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Item D2 D2 BOARD OF COUNTY COMMISSIONERS COUNTY of MONROE Mayor Craig Cates,District 1 The Florida Keys Mayor Pro Tern Holly Merrill Raschein,District 5 Michelle Lincoln,District 2 James K.Scholl,District 3 m' David Rice,District 4 Board of County Commissioners Meeting September 20, 2023 Agenda Item Number: D2 2023-1316 BULK ITEM: Yes DEPARTMENT: Tourist Development Council TIME APPROXIMATE: STAFF CONTACT: Ammie Machan 305-295-1552 AGENDA ITEM WORDING: Approval of the FY 2024 Monroe County Tourist Development Council Marketing Plan. ITEM BACKGROUND: TDC approved same at their meeting of July 20, 2023 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATION: Approval DOCUMENTATION: 2023-202 _Marlceti g_Pla _ or_ OCC.pdf FINANCIAL IMPACT: 2235 y / i rr/. r , rr ,� r r ........................................................ ......................... ,,-............. ............. re rill" , ko" r /; tl • v�itXk4rir yrsr rnrrxv�i� i� j4 ? i / The FloriddKeys �o m` ® COMe edS YOU wire' w. a� r�x 5�ad` �YnSd N'VM� � o �U Key VV st Big Pine Key&The Lower Keys 2236 Table of Contents Section One: The Mission of the TDC I. Mission Statement....................................................................................A-1 11. Purpose of Plan........................................................................................A-2 Section Two: Situation Analysis I. Product Analysis.......................................................................................B-1 11. Position Analysis ..................................................................................... C-1 Ill. Prospect Analysis.................................................................................... D-1 IV. Promotional Analysis................................................................................E-1 Section Three: Program Planning I. Program Development LGoals.............................................................................................F-1 ii. Priorities........................................................................................ G-1 iii. Resources..................................................................................... H-1 Ill. Marketing Strategies and Implementation LAdvertising..................................................................................... 1-1 ii. Sales & Promotions ...................................................................... J-1 iii. Public Relations............................................................................K-1 iv. Film Commission .......................................................................... L-1 V. Research ..................................................................................... M-1 Section Four: Evaluation .......................................................................... N-1 ..�i II IZ 0 IIR,II )A & II<II "r wI s ', I el','�'11'10 II'1111I[,:- AS '(01,J X U[11:118 2237 ............... ............... Section One: The Mission of the Tourist Development Council L Mission Statement The mission of the Monroe County Tourist Development Council is to manage Monroe County's tourism marketing efforts to assure long-term economic stability resulting from visitor-related revenues. The TDC pledges to benefit residents and visitors by utilizing those financial contributions to improve Florida Keys environmental and community resources. The tourism council also prioritizes working to enhance residents' quality of life and minimize their property taxes through safeguarding the health of the county's primary industry. II 4 0 IIR,II 14 )A & W li1:11 S 1' �� el',��,0 11111 II1 S Y'0 1.1 A IIR, A-1 2238 1,I II J ,,ir r t- !,t II s V I!!!,1,� 2023.....2024 IL Purpose of the Plan While most of the concepts, processes and methods described within this marketing plan is to help the Monroe County TDC to be more effective in our tourism marketing efforts, this plan has been prepared with a community approach in mind. It focuses on achieving the economic benefits that the tourism industry provides to the residents of Monroe County while being mindful of balancing quality of life considerations of the residents. Success in tourism does not just happen. Built upon an understanding of the tourism system, successful programs are the results of careful planning, marketing data analysis and management. The nature of the marketplace dictates that a comprehensive and integrated marketing approach is needed by the Monroe County Tourist Development Council if it is to remain competitive while providing the economic feasibility for the Florida Keys. The TDC must have a clear direction and understanding of marketing, market segments and market techniques to be effective. The plan must focus on its present situation, goals, objectives, resources, program strategies and evaluation criteria. The following are general guidelines for the planning and development of the Monroe County Tourist Development Council's marketing plan as evidenced in the Table of Contents. Each section is further compartmentalized to address multiple areas: a. Review of the TDC's mission. b. Analysis of the current situation. C. Marketing program goals and objectives. d. Marketing division strategies and implementation. e. Evaluation criteria. The TDC's marketing plan is an evolutionary document, with the flexibility to make adjustments and modifications to strategies throughout the course of the fiscal year. II OIRJH IIC[1:1-Y'S & III.II!"11"( WI[1:11S 1' I 10I�'lli Il'II,,�11:11 YOL.J XR]''1118 A-2 2239 10',I 1"0 0 Ij "Ir 0 1J 1" V 0!)141 JH 2023 2024 "^IX1,KJE rVII II(3 !!1 II A Section Two: Situation Analysis Descriptive profile of the Florida Keys L Product Analysis • The Florida Keys is a premier get-away destination located at the southernmost tip of Florida and the continental United States. The beauty and diversity of our laid- back atmosphere makes it one of the most unique vacation destinations anywhere. The Keys has unique advantages for tourism because of the extraordinary and diverse characteristics of the county. These characteristics provide the varied tourism opportunities that appeal to a wide range of travel marketing interests. We have a viable year-round residential community with deep history and proud heritage setting us apart from other destinations. • Tourism is the Florida Keys economic engine - with a residential population of approximately 82,847. The Keys business sector and residents benefit from the strong economic contribution of the overnight visitors to the Keys. • The Florida Keys is easily accessible by land transportation. The primary mode of travel for overnight visitors to the Keys is by land-based transport. (70%) • The Florida Keys are accessible by air. (30%) 1. Key West International Airport is served by American, Delta, Silver Airways, JetBlue, Allegiant and United Airlines. There are non-stop daily year-round flights to Newark, Dallas, Atlanta, Miami, Orlando, Orlando (Sanford), Fort Lauderdale, Tampa, St. Petersburgh, Asheville, Indianapolis, Charlotte, Cincinnati, Philadelphia, Chicago, Reagan Washington National, Pittsburgh, and Nashville. There are seasonal flights from New York City (LaGuardia/JFK), Dulles International Airport, Houston, and Boston. International flights to Havana, Cuba are currently not operating; charter service is available at Key West International Airport as well. 2. Florida Keys/Marathon Airport is a General Aviation Airport currently servicing 45,000 operations (take offs and landings)a year. This full-service airport can manage private, commercial, and chartered flights. 3. Miami International Airport is one of the largest international airports in the United States. The Fort Lauderdale/Hollywood International Airport serves millions of travelers from all over the world. Domestic and international travelers to the Keys can fly into these airports and travel by car, connecting flights, private aviation, shuttle, or bus into the Florida Keys. 0 ) III!''!!'j('S & C. )(' W�s r' �� 10�„',l��,,�11:11 S '(01,.J XRJ[11:118 B-1 2240 10II',IIII1"0 0II,U "IP II0UII1" II IIL.....0I!)141 JH 2023 2024 II"^IXI�,Ih.III?'II VII II(3 II!'"II AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... • Total daily flight operations at Key West International Airport average about two hundred per day. Key West Airport passenger totals average approximately 1,400,000 passengers annually. • There are ferry services from the west coast of Florida (Fort Myers/Naples) to downtown Key West. There are a number of marinas in the Keys that allow visitors to arrive on their own boats. The district of Key West is currently receiving cruise ship visitors at private docks only. • Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West), shuttle services from South Florida airports to several destinations in the Keys, major car rental agencies, private and ride share services, and limousine services. Local transportation is available by taxi, trolley, shuttles, and bus services. • The Florida Keys hosts a variety of accommodations. Lodging facilities in the Florida Keys for vacationers or business travelers include full-service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, licensed short term vacation rentals, camping sites and house boats. The TDC lists just under 19,000 rental units throughout the Keys. • The Florida Keys offers camping and recreational facilities available throughout the Keys. • There are just over twenty-four hundred licensed camping sites in Monroe County. Florida Park Service: Bahia Honda State Park Curry Hammock State Park Fort Zachary Taylor State Historic Site Indian Key State Historic Site John Pennekamp Coral Reef State Park Key Largo Hammock State Botanical Site Lignumvitae Key State Botanical Site Long Key State Recreation Area Windley Key State Geological Site National Parks: Everglades National Park Fort Jefferson National Monument (Dry Tortugas) National Wildlife Refuges: Crocodile Lake National Wildlife Refuge (no public access) Great White Heron National Wildlife Refuge Key West National Wildlife Refuge National Key Deer Refuge r ( l 0 )A I Y'S & C. Y W s r �� ,0 l�'llil AS Y0 1,J I W .8 B-2 2241 10 ,I Ft 0 0ll,U If II 0UlFt IIIIL..0II 11141 "II JH 2023..2024 II"IXII <J!!! rVII II(3 II'"II AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Aquatic Preserves: Biscayne Bay-Card Sound Aquatic Preserve Coupon Bight Aquatic Preserve Dry Tortugas Aquatic Preserve Lignumvitae Key Aquatic Preserve San Pedro Underwater Archaeological Preserve National Marine Sanctuary: Florida Keys National Marine Sanctuary • The Florida Keys has outstanding lodging accommodations for everyone. Our accommodations are just as diverse as our visitors. From some of the best camping spots in the country to luxurious hotels, charming guesthouses to full- service resorts, we have something for everyone. • The cultural heritage of the Florida Keys offers visitors an array of live theater, arts & craft festivals and is home to many noted authors, musicians, and artists. The visual, literary, and performing arts produce a stimulating experience for visitors. Events throughout the Keys include art, history, heritage, and food. The Florida Keys & Key West has evolved into a desirable destination for top tier live music events. • The Florida Keys has many attractions to offer. The primary attractions for the visitor to the Keys are its natural resources, wide open spaces, temperate climate, parks, and water activities including boating, fishing, snorkeling, and diving. Historical homes, lighthouses, museums, and monuments weave an intriguing historical adventure of pirates, wreckers, writers, poets, and artists throughout the Florida Keys. Sightseeing ranks among the highest of visitor activities. • The Florida Keys has a variety of restaurants providing the visitor with many dining pleasures including seafood specialties, ethnic cuisine, local delights, continental and fine dining, with the option to dress up or be Keys casual. • Night life in the Florida Keys offers diverse entertainment including music, dining, bars, theater, and unique events. Local and internationally recognized talent adds to the unique experience of the Keys. • The Florida Keys offers some of the best fishing opportunities in the world with over five hundred I.G.F.A. world records. Private charter trips are available throughout the Florida Keys, in the Florida Bay, the Atlantic Ocean, and the Gulf of Mexico for either back country, flats fishing to deep sea/offshore fishing on a daily basis. Visitors can also enjoy wading, pier, and bridge fishing. • The Florida Keys are positioned parallel to the United States' only living barrier coral reef. The Florida Keys National Marine Sanctuary, surrounding the island chain, protects 2,900 square nautical miles of waters, home to over 6,000 species of marine life and as well as vital seagrass beds and pristine, offshore mangrove- r ( l U.aAA W )A < Y'S & fir', �� e ,0 l�'lli l AS '(0 1,J I W .8 B-3 2242 10',I 1"0 Cl 0 Ij "Ir 0 U I" VIIIIL.....0II!)11141 JH 2023 2024 "^IX1,JCE rVII II(3 !!1 II A fringed islands. From coral reefs to culturally important shipwrecks, some dating back centuries, the many artificial reefs along the Keys provide an ideal year-round snorkeling or diving experience. �r� 0 R ) III I!''!!Y'S & C. Y' W s r �� ell ll"10l�'llil��,,�11:11 S '(01,J XRJ[11:118 B-4 2243 CIOI Yi ,i 1'r 01J ii1,a s r ii ii...o I ii ii1 0U ii1,i 2023 2024 ii''„I X I iiC ..�ii ii ii G ��.�a ii A ii1, ll. Position Analysis In analyzing the Florida Keys' product for leisure tourism and business travel, it is important to identify the current positive aspects of the destination as well as considering those areas which may, by improvement, enhance the Florida Keys' position in the global marketplace. 1. Strengths and assets • branded as a premier get-a-way destination • temperate year-round climate - warm winters • friendly, `laid-back', all-welcoming positioning • authentic natural resources to promote ecotourism • offshore island experience within confines of the US • direct flight service from markets providing good connectivity • a rich cultural heritage within our diverse communities • visual, literary and performing arts destination • a variety of sightseeing attractions • authenticity of our attractions • safe environment • great fishing resources • number one dive destination in the United States • unique RV camping locations • Increasing reputation of music festivals with top billing performers • excellent dining available • only living coral reef in North America • surrounded by a National Marine Sanctuary • diversity of overnight lodging facilities • southernmost point of the continental US • a popular wedding & honeymoon destination • close relationship of two large metro airports of Miami & Fort Lauderdale • two airports in the Keys — Marathon and Key West • two national parks • nine state parks 2. Weaknesses and liabilities • lack of alternative means of ground transportation from South Florida hubs • negative perception of seasonal storms • lack of traditional sandy beaches ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II o II J II:)A III II Y S & III II Y' W II S 14'°° AS 1(0 1„..j A II w C-1 2244 CIOI Yi ,i If ii 0 U ii,a s r ii ii...o I ii ii1 0U ii1,i 2023 2024 ii''„I XI iiC ..�ii ii ii G ��.�a ii A ii1, • perception of sargassum blooms during the summer • traffic congestion/one road in, one road out • lack of stable service personnel resources • lack of affordable housing for our workforce • perception of pricey lodging product • perception of gentrification from long time visitors • service and guest experience shortfalls commensurate with price point While positioning begins with a product, or a destination, the concept really is about positioning it in the mind of the consumer or potential traveler. Consumers are bombarded with a continuous stream of advertising, and their mind reacts to this high volume of marketing by accepting only that which addresses their interests or is in agreement with their knowledge on the subject matter. Therefore, positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2) consumer preferences and (3) consumer choices. Positioning involves analyzing each market segment as defined by our resources and research data. A marketing position is based on what the consumer is looking for, and what we have to offer within the destination to address those needs. For fiscal year 2024, the tenets of our program will continue to include the destination's commitment to preserving our natural resources and expand upon such across all disciplines. The Keys' reputation for providing a relaxing, revitalizing vacation getaway with genuine, intangible value will remain, with an emphasis on slow, personalized growth travel. What is `slow, personalized growth travel'? It is when a visitor comes to a destination with one mindset but leaving with another; something that has touched them in such a way that they are forever changed. They take the time to slow down, observe and absorb what is around them and look within to see how they could adapt these habits in their everyday life. As we see more push back from the consumer regarding price point, there is an opportunity to position the destination as less transactional and more transformational. Other areas that offer similar attributes (warm winter sun, turquoise water, and an `escape'from the tedium of everyday life)are advertising heavily across several mediums. Next year will be their first full season back in rotation and they are hungry for that coveted winter traveler. However, many of these destinations are offering "transactions". Where the Florida Keys stands out in a crowded field is the authenticity of our attractions, the history and culture of our people and the genuine spirit of the warm, inviting atmosphere ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II aI J II:)A III II Y S & III II Y' W II S 14'' I .0 II'1 II AS 1(0 1„..J A II w C-2 2245 1'r 0 U ii1,a s r ii ii...o I ii ii1 0U ii1,i 2023 2024 ii''„I X I iiC ..�ii ii ii G ��.�a ii A ii1, which is free from the controversies, pressures and divisiveness found elsewhere. During next year's election cycle, social issues will most likely be lightning rods. Our longstanding "Come As You Are" philosophy is perfectly positioned to welcome all without marginalizing anyone. Our visitors can experience the authenticity of our commitments to the environment through various channels heavily promoted by all disciplines, they will inevitably interact with locals at many points along their stay, experience the vibrant art and cultural community, sing along to original music performances, and observe their dinner being unloaded on the dock where they are seated. These experiences touch many of the senses and allow for our visitors to truly understand the local lifestyle and philosophies of living in the Florida Keys. This is where the magic of transformation begins and sets the Keys apart from other`all-inclusive' formulaic vacation destinations. Their price point may be less, but the richness and personal growth opportunities in the Keys are that much more. Diversity in our multicultural marketing efforts is a priority now more than ever. Our promotion and emphasis on "Come As You Are" recognizes the awareness, image and respect for cultural diversity amongst our residents, and for the visitors to the destination. Culturally relevant communications build relationships, and relationships build brand awareness. Research has consistently shown that multicultural consumers respond best to messages and images that reflect an insight into their culture and the unique ways they perceive the product or service. We will continue with our diverse marketing promotions and messaging where each group is interwoven like the fabric of our communities. The Florida Keys has traditionally benefited from international travelers at different times of the year. These inbound arrivals have historically accounted for up to 20% of our market share, with a majority of this business coming in late summer when U.S. children return to school. For 2024, and with the help of our lodging partners offering rates during the traditional booking period, we anticipate a realignment of the market mixes, with international arrivals returning to near pre pandemic levels. We are aware of potential economic and political factors in tempering some anticipated long-haul demand, so we will concentrate our efforts in our primary markets of UK/Ireland, and the German speaking region of Europe. In secondary markets, the focus will be on the upmarket consumer who is less impacted from economic fluctuations. Romance and life milestone celebrations continue to be big business in the Keys. The Keys tropical environment lends itself to be a popular destination for this market segment. Lodging properties develop market-specific packages for their guests and has become a reliable source of revenue. Significant birthdays, anniversaries, proposals, destination ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II aI J II:)A III II °(S & III II '( W II S 14'°° AS 1(0 1„..J A II w C-3 2246 1'r 01J ii1,a s r ii ii...o I ii ii1 0U ii1,i 2023 2024 ii''„I X I iiC ..�ii ii ii G ��.�a ii A ii1, weddings for both opposite and same sex couples will continue to be an integral part of our promotional campaigns. Website: Fla-Keys.com and Digital Services FY2024 The Florida Keys & Key West Travel App We plan to modernize the app, expand the number of points of interest (POI) and add a video to each POI's narrative. With the help of third-party solutions and beacons strategically placed throughout the destination, we would have the data to understand how our visitors are spending time in the destination and open the door for an entire suite of Proximity Marketing and custom push messaging capabilities, which could be used by the destination and area businesses to offer timely, relevant messages. The app will be integrated with the current listing pages on Fla-Keys.com to allow users to seamlessly plan their vacations before visiting our destination. Utilizing 'like' and 'save' technology throughout Fla-Keys.com will allow users to plan their itinerary, including hotels, motels, resorts, fishing excursions, attractions tours, and more! Implementing Google Maps API will allow users to find their favorite destination spots and promote local businesses around their location. On the Fla-Keys.com website we will be updating listing technology to incorporate Google Map API. When planning their trip, users can reference the route of their personalized itinerary with a small CTA icon highlighted on the listing. Along with functionality improvements, we will update the app's appearance to reflect current trends, place Calls to Action buttons throughout, continue the photo and imagery- driven navigation themes, integrate highly-trusted user-generated content and interactive tools to promote planning ahead. We will include full content integration, a responsive widget for Fla-Keys.com website, a re-branded iOS &Android app, push messaging, geo- fenced notification campaigns, challenges, content syncs, ad units, augmented reality & virtual 360 technology, streaming audio tours, and kiosk support on up to 6 internet- connected touchscreen devices. An essential element of travel in the Florida Keys is our Sustainability practices. To highlight this aspect of our destination we will be developing a new 'Sustainability Pledge Gallery' utilizing CrowdRiff to pull User Generated Content from current trending hashtags related to ecotourism, sustainable tourism, geo tourism and environmental practices throughout our destination. By having these key hashtags related to sustainability overlap with current Florida Keys related hashtags as well as location tags, we can populate a ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II o II J II:)A III II Y S & III II Y' W II S 14'°° AS 1(0 1„..j A II w C-4 2247 CIOIY',,,i ' ii 0 1J ii1,a s r v o ''I ii ii1 0U ii1,i 2023 2024 ''IX1,KJE G A ii1,� large amount of UGC to implement into the app as well as on Fla-Keys.com. In addition to pulling this UGC from hashtags we will also embed a Crowd Riff image upload form to allow visitors to directly submit images for the sustainability gallery. The submission form embedded into the app could allow for visitors to immediately upload their sustainable imagery the moment it happens, increasing our UGC as well as their connection to the app. Pricing: $40,000 Integrate Google Translate API into Foreign Websites Visitors accessing the destination's site from foreign countries are routed to one of five international websites translated, where applicable, by native speakers, including the following: • fla-keys.fr • fla-keys.de • fla-keys.ni • fla-keys.it • fla-keys.be Because Fla-Keys.com is constantly updated with news, events, and listing information, it is impossible to manually translate and update our foreign sites with this ever-changing content. All the international websites currently use the free Google Translate widget so that our foreign visitors can translate the page through a manual dropdown menu function. In 2024, we will reprogram the foreign sites to utilize the Google Translate application program interface (API) (hftr)s:Hcloud.aooale.com/transiate/) so that the site language translations run at the server level. Using the Google Translate API allows automatic conversion of any page delivered from the server database in the language of the respective site visitor, providing a more personalized, full-site experience for the user. International travelers plan and research their trips 6-9 months in advance. When searching for vacation destinations, Search Engine Ranking is a key factor in decision making. Currently, our foreign websites have manually translated landing pages and district homepages. However, when international travelers look deeper into what our destination has to offer for accommodations, attractions, and activities, they are directed to Fla-Keys.com which is entirely in English. The information language barrier is currently solved by the free Google Translate widget; however this process takes away from the r aRJII:)A III II!''!''Y'S & III II!11!11Y' WI[1:S 1' AS 1(01 j A IIR, C-5 2248 Ir ii 0U ii1,a s r ii ii...o 1 0U 2023 2024 ii''„I X I iiC ..�ii ii ii G ��.�a ii A SEO practices in place. The foreign sites are not receiving their full SEO benefits due to their websites not including keywords in their native language. Google Translate API will allow us to improve organic international Search Engine Ranking Placement for the Florida Keys by targeting receptive site visitors to the Keys by their server, allowing the foreign Fla-Keys.com in its entirety to be translated for the user. With translation being complete and automatically updated using real-time, artificial intelligence and machine learning technology, foreign language keywords we rank for in English can now be highly ranked for in other languages. Focusing heavily on international SEO will drive an increased amount of traffic to the foreign sites and promote tourism to the Keys to those travelers looking to plan their vacation in advance. The constant update of characters throughout the foreign sites by Google Translate API will allow us to have a direct and immediate reflection of the most relevant content on Fla-Keys.com on the five foreign sites. Google crawlers will be able to recognize keywords in the correct languages for foreign SEO and this will allow the Florida Keys to rank higher organically, streamlining the vacation research process for foreign travelers, and increasing international travel to the Keys. Pricing: $40,000 Increasing the Total Number of Travel Agents Certified in Key Lime Academy Working closely with the TDC Sales Department, we will purchase domestic and international travel agent databases, including names, emails, and physical addresses, and use that data to digitally target these travel agents, introducing them to Key Lime Academy and encouraging their participation to become Key Lime Academy Certified. Through Google Ads, Demand Side Platforms (DSPs), and similar digital targeting platforms, we can upload an email database and target those individuals with display and video ads across the web. Similarly, we can upload physical addresses in DSPs and target every device at that address. Once these individuals engage with an ad, we will add them to retargeting lists and further communicate our message to them at more cost- effective rates. Pricing: $10,000 ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II o II J II:)A III II Y S & III II Y' W II S 14'' I .0 II'1 II AS '(0 1„..j A II w C-6 2249 1'r 01J ii1,a s r ii ii...o I ii ii1 0U ii1,i 2023 2024 ii''„I X I iiC ..�ii ii ii G ��.�a ii A ii1, Heightening Focus of NOAA Blue Star Operators to Further Promote Sustainability The Florida Keys National Marine Sanctuary has created a recognition program called Blue Star for those businesses that promote sustainability in their daily practices. The program is available to dive and snorkel operators and fishing businesses. We will reconfigure the website listings database to spotlight these environmental stewards by adding their Blue Star recognition logo with mouseover details and links for additional information on what precisely a Blue Star Operator is and why it matters to our environment. This should also encourage more Florida Keys businesses to become Blue Star certified. Cost to modify listings database: $5,000 User Generated Content Collection & Integration As the Florida Keys & Key West are a collection of five unique districts, the site must convey this distinction of place and character while avoiding too many navigational choices. The redesigned Fla-Keys.com site refines the navigation to be as seamless and intuitive as possible, allowing images to guide the user through the site. To achieve this goal, we are leveraging the Crowd Riff platform to acquire usage rights to photos and videos that our destination visitors submit through social media channels such as Instagram. This user-generated content (UGC) is some of the most highly regarded and trusted on the internet and will lend to the authenticity and credibility of our islands' history and the individualistic creativity of our locals while maintaining the destination's uniqueness. Through CrowdRiff, we are creating custom dynamic image galleries for each DAC, Umbrella, and topical content page that will be used throughout the site and updated automatically to keep the site fresh. Pricing: $30,000 Optimize for Voice Search There are 4.2 billion voice assistants in use as of 2023. This number will reach 8.4 billion by 2024 with more than 1 billion voice searches taking place every month. As more users turn to voice search for its fast and convenient results, we will implement relevant schema.org markup for an opportunity to capitalize on this growing trend. Implementing new content with conversational language that targets frequently asked questions about our destination, including top-ranking keywords, and long-tail keywords involving the ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II aI J II:)A III II Y S & III II Y' W II S 14'°° AS 1(0 1„..j A II w C-7 2250 ' ii 0 U ii1,a s r v o ''I ii ii1 0U ii1,i 2023 2024 ''IXI]CE G A ii1,� Florida Keys will help Voice Search programs to pull answers from Fla-Keys.com. We will cater to Google snippet boxes by optimizing for specific queries with the goal in mind to provide quick-hitting relevant information for respective visitors to the Florida Keys. Adding these contributing factors for Voice Search will allow us to reach audiences utilizing this technology and direct them toward Fla-Keys.com. Pricing: Included in Scope of Services Commission-Free Online Reservations We continue to work with accommodations to have their availability and rate information natively sourced into the Ripe commission-free online reservation system. To provide our site visitors a reason "why' they should book on our reservation portal rather than a competing OTA, we will be integrating a new approach to the commission-free reservation system. This new approach will include Affiliate Booking Engine pages for TDC Funded Events coming to the Florida Keys and Key West. Ripe will build Affiliate Booking Engine pages to develop a co-branded landing and booking page for every event. Any third-party demand-generator that drives qualified booking traffic can be an affiliate. Affiliates have the potential to drive qualified traffic to the Fla-Keys.com site. When linked to an affiliate booking instance, there's greater visibility of our lodging partners, which can result in a more seamless experience for consumers along with increased bookings. Implementing Affiliate Booking Engines can drive more value to our lodging partners and source additional first-party data. Beginning October 1, we will expand Google Analytics reporting to include online booking engine trends including aspects such as bounce rates, overall traffic, user impressions, user interaction, and more detailed insights. To partner best with our local community we will be reaching out and presenting the Florida Keys & Key West Commission Free Booking Engine to each Chamber to promote Ripe as a means to sign up and we will send quarterly email blasts through Chambers, etc. promoting the system. As well, offering additions to Chamber websites such as Calls to Action, widgets, and imagery to call attention to the Booking Engine and develop excitement about what it has to offer to our accommodations. Pricing: $40,000 r aRJH:)A III II!''!''Y'S & III II!11!11Y' WI[1:S 1' AS 1(01 j A IIR, C-8 2251 1'r 0U ii1,a s r ii ii...o I ii ii1 0U ii1,i 2023 2024 ii''„I X I iiC ..�ii ii ii G ��.�a ii A ii1, Streaming Webcams Our webcams are a powerful, 24/7 marketing tool offering real, unedited views of the destination, which today's travelers seek when deciding about vacationing. In 2023, the webcam pages on Fla-Keys.com accounted for 39% of all pageviews, more than any other website section. Our Webcams lend credibility and authenticity to the destination as they offer an unedited, live look at more than 50 locations throughout the Keys. Between visits to the Florida Keys & Key West, our many webcams allow visitors to stay connected with the destination from wherever they are. Our goal is to continue offering a diverse group of webcams throughout the Florida Keys so that users can view a range of locations, views, events, and activities. Pricing: $35,000 Search Engine Optimization (SEO) Search is where the vast majority of travel planning starts. From the beginning of last fiscal year until now, organic search accounted for 31% of the site's total traffic. SEO continues to be essential to user engagement and interaction with Fla-Keys.com. Analytics reflected that within this time frame, the highest engaged sessions were from organic search, the longest average time spent on site per session, and the engagement rate was the highest out of all channel groups at 68%. The Florida Keys & Key West must continue to earn the highest possible placement in this competitive arena. The Fla-Keys.com website has historically ranked highly on all major search engines, and these search engine results pages (SERPs) are achieved through a continued commitment to staying abreast of new digital innovations and search engine best practices, requirements, and algorithm updates. We will continue to engage in Search Engine Optimization (SEO) efforts, modifying or adding code and increasing schema.org markup, as needed, to maintain or increase search rankings. Both Google Search Console and Bing Webmaster Tools provide specific recommendations to help websites optimize for better performance, search indexing, and notices of any derogatory signals like toxic inbound links. We also use SaaS tools, like SEMrush, Screaming Frog, and numerous others, which give precise recommendations for increased SERP rankings. Following the launch of the redesigned website, we have used these tools to analyze the site to understand how users interact with the new design. We will compare pre- and post-redesign stats to gauge the effectiveness of the new site. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II aI J II:)A III II Y S & III II Y' W II S 14'°° AS 1(0 1„..J A II w C-9 2252 CIOI Yi ,i If ii 01�J ii,a s r ii ii...o I ii ii1� 0U ii1,i 2023 2024 ii''„I X1,iKJ ..�ii ii ii G ��.�a ii A ii1�, Pricing: Included in existing Scope of Services; no charge Americans with Disabilities Act (ADA) Compliance Site accessibility is a strength and a standard to which Fla-Keys.com has always upheld for users with disabilities. Fla-Keys.com adheres to WCAG 2.0 AA accessibility standards to maintain ADA compliance, and the site's Accessibility Statement is updated monthly. In addition to manually coding the Fla-Keys.com site with language specific to assistive technology devices, like screen readers, we also pay a third-party company, accessiBe (https://accessibe.com/), to provide a site widget that provides numerous ADA accommodations and guarantees 100% compliance. Pricing: Included in existing Scope of Services; no charge Website Analytics, Tracking & Reporting Following the Fla-Keys.com redesign launch, we will analyze the Google Analytics data to improve user experience. We will also examine site traffic patterns as they relate to the overall performance of the site and the navigation paths users take to reach their desired content. For each TDC and DAC meeting, we will continue providing detailed reports on our website and individual districts. Standard website metrics that we will continue to track include: • Website Traffic Report • Users / New Users • Sessions / Sessions per User • Pageviews/ Pages per Session • Average Session Duration • Bounce Rate • Native Language of Users • Traffic Sources • Most Visited Sections of the Site • Device Type Usage • Ad Source to conversions • Online Reservation Portal • Total room revenue • Number of system reservations ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II aI J II:)A III II Y S & III II Y' W II S 14'' .0 II'1 II AS 1(0 1„..j A II w C-10 2253 CIOI Yi ii Ir ii 01�J ii,a s r ii ii...o 1 0U 2023 2024 ii�''I XI iiC ..�ii ii ii G ��.�a ii A • Room nights • Average daily rate • Average length of stay • Booking window • Conversion rate • Bounce rates • User impression • User interaction • Top booked properties • Property types • Reservations by country, state, and city • Search filters used • Lodging supplier performance and analytics • Check-in day distribution & top check-in dates • Sessions, pageviews, pages per session, bounce rate, and time on site • Age distribution, gender, device type, search page scroll depth • The geographic location of visitors as a whole and by DAC at the following levels/markets: • World and countries • The United States and individual states • Florida and cities • Canada and provinces • The United Kingdom Pricing: Included in existing Scope of Services; no charge ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... P°°°II II aI J II:)A III II Y S & III II Y' W II S 14'°°' AS '(0 1„..j A II w C-11 2254 "r LJ 1" s r v ''I LJ 2 0 23.....2 024 '1X1,KJ!!! H',R3 !"II Xl,� /it. 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, New York, Chicago, Philadelphia, Boston, Washington, D.C., Detroit, Atlanta, Charlotte, Nashville, South Carolina, and Texas. • Secondary • Indiana, Alabama, Connecticut, New Jersey, Colorado, Tennessee, Minneapolis, and Ohio. 2. International Markets • Primary 0 Canada, German speaking countries, United Kingdom-Ireland • Secondary • Benelux (Belgium, Netherlands, Luxemburg), Italy, France, Scandinavian countries 3. Market Segments A. Eco/sustainable tourism B. Fishing Market C. Diving/Snorkeling Market D. Cultural E. Weddings/Honeymoon/Celebrating Milestone Events Markets F. Direct to consumer G. Travel Trade industry to include: 1.Travel Agents 2.Tour Operators 3.Wholesalers 4. Meeting Planners 0 IIR,II IL )A W[1:11 S 1' �I e .0 IY`1 II A S '(0 1 J A IIR, D-1 2255 1,III II LJ ,,ir r t II II s V ''I II!!!,1,I 2023.....2024 ',IXI,Ic!!! X,,,,� /it. Promotional Analysis 1. Promotional Events The promotion of special events is a very important part of our overall marketing program. Multi-day events have traditionally drawn visitors to our destination. Events have also provided visitors who may not have been aware of a certain event, the opportunity to participate with others while on vacation and share their experience. This develops return visits and adds new awareness of things to do for future visitors, and potentially "closes the sale." We have marketing funds available for sponsored events in each of our districts. The TDC establishes a Request for Proposal, and the District Advisory Committee (DAC) allocates funding for that district's destination events. Most event funding is for advertising only, however, in cases that involve the highest level of economic impact to their district (such as a high volume of room nights and visitor expenditures), a turnkey operation is considered. There are also cultural events promoted through the TDC Cultural Umbrella, and fishing tournaments promoted by the TDC Fishing Advisory Committee. These specialized events serve the same purpose as generic events. All event funding recommendations by the District Advisory Committees, Cultural Umbrella and Fishing Advisory Committee are reviewed and require approval by the TDC. These events are evaluated by their ability to draw overnight out-of- county visitors; offering of activities for visitors; and the marketing of the awareness and image of our destination. 2. Capital Projects and Improvements The Tourist Development Council has revenues other than for advertising for discretionary use to enhance and support the specific tourism development efforts of a district. One of the uses is capital projects. The attraction of visitors to the area must be one of the capital project's main purposes. The capital project must be a publicly owned and operated facility or owned and operated by a not-for- profit organization and open to the public. Capital improvements can include beach improvements, beach maintenance, re- nourishment, enhancements and clean up where there is public access to the beach or beach park area. Improvements may also include those associated with channels, estuaries or lagoons. Capital projects are integral to the upkeep and improvement of our visitors experience as well as for our residents. It is important within the descriptive profile of our product that we have public facilities such as museums, auditoriums, theaters, recreational areas, nature centers, beaches, and other historic and cultural attractions for our visitors. �IZ 0 IIR,II 14 )A & VV[1:11 S e `1 0 11111 II1 S '(0 LJ A��R, E-1 2256 1,III II LJ ,,ir r t_�II!,t II s V ''I II!!!,1,I 2023.....2024 ',IXI,Ic!!! X,,,,� Although these projects are primarily to promote tourism, another important aspect to funding these improvement projects is that they not only benefit the visitor experience, but also the residents of Monroe County. TDC funding of capital projects improves the infrastructure of these public facilities, rest rooms, beaches, nature centers, and historical places of interest while shifting additional tax burdens from the residents. It also enhances the local culture and supports the mission statement of the Tourist Development Council as it relates to improving the quality of life of our residents. New this year there is a "special public facilities" capital project line item which is intended for large scale projects potentially covering multi-districts. These projects would have to meet criteria as defined in the state statute. The District Advisory Committees, with input from Monroe County, local municipalities, chambers of commerce and general public, formulate a vision of what each community would like to see developed, improved or maintained in accordance with state statutes with the primary purpose being tourism. F 0 IIR,II 14 )A & VV[1:11 S e `1 0 11111 II1 S YO 1.1 A��R, E-2 2257 10I,,H1,U!! CIOIY,,,,l If 0 1J 1,Vs r II.AIIv o 1 2023 2024 "^IX1,KJE G AII1, � Section Three: Program Planning 1. Program Development L Program Marketing Goals a. Develop overall program which protects the county's economic viability while balancing the environment and quality of life for residents. b. Protect the destination's brand image in a hyper-competitive field. C. Promote the variety of Lodging Accommodations throughout the Florida Keys. d. Promote arts/culture offerings. e. Emphasize sustainable tourism messaging across all campaigns. f. Promote to Romance Travel/Life Milestones markets. 9- Promote multi-district visitation. h. Re-establish market share of international visitors. i. Highlight mid-week group and incentive meeting business travel. j. Expand destination awareness to marquis level television series and movie productions. (i.e. Bad Monkey Season 2) k. Target younger fishing enthusiasts. I. Increase diving and snorkeling safety messaging. M. Increase LGBTQ+ travel. n. Increase family travel/multi-generational travel. 0. Utilize website booking engine and new research analytics to measure program effectiveness. P. Continue marketing program for travelers with disabilities. q- Promote "only in the Keys" attractions and experiences. r. Increase our marketing efforts to Millennials/older Gen Z. S. Increase our marketing efforts to multi-cultural visitors. t. Increase awareness of direct flight connectivity. .......... 0 R, Y's & VV ik 1,13,....... /�\,$ )(01,J /�\dR, F-1 2258 "Ir LJ 1" s r v I!!!,1,I LJ 1,I 2(�)23......2024 `1X1,J<J!!! HI,R3 !`I Xl,� Top Marketing Objectives a. Position the Florida Keys as Florida's premier get-away destination for US and international markets. b. Evaluate brand/image perception. C. Promote markets that will have the most significant positive economic impact on the lodging industry, the local economy and Monroe County residents. d. Highlight sustainable tourism as our number one priority. e. Encourage capital projects that improve tourist related facilities that enhances residents quality of life. f. Identify and market to the visitor for longer stays. 9. Promote to targeted, key feeder international markets. h. Promote "only in the Keys" experiences to set the destination apart in a highly competitive field. i. Promote awareness of non-stop airlift service encouraging less vehicular traffic. j. Target audiences for fishing, diving, snorkeling, and cultural interests. k. Promote the concept of"Come as you are". I. Expand our promotions to the LGBTQ+ market. M. Develop new and updated research programs. n. Promote user generated content on social media platforms. 0. Promote alternative transportation options from South Florida hubs and within districts. p_ Promote the unique state and national parks within the destination, including Flamingo Lodge. III f:II 0 IIR, )A & vv 1,:s r I e `1 0 IV11111 II 11 S YO 1,J A R, G-1 2259 ir Il()IJ I"11 S )!!!V!!!] 2023......2024 ''IXIJc!!! !!J] X',,,� ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''',''',IIIII............... ............... ............... ............... ............... ............... ............... ............... ............... ...............IIIIIII............... ............... ............... ............... ............... ............... ............... ............... 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 and monitoring budgets • Director of Sales - responsible for coordination of sales effort both domestically and internationally • Director of Research - responsible for the coordination of research sourcing and interpreting methods of data • Business and Development Sales Manager - responsible for forecasting revenue and market segmentation in conjunction with market research • Finance Assistant - responsible for annual report, reviews invoices and reimbursement requests, assistance in other areas of operation • Sales Assistant/Assistant to Director — Responsible for assisting sales staff and Director with special projects as well as assisting with front office coverage when needed • Administrative Assistants - responsible for the coordination of daily office duties through the direction of Office Manager • Office Assistant - responsible for reception, telephone, administrative support and general office duties through the direction of the Office Manager • Corporation Manager — management of Visit Florida Keys Corporation personnel benefits • Sales Managers - responsible for special market segments and their performance as directed by the Director of Sales • Film Commissioner - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support production shooting in the Keys d. Training: The quality of our employees and their development through training and education are major factors in the TDC's marketing process. Employee development is a continuous process of reviewing best practices and learning new materials and techniques. Training can help reduce employee turnover by increasing productivity, motivation and job satisfaction. The kinds of training include departmental orientation, market knowledge and market techniques. 0 IIR,II 14 )A & W[1:11 S 1' �� el "0 11111 II1 S Y'0 LJ A IIR, H-1 2260 ir Il()LJ 1"11 S )!!!V!!!] 2023......2024 ',1X1,Jc!!! !!J] X',,,� ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''',''',''I'll............... ............... ............... ............... ............... ............... ............... ............... ............... ...............1111''I............... ............... ............... ............... ............... ............... ............... ............... Destinations Florida, previously known as FADMO, has an educational initiatives program as part of our membership and has an annual Destination Marketing Industry Summit. Both of these programs offer a wide array of educational break-out sessions covering many facets of destination marketing and data collection. Visit Florida has joint tourism marketing workshops to help service the industry, as well as webinars. The Governor's Conference on Tourism offers many educational opportunities within their program that include sales, research, tourism marketing and administration. Both IGILTA and the Adventure Travel Trade Association (ATTA) hold regional and annual conferences focusing on continuing education covering many facets of their target market expertise. e. Agencies of Record 1. Tinsley Advertising -Advertising 2. NewmanPR— Public Relations 3. Two Oceans Digital —Website Provider f. Support Agencies 1. Axis Travel Marketing (sales) - United Kingdom and Germany, Italy, Benelux and Scandinavian countries 2. KBC PR & Marketing - United Kingdom, Germany, France, Italy and Scandinavian countries 3. ILMA Communications - Canada g. Budget (as legislation directs) 0 IIR,II 14 )A & W[1:11 S 1' �� el',��11`1 0 11111 II1 S Y'0 LJ A IIR, H-2 2261 ir Il O ll�..i ll1"11°S II I":!!!! II!II :� II"II II�II'°��II II ,� ; ll,i 11 11 .�11 ll.. 2023 2024 II"^I XII c!!! "J II XI'°,�,II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... FY 2024 TDC FOUR PENNY BUDGET $125,952,202 Emerge ncy/Conti nge n cy$12,000,000 9.53% Florida Keys Council of the Arts$100,000 website related 0.08% Expenses$295,800 Cty.Cost Allocation I� 0.23% $309,273 0.25% Film$500,000 0.40% �ky Advertising � �y $35,576,375 28.25% Resources $9,069,213 7.20% � � Public Relations/Ameruop $2,832,549 2.25% Ilk $2,649,000 2.10% Special Public Facilities $25,000,000 19.85% Capital$22,375,093 Research $900,0000.71% 17.76% Admin/Overhead VIS/Fulfillment $2,628,747 2.09% $1,139,453 0.90% Finance/Attorney Events$10,384,837 8 25% $191,862 0.15% FY 2024 TDC FOUR PENNY BREAKDOWN Emergency Fund $125,952,202 Balance Brought Projected 2024 Forward 10% Annual Four Penny Revenue 51% Balance Brought Forward(estimated unexpended Balance Brought � Less state reserves capital/Special Public Forward Facities/event (revenue/expenditure (F.S. 129.01-5%) contracts&resources) variances) 29% 15% ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... G 0 I W I G',)A & Y W S �11"0 1.1 W .�0 H-3 2262 ir Il O ll�..i ll1,11°S II I°:!!!!V!!!] :� II"II II�II'°��II II ,� ; ll,i 11 11 .�11 ll... 2023 2024 II"^I XII c!!! !!J] XI'°��,, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... FY 2024 TDC TWO PENNY BUDGET 'Events' (35%) Portion $21,079,928 Research,$900,000, Florida Keys Council 4.27% of the Arts,$100,000, Commission &Fees 0.47% (Finance),$ 6,000, p 27o Public relations/Stringers/PR Expenses,$2,832,549, Special Projects" p 13.44% (Destination, Events, i COU AllocaY Film Com $500,00 ency, 3, 5.13% Fulfillment, 0.57 Cultural/Fishing/Diving Committee's, $4,756,796, 22.57% i Resources, $4,591,925,21.78% ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... G 0 I W I G',)A & S F AS Y0 1.1 I W I�.0 H-4 2263 ir Il O Li ll1,11°S 2023 '2024 II"^1 XI�,Ih.II "J II XI'°�,,II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... FY 2024 TWO PENNY BUDGET Administrative (7%) Portion $3,613p606 Admin/Operating, VIS Software,$3,000, Office Supplies, $1,200,000, 33.21% 0.0.08%Dues/Subscriptions, $20,000,0.55%I $15,000,0.42% Emergency, $825,000, 22.83% � Capital Expenditure/Operatin j $12,000,0.33% � I f Visit FLA,$6 1.66% I� Finance/Cou Allocation,$ 1.33% inistrative sing.$20,000, 0.55% �< Legal Salaries& Benefits,$111,862 3.10% Travel,$60,000, Resources, $997,497 Business Lease,27.60% Communications, $175,000,4.84% $18,000,0.50% Cleaning,$13,000, 0.36% Repairs/Maintenanc e/Recycling/leases/ Courier supplies,$32,000, $3,250,0.09% 0.89% ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... G 0 I W I G',)A & S F �� e ll",0�l„„l ASY01.1 I W I�10 H-5 2264 ir Il O ll�..J I"11 S II I°:!!!!V!!!] :� II"II II�II'°��II II ,� ; ll,�11 11 .�11 ll... 2023 2024 II"^I XII c!!! !!J] XI'°��,, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... FY 2024 TWO PENNY BUDGET Advertising & Promotion (65%) Portion $37,494,474 Commission &Fees Sales&Mkg Staff& (Finance),$16,000, related costs, 0.0% Website Related $1,449,000,3.9% Expenses,$200,000, 0.5% County Cost Allocation, �� $74,281,0.2% Emergency Reserves, $6,000,0 R� 16.0 r �4q.. i"I IIII Resource Fullfillment $15,000,0. Collateral,$8 ,0 0.2% Advertising/Special Projects,$23,946,281, 63.9% Ad. Expenses,$85 00, 0.2% Media Materials, $1,250,000,33 ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... G 0 I W I G )A & I<<a Y W S F e ,ll"10��„„l 1 S Y 0 1.1 I W I�.0 H-6 2265 ir Il()IJ I"11 S )!!!V!!!] 2023......2024 ''IXIJc!!! !!J] X',,,� ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''',''',IIIII............... ............... ............... ............... ............... ............... ............... ............... ............... ...............IIIIIII............... ............... ............... ............... ............... ............... ............... ............... Other Resources 1 Chambers of Commerce (Key Largo, Islamorada, Marathon, Lower Keys, Key West) 2. Lodging Association of the Florida Keys and Key West 3. Key West Business Guild 4. Key West Attractions Association 5. Federation of Chambers 6. Florida Keys Council of the Arts (Cultural Umbrella contract) 7. Fishing Advisory Committee 8. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 9. Visit Florida — State Tourism Office 10. Florida Restaurant and Lodging Association (FRLA) 11. Destinations Florida 12. Visit USA memberships 13. Brand USA 14. IGLTA 15. ATTA 0 IIR,II 14 )A & W[1:11 S 1' �� el "0 11111 II1 S Y'0 1.1 A IIR, H-7 2266 ir Il()LJ 1"11 S )!!!V!!!] 2023......2024 "^1X1,Jc!!! !!J] X',,,� ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''',''','''',............... ............... ............... ............... ............... ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... II.Marketing Strategies, Methods, Implementation and Measurability In the following sections are specific plans by department: I. Advertising J. Sales & Promotions K. Public Relations L. Film Commission M. Research ............... ............... 0�IR,I G )A & S F �� ell ll"10��ll��,,�11:11 SY'01.1 XRJ[11:110 H-8 2267 4 V I ' "" III °°°°� p°" uum ��° r�/�I�uIIII��VIIIIIII�IrRi ,II�IhI II Y I�IUI III i�ll!I III,`„ r . is d: I , k + �I I u : f rl, l I I i f / i 1 r r� 4 o III " t uuulW� i!�,. 61 ' aw �+ d"� ��M� �� r �; t"� � �„�� d^ e a •� II� I,��II��III�Ii IIII �'i!'II�: III M��a�,q,'"'� �d�a� �r+."1{✓��„„,�,pp '" `��.�� d,'�N M� C� uA�,r, kw �� M'� ,�r Y� ��l �� TY' 6 "M � "�,f�'" 'hp vb ?� � I Oo MC 3 TN%G.�� , n'V�N.;Y 9 J rv'• rypN .y,V•.j'I«1 % ,. r �` & ,�I^I '(' �(/'dry ,y.,,,jU'�h. ? b "�� 'i✓ "` s '�..� �" Y"I A N :fi'i A^MM�E k '. Lq ,"k� q. l .."`,,`�": i"w ,M`�U•. �`". w•oa„f!&M F�.dG.. .ti',' ; ' "��` .�;wl",. + .,.w '`5 z- v^'"(M: The FloriddKeys �o m` �m ® Ci7Me e'dS YOU sire' Key VV st Big Pine Key&The Lower Keys 2268 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... I. Advertising For Fiscal Year 2024, The Florida Keys & Key West will continue to maintain a strong advertising presence and share of voice amongst competitive travel destinations. Cruise lines, Caribbean islands, major in-state markets as well as domestic and international destinations are all fully open and vying for market share. Therefore, we will need to continue to be competitive in the marketplace amongst our target. Media will be placed on both a national and international basis as well as in key domestic feeder markets throughout the year. Visitation to the state has continued to increase quarter over quarter as the demand for travel to Florida remains solid. With a strong share of voice, The Florida Keys & Key West will have the opportunity to speak to affluent travelers throughout the year early in their decision process in order to maximize visitation. Advertising will be placed in markets where research indicates the strongest sources of business. The primary target markets to be included in the plan are New York, Los Angeles, Philadelphia, Boston, Washington, D.C., Chicago, Detroit, Minneapolis/St. Paul, Atlanta, Charlotte, Nashville, Houston and Dallas. In the summer, advertising will be placed throughout Florida (Miami/Ft-Lauderdale, Tampa-St. Pete, Orlando, West Palm Beach, Ft. Myers/Naples, and Jacksonville) targeting traditional drive markets. Secondary markets for the summer will also include New York, Dallas/Ft. Worth, Atlanta, Nashville, Charlotte, and Charleston as visitors from these markets will stay longer and pay higher summer rates. The media plan has a robust digital strategy in place for the fiscal year and will utilize first party data to reach our upscale target audience. This includes utilizing credit card history of past bookings/spend at luxury hotels in Florida; premium leisure travelers with a history of nightly hotel spend of $400+ and; travelers who have booked a flight or hotel in The Florida Keys previously but not in the past 12 months. Contextual efforts will also be utilized to find target prospects reading online about upscale travel and vacations. Increased efforts will also be utilized to report on attribution. This will enable us to track those who saw an ad online and then arrived in the destination. Traditional Linear TV and Streaming TV continue to co-exist, each playing an important role in the media mix. The life of one form of TV doesn't automatically mean the death of another. The media plan has evolved with the ever-changing consumption of video content on traditional Linear Television, Addressable Television and streaming CTV/OTT platforms. An increased presence on CTV/OTT platforms will be utilized to target cord cutters. This includes Pre-Roll Video, Over-the-Top Television, Connected Television, Addressable Television and Audience Content Recognition. The Keys will also continue to take advantage of custom ad units on streaming platforms where users can interact with an ad on their remote control and scan a QR code on their television to get more information. II III 0II w II II )A w, s Ir ,0 IV11111 II A S '�i ��Al,�p II�II.. I-1 2269 10II,,IIIIl"U CI011 ',,,I iP IIoll j!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... The popularity of listening to streaming radio and podcasts also continues to grow. One- third of the U.S. population listens to podcasts. This can be done on an array of devices including phones, watches and smart speakers (Alexa/Google). The media plan has also evolved to include targeting on these platforms. An interactive Florida Keys voice assistant campaign in partnership with TripAdvisor will be utilized. Users will be able to ask their Alexa voice assistant, "Alexa, explore The Florida Keys". Potential visitors will be asked questions about activities they like to do on vacation and Alexa will recommend an island/district in the Keys to visit based on the user answers. Those with Alexa devices with screens will also be shown Florida Keys videos. Addressable Television is among several data-driven platforms that has been used in the past and will continue to be utilized. This platform allows The Keys to deliver messaging to target prospects without the waste. Audience content recognition will target heavy streamers and low Linear Television viewers. Through smart televisions such as Samsung, LG Television and Vizio, we can identify those heavy users of streaming platforms and re-target them on their phones and other devices when they are not watching television. OLV, or online video (pre-roll), has been a staple of the digital efforts for many years. It will continue to be used as it is one of the best ways to deliver the Keys message at scale by appearing on hundreds of websites collected across the web to effectively target future visitors. It also allows for the destination's investment in media to be highly targeted in a cost-effective manner. Social media continues to be used in a meaningful way across all segments of interest to The Keys. Facebook, Instagram, YouTube, Pinterest and TikTok will be utilized. These platforms allow the ability to use video in an environment that has high engagement with viewers. Of course, the Agency will continue to monitor all privacy related issues with these platforms. Paid Native content stories also remain an integral part of the media plan. It enables The Florida Keys to tell a deeper story about the destination and highlight sustainable travel through written content, video and influencers. Traditional Linear Television advertising will provide a broad reach and level of brand building beyond digital channels. It's the same reason why so many digital service providers such as Google, Facebook and Apple, lean so heavily on television advertising for brand building. The bread and butter of traditional Linear Television continues to be live news and The Keys will continue utilizing these dayparts (early & late local news). National cable television will be utilized to provide a broad reach to an upscale audience on a national basis. Spot market television in key feeder markets will be implemented II III 0 II w II II )A & w, s Ir 0 IV11111 II A S � �'A' � �i ��Al,�p II�II.. I-2 2270 10II',IIII�'U C�°Otl ',l iP rot UIItV"o 0II"II1 ll,U JH 2023 2024II"^IXIIh.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... where prospective visitors traditionally come from, specifically in the Northeast and Midwest in the fall and winter. Objectives 1. Keeping The Florida Keys & Key West top of mind in key feeder markets. 2. Be the first choice among our target audience when considering travel planning. 3. Market to an upscale audience of A35-64 $150k+ that can afford the average daily rates (this will include a younger demographic with similar vacation spending habits). 4. Promote sustainability as a by-product of our advertising efforts. Goals 1. Increase advertising presence in key international markets through the Generic and District marketing efforts. 2. Increase travel trade media efforts out of the Generic campaign. 3. Increase media efforts to the Denver market to promote spring/summer visitation to the destination out of the Generic campaign. 4. Increase media efforts to the Minneapolis/St. Paul market as a multi-discipline Own-a-City program in November/December 2023. 5. Create a long-form video for the Generic campaign. 6. Create long-form videos for the Umbrella campaigns. 7. Create a thirty-second video for co-op participation to promote specific properties as part of a television/video Generic media mix. 8. Create a new epicurean/unique dining thirty- and fifteen-second video. 9. Shoot video footage for the MICE (Meetings, Incentives, Conferences and Exhibitions) market to utilize in future video efforts. II III 0 II w II II )A & w, s Ir 0 IV11111 II A S � ��' � �i ��Al,�p II�II.. I-3 2271 ,,ir rot j!,t S V 0 1 U JH 2023 2024 ',1X1,KJ!!! Z A Cl) z Ea 0 F- E.2 45.2 -jig BE r J3 0 ------ %------- %------01 MID 12 145 ;D LLI L) f3 z :.2 E 08 z E Jill 0 LE A2 .0 0 LLj LE 1 II 0 IIR )A wl:-s r XRJ[11:110 1-4 2272 1 III,,IIIIl"U!! ,,iP IIoll j!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Target Marketing Identifying and selecting a product's target market is accomplished through dissecting the numerous segments. This is done by pulling apart the entire market and separating it into manageable, distinct units based on demographics. Competition has become so sophisticated that we must identify and carefully define our target markets to be more effective in our advertising. Markets can be categorized into such segments as leisure travelers, travel trade, groups and specialty or niche markets. Targeting is also defined by age, gender, income, interest and geography. It is imperative to fully understand all elements that comprise the target audience based on research. Understanding the psychographics, which is the mindset of visitors, completes the development of defining the best prospect for the destination. Once the target audience is understood, specific strategies can be developed to best reach these groups. Our marketing agencies and staff will continue to work with the research arm of the Tourist Development Council on visitor analysis to help identify new and emerging markets if and when budgets allow. Marketing efforts will promote a luxury experience by targeting the affluent audience that The Keys have sought for many years. These visitors have the means to stay longer and spend more during their vacation stay. International visitors always play an important role, especially during the summer months. Promotional efforts will take place in Canada, U.K., Germany, Scandinavia, France and Italy. The international visitor is especially valuable, as they tend to stay longer. Branding A brand is a name, term, sign, symbol, design or even a slogan identifying the product or service that differentiates itself from the competition. Therefore, it makes sense to understand that brand is about getting your potential customer to realize the value of your product. Brand equity is the marketing term for a brand's value in term of awareness and perceived quality— in other words, it's proven ability to draw and keep customers. Branding can reflect personality and an attitude such as our destination's theme, "Come as you are." Our Florida Keys & Key West positioning has become highly effective in creating consumer awareness of our laid-back atmosphere and lifestyle. Branding also develops consumer loyalty, even when reasonable substitutes are offered at lower prices. People are willing to pay more because of the perceptions they associate with the name The Florida Keys & Key West. II III 0 II w II II )A & w, s Ir 0 S � �'A' � �i ��Al,�p II�II.. I-5 2273 10II,,IIIIl"U C�°Otl ',,,I iP rot j!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Generic Collateral The following collateral is available for trade shows (travel trade and consumer shows) and is available as downloads on the fla-keys.com web site. FL Keys Destination Magazine: A comprehensive guide on every district, diving, fishing, events, and attractions. Magazine is distributed to resorts, guesthouses, and public tourist offices to provide visitors an aspirational and beautiful piece of literature to learn from and possibly take home. Description: 8" x 10.5", four-color FL Keys Destination Brochure: An abridged version of the larger Destination Magazine, this brochure comes equipped with a full list of accommodations that travelers can easily carry with them and refer to during their trips. Description: 4" x 9", four-color Conch Brochures: A brochure that gives a description of each district with specific attractions, map and Chamber information. Available in English, Italian, Mandarin Chinese, Japanese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian & German languages. Description: 4" 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 accommodations and film production related business listings. Description: 8" x 8", four-color District / Umbrella / Association Collateral: Key West Gay & Lesbian Brochure: Key West, "Close to Perfect— Far from Normal". A comprehensive piece on Key West's Gay & Lesbian attitude, lifestyle, attractions, architecture, legends, nightlife, history, culture, accommodations, dining and a list of annual Gay & Lesbian events. Description: 4.5" x 7", 16 pg., four-color Fishing Guide: Brochure includes the variety of fishing and timing within the destination and includes a link to a complete list of fishing tournaments with date, location and director information as well as fishing & boating information within the Keys. Description: 4" x 9", 6-page tri-fold, four-color Culture Magazine: Magazine featuring a complete calendar of events, articles on cultural aspects of The Keys as well as the visual and performing arts in the destination. Description: 8.5" x 11", 16 pages, four-color II III 0 II w II II )A & w, s Ir 0 IV''°1 II A S � �'A' � �i ��Al,�p II�II.. I-6 2274 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Historic Brochure: Brochure includes historic information available throughout the Keys with specific sites, attractions, bridges, etc. highlighted with their exact locations (Mile Marker or address). Description: 4' x 9", 40 pages, four-color Diving Wreck Trek Passport Brochure: Includes information (including a map) on the various wrecks in the waters of The Florida Keys with a dive log for every potential dive. Description: 4" x 5.5", 28 pages, four-color Diving Reef Explorer Brochure: Includes information (including a map) on the various reefs throughout all the districts in The Florida Keys. This brochure is used as part of a new Dive Umbrella promotion where beginner and experienced divers can participate in a wreck trek program where, once dives are completed (one in every district), they will receive a downloadable official "Keys Reef Explorer' poster suitable for framing. Description: 5.5" x 8", 16-pages, four-color Dive Reusable Dry Bag: This tradeshow premium is utilized to promote diving and snorkeling throughout the destination and is distributed at various dive and travel adventure shows. The dry bag showcases a Florida Keys QR code that can be scanned to watch The Keys diving video that features wrecks and reefs within each of the five (5) districts as well as thirty-second commercials that also promote each district. Sales Calendar: Two-sided 2024/2025 calendar utilized at travel trade shows. This calendar is a sought-after premium by the trade and includes year-round branding for the destination. Description: 8.5" x 11", two-sided, four-color Target Audiences • Consumer The general target audience for the Florida Keys & Key West is affluent adults aged 35-64, with a household income of$150,000+. • By targeting this affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the "aspirational" element of a broader audience; those with less income who aspire to experience a quality vacation and thus will be more likely to travel to The Florida Keys & Key West. Within the target audience there are several sub-groups defined by different interest and subjects that are important to them. These include: • Leisure Travel • Ecotourism/Sustainability • Diving/snorkeling II I C11111YS & IIcl 'iwl�, s Ir ,0 IV'""°l II �1 0'A' � �i ��Al,�p II�II.. I-7 2275 10I',HI'U!! CIOIY',"� ,,ir rot j!,t VS V 0 1 1J JH 2023 2024 ''IXI]CE Z A • Fishing • Boating • Cultural/Historical/Art • LGBTQ+ • Mature • Epicurean • Civil Unions/Honeymoons/Life Milestones • Soft-Adventure • Romance • Family Travel • Luxury Travel • Girl or Guy Getaways • Generation X • Millennial • Generation Z • Baby Boomers • Multi-Generational • Multi-Cultural • Travel Trade • Meetings and Incentives Market (small to mid-size meetings) • Travel Agents/Tour Operators, both nationally and internationally • International Travel International travelers are returning to The Florida Keys & Key West and are expected to continue to increase heading into 2023-2024. The U.S. recently lifted vaccination requirements on May 12, 2023, for fliers entering the country which will spur international travel further. Advertising will consist of consumer-targeted Facebook advertising, fifteen- and thirty-second video, digital native advertising and magazines. International target markets include UK, Germany, France, Italy, Scandinavia and Canada. rII III 0 )A & w,:s r 0 IV11111 II1 S '(0 1,J A 1, 1-8 2276 1 III',IIII�'U!! ,,iP IIot U "o II IL..0II"II1 ll,U JH 2023 2024 II"^IXI�,Ih.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Domestic Target Audience Affluent Adults Age 35-64, HHI $150,000+ Population % of Total Index A35-649 HHI $1509000+ 4796209000 100% 177 Affluent Male 2397249000 49.8% 97 Affluent Female 239896,000 50.2% 103 Age 35-39 8,3749000 17.6% 177 Age 40-44 89522,000 17.9% 177 Age 45-59 997109000 20.4% 177 Age 50-54 798589000 16.5% 177 Age 55-64 139156,000 27.6% 177 HE[[ $150,0004199,000 149963,000 31.4% 101 HHI $2009000-$249,000 996729000 20.3% 101 HE[[ $250,000 or more 1197589000 24.7% 99 HE[[ $500,000 or more 39646,000 7.7% 90 HHI $1,000,000 or more 290999000 4.4% 86 Married 429077,000 88.4% 114 Married or Partnered 4399289000 92.2% 111 Professional/Managerial 389454,000 80.8% 116 Graduated College or More 3998999000 83.8% 107 Own Principal Residence 439917,000 92.2% 103 Any Airline Round Trips in Past Year 4190089000 86.1% 102 5+Airline Round Trips in Past Year 199520,000 41.0% 104 Census Region and Division: Northeast 109232,000 21.5% 104 Census Region and Division: Midwest 99811,000 20.6% 104 Census Region and Division: South 1596349000 32.8% 100 Census Region and Division: West 119943,000 25.1% 95 Source: Ipsos Affluent Survey USA Spring 2023 Affluent Adults $150,000+ 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=114 index. This means that the target population is 14%more likely than average to be married. II III 0II w II II )A wI°:s Ir ,0 IV''°1 II A S � ��' � �i ��Al,�p II�II.. I-9 2277 10II,,IIIIl"U C�°011 ',,,I iP IIoll UIItV"o 0II"II1 ll,U JH 2023 2UU24II"^IXI�,Ih.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2023-2024 Advertising Breakout Culture Dive Fishing Generic Advertising Budget Total: $36,018,134 2278 10II,,IIIIl"U C�°011 ',,,I iP IIoll U "o 0II"II1 ll,U JH 2023 2024II"^IXIIh.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2023-2024 Total Media Plan Expenditure PrintI TV r Digit Media Budget Total: $33,144,169 r III 0 II w II II ) III II �,�� & wI°:s r 0 11111 II A S '�i ��I�,�p III 2279 10II,,IIIIl"U C�°011 ',,,I iP IIoll U "o 0II"II1 ll,U JH 2023L 2024II"^IXIlh.11 Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2023-2024 Monthly Media Spending July August September J 1 1 October Me November rl ��//////% December rf. 1 March January 1 February 1 Media Budget Total: $33,144,169 ii 1 ii 0 ii w ii ii ) wl,sir II e ,0 i�ll"ul,ii 1 S 'f rill 1-12 2280 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Co-Op Advertising Cooperative advertising provides accommodations, tourist-related businesses and attractions direct access to major travel markets at a cost-effective rate. • Due to limited availability, all co-op space and time is on a first-come, first-served basis. • Space/time reservations are arranged through a media insertion order form from a hotelier's ad agency and/or an enrollment form and check made out in the full amount for the co-op program a particular business is participating in. • ONLY Florida Keys tourism destination messaging is allowed in any co-op ad. • Magazine: There must be a minimum of two participants in each ad. • E-Marketing: There must be minimum of two participants in each effort. • All advertising materials must be supplied in accordance with individual co-op offering. • The Agency of Record will have final creative control of the co-op program and its participation. • Generic and District co-op is initially for lodging properties and then offered to other tourism-related businesses within the Keys that help promote the destination (attractions, etc.). Umbrella co-op programs are initially offered to specific umbrella- related businesses (diving and culture) and then lodging properties. II i II 0II w II II )A wl�, s Ir ,0 IV11111 II A S � �'A' � �i ��I�,�p III II.." I-13 2281 10II',IIII�'U CI011 ',l iP rot UIItV"o 0II"II1 ll,U JH 2023 2024II"^IXIIh.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Collateral and Fulfillment When callers request brochures or flyers, the Chambers of Commerce will handle all fulfillment requests. Fulfillment will include pieces provided by the Chambers of Commerce specific to their district, and other tourism-related collateral. The Tourist Development Council does not provide any collateral for Chamber distribution. Call to Action Phone #s • USA: 1-800-FLA-KEYS (for brochures). This is a consumer line that is answered on a rotation-basis, live at the five Chambers during business hours; voice mail after hours. • U.K.: 0208 686 2600 (For brochures, videos, or rate guides). This is a United Kingdom/Ireland travel trade line that is answered by our U.K. Sales Office. • Germany: +49 — (0)221 476712 14 (For brochures, videos or rate guides). This is a German-speaking travel trade line that is answered by our German Sales Office staff. Fulfillment Houses Domestic fulfillment house: • Print Farm — Miami, FL They control all trade fulfillment requests as well as trade and consumer show fulfillment. International fulfillment houses: • BH&P Direct Mail Ltd. — United Kingdom They are the primary European fulfillment house. • Infox— Germany They are the secondary European fulfillment house. This mail house services Germany, Austria, Switzerland and the Netherlands. II i II 0 II w II II )A & w, s Ir 0 IV''°1 II A S � ��' � �i ��I�,�p III II.." I-14 2282 loI,,Hl,U!! ,,ir rot j!,t I S V 0 1 U JH 2023 2024 ',lXlKJ!!! 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GENERIC MEDIA PLACEMENT The following outlines the Generic advertising media placement for Fiscal Year 2023/2024. The plan will be flexible throughout the year to take market conditions into consideration. TELEVISION Television will remain an integral part of the media plan for Fiscal Year 2024. It will target A35-64 with a Household Income of$150,000+ as follows: • National Network Cable Television National cable television will have a fall flight from 10/9 - 12/17/2023 and winter flight from 1/8 - 5/31/2024. The national cable television campaign will consider using the following networks: CNBC, Food Network, HGTV, TLC, CNN, Fox News, and MSNBC. Spots airing on news networks such as CNN will run in live weekend news only and will not run in any controversial talk programming. TLC will also be used to specifically promote weddings. These networks will be able to provide the most effective reach and frequency to the target audience. • Spot Market Television Local spot market television will appear in key feeder markets and activity will primarily be placed during the early morning and late local news, which have historically proven to work effectively. News programming is effective for The Florida Keys&Key West due to its upscale audience and ability to engage viewers. The fall and winter months will concentrate on Northeast, Midwest, Southeast and Texas markets. Los Angeles was introduced as a new spot television market last year and will again be targeted in the fall and early winter months as the destination has seen increased visitation from the area over the past two years. Spring/Summer will target traditional Florida drive markets but also concentrate on markets further away who will stay longer and are more willing to pay the high average daily summer rates. Markets are as follows: ➢ Fall Spot TV Markets: New York, Los Angeles, Chicago, Boston, Philadelphia, Washington D.C., Detroit, Minneapolis/St. Paul, Toronto, Atlanta, Dallas/Ft. Worth, Houston, Nashville and Charlotte ➢ Winter Spot TV Markets: New York, Los Angeles, Chicago, Boston, Philadelphia, Washington D.C., Detroit, Minneapolis/St. Paul, Toronto, Atlanta, Dallas/Ft. Worth, Houston, Nashville and Charlotte ➢ Spring/Summer Spot TV Markets: New York, Dallas/Ft. Worth, Atlanta, Nashville, Miami-Ft. Lauderdale, Tampa-St. Petersburg, Orlando- Melbourne, West Palm Beach, Fort Myers-Naples, Jacksonville II III 0 II w II II )A & w, s Ir 0 IV''°1 II A S � ��' � �i ��I�,�p III II.." I-16 2284 10II,,IIIIl"U C�°011 ',,,I iP IIoll j!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... DIGITAL BRANDING CAMPAIGNS Digital advertising will continue to have an even greater role in the Generic plan. The destination will continue to leverage data driven opportunities to maximize targeting different segments. With third party cookie targeting on the decline and more users opting out of tracking, using highly targeted first party data makes the digital media investment more cost efficient and reduces waste. • Connected TV/OTT (Over-the-Top Television): Direct partners such as Disney, Hulu,Amazon Connected TV, Discovery+, and Roku TV will be utilized and provide a wide array of content matched with a high level of data-driven targeting. Additionally, partners Datafy and Motto are able to serve on multiple streaming apps that not only afford The Keys the ability to hyper-target our audiences, but also provide attribution. People who have been served an ad for the Keys on their connected television will have their IP address matched to their other household devices (mobile/tablet/laptop) and will be counted once they arrive in Monroe County. This will allow for greater tracking and measurement of video advertising. • Streaming Audio/Podcasts: Thanks to mobile devices, smart speakers such as Alexa and the surging popularity of podcasts and music streaming, audio is making a comeback. The media plan will utilize Katz Digital Audio (Spotify, Pandora & streaming radio stations) and iHeartRadio for :30 streaming audio ads. Audacy network will be used for podcast campaigns. Additionally a campaign with TripAdvisor will develop and promote Amazon Alexa skills where users can interact with and ask their Amazon device "Alexa, explore The Florida Keys". • ACR (Audience Content Recognition): Samsung TV, LG Ads and Vizio use data from smart televisions and other streaming devices that are connected to televisions to re-target those users when they go to other websites on their mobile, tablet or desktop devices. • Addressable Television: Allows for The Keys to highly target potential visitors on cable television. Its ability to reach prospects that specifically meet The Keys target audience profile (A35-64$150k+ household income and in-market for travel) provides for little waste, making it an efficient marketing tool. • Social Media: Social media is an important tool as it allows for effective targeting at scale. Facebook and Instagram remain relevant but less funds will be directed at them. The release of Apple iOS 14.5 limited the data Facebook can collect by giving iPhone users the option to opt out from tracking. While this makes it harder to target certain specific interests on Facebook, it still performs well overall for reaching travel enthusiasts and has proven to be an effective tool in promoting the II III 0II w II II )A & w, s Ir 0 S �'A'�i ��I�,�p III II.." I-17 2285 1 III,,IIIIl"U!! ,,iP rot j!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... destination. Pinterest promoted pins continue to be a successful platform for promoting both destination weddings & honeymoons as well as travel. YouTube will be utilized to target specific niche markets. Both Florida Keys video sponsored ads and influencer ads will be utilized on TikTok. TikTok has approximately 136 million users in the U.S. and 37.4% of users are age 30+. • Contextual Advertising: Contextual targeting is the serving of ads on websites based on the sites' content. It allows The Florida Keys to target appropriate websites with keywords and pages that discuss topics related to travel and other relevant topics, thereby reaching readers who likely have a similar interest in visiting the destination. It has proven to be a successful vehicle to reach our target audience who are reading relevant travel content online. • Native Advertising: Storytelling is an effective way to let consumers know about the uniqueness of The Keys. Long form stories give in-depth information about a specific topic and motivate people to visit. The importance of conservation and sustainable travel along with other important attributes about the destination will be conveyed in 2023/2024 through native advertising. Travel, epicurean and wedding/honeymoon sites will be utilized with native content in both written and video formats. The plan will target travel advisors and their clients with native content. Native content partners include: Travel + Leisure, Food & Wine, Matador Network, Outside Online, Conde Nast Traveler, Lonely Planet, Afar, The Knot/Weddingwire.com, Signature Travel and Virtuoso. • Video: 15-second video will again play an important role in promoting The Florida Keys. Video will be served on mobile, tablet and devices as consumers use them more than any other device and are a significant part of nearly everyone's daily life. Both direct publisher sites such as CNN.com, FoxNews.com and NYTimes.com as well programmatic partners will be incorporated into the plan. • Video and Banner Re-Targeting: Visitors to the fla-keys.com website will be re-targeted on sites across the web with video and banners. The most favorable form of data is first party information. First party data from partners such as Adara will be used to re-target prospects who have searched in real-time for a Florida vacation or hotel. • Search Engine Marketing (SEM): Google, Yahoo, Bing and AOL search will be utilized to connect people searching online for a vacation to www.fla- II III 0 II w II II )A w, s Ir ,0 IV11111 II A S � �'A' � �i ��I�,�p III II.." I-18 2286 10II,,IIIIl"U C�°Otl ',,,I iP rot j!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... keys.com. Google searchers will also be re-targeted with video through YouTube and the Google Display Network. DIGITAL CO-OP PROGRAMS Co-Op advertising opportunities will support the hotels and resorts of The Florida Keys. Digital advertising co-op opportunities will allow partners to participate in geographic and demographic campaigns at a relatively low cost. This advertising will help motivate consumers to visit the destination as well as help them select a specific lodging accommodation. ➢ Fall/Winter/Spring Digital Co-Op Packages: Includes re-targeting/look- alike-targeting carousel offfla-keys.com, Facebook/Instagram carousel and mobile advertising carousel units. ➢ Fall/Winter/Spring E-Newsletter Packages: CNTraveler.com, TravelandLeisure.com, LuxuryLink.com, Afar.com, LATimes.com, OutsideOnline.com and TravelSpike. ➢ Feb-May 2024 Travel + Leisure Digital Native Advertising & Print Package: Co-Op will be promoted through a digital native flip card ad unit on TravelandLeisure.com. The unit will feature partner image on front and property info on the reverse side that users will interact with online to "flip" over. Additionally, partners will also be included in the March 2024 print issue of Travel + Leisure Magazine (Visit Florida section). ➢ Summer FL & Southeast Print/Digital Package: Includes re-targeting banners off fla-keys.com, Facebook/Instagram carousel plus digital and print publications promoting summer travel. CONSUMER PRINT Magazines continue to play a role in the media plan as there is still a place for contextually relevant magazines: ➢ Consumer Print (destination ads with co-op) include: Conde Nast Traveler, Outside, Garden &Gun, NY Times Sunday T Magazine, Visit Florida Official Vacation Guide 2024, Los Angeles Magazine and Orange Coast (Orange county, California). ➢ Dedicated Consumer Print include: Food & Wine, Undiscovered Florida, Camp Florida, Ultimate Travel and Virtuoso Life magazines. II III O II w II II )A I II'1111)(S & IIcl 'r wl�, s Ir ,0 IV''lli Il'II �1 0 � �i ��I�,�p III II.." I-19 2287 10I',HI'U!! CIOIY',"� ,,ir rot i!,t VS V 0 1 U JH 2023 2024 ''IXI]CE Z A TRADE ADVERTISING > Meeting Planners: The MICE (Meeting & Incentive Travel) market will continue to be an important target for Florida Keys lodging. Advertising will utilize both digital and print campaigns with Meetings & Conventions, Connect Meetings and Smart Meetings to reach this market. > Travel Trade: Advertising to the travel advisor will utilize both digital and print efforts with Facebook, Luxury Travel Advisor, NorthStar Media, Travel Agent Academy, Agent At Home and Travel Pulse. The Florida Keys travel agent online educational program, Key Lime Academy, will be promoted all year-round to educate travel agents on why The Florida Keys are the perfect destination for their clients. The TDC sales team receives all contact information of agents who complete the e-learning program. Targeting luxury consortia networks of travel agents has also been effective in driving hotel bookings to the destination. Both Virtuoso and Signature Travel Network groups will be utilized as they are able to reach luxury travelers with the means to afford the destination. INTERNATIONAL ADVERTISING International travelers are beginning to return to the Florida Keys and are expected to increase moving into 2023-2024. International advertising will begin in the fall and continue through winter as overseas markets begin to plan their 2024 holidays. Advertising will consist of consumer targeted Facebook advertising, digital 15-second video, digital native advertising and magazine. To promote sustainable travel in The Florida Keys, five electric-powered London cabs will be vinyl wrapped with Florida Keys messaging. Advertising will also be promoted through Travel Trade/Tour Operator advertising in the UK and Germany timed in conjunction with travel trade shows (World Travel Market, London and ITB/International Tourism, Berlin). 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I-66 2341 10I,,Hl"U!! CIOIY',,, ir rot j!,t S V 0 1 1,� 1J 1,I JH 2023 2024 ''IXI]CE Z AII1, � Measurability a) Internet traffic and engagement rates will be monitored and tracked monthly with placement of advertising. b) Google Analytics, supplied by the web provider, includes district-specific tracking and will be monitored closely for market lift and timing. c) Datafy and Motto will be utilized to show visitor attribution to the destination of those who were exposed to advertising. This is done by observing the target user's mobile IDs to see if, and when, they show up in the destination after seeing an ad. When they arrive in the destination, their unique digital address is captured, anonymized, and reported in an aggregated, live advertising dashboard. d) Inquiries from trade/meeting publication advertising produces leads to the sales division and directly to the lodging industry. The sales division will track these leads. e) VIS call reports (area of dominant influence) will be traced to media placement. f) We will track the geographic and demographics of potential visitors to see if advertising efforts are hitting the market. This will be tracked through Google Analytics, Nsight, Datafy, and digital media partners. g) Social Media User Demographic Reports will be reviewed regularly. h) European Agency Customer Profile and Trend Reports (supplied by Sales & PR firms in the UK and Germany) will be reviewed by all disciplines. Different tracking opportunities will come up during the fiscal year and the TDC Marketing Research Department will continue to find criteria and methods to best measure our marketing effectiveness. rII III 0 )A & w,:s r 0 IV11111 II1 S YO L.J A 1, 1-67 2342 f oiii piiim y '�rta�insi jf ✓ 1 u 99 Mi i ip I�f' i' � iYl ✓� i i i ��'G ��M+ ��„ o-�1 1 k1 r{„ �s i id 'I r ✓ � y' "y4 T F� � � � i Jf�Mtrv✓lsli"'"i'rN s. y The FloriddKeys Aey est �l ® COMe edS YOU wires umuUYlY-' o✓°' l �p, N',V,M e,),� d IR7�IU Key VV st Big Pine Key&The Lower Keys 2343 ............... ............... J. Sales & Promotions Introduction Though the sales team effort acts in concert with the efforts of advertising, public relations, and research, the sales effort is specialized and uses methods unique to the field of sales. These methods will be discussed in greater detail within the body of this sales plan for fiscal year 2024. Objectives 1. To create and maintain a strong level of excitement, product knowledge and demand for the destination among travel trade professionals and consumers. 2. To ensure that these travel trade professionals act as an extended sales and marketing arm by promoting the Florida Keys and favorably influencing consumer destination choices. 3. To provide the travel trade and lodging industry with professional assistance and support utilizing all tools, personal skills, venues, and methods available to us to achieve profitable end results for the destination. 4. To facilitate and liaise booking activity between the lodging/attractions industry and the travel trade buyers of product. 5. To interact with sales and marketing personnel throughout the Keys within the local lodging and attraction industry and participate in idea exchange, seek feedback regarding market activity and garner industry support in selling the destination. 6. To maintain a strong alliance with, and act in concert with, our industry partners to project a unified message for the domestic and international travel trade and allow for cross selling and/or referrals within Monroe County. 7. To research, target and implement sales and promotional activity in secondary emerging markets both domestic and international. 8. To promote specialty or niche market opportunities within the destination. 9. To promote sustainable travel practices throughout the destination to members of the travel trade and consumers. 10. To promote the unique culture and heritage aspects of the destination to both members of the travel trade and consumers. ..°i I 14 0 R,II 14 )A & 14<[E-1r, wII s r' I e '10 11111I[':- AS '(01,J XRJ[11:110 J-1 2344 Goals 1. Expand industry participation and destination visibility at the IMEX appointment show 2. Participate in a MICE appointment show in a western region 3. Support Own-a-City campaign in Minneapolis through sales presentations to members of the travel trade 4. Send a seasonal "What's New" e-campaign to all new Key Lime Academy registrants 5. Conduct sales calls to domestic travel trade in the northeast 6. Conduct an international sales mission in the BeNeLux region 7. Conduct an international sales mission to the UK and Ireland 8. Sponsor and participate in an LGBTQ+ event in a new market 9. Conduct an international inbound market analysis with agencies of record 10.Host one international FAM trip to the destination TDC Staff Responsibilities Director of Sales Department administration: Oversees sales staff activity and reporting in both international and domestic markets as well as specialty markets, i.e., dive, fishing, and LBGTQ+ travel. Directs activity of sales offices based in the UK and Germany. Develops and implements annual sales plan under budgetary guidelines. Liaises with the advertising agency, public relations agency, research department, Web provider, and fulfillment houses domestically, in the UK, Germany, as well as Visit Florida committees, Visit USA Committees, trade professionals and industry partners. Domestic Leisure Responsible for implementing sales plan activity for domestic Sales Manager leisure travel in assigned key feeder markets. Market examples would be consumers and retail travel agents in the United States. ..°i I 14 0 R,II 14 )A & 14<[,E-1r, III s r', AS '(01,J X J[11:110 J-2 2345 ............... ............... Provides assistance with other duties or activities as directed by the Director of Sales. Sales Manager Responsible for implementing sales plan activity for leisure travel in assigned domestic and international markets. Works with consumers, retail travel agents in the United States and with consumers, travel agents and tour operators in the Benelux and German speaking countries. Works closely with international sales offices as well as Visit USA Committees in select markets. Aids with other duties or activities as directed by the Director of Sales. Sales Manager Responsible for implementing sales plan activity for leisure travel in select international countries i.e. UK/Ireland, France and Canada. Provides support for consumers, retail travel agents, tour operators (both domestic and international) and US based receptive operators. Works closely with the international sales office in the UK and with the UK/Ireland, Canadian and French travel trade as well as Visit USA Committees in select markets. Aids with other duties or activities as directed by the Director of Sales. Business Responsible for implementing sales plan activity in the meetings Development and conventions market. Works with corporate, national, and state Sales Manager association planners as well as incentive planners both domestically and internationally to generate group business for the destination. Responsible for forecasting revenue and market segmentation in conjunction with market research. Aids with other duties or activities as directed by the Director of Sales. LGBTQ+ Sales Responsible for implementing sales plan activity in the LGBTQ+ Manager and domestic leisure markets. Participates in trade and consumer- oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Aids with other duties or activities as directed by the Director of Sales. Axis Travel Maintains Florida Keys dedicated phone line for United Kingdom, Marketing, Ltd. Scotland, Ireland, Italy, France, and Scandinavia. Participates in tradeshows and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in the UK. Conducts sales missions, escorts FAM trips to the destination and attends trade and consumer events on behalf of the destination. Liaises with KBC PR agency. ..°i I 14 0 R,II 14 )A & 14<[E-1r, III s r I e '10 11111I[':- AS '(01,J X J[11:110 J-3 2346 ............... ............... Get It Across Maintains Florida Keys dedicated phone line for Germany, Switzerland, and the Benelux countries through a German based sub agency, Get It Across Marketing. Participates in tradeshows and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in Germany. Conducts sales missions, escorts FAM trips to the destination and attends trade and consumer events on behalf of the destination. Also liaises with Claasen Communication, our German market PR affiliate. The sales staff provides ongoing customer support through trade fulfillment, sales calls, site visits, presentations, electronic promotions, familiarization trips,webinars, and general assistance. Each manager provides a report following each venue and organizes all leads generated as a result of a sales promotional effort and is responsible for making this information available to the industry for follow-up. The sales staff reports to the Director of Sales and the Director of Sales and the Business Development Sales Manager report directly to the Director of the Monroe County Tourist Development Council. Methods of Sales Trade Shows are organized and established exhibits domestically & internationally. The standard format is a booth (1 O' X 10') or (1 O' X 20') pipe and drape, trade table Or. booth), countertop (approx. 3 feet counter space only), or tabletop (6-foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of contacting a significant number of interested buyers within a few days or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers and are essential in the travel industry. An inordinate amount of business is booked worldwide either right on the spot or because of follow-up. Sales Missions are comprised of an organized delegation of salespeople of a common grouping who travel as a group to a specific geographic area to meet face to face with customers. Some common activities of a sales mission are appointment calls taking place ..°i I 14 0 IIR,II 14 )A II<II Y'S & wII s r I e "0 IV1111 II S Y'0 L.J IIR IL..... J-4 2347 ............... ............... within the client's office environment to discuss the various products represented. The mission may also include hosted breakfast/lunch/reception/dinner training seminars and product presentations to the trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners. A hosted reception is often appropriate and provides a casual atmosphere in which to network, but with the clear objective being product exposure. Missions are commonly organized by Visit Florida or appropriate regional travel promoters and open to statewide participation. Many times, we organize a destination specific mission with industry partners. Both are very valuable venues. "Destination Days" occur when representatives from a destination set up a tradeshow environment within a tour operator, travel agency, airline reservation center or incentive planners office. Presentations are given to the sales/reservations agents on how to promote our destination to their clients and consumers and to update them on new product and current events associated with the travel industry. Industry participation is encouraged at these events. Sales Calls are comprised of meetings with travel trade partners where an appointment is held. Sales calls can be executed by an individual or in a small grouping of salespeople. Sales calls are effective, and the customer is usually pleased that the salesperson has taken the time to visit them personally and provide materials such as brochures, videos, etc. Sales calls are the most effective method of establishing or maintaining a relationship with a valued customer. Familiarization Trips (FAMs) are the optimum opportunity to showcase your product firsthand. These trips are organized, and attendees include travel trade professionals who have been qualified beforehand. They will generally have a local escort from the tourist bureau, or a hotel may choose to solely organize their own FAM. FAMs are generated from a variety of sources: Airlines, tour operators, state and regional tourist bureaus, travel agencies, corporate hotel chains, etc. FAMs are golden opportunities to help these professionals sell your product by experiencing it firsthand. We in the Florida Keys get very creative with our FAMs and follow the philosophy that we do not want the participants to spend all their time inspecting hotels, but to experience what the destination itself has to offer in the way of attractions, activities, cultural events, art galleries etc. Hotels have the opportunity for exposure by hosting meals and doing brief presentations and/or providing complimentary lodging. All meals, accommodations and activities are sponsored either by the lodging/attractions industry or by the TDC, resulting in no significant costs to the FAM participants. FAMs are most always a very positive experience. The downside is dependency on fair weather, securing lodging during peak occupancy periods and FAMs are usually short 1 - 3 nights. The participants cannot see or experience all there is. FAM opportunities arise frequently throughout the year. ..°i I 14 0 IIR,II 14 )A & 14<[,E1r, III s r', AS YOL.J XRJ[11:110 J-5 2348 ............... ............... Digital/E-marketing Marketing promotes our destination using various internet media including e-newsletters, brochures, postcards, and online sales presentations. E- marketing is cost effective, reaches an audience that staff would not be able to physically visit, available across every time zone during business hours, is targeted and trackable. This is an excellent follow up tool to sales missions, trade shows and keeps established clientele informed on destination updates. It can also be used as an educational source for meeting planners, travel agents and tour operators. Affinity Marketing is a method of selling goods and services by creating partnerships with similar or compatible companies and brands. This increases brand loyalty for both companies and products and heightens market awareness of both. Visit Florida and our agencies of record overseas are the customary providers of outlets used in affinity marketing promotions. Co-operative Programs - The sales department offers many co-operative delegate programs to the Keys tourism industry. Co-op booth space provides a more affordable opportunity to exhibit than to contract independently with the show organizers. Many show regulations provide for this type of arrangement, but some organizers do not. Keys industry participants join in the destination booth and can sell not only the destination but their product as well. Fees vary from show to show. Additionally, we frequently offer brochure distribution opportunity when it is not feasible to offer delegate participation. Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally funds a function or event in return for market exposure of some sort. Sponsorships may range from a small-scale activity such as a coffee break to a large- scale event such as a trade function sponsor. All sponsorship participation is evaluated by its potential exposure benefits. Webinars - Sales staff will continue to use affinity partner's webinar technology. With their tools comes access to their private travel trade professionals. Our content is created to each partner's specific interests in our destination. The number of participants varies from a handful to hundreds. Webinars are generally 30-60 minutes. Being able to reach so many professionals in the short amount of time, keeps these opportunities high on our list of sales efforts. Lead Generation - The sales staff accumulates leads because of almost every effort we make, whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed along to the industry either via e-mail with the post-trip report or via fax. Timely processing and distribution of leads is a critical component. The leads may vary in quality, but each lead is distributed because of a direct request from a travel professional. Sometimes this includes consumers as well. ..°i I 14 0 IIR,II 14 )A & 14<[,E1r, III s r', 0 IV1111 II S Y'0 1,J IIR IL..... J-6 2349 ............... ............... Follow-Up - Once leads have been obtained and distributed to the industry, the follow-up to both our industry partners as well as to the travel trade is essential in determining the results of a sales effort. Lead follow up can be accomplished through different methods including contacting travel trade to determine action steps taken because of our meeting, contacting meeting planners to determine how many properties responded to their request for proposal or contacting trade partners to determine booking volume because of a training or sales call to a reservation call center. Social Networking Programs - Sales staff will be working with meeting planners, travel agents, and tour operator associations who have established community bulletin boards and/or blog postings on their organization's web pages. International Overview The Florida Keys and Key West is considered the 'must see' destination during a visit to the State of Florida and accounts for 15- 20% of our overall visitation. Most of these visits occur during the summer months, and depending on country of origin, we see them in July, August and then in October. (School break periods). Due to all the reasons we are familiar with, the international market has not materialized for the past three years. The impact of this absence was not felt because the domestic market filled the void. Moving forward, this will not be the case and the importance of promoting to this market segment will come into greater focus. The primary consideration for the international visitor is the cost of the trip (air, hotel, car rental and excursions are the top considerations) and how it translates through the currency exchange. Prior to the pandemic, both the Euro and the Pound Sterling currencies were strong against the USD, therefore the US. was considered a 'good deal'. Legacy airlines, charter airlines and low-cost airlines were all competing for long haul spaces, thereby making airfare competitive and alluring to the consumer. The post pandemic landscape has changed all of that and destinations who are interested in capturing international market share need to reevaluate their promotional and positioning strategies. Dynamic vs. static pricing works well for revenue management and its application to OTAs or domestic wholesalers but does not work for the international market. The traditional 6- 9 month booking window for international guests is still the norm, and the consumer continues to use the service of a travel professional when booking their long-haul trip. If something terrible should happen pre-empting travel, most governments across the EU will guarantee an individual's travel costs, but only if booked through a travel professional. This guarantee played out across the globe when the pandemic began, and borders were closing. Individuals were flown home, at no expense to them, whereas those who booked ..°i I 14 0 IIR,II 14 )A & 14<[,E1r, III s r', 0 IV1111 II S Y'0 1,J IIR IL..... J-7 2350 ............... ............... their trip autonomously were left stranded. As the nightmare stories were shared across the globe, trust and confidence in the travel trade was set in stone. Whereas the domestic visitor is comfortable using VRBO and AirBnB when seeking value for their accommodations, the international visitor won't do this. They will book other destinations or reduce length of stay. They are faced with a war that is impacting their everyday lives, and an exchange rate that is making travel to the USA more expensive. Airline capacity reductions is also driving airfare and limiting capacities. To capture the international traveler, efforts need to be put in place well in advance to acquire impactful market share. Next year there will be several events that will potentially distract the international traveler. The Euro Cup football championship (soccer) will take place in Germany June 14- July 14th, followed by the summer Olympics in Paris July 26 — August 1 1th. The consumer sentiment regarding these global events will determine strategies on destination positioning and visitation next summer. The Florida Keys and Key West has emerged from the pandemic as an 'aspirational destination', one that is more expensive, but offers unique experiences not found in other areas within the state of Florida. Depending on the country of origin, visitation peaks in the summer, with a smaller uptick in visitation in October during Europe's 'fall break". The winter months we tend to see exclusive couples seeking warmth and sunshine and who can afford to vacation during our peak season. These travelers are discerning and expect levels of service to be commensurate with price paid. They are coveted travelers; smaller in number but have large financial impacts. The primary markets continue to be England/Ireland and the German speaking countries of Germany, Switzerland, Austria. Secondary markets include the Scandinavian or Nordic regions, France, Italy, and the Benelux region of Europe. Closer to home, Canada will also be targeted as the Canadian market is always looking for an escape from their harsh winter season. With new direct flight service from Vancouver to Miami, the western region of Canada will be explored through a consumer-focused event and travel trade outreach. Each country has its own nuances of what they desire in a destination, what month in the summer is their peak time to travel and what their economic and political considerations may be. Within the sales section of the marketing plan, these characteristics are explained in detail as well as the promotional efforts to be deployed to address this influential market segment. Profile Sources Resources used in the information provided below include — but are not limited to — the following: See America Committees worldwide, Visit Florida, Brand USA, our agencies of record in the United Kingdom (UK) and Germany, Visa Vue, U.S. Travel Association, U.S. ..°i I 14 0 IIR,II 14 )A & 14<[,E-1r, III s r', 0 IV1111 II S Y'0 LJ A J-8 2351 ............... ............... Department of State, and the U.S. Department of Commerce & International Trade Administration. NORTH AMERICA CANADA International Traveler Profile: 0 #1 short-haul international inbound market for the USA and the Florida Keys. 0 Florida remains the #1 destination of choice for Canadians followed by NY state. 0 As always, #1 international inbound market for the Florida Keys with over 359,000 visitors in 2019. Projected to reach that 2019 level in 2024. 0 For 2022 Florida reeled in 2.79 million Canadian visitors. That's miles ahead of the meager 454,000 visitors in 2021 and substantially ahead of the 1.48 million Canadian travelers in 2020, but only about two-thirds of the 4.09 million Canadian visits Florida notched in 2019. 0 Canada is expected to be at 97% of 2019 levels by 2024 and then surpass pre- pandemic levels with over 21 million Canadians visiting the USA. 0 Average age is 45-64 years old. Projected for year-end: age 55-64, increase of 4.4%, while those 65+ will increase by 15%. 0 Prefer sun and beach destinations while escaping their harsh winter climate. 0 Top 3 leading activities: soft adventure, cruises, and golf. 0 Average party size is 2.2 persons, and the average length of stay is 22.7 nights, and 77% are empty nesters. 0 64% booked their vacations via websites on their own, only 20% use travel agents. Travel Preferences & Trends: • Canadians are coming out of the pandemic and looking for new international adventures. • Florida, California, and Hawaii rank as top non-border state destinations. • Canada has an aging population (more are over 65 than 15 and younger). Older demographic prefers travel to the United States over other countries. • Airline routes are being re-established to the United States (WestJet,Air Canada, and Porter Airlines strategic alliance with JetBlue, AA, Delta). • Inbound operating Airline capacity is currently at 89% from 2019. • Increased air connectivity to the USA. New direct flights from Vancouver to Miami. ..°i I 14 0 IIR,II 14 )A & 14<[,E1r, III s r', 0`1 II S '(0 L.J IIR IL..... J-9 2352 ............... ............... • Initial mode of transportation was driving but Canadians are now traveling now more by air than they did in pre-pandemic times. • Baby boomers with time and money are interested in staying in the southern USA during the winter (the "snowbirds"). • Greater Toronto and Montreal areas remain key feeder regions for Florida vacations. The Ontario province provides 56% of visitors and 28% from Quebec for all Canadian visitations. • British Canadians tend to prefer Orlando, Palm Beach, and the West Coast of Florida versus the French Canadians who prefer the Fort Lauderdale area. • As the largest and most culturally familiar travel maker, Canada offers the broadest rang of relatively easy travel promotion opportunities for destinations and attractions across the United States. • The Canadian traveler seeks "value for the price paid" when selecting accommodations. • Many utilize RV parks and campgrounds. • Will take short breaks within the state of Florida from a winter second home or their luxury RV. • On top of their regular vacation, Canada has six national holidays, three religious' holidays, and various provincial and city holidays each year. Economic Considerations: 0 2022 GDP: $1.894 trillion - GDP Real Growth Rate: 3.4% - GDP—Per Capita: $55,085 - Unemployment Rate: 5.28% - Inflation decreased from 7.8% to 6.8% 0 The exchange rate is still high and not favorable. 1 Canadian Dollar= 0.7443 US Dollar but down from 0.7914 one year ago. 0 Canadian inbound travel to Florida is resuming and will be back on track by 2024. 0 Sun destinations like Mexico and all-inclusive resorts in the Caribbean, including Cuba, are a strong competition. 0 Canadian economy is forecast to remain stable in 2023 and 2024. 0 Canada's economic growth is projected to be 1.3% in 2023 and 1.5% in 2024. UNITED KINGDOM / IRELAND MARKET OVERVIEW UNITED KINGDOM International Traveler Profile: • #3 international inbound market for the USA and the Florida Keys. ..°i I 14 0 IIR,II 14 )A & 14<II "sir, w s r', 0`1 II S Y'0 1,J A J-1 0 2353 ............... ............... • In normal times, around 4.8 million Brits visit the USA each year. During 2022 3.5 million Brits visited. • Population of the UK is 66 million, with a median age of 40.6 years. (10% of the population visited the USA in 2019.) • Statutory holiday entitlement is 28 days, but many companies offer between 5 — 6 weeks paid annual leave each year. • Length of stay in the USA is 11.9 — 12.8 nights. • The average number of holidays UK residents take abroad was down in 2022 to 1.3, however trends predict this will return to average is 1.9 for 2023. • Advanced trip decision time: Around 30— 180 days, but consumers are booking out as far as 2024. • Top three visited states were Florida, New York, California. • USA has a high repeat visitation of 86.2%and 4.5%of the total UK outbound market is to the USA. • The cost of a holiday to the USA is more than pre pandemic therefore we are attracting a more HVT (high value traveler). • "Dinkys" (double income, no kids), "skiers" (spending kid's inheritance) LGBTQ+ travel, couples and honeymooners and Millennials continue to be the demographics to target as have reasonable disposable income levels. • Florida Keys are viewed as a year-round and luxury destination. Operators report high travel periods though across Easter and Autumn. Winter breaks are also proving popular with Brits wanting to escape cold and miserable UK climate. • Families will stay in hotels or self-catered units. Couples will stay in small inns, bed and breakfast type accommodations or high-end luxury resorts. • Sun/beach and fly-drive trips continue to be the main attraction of a Brits holiday, but honeymoons and other significant life event celebrations and experience-led activities (soft adventure, national parks) continue to motivate as well. • Brits view a holiday as an essential part to wellness and mental health. • Sustainability and climate change efforts are increasing and are important to the UK traveler. • Travel to FKKW is not price driven. • Key West continues to be recognized as a popular LGBTQ+ destination for UK consumers. Travel Preferences & Trends: • The USA is the 3rd most popular destination for taking holidays (after Spain and France). ..°i I 14 0 IIR,II 14 )A & III s r', 0`1 II S '(0 1,J IIR IL..... J-1 1 2354 ............... ............... • UK travel trends are seeing consumers having a strong desire to travel and to embrace old favorites returning to destinations they know and love. A positive for the Florida Keys is that when consumers are looking at travelling to Florida, they are wanting to explore further out than Orlando. They dream of relaxation, water, open spaces, and sunshine. • Booking windows are levelling out again and consumers are very much booking in advance as they want to know they have their holiday confirmed. • Tour operators continue to cite high hotel rates as a stumbling block additionally in some cases a lack of availability also being an issue. • Forecasts continue to expect a rise in bucket list travel — trips that deliver unforgettable experiences. • Experiencing the great outdoors and getting back to nature will also play an important part in destination choice. • Canada is now an equally popular destination for holidaymakers. • There is a growing desire to book with the travel trade for the peace of mind of a package holiday and to obtain the expertise of a travel provider. • Tour operators are reporting good statistics for the current year and forward bookings with them citing they are either on par or ahead of the same period last year. Economic Considerations and Political Trends: • OECD forecasts GDP to rise by 0.3% in 2023 and by 1% in 2024. • Government consumption and investment will continue to prop up the economy before a gradual strengthening of private expenditure due to failing gas prices and improved global conditions. • Inflation is projected to slow on the back of declining energy prices (after hitting a record 11%) and should come down close to target by the end of 2024. • Unemployment is 3.9% but is expected to rise to 4.5% in 2024. • Consumer spending grew to 4.0% in March 2023 compared with the same time last year, although this is down from 5.9% in February. Due to high inflation and cost of living crisis consumer spending is expected to fall with households cutting back on non-essential categories of spend. • Consumers still consider a holiday an essential part of their wellbeing and mental health and are still very much on the revenge travel journey to take a holiday overseas. ..°i I 14 0 IIR,II 14 )A II<II Y'S & wII s r I e "0 IV1111 II S Y'0 L.J IIR IL..... J-1 2 2355 IRELAND International Traveler Profile: • Population of Ireland is 5.2 million with a median age of 37.8 years. • Nearly all workers are legally entitled to four weeks of paid holiday a year, plus 10 public holidays. • The USA is the most important long-haul destination for the Irish. • Around 521,000 Irish visit the USA each year. • The main purpose of a trip is for vacation followed by VFR market. • Florida, New York, and California are the most popular destinations. • Average length of stay is 12.9 nights. Travel Preferences and Trends: • The Irish prefers sunny, warm destinations as they depend on their holidays to rejuvenate in the sun. • Destinations "slightly off the beaten path" and twin center holidays continue to be very popular and looking for the "brag factor." • The United States earns one half of Ireland's long-haul travel market. • Carriers from Ireland include Aer Lingus, Delta Airlines, American Airlines and United Airlines. Customers can clear USA immigration in Ireland which is a huge benefit and selling point. Economic Considerations and Political Trends: • Irelands economy has remained strong and was the fastest growing economy in Europe in 2022. • GDP growth of 12.2%. • Inflation since the start of 2023 has been more persistent than what had been anticipated and was up to 8.1% in February 2023, although it is expected to fall back down to 5% across the year. • Ireland has a huge tech sector which they rely on for exports,jobs, and tax revenue. • The Irish unemployment rate in May 2023 sat at 3.8%. • Consumer confidence in Ireland continues to fall as continuing cost of living pressures and increased uncertainty in the global economy has made consumers slightly more cautious, however this is in line with historical situations such as Brexit and continue to report strong interest in USA bookings. ..°i I 14 0 IIR,II 14 )A & III s r', 0`1 II S '(0 L.J IIR IL..... J-1 3 2356 ............... ............... EU MARKET OVERVIEW, GERMANY, AUSTRIA, SWITZERLAND International Traveler Profile 0 #2 international inbound market (combined) for the USA and the Florida Keys. 0 Almost 2.7 million travelers from the D-A-CH market visited the US each year pre- pandemic. The USA remains the #1 long-haul destination for residents of all three German-speaking countries. 0 In 2022 already 70% of the market had returned to 2019 levels. 0 Population of the entire market is 100.7 million 0 Almost all workers are entitled to at least 4-5 weeks paid annual leave each year plus an additional 8-14 paid holidays 0 Many companies pay either/ both Christmas and summer holiday bonuses. Travel Preferences and Trends: • Airlift from the German-speaking market to Florida is almost back to pre-Covid levels, with daily direct flight connections from Frankfurt to Miami, Orlando, Tampa, and Fort Myers through Lufthansa and Eurowings Discover. In addition, there are direct flights from Zurich to Miami and Tampa by Swiss / Edelweiss respectively. Austrian Airlines has not yet resumed its direct flight from Vienna to Miami. • With some customers wishing to avoid larger crowds / larger cities, there is increased interest in flights to secondary / smaller airports, creating opportunities for new itineraries starting and/or ending in Key West thanks to increased domestic air service to EYW from US international hub airports. • Transatlantic ticket costs, especially during the popular summer months, have increased considerably year-over-year. • Tour Operators had extremely strong transatlantic summer bookings for 2023 which had been booked primarily from January — April, 2023. Because it is well-known that travel across the board / world-wide costs substantially more than in 2022, many fewer tour operators report last-minute bookings in 2023, in stark contrast to 2022 when travel restrictions were either still in place or just being lifted. • Shoulder seasons have seen and will most likely continue to see an increase in double income, no kids and/or empty nesters. • Total turnover for travel agencies in 2023 — also mirrored by specialized North American Tour Operators—is above 2019 levels whereby as a whole there are 24% ..°i I 14 0 IIR,II 14 )A II<II Y'S & 14<II "sir, wII s r I e "0`1 II S Y'0 LJ IIR IL..... J-1 4 2357 ............... ............... fewer passengers traveling. Fewer clients are booking higher end accommodations and spending substantially more per trip than before the pandemic. • The USA is known to be an expensive travel destination, with all costs (restaurants, attractions, accommodations) considerably higher than in Germany / in the EU. Tour operators serving all market segments are expressing their concern that the mid-market segment will no longer have the economic resources to visit the USA. Economic Considerations and Political Trends: • The war in the Ukraine continues, and Germany has quickly diversified its energy supply to decouple it from Russian natural gas and oil imports. • The German economy has survived the pandemic relatively unscathed; the unemployment rate is currently at 5.0% (April 2023), which is only slightly higher than the record low right before the pandemic (4.8% in November 2019). • The inflation rate in Germany is down to 6.8%, whereby food remains much more expensive (over 21% higher year-over-year). • Salaries and wages have increased, mostly because of organized union efforts to enact new industrial wage agreements that offset inflation. • Germany's three-party ruling coalition government is dealing with more political infighting within the coalition, particularly about upgrading housing, heating and transportation infrastructure to address climate change. • The unemployment rate for Switzerland remains around 2% (April 2023). GDP per capita is over USD 90,000. Historically just under 5% of the total population of Switzerland visited the USA. Per Capita travel expenditures are some of the highest in Europe. • The unemployment rate in Austria is 6.1% (April 2023)and increased over last year. Inflation has dropped to 8.8% due to decreases in both energy and food costs. • Paired with the pent-up demand from not being able to travel long-haul for over two years and being "forced" to save their travel budgets, many consumers from medium-to-higher income groups have used these savings to book travel in 2023. • Rental cars are more available again in 2023, but at a much higher price point. • Currency: The USD has remained under EUR 1.10 for the past year, which for EURO-based consumers is expensive (The EURO was introduced at USD 1.17; USD 1.20 is an important psychological currency pricing point).Prices and inflation have rose significantly in Germany through spring 2023 and are slowing down now (June, 2023). Notwithstanding, cost of living affects disposable income for low and mid-market groups, making more expensive travel unaffordable. • Germany remains an export-driven economy; exports remain high, but supply chain interruptions are affecting production in many industries, particularly automobile. ..°i I 14 0 IIR,II 14 )A & III s r', AS '(01,J X V[11:110 J-1 5 2358 ............... ............... Germany is much more dependent on China for imports and production, and the geo-political implications of a potential conflict with Taiwan weigh heavily upon the German economy. • The overall push for sustainability / renewable energies / reduction in CO2 consumption continues in all industry segments and daily life. FRANCE International Traveler Profile: 0 The law concerning the obligation to be fully vaccinated to go to the US has been lifted on May 12, 2023. 0 The number of French visitors to the US from January to April 2023 has increased compared to 2022: 464,296 visitors, an increase of +43.40% vs 2022. 0 France is expected to be at 84% of 2019 levels by 2023 and then surpass pre- pandemic levels with over 21 million visiting the USA in 2024. 0 In 2022 France was number #2 E.U. country and #5 globally for international visitors' entrance to the USA. 0 In 2022, 175,000 French people visited Florida, accounting for 7% of total European visitors to Florida. This substantial growth signals a strong recovery of French tourism. 0 The United States is a popular destination for French travelers, ranked number one among long-distance destinations. California, the U.S. National Parks, New York, and Florida remain favorite destinations. 0 More than 1.87 million travelers from France visited the United States in 2019, a continual yearly increase. They spent a record-setting $6.5 billion in receipts while visiting. Those numbers are forecasted to be met again by 2024. 0 In 2019, France surpassed the UK(79,200)with 85,500 visitors to the Florida Keys behind Canada and Germany, expecting to reach those levels or higher by 2024. 0 The French are very individualistic in their travel behavior, which explains 70% of visitors choose fly/drive vacations. Nevertheless, some travelers, mainly retired people, prefer organized trips. 0 The average length of stay is 14 nights for fly/drive market, FKKW captures 3-4 night of these visits. 0 43% of the travelers are couples and 34% are families. 0 Primary Travel Periods - Winter Holidays: Two weeks in February or March - Easter Holidays: Two weeks in April - Summer Holidays: Six weeks of school holidays in July and August- Fall Holidays: Two weeks in late October- Christmas Holidays: Two weeks in late December. ..°i I 14 0 IIR,II 14 )A III s r', 0`1 II S '(0 LJ IIR IL..... J-1 6 2359 ............... ............... • Family Vacations usually taken between mid-July and early September with couples traveling year-round. • The French are among those with the most time off in Europe—a minimum of five to seven weeks of paid holiday, 11 national holidays, and "RTT" days (additional days off for those who work 39 hours/week in the public sector and for some private companies. Travel Preferences and Trends: 0 Today's generation of travelers is comfortable traveling in English-speaking areas. 0 Bed and breakfast and boutique hotels stays are becoming increasingly popular with couples. The French are looking for more personal interaction with the local community. 0 Families prefer branded resorts. 0 Miami is the #2 port of entry for French travelers (NYC is #1). 0 Inbound operating Airline capacity is currently at 101% from 2019. 0 9 carriers offer non-stop flights from France to the United States (The U.S. carriers are American Airlines, Delta Air Lines, Jetblue, North Atlantic Airways and United. The European carriers are Air France, Air Tahiti Nui, French Bee and La Compagnie. Routes are re-established and number of flights are increasing. 0 The French traveler primary considerations include: the cost of the trip (USD/EUR currency), the destination's weather, the level of security and threats, the great outdoors adventures, culture and heritage, authenticity, and gastronomy. 0 Attractions include nature and water activities, sunbathing, sightseeing. 0 Post-pandemic and considering the current socio-political events in their country, the French are looking for memorable experiences. 0 The French travel to recharge batteries ("traveling is a therapy"), they gather with family, and take a break from their anxious daily lives. 0 French consumer sentiment around climate change and how to tackle it via effective action preoccupies the traveling public. Economic Considerations and Political Trends: • 2022 Economy - GDP: $3.536 trillion - GDP Real Growth Rate: 2.6% - GDP— Per Capita: $42409 (expected to reach 45218.00 USD by the end of 2023) - Unemployment Rate: 7.45% - Inflation Rate: 5.88% ..°i I 14 0 IIR,II 14 )A & III s r', AS '(01,J X�][11:110 J-1 7 2360 ............... ............... • France remains one of the strongest economies in the world. • France is the #2 economic leader in the Eurozone behind Germany and 7th in the world. • Market indicators project continued growth in France. The French tourism market is dynamic and stable. • Security concerns in other warm-weather destinations (i.e., North Africa) have provided the USA with increased exposure as a valid first choice in long haul travel despite an increase in competition from Asia. • The traditional distribution system (wholesalers and retail agents) still plays a major role, especially for honeymooners, divers, luxury clientele, and seniors. • Tour operators are adding direct sells to the consumer as a new market for them, thereby passing on the savings and omitting the retail agent. • 90%of travel to the USA is booked directly via OTA's, on booking platforms, hotel websites and airline websites. BeNeLux (Belgium, Netherlands, Luxembourg) International Traveler Profile: 0 #12 international inbound market (combined) for the USA and the Florida Keys. 0 The price of a USA vacation package has increased by 20%. 0 The United States is the number one destination for long-haul travelers from Belgium and the Netherlands., 0 Brussels Airport will profit from Schiphol's capacity limitations this summer. It will also benefit from the high-speed train links to Germany and France, these Brussels flights will attract substantial numbers of passengers from those countries as well. 0 Workers in Belgium and the Netherlands have an average of 4 to 5 weeks of holidays per year with full pay plus a holiday bonus (8% of their yearly salary). • 28% of all Dutch visitors to the US vacation in Florida. The average Belgian stays in the USA for 13 days. • The fly/drive market represents 50% of the total holiday travel segment. The average age of long-haul travelers is 45-54 years old. The travel period runs from June through mid-September with a peak in August. • Most travelers are independent, seeking tailor-made trips and booking their vacations via a travel specialist instead of large tour operators. • An average of 20% of all visitors from Belgium and the Netherlands are first-time visitors, meaning that 80% are regularly returning to the US for their vacation. • Florida is the second most visited state and Miami is the main port of entry for those travelers and their length of stay averages a minimum of two weeks. ..°i I 14 0 IIR,II 14 )A II<II Y'S & 14<[EPir, III s r' I e '10I''1I[': AS '(01,J XR][11:110 J-1 8 2361 ............... ............... 0 While Belgium looks like a small country, with 11 million inhabitants, Belgians are the sixth biggest spenders per capita in the tourism industry. Belgium is the smallest country in the top 10 for this parameter and does better than countries such as Germany, the United Kingdom, Switzerland, and the USA 0 185,853 (Jan-Oct 2022) Belgians visited the USA. 0 Visitation numbers from the Netherlands are predicted to surpass the 2019 numbers in 2024 (790,000 pax). Travel Preferences and Trends: 0 The Benelux traveler conducts online research (61%) for a possible destination in the US before making his / her travel plans. 0 The Dutch prefer the personal interaction and security that comes with using a travel agent. 0 Cultural attractions and local lifestyle vs. strictly beach activity is their preferred activity in warm sunny weather. Being 'adventurous' is their strongest impression of the USA. 0 Travel agencies remain the strongest booking channel for the USA. 0 There are a small number of tour operators serving the US-bound traveler. 0 49% of Dutch travelers want to travel internationally in 2024, with September being their preferred travel month for a 2-3-week vacation. 0 The expected household travel spending of 24% of the travelers will be between $ 5,000 and $ 7,500 and 20% will spend more than $ 7,500. 0 July, August, and September count as the most popular months to travel overseas. 0 16% of all Belgian travelers and 20% of all Dutch travelers plan to visit the USA within 12 months, 49% of which are couples (for both countries) 0 25% will make the destination decision in 3 to 5 months, 22% between 6 to 12 months, air booking is done for 28% within 3 to 5 months, and 32% book 6 to 12 months out. 0 New York, California, and Florida remain the most visited places. Economic Considerations and Political Trends: • The Belgian economy continues to be recognized as a stable market. • As the capital of the European Union and the seat of NATO headquarters, Brussels has attracted over 2,300 international companies. The people working for these companies and organizations are a very interesting market segment that does not ..°i I 14 0 R,II 14 )A & 14<[,:Pr w 1 s r', AS '(01,J XR][11:110 J-1 9 2362 ............... ............... exist in many other cities. At any one time, there are over 6,000 diplomats in Brussels, plus 15,000 lobbyists and more than 1,000 foreign correspondents. • Belgium is a very open market where there are hardly any signs of protectionism. For that reason, the country is often used as a test market where large and small companies try out new products and ideas. • The population in The Netherlands is expected to increase by 2% to 17.5 million in 2025. The age segment of 65-80 in The Netherlands is estimated to represent 17% of the total population in 2025, increasing the number of people who have time for travel. After years of recession, the total amount of travel trips showed moderate growth again between 2014 and 2018, while growth increased after 2018. 79% of outbound trips from The Netherlands are leisure related and 21% are business- related. Traveling by airplane has surpassed travel by car for the first time. • Savings in The Netherlands increased by 42 billion euros. 40% of Dutch international travelers will spend between E 4,000 and E 10,000 on their next vacation. THE NORDICS (Denmark, Finland, Norway, Sweden) DENMARK International Traveler Profile: 0 #4 in visitation to the USA out of the European countries (Nordic countries combined). 0 Total approx. population is 5.7 million. 0 Approximately 300,000 consumers from this region visit the USA each year. 0 The USA continues to be one of the top long-haul destinations for travel. 0 California, Florida, and New York are the top three travel destinations. 0 Beach holidays, city breaks, and fly/drive packages most popular. 0 The USA is considered for a city break destination and a longer travel holiday. 0 Danes go on a 3—4-week summer vacation between June and August which is the main travel period. 0 An average household income is $95,693. 0 They enjoy experiential travel, active holidays, and relaxation. 0 Danes enjoy six full weeks of annual vacation and 12 national bank holidays. 0 Average Length of stay is 20 days. 0 Average States visited each trip is 1.3 — 1.6. ..°i I 14 0 R,II 14 )A & 14<[,:Pr wII s r' I e '10I''I S '(01,J III][11:110 J-20 2363 ............... ............... • Nordic consumers will travel around the entire State of Florida as opposed to just visiting one area for a longer length of time. Travel Preferences and Trends: • Advanced trip decision time is around 90 days. • Competing destinations now include Japan, Canada, Australia, and the Far East. • Danes will utilize airline websites, online travel agencies and personal recommendations to get travel inspiration and information. • Climate change and sustainability are major topics for Northern European countries. • Consumers are typical self-drive clients. They travel all over the State by RV or car. • Most operators selling the USA are specialized in tailor made trips to create a specific itinerary for each client. • Primarily they use hotels and condos as accommodations. • Travelers are becoming more adventurous, looking for more unique experiences. • Nordics enjoy long road trips, making the Overseas Highway a 'must see and do' for this market. • Special interest holidays on the increase. (biking, sailing, diving, etc.) Economic Considerations and Political Trends: • Denmark's GDP will grow by 0.5% before expanding 1.5% in 2024. GDP is currently at 400 billion. • The unemployment rate has increased to 5.0% in 2023. • Denmark is one of the largest exporters of wind energy technology, aircraft, computers machinery, and container ships in the world. Their economy is also reliant on their exportation of oil and natural gas. FINLAND International Traveler Profile: 0 #4 international inbound market from Europe (Nordic combined) for the USA and the Florida Keys. 0 USA is one of the main long-haul destinations for Finns. 0 Around 142,000 Finnish travel to the USA each year. 0 Florida, New York, and California are the most popular destinations in the USA. 0 The Finns have 25 days paid vacation with 11 paid public holidays. ..°i I 14 0 IIR,II 14 )A & w 1 s r', 0''1 II S '(0 LJ IIR IL..... J-21 2364 ............... ............... • Majority of Finns choose packages but trending toward individualized travel. Tailor made holidays are also important. • Finns enjoy beach holidays, but a growing number are looking for active holidays engaging in modern type watersports. (Cycling, kite boarding, paddle boarding, nature-based attractions). • Florida is the most popular destination for first-time travelers to the USA, families with children, and senior citizens. • Finnish tend to travel the entire state of Florida on their trip. Travel Preference & Trends: 0 Finnish tour operators report a continued trend that more Finns are seeking active adventure holidays, custom travel packages and are interested in interacting with local cultures. 0 Additionally, their travel is very much focused on combining a city experience with a beach experience or combining a land stay with a Caribbean cruise. 0 When they travel to the USA, they like to incorporate several areas of the State in one trip. 0 50% of all long-haul travel takes place in the summer (late June through early September) and is the most popular time of year to travel to the States. 0 In the long-haul market, the USA competes mainly with Southeast Asia, with Thailand being the most popular destination in that region although Japan is growing for 2023. Economic Considerations and Political Trends: • Current GDP is 301 billion. It is forecast to grow by 0.2% in 2023 and then by a further 1.4% in 2024. • One-third of the country's GDP is produced in the greater Helsinki region. • The only Nordic country to trade the Euro as a currency. • GDP tied to forestry, paper mills and agriculture with all sectors doing very well. • Unemployment rate has dropped to 6.6% but is expected to rise to 7.1% before dropping again to 6.8% in 2024. ..°i I 14 0 IIR,II 14 )A & 14<[,E1r, III s r', 0 IV1111 II S Y'0 LJ IIR IL..... J-22 2365 NORWAY International Traveler Profile: 0 #4 international inbound market from Europe (Nordic combined) for the USA 0 USA continues to be Norway's favorite long-haul destination. 0 Around 268,000 Norwegians visit USA each year. 0 Top cities are New York, Miami, Los Angeles, San Francisco, and Tampa. 0 Experienced, discerning travelers. 0 Norwegians tend to travel to multiple destinations within the state of Florida which will include the Florida Keys. 0 Average spend is $4000.00 per person per trip. 0 Enjoy five weeks of paid holiday per year. 0 The average length of stay in Florida is 16 days. 0 Summer travel occurs between mid-June and mid-September. 0 Winter sun destinations are popular as they want to escape the harsh winters. 0 Will research destinations online but consult travel trade for the actual booking. Travel Preferences and Trends: • Norwegians are experienced travelers, fluent in English, with time and money to travel. • Consumers are still asking for sustainable travel. This is very important to them. • Interested in "action and adventure" travel (scuba diving, deep-sea fishing). • Approx 60 — 65% of all travel to the USA is organized through specialist travel agents, which will tailor the vacation to the specific requirements of the traveler. • The fastest growing niche market is adventure travel (fishing, golfing, diving). • New start up airline Norse Atlantic has increased air lift into Fort Lauderdale and Orlando offering a price friendly option to get to Florida. Economic Considerations and Political Trends: • GDP is expected to reach 493 billion by the end of 2023. It is predicted to grow 1.3% by 2024. • Norway is a wealthy country with an unemployment rate of 3.5%. • Because the economy is reliant on the exportation of crude oil and natural gas products, it is vulnerable to current market fluctuations. ..°i I 14 0 IIR,II 14 )A & III s r', AS '(01,J XR][11:110 J-23 2366 SWEDEN International Traveler Profile: 0 #4 international inbound market from Europe countries (Nordic combined) for the USA and the Florida Keys. 0 United States has been the favored long-haul destination for many years. 0 Around 452,000 Swedes visit USA each year. 0 Top three visited states are California, New York, and Florida. 0 Average Length of stay is between 16-21 days. 0 Fluent in English 0 Most are family oriented, with 1 or 2 children accompanying adults. 0 Retirees with time and guaranteed pensions are traveling during off-peak periods. 0 Generous annual vacation time with a minimum of 25 days paid leave with 13 paid public holidays. Travel Preferences and Trends: • Cultural experiences, eco-tourism, and soft-adventure trips on the rise, while shopping and gastronomy remain important attributes. • Most travel is conducted June-September (family market) with retirees opting for quieter, fall months. • Prefer fly/drive packages with "add on" opportunities. • Swedish travelers will use the internet to research their holiday choices, but more than half will continue to use travel agencies (online and high street stores)to book. Operators mostly offer personalized tailor-made trips. • Swedes will spend approximately $3,300+ per traveler. • Plan meticulously in advance of their trip. Hotels are expected to be of a high clean standard with fast internet. • Prefer destinations offering sun and beaches making the Florida Keys a good option. Economic Considerations and Political Trends: • GDP is expected to reach 633 billion by end of 2023. This is an increase of 2.5%. • Inflation rates soared to 12% in February 2023 however it is expected to drop considerably by the end of 2023 due to tightening of monetary conditions and improving productivity growth. ..°i I 14 0 IIR,II 14 )A & III s r', AS '(01,J X V[11:110 J-24 2367 ............... ............... • The unemployment rate declined to 7.2%. ITALY International Traveler Profile: 0 #12 international inbound market for the USA and the Florida Keys. 0 Population of Italy is 62.4 million. 0 The USA remains the top long-haul preferred destination. 0 More than 1 million Italians visit the USA each year which has been a year-on-year increase for the past 4 years. 0 Top destinations are New York, Florida, California. Miami is second behind N.Y.C. as the most popular port of entry. 0 The average length of stay in the USA is 13.8 nights. 0 Most of our Italian visitors come from the northern and central regions on the country. Travel Preferences & Trends: 0 Italians tend to take holidays between July and September. For the Florida Keys they also travel across winter to spring. Over 45% of all long-haul travel occurs during August. 0 The Italian market is a very traditional one with more than 8000 travel agencies and 750 tour operators. Italians will often book through a travel agent than independently. 0 Shopping and sightseeing are the most popular activities for Italian travelers, followed by cultural and historical activities. 0 Italy enjoys direct airlift to the USA with American Airlines, Delta and United, Italian carriers Alitalia and Air Italy as well as Emirates Airlines and Norwegian Air. 0 Miami and the Florida Keys realize 65% of all Italian visitors to Florida and most travel trips to Florida will incorporate a stay in the Florida Keys. 0 63% of long-haul packages include flight, accommodation, transfers, and excursions, 34% flight and accommodation only, and 3% fly/drive. Flight or accommodation only options do not exist in tour operator packages within the Italian market. 0 The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not adversely affected by swings in the general economic climate. 0 Challenges within Italy include long passport renewal delays of up to 6 months. ..°i I 14 0 IIR,II 14 )A & III s r I e "0`1 II S '(0 LJ IIR IL..... J-25 2368 ............... ............... • There are also challenges in finding availability, high pricing of accommodation and finding Italian speaking guides. Economic Considerations: • GDP growth rate is forecast to slow down to 1.2% in 2023 and by 1.1% in 2024. • Unemployment has decreased to 7.8% as of April 2023. • Inflation is failing but slower than expected and currently sits at 7.6% as of May 2023. It is expected to drop considerably by 2024. Domestic Overview We are well beyond the post pandemic euphoria travel phase and have entered a more predictable consumer travel pattern. The winter months will continue to be our strongest asset, with Americans clamoring to escape the cold and grey patterns that persist in the northern climes. We don't necessarily need a lot of snowstorms, we just need the low ceiling, never-ending shades of grey to motivate people to book their escape. We anticipate that the summer months will consist of families visiting from our drive down market, newer markets continuing to explore the destination in the shoulder seasons and because we live and work in the tropics, we will continue to reason with hurricane season. Next year brings a mixed bag of considerations: Will there be a recession officially declared? Will inflation begin to ease and provide the consumer with some relief and confidence? How will the relentless political landscape effect consumer confidence, or will they tune out and get away? Will the consumer be lured by new direct routes to the Caribbean by low-cost airlines? With the Euro and Pound currencies trading at a weak point, for Americans, Europe is the cheapest it's been in ten years. We are already feeling the popularity of Americans looking and booking long haul trips because of the value for experience offered. Will this trend continue into next year? These questions cannot be answered in an overview, but to be aware of them provides the basis for the promotional efforts within the sales sector. Direct to consumer interactions continue to provide not only real time data but also effective sales deliverables. Answering the myriad of questions that consumers have vary regionally, and our sales veterans bring trust, expertise, and validation to these conversations. The show patterns will follow seasonality; northern markets will be visited in the peak booking windows to facilitate winter visitation, whereas the Southeast region will be targeted to impact shoulder and summer visitation. ..°i I 14 0 IIR,II 14 )A & III s r', 0 IV1111 II S Y'0 L.J IIR IL..... J-26 2369 ............... ............... Announcements of new routes from Boston, New York, DC and Los Angeles to islands in the Caribbean and the Bahamas are being rolled out this summer. JetBlue has announced direct flights from some of our key winter feed markets to places like St. Kitts, Grenada, Belize and the Bahamas beginning early November. The roll out includes introductory airfares of $59 each way. The cruise line industry is heavily investing in major network advertising, introducing their 'commitment to sustainability'. MSC Cruises is set to sail its first net zero greenhouse gas emissions voyage in the history of the cruise industry, demonstrating a powerful commitment to environmental sustainability. Authenticity and eco-tourism seem to be the buzzword of the year. The tourism area in central Florida was promoting their authenticity at a recent travel show, thereby solidifying that DIVIO's are looking to position themselves as authentic, sustainable, and eco conscious. Some are foregoing interpersonal relationship building and tapping Al to craft their promotional messaging. The Florida Keys has and will continue to promote the destination using in-person, one on one interactions with the end user (consumer). In a world where trust is eroding in almost all facets of our lives, an in-person meeting, a firm handshake and actionables behind the buzzword will stand us apart from the competition. Whereas some destinations have pulled back on having representation at travel shows, ("everyone is just going to Google their questions"), the visibility and efforts on the show floor have been one of the keys to our continued popularity. Interactions with travel advisors have proven to be advantageous as the sage advice from people who live in the destination, follow up and support through continuing education is valuable to members of the travel trade. These types of actions build trust and community in the travel sphere. As predicted, the competition is on. The sales team will focus its messaging on authenticity; whether that be in the one-on-one interactions at consumer shows, the commitment to the travel trade industry through education, advice and support for training and materials or the experiences the visitor can have while staying within the USA but enjoying a Caribbean like atmosphere. LGBTQ+ Market Overview The Florida Keys & Key West continues to maintain strong name recognition among LGBTQ+ travelers of all ages. The area's reputation for acceptance, inclusion, safety, and diverse recreational offerings — such as arts, culture, history, and water activities — remains robust. This reputation is built on decades of welcoming the rainbow community, providing a sense of authenticity and historical significance. Our official slogan, "Come as You Are," represents the Florida Keys & Key West as a welcoming and inclusive destination. This message is consistently communicated across ..°i I 14 0 IIR,II 14 )A & 14<[EPir, III s r', 0 IV1111 II S '(0 1,J IIR IL..... J-27 2370 ............... ............... all platforms, including in-person trade and promotional events. Key West's official motto, "One Human Family," further emphasizes our commitment to inclusivity and acceptance, which are critical factors for LGBTQ+ tourists when making travel decisions. Data collected by IPSOS and IGILTA in 2023 reveal some evolving trends. An average of 9% of adults in 30 countries, including 10% in the United States, identify as LGBTQ+, with sharp generational differences. Millennials and Gen Zers are more likely to identify as LGBTQ+, indicating a potential increase among younger LGBTQ+ travelers in the future. Solo travel continues to be a trend among LGBTQ+ travelers, with 50% of respondents expressing interest in traveling alone. This trend may reflect a desire for personal exploration and relaxation, away from crowded urban areas. The LGBTQ+ community has shown resilience in the face of economic disruptions, often being the first to return to travel due to significant discretionary income. Only authentic, committed destinations can successfully appeal to this community in the current climate. The history and commitment of Key West and its Business Guild to the LGBTQ+ community, being the oldest of its kind in the United States, solidify its strength and commitment to this demographic. We predict that social media and influencer marketing will continue to be a significant part of our marketing strategy, given the increasing use of social media platforms among younger LGBTQ+ individuals. In 2024, we plan to continue leveraging our partnerships with LGBTQ+ travel networks and agencies to reach a broader audience and strengthen our position in the LGBTQ+ travel market. We also aim to enhance our sponsorships and collaborations with LGBTQ+ events and publications to reach more affluent, active, adventure travelers. The Florida Keys & Key West is poised for continued success in attracting LGBTQ+ travelers, thanks to our strong brand recognition, history of acceptance and inclusion, and strategic marketing efforts. Our commitment to the LGBTQ+ community, demonstrated by our long-standing Business Guild and our inclusive mottos, "Come as You Are" and "One Human Family," sets us apart as an authentic and dedicated destination. Meetings, Incentive, Corporate Exhibitions Overview We began fiscal year 2022-2023 on a positive note, with the MICE market riding the strong momentum from the winter of 2022. Planners confidently researched and sourced programs scheduled for 2023-2024, anticipating their successful execution. This ..°i I 14 0 IIR,II 14 )A & III s r', AS '(0L.J XRJ[11:110 J-28 2371 ............... ............... contrasted with the expected decline in the leisure market's contribution to group properties' revenue mix for the calendar year 2022. According to current research from the US Travel Association, MICE spending in 2022 reached 66% of 2019 levels, generating over 100 billion dollars in travel spending within the US. With the relaxation of entry and exit testing requirements, offshore destinations experienced an upswing in demand for group and leisure travel throughout 2023. During the winter of 2022, properties effectively balanced unprecedented leisure demand by increasing rates without encountering much resistance. They optimized leisure rates while reducing the number of group room inventories in their revenue strategies. However, a year later, easier access to other warm-weather destinations and the impact of historic inflation caused a shift in leisure demand. As a result, group room inventory re-opened once again. The sales team continued to assist planning professionals in keeping up with changes within the destination. The pandemic has disrupted the world of meeting planners, causing them to lose long-term property relationships and struggle to find suitable replacements for staff, thus weakening their knowledge base. Consequently, they are playing catch-up and eagerly seeking verification of destination information. Unfortunately, negative reviews from leisure travelers expressing dissatisfaction with price, value, and service have a detrimental impact on the image of properties, and this is not limited to our destination—it is an industry-wide occurrence. Findings from the Incentive Research Foundation's 2023 trends report indicate that planners, who were once understanding of suppliers' COVID- related staffing and service challenges, are becoming increasingly impatient. Program hosts now expect services to be delivered at pre-COVID levels, especially when costs are higher than they were before the pandemic. North American travel buyers continue to prefer domestic destinations. As inflation affects all aspects of programs, planners are opting for closer-to-home locations due to the challenges posed by flight costs and route availability. Buyers are also considering new destinations they haven't used before, presenting an excellent opportunity for our destination as we position ourselves as an offshore alternative. Domestic planners are seeking smaller events but are budgeted at the same levels as before the pandemic. This helps offset the inflationary increases of the past year and aligns with the strengths of our destination. Our staff will monitor the impact of economic uncertainty on booking trends and make necessary adjustments accordingly. ..°i I 14 0 IIR,II 14 )A & III s r', 0 IV1111 II S Y'0 L.J A J-29 2372 ............... ............... 2023-2024 Sales Activity Calendar OCTOBER 2023 October 3-5 IFTM Top Resa Paris, France Registration: $6,000 Sabine Chilton The Florida Keys and Key West will be participating in France's leading travel show. The event attracts over 15,000 travel trade professionals from all over France and has a strong media component. This show is well positioned to promote the destination in advance of the peak winter booking period and promote visitation after the 2024 Paris Olympics late next summer. October 4-7 IGLTA San Juan, PR Sponsorship: $12,000 Pony Charvet IGLTA continues to be the leader worldwide in LGBTQ+ travel. This event draws together individuals and groups from every aspect of LGBTQ+ travel. Key West is a premier, tier one destination as a founding member. IGLTA continues to not only help other destinations within the community thru its reinvention and relevance, but a continued relationship helps us to stay at the forefront of ever-changing trends and tastes. October 14-15 Atlanta Pride Atlanta, GA Registration: $3,500 Pony Charvet Atlanta Pride provides another opportunity for Key West to gain visibility to the LGBTQ+ community in one of our key feeder markets. Enticing this community to visit and remember the heritage of Key West's LGBTQ+ offerings will remain our core message. Several hundred thousand visitors attend this event annually. ..°i I 14 0 IIR,II 14 )A & III s r', AS Y'01,.� I V[11:110 J-30 2373 October 16-19 Brand USA Travel Week London, England Registration: $8,500 Yves Vrielynck/Staff This annual event will bring together key players in the USA, UK and European travel industry to discuss trends, challenges, innovations, and the opportunity to drive future visitation to the United States from the UK and Europe. Connecting the USA travel industry with the UK and Europe, this exclusive event will offer hand-picked buyers from across the UK and European markets and USA exhibitors the opportunity to participate in up to 33 one-to-one appointments. October 17-19 IMEX Las Vegas, NV Registration: $65,000 Jack Meier No fee for co-op participation this year IMEX America has grown rapidly since its first debuted over eight years ago. The appointment-based show has almost doubled in size. The show has positioned itself as the premier domestic event for the incentive market. The TDC will purchase exhibit space, maintaining our exposure to this market segment while minimizing costs for partners who wish to participate. October 22-25 BeNeLux Sales Mission Locations TBD Cost : $3,500 Get It Across/Yves Vrielynck The destination will be participating in a three-prong approach to promoting the Florida Keys and Key West in the BeNeLux region this fall. We will start by participating in a B- to-B event organized by Joker Reizen in Mechelen, followed the next day by attending a tour operator event organized by the Visit USA — Belgium committee in Brussels. And finally, sales calls, reservation staff training, and presentations will be made directly to the travel trade in Belgium and the Netherlands. ..°i I 14 0 R,II14 )A & III s r' I e "0`1[1:11 A S '(0 1,J A J-31 2374 October 23-27 Visit USA Canada/Toronto Sales Calls Toronto, Canada Cost : $5,000 Sabine Chilton Sales staff will participate in the Visit USA Canada trade event meeting with members of Canada's most important travel trade association. This event is timed to capture the coveted winter traveler planning their breaks from the harsh Toronto winter weather. NOVEMBER 2023 November 3-5 Palms Springs Pride Palm Springs, CA Registration: $5,000 Pony Charvet This is the third year that the Florida Keys will be represented at this important, very well attended Pride event that attracts LGBTQ+ visitors from southern California, Arizona, Nevada and even the Pacific Northwest. Palm Springs is a default get-away for LGBTQ+ travelers on the West Coast. Now in its 30th year, Palm Springs Pride is a key showcase for the Florida Keys on the west coast, and positions the destination as an "exotic,""bucket- list" alternative to Hawaii. November 6-8 World Travel Market London, England Registration: $65,000 Axis Travel Marketing World Travel Market is the UK's largest annual travel trade show. There will be a USA Pavilion for US-based destinations to exhibit their products and meet with travel agents, tour operators, and travel media. The Florida Keys will continue to show a strong presence in this market to build on existing trade relationships as well as to identify emerging "niche" travel segment opportunities. Axis Travel Marketing will arrange for as many trade appointments as possible and identify with those members of the trade who best suit our lodging industry. Co-op participation and brochure distribution available. ..°i I 14 0 IIR,II 14 )A & w s r', 0''1 II S Y'0 II A J-32 2375 November 6-9 Signature National Conference Las Vegas, NV Registration: $9,000 Markham McGill Signature Travel Network is a cooperative travel network, consisting of over 450 travel agency locations in the US and Canada and over 11,000 travel professionals. Members collectively generate over $8 billion in travel sales annually. Signature's network of experienced professionals delivers quality worldwide vacations by serving the unique needs of discerning travelers. They create clients for life through their expertise, customer service, and commitment to providing the best value. As industry leaders, Signature's vision includes forging partnerships with the most respected travel companies, delivering state-of-the-art technology to members and their clients, and designing programs that have a positive impact on Signature members and partners. November 7-9 Small & Boutique Meetings Tucson, AZ Registration: $1500 Jack Meier Small & Boutique Meetings brings together highly qualified meeting buyers with destinations, hotels, DMCs and other suppliers ready to host smaller group events. Attendees participate in one-on-one pre-scheduled appointments, gain industry insights from our guest speakers and network with this exclusive group. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in during the warmer months. November 13-15 AAA Northeast Show Providence, RI Registration: $5,000 Yves Vrielynck This event is the one and only time a year where ALL travel employees with AAA Northeast come together in the same room, with over 200 travel advisors based in CT, MA, NH, NJ, NY, and RI. Sales staff will have an opportunity to meet with all registered attendees in a 1:1 format and offer in-depth destination trainings. ..°i I 14 0 R,II 14 )A & 14<[,E1r, III s r', AS '(01,J X ][11:110 J-33 2376 ............... ............... DECEMBER 2023. December 5-8 Domestic Sales Mission Minneapolis, MN Registration: N/A Staff T.D.C. sales staff will conduct destination presentations to travel industry partners and will focus on education and destination positioning. In Minneapolis we will be focusing on the 2024 Own A City campaign focusing on the Twin Cities, which has consistently registered as one of our Top 10 key winter feeder markets. December 11-15 UK Tour Operator FAM Key Largo, Islarnorada, Marathon, Key West Registration: N/A Axis Travel Marketing, Staff Our UK agency, Axis Travel Marketing, will be co-hosting a group of international tour operators for an exclusive in-depth familiarization visit. We will be highlighting new products, newly renovated products and attractions to maximize length of stay. Industry participation is necessary in order to facilitate this program. JANUARY 2024 January 13-14 Chicago Travel and Adventure Show Chicago, IL Registration: $6,390 J. Meier, Y. Vrielynck, P. Charvet Co-op participation available at no charge Brochure distribution available at $200 per property The destination is always well received by the consumers in attendance at this show and the greater Chicago-land area continues to be one of our key winter feeder domestic markets, most especially with seasonal direct flights from ORD airport. TDC also be participating in the LGBTQ+ pavilion at this event again this year. ..°i I 14 0 IIR,II 14 )A II<II Y'S & 14<[EPir, III s r' I e '10I''1I[': AS '(01,J X V[11:110 J-34 2377 January 20-21 Denver Travel and Adventure Show Denver, CO Registration : $6,390 Dive Umbrella, Yves Vrielynck Co-op participation available at no charge Brochure distribution available at $200 per property The Mile-High City is the nation's Baby Boomer Capital and a Millennial Boomtown with a heavy concentration of snorkelers, divers and fishermen targeting spring and fall travel to the destination. Representatives from the Keys Dive Umbrella will be present this year with Keys dive operators also in attendance. January 19-21 Cincinnati Sport & Travel Show Cincinnati, OH Registration : $4,500 Markham McGill, Staff Co-op participation available at no charge Brochure distribution available at $200 per property We will attend the 65 th annual Cincinnati show for the first time in several years as we look to expand our presence in the Midwest this year, with Ohio a special area of focus. The event is sponsored by Ford Motor Co and has a decades-long track record of attending an upscale audience to the three-day event. Ohioans love the Florida Keys, and it holds a strong emotional attachment with a high-level of repeat visitation. January 21-23 IPEC Greenville, SC Registration: $4000 Jack Meier Independent Planner Education Conference (IPEC) is an appointment-based trade event geared towards bringing meeting professionals together with destination marketers. This 3-day event allows for formal one on one appointments between 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 during the warmer months. Produced by Northstar Travel Media. ..°i I 14 0 IIR,II 14 )A & w s r', 0`1 II S Y'0 LJ A J-35 2378 January 27-28 NY Travel & Adventure Show New York City, NY Registration: $6,390 M. McGill, S. Chilton, P. Charvet Co-op participation available at no charge Brochure distribution available at $200 per property The New York metro region continually ranks in our top cities (areas) of origin during the peak winter travel seasons and when the dark days of January set in, these consumers are ready to escape to a sunny, warm climate. Direct flights from EWR to EYW are available for sale during this time which can help capture late February/March and Easter break travel. We will also be participating in the co-located LGBTQ+ pavilion at this event. FEBRUARY 2024 February 3-4 LA Travel and Adventure Show Los Angeles, CA Registration : $6,390 Jack Meier, Staff Co-op participation available at no charge Brochure distribution available at $200 per property The greater Los Angeles area, stretching as far north as Santa Barbara and as far south as Long Beach, attracts travelers within the demographic that is perfectly suited for our target markets. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. February 2 Pre Florida Huddle Trade Day Key Largo, Islamorada Staff TDC staff will host a lunch and local excursions and activities in the upper Keys ahead of the annual Florida Huddle meeting in Miami. Participants will have the opportunity to visit local hotels and take part in "voluntourism" activities before returning to Miami for Huddle. .1.�..°i I 14 0 R,II 14 )A & wII s r' I e '10I''II[': AS '(01,J X�V[11:110 J-36 2379 February 4-6 Florida Huddle Miami, FL Registration: $4000 Sabine Chilton Florida Huddle, now organized by Visit Florida, is an appointment show which brings buyers and suppliers together. The show format includes two days of computer generated pre- scheduled appointments based on mutual requests. It is exclusively formatted to promote Florida products to the International FIT and group tour market. Florida Huddle is not as cost prohibitive and gives excellent Florida-specific exposure. February 24-25 DC Travel and Adventure Show Washington, DC Registration: $6,390 Markham McGill, Pony Charvet Co-op participation available at no charge Brochure distribution available at $200 per property This show is the USA's premier consumer event serving adventure, eco and outdoor tourism enthusiasts and professionals. These events have become 'the' travel planning venue for the adventurous, affluent, active travel market segment. Over 66% of consumers in attendance reports having an average household income over $100K. This show continues to draw a quality response and upper end consumers looking for more detailed information about destinations. This show pulls consumers from both inside and outside the beltway, helping to feed our spring and summer domestic feeder markets. We will also be participating in the co-located LGBTQ+ pavilion at this event. MARCH 2024 March 1-4 Visit USA Italy Showcase TBD, Italy Registration: $ 6,500 Yves Vrielynck, Axis Just before ITB, delegates from the USA will be traveling to Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient method of exposing the destination to the main travel trade and media partners within the Italian tourism sector. ..°i I 14 0 R,II 14 )A & 14<[,E1r, III s r', AS '(01,J X ][11:110 J-37 2380 ............... ............... This is a cost-effective method of promoting to a market segment that travels almost exclusively during August. March 2-3, 2024 Vancouver Travel & Adventure Show Vancouver, British Columbia Registration: $7,500 Sabine Chilton The Outdoor Adventure &Travel Show is the best-attended consumer show in the western province of British Columbia that brings together buyers and sellers of outdoor adventure products & services. Over 220 exhibitors in the outdoor sports and adventure travel industry attend the show. With new direct flight service recently announced from Vancouver to Miami, there is an opportunity to engage with a demographic who meets our target HHI of$150,000 and one who is focused on sustainability. Due to the flight duration, this area would potentially attract a longer length of stay and a consumer who would overnight across multiple districts. March 5-7, 2024 ITB Berlin, Germany Registration: $ 15,000 Yves Vrielynck, Get It Across This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must Attend" tradeshow for anyone who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, (behind Canada) therefore making ITB one of the most important trade events of the year. Our German market sales and public relations office will coordinate appointments during the trade and media days, targeting both the LGBTQ+ market and mainstream trade. March 9-10 Atlanta Travel and Adventure Show Atlanta, GA Registration: $6,390 Jack Meier, Pony Charvet Co-op participation available at no charge Brochure distribution available at $200 per property ..°i I 14 0 R,II 14 )A & 14<[,E1r, III s r', AS '(01,J X U[11:110 J-38 2381 ............... ............... The Travel & Adventure Show Series brings its premier consumer marketing platform to Atlanta. As a key hub for Delta airlines this opportunity provides access to the independent traveler market never offered before and is a solid opportunity for the TDC to take advantage of the winter booking window for this region. March 15-19 Elevation Gay Ski Week Mammoth, California Sponsorship: $7,500 Pony Charvet Mammoth Ski Week is the largest of the events organized by Elevation. It draws affluent adventure travelers from most of the western United States and western Canada. Participants tend to be a very affluent segment of the LGBTQ+ community and fits in the segment known as Adventure Traveler, perfect for a destination like Key West. In the past we have sponsored Aspen Gay ski week with good results. March 23-24 Dallas Travel and Adventure Show Dallas, TX Registration: $6,360 Sabine Chilton, Markham McGill No fee for co-op participation this year Brochure distribution available at $200 per property Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest growing niche markets attracting yearly 135,000 pre-qualified travelers. The Travel Channel or other key media sponsor these events, ensuring high end media and travel professional exposure. The Dallas/Ft. Worth region is a key feeder market for the destination with direct flights into Key West. The region is a strong source market for shoulder and summer season visitation March 23-24 Beneath the Sea Dive Show Secaucus, NJ Registration: $ 4625 (covered by Dive Umbrella) Yves Vrielynck Co-op participation available at no charge ..°i I 14 0 IIR,II 14 )A & III s r', AS '(0L.J X V[11:110 J-39 2382 ............... ............... This scuba show caters to the dive consumer in the lucrative Northeast corridor. This is the 45th annual consumer dive and travel exposition held at the Meadowlands Exposition Center, Secaucus, New Jersey, which is within 10 minutes of New York City. The show attracts both divers and non-divers by broad advertising across the Northeast region and throughout the industry. The Northeast region is the country's wealthiest and has the largest concentration of consumers. There are 3 major airports in the New York area so there are no concerns about accessibility or flight costs. MAY 2024, May 3-7 International Pow Wow Los Angeles, CA Registration: $40,000 Staff International Pow Wow (IPW) is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is vital in pursuing the international market,with participants hailing from over 70 nations. This is the most important event for anyone who is interested in maintaining market share in the international marketplace. Co-op participation available. May TBD Incentive Live TBD Registration: $4,000 Jack Meier Boutique style, one to one appointment based, incentive travel event. Fully vetted incentive buyers with significant purchasing power. Suppliers representing top incentive destinations, hotels/resorts, cruise lines, DMO's and tourism offices are selected via invitation only. JUNE 2024 June 1-2 The Scuba Show Long Beach, CA Registration: Paid by Dive Umbrella Yves Vrielynck ..°i I 14 0 IIR,II 14 )A & III s r', AS '(01,J X V[11:110 J-40 2383 ............... ............... No fee for co-op participation this year Now in its 38th year, the annual Southern California-based SCUBA Show has developed a reputation as not only the most successful consumer dive show in North America but also the largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated, qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles metropolitan area and Southern California have the largest concentration of active certified divers in North America. Destinations exhibiting at this show include the Maldives, the Red Sea, Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity to solidify the Florida Keys as a premier dive destination to the wealthy L.A./Southern California market. June 1-4 Girls in Wonderland Orlando , FL Sponsorship: $3000 Pony Charvet, Business Guild Volunteers This is the premier event for women currently in the USA. The event draws on average 2000 women from throughout the United States. It is a follow up event to the hugely popular Girls in Wonderland event in Orlando during Orlando's pride week. Sponsorship includes social media in gross marketing ( approx. 5 million impressions), promo materials in registration bags and email blast to data base of 10,000. Pandora Events formerly produced Key West Womenfest. This is the second of two women focused promotional events focusing on the LGBTQ+ market. June TBD Ultra Summit Location TBD Registration $ 8250 Staff ULTRA Summit is considered one of the most exclusive and productive events in the luxury travel space. As an invitation-only event, ULTRA invites only pre-qualified, leading luxury travel agency owners and managers eager to meet one-on-one with the creme de la creme of luxury travel suppliers. This event has limited capacity to allow for the intimacy required to enable relationship-building experiences in a unique venue. ..°i I 14 0 IIR,II 14 )A & w s r', 0`1 II S Y'0 1,J A J-41 2384 June 11-13 Adventure Elevate Asheville, NC Registration: $ 950 Yves Vrielynck Adventure ELEVATE is an annual North America-based two-day intensive educational and networking conference that brings together thought-leaders and practitioners for inspiration, education, and insights into the trends that shape our industry year-round. This intimate, tightly focused event weaves together interactive workshops, inspiring plenary discussions, and networking opportunities focusing on the future of sustainable travel and best practices. June 21-22 Travel Advisors of the Mid South Conference Franklin, TN Registration: $ 3,000 Markham McGill Every summer, the Travel Advisors of the Mid South (TAMS) holds a Learning Conference & Trade Show in middle Tennessee travel professionals residing in the greater Nashville metro region and beyond. As a region of importance for the Florida Keys, the TAMS event offers staff an opportunity to conduct trainings and presentations to travel advisors in an area that is underserved by more traditional travel trade events. This is our first year attending the event. June TBD Nashville Pride Nashville, TN Sponsorship: $3500 Pony Charvet/Business Guild Volunteers Nashville hosts the largest LGBTQ+ event in the state of Tennessee, attracting more than 100,000 attendees each year to downtown Nashville. The event features A-list entertainers, a hugely popular marketplace, and a family/kid zone. In addition to securing a prominent 10 x 20 position in the street fair, Key West and the Florida Keys will be featured on the destination website and advertising materials. This event offers an opportunity for the destination to drive summer visitation and we will be highlighting the Nashville-Key West direct flights prominently. ..°i I 14 0 R,II14 )A & III s r' I e "0`1[1:11 A S '(0 1,J A J-42 2385 ............... ............... AUGUST 2024, August 2-5 Northalsted Market Days Chicago, IL Registration:$7,500 Pony Charvet/Business Guild Volunteers Northalsted Market Days has been produced annually for the last 38 years by the Northalsted Business Alliance, and it has been a sell out the previous 14 years. This event is the largest two-day LGBTQ+street festival in the USA, and it attracts more than 300,000 attendees each year. The greater Chicago area remains one of the strongest consumer markets for the destination. Many LGBTQ+visitors from the Chicago area attend LGBTQ+ specific events in Key West and the Florida Keys during the summer. In addition, the Florida Keys and Key West have become a popular wedding/honeymoon destination for Chicago area LGBTQ+ travelers. August 5-7 Connect: Corporate Marketplace Location: TBD Registration: $6,000 Jack Meier Connect Marketplace is an innovative, appointment-only trade show designed specifically with a corporate meeting planner's need in mind. The "reverse" trade show style streamlines the planning process, saving time and money. The suppliers, circulate the trade show floor to meet with meeting planners in pre-set appointments. Planners are prescreened and must have the final decision-making authority. SEPTEMBER 2024 September TBD IFTM Top Resa Paris, France Registration: $6,000 Sabine Chilton The Florida Keys and Key West will be participating in this France's leading travel show. The event attracts over 15,000 travel trade professionals from all over France and has a strong media component.This show is well positioned to promote the destination in advance ..°i I 14 0 IIR,II 14 )A & 14<II "sir, w s r', 0`1 II S Y'O 1,J A J-43 2386 ............... ............... of the peak winter booking period. September TBD Destination Southeast Location: TBD Registration: $4000 Jack Meier Destination Southeast is the rebranded Successful Meetings University series. The event is an appointment-based trade event geared towards bringing meeting professionals from outside the state of Florida together with destination marketers from within the state. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in Florida during the warmer months. Produced by Northstar Travel Media. September TBD Smart Meetings East National Event Location: TBD Registration: $7,500 Jack Meier The signature three-day gathering of meeting professionals and hotel and destination representatives in a casual, intimate luxury resort atmosphere provides exceptional opportunities to network, learn, and meet in a one-on-one setting. Planners are prequalified for the one-on-one appointments. Excellent opportunity for getting the Keys in front of planners. Ongoing Sales Efforts Destination Days Presentations and destination training will be conducted to travel trade professionals in various markets. Examples of these travel trade professionals include Signature Travel Network, Pleasant Holidays, AAA Auto Clubs and Virtuoso Travel Agency Affiliates. ..°i I 14 0 IIR,II 14 )A II<II Y'S & wII s r' I e "0 IV1111 II S Y'O 1,J A J-44 2387 ............... ............... Electronic Marketing To increase our exposure to all market segments, sales staff will develop electronic marketing promotions utilizing our current database. These efforts will include electronic postcards, flash programs, e-newsletters, e-zines as well as video. These efforts can be utilized as pre-promotional event notices, follow up tool to trade show participation as well as updates and periodic communications to established clientele base. In addition, we will continue to update and improve our online training programs to members of the travel trade both internationally and domestically. Webinar Destination Training Destination training will be offered to pre-qualified members of the travel trade. We will use our affiliations with high-end travel networks, our long-term partnerships with key receptive operators as well as our memberships in MP1 and other MICE market related affiliates to conduct webinars on how to sell and properly position the Florida Keys and Key West to drive more business during off peak and shoulder seasons. ..°i I 14 0 IIR,II 14 )A II<II Y'S & wII s r' I e "0 IV1111 II S Y'O L.J IIR IL..... J-45 2388 ............... ............... Axis Travel Marketing Budget FY24 UK, Ireland, Scandinavia, Italy: Basic Services • Maintain Florida Keys Dedicated Phone Line • Answer calls from consumers and trade professionals • Arrange fulfilment through fulfilment house • Conduct sales calls on behalf of destination • Function as a resource by providing support for trade professionals • Consult with offices of Visit Florida in UK • Consult with offices of UK PR Agency • 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 (Get it Across) • Other operating costs Total Cost 63,000.00 Operating Budget Costs Expense Fee Total s TRAVEL TRADE 1) RESOURCES -TO INCLUDE TRAVEL TRADE SALES CALL AND TRAININGS. (travel trade sales calls, trainings, ad hoc opportunities) 5,350.00 0.00 0.00 5,350.00 2)TRADE SHOWS: Booth &Assistance WORLD TRAVEL MARKET- LONDON 6-8 NOV 2023 (covers app. scheduling, booth assist./booth staffing) TDC 1,200.00 3,750.00 4,950.00 Budget INTERNATIONAL POW WOW(IPW)- (Los Angeles) 3 -7 May 2024 (covers app. scheduling, booth assist./booth staffing) TDC 3,000.00 2,000.00 5,000.00 Budget 3)TRAVEL TRADE TRAININGS/ROADSHOWS SEMINARS/EVENTS Norway: Grand Travel Awards Florida Keys Showcase 5,000.00 1,000.00 1,000.00 7,000.00 -January 2024 ..°i II 14 0 IIR,II 14 )A & 14<[E-1r, w s r e '10 IV''II[':- ASY'0L.J XRJ[11:110 J-46 2389 ............... ............... Italy: Showcase USA March 2024 3,000.00 1,000.00 2,000.00 6,000.00 Ire: Visit USA UK/ Ireland Events- Roadshows and 2,000.00 1,000.00 2,000.00 5,000.00 Tour Operator Events UK: Travel Gossip Travel Agent Roadshows Date TBC 3,000.00 1,000.00 2,000.00 6,000.00 x2 Sweden: Discover America Trade Workshops- Dates 3,000.00 2,000.00 3,000.00 8,000.00 TBC UK: Visit Florida Tour Operator Roadshow date TBC 2,500.00 1,000.00 1,500.00 5,000.00 UK: Hablo Travel Agent events x 2 2,400.00 1,000.00 2,000.00 5,400.00 Travel Weekly Aspire 3,800.00 500.00 1,500.00 5,800.00 JetSet Spa event 1,900.00 500.00 1,000.00 3,400.00 4) UK SALES MISSION (covers app. scheduling, event organisation, logistics, 4,000.00 1,000.00 4,000.00 9,000.00 transportation) 5)TRADE PARTNER COOP MARKETING PROGRAMS UK 3-5 20,000.00 0.00 6,000.00 26,000.00 Scandinavia x 1 -2 5,000.00 0.00 3,000.00 8,000.00 Italy x 1 3,450.00 0.00 1,500.00 4,950.00 6) KEY LIME ACADEMY EDUCATION CAMPAIGN Update to existing training programme and promotion 3,000.00 0.00 1,500.00 4,500.00 of platform to secure graduates. 7) PROMOTIONAL NEWSLETTERS FOR TRADE ENGAGEMENT Quarterly Trade Newsletters (copy writing, template 0.00 0.00 2,000.00 2,000.00 creation, distribution) 8) UK, ITALY AND SCANDIN"IA PRODUCT INVENTORY REVIEW FY 23-24 inventory and analysis 0.00 0.00 3,500.00 3,500.00 9) MISCELLAENOUS ACTIVITY Visit USA Ireland Membership 900.00 0.00 250.00 1,150.00 Visit USA UK Membership 900.00 0.00 250.00 1,150.00 Discover America Nordic Membership 1,100.00 0.00 250.00 1,350.00 CONSUMER 10) CONSUMER SHOW EVENTS Norway or Finland Consumer Show-January 2024 2,000.00 1,000.00 2,000.00 5,000.00 Denmark: Ferie for Alle-23-25 February 2024 5,000.00 1,000.00 2,000.00 8,000.00 Denmark: FDM Consumer Travel Show- March 2023 1,000.00 500.00 1,000.00 2,500.00 UK: Destinations Holiday Show- March 2023 7,000.00 500.00 2,000.00 9,500.00 ..i II 14 0 IIR,II 14 )A & 14<[E-1r, w s r e '10 IV''II[':- ASY'0L.J XRJ[11:110 J-47 2390 11) LGBTQ+ PROMOTION (1 -3 promotions targeting niche sector to promote 5,000.00 500.00 2,000.00 7,500.00 FKKW) 12) FKKW DELUXE MARKET CONSUMER OR TRADE PROMOTION Consumer campaign to drive significant awareness of 10,000.00 500.00 3,000.00 13,500.00 the destination with call to action for bookings with assigned tour operator. Total Operating Budget 100,300.0 18,200.0 56,000.0 174,500.0 0 0 0 0 Total Operating Budget 174,500.0 0 Overall Total Budget including Services 237,500.0 0 SCOPE OF SERVICES - FY 2024 Get It Across GmbH & Co. KG Germany, Switzerland, Austria + BeNeLux October 018t, 2023—September 30t', 2024 All costs in USD, calculated at an exchange rate of EUR 1.00 = USD 1.10 ........................................................... 9"'e 84 Maintain Florida Keys dedicated Phone/Fax line (+49 221 476712-14) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfillment through mailing house(INFOX Logistik GmbH, Troisdort) Act as resource by providing support for trade professionals Maintain strong alliance with Visit USA Committee Liaise with GIA Media Department for PR Advise TDC on market trends, Monthly Sales Reports Work on set up of niche products (e.g. luxury, diving, standup paddling, gay&lesbian, outdoor sports, culinary) Misc. operating costs Total Basic Services (per month USD 3,750.00) 45000.00 ...................................................................... ..................................................................... ..�i II 14 0 IIR,II 14 )A & 14<[,E-1r, w s r e '10I11111I[':- ASY'0L.J X U[11:110 J-48 2391 TRADE Costs Fee Total 1)SALES MISSION &CALLS Keys Mission, FY 2024, October 2023 covers app. scheduling, organization, execution, travel expenses 6000.00 4000.00 10000.00 Sales Calls Niche Markets&BeNeLux 1000.00 1000.00 2000.00 Tour operator&agency visits (SUP, Diving, LGBT, Wedding, Fishing, Incentive) 2)TRADE SHOWS ITB 2024, Berlin, March 05-07, 2023: (covers app. scheduling, booth assist./booth manning) 2500.00 3750.00 6250.00 3)TRAVEL TRADE TRAININGS/ROADSHOWS SEMINARS/WEBINARS 1132113 Client Evening Die Reisebotschafter, Oct 2023 6500.00 1000.00 7500.00 Registration, travel, and coordination VISIT USA Seminar Switzerland, Feb 2024: 4500.00 2000.00 6500.00 Registration, travel, and coordination GIA Hosted Webinars, FY24 1500.00 1000.00 2500.00 Registration, coordination, and promotion VUSA/Tour Operator Trainin-gs &Webinars, TBD FY24 8000.00 4000.00 12000.00 Registration and coordination Visit Florida Roadshow,TBD FY24 6000.00 2500.00 8500.00 Registration, travel, and coordination (tbd) Promotional Newsletter for TA Training Platform 1500.00 1000.00 2500.00 4)TRADE PARTNER COOP MARKETING PROGRAMS German Marketing Programs (3-5) 25000.00 8000.00 33000.00 Swiss/Austria Marketing Programs (2-3) 11000.00 3000.00 14000.00 BeNeLux Marketing Programs (1-2) 5500.00 1500.00 7000.00 ..°i II 14 0 IIR,II 14 )A & 14<[E-1r, w s r e '10I11111I[':- ASY'0L.J XRJ[11:110 J-49 2392 ............... ............... 5) MARKET RESEARCH PROJECTS Summer 2024 inventory and analysis 3800.00 3800.00 Summer 2023 Room nights Analysis 3000.00 3000.00 6)VUSA MEMBERSHIPS VUSA D-A-CH Membership 2000.00 2000.00 VUSA Belgium Membership 1000.00 1000.00 VUSA Netherlands Membership 1000.00 1000.00 ICONSUMER Costs Fee Total 7) LGBTQ+ PROGRAMS Gay Prides/Events in FY2024 (covers registration, travel expenses and booth manning) 5000.00 4000.00 9000.00 LGBTQ+ Marketing Promotions 7500.00 2500.00 10000.00 8)CONSUMER MARKETING PROGRAMS Deluxe Market Promotion (covers participation and coordination) 12500.00 3250.00 15750.00 9)TDC GERMAN WEBSITE Coordination of updates/changes/translation on fla- keys.de 1200.00 1200.00 10) CONSUMER TRAVEL SHOWS & EVENTS Consumer Event(s)with Visit USA or Tour Operator 3000.00 2000.00 5000.00 Consumer Show with Visit USA(Winter 23/24) 3000.00 3500.00 6500.00 Consumer Show Brochure Distribution -All markets 2000.00 1000.00 3000.00 RESOURCES Costs Fee Total 13)OFFICE RESOURCES 1500.00 1500.00 Total Operating Budget 117500.00 57000.00 174500.00 Total Basic Services 45000.00 45000.00 TOTAL OVERALL FY24 BUDGET 219500.00 ..°i II 14 0 IIR,II 14 )A & 14<[E-1r, w s r e '10I11111I[':- ASY'0L.J XRJ[11:110 J-50 2393 Measurability Monthly reports provided from offices in the UK and Germany reflecting trade and consumer inquiries, airline policies and routes as well as economic indicators. Post show evaluation to industry partners: Seeking feedback with regards to booking activity and inquiries because of show or sales call participation. Tour Operator Feedback: Current product selling trends within the lodging industry, inventory, consumer behavior and forecasts. Annual Tour Operator Inventory Reports from the UK and German speaking markets indicating number of pages dedicated to destination, increase/decrease of product placement year on year. Monitor visitor profile survey indicating travel trends in different market mixes. Monitor visits to web site: meeting planner RFPs, travel agents and tour operators' sections. Industry partner sales and promotional effort participation year on year. MICE market mix vs. leisure at participating lodging establishments. Budget Promotional Activities $570,000 Travel Expenses $220,000 Postage/Freight/Phone $87,000 Memberships, Books, Subscriptions $35,000 Entertainment $14,400 European Sales Agencies $457,000 Resources $288,600 TOTAL LINE ITEMS $1,672,000 ..°i I 14 0 R,II 14 )A & 14<[,E-1r, III s r', AS '(01,J X V[11:110 J-51 2394 uum uuu uur uuumu uuuu uuum iillm �i / rl J r 1 J r' f i / r f f� r ,rr / i r / t rr I i „m M, 71 m a. mm � i I r, H r P r rr/ /l 41 r i 1�,< r The FloriddKeys �o m° ey St �m ® COMe edS YOU wire' Key VV,,st Big Pine Key&The Lower Keys 2395 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... K. Public Relations Introduction NewmanPR's 2023-24 public relations strategy for the Monroe County Tourist Development Council will use a mix of mainstream, online and social media channels to increase awareness and enhance a positive, welcoming image of the Florida Keys to media and consumer audiences. Messaging will position the Keys as a place of harmony and tranquility, where visitors can find a relaxing and revitalizing escape from the pressures, divisiveness and uncertainties of day-to-day life. Emphasis will be placed on immersive, experiential and environmental activities that are meaningful and memorable, with promotions developed to support an overall concept of inclusiveness and welcome for all people. Strategy will reinforce the Keys as a single island-chain destination, yet one whose multiple districts each merit thorough, leisurely exploration — thereby enriching the intangible value of the "vacation escape" by presenting experiences that are worth savoring and can provide lasting benefits to the travel consumer. As well as an Escape to the Keys campaign, efforts are to include further expanding the cornerstone Connect & Protect initiative, increasing awareness of the Florida Keys National Marine Sanctuary's Blue Star fishing and dive program, and supporting the TDC's planned Own a City endeavor targeting Minnesota's "Twin Cities" of Minneapolis and St. Paul. In addition, the agency will continue to develop the Florida Keys Traveler podcast and FloridaKeysTV OTT(Over the Top)streaming channel launched during the 2022-23 fiscal year. Across all initiatives, communications will underscore the Keys' appeal as an easygoing, inclusive destination where the mind-set and vacation experiences are genuine, grounded in sustainability and refreshingly different from those to be found elsewhere. During its 43-year tenure as the TDC's public relations agency of record, NewmanPR has consistently secured media exposure valued at many times the TDC's PR promotional budge and expects to continue doing so in the coming fiscal year. Motivated by a longstanding dedication to the Keys' tourism industry, the agency will continue to use its strongly established network of traditional and emerging mainstream, online and social media — as well as its numerous channels directly targeting travel consumers — to maximize communication of the unique attributes and offerings of the island chain. The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year beginning Oct. 1, 2023. Objectives 1. To promote the Florida Keys & Key West as a destination that welcomes all people for relaxing, renewing, experiential and enriching vacations with high intangible value. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A R II.° K-1 2396 1 III,,IIIIl"U!! ,,iP rot j!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2. To focus on sustainable tourism and maximize awareness of environmental initiatives that support protection of the Florida Keys' rich natural resources. 3. To continue developing and implementing promotional concepts that balance attracting responsible tourism with upholding Keys residents' quality of life. 4. To prioritize outreach to existing and emerging geographic and demographic market segments identified by the TDC. 5. To use PR strategies to position the Keys as one destination, yet also communicate the diverse attractions of each of the five districts. 6. To strengthen direct-to-consumer communications through the Keys' social media platforms, podcast and FloridaKeysTV while developing additional social channels as appropriate and maintaining significant outreach to mainstream media. 7. To continue promoting the destination's longstanding heritage of diversity and acceptance to both domestic and international LGBTQ+ markets. 8. To maintain focus on specialty and niche markets including ecotourism, culture and heritage, diving, sport fishing, wedding and honeymoon, culinary and meetings/groups. 9. To target international markets in Canada, the U.K. and Ireland, the Germanic countries, Europe and Scandinavia through affiliations with contracted Canadian, U.K. and German PR firms. 10.To be prepared and ready to implement a stalwart PR crisis management program during any significant emergency that may occur. Goals 1. Establish a multipronged Escape to the Keys initiative that positions an island chain vacation as an all-welcome escape from "real-world" pressures and divisiveness, with elements to include a social media trip giveaway, a group media research trip and five themed episodes of the Florida Keys Traveler podcast. 2. Continue expanding and enhancing the Connect & Protect campaign that prioritizes sustainability and support for the Keys' environment and way of life. Activities are to feature the creation and launch of a participatory Eco-Experience Trail that promotes exploration of environmentally themed offerings in all districts. 3. Develop and implement a program to raise awareness about the Florida Keys National Marine Sanctuary's Blue Star program, centered around the production of a Blue Star video and social media messaging. 4. Create and carry out a public relations effort to support the TDC's planned Own a City sales and advertising focus on Minneapolis—St. Paul, Minnesota. Elements are to include partnership with a Twin Cities broadcast outlet and themed visits by area influencers. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A IIR II.. K-2 2397 1 III,,IIIIl"U!! ,,iP IIoll i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 5. Produce and release a second 30-episode season of the Florida Keys Traveler podcast. Among episodes are to be a Connect & Protect initiative, Blue Star program and the Keys' value as a relaxing vacation escape. 6. Coordinate individual visits to the Keys for at least five LGBTQ+ traditional and social media representatives on agency-created itineraries that underscore the Keys' easygoing inclusivity, value as an escape from contemporary divisiveness, and attitudinal difference from other destinations. 7. Organize and carry out a proactive campaign with an Ontario television morning show to raise awareness in the Canadian market of the Florida Keys' inclusiveness and distinctiveness. 8. Implement a pan-European campaign to promote Florida Keys visitation during late summer, using commercial partnerships with strategically chosen publishers and media platforms to emphasize that this is the "smart" time to visit the destination. 9. Develop visits to the destination by at least 40 Canadian, German, British/Irish, European and Scandinavian media representatives, high-profile bloggers and social media influencers either individually or in small groups. Overview of the Domestic Public Relations Program NewmanPR's 2023-24 plan, as a component of the overall TDC marketing plan, is crafted to maximize positive awareness of the Keys among a targeted range of market segments — promoting the island chain as a cohesive entity that provides a genuine welcome to all people, while also communicating the unique attributes of each individual district. To generate that exposure, the agency will nurture existing relationships and forge new ones with traditional media representatives, qualified bloggers and high-reach influencers; continue vigorous use of established social media platforms; and amplify focus on emerging direct-to-consumer channels. While the plan outlines detailed and specific programs to be undertaken in the coming year, the agency also remains poised to capitalize on unforeseen opportunities to generate favorable coverage of the destination. This level of flexibility and responsiveness — required in the contemporary instant-information landscape — is a vital component of a responsible plan. Primary elements of the 2023-24 program include: 1. Creating print, photography, video and social Keys travel content, and distributing it to traditional media, select influencers and bloggers, and social media and mobile platforms. 2. Providing personalized assistance to journalists, bloggers, broadcast production crews, content creators and social media influencers such as suggesting story topics, setting up interviews, arranging itineraries, supplying background material and providing logistical and other support. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VV IGu'�S e ,`1 0 IV`'1 II A S � (0 L,J A IIR II.. K-3 2398 10I,,Hl"U!! CIOIY',,, ir rot i!,t S V 0 1 1,� U 1,I JH 2023 2024 ''IXI]CE Z AII1, � 3. Maximizing utilization of the destination's social media outlets including Facebook, Instagram (both mainstream and LGBTQ+), Twitter, TikTok, Pinterest and YouTube to distribute timely Keys photography, video, image and event-related content directly to consumers. 4. Arranging and facilitating group and individual media research trips to the Keys for qualified domestic and international journalists, bloggers and social media influencers. Throughout the agency's public relations initiatives, the Florida Keys will be positioned as a destination offering relaxing, memorable and meaningful vacation getaways with a high intangible value. All public relations materials will publicize the Keys website, toll-free numbers and primary social media outlets. In addition, program hashtags will be used and promoted when appropriate. PR Team Motivated by Firsthand Keys Experience During NewmanPR's more than four decades as the Florida Keys' public relations agency of record, senior Keys team members have been driven by personal knowledge of and honest enthusiasm for the destination. Both are vital assets in communicating accurate, genuine and convincing messaging. They underlie virtually all agency efforts, such as developing distinctive public relations programs, crafting appealing social media posts, pitching insightful story topics, producing vivid and comprehensive news releases and spot news packages, coordinating personalized itineraries and offering useful guidance for media visits, connecting media with appropriate interview subjects, supporting TDC representation at travel shows and providing compelling information to media during outreach missions. NewmanPR's personal Keys knowledge is essential to inspire enthusiasm and engagement in travel media and consumers. Most senior members of the domestic account team either are current or former residents of the Florida Keys and Key West. They include an agency president who lives primarily in the Upper Keys, a senior account executive who has spent more than 40 years in Key West and also is a "stringer," or correspondent, for the Lower Keys and Key West, an Upper Keys—based website editor and stringer covering the Upper and Middle Keys, an account executive who is a former Key West resident and covered the region for a major international newswire, and an LGBTQ+ representative who has lived in Key West for 15 years. As well as the primary attractions and attributes in each Keys district, NewmanPR's Keys team members can offer information about offbeat facts and traditions, lesser-known locations, "only-in-the-Keys" features and local insights that journalists, bloggers and influencers can share with their audiences. Florida Keys News Bureau Maximizes Media Coverage Much of NewmanPR's ability to generate significant positive coverage for the destination �IZ 0 IIR,II )A & VV[1:11 S e `1 0`1 II1 S YO 1,J A IIR IIK-4 2399 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... results from maintaining the trust of established print, broadcast and online media outlets as well as quality social media influencers. To accurately meet the informational needs of a wide range of media — thus meeting the needs of the destination — the agency established the Florida Keys News Bureau many years ago. Staffed by Keys team members, the bureau is a resource for traditional and nontraditional media. Over the years it has become a respected producer of materials for national and international newspapers' print and digital versions, newswires, national and international television and radio networks, bloggers and leading online and social media outlets. The Keys team directs the news bureau's contracted professionals to create materials that exceed the highest quality standards of outlets across the media spectrum. Since its inception the Florida Keys News Bureau has earned a reputation for providing accurate, high-quality content, working collaboratively with media and adhering to strict principles of truthfulness and transparency. As a result, the agency and its bureau are able to operate synergistically with media to benefit the Keys through "spot" stories that are valuable in creating favorable destination awareness. These may be preplanned to showcase annual Keys events and festivals, take advantage of happenings such as turtle releases and other environmental efforts, or promote spontaneous events that support positive image of the region. During the 2023-24 fiscal year, the agency and its bureau will continue to produce spot news stories as appropriate and distribute them to regional, national and international media as well as accredited social media outlets that can provide "real-time" message transmission directly to consumers. For distribution the agency uses its extensive, continually updated databases that contain thousands of records on mainstream journalists, broadcast outlets, bloggers and social media influencers with broad audiences. Virtually all story and photography distribution is accomplished digitally, and most broadcast distribution is directly uploaded digitally to broadcast outlets' content-management systems. Promotions and Campaigns for 2023-24 NewmanPR has developed four primary domestic public relations initiatives to enhance the Keys' reputation for providing relaxing, revitalizing vacation getaways with a genuine intangible value—while concurrently inviting visitors to experience and support the island chain's incomparable environmental resources and distinctive way of life. Designed to address TDC and destination priorities, all programs emphasize the Keys' ability to satisfy a consumer need for vacations that are meaningful, natural and offer a harmonious respite from unsettling aspects of the contemporary world. The Keys are positioned as a haven whose warm, easygoing atmosphere is refreshingly free of the controversies, pressures and divisiveness found elsewhere. Promotions for 2023-24 and their primary elements are outlined here. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A IIR II.. K-5 2400 1 III,,IIIIl"U!! ,,iP rot j!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... `Escape to the Keys' Among the Florida Keys' most important assets is an easygoing, laid-back vibe that seems light-years away from everyday cares. In a contemporary world awash in stress and a pervasive sense of uncertainty and societal unease, the need to escape and find a tranquil haven is increasingly important. The Escape to the Keys initiative positions the island chain as the place where that need can be fulfilled. It presents the Keys vacation as an opportunity to relax into personal renewal, experience meaningful activities, replenish a stress-depleted spirit and connect to a welcoming culture, community and lifestyle. To implement the program, NewmanPR will: 1. Develop and carry out an Escape to the Keys "friendcation" themed trip giveaway to be promoted across the destination's social media channels. Entry criteria may include photo or video submissions or a Keys knowledge quiz. The winner and a friend are to receive a four-night stay at the destination that includes an itinerary of activities designed to inspire visitors to want to escape to the Keys. 2. Plan and host a Keyswide group media trip featuring accommodations, immersive experiences and eco-friendly activities that spotlight the Keys' tranquil and inclusive atmosphere, opportunities for personal revitalization and freedom from "real-world" pressures. Emphasis will be placed on wide-open spaces, only-in-the- Keys features and new and notable offerings.Accommodations inspiring tranquility are to include eco-lodges such as the new Flamingo Lodge in Everglades National Park, Aqua Lodges at Keys marinas and Mellow Ventures' on-the-water spaces. 3. Produce at least five episodes for the second season of the Florida Keys Traveler podcast that have an Escape to the Keys theme. Several of the episodes are to feature local residents who are representatives of lesser-known offerings or less- visited areas of the Keys, sharing insights about their value as part of a vacation escape from the "real world." 4. Create and implement a social media campaign and series of blog posts focusing on less-visited areas of the Keys, including Stock Island and the Lower Keys, as ideal spots for low-stress escapes. Posts and blog topics may include locals' favorite places to stay, experiences, adventures and restaurants in lesser-known areas. 5. Produce an Escape to the Keys issue of the annual Keys Traveler e-newsletter. Editorial content and imagery will position the Keys as a place offering visitors tranquility, warm inclusivity, a respite from cares, and opportunities for immersive activities that engender lifelong memories and a sense of personal renewal. 6. Create a series of mini videos for social media distribution with each short video spotlighting an individual Escape to the Keys moment. Topics may include backcountry kayaking, strolling the Old Seven Mile Bridge, exploring the Key West Garden Club at West Martello Tower, snorkeling in the shallows or walking the beach at sunrise. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 1 J A IIR II.. K-6 2401 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... `Connect & Protect': New Elements For the past five years, the Connect & Protect program — which encourages visitors to connect with the Keys' unique natural world and way of life and become motivated to help protect and preserve them — has been a cornerstone of NewmanPR's public relations endeavors and communications on behalf of the TDC. Each year the program has been expanded to further motivate visitors to weave positive eco-activities, sustainable behaviors and respect for residents' quality of life into their vacations. In fiscal year 2023-24, the agency will continue developing Connect & Protect through carefully crafted elements that promote not only sustainable tourism in the Keys, but also regenerative tourism. Each element supports and enhances the Keys' status as an environmentally responsible destination that offers visitors intriguing eco-experiences and opportunities for immersion in a rich local lifestyle and culture. To further expand Connect & Protect, NewmanPR plans to: 1. Develop, launch and promote a virtual Florida Keys Eco-Experience Trail for visitors to participate in when they travel throughout the destination. Partner with Bandwango or a similar entity to organize a series of bookable, eco-friendly experiences such as assisting in coral restoration, visiting the Turtle Hospital, taking a backcountry kayak tour, exploring the National Key Deer Refuge, viewing dolphins in the wild and similar activities that promote engagement with the Keys' environment and sustainability efforts. 2. Produce a series of short video segments on Keys coral restoration and the Florida Keys' National Marine Sanctuary's Mission: Iconic Reefs program for airing on the destination's social media channels including YouTube, the fla-keys.com home page and the Keys Traveler e-newsletter video section. Each video segment is to feature one of the Keys' coral restoration entities and highlight ways in which visitors can participate in their work as a regenerative tourism opportunity. Videos may also be combined into a single piece to be added to the FloridaKeysTV roster and shown at travel shows. 3. Create and implement a series of individual visits for media and content creators based on a theme of Conscious Escapes. All aspects of their agency-planned itineraries — such as staying at Green Lodging accommodations, participating in coral restoration and other eco-friendly activities, exploring less-traveled areas and dining at vegan restaurants — will encourage them to be conscious about their consumption, behaviors and "footprint" while traveling in the Keys. Create a Key Lime Academy video to push the Concious Escapes theme and use segments for social media posts. 4. Produce a Connect & Protect issue of the annual Keys Traveler magazine featuring subjects such as the creation of the Eco-Experience Trail, Mission: Iconic Reefs and local organizations with coral restoration efforts that involve visitors, Florida Keys National Marine Sanctuary's Blue Star program (see next initiative), ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � YO 1 J A II1 II.. K-7 2402 1 III,,IIIIl"U!! ,,iP IIoll i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... environmentally friendly fishing practices, a history of Dry Tortugas National Park and Pulley Ridge, past and present female fishing captains and the National Key Deer Refuge Visitor Center. 5. Produce at least five Connect & Protect—themed episodes for the second season of the Florida Keys Traveler podcast, possibly featuring interviews with select Stewards of the Keys and/or leaders in environmental and sustainability programs. 6. Promote the Keys' focus on sustainable tourism and Connect & Protect ethic to media attendees at the Adventure Travel Trade Association's AdventureElevate North America show scheduled June 11-13, 2024, in Asheville, North Carolina. 7. Explore methods to promote Keys properties that are members of the Florida Green Lodging program, including working with Two Oceans Digital to make Green Lodging properties searchable and identifiable within the accommodations listings on fla-keys.com. `Blue Star, Green Adventures' The Florida Keys National Marine Sanctuary's Blue Star program is a voluntary education and recognition partnership for dive, snorkel and fishing operators who are dedicated to promoting responsible and sustainable practices while enhancing visitors' understanding, appreciation and protection of the Keys' marine environment. An integral part of the Keys' economy, local recreational fishing and dive/snorkel charter operators can also be stewards who educate their clients in sustainable use and conservation of the region's unparalleled marine environment. Through modeling and teaching responsible dive, snorkel and fishing behaviors, Blue Star operators help lessen stress on the Florida Keys' coral reef ecosystem and protect fisheries resources. To be endorsed as Blue Star, operators are required to follow legal and ethical standards as well as conservation measures. In addition, they are expected to continue learning through sanctuary and community educational opportunities and participate in conservation activities. NewmanPR's promotion of the Blue Star program is not focused on endorsing specific dive or fishing entities, but instead centers on raising awareness of the concept — and the vital role Keys commercial charter operators play as ambassadors for environmentally sound on-the-water practices. Their teachings and example can inspire untold numbers of visitors to enjoy adventures in the Keys' marine environment, while also having a positive impact on its preservation for future generations. As part of the Blue Star, Green Adventures initiative, the agency will: 1. Produce an informational video on the Blue Star program that is similar in format to the existing lobster season and boating and dive safety videos. The Blue Star piece will feature commentary from Florida Keys National Marine Sanctuary representatives and selected Blue Star operators about the environmental value of the program and benefits to visitors of"looking before they book" to ensure that they reserve their excursion with an accredited Blue Star member. The video will ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VV IGu'�S e ,`1 0 IV11111 II A S � (0 1 J A II1 II.. K-8 2403 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... be promoted on the Keys' social media channels among other venues, and will be incorporated into the fla-keys.com website. 2. Work with the Florida Keys National Marine Sanctuary to develop a series of social media posts highlighting facts about the Blue Star program and reasons visitors should choose a Blue Star operator. 3. Arrange to feature the Blue Star dive initiative in a segment of the "Destination Dive" television program on Discovery Channel; and the Blue Star fishing initiative in a segment of"George Poveromo's World of Saltwater Fishing" that also airs on Discovery. 4. Include two Blue Star—themed episodes in the second season of the Florida Keys Traveler podcast, one focused on the fishing program and one on diving, that feature interviews with sanctuary representatives and carefully chosen Blue Star dive and fishing operators. 5. Work with Two Oceans Digital to make Blue Star operators searchable and identifiable within the TDC's website listings for dive, snorkel and fishing operators. 6. Further promote the Blue Star program and its environmental importance and benefits through articles in the annual Keys Traveler magazine, e-newsletter and Keys Voices travel blog. 7. Feature at least three Blue Star operators as either Stewards of the Keys or as Local's Choice subjects in the Keys Traveler e-newsletter. `Own a City': Minneapolis—St. Paul To support the TDC's advertising and sales activities in Minnesota's Minneapolis—St. Paul area, commonly called the Twin Cities and identified as one of the Keys' top 15 markets, NewmanPR is planning a multifaceted campaign to motivate winter travel from the region. The agency previously targeted Minnesota consumers in 2020 with a "Northernmost- Southernmost" promotion. Its focal point was a social media contest designed to increase Midwestern freshwater anglers' awareness of the Keys' saltwater fishing and generate buzz about "twin" marker buoys designating the continental United States' northernmost point in Lake of the Woods, Minnesota, and southernmost point in the Florida Keys. Consumers entered the contest by following the Keys' Instagram and Twitter channels and answering quiz questions, with the winner receiving prizes that included a Keys fishing vacation for two. The competition generated nearly 10,000 entries in a four-week period, demonstrating the market's interest in the Keys. To reach Twin Cities travel consumers in 2023-24, the agency will secure a Keys-focused episode on the popular regional television program, "Minnesota Bound,"featuring veteran broadcaster Ron Schara and airing on the NBC affiliate television station KARE-11 as well as other Minnesota television stations. Celebrating the outdoor lifestyle, the program has been a fixture on the regional television scene for more than 25 years. Its target audience is outdoor enthusiasts ages 35 to 64 ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 I,J A II1 II.. K-9 2404 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... with disposable income to indulge their interests, and it attracts approximately 6.5 million viewers per year. The agency plans for a "Minnesota Bound" production team to travel to the Keys and shoot a segment in fall 2023 for broadcast in the first quarter of the fiscal year, when Minnesotans are bracing for winter. The potential collaboration includes an advertising component to be coordinated with Tinsley Advertising. As a facet of the broadcast campaign, NewmanPR would plan a three-partner program with the "KARE 11 Sunrise" morning show that would involve "Minnesota Bound" talent appearing live to discuss the Florida Keys with KARE's morning show personalities and to launch a contest that would award a sport-fishing trip to the Florida Keys for two viewers. The contest would be promoted on the show for a week as well as on the station's website and social media platforms, along with social messaging via "Minnesota Bound." NewmanPR also plans an influencer campaign, possibly in partnership with GoPro Inc., that adds meaning to the Escape to the Keys concept by inviting highly focused influencers and content creators from the Minneapolis—St. Paul area to "Trade in Their Skis for Fins" and escape the onset of a Minnesota winter. As they experience an itinerary of eco-friendly outdoor activities in the Keys' subtropical winter weather, they will share their experiences according to an agency-curated list of deliverables, motivating their followers to escape to the Keys as well. The agency also will work to attract select media members from the Twin Cities area for individual visits to the Florida Keys during the first quarter of the fiscal year. Media targets for visits will include representatives of mspmag.com, with 220,000 unique visitors per month; and City Lifestyle Minneapolis Lakes Magazine, with 132,600 UVMs. District and Umbrella/Fishing Advisory Committee Support In addition to fostering positive awareness of the Florida Keys as a whole, in 2023-24 NewmanPR will remain dedicated to promoting the genuine attractions of each Keys district to mainstream, social and targeted niche-market media and travel consumers. The agency will use a carefully crafted combination of messaging that highlights the activities and appeals central to each district's chosen identity, and advance promotion and spot news coverage of the district's special events. NewmanPR's correspondents, or stringers — one covering the Upper and Middle Keys and one covering the Lower Keys and Key West —will continue their roles of identifying newsworthy events in their districts, facilitating positive coverage opportunities and helping to produce spot news stories and social media content. Stringers also interface closely with tourism representatives in their districts, work with broadcast production crews on location, attend District Advisory Committee meetings — that includes liaising with DAC sustainability members — and provide a wide range of personalized assistance to journalists, bloggers, content creators and social media influencers. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � YO 1 J A R II.° K-10 2405 10I,,Hl"U!! CIOIY',,, ir rot j!,t S V 0 1 1,� I,J 1,I JH 2023 2024 ''IXI]CE Z AII1, � Like its support for individual districts, NewmanPR will continue providing public relations support to the Cultural and Dive umbrellas as well as the Fishing Advisory Committee, providing ongoing promotion for their TDC-funded events, programs and offerings to both media and consumer audiences. The agency's work on behalf of the umbrellas and Fishing Advisory Committee is funded by a line item in each entity's budget to promote specialty markets and events. Planned activities for the Fishing Advisory Committee include providing continued support for the longstanding Discovery Channel television show, "George Poverorno's World of Saltwater Fishing," with multiple episodes to be shot in the Keys — highlighted by one that focuses on the Florida Keys National Marine Sanctuary's Blue Star fishing program and its value to the destination's fisheries, and another featuring the winner of the agency's successful 2023 social media fishing contest. The Keys also will be a destination sponsor of Poverorno's renowned Salt Water Sportsman National Seminar Series. The agency is exploring the production of video segments about selected charter captains to air on the FloridaKeysTV streaming channel. A focus on the Keys' professional female fishing captains is to be undertaken too, with activities such as their inclusion in media itineraries as well as in releases and articles in destination outlets. Support for the Dive Umbrella is to center on the previously described Blue Star, Green Adventures initiative and the production and distribution of Connect & Protect video segments outlining coral restoration opportunities for visiting divers. Video segments spotlighting dive operators may be created as well for FloridaKeysTV. NewmanPR also is to provide support for a new season of the recreational diving show "Destination Dive" that airs on Discovery. Hosted by longtime Florida Keys dive operator Eric Billips, the show has an emphasis on conservation, protection and activism, and will dedicate an episode to the sanctuary's Blue Star dive program. For the Cultural Umbrella, NewmanPR is to develop and carry out a social media contest that introduces cultural heritage milestones and contemporary offerings throughout the Keys, probably with a trivia-based quiz format that enables entrants to learn about the region's remarkable past and present creative community. The winner will receive a stay in the island chain to explore personal creative opportunities and play an experiential part in selected offerings and events. Working with the Florida Keys Council of the Arts and the Cultural Umbrella, the agency will determine contest timing and prize components. Plans also call for continuing to sponsor the Emmy Award—winning WPBT2 public television program "Art Loft,"which guarantees significant coverage of the art and cultural scene and cultural events throughout the Keys. Mainstream and Niche Markets NewmanPR will work to attract travelers eager for relaxing escapes with a sustainable focus, a welcoming atmosphere that counters stress and fosters renewal, exhilarating eco-experiences, off-the-beaten-path adventures and opportunities for immersion in a genuine local culture. �IZ 0 IIR,II )A & VV[1:11 S e `1 0 11111 II1 S YO I,J IIR IIK-1 1 2406 10II,,IIIIl"U C�°011 ',,,I iP IIoll j!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... The Keys' most valued traveler segment remains people ages 35 to 64 with a substantial disposable income. The LGBTQ+ market remains a priority. The recession-insulated visitor will be targeted, given national and international economic uncertainty, as will people more concerned with a vacation's perceived intangible value than its price point. Differentiated messaging will be directed toward summer and winter visitors, which are expected to vary significantly — particularly given the expectation that summer months will bring a high volume of Florida drive traffic. In addition to targeting Minnesota's Twin Cities area to generate winter visitation, PR endeavors are to include a focus on the Denver area to attract shoulder-season visitors. As well as travelers interested in the Keys' mainstream offerings of diving, sport fishing, ecotourism and culture, the 2023-24 public relations plan also addresses members of specialized or niche travel markets. Among them are people interested in soft adventure, state and national parks, purpose- driven activities, voluntourism, wellness and enrichment, cuisine, destination weddings and honeymoons, luxury, heritage pursuits, and senior and multigenerational experiences. Messaging also will focus on the meetings and incentive market. Public relations efforts will include motivating increased length of stays to enable visitors to connect with the Keys' natural world and lifestyle, and to benefit from the atmosphere of relaxation and self-renewal that helps define a vacation in the island chain. Media Research Visits NewmanPR's proprietary network of contacts in all media genres is among its notable assets to the Keys. The database is regularly updated as outlets and contacts emerge, with new and existing relationships nurtured to maximize collaboration and favorable reception of destination messaging. For individual and group media research visits, the agency will continue to draw from this network, identifying and pitching representatives of quality print media outlets, traditional and online broadcast venues, online and mobile travel publications and blogs with a strong editorial focus, social media vehicles with significant followings and other venues that can increase positive awareness of the Keys. Special attention will be paid to developing and supporting research visits by media members and influencers from geographic areas identified by TDC research as strong search and booking markets. Before arranging accommodations or expending other resources, agency staff members research and qualify all media representatives not previously familiar to NewmanPR. The agency works with members of the hospitality industry in all Keys districts to arrange complimentary or reduced-rate lodging whenever possible and has allocated PR expense dollars to underwrite accommodations when occupancy levels or other issues mean such arrangements are not practical. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VV IGu'�S e ,`1 0 IV11111 II A S � YO L,J A R II.° K-12 2407 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... In addition, PR expense funding is budgeted for influencers and bloggers who seek compensation from destinations for their visits and coverage. In 2023-24 as in past years, NewmanPR will respond quickly to requests for media support and visits, and actively work to fulfill all legitimate requests for assistance. Media and social media representatives will be encouraged to promote the Keys'website in their coverage and to use specific program hashtags as appropriate. Individual Media Research Trips Emphasis on individual media visits will continue during fiscal year 2023-24 — in great part because of media and content creators' preference for independent exploration. In addition, NewmanPR encourages individual visits since they tend to result in media members forming deeper and more personal connections with the destination and more interaction with local residents. They also tend to be easier for Keys accommodations partners to support by providing media-rate or complimentary rooms. As in the past, the agency will direct significant resources toward assisting qualified individual journalists in all appropriate genres of mainstream and social media.Assistance may include creating personalized itineraries tailored to story or content angles, arranging complimentary or reduced-rate lodging, providing logistical support, setting up interviews and meetings with select local residents or on-site escort in special cases. In some instances, individual media representatives or influencers will follow personalized agency-created itineraries designed to support a specific campaign or initiative. Individual visits with a Conscious Escapes theme will be a primary aspect of the Connect & Protect program, while individual LGBTQ+ media will follow itineraries that are crafted to serve their story needs and reinforce the destination's welcoming inclusivity. Group Familiarization Tour The group media trip for 2023-24 is themed to support the Escape to the Keys initiative, with an overall itinerary that highlights leisurely enjoyment of the island chain's tranquility and carefree atmosphere. Specific elements are to showcase the Keys'vast natural areas of land and water, opportunities for slow-paced exploration, only-in-the-Keys attractions and eco-activities, and memory-making experiences. One or more agency escorts will guide the familiarization tour and accompany media representatives to provide knowledgeable, accurate information about the destination and timely assistance in meeting story-gathering needs. The trip itinerary will include meetings with local residents such as chefs, coral restoration experts, eco-attractions guides, artists, Stewards of the Keys and Blue Star fishing and dive charter captains who are willing to showcase their professions and share their expertise and personal insights into the island chain. This involvement by locals will serve ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A R II.° K-13 2408 10I,,Hl"U!! ,,ir rot i!,t S V 0 1 1,� U 1,I JH 2023 2024 ''IXI]CE Z AII1, � to enrich the authenticity and meaning of the activities experienced by trip participants, enriching their resulting stories and social media communications. Participants for the group trip will be chosen to include a well-targeted blend of traditional and online journalists, social media influencers and/or content creators with significant followings. As well as the outlined group tour, the agency may work with Visit USA, Visit Florida and other suitable tourism organizations on joint-venture trips that generate positive exposure for the Keys while minimizing expense. When deemed potentially beneficial to the destination, NewmanPR will also consider joint or shared promotional efforts with public relations representatives of individual Keys properties. LGBTQ+ Market Initiatives In today's societal climate where some segments of the LGBTQ+ community face increasing lack of acceptance, misjudgment and even safety concerns, NewmanPR's efforts for the market will focus on reinforcing the Florida Keys' position as an all- welcoming vacation haven with a time-honored heritage of inclusivity. While the "One Human Family" and "Come as You Are" philosophies have long been central to the island chain's identity, recent developments make it more important than ever to underscore those core values and the Keys' atmosphere of genuine openness and acceptance. Therefore, all promotional undertakings for the market will be crafted to set the destination apart from less-welcoming locales, supporting its established national and international reputation as a diversity leader and top LGBTQ+ vacation destination. In the coming fiscal year NewmanPR will maintain and continue to grow audience numbers for its dedicated LGBTQ+ Instagram channel, launched in June 2022. Developed to feature market-specific messaging, it is independent from the Keys' mainstream social channels. The agency's LGBTQ+ media relations representative is primarily responsible for creating and sourcing content including photography and video elements, posting content several times each week, and reviewing and replying to comments as needed. Specific initiatives for 2023-24 are to include an LGBTQ+ Wedding Escape to the Keys giveaway. Partnering with Equally Wed or a similar entity, the agency will develop and carry out a social media contest utilizing the "@floridakeysgay" Instagram account, outreach to established LGBTQ+ media and social media outlets, and other promotional channels. The contest is likely to include a knowledge competition with questions about the Keys' longstanding diversity, LGBTQ+ milestones and contemporary offerings. Plans call for the winning couple to receive an intimate "wedding escape" package with accommodations, photography and/or videography of the ceremony, selected romance-themed activities such as a sunset sail, flowers, cake and other elements. �IZ 0 IIR,II )A & VV[1:11 S e `1 0 11111 II1 S '(0 LJ IIR IIK-14 2409 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... To further support the easygoing, welcoming ambiance of the Keys community, a Local's Choice campaign will be developed that features local LGBTQ+ residents offering insights on their favorite places to relax, explore and dine. Similar in content to the Local's Choice briefs included in the monthly Keys Traveler e-newsletter, the market-specific pieces will be featured in LGBTQ+ Instagram posts, some e-newsletter issues and in a website section to be linked to the fla-keys.com/gay page. In addition, they will be shared with media and used in suggesting story ideas and interview subjects. While plans call for the Local's Choice series to begin as photo-and-copy pieces, a video component may be established with "day in the life" segments produced for use in Instagram Stories. The agency's LGBTQ+ media representative will spearhead subject selection and content creation. For media visits in 2023-24, efforts will focus on selecting and inviting individuals rather than staging a group media tour. Following on the success of individual visits in the past several years, at least five LGBTQ+journalists, bloggers and leading influencers will be chosen for visits. Selection of visiting media and content creators will be based in part on their ability to communicate the Keys' atmosphere of relaxation, inherent acceptance and freedom from "real-world" divisiveness to substantial target audiences. They will follow personalized Escape to the Keys itineraries showcasing multiple districts and will be encouraged to share their experiences in real time with their followers. The agency and its LGBTQ+ media relations representative will provide logistical and other support to these media members as needed, set up a blend of eco-friendly and relaxing or renewing activities, meet with them in the destination and arrange interactions with local LGBTQ+ personalities to help engender a sense of connection to the community and understanding of its values. Messaging to LGBTQ+ media and consumers also will emphasize the Keys' rich natural environment and unique way of life, while encouraging their protection. General activities for the market are to include the production and distribution of media releases featuring news, special events and tourism infrastructure improvements of interest to LGBTQ+ visitors; media support for the TDC's presence at the IGLTA Global Convention to be held Oct. 4-7, 2023, in San Juan, Puerto Rico; representation at the 2024 NLGJAAssociation of LGBTQ+ Journalists convention (date and location TBA); and promotion of newsworthy LGBTQ+-focused events via the Florida Keys News Bureau's spot-news photography, video and story features. Broadcast Initiatives and FloridaKeysTV As well as developing media familiarization tours, the agency will continue to seek and facilitate opportunities for live and taped broadcasts from Keys locations by major television networks, cable and online travel outlets, independent production companies and others. Broadcast targets will include those with the ability to communicate to viewers the destination's atmosphere of relaxation and inclusivity, environmental offerings and ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 1 J A 1 II.° K-15 2410 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... sustainability focus, and distinctive local way of life. The agency will provide multifaceted support to such programs. While the specifics will be determined by destination objectives and production needs, support may include concept collaboration, location suggestions and coordination, assistance in identifying and securing interview subjects, supplying Keys B-roll, organizing accommodations and providing on-location or post-production support. Equally important will be producing and sourcing additional content for the FloridaKeysTV OTT (Over the Top) streaming channel that was conceived and launched during fiscal year 2022-23. The free, on-demand globally streaming channel debuted with more than 75 hours of exclusive programming on eco-tourism, fishing, diving, heritage and lifestyle, environmental stewardship and travel adventures in all five Keys districts. Developed with Crawford Entertainment, creators of the Discover Florida Channel, FloridaKeysTV is available on Amazon, Apple IOS for iPhone and iPad, Android Mobile and Android TV, Apple TV, Fire TV, Roku, Samsung and LG channels. NewmanPR plans to partner with Crawford Entertainment to produce original Keys-based content to foster continued viewership, engagement and the channel's growth. Among subjects under consideration are segments on individual dive/snorkel and fishing charter captains sharing insights into their work, the Keys' environment and why the destination is so important to them. The three episode series, tentatively titled,"Captain," is to highlight the backbone of the Florida Keys tourism industry: the captains. Each episode is to follow a captain as they take guests on tours of the Keys, teaching them about the local history and wildlife. The series will be shot in a documentary style, with minimal editing to capture the authentic experience of being on a boat tour. Guests are also to be interviewed to share their thoughts on the experience. The series will feature a variety of captains, including those Blue Star operators, from those who lead dive tours to those who take guests fishing or on eco cruises. Another three-episode series it to see Keys resident Christina "Wild Woman" Wilson, travel thru the Keys seeking wildlife and conservation adventures. From releasing a sea turtle to assisting with coral planting to helping plant seagrass, we'll learn alongside Wilson as she explores the many "Connect and Protect" efforts to sustain the Florida Keys. This series will provide many opportunities to promote the excellent work that the Florida Keys is doing to protect its natural resources and connect visitors to them. Wilson will highlight the Keys' best environmental successes, facilities, and stewards. She will educate and teach visitors how to connect with the environment while also protecting it. At least one of the episodes will offer an in-depth look at the Florida Keys National Marine Sanctuary's unprecedented Mission: Iconic Reefs program and the organizations in each Keys district that are working to preserve, protect and restore the reef ecosystem. A final three-episode series, tentatively titled "Salt.Fire" introduces viewers to the best chefs and restaurants in the Florida Keys. Each episode is to follow a chef as they source fresh seafood, break down recipes, and serve a group of friends. The series is to explore culinary trends and unique dishes that can only be found in the Florida Keys, with a focus on sustainable offerings such as Florida Keys stone crabs. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A 1 II.° K-16 2411 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... A bonus show for the streaming channel is to feature a "Local Choices" on residents offering recommendations on aspects, places or activities to enrich visitors' vacations and appreciation for the Keys — particularly those related to the environment and way of life. Finally, all content from the 10 shows is to be culled and edited into a one-hour show for Discovery, tentatively titled "Florida Keys... Do it like a local," tentatively scheduled for the first quarter of 2024. Besides the FloridaKeysTV streaming platform, all shows are to be published on Crawford's Discover Florida channel. Content would also be utilized for Florida Keys social media platforms. The TDC will also benefit in that it will own all footage produced in the series including B- roil that can be added to the desintation's B-roll library. Previously produced content about the island chain may be obtained for FloridaKeysTV as well through collaboration and contractual agreements. On the budget page of this year's plan, we have identified a modest line item for streaming channel marketing to help create awareness of the channel. NewmanPR also plans to continue the TDC's sponsorship of WPBT2's "Art Loft," a 30- minute art program that has provided extensive coverage of the art and cultural scene throughout the Keys since 2013; "George Poveromo's World of Saltwater Fishing" that spotlights the island chain's saltwater fishing opportunities; and the conservation-oriented diving show "Destination Dive." The latter two programs air on the Discovery Channel. As already outlined, the agency, in conjunction with Tinsley Advertising, has planned a broadcast collaboration with the longstanding outdoor lifestyle show "Minnesota Bound," featuring veteran broadcaster Ron Schara, to support the TDC's Own a City focus on the Minneapolis—St. Paul area. Florida Keys Traveler Podcast: Season Two In 2022-23 the agency developed and debuted the Florida Keys Traveler podcast, a 30- episode series, produced in collaboration with Armchair Podcast Productions and hosted by veteran journalist and radio personality Elizabeth Harryman Lasley. Its first season, themed to promote the Keys' bicentennial, celebrated two centuries of life in the island chain. Documentary-style episodes featured local personalities in each of the Keys'five districts and included historians, wildlife experts, environmental and community leaders, charter captains, entrepreneurs, chefs and others. Episodes were recorded using studio-quality, immersive surround sound at more than 25 Keys locations. Topics ranged from historic locations such as Pigeon Key and Indian Key to the region's Cuban and Bahamian heritage to longstanding wildlife entities Dolphin Research Center and the Turtle Hospital. Armchair Productions coordinated distribution of Florida Keys Traveler. It is available globally on more than 25 platforms, including Amazon Music, Apple Podcasts, Google ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 1 J A 1 II.° K-17 2412 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Podcasts, Heart Radio, Pandora, Pocket Casts, Podchaser, Player FM, Overcast, Spotify and Stitcher. In addition, NewmanPR worked with Two Oceans Digital to create a podcast website page, fla-keys.com/podcast, that incorporates descriptions and samples of the episodes alongside links to the leading platforms that carry them. During the coming fiscal year, the agency plans to develop and produce a second season of Florida Keys Traveler in collaboration with Armchair Podcast Productions. Instead of having one overall theme for the season, episodes will cover a blend of topics that reinforce major campaigns and initiatives. Similarly, the agency will explore using one or more additional hosts to suit the varying topics. As already noted, at least five episodes will support Escape to the Keys, with insights about why the island chain's easygoing mind-set and vast natural areas make it ideal for tranquility-inducing escapes from "real world" stresses and divisiveness. Another five or more of the 25 new episodes will highlight Connect & Protect—themed topics, likely featuring commentary from Keys residents deeply involved in environmental preservation and sustainable or regenerative tourism. Finally, two podcast episodes will feature the Florida Keys National Marine Sanctuary's Blue Star dive and fishing programs. The agency also has a line item in the budget for Podcast marketing. Website Management NewmanPR manages the general destination news section of fla-keys.com and will continue to post new content to it several times per week. The agency's website editor — funded through the public relations expense budget also oversees and populates the districts' dedicated news pages, home-page video content, topical subsections and the annual calendar of events. For specific pages and sections of fla-keys.com, the web editor coordinates the design and publication of specialty content in collaboration with Two Oceans Digital. News content for the website is designed to promote activities and offerings of each district and umbrella or committee as well as the destination overall. Web content includes photography and video elements and typically emphasizes special events, environmental adventures, eco-activities, diving and snorkeling, cuisine, cultural and heritage offerings, fishing tournaments, new accommodations or attractions, and occurrences that enhance the favorable perception of the Keys. In most instances, content posted on the website mirrors news releases distributed directly to journalists, bloggers and content creators. Use of the news section for timely consumer messaging increases awareness of and complements pieces distributed to media and can be linked to social media posts to provide details that expand on social outlets' short-form content. Other website content overseen by the agency includes "evergreen" releases, features on environmental activities and Stewards of the Keys profiles. The calendar section too ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A 1 II.° K-18 2413 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... — which users can search by district and month as well as environmental, cultural, LGBTQ+ and fishing topics — is a valuable tool that is updated with new listings many times per week. The news section also is used to communicate vital information in emergency or crisis situations, a tactic that proved extremely useful during past hurricane threats and the COVID-19 pandemic. In some instances, the website editor works with Two Oceans Digital to create and launch dedicated pages or sections to provide comprehensive and regularly updated information for travelers, Keys tourism interests and other audiences regarding a crisis situation. In 2023-24, following Two Oceans Digital's redesign of the entire fla-keys.com website, the agency will expend its primary efforts toward streamlining and updating the content under its purview to maximize its reach and effectiveness on the redesigned site. Particular attention will be paid to agency-overseen sections with high value to media and consumers such as the Locals' Choice, podcast and sustainability pages. NewmanPR also will prioritize producing and sourcing fresh and compelling video content for the website's home page. As noted previously, plans call for creating a mini-video series to support the Escape to the Keys initiative, a coral restoration series supporting Connect & Protect objectives and a video segment outlining the Blue Star program. `Keys Voices' Feature Blog NewmanPR's Keys Voices Weekly Feature Blog, created on behalf of the destination, has a 14-year history of providing insiders' insights into a variety of Florida Keys topics, informative in-depth material and story prompts for media, and activity and topic ideas for social media influencers. The agency will continue to generate and post a blog feature each week, with all utilizing photographic images and some incorporating video. As in the past, every month a Stewards of the Keys profile will be posted, helping to underscore and personalize Keys residents' commitment to the protection of the unique environment and lifestyle. Editorially balanced to represent all districts, the blog also showcases elements and events that support umbrella/committee initiatives and events as well as those appealing to niche-market travelers. Each Keys Voices feature-style entry is written in an engaging conversational style that showcases the island chain's genuine appeal and carefree "come as you are" attitude. Entries complement and expand upon events and other topics covered in media releases and spot news stories and promote aspects of the destination that enhance its image. Presenting accurate and enticing insights in a way that earns readers' trust, Keys Voices can be a useful motivator in influencing vacation decisions. Its regularly generated new content makes it an important component of the fla-keys.com website. As well as posting new weekly blogs, in 2023-24 the agency will work with Two Oceans Digital to capitalize on the Keys Voices archive of valuable "evergreen" features. Efforts will focus on refreshing previous pieces for search engine optimization and updating older ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 1 J A R II.° K-19 2414 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... posts to support the TDC's current objectives and programs, thus maximizing the blog's worth to both its audience and the destination. Social Media Messaging and Management NewmanPR will continue to emphasize and expand the use of social media as a cornerstone of public relations activities for the Keys. As well as an invaluable vehicle for timely messaging to travel consumers, social media is a proven conduit for reaching mainstream media, a viable means of reinforcing "brand" loyalty and an effective tool for building and strengthening connections with potential and repeat Keys visitors. The agency produces, posts and manages content for the Keys' social media outlets — primarily Facebook, Instagram, Twitter, TikTok, Pinterest and YouTube—and has a social media editor, assisted by other team members, to coordinate and oversee content creation and posting. Efforts to date have been particularly successful on Facebook and Instagram, where follower numbers have grown to more than 553,000 and 337,000, respectively. In 2020 the agency launched the destination's official TikTok page and has grown that account to over 10,000 followers. In 2023-24 NewmanPR will continue to cultivate, produce and post enticing destination communications, compelling imagery and video purposed for each of the Florida Keys' social media platforms, while also working to grow audience numbers and engagement. Using quality multimedia elements, content will blend Keys "image" promotion with useful, informative, aspirational and entertaining messaging tailored to each platform. When conceiving posts, the agency will focus on subjects that communicate concepts and offerings integral to the island chain's appeal, such as ways to escape to the Florida Keys, opportunities to connect with and protect the Keys' natural resources and "only-in- the-Keys" activities and attractions. In addition, social media campaigns will be developed to support TDC marketing objectives and initiatives. Plans call for promotion of an Eco-Experience Trail that will feature incentives for visitors to explore environmentally themed offerings, spotlighting Keys coral restoration though a video series, and an awareness-raising effort focused on the Florida Keys National Marine Sanctuary's Blue Star Program. Because social media has proved extremely valuable in crisis situations — specifically for disseminating accurate and timely communications— NewmanPR will be prepared to employ it in that manner if conditions warrant. As in past times of crisis, the agency will dedicate its resources to implement and update postings on a 24/7 basis. As well as handling content creation and posting, NewmanPR monitors how posted content is performing — auditing engagement to measure its impact and determine who is reading, sharing and responding to posts. Based on audit results, content can be refined and strategies updated if needed. Regular written reports will continue to be provided to the TDC and DAC members with monthly analytics, insights and growth. When the destination's LGBTQ+ Instagram reaches the benchmark of 1,500 followers, NewmanPR will incorporate the corresponding ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � YO L,J A 1 II.. K-20 2415 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... metrics into regular social media reports prepared for TDC meeting packets. In communications to media across all genres, links to the agency's social media outlets will be highlighted. All visiting journalists, bloggers and influencers will be directed and encouraged to use Keys handles and hashtags — especially those developed to support 2023-24 programs. Social Media Initiatives In addition to handling regular posting, monitoring and supporting audience growth on all Keys social media platforms, the agency intends to significantly increase its production of compelling video for social media use. The consistent deployment of new and enticing video content is essential to increase reach and engagement, maximize awareness of specific aspects of the Keys and support promotional programs and objectives. In 2023-24 the agency will continue to cultivate fresh and innovative content that emphasizes eco-based activities, moments of natural beauty, attractions with significant visual appeal, on-the-water adventures, special events and other high-interest features that help define the Keys experience. Examine the possibility of submitting appropriate content to CBS Sunday Morning for use as a show closer. Plans call for NewmanPR's social media team to stage several "missions" during the fiscal year to create and gather multimedia content for the Keys' Facebook, YouTube, Twitter, Instagram and TikTok channels. This will include extensive still photography as well as video segments. Some video and photography may relate to specific campaigns, while some will be sourced for platform-specific engagement value. Specific social media efforts for 2023-24 include, as previously noted, carrying out an Escape to the Keys—themed trip giveaway where the winner and a friend receive a four- night stay in the destination. In addition, a campaign will be created that focuses on less- visited areas of the Florida Keys, including Stock Island and the Lower Keys, as ideal locations for escaping everyday stresses. Also to be developed are a mini-video series spotlighting individual Escape to the Keys moments and a contest campaign that supports the Cultural Umbrella. As already outlined, two social media programs directed toward the LGBTQ+ market are planned for the coming fiscal year. A Wedding Escape to the Keys giveaway will be created in partnership with Equally Wed or a similar entity that will seek to increase the visibility of the Florida Keys' LGBTQ+ Instagram channel. A campaign on the Instagram channel that highlights local LGBTQ+ community members' favorite places to explore, relax and dine in the island chain also is planned. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � YO 1 J A R II.. K-21 2416 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Media Resources Online Newsroom In 2023-24 as in the past, NewmanPR will manage, provide and continue to update user- friendly resources for media through its online newsroom. Ever evolving to anticipate media needs, the newsroom is a well-established resource for print and online journalists, broadcast professionals, content creators and social media influencers. New Keys content will be posted regularly to maximize the newsroom's relevance, usefulness and credibility as a source of materials that enable media representatives to convey accurate, timely Keys information to their audiences. Newsroom assets include: 1. A comprehensive electronic press kit that features downloadable releases about each Keys district and significant destination offerings, as well as press kits tailored for the LGBTQ+, environmental, meetings and incentive, culinary and wedding markets. Additional press kits feature Stewards of the Keys profiles and pieces on reconnecting in the Keys. 2. High-resolution photography of each district, popular Keys activities and selected special events, with elements divided into easily accessed albums and formatted for download by registered media users. 3. A frequently updated collection of advance releases on special events, offerings Connect & Protect environmental news and highlights in all Keys districts and representing all umbrellas and committees complemented by specialty pieces such as Stewards of the Keys profiles and Local's Choice briefs. 4. Professional and frequently updated video footage of special events, environmental highlights and other newsworthy subjects that is available for sharing and media downloads on a dedicated FTP site. Recently shot high- definition B-roll of each district is available as well. 5. Links to and recent posts from the Keys' significant social media outlets, useful for up-to-the-minute communication and maximizing media awareness of the social channels. Additional resources include links to Keys event calendars and webcams, a selection of coverage from media outlets, newsroom registration instructions, media request forms, influencer partnership request forms, comprehensive contact information and subscriber sign-ups for e-mail alerts on content specified by the subscriber. In the coming fiscal year, NewmanPR will continue to refine newsroom operations to optimize usefulness for media from all genres and ensure that materials can be identified and accessed quickly. The agency will also expand its large and inclusive library of Keyswide digital photography and high-definition and 4K video, making this content available to media upon request. Additions to video resources will include the segments described earlier that are slated to be produced to support 2023-24 initiatives. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � YO 1 J A 1 II.. K-22 2417 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Media Releases and Related Content NewmanPR will focus on writing and distributing travel and news-oriented stories, releases to publicize each district's leading and TDC-funded events, festivals and cultural offerings; pieces on eco-supportive activities from coral restoration opportunities to turtle releases; advance and results releases for TDC-funded and other significant fishing tournaments; accommodations updates and other pieces as appropriate. Plans also call for crafting targeted press releases with topics supporting PR initiatives outlined earlier in this plan, including articles on the Florida Keys National Marine Sanctuary's Blue Star program and monthly Stewards of the Keys profiles of local residents. An additional editorial project, also to heighten travelers'awareness of local residents and their passions, will be researching and creating one or more releases on "Keys Crafted" visitor stops showcasing handcrafted libations and products in each district. Also to be produced are quarterly issues of"What's New in the Florida Keys & Key West," featuring concise information about new and enhanced accommodations, attractions and tours, environmental offerings and opportunities. Quarterly "What's New" roundups are distributed to domestic and international trade and consumer media. A separate annual edition of"What's New" is produced that features updates of interest to the meetings and incentive market. Releases and news pieces are crafted and formatted based on current media standards. Therefore, the agency typically provides short and succinct copy, links to related content and photo and video resources when available. All releases and roundups feature the Keys website and/or the appropriate district website and contact number as well as links to the destination's social media outlets. Releases are distributed via email directly to media on proprietary lists, RSS feeds and downloads from the Florida Keys newsroom, a Keys media Twitter channel and links on Keys consumer social media channels as appropriate. Most releases are posted in the news section of the TDC website. Other vehicles for consumer distribution include the monthly e-newsletter and travel blogs. Emphasis on Events Event promotion is a vital aspect of NewmanPR's activities, since special events provide a time-specific draw for travel consumers, a focal point for generating media and social media coverage, and colorful content to inspire engagement among social media users. NewmanPR will continue to publicize virtually all events supported by district and umbrella or committee funding, as well as others that appeal to media and consumer audiences, attract overnight visitors to the Keys and foster a favorable perception of the destination. A line item in the expense budget covers PR expenses for worthy events that lack support funds. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A 1 II.. K-23 2418 1 III,,IIIIl"U!! ,,iP rot j!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Emphasis will be placed on event offerings that heighten consumer awareness of the Keys' environmental richness, eco-friendly mind-set and way of life, and those that can only be experienced in the Keys. Specific activities will include writing and distributing advance releases for mainstream and appropriate niche media; pitching event coverage to media and social influencers; working as the Florida Keys News Bureau to create and distribute spot story, photography and video packages during events; and coordinating direct-to-consumer promotion via the Keys' Facebook, Instagram, Twitter, TikTok, YouTube, Pinterest and other channels. Keys Traveler E-newsletter For nearly two decades the agency has produced monthly issues of its Keys Traveler e- newsletter, evolving its design and content to meet the changing needs of consumer and media audiences. NewmanPR's website editor works with Two Oceans Digital on layout of each issue, and Two Oceans distributes the e-newsletter to nearly 103,000 opt-in subscribers via email. In its present-day format, each issue features a lead story; pieces that cover fishing, diving and cultural highlights; one or more stories on upcoming special events; a video segment and Local's Choice recommendations; and a Stewards of the Keys Q&A profile of a resident who is passionate about protecting elements of the Keys' environment, heritage and/or local way of life. Significant effort is expended to ensure that multiple Keys districts are represented in each issue, based on their specific activities during the issue's readership period. In addition to direct distribution, issues are posted on the fla-keys.com website and later moved into a permanent archive accessible by site visitors. NewmanPR will continue to produce monthly issues of Keys Traveler during the coming fiscal year. As in the past, a culturally themed special issue is planned for February. In May or June 2024, a special-issue e-newsletter will be produced with all stories supporting the Escape to the Keys concept. The issue's content will be crafted to promote the Keys' carefree tranquility, nature-based activities, inclusive atmosphere and memory- making experiences that stimulate personal renewal. As well as producing quality issues with content that entices travelers to visit the destination, the agency will continue working to expand subscriber numbers among consumers and media. Keys Traveler Annual Magazine To further support marketing goals through editorial content, in fall 2023 the agency will write, design and oversee printing of the annual Keys Traveler magazine. Each year's story topics are chosen in collaboration with the TDC director and sales team, and the magazine's production is timed for distribution at World Travel Market and subsequent U.S. and international travel shows. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 1 J A R II.. K-24 2419 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... The 2023-24 magazine will have a Connect & Protect theme to heighten awareness of the Keys' longstanding dedication to sustainability and the protection of environmental resources. Content, as always, will reflect all Keys districts, umbrellas and committees. As noted previously in this plan, among the issue's already-chosen story topics are Mission: Iconic Reefs and opportunities for visitors to get involved in coral restoration, the importance of the Florida Keys National Marine Sanctuary's Blue Star program, the Lower Keys' National Key Deer Refuge Visitor Center, eco-friendly angling practices and female charter fishing captains, and lesser-known elements of Dry Tortugas National Park such as Pulley Ridge and the recently discovered cemetery. In addition to its print distribution, Keys Traveler magazine is provided during media missions and is available for consumers, travel trade and media to download from the destination website. Travel Trade Public Relations In the 2023-24 fiscal year, NewmanPR will prioritize communications to travel trade media, social media and content creators about the Florida Keys' new and enhanced accommodations options, new airlift and ongoing renovations to Key West International Airport, environmental initiatives with visitor involvement, attractions and other elements that continue to redefine the vacation experience in the island chain — as well as distinctive attributes that set it apart from other destinations. Among other efforts, the agency will promote new and enhanced lodging options and other offerings through targeted travel trade and roundup releases, quarterly issues of "What's New in the Florida Keys & Key West," pitches to media and social media, and personal outreach and communications. As noted, an annual edition of "What's New" targeting the meetings market will be produced. Ongoing attention will be paid to securing placement of Florida Keys news items in travel trade outlets, ranging from traditional print to online and social media vehicles. Releases and news stories about major Keys events and occurrences will be reworked to appeal to travel trade media and influencers when warranted. Agency representatives will regularly connect with lodging associations, chambers of commerce and other sources for tourism infrastructure improvements that provide meaningful news. They will also stay in regular communication with the TDC's group sales manager and work with him to provide releases and targeted materials for his use. Messaging will continue to maximize awareness of the TDC's sales staff and its initiatives when targeting trade outlets and their audiences of travel advisors, meeting planners and tour operators. Sales Support at Trade and Consumer Travel Shows The agency will support the TDC's sales team at select trade and consumer shows and exhibitions throughout 2023-24. This support may include preparing media materials and ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 1 J A 1 II.. K-25 2420 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... electronic press kits on USB drives, producing magazines such as Keys Traveler tailored to the show's specific audience, providing social media messaging about the Keys' show participation, creating special promotions and — in the case of some high-priority shows — maintaining a presence at the Keys booth and arranging meetings with attending media. During the 2023-24 fiscal year, the agency or its international affiliates plan to provide an on-site public relations presence at IGLTA, Oct. 4-7, 2023, in San Juan, Puerto Rico; World Travel Market in London, Nov. 6-8, 2023; Florida Huddle, Feb. 4-6, 2024, in Miami; International Media Marketplace (IMM) in Berlin, March 4, 2024; ITB in Berlin, March 5- 7, 2024; and IPW in Los Angeles, May 3-7, 2024. As noted, an agency representative also will attend the AdventureElevate North America show scheduled June 11-13, 2024, in Asheville, North Carolina. The agency also is to support TDC domestic sales efforts when needed at selected Travel &Adventure shows including those in Chicago (Jan. 13-14, 2024), Denver (Jan. 20-21, 2024), New York City(Jan. 27-28, 2024), Los Angeles (Feb. 3-4, 2024), Washington, D.C. (Feb. 24-25, 2024), Atlanta (March 9-10, 2024) and Dallas (March 23-24, 2024). Destination Representation at Journalist Conferences NewmanPR is one of just a few U.S. public relations agencies whose team includes two members of the influential Society of American Travel Writers. The agency will represent the Keys at regional and/or national SATW events including the annual national convention. The agency also maintains membership in the Outdoor Writers of America Association and the Florida Outdoor Writers Association and will continue promoting the destination to members of those organizations. Collaborative Media Activity In past years NewmanPR has garnered destination interest and coverage from journalists and content creators by participating with Visit Florida in select joint media events and receptions in targeted domestic markets such as New York City. Visit Florida media events typically provide opportunities to reach mainstream journalists and social media professionals. Consideration will be given to participating in Visit Florida domestic media missions or receptions in geographic markets with high value to the TDC. The agency also plans to work with Monroe County Emergency Management to execute a series of South Florida media visits prior to the 2024 Atlantic hurricane season. As well as the emergency management director, this is typically undertaken with the Monroe County administrator and the county's public information officer. In addition, NewmanPR will seek and respond to media promotional opportunities that provide cost-effective ways to create additional awareness of the Florida Keys & Key West. That may involve elements such as providing a contest winner's accommodations in the Keys as part of a broadcast promotion in exchange for promotional consideration, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 1 J A 1 II.. K-26 2421 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... partnering with bloggers or influencers on destination-focused campaigns, or considering sponsorships or other support in high-value situations. PR Activity for the Keys Tourism Industry NewmanPR will continue to produce and distribute travel advisories to hoteliers and other Keys industry partners as needed to communicate information and messaging about situations or emergencies that could impact tourism. Advisories typically are issued for major occurrences such as potential tropical cyclones, Overseas Highway and infrastructure issues, public health threats and events that draw significant negative media coverage. In some cases, advisories take the form of fact sheets with information designed to guide tourism partners in responding to questions from visitors or potential visitors. Agency representatives are available upon request to make presentations at meetings of Keys hospitality and business organizations to inform and educate members about ways their businesses can benefit from TDC PR opportunities. On behalf of the TDC, the agency also partners annually with the Lodging Association of the Florida Keys and Key West to organize and host a hurricane preparedness workshop for the tourism industry. Crisis Management: Dedicated 24/7 Activities Nothing tests a destination's communications plan as thoroughly as a crisis situation, whether the crisis merely threatens or causes actual impacts. NewmanPR's past crisis communications activities have included conceiving and carrying out strategies that helped the Florida Keys recover tourism market share and positive image after significant hurricane threats, hurricane impacts and the COVID-19 pandemic. The agency also has provided — and will continue to provide — crisis management, if necessary, in situations such as dengue fever outbreaks, the 2023 sargassum threat, major traffic accidents, tropical cyclones, water pipeline breaks and other challenges that could affect tourism and consumer perception of the Keys. In 2023-24 as in the past, NewmanPR will meet any crisis by supporting the island chain on a 24/7 basis, communicating accurate, timely information to media, travel consumers and Keys tourism interests according to strong core tenets of proactivity, transparency, responsibility and integrity. In all crises the agency will strive to balance Keys residents' needs with protection and revitalization of the tourism-centered economy. More than half of the agency's account personnel are Keys residents, providing for a uniquely balanced perspective on priorities. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 1 J A R II.. K-27 2422 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... NewmanPR will apply its resources and experience, including knowledge gained during the COVID-19 pandemic, to whatever emergency impacts the Florida Keys & Key West. The agency also will review and refine its crisis management strategies for the destination and update its existing Hurricane Emergency Plan. The latter plan integrates Keys tourism and community leaders, and serves as a guide in dealing with storm threats or occurrences as well as other potential or actual crises. Its cornerstone is a longstanding and highly valued relationship with Monroe County Emergency Management. In addition, the agency will maintain its relationships with law enforcement, military organizations, federal and state environmental organizations including the Florida Keys National Marine Sanctuary, Monroe County and municipal government entities, the health department, the National Hurricane Center and the Florida Keys office of the National Weather Service. Those relationships facilitate collaborative information interchange and enable coordinated responses to situations that might impact Keys visitors, residents and economic stability. As in past major crises, NewmanPR will complement its 24/7 communications activities by developing sections or pages on the fla-keys.com website that provide accurate, trustworthy and comprehensive information as a public and media resource. Similarly, the agency will employ its social media channels to communicate reliable up- to-the-minute information directly to consumers and followers. This will work to counter misperceptions that result from inaccurate or sensationalized posts on other platforms. As always, important information will be provided to Keys lodging properties and tourism interests as quickly as possible via e-mail blast and/or social media. Visitor Assistance Line The public relations expense budget funds a 24-hour, toll-free visitor-assistance service that serves as a multilingual troubleshooting facility for visitors while they are traveling in the Keys. Coordinated by AmEurop, the program is an important resource that demonstrates the destination's care and concern for its guests. Canadian Public Relations Plan 2023-24 NewmanPR's Canadian affiliate agency, Toronto-based LMA Communications, will continue to reinforce local awareness of the Florida Keys & Key West's individuality and sustainability while highlighting the welcoming nature of local residents. Canada remains one of the largest international visitation markets for the Florida Keys despite the lower Canadian dollar conversion and inflation. What makes warm-weather destinations such as the Florida Keys more enticing is the fact that Canadians annually endure six to eight months of cold winter weather. Furthermore, Canadians value ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � YO L,J A R II.. K-28 2423 1 III',IIII�'U!! ,,iP rot UIItV"o 0II"II1 ll,U JH 2023 2024 II"^IXIIh.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... authentic experiences and favor destinations that are not overcrowded. The agency will focus on key feeder markets that represent the top three most populated Canadian regions: Ontario, French-speaking Quebec and Vancouver. Air Canada recently added year-round nonstop service from Vancouver to Miami, and this convenient new route offers an opportunity for enhanced media awareness in the region through an interactive media mission and event. In those key markets LMA will focus on established media outlets and social media influencers to deliver coverage that highlights the unique qualities of the Florida Keys while shining a spotlight on new developments, specifically the recently launched FloridaKeysTV channel and Florida Keys Traveler podcast. A back-to-basics approach, consisting of campaigns engaging travel radio shows and television morning shows to experience the destination firsthand, will strengthen interest in the Keys among Canadians. Media press visits, media marketplaces and multilingual community outreach will create additional opportunities to deliver quality media coverage of the Florida Keys & Key West. Target Audience LMA's target audience for the 2023-24 year will focus on Canadians eager to travel abroad and those seeking different, authentic experiences. Travel habits have adapted with inflation and cost of living increases, causing Canadians to be cautious with their discretionary spending. This highlights a shift to focus on the value of a destination versus the cost. Canadians continue to lean toward less crowded, authentic destinations that place an emphasis on soulful rejuvenation and sustainability. LMA's geographic focus will continue to be on Canadians located within easily accessible feeder markets with the highest populations, particularly Ontario and Montreal, as well as the West Coast with its new nonstop route between Miami and Vancouver. Media Market Overview The Canadian media landscape continues to evolve toward the digital space. This is particularly evident with the continued growth of influencers, bloggers and podcasters. Print media outlets continue to expand their digital presence to include more online and social exclusives. As one of the most multicultural countries in the world, Canada will welcome new residents to the country at a rate of 500,000 annually from different cultural backgrounds. This will result in the continued growth of ethnic outlet reach and in turn enable the agency to highlight aspects of the Florida Keys that appeal to these different cultures. While the television and radio space is more limited in Canada than the U.S., the regional shows offering travel segments have a dedicated audience that represents opportunities for a broader reach. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II �)A II<II Y S & II<<IG''Y VV IGu'�S e ,0 IV11111 II A S ' �' � �i ��I�,�p II�II.. K-29 2424 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Travel trade outlets and agent e-blasts continue to be a credible source for the thousands of registered travel agents and tour operators that cater to Canadians, especially as advisor travel bookings are expected to increase throughout the year. With traditional media there is a noticeable growth in niche community publications targeting groups such as medical professionals, nature lovers and the LGBTQ+ market, since these publications have dedicated followings with tailored editorial content. It is the agency's intent to share content that will appeal to multiple media across all markets and outlets. Major Canadian Public Relations Tactics/Initiatives LMA's proposed public relations initiatives for 2023-24 include: `Come as You Are' Tiny Home Activation (Ontario) To boost local awareness in an impactful manner before the winter travel season and help motivate Canadians to visit, the agency will organize a Florida Keys pop-up activation experience throughout the Greater Toronto Area. The concept is to have a themed tiny home be fully decorated with a Florida Keys motif to bring to life the look and feel of the island chain, offering a taste of both the Keys' environment and lifestyle. Additional visual elements will illustrate preservation and conservation efforts. To further attract the public, ambassadors will be dressed in casual branded apparel to invite consumers to learn more about the Florida Keys and sample Key lime pie. The goal will be to have the tiny home experience active for five straight days (Monday through Friday) at locations around the Greater Toronto Area, stopping at areas with high foot traffic to allow consumers to share the experience on their social feeds. To extend consumer interest and media coverage, a specific hashtag can be incorporated for a chance to win prizes such as hotel stays, memorabilia and free Key lime pie kits. For this venture, the agency will work with Cabinscape in Toronto, which has experience with tiny home builds available to be repurposed. The company has the suitable tiny home, equipment, transport trailer and wrapping design capability to handle the requirements for this campaign. To increase media exposure, the agency will approach broadcast outlets that air morning shows and print outlets with large audiences. For the Key lime pies, a Toronto bakery will be hired to prepare — using juice from a Keys-based Key lime juice provider — a batch each morning for the agency to pick up and distribute. In terms of locations, regions that have adequate space to accommodate the tiny home throughout the Greater Toronto Area will be sourced for availability and any relevant space rental fees. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A R II.. K-30 2425 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Morning Show Editorial and Viewer Contest Integration (Ontario) To attract a broader scale of viewers throughout the Greater Toronto Area, LMA will organize a proactive campaign with an Ontario television morning show broadcast. The campaign and accompanying contest will be used to raise awareness of the inclusiveness and distinctiveness of the Florida Keys. Following an arranged visit to pre-record interviews, the campaign will include morning show segments airing over a one-week period during the fall with a viewer contest to win a four-night visit to the Florida Keys. The benefit of hosting the segments and contest within one week is to create an urgency to tune in and enter. To differentiate this campaign, creative segments with the weather broadcaster will further promote the Florida Keys by having iconic background images while delivering the local weather and then highlighting the warm temperature in the Keys. The weather additions will take place at the same time as the remote airings to give the feeling of a morning show takeover. The contest will have a landing page on the morning show's website that features introductory text and images from the Florida Keys with contest details and rules. Additional discussions will be held to determine placement of a banner on their home page to easily direct visitors to the contest page. Additional coverage will be given in the form of social media video posts to the station's followers across Facebook, Twitter and Instagram channels, featuring a call to action and tagging the corresponding Florida Keys social accounts. All production, copywriting and posting will be handled by the morning show team, with itineraries and interview details provided by NewmanPR's Florida Keys team. Major Market Radio Remote Features (Ontario, Montreal, Vancouver) To attract listeners during busy drive commutes, LMA will host selected travel radio shows for live on-location segments to highlight firsthand what makes the Florida Keys special. For this campaign, the agency will focus on travel shows from the top three markets across Canada. From Vancouver, Randy Sharman hosts "The Informed Traveler" radio show and podcast across Calgary, Edmonton and Vancouver. Randy has expressed interest in visiting the Florida Keys to share elements that would appeal to West Coast Canadians. From Montreal, entertainment and travel correspondent Mose Persico is eager to promote the Florida Keys to the Canadian French market in Quebec through his "Mose's World Travel Radio Show." Mose would air segments and post interviews on his social outlets. From Toronto, 105.9 The Region is a leading radio station that provides long-form interviews in the Greater Toronto Area of Ontario and runs a highly engaging listener campaign called the "Birthday Club", which highlights daily special birthdays from the community. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S IV"°" e ,`1 0 IV11111 II A S � (0 L,J A 1 II.. K-31 2426 10I',HI'U!! CIOIY',"� ,,ir rot i!,t VS V 0 1 U JH 2023 2024 ''IXI]CE Z A The Birthday Club has thousands of dedicated members that take part in the initiative and listen for the opportunity to win a prize. The opportunity offers the monthly featured destination multiple on-air mentions during the month, social media posts, and an online banner to the Florida Keys site in exchange for a small prize valued at $250 (gift bag or hotel night stay). Each correspondent will visit the Florida Keys and follow an itinerary that features immersive experiences and guest interviews. Supplemental social media posts and online coverage will be discussed as well. Feeder Market Media Missions (Toronto and Vancouver) As part of the prewinter awareness campaign, LMA will host media missions with freelancers and outlets to showcase new developments and experiences in the Florida Keys. Key markets to focus on will be the Greater Toronto Area, containing the largest population and media outlets in Canada; and Vancouver, the West Coast market with the third-highest population and a recently introduced nonstop flight to Miami. The wider Metro Vancouver population is over 2.46 million, making it the third-largest metropolitan area in Canada. By initiating Canadian media missions and one-on-one interviews, the agency can highlight new developments and specific initiatives with media representatives for future editorial and press visit consideration. For both missions, media contacts from a variety of outlets and industries will be targeted. To thank the media for their time, a takeaway bag with promotional items will be distributed or shipped. Masterclass Cooking Creation Media Event (Vancouver) To enhance the Vancouver media mission and help promote the nonstop Miami flight, LMA will host an engaging media cooking event in October. Inspired by popular cooking competitions, the idea is to host a select number of media at a local cooking school and have them each cook a signature recipe for a judge to review and choose a winner. If possible, the agency will explore the opportunity of having a Florida Keys chef attend the event to serve as a judge along with a NewmanPR team member. The event will be held at the Dirty Apron Catering and Cooking School in downtown Vancouver, located centrally within the city. The school can host a variety of corporate and media cooking events and can comfortably accommodate cooks at individual stations. The event space will be rented for the evening and the experience will include a media reception before and after the cooking portion.All participants will go home with a takeaway bag containing Florida Keys products and materials. �IZ 0 IIR,II )A II<II Y'S & II<I[''Y VV[1:11 S e "0 11111 II1 S '(0 L.J A R, K-32 2427 1 III,,IIIIl"U!! ,,iP rot j!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... The cooking contest winner will receive a trip to the Florida Keys, to include travel, rental car and hotel through partner support. This will increase the coverage from the winning media member since they will cover the event for their website and social media channels as well as the trip. Following the event, highlights will be shared on the Florida Keys social channels. Individual and Group Press Excursions (Canadawide) Throughout the year, LMA will pitch and work with freelancers and writers with confirmed assignments to visit the Florida Keys. For individual media outlets and freelancers that express interest in a visit, the agency will create a customized itinerary that targets the outlet's audience and incorporates elements that support Keys initiatives for the fiscal year. Of note, longer lead times will be factored in to ensure partner support and accommodations availability due to annual special events. LMA plans to arrange roughly 12 individual press visits over the year. The agency will also select five to seven media members to participate in an Escape to the Keys Canadian group press trip, to be scheduled for January 2024. The themed group trip will combine traditional print and online travel outlets from across Canada. In addition, the agency will offer Canadian media for any available spots on future U.S. group press trips, with recommendations to be made according to the trip's theme. Travel Media Association Conference & Marketplace (Canadawide) LMA recommends participating in the 2024 Travel Media Association of Canada (TMAC) conference, recognized as the top media marketplace in Canada and set for June 2024 in Ontario. The 2024 conference will mark the association's 30th anniversary and will draw a significant number of media contacts and outlets. TMAC is an accredited association with active media members, and its annual conference and media marketplace hosts over 200 media outlets and travel professionals from across Canada. The conference has been a proven source for the agency to connect with media and garner editorial features. Through a maximum of 24 prescheduled appointments, LMA will highlight the latest updates and news from the Florida Keys and discuss future press trip opportunities with qualified media. Beyond the media marketplace, professional development sessions and roundtable discussions will allow the agency to learn relevant tips to better work with media. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L J A R II.. K-33 2428 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Supporting Discover America Day in Canada (Canadawide) Discover America Canada is an association focused on increasing Canadian tourism to the United States by providing members opportunities to participate in joint public marketing efforts. LMA recommends taking part in the annual Discover America Day media event scheduled for mid-October 2023 in Toronto. The event includes a media marketplace appointment schedule with up to 30 leading Canadian travel writers, bloggers and broadcast hosts, professional development sessions and a media luncheon for further networking opportunities. LMA will highlight key messaging and developments during the media appointments, including the recently launched FloridaKeysTV and Florida Keys Traveler podcast. Visit Florida Canadian Partner Media Program (Toronto) Visit Florida continues to host in-market awareness events and LMA recommends partnering with this Florida media initiative as further details are confirmed in the early fall. Visit Florida events tend to be limited to select destination partners. The agency will share the latest developments and highlight any relevant Canadian connections to have a better chance of being selected as a participating partner. Tailored Pitches and Press Release Distribution (Canadawide) To maintain top-of-mind awareness among Canadian media outlets and freelancers, LMA will continue to distribute news releases and advisories shared by NewmanPR's Florida Keys team. For any news story requiring a wider reach, a local newswire distribution service will be used. The agency will also pitch tailored editorial topics to media contacts from e-newsletters and releases that round up newsworthy developments from each of the Keys' five districts. Travel Association Membership and Participation (Canadawide) LMA will continue to maintain annual memberships with key Canadian travel media associations to ensure optimal awareness and promote editorial opportunities for the Florida Keys. The following outlines the main Canadian travel-focused associations in which LMA currently participates: Travel Media Association of Canada — Founded in 1994, TMAC is recognized as Canada's premier and longest-running association for active media and industry travel representatives. TMAC hosts monthly Munch & Mingle events as well as an annual conference and media marketplace. The 2024 conference will mark the 30th anniversary of the association. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A R II.. K-34 2429 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Toronto Blogger Collective — A growing community of Ontario-based influencers and bloggers dedicated to networking and co-promotion and growth. The TBC hosts frequent meet-up events for members to network and discuss opportunities. Society of American Travel Writers, Canadian Chapter — The Ontario-based chapter association for active and retired travel writers and industry professionals. SATW hosts frequent luncheon meetings to share news and updates with participating members. Toronto Travel Massive — The Toronto chapter of the global Travel Massive tourism network maintains over 1,000 current members. Sharing Important Market Updates and Opportunities (Canadawide) As the affiliated agency representing the Canadian market, LMA will continue to provide relevant in-market updates involving any local travel developments, trends and emerging opportunities. As promotional travel opportunities arise, LMA will share details with NewmanPR's Florida Keys team on an individual basis to determine if the ideas can be worked into the planned media initiatives and campaigns. United Kingdom and Europe Public Relations Plan 2023-24 KBC PR & Marketing, headquartered in the United Kingdom, is NewmanPR's contracted agency for the Florida Keys & Key West throughout Europe. The U.K. and Ireland, and German-speaking markets through subcontracted agency Claasen Communication of Alsbach, Germany, will continue to be the prime focus of public relations activity for 2023-24. Supporting activity will continue in other European markets including Scandinavia, the Netherlands and France via KBC. European activity will focus on showcasing the Keys as a place of escape from the day- to-day noise, bustle and discord of life —characteristics that are likely to be accentuated in the U.K. by a 2024 general election, just as they are in the U.S. by the build-up to next year's presidential election. It will be unrealistic to overtly position any U.S. destination as a place of escape from politics in 2024, therefore, European PR messaging will take a more subliminal approach, highlighting the ways in which a Keys vacation offers peace, tranquility, a slower, laid- back pace of life and an opportunity for meaningful, intimate time spent with loved ones. Renewed focus will be placed on Connect & Protect messaging around the sustainability of Keys vacation elements and efforts to preserve the destination's natural and cultural environments. European travelers will be encouraged to choose low-impact activities and experiences, as well as play a more active role by engaging with programs designed to enhance and restore the Florida Keys reef and its marine life. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 L,J A 1 II.. K-35 2430 10I,,Hl"U!! CIOIY',,, ir rot i!,t S V 0 1 1,� U 1,I JH 2023 2024 ''IXI]CE Z AII1, � Finally, recognizing the strategic importance of European visitors during the summer period, initiatives will be undertaken to position this time as the "smart" time to visit the Florida Keys & Key West, highlighting factors including clearer water, the chance for a more personal experience due to fewer visitors and more affordable accommodations. Key Media Trends Impacting the European Media Campaign 1. Resurgence of the travel publishing sector: In the U.K. a number of new travel- focused platforms have launched since the start of 2022, demonstrating the renewed air of confidence in the travel and tourism industries. These include Good Place, a magazine dedicated to telling off-the-beaten-track stories; online site ROADBOOK, which champions creative and conscious travel; and Loupe, a digital travel and lifestyle platform led by former Condd Nast Traveller staff. In addition, London- centered travel title Escapism has relaunched after its closure during the pandemic. Coffee-table longform read JRNY, launched during the pandemic, is growing more successful while the U.K.'s two biggest titles, Wanderlust and National Geographic Traveller, have also shown strong growth. In Germany, publishing houses focusing on special interest magazines, including travel, are reporting positive trends. 2. Evolution of media subscriptions: While subscriptions to travel titles and platforms continue to grow, the subscription model appears to be strongest in the news and current affairs sector. With titles like The Economist prominent, news continued to account for more than 50 percent of U.K. media subscriptions in 2021, and they are still heavily weighted toward print over online, although online share is growing. Subscriptions are king for the vast majority of the 340 newspapers in Germany, with around 7S percent of newspaper copies sold in this way. Digital subscriptions in the German-speaking markets are clearly on the rise but have not yet overtaken print. German-speaking consumers tend to be more reluctant to pay for online subscriptions compared with other markets such as Scandinavia,the U.S. or Australia. 3. Importance of mobile access: Mobile access to content via smartphones and tablets continues to be crucially important, with consumers devouring news and feature content more quickly than ever. Accordingly, PR outreach and output will need to be increasingly digital focused. In the U.K. many traditional print titles operate on a "digital first" basis, with initial online reader response driving the print editorial agenda, and a noticeably greater emphasis on video content. The German-speaking markets skew in a more traditional direction: more and more information is being consumed online and via mobile, but the credibility of classic media — especially newspapers, public radio and public TV— is much higher compared to online news. Here, the digital focus must continue to be backed with a strong investment in print. 4. The trust factor: Trust in established news brands — quality broadcasters and publishers — continues to be vital in an era of perceived "fake news" and disinformation, and with the fast-developing Al possibilities for content generation creating alarm among journalists. In Germany media brands continue to rely on personal approaches to connect with readers, such as through newsletters from the editorial team to subscribers. Some of the higher-profile travel bloggers did not survive �IZ 0 IIR,II )A & VV[1:11 S e `1 0`1 II1 S YO L.J II1 IIK-36 2431 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... the pandemic, while "smaller' players remained. Interestingly, in Germany,Austria and Switzerland, the classic travel blog has a stronger value compared with other markets, where often Instagrammers lead the way. Online and on social media, German (and Austrian and Swiss) consumers are much less interactive compared to British and other European audiences. The classic format of a travel blog works well for them as they will take the time to read an informative, in-depth piece without the need for liking or posting comments. Micro-influencers with a monthly audience of less than 100,000 can be more influential than big players, as they tend to be more authentic, creative and perform better in search engine optimization or SEO. 5. The continued prevalence of commercial partnerships with traditional media: In all European markets, commercial partnerships with high-profile media brands continue to be influential and versatile, blending print advertorial, increasingly sophisticated digital content, targeted e-newsletter inclusion, dedicated social media posts, audio, editorial coverage from press trips, competitions and even consumer events. Building ongoing, multiplatform relationships with targeted travel audiences through their favorite brands will continue to be a central part of overall destination marketing strategies. Dynamic pay-to-play opportunities will continue to be explored in the U.K. with brands such as Wanderlust, National Geographic Traveller and the fast-growing JRNY. In the German-speaking markets, both major media brands and smaller special-interest media offer strong paid content partnerships and opportunities. Big brands are fully aware of their dominant market position, as is clearly reflected in their pricing, and partnerships with somewhat smaller targeted outlets often offer much better value. 6. The power of radio in the German-speaking markets: The German broadcasting landscape boasts a wide range of public national and multiregional broadcasting stations, which have very high credibility among consumers. Despite competition from the likes of Spotify and Deezer, on average, German consumers still listen to several hours of radio every day. It will be important to continue to work with this influential media sector. And once aired, travel stories typically remain available via the media center of the broadcasting station, where they can be heard for months and sometimes even years — all for free. 7. Podcasts are gathering pace: A survey by market analytics firm YouGov in January 2023 found that 13 percent of U.K. consumers expected to increase their podcast listening in the coming 12 months, while more than 50 percent had listened to a podcast in the past year. Digital audio continues to gather strength with a number of independent travel podcasts attracting growing audiences. The flagship opportunity continues to be "Wanderlust: Off the Page"from the leading travel magazine publisher Wanderlust, produced by Aaron Millar and Armchair Productions,which partnered with NewmanPR on the Florida Keys & Key West's Florida Keys Traveler podcast series featuring the 200th anniversary of the Florida Keys. In Germany, even though the written word remains the most popular medium for consumers, podcasts are increasingly popular. In 2022, 43 percent of Germans listened to podcasts occasionally or regularly, compared with just 14 percent in 2016. Travel is among the most popular topics for German podcasts. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 L J A R II.. K-37 2432 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 8. Media trips are complicated by more extensive journalist requirements: Today's post-COVID era has seen host destinations needing to make greater contributions toward travel expenses of individual journalists; this is the natural consequence of in- destination costs rising, while fees for articles offered by European titles have not. One U.S.-based British freelance writer advised that he could write an article for the Sunday Times and earn £500, whereas the same piece in U.S. title Travel & Leisure would command $1,500 or more.As noted in the 2022-23 plan, freelance travel writers must assess the expense costs of taking a trip against potential earnings, and they continue to request higher levels of support than have been traditionally offered by U.S. destinations. Increasingly they seek to secure multiple stories (and paid commissions) from a single destination or combine several different destinations to make their trips financially viable. The opportunity for the Florida Keys & Key West is to think in multistory terms, creating a compelling lure for the top freelance journalists. It will be important to focus on new and differentiated stories, tailoring individual itineraries accordingly. Opportunities to create human-interest angles via conversations with notable Keys personalities are likely to pay dividends. 9. Travel trade titles remain vital: As the travel trade remains a key sales channel in the post-pandemic era of travel, U.K. media brands such as Travel Weekly, TTG and Selling Travel remain important in communicating a destination's product offerings, stories and values to the tour operator and travel advisor community. In the German- speaking markets, important travel trade publications include FVW in Germany and Travel Inside in Switzerland. Traditionally German, Austrian and Swiss consumers tend to book long-haul travel through travel agencies and pick up many ideas through that channel, making it vital for a destination to retain a strong presence. Faced with a shrinking advertising market, several trade titles have come up with creative ideas on how to approach their readers — FVW launched a new 132132C magazine while others have produced special trade publications for the luxury segment. 10.Different approaches pay off in different markets: In the U.K. personalized pitches now resonate far better than press releases. Where the latter are issued, a timely, genuinely newsworthy hook is required to achieve meaningful coverage, although writers and editors will often file information for future consideration. Roundups, whether destination-specific or by theme, remain a key route to placing coverage. In the German-speaking markets there is a totally different situation, with press releases still proving a powerful and cost-efficient PR tool for creating stories and providing story ideas. In addition to the classic press release, video advisories, background stories and quick news updates also produce good results. 11.Digital content becomes increasingly immersive: In the U.K. market digital travel content is developing in new and exciting forms, led by Wanderlust and JRNY in particular. While virtual reality, or VR, has yet to realize its potential, online pieces are now blending storytelling by text, still imagery, video and audio, bringing destinations and stories to life as never before. Dynamic digital formats allow audiences to read about and simultaneously view or hear the atmosphere and live music of a local bar, interviews with local characters, the peace of a calm, gentle seashore, or the thrill of biking through an unspoiled landscape. This is a development that lends itself perfectly to many different aspects of the Florida Keys & Key West travel experience. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 1 J A 1 II.. K-38 2433 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 12.Increasing internationalization of media: Several U.K. media publishers are working hard to bring their brands to an international audience. Most notably, national newspapers The Sun and the Daily Express are setting up dedicated U.S.-facing travel portals, with the former starting to recruit a U.S.-based content team. This is in part a reaction to the success of the Daily Mail in establishing its global DailyMail.com site, but it remains to be seen just how much content crossover there will be between the U.K. and the U.S., or even how much traction either brand will achieve in the U.S. On a smaller scale, brands like Country & Town House have moved toward .com website addresses, indicating an intent to attract wider international audiences. 13.Media focus on sustainability continues: The U.K. media continues to drive the agenda on sustainability in travel, with an increasing number of outlets including Wanderlust and Conde Nast Traveller now having dedicated sustainability editors. The Independent's travel editor published a book on "our toxic relationship with air travel" and continues to advocate for flight-free vacation experiences, although this stance has softened somewhat, likely due to reaction from advertisers. Similarly, The Guardian's coverage of long-haul destinations tends toward stories of sustainability- focused activities rather than traditional travel experiences. With its stewardship and conservation initiatives, the Florida Keys island chain is well-positioned to capitalize on this trend, although that positioning must also acknowledge that European visitors will need to fly 4,000-plus miles to reach the destination and that subtropical island vacations are also about fun, relaxation and personal connection. Introduction Post-pandemic recovery of European visitation to North America is well advanced; according to U.S. National Travel and Tourism Office statistics, the U.S. attracted 3.47 million U.K. visitors in 2022 and 1.49 million German visitors. Both markets had recovered to more than 65 percent of 2019 figures and 2023 has seen anecdotal evidence of continued recovery and growth. Challenges around high prices nevertheless continue, disproportionately impacting Florida with its top family destination Orlando. In addition, anticipated media focus on the 2024 U.S. election campaign is likely to heighten awareness of deep divisions in U.S. society, which could potentially affect consumer desire to travel to the U.S. in 2024. PR activity in the European markets will therefore position the Florida Keys & Key West as a destination apart—a place far removed from strife, where visitors can relax, unwind and truly be themselves; an escape from the "real world." With sustainability an increasingly resonant topic in the minds of European consumers, the destination's Connect& Protect messaging around the sustainability of Keys vacation elements and marine preservation efforts will also continue to be front and center of European campaigns.Additionally, a dedicated pan-European initiative will promote stays during the late summer period at a time when domestic visitation is less robust and European travelers can make a positive and meaningful difference to the destination's visitor economy. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S IV"°" e ,`1 0 IV11111 II A S � (0 L,J A R II.. K-39 2434 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... KBC and Claasen will arrange effective plans of targeted story pitches, develop campaigns in specific markets and communicate with media in all genres to generate impactFul Keys coverage. Curated destination visits will be coordinated for representatives of select mainstream and online print and broadcast outlets, accredited bloggers and social media influencers with large and engaged audiences. Wherever possible, coverage will be sought on a multiplatform basis, bringing together print, online and social media to maximize exposure. U.K., Ireland and Secondary Markets Implementation Objectives 1. Showcase the island chain as a relaxed, welcoming destination that soothes the soul — an "escape" from politics, disharmony and the stresses of everyday life. Demonstrate the unique, personal, authentic vacation experience available for visitors and raise awareness of the laid-back island lifestyle. 2. Highlight the island chain's tourism touchstones that have particular appeal for European travelers: a road trip on the Florida Keys Overseas Highway, the pristine water-based environment of the Keys and the island city of Key West. 3. Showcase sustainable tourism ethos and efforts in the destination through appropriate and unique Connect& Protect experiences. In particular, the new Eco- Experiences Trail will be showcased as a new standard-bearer for the Florida Keys' sustainability and stewardship credentials. 4. Use subtle messaging to emphasize the destination's welcoming "Come as You Are"attitude, drawing subliminal comparison with perceptions of Florida as a whole and securing continuing desire to travel within the LGBTQ+ sector. 5. Foster increased European visitation during the late summer period through commercial and editorial media partnerships. 6. Continue to build the destination's profile in the luxury sector, enabling the Florida Keys & Key West to capitalize on this high-value, travel-ready demographic. 7. Support U.K. and Ireland sales activity for the destination by maintaining trade media profile and seeding agent- and operator-relevant stories as applicable. Activities News Releases In the coming fiscal year KBC will continue its increased emphasis on tailored story pitches to individual outlets, now widely recognized as the most productive form of destination outreach. KBC will continue to distribute one press release to the U.K. and Irish markets per month, typically based on Keys events, destination news or a themed story. The continuing trend toward multimedia content means that topics with strong imagery and/or video footage are given priority. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 L,J A 1 II.. K-40 2435 10II,,IIIIl"U C�°011 ',,,I iP IIoll i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Press releases produced in the U.K. are shared with all European markets and translated or localized for distribution where appropriate.All releases are uploaded onto fla-keys.co. or the relevant local site. All U.K. press releases are also shared with the Visit USAAssociation (both U.K. and Irish chapters), Visit Florida and Brand USAfor their own outreach, further increasing potential distribution. Media Visits KBC plans to secure and manage a minimum of 13 media visits to the Keys from the U.K., Irish and secondary European markets, primarily through individual visits but with one dedicated U.K. group press trip. National broadcast outlets will be prioritized, especially where Keys video content can be seeded, generated or showcased. Traditional national newspapers and magazines, together with their associated digital platforms, will also be targeted, along with travel trade outlets and media covering the luxury and LGBTQ+ sectors. Potential participating journalists will be courted through regular dialog including media networking events, in- person meetings, webinars and video calls, all of which remain important components of the U.K. media relations landscape. Visits will focus on elements of the Florida Keys & Key West vacation experience that demonstrate peace, serenity and an escape from the pressures of day-to-day life, such as the relaxation and rejuvenation of being surrounded by water, and the "hidden" areas where visitors can leave their fellow tourists behind. Outreach and story development will also highlight the welcoming nature of the destination through subtle "Come as You Are" messaging to promote the fact that the Florida Keys embrace all visitors equally. The U.K. stand-alone group trip will be built around the new Eco-Experiences Trail and will be planned for spring 2024, allowing coverage to appear timed to promote bookings to the Keys for the late summer period. The itinerary will highlight the activities of the Stewards of the Keys, promote the importance of Blue Star operators and encourage low- impact travel in the island chain. Five significant media representatives are to be invited to attend. Special Project: World Travel Market, November 2023 KBC will represent the Florida Keys & Key West at World Travel Market Nov. 7-9. The agency will plan to schedule up to 15 media appointments during the show to share the island chain's latest news and updates and generate interest from key media in arranging a firsthand visit. KBC will also work with the show's daily publication in advance of WTM. Special Project: Explore the Natural Keys with BBC Wildlife KBC will partner with renowned and hugely trusted brand BBC Wildlife — the UK's biggest-selling natural history magazine —for a multichannel campaign to showcase the natural appeal of the Florida Keys. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VV IGu'�S e ,`1 0 IV`'1 II A S � (0 L,J A R II.. K-41 2436 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... BBC Wildlife has a readership of 266,000, with subscriber rates accounting for 85.5% of print circulation, illustrating enormous loyalty to the brand. Its website DiscoverWildlife.com attracts nearly 550,000 page views per month and the combined following across Facebook, Instagram and Twitter exceeds 500,000. Readers are passionate about birdwatching and wildlife viewing and are very ethically engaged — as well as being committed and highly motivated global travelers. Focusing on a digital content hub, the campaign will be supported by targeted amplification to offer minimum guaranteed page views of 8,100. The hub will house video and rich media assets, as well as a competition that provides for the possibility of opt-in data capture. Messaging will incorporate the new Eco-Experiences Trail, the unexpected birders' paradise to be found in the Keys and the island chain's amazing marine life, supported by globally unprecedented local coral restoration programs and the efforts of Stewards of the Keys. The campaign will include a double-page spread advertorial in the annual BBC Wildlife bumper travel supplement that hits shelves in October 2023. KBC is also in discussions with the magazine's editor about an editorial visit with the potential to further amplify the exposure. Overall, this initiative will showcase key Connect & Protect themes while also playing a part in positioning the destination as a place of escape and tranquility. Special Project: Listen in on the Florida Keys with Wanderlust With the strategic aim of building U.K. followers for the Florida Keys Traveler podcast, KBC will partner with the U.K.'s oldest and leading travel magazine, Wanderlust. An award-winning title that has a print readership of nearly 230,000 per issue, a website that draws nearly 1.6 million monthly page views, 110,000 e-newsletter subscribers and 180,000-plus followers on Facebook, Instagram and Twitter, Wanderlust has been a regular partner for the destination post-COVID. Founding editor Lyn Hughes visited in early 2022 for a major print and online editorial piece, while in summer 2023 a sustainability-focused digital initiative included interviews with three Stewards of the Keys for content that promotes the destination via the Wanderlust website, social channels and YouTube. Wanderlust's most successful recent initiative has been its "Wanderlust: Off the Page" podcast. Now in its fourth season, the podcast offers a lively, inspiring mix of interviews and on-location storytelling. It is produced by Aaron Millar's Armchair Productions, the company partnering with NewmanPR to produce the destination's Florida Keys Traveler podcast. With a growing portfolio of content already available through Florida Keys Traveler, KBC will partner with Wanderlust on a dedicated sponsored episode of"Off the Page" focused entirely on the island chain. The episode will highlight core elements of the Keys visitor experience that will appeal to Wanderlust's audience, from culinary to heritage to low- impact activities and the unforgettable drive down the Florida Keys Overseas Highway, using and repurposing content already produced for Florida Keys Traveler. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 1 J A 1 II.. K-42 2437 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... With minimal production requirements, the episode will introduce "Off the Page" listeners to the destination and serve as a gateway for them to learn more by subscribing to Florida Keys Traveler—thus boosting the reach of the destination's own podcast. Germany, Austria and Switzerland Implementation Objectives In the German-speaking markets, the overriding messaging for the Florida Keys & Key West will continue to be"welcoming open spaces,"emphasizing that the destination offers plenty of room on land and water for all kinds of travelers. Ecotourism and sustainability remain at the forefront of German interest, therefore nature, encounters with Keys stewards and wildlife experiences will get a stronger PR focus. Other big parts of the mix will be organic and local food, noteworthy accommodations, quirky bars, laid-back lifestyle activities, Keys events and meeting with locals to enjoy together aspects that make the Keys a truly unique destination. The aim is to promote vacations that highlight individual experiences, once-in-a-lifetime adventures, living in harmony with nature and enjoying life. PR will encourage consumers in Germany, Austria and Switzerland to explore a destination where a unique lifestyle blends flavors of the Caribbean with the most characterful aspects of the United States. Broad objectives will be to: 1. Keep the Florida Keys & Key West top of mind among German speakers searching for a unique, desirable travel destination that is different from mainland Florida or any other U.S. location — and stands for vacationing in harmony with nature without any stress or hustle and bustle. 2. Reach higher-end consumers through the choice of media and activities, recognizing that higher price points will continue impacting travel. 3. Further increase the Keys' profile to special-interest audiences via dedicated media outlets including ecotourism, culinary, diving and replenishment. Target audiences will be the luxury and LGBTQ+ sectors as well as visitors who seek a quiet and peaceful stay after they finish a cruise experience through the Caribbean. 4. Encourage German, Austrian and Swiss travelers to visit the Florida Keys in late summer when European visitors can make a significant difference to the local tourism economy. 5. Highlight the great diversity the Florida Keys & Key West have to offer, emphasizing that each district is different with its own identity, atmosphere and characters. Introduction Both 2022 and 2023 have demonstrated that the pandemic did not dampen the enthusiasm of travelers and media from German-speaking markets for the Florida Keys & Key West. For new and regular returning visitors, the destination is enchanting and ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A 1 II.. K-43 2438 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... stands for unique, laid-back travel experiences. The locals' happiness with their own lifestyle is conveyed to open-minded visitors seeking to share that sense of contentment. Promotional themes will reflect the modern traveler's needs, expectations and wishes — something the Florida Keys & Key West are better positioned to provide than many other destinations. Sustainability is very much on the minds of consumers in Germany,Austria and Switzerland. Therefore, aspects of ecotourism — in combination with other topics such as luxury, dining, outdoor sports and meeting locals —will be key to the success of PR efforts. Well-being and relaxation, far removed from the daily stresses of hectic big cities, are another area of focus for many travelers and a core element of the Florida Keys experience. Travelers understand that such experiences often come at a higher price point but will accept this if the destination is seen as offering value and a warm welcome. With the above in mind, PR activity in fiscal year 2023-24 will actively promote selected aspects of ecotourism such as the upcoming Eco-Experiences Trail. It will also highlight that traveling to the Keys means leaving everyday worries and hassles behind, with the destination championing diversity and inviting visitors to "come as you are." Finally, PR efforts will also promote visitation to the Keys during the late summer season, which is already a popular time to travel for many Central Europeans. Activities News Releases Claasen will distribute at least one release per month to a broad selection of media outlets and journalists, either adapting pieces produced by NewmanPR/KBC for the German- speaking market or creating dedicated press releases and pitches. Releases will focus on the attributes of the Florida Keys & Key West that are deemed likely to increase presence in A-list, special-interest and niche media — print as well as digital. In addition, Claasen plans to increase use of formats beyond the "classic" press release, tailoring its approach to the requirements of different media. Topics will blend in strategic messaging and focus on Connect & Protect, the Blue Star Operator program, the new Eco- Experiences Trail and the Escape to the Keys theme. German-language press releases will continue to be repurposed for monthly VUSA Germany travel trade newsletters, uploaded to the Visit USA Germany website and shared with Visit Florida. The latter regularly considers using Keys content in its statewide German press releases, which typically follow a specific theme. Claasen will also continue uploading press releases to fla-keys.de and to the Claasen website, which features a dedicated media lounge for journalists. Press releases will be further promoted via Claasen's Facebook channel. The multilayered nature of the press release distribution process ensures strong pickup of Keys news, topics and themes. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 L,J A 1 II.. K-44 2439 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Media Visits Claasen plans to secure up to 12 media visits to the destination from Germany, Austria and Switzerland. This includes individual media visits as well as one media group fam with up to five journalists. Priority will continue to be placed on traditional high-circulation print and online channels to include national and regional newspapers, travel magazines, radio, TV and specialist digital travel outlets. The overall goal of hosting press trips will be to produce outstanding and measurable print and online articles plus broadcast features about the Keys in the German-speaking markets. An additional objective is to generate articles for special-interest magazines. Topics of interest include ecotourism and sustainable travel, luxury, culinary, local experiences, outdoor and water sports, and LGBTQ+. Media will be carefully selected in alignment with the respective topics. The planned media group fam will be built around the new Eco-Experiences Trail, journeying through the destination while highlighting the experiences and accommodations that are at the forefront of stewardship and conservation efforts in the Keys. Social Media: Facebook Page and Group Management Claasen will continue to produce three to four organic posts per week for the German Florida Keys & Key West Facebook page, featuring each of the destination's five districts regularly. As of this writing, the Keys' German Facebook page has 19,185 followers and 19,238 fans. The Facebook page is generating increasingly strong engagement and the reach of individual posts is increasing sharply. To ensure that Facebook follower numbers continue to grow, Claasen will include a series of six paid advertising campaigns built around a strong destination image and a concise phrase. Furthermore, Claasen will publish up to 12 paid posts on the Keys Facebook page to increase engagement. Other Claasen plans include contests with Florida Keys— branded items where available. The Florida Keys & Key West Facebook group currently has nearly 3,200 members, but it has some growth issues. Claasen will continue to interact with followers and will publish one post per month with an insider tip relating to attractions, accommodations or the unspoiled environment and nature of the destination. Special Project: Listen in on the Florida Keys with B&B Medien With the strategic aim of raising awareness and audience numbers for the Florida Keys Traveler podcast, Claasen will work with renowned audio content creation company B&B Medien to create a short series of dedicated German-language podcast episodes. B&B Medien will produce five German episodes which can be added to the existing Florida Keys Traveler account. This will give German-speaking listeners an easy entry point into the Keys' podcast environment, where they can be encouraged to listen to the English- language episodes, generating a broader international podcast audience. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV11111 II A S � (0 I J A R II.. K-45 2440 10I,,Hl"U!! CIOIY',,, ir rot i!,t S V 0 1 1,� U 1,I JH 2023 2024 ''IXI]CE Z AII1, � Each B&B Medien podcast will run 12 to 15 minutes. Topics will include ecotourism and conservation efforts in the destination; being out on and in the water in the Florida Keys; unique "only-in-the-Keys" experiences; a culinary journey through the island chain; and "don't-miss" highlights of the destination. The new German podcast episodes will be promoted via a press release, on the Keys' German Facebook page and via fla-keys.de. Special Project: IMM Berlin, March 2024 TravMedia's International Media Marketplace is established as the premier global networking event connecting tourism destinations and brands with travel media. Claasen will represent the Florida Keys & Key West at IMM Berlin, which typically takes place the day before the opening of ITB Berlin; the projected date is March 4, 2024. As an exhibitor, the Florida Keys & Key West will have a dedicated branded table to meet with top travel journalists and editors to showcase the Keys' product offerings and latest news. With a single-day "speed-dating" format, IMM represents an excellent opportunity to generate solid media leads at relatively low cost. Special Project: ITB Berlin 2024 and LGBTQ+ ITB-Spartacus Reception Claasen will support the Florida Keys & Key West in handling media requests from German-speaking journalists for appointments during ITB Berlin, scheduled March 5-7, 2024. ITB Berlin is traditionally the world's largest travel trade show and is expected to retain its 2023 post-pandemic format, taking place over three days and with no off-the- street consumer participants. Claasen will participate in the show's annual Visit USA Media Breakfast event, providing an opportunity to network and discuss story ideas with more than 100 journalists on a dedicated Florida Keys table. With the aim of increasing the destination's profile to a key target audience during ITB, Claasen has put the Florida Keys& Key West forward as the headline destination sponsor for the popular Spartacus Traveler LGBTQ+ evening reception and awards ceremony. Renowned for attracting more than 150 top LGBTQ+ media operators and agents, the event will offer high visibility during the invitation process and on the night itself, with the destination's logo and messaging included in all banners and displays. Keys giveaways will also feature prominently in the event goodie bag. Sponsorship of the event will turbocharge the Keys' media awareness during ITB, reinforcing the destination's LGBTQ+-friendly stance and underlining the subliminal "Come as You Are" messaging. European Multimarket Implementation Special Project: "The Smart Way to Visit the Florida Keys" Current booking patterns suggest that the Keys' domestic summer market is reverting somewhat to historical type with a largely drive-down, weekend-based visitor profile. This represents an opportunity for international markets — especially those in Europe — to �IZ 0 IIR,II )A & VV[1:11 S e `1 0`1 II1 S YO L.J II1 IIK-46 2441 1 III,,IIIIl"U!! ,,iP rot i!,t nA 0II"II1IIIII1,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... demonstrate their value during their own traditional peak vacation season. In 2024 this peak is likely to be further pronounced with both the Olympic Games and European Football Championship ending by mid-August; typically, there is a mass vacation getaway from European countries after such events are over. Accordingly, KBC will orchestrate a pan-European campaign to promote summer visitation, especially during the late summer when support is most needed. Titled "The Smart Way to Visit the Florida Keys," the campaign will position late summer as the best time for savvy, discerning European visitors to enjoy the destination. Messaging will be crafted to emphasize the Keys' particular appeal at this time of year, and will include core points such as: • Fewer domestic visitors mean a more intimate, personal experience for European travelers. • Water quality and visibility are at their best, making diving and snorkeling more rewarding experiences. • Excellent value can be found on accommodations at this time —and even greater value for those who choose midweek stays over weekends. The campaign will consist of carefully crafted advertorial messaging in five core European markets: the U.K., Ireland, Germany, Austria and Switzerland. This will be timed to run during the peak travel-booking period of January through March 2024, when the majority of travel decisions for the coming year typically are made. U.K. and Irish consumers are to be reached via a digital partnership with prestige brand National Geographic Traveller. A bespoke digital article, created by National Geographic Traveller's editorial team in alignment with a detailed KBC brief, will appear on the brand's travel home page, nationalgeographic.co.uk/travel, which attracts 2.06 million UVMs. The piece will feature prominently on the home page for up to one month and will also be easily found at the site's U.S. content hub, where it will remain in perpetuity. During the three-month campaign, geo-targeted promotion aimed at U.K. and Irish travelers will take place via National Geographic Traveller's Facebook, Instagram and Twitter channels, with a guaranteed reach of 564,000 and a minimum 1 .62 million impressions steering traffic to the article. Completing the circle, a full set of roadblocked banners will run alongside the article throughout the campaign, linking directly to relevant pages of fla-keys.co.uk. The National Geographic Traveller digital audience is 88%ABC1, with a high proportion aged 50+ controlling significant disposable income. They are interested in adventure, cuisine, luxury and cultural immersion — making this a highly efficient vehicle to reach both the U.K. and Irish markets. German and Austrian consumers are to be reached via a partnership with media distributor AKZ, which curates and distributes travel articles to a wide range of regional newspapers and periodicals across both countries. Regional media remains hugely influential in these markets, with the total audience often exceeding that of many national titles. ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 L J A 1 II.. K-47 2442 10I,,Hl"U!! CIOIY',,, ir rot i!,t S V 0 1 1,� U 1,I JH 2023 2024 ''IXI]CE Z AII1, � Two print articles on the "smarter ways to see the Keys" theme will be produced and distributed. A long-form article will go live in January 2024 and will reach a guaranteed 2.6 million readers in Germany over a 12-month period. This will be followed by a more concise version of the article, which will receive additional distribution to 1.7 million German readers and 1.7 million readers in Austria over a four-week period in March 2024. A digital version of the shorter article will be produced with a projected reach of up to 600,000 unique views via regional online news platforms during a two-month "live" period. Swiss consumers will be reached via a partnership with high-quality travel magazine Prestige Travel, a luxury-focused title providing insights into the world's most beautiful and appealing holiday destinations. Published twice a year, with an accordingly long shelf life, the magazine has a circulation of 30,000 copies — the vast majority of them in Switzerland with some additional reach into Germany and Austria. Claasen will work with Prestige Travel to provide content for a four-page advertorial to promote the late summer in combination with aspects of ecotourism and stewardship in the Florida Keys — key topics for Swiss travelers. Running in the first quarter of 2024 to coincide with the peak booking season, the print piece will be complemented by a digital version on the Prestige Travel website. Across Europe, all campaign partnerships will include, wherever possible, a tour operator call to action alongside the relevant Florida Keys & Key West website URL, providing greater opportunity to assess interest and inquiries resulting from the campaign. KBC and Claasen will also work to seed themed messaging into editorial visits to the destination, into press releases and other media outreach, ensuring the widest possible understanding that late summer is an excellent time to visit the Florida Keys & Key West. China In fiscal year 2018-19, the agency proposed, and the TDC approved contracting of a Chinese-based digital firm to establish marketing initiatives in China. NewmanPR contracted with Dragon Trail. The firm fabricated a basic fla-keys.cn website written in Mandarin, is mobile friendly, complies with China law and resides on a server within the "Great Chinese Firewall." Dragon Trail also began a Florida Keys presence on WeChat— one of two primary Chinese social media channels. Despite initial enthusiasm with the effort, results were less than satisfactory and then COVI D-1 9 emerged, as well as strained Chinese-U.S. relations. Thus, the agency scaled down efforts and investments in the Chinese market. Currently the agency, on behalf of TDC, pays DragonTrail about $2,400 per annum to simply maintain the fla-keys.cn website presence. For FY 2023-24, the agency plans the same presence and remains vigilant regarding the potential for the U.S. government to issue mandates for U.S. marketers who have messaging in China. �IZ 0 IIR,II )A & VV[1:11 S e `1 0 11111 II1 S YO LJ II1 IIK-48 2443 10II,,IIIIl"U C�°Otl ',,,I iP rot i!,t nA 0II"II1IIIII1�,� ll,Ull'II JH 2023 2024 II"^IXIIh.II Z AII1, ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Measurability Through financial analysis and data measuring tools from contracted resources, NewmanPR quantifies tangible editorial coverage results and communicates the value of intangible efforts, such as increased credibility resulting from favorable editorial coverage or from a targeted niche media outlet. NewmanPR contracts with print, broadcast and social media analytical services that monitor public relations efforts. The agency frequently presents results at TDC meetings to provide a "return on investment" understanding of the PR program. Either in presentations or in written reports to the TDC, the agency provides analyses of various media projects that include the audience reach and dollar value of coverage received. These are most often reported for projects that involve the production of spot news packages and also include the primary print, broadcast and online outlets in which coverage appeared. Social media analyses also are provided regularly to the TDC, either in presentations or written reports. They feature reach, reaction and engagement numbers for campaigns, contests and other initiatives as well as the top performing posts on the destination's leading platforms. Public Relations Expense Budget for Fiscal Year 2023-`24 Domestic PR Expenses U.S. Press/Blogger trips expenses (individuals and groups)..................................$100,000 Domestic media conferences/potential sales support at shows ..........................$25,000 Domestic-sponsored bloggers/influencer fees ....................................................$35,000 Florida Keys TV Streaming Channel Maintenance..............................................$75,000 New Streaming Channel Content (10 shows) ..................................................$250,000 Combine new content to one-hour Discovery broadcast show............................$25,000 Streaming channel marketing..............................................................................$25,000 WPBTArt Loft .....................................................................................................$20,000 Other broadcast television show production support ..........................................$50,000 Other online/social media video productions ......................................................$50,000 Minnesota-St. Paul Own-a-City initiative ............................................................$25,000 Keys Podcast Production ...................................................................................$40,000 Keys Podcast Marketing......................................................................................$10,000 Special events support .......................................................................................$75,000 Domestic distribution (online press room monthly fee, newswires, etc.) ............$10,000 Additional generic video/still photo acquisition ...................................................$25,000 Spot news coverage ...........................................................................................$30,000 Keys Traveler Magazines (production and printing)............................................$20,000 LGBT market PR stringer....................................................................................$25,000 Stringers' Expenses ..............................................................................................$5,000 AmEurop Visitor Assistance Program (comes from PR budget) .........................$20,000 Website/Social Media Editor ...............................................................................$58,000 Social media contests/boosting expenses...........................................................$35,000 Resources ........................................................................................................$100,000 ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A & VVIGu'�S e ,`1 0 IV`'1 II A S � (0 I J A 1 II.. K-49 2444 1 III,,IIIIl"U!! ,,iP rot UIItV"o 0II"II1 ll,U JH 2023 2024 II"^IXI�,Ih.II Z AII'°��II ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... Subtotal for Domestic..................................................................................$1,128,000 Canada PR Expenses Canada annual sub-agency fee (service contract) .............................................$60,000 CanadianNews Wire.............................................................................................$4,000 Individual press trip support (virtual and physical)...............................................$18,000 Toronto Morning TV Show Project.......................................................................$45,000 Tiny Home Activation (Toronto) ...........................................................................$70,000 Radio Feature Projects........................................................................................$15,000 GroupMedia Fam ...............................................................................................$20,000 Toronto and Montreal Media Missions...................................................................$5,000 Visit Florida media event.......................................................................................$4,000 DiscoverAmerica Day Event.................................................................................$3,000 Ontario TMAC conference.....................................................................................$4,000 Resources...........................................................................................................$25,000 Subtotal for Canada........................................................................................$273,000 UK/European PR Expenses UK/European annual sub-agency fee (service contract) ..................................$225,000 UK: Explore the Natural Keys with BBC Wildlife .................................................$14,000 UK: Listen In on the Florida Keys with Wanderlust..............................................$10,000 Germany: Social Media Boosting..........................................................................$5,000 Germany: TravMedia's IMM Berlin ........................................................................$5,000 Germany: ITV & LGBTQ+ Event Sponsorship ....................................................$10,000 Germany: Listen In on the Florida Keys with B&B Medien..................................$10,000 European Summer campaign: German-speaking markets..................................$15,000 European Late Summer Campaign: UK & Ireland...............................................$12,000 UK/Europe press visit expenses .......................................................................$105,000 Resources .................................................................................................................. $50,000 Subtotal for UK/Euro.......................................................................................$461,000 China website maintenance ..............................................................................$3,000 News/social media monitoring reporting services (evaluation process) ....$15,000 Additional Resources for the Overall PR Program.......................................$115,000 Total PR Expense Budget for FY 2023-24.................................................................$2,000,000.00 ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... �IZ 0 II w II II )A II<II Y S & II<<IG''Y VV IGu'�S e ,0 IV`'1 II A S ' �' � �i ��I�,�p II�II.. K-50 2445 "IL'"'Ir II LJ II1,V s r v c) `1 II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� October 2023 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC 2024 Keys Fishing • All/F Tournament Schedule Keys Traveler Magazine: ALL "Connect& Protect" Eco-Experiences Trail e2 0 0 ALL Development "Escape to the Keys" 91 ALL Minnesota Influencer Media Visits Begin IGLTA Convention ALL INTERNATIONAL UK/Europe Rel/Pitch • UK Natural Keys with e2 ALL BBC Wildlife Canadian Morning Show e2 0 ALL Campaign and Contest Canadian E-Releases • EVENTS Underwater Pumpkin V/D Carving Goombay Festival I Zombie Bike Ride 1 Fantasy Fest I Headdress Ball I Southernmost Half 1 Marathon Stone Crab Eating Contest Marathon of the Fla. Keys • REEF Fest V/D Underwater Pumpkin V/D Carving Islamorada Fall All-Tackle IV/F Bonefish & Permit Ladies, Let's Go Fishing! IV/F and Tournament The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2446 [1:11 F 0��R,�� ')A & Y' VV[1:11 S 1`01,J XR[E-0 K-51 "IL'"'Ir II LJ II1,V s r v c) ''I II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� November 2023 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC What's New Winter'23- 0 ALL _ '24 (release in December) 2024 Events Highlights 0 ALL Holiday Events Roundup 0 ALL Green Lodging Web e2 0 ALL Search Development Eco-Experiences Trail @2 a ALL Launch and Promotion Begin "Conscious 91 ALL Escapes" Indiv. Media Visits(Ongoing) INTERNATIONAL —UK/Europe Rel/Pitch • Canadian E-Releases • World Travel Market ALL German Eco-Experiences 91 ALL Trail Press Trip Discover America Day ALL (Canada) Canadian Tiny Home e2 0 ALL Activation Project Canada Toronto and ALL Vancouver Media Mission Vancouver Master Class @2 • Cooking Event Canadian Radio Remotes e2 ALL Canadian Morning News Television Promotion @2 ALL - EVENTS Key Largo Bridge Run V So. Fla. Symphony 2023- I/C 24 Season Release KW Powerboat Races I SMART Ride I Key West Film Festival I/C Day of Dead (Afro Roots) • C Big Pine/Lower Keys 1 I/C Island Art Festival Cheeca All-American IV/F Backcountry Tournament Sugarloaf Showdown ll/F The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2447 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S XR[1:110 K-51 "IL'"'Ir II LJ II1,V s r v c) `1 II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� December 2023 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) _TDC Regular Meetings • _DAC Regular Meetings • DOMESTIC .'Escape to the Keys ALL -Friendcation Contest Florida Keys Podcast e2 0 ALL Project(Ongoing) .'Minnesota Bound"Airing e2 0 ALL KARE"MB" Promotion -2 ALL -INTERNATIONAL -UK/Europe Rel/Pitch • Canadian E-Releases • EVENTS -Key West Triathlon 1 Mote Ocean Fest(KW) 1, 11 New Year's Eve Events ALL New Year's Eve Red I Shoe Drop Islamorada Half IV -Marathon OIRF Home Tours I/C -Season Begins Fla. Keys Holiday Fest IV -Holiday Boat Parades ALL Key West Holiday Fest I/C and Inn Tours Islamorada Sailfish IV/F Tournament KW Fishing Tournament I/F Begins The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2448 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S 1`01,J XR[1:110 K-52 "r II LJ 1"V s r v c) ''1 LJ 2(�)23......2024 "1X1,KJ!!! H',N3 !"II Xl,� January 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC NY Travel Adventure Show ALL IMM Media Marketplace ALL Coral Rest. / Iconic Reefs e2 0 0 ALL/D Video Series Shoot Begins (Ongoing) INTERNATIONAL UK/Europe Rel/Pitch • Canadian E-Releases • European Smart Way to 2 ALL Visit Keys Campaign Canadian Group Press 81 • ALL Trip EVENTS Orange Bowl Classic V Pops in the Park Concerts IV/C Fla. Keys Celtic Fest III/C Sombrero Beach Run III Island Boat Show • III Key West Half Marathon I Big Pine Nautical Expo 11 Key West Literary Sem. I/C Southernmost Regatta 1 Kelly McGillis Classic • 1 Key West Craft Show I/C Fla. Keys Seafood Fest I Mile 0 Fest 1 Rokisland Fest 0 0 1 Key Western Fest 0 0 • 1 KW Food &Wine Festival a a I Spanish Fly Music Fest 0 11 Pole Vault in Paradise 0 0 1 Cheeca Presidential a IV/F Sailfish Tournament KW Kingfish Mayhem 0 • I/F The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2449 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S 1"'OL.J XR[E-0 K-53 "IL'"'Ir II Li II1,V s r v c) `1 II!!!,1, II : Li II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� February 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC Cultural E-News Issue • 0 ALL/C Miami Boat Show(Media) 0 ALL/F Florida Huddle 0 ALL "Escape to the Keys" e2 0 ALL Mini-Video Shoot Begins Cultural Heritage Social e2 0 ALL/C Media Contest Florida Huddle a ALL INTERNATIONAL —UK/Europe Rel/Pitch • Canadian E-Releases • EVENTS Saltwater Sportsman Nat'l IV/F Seminar Series —Upper Keys Garden Walk • V Buccaneer Blast Regatta V Presidential Families I/C TRU-ly Amazing Art Old Island Days Art Fest I/C Tennessee Williams I/C Birthday Events Begin KW Master Chefs Classic • I/C KW Botanical Garden 1, II/C GardenFest KW Garden Club Tours • I/C Winter Star Party 11 Cuda Bowl I I/F "Connections Project" ALL/C Mural Tour The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2450 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S XR[1:110 K-54 "r II LJ 1"V s r v c) ''1 LJ 2 0 23......2024 "1X1,J<J!!! H',N3 !"II Xl,� March 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC What's New Spring 2024 • ALL Blue Star Web Search e2 0 ALL/D/F Development Social Media Content e2 0 0 ALL Missions Begin (Ongoing) INTERNATIONAL UK/Europe Rel/Pitch • Canadian E-Releases • ITB (Germany) and ALL LGBTQ+ Spartacus Traveler Event IMM Berlin (Germany) ALL EVENTS Conch Shell Blowing I/C Contest Tennessee Williams I/C Birthday Continues Marathon Seafood Fest III Bay Jam IV/C Underwater Easter Egg V Hunt March Merkin Permit I/F Tournament The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2451 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S 1"'OL.J XR[E-0 K-55 "IL'"'Ir II LJ II1,V s r v c) `1 II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� April 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC Blue Star Video e2 0 0 0 ALL/D/F Production What's New Meetings ALL Annual Issue LGBTQ+ "Locals"Series e2 0 0 ALL/I Creation Begins INTERNATIONAL UK/Europe Rel/Pitch • Canadian E-Releases • UK Eco-Experiences Trail 91 ALL Group Press Trip UK Wanderlust'Listen' @2 ALL Podcast Project EVENTS Earth Day Events ALL Release RWO 7-Mile Offshore Grand Prix Afro Roots Key West • I/C Taste of Key West I Papio Kinetic Sculpture I/C Parade Seven Mile Bridge Run III Florida Keys Island Fest IV Mote Ocean Fest I' ll Legends of Music Row 1 Music Festival Conch Republic 1 Independence Celebration Herman Lucerne IV/F Memorial Tarpon Cup Marathon Premier Sailfish III/F Tournament The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2452 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S 1`01,J XR[1:110 K-56 "IL'"'Ir II LJ II1,V s r v c) ''I II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� May 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC "Escape to the Keys" E- ALL News Special Issue "Escape/Less Visited" e2 0 ALL Social Media Campaign "Escape to the Keys" 91 ALL Group Press Trip "Escape/Less Visited" @2 ALL Blog Series -Update Hurricane Plan ALL Hurricane Preparedness ALL Industry Workshop I Media Visits with ALL Emergency Management I PW Show ALL INTERNATIONAL UK/Europe Rel/Pitch • Canadian E-Releases • German B&B Medien e2 ALL 'Listen' Podcast Project Canadian Visit Florida ALL Media Event - EVENTS KW Songwriters Festival I Key West Paddle Classic • 1 Afro Roots Islamorada • lV/C Minimal Regatta I Marathon Offshore Bull Ill/F and Cow Tournament -Tarponian Tournament Ill/F Nick Sheahan Dolphin V/F Rodeo The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2453 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S 1`01,J XR[1:110 K-57 "IL'"'Ir II LJ II1,V s r v c) ''I II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� June 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC What's New Summer ALL 2024 AdventureElevate Show ALL Blue Star Social Media e2 0 ALL/D/F Campaign Begins LGBTQ+Wedding e2 0 0 ALL/I Contest(Media Partner) LGBTQ+ "Locals"Social e2 0 ALL/I Campaign Launches INTERNATIONAL UK/Europe Rel/Pitch • Canadian E-Releases • Canadian TMAC Conf. ALL and Media Marketplace EVENTS Key West Pride I CFK Swim Around KW I Coralpalooza V/D I Love Stock Island Fest I I/C Mango Fest Key West 1 Lower Keys Chamber ll/F Dolphin Tournament -VFW Fishing Tournament I/F Skippers Dolphin V/F Tournament Don Hawley Tarpon Fly IV/F Tournament PBA Dolphin T'ment 1, ll/F Gold Cup Tarpon T'ment IV/F IFC Captains Cup IV/F Dolphin Tournament Ladies Let's Go Fishing! IV/F Screamin' Reels Tourney The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2454 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S XR[1:110 K-58 "IL'"'Ir II LJ II1,V s r v c) `1 II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� July 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1) Mission Present Wrap Video, Coverage/ Umbrella/ or or Release Social Results Committee Special Support Project (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC Blue Star Social Media e2 0 ALL/D/F Campaign Continues E-news Blue Star Support ALL/D/F "Conscious Escapes" ALL Individual Visits Continue INTERNATIONAL —UK/Europe Releases • Canadian E-Releases • EVENTS Underwater Music 11 Festival July 4 Events Roundup ALL KW Mermaid Festival I Key Lime Festival 1 Mel Fisher Days I Hemingway Days I Hemingway 5k Run and Paddleboard Race Florida Keys BrewBQ III REEF: Great Annual Fish V/D Count Key West Marlin I/F Tournament Del Brown Permit II/F Tournament The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2455 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S XR[1:110 K-59 "r II LJ 1"V s r v c) ''I LJ 2(�)23......2024 "1X1,J<J!!! H',N3 !"II Xl,� August 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC What's New Fall 2024 • ALL Social Media Content e2 0 0 ALL Missions Continue Social Media-Style Video e2 0 0 ALL Shoots Continue Blue Star Blog Posts ALL/D/ INTERNATIONAL UK/Europe Rel/Pitch • Canadian E-Releases • - EVENTS Coral Reef Spawning ALUD Miami Boat Rally V, IV, HL Key West Lobsterfest I Key Largo Triathlon V Tropical Heat • 1 Key West Brewfest I Guides &Gals Fishing I I/F Tournament The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2456 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S XR[1:110 K-60 "IL'"'Ir II LJ II1,V s r v c) `1 II!!!,1, II : LJ II1,I 2(�)23......2024 `1X1,J<J!!! I',N3 !`II Xl,� September 2024 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ FAM (1); Mission Present Wrap Video, Coverage/ Umbrella/ Special or Release Social Results Committee Project Support (2) TDC Regular Meetings • DAC Regular Meetings • DOMESTIC NLGJA Annual ALL Convention (date TBA) "Keys Traveler' Magazine ALL Story Selection, Writing INTERNATIONAL -UK/Europe Rel/Pitch • Canadian E-Releases • - EVENTS -Womenfest 1 Key West Brewfest I (continued) Big Gay Key West I Key West Paddle Classic 1 Keys to Country III/C Heroes Tribute Weekend III REEF Lionfish Derby& V/D Festival Conch Scramble IV Swim for Alligator Light IV Herman Lucerne IV/F Backcountry T'ment Take Stock in Children V/F Backcountry Challenge The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar.For example,each month the agency produces the Keys Traveler e-News,weekly feature blogs, and regular social media content for Keys channels on a continuous basis. Special events listed require PR funding from event or district.C=Cultural Umbrella.D=Dive Umbrella.F=Fishing Comm ........... 2457 [1:11 ��Z 0��R,�� ')A & Y' VV[1:11 S XR[1:110 K-61 i r wr t r/ ° etfr T , r Y milkw" ��;� w �s The FloriddKeys �o m° ® COMe edS YOU wire' umuUYlY- �x 5�ad Key VV,,st Big Pine Key&The Lower Keys 2458 L. FLORIDA KEYS & KEY WEST FILM COMMISSION The purpose of the Florida Keys Film Commission is to build, support and market our destination to the entertainment and commercial film, television, and print industries worldwide while creating a positive economic impact in Monroe County. The Florida Keys offers film, television, and print production companies a unique backdrop to create their stories. With year-round sunshine and spectacular scenery, the Florida Keys natural setting is unique and cannot be found anywhere else. More often than not, producers consider the Keys not just a location but rather a character in whatever story they are trying to tell. Our mission is twofold. First, we attract and promote film, television, print, commercial, and digital media productions to the Florida Keys. Once here, we provide production support and facilitate access to filming locations throughout Monroe County by eliminating bureaucratic "red-tape." We serve as a single point of contact for, and a liaison between, the film industry and city, county, state, military, and federal governmental agencies. To accomplish our mission, the duties of the film office include, but are not limited to: • Industry marketing and promotion. • Industry production support. • Sales and trade missions. • Brand development and maintenance. • Liaison services between producers and governmental entities/municipalities • Industry communications, education, and coordination services. • Local workforce development. State of the Industry Statewide, film and television production activity has continued to show strength in 2023, with the state film office reporting that as of June 21st, 2023 a total of 1,400 projects have been filmed in Florida. This has resulted in a total spend of over $1.7 billion in the state, surpassing the previous year's record both in total spending and number of productions. : �, �) 0 E F R l�E)A VV °° W (D 1`1 UE /\S "(0 t,J1 A 2459 This year the Florida house brought forward HB 5, which in effect dismantles the state film office. Governor DeSantis signed the bill into law and effective July 1st, 2023 the state film office will be dissolved. This is a big challenge as the state film office is the first stop for many producers looking to film in our state. What this leaves is a patchwork of 60 plus individual film offices spread out across the state. Now, each individual office will have to step up to fill the gap left by the closing of the state film office. The end of COVID protocols from the various unions in May 2023 was expected to lead to a surge in production activity in late 2023 and into 2024. However, the impact of the Writers Guild strike has brought new television and film production to a halt worldwide. The unions describe the situation as an existential crisis. Writers are seeking to address the use of artificial intelligence and are primarily concerned about compensation, which they feel has stagnated despite the rise in the number of shows across broadcast and streaming services. The previous writers strike occurred in 2008 and lasted for 100 days. It cost the city of Los Angeles more than 2.7 billion dollars in lost production activity. Ted Sarandos, the co-chief executive of Netflix, conceded: "The last time there was a strike, it was devastating to creators. It was really hard on the industry. It was painful for local economies that support production, and it was very, very, very bad for fans." The strike has even impacted the release of `Bad Monkey,' the Apple TV series filmed here last year. The show was initially set to be released in April of 2023, but Apple has delayed the release to have content available in case the writers strike goes on for an extended period. All of Apple's shows that were in production have been shut down and will not be able to resume production until the end of the strike. On top of the writers strike, SAG-AFTRA, the actors' union has voted to authorize a strike as they negotiate a new contract. I talked to a producer about to start pre- production on a film project in New York, and he has decided to push it into next year to avoid any potential shutdowns. Reality TV shows are not affected by the writers' strike and tend to have a smaller footprint, making it easier to find accommodations in the Florida Keys' tight lodging market. This past year we have had several high-profile reality shows film episodes, including a spinoff of 90-day fiance and HGTV's House Hunters. This type of production activity will be aggressively pursued in the next fiscal year. Additionally, television commercials and print campaigns will be targeted because high- profile advertising campaigns have potential budgets of up to a million dollars with production teams of 40-to-50-crew. These campaigns have the potential to generate significant bed tax revenue. For example, in fiscal year 2023 we had two high profile car commercial shoots, a spot for Hyundai and GMC. We also had two big campaigns featuring watercraft from Sea-Doo and Yamaha. L..N IL. 6 p. :°�� l�Ir.: �. �� IL. 0 l ..If:': I II:.°° W (D 1`1 U." /" ":w (0 tn..J1 A L-2 2460 Despite the challenges brought on by the writers and possible actors strikes, Florida's film and television production scene remains resilient and full of opportunities. Reality TV and advertising campaigns do not typically qualify for any incentive money, so our lack of a state incentive is not a factor for those productions. Given that these production types are not influenced by the current strike, this market segment will be targeted for productions in the destination until the uncertainty regarding the labor strike is resolved. Goals for 2023-2024 1. Capitalize on the premier of Bad Monkey season one by hosting a book signing with Carl Hiaasen at Focus in London. 2. Create an economic impact study on the revenue contributions of film production. 3. Increase promotional efforts to the advertising industry for commercial and print production to be filmed in the Florida Keys. 4. Host a script writing workshop with a nationally recognized script writer to help local writers develop screenplays that are set in the Florida Keys. 5. Establish a Florida Keys based chapter of Women in Film. 6. Partner with the Business Guild and the Key West Film Festival to screen an LGBTQ+ film and filmmaker for Key West Pride in 2024. Implementation Capitalize on the premier of Bad Monkey season one by hosting book signing with Carl Hiaasen at Focus in London. Bad Monkey has the potential to be a huge streaming success, and we want to capitalize on the launch of season one with an event at our sales mission during Focus in London slated for December, 2023. The Apple TV show is based on the Carl Hiaasen novel and takes place in the Florida Keys, Miami, and the Bahamas. We will invite Carl Hiaasen to attend Focus and do an in-person meet & greet/book signing at our Booth. In addition, we are exploring the possibility of hosting a panel with Carl about the process of adapting a book into a television series. Focus is the premier show to reach European and UK based location managers, producers, directors, and production companies. p. :`�� l�Ir.: �. �� IL. 0 l ..If:': I� V S; 1`1 U." /\":w (0 tn..J1 A L-3 2461 Create an economic impact study on the revenue contributions of film production. The first season of Bloodline had an economic impact of $90 million dollars for the Florida Keys. Once Bad Monkey airs on Apple TV, I will work with Kelli Fountain, the Director of Market Research, to develop an economic impact study to understand the revenue contributions of film production in the Florida Keys, including room nights, local spend, and the tourism value of a show like Bad Monkey. Increase promotional efforts to the advertising industry for commercial and print production to be filmed in the Florida Keys. With the ongoing writers and potential actors strikes, I intend to aggressively market the Florida Keys to the advertising industry as a filming destination. Attending Advertising Week in New York City is the best way to do this. Now in its 19th year, Advertising Week is the premier event to meet ad agencies and creative directors from across the United States and pitch them on bringing their productions to the Florida Keys. Develop a script writing workshop with a nationally recognized writer. Time and again, the productions coming to the Florida Keys are here because their productions could not be shot anywhere else. The Florida Keys is a character in their production. Shows like Bloodline and Bad Monkey could not tell their stories without the backdrop of the Florida Keys. Even a monster hit like Ozark on Netflix could not occur anywhere other than the Ozarks. To help develop future productions, I intend to bring to the Keys Oscar-nominated writer/director Kimberly Pierce to do a public workshop for local writers. The Florida Keys has always been a draw for authors, with a vibrant local writing community. The workshop will be open to all levels of writers to develop stories and screenplays based in the Florida Keys. Establish a Florida Keys based chapter of Woman in Film. Woman in Film is a national organization that focuses on networking and training women in the film and television industry, with several very active chapters in Florida, " �) " 0 1�L: I'F R l� A VV S; 1`1 UE /\S "(0 t,J1 A 1R, L-4 2462 including Orlando, Tampa, Daytona, and Miami. Anyone can join the organization regardless of gender, and they offer excellent networking and training on an ongoing basis. I have been approached by several local women to establish a local chapter to promote workforce development and create more opportunities for Keys-based production professionals. I'll be working closely with other Florida chapters to organize and develop a local chapter and ultimately grow our local workforce in this high-paying career field. Partner with the Business Guild and the Key West Film Festival to bring down a LGBTQ+ film and filmmaker for Key West Pride in 2024. The LGBTQ+ film slate is very robust, and I am seeing some great LGBTQ+ films on the festival circuit. This year, in a cross promotional effort with Pony Charvet, I will bring down a major LGBTQ+ film and film maker to the 2024 Key West Pride Celebration. We will work with the Business Guild and the Tropic Cinema to host a free movie night during Pride including a Q&A session with the filmmaker. Film Florida Film Florida is a non-profit trade organization that was founded twenty plus years ago to promote Florida as a film destination. Its membership includes film commissions from around the state, labor unions, individuals, and businesses catering to the film, television, and print industry in Florida. We will renew our membership in Film Florida for the 2023-2024 fiscal year. Film Florida, as the only industry trade organization in the state, will be working to fill in the gaps left by the closing of the state Film office. We will join with Film Florida on several co-branded marketing missions to significant production hubs in the United States, including Los Angeles and New York, when appropriate. Film USA Film USA is a national, non-profit trade organization that brings together state and regional film commissions across the United States. Their mission is to provide clear and comprehensive information about tax incentives, locations, stages, and resources available for film, TV, and digital media production in the USA. They serve as a unified voice for film commissions, offering membership opportunities and partnering on marketing missions. L..N IL. 6 p. :°��R l�Ir.�)A l IL. A� l ..If:: V II:.°°; 1`1 U." /\S (0 tn..J1 A L-5 2463 We will join Film USA for the 2023-2024 fiscal year. We also intend to join Film USA at their branded Pavilion at the Cannes Film Festival along with several other film commissions from across the United States including Dallas, New Orleans, Chicago and the Utah film commission among others. Industry Trade Shows, Film Festivals and Sales Missions Trade shows are venues where the Film Commission office has an opportunity to promote our destination directly to production companies. The chance to speak one-on- one with producers and directors, whether they currently have a project in the works or may be in the planning stages of a future project, is invaluable. In addition, trade shows allow us to access decision-makers very high up in entertainment companies; executives we would have a hard time reaching in any other way. We have partnered with Film Florida and Film USA to promote and bring awareness of Florida and the Florida Keys as a film destination at various film festivals and sales missions. Targeted attendees are producers, directors, and executives in the independent film, television, and advertising industries. Attendance at the following industry trade shows, film festivals, and sales missions is proposed for the fiscal year 2023 — 2024: Advertising Week — New York October 16th — 19th, 2023: Over 12,000 advertising industry professionals attend Advertising Week in New York every year. They include executives in marketing, advertising, media, and tech, and is an opportunity to pitch decision-makers in the advertising industry to shoot future commercials in the Florida Keys. American Film Market / Location Expo — Los Angeles October 31st — November 5th, 2023: Over 7,000 industry professionals from more than 70 countries attend AFM in Los Angeles every year. They include acquisition and development executives, agents, directors, distributors, financiers, film commissioners, producers, writers, and all those who provide services to the motion picture industry. Location Expo is a part of AFM and is designed for Film Commissions, facilities, and government agencies from around the world to network and pitch decision-makers in the film and television industry. FOCUS - London December 5th — 6th, 2023: We plan on attending the FOCUS tradeshow in London this year, targeting location managers, producers, and directors in Europe and the UK. They provide excellent seminars, and the clientele attending represent some of the biggest names in the industry, such as the BBC and Lionsgate. The Florida Keys are a massive p. :°�� l�Ir.: �. �� IL. 0 l ..If:': I II:.°°; 1`1 U." /" ":w (0 tn..J1 A L-6 2464 draw for European production companies, and attending this show allows us to reach out directly to this valuable market. Slamdance Film Festival — Park City, Utah January 18th — 28th, 2024: Slamdance Film Festival is one of the premier film festivals to showcase and support emerging independent filmmakers. Slamdance takes place every year during the Sundance Film Festival in Park City, Utah. In conjunction with the Ft. Lauderdale Film commission and the Miami Film Commission, we will be sponsoring the South Florida filmmakers lounge at providing networking opportunities with high profile members of the Film trade. South by Southwest — Austin March 11th — 16th, 2024: SXSW is a film, music, and digital media trade show held each year in March. It is an excellent opportunity to meet the directors and producers of many films that premiere at this highly competitive festival encompassing film, music and cutting-edge interactive media. We also help promote any Florida films, documentaries, or music at the festival. National Association of Broadcasters — Las Vegas April 14th — 17th, 2024: NAB is the annual trade show produced by the National Association of Broadcasters, with an estimated attendance of over 100,000 broadcasters and content creators from 150 countries. It has been billed as the unrivaled event for content professionals in media and entertainment. Cannes Film Festival — France May 14th — 20th: The Cannes Film Festival is one of the largest industry trade shows in the world for the entertainment industry, attracting filmmakers, actors, and industry professionals from around the globe. For the 2"d year in a row, Film USA will be hosting a branded pavilion at the festival, and we will be joining them along with several other film commissions from across the United States including Dallas, New Orleans, Chicago and the Utah Film Commission among others. New York Mission June 5th — 11th, 2024: We intend to partner with Film Florida to participate in the TriBeCa Film Festival and produce our very successful Apples and Oranges event. This event is held at a venue outside of the festival where invited producers, directors, and production executives mingle with producers who grew up in or were educated in Florida. R l�Ir.: A K IL. 0 V II:.°°; 1`1 U." /\S (0 tn..J1 A L-7 2465 Los Angeles Mission June 24th — June 28th, 2024: The Association of Film Commissions International produces an LA-based event offering a series of targeted networking opportunities with physical production executives across film and television, independent producers, location managers, short-form content creators, digital media developers, and more. This event, known as AFCI week, is very well attended by the production executives at the major Hollywood studios and independent producers. Toronto International Film Festival September 4th — 11th, 2024: TIFF is one of the premier film festivals in the world and draws industry participants from across film and television. In conjunction with the festival, TIFF produces a trade conference of international producers, directors, and executives that focuses on documentary and unscripted content creation. As members of Film Florida, we will be hosting a marketing event targeting independent film producers and supporting any Florida entrants in the festival. Film Florida Quarterly Meetings These meetings are an opportunity for the various councils to meet along with the Executive Board. Legislative, marketing, trade shows, and advertising missions are discussed, voted upon, and implemented. Location Scouts Once a production company has been supplied with location photos, video, and requested information, the production company may send a location scout or location manager to take photographs of the areas. On these occasions, the Film Commissioner meets with and escorts the location scout to possible shoot sites in Monroe County. At times, this effort requires the hiring of a helicopter and driving out of county to pick up or drop off the scout from Miami International or Fort Lauderdale Airports. Once the location scout provides the production company with their photographs, a second and possible third scout may involve the producer, director, art director, and location manager. Again, the Film Commissioner provides escort and possibly transportation for the scout. Efforts made by the film office and local businesses during these scouts can strongly influence the outcome of a location decision. Location Shoots When a film, television, video, or still shoot client decides to shoot on location in the Florida Keys, the Film Commission office provides continued assistance, dependent p. :`�� l�Ir.: �. �� IL. 0 l ..If:': I II:.°° W (D 1`1 U." /" ":w (0 tn..J1 A L-8 2466 upon the production company's need. This assistance may include helping with permitting, facilitating discussions and meetings with government officials, law officers, owners or managers of businesses and lodging properties. This office then assists in locating crew to work on the project, establishing contacts for specific equipment or props, hotel room and restaurant possibilities, and a myriad of unforeseen requests. The Film Commission office also provides information and assistance to the lodging, crew, and property owners in the Keys if they have questions or concerns regarding the shoot. Information is provided as to what to expect and what to ask for from production using their property. The Film Commissioner intends to facilitate a successful experience for the production company, local crew and facilitate a positive economic impact for the community. Public Relations Opportunities The Film Commissioner will continue to work with Newman PR and industry publications, as well as publicists for production companies, to identify PR opportunities in print and broadcast media for the Florida Keys & Key West as allowed by the production. With the Launch of Bad Monkey in late 2023, there will be an opportunity to capitalize on the PR that Apple will be doing for the show. Advertising Opportunities The film office works with Tinsley Advertising to produce hi-quality and creative messaging to promote the Florida Keys as a film destination. These ads will be in film festival programs, trade show publications, and industry magazines. Measurability A breakdown of which production companies have utilized the Florida Keys as a location is submitted with every TDC report. This breakdown includes room nights per production and budgetary numbers when known. We also try to include the total number of locals hired when that information is available. We also produce an economic impact report for large, highly visible productions such as Apple TVs Bad Monkey and Netflix's Bloodline. L..N IL. 6 p. :°�� l�Ir.: �. �� IL. 0 l ..If:': I II:.°° W (D 1`1 U." /" ":w (0 tn..J1 A L-9 2467 Budget FY 2023 - 2024 Film Industry Trade Shows and Events ..........................................................$85,000 Registration and Show/Event Expenses TravelExpenses................................................................................................$45,000 Air Fare, Lodging, Meals, In-county mileage Duesand Fees...................................................................................................$18,750 Association of Film Commissioners International, Film Florida, Woman in Film Location Promotion ..........................................................................................$40,000 Promotional materials, vehicle rentals (boat/helicopter and auto rental for location scouts) and escorting location shoots Website/Social Media........................................................................................$30,000 The Florida Keys & Key West website, Reel-Scout database, Maintenance and support OfficeExpense ..................................................................................................$12,000 Communications...............................................................................................$10,000 Postage, office phone, shipping. E & P for Production Executives .......................................................................$9,250 Location Content...............................................................................................$50,000 Photographer, Videographer, Location Site Surveys Promotions ........................................................................................................$60,000 Total..................................................................................................................$360,000 p. :°�� l�Ir.: �. �� IL. 0 l ..If:': I II:.°°; 1`1 U." /" ":w (0 tn..J1 A L-10 2468 r r , i� r r / / o r � f / rr ir r rr /ii;o,08/h/////O/U/ r „jI {. r J,� 7 !/„�1� ,r{/1>✓,. ,.,/`I'/��I lr ,,,.l d/ - I, � � �r r< � �� r /1 /�i r' r�// r /i r/ /.✓�� r �� l!ll, I✓ /1/�file/, 9/ / /,l r J�i„a r,/r ,/% // r /, �� f� � l ire i I/ i J v r r Ir I /r ,�(lfl,��fl.,�� ,, m � �., � � a, �� / ��q'�I �rf� r,,.✓�... � It'��,,... ,I� f�hlrflr� �� Ul�j, l�. ,� /1�� 8 TIIhe F1L iddKeys Key est P �o m` �m ® COMe edS YOU wires VIuuUYIY- �x 5�ad Key VV st Big Pine Key&The Lower Keys 2469 ir II()LJ 1"II S )I!!!V!!!] 2023.....2024 ''IXIJ<!!! !!J] Xl,� ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... M. Market Research In the simplest terms, market research tells us where we are going, how to get there and how to know we have successfully arrived. An effectual marketing research program transforms a multitude of data gathered from wide-ranging sources into clear, insightful analysis that generates actionable marketing strategies. Such a program delivers a competitive advantage to the destination. Marketing Research also instills the voice of our customer into the marketing process. By engaging our potential and actual visitors through research, we gain insight into their behavior and travel motivators. Through careful analysis of potential and actual visitor data, we can identify when it may be appropriate to redirect our marketing strategies to better attract, and satisfy, our target markets. Marketing Research needs to be carried out regularly because of the constantly changing environment in which we operate, due to shifts in consumer tastes, technological advances, changes in economic conditions, and our dynamically changing world. Objectives The objectives of the Market Research program are: 1. To evaluate and measure the attainment of our overall marketing goals and strategic objectives. 2. To conduct ongoing primary data collection studies of actual visitors to the Florida Keys & Key West, as well as potential visitors. 3. To continuously gather and track data to inform the development and execution of the marketing plan, and any ad-hoc shifts in marketing strategy (e.g., tropical cyclones, economic downturn, environmental crisis, etc.). 5. To coordinate with other staff departments, the agencies, and the public and private sectors, in the provision and use of applied, actionable research; to inform the destination marketing decision making processes and measure effectiveness. 6. To identify insightful, timely, cost-efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators and interpret the overall trends in the context of our destination. 7. To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. 0 IIR,II 14 )A II<II Y'S & II<["E''Y III S 1' �� e .0 11111 II S Y'0 I J A IIR, M-1 2470 ir ()LJ Ft�I S �)I!!!V!!!] 2023......2024 ',1X1,Jc!!! !!J] Xl,� ............... ............... ............... ............... ...............1111''I............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''I'll............... ............... ............... ............... ............... ............... ............... ............... GOALS: The 2023-2024 goals of the Market Research program are: 1. Conduct an economic impact study for the calendar year 2022. 2. Develop a study to measure the economic impact of the film Bad Monkey. 3. Develop a study of affluent travelers, household income $150,000+. 4. Attend at least one continuing education seminar specific to market research. 5. Obtain Destination Marketing accreditation through Destinations International. 6. Coordinate a sustainability and visitor pledge campaign. 7. Attend one consumer show to identify motivation factors of travel to our destination. 8. Complete in-market research identifying the percentage of the different market segments contribution to the overall mix. 9. Monitor and report on the booking trends of the RIZE booking engine. Research Methods Every research study begins with the formation of a question; what do we need to know? Once this has been established, the methodology available to answer the question is identified. A research design is then developed. Research designs may be either qualitative or quantitative in nature. Elements of both designs may also be used together in mixed-methods studies. Qualitative research deals in words, images, and tends to be more exploratory and less structured than quantitative research. Qualitative research includes focus groups, in- depth interviews, and observational techniques, such as the mystery shopper. While the results of focus groups reflect only a very small segment of the target market, the findings can offer a far more in-depth understanding of the target's perspectives or opinions than is otherwise obtainable through quantitative surveys. Qualitative research can provide insights into the underlying research problem to better develop quantitative research for conclusive data. Quantitative research focuses on numbers, logic, and the objective; providing quantifiable responses to a specific question obtained from a statistical sampling of a target population. While quantitative data collection techniques can vary depending on the sampling design and the type of information to be collected, the traditional empirical quantitative technique in market research is the survey questionnaire. By administering a survey to a random sample of a population, one can draw inferences about the behavior of an entire population. The medium by which the survey is implemented can include mail, telephone, face-to-face interviews, e-mail, mobile devices, and the web. 0 IIR,II 14 )A W[1:11 S IF 0 11111 II S Y'0 I J A IIR, M-2 2471 ir ()LJ 1"II S �)I�!!!V!!!] 2023.....2024 ',1X1,Jc!!! !!J] Xl,� ............... ............... ............... ............... ...............1111''I............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''I'll............... ............... ............... ............... ............... ............... ............... ............... Implementation Research focusing on potential visitors (inquirers) to the Florida Keys &Key West. Telephone and email visitor inquiries are being tracked through Google Forms. Surveys conducted via these inquiries will be summarized in monthly reports for each district, and the County overall. The reports shall include the origin of the inquirer, advertising source that prompted the inquiry and more. AT&T business reports will provide quantity of all calls made to the 1-800 generic and district numbers. Software and report functions will be maintained and upgraded as needed. We will report on the wealth of data gleaned from the Key West Business Guild's Gay and Lesbian via Google forms as well. Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. A Visitor Profile Survey will gather demographics, party composition, expenditures, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. 'Special topic' questions will be added on an as-needed basis. Smith Travel Research data will continue to be utilized to gauge lodging industry performance. This includes: a monthly occupancy, average daily rate and RevPAR report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon, and Monroe County excluding Key West; and weekly reports on daily occupancy, average daily rates and RevPAR for Monroe County, Key West and the Middle and Upper Keys combined. These weekly reports not only provide a useful means by which to assess the impact of special events and lodging performance over holiday periods but also provide us with quicker turnaround of lodging data than available under the monthly schedule. As a basis of comparison, we will also utilize Smith Travel data to track monthly performance of the top 10 markets within the state of Florida. Additionally, we will use Key Data to track vacation rental monthly occupancy, average daily rate, and RevPAR similar to Smith Travel. We will also utilize TravelClick's Demand 360 reporting which provides forward-looking occupancy, average daily rates, and RevPAR for lodging properties. These monthly reports will overview occupancy, average daily rate, and RevPar for Monroe County as a whole. Datafy will be utilized for monthly analysis of geolocation data provided from mobile devices observed within Clusters & Points of Interest (POI) along with strategic planning services. Areas can be geofenced to capture sample sizes of devices and then statistically modeled to estimated visitor volumes, visitor origins, trip lengths and more. 0 IIR,II 14 )A W[1:11 S 1' 0`1 II S Y'O I J A IIR, M-3 2472 ir ()LJ 1"II S �)I�!!!V!!!] 2023.....2024 ''1X1,Jc!!! !!J] Xl,� ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... Fulfillment of 2023-2024 Research Goals: 1. Rockport analytics conducted a study in 2019 which provided analysis that translated the contribution made by visitors to Monroe County GDP, jobs, wages, and tax receipts. This analysis focused on tourism in 2017, 2018 and 2019. We will repeat this analysis with additional comparison to 2022. 2. An economic impact study will be conducted in conjunction with the film commissioner to understand the revenue impacts of filming in the Florida Keys & Key West. We will analyze the overall economic contribution of filming a series such as Bad Monkey including local spend, room nights and overall tourism value. 3. In 2022, our Visitor Profile Study completed by Rockport Analytics showed that the average household income of our visitor is above $120,000. Furthermore, the study showed that nearly one-third of visitors (30%) earn more than $150,000 annually. As the current economy remains a concern, it is important to continue to strive to be appealing to visitors who are more situated to be insulated against inflation and recession. We will develop a study of travelers with household income of $150,000+ to identify key motivations and influences in selecting this destination. 4. Market research is critical for the success of any organization. Embracing the rapid pace of change, adopting new skill sets, and uncovering the latest trends are all vital to keeping up with industry developments. We will take the opportunity to attend a market research conference to hone skillsets; and broaden networking opportunities to advance our field of research. 5. Beginning in 2020, Destinations International began recognizing select outstanding destination organizations with a new tier of accreditation,Accreditation with Distinction. This is intended to recognize destination organizations that set the bar of excellence for our industry. We will work with Destinations International to secure this distinction. 6. Along with our Public Relations and web development teams, we will launch a sustainability pledge campaign. This campaign will highlight the importance of conserving and preserving our natural resources in the Florida Keys & Key West. 7. The sales team attends several consumer shows throughout the year. This year an up-and-coming market will be chosen for a consumer-oriented survey. This survey will be developed to gauge attendee motivating factors in booking a vacation in the Florida Keys & Key West. This survey will be deployed through 0 IIR,II 14 )A II<II Y'S & II<["E''Y III S 1' �� e .0`1 II S Y'O I J A IIR, M-4 2473 ir II()IJ I"II S )I!!!V!!!] 2023.....2024 ''IXIJc!!! !!J] Xl,� ............... ............... ............... ............... ...............IIIIIII............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............IIIIIII............... ............... ............... ............... ............... ............... ............... ............... survey monkey which offers a QR code that can be scanned on an Pad or the attendee's personal smart phone. 8. The majority of our visitors fall in the transient domestic leisure category. We are finally seeing the international market back in the county as well as the group market. We will investigate and identify the percentage of market segment contribution of each. 9. We recently launched a new booking engine on our website called RIZE. We will monitor and report on booking trends of the consumer engaging with this platform to identify any possible weaknesses or areas for improvement. Measurability The above outlined Market Research projects will include stated objectives, outlined in the form of a research question, the information expected to be obtained by the project, and the budget for the study. Each project will be evaluated after completion to determine if the stated objectives were met, and to assess the value of the information collected. Additionally, the Market Research department will provide the means for evaluating the goals and objectives of other staff departments and the agencies of record. II 4 0 IIR,II 14 )A W[1:11 S IF �� e .0 11111 II S Y'O I J A IIR, M-5 2474 ir ()LJ 1"II S �)I�!!!V!!!] 2023.....2024 ''1X1,Jc!!! !!J] Xl,� ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............'''I'll............... ............... ............... ............... ............... ............... ............... ............... Market Research Budget Visitor Profile Study $ 130,000.00 Occupancy and ADR reports STR $ 40,000.00 Travel Click Demand 360 reports $ 40,000.00 Datafy $ 35,000.00 New Data Collection reports TBD $ 125,000.00 Key Data Vacation Rental Reports $ 35,000.00 Project Resources $402,000.00 Economic Impact Study $ 49,000.00 Film Economic Impact $ 49,000.00 Affluent Traveler Study $ 49,000.00 Destinations International accreditation $ 12,000.00 Sustainability Campaign $ 29,000.00 Consumer Show research $ 10,000.00 Research Continuing Education Seminar $ 15,000.00 Other Project Resources and Salary $ 189,000.00 Secondary Research Purchase of secondary research $ 39,000.00 Online and mobile survey software, and additional software upgrades,survey Operations incentives $ 29,000.00 Memberships,telephone, postage,computer equipment, Misc. conference/seminar attendance $ 25,000.00 Total $900,000.00 ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... 0 IR, l )A & III.Ili Y' W[1:11 S 1`0 1 J A R M-6 2475 ir ()LJ 1"II S �)I�!!!V!!!] 2023.....2024 ',1X1,Jc!!! !!J] Xl,� ............... ............... ............... ............... ...............1111''I............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ...............11''I'll............... ............... ............... ............... ............... ............... ............... ............... Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of our programs. Evaluation is a systematic approach to assessing the performance and improving the efforts of the TDC and its marketing plan. It is systematic in that there is usually a three (3) stage process of (1) gathering data, (2) analyzing the data, and (3) how we use that information to improve our program. Though the TDC has diverse ways of tracking our marketing and sales efforts, there are several common measurement factors used in assessing the level of a program's performance. The TDC Market Research Department along with an outsourced research company regularly conducts visitor profile analysis and monitors marketing effectiveness through surveys, studies, and other research techniques that will give measurable results. In the marketing strategies, methods, and implementation sections of the marketing plan, each area (advertising, sales, public relations, film commission) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be maximized. Having the ability to make quick adjustments in our marketing is also an essential 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 outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include: • Pre/post tracking studies, which measure users and non-users of our marketing efforts. Why someone did not respond is as important as why someone did. • Comprehensive studies of how travel information is delivered and used by the potential visitor. • Qualitative analysis to learn what works in marketing our area, both in the short and long term. Our assessment of the plan should not only grade our current efforts but should help show us how to adjust and be more effective in subsequent years. Some of the criteria or techniques that can be used or may be planned by the TDC this year to assess program effectiveness include: • Geo-Location tracking via Datafy 0 IIR,II 14 )A W[1:11 S IF �� el',��.0 11111 II S Y'0 I J A IIR, N-1 2476 ir ()LJ Ft�I S �)I!!!V!!!] 2023......2024 ',1X1,Jc!!! !!J] Xl,� ............... ............... ............... ............... ...............1111''I............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... ............... • Google forms Chamber's reports • Visitor Profile Survey reports • Smith Travel Research Report • Travelclick Demand 360 • Economic &tourism indicators • AT&T call reports • Bed tax revenues report • Sales tax revenues report • Airport enplanements and deplanements • Internet marketing click-through counts • Google analytics Web Analysis • Web site user demographics reports • Advertising CTR percentages • Rootrez website booking engine analytics • Social Media user demographic reports • Social Media monitoring and analysis • European agencies' reports • Annual tour operator inventory reports • Conversion studies • Online surveys or mobile surveys • Perception and behavioral research In summary,we need to know what marketing efforts are working, what are not, and make the appropriate adjustments in the quickest period to ensure the success of our decision- making process. 0 IIR,II 14 )A W[1:11 S IF 0 11111 II S Y'0 I J A IIR, N-2 2477