
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1-41
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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KeyraPg5 Keys
"There's something magical about Key Largo, The mere
mention of it conjures up romantic images of Bogey & Bacall,
and makes you want to come down and create
some memories of your own,"
Everglades · Diving · Museums · Fishing · Underwater State Park
1-45
Monroe County Tourist Development Council 2009-2010 Marketing Plan
DAC 5 2009-2010 Media Spending by
Category
Outdoor
20/0
International
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Production
130/0
Internet/
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210/0
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1-46
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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Measurability
a) Internet click throughs will be monitored and tracked monthly with placement
of advertising. (Recommend SPA auditing)
b) Inquiries from trade/meeting publication advertising produces leads to the
sales division and directly to lodging industry. The sales division will track
these.
c) VIS phone calls (area of dominant influence) will be traced to media
placement.
d) We will track the geographic and demographics of potential visitors to see if
advertising is hitting the market. We will also track the geographic,
demographics, tripographics and psychographics of actual visitors to see if
our advertising is hitting the market and our messaging appeals to our
visitors.
e) Conversion studies will be developed by the TDC Market Research
Department to measure the effectiveness of selected media to actual visits.
f) Specific URLs will be placed on select print media at various times throughout
the year to gauge consumer response to advertising.
g) Print ad tests will be developed by the TDC Market Research Department to
measure this visual appeal of our ads and effectiveness of our messaging.
Different tracking opportunities will come up during the fiscal year. We will keep
all opportunities open to take advantage of these methods.
I-56
Monroe County Tourist Development Council 2009-2010 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 along with ground, air and
sea travel specialists and limited 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 2009-
2010.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and demand for the
destination among travel trade professionals and consumers.
2. To insure that these travel trade professionals act as an extended sales and marketing arm by
promoting the Florida Keys and favorably influencing consumer destination choices.
3. To provide the trade and the lodging industry assistance and professional support utilizing all
tools, personal skills, venues and methods available to us in an effort to achieve profitable end
results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and the travel
trade buyers of product.
5. To interact with sales and marketing personnel throughout the Keys within the local
lodging/attractions industry and participate in idea exchange, seek feedback regarding market
activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to project a
unified sales force image among the travel trade and allow for cross selling and/or referrals
within Monroe County.
7. To research, target and implement sales and promotional activity In secondary emerging
markets both domestic and internationally.
8. To promote specialty or niche market opportunities within the destination.
J-1
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Goals
1. Establish a tracking program for travel trade brochure materials for optimal exposure and
proper product placement
2. Develop mission to key international trade partners in UK and German speaking markets.
3. Establish an electronic based travel trade educational tool for rural international tour operators
and retail travel agents.
4. Develop an "Own a City" domestic campaign targeting Jacksonville, FL for the summer traveler
and Orange County, CA for the winter and spring visitor.
5. Increase awareness of historic inn and small boutique lodging inventory to travel trade
industry.
6. Develop electronic data base for specific market segments, both domestic and international for
targeted promotional campaigns
7. Establish a 'Florida Keys Gives Back' e-zine for international and domestic distribution.
8. Develop promotional efforts to small meeting planning outfits in regional offices.
9. Increase visibility with Visit Florida Sales Office in China.
10. Establish social networking sales marketing efforts.
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Monroe County Tourist Development Council 2009-2010 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, i.e.
dive, fishing, and gay travel. Oversees activity of sales offices based in the
UK and Germany. Develops and implements annual sales plan under
budgetary guidelines. Liaises with the advertising agency, public relations
agency, research department, Web provider, and fulfillment houses
domestically, in the UK, Germany, Visit Florida, Visit USA Committees, trade
professionals and journalists.
Responsible for implementing sales plan activity for domestic travel targeting
feeder markets in the United States. Works with Domestic Tour operators,
consumers and retail travel agents in the United States. Provides additional
assistance with specific international markets as directed by the Director of
Sales. Acts as a liaison between sales department and dive umbrella.
Meetings & Conventions market. Works with corporate, national and state
association planners and incentive planners to generate group business for
the Keys. Provides additional assistance with retail travel agents and
consumer events in the domestic market.
International Market. Responsible for implementing sales plan activity in
Europe, Canada and Latin America. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in the UK and Germany in the implementation of our international
sales plan.
(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 the UK. Assists in sales missions and initiates sales calls.
Liaises with KBC PR agency.
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Monroe County Tourist Development Council 2009-2010 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 Mikulla Goldman PR agency.
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, electronic promotions, familiarization trips and general assistance.
Each manager provides a report following each venue and organizes all leads generated as a
result of a sales promotional event or trip for processing by the sales assistant and forwarding to
the industry for follow-up.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of the Monroe County Tourist Development Council.
Methods of Sales
Trade Shows - Organized and established exhibits domestically & internationally. Normally the
format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table (jr. booth), counter
top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would
be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering
of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and
gather pertinent information with regards to destinations, accommodations, attractions, airlines,
rental cars, cruise ships, or any travel industry product. They provide a very effective means of
making contact with a significant number of interested buyers within a few days time or the length
of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are
interested in doing business with. Trade shows are attended by travel agents, tour operators,
receptive operators, meeting planners, journalists, and consumers depending on the show format.
Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to
meet new customers and renew personal relationships with existing customers. Trade shows are
essential in the travel industry. An inordinate amount of business is booked worldwide either right
on the spot or as a result of follow-up.
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Monroe County Tourist Development Council 2009-2010 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 a destination specific
mission with industry partners. Both are very valuable venues.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator, airline reservation center or incentive planners office.
Presentations are given to the sales/reservations agents on how to promote our destination to
their clients and consumers, and to update them on new product and current events associated
with the travel industry.
Sales Calls - Sales calls are comprised of meetings with travel trade partners where an
appointment is held. Sales calls can be executed by an individual or in a small grouping of sales
people. Sales calls are effective and the customer is usually pleased that the sales person has
taken the time to visit them personally and provide materials such as brochures, videos, etc.
Sales calls are the most effective method of establishing or maintaining a relationship with a
valued customer.
Familiarization Trips - Familiarization trips are the optimum opportunity to showcase your
product first hand. These trips are organized and attendees include travel trade professionals
who have been qualified beforehand. They will generally have a local escort from the tourist
bureau or a hotel may choose to solely organize their own fam. Fams are generated from a
variety of sources: Airlines, tour operators, state and regional tourist bureaus, travel agencies,
corporate hotel chains, etc. Fams are golden opportunities to help these professionals sell your
product by experiencing it firsthand. We in the Florida Keys get very creative with our fams and
follow the philosophy that we do not want the participants to spend all of their time inspecting
hotels, but to experience what the destination itself has to offer in the way of attractions, activities,
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 2009-2010 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.
Electronic Marketing- Electronic promotion of our destination using various internet media
including: e-newsletters, brochures, postcards and online sales presentations. E-marketing is cost
effective, reaches an audience that staff would not be able to physically visit, available across
every time zone during business hours, is targeted and trackable. This is an excellent follow up
tool to sales missions, trade shows and keeps established clientele informed on destination
updates. It can also be used as an educational source for meeting planners, travel agents and
tour operators.
Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be
proactive and soliciting or simply responsive and reactive providing necessary sales support. The
TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the dedicated UK and
German lines are the telemarketing centers of our organization.
Co-operative Programs - The sales department offers many co-operative delegate programs to
the Keys tourism industry as does Visit Florida. Co-op booth space provides a more affordable
opportunity to exhibit than to contract independently with the show organizers. Many show
regulations provide for this type of arrangement, but some organizers do not. Keys industry
participants join in the destination booth and have the opportunity to sell not only the destination
but their product as well. Fees vary from show to show. Additionally, we frequently offer brochure
distribution opportunity when it is not feasible to offer delegate participation.
Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally
funds a function or event in return for market exposure of some sort. Sponsorships may range
from a small-scale activity such as a coffee break to a large-scale event such as a trade function
sponsor. All sponsorship participation must be evaluated by its potential benefits.
Lead Generation - The sales staff accumulates leads as a result of almost every effort we make,
whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed
along to the industry either via e-mail with the post trip report or via fax. Timely processing and
distribution of leads is a critical component. The leads may vary in quality, but each lead is
distributed as a result of a direct request from a travel professional. Sometimes this includes
consumers as well.
Follow-Up - Once leads have been obtained and distributed to the industry, follow-up to both our
industry partners as well as to the travel trade is essential in determining the results of a sales
effort. Lead follow up can be accomplished through different methods including: contacting travel
trade to determine action steps taken as a result of our meeting, contacting meeting planners to
determine how many properties responded to their request for proposal or contacting trade
partners to determine booking volume as a result of a training or sales call to a reservation call
center.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Social Networking Programs- Sales staff will be working with meeting planner, travel agent and
tour operator associations who have established community bulletin boards and/or blog postings
on their organizations web pages.
INTERNATIONAL MARKET OVERVIEW
There are two distinct economic scenarios occurring within the international sector that will effect
short and long term visitation to the Florida Keys within the next fiscal year. With Britain and
Ireland suffering from the economic downturn, consumers are closely monitoring their daily
spending habits, the exchange rate fluctuations and their personal level of credit card debt. As the
United States economy began to slide, so did that of Britain and Ireland. The consumer reaction
was similar in that there was a nationwide retraction on spending and consumer confidence
plummeted. The biggest difference between the Britishllrish consumer vs. the American
counterpart is that the 2 week coveted beach holiday remains an integral component of their
lifestyle, and they will scrimp and save on everyday expenses in order to afford the annual 'holiday
at the beach'. Niche market holidays of recent years have been put on hold, i.e. weekend
shopping breaks to NYC and ski holidays to Colorado, as these are perceived as an extravagance
and not necessarily a means of psychological survival, as is two weeks in the sun.
As the British pound sterling loses its strength against the Euro, short breaks to neighboring EU
countries are viewed as expensive. Although transportation costs to these geographical regions
are minimal, in-market expenses, i.e. food and beverage, hotel stays and attractions do not offer
value for price paid which is foremost in the British and Irish consumer mindset.
Although Britain has traditionally been our number one long haul market source of origin, the
numbers for the near future will be down from previous years. Airline companies and other Florida
based destinations are lowering their rates and becoming quite competitive to lure British travelers
to their areas. The Keys may realize some trickle down visitation, however continental Europeans
will out number visitors from Britain.
Continental Europeans have yet to feel the ripple effects of the global financial slowdown. As of
this writing, the forecast for early fiscal year 2010 is positive for the following reasons:
1. Pent up demand after a nearly 8 year drought
2. Continued weakness of the dollar vs. the Euro
3. The Obama factor ("yes we can" t-shirts all over Europe)
4. Significant reduction in hotel and airline prices
5. Tour operator pricing in catalogues based on 2009 currency exchange rates.
Although we tend to think of travel transcending politics, it has become readily apparent from
conversations with tour operators that U.S. policies with regard to homeland security and
international relations had negatively affected travel to the U.S. for the past few years, and that the
change in administration has made travel to America 'back in vogue' again. We began to realize
this psychological phenomenon during the summer of 2008 and we are forecasting that growth in
visitation from this area will continue through late fall 2009.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Of these main indices, the most significant influencing factor for 2009-2010 is the reduction in air
tickets by the major airline companies as well as hotel room rate reductions. European tour
operators are reporting that they invested additional revenues in re-printing their catalogs to
adequately reflect the rate reductions that lodging facilities are offering to the trade since domestic
market demand has slowed considerably. Combining the renewed interest in America, reduction
in travel costs and continued strength of the Euro vs. USD, there is a confidence within the travel
trade that they could sell the destination on a competitive level once again. The prospect of
including self catered product (condo-style hotel units) with the benefit of having a resort
experience (daily housekeeping service, food and beverage outlets, etc.) will bring additional
value-add to the pricing structure.
This 'stimulus packaging' by airlines and hotels will playa significant factor when the economic
situation in Europe begins to change. Some economic advisers are predicting this to begin taking
shape this fall. As production and export orders slow, unemployment rates will rise, thereby
negatively affecting consumer confidence and willingness to book long haul travel in advance. We
may begin to see a shift where continental European booking figures will begin to slow, and British
booking figures begin to rebound in early 2010, as the British will have had a little over a year to
adjust to the new "norm" and have a better understanding of their personal financial health.
These behavioral changes present our destination with new marketing opportunities as a trend
that is gaining momentum across Europe right now is unique, off the beaten path travel
experiences. We will continue to promote the Keys as a destination providing outlets for
'experiential travel'; where even those who are experienced travelers will find authentic and unique
cultural, historical and 'quirky' attractions. We have had positive reactions to suggested activities
such as experiencing the Dry Tortugas National Park, our unique turtle hospital, our dolphin
interaction programs and, capitalizing on the Obama factor, the Little White House.
We will continue to monitor the economic situation in Europe and adjust our promotional efforts
and messaging as the climate changes into 2010. Our goal is to maintain a significant presence
in the international arena and adapt our strategies to effectively target the long haul summer
traveler.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Profiles
Resources used in the information provided below includes Visit Florida Research Department,
the Travel Industry Association of America, the U.S. Commercial Service, Visit USA Committees
and the various U.S Embassies
I, EUROPE
BELGIUM
International Traveler Profile
. U.S. continues to be the top long-haul destination
. California, New York and Florida are the favored areas to visit
. The fly/drive market represents 50% of total Belgian holiday travel segment
. Average age of long haul traveler is 45-54 years old
. Belgians travel from June through mid-September with a peak in July
. Belgian travelers are independent, seeking tailor-made trips.
. Average length of stay is 2 weeks
Travel Preferences and Trends:
. The potential Belgian traveler will conduct research via the internet about a possible
destination in the US before making their travel plans.
. Belgians prefer the personal interaction that comes with using a travel agent
. 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 but definitely prefer warm sunny
weather
Economic Considerations and Political Trends:
. Belgium economy remains stable, with Brussels being the capital of EU.
. Four main airlines AA, CO, Delta and UA offer daily flights to the US.
. Sales to the U.S. has increased by 20%
. Belgium has the seventh highest per capita income worldwide
DENMARK
International Traveler Profile:
. US remains favored choice for long haul destination
. California, Florida and New York are the top three travel destinations
. Fly/drive packages most popular
. Average length of stay is 14 nights
. Danes enjoy 5 full weeks of annual vacation
. Average Length of stay is 9 nights
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Travel Preferences and Trends:
. Tour Operators are still used for long haul travel arrangements
. Travelers are becoming more adventurous, looking for more unique experiences
. Danes enjoy long road trips, making the Overseas Highway a 'must see and do' for this market
. Due to harsh climate, continue to see sun and warm beach holidays
Economic Considerations and Political Trends:
. Delta and Continental announced direct flights from Copenhagen to Newark and Atlanta, making
connections into the Florida Keys very easy.
. Most Danes already carry the biometric passport, making entry into the U.S. easy
. Visitor arrival figures to the U.S. have risen by 20% in the past year
. Denmark's standard of living, with a GDP of USD 40,650 is among the highest in the world
FRANCE
International Traveler Profile:
. US remains top choice among long haul destinations
. 70% of visitors choose fly/drive vacations, as they are individualized
. 55% of visitors come from Paris and its surrounding regions
. Average age is 25-45 years old
. Average length of stay is 14 days for fly/drive 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, history and food
. New York, Florida, and California remain the preferred destinations
Travel Preferences & Trends:
. Today's generation of travelers is comfortable traveling in English-speaking areas
. Bed and breakfast stays are becoming increasingly popular, as the French are looking for a
more personal interaction with the local community.
. Miami is the #2 port of entry for French travelers (NYC is #1)
. There are 9 carriers offering direct flights to the U.S. daily
Economic Considerations and Political Trends:
. Market indicators project double digit growth in the French market. The U.S. is expected to
continue its designation as first choice in long haul travel
. Tour operators are now selling directly to the consumer, thereby passing on the savings and
omitting the retail agent
. The U.S. Dollar/Euro exchange rate has made U.S. a good buy
. In 2008, # of French travelers to the U.S. grew by 22%
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
FINLAND
International Traveler Profile:
. The U.S., Thailand and China are top three long haul destinations
. Florida, NY and California are the most popular destinations within the U.S.
. Majority of Finns choose packages, but trending toward individualized travel.
. Finns enjoy beach holidays, nature based attractions, sports and local culture
Travel Preference & Trends:
. Finnish tour operators report that more Finns are seeking active adventure holidays, custom
travel packages and are interested in interacting with local cultures.
. Summer (late June through mid-September) is most popular time of year to travel to the States
. Visit USA Committee, Finland is reporting an increase in the number of inquiries for Information
on travel to the Florida Keys as an extension of the Miami experience.
Economic Considerations and Political Trends:
. Finnair has announced direct flights from Helsinki into the U.S. with good connections through
Atlanta and Newark.
. Finland is included in the Visa waiver program, and there are no restrictions for U.S. travel in
the Finnish market.
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
. Florida remains the favored U.S. based destination
. Average length of stay is 16.2 nights
. Main travelers to Florida are now adults w/o children (93% vs. families 6.8%)
. Florida Keys captures 13.8% of German visitors while in Florida
. Reasons for traveling: weather, climate, beaches, nature, wildlife
. Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving
Travel Preferences and Trends:
. 74% of travelers plan their long haul vacation outside of summer months
. Internet bookings not effecting tour operator business. Represent less than 9% of all long haul
travel business.
. Greatest growth potential is in "young active senior" market (over 50) or adults without children
. Shoulder seasons may see increase in visitors due to profile shift from families to couples
. Strong competition coming from the "American west" and National Parks Service.
Economic Considerations and Political Trends:
. Increasing inventory may positively effect travel to the Keys
. German economy stable for now; consumer confidence is waning as exports begin to decline;
vacations are paid for up front in advance.
. Consumer debt is low compared to UK and US
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
IRELAND
International Traveler Profile:
. The U.S. is the most popular long-haul holiday destination
. Ireland has been one of the fastest-growing markets for U.S. based travel and tourism
products, however will slow due to lagging economy
. Florida, New York and California most popular destinations
. Average length of stay is 14 nights in the U.S.
. 21 daily scheduled flights into the US with additional charter airlift.
Travel Preferences and Trends:
. Prefers sunny, warm destinations
. Destinations "slightly off the beaten path" becoming very popular
. The United States earns one half of Ireland's long haul travel market
. Positive Immigration experience conducted in Ireland - Customs may soon follow
. Short term bookings becoming more normal; leisure travel booked average 2-6 weeks out
Economic Considerations:
. Ireland's economy has come to a screeching halt; however Euro remains strong against the
Dollar. Airlines offering reduced fares to stimulate bookings.
. The Irish depend on their holidays to rejuvenate in the sun. Florida beach destinations will
continue to be favored however value will be the overall deciding factor.
. AerLingus has launched direct flights to Orlando, a clear indicator that increasing lift into FL is a
sound financial investment.
ITALY
International Traveler Profile:
. U.S. remains as the top long-haul preferred destination.
. New York, California and Florida remain the most preferred destinations within U.S.
. Expenditures by Italian tourists in the U.S. is one of the highest from European countries
. Average length of stay is 17 nights, with Miami being the second most popular destination
visited (#1 is NYC).
. Fly/drive packages are the most popular, with customer choosing the itinerary and the tour
operator providing the estimated cost on an individual basis.
Travel Preferences & Trends:
. Cultural, historical and ecological attractions/activities are preferred when visiting a destination
. Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian
traveler.
. Italian tourists tend to make their travel arrangements late (54% of packages were sold
between 15 and 30 days before departure).
. Miami and the Florida Keys realize 62.6% of all Italian visitors to Florida
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
. Summer peak travel period is July-mid September, with over 45% of all long haul travel
occurring during August.
. There has been a 15.9% increase in the number of Italian visitors to the U.S. since last year
representing the highest increase from any European country.
Economic Considerations:
. Incoming travel to the U.S. from Italy is estimated to grow by 33%, one of the highest growth
rates in Europe as compared to other countries.
. The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not
adversely effected by swings in the general economic climate.
. Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month
shelf life for their British and German competitors.
. The number of travel agencies in Italy has increased by over 75% in the past 8 years in the
world
THE NETHERLANDS
International Traveler Profile:
. The U.S. is the favored long-haul destination.
. 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 U.S. for the Dutch.
. Prefers fly/drive vacations
. The Dutch traveler is usually a young couple without 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:
. The U.S. is expected to remain top long haul destination due to marketing efforts.
. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
NORWAY
International Traveler Profile:
. Average age is 39 years old
. Most are family oriented, with 1 or 2 children accompanying adults
. Average length of stay is 16 nights
. Seeking tailor made vacations
. Summer travel occurs between end of June and mid-September
. Will research destinations on-line, but consult travel trade for actual booking
Travel Preferences and Trends:
. The U.S. continues to be the preferred long-haul destination.
. Norwegians prefer "sun and coastal" destinations to escape harsh climate.
. Interested in "action and adventure" travel (scuba diving, deep-sea fishing)
. Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor
the vacation to the specific requirements of the traveler.
. The fastest growing niche market is adventure travel (fishing, golfing, diving).
Economic Considerations and Political Trends:
. Norway is one of the most prosperous countries in the world (world's 3rd largest crude oil
exporter and the 3rd largest exporter of natural gas).
. Per capita GDP income equals that of the United States.
. Additional week of vacation granted last year may stimulate visitation growth during autumn
SPAIN
International Traveler Profile:
. The United States is most favored long-haul destination.
. New York, California and Florida are favored destinations within U.S.
. Average length of stay averages 13 nights.
. Average age of long haul traveler is 25-45 years, with an estimated 40% having upper middle
level incomes.
Travel Preferences and Trends
. A majority of Spaniards vacation during the month of August.
. 62% travel with families, 32% as couples
. Spanish travelers are late planners, with most consumers booking their travel within 30 days of
departure. Operators publish summer catalogues no sooner than late April.
. 50% of Spaniards that travel to the U.S. are repeat visitors.
. 16% increase in visitors from Spain to U.S. over last year, with summer year on year increase
Averaging 26%
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Economic Considerations and Political Trends:
. Spain is a member of the Visa Waiver Program.
. EURO currency makes long haul to the U.S. very favorable.
. Daily, non-stop service to Miami on several carriers makes travel to Florida convenient.
SWEDEN
International Traveler Profile:
. The United States is second most favored long-haul destination.
. Top three visited states are: California, New York and Florida.
. Average Length of stay is 17-21 days.
. Prefer destinations offering sun and beaches
. 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
. Annual growth in number of Swedes visiting U.S. was 17% 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 stabilizing; strengthening of dollar may negatively affect travel to the U.S.
. Greatest growth potential is in holiday fly/drive tours
. Tour operator market is highly competitive; service and value are key.
UNITED KINGDOM
International Traveler Profile:
. Orlando captures 41 % of the market share for UK visitors to the top three cities visited (New
York, Las Vegas and Orlando)
. Top three visited states were Florida, New York, California
. Stays for 12.3 nights
. School summer vacations begin mid July through early September, with peak travel times
during the month of August.
. Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed
and breakfast type accommodations.
. 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
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
. Variety of products and services, familiar lifestyle and language are all important booking
factors.
. Current booking trend is still a late booking market
. The UK traveler continues to search for new areas to visit. Niche markets continue to grow
which gives some new opportunities for the Keys (i.e. diving, guesthouses, gay market, empty
nesters )
. Open skies agreement will open up more air lift availability to the U.S., thereby reducing costs
direct to the consumer
Economic Considerations and Political Trends:
. British Pound to remain strong, with current exchange rate at 1.46: 1 ratio. (GBP:$)
. UK and Ireland economies will continue to be sluggish through next year with consumers being
Cautious on where to spend their money
. With the Euro trading close to the GBP, vacations to the U.S. remain favorable as they still get
Good value for money spent. Vs short haul trips to euro zone countries.
. U.S. continues to lose long haul UK visit share due to increased competition and marketing by
Middle Eastern countries such as Dubai and Sharm AI-Sheik.
II, ASIA
CHINA
International Traveler Profile:
. Vast majority of leisure travelers coming from the more affluent, large cities: Beijing, Shanghai
and Guanghzhou
. Over 70% of visitors to the U.S. are 31-50 y.o., 22% are over 50 and 80% have a college
education
. Travel in groups, stay in mid-range hotels
. Average length of stay is 10-15 days and includes several destinations.
. Official business travel continues to be the majority of Chinese inbound visits
Travel Preferences and Trends:
. Interests range from visiting sites of advanced science and technology to exotic landscaping,
gaming, shows and daily commodities.
. Average expenditure is approximately $5500 which includes transfers, hotels, meals and is
almost always paid for in full in advance
. Will travel to big cities first, visiting all the American icons
Economic Considerations and Political Trends:
. The country's GDP per capita is over $5000 in some large cities and special economic zones.
. Chinese government has relaxed the traditional controls over outbound travel. Private passport
application has been made easier without complicated exams and official approvals
. Government has created 3 week-long holidays annually by bridging weekends and Public
holidays. The introduction of a paid holiday system is encouraging leisure tourism and private
holidays.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
JAPAN
International Traveler Profile:
. The US. continues to be one of the most popular long haul destinations.
. The top three visited states were Hawaii, California, New York
. The states with the greatest potential for an increase in arrivals are Nevada, California, Florida
. Hawaii will remain at top place
. Average length of stay is 8 nights
. Stay in 4 and 5 star facilities
. Prefers shopping, natural and scenic attractions, "observational tourism"
. Amongst packaged and group travelers, 53% used full package tours involving tour guides and
local guides.
. Males in their 30s and 40s are the majority of Japanese travelers to the U.S.
Travel Preferences and Trends:
. Looking for new, undiscovered places and attractions
. Very interested in Special Interest Tours (SITs).
. Almost 30% are repeat travelers
. Peaks in travel to FL are late Aug/Sept. and during "Golden Week" (Apr/May)
. Visiting museums, photographing points of interest and shopping are popular.
. One in five Japanese visitors use a tour operator for destination information.
. Travel agencies remain the most widely used source for travel information.
Economic Considerations and Political Trends:
. Enthusiasm for specific destinations are cyclical; Florida may become popular again.
. World events must remain stable in order for the Japanese to travel long haul.
. Yen is appreciating against the USD, making a trip to the U.S. good value.
III, NORTH AMERICA
CANADA
International Traveler Profile:
. Florida remains the #1 destination of choice.
. Average age is 45-64 years old
. Prefer sun and beach destinations, although cruises and golf tours coming on strong
. Average party size is 2.1 persons, and average length of stay is 8 nights.
Travel Preferences & Trends:
. Florida, California, and Arizona rank as top non-border state destinations.
. Canadians prefer to use their cars to travel with only 30% using air lift services.
. 55% of all Canadians traveling to U.S. originate from Ontario province.
. 50% of Canadian tourists prefer to stay in hotels or motels.
. The Canadian traveler seeks "value for price paid" when selecting accommodations.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Economic Considerations:
. The Canadian dollar has stabilized in relation to the U.S. Dollar; this may stimulate an increase
in Canadian inbound travel.
. Sun destinations like Mexico and all inclusive resorts in the Caribbean are competitive.
. Canadian economy forecasted to grow slowly
GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW
Since the fall of 2008 it has become quite apparent that the corporate meetings and incentive
market has been most adversely effected by the current global economic correction. The U.S.
Travel Association estimates U.S. companies canceled approximately $1 billion worth of
conferences in the first two months of 2009 and trimmed back others in response to "the AIG
effect." Most unfortunate for corporate entities was the ill-timed incentive program hosted by AIG
at a west coast luxury resort which was reported extensively by a cross section of media outlets.
The event became emblematic of the excesses that many believed created the economic
meltdown and spawned a public relations backlash regarding corporate travel in general.
In addition, we had legislation introduced by two members of congress that would potentially
regulate corporate travel as a whole, thereby altering how, why and when meetings and incentive
programs could be held nationwide. These events, coupled with a global economic slow down,
brought booking paces to a virtual standstill for group meeting events for 2009. As a result,
corporate entities embraced complete fiscal retraction. The few bookings that are able to move
forward in 2009 are confirming within 60-90 days of arrival, are looking at destinations closer to
regional or home offices and are seeking hotels that are priced in the mid range and/or those that
are not associated with a luxury brand name. This ideological shift has sent many destinations
and properties reeling as the industry has most recently spent billions of dollars upgrading
properties to attract the luxury, free-spending market of just a year ago.
For the Florida Keys and Key West, the behavioral change within the group meetings and
incentive market presents new marketing opportunities. For the past several years, properties
within our destination that use the group market segment as a 'base' have bypassed state and
national association groups in order to maximize rates that incentive programs were willing to pay.
It is the association sector that continues to hold events in 2009 and is confirming programs well
into 2013. Since the destination hasn't had the need to aggressively solicit this market, our
destination will be perceived as new and fresh to these planners, thus opening up an entire new
database for consideration.
In the corporate meeting and incentive sector, we may begin to witness a new 'norm'. As media
coverage and discussion of corporate greed begins to wane, companies will slowly and
conservatively begin to travel once again. We will continue to see booking windows close to
arrival date and contractual elements such as attrition, food and beverage minimums and rate
resistance become areas open to negotiation. As some of our competing Florida destinations
drastically reduce rates, the Keys may be perceived as 'expensive'. However our natural
resources, geographical location and unique attractions will help offset these obstacles. As most
corporations keep their programs stateside and the few who would consider going offshore steer
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
away from Mexico for security reasons, the Keys are positioned to capture higher priced incentive
groups, most especially during the cold weather months.
Geographic promotions will focus on feeder markets close to the destination. We will monitor the
economic and public relations climate as it relates to corporate travel and adjust our promotions
accordingly. Our goal is to strengthen our position in the 50-250 attendee-size meetings while
emphasizing the message of the right destination for the right price.
GA Y/LESBIAN MARKET PROFILE
The Gay market segment continues to be a reliable and growing market. Occupancy in the gay
and lesbian properties is strong, and gay travelers who choose to utilize mainstream hotels are
growing and continues to contribute to the overall occupancy counts throughout the destination.
According to PlanetOut.com and OutTraveler.com members, Key West remains one of the top
resort destinations in the United States; their readers in 2008 named Key West the top gay and
lesbian resort destination in the world; Key West is in the current competition for top Gay Resort
for 2009, with results to be released in May 2009. The 2007 survey by Harris Interactive and the
Travel Industry Association named Key West the number two gay-friendly destination in the
United States. Recent surveys also showed that over half of the respondents choose to stay in
mainstream resorts and hotels averaging above 4 nights, and include multiple visits each year to
the destination.
The destination advertising, marketing, and public relations efforts, both domestically and
internationally, continue to sustain the growth of this segment. Promotions in venues popular with
younger and more affluent travelers continue and are showing positive results. Research and
expansion of our marketing efforts to this group is continuing as there is increasing competition for
gay travelers. For over eleven years the Keys have maintained a direct consumer approach which
is now being copied by other destinations, making the gay travel dollar that much more
competitive. Online promotions coupled with a strong media presence have enhanced our
presence to gay and lesbian travelers. Numerous promotions with not-for-profits in key cities
throughout the US also increase our sales and marketing outreach.
Gay and Lesbian travelers continue to travel to the Keys regardless of a down economy. While
there are advanced bookings, many gay travelers book the same week they travel. Gay travelers
were the first group of visitors to return after the events of September 2001 and after destination
weather events. A recent article in the Chicago Tribune comments "Travel agents and industry
organizations across the country say the gay and lesbian community has proven far less willing
than straight travelers to sacrifice vacations. Hotel chains, destination cities and airlines hit hard
by the flailing economy are now digging in and chasing what's known as "pink money." Gays
traveled in their younger days, more so than many straight people, and they don't want to give it
up. Gay travelers are a group with disposable income and a propensity to travel at any time of
the year. Many in this sector travel with friends and family members and stay throughout the
Keys.
Surveys show that the gay and lesbian community visits the Keys for the same reason as
mainstream tourists - sightseeing, water activities, local culture, dining, shopping, museums, and
beaches. Top motivations for selecting Key West as their vacation destination continue to be the
variety of things to do, having a reputation for being gay-friendly and being a safe destination.
Gay and lesbian oriented events, i.e. Tropical Heat, Pridefest, Fantasy Fest, Bone Island, and
Womenfest bring visitors to our island during the slowest times of the year, making this market
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
segment an extremely lucrative one. The events are listed on gay and lesbian websites
throughout the globe. Continued marketing efforts of the Key West Business Guild to the Gay
Spring Break segment has increased the number of visitors in the 24-35 age range and generates
strong media exposure. The younger crowd is continuing to visit the destination throughout the
year as a result of this promotion.
Two segments of the gay market, commitment ceremonies/honeymoons and gay family travel will
continue to be a source of visitors. Numerous businesses catering to the facilitation of
commitment ceremonies, combined with our gay friendly and mainstream resort properties
provide the perfect setting for a gay destination wedding/honeymoon. With an increase of non-
traditional families traveling, Key West and the Florida Keys offer an all welcoming attitude, while
providing a safe, fun and diversified vacation destination for same sex couples and their children.
While we compete with products like all-inclusive gay cruises, continued promotions to travel
agents and tour operators that specialize in gay and lesbian travel will maintain our standing as
one of the most recommended destinations for gay travelers.
Results of our promotions in the international arena continue to reflect in visitor profiles. Our past
presence at ITB, Visit USA Italy and World Travel Market combined with Gay Life Travel
Expositions, gay & lesbian lifestyle and travel shows, and pride festivals in key cities throughout
Europe sustain our validity as an internationally renowned gay and lesbian destination. The ability
to feel safe and accepted throughout the islands insures continued growth in the lucrative GLBT
market.
DOMESTIC MARKET OVERVIEW
With uncertainty regarding our economic future and the cost of goods and services continuing to
climb, consumers will be looking for value-added components to their vacation. The desire to
travel still remains; however behaviors on how people travel and discretionary spending levels are
directly affected by a fragile economy. Airline consolidation, sky rocketing grocery costs and
climbing unemployment rates all contribute to a consumer who is going to hold on to their money
longer and wait for the best value on the market. Factors influencing their destination decision will
include cost, convenience, value for price paid and an experience that they can measure in
memories. Spending uninterrupted time with friends and family is coveted in a 'wired world', so
consumers want to make the most of their vacations. The message of 'the right vacation for the
right price' will be foremost in sales promotional efforts as many consumers will be cutting back
and taking only one holiday in the next fiscal year.
Consumer behavior will continue to follow the predictable patterns of the changing seasons. The
Northeast and Upper Mid West regions will visit our area in the winter months, while guests from
the Southeast and Florida are most likely to vacation in the Keys during the warmest months. We
will coordinate our sales and promotional efforts in these regions to coincide with consumers
decision making and buying cycles.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
The varied lodging product in the Florida Keys presents exciting opportunities across several
niche market segments within the domestic profile. Self-catered units (condos, villas, apartment
style accommodations) are the preferred lodging of choice for family reunions, generation
vacations, (parents, grandparents and children traveling together), destination weddings and the
'girlfriend getaways' market. This type of lodging also has the potential to drive length of stay, as
most people would enjoy the spaciousness and conveniences that a condo type resort offers over
a period of time vs. just one or two nights.
Our historic inns and smaller hotels cater to an affluent, more mature market and those that are
seeking an alternative to traditional lodging experiences. With continental breakfasts and/or social
hours offered at most facilities, the notion of 'value-add' is built into the rate, along with the
quaintness and uniqueness of staying in a historic building. Smaller lodging facilities all along the
Keys are capitalizing on the personalized service, attention to detail and on-site ownership that
larger facilities cannot offer. Visitors who overnight at one of our many inns or small hotels
generally return year after year and recommend such lodging to their friends and families.
Eco- friendly and adventure travel is very popular across generational spans as this visitor is
seeking an experience that rewards them physically, mentally and spiritually. More and more
travelers want to feel good about how and where they travel, and eco-friendly activities such as
fishing, snorkeling, diving and kayaking offer that reward. This type of traveler tends to look for
destinations that maintain a smart balance between service and high quality standards and a
responsible, sustainable attitude towards tourism.
Electronic promotions and educational seminars to the travel trade will continue to put the Florida
Keys in the forefront of recommended destination planning. A concentrated promotional
campaign highlighting our unique lodging options, the diversity of attractions and eco-friendly
activities within the destination as well as our cultural and historic significance will continue to
stimulate interest in the Florida Keys and set us apart from other in-state destinations.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
2009-2010 SALES ACTIVITY CALENDAR
OCTOBER 2009
1st week of October
Dutch/German Speaking Market Sales Mission
Amsterdam, Hamburg, Frankfurt and Zurich
Registration:
N/A
Stacey Mitchell, Yves Vrielynck
With the assistance of our German sales office, the Florida Keys will be conducting sales calls and
updating product managers in Holland, Germany and Switzerland on destination initiatives. We
will focus on areas where operators don't have the staff or budget to attend shows like FL Huddle
or Pow Wow. As part of the road show, partners will be able to attend media functions
coordinated through our German PR office in cities where appropriate. Industry participation is
encouraged to showcase your product just prior to the crucial peak winter booking season and
product launch for 2010.
October 5-8
9th International Conference on G&L Tourism and Travel Expo
Vancouver, BC Canada
Registration: $650. Steve Smith
This is the 9th time the destination has participated in this four day conference. The venue offers
strong networking with sellers of travel as well as members of the GLBT media throughout North
America. A table top expo will be held during the conference and is open to both travel
professionals as well as consumers.
October 10-12
Adventures in Travel Expo
New York, NY
Reg istration:
$4750.
Jack Meier/S. Mitchell
Co-op participation available at $750. per property.
Brochure distribution available at $250. per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. This event has become "the" travel planning event for the adventure seeking, well
educated, active travel market segment.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
October 23-25
SITV Travel Show and Tour Operator/Media luncheon
Montreal, Quebec
Registration:
$2250.
Sabine Chilton
In cooperation with Visit Florida, the Florida Keys will be participating in the International Tourism
and Travel Show in Montreal, targeting French speaking consumers and members of the
Canadian travel trade. This three day event is combined with a trade and media luncheon,
coordinated by Visit Florida and allows for destinations to present their product to a captive
audience.
October 28-30
Gay and lesbian Travel Expos
San Francisco and San Diego, CA
Reg istration:
$1 000.
Steve Sm ith
These venues include a gay travel workshop/table top exhibit for trade only followed by a five hour
consumer table top show. The destination has participated in these venues for the past eleven
years and it provides a means to network with travel professionals and consumers who travel on a
regular basis. The west coast is a lucrative market for the Florida Keys as travelers from this area
tend to stay five or six nights due to the distance involved in traveling.
October TBD
Receptive Operators Educational Visit to the Florida Keys
Registration:
N/A
TOC Staff
Industry Support Required
Sales staff will be inviting the top six to eight receptive operators who actively feature the Florida
Keys to the destination for three nights/four days of educational experiences involving new and or
improved featured product, attractions, soft adventure activities and transportation options. This
educational visit will coincide with product launches across the international and domestic
wholesale market, thus insuring that Florida based receptive operators have the most up to date
knowledge on the destination
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
NOVEMBER 2009
November 1-5
Gay and lesbian World Travel Expositions/lnt'l Conference on GlBT Tourism
Boston, MA
Reg istration:
$1100.
Steve Sm ith
Brochure Distribution available at $50. per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States.
Each promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for
trade only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
November 3-6
Meetings Quest Denver
Denver, CO
Reg istration:
$2200.
Jack Meier
Co-op participation available at $750. per property.
This event is designed with both time and budget in mind, whose goal it is to attract the meeting &
incentive professional with unparalleled multi-level education. Additionally, the exhibition provides
attendees sufficient time to visit and explore every participating vendor. The event boasts a 3: 1
ratio of qualified planners to exhibitors that accomplishes the workload of two weeks of sales calls
within a 3 hour timeframe. Area sales presentations can be planned pre/post event. This
opportunity allows for continued face to face relationship selling in the critical southeast sector,
vying for the short term winter corporate business as well as long term consideration for spring
and summer of 2010.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
November 4-7
DEMA
Orlando, FL
Registration:
Covered by Dive Umbrella
Yves Vrielynck
Co-op available at $500. ; Limited to 8 delegates.
This is a trade-only event focusing specifically on the sport of diving; its manufacturer's and dive-
related travel destinations. Dive consumers are not in attendance. Attendees hale from all facets
of the dive industry in addition to travel agencies and tour operators specializing in dive vacations
and travel. The Dive Umbrella has contracted for 1000 square feet of prime convention space,
where the Florida Keys will have a destination pavilion. Industry participation is encouraged.
November 9-12
World Travel Market
London, England
Registration: $40000. Stacey Mitchell/Cellet Travel Svcs.
Co-op participation available at $1200. per delegate in destination booth.
Brochure Distribution available at $300. per property
World Travel Market is the UK's largest annual travel trade show. This show will be held at the
Excel Exhibition Center located in London. Visit Florida creates a Florida Pavilion for the state
industry to exhibit their products and meet with travel agents, tour operators, and travel media.
The UK market is the cornerstone of the Florida Keys international marketplace. The Florida Keys
will continue to show a strong presence in this marketplace to build on existing trade relationships
as well as identifying emerging "niche" travel markets.
November 13-15
Visit USA Italy Showcase
Rome, Italy
Reg istration:
$3300.
Stacey Mitchell
Co-op participation available at $1100. per delegate
Immediately following World Travel Market, delegates from the U.S. will be traveling to Rome,
Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient
method of exposing your destination to the main travel trade and media partners within the Italian
tourism sector. This is a cost effective method of promoting your product to a market segment
that travels almost exclusively during the month of August.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
November 16-19
Florida Encounter with Visit Florida
Clearwater Beach, Fl
Reg istration:
$2500.
Jack Meier
Florida Encounter is designed and produced by Visit Florida who only allows Visit Florida partners
to exhibit independently. The two-day tradeshow features computerized pre-scheduled
appointments and a one-to-one ratio between qualified meeting planners from outside the state of
Florida and Florida's top meetings and conventions suppliers. For additional information, contact
Visit Florida, 850-488-5607.
DECEMBER 2009
December 3
9th International Conference on Gay and lesbian Tourism
Ft. lauderdale, Fl
Reg istration:
$850.
Steve Sm ith
Brochure Distribution available at $75. per partner.
Attendees at this conference include representatives from international destinations, airlines,
travel agencies, tour operators and gay media. This venue offers strong networking with sellers of
travel as well as members of the GLBT media throughout North America. A table top expo will be
held during the conference and is open to travel professions as well as the general public.
December 5-7
Adventures In Travel Expo
Seattle, WA
Reg istration:
$4750.
Stacey MitchelllYves Vrielynck
Co-op participation available at $750. per property
Brochure distribution available at $250. per property
Unicomm LLC., organizers of the highly successful Adventures in Travel Expo series, has
extended its brand to the Seattle market at the Washington State Convention Center. Supported
by the power of the Seattle Times, organizers will capitalize upon the Seattle-Tacoma DMA as
one of the largest media markets in the country with a highly stable buying income, keen interest
in outdoor and leisure activities.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
December 16
Holiday Showcase
Chicago, IL
Reg istration:
$3500.
Jack Meier
The Association Forum's annual Holiday Showcase is Chicagoland's #1 business services and
meeting sites exhibition. Offering one-stop shopping, Showcase is an easy way to meet with
suppliers and take care of multi faceted business needs in one day under one roof. In 2007, more
than 2,000 qualified buyers were on the show floor that featured more than 400 booths and over
700 different businesses. This show attracts a different planner than that of the Motivation show.
JANUARY 2010
January 8-11
Adventures in Travel Expo
Chicago, IL
Reg istration:
$4600.
Jack Meier/Staff
Co-op participation available at $750. per property
Brochure distribution available at $250. per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The destination was well received by the consumers in attendance at last year's show
and the greater Chicago-land area continues to be one of our key winter feeder domestic markets.
January 14 -16
Surf Expo
Orlando, Florida
Reg istration:
$5000.
S. MitchelllY.Vrielynck
Co-op participation available at $500.
Today's Surf Expo is produced twice annually for manufacturers and retailers in the Board, Beach
and Fashion industries as well as for the resort and destination market. Surf Expo features more
than 2,400 booths of apparel and hard goods and resort destinations. Average buyer and exhibitor
turnout exceeds 15,000 attendees from the US, the Caribbean, Central and South America and
around the world. This is a skate, wakeboard, water-ski, windsurf and kite-board crowd; a perfect
fit for the Florida Keys.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
January 12 -17
Vakantiebeurs
Utrecht, The Netherlands
Registration: $3250. Marcel Sprenger/Get it Across
Considered the largest travel and tourism event in The Netherlands, over 136,000 consumers and
travel trade attended this show last year. First day is limited to travel trade and media only with
an appt. based format, and the TDC will have the ability to conduct one on one educational
presentations with select members of the travel trade via a 'fair share reception' coordinated by
Visit FL.
The U.S. 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
adventure and eco tourism.
January 14-17
Reiseliv
Lillestrom, Norway
Reg istration:
$2900.
Cellet Travel Services
Reiseliv is the premier Travel and Tourism Show in Scandinavia and is the most important market
place for the Norwegians and international trade industry. The show is open to both travel trade
and consumers. Last year's attendance reached 40,000 visitors. After 3 years of brochure
distribution, and due to the importance of this growing market, it is time for us to physically attend
this show.
January 23-31
Boot
Dusseldorf, Germany
Registration:
$7800.
Y. VrielyncklM.Sprenger
Co-op participation available at $850. per partner; limited to 4 partners.
This event is the benchmark and stimulus for the international boat and water sports industry. The
presentation by nearly 1,700 exhibitors from 57 countries in the 18 halls of the Dusseldorf
fairgrounds is unique, topical, comprehensive and clearly laid out.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Every "boot Dusseldorf" is a social event with worldwide media coverage. Not to be overlooked in
the radio or on TV, in dailies or in the business and trade press. This is assured by finely-honed
marketing, the press and communication concept of "boot Dusseldorf" with the aid of about 2,500
accredited journalists from all over the world. The Dusseldorf location is unique. Here in the heart
of Europe, 30 million people with money to spend live only two hours away. The TDC will exhibit
inside the dedicated Dive pavilion.
January 24-26
Florida Huddle
St. Petersburg, FL
Registration:
$2500.
Sabine Chilton
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 2010
February 5-8
Destinations Holiday Showcase
Reg istration:
Covered by Cellet Travel Services
S. Mitchell/Cellet Travel Svcs.
This is the largest consumer event in London showcasing holiday destinations, resort settings and
vacation planning. The UK consumer's planning habits have changed dramatically in the last
year; thereby the peak booking period for summer vacations has shifted from early January to the
Feb/March time frame. Consumers are waiting closer to departure date to plan and confirm their
arrangements and this show allows the Keys to remain in the forefront of the British traveler while
in the decision making process.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
February 8-11
UK Sales Mission
London, Southern England and Dublin
Reg istration:
N/A
S. Mitchell/Cellet Travel Svcs.
Co op opportunities available for industry partners at $850.
With the assistance of our UK sales office, the Florida Keys will be conducting sales calls and
updating product managers in England and Dublin on destination initiatives. We will focus on
those operators whom don't have the staff or budget to attend shows like FL Huddle or Pow Wow.
As part of the road show, partners will be able to attend media functions coordinated through our
UK PR office in cities where appropriate. Industry participation is encouraged.
February 13-14
LA Times/Adventures in Travel Expo
Los Angeles, CA
Reg istration:
$4700.
Stacey Mitchell/Staff
Co-op participation available at $750. per property.
Brochure distribution available at $250. per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. This event has partnered with the LA Times consumer show, which has been very
successful in the past.
February 18-21
BIT/Italian Tour Operator Presentations
Milan, Italy
Registration:
$4000.
Sabine Chilton
With over 40,000 travel trade and consumers, BIT is the largest trade show in Italy. The show
format includes three trade days and two consumer days. Italy is one of the largest in bound
European markets for the U.S., and now ranks #5 in international arrivals to the Florida Keys. We
will exhibit in cooperation with Visit Florida and will host part of the dinner/presentations organized
for selected Tour Operators who specialize in Florida product.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
February 19-21
Our World Underwater Dive Show
Chicago, IL
Registration: Covered by Dive Umbrella Yves Vrielynck
Celebrating its 39th anniversary, Our World Underwater has returned to a dive specific consumer
show. Cooperative participation available to the first six (6) Dive Industry delegates at $300. per
Dive Operator. This is a well-attended consumer show, catering to the Dive Consumer in the
Midwest market, where research has shown a large percentage of certified divers.
February 19-21
The Boston Globe Travel Show
Boston, MA
Reg istration:
$2800.
Jack Meier
The Florida Keys will be exhibiting at the largest consumer show in the New England area as part
of the Visit Florida pavilion. This two day show affords the destination exposure in a key feeder
market during the coldest period of the winter season. With winters stretching into April and early
May in this part of the country, we can still promote the benefits of warm weather to a winter weary
audience. Last year more than 2,000 travel agents and 12,000 consumers attended this event,
and Visit Florida stated that the Florida Keys were one of the most requested destinations within
their pavilion.
February 25
Destination Showcase
Washington, DC
Reg istration:
$5500.
Jack Meier
The Florida Keys and Key West will be exhibiting within Visit Florida Pavilion. With nearly 1,300
meeting professionals in attendance and more than 200 exhibiting destination-marketing
organizations, the regional show is the meeting industry's largest one-day event exclusively
bringing ore-Qualified meeting professionals together with exhibiting DMOs, convention and visitor
bureaus and tourism boards from North America and beyond.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
February TBD
Gay and lesbian Travel Expos
Seattle, WA, & Portland, OR
Reg istration:
$1400.
Steve Sm ith
Brochure Distribution available at $50. per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States.
Each promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for
trade only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
MARCH 2010
March 5-6
Adventures in Travel Expo
Washington, DC
Reg istration:
$4700.
Jack Meier/Staff
Co-op participation available at $750. per property
Brochure Distribution available at $250. per property
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The destination was well received by the consumers in attendance at last year's show
and the greater DC/beltway area continues to be one of our key spring into early summer
domestic feeder markets.
March 8
Visit USA Workshop
Brussels, Belgium
Reg istration:
$950.
Yves Vrielynck
This is the largest travel tradeshow offered in Brussels, targeting the travel trade from the Benelux
countries. Approximately 200 tour operators, travel agents and members of the press gather just
prior to the ITB for a day of workshops and tabletop presentations from various U.S. based
destinations.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
March 10-14
International Tourisms Borse (ITB)
Berlin, Germany
Reg istration:
$35000.
S. MitchelllY. Vrielynck
Co-opportunities available at $900. per property.
Brochure distribution available at $300. per property.
This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must
Attend" tradeshow for 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.
March 20-21
16th National GLBT Consumer Expo
New York, NY
Reg istration:
$4000.
Steve Sm ith
Co-op available at $200. ; Limited to 12 delegates.
For the 16th 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. Running concurrently
with the expo will be the first ever Gay weddings exhibition. Gay weddings and commitment
ceremonies are becoming big business both domestically and internationally, and Key West
should position itself as the gay destination wedding location of choice to this lucrative market
segment.
March 26-28
Beneath the Sea Dive Show
Secaucus, NJ
Registration: Covered by Dive Umbrella Yves Vrielynck
Co-op participation available to the Dive Industry at $300. per Dive Operator.
Maximum number of participants will be from six to eight, 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 2006 show and expect to increase exhibit
space this year to 400 square feet.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
March 27-28
Pridefest of the Palm Beaches
Palm Beach, FL
Registration: $575.
Cooperative participation available at $100. per delegate.
This event draws thousands of consumers from the South Florida 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 summer season promotional efforts.
Convenient, reasonably priced accessibility from this area to Key West makes the destination
attractive to members of the communities surrounding the Palm Beaches.
Steve Sm ith
March TBD
Success 2010 Meetings Marketplace
Tampa, FL
Reg istration:
$575.
Jack Meier
Approximately 115 planners attended this one day conference held in conjunction with the
monthly MPI luncheon. Attendees come from the greater Bay area as well as central Florida, a
great geographical area to promote summer season meetings business.
April 2010
April, TBD
Bay Area Dive and Travel Show
San Jose, CA
Reg istration:
$900.
Yves Vrielynck
This is the second annual Dive and Travel show in the California Bay Area. This new event has
already attracted over 5000 visitors and 220 exhibitors. Organized by Dive Chronicles, a popular
dive magazine, this show is guaranteed to grow into a continued success and the Bay Area of CA
is home to an affluent data base of eco-minded, adventure seeking travelers who have tired of
Hawaii and Mexico as dive destinations.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
April, TBD
Miami Beach Pride
Registration: $575.
Steve Sm ith
This event draws approximately 30,000 consumers from metro Miami-Dade 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. Estimated
attendance at this year's event reached 20,000 people. This is a great opportunity to showcase
our destination to the South Florida traveler who could theoretically visit our destination during any
time of the year, but whose propensity to do so occurs mostly in the summer and fall months.
A cooperative promotion with the areas' gay publications will offer additional exposure for the Keys
during the pride weeks.
MAY 2010
May 15-19
TIA's POW WOW
Orlando, FL
Reg istration:
$18000.
Staff
Co-op participation available at $1200. per property.
Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters.
Participation in this show is key in pursuing the international market, with participants hailing from
over 70 nations. This is the most important event for anyone who is interested in maintaining
promotional efforts in the international marketplace.
May TBD
The Scuba Show
Long Beach, CA
Registration:
$2500.
Yves Vrielynck
Co-op participation available at $300. per participant
Now in its 22nd year, the annual Southern California based SCUBA Show has developed a
reputation as not only the most successful consumer dive show in North America, but also the
largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated,
qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles
metropolitan area and Southern California have the largest concentration of active certified divers
in North America. Destinations exhibiting at this show include the Maldives, the Red Sea,
Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity for the Florida
Keys to establish themselves as a premier dive destination to the wealthy L.A/Southern California
consumer market.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
May TBD
IGL TA Annual Convention
Registration: $950. Steve Smith
Brochure Distribution available for $50. Delegates must be registered convention attendees.
This annual event draws over 400 travel professionals. The event continues to grow as the IGL T A
membership now exceeds 1,300. Competition for gay tourism dollars is increasing with new
destinations vying for this lucrative travel segment. Attendance at this event includes networking
and exhibiting amongst 400 travel professionals specializing in gay and lesbian travel.
JUNE 2010
June 4-6
Gay Days Expo
Orlando, FL
Reg istration:
$1 000.
Steve Sm ith
The Annual Gay Days Expo is a 3-day show each year during Gay Days in Orlando. At the expo
you will find a variety of products from GLBT friendly vendors on display along with exciting
entertainment. The Gay Days Expo has become one of the world's largest GLBT travel,
entertainment expo and business expos. Attending this show offers an opportunity to put your
product in front of more than 14,000 affluent, well educated and brand loyal Gay Days attendees.
June TBD
Incentive Travel Exchange
Las Vegas, Nevada
Reg istration:
$8500.
Jack Meier
The Incentive Travel Exchange is committed to elevating the networking and exchanging of ideas
between buyers and suppliers of incentive travel to new heights. This computer generated
appointment event will pair 100 buyers and 100 suppliers of incentive travel for private one-to-one
meetings in an exclusive setting where participants can generate productive and profitable
dialogue. Each buyer will be hosted by The Exchange and be carefully screened to ensure that
they are a top producing purchaser of incentive travel. Each invited supplier will undergo an
equally rigorous screening process to verify that the products and services they represent are of
an up-market standard.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
June 16-19
San Diego Pride
San Diego, CA
Reg istration:
$650.
Steve Sm ith
This event offers an opportunity to promote the Florida Keys to consumers in a geographical
locale that is showing strong visitor growth to Florida and to our destination. GLBT travelers
continue to visit Florida for their holidays, and the Keys have benefited from recent gay travel
articles throughout California. This venue is an excellent opportunity to promote the Keys for
GLBT commitment ceremonies and honeymoons. The only other viable competitive destination
for consumers in this region would be Hawaii, which has almost the same flight time and has
already been visited several times over by the GLBT community in CA.
June 26-28
St. Petersburg Pride
St. Petersburg, FL
Registration: $575.
Co-op participation available at $100. per delegate.
This event draws approximately 30,000 consumers from the Tampa Bay 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. Accessibility from
this region includes flights via Continental and US Air, a combination of drive/ferry from Ft. Myers
to Key West as well as the strictly drive market. This is a great opportunity to showcase our
destination to the last minute summer or early fall consumer.
Steve Sm ith
A cooperative promotion with the areas' gay publications will offer additional exposure for the Keys
during the pride weeks.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Julv 2010
July TBD
Atlanta Pride
Atlanta, GA
Reg istration:
$1 000.
Steve Sm ith
Co-op distribution available at $100. 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. Convenient, reasonably
priced lift from Atlanta to Key West makes the destination attractive to members of the greater
Atlanta community.
AUGUST 2010
August 6-8
Northalsted Market Days
Chicago, IL
Reg istration:
$2500.
Steve Smith/Jack Meier
Co-op participation available at $200. for four (4) delegates.
This event is in its 17th 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, including mainstream
consumers. The greater Chicago area remains one of our strongest consumer markets, and
continued promotions to this area are recommended.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
August TBD
Successful Meetings University
TBD, Fl
Registration: $500. Jack Meier
Successful Meetings University is an appointment based trade event geared towards bringing
meeting professionals from outside the state of Florida together with destination marketers from
within the State of Florida. This three-day event allows for formal one on one appointments
between the buyers and sellers along with networking opportunities to further showcase the
Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to
planners about the feasibility of holding programs in Florida during the warmer months.
SEPTEMBER 2010
September, TBD
IFTM (formerly Top Resa) and Tour Operator Presentations
Paris and surrounding regions, France
Registration:
$4885.
Sabine Chilton
The Florida Keys and Key West will be participating with Visit Florida in France's leading Travel
Show visited last year by 16,455 trade visitors. We will also attend the fair share dinner where we
will meet with key tour operators who have product in the destination. This show will be followed
by a week of sales calls in Paris and Lyon, focusing on retail travel agencies selling Florida Keys
properties.
September, TBD
Gay & lesbian Travel Expo
West Hollywood and San Francisco, CA
Reg istration:
$1100.
Steve Sm ith
Brochure Distribution available at $50. per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States.
Each promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for
trade only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
September, TBD
Meetings Quest Atlanta
Atlanta, GA
Reg istration:
$2500.
Jack Meier
Co-op participation available at $750. per property.
This event is designed with both time and budget in mind, whose goal it is to attract the meeting &
incentive professional with unparalleled multi-level education. Additionally, the exhibition provides
attendees sufficient time to visit and explore every participating vendor. The event boasts a 3: 1
ratio of qualified planners to exhibitors that accomplishes the workload of two weeks of sales calls
within a 3 hour timeframe. Area sales presentations can be planned pre/post event. This
opportunity allows for continued face to face relationship selling in the critical southeast sector,
vying for the short term fall corporate business as well as long term consideration for winter of
2011.
Ongoing Sales Efforts
Destination Days
Sales Staff
Presentations and destination training will be conducted to travel trade professionals in the South
Florida area. These travel trade professionals include Certified Vacations/Delta Dream Vacations,
Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies.
Electronic Marketing
Sales Staff
In an effort to increase our exposure to all market segments, sales staff will develop electronic
marketing promotions utilizing our current database. These efforts will include electronic
postcards, flash programs, e-newsletters, e-zines as well as video. These efforts can be utilized
as pre-promotional event notices, follow up tool to trade show participation as well as updates and
periodic communications to established clientele base. In addition, on line educational portals,
known as Travel Universities, have been created to offer continuing education on the destination
to members of the travel trade both internationally and domestically.
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Monroe County Tourist Development Council 2009-2010 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
Conduct sales calls on behalf of destination
Act as a resource by providing support for trade professionals
Liaise with offices of Visit Florida in UK
Liaise with KBC Public Relations
Advise TDC and advertising agency on UK market trends & issues
Monthly Sales Report
Maintain strong alliance with Visit USA Association
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Other operating costs
Fee $45000
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
Activitv actual cost expenses fees totals
Destinations Show $4000 $0 $2000 $ 6000
UK Website $0 $0 $1000 $ 1000
World Travel Market $0 $1500 $2000 $ 3500
Pow Wow $0 $1000 $2000 $ 3000
VIP Tour Operator FAM $0 $2500 $2000 $ 4500
Advisory Panel Luncheon $0 $3000 $4000 $ 7000
Coop Marketing/UK $0 $9000 $1000 $10000
Coop MarketingllE $3000 $1000 $ 4000
Sales Mission $2500 $3000 $ 5500
Travel University $7000 $3000 $10000
Newsletter $1500 $1000 $ 2500
Electronic marketing $1000 $ 1000
Resources $14000
Sub-total $72000
Total United Kingdom Budget
$117000
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
SCOPE OF SERVICES in FY 2010
Get It Across Marketing
October 01, 2009-September 30, 2010
Germany (Switzerland, Austria)
I Basic Services Provided
Maintain Florida Keys dedicated Phone/Fax line (+49221 2336451/450)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfilment through fulfilment house (Presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Liaise with Visit Florida office in Paris
Maintain strong alliance with Visit USA Committee
Liaise with MikullaGoldmann Public Relations
Advise TDC on market trends, Monthly Sales Reports
Work on set up of niche products (weddings, diving, gay & lesbian, condos)
Misc. operating costs
Total Basic Services
I Operating Budget
EUR 1,00 = USD 1,60
$23000
Costs
1) Sales Calls Budget: Niche Markets
Tour operators (Diving, Gay, Wedding, Fishing)
500
2) Specialized Shows: Booth & Assistance
ITB 2009, Berlin, March 11-15,2010:
(covers app. scheduling, booth assist.! booth manning)
3000
Gay Programs- 2010 - Germany
Gay Prides in July 2009/ Teddy Travel Promotions in 2009
3000
3) Travel Trade Trainings I Roadshows I Seminars
FTI Florida Roadshow in June 2010
(covers registration, travel and coordination)
6000
Visit USA Seminar Austria. Feb 1st
Registration, travel and coordination
2500
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Fee
Total
800
1300
3000
6000
2400
5400
2400
8400
1000
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Visit USA Seminar Switzerland. Feb 3rd: 4500 2000 6500
Registration, travel and coordination
(Featured destination, together with Miami and Fort Myers)
4) German Florida Keys E-Newsletter
-Prod. Of 1x external E-Newsletter via Supercom (trade) 700 800 1500
-Prod. Of 2x internal E-Newsletter (consumers) 3000 3000
5) FAM TOUR (Swiss Travel Fam with Swiss in May 09)
(coordination and execution) 500 2500 3000
6) German Fla-Keys Mini Sites 800 800
Coordination of updates/ changes
7) Trade Partner Coop 5500 1500 7000
8) German Product Inventory
Summer 2010 inventory (32 operators) 3000 3000
9) Office Resources 1220 1220
Total Operating Budget
27420
23200
50620
Total Operating Budget
50620
Total Basic Services
23000
I Total Germany (Switzerland, Austria) Budget
73620
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Memberships
American Society of Travel Agents (AST A)
Hospitality Sales & Marketing Association International
Receptive Services Assoc. of America (RSAA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL TA)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA Norway
Visit USA United Kingdom
Visit USA Germany
Visit USA Ireland
Visit USA Italy
Visit USA Sweden
Society of Govt Travel Planners
Meeting Planners International
Association Forum of Chicago
Florida Society of Assoc Exec
Tallahassee Society of Assoc Exec
Destination Marketing Association International
National Tour Association
American Bus Association
Adventure Travel Trade Association
No. American Journeys (NAJ)
National Gay and Lesbian Chamber of Commerce
International Gay and Lesbian Chamber of Commerce
$ 549
$1060
$ 500
$2500
$ 250
$ 650
$1500
$1000
$ 700
$2120
$2120
$ 850
$ 900
$ 700
$ 450
$ 650
$ 395
$ 210
$ 105
$2500
$ 600
$ 475
$ 750
$3900
$ 100
$ 325
Total Memberships
$25859
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Measurability
Monthly reports from offices In UK and Germany reflecting trade and consumer inquiries and
fulfillment data.
Quarterly Sales & Marketing Telephone Surveys reflecting:
Level of travel agent business
Lead time/seasonal/group and leisure market mix
Length of stay
Market segment mix, i.e. 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.
Annual Tour Operator Inventory Reports from the UK, Ireland and German speaking markets
indicating number of pages dedicated to destination, increase/decrease of product placement year
on year.
Monitor visitor profile survey indicating travel trends in different market mixes, and influence of
travel agent on destination selection.
Monitor visits to web site: meeting planners RFPs, travel agents and tour operators sections.
Survey consumer travel show attendees periodically to access effectiveness of show participation.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
BUDGET
Promotional Activities $204,685
Travel Expenses $120,000
Postage/Phone/Xerox $ 40,000
Memberships $ 25,859
Entertainment $ 8,000
Resources $ 70,456
Cellet $194,050
TOTAL LINE ITEMS $663,050
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
K. PUBLIC RELATIONS
NewmanPR's public relations plan for the Florida Keys & Key West is designed to create
and take advantage of editorial and promotional venues and is developed in concert with
the marketing objectives and goals set forth by the Monroe County Tourist Development
Council.
Results achieved utilizing public relations techniques offer credibility that tends to be
measured higher than most marketing promotions.
The essential elements of the public relations campaign are message development and
positioning strategy, media analysis and relations, development of contributed news
articles, editorial calendar development, media research, and crisis management
communication.
NewmanPR and its affiliates have been successful in securing media exposure for the
Keys, valued at many times the TDC's PR promotional budget. The agencies target their
public relations efforts to ensure a comprehensive marketing approach with the other
elements of the marketing plan.
The TDC PR program will maintain emphasis on cultural tourism and eco-tourism in all
phases of the public relations program. In 2009-10, there will be continued emphasis of the
value of traveling to the Florida Keys; more focus on gay and lesbian markets; added e-
marketing efforts with increased attention in social internet outlets; focus on guesthouses
and small inns; increased emphasis on the destination's "green" attributes and attractions;
special events and programs to maximize awareness of travel during late August and
September for mature markets.
The following proposal outlines a public relations, publicity and promotion campaign for the
fiscal year beginning Oct. 1, 2009.
Objectives
1. Implement public relations techniques to attract new visitors and motivate prevIous
visitors to return to the Florida Keys.
2. Promote awareness of and bolster the destination's image as a vacation venue that
provides cultural/heritage tourism offerings in both domestic and international markets.
3. Promote the destination's value as a vacation destination.
4. To promote international, national and statewide awareness and image of the Florida
Keys & Key West as a destination concerned about protecting the environment that
takes steps to preserve it via various "green" initiatives.
5. To promote the Florida Keys as a destination that has a wide range of accommodations,
including intimate guesthouses and inns.
6. To promote awareness and image of Florida Keys special events and attractions.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
7. Promote the unique quality of the destination to the gay and lesbian market domestically
and internationally focusing on the overall acceptance of gay and lesbian visitors and
the "One Human Family" philosophy.
8. To maintain the U.K./European public relations program to include England, Ireland,
Scotland, Scandinavian countries and German-speaking countries.
9. To promote awareness and image of specialty markets including diving,
wedding/honeymoons, art/culture, and guided sportfishing excursions.
10. Maintain existing and develop new tools to enhance the tourism council's official Web
site and improve the media Web site.
11. Promote the Florida Keys Shipwreck Trail and the destination's home to two of the
largest ships in the world ever to intentionally be sunk to create an artificial reef.
12. To implement a PR crisis management program during significant emergency
situations.
Goals
1. Develop a promotion designed to increase awareness of the Florida Keys Shipwreck
Trail and the "Wreck Trek" experience in the Florida Keys highlighted by two of the three
largest ships in the world ever intentionally sunk to become artificial reefs.
2. Establish separate domestic and international media research trips highlighting
guesthouses, small inns and seafood culinary delights of the Keys.
3. Develop "Virtual Vacation" video showcases of the entire destination and each district
for distribution to YouTube and similar popular video social network media outlets.
4. Develop coverage to attract visitors to the Florida Keys prior to or after the Super Bowl
XLIV and Pro Bowl games in Miami and campaigning to entice CBS' Early Show (CBS
will broadcast the game in 2010) to feature a segment on the Florida Keys.
5. Develop a UK version of the "Keys Traveler" electronic newsletter.
6. Develop "Keys to the Unforgettable Road Trip" media campaign throughout the U.K.
and Europe.
7. Develop "Own a City" campaigns in Orange County, Calif., and Jacksonville, Fla.
8. Develop a blog specifically geared to the Gay travel market.
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. The domestic program will also
include group media research trips and individual travel writers' visits to the destination as
well as researching, writing and distributing specialized travel releases to targeted
publ ications.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
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,
thousands of records are kept on journalists in the United States. Virtually all words and
picture distribution is accomplished electronically, either via electronic mail, or transmitting
to wire service computer systems.
Implementation
NewmanPR will center its media relations efforts around cultural, heritage, environmental,
soft-adventure, events and value themes. All travel media relations projects feature
significant marketing efforts to publicize the Keys Web site and toll-free number providing a
call to action.
Domestic Press Trips
Press trip planning for 2009-10 sees the agency to continue moving away from traditional
group press trips to more individual development with strong emphasis on attracting
qualified Internet journalists, including those who represent leading online travel portals or
publications, editorially focused travel Web sites and reputable blogs with significant
audiences.
The agency believes individual trips offer a better story-gathering experience for domestic
journalists who can better allocate their time resources to suit their needs.
Given the increasing consumer reliance on respected, high-readership Internet travel
publications and blogs, and the decline of traditional travel media outlets, press trip
planning for 2009-10 will focus on attracting leading Internet journalists with travel,
adventure, cuisine and lifestyle outlets. Participation also will be sought from broadcast and
Internet broadcast media, as well as representatives from traditional media outlets that
remain strong.
In addition, journalists from publications in the "Own a City" locations will be among those
targeted for press trips scheduled prior to the "Own a City" campaigns.
Domestic press trips will focus on the outdoor/adventure market, media interested In
experiential and learning vacation opportunities, and the cuisine and lifestyle market.
Domestic trips will include the following:
Outdoor Writers Keyswide Adventure
Targeted to print and Internet journalists who write for the outdoor and active adventure
markets, this trip will showcase the Keys through unique water-related adventures. As they
travel throughout the destination from Key Largo to Key West, journalists will dive or
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
snorkel on the Spiegel Grove and natural coral reefs in Key Largo; spend a half-day fishing
on an Islamorada charter boat and then feast on their catch; and discover snuba in
Marathon and kayak the Lower Keys back country. They will also learn to kiteboard and
discover water-related attractions such as the History of Diving Museum and the Turtle
Hospital.
Upon arrival in Key West, they will embark on a shark-watching or dolphin-watching
excursion, and take a behind-the-scenes tour of the Mel Fisher Museum and its artifact
conservation laboratory. Divers will explore the Vandenberg, the second-largest ship ever
sunk as an artificial reef, while non-divers will take a day trip to the Dry Tortugas to swim,
snorkel and tour majestic Fort Jefferson.
Accommodations for this trip will highlight self-catering options throughout the destination
- ranging from resort properties with villas to small independently owned hideaways.
Animal Rescuers of the Florida Keys
Throughout the Florida Keys, dedicated staff and volunteers are devoting their lives to
caring for indigenous birds and marine mammals in facilities open to the public. This press
trip will allow journalists interested in active, educational and eco-friendly vacations to
discover the environmental richness and eco-responsible community that characterize the
Florida Keys.
The focus will be on experiential learning at animal rescue facilities, led by founders and/or
senior staff, highlighting both the wildlife cared for and opportunities for visitors to volunteer.
Facilities will include Key Largo's Wild Bird Center and Marine Mammal Conservancy,
Dolphin Research Center where participants will learn about groundbreaking dolphin
number studies, and "researcher for a day" programs, Marathon's Turtle Hospital, and
Summerland's Mote Marine Laboratory. Journalists will also tour the Key Deer Sanctuary,
kayak in the Lower Keys' backcountry and, if possible, participate in the release of a
rescued sea turtle.
In Key West, journalists will travel to the dolphin playground to view dolphins in the wild,
discover the rescued parrots living in a hidden garden and explore the extraordinary
Butterfly and Nature Conservatory.
If the Florida Keys National Marine Sanctuary develops activities or an event to
commemorate the 20th anniversary of its 1990 founding, the trip can be timed to
incorporate it.
Seafood and Small Inns: Taste of the Keys
This tasty exploration for food and travel writers will showcase the culinary and attitudinal
flavors that enrich the Florida Keys. It will be timed to coincide with the Marathon Seafood
Festival in March, and be targeted to both straight and gay journalists.
Cuisine experiences will range from the funky to the luxuriously gourmet. Journalists will
dine at selected restaurants throughout the Keys - from the Upper Keys' elegant Kaiyo to
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Marathon's laidback waterfront Keys Fisheries, where seafood rules, and the private island
eatery at sybaritic Little Palm Island in the Lower Keys. At these selected spots, they'll meet
with the chefs and learn about their specialties that rely on Keys seafood and other
indigenous ingredients.
In Key West, they'll discover treasures including Help Yourself Foods, an all-organic
restaurant opened by a nationally-renowned kite surfer/chef; Blue Heaven, where diners
"breakfast with the roosters" at a Hemingway heritage site; the Hogfish Bar and Grille, a
hideaway seafood spot billed as "a great place if you can find it"; and EI Meson de Pepe,
where Key West's Cuban connection comes alive through authentic cuisine and rare
memorabilia.
As well as dining, journalists will explore attractions that contribute to the overall flavor of
the Keys, set sail on a gourmet sunset cruise and learn from Key lime pie guru Kermit
Carpenter how to prepare the Keys' signature dessert.
Accommodations for this trip will highlight small inns and guesthouses throughout the
destination that provide a personal and intimate vacation experience. The itinerary will
include tours of such properties and interview opportunities with innkeepers.
GLBT Fantasy Adventure
Designed for gay and gay-friendly print and online journalists, this exploration of Key West
will be scheduled to include the first few days of Fantasy Fest (while guesthouse rooms are
still available) and showcase not just the festival, but Key West's many gay-related
attractions. As well as participating in Fantasy Fest events such as Coronation Ball and the
Key West Business Guild's Headdress Ball, journalists will attend drag shows at Key West
clubs, meet with the current Fantasy Fest king and queen who raise funds for AIDS Help,
tour guesthouses and galleries.
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, other Florida TDCs/CVBs and other organizations in
conducting joint-venture media research trips as defined by their marketing plans.
Web site
The PR agency manages the general destination news section of fla-keys.com. This covers
all aspects of the destination including cultural activities, special events, attractions, diving
and snorkeling, capital improvements, fishing tournaments, spot news opportunities as well
as emergency communications.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Material for generic sections of the Web site is also provided to focus on the history of each
district, the artists and writers who have found creative inspiration in each district, and mini-
profiles of some of the colorful characters who inhabit each district.
On-line Press Room
Another section of the Web site the agency manages is specifically produced for media
representatives. Following a major retooling of the media section, the agency will continue
to enhance the site with additional journalist-friendly resources.
Press Releases
In past years, major press release writing efforts have focused on specific topics to add to
the existing print and online press kit. As a result, the resource has grown to a voluminous
state, perhaps to a level that is too unwieldy.
While the agency will continue writing and distributing news-oriented stories when needed,
as well as special events-oriented releases and the popular, quarterly "What's New in the
Keys" feature; the agency plans to focus significant editing efforts to streamline and update
all existing press kit releases to reflect the needs of the rapidly growing Internet media
audience - as well as the changing needs of print media.
In addition, at least one stand-alone release is to be created promoting the Keys to visitors
with mobility, visual and/or hearing challenges. This release will showcase attractions,
accommodations, watersports excursions and experiences designed to maximize
enjoyment for travelers with such challenges. The story will also be featured in an e-News
Issue.
Some specific news release themes planned for 2009-10 include:
Wreck Ashore! - a piece that combines a historic look at the Keys' wrecking industry
(including activities at Indian Key), significant shipwrecks and artificial reefs including the
Vandenberg, recovery of artifacts from sunken vessels such as the 1733 fleet in the Upper
Keys and the Nuestra Senora de Atocha and Santa Margarita off Key West, and material
about Keys attractions and museums that are related to wrecking and shipwrecks.
Key West's Multicultural History - a release focusing on the cultural and ethnic diversity
that has characterized Key West since its earliest settlement. It will explore the Cuban,
Bahamian and African influences through a look at Bahama Village, the Cuban Heritage
Trail, sites where Cuban patriot Jose Marti rallied support for his country's freedom and the
African Cemetery that is believed to be the only African refugee burial site in the United
States.
Keys Theaters Take Center Stage - an exploration of the theatrical offerings throughout
the Keys. The piece will be scheduled for release in late fall 2009 to advance the seasonal
productions to be presented by local theaters.
Legendary Captains and Anglers of the Florida Keys - an overview of the fishing
captains and anglers who have helped the Florida Keys realize their potential as one of the
world's sport fishing capitals. The piece will feature past and present-day celebrity anglers,
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
those who have earned world records in the Keys, outstanding young anglers and captains
who pioneered and continue to guide the region's sport fishing industry.
Architectural Preservation in Paradise - an overview Key West's nationally acclaimed
historic and architectural preservation initiative. The piece will focus on the 50th
anniversary of the Old Island Restoration Foundation, the foundation's annual tours of
significant homes, and the status of Old Town Key West as the largest predominantly
wooden historic district in the United States.
E-News
The agency's monthly "Keys Traveler" e-newsletter has become an extremely popular
offering for both consumer and media opt-in subscribers.
The agency will continue to produce monthly issues of the "Keys Traveler" in its redesigned
format, while working with Floridakeys.com to add a video component through a link to the
Keys TravelVision Video of the Week feature on the Web site.
In addition, the agency will focus on creating and distributing additional themed e-
newsletter issues to reach specific media and consumer markets. Five additional issues are
planned for the 2009-2010 fiscal year. One will focus on Keyswide elements and attractions
relating to each of the following topics: diving, fishing, cultural activities, special events,
meetings and small inns/guesthouses.
The agency also produces a quarterly e-newsletter geared to the GLBT market. During
fiscal year 2009-10, this will be redesigned to follow the successful "Keys Traveler" format,
expanding its content and reader appeal.
"Keys Voices" 810g Enhancement
In early 2009, the agency debuted the "Keys Voices" blog. The blog complements and
expands other public relations efforts by reaching and engaging consumers that don't
respond as well to traditional media, presenting feature-style "insiders' insights" pieces that
encourage readers to make a personal connection with the destination, and spotlighting
valuable aspects of the Keys that don't have an immediate news "hook."
During the 2009-10 fiscal year, the agency will work with Floridakeys.com and blog experts
to maximize the blog's positioning and visibility, thereby significantly expanding its on-line
audience or community..
The blog already contains selected profiles of Keys residents, which first debuted in the e-
newsletter and proved popular with readers and travel media. In the coming months, the
agency will post all previous "Keys Voices" profiles to the blog as well as adding new ones
as they are written.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Other Electronic Venues
Other electronic communication tools are to be utilized. The agency will continue to
establish direct consumer release distribution with several different electronic travel e-
newsletters that offer cost-effective availabilities.
The agency will also launch an effort to determine the effectiveness of a new product
dubbed "Enhanced Online News."
Some 50 million Americans turn to the Internet for news on a typical day, reports the Pew
Internet & American Life Project. A significant percentage of these people use Yahoo!
News, Google News, AOL News, and other news search engines to find the latest
information about a wide range of topics that interest them.
Posting Keys news on Enhanced Online News should enhance search engine marketing
efforts by placing your news in an eternal, web-friendly archive, that is to make it available
to search engines forever.
"Own a City" Campaign
In conjunction with the advertising agency and TOC sales staff, the agency aims to develop
an "Own a City" campaign in the surrounding area of a targeted region. For 2009-10,
Orange County, Calif., and Jacksonville, Fla., have been designated as Own a City
regions.. The agency makes efforts to penetrate media venues including the market's
newspaper travel or feature section as well as broadcast and Internet venues.
The agency will work with a selected radio station to arrange several days of remote
broadcasts from the Keys as a culmination of the Keys promotion.
In addition, journalists from the selected region's newspapers, magazine(s) and significant
on-line publications will be targeted to participate in press trips prior to the "Own a City"
campaign so that their articles will be prepared and ready.
The agency will again research the possibility of bringing a television weatherman and/or
morning show from the target area to the Keys to do live remotes during the campaign
period.
Spot News
As in past years, the focus of spot press coverage has been on activities occurring during
appropriate festivals and special events. Upcoming coverage of events will continue to be
strong, but will continue a focus on historic and cultural elements inherent in the events.
Any significant news event that has a tie to create a favorable image for the Florida Keys is
maximized by the agency.
Travel Trade Public Relations
The agency strives for 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.
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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.
As stated earlier, the agency plans a travel trade media research trip that will feature new
and/or revamped, upscale Keys properties.
Local PR Support
The agency contracts with a correspondent in the Upper/Mid-Keys and personnel, based in
Key West, serves as the stringer for the Lower Keys and Key West. These in-Keys
personnel enhance story-material gathering, provide personalized assistance to journalists
(i.e., providing story ideas and setting up interviews), cover local and spot news events,
attend District Advisory Committee meetings and Umbrella Committee meetings and assist
in other important aspects of the public relations plan.
Special Events
Special events playa major role in the Tourist Development Council's public relations plan.
Besides providing a "draw" for visitors and providing things to do while in the Keys, 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 marketing awareness of the destination. 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, cultural and
environmental elements - thereby continuing to support and showcase the Keys' rich
history, creative community and natural treasures.
As well as increasing press release coverage of popular special events, the agency plans
to continue stressing the "indigenous" nature of the events wherever possible. For example,
Hemingway Days was created to celebrate the literary heritage that began with Ernest
Hemingway's decade-long residence in Key West.
The unique cultural, environmental and attitudinal aspects of each special event - which
anchor it firmly in the Keys - will be highlighted in all appropriate cases.
The agency will continue its successful program of providing sound to radio media before
and during many leading events that merit it - increasing exposure for the spotlighted
event or festival, incorporating interviews with event coordinators and continuing to reach a
market that has proved very viable.
Additional Programs/Promotions
Additional public relations promotions will focus on increasing the Keys' presence on
YouTube and similar media; heightening awareness of the Keys' wreck diving, rich
shipwreck heritage and artificial reefs that make up the Wreck Trek; and promoting
Keyswide active adventure offerings.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Keys TravelVision Video of the Week
Begun in FY 2008-09, the Video of the Week features has become immensely popular with
fla-keys.com visitors who continue to demand more and more multimedia content. The fact
of the matter is that the Video of the Week features has become one of the most popular
aspects of the Web site. During the first six months of Video of the Week "webcasts," more
than % million fla-keys.com visitors watched videos. For 2009-10, the agency will continue
spearheading the production of the Video of the Week packages, averaging a new one
every 10 days.
Virtual Vacation, The agency plans to capitalize on the success of the Video of the Week
segments by creating a three- to five-minute "Virtual Vacation" travelogue-style video of
each district to be uploaded to You Tube and similar Internet outlets. Edited from footage
shot in 2009 to update the video library, the "Virtual Vacation" videos will showcase the
highlights of each district backed by either a live or animated character that will be
developed to enhance a viral video marketing campaign.
Florida Keys Shipwreck Discovery, Spotlighting past and present Florida Keys
shipwrecks, shipwreck heritage and artificial reefs, this promotion is scheduled to take
place in conjunction with the 25th anniversary of Mel Fisher's discovery of the treasure and
artifacts of the 1622 Spanish galleon "Nuestra Senora de Atocha" off Key West. The
centerpiece is a contest for divers, with a first prize of a Keyswide "Shipwreck Discovery"
dive vacation that incorporates dives on selected Shipwreck Heritage Trail and Wreck Trek
wrecks and artificial reefs -as well as a chance to be an "underwater archeologist for a
day" performing study and conservation of Spanish galleon artifacts. The promotion either
can be implemented with a single high-readership dive publication or high-traffic online dive
outlet, or be promoted in multiple print and online venues.
Active Adventure Internet Media Spotlight. The goals of this promotion are to highlights
the Florida Keys as an active adventure destination and to bolster active niche sports such
as kiteboarding, free diving and spearfishing. To accomplish that, the agency will work to
develop reader promotions targeting select active adventure online media publications,
sites and forums.
Super Bowl and Pro Bowl
The Super Bowl returns to Miami in 2010, accompanied by the Pro Bowl. The agency will
custom craft news packages, prior to the games, to entice game attendees to take a Florida
Keys vacation prior to or after the games. The agency will also endeavor to attract "The
Early Show on CBS," to feature a Keys segment as it did in 2007, that last time the Super
Bowl was played in South Florida.
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 "Early Show," PBS, ESPN and
other national and regional programs. The agency will continue seeking various national
cable television shows to focus on Keys cultural, environmental and heritage topics.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
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.
Representation at Journalist Conferences
NewmanPR is one of about a dozen agencies nationally with two members in the influential
Society of American Travel Writers. The agency plans to represent the Keys at the
associates' members conference and at the national convention. The agency also executes
exclusive Keys representation at the annual Florida Outdoor Writers Association
Conference.
Cooperative Promotions
To further stretch the PR budget, the agency will continue to seek appropriate private-
sector partners for promotions such as media familiarization tours. The agency will 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 selected joint media blitzes and receptions in
markets they plan to feature in 2009-10 that presently include New York, Toronto,
Washington and Ohio. The agency also plans to execute a Florida media blitz in April 2009.
The agency also traditionally organizes an annual media blitz in conjunction with Monroe
County Emergency Management in advance of the annual Atlantic hurricane season.
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 the Fishing, Cultural and
Dive Umbrellas. Separate public relations expense funding is delineated in the umbrellas'
respective budgets to promote events and each specialty market.
Gay/Lesbian Market Public Relations
The Florida Keys & Key West continues its high profile as a desired gay destination
cashing in on the estimated $62 billion in spending that the U.S. LGBT domestic travel
market represents. Destinations globally are reaching for this market. Recent rankings have
put Key West as the number two U.S. destination behind San Francisco. It is crucial to
maintain and grow this profile.
For 2009-10, the agency proposes to initiate a Gay blog, to appeal to GLBT audiences. The
blog will be authored by a Key West writer tied to the GLBT community. In addition, the
writer will be responsible for a Gay Key West-oriented Facebook page and Twitter account.
The agency continues to contract a media relations specialist specifically for the GLBT
market.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
The agency will continue to editorially represent the destination to the gay and lesbian
market domestically and internationally.
Update and distribute the gay press kit editorial including new photography utilizing USB
memory sticks designed for the gay market. Update and increase gay and lesbian
photographs on the TOC media web site. Offer information and input for articles in the glbt
and mainstream media as requested; providing accompanying photographs when
appropriate.
Other activities include staging an international and domestic gay media fam trips, focusing
on unique lodging, attractions, events, and the gay influence in the Keys and Key West. A
fam trip will be arranged during the first week of Fantasy Fest and would include invitations
to several Gay family-oriented media venues. Additionally a gay press fam will be held
during the first half of Fantasy Fest.
The agency will provide support when travel journalists visit the Keys from various media
outlets domestically and internationally. Where appropriate, the gay media relations
specialist will meet with and distribute GLBT media kits to other journalists during press
visits, affording them additional editorial materials.
The TOC will also continue to support the National Lesbian & Gay Journalists Association
by attending their annual convention. The NLGJA convention in 2010 once again offers
networking with journalists from mainstream and gay media outlets.
Press Kit Redesign
The agency periodically examines and revises the releases in its comprehensive
destination press kit, which are posted on the media Web site and available on CO and in
print format, to ensure that each one presents the most updated information possible.
However, it is becoming increasingly clear that the destination can be best served with a
reformatted press kit designed to suit the needs of the rapidly changing, often Internet-
based media market. The agency will undertake this reformatting throughout the coming
fiscal year.
Components will include creating fact-sheet overviews of the entire Florida Keys and of
each district, and reformatting all media releases to maximize communication through the
use of tightly written copy, bullet points, live links and an "e-style" or fact-sheet approach.
In addition to reformatting and redesigning the mainstream press kit, the press kit for GLBT
media also will be examined and reformatted.
PR Activity for Keys Tourism Industry
The agency will continue to produce an as-needed Tourism Advisories to inform hoteliers
and other industry members of public relations opportunities as well as situations that can
impact tourism. Tourism Advisories are electronically distributed.
Agency conducts presentations at Keys industry organizations to demonstrate how
individual Keys businesses can tie in with TOC PR programs as well as incorporate public
relations into their own business marketing plans.
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Crisis Management
Perhaps there is no better test of a communications plan than when a destination is directly
hit or threatened by a crisis.
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.
In all situations, a relationship fostered with Monroe County Emergency Management
provides dividends for the TOC, the industry and the visitor, and helps efforts to achieve a
speedy econom ic recovery after the storm passes.
The agency has established a fax-blast network, voice-call alert system and e-mail
transmission list to provide Keys lodging properties and tourism interests important
information in the event of any emergency.
Because advance planning is key to alleviating crisis situations, the agency - on behalf of
the TOC - works in conjunction with the Lodging Association of the Florida Keys & Key
West to organize a pre-hurricane season preparedness workshop for the tourism industry.
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.
Crisis management is also provided, if needed in situations that involve major traffic
accidents, fires, environmental accidents and in other situations that have potential to
impact tourism flow.
The Keys tourism hurricane safety program has been honored with public service awards
from the National Hurricane Conference and Florida Governor's Conference on Hurricanes.
Web Editor
The public relations expense budget funds a Web editor who works in concert with
FloridaKeys.com to prepare and monitor content for fla-keys.com.
Visitor Assistance Line
The public relations expense budget funds a 24-hour, toll-free visitor assistance service
that serves as a multi-lingual troubleshooting facility for visitors while they are traveling in
the Keys. Coordinated by AmEurop, the program provides an important resource that is
demonstrative of the destination's care and concern for its guests.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
International PR Plan 2009-10
International Overview
KBC PR & Marketing, based in the UK, is the contracted PR agency for the Florida Keys &
Key West in Europe and this will be their fifth year under contract. The markets on which
the PR plan focuses are, in order of importance and thus effort: the UK; Germany;
Scandinavia/Francellrelandlltaly. Effort is split roughly 70 percent, 20 percent and 10
percent, in alignment with that of International Sales.
In the past year there has been a seismic shift in the global travel market and visitation to
the U.S. is as hard hit as to any other long haul destination from the UK and Europe. The
global economic downturn has put intense pressure on consumers throughout Europe, with
job lay offs and increased taxation making people unwilling to commit to non-essential
expenditure. Despite the downturn in 2008 and the expected further reductions in travel in
2009, the UK is still by far the largest group of overseas visitors to the Keys, justifying the
continued focus on this core market. The German market has been performing surprisingly
well and smaller markets like Italy and France are showing significant growth increases for
the Keys, albeit that the growth is from a base of visitors that is a small fraction of the UK's.
The UK is fortunate that the main two week summer vacation is seen as essential. The
Germans have even more paid vacation time than the British (six weeks a year is usual)
and so their holidays are also one of the last things to be cut in difficult times. Even people
without jobs will still seek to afford some family time away from home. Research from
Mintel reveals that Brits are still intending to take a vacation in 2009-10 - especially the
family market- but evidence shows they are booking much closer to travel, looking for value
and moving back towards booking through the trade to get financial protection after the
high profile failure of XL Leisure Group in October 2008. Indications are that the German
market is the same.
Thus a specific focus on the family market for the Keys, in addition to couples and groups,
is planned.
Interest in all-inclusive vacations is growing because of the certainty this gives to
budgeting, so if Keys properties are ever able to create packages that include all food and
refreshments along with accommodation costs, this would be very popular.
Experiential holidays still sought after - but they need to be different, quirky, newsworthy to
generate interest with trade and consumers who are constantly bombarded with creative
activity ideas from all over the world.
Green messaging no longer effective unless a destination is a leader in eco tourism.
Consumer expectation is that all destinations have green credentials but it is no longer a
prime factor in vacation choice.
The prime motivator in the current economic climate is value. This does not mean the
cheapest, but means consumer are looking for a vacation that gives them a little bit more
for their money, but that little bit more must be worth having when looking at the total cost
of a vacation to the Keys from Europe. A few dollars saved here are there is not going to
make the difference, but room upgrades, inclusive breakfast every day and free water sport
activities will.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Editorial pages are being reduced as advertising income falls putting further pressure on
editorial space - stories need to be new and exciting to gain coverage - "same old" will not
cut it. The number of regional newspapers in the UK is falling drastically as publishers
simply close papers that are not making money or change them from daily to weekly
editions.
In Germany, newspapers remain strong, but many supplements and established
magazines have been closed, especially at the luxury end of the market, including Vaniy
Fair, Park Avenue and Five to Nine, the supplement of Wirtschofts Woche.
Research shows that consumers are moving even more to the internet for vacation
information and advice, even if they then book with an operator rather than direct. Social
networks are taking over as the information source of choice and our public relations
strategy must respond to that.
Competitive destinations to the Keys around the world are upping their tourism spend in the
UK so Keys market share is under intense pressure and means that we have to make our
dollars go even further this year than they have ever done. We need to ensure synergy
between each element of the marketing mix - sales, pr, promotions and advertising.
More than anything this year the UK/European PR effort needs to be flexible and
responsive to market changes, working tactically as opportunities present themselves at
short notice whilst still retaining our strategic goals.
Implementation - "The Keys to an Unforgettable Road Trip"
KBC will focus its media relations efforts around the major theme "The Keys to an
Unforgettable Road Trip".
This theme will be worked into all media communications. In press releases this means we
different transportation options and how the Overseas Highway is one of the great
American road trips. Highlights include the freedom of the road, the romance of driving over
the Seven Mile Bridge in a convertible, of cruising along on a Harley Davidson.
Featured are to be the quirky navigation rules of the Keys, which are completely foreign to
first time visitors, such as the mile marker system and the concept of Bayside/ Oceanside.
Hotels or attractions written about will be given full geographic reference and suggestions
of activity itineraries that enhance the road trip experience.
The agency will develop cooperative working relationships with transportation providers of
all types - car rental, motor cycles, motor homes, pushbikes - to facilitate complimentary
rental for travelling journalists and work with International Sales to secure consumer offers
with these providers and/or tour operators which we can promote alongside, as experience
shows that if we provide a fulfillment mechanism along with the story idea, not only do we
get much better pick up of the stories by editors but we also get more consumers actually
going on to book the vacation.
The agency also suggeststhe addition of a downloadable road trip / driving guide for visitors
from the Keys UK website, which will contain tips and hints on safe driving in the USA and
the Keys in particular, as the US highway code has some important differences to that in
the UK.
This guide would also explain the mile marker system. Such a guide could attract
sponsorship to cover its costs from a car rental firm and also should be produced in
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
association with relevant traffic enforcement organizations and perhaps the American
Automobile Association.
Media Research Trips
Still the primary route for generating positive coverage of the Keys which influences
consumers positively, media trips will remain a core element of our PR activities for the
year. We aim to organize visits for the same number of journalists as in 2008-9: 30 in total.
However, a strong trend has emerged where group trips are far less attractive to media
than individual visits. This is because editors' budgets are shrinking as a result of the
reduction in advertising income, so fewer and fewer freelancers are being commissioned.
Editors are saving up trips for their favored staff colleagues, using them as perks for
friends/staff who are not receiving pay rises. This means that the quality of writers joining
group trips can be questionable, whilst those senior writers who wish to take working
vacations want to do so with their families, not a group of journalists they don't know.
This trend may change during the year, so we will remain flexible and, if necessary,
additional groups could be organized in place of individual visits. However in principle we
recommend organizing just one group trip during the year, which could either be solely for
British journalists, or a pan-European group to include Italian, French and Scandinavian
media.
The agency make one trip with an overall theme "The Keys to an Unforgettable Road
Trip," by inviting journalists to join in on a classic road trip itinerary from Miami to Key West
where they would be doing the driving. Accommodations used would be small inns and
guesthouses.
The itinerary being followed by the group would include a wide variety of activities,
especially soft adventure and include stops in every DAC region.
The individual media visits we organize in addition to the group trip would focus around
nature and soft adventure activity, as well as the many events and festivals taking place in
the Keys. We would seek to offer these innovative transportation options to individuals as
well as to the group.
As ever, the agency will seek to obtain complimentary or reduced rate airfares by
partnering with airlines and tour operators.
We will also continue to work with other Florida CVBs and organizations to co-host
journalists on multi-destination trips.
Web site
The UK agency manages the media news section of the .co.uk web site, ensuring that
relevant news and releases are uploaded on a regular basis.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Support of Sales Activities
Trade and Consumer Shows
PR will support International Sales at a variety of trade and consumer shows and
exhibitions throughout the year. This support will vary from the preparation of specific
releases, to creating photo stories, holiday promotions and providing full media support on
the Keys booth where appropriate. These shows will probably include:
November - World Travel Market London
January/February - Destinations consumer show, London
February - BIT Milan
March - ITB Berlin
May - Pow Wow, Orlando
September - Top Resa Paris
Media/Sales Mission
Sales department is planning a Sales Mission in February, directly following the
Destinations consumer show. We would like to arrange a media dinner to allow Keys
participants to meet a small number of journalists, mostly from the trade press, to generate
news stories and create productive working relationships.
Conch Academy
Stories of student success on this Keys training course will be sourced and promoted via
the trade press, encouraging more travel agents to sign up for the Academy.
Trade News Stories and Photo Opportunities
KBC will work with International Sales to identify stories of interest to trade media and,
where appropriate, arrange photography to illustrate the story.
Partnership Activity, Media Events and Networking
Opportunities
Agency will work with partner organizations such as Visit Florida, US Travel and Visit USA
Association to take advantage of media activities and events organized by these third
parties. These include media marketplaces, hospitality events and shows such as Top
Resa in Paris.
With Kate Burgess-Craddy taking over as Chair of the Visit USA Association UK, the Keys
is well placed to be at the forefront of new opportunities as well as in a position to obtain
industry information and news as it breaks.
Other media networking opportunities are provided by attending the ABT A Travel
Convention in October in Spain, the British Guild of Travel Writers Awards in November,
and trade awards events organized by TTG and Travel Weekly. It may also be beneficial to
attend the annual Visit Florida evening event during WTM to which key trade journalists are
invited.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Broadcast Visits to the Keys
Agency will continue to seed broadcast ideas to radio and TV producers primarily from the
main territories of UK and Germany, although with there now being no mainstream travel
programs on UK or German network television, opportunities are confined to magazine,
lifestyle and cooking shows.
Electronic Press Releases
Our e-release format of three stories with an eye-catching image for each, was new and
exciting when launched two years ago, but is now being copied by many other destinations
and travel companies and so it no longer stands out from the crowd. Technology has also
developed significantly over the years, and whilst HTML format is now a must for any
releases being sent electronically, new media like Twitter cannot be ignored and feedback
from journalists is that they like the short, sharp, to-the-point, format of a Tweet. They want
news stories with clear links back to the UK or to British UK visitors with holiday prices and
fulfillment routes set out to make their jobs easier. "Soft" and people-based stories are now
very much out of fashion with editors. We would ensure that the road trip theme is reflected
in as many of the releases as possible, throughout the year, along with the sub-themes of
soft adventure and events.
We therefore propose continuing the electronic news releases across all
markets/languages, distributing at least one release per month, but instead of having three
stories each issue, focus on just one per release. Each story should either be a completely
new take on a familiar theme, or a breaking news story.
that offer. The initial email blast will send just one image and a headline of no more than
160 characters, linking to the full version release on the Keys website.
In addition to the email blast, in the UK we will send a "Tweet" to the growing base of KBC
Twitter followers and also create a Keys Twitter page.
The German market has not yet switched on to Twitter in the same way as the British, but
we will monitor its development and include Tweets - and indeed any other new media - in
our outreach when appropriate.
Electronic Newsletters - "Keys Traveller"
Outreach directly to consumers is becoming more and more important within any PR
campaign, using new technology and social networking to reach vast audiences that would
have been unthinkable just 15 years ago.
The Keys currently produces the Keys Traveler monthly electronic newsletter, distributed to
those who have subscribed via www.fla-kevs.com. whatever their nationality.
Now that the Keys will be exhibiting at a major consumer travel show in the UK
(Destinations, January/February), we will have the perfect opportunity to develop a UK
specific database to receive a dedicated UK version of Keys Traveller, adding to the known
.co.uk subscribers who can be extracted from the current database.
We would wish to edit the US version to produce a newsletter more relevant to the
international traveler, particularly in terms of events and news stories. We would use a
K-18
Monroe County Tourist Development Council 2009-2010 Marketing Plan
British freelance writer who is expert at producing punchy, consumer focused, online copy.
We would also ensure that the Road Trip theme is well represented, with at least one
"story" on the theme each issue.
At our International Sales' agency (Cellet) request, we would also wish to introduce a
section detailing UK tour operator packages and offers that would drive bookings and thus
visitation to the Keys. Cellet would source these packages and special offers from their
trade contacts. We would also suggest a slight re-design of the current Traveler
presentation to make it more appealing to the British market. As a minimum the title must
change as the British spell Traveler with two Ls.
We would suggest that the current database is examined to see which other
language/nationality groups are represented and should there be a concentration of
Germans, for instance, a German-language version could also be developed.
Other Foreign Markets
Latin America
The agency plans to participate in the La Cumbre de Turismo travel trade show. La
Cumbre traditionally attracts nearly 100 journalists from throughout Latin America and the
United States. The agency also traditionally attracts "Despierta America," the top-rated
Hispanic morning television show in America and Latin America, to execute a live
broadcast from the Keys each summer.
China
China is seen as a huge emerging market in the future for the United States. The agency
has investigated public relations opportunities in this market, however a struggling
worldwide economy has hampered efforts to tap this market which is still in a fledging
stage. and while China certainly offers up huge market potential, U.S. destinations are still
several years away from effectively tapping this market. Nevertheless, it is important to
begin creating Florida Keys awareness and branding. In 2009-10, this goal is to be
accomplished by partnering with Visit Florida on several promotional and public relations
projects.
Pow Wow
In 2010, the International Pow Wow is scheduled to take place in Orlando. Pow Wow is the
travel industry's premier international marketplace and is the largest generator of Visit USA
travel. Pow Wow attracts some 350 international travel press representatives from 70
countries. The agency will represent the Keys at Pow Wow and will seek to develop a pre-
or post-media familiarization tour.
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
TDC meetings to inform the council of results. The agency will provide the TDC with
analysis of various media projects to provide dollar 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.
K-19
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Preliminary Public Relations Expense Budget for FY' 2009-'09
Media support materials (Media kits, videotape duplication, CDs, etc.) ................... $10,000
Distribution (Courier, electronic distribution and electronic marketing)..................... $25,000
Print clipping and broadcast monitoring services (evaluation process) .................... $11,000
Special events support (those with inadequate funding) .......................................... $50,000
Broadcast support.................................................................................................... $70,000
Travel journalist, other conferences......................................................................... $15,000
Domestic and foreign media research trips (includes air
transportation, food, ground transportation, etc.) ................................................... $100,000
Domestic media development missions/receptions.................................................. $20,000
Spot News Coverage............................................................................................... $50,000
u. K./European sub-agency contract...................................................................... $150,000
U. K./European PR expenses................................................................................... $92,000
Viral Video Program................................................................................................. $25,000
Web Site Editor........................................................................................................ $35,000
Ameurop Assistance Program.................................................................................. $18,000
PR stringers' expenses............................................................................................ $60,000
Gay market PR Stringer........................................................................................... $13,000
Gay market blog/FacebooklTwitter development..................................................... $10,000
Video of the Week Production.................................................................................. $20,000
Super Bowl marketing.............................................................................................. $10,000
China Brand Development....................................................................................... $12,000
Resources................................................................................................................ $20,000
Total Proposed PR Expense Budget for FY 2009-'10 ...................................... $816,000
K-20
Monroe County Tourist Development Council 2009-2010 Marketing Plan
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L. FLORIDA KEYS and KEY WEST FILM COMMISSION
The purpose of the Keys Film Commission is to bring awareness of our location to the film,
entertainment, commercial and print industry. The Film Commission provides assistance and
support to productions shooting in the Keys. The film commission may also provide necessary
information, props and signage to assist a production company in creating a story that
references Monroe County whether on location here or not.
Objectives
1. Create economic impact by promoting The Florida Keys nationally and internationally as a
filming destination.
2. To develop an expanded crew base for film crews to utilize.
3. Provide story ideas, events, flora and fauna, attractions and lifestyles and historical
information to scriptwriters.
4. Build an educated community and community awareness of the rewards and problems in
the recruitment of the film industry.
Goals
1. Establish a stronger market in the EU for both film and commercials.
2. Increase Florida Keys profile in Los Angeles and in Florida.
3. Generate local interest in and possible new local crew talent for the film industry.
4. Develop new methods for economizing our efforts in today's economic climate.
5. Develop a new Film Commission ad campaign.
L-1
Monroe County Tourist Development Council 2009-2010 Marketing Plan
Implementation
Film Florida
Film Florida is an organization that was founded to promote Florida as a film destination. Made
up of State film commissioners, labor unions, individuals and businesses catering to the film,
television and print industry. Our presence will continue with Film Florida in 2009 - 2010. Our
film office in conjunction with Film Florida will organize marketing missions to Los Angeles, and
New York domestically. Internationally, we are planning missions to Berlin and the Florida
Keys Film Office is organizing a presence at Cannes Lyons.
Website
The Keys film office has been creating location presentations for Film Florida's attendance at
film trade shows. We have the ability to play these back on monitors from our IPODS and
deliver them to sites which the clients may view on their own.
The Florida Keys & Key West Film Office updates the website every year with new and current
information. www.filmkevs.com.
When Film Florida has a marketing event, we upload photos to a site created specifically for
that event. The site is then linked to all participating Film Florida members' websites, which
creates awareness of our specific locales as well as incentives available through the state film
office.
We are on line with the Locations Guide, an international site, as well as purchasing ad space
in their handbook. We continue our presence on the Kemps website and handbook. Kemps is
an internationally distributed handbook of production services for the film, television and
commercial industry.
Implement Goals
Establish A Stronger Market In The EU For Both Film And Commercials
We partnered with Film Florida for our first successful effort at the Berlin Film Festival
and European Film Market. A highly regarded film festival, there are producers, location
managers and distributors from all global corners. We will expand our presence, with a
possible reception. Each film office will set up their own private meetings with producers well
in advance of attending EFM. It provides a great venue to get our message out to
professionals we would not see at festivals or trade shows in the U.S.
L-2
Monroe County Tourist Development Council 2009-2010 Marketing Plan
The Florida Keys Film Office will be coordinating efforts for Film Florida to hire Nicki Webber of
Kemps Guide, to represent us at Cannes Lyons in June of 2010. Cannes Lyons is the
commercial industry equivalent of Cannes Film Festival. Ms. Webber has been attending
Cannes Lyons for years and is a prefect person to take our message to the producers and
directors for a fraction of the cost of us attending individually.
Increase Florida Keys Profile in Los Angeles and Florida
Our office will set up meetings in Los Angeles with producers and directors of film and
television production companies with the intent of providing an overview of what The Florida
Keys & Key West have to offer, and what the State of Florida may provide in terms of an
incentive, which the Florida Legislature passed in May with an increase of over 5 million to our
incentive budget.
The film office will also develop a FAM tour for Florida based location managers to view both
public and private Keys locations. This will enhance the location managers' ability and increase
their locations libraries to better assist productions. We will also set up meetings with the
appropriate permitting entities, which will enable them to further facilitate the needs of their
clients.
The film office will host a quarterly Film Florida meeting tentatively scheduled for early
December. Members of Film Florida always enjoy having meetings in the Keys and it is a good
reminder of what is available here when production companies inquire about locations, which
may be found in Florida instead of offshore.
Develop Local Interest In and Possible New Local Crew Talent For The Film Industry
The Film Office will create a series of seminars to be given throughout the Keys on job
possibilities within the film industry that may be utilized locally. We will have speakers who can
communicate practical educational training as a starting point for locals wanting to get started
in the industry.
Although we do not have enough production locally to keep most of our production people here
and working full time, we do have a few small production companies as well as top
professionals in the business who began their careers in the Keys and still reside here when
not on location elsewhere.
Develop new methods for economizing our efforts in today's economic climate
We now have in place our location and project management system via REEL SCOUT. We
will continue to grow this site and make advances as new possibilities in technology present
themselves.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
We will incorporate social networking sites such as twitter and facebook into our daily
operations as a way to deliver updates on productions and locations in the Keys. These are
sites, which are utilized by filmmakers with "tweets" and "posts" and are continually updated.
Develop New Film Commission Ad Campaign
We will be working with Tinsley Advertising to develop some new advertising for the Film
Commission.
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 2009 - 2010.
1. Location Expo is scheduled for Santa Monica; attendees include location managers,
location scouts, writers, producers, and directors.
2. Film Florida Conference is scheduled for Mayor June. This is an annual meeting and
seminars where industry professionals are invited speakers.
3. New York Mission - We plan another New York Mission this year scheduled for autumn.
The Florida Keys Film Office will again coordinate the reception for independent filmmakers
in the East Village, New York. Attendees are to include producers, directors and executives
from the film and television industry. We will schedule another marketing event in New York
to coincide with TriBeCa Film Festival scheduled for April.
4. 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.
5. Berlin and EU Missions -This past year, The Florida Keys Film Office, in partnership with
Film Florida attended European Film Market (EFM) an arm of the Berlin Film Festival. We
felt the event was successful having had meetings with several heads of projects. We
learned how to better utilize our time and garner more face time with decision makers.
We are also looking at the possibility of recreating our London mission either just prior to or
immediately following EFM.
6. SXSW (south by southwest) - This is a film, music and interactive media trade show. Film
Florida has for the past three years hosted a marketing event to producers, directors,
writers and musicians during the film portion of the show. The event is very successful with
many inquiries about our locations. The arena where our film office can most learn from is
the interactive media portion. Bringing together a venue to do business and a learning
opportunity.
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Monroe County Tourist Development Council 2009-2010 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. 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 helping with permitting, facilitation of discussions, and
meetings with government officials, law officers, owners or managers of businesses and
properties. This office then assists in locating crew to work on the project, establishing contacts
for specific equipment or props, hotel room and restaurant possibilities and a myriad of
requests that are unforeseen.
The Film Commission office also provides information and assistance to the lodging, crew and
property owners in the Keys, if they have questions or concerns regarding the shoot.
Information is provided as to what to expect and what to ask for from a production using their
property.
The Film Liaison intends to facilitate a successful experience for the production company, local
crew and businesses.
Public Relations Opportunities
The Film Liaison will continue to work with Stuart Newman Associates and industry
publications as well as publicists for production companies to identify PR opportunities in print
and broadcast media for the Florida Keys & Key West.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Measurability
A year-end economic impact report based on numbers from the production companies is to be
submitted to the TDC. This includes revenue generated in county, room nights booked,
production days and locals hired
A break down of which production companies have utilized the Florida Keys as a location is
submitted as part of the TDC reports.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Budget FY 2010
Film Industry Trade Shows
Film Florida quarterly meetings
New York Missions
Locations Expo
Film Florida Conference
International Shows and Marketing Missions
Registration and Show Expenses
Travel Expenses
Air Fare, Lodging, 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
photos, office supplies, promotional materials
vehicle rentals - boaUhelicopter 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 internllocation photographer
Industry professionals travel expenses
Advertising
Resources
Total
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$15,000
$14,000
$ 1 ,500
$ 1,500
$ 4,000
$ 5,500
$ 400
$12,000
$ 3,500
$ 2,000
$ 4,100
$10,000
$ 1,500
$75,000
Monroe County Tourist Development Council 2009-2010 Marketing Plan
M. MARKET RESEARCH
The most successful marketing strategies are those developed through a systematic process
fueled 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. Market
Research needs to be carried out regularly because of the constantly changing environment in
which we operate, due to shifts in consumer tastes, technological advances, and changes in
econom ic conditions.
The TDC Market Research department designs and conducts research initiatives focused on
tourism in the Florida Keys & Key West, which are then interpreted and presented within the
context of wider industry trends. Ongoing projects are designed to monitor and reveal shifts in
demographics, psychographics, and consumer behavior/motivation 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, ready, cost-efficient sources of information regarding travel and
tourism trends, consumer sentiment, and economic indicators in order to advance the
development of successful marketing strategies.
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. terrorist
attacks, hurricane activity or damage, economic crisis, etc.).
3. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key
West, as well as potential visitors, including web site visitors, e-mail inquiries and 800-
number callers.
4. To evaluate and measure the attainment of overall marketing goals and strategic
objectives.
5. To coordinate with other departments, the agencies, and the public and private sectors in
the provision and use of applied, actionable research to inform the marketing and
destination management decision making processes and measure effectiveness.
6. To further the understanding and utilization of emerging technologies in the field of market
research and strategic marketing.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
GOALS:
The 2009-2010 goals of the Market Research program are:
1. Establish a performance monitoring tool to track occupancy and average daily rate of vacation
rentals.
2. Establish a study of the roll of price and value in potential and actual visitors' vacation
decisions; evaluating any shifts in attitude and perception from previous study.
3. Evaluate the effect of social media marketing on visitation.
4. Evaluate the potential impact of lifting the US travel embargo to Cuba on the destination,
monitoring intentions and attitudes of actual and potential domestic and international Keys
visitors.
5. Develop market segmentation studies on multi-cultural and specialized markets; including
diving and fishing.
6. Increase the scope and methods of data collection in tracking the effectiveness of advertising,
sales, public relations and film.
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 qualitative
or quantitative 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.
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
quantitative surveys. With qualitative research, the intent is to provide an understanding of
perceptions, feelings, attitudes and motivations. It is not to make generalizations of the population
of interest. Qualitative research can provide insights into the underlying research problem to
better develop quantitative research for conclusive data.
Quantitative research focuses on numbers, logic, and the objective; providing quantifiable
responses to a specific question obtained from a statistical sampling of a target population. While
quantitative data collection techniques can vary depending on the sampling design and the type of
information to be collected, the traditional empirical quantitative technique in market research is
the survey questionnaire. By administering a survey to a random sample of a population, one is
able to draw inferences about the behavior of an entire population. The medium by which the
survey is implemented can include mail, telephone, face-to-face interviews, e-mail and the web.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
IMPLEMENTATION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West.
Telephone and email visitor inquiries will continue to be tracked through the VIS software, with
monthly and annual 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. Email addresses,
where provided, will also be recorded to further enhance the direct marketing capability of this
customer relationship database. 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.
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, party composition, expenditure across multiple categories, activity, length of
stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. 'Special topic'
questions will be added on an as-needed basis. We will continue to track prior cruise ship
visitation in District I in order to measure potential for conversion into overnight visits. The data
collection and input will continue to be conducted by an outside research firm, with the data
analysis and reporting performed in-house.
Smith Travel Research data will continue to be utilized on an ongoing basis in order to gauge
lodging industry performance. This includes the following: a monthly occupancy and average daily
rate report for Monroe County, Key West, Key Largo, Marathon and Monroe County excluding Key
West overall and by price tier; and weekly reports on daily occupancy and average daily rates for
Monroe County and Key West. These weekly reports not only provide a useful means by which to
assess the impact of special events and lodging performance over holiday periods but also
provide us with quicker turnaround of lodging data than we available under the monthly schedule.
We will maintain our efforts to increase sample size so that further segmentation of the data can
be implemented.
VisaVue International Traveler data will be utilized to track visitation and spending patterns of
international visitors to the Keys. Combining VisaVue data with other data sources, projections
will be made as to total visitation by country of origin and economic impact.
Fulfillment of 2009-2010 Research Goals:
1. Smith Travel Research data currently provides us with extremely valuable data on lodging
performance. This data helps us understand the ability of our marketing to place "heads in
beds" and forecast bed tax collections. While this tool is extremely useful, it's application
is limited to hotels, motels, B&Bs, guest houses and inns. The Keys also has several
thousand vacation rental units utilized by our visitors. We will work with an outside
research firm to establish a program to gather data and monitor the performance of
vacation rentals. Reports shall include occupancy and average daily rate data.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
2. In FY08, the research department conducted a study on the role of price and value in
travelers' decisions to visit, or not visit, the Florida Keys. The study provided valuable
information on how the Keys may manage the value perception of our tourism product to
increase visitation. Since then we have experienced a domestic recession with global
reach. Current secondary research suggests value has become even more important in
travelers' vacation planning. Our study will evaluate whether price and value's role in
potential Keys travelers has or has not changed; and how we may utilize our analysis to
increase visitation.
3. As social media continues to proliferate among internet users, marketers across industries
have sought to use this increasingly popular medium to reach potential customers. This
fiscal year's marketing plan includes further social media marketing of the Keys destination.
What remains somewhat uncertain among marketers, however, is to what extent social
media marketing is actually influencing purchase decisions. We will study how our social
media efforts are utilized by our actual and potential visitors, and what impact they may
have had on their vacation decisions.
4. The possible lifting of the travel embargo to Cuba has been studied for some time by the
TDC. As several legislators and the new administration have recently discussed and/or
introduced changes to the travel embargo, it is necessary for us to remain current in our
research on the possible impact of any proposed change on the Keys. We will monitor
potential and actual visitor intentions and attitudes toward Cuba travel, both domestically
and internationally. Our research in this area will remain dynamic in order to quickly adjust
to any policy change.
5. The TDC's marketing program includes niche marketing to specialty markets. In order to
be fully effective in reaching these specialty markets, we need adequate research data
which highlights their unique attributes; including effective messaging, media consumption
and consumer profiles. We will continue to build our library of research on our targeted
specialty markets.
6. We will continue to seek out new or improved methodology to expand and enhance our
core research program, evaluating the effectiveness of our advertising, public relations,
sales and film.
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 the departments and the agencies.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
MARKET RESEARCH BUDGET
OCCUPANCY & AVERAGE DAILY RATE REPORT
$68,400
$13,000
$12,000
$78,600
VISITOR PROFILE SURVEY
VISAVUE INTERNATIONAL TRAVELER REPORT
PROJECT RESOURCES
Vacation Rental Performance Study
PriceNalue Study
Social Media Study
Cuba Opening Impact Studies
Specialty Markets Studies
Mystery Shopper Survey
Other Project Resources
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
$10,000
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
Computer Equipment! Software Upgrades
Conference, Workshop, Sem inar Attendance
Data Entry Assistance
$6,000
TOTAL
$188,000
. Visitor Profile Survey
43%
6%
. Occupancy & A\erage
Daily Rate Report
. International Tra\eler
Report
. FY10 Projects &
Resources
. Secondary Research
5% 3%
. Miscellaneous
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Monroe County Tourist Development Council 2009-2010 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 the TDC has different ways of tracking our marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program's
performance. The TDC Market Research Department regularly conducts visitor profile
analysis and monitors marketing effectiveness through call and website reports and
revenue reports. Research strategies also utilize lodging data and visitor arrival data.
In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations, film commission) includes specialized
evaluation criteria to measure performance. Accountability assessment is the sound
measurement of the extent to which stated goals of a specific marketing effort are being or
will be achieved.
Accountability assessment not only measures performance, but also enables review of the
adequacy of our goals and provides us with guidance as to how future marketing
performance can be maximized. Having the ability to make quick adjustments in our
marketing is also an important element of our program. Being able to gather and analyze
data in a timely manner gives us the ability to make changes in our plan.
We are making every attempt to develop an orderly planning process which includes a
clear statement of goals to be attained in the time frame outlined. Those goals are reached
through a series of marketing strategies and methods, each of which can and should be
measured. The measurement techniques should be designed objectively, without
preconceived notions of the results and without a design which attempts to prove
something works. Such methods include:
. Pre/post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why someone did.
. Comprehensive studies of how travel information is delivered and used by the
potential visitor. What is the role of technology in the travel planning process?
. 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 adjustments, and be more
effective in subsequent years.
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Monroe County Tourist Development Council 2009-2010 Marketing Plan
Some of the criteria or techniques that will be used or planned by the TDC this year to
assess program effectiveness include:
. VIS reports
. Visitor Profile Survey reports
. Smith Travel Research Report
. Focus group studies
. Economic & tourism indicators
. AT&T call reports
. Bedtaxrevenuesreport
. Sales tax revenues report
. US 1 traffic counts
. Airport arrivals and cruiseship/ferry passenger counts
. Internet marketing click-through counts
. Google analytics
. User demographics reports
. Web site brochure and video downloads
. Electronic sales lead tracking
. Travel agent sales reports
. Tour operator room nights booking reports
. Trade show room nights booked reports
. Trade show visitor intercept surveys
. Number of meetings booked
. Follow-up sales leads reports
. Credit card demographics
. European agencies' reports
. VIS mystery shopper reports
. 3rd party accommodations Internet bookings
. Print ad pre-testing
. Trade partners and industry survey (meaning surveying travel agents & lodging
sales staff)
. Conversion studies
. Online surveys or web based surveys
In summary, we need to know what marketing efforts are working; what is not; and make
the appropriate adjustments in the quickest period of time, to ensure the success of our
decision-making process.
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