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Item D42 D42 BOARD OF COUNTY COMMISSIONERS COUNTY of MONROE �� i Mayor Holly Merrill Raschein,District 5 The Florida Keys Mayor Pro Tern James K.Scholl,District 3 Craig Cates,District 1 Michelle Lincoln,District 2 ' David Rice,District 4 Board of County Commissioners Meeting September 11, 2024 Agenda Item Number: D42 2023-2896 BULK ITEM: Yes DEPARTMENT: Tourist Development Council TIME APPROXIMATE: STAFF CONTACT: Ammie Machan 305-296-1552 N/A AGENDA ITEM WORDING: Approval of the FY 2025 Marketing Plan for the Monroe County Tourist Development Council. ITEM BACKGROUND: TDC approved same at their meeting of July 30, 2024 with direction to revise certain portions, which has been completed. The Final Marketing Plan that is attached has incorporated all of the requested changes from the TDC Board. PREVIOUS RELEVANT BOCC ACTION: INSURANCE REQUIRED: No CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATION: Approval DOCUMENTATION: FY 2025 Marketing Plan.pdf FINANCIAL IMPACT: 1 �� IIIIIIIIII�VVVVV 1°i�� ° j N l i �!i/%/�i/✓i�rid f / fi, i ��// /f 'r.I %/ � ��i;/�//,�� r �� '' il r ////r/l% I / f ✓�lnJl / '�' 'if/y/',/��%✓i�i �i�%%��/l� ' °�r(��// / f� rya%ly�/1( i,rrlr ti r The FloriddKeys �o St C)C11�cIS YOU dre �5 uulO " KeY West Big Pine Key&The Lower Keys J J J 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 1. Product Analysis.......................................................................................B-1 11. Position Analysis ..................................................................................... C-1 111. Prospect Analysis .................................................................................... D-1 IV. Promotional Analysis................................................................................E-1 Section Three: Program Planning I. Program Development i. Goals .............................................................................................F-1 ii. Priorities........................................................................................ G-1 iii. Resources..................................................................................... H-1 111. Marketing Strategies and Implementation i. Advertising..................................................................................... 1-1 ii. Sales & Promotions ...................................................................... J-1 iii. Public Relations ............................................................................K-1 iv. Film Commission .......................................................................... L-1 V. Research ..................................................................................... M-1 Section Four: Evaluation .......................................................................... N-1 C J J J 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. �� i[ I � C) A 1< Aj� A-1 J J J H. Purpose of the Plan While most of the concepts, processes and methods described within this marketing plan are 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. L.ii[ I I C) 1< :1 I'll, I A-2 J J J 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 a 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 land-based transport. (65%) • The Florida Keys are accessible by air. (35%) 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. 01"I'MI fd-) i[ I � 0 1< B-1 J J J • 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 (Fort Myers/Naples) of Florida to downtown Key West. There are several marinas in the Keys that allow visitors to arrive on their own boats. The district of Key West is currently receiving cruise ship visitors at private docks only. • Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West), shuttle services from South Florida airports to several destinations in the Keys, major car rental agencies, as well as private and ride share services, and limousine services. Local transportation is available by taxi, trolley, shuttles, and bus services. • The Florida Keys hosts a variety of accommodations. Lodging facilities in the Florida Keys for vacationers or business travelers include full-service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, licensed short term vacation rentals, camping sites and house boats. The TDC lists just under 19,000 rental units throughout the Keys. • There are just over twenty-four hundred licensed camping sites in Monroe County, and the area is home to many national parks, refuges, and other protected sites. Here are some notable locations: 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 Aquatic Preserves: Biscayne Bay-Card Sound Aquatic Preserve Coupon Bight Aquatic Preserve Dry Tortugas Aquatic Preserve fd-) i[ I � 0 1< B-2 J J J 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. • Nightlife 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 Florida Bay, Atlantic Ocean, and the Gulf of Mexico for either back country, flats fishing to deep sea/offshore fishing daily. 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- 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. 01111,Ml A i[ I 1< B-3 J J J H. Position Analysis In analyzing the Florida Keys' product for leisure tourism and business travel, it is important to identify the current positive aspects of the destination as well as considering those areas which may, by improvement, enhance the Florida Keys' position in the global marketplace. 1. Strengths and assets • worldwide name recognition • temperate year-round climate - warm winters • friendly, 'laid-back', all-welcoming positioning • natural resources appeal to eco-tourists • offshore island experience within confines of the U.S. • direct flight service from markets providing good connectivity • rich cultural heritage within our diverse communities • visual, literary and performing arts destination • variety of sightseeing attractions • authenticity of our attractions • safe environment • great fishing resources • excellent wreck diving opportunities • unique RV camping locations • reputation of music festivals with top billing performers • excellent dining available • easy access to the coral reef from anywhere in the Keys • surrounded by a National Marine Sanctuary • diversity of overnight lodging facilities • southernmost point of the continental US • popular wedding & honeymoon destination • close relationship of two large metro airports of Miami & Fort Lauderdale • brand new airport terminal with jetways (2025) • 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 L.,i[ I I 0 1" 1, '1[ AS ........A-) A C-1 J J J • perception of sargassurn blooms during the summer • traffic congestion/one road in, one road out • lack of affordable housing for our workforce • perception of high hotel rates • perception of gentrification from long time visitors This 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 our visitors are looking for, and what we have to offer them within the destination to address those needs. For fiscal year 2025, the tenets of our program will continue to include the destination's commitment to preserving our natural resources and rich cultural heritage. The Keys' reputation for providing a relaxing, revitalizing vacation getaway, with an emphasis on the idea of slow, personalized growth travel. What is "slow, personalized growth travel"? It's when a visitor comes to a destination with one mindset but leaves with another; it's an experience 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 when they return home. As we see more push back from visitors regarding price point, there is an opportunity to position the destination as less transactional and more transformational. Other vacation options that offer similar attributes (warm winter sun, turquoise water, and an 'escape' from the tedium of everyday life) are advertising heavily across all media channels these days, and competitions is always fierce for the coveted "winter traveler". However, many of these competing destinations are simply offering transactions. Where the Florida Keys stands out in this crowded field is the authenticity of our attractions, the history and culture of our people and the genuine spirit of the warm, inviting atmosphere, which is free from the controversies, pressures and divisiveness found elsewhere. Our longstanding "Come As You Are" philosophy is perfectly positioned to welcome all without marginalizing anyone. Diversity in our multicultural marketing efforts is a priority now more than ever. Our promotion and emphasis of "Come As You Are", along with our long-standing "One Human Family" philosophy recognizes and promotes respect for cultural diversity among our residents and visitors alike. This commitment to our core values builds 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. We will continue with our diverse marketing promotions and messaging where each group is interwoven like the fabric of our communities. C-2 J J J The Florida Keys has traditionally benefited from international travelers at different times of the year. These inbound arrivals have historically accounted for+/-15% of our overnight visitors, with a majority of this business coming in late summer when U.S. children return to school. For 2025, and with the help of our lodging partners offering rates during the traditional booking period, we anticipate international arrivals returning to pre pandemic levels. We will continue to prioritize efforts in our top primary markets in the U.K. and Germany, and also grow our presence in secondary source markets including Scandinavia, France, Spain and other top economic E.U. markets. 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 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 FY2025 In the dynamic landscape of the travel industry, our dedication and creativity in promoting The Florida Keys & Key West enables the destination to attract millions of visitors annually. The online engagement on Fla-keys.com cultivates a connection for soon-to-be visitors and visitors alike, translating into increased visitation across the five districts. As The Florida Keys & Key West are a collection of five unique districts, the site must convey this distinction of place and character while providing users an engaging, interactive experience. The technology we at Two Oceans Digital work to implement and integrate into Fla-keys.com substantially improves online performance, keeping our destination competitive in today's industry. The Florida Keys & Key West App We are embarking on a comprehensive modernization of The Florida Keys & Key West application, incorporating cutting-edge technology to enhance user experience. Given that The Florida Keys & Key West are comprised of five distinct districts, the application must effectively convey their unique character while minimizing navigational complexity. The redesigned application will focus on achieving seamless, intuitive navigation by utilizing high-quality video & imagery to guide users throughout. Functionality Enhancements The application will feature key upgrades, including functionality enhancements, streamlined shortcuts to users' frequently visited pages, improved utilization of high-quality imagery along with embedded and streaming full-screen video, comprehensive content integration, and interactive maps of each island within the destination showcasing unique points of interest. Additionally, the application will offer customized filters for a streamlined user experience, push messaging, and database development to support a seamless C-3 J J J transition from the planning process to a personalized on-the-go itinerary at visitors' fingertips. Deliverables for this project will include a rebranded iOS and Android app with advanced digital advertising methods integrated into every section of the application. Functionality enhancements will be accompanied by a contemporary redesign of the app's interface, reflecting modern UI/UX trends. This includes strategically placed call-to-action (CTA) buttons, visually-driven navigation, and the integration of trusted user-generated content (UGC) alongside interactive planning tools. The app will seamlessly synchronize with the current listing pages on Fla-keys.com, enabling users to efficiently plan their trip. The integration of 'like' and 'save' functionalities across Fla-keys.com, connecting The Florida Keys & Key West app, will allow users to curate detailed itineraries encompassing their accommodations, activities, adventures, and more. The interactive map feature will be implemented to facilitate effortless navigation and promote local businesses. We will implement advanced 'App Filters' to streamline the user experience and highlight various aspects of travel in The Florida Keys & Key West, such as LGBTQ-friendly destinations, sustainable travel options, family-friendly opportunities, local favorites, and more. These intelligent filters will enhance app navigation, allowing users to customize their travel plans with ease and reduce the need to sift through extensive choices. In addition to this, listing technology integration in the application will provide users with a visual representation of their personalized itineraries, highlighting key locations with intuitive call-to-action (CTA) icons and emphasizing each island's unique points of interest. The expansion of points of interest (POI) will present the opportunity for integration of immersive video content for each POI's narrative. By deploying advanced third-party solutions and strategically positioned beacons, we will collect granular data to analyze visitor engagement patterns. This data will power a sophisticated suite of Proximity Marketing tools and personalized push notifications, delivering contextually relevant messages for the destination and local businesses. Enhanced Content Integration & Implementation of High-Resolution Imagery A cornerstone of travel in The Florida Keys is the laid-back, relaxed atmosphere enriched by unique experiences and vibrant characters. To bring this vision to life online, we are utilizing the advanced CrowdRiff platform to secure usage rights for visitor-sourced photos and videos. Consumers place high value and trust in the user-generated content (UGC) sourced from CrowdRiff, enhancing the credibility of our islands' rich history and the unique creativity of our locals while preserving the destination's distinctive character. The Florida Keys & Key West app will include a prominently displayed and user-friendly 'visitor photo submission' tab, making it easy for users to participate in experiential tourism by simplifying the sharing process. This feature allows visitors to submit their travel imagery in real-time, showcasing the most memorable moments of their trip. The visitor photo submission section will streamline capturing firsthand experiences and showcasing the numerous activities and variety of events in The Keys. This UGC-focused element of the app encourages new and returning visitors to contribute their unique experiences by C-4 J J J simplifying the process. Simultaneously, the visitor photo submission section will expand and enrich our UGC collection with authentic content while establishing a deeper visitor connection to the destination. According to 2024 statistics, 55% of people watch online videos every day. Website analytics before and after introducing high-quality images and video into Fla-keys.com vastly increased key analytic points, specifically users' average time spent on site. Given the substantial consumption rate of video content online today, which enhances user engagement significantly, integrating this capability into The Florida Keys & Key West app stands as the pivotal element in its redesign. To successfully provide users with high-quality, clear, crisp video on an application, new advanced methods of video delivery will be tested to avoid the consequences of large file sizes, primarily the loading speed of the content and tab section. The purpose of these additional steps and programs is to provide the best user viewing experience on any device from anywhere. Interactive Destination Maps Utilizing new tools to enhance the quality of content on the app is crucial to align with the imagery-driven vision of Fla-keys.com. A key advantage of developing and integrating an interactive map feature is its ability to offer navigation assistance within physical locations, thereby boosting user engagement and increasing time spent on the application. The interactive map will facilitate visitors in easily finding specific areas of interest, highlighting points of interest, and simplifying the exploration and navigation process throughout The Keys. The map feature will have a style and theme consistent with the marketing of the Tourist Development Council, seen throughout various campaigns and on Fla-keys.com. We will brand it and create interactive layers, such as points of interest markers with scrolling capabilities to highlight and enhance, expanding to share more information. When areas of the map are clicked, the user will have access to photos, descriptions, and links to each location, which will appear in a tooltip when the pin is clicked. Introducing a clear and intuitive map at the initial stages of the user navigation pathway will effectively boost engagement and enhance user satisfaction. This enhances the overall visitor experience and can reduce frustration and confusion. Providing effortless and convenient navigation before or while they visit brings built-in value to the application, answering the "Why do I need another app?" question many individuals face. The interactive map will showcase our destination's five unique districts. Users will have the capability to customize their map with relevant filters tailored to their vacation planning priorities. The 'Nature & Adventure' filter option will encourage travelers to charter local guides, rent kayaks, and take hosted tours of historic and natural areas, thereby alleviating pressure on the most crowded areas of The Keys. The 'Green Travel' filter will allow users to discover and focus on an eco-sensitive approach to enjoying the destination, educating travelers about natural and cultural preservation in The Keys. The 'LGBTQ Guide' filter will highlight The Florida Keys & Key West's "One Human Family" philosophy, directing users C-5 J J J to landmark gay-owned and -operated bars, restaurants, accommodations, and properties that cater specifically to same-sex couples, featuring social gatherings such as full-service bars and complimentary happy hours, and encourage visitors to dive into Key West's LGBTQ history. The 'Family Friendly' filter will curate destination activities suitable for all ages, including parks, tours, games, and kid-friendly activities. The 'Food Focused' filterwill provide users with the best cuisine recommendations on each island, promoting local bars and restaurants through specialty deals and opportunities. The Florida Keys & Key West interactive map feature will enhance user engagement by providing an enjoyable and intuitive browsing experience. Visitors will be encouraged to explore and interact with content embedded within the app's map feature, thereby prolonging their time spent using the application. Simplifying access to essential information and navigation of physical locations will improve the overall user experience, leaving a lasting positive impression and fostering destination loyalty. Database Development The app will be integrated with the current listing pages on Fla-keys.com to allow users to seamlessly plan their vacations before or while visiting our destination. Utilizing 'like' and 'save' technology throughout Fla-keys.com allows users to plan their itinerary in advance, the night before, or on the go. To create the connection between desktop and mobile, in- depth database development will store and save user account information during the sign- up process. The log-in screen will also allow users to opt for a 'log in as a guest' option if they wish to browse but not develop an itinerary. Connectivity from home to hand is essential to encourage users to download The Florida Keys & Key West app. When planning their trip, users can reference the route of their personalized itinerary through their Account Information Center, the interactive map feature, or with CTA 'like & save' icons on their itinerary listings. A phased approach will be implemented during the development of The Florida Keys and Key West application, ensuring effective implementation and structured progress through refinement at each stage. Phase 1 will establish a stable and robust foundation for the application, leading to a well-polished base design. Phase 2 will focus on building and integrating the application's core functionalities. In the final phase, Phase 3, we'll focus on integrating advanced technological features that enhance the application's capabilities and user experience. Pricing: $62,000* *Work on The Florida Keys &Key West App is not to commence without notice and approval to proceed. User Generated Content Collection & Integration To remain competitive in the ever-evolving travel industry, harnessing and leveraging advanced, cutting-edge technologies to optimize the promotion of The Florida Keys & Key West is crucial. CrowdRiff is the leading visual marketing platform for the travel and tourism C-6 J J J sector, and its integration is imperative for keeping The Florida Keys & Key West at the forefront of global tourism. This content marketing platform combines content discovery, digital asset management, and content delivery tools. Aiming to enhance the user experience, we integrated the CrowdRiff platform into Fla-keys.com to secure usage rights for photos and videos submitted by visitors via social media channels. The user-generated content (UGC) sourced from CrowdRiff is widely respected and perceived as more trustworthy by consumers online, outperforming other forms of online advertising. Incorporating UGC into a campaign or website significantly boosts its effectiveness, leading to 30% higher web conversions than traditional promotional methods. Moreover, an impressive 85% of participants in a 2024 study expressed greater trust in UGC over brand-generated photos or videos. The strategic use of UGC on Fla-keys.com leverages advanced technology to create a more engaging and impactful website experience for users interested in the destination. Our team has curated custom dynamic image galleries for each DAC, Umbrella category, and topical content page throughout Fla-keys.com. CrowdRiffs content accumulation strategy entails leveraging social media trackers. We continue to build galleries highlighting all the unique aspects that set The Florida Keys & Key West apart from other destinations, promoting natural history, architecture, wildlife, cuisine, art, theater, diving, fishing, sightseeing, and more. Effective use of this technology requires a strategic development approach, constant attention to detail, active engagement, and regular updates to ensure optimal performance. This extensive array of galleries continually receives visitor posts that align with the destination tracker settings, ensuring that the content remains up-to-date with current travel trends and supports the objectives of the Tourist Development Council (TDC). Our team continually tailors social media trackers to parallel the Tourist Development Council's promotional campaigns and marketing efforts. Prioritizing our destination's most frequently used hashtags while leveraging trending travel and tourism hashtags, combined with geolocation data, curates a rich repository of UGC for both the app and Fla-keys.com. By continuously optimizing our methodology behind the use of CrowdRiff, we ensure that Fla- keys.com remains a vibrant and compelling destination for tourists, showcasing the most defining aspects of The Florida Keys & Key West. Pricing: $35,050 Interactive Visitor Content Submission Hub Visitors to The Florida Keys will soon have the opportunity to contribute their memories of the area's vibrant wildlife, distinctive architecture, delectable cuisine, lively festivals, colorful locals, breathtaking sunsets, and scenic views directly to the new Fla-keys.com visitor submission platform. The Interactive Visitor Content Submission Hub, integrated within Fla- keys.com, will be designed to seamlessly gather, manage, and showcase user-generated content (UGC) from both locals and visitors. By allowing users to share highlights from their C-7 J J J trips, we will foster deeper engagement and connection with the destination. Photographs, which serve as lasting reminders of cherished experiences, will form the backbone of this platform. User-submitted content will not only enrich the UGC galleries on Fla-keys.com but will also enable an immersive, photo-driven tour online of The Florida Keys, from Key Largo to Key West. An Interactive Map will be developed for each District Advisory Council (DAC) area, featuring visitor photos and locations, thereby showcasing the unique aspects of each district. This map of The Florida Keys & Key West, populated with district-specific user submissions, will provide prospective visitors with an unparalleled level of trip transparency, allowing them to see The Keys through the eyes of those who have experienced it firsthand. The integration of user-submitted content will enhance the trust and authenticity established through UGC, significantly improving site engagement and interaction on Fla-keys.com. In today's social media-driven world, users seek to make their experiences stand out. By enabling direct photo submissions, we ensure that visitors to The Florida Keys leave knowing their memories are valued as much as those of online influencers. Featuring and highlighting user-submitted content not only encourages repeat visits to the site to check if their photos have been featured but also strengthens the community and connection among visitors. In summary, this innovative platform will transform how visitors interact with The Florida Keys, making their memories a vital part of the destination's digital landscape and enhancing their overall travel experience. Pricing: $5,000 Commission Free Online Reservation System We continue to collaborate with accommodations to natively source their availability and rate information directly into the Fla-keys.com Commission Free Online Reservation System & Booking Engine. To give our site visitors a compelling reason to book through our reservation portal rather than a competing OTA, we will be implementing new strategies and approaches to promote the commission-free reservation system to users. Strategies will include Affiliate Booking Engine pages for TDC-funded events in The Florida Keys and Key West. Ripe will build these pages to create co-branded landing and booking pages for each event. Affiliates have the potential to direct qualified traffic to the Fla- keys.com site. Linking to an affiliate booking instance increases the visibility of our lodging partners, resulting in a more seamless experience for consumers and increased bookings. Implementing Affiliate Booking Engines will add value for our lodging partners and source additional first-party data. In addition to affiliate opportunities, we will enhance the visibility of the Commission Free Booking Engine. With brand recognition and average consumer purchasing trends in mind, L.,i[ I I 0 1" 1, V ........ C-8 J J J we intend to redesign the "Book Your Stay" digital banner advertisements on Fla-keys.com to align with contemporary design trends and aesthetics. Our design approach will feature visually appealing color profiles centered around green to blue hues, modern, crisp fonts, and prominent, eye-catching call-to-action (CTA) buttons. Research indicates that making adjustments such as modifying text styles, refining CTA copy, or enhancing CTA appearance can result in a notable increase in conversions, often exceeding 60%. Enhancing the Commission Free Booking Engines' visibility on Fla-keys.com will leave a lasting impression on users and foster brand familiarity. On average, consumers need to encounter a brand at least three times to feel confident in proceeding with a purchase. To encourage users to book reservations directly through Fla-keys.com rather than competing OTA systems, we aim to build trust in the Commission-Free Booking Engine by crafting memorable advertisements, including creative digital banner designs. Pricing: $40,000 Website Bandwidth Service Unlimited bandwidth is a crucial feature for providing visitors with an enhanced travel experience in The Florida Keys. By integrating advanced network solutions, we ensure seamless, high-speed connectivity for all users, enabling uninterrupted access to multimedia content, instantaneous and continuous updates, and dynamic interactions. Updating information and data as it occurs on Fla-keys.com ensures that users have immediate access to the latest information without delay. This is crucial for providing timely and accurate content to users, especially in dynamic environments such as travel and tourism, where information can change rapidly. In the context of The Florida Keys app and website, real-time updates guarantee that users receive the latest information regarding events, weather conditions, availability of services, and any other pertinent updates that could affect their travel plans or experiences. This infrastructure supports the continuous upload and streaming of high-quality user- generated content (UGC), interactive maps, and immersive video tours, ensuring that users can fully engage with our app and website without any limitations. This technological enhancement elevates the overall user experience, making The Florida Keys even more accessible and enjoyable. Two Oceans Digital provides unlimited bandwidth that averages over 42 terabytes annually to support the electronic marketing collateral and video downloads on Fla-keys.com. Pricing: $35,000 L.,i[ I I 0 1" 1, '1[ AS ........A-) A C-9 J J J Purchasing and Domain Name Renewal Our team currently oversees the purchasing, management, and renewal of domain names associated with the Monroe County Tourist Development Council (TDC). Two Oceans Digital manages and renews 21 domains owned by the TDC, including international domains and those associated with The Florida Keys & Key West, such as fla-keys.Igbt. Each domain has unique renewal expiration dates and available ownership lengths. In the upcoming 2025 fiscal year, there will be 16 domain names requiring renewal. The renewal costs of each domain vary based on the Registrar, duration of ownership, domain fees, and previous purchase prices. The total cost to purchase renewal of these domains is estimated at $3,581.29. The cost of the domain renewal is directly paid to the Registrar at which the domain is registered. Pricing: $3,581.29 NOAA Blue Star Operators & Green Lodging Initiative The Florida Keys National Marine Sanctuary launched a recognition initiative known as Blue Star, specifically designed for businesses that prioritize sustainability in their daily operations. The program is open to dive and snorkel operators as well as fishing operations. The Florida Department of Environmental Protection designates and recognizes lodging facilities that make a commitment to conserve and protect Florida's natural resources through the Florida Green Lodging Program. The restructured listing layout format will highlight both programs by labeling listings with icons and graphics to draw attention to businesses that have earned those statuses. Interactive map capabilities in The Florida Keys & Key West app will allow users to hover over the Blue Star and or Green Lodging logo for detailed information and access additional resources explaining what it means to be a Blue Star Operator and why this certification is crucial for our environment. To spotlight these environmental stewards, we are also developing a custom 'Green Travel' filter. This feature will prompt travelers to prioritize natural and cultural preservation in their vacation planning. Additionally, in collaboration with Newman PR, we will utilize and integrate the Connect & Protect Eco-Experience Trail in the 'Green Travel' filter. This initiative aims to encourage more businesses across The Florida Keys to pursue NOAA Blue Star certifications and Florida Green Lodging accreditations, thereby promoting sustainable practices and environmental stewardship throughout our community. Pricing: $8,000 Streaming Webcams Our webcams serve as an extremely effective, 24/7 marketing tool, providing authentic, unedited views of the destination that today's travelers increasingly seek when planning L.,i[ I I 0 1" 1, V ........ C-10 J J J vacations. In 2023, the webcam pages on Fla-keys.com accounted for almost 30% of all page views, surpassing every other section of the website. As of June 2024, webcam pageviews have remained consistent in their contribution to Fla-keys.com website traffic, making up 27% of page visits. They enhance the credibility and authenticity of the destination by offering live, unfiltered perspectives from over 50 locations across The Keys. Our extensive network of webcams allows visitors to stay connected with The Florida Keys & Key West between visits, no matter where they are. Our goal is to maintain a diverse array of webcams throughout The Florida Keys, showcasing various locations, scenes, events, and activities in real-time. Currently, there are 9 active DAC webcams online. Based on the DAC Boards voting and approval in the April & May DAC Meetings, there are 6 potential new webcam locations throughout DAC 1, 11, IV, and V. The viability of proposed webcam locations is currently being examined and therefore the pricing for additional webcams cannot be finalized until this process is complete. Pricing: Paid for by District Advisory Council Funds. *Initial set-up and cost of first webcam is $1,233.33 per district. Every additional webcam within a district is $500.00. Unlimited bandwidth for all webcams is included in this pricing structure. The pricing range indicated reflects 9 online DAC webcams with the potential 15 DAC webcams if every DAC board voted yes on all additional webcams. $97,999.90 - $133,999.80 Visitor Information System The VIS software system provides the ability for the TDC to record and fulfill visitor requests for collateral material. Visitor records include names and address data. The software system also provides a mechanism for the TDC to record, analyze, and report on research data collected via visitor inquiries. Research data includes responses to customized visitor surveys determined by the TDC Sales Team to align with current marketing campaigns. VIS Kiosk Systems are independently owned by the District Chambers and Visitor Information Centers in which they are found. Two Oceans Digital oversees technical monitoring, troubleshooting, and reporting of VIS Systems. Additional redesigns or web- based updates, such as information display, imagery, survey questions, and accessibility features, are available upon request. Pricing: $3,000.00* *Two Oceans Digital charges 2 hours per month for monitoring, troubleshooting, and reporting. Search Engine Optimization Search engines serve as the primary starting point for the majority of travel planning C-1 1 J J J activities. Over the past fiscal year, organic search has consistently contributed 37% of total traffic to Fla-keys.com. SEO remains critical for user engagement and interaction on Fla- keys.com. Analytics from this period reveal that sessions originating from organic search not only had the highest engagement levels but also resulted in the longest average session duration, with an impressive engagement rate of 65%—the highest among all channel groups. It is imperative for The Florida Keys & Key West to maintain top rankings in this competitive landscape. Fla-keys.com has historically achieved prominent placements across major search engines by staying at the forefront of digital advancements, adhering to best practices, and swiftly adapting to algorithm updates. Our ongoing SEO strategy includes continuous refinement of code, robust implementation of schema.org markup, and strategic adjustments to elevate or sustain our search rankings. We leverage advanced tools such as Google Search Console, Bing Webmaster Tools, SEMrush, Screaming Frog, and others to receive precise recommendations for optimizing performance and search indexing. These tools also provide alerts for potential issues like toxic inbound links, allowing us to maintain a clean and effective digital footprint. Comprehensive analysis using these tools has enabled us to track user interactions closely. We are actively comparing previous years' metrics to current metrics to gauge the efficacy of our current site design. Our team is actively updating necessary programs to retain and improve website quality and functionality, such as loading speed, quality of multi-device images and video, and many more site health factors. SEO can be and is greatly affected by user behavior when on Fla-keys.com, so presenting a fast speed and high-quality experience is crucial to SEO ranking. Pricing: Included in existing Scope of Services Optimize for Voice Search Experts predict that the number of Voice Assistants worldwide will reach over 8.4 billion by the end of 2024. Comparatively, in 2023 the amount of Voice Assistants worldwide was 4.2 billion. Looking ahead, Voice Assistants users are forecasted to increase to 157.1 million users by 2026, showing a consistent and reliable increase in the market year to year. As more users adopt Voice Search for its speed and convenience, we are prepared to capitalize on this trend by implementing relevant schema.org markup. Our strategy involves creating new content using conversational language that addresses frequently asked questions about our destination, leveraging top-ranking keywords and long-tail keywords related to The Florida Keys & Key West. This approach aims to enable Voice Search platforms to extract answers directly from Fla-keys.com. Additionally, we will optimize content to appear in Google snippet boxes for specific queries, ensuring quick and relevant information for visitors to The Florida Keys. By enhancing these elements for Voice Search, we aim to attract and guide audiences using this technology to C-12 J J J visit Fla-keys.com. Pricing: Included in existing Scope of Services Americans with Disabilities Act (ADA) Compliance Fla-keys.com ensures stringent site accessibility standards by strictly adhering to WCAG 2.0 AA guidelines, ensuring ADA compliance for users with disabilities. Our commitment to this standard includes regular updates to the Accessibility Statement and implementation of manually coded features optimized for assistive technologies (i.e. screen readers). To further enhance accessibility, we integrate accessiBe (https-Haccessibe.com/), leveraging their advanced site widget. This tool provides comprehensive ADA accommodations, guaranteeing full compliance and enhancing the user experience for all visitors. Pricing: Included in existing Scope of Services Website Analytics, Tracking & Reporting Our team conducts in-depth monthly analyses of Google Analytics data to enhance user experience and site quality. It is crucial to examine traffic patterns and navigation paths to understand site performance and how users access desired content. Key metrics such as time spent on site, bounce rate, and pageviews provide valuable insights. We systematically reflect on and discuss these analytics to make informed adjustments and optimizations for Fla-keys.com. 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. I. 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 11. Commission Free Booking Engine Platform • Total room revenue • Number of system reservations • Room nights • Average daily rate • Average length of stay C-13 J J J • 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 111. 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 C-14 J J J 111. 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, and Dallas. • Secondary • Indianapolis, Minneapolis, Cleveland, Baltimore, Houston, Raleigh-Durham, Asheville, Nashville, Los Angeles, and Denver. 2. International Markets • Primary 0 Canada, United Kingdom-Ireland, German speaking countries. • Secondary • Benelux (Belgium, Netherlands, Luxemburg), Italy, France, Nordics. 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 01"I'MI fd-) i 1 0 1< N D-1 J J J 111. 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. vf� , 01111, 1 f"I'd-) E-1 J J J 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. 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. Effective July 1, 2024, counties designated as areas of critical state concern can utilize up to $35 million in accumulated surplus from the tourist development tax (collected through September 30, 2024) to provide affordable housing for private sector tourism employees. These housing projects must meet the affordability criteria outlined in section 420.0004, Florida Statutes, and remain affordable for at least 99 years. However, the policy for spending these funds has not yet been made by the Board of County Commissioners. 01"I'MI fd-) E-2 J J J Section Three: Program Planning L Program Development i. Program Marketing Goals a. Develop overall program which protects the county's economic viability while balancing the environment and quality of life for residents. b. Protect the destination's brand image in a 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. 0111''MI fd-) Aj�� i I C) A 1< F-1 J J J Top Marketing Objectives a. Position the Florida Keys as Florida's premier get-away destination for US and international markets. b. Engage in a comprehensive destination rebranding. 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 enhance residents' quality of life. f. Leaning heavily on current research data, including cutting- edge purchase intent trends, to inform sales and marketing efforts. 9- Promote to legacy and emerging international markets. h. Capitalize on the growing "Moment Tourism" trend, which is traveling to see favorite performers and festivals, making it a vacation trip. i. Promote awareness of non-stop airlift service encouraging less vehicular traffic. j. Continue to target audiences for fishing, diving, snorkeling, and cultural interests. M. Looking at other similar resort destinations for ideas and inspiration for developing new events, festivals, etc. n. Promote the unique state and national parks within the destination, including Flamingo Lodge. 0. Continue to develop and market the destination as a welcoming, inclusive vacation destination. v�, 01111, 1 A C) A 1< G-1 J J J Resources (to execute program planning) a. Board: Monroe County Tourist Development Council b. DAC's: Monroe County District Advisory Committees C. Staff: • CEO/President- Senior executive executing the goals, objectives and policies set by the TDC. Lead the long-range planning & management of the Florida Keys destination. • 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 0111''Ml fd-) 0 1< N H-1 J J J 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. 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) 0111''MI fd-) i 1 0 1< H-2 MONRUE [OUNTYTOURBTDEVELOPMENT [OUNOL2O24-2O25MARKET�N� PLAN FY 2025 TDC FOUR PENNY BUDGET �� uK �� ~p ^ ^`°,��-',`°^ � Emergency Reserves $12,0000001029Y6 Florida Keys Council of vvebsiterelated theA�s�l0O,0OO 0.09% ExPenses$340,40O Cty. Cost Allocation $309,277027Y6 \ Advertising& Film $42 Public Relations Events Contingency Affordable HousinQ/5peda| Pub|ic-/ Facilities $35,000,000 30.01% Research $731,000 New Capital Funds Administration $12,000,0001029Y6 $2,745,8102.35Y6 �- \UnexpendedCapita| and V|5/Fu|fi||ment_---------- Events/Contracts/Res $1,142,2100.98Y6 / ources$l2624670 / ' ' EventsS3,595,842~ 10.83Y6 3.08% ��[]/� K�Y� f& ��Y VV��T � (�� /�� Y��[1 /��o H-3 J J J FY 2025 TDC TWO PENNY BUDGET 'Events' (35%) Portion $11,,715,,226 Research,$731,000, County Cost 6.24% Florida Keys Council Allocation,$72,713, of the Arts,$100,000, Special Projects Commission & ees 0.62% (Destination/Turnkey (Finance),$16, 75, 0.85% Events), $2,008,28 4% Film Commiss on, $425,000, 3.63% III ��/ / m-, �� Public tions/Stringers/PR ses,$2,582,549, 22.04% Fulfillment, Resource Emergency, $1,081,783, 9.23% Cultural/Fishing/Diving Committee's, $4,500,000,38.41% H-4 J J J FY 2025 TWO PENNY BUDGET Administrative (7%) Portion $2,,820,,000 VIS Software, $5,000, Office Supplies, Dues/Subscriptions, 0.0.18% $30,000, 1.06% $15,000, 0.53% j// � Admin/Operating, $1,200,000,42.55% �� J j is Emergency, $825,000, 29.26 Capi Expenditure $50,000, rlr Visit FLA,$10 0.35% Finance/County Cost Administrative Allocation,$143,273 Advertising,$25,000, 5.08% 0.89% Resources, $172, 45 5.08% Legal Salaries& Benefits, $142,005 Business Lease, 5.04% Repairs/Maintenance/Recyclin $150,000, 5.32% Travel, $50,000, g/leases/ Communications, CleaningJ1 1.77% supplies,$65,000, 2.30° $15,000, 0.53% Courier, $20,000, O. 1% $1,000, 0.04- F� A A F� I K H-5 J J J FY 2025 TWO PENNY BUDGET Advertising & Promotion (65%) Portion $23,228,250 Sales& Mkg Staff&related Website Related costs, Expenses,$200,000, $1,500,000, 0.9% 6.50 County Cost Allocati $74,281, 0.3% II Emergency $6,000 Resources 1. Advertising, $13,250,772, 57.0% Fullfillment/Trade,l $34,197, 0.1% Sales,$1,320,000, European Sales 5.7% Agency,$449,000, 1.9% I l C)F' A K :1 H-6 J J J 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 0111''Ml fd-) i 1 0 1< N H-7 J J 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 K V fl-''MH lf-''HAF� H-8 i i i / i i i f i /.i i / / � r t / ra ri �v r , e._ �f�� ,rrry,,rnrehi" (�VII , r J The FloriddKeys �o St C)C11�cIS YOU dre' 'All �5 ,�/ Y 0 �; uulO " Key West Big Pine Key&The Lower Keys J J J I. Advertising For the past two years, The Florida Keys & Key West have enjoyed strong advertising budgets due to the extraordinary post-pandemic boom in visitation. In fiscal year 2025, the destination advertising budget will be less than previous years. With this in mind, it will be extremely important to maintain as strong of an advertising presence as possible in markets that have been developed over many years. Tourism continues to remain strong despite headwinds of inflation. Travelers have many choices on where to spend their vacation. Advertising from cruise lines, other Destination Marketing Organizations (DMOs), hotels & resorts, as well as international destinations, will all be competing for share of voice and similar market share in the coming year. Visitation to the state of Florida remains strong. Revised figures from Visit Florida for 2023 show that Florida welcomed more than 140.6 million visitors, breaking previous records. Additionally, Florida's first quarter of 2024 hit 40.6 million visitors, the highest ever recorded for a single quarter. This provides a tremendous opportunity to speak to domestic and international travelers early in their decision process in order to maximize visitation to The Florida Keys. Media buys will be targeted both nationally, internationally and in key feeder domestic markets throughout the year. Advertising will be placed in markets where research indicates the strongest sources of business. The primary key feeder markets 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. Digital advertising now makes up the highest percentage of the media plan. The digital strategy in place for the fiscal year 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 our ad online and then arrived in the destination. Attribution will be measured with the largest sample size of geo-location data and physical behavior (using mobile advertiser IDs) - where people live, where people shop, what events people attend, and where people stay across the United States. 0111''MI fd-) i[ I � 0 1< J J J Attribution from advertising will be measured as follows- • Step 1 - Identify key audiences/behaviors that will convert for The Florida Keys. • Step 2 - Identify the mobile advertising IlDs of the people that follow these behaviors and serve them The Florida Keys video advertising. • Step 3 - Observe the mobile advertising IlDs to arrive in destination. • Reporting - After the campaign ends, data will be shared on how many of the people who were served ads arrived in destination (using mobile advertising IlDs). The average daily rates/length of stay and an average spend per visitor will be used to demonstrate the advertising's economic impact for the destination. Video is now consumed in many ways. Linear TV has long reigned supreme, but with the rise of internet-connected devices, Connected TV (CTV) is quickly gaining ground. This shift has helped transform the TV screen into a real-time, full-funnel tool, and leveraging both Linear and CTV together helps extend a broad reach. The media plan continues to utilize Linear TV and Addressable TV but has evolved with a heavier emphasis on Connected TV/Over-The-Top TV (CTV/OTT) as consumption is changing. 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. Advertising is purchased programmatically on hundreds of different sites and apps, based on where the target audience is. Streaming radio and podcast listenership continues to grow. Americans stream on average 75 minutes of music per day. This can be done on an array of "smart" devices including phones, watches, speakers (Alexa/Google) and on Apple Car Play/Android Auto. The media plan continues to evolve to include targeting on these platforms. Addressable Television is among several data-driven platforms that will continue to be utilized. This allows The Keys to deliver messaging on cable television to only affluent A35-64 households with a propensity to travel, specifically targeting prospects without the waste. Audience content recognition will target heavy streamers and low linear television viewers. Through smart televisions such as Samsung, we can identify those who are heavy users of streaming platforms and re-target them on their digital devices such as smart phones, laptops and tablets when they are not watching television. OLV, or Online Video 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. 0111''MI fd-) i[ I � C) 1< 1-2 J J J Social media will continue to be used across all segments of interest to The Keys. Facebook, Instagram, YouTube and Pinterest will all be utilized. These platforms allow the ability to use branded video in an environment that has high engagement with viewers. Paid Native Content stories also remain an integral part of the media plan. It enables The Florida Keys to tell a deeper story about the destination and highlight sustainable travel through written content, video and influencers. The Florida Keys will also be promoted to users to visit Native Content hubs on partner websites promoting more in-depth details about the destination. Traditional Linear Television advertising will also provide a broad reach and level of brand building beyond digital channels. Advertising buys are concentrated in live local news, which is a daypart The Keys will continue to use. This strategy is effective in reaching the older end of our demographic target who still watch traditional television, especially live local news. Research shows that this audience seeks out local news due to the local community connection but more importantly, because it is trusted more than news sought online. National Cable Television will be utilized to provide a broad reach to an upscale audience on a national basis. Spot Market Television in key feeder markets will be implemented where prospective visitors traditionally come from, specifically in the Northeast and Midwest in the fall and winter. Objectives 1. Keep The Florida Keys & Key West top of mind in key feeder markets with a decreased ad spend. 2. With increased competition, 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. Drive all potential visitors exposed to our advertising to the fla-keys.com website for planning, and ultimately, bookings. 5. Promote sustainability as a by-product of our advertising efforts. Goals 1. Increase media presence in the French market. 2. Increase media efforts to target the Travel Trade in the International Markets. 3. Increase percentage allocation of CTV/OTT Digital Media. 4. Create an out-of-home campaign in the New York DMA. 5. Create a media retargeting campaign to address visitors who have shown an interest in the destination with sustainability messaging. 01"I'MI fd-) i[ I � 0 1< 1-3 J J J 6. Create a special project for"Did You Know" short-form explainer videos to address and support our sustainability efforts. 7. Create a special project for long-form videos addressing the following- • Food/Dining • History of The Keys • Sustainability • Watersports/Boating 8. Create vertical video content in every category for mobile efforts. i[ I l C) A 1< Aj'I 1-4 J CIO z (D E F: of 2 ILLU Q_,., 0 0 \ \) Ir LU E LU jY 57, CD 75 \\� .......... LU /! {/ \ § 1 LLJ Lu 0 Ir T CL LU A= 0 % > of LU 4— cD z 1 0FI A K U A\ 1-5 J J J 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. i[ I l C) A 1< Aj'I 1-6 J J J 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. This 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. 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 available and seasonal timing within the destination. It also has a link to a complete list of fishing tournaments with dates, 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 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 0111''MI fd-) i[ I � 0 1< 1-7 J J J 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. Dive Flash Drive: Pre-uploaded with a "Read Me" PDF that links to the fla- keys.com/diving website. The Dive Flash Drive is a popular tradeshow promo item branded with The Keys logo and URIL. Dive Destination Guide: Developed with the same look and feel as The Keys Destination Magazine, the Dive Destination Guide provides an in-depth look at scuba diving and snorkeling in The Keys. Guide includes maps of reefs and wrecks in all five districts, historical backgrounds, and a diagram of commonly found marine life. Description: 8" x 10.5", four-color Strearn2Sea Dive Sunblock: Branded with The Florida Keys & Key West logo, these 0.5 oz tubes of reef-safe sunblock are a unique hand-held takeaway item for diving tradeshows and conventions. Sales Calendar: Two-sided 2025/2026 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 affluent adults, we ensure delivery of our message to this segment. We also achieve delivery to the "aspi rational" element of a broader audience; those with less income who aspire to experience a 0111''MI fd-) Aj�� i[ I � 0 A 1< 1-8 J J J 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 • Fishing • Boating • Culture/History/Art • LGBTQ+ • Epicurean/Foodies • Weddings/Honeymoons • Soft-Adventure • Romance • Family Travel • Luxury Travel • 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 and are continuing to increase. Advertising will be focused to both the consumer market and to tour operators. A combination of digital video, print and outdoor advertising will be used in the international markets. International target markets include UK, Germany, France, Italy, Scandinavia and Canada. 01"I'MI fd-) i[ I � 0 1< N 1-9 J I ( I J I I t t, IJI 1)Io no.I ic "Un�rge t A.ut id�i le 11.ic,le .A f..fluent A dLfts ,Age3T44j3ase: H0Lll3eh()l(J Enicorne $15,000 (v nume il6 2f 1 2A, .. I Afflupnt Nlkl[ale :5-0 A I'Vo 98 4,111.uIent. a 1.e, 1.. 1,000 SV4 4 102 Age 35 a 9 6423POU l6s% 180 Age 40 44 ;Mlpaa 11916 180 Age 45 49 "!�ll.. lso Age 50-54 6"3 2 6,�D 00 163"/6 180 Age 55 W 5,9891�)010 180 Age 60 44 4,11LIGIL)DOO 1180 Ffoitspliald kleidi ma.lriicenr.t e S209P74 ]HRE s 1.5.01,010 0-11;1.99,00 0 1..'-�"033'000 *C`7"Vo 104 1HUHLE$200,000-11049,000 10,150,000 �2 6 S 14 100 WES250poo am rrbrb.ere 10,91".1,000 2&VIi� 94 111FEE S5 00,000 si" mn.oi-e 81 ll,,6 :IH:::IH:::Il$11..P 00,0 00 cly., irvc.tia,c,,, 11,811-7)DOO 4 7 ll,,Ia 70 Nll[ari-ied 3,3,039,000 36 A"/6 11.6 Divairred iplipoo 2AT6 126 partru.n."eld 1,911)000 S A 76 SlMgje 1,846P010 4 S ll'Ii) '31. eri:al 30,634,000 803..'.�'4 11.4 Ci:ad�jtateid Ctylll ef,, e oi: N-19T.,e 3 1,9".78'000 83 A 1�4 108 01I PirAirorilprall. lResidence "..�'5'1.13'0 00 911...V'Ii� 1014 Any Aidbe Hnund T Hp On Ph A Ye rr �34,598,000 90A'Ia 1102 .5. +Ai rr Hne Ho mud T rr p A n Pa d Yew IMASSPOO 48 3 06 IR3 INCOT.A.1meast 7,M..)001D Z 0 A 16 99, I'VE&We�rst, 19.4*4 10 1. 1.2,848,000 33 A 14 10 1. we,!4. 110,11.93,000 26.V,6 ILO IL S a m u: I a w Is A M u a.t.w.t.S�It%I(.:-dr C f S A S ri r i r 3z-,2 0 24 A,f.f.I u W.t.A,dI,. L',. B iI m ll c)U's 1"11 a b d Lt.W.r."c)fl.l.IF, 11 ra f fl.l.c)t.IF, Ind c AL M Index 1s,.mr al tra I.,,.fp r I"s s tl�.e I.0 I My. Fr.o rn.dl.le'a vct.'ag am rag is al vm'y s I CK). .rr,),. numbw ah we 10 0 npr es I tkilc p I all c&vlc avera ge to he no Mod, klo J J J 2024-2025 Advertising Breakout Fishing Dive 3,% 5% Culture 3 Key La 7% Islamorada 5% �/ Generic 44% Marathon 9% Lower Keys 3% Key West 21% Advertising Budget Total: $29,891 ,908 01"I'MI fM AF�� i F� A I K Al�) J J 2024-2025 Total Media Plan Expenditure Print 001-1 Radio TV 40% Digital 52% Media Budget Total: $28,581 ,539 1-12 'j Jj 'j 2024-2025 Monthly Media Spending August September July 2% 1% October 5% June, 6% 6% November May 8% April December March F 14% January 15% February 15% Media Budget Total: $28,581 ,539 � iI I l C)F� A K AF'I 1-13 J J J 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 payment 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. • Only entities collecting bed-tax can participate in video/tv advertising co-op programs. • Participants of video/tv advertising co-op programs do not own the rights for usage of the videos other than for placement in designated co-op program. • Upon approval of a co-op participation form, an invoice will be emailed for online payment by ACH or credit card (includes additional 3.5% processing fee). Checks are no longer accepted unless pre-approved by Tinsley Advertising's billing department. • Participation is not guaranteed until Tinsley Advertising has received payment in full before the payment due date. 01111,Ml fd-) i[ I � 0 1< 1-14 J J J 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. 01111'�'/, fd-) i[ I � 0 1< 1-15 J I J I,I I I I� I I,I I I� I J I II T �111 I EI II iiiiiiiiiilllS TO: SHIP TO: TDC Office F 10,4D Trade INTERNATIONAL Axis Marketing,U.K. International Germa andny Trade TDC Office International Consumers 1-16 J J J GENERIC MEDIA PLACEMENT The following outlines the Generic advertising media placement for Fiscal Year 2024/2025. 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 2025. 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 11/6-12/29/2024 and winter flight from 1/6-3/30/2025. The campaign will consider using the following national cable networks- CNBC, Food Network, HGTV, TLC, CNN, Fox News, and MSNBC. Spots will be purchased on weekends when the target audience is at home and in many areas of the country stuck indoors due to inclement weather. TLC will also be used to specifically promote weddings. These networks will be able to provide the most effective reach and frequency to target audiences. • 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 been 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 tuning in for their local news and weather. The fall and winter months will concentrate on Northeast, Midwest, Southeast and Texas markets. Los Angeles will be utilized for the winter as increased visitation from the area continues. Spring/Summer 2025 will target traditional Florida drive markets but also concentrate on markets further away who will stay longer and more willing to pay the high average daily summer rates. Markets are as follows- • Fall Spot TV Markets- New York, Chicago, Boston, Philadelphia, Washington D.C., Toronto, Atlanta and Dallas/Ft. Worth • Winter Spot TV Markets- New York, Los Angeles, Chicago, Boston, Philadelphia, Washington D.C., Detroit, Minneapolis/St. Paul, Toronto, Atlanta, Dallas/Ft. Worth, Houston and Charlotte • Spring/Summer Spot TV Markets- Miami-Ft. Lauderdale, Tampa-St. Petersburg, Orlando-Melbourne, West Palm Beach, Fort Myers-Naples, Jacksonville 01"I'MI fd-) i[ I � C) 1< 1-17 J J J DIGITAL BRANDING CAMPAIGNS Digital will remain the lead medium to promote The Florida Keys & Key West due to its ability to deploy messaging in an effective and efficient manner. 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 and contextual advertising makes the digital media investment more cost efficient and reduces waste. • Streaming Connected TV (CTV)/OTT (Over the Top Television)- A combination of programmatic partners and direct partners will be utilized. Programmatic partners 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 show the economic impact of campaigns. Direct partners such as Hulu, Amazon Fire TV, Peacock, Paramount+ and Discovery+, a will be utilized and provide a wide array of content matched with a high level of data driven targeting. • Streaming Audio/Podcasts- -30 streaming audio ads will be targeted on digital podcasts, streaming radio stations as well as on Pandora, Heart and Spotify. • ACR (Audience Content Recognition)- Cord-cutters will also be targeted with data from the largest television manufacturer, Samsung TV. Data from smart televisions and other streaming devices that are connected to smart televisions will be utilized 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 propensity for travel) provides for little waste, making it an efficient marketing tool. • Social Media- Social Media is an important tool as it allows for effective targeting at scale. Facebook & Instagram still performs well overall for reaching travel enthusiasts and has proven to be an effective tool in promoting the destination. Pinterest promoted pins continue to be a successful platform for promoting both destination weddings & honeymoons as well as travel. YouTube will also be utilized to target travel enthusiasts as well as niche vertical markets such as LGBTQ+ and fishing. 01"I'MI fd-) i[ I � 0 1< 1-18 J J J • Contextual Advertising- Contextual Advertising has proven successful to target our audience reading relevant travel content online. Contextual targeting is the serving of ads on websites based on the sites' content (editorial, video and audio). It allows The Florida Keys to target appropriate websites with keywords and pages that discuss topics related to travel and other relevant topics, thereby reaching readers who likely have a similar interest in visiting the destination. • Native Advertising- Paid Native Advertising allows for a deeper story to be told about the destination and an effective way to let consumers know about the uniqueness of The Keys. Long form stories, photos and video 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 continue to be conveyed in 2024/2025. Travel, epicurean and wedding/honeymoon sites will be utilized with native content in both written and video formats. The plan will also target travel advisors and their clients with native content. Native content partners include- CNTraveler.com, TravelandLeisure.com, OutsideOnline.com, FoodandWine.com, TheKnot.com, WeddingWire.com, SignatureTravel.com and Virtuoso.com. • Video- 15-second video continues to serve an important role in promoting The Florida Keys. Video will be placed on mobile, tablet and desktop devices as consumers use them more than any other device and are a significant part of nearly everyone's daily life. The videos will run through direct publisher sites such as CNN.com, FoxNews.com and NYTimes.com as well as with programmatic partners that will serve on hundreds of targeted sites. • Video and Banner Re-Targeting- Visitors to the fla-keys.com website will be re- targeted on sites across the web with video and banners. The most favorable form of data is first party information. First party data from partners such as Adara and Epsilon will be used to re-target prospects who have searched in real-time for a Florida vacation or hotel. • Search Engine Marketing- Google, Yahoo, Bing and AOL search will be utilized to connect people searching online for a vacation to www.fla-keys.com. Google searchers will also be re-targeted with video through YouTube and the Google Display Network. 0111''MI fd-) i[ I � 0 1< 1-19 J J J DIGITAL CO-OP PROGRAMS Co-Op advertising opportunities will support the hotels and resorts of The Florida Keys and allow access to major markets for a fraction of the cost. Co-op 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 carousels off fla-keys.com, Facebook/Instagram carousel and mobile advertising carousel units. • Fall/Winter/Spring E-Newsletter Packages- CNTraveler.com, TravelandLeisure.com, LuxuryLink.com, Afar.com, ShermansTravel.com and TravelSpike. • Feb-May 2025 Travel + Leisure Digital Native Advertising & Print Package- Co-Op will be promoted through digital native flip card ad units on TravelandLeisure.com. The units 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 2025 print issue of Travel + Leisure Magazine (Visit Florida section) to work in tandem with the digital program. • 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. OUT-OF-HOME ADVERTISING Out-of-home advertising will continue to be used in FY 2024/2025. Out-of-home ads help to build The Florida Keys brand with easily viewable messages in big public locations. This brand visibility helps increase the effectiveness of other advertising channels. • Digital billboards will be purchased in high traffic areas (interstates and highways) reaching affluent commuters traveling to and from work. Markets include New York, Los Angeles, Chicago, Dallas, Charlotte, Atlanta and Nashville. Several of these markets will be purchased through Visit Florida which allows The Florida Keys to obtain extremely discounted rates as a partner. • New York is the number one key feeder market for the destination. The Florida Keys will implement a highly impactful program in New York's LaGuardia Airport during February 2025. This will include digital signage throughout the airport and at check-in and baggage claim areas. LaGuardia has numerous flights to Miami 0111''MI fd-) i[ I � 0 1< 1-20 J J J as well as non-stop flights directly to Key West via Delta and American. The airport campaign will work in tandem with digital and television efforts in the New York market. 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)- Conde Nast Traveler, Outside, Garden & Gun, NY Times Sunday T Magazine and The Visit Florida Official Vacation Guide 2025. • Dedicated Consumer Print- Origin, Food & Wine, Undiscovered Florida, Camp Florida, Ultimate Travel and Virtuoso Life magazines. TRADE ADVERTISING • Meeting Planners- The MICE (Meeting & Incentive Travel) market will continue to be an important target for Florida Keys lodging. Advertising will utilize both digital and print campaigns with Meetings & Conventions, 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 TravelPulse. 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 visitors continue to increase year over year to The Florida Keys. International advertising will begin in the fall and continue through winter as overseas markets begin to plan their upcoming holidays. Advertising will consist of consumer 01"I'MI fd-) i[ I � 0 1< 1-21 J J J targeted Facebook advertising, digital 15-second programmatic video, -30 connected television ads, digital paid native advertising, and magazines. Out-of-Home will also be utilized in the UK with digital billboards in Victoria Station and five electric-powered London taxi cabs will be vinyl wrapped with Florida Keys messaging with a focus on sustainability. Advertising will also be promoted through Travel Trade/Tour Operator advertising in Canada, the UK, France, and Germany timed in conjunction with travel trade shows (ie- World Travel Market, London and ITB/International Tourism, Berlin). The Florida Keys will also take advantage of specific digital advertising opportunities through Brand USA, which promotes visitation to the United States. 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F' A K K U A F'I�� 1-82 J I I J I I J ------------------------------------------------------------------------------------------------------------------ Xf 7VT Ona two ay ca al Wez dv,, He ove, i two -71e OZ 0— ME NMI Will cFS E El MIN I I I I I I i i i I limmimmilim L.J LLJ fi 41" k83 J J J 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, Adara, Sojern 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 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. 0111''MI fd-) i[ I � 0 F' 1< 1-84 ommuuoul �� M , w� v , , V HIV 'i � 6 r° The FloriddKeys �o C)C11�cIS YOU dre �5 KeyWest Big Pine Key&The Lower Keys JY J JrJt J. Sales & Promotions Introduction In addition to working in concert with the efforts of our contracted agencies of record, the sales department uses specialized methods unique to their field. These methods will be discussed in greater detail within the body of this sales plan for fiscal year 2025. 2024-25 Strategic Priorities • Reinforce luxury positioning and bespoke offerings to entice luxury travelers to the destination. • 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. • Seek out and build visitation from emerging/secondary markets, both domestic and international. • Promote sustainable travel practices throughout the destination to members of the travel trade and leisure travelers. • Constantly increase the number of trained luxury travel advisors who sell our destination through in-person missions, webinars and other means, and usage of Key Lime Academy. • Increase participation with Brand U.S.A. and Visit Florida events and sales missions globally. • Expand our extensive storytelling through an integrated approach with a focus on driving engagement and amplifying content to support leisure travel and meetings, inclusion and sustainability initiatives. • Allow for nimbleness, knowing changing market conditions may require ongoing pivots in strategy and execution. i[ I 1< J-1 JY J JrJt TDC Sales Team The sales staff provides ongoing customer support through trade fulfillment, sales calls, sales missions, presentations, coop marketing, familiarization trips, and webinars. Staff provide a recap following each event attended in the field, and organizes all leads generated and makes this information available to the industry for follow-up. The sales staff is comprised of five sales managers who focus on key travel segments including domestic leisure, LGBTQ+, international FIT, and incentive/groups. Sales staff, including the Director of Sales and Marketing (DOSM), spend a great deal of time in the field working at travel trade events, consumer shows, and executing domestic and international sales missions. All sales staff report to the DOSM, who in turn reports to the President/CEO of the Monroe County Tourist Development Council. Methods of Sales Trade Shows are organized and established exhibits which take place domestically & internationally. They provide a cost-effective means of interacting with a significant number of interested buyers through pre-scheduled appointments. These shows are attended by travel advisors and agency owners, tour operators, receptive operators, meeting planners, journalists, and leisure "consumers" depending on show format. Sales Missions are comprised of the TDC sales team who travel to a specific geographic area to meet face to face with travel trade customers. Some common activities include appointment calls within the client's office environment where staff will often deliver a 20- 30 minute training, followed by Q&A afterwards. 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 who have a clear interest in selling our destination. Familiarization Trips A familiarization (FAM) trip is a valuable marketing tool for promotion of the highly unique Florida Keys destination. FAM trips can provide first-hand experience for professionals, such as travel agents and media personnel, which can help them better understand and share the benefits of a destination with their clients. This typically leads to new business for the destination, as well as improved media coverage. The TDC sales likes to be creative with our FAMs, following the philosophy that we do not want our FAM participants just spending all their time inspecting hotels. We also showcase the broader experience available through our "Only in the Keys" attractions, watersports, cultural events, festivals, etc. Hotels also have the opportunity for exposure by hosting meals and doing brief presentations and/or providing complimentary or discounted lodging to participants. J-2 JY J JrJt Affinity Marketing is a method of selling goods and services by creating partnerships with similar or compatible companies and brands. This increases brand loyalty for both companies and products and heightens market awareness of both. Co-operative Programs - The sales department offers many co-operative delegate opportunities to the Keys tourism industry. Co-op booth space — i.e., joining TDC staff throughout the year at various travel shows — provides a more affordable opportunity to exhibit than to contract independently with the show organizers. Many show producers allow this type of arrangement. Keys industry participants join in the destination booth and can sell not only the destination but their properties as well. 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 for its potential exposure and benefit(s) for the Florida Keys. Webinars - Sales staff will continue to use webinar technology to quickly and easily train travel trade professionals on selling the Florida Keys. Our content can often be customized to highlight specific interests in our destination (i.e. culinary, wedding, adventure, etc). The number of participants varies from a handful to 100+. Webinars are generally 30-45 minutes and include lots of Q&A. Being able to reach so many professionals in a short amount of time in a cost-effective format, keeps these opportunities high on our list of sales efforts. Lead Generation - The sales staff accumulates leads via every effort we make, whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed along to the broader Keys lodging/attractions industry either via e-mail, phone or with the post-trip report. Timely processing and distribution of leads is prioritized after each sales event, etc. It is then up to the lodging partner or recipient to gauge the lead quality and whether to follow up or not. 011", J-3 JY J JrJt Domestic Market Overview The domestic traveler market is, by far, our largest customer segment in the Florida Keys, accounting for 83-85% of room night revenues. As such, a core aspect of our mission in the sales department is to carefully protect this lucrative market through a multi-faceted approach. This includes maintaining key relationships with long-time, established travel trade consortia such as Signature Travel Network, Virtuoso, Pleasant Holidays and others who book tens of thousands of visitors to our destination each year. We also invest in a robust live-event sales plan throughout the year in order to meet these advisors in the field at various appointment and meeting shows. In addition, we log many miles traveling to key domestic source markets to meet and interact with potential leisure travelers at major travel trade shows. Finally, the sales team plans and executes customized sales missions to existing and emerging markets to host trainings and presentations with travel advisors and other stakeholders. So far, our visitation numbers and room/occupancy rates have held steady through the first 8 months of 2024 when compared with 2023 —which itself was a record-high year in terms of revenue collections. In addition to maintaining our efforts in our established feeder markets, our plans in 2025 include identifying potential, up and coming metro areas with demographic populations who align with our primary and secondary visitor profiles. We will also mix in cloud-based webinar trainings along with an enhanced online advisor training program. The new fiscal year will also see the completion of the all-new Terminal A building at Key West International Airport, which will usher in an entirely new experience for visitors and locals alike. New customer experiences await with all-new, top-to-bottom renovations at several large resorts up and down the Keys. The expectation and forecast for 2025 is for a continuation of the momentum we've seen for the last couple of years since the worst of the pandemic ended. We will continue to spread the word about the highly unique geography found only in the Florida Keys. Our region speaks to solo travelers, adventure-seekers, the recently-retired-still- young-at-heart, festival "funseekers", culturally curious and many others. In fact, 57% of our overnight visitors are repeat customers, which further underscores our unique allure the Florida Keys has among the traveling public. Our sales efforts this year will focus intently on keeping the Florida Keys top of mind with travel trade and industry professionals as well as the key domestic leisure traveler, who all contribute so much to the ongoing success of the destination. i[ I 1< J-4 JY J JrJt International Overview The Florida Keys and Key West is considered a "must see" destination for international travelers while visiting Florida and accounts for 15- 20% of our overall visitation. Most of these visits occur during the summer months for families, and year-round for couples. After three years of mixed results, 2024 shows this important segment is returning to pre- pandemic levels. 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. The Florida Keys and Key West is a more expensive destination but offers unique experiences not found in other areas of Florida, and travel volumes are steadily climbing from several overseas source markets. According to the latest study on travel U.N. Tourism, the U.S.A. remains a top search when it comes to vacation destinations. Travelers from the U.K. and Germany contributed to the top search volumes to North America between May to August in 2023. The leading booked destinations were New York City, Cancun, Orlando, Los Angeles, and Miami. Around 1.3 billion international tourists were recorded globally in 2023, rising 34% from 2022 figures, according to data by U.N. Tourism. International tourist arrivals in the Americas rose to 90% of pre- pandemic levels in 2023, and that trend has continued into 2024. Due to the positive momentum in the international travel market, we will increase our presence in our primary markets and also develop a presence in emerging markets, including Brazil, Spain and the Nordics. For the first time in years, sales missions with agents training will also be conducted in several key international regions. Our top international markets are Canada, U.K. (with Ireland), Germany (with Austria and Switzerland), France, Scandinavia, Italy, Benelux, Brazil, and Spain. Please read below for a brief synopsis of these areas. J-5 JY J JrJt Top International Source Markets CANADA Canada is the number #1 short-haul international inbound market for the U.S.A., and the Florida Keys and is expected to be at 97% of 2019 levels (359,000 Keys visitors) by 2024. Canadian visitation is expected to surpass pre-pandemic levels with over 21 million Canadians visiting the U.S.A. in 2025. 0 Mostly couples, age 45-64+ 0 64% booked their vacations online on their own (only 20% use travel agents). 0 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. 0 The exchange rate is still high in 2024. 1 Ca $ = 0.73 US $ 0 Sunny destinations like Mexico and all-inclusive resorts in the Caribbean, including Cuba, are a strong competition. 0 The Canadian economy is forecast to remain stable in 2024-2025. GERMANY, AUSTRIA, SWITZERLAND The German speaking market remains one of the core source markets for the U.S.A. overall reaching 89% of 2019 visitation numbers in 2023. For overall US visitation, Brand U.S.A. expects Germany to reach pre-pandemic levels in 2024, and to grow by another 17% through 2026. Visit Florida has reported a recovery of 83% in 2023, which shows German visitation to Florida already at 106% of 2019 numbers. According to the SIAT Inbound Survey, a total of 74,000 German speaking visitors travelled to Key West in 2023. 0 According to our in-market agency, Get It Across, 30 top tour operators reported 11,866 sold FIT room nights in the Florida Keys in 2023. 0 #2 overseas inbound market with 1.8M visitors (combined) for the U.S.A., Florida and the Florida Keys. 0 In 2023, main travel months for Germans to Florida were March, October, April and November 0 In 2023, the average spend per German traveler in the U.S.A. was $3,025. J-6 JY J JrJt • Almost all workers are entitled to at least 4-5 weeks paid annual leave each year plus an additional 8-14 paid holidays. FRANCE France is expected to surpass pre-pandemic levels with over 2.1 million visiting the U.S.A. in 2024. 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. In 2019, France surpassed the U.K. (79,200) with 85,500 visitors to the Florida Keys behind Canada and Germany, expecting to reach those levels or higher by 2024. 0 70% of visitors choose fly/drive vacations. 0 The average length of stay is 14 nights for fly/drive market, FKKW captures 3-4 night of these visits. 0 43% of travelers are couples and 34% are families. 0 Miami is the #2 port of entry for French travelers (NYC is #1). 0 The traditional distribution system (wholesalers and retail agents) still plays a major role, especially for honeymooners, divers, luxury clientele, and seniors. BeNeLux (Belgium, Netherlands, Luxembourg) With the total number of travelers from these countries surpassing 1 million in 2023, the combined "Benelux" region is #12 among inbound travelers into the U.S.A. Florida is their second most visited state. This represents a 9% increase since 2019. In Belgium and the Netherlands there are over 10,000 brick and mortar travel agencies. These agencies remain the main booking channel. According to Statista, visitation numbers to the U.S.A. from the Benelux region are expected to witness steady growth in the coming years with an annual increase of 2.62%. • An average of 20% of all visitors from Belgium and the Netherlands are first-time visitors, meaning that 80% are regularly returning to the U.S. for their vacation. • Miami International Airport is the main port of entry for these travelers and their length of stay averages a minimum of two weeks. • 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. i[ I 1< J-7 JY J JrJt • Belgians and Dutch prefer to book up to 12 months out to avoid potential lack of availability & increased airfare pricing during the peak summer holiday season. • The Dutch government is moving forward with plans to reduce flights from Schiphol airport in Amsterdam—and this move greatly benefits the Brussels and Dusseldorf airports as far as outbound flights to the U.S.A. UNITED KINGDOM The U.K. is the number two inbound market for Florida, after Canada, with 1.4 million Brits visiting the Sunshine State in 2023. U.K. operators report high travel periods though across Easter, July, August and September, with winter sun breaks also proving popular. Positive signs in the economy, resulting in Brits having more disposable income to spend on overseas travel, include a recent fall in the inflation rate to 3.1%, down from 4.8% at the start of the year, with the rate set to dip below 2% in 2025. 0 3.9 million Brits visited the U.S.A. in 2023, according to Brand U.S.A., which forecasts this number to increase to 4.9 million by 2025 — up by more than a quarter. 0 The average length of stay for U.K. travelers is between 11.9 and 12.8 nights. 0 The U.K. delivered 1.14 million visitors to Florida in 2023, according to Visit Florida, representing an increase of 3% YOY. 0 This year's figures are encouraging with Visit Florida's scats showing the U.K. delivered 100,000 visitors to the state in March 2024, up from the 88,000 recorded for the previous March. IRELAND The healthy state of the Irish economy is underpinning the country's strong performance as an important visitor source market for the U.S.A., with the rate of inflation set to fall to 1.9% this year and the unemployment rate currently sitting at 4.4%, while the rate of GDP is expected to grow by 1.2% in 2024 and by 3.6% in 2025. The option for travelers to clear U.S. customs before departing Ireland marks a major boon for outbound traffic from the country, where the main purpose of travel to the U.S. is for vacations, with many Irish citizens having friends and relatives who reside in the country. • The U.S.A. is the most important long-haul destination for the Irish with Florida, New York and California the three most popular destinations. • Around 521,000 Irish visit each year, despite only having a population of circa five million. 01111, J-8 JY J JrJt • The average length of stay for Irish visitors is 12.9 nights. • Brand U.S.A. forecasts the number of visitors from Ireland for 2024 will represent a 19% rise on 2019 levels, illustrating how the country has comfortably surpassed pre-Covid levels of visitation. • Currently the country is seeing healthy 'lead times' with clients typically booking trips 12 — 18 months ahead of their date of travel. THE NORDICS (Denmark, Finland, Norway, Sweden) The Nordic countries of Denmark, Finland, Norway, and Sweden, which represent a combined population of 27 million, constitute a key source market for the U.S.A., delivering 796,844 visitors in 2023. Crucially, local travelers are relatively time-rich, with employees typically enjoying 25-30 days of vacation time per year, and they stay an average of 16-21 days when visiting the U.S.A., with mid-June to mid-September accounting for much of that traffic. Another attractive trait of Nordic travelers is they tend to travel around a lot when they visit Florida, resulting in many of them factoring in time in the Florida Keys, an aspirational destination that continues to resonate. • The U.S.A. continues to be one of the top long-haul destinations of choice for local consumers. • In 2023 the number of arrivals to the US from the Nordics as a whole was up by 68% over 2019 levels, according to Brand U.S.A., representing a strong recovery post-Covid. • Most travel to Florida from the region occurs between mid-June and mid- September. • Travelers from the Nordics typically stay an average of 16 — 21 days when visiting the U.S.A., significantly longer than those visiting from markets such as the U.K. ITALY With a population of 58.79 million — slightly smaller than that of the U.K. — Italy is the 1 1th largest international inbound market for the U.S.A. The U.S.A. remains the top long-haul destination for Italian travelers, with July and August accounting for much of that travel, and winter sun breaks are also proving popular. • The average length of stay for Italian travelers in the U.S.A. is 13.8 nights. i[ I 1< J-9 JY J JrJt • Brand U.S.A. forecasts that Italy will deliver 1.1 million travelers to the U.S.A. in 2024, marking an impressive increase of 28% YOY compared to 2023. • While GDP is forecast to drop to 4.4% of GDP in 2024, the recent falls in inflation rate offer cause for optimism, the local rate of inflation rate having fallen to around 1.67% in 2024 compared to 5.9% in 2023. BRAZIL Brazil represents the largest overseas source of LATAM visitors to the U.S.A. with a projected 17M visitors visiting in 2024. Looking ahead, 2025 is estimated to reach 2.15M visitors, which will surpass the pre-pandemic 2019 level. This market has ranked in the top 10 for the Florida Keys for over 10 years. TDC sales and marketing outreach in the Brazilian market will increase in 2025. 0 Top three States visited last year were Florida, New York and California. 0 Most Brazilian visitors to Florida have a household income of over $100K. 0 Brazilians tend to travel to FL in July, followed by December and January. For Florida, Fly / drive is the preferred choice (cruises being very popular as well with pre and post extensions), mostly families, year around. 0 There are over 100 flights from Brazil into Miami a week. 0 52% of outbound travelers vacationed with their family and 62% of Brazilians used a travel agent to organize their trips. SPAIN The promotion of tourism to the United States from Spain has traditionally offered great potential. Spanish visitors to the U.S. have risen to 943,000 in 2019 (a 7 percent annual increase over 2018) representing the second-highest growth among the top five European outbound markets and contributing a significant $60 billion to the U.S. economy. Those numbers will likely be reached again and surpassed in the next several years. Overall travel sentiment is high, and the travel and tourism industry has been recovering since summer of 2021. J-10 JY J JrJt LGBTQ+ Market Summary Key West and the Florida Keys are celebrated as inclusive and welcoming destinations for LGBTQ+ travelers. Despite Florida's challenging political climate, Key West continues to attract LGBTQ+ visitors due to its strong history of inclusivity and its "One Human Family" motto. Research by James Petrick at Tourvey Research shows that while many LGBTQ+ travelers are deterred by the state's overall political environment, Key West remains resilient, experiencing much lower levels of deterrence. LGBTQ+ travelers often prefer to travel with friends and rely heavily on social media influencers on platforms like Snapchat, Instagram, and TikTok for travel inspiration. This trend highlights the importance of creating group-friendly experiences and engaging with influencers to attract LGBTQ+ visitors. Key West's message of unity, inclusivity and traveler safety continue to make it a desirable year-round destination for LGBTQ+ travelers. In fiscal year 2025, marketing efforts will focus on specific tactics to target the LGBTQ+ traveler, including- • Target non-traditional U.S. cities via our advertising and public relations agencies • Plan and host a FAM trip with leading LGBTQ+ advisors and agency owners • Collaborate with the national LGBTQ+ Chamber of Commerce • Grow relationships with key LGBTQ+ thought leaders and influencers. • Highlight the destination's One Human Family persona as a hallmark of inclusivity. • Partner with the local Key West Business Guild on local initiatives Meetings & Incentives Market Summary Throughout 2024, key decision-makers continued to validate the importance of incentive travel programs as an effective tool to boost employee motivation and retention. All despite the ongoing economic impact from inflation. The meetings industry remains resilient, with planners adapting and remaining an optimistic outlook heading into 2025. Meeting planners are seeing minimal hesitation or impact due to this year's election cycle within the MICE market, which bodes well for top corporate planners to continue to book the Florida Keys. They are within any budget constraints and sharping their focus on J-1 1 JY J JrJt personalized experiences to ensure the effectiveness of their events. Our partners in the destination are already reporting seeing these trends with a strong booking pace for 2025 Q1 matching 2024 Q1. Uncovering new domestic destinations within the United States that offer unique experiences remain at top of mind with many planners. This is not just about finding locations but also about aligning the destination's offerings with the corporate culture of the organization. This not only enhances the appeal of the destinations but also deepens the overall engagement, ensuring each trip a transformative journey. The Florida Keys & Key West are well positioned to meet their needs. In fiscal year 2025, sales and marketing efforts will focus on specific tactics to attract meeting planners to the destination, including- • Continuing to position the Florida Keys and Key West as a distinctive "onshore" travel destination for meeting planners to consider. • Facilitating and strengthening the connection between our group-focused hotel partners in the destination and key corporate incentive buyers. • Planning and hosting a MICE FAM to the destination. 2024-2025 Calendar of Sales Team Activities 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. Through the recommendation of the Director of Sales, changes or additions may be made to the sales activities schedule in order to take advantage of new opportunities which may arise after the FY25 marketing plan is adopted. Such changes will be subject to approval by the CEO as needed and depend on budget and staff availability. *An asterisk next to the event name indicates partner participation available. October 2024 8-10 IMEX Meeting/Incentive Show*/ Las Vegas, NV/$60,000 21-24 Brand U.S.A. Travel Week/ London, U.K./ $9,500 23-26 Intl. Gay & Lesbian Travel Assoc. (IGLTA) $12,000 (sponsorship) J-12 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN November 2024 5-7 World Travel Market (VVTM)°/ London. U.K. / $40.000 10-13 Signature Travel Week/ Las Vegas, NV/ $8.00O 13-15 AAA Travel Show/ Springfield, yNA/ $7.5OO 12-10 Travel Agent Owners Forum / Grand Barbados/$7.00O December 2024 2-5 Minneapolis Sales Mission /$3.000 2-5 Raleigh/Durham Sales Mission / $3.00O 8-10 SMART Meetings / Phoenix/ $O (Credit) January 2025 0-8 Trave|yNatoh Nordics Mission / Oslo, Norway/ $4.250 9 Grand Travel Awards /Os|o. Nonway/ $5.000 (sponsorship) 11-12 Atlanta Travel @ Adventure Show*/Ad|anta. GA/ $7.050 22-20 F|TUR/ Baroe|ona, Spain / $12.5OO 25-20 NYC Travel @ Adventure Ghow°/ New York, NY /$7.050 February 2025 1-2 Chicago Travel @ Adventure Ghovv°/Chicago, |L/$7.050° 4-0 Florida Huddle*/ Ocala, FL/ $4.00O 15-10 Phoenix Travel @ Adventure Show*/ Phoenix, AZ/ $3.845 22-23 L.A. Travel @Adventure Ghow°/ Los Angeles, CA/ $3.845 20-28 Independent Planner Education Conference/Atlantic City. NJ / $0.000 27-28 Visit U.G.A. Nordics / Copenhagen, OK/ $2.500 ]-13 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN March 2025 1-2 Visit U.G./\. Italy/ Torino, |ta|y /$5.00O 3-0 Internationale Tourismus-B6nse (ITB)°/ Berlin, Germany/ $45.00O 8-9 Denver Travel @ Adventure Show (Dive UmbreUa)°/ Denver, CO /$5.19O 15-10 Bay Area Travel @ Adventure Show*/ Santa Clara, CA/ $3.845 22-23 Dallas Travel @ Adventure Show*/ Dallas, TX/ $3.845 23-25 Outdoor Adventure Show/ Montreal, Canada/ $3.00O 28-30 Beneath the Sea (BTG)°/ Secaucus, NJ / $0.5OO 29-30 Washington DC Travel @Adventure Show* Washington, OC/ $7.090 30-31 Travel Agent Forum (TAF) / Las Vegas, NV/ $5.O5O April 2025 TBO Destinations Florida Marketing Summit/ $75O TBO Incentive Live/ Location TBO / $8.00O 1-2 Travel Agent Forum (TAF) / Las Vegas, NV/ $0.00O 14-10 World Travel Market Latin America*/ Sao Paolo, Brazil / $5.00O 28-30 Boston @ Philadelphia Sales Mission / $3.00O May 2025 TBO Romance @ Wedding Travel Forum*/TBO/ $7.5OO 5-12 Germany/Eastern EU Sales yNission / $0.5OO 11-17 Nordic Sales Mission / Oslo, Copenhagen, Stockholm, Helsinki / $0.5OO 20-27 France Sales Mission / Paris. Marseilles, Lyon / $0.5OO 30-31 Girls |n Wonderland /Orlando/ $1O.00O (Gponsorship) ]-14 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN June 2025 TBO TAMS / Nashville, TN / $3.00O 2-5 /gT7\ Elevate/ Location TBO / $0.55O 4-0 Proud Experiences/ Miami, FL/$7.2OO 0-8 World Pride/Washington O.C. /$8.5OO 10-12 GTyN West/ Las Vegas, NV/ $8.75O 14-18 International Pow Wow /|PV0°/ Chicago, |L/$45.00O 28-29 The Scuba Show*/ Los Angeles, CA/ $0.00O JuUy2025 10-12 GTyN / Ft. Lauderdale/ $7.75O 14-10 SMART Meetings / Location TBO / $8.5OO 30-2 National LGBT(] Chamber Convention / Palm Springs / $5.00O August 2025 11-14 Virtuoso Travel Week/ Las Vegas, NV/ $12.75O 11-15 Florida Outooast Convention / Miami, FL/ $7.00O (Gponsorship) September 2025 3-5 Governor's Conference on Tourism / Location TBO / $1.00O 15-18 |FTyN Top Resa/ Paris, France/ $7.00O 22-25 UX/|re|and Sales Mission /Various Cities/Axis Budget 22-25 |LTyN North America/ Nassau, Bahamas /$10.00O ]-15 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN ��^r^ Travel Marketing Ltd ��U�� n ��N��|n nmn��^n��UK�K� � SCOPE OF SERVICES in FY2024-2025 October 1st. 2O24- September 3Om. 2O2S UK Scandinavia, |to| Basic Services Maintain Florida Keys Dedicated Phone Lino ^ Answer calls from consumers and trade professionals ^ Armngo fulfilment through fulfilment house ^ Conduct sales calls on behalf ofdestination ^ Act as a resource by providing support for trade professionals ^ Liaise with offices of Visit Florida in UK ^ Liaise with offices of UK PR Agency ^ Advise TDC and advertising agency onUKmarket trends&issues^Monthly Sales Report^Maintain strong alliance with Visit USA Association ^ Porsonno|, administmhon, office faoi|ihos, consultation, communications ^ Manage European Financial Operation (Get it Across)^ Other operating costs Total Cost Basic Services 63.000.00 Operating Budget TRAVELTRADE Costs Expenses Fee Total 1) RESOURCES-to include Travel Trade Sales Call and Trainings (travel trade sales calls, tminings, ad hoc opportunities) 3.00000 0.00 0.00 3.00000 2)TRADE SHOWS: Booth &Assistance (covers app.scheduling, booth assisL/booth manning) TDC 1.50000 3.75000 5.25000 TRAVEL NEWS MARKET-STOCKHOLM, DEC 2,2024 13213 event in Sweden targeting international tourism. 1.700 00 1.250 00 2.000 00 4.O50 00 Pmsohodu|od meetings (up to21)and free flow opportunity. 4.00000 2.00000 2.00000 8.00000 Last attended 2020 Takes place every 2 years. Buyers from Goandiomgion Pm'sohodu|odmoohngs INTERNATIONAL POW WOW(IPW)Chicago)June 2025 (oovorsapp sohodu|ing, booth assisL/booth manning) TDC 3.00000 2.00000 5.00000 Pmsohodu|od meetings for Italian travel buyers. 7.00000 2.00000 3.00000 12.00000 3)TRAVEL TRADE TRAININGS/ROADSHOWS/SEMINARS/EVENTS Norway: Tmvo|matohRoadshmw O Jan 2025 1.00000 1.00000 1.00000 3.00000 Denmark: US Nordic Travel Show 27 28 Fob2025 3.000 00 1.000 00 1.000 00 5.000 00 Italy: Showcase USA March 2024 5.00000 1.00000 2.00000 8.00000 UK Visit USA Unite 11 Mar2025 90000 10000 1.00000 2.00000 UK Travel Trade Roadshows/Events FY2425 0.50000 2.00000 4.00000 12.50000 Goandi: Discover America Trade Workshops DaVesTBC 3.70000 2.00000 3.00000 8.70000 UK: Visit Florida Tour Operator Roadshmw date TBC 5.00000 1.00000 1.50000 7.50000 Ireland: Visit USA Ireland/Irish Roadshmwdato TBC 3.000 00 1.000 00 2.000 00 0.000 00 11 Yf''[1 /��o ]-16 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN Costs Expenses Fee Total (covorsapp. sohodu|ing, logishos, internal transportation) 4.000.00 1.000.00 4.000.00 9.000.00 (covers app. scheduling, logistics, internal transportation) 3.000.00 3.000.00 4.000.00 10.000.00 FRENCH SALES MISSION -MAY 2025 Covers financial logistics.Attendance from HQ. 10.000.00 0.00 2.000.00 12.000.00 5)TRADE PARTNER COOP MARKETING PROGRAMS UKx4 20.000.00 0.00 0.000.00 20.000.00 Scandinavia x1 5.000.00 0.00 1.500.00 0.500.00 Italy x2 10.000.00 0.00 3.000.00 13.000.00 6) KEY LIME ACADEMY EDUCATION CAMPAIGN Promotion of platform to secure students 4.000.00 0.00 2.000.00 0.000.00 7)PROMO NEWSLETTERS FOR TRADE ENGAGEMENT Quarterly Trade Newsletters(copy writing,template creation, distribution) 0.00 0.00 2.000.00 2.000.00 INVENTORY REVIEW FY23 24 inventory and analysis with room nights 0.00 0.00 5.000.00 5.000.00 Visit USA Ireland Membership 900.00 0.00 100.00 1.000.00 Visit USA UK Membership 900.00 0.00 100.00 1.000.00 Discover America Nordic Membership 1.10000 000 10000 1.20000 CONSUMER Costs Expenses Fee Total 10)CONSUMER SHOW EVENTS Denmark: Forio fbrA||o 21 23 February 2025 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 Sweden: GvvansonsMalmo 1 March 2025 1.50000 50000 1.00000 3.00000 11) LGBTQ/DIVE/LUXURY HONEYMOON PROMOTION (1 3 promotions targeting niche sector to promote FKKVV) 12.00000 50000 3.00000 15.50000 Total Operating Budget 122.200 25.350 65.050 212.600 Total Operating Budget 212:600 Overall Total Budget including Services 275600 �� -��]/� K��cY� f& ��YVV��-[ � (��v1 � Y��[1 /��o ]-17 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN �� U* � �� Co. � v�� n� x�� v��nn "� `� x�v� SCOPE OF SERVICES in Germany, Switzerland, Austria + BeNeLUX All costs in UGO, oa|ou|ab*d at an exchange rate ofEUR 1.00 = UGO 1.10 Maintain Florida Keys dedicated Phone/Fax line (+49221 470712'14) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfillment through mailing house (|NFOXLogistikGmbH. Tmisdorf) Act as resource by providing support for trade professionals Maintain strong alliance with Visit U.G.A. Committee Liaise with G|AModia Department for PR Advise TDConmarket trends, Monthly Sales Reports Misc. operating costs Total Basic Services(per month U8D 3.750.00) 45.000.00 TRADE Costs Fee Total 1)SALES MISSION &CALLS Keys Mission, May 202 oovorsapp scheduling, organization, execution,travel expenses 8.00000 4.00000 12.00000 Sales Calls Niche Markets&BeNeLux 1.00000 1.00000 2.00000 Tour operator&agency visits(SUP, Diving. LGBT, Wedding, Fishing. Incentive) 2)TRADE SHOWS (oovorsapp sohodu|ing, booth assisL/booth manning) 2.50000 3.75000 0.25000 VISIT USA Seminar Switzerland,Jan 2025: 4.00000 2.00000 0.00000 Registration, travel, and coordination 1.00000 1.00000 2.00000 Registration, coordination, and promotion 10.00000 4.00000 14.00000 Registration and coordination 11 Yf-''[1 /��o ]-18 M0NROE [[}UNTYTOURBTDEVELOPMENT [OUNOL2O24-2O2SMARKET�N� PLAN 4)TRADE PARTNER COOP MARKETING PROGRAMS German Marketing Programs(5' ) 30.000.00 10.000.00 40.000.00 Swiss/Austria Marketing Programs(2'3) 11.000.00 4.000.00 15.000.00 BoNoLux Marketing Programs(1'2) 5.000.00 2.000.00 7.000.00 5) MARKET RESEARCH PROJECTS Summer 2025 inventory and analysis 3.800.00 3.800.00 Summer 2024 Room nights Analysis 3.000.00 3.000.00 VU.G.A. D-A+CH Membership 2.000.00 2.000.00 VU.G.A. Belgium Membership 1.000.00 1.000.00 VU.G.A. Netherlands Membership 1.000.00 1.000.00 CONSUMER Costs Fee Total GaV Prides/Events in FY2025 (covers registration, travel expenses and booth manning) 5.000.00 4.000.00 9.000.00 4.850.00 2.000.00 0.850.00 8)CONSUMER MARKETING PROGRAMS Deluxe Market Promotion (covers participation and coordination) 0.000.00 2.000.00 8.000.00 AffinitV Marketing Campaign (covers participation, logistic costs, agency fee) 35.000.00 5.000.00 40.000.00 Coordination ofupdates/changes/translation onfla'koysdo 1.200.00 1.200.00 10)CONSUMER TRAVEL SHOWS&EVENTS Consumer Evont(s)with Visit U.G.A. or Tour Operator 3.000.00 2.000.00 5.000.00 Consumer Show with Visit U.G.A. or Tour Operator 3.000.00 3.500.00 0.500.00 Consumer Show Brochure Distribution-All markets 2.000.00 1.000.00 3.000.00 RESOURCES Costs Fee Total] 13)OFFICE RESOURCES 1.000.00 1.000.00 Total Operating Budget 136.350.00 59.250.00 195.600.00 OVERALL TOTAL BUDGET|NCLSERVICES 240,600.00 F ��[]/� K[Y� f& ��Y VV��T � (�� /�� Y��[1 ]-19 JY J JrJt Overseas Agency Measurability Monthly reports are provided by our overseas agencies reflecting trade and consumer inquiries, current booking trends among key tour operators, updates to airlift to the U.S.A. and Florida as well as trending and relevant economic indicators. Agencies also provide post-event surveys to industry partners seeking feedback with regards to booking activity and inquiries regarding sales activity in the Florida Keys. Agencies maintain current, ongoing communication and support to key tour operators in their respective markets and solicit feedback on current sales trends within the Florida Keys, inventory or availability challenges, and overall sentiment from their customers. Annual Tour Operator Inventory Reports are provided reporting on actual, realized room nights booked during the previous fiscal year period. Sales Department Budget FY2025 Promotional Activities $600,000 Travel Expenses $273,800 US PS/U PS/Fed Ex/P hones $92,000 Memberships, Books, Subscriptions $35,000 Entertainment $14,400 Resources $232,600 European Sales Agencies Basic Services $108,000 European Sales Agencies Promotional Programs $408,200 TOTAL LINE ITEMS $1,764,000 J-20 /jF Lu e %1, V 1. - �q,�,„„ ::r�r- �r�.nr�irnisyi»rm^mnnnn r,ir�IKv� / l r J f Y " i �U 1 IN / o % r r r r r The FloriddKeys �o C)C11�cIS YOU dre �5 A,�/ Y 0 �; uulO " KeyWest Big Pine Key&The Lower Keys J J J ..... ..... K. Public Relations Introduction NewmanPR's 2024-25 public relations strategy for the Monroe County Tourist Development Council integrates a thematic approach and use of communications outlets determined by evolving travel trends and motivating factors. Conceived to support overall TDC marketing efforts, creative messaging will promote the Florida Keys as a relaxing, renewing destination while emphasizing the lasting intangible value of the Keys vacation experience. The agency will stress the island chain's position as an authentic, easygoing locale that satisfies leisure travelers' desire to relax and recharge — a desire identified by research studies as the number-one motivator for today's market. In addition, a campaign highlighting the Keys' culinary offerings and attractions for "foodies" will be undertaken, since research indicates that culinary experiences are the top focus for approximately half of contemporary travelers. Underlying all messaging will be an emphasis on the Keys as a sustainable tourism destination, home to unique environmental attributes and responsible organizations that engage both residents and visitors to explore and experience the natural world. Ongoing development of the pivotal "Connect & Protect" sustainability program will be a cornerstone of 2024-25 efforts. Within these parameters, the agency will publicize the unique nature and diverse attractions of each of the Keys' five districts, as well as the entire island chain. Vertical- market efforts targeting dive, fishing and cultural travelers also will be a priority, as will initiatives targeting LGBTQ+ travelers. Understanding that the 2024-25 fiscal year is a transitional one for the TDC, with the advent of a new administrator who may bring different ideas or priorities for marketing the Keys, NewmanPR will remain flexible and is poised to adapt the plan presented here as needed. Thus, the agency has set aside resources to support additional program development and implementation should it be required. During its almost 44 years as the Keys' public relations firm, NewmanPR has secured media exposure for the destination that is valued at many times the TDC's PR promotional budget. As well as having an unsurpassed familiarity with the Keys, the agency is motivated by a longstanding and steadfast commitment to the tourism industry that drives the island chain's economy. In the coming year, NewmanPR will use its strong established network of traditional and nontraditional media, content creators and social media channels to enhance the image of the Florida Keys & Key West as an unparalleled vacation destination — blending outreach to media and directly to travel consumers to maximize communication of the Keys' attributes and offerings. The following outlines the domestic and international public relations plan for the fiscal year beginning Oct. 1, 2024. ...................... ............... P K-1 J J J ..... ..... Objectives 1. To use public relations techniques to support overall marketing efforts and programs determined by the TDC. 2. To implement responsible public relations initiatives that balance consideration for Keys residents' quality of life with the tourism that drives the local economy. 3. To promote the Florida Keys & Key West as a destination that offers relaxing, renewing and enriching vacations with high intangible value. 4. To focus on sustainable and regenerative tourism, maximizing awareness of initiatives that support protection of the Florida Keys' natural world. 5. To use PR strategies to position the Keys as one unified destination while also communicating the unique appeal of each of the five districts. 6. To continue promoting the destination's longstanding heritage of diversity and acceptance to both domestic and international LGBTQ+ markets. 7. To develop programs that enhance awareness of Keys attributes for specific market segments that include culinary, sport fishing, diving, cultural and meetings/groups. 8. 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. 9. To maximize the impact of core destination messaging by blending outreach to media with direct-to-consumer communications through the Keys' social media platforms. 10.To enact a well-considered, comprehensive PR crisis management program in case of any significant emergency situation. Goals 1. Create and implement a "Keys to Serenity" public relations initiative that presents the Florida Keys as an ideal destination for visitors seeking to rest and recharge. Facets are to include a social media campaign featuring Chemed agency- produced "immersion" videos, individual visits for targeted media and content creators, and a promotional collaboration with a "slow travel" outlet. 2. Develop a "Taste of the Florida Keys" program that focuses on authentic and sustainable local cuisine and "foodie" experiences to increase destination awareness among the strong culinary travel market. Elements are to include a mainstream editorial partnership featuring a "Keys cuisine" social media contest, a dedicated culinary issue of the Keys Traveler e-newsletter, and individual visits by food-focused media and social media representatives. ...................... ............... I P K-2 J J J ..... ..... 3. Support and promote the pivotal "Connect & Protect" sustainability campaign that fosters awareness of, and visitor participation in, protecting the Keys' environment and way of life. Among planned activities are expanding the Eco- Experience Trail pass program and developing a promotional program for it, and spotlighting Keys environmental stewardship efforts through production of spot news packages and Stewards of the Keys profiles. 4. Conceive and carry out a direct-to-consumer "Visualize Paradise" program designed to motivate travel by highlighting visually enticing elements in each Keys district. Aspects are to include a consumer photo contest across Keys social media channels and a video/photo production and social distribution collaboration with one or more Keys-based content creators. 5. Coordinate outreach to the important LGBTQ+ market through efforts that include establishing a supporting sponsorship of the 2025 South Beach Wine & Food Festival's high-visibility Drag Brunch, and arranging individual Keys visits for at least five representatives of mainstream or strong social media outlets that serve the market. 6. Execute a fully integrated on-location radio broadcast series with Zoomer Radio, Canada's leading baby boomer radio outlet, to draw awareness to the uniqueness of the Florida Keys. 7. Stage a U.K. media mission featuring "Foodie Tales of the Florida Keys" with individual media visits, a media lunch featuring Florida Keys cuisine and follow- up media visits to the destination. 8. Develop visits to the destination by at least 32 Canadian, German, British/Irish, European and Scandinavian media representatives, high-profile bloggers and social media influencers either individually or in small groups. PR Messaging Driven by Team's Destination Knowledge NewmanPR's work to foster visitors' passion for and engagement in the Florida Keys & Key West is carried out by team members who know, enjoy and respect the island chain. While knowledge of the destination can be learned and developed, genuine personal enthusiasm for it is a quality that cannot be counterfeited — and becomes apparent in virtually all interactions with media and travel consumers, whether through consumer-targeted social media postings, guidance in creating itineraries for visits, crafting compelling news pieces or assisting journalists and content creators with story ideas and interview connections. Firsthand destination knowledge of all five Keys districts is equally vital in delivering accurate and captivating messaging. This includes not only expertise in well-known destination attractions and attributes, but also in the lesser-known facts, intriguing locations and local insights that can help journalists, content creators and travel consumers discover and enjoy unique, individualistic Keys experiences to share with their audiences. ...................... ............... P K-3 J J J ..... ..... All members of the domestic Keys team are either residents of the Florida Keys & Key West or visitors during their leisure time. The 2024-25 public relations program will be implemented by an agency president who lives in Islamorada, a senior account executive who has been a Key West resident since the late 1970s and acts as a "stringer" or correspondent for the Lower Keys and Key West, an account executive who is a former Key West resident and covered the area for an international newswire, a Key Largo—based website editor and "stringer" covering the Upper and Middle Keys, a vice-president and media relations staff who visit the Keys regularly, and an LGBTQ+ representative who has lived in Key West for more than 15 years. The team's intimate local knowledge is particularly important in communicating the essence of the Keys' five distinct districts, each with different attributes and attractions, and convincingly targeting the variety of vertical markets appropriate to the destination. Both in gathering and communicating accurate information and story pitches to media and social media representatives, and in offering authentic insights into the Keys vacation experience directly to consumers, this awareness and genuine enthusiasm is a valuable asset for the destination. Overview of the Domestic Public Relations Program As in the past, NewmanPR has crafted its 2024-25 public relations program to be an integrated facet of the TDC's annual marketing plan and to support overall destination promotional strategies, with primary elements based on TDC market research and stated objectives for the fiscal year. Messaging is devised with the goal of raising awareness of Keys elements and offerings that appeal to travelers across targeted markets, as well as engaging specific and niche-market traveler groups identified by TDC research. To generate positive exposure for the Keys, the agency will maintain and enrich its strong relationships with traditional media and content creators, forge new relationships, and utilize established and emerging direct-to-consumer outlets. As well as carrying out the specific programs outlined in this plan, the agency will take advantage of other opportunities that may arise to generate favorable coverage for the Keys — serving the destination with the flexibility and responsiveness necessary to a responsible public relations program. Primary elements of the 2024-25 program include- 1. Creating print, photography, video and social Keys travel content — from advance releases to spot news packages — and distributing it to traditional media, targeted influencers and bloggers, and social media and mobile platforms. 2. Providing a wide range of personalized assistance to journalists, content creators, broadcast production crews and other traditional and social media representatives- suggesting story topics, setting up interviews, facilitating travel ...................... ............... P K-4 J J J ..... ..... arrangements, crafting itineraries based on story needs and destination objectives, and coordinating other support. 3. Maximizing use of the Keys' direct-to-consumer social media outlets including Instagram (both mainstream and LGBTQ+), Facebook, X (formerly Twitter), TikTok, YouTube, Pinterest, and others as they emerge to distribute timely photography, video, event and image-related content that reflects favorably on the island chain. 4. Arranging and facilitating media research trips to the Keys for qualified domestic and international journalists, bloggers and social media content creators. Throughout the agency's public relations initiatives, the Florida Keys will be positioned as a destination offering memorable, genuine and relaxing vacation experiences with a high intangible value. All public relations materials will publicize the Keys website, toll- free numbers and primary social media outlets. Promotions and Campaigns for 2024-25 NewmanPR's 2024-25 public relations program was crafted to be an integrated facet of the TDC's annual marketing plan and support overall destination promotional strategies, with elements based on TDC market research and stated priorities. Four primary domestic public relations initiatives are planned to enhance the Keys' reputation among travel consumers. All are designed to satisfy travelers' expressed preference for relaxing vacation getaways in a destination with a vibrant natural environment, authentic sustainability activities and rich culinary offerings. `Keys to Serenity' Developed based on studies that identify relaxation and "treating themselves" as primary drivers for leisure travelers, this program positions the Florida Keys as a welcoming haven for people seeking a place to rest and recharge. To support this positioning, communication will emphasize simple yet experiential activities that are meaningful and memorable. Keys attributes to be highlighted include restorative "locally sourced" experiences, soft-adventure opportunities, and space to unwind in nature and enjoy a well-deserved respite from everyday life. To carry out the program, the agency will- 1. Coordinate a series of individual visits for media and influencers highlighting opportunities for relaxation and renewal, exploration of the natural world, unplugged adventures, wellness and restorative activities throughout the Keys. All will follow agency-curated itineraries that integrate their story or content needs with elements that meet the destination's stated positioning objectives. Itineraries may include a slow-paced snorkeling excursion, taking a sunset sail, savoring sunrise on the Old Seven Mile Bridge and exploring the backcountry by transparent kayak. ...................... ............... P K-5 J J J ..... ..... 2. Implement a social media campaign featuring an agency-produced series of mini-videos that foster viewers' multi-sensory immersion in the Keys' natural world. To increase the sensory experience and support the theme, each video will feature a single subject element and the relaxing sounds of being in nature rather than any narration. Subjects under consideration for the series include a tranquil underwater scene, native and migratory birds in a state park or out-island setting, waves lapping the shore on a secluded beach and a meditative paddle in the shallows. 3. Establish a partnership with Travelinmad, a leading travel outlet dedicated to the benefits of slow and sustainable travel, or a similar entity to craft content to be used on Florida Keys & Key West platforms and the entity's channels. The written and visual content to be produced will center around Keys offerings that accent slow travel, sustainable activities and authentic local and culinary experiences. 4. Develop messaging, a website section and social media content to spotlight "Great Walks of the Florida Keys," providing a "roadmap" for visitor activities that blend time spent in the open air with restorative contemplation and relaxing, slow-paced exploration. Featured offerings will span the Keys and include treks along nature trails in state parks and wildlife refuges, the Old Seven Mile Bridge and other bridge routes, Florida Keys Overseas Heritage Trail sections, beachside strolls, Islamorada's Old Road and Key West's historic Old Town spotlighting artistic and historic offerings, respectively. Once "Great Walks" content is established, agency will work with Two Oceans Digital to integrate it into the Florida Keys app developed and overseen by Two Oceans. `Taste of the Florida Keys' To appeal to the ever-increasing market of travelers seeking authentic culinary experiences, the "Taste of the Florida Keys" initiative will focus on indigenous local cuisine and "foodie" experiences, set against the seafaring heritage, environmental richness and easygoing attitude that "flavor" the island chain. Aspects to be promoted include locally sourced ingredients and dishes, food and brewery/distillery tours and experiences, sustainable dining choices, participatory classes and food-centric festivals. To carry out the initiative, the agency plans to- 1. Work with culinary—focused content creators to arrange visits to the Florida Keys, follow agency-curated itineraries throughout the island chain and produce agreed-upon content. Potential creators to be targeted include Brian Can't Stop Eating, @thehungrypost, @snackeatingsnackss, @fatgirlhedonist, Couple in the Kitchen, @ryanpeterspgh, and Keys-based creator/columnist @florid akeyseats. Itineraries may feature "hook and cook" fishing and dining experiences, the quest for the best Key lime pies, learning about and sampling sustainable stone crab and invasive lionfish, discovering unique dishes from local restaurants, ...................... ............... P K-6 J J J ..... ..... interaction with Keys fishermen who harvest local seafood, and conducting interviews with local chefs, brewers and distillers. 2. Establish an editorial partnership with a leading mainstream publication such as Food & Wine, Real Simple or Delish to feature the culinary offerings of the Florida Keys & Key West. As well as editorial content, the partnership is likely to include the development and collaborative promotion of a social media giveaway, with the winner to receive a trip to the Keys to explore the local cuisine and experiences. 3. Produce a Chemed culinary issue of the Keys Traveler e-newsletter and an associated "Keys Voices" blog series. Articles are to explore topics such as "hook and cook" experiences, unique Keys "foodie" stops like Grimal Grove, food tours in Key West and Islamorada, notable Key lime pie offerings in each district, the environmental benefits of consuming lionfish, local brewers and distillers, sustainable stone crab and the seafaring heritage that flavors the Keys' multicultural cuisine. 4. Explore developing, implementing and publicizing a "Taste of the Florida Keys" restaurant campaign that features special offers from participating local restaurants. Ideally to launch during the Key West Food & Wine Festival and continue through the end of the Marathon Seafood Festival, the Keyswide campaign is to be promoted on fla-keys.com, the Florida Keys & Key West official app and across the destination's social media channels. 5. Work with a local food-focused content creator or spokesperson, possibly Samantha DeLillo of @FloridaKeysEats, to create a series of first-person mini- videos to be posted on the Keys' social media channels. Topics are to include sampling dishes at local restaurants and participating in cuisine-based experiences. 6. Enter into discussions with South Florida PBS regarding the creation of a follow- up episode of "Taste the Florida Keys" with chef Michelle Bernstein or another food personality. The aim of the production would be to not only air in South Florida, but to have it get approved and distributed nationally by American Public Television, as was the original episode in 2019. `Visualize Paradise' Given the importance of visual messaging in drawing consumers' attention and influencing travel decisions, NewmanPR is planning a 2024-25 campaign that promotes the most visually enticing elements in each district of the Keys. In addition to generating consumer-created imagery designed to motivate travel, the program is to provide additional content for the Keys' photo library and social media channels to augment assets created and/or sourced by the agency. To implement the campaign, NewmanPR intends to- 1. Develop a "Visualize Paradise" consumer photo contest on Keys social media ...................... ............... I P K-7 J J J ..... ..... channels that focuses attention on the Keys' natural beauty of sea, sky, sunsets and open-space landscapes. With both "Florida Keys Landscape" and "Florida Keys Seascape" categories, the contest is designed to attract user-generated submissions, encourage entrants to recall past travel to the Keys, and spark a desire for repeat visits. Agency will create a virtual exhibition of the top 20 images in each category for final judging by a panel of leading Keys photographers. A winner chosen in each category will receive a Keys vacation with an itinerary that offers unique photography opportunities such as a trip to Dry Tortugas National Park. 2. Create a consumer-driven "Visualize Paradise" series of social media posts. At the start of the initiative, Florida Keys fans and followers will be encouraged to submit and share their favorite Keys images and video segments via the hashtag #MyFLKeysParadise. Content is to aggregate through Crowdriff and be featured on Fla-keys.com, while top-ranking content would also be utilized on the destination's social media channels. 3. Contract with one or more strong Florida Keys-based content creators to create social media videos and stills capturing the island chain's natural beauty. As well as posting an agency-determined amount of content on their own channels to promote the Keys, the selected individuals will be required to provide imagery and video that can populate the destination's social channels. Content creators may include Gale Force Twins, Clay and Stephanie Cowart of Life by the Bow and Key Largo Dude. 4. Host a series of selected traditional or online media or social media representatives on individual "Visualize Paradise" destination visits. Their Chemed agency-crafted itineraries will feature Keyswide experiences such as backcountry adventures, sunset sails, encounters with wildlife and sea life, sustainability activities ranging from coral restoration to a turtle release, and opportunities to explore little-known spots and shoot each district's natural elements and other attractions. `Connect & Protect' The "Connect & Protect" initiative was introduced in fiscal year 2018-19 to communicate the Keys' commitment to sustainability and heritage of protecting natural resources on land and water. Since then, "Connect & Protect" has grown into one of the destination's core promotional tenets, with messaging that encourages visitors to discover the Keys' unique natural world through experiential and soft-adventure activities, form a personal connection with that world and thus become motivated to protect and preserve it. Each year since its launch, "Connect & Protect" has been expanded and enhanced in accordance with the ongoing development of local environmental and eco-based offerings, global sustainability awareness, and fast-growing traveler preference for destinations that demonstrate environmental responsibility. Emphasis is also placed on encouraging visitors to appreciate and respect the Keys' genuine character and residents' unique way of life. ...................... ............... P K-8 J J J ..... ..... For 2024-25, communicating "Connect & Protect" values will continue to underlie all public relations efforts. Messaging to media and direct outreach to travel consumers will showcase the island chain's unique environment and resources, ecotourism offerings, sustainable mindset, participatory conservation activities, rich natural lifestyle and ways visitors can respectfully explore the island chain. Aspects to be promoted include the Florida Keys National Marine Sanctuary's Blue Star fishing and dive operators, Keys artificial reefs and their environmental benefit, coral restoration advances that counter increasing threats to the world's reefs, catch-and- release sportfishing and sustainable seafood offerings, wildlife refuges and eco-Chemed events throughout the year. Specific promotional activities are to include expanding the Eco-Experience Trail pass program begun during the 2023-24 fiscal year and creating an awareness campaign to spotlight it; continuing the successful "Stewards of the Keys" Q&A profiles of residents dedicated to protecting elements of the Keys' environment, heritage and local way of life-, inviting fishing media and content creators to experience and document "hook and cook" adventures with eco-conscious Blue Star operators; spotlighting coral restoration organizations and their groundbreaking work whenever feasible; and proactively generating news and social media coverage of environmentally positive special events, organizations and activities — such as the anticipated 2025 debut of the REEF Ocean Exploration Center for Marine Conservation. Overall, "Connect & Protect" communications will invite media and travel consumers to discover offerings from all districts that enrich their enjoyment of the natural, sustainable Florida Keys. Special Projects As well as the four primary programs already outlined, during the upcoming fiscal year the agency plans to work on three special projects designed to increase awareness and favorable perception of the Florida Keys & Key West. They are: New York City Key Lime Pie Activation To focus awareness on the Keys in the pivotal New York metropolitan market, spotlight the island chain's unique culinary attractions and achieve broadcast coverage on a national morning show, NewmanPR is exploring two potential approaches to a high- visibility Key lime pie project. One approach calls for the creation and serving of the world's largest Key lime pie, similar to the one prepared for the Florida Keys' bicentennial celebration — either in New York City's Rockefeller Center in conjunction with NBC'S "Today," or in Times Square in conjunction with ABC's "Good Morning America." Alternatively, the destination could endeavor to break the existing world record for the longest line of Key lime pie slices. The current record stands at 7,779 feet and 6 inches of pie slices, so the Keys would endeavor to achieve 7,800 total feet of pie slices. Based ...................... ............... P K-9 J J J ..... ..... on each slice being five inches long and standard size, about 3,200 pies would be required. To achieve this, NewmanPR would work with bakeries throughout the Keys to assist in coordinating the delivery of pies to New York City. In either case, as well as NewmanPR and Florida Keys representatives, Key West chefs Paul Menta and/or Kermit Carpenter would be on hand and be available for media interviews. The Key lime pie event would be paired with a New York media mission for agency representatives, possibly taking place either directly before or after participation in the New York Travel & Adventure show. NewmanPR will continue pursuing the concept and develop project details based on factors including morning show commitment and scheduling needs. Once the overall parameters are determined, agency will partner with a local New York event planning or public relations firm to assist with logistics. Focus on Charlotte, North Carolina NewmanPR will provide support for the planned TDC and Tinsley Advertising program targeting the market in Charlotte, North Carolina, during the first quarter of 2025 by using PR strategies to help focus Charlotte-area consumers' awareness on the Keys. PR endeavors are to include putting special emphasis on attracting media and content creators from the Charlotte area for individual Keys visits; and developing editorial coverage in a mainstream media outlet in conjunction with a Tinsley advertising buy. San Carlos Centennial Oct. 10, 2024, will mark the 100th anniversary of the opening of the current San Carlos Institute building on Key West's Duval Street. A not-for-profit Cuban heritage center and museum, the San Carlos was founded in 1871 and operated out of several locations before its permanent headquarters on Duval Street was designed by Cuban architect Francisco Centuri6n. NewmanPR remains poised to support activities commemorating the centennial of this important landmark as they are developed, with details of support to be determined by events' type and timing. America 250 Inclusion During the 2024-25 fiscal year, agency plans to research and spearhead ways for the Florida Keys to get involved in the celebration of America's 250th "birthday" to be celebrated July 4, 2026 — the 250th anniversary of the signing of the Declaration of Independence. Overseen by the U.S. Semiquincentennial Commission and its nonprofit supporting organization, America250.org., events are to commemorate the nation's birthday with inclusive programs that engage Americans to recognize and celebrate the milestone through shared stories and other elements. ...................... ............... I P K-1 0 J J J ..... ..... The Florida Keys & Key West have played a significant role in the history of the nation with highlights including the Civil War blockade of southern shipping, the first international airmail service and birth of Pan Am, creation of the Florida Keys Over-Sea Railroad, hosting former President Harry Truman for 11 working vacations during his 1945-53 term in office, the establishment of America's first underwater park, and the pioneering of coral restoration techniques that will help reefs around the globe. Adapting existing creative initiatives and assets developed for the Keys' 2023 bicentennial, NewmanPR will work with America250 organizers and strive to get the island chain's stories included in the momentous American commemoration. Focused District and Umbrella/Committee PR Support While messaging that promotes the entire Florida Keys is a vital component of a responsible PR plan, it must be paired with efforts to appropriately position and promote individual Keys districts. Each district contributes to the island chain's overall appeal yet also offers unique attributes and attractions of interest to a wide range of market segments. The agency's correspondents or "stringers" in the Upper/Middle Keys and Lower Keys/Key West will work closely with local contacts and industry representatives in their respective districts to provide support to media, content creators and influencers on individual story-gathering trips. Correspondents also will identify and produce area features, spot news reports and social media communications that provide positive coverage for the district. The agency will continue to develop messaging that spotlights the activities and appeals supporting each district's self-selected identity. The unique aspects of each district will be reinforced through advance promotion, spot news coverage and social media outreach highlighting the district's most significant special events. In a similar manner, NewmanPR will provide public relations support to the Cultural and Dive Umbrellas and the Fishing Advisory Committee to further their stated objectives. The agency is committed to focused, ongoing efforts to raise awareness of the umbrellas' and fishing committee's TDC-funded events, programs and offerings among both media and consumer audiences. In addition, the agency provides sponsorship and/or other support for broadcast programs geared toward each entity's specific audience — one that appeals to the culturally focused traveler, one for anglers and one that targets recreational divers. Cultural Umbrella: 'Art Loft' NewmanPR will continue the TDC's long-term sponsorship of WPBT2's "Art Loft," an Emmy Award—winning 30-minute program that has provided extensive coverage of the Keys' art and cultural scene and events since its premiere in 2013. Agency will work ...................... ............... P K-1 1 J J J ..... ..... with the production team by providing subject and topic suggestions and consultation, logistical support, B-roll footage and other assistance as required. As well as reaching a South Florida audience, some segments appear on PBS stations in other major markets, providing added value to the destination and its cultural community. Fishing Advisory Committee: 'George Poveromo's World of Saltwater Fishing' The agency will continue its longstanding content development support for "George Poveromo's World of Saltwater Fishing," airing on Discovery Channel and hosted by the nationally known saltwater fishing expert. Each year the respected show, which has been carried on national television for nearly 25 years, features episodes that spotlight saltwater fishing opportunities along the island chain. In addition, the Keys will be a destination sponsor of Poveromo's highly acclaimed Salt Water Sportsman National Seminar Series. This initiative is funded through the Fishing Advisory Committee's advertising budget with Tinsley Advertising. Dive Umbrella: 'Destination Dive' NewmanPR also is to support content development and coordinate shooting arrangements for a new season of the recreational diving show "Destination Dive" that airs on Discovery. Hosted by Weather Channel correspondent Jennifer Gray, the show has an emphasis on conservation, protection and activism. Previous seasons have featured dive opportunities in each Keys district, presenting the island chain as both a must-visit location for divers and a global center for environmental conservation and renewal. This initiative is funded through the Dive Umbrella's advertising budget with Tinsley Advertising. LGBTQ+ Market Programs NewmanPR's 2024-25 public relations program for the Florida Keys' LGBTQ+ market is created to address visitors' diverging expectations as well as emerging segments of the overall market. All activities will work to maintain and enhance the destination's national and international reputation as a leading LGBTQ+ destination, and to communicate the mindset of inclusiveness that underlies its appeal and adds so much to visitors' comfort level. Particularly important in the 2024-25 fiscal year will be expanding media outreach and consumer messaging to reach increasingly diverse segments of the LGBTQ+ market — such as those who are trans, gender fluid or may have felt under-represented — thereby augmenting awareness that the Keys' genuine acceptance and welcome is offered to all. Messaging will also address the older LGBTQ+ demographic that desires activities, entertainment venues and accommodations that are largely gay-focused; and younger gay travelers who tend to prefer all-inclusive activities, all-welcome accommodations ...................... ............... I P K-1 2 J J J ..... ..... and destination experiences similar to those valued by mainstream travelers. The Florida Keys & Key West are well respected as a haven where vacationers can escape from the divisiveness and intolerance that is sometimes encountered elsewhere. LGBTQ+ efforts will heighten this positioning, while also supporting previously outlined mainstream campaigns and programs with messaging designed for the market. The Keys' relaxing atmosphere, environmental richness, exceptional cuisine and experiences that support personal renewal will be highlighted — as will the high intangible value of a stay in the island chain. During fiscal year 2024-25, activities will include growing and developing the LGBTQ+ Instagram channel, @floridakeysgay, and its following and engagement through use of vivid imagery, increased video content, and significant interaction with leading LGBTQ+ content creators and influencers. Specific strategies will include developing and promoting a vacation giveaway that builds on the success of the wedding giveaway carried out in 2024, and is Chemed to feature a strong culinary component that appeals enthusiastic "foodie" travelers. To further appeal to the cuisine segment, the agency is arranging for a supporting sponsorship of the 2025 South Beach Wine & Food Festival's (SOBEWFFO) Drag Brunch. This high-visibility celebrity event, set for late February 2025, will showcase the Florida Keys' flair and embrace of diversity to an audience well-targeted on multiple levels. While details of the sponsorship are still to be determined, benefits include the opportunity to integrate one of the Keys' notable drag queens into the event's program. In addition, emphasis will be placed on expanding the "Local's Choice" campaign begun in 2024 to include a video component shot specifically for Instagram messaging. The campaign was designed to spotlight members of the local LGBTQ+ community who share insights on their favorite places to relax, explore and dine — thereby providing suggestions to visitors on how to enjoy an authentic, local-centered vacation experience. "Local's Choice" pieces have been featured in the monthly "Keys Traveler" e-newsletter and in a section of the fla-keys.com website. While the "Local's Choice" series began as photo-and-copy pieces, the video component to be launched in the coming fiscal year will feature "day in the life" segments produced by a contracted videographer working with the agency's LGBTQ+ media representative. To further enhance the destination's image, the LGBTQ+ section of fla-keys.com will be expanded and updated to reflect current offerings, address developing consumer trends and appeal to emerging and increasingly diverse segments of the overall market. Plans call for individual destination visits by a minimum of five LGBTQ+ journalists, content creators and leading influencers in the coming fiscal year, and the agency's LGBTQ+ media relations specialist will organize ongoing support and on-site meetings with them. Efforts on their behalf may include curating itineraries based on specific content needs; creating multidistrict activities including wellness, culinary and ecotourism offerings; and arranging interviews with LGBTQ+ community members. Among other planned activities are the production and distribution of media releases ...................... ............... I P K-1 3 J J J ..... ..... featuring news, special events and tourism infrastructure improvements of interest to LGBTQ+ visitors- and representation and/or support for the TDC presence at travel trade and media events as warranted. Broadcast Initiatives As in previous years, NewmanPR will seek and arrange opportunities for live and taped broadcasts from Keys locations by major television networks, cable travel programmers, independent mainstream and vertical market production companies and online and mobile outlets with significant audiences. Past coverage has been achieved on outlets including CNN, the Food Network, PBS, and Discovery, as well as on national morning shows and on international outlets ranging from Canada's CHCH-TV to the U.K.'s BBC. The agency will capitalize on presented broadcast opportunities with high value and audience reach, providing multifaceted support and production assistance, while pro- actively pitching targeted destination shoots and programming. As already noted, NewmanPR 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; support for "George Poveromo's World of Saltwater Fishing" that airs on Discovery and spotlights the island chain's saltwater fishing opportunities; and support for the conservation-oriented "Destination Dive," also on Discovery. In addition to television shows, the agency will continue working to attract major-market and national radio programs to execute live or taped broadcasts from the Keys. FloridaKeysTV NewmanPR will continue to evaluate additional programming for the FloridaKeysTV OTT (Over the Top) streaming channel that was conceived and launched during fiscal year 2022-23, and produce and source new content as needed to foster viewership and the channel's growth. The free, on-demand globally streaming channel offers 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. However, the agency is concerned that subscriptions have not been as robust as originally projected. The agency believes that continuous paid marketing is needed to boost subscriber numbers to create a higher profile for the channel. The agency prefers to wait for the new TDC CEO to be in place to discuss the streaming channel and make ...................... ............... I P K-14 J J J ..... ..... decisions regarding its future. `Florida Keys Traveler' Podcast Exploration In 2022-23, NewmanPR worked with Armchair Podcast Productions to conceive and launch a Florida Keys podcast to inform and entertain listeners with content about the Keys' bicentennial, heritage, natural environment and way of life. Hosted by seasoned radio and print journalist Elizabeth Harryman Lasley, it consisted of 30 episodes with subject matter and guests representing all Keys regions — and all episodes remain available globally on more than 25 leading platforms ranging from Apple Podcasts to Spotify and Pandora. Additional episodes were produced in fiscal year 2023-24, and agency is examining opportunities to do so again in 2024-25 while pursuing an evolving strategy. If new development proves to be warranted, episodes will focus on topics that promote overall marketing initiatives for the fiscal year including renewal, relaxation, Keys culinary highlights, and environmental offerings and initiatives. `Spot News' Coverage NewmanPR's long history of anticipating media requests, providing quality materials and adhering to journalistic principles and style has resulted in a uniquely synergistic relationship with national and international broadcast outlets, wire services, print and digital newspapers, content creators, social media representatives and others. These entities regard the agency as a valuable and trusted information resource that quickly and dependably meets their needs. This in turn enables the agency to generate the most widespread coverage possible for the destination. The Keys team directs news story creations with contracted professionals to produce materials that exceed the highest production standards of leading print, broadcast, online and social media. The agency typically provides "spot news" materials including video, photography and story packages to these media outlets. Whether showcasing aspects of special events or environmental efforts, or capitalizing on unforeseen opportunities to influence perception of the destination, spot stories have proven extremely useful in increasing positive awareness of the Keys. In 2024-25 as in past years, the agency will produce spot news content whenever appropriate, distributing it to mainstream print and broadcast media ranging from regional to international — while also emphasizing distribution to accredited online venues and social media outlets to provide near-instant message transmission directly to consumers. For distribution, the agency uses its extensive, continually updated databases that currently contain thousands of records on mainstream journalists, broadcast outlets, online media and social media representatives with widespread followings. Story and photograph distribution is accomplished digitally, and most broadcast packages are ...................... ............... P K-1 5 J J J ..... ..... uploaded digitally to outlets' content-management systems. Special Event Promotion The agency will continue to place significant emphasis on promoting special events and festivals, since they provide a specific draw for visitors, a timely and well-proven "news hook" to generate media coverage, and an important source of colorful and engaging social media content and imagery. Virtually all events that receive district and umbrella/committee funding will be supported by agency efforts. Activities will include writing and distributing advance releases for mainstream print, online and appropriate niche media and social media messaging-, pitching event-related stories to targeted media and social influencers; producing and distributing spot story, photography, video and social media packages during events-, and coordinating direct-to-consumer promotion via Facebook, X (formerly Twitter), Instagram and other prominent Keys social media channels. Time and resources will be allocated based on each event's newsworthy elements, ability to attract overnight visitors and value in spotlighting aspects of the Keys that support TDC goals and programs for the fiscal year. A line item in the expense budget provides PR expenses for PR-worthy Keys events that lack appropriate funding. Distinct Market Segments Much of NewmanPR's strategy is designed to attract mainstream vacationers around the demographic spectrum — ranging from baby boomers to millennials and Gen X travelers — who want to treat themselves to relaxing getaways with an opportunity for renewal, savor local cuisine and enjoy sustainable or regenerative experiences. As in the past, the LGBTQ+ market remains a priority. The 2024-25 public relations plan also features significant messaging that highlights aspects of the destination geared to members of specialized or niche travel markets. These include, but are not limited to- • Eco-tourism and nature-seeking • Culinary • Culture, art and history • Diving and snorkeling • Sportfishing • Wellness and regenerative • Affluent and luxury ...................... ............... I P K-1 6 J J J ..... ..... • Solo travelers • Wedding and honeymoon • Meetings and incentive • Senior, family and multigenerational In messaging to all the segments noted, the agency will present a Keys vacation as a relaxing, memorable and enriching experience with lasting intangible value. As appropriate, special events, destination anniversaries and other elements will be accentuated to heighten time-specific visitation. Media Research Visits NewmanPR will continue to draw from its extensive network of mainstream media, content creators and accredited influencers with strong followings for potential research visits to the Keys. Special attention will be paid to pitching and supporting visits by journalists and content creators from geographic areas identified as high-value by TDC research. The agency's proprietary contact network is constantly utilized to serve and benefit the destination. Regularly updated as new contacts and outlets emerge, this database contains thousands of appropriate candidates for news and informational pitches, materials distribution and other outreach as well as visits. In 2024-25, the agency will focus its domestic efforts and resources on assisting print, online and broadcast journalists, content creators and leading social media influencers on individual trips rather than group visits. As proven in the recent past, individual exploration by representatives across the media spectrum maximizes their in-depth research opportunities and encourages the development of personal connections to the destination. Individual visits also enable the agency to create itineraries targeted to achieve media members' specific story or content goals while serving destination and campaign objectives. Equally important, individual visits suit the personal and experiential reporting style currently favored by both mainstream travel outlets and social media, and also support the fast-growing "solo travel" trend. As noted in prior sections of this plan, individual visits will be specifically sought and arranged for media and influencers to reinforce the "Keys to Serenity" initiative highlighting relaxation, renewal and opportunities to unwind in nature; and "Visualize Paradise" campaign focusing on imagery of the Keys' natural beauty, sustainability activities and lesser-known spots. A final series of individual visits will be coordinated and carried out for LGBTQ+ journalists, content creators and leading influencers to explore elements around the Keys and Key West that have particular relevance to their market. In addition to creating customized itineraries, NewmanPR will assist visiting media by ...................... ............... P K-1 7 J J J ..... ..... arranging complimentary or reduced-rate lodging when appropriate and possible, setting up interviews and meetings with Keys residents and other subjects, and providing on-site escort when appropriate to help meet expressed story needs. Before arranging accommodations or expending other resources, agency staff members research and qualify all media representatives not previously known. When accommodations are required for media, NewmanPR works with members of the Keys' hospitality industry to arrange it — ideally on a complimentary basis or at an agreed-upon media rate. When occupancy levels or other circumstances make this impossible, PR expense dollars will be used to cover accommodations. PR expense funding is also budgeted for content creators and influencers who seek compensation from destinations for their visits and coverage — as is common in today's communications landscape. To maximize opportunities for media research trips while minimizing expenses, the agency works with Visit Florida, other Florida TDCs/CVBs and other organizations on joint-venture media research trips to achieve positive exposure for the destination. In addition, NewmanPR will work to secure private-sector partners for select visits as appropriate. Further, the agency assists prospective visiting media and social media members by providing timely responses to requests of all types, as well as access to its online newsroom that contains media request forms, resource materials and press kits, and multimedia content that helps foster the communication of accurate destination information. Website Management, Programs and Productions As manager of the general destination news section of fla-keys.com, NewmanPR will continue to develop and post original content to this section several times per week and whenever needed. This will also "feed" district-specific content to the dedicated Key Largo, Islamorada, Marathon, Big Pine & the Lower Keys and Key West news sections. Posted editorial materials will promote multifaceted destination elements and offerings, with the timing of district-specific pieces based on activities within the district, paired with content spotlighting umbrella and committee offerings. As in the past, this will include advance releases raising awareness of upcoming cultural and special events, environmental adventures, watersports and dive experiences, eco-activities and fishing tournaments, and announcements of new or enhanced attractions, accommodations and other elements. The website's editorial content is complemented by photography and video components to generate increased readership and interest. Generally, releases distributed to journalists, bloggers and targeted social media influencers will be simultaneously posted to the website's news section to provide timely consumer messaging that reinforces media distribution. ...................... ............... P K-1 8 J J J ..... ..... This is also the case with spot news stories on occurrences that can boost positive perception of the Keys. In many instances, social media posts briefly reporting such happenings can be linked to the posted news pieces, providing consumers a way to access more detailed and comprehensive information. Other news section content including "evergreen" releases, "Stewards of the Keys" profiles and "Local's Choice" features will continue to be developed specifically for direct-to-consumer distribution to the website's online and mobile audiences. The news section is also valuable in situations that require emergency or crisis communications and can be used as a reliable source for accurate, timely, expert-based messaging that informs both media and consumers. NewmanPR's website responsibilities go well beyond populating the news section with releases. The agency's public relations expense budget includes funds to contract with a website editor who works closely with Two Oceans Digital to provide and monitor content for specific pages and sections of the overall fla-keys.com site. This includes content for umbrella- or committee-specific sections, a comprehensive calendar of events and other joint projects such as creating specialty website sections for vertical and niche market travelers. The agency also provides original copy to complement the destination "image" material posted on the website covering such topics as sustainability, family travel and "Connect with Keys Life." In 2024, working with Two Oceans Digital, website initiatives included developing a "Florida Keys Traveler" podcast section and refreshing the "Connect with Keys Life" section. The latter effort involved adding the latest "Stewards of the Keys" profiles in a rotating format and creating a similar rotating selection of "Local's Choice" pieces. In 2024-25, the agency will continue expanding and enhancing "image" sections of the site including "Crafted in the Florida Keys" and, as already outlined, the LGBTQ+ section. An additional priority, also already outlined, is the development and launch of a "Great Walks of the Florida Keys" section as a component of the "Keys to Serenity" initiative. `Keys Voices' Feature Blog For 15 years NewmanPR has produced and posted weekly feature-style entries to the website's "Keys Voices" blog, created by the agency to communicate in-depth destination content to consumer and media audiences. Its weekly postings and volume of content generation make it an integral part of the website, while its features are editorially balanced to represent each Keys district and support the cultural and dive umbrellas and fishing committee. Primarily written and edited by the Keys PR team's senior account executive, a four- decade resident with extensive destination knowledge, "Keys Voices" presents accurate and enticing "insider insights" in a personal, authentic manner that earns readers' trust thereby increasing its value as a motivator in influencing vacation decisions. ...................... ............... I P K-1 9 J J J ..... ..... Each feature-style entry is written in a relaxed, friendly "voice" that showcases the Keys' genuine attributes and easygoing attitude. This stylistic approach will be utilized in 2024-25 to underscore the island chain's image as a haven for relaxation and personal renewal, and a location with extraordinary culinary offerings and a longstanding heritage of environmental protection. As in the past, the blog will be used as a vehicle for complementing and expanding upon topics covered in media releases and spot news stories, while also promoting aspects of the destination that enhance its image but may not have a "news hook." Posts will support agency campaigns created to meet TDC promotional goals, including a blog series developed to augment content in the planned culinary issue of the "Keys Traveler" e-newsletter. Monthly "Stewards of the Keys" profiles will continue, with each one spotlighting a resident who is committed to preserving and protecting the local environment or way of life. Ongoing efforts will be undertaken to augment the feature blog's visibility among consumers, media and content creators seeking out-of-the-ordinary angles for coverage. Efforts will include posting teasers and links to newly uploaded blog entries on the Keys' social media channels, utilizing proven and emerging SEO strategies, and exploring other platforms' potential to further increase readership. `Keys Traveler' E-newsletter The agency will continue producing monthly issues of its "Keys Traveler" e-newsletter, with Two Oceans Digital handling its layout and electronic distribution. A popular offering for both consumer and media opt-in subscribers, the e-newsletter has a distribution list of well over 110,000 people. Each issue features a lead story; a piece on an upcoming special event; fishing, diving and cultural highlights; a "Stewards of the Keys" profile showcasing a resident dedicated to protecting and preserving the environment or way of life; a video feature and a "Local's Choice" vignette offering tips for visitors. As in past years, a culturally Chemed special issue of "Keys Traveler" will be produced in February 2025 with content wholly dedicated to high-season visual, performing arts and literary highlights in all Keys districts. A second special issue will be produced in either May or June 2025 to appeal to the ever-growing market of culinary travelers, with all content focusing on the Keys' distinctive cuisine, sustainable dining choices and "foodie" experiences and offerings. The e-newsletter also includes links to the Keys' leading social media vehicles and website elements. As well as being distributed to opt-in subscribers, each new issue is posted in a special section of the destination's consumer website and then rotates into a permanent archive. ...................... ............... P K-20 J J J ..... ..... Social Media Messaging and Management NewmanPR will continue to develop and grow the use of social media as an important aspect of public relations activities for the Keys. As well as a proven method for timely messaging to travel consumers, social media is a conduit for reaching 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 and manages content for the Keys' social media outlets — primarily Facebook, Instagram, X (formerly 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 Instagram and TikTok, where follower numbers have grown to more than 367,000 and 19,700, respectively. The agency also oversees content creation, posting and development for the LGBTQ+ Instagram channel, @floridakeysgay, with messaging spearheaded by the Keys LGBTQ+ media representative. In 2024-25 NewmanPR will continue to cultivate, produce and post captivating destination imagery and video elements purposed for each of the Florida Keys' social media platforms, while also working to grow engagement and audience numbers. 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 unique culinary offerings and attractions, opportunities for relaxation and rejuvenation, ways that visitors can connect with the Keys environment, and the value of a Keys vacation as a memory-making experience for the entire family. In addition, social media campaigns will be developed to support TDC marketing objectives, such as raising awareness of the region's ability to offer a welcome respite from the pressures of everyday life. The efficacy of special promotions and contests in this regard is illustrated by the success of the 2024 "Escape to the Florida Keys" trip giveaway which reached nearly 1 million people. While providing content for the Keys' established platforms, the agency will monitor other social channels as they emerge, evaluating and developing any that appear potentially useful for the destination. Because social media has proved extremely valuable in crisis situations — specifically for disseminating accurate and timely communications — NewmanPR will be prepared to employ it in that manner if conditions warrant. As in past times of crisis, the agency will dedicate its resources to implement and update postings on a 24/7 basis. As well as handling content creation and posting, NewmanPR manages how posted content is performing, recording and monitoring engagement to measure its impact and determine who is reading, sharing and responding to posts. Based on these results, content can be refined and strategies updated if needed. Written reports will be ...................... ............... I P K-21 J J J ..... ..... provided to the TDC and DAC committee members with quarterly analytics, insights and growth. In communications to media in all genres, the agency's primary social media outlets will be clearly highlighted. All visiting journalists, bloggers and influencers will be directed and encouraged to use Keys handles and hashtags — especially those being developed to support 2024-25 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 further enhance the quality of the content created for social media use. The deployment of new and enticing imagery and video content is a key element in increasing reach and engagement, while also maximizing awareness of the Florida Keys and supporting promotional programs and objectives. Overall, the agency's public relations strategy for the Tourist Development Council will position the Keys as a vacation spot where visitors can find personal renewal and meaningful activities, enjoy authentic and flavorful cuisine, discover unique environmental and lifestyle features and forge a meaningful connection to both, and visualize the ideal version of paradise. In 2024-25, the agency intends to implement a social media campaign featuring a series of videos that allow viewers a multi-sensory immersion in the Keys environment. Each video will feature the relaxing sounds of being in nature. Subjects for the series could include a serene backcountry kayak paddle, native and migratory birds, waves along the shore and an underwater panorama. Plans also call for the agency to develop a "Visualize Paradise" consumer photo contest featuring both "Florida Keys Landscape" and "Florida Keys Seascape" categories. The contest will encourage user-generated submissions that recall past travel to the Keys. NewmanPR will create an online exhibition of the top 20 images in each category for final judging by a panel of leading Keys photographers and artists. The chosen winner will receive a Keys vacation with an itinerary that provides distinctive opportunities for photography, such as a trip to Dry Tortugas National Park and a helicopter ride throughout the region. Other specific social media efforts for 2024-25 include, as previously noted, the development of social media content to spotlight "Great Walks of the Florida Keys," a series of content geared towards Keys cuisine highlighting various restaurant offerings throughout the destination, continuing to feature ways that visitors can engage with the destination's natural environment, and an emphasis on growing and further developing the LGBTQ+ Instagram channel through vivid imagery, video content and a vacation giveaway. ...................... ............... I P K-22 J J J ..... ..... Comprehensive Media Offerings Online Newsroom In 2024-25 as in the past, NewmanPR will manage and provide content and user- friendly resources for media representatives through its online newsroom. Redesigned in 2023, it is a respected resource for journalists, broadcast professionals, content creators and social media influencers. The agency will continue to refine newsroom operations and content to optimize its usefulness in the contemporary media climate and ensure that materials can be identified and accessed quickly and effectively. Newsroom resources include- 1. An electronic general-interest press kit that features comprehensive information on each Keys district and significant district and overall destination offerings. 2. Separate dedicated press kits for the LGBTQ+, weddings, and meetings and incentive markets; an environmentally Chemed "Connect & Protect" press kit, one featuring "Stewards of the Keys" profiles and one on reconnection in the Keys. 3. High-resolution photography of each district and a wide range of special events, divided into albums and formatted for easy download by registered media users. 4. Timely and regularly updated advance releases on events and highlights in specific Keys districts. 5. Image and spot news video footage and district-specific B-roll available for media downloads. 6. Recent posts from the Keys' significant social media channels. The newsroom also features a media press trip request form, content creator partnership request form and media library access form. All are comprehensive and designed to be easily completed online for instant delivery to NewmanPR's media relations team. In addition to newsroom resources, the agency maintains an extensive library of 4k and high-definition video and high-resolution photography. Assets from this library, which represents all Keys districts and is frequently updated with newly shot content, are available to accredited media upon request. Media Releases NewmanPR plans to create the following materials for distribution to traditional and nontraditional media, accredited bloggers and influencers, content creators and their audiences of travel consumers. 1. Travel and news-oriented stories according to a prearranged calendar, complemented by releases spotlighting unforeseen events with the potential to ...................... ............... P K-23 J J J ..... ..... reflect favorably on the destination. 2. Special event-oriented advance releases on TDC-funded events in all Keys districts and those funded by umbrellas and the fishing committee, as well as advance releases for other significant special events that may not receive dedicated TDC funding. Results releases for TDC-funded fishing tournaments also will be produced. 3. A quarterly "What's New in the Florida Keys & Key West" overview spotlighting new and enhanced accommodations and attractions offerings throughout the destination, produced to serve and inform domestic and international trade and consumer media of enhancements to the Keys tourism product. 4. An annual overview of new and enhanced accommodations and attractions geared to the meetings and incentive market. 5. Targeted media releases that support the TDC's annual marketing goals. These are to include releases on environmentally positive elements that reinforce the ongoing "Connect & Protect" messaging. The agency will update and refine the format of its releases and spot news stories as media and social media requirements evolve, striving to provide content that meets and exceeds accepted standards. Today's media standards call for short and streamlined copy, inclusion of pertinent links to provide additional story points and associated photo and video content. All media releases will prominently feature the Keys website and/or one or more district websites, the appropriate phone number and links to social media outlets. Release distribution is accomplished primarily through email to media on NewmanPR's proprietary lists. Virtually all releases are posted in the "newsflash" section of the TDC consumer website and are available for media download from the online newsroom. Efforts Targeting Travel Trade To maximize placement of Florida Keys news items by travel trade outlets as well as consumer-focused media and social media, the agency will continue connecting regularly with Keys lodging associations, chambers of commerce and similar local business organizations, airport and other county interests, and additional industry sources for tourism infrastructure improvements that provide meaningful news. Information gathered will be distributed to appropriate travel trade sources. Priorities for the fiscal year will include reporting on the ongoing renovations to Key West International Airport, new and enhanced Keys lodging options, and activities undertaken to safeguard the region's environmental resources. The agency will continue to create and distribute to travel trade media its quarterly "What's New in the Florida Keys & Key West" releases spotlighting meaningful accommodations and attractions news. An annual "What's New" roundup geared to the meetings market will be produced with significant input from the TDC's group sales ...................... ............... P K-24 J J J ..... ..... manager, as will other materials as needed. In addition to distributing this type of information to appropriate trade sources, the agency will rework stories regarding major Keys events for travel trade media and influencers, as appropriate. Throughout messaging directed to trade media and their audiences, the agency will attempt to maintain high trade awareness of the TDC's sales and marketing staff and their promotional activities. Sales Support at Trade and Consumer Travel Shows During the coming fiscal year, the agency will support the TDC's presence at trade and consumer shows and exhibitions identified by the sales team. This support may include preparing media materials and electronic press kits, creating targeted promotions for specific show audiences, attending shows to meet with media and social media members in attendance, and providing on-site support at the Keys booth as appropriate. For 2024-25, NewmanPR and/or its international affiliates plan to provide an on-site presence at IPW 2025 in Chicago, World Travel Market in London, ITB Berlin and the New York Travel & Adventure Show. Based on input from the TDC's sales team, the agency may also support sales efforts at one or more additional shows in the Travel & Adventure series. Additional Public Relations Activity Journalist Association Participation With two members in the influential Society of American Travel Writers, NewmanPR will continue to represent the Keys at selected SATW events. Communicating Keys messaging to members of this respected media association has resulted in valuable coverage in high-readership outlets and will be continued. The agency also maintains membership in the Outdoor Writers of America Association and the Florida Outdoor Writers Association, and transmits appropriate destination story ideas and information to members of these organizations as well. Collaborative Efforts As appropriate, collaborative efforts will be undertaken with the public relations offices of Visit Florida, Visit USA and other suitable organizations. In particular, NewmanPR will examine opportunities to participate with Visit Florida in joint media events and receptions in targeted major markets including New York City — events that typically provide excellent opportunities to connect with mainstream editorial, broadcast and social media representatives. Opportunities for collaboration also will be explored with other tourism boards and with public relations representatives of individual Keys properties. ...................... ............... I P K-25 J J J ..... ..... As in the past, NewmanPR plans to assist Monroe County Emergency Management with its annual South Florida media mission prior to the 2025 Atlantic hurricane season. PR for the Tourism Industry Whenever events warrant, the agency will produce and distribute travel advisories electronically to hoteliers and other industry members to communicate information about situations that could impact tourism or draw negative media coverage. These typically include potential tropical storms or hurricanes, public health challenges, infrastructure problems, and threats to the Keys' environment such as rising ocean temperatures and coral bleaching. On behalf of the TDC, the agency traditionally programs a comprehensive annual hurricane preparedness workshop for the tourism industry that is staged in partnership with the Lodging Association of the Florida Keys and Key West. In addition, when requested NewmanPR representatives will make presentations to Keys industry and community organizations regarding TDC public relations programs and opportunities. 24/7 Crisis Management Among NewmanPR's greatest assets to the Florida Keys are its longstanding experience with crisis communications on behalf of the destination, and its established collaborative relationships that facilitate proactive information exchange and a unified response to whatever crisis might arise. During its more than four decades as the TDC's public relations firm, the agency has conceived and implemented crisis communications efforts that have helped the island chain endure and recover from hurricane threats, hurricane impacts, the COVID-19 pandemic and resultant 10-week closure to visitors in 2020, other public health issues and situations affecting infrastructure elements. The cornerstone of the agency's crisis communications efforts, particularly in instances involving tropical cyclones, is its invaluable relationships with Monroe County Emergency Management, community leaders and the Florida Keys National Weather Service office. Beneficial to the TDC and tourism industry as well as the overall Keys community, these relationships support efforts to achieve economic recovery and stability for the island chain's working residents as quickly as possible once conditions allow. The agency also will maintain its strong and valued relationships with Monroe County law enforcement, the health department, and federal and state environmental and military organizations to optimize the sharing of information that underlies a properly coordinated crisis response. During any crisis situation, NewmanPR will support the island chain on a 24/7 basis, communicating accurate and timely information to media, travel consumers and Keys tourism interests in a proactive and transparent manner. ...................... ............... I P K-26 J J J ..... ..... As in past major crises, NewmanPR will complement its communications outreach by developing fact-based and comprehensive website pages on fla-keys.com, thereby providing a trustworthy resource for both the traveling public and media. The Keys' social media channels will be utilized and prioritized as a reliable, responsible source for disseminating timely messaging directly to consumers and the channels' extensive follower base. This strategy has proved useful in refuting inaccurate or sensationalized reports about crises that are sometimes circulated via other social media outlets. Also prioritized will be the provision of information to Keys lodging properties and tourism interests as quickly as possible via e-mail blast and/or social media. Canadian Public Relations Plan 2024-25 NewmanPR's Canadian affiliate agency, Toronto-based LIVIA Communications, will continue efforts to strengthen market awareness of the Florida Keys & Key West's sustainability and uniqueness while highlighting the island chain's inclusivity and openness. Domestic research shows that the coming year is shaping up to be the year of intentional travel, where Canadians are expected to seek meaningful experiences that align with their values and aspirations. Recent surveys show that the top three travel preferences Canadians are interested in are diversity (combining urban and culture to satisfy various exploration interest), nature and food explorations. Travel agent research supports this as bookings are picking up for destinations offering a unique voice, culture and experiences. With Canadians dealing with cold and winter temperatures for half of the year, warmer destinations continue to be in strong demand. Florida in particular has the largest Canadian visitation and the most accessible flights. LMA's focus will be key feeder markets that represent the most populated Canadian regions- Ontario's Greater Toronto Area and Montreal in Quebec. The agency's strategies include showcasing what makes the Florida Keys stand out from the rest of Florida for Canadian consumers who seek unique travel experiences. Proactive media outreach with traditional and new journalists and outlets will take place throughout the year through a frequent course of news release updates, media outreach, press trip invitations and marketplace meetings. However, many of the initiatives and awareness "push" will happen prior to the winter booking and travel season by way of a concentrated specialty audience radio remote campaign, a travel and culinary magazine takeover, social media experiential promotions and media missions. ...................... ............... I P K-27 J J J ..... ..... Media Market Overview The Canadian media landscape continues to be balanced between traditional media and digital outlets, although there is a constant increase in influencers, travel websites and radio podcasts. Broadcast television and radio continue to be held by the top stations such as Global, CHCH, CTV and CBC, which allows their morning shows' news programs to have a more dedicated viewership and reach. Notably, Canada is recognized for having a high social media penetration rate compared to the rest of the world at 91.3%. Also recognized as one of the most multicultural countries in the world, Canada remains focused on welcoming new permanent residents to the country at a rate of roughly 500,000 annually, coming from different cultural backgrounds to support required sustainable skills. This has allowed for growth of ethnic language specialty outlets and will enable the agency to highlight unique cultural aspects of the Florida Keys that will appeal to these different communities in their mother tongue. A further result of the growth of new residents is the shift in niche subject publications, since they have a dedicated community that seek like-minded groups such as culinary and environmental. Travel trade outlets also serve as reliable sources for the thousands of registered Canadian travel advisors and tour operators that cater to residents, as they look to find the latest news about different destinations to recommend. Major Canadian Public Relations Tactics/initiatives LMA's proposed public relations initiatives for 2024-25 include- 1. Executing a fully integrated on-location radio broadcast series with Zoomer Radio, the leading baby boomer radio outlet, to draw awareness to the uniqueness of the Florida Keys. 2. Initiating a magazine takeover with Canada Travel and Lifestyle Magazine highlighting the destination and culinary experiences within the Florida Keys in advance of the winter season. 3. Arranging Toronto and Montreal media missions with key media members and freelancers to proactively arrange future editorial features and press trip interest. 4. Planning a "Taste of the Keys" media event during the Toronto media mission and feature a Florida Keys chef showcasing the culinary experiences available in the island chain. 5. Engaging with key social influencers to promote unique Florida Keys experiences. 6. Organizing individual press trips for representatives of traditional Canadian media outlets and influencers to highlight the culinary experiences and distinctiveness of the Florida Keys. ...................... ............... P K-28 J J J ..... ..... 7. Participating in Canada's largest travel conference and media marketplace, staged by the Travel Media Association of Canada, to engage with media individuals from around the country. 8. Participating in the fall Discover America Day Canada media event to engage with major Canadian media outlets. Zoomer Radio On-Location Radio Remotes Campaign (Ontario) LIVIA will execute a proactive integrated campaign with the popular mature-audience- focused Zoomer Media in advance of the winter travel season. Because active mature residents (age 45 and above) make up over one third of the Canadian population, this outlet has a concentrated audience with high disposable income. Notably, Zoomer Radio has the largest broadcast footprint in Canada that reaches extensive parts of Ontario and Quebec. As part of the campaign elements, Zoomer Radio will air live on-site remote interviews on both the morning and afternoon drive shows, with additional content to be placed on the Zoomer Radio website and featured on the Zoomer social media channels. To draw further awareness of the live remote airings, Zoomer Radio will air multiple daily promotional messages in advance. The goal of the campaign is to showcase exclusive experiences from all five Florida Keys districts to engage listeners. Zoomer is recognized as one of the top Toronto specialty radio stations. Its shows include The Morning Zoom with Sam and Jane, the station's popular morning show with an average of 400,000 weekly listeners; and The Afternoon Express with Liz West, the station's afternoon "drive home" show with an average of over 389,000 weekly listeners. The shows air weekdays from 6-10 a.m. and 2-6 p.m. EST, respectively. For the online coverage, a banner on the Zoomer Radio website's home page will lead to a special landing page with photos and videos of the interviews, and any additional content related to attractions and culinary experiences in the Florida Keys. On their social channels, multiple social videos and/or image posts across the Zoomer Radio Instagram and X (formerly Twitter) accounts are planned daily during the remotes and to follow over a two-week period. Production, video production, copywriting and posting will be handled by the Zoomer team with input from LIVIA and NewmanPR. Itineraries and interview arrangements to be made by NewmanPR's Florida Keys team. The different tactical elements will link back to the Florida Keys website and social channels for further information. Canada Magazine Cover and Feature Editorial Campaign (Ontario) LIVIA will initiate an integrated cover and feature takeover with Canada Magazine during the fall prior to the winter booking/travel season. Canada Magazine is one of Ontario's leading travel and lifestyle publications. The glossy print magazine reaches a mature and affluent audience through a special insertion with the Globe & Mail and the National ...................... ............... I P K-29 J J J ..... ..... Post daily newspapers. What makes the magazine unique is that it is a double-sided issue and essentially it becomes two magazines in one, with one side focusing on travel and the flip side focusing on culinary topics. The campaign includes a double-page travel editorial spread (750 to 800 words and three to four high-resolution images) plus the cover photo in the winter edition of the magazine released in early December. The magazine's editorial team will draft the article with review and edits from the Florida Keys team. Additionally, there will be a food editorial double-page spread (750 to 800 words plus three to four high-resolution images) interviewing a Florida Keys chef and a third page for a signature Florida Keys recipe in the same winter edition of the magazine released in early December. The magazine's editorial staff will also draft the second article with review and edits from the Florida Keys team. Furthermore, the print magazine will be inserted into the early December edition of the Globe & Mail and the National Post newspapers (50,000 total printed copies) and sent to high-income Toronto households. All production, copywriting, and posting will be handled by the Canada Magazine team with input from LIVIA and NewmanPR. The different tactical elements will link back to the Florida Keys site for further information. Pre-Winter Media Awareness Missions (Toronto and Montreal) The agency will continue to host the successful media missions to meet with freelancers and representatives of significant outlets. The missions will take place in the fall to capitalize on the pre-winter booking season. The markets to be targeted include the Greater Toronto Area, recognized as having the largest Canadian population, and Montreal in Quebec, recognized as having the second-largest Canadian population and focused on the French-Canadian-speaking market. The media missions and one-on-one interviews will highlight what is new and upcoming in the Florida Keys while confirming future editorial features and press visit interest. A NewmanPR representative will be on hand to give the overview and engage with media from a variety of outlets and industries. To help personalize the meetings and thank the media for their time, a Florida Keys & Key West giveaway bag containing promotional items and the latest newsletter will be distributed. Florida Keys 'Taste of The Keys' Media Culinary Event (Toronto) To enhance the Toronto media mission and help promote the culinary experiences within the Florida Keys & Key West, LIVIA plans to have a Florida Keys chef attend to host an engaging and interactive media event. ...................... ............... I P K-30 J J J ..... ..... The events will include an overview of what's new in the Florida Keys and will be held within an open kitchen at a venue such as Dish Cooking School that doubles as an event space within Toronto with easy subway accessibility. The event space will be rented for a midday timeframe and will include food and a chef's presentation of a signature Florida Keys recipe. All participants will go home with a takeaway bag containing Florida Keys products and materials. After the event, the agency will promote interview opportunities with media outlets and social sharing as well. Influencer-Generated Keys Social Sharing Experiences (Canadawide) To raise social coverage within the Canadian market, the agency will select and sponsor key influencers for personalized visits to share their Florida Keys experience through their lens in the form of video and/or image social posts. Using experienced influencers enables the Florida Keys messaging to appeal to a digital-savvy audience while also increasing the number of Canadian followers. The expectation from the selected influencers will be to supply a combination of blog and social posts across a variety of channels over a specific period to highlight unique experiences. As appropriate, posts will tag the Florida Keys social media accounts and link to the fla-keys.com website. The agency will select influencers from across Canada that have a strong engagement with followers and are willing to offer multi-channel coverage, such as Davey and Skylar with @DaveyandSky or Oksana and Max with @DrinkTeaTravel. As the influencers are confirmed, a timeline schedule will be organized for all the posts to ensure continuous messaging to maximize follower awareness. To further elevate the coverage and reach, the Florida Keys' social team can share and engage with the influencer-generated content as it is posted. Individual Media Press Visit Support (Canadawide) Understanding that certain media may be more interested in individual visits given editorial opportunities that arise throughout the year, the agency will support those freelancers and writers that have a confirmed assignment to feature the Florida Keys & Key West. Depending on the story topic, customized itineraries will be organized in conjunction with NewmanPR's Florida Keys team. The agency is aware that factors such as high- season visitation and annual events that draw large numbers of overnight visitors may limit accommodations availability. ...................... ............... I P K-31 J J J ..... ..... Travel Media Assoc. of Canada Conference/Marketplace (Ontario) The agency plans to represent the Florida Keys at the Travel Media Association of Canada annual conference, recognized as the top media marketplace in Canada, and scheduled to take place in Central Canada in late June 2025. The Travel Media Association of Canada is recognized as the premier and longest- running travel media association within Canada. One of the benefits of the association is the annual conference and media marketplace that hosts over 250 media outlets and professionals. The media marketplace and conference have been a proven platform for LIVIA to connect with media and pitch editorial opportunities. As part of the marketplace, the agency is matched with up to 30 media for 15-minute appointments. During these appointments, the agency will share the latest updates and news from the Florida Keys and discuss future opportunities. Takeaway materials and giveaway items will be offered following the meetings. Discover America Day Event/Marketplace Participation (Toronto) Discover America Canada is an organization dedicated to building Canadian tourism to the United States by providing local representatives opportunities to participate in joint marketing efforts. The largest initiative the organization undertakes is an annual media event referred to as Discover America Day in Toronto, in which the agency will participate. During the event, destination representatives meet with over 20 leading Canadian travel writers, bloggers and radio hosts to promote updates and new developments. The event is scheduled to be held on Oct. 30, 2024. Participation in the event includes a media marketplace appointment schedule, professional development session and a media luncheon. The agency will focus on key messaging, particularly the culinary experiences, sustainability and distinctive offerings that characterize the Florida Keys & Key West. Editorial Pitching and News Releases Distribution (Canadawide) To continue building media relationships, the agency will distribute Florida Keys news releases and pitch editorial topics in a measured and ongoing manner. Over the last year, several features resulted from maintaining frequent media contact and offering story ideas. Aside from the regular news releases, a seasonal "What's New eBlast" will also be shared, rounding up newsworthy developments from each of the Keys' five districts. For a particular news release that would require a wider media reach, a newswire distribution will be considered. ...................... ............... I P K-32 J J J ..... ..... To enhance the news release distributions, the agency will leverage the release topics to pitch exclusive interviews to media contacts. Wherever possible, imagery and video footage will be included. Travel Media Association Participation (Canadawide) The agency will continue to represent the Florida Keys & Key West within various travel associations to ensure top-of-mind awareness and discover new editorial opportunities. The following make up the four travel-focused associations within Canada- The Travel Media Association of Canada (TMAC), Canada's premier and oldest association for travel media and industry experts; the Toronto Blogger Collective, a community of influencers focused out of Ontario; the Canadian chapter of the Society of American Travel Writers; and the Ontario chapter of the global Toronto Travel Massive influencer group. Periodically each association hosts networking events and the agency will actively participate to connect and share Keys messaging with media and influencers. Crisis Communications Support (Canadawide) Should a crisis situation arise, LIVIA will assist with executing local communications support to effectively manage any negative impact and share breaking news to mitigate the situation. As part of the process, the agency will maintain constant communication with NewmanPR's Florida Keys team to determine the best course of action through a phased plan that incorporates media alerts and interviews with key spokespeople to provide accurate and reliable messaging about the crisis and recovery from it. Industry Monitoring and Emerging Opportunities As the Canadian market affiliate agency, LIVIA will provide any updates related to local travel trends, market reports and emerging partnership prospects. As additional promotional opportunities arise, the agency will share the ideas with NewmanPR's Florida Keys team individually to confirm further interest. United Kingdom and Europe Public Relations Plan 2024-25 KBC PR & Marketing, based in the United Kingdom, is NewmanPR's contracted agency for the Florida Keys & Key West in the European markets. ...................... ............... I P K-33 J J J ..... ..... The U.K. and Ireland, together with German-speaking markets through subcontracted agency Claasen Communication of Seeheim-Jugenheim, Germany, will continue to be the prime focus of public relations activity for 2024-25. Other European markets will also be serviced from the U.K. via KBC, including Scandinavia, the Netherlands and France. European activity will showcase the Florida Keys & Key West as a place of relaxation, where visitors can rejuvenate and feel renewed. Campaigns will emphasize that a Keys vacation combines a laid-back atmosphere and a relaxed pace of life with meaningful, authentic experiences that are good for the soul. "Connect & Protect" messaging around the sustainability of Keys vacation elements and efforts to preserve the destination's natural and cultural environments will continue to be important. Finally, in line with the ever-increasing importance of culinary tourism, consistent efforts will be made to attract attention to the destination's distinctive food and beverage offerings. Key Media Trends Impacting the European Media Campaign There are three key trends of note in the U.K. and European markets- 1. Editorial and commercial lines are increasingly blurred: As the media continues its post-Covid reinvention, commercial considerations are increasingly impacting on editorial choices for many publishers and outlets. In the U.K., travel magazines such as Wanderlust and Escapism are heavily skewed towards destinations and brands that spend money, with a recent example being a KBC client destination chosen as the front cover image following a major commercial partnership over the preceding 12 months. Mainland European publications are also keener than ever to blend editorial and commercial discussions. In Germany, some print travel titles such as Geo Saison have been lost to the market, because although travel can be used to raise the profile and image of a publishing house, publishers struggle to make it commercially successful. The remaining titles are therefore very eager to secure partnerships which offer an added income stream. 2. The USA is on trend: The past year has seen significantly increased focus on U.S. travel content in the European media. Most U.K. national newspapers are now running at least one U.S.-Chemed special travel section per year, while travel magazines National Geographic Traveller, Wanderlust and Escapism each dedicate one issue annually to the U.S. JRNY, a fast-growing travel magazine that launched during the pandemic, did likewise and will now introduce a separate quarterly title, JRNY America, in fall 2024 to cater to reader interest in the U.S. and the appetite for American destinations to reach its well-traveled audience. In the German-speaking markets, travel coverage of U.S. regions and destinations is disproportionately high — especially compared to other long-haul destinations — reflecting the fact that the U.S. retains its traditional position as the most popular long-haul choice for German, Austrian and Swiss vacationers. 3. Content creators are regaining their influence: After a hiatus, travel content ...................... ............... I P K-34 J J J ..... ..... creators are regaining the influence lost in recent years. As consumers turned to trusted news brands for information and inspiration in the immediate post- pandemic world, these "influencers" became less important in the long-haul travel sphere where vacation prices were higher. However, with the industry's recovery and the resurgence in leisure travel to the U.S. from Europe, they are once again adding value to the media landscape; North American destinations and brands are increasingly partnering with strategically chosen content creators to reach new audiences and add freshness to their media programs. Introduction According to Brand USA, visitation to the U.S. from the U.K., Germany, France and Italy, among other source markets, is set to surpass 2019 levels in 2025. In its IPW 2024 Global Trends & Market Insights, Brand USA also noted that 39% of European travelers are likely to visit North America in the next 12 months. Clearly economic challenges have not dampened the enthusiasm of consumers in the U.K. and Europe for U.S. vacations, but with fierce competition it is important for the Florida Keys & Key West to stand out. PR activity will therefore aim to capitalize on the destination's unique personality as a place of relaxation and rejuvenation, where everyone is welcomed and can truly unwind, free from the stresses of the everyday world outside. With culinary experiences becoming increasingly important in the consumer's choice of destination, attention will be paid to showcasing the island chain's unique food offerings and stories. And sustainability messaging will continue to play a big part in positioning the Keys as a destination where locals take their role as stewards of the natural environment very seriously — as well as encouraging visitors to make choices that support that environment. KBC and Claasen's work on behalf of the destination will combine creative, topical story pitches and press releases with dynamic media outreach across print, online, and broadcast representatives and content creators utilizing networking events and individual meetings. Strategically chosen media partnerships will boost impact and reach of key destination messaging, while a robust program of media visits will secure "hero" coverage, keeping awareness of the Florida Keys & Key West high as consumers plan their next U.S. vacation. U.K., Ireland and Secondary Markets Implementation Objectives • Highlight the destination's potential as a place of relaxation, rejuvenation and a break from the pressures of the outside world. • Capitalize on the global culinary tourism boom by showcasing the destination's unique cuisine, dining experiences and foodie characters. ...................... ............... P K-35 J J J ..... ..... ■ Position the Florida Keys as a place where locals are enthusiastic practitioners of environmental and cultural stewardship — and encourage visitors to participate. • Use iconic Keys experiences, including the Florida Keys Overseas Highway drive and the island chain's marine environment, as conversation-starters to attract new media visitors. • Support the activities of the TDC sales team at selected European trade shows and through travel trade media relations work. Activities News Releases & Media Pitches Iconic Keys events and product updates will continue to be a central focus for regular news releases, with one release per month distributed to U.K. and Irish media contacts. Output will be a combination of U.K. market adaptations of NewmanPR stories and pieces crafted by KBC. Releases will be supported by tailored individual pitches combining news with topical and Chemed hooks, which remains a prime tactic for generating coverage, especially in the U.K. Releases will be shared with consumer and trade media (where appropriate) across the U.K., Irish and secondary European markets, as well as with partners at Visit Florida and the Visit USA Association in the U.K. and Ireland. To ensure the widest possible visibility, releases also will be uploaded onto jfa-_keys,co.u.k and regularly shared via KBC's own channels and the TravMedia platform. Media Visits Building on the launch of the Eco-Experience Trail pass, sustainability and environmentally conscious activities will remain primary themes for media visits to the Florida Keys & Key West from the U.K., Ireland and Europe. Emphasis will continue to be placed on efforts to help visitors connect with and protect the destination's precious natural marine environment. The planned unveiling of the new REEF Ocean Exploration Center for Marine Conservation on World Ocean Day 2025 will create topical media visit opportunities on these themes. As noted above, culinary elements of the Florida Keys destination experience will be highlighted to appeal to the growing "foodie traveler" audience, while the island chain's potential as an escape from the stresses and challenges of life in 2024-25 will also be a core theme. The culinary and escape themes will be brought together in a "Taste of the Keys" standalone group trip for U.K. and Irish media. Up to six participants will be invited to discover the diverse and delicious local seafood in the destination; take part in food tours; interact with chefs, brewers and distillers; and take a local cooking class — while ...................... ............... I P K-36 J J J ..... ..... also enjoying signature Florida Keys relaxation experiences including a sunset sail, gentle backcountry kayaking and paddleboard yoga. A minimum of 13 media visits from the U.K. and other European markets, split between the group and individual fams, will be organized during the fiscal year. National and key regional newspapers, consumer magazines, digital platforms, broadcast outlets and content creators will all be targeted as part of the program. Special Project: World Travel Market (November 2024) KBC will attend World Travel Market in London Nov. 5-7 on behalf of the Florida Keys & Key West. The event will serve primarily as a platform for securing up to 12 media appointments, giving KBC a chance to initiate conversations about potential future fams to the destination as well as sharing news and story angles to generate coverage. The agency will also take a supporting role at the Keys booth, working alongside the destination's sales representatives, and liaise with trade media to pitch relevant Keys travel trade stories. Special Project: IMM London (February 2025) TravMedia's International Media Marketplace (IMM) has become recognized as the leading event connecting the travel industry with editors, journalists, broadcasters and influencers. KBC will attend to represent the Florida Keys & Key West at the 2025 U.K. event, taking place Feb. 17-18, 2025, in London. The two-day event consists of a speed-dating format, in which KBC will pitch the destination's news and story angles across a series of 15-minute meetings, together with the TravMedia Summit that features panel discussions with leading travel editors. Special Project: A Relaxing Florida Keys Foodie Journey with Country & Town House Targeting an affluent, time- and cash-rich London audience, KBC will inspire readers of lifestyle publication Country & Town House to discover a relaxing foodie journey through the Florida Keys. Through a multichannel partnership, readers will learn about the destination's upscale and unique culinary experiences and Keys-style rejuvenation, including backcountry kayaking and sunset sails. Country & Town House is an award-winning lifestyle platform appealing to affluent readers who want to live a more balanced, sustainable life. It delivers inspirational content across a range of topics including travel and food and drink. More than 50,000 copies are hand-delivered to Central London's smartest homes, with 10,000 copies on sale via high-end retail outlets including Waitrose and Marks & Spencer, and another 2,500 sold at outlets throughout the U.K. and Ireland. The Country & Town House website receives 3.2 million+ page views per month (with just over 92,000 from Ireland in the first quarter of 2024). ...................... ............... I P K-37 J J J ..... ..... The partnership is to include a full-page feature in print, published in an early 2025 issue of the magazine — the Travel special, reaching 150,000 readers. This will be supported with an inspirational, expanded version online, to include slideshows and video content as appropriate, with guaranteed minimum page views of 40,000. This will sit as the "hero" travel piece for a week on the Country & Town House website and remain permanently on the website's travel hub, inspiring readers for years to come. If feasible, the exposure and messaging for the destination will be further amplified through editorial generated from a hosted press visit for one of the editorial team. Special Project: U.K. Media Mission featuring 'Foodie Tales of the Florida Keys' To ensure maximum visibility with key travel and lifestyle journalists, KBC will organize a four-day U.K. media mission, bringing a NewmanPR representative to London for a series of one-to-one meetings with leading travel editors, correspondents, freelancers, broadcasters and content creators. Taking place in late 2024, the mission will feature a minimum of three meetings per day with targeted journalists and influencers to discuss Florida Keys news and potential angles for press trips to the destination. The mission will conclude with a dedicated group media lunch or evening event, with up to 15 guests being invited to learn more about the "Foodie Tales of the Florida Keys." These will be communicated through a series of short informal pre-recorded video clips with celebrated Keys culinary experts, played on a big screen at intervals throughout the event, with each designed to advance the island chain's food story in a personal, engaging way. Culinary experts telling parts of the story could include John Mirabella (discussing lionfish control through consumption and Keys seafood in general), Paul Menta (rum and the history of rum running), Analise Smith of Key West Food Tours (the Cuban influence on food and the destination), Patrick Garvey of Grimal Grove (creating the continental USA's only breadfruit grove) and Kermit Carpenter (Key lime pie and its unique place in the hearts of residents and visitors alike). Through these stories, media guests will be drawn into the culinary and lifestyle appeal of the destination and inspired to tell its stories in their turn. Germany, Austria and Switzerland Implementation Introduction and Objectives Outbound leisure travel from the German-speaking markets continues to grow, despite economic and geopolitical uncertainties. 2024 is already shaping up to be a strong year and this trend is expected to continue in 2025. The United States has long been established as the favorite long-haul destination for travelers from Germany, Austria and Switzerland, and is backed by a strong transatlantic flight offering. While most flight destinations from Germany are still behind 2019 capacity and traveler numbers, ...................... ............... P K-38 J J J ..... ..... air traffic volume to the U.S. is even stronger than before the pandemic, with more flights and seats available than ever before. At the same time, German traveler motivations have evolved in recent years- curiosity for something new, interaction with locals and cultural immersion in a destination have become significantly more important than they were in 2019. According to the 2024 FUR ReiseAnalyse report, the top five reasons for Germans to go on vacation are now: distance from everyday life, relaxation, fun and pleasure, recharging batteries, and warm sunny weather. PR activity for the Florida Keys & Key West will reflect these trends with relaxation and rejuvenation getting a stronger focus in the coming year. But as travelers from the German-speaking markets typically want much more than just relaxation, activity will also focus on culinary aspects of the Keys while continuing to promote sustainability and the multiplicity of things to explore in the island chain. Broad objectives will be to- 1. Keep the Florida Keys & Key West top of mind among German speakers, both first-timers and repeat visitors, who are searching for a unique travel destination. 2. Reach out to mid- and higher-end consumers whose travel budgets are secure from inflationary pressures by working with appropriate media and via targeted approaches on social media. 3. Promote the Keys as a unique U.S. culinary destination appealing to German- speaking travelers' desire for local specialties, health-conscious nutrition and fresh, locally sourced ingredients. 4. Highlight relaxation in hotels and spas in the destination, as well as outdoor opportunities to relax and rejuvenate Keys-style, emphasizing that the island chain is a great place for rejuvenation and reinvigoration. 5. Highlight the Keys' marine and on-land nature as well as "Connect & Protect" efforts, encouraging visitors to not only explore, but also to learn about and help preserve the Keys' marine environment. PR for the Florida Keys & Key West will reflect current trends and support overall marketing goals with coordinated, powerful actions. Since consumers from Germany, Austria and Switzerland are more conservative in their media consumption than other European markets, including younger generations, there will be a well-balanced mix of traditional and fresh new actions. Beyond the main objectives, PR work will continue to serve significant niche markets such as the LGBTQ+ community, scuba divers and road trippers. ...................... ............... P K-39 J J J ..... ..... Activities News Releases and Media Pitches In the German-speaking markets, press releases remain a powerful PR tool. Editorial offices from print magazines, newspapers and online outlets as well as freelance journalists still see the value of reliable fresh, newsworthy and targeted information to stay updated and use in travel sections. Releases are also a valuable tool to build strong relationships with journalists and media partners. Claasen will write at least one release per month and distribute it to a media list exclusively set up for the Keys, and to special-interest media targeted for each topic. The content will reflect pieces produced by NewmanPR/KBC, while pieces independently researched by Claasen and tailored to the particular needs of the German-speaking market will also be used. Messaging will support overall objectives with topics including culinary, relaxation, sustainability and "Connect & Protect," new accommodations and attractions, and events in the island chain. All German-language press releases will be uploaded to the Visit USA Germany website vusa.travel, the fla-kevs.de website and the dedicated Keys section in the media lounge at claasen.de. Claasen will also use its own Facebook channel for wider distribution and visibility. In addition, Claasen will share all releases with Visit Florida's Germany team to keep them updated and for consideration for their statewide German press releases. Media Visits Claasen will secure a minimum of 11 high-profile media representatives from Germany, Austria and Switzerland to experience the Florida Keys via a program of individual visits and one group media fam with up to five journalists participating. Targeted media will include national and regional newspapers, travel/lifestyle/special- interest magazines, radio, TV, newswires and specialist digital travel outlets — selected in accordance with the respective topic of the visit. Themes will encompass culinary, luxury, relaxation and wellness, hotels, ecotourism and sustainable travel, local experiences, and outdoor and water-based activities. The group media fam will combine culinary and relaxation elements of the destination in the same way as the U.K. market group fam described previously. The overall goal of hosting media in the destination is to create authentic, comprehensive and measurable print and online articles and broadcast features about the Keys in the German-speaking markets, increasing visibility and telling the destination's stories in a well-researched, reliable and inspiring manner. Special Project: Listen in on the Florida Keys with B&B Medien — Phase 2 Podcasts are among the fastest growing media type in Germany with 29% of Germans listening at least once per month. Claasen will expand the German-language podcast content for the Keys with the strategic aim of further raising awareness and audience numbers for the "Florida Keys Traveler" podcast. Claasen is currently working on the first five German-language episodes with renowned audio content ...................... ............... I P K-40 J J J ..... ..... creation company B&B Medien, which will cover a general destination overview, Key West, the reef and sustainability, famous Keys residents and the Eco-Experience Trail pass. For FY25, Claasen proposes to produce a further five German episodes, which will cover Keys cuisine, the Conch Republic story, nature and wildlife experiences, diving and Keys drink producers and experiences. All German episodes will be added to the existing "Florida Keys Traveler" account, providing German-language listeners an easy entry point into the Keys' podcast environment and acting as a stepping-stone to the English language podcast episodes. As a result, a broader international podcast audience will be built for the "Florida Keys Traveler" series. Each German podcast will run between 12 and 15 minutes. The new German podcast episodes will be promoted via a press release, and on the Keys' German Facebook page and via fla-keys.de. Special Project: IMM Berlin (March 2025) In Germany, TravMedia's International Media Marketplace (IMM) is recognized as a leading networking event that connects tourism destinations and brands with travel media. Growing over the years, the event now attracts more than 180 journalists, editors, broadcasters and influencers. Claasen will represent the Florida Keys & Key West at IMM Berlin, which is scheduled to take place the day before the opening of ITB Berlin — the projected date is March 3, 2025. At IMM Berlin, the Florida Keys & Key West will have a dedicated branded table to meet with top travel journalists and editors, showcasing the Keys' product and latest news. The goal is to provide journalists with a comprehensive understanding of the destination's unique offerings. The event is an excellent opportunity to generate high- caliber media leads at relatively low cost with a single-day "speed-dating" format. To ensure extra visibility and profile, for 2025 the Florida Keys & Key West will sponsor the lanyards worn by every participant and exhibitor during the event, with the Keys logo included and appropriate choice of overall lanyard color. As part of the sponsorship package the destination will also benefit from a half-page exposure in the official IMM program booklet. Special Project: ITB Berlin (March 2025) In addition to IMM, Claasen will support the Florida Keys in managing additional media requests from German-speaking journalists and media representatives for appointments during ITB Berlin, scheduled to take place March 4-6, 2025. ITB Berlin is traditionally the world's largest travel trade show, running for three days. During ITB Berlin, Claasen will also attend the Visit USA Media Breakfast event. This annual event offers a valuable networking opportunity, allowing interactions with ...................... ............... I P K-41 J J J ..... ..... approximately 100 to 150 journalists and content creators at a dedicated Florida Keys table during a two-hour session. Special Project: Showcasing Culinary and Relaxation with Prestige Travel Magazine Claasen will further highlight the Keys' rich culinary and relaxation offerings through a partnership with renowned Swiss travel magazine Prestige Travel. Known for its focus on luxury, the magazine offers insights into the world's most beautiful and appealing holiday destinations, featuring the most exclusive hotels along with insider tips and suggestions for individual adventures. The magazine is published biannually, ensuring a long shelf-life, and has a circulation of 30,000 copies distributed in Switzerland as well as in Germany and Austria. Claasen will collaborate with Prestige Travel to create content for a comprehensive 10-page feature on the destination, including the magazine cover, that highlights distinctive Keys cuisine offerings and upscale dining locations, as well as the relaxation and rejuvenation opportunities travelers can enjoy in the island chain. Scheduled to run in the first quarter of 2025 to align with the peak booking season, this print piece will be complemented by a digital version on the Prestige Travel website and a website banner for three months. This strategic partnership will leverage Prestige Travel's reach and reputation to attract affluent travelers to the Florida Keys. Social Media: Facebook Page and Group Management The German Florida Keys & Key West Facebook page has shown strong and consistent growth in the last fiscal year. Claasen will continue the tactics that have made it successful, publishing three to four organic posts per week supported by paid and boosted posts. At the time of this writing, the Keys' German Facebook page has more than 23,200 followers and 22,900 fans. Compared with other travel destination Facebook pages in Germany, the Florida Keys & Key West page has a noticeably strong engagement and its organic posts have a high reach. To maintain and build on this growth, Claasen will implement a series of six campaigns using paid boosting, focusing on a strong destination image and succinct copy. Additionally, Claasen will publish up to 12 additional boosted posts on the Keys Facebook page to enhance engagement. Other Claasen plans include running contests to award Florida Keys branded items, a tactic that has proven effective previously. The Florida Keys & Key West Facebook group currently has more than 3,500 members and saw significant growth in recent months. Claasen will continue to interact with group members, answering questions and sharing one post per month featuring insider tips about attractions, accommodations and other aspects of the Keys vacation experience. ...................... ............... I P K-42 J J J ..... ..... Public Relations Budget Fiscal Year 2024- 25 Domestic PR Expenses U.S. Press/Content Creator Travel Expenses ................................................................$100,000 • "Keys to Serenity" Individual Media/Content Creator Visits • "Keys to Serenity" Slow Travel Collaboration with Travelinmad or Other Outlet • "Connect and Protect" Individual Visits by Vishing Media and Content Creators • "Taste of the Florida Keys" Individual Culinary content Creator Visits/Collaboration • "Visualize Paradise" Video/Photo Social Collaboration with Keys Content Creators • "Visualize Paradise" Individual Media and Influencer Visits • LGBTQ+ Individual Visits for Media or Content Creators Domestic- Content Creator Campaign Fees ............................................................ $35,000 Domestic- Media Conferences/Potential Sales Support at Shows ............................$25,000 0 1 PW 2025 participation 0 I M M NYC 2025 0 New York Travel & Adventure Show participation 0 Denver Travel & Adventure Show participation New York City Key Lime Pie Activation.....................................................................$35,000 Florida Keys TV Streaming Channel Maintenance....................................................$75,000 Florida Keys TV Content Production ........................................................................$75,000 Florida Keys TV Paid Marketing Campaign ..............................................................$35,000 WPBT Art Loft ...........................................................................................................$18,000 Potential Support for South Florida PBS "Taste the Keys" Follow-up Episode .........$30,000 Online/Social Media Video Productions ...................................................................$50,000 • "Keys to Serenity" Social Media "Immersion" Video Production for Campaign • "Taste of the Florida Keys" Social Media Video Creation with Keys Foodie Content Creator • "Visualize Paradise" Video/Photo Social Collaboration with Keys Content Creators • LGBTQ+ "Local's Choice" Day-in-the-Life Video Segment Production for Social Posting • "Taste of the Florida Keys" Restaurant Campaign Development/Promotion PR Campaign Focused on Charlotte, NC..................................................................$25,000 Keys Podcast Season 3 Production .........................................................................$40,000 Keys Podcast Marketing............................................................................................$10,000 Eco-Experience Trail Pass Renewal and Promotional/Awareness Program ........... $12,000 LGBTQ+ Sponsorship of South Beach Wine & Food Festival's Drag Brunch ......... $15,000 Special Events Support ............................................................................................$75,000 Domestic Distribution (online press room monthly fee, newswires, etc.) ..................$10,000 Additional Generic Video/Still Photo Acquisition .......................................................$25,000 SpotNews Coverage ................................................................................................$30,000 Social Media Contests/Boosting Expenses...............................................................$40,000 0 "Taste of the Florida Keys" Giveaway with Mainstream Editorial Partner ...................... ............... I P K-43 J J J ..... ..... • "Visualize Paradise" Social Media Photo Contest • "Visualize Paradise" Consumer-Driven Social Media Campaign • LGBTQ+ Instagram Vacation Giveaway LGBTQ+ Market PR Stringer ....................................................................................$25,000 Stringers' Expenses ....................................................................................................$5,000 Website/Social Media Editor .....................................................................................$587000 Keys Traveler Magazine PDF (digital only, no print version per sales director) ..........$77500 Subtotal for Domestic ..........................................................................................$855,500 Canada PR Expenses Canada Annual Sub-Agency Fee (service contract)................................................. $607000 CanadianNewswire ................................................................................................... $47000 Individual Press Trip Support ................................................................................... $187000 Zoomer Radio On Location Remotes Campaign...................................................... $287750 Canada Travel and Lifestyle Magazine Cover and Feature Takeover ..................... $127750 Toronto and Montreal Media Missions ....................................................................... $77000 Toronto Media Chef's Taste of the Florida Keys Event............................................ $147000 Influencer Generated Keys Social Sharing Visits (expenses/fees) .......................... $177000 Travel Media Association of Canada Conference and Media Marketplace ................ $47250 Discover America Day Canada Participation.............................................................. $17500 Resources ................................................................................................................. $67000 Subtotal for Canada............................................................................................. $173,250 UK/European PR Expenses UK/European Annual Sub-Agency Fee (service contract)...................................... $2257000 UK- Country & Town House Partnership ................................................................. $147500 UK- Media Mission (including media event) ............................................................ $117000 UK- World Travel Market .............................................................................................. $500 UK- TravMedia's IMM London ................................................................................... $57000 Germany- Social Media Boosting .............................................................................. $57000 Germany- TravMedia's IMM Berlin ............................................................................ $87000 Germany- ITB Berlin ..................................................................................................... $500 Germany- Podcast Project Phase 2 ........................................................................ $117000 Germany- Prestige Magazine partnership ............................................................... $107500 UK/Europe- Press Visit Expenses (individual and group) ........................................ $957000 UK/Europe- Resources ............................................................................................ $167500 Subtotal for UK/Europe ....................................................................................... $402,500 China website maintenance ................................................................................... $3,750 News/social media monitoring reporting services (evaluation process) ......... $15,000 Additional Resources for the Overall PR Program............................................ $300,000 Total PR Expense Budget for FY 2024-'25......................................................................$1,750,000.00 ...................... ............... I P K-44 MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN October 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC 2025 Keys Fishing All/ F Tournament Schedule San Carlos Centennial *2 I/C "Great Walks of the Keys" *2 ALL Web Page and Social Development Begins "Taste of the Keys" 61 ALL Influencer Visits Begin "Taste of the Keys" *2 ALL Restaurant Campaign Exploration INTERNATIONAL UK/ Europe Rel/Pitch Discover America Day *2 ALL Canada Canadian E-Releases Underwater Pumpkin V/D arving Zombie Bike Ride 1 Headdress Ball 1 Run Conch Republic Half 0 1 Marathon and 10k Bonefish & Permit Take Stock in Children 0 V/F Backcountry Challenge Ladies, Let's Go Fishing! IV/ F Seminar and Tournament MONROE [OUNTlTOURBT �EVELOPMENT [OUNC�L2O24-2O25MARKET�N� PLAN November 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Winter'24- ALL _ '25 (release in December) 2025 Events Highlights ALL Holiday Events Roundup ALL "Taste of the Keys" Mag. *2 ALL INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases World Travel Market *2 ALL German Culinary and 61 ALL Relaxation Press Trip Canada Magazine Cover *2 ALL and Feature Takeover Canada Toronto and ALL Montreal Media Mission Canadian 'Taste of the *2 ALL Keys' Culinary Event Canada Influencer Social Sharing Visits Begin *2 ALL EVENTS So. Fla. Symphony 2024- I/C 25 Season Release KW Powerboat Races 1 Key West Film Festival I/C Stone Crab Eating III Contest Day of Dead (Afro Roots) IV/C ReMARCable Tour de ALL Keys KW Holiday Fest 1 Big Pine/Lower Keys II/C Island Art Festival Backcountry Tournament Sugarloaf Showdown II/F MONROE [OUNTlTOURBT �EVELOPMENT [OUNC�L2O24-2O25MARKET�N� PLAN December 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 _TDC Regular Meetings _DAC Regular Meetings DOMESTIC "Visualize Paradise" ALL -Photo Contest Launch Florida Keys Podcast *2 ALL Project (Ongoing) "Great Walks of the *2 ALL Keys" Web Page Launch "Great Walks of the *2 ALL -Keys" Social Posts INTERNATIONAL -UK/ Europe Rel/Pitch Canadian E-Releases UK Media Mission: "Keys *2 ALL -Foodie Tales" Canadian Zoomer Radio *2 ALL Remote Campaign EVENTS -Key West Triathlon 1 -Key Largo Bridge Run 0 0 V New Year's Eve Events 0 0 ALL New Year's Eve Red 0 0 1 -Shoe Drop -Marathon, 10k Season Begins -Fla. Keys Holiday Fest 0 IV Pigeon Key Holiday 0 111 Key West Winter 0 1 Wonderland Nutcracker Key West I/C -Holiday Boat Parades ALL Key West Holiday Fest I/C -and Inn Tours (cont'd.) -Sailfish Tournament MONROE [OUNTlTOURBT �EVELOPMENT [OUNC�L2O24-2O25MARKET�N� PLAN January 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC NY Travel Adventure Show ALL IMM Media Marketplace ALL New York City Key Lime *2 ALL Pie Activation "Keys to Serenity" Slow *2 ALL Travel Partnership "Taste of the Keys" *2 ALL Restaurant Campaign Begins/ Social Posts INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases UK Country & Town House 2 ALL Partner Campaign German Prestige Mag. *2 ALL Partner Campaign Canada Influencer Social *2 ALL Sharing Visits Continue EVENTS Pops in the Park Concerts 0 IV/C Island Boat Show 0 111 Art Under the Oaks 0 0 IV/C Key West Half Marathon 0 0 1 Big Pine Nautical Expo 0 11 Pole Vault in Paradise 0 0 1 Sailfish Tournament KW Kingfish Mayhem I/F MONROE [OUNTlTOURBT �EVELOPMENT [OUNC�L2O24-2 ............... O25MARKET�N� PLAN February 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC Cultural E-News Issue ALL/C Miami Boat Show (Media) ALL/F "Keys to Serenity" Mini- *2 ALL Video Production Starts LGBTQ+ Social Media *2 ALL "Foodie" Contest Launch LGBTQ+ Sponsorship Focus on Charlotte PR *2 ALL Project INTERNATIONAL UK/ Europe Rel/Pitch UK IMM London *2 ALL Canadian E-Releases Saltwater Sportsman Nat'l IV/F Seminar Series Upper Keys Garden Walk V Buccaneer Blast Regatta V Sombrero Beach Run III Presidential Families I/C TRU-ly Amazing Art Fla. Key Seafood Fest 1 Southernmost Regatta 11 1 Tennessee Williams I/C Birthday Events Begin I GardenFest KW Garden Club Tours 0 I/C "Connections Project" ALL/C Mural Tour MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN March 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Spring 2025 ALL "Visualize Paradise" *2 ALL Consumer Generated Social Posts Begin "Taste of the Keys" *2 ALL Content Creator Collab., Video Series Eco-Experience Trail *2 ALL Awareness Campaign INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases ITB and Visit USA Media *2 ALL Breakfast (Germany) IMM Berlin (Germany) *2 ALL Canada Influencer Social *2 ALL Sharing Visits Continue Contest West Festival Key West Orchid Festival 0 0 I/C Air Spectacular Bay Jam March Merkin Permit I/F Tournament MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN April 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Meetings ALL Annual Issue Creation Begins "Keys to Serenity" Social *2 ALL Media Videos to Post "Keys to Serenity" ALL Individual Visits Begin INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases UK Culinary and ALL Relaxation Press Trip EVENTS Earth Day Events ALL Release RWO 7-Mile Offshore III Grand Prix Underwater Easter Egg V Hunt Afro Roots Islamorada III/C Papio Kinetic Sculpture I/C Parade Seven Mile Bridge Run III Florida Keys Island Fest IV Conch Republic 1 Independence Celebration Herman Lucerne IV/F Memorial Tarpon Cup Marathon Premier Sailfish III/F Tournament MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN May 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC "Taste of the Keys" E- ALL News Special Issue "Taste of the Keys" 61 ALL Influencer Visits Cont'd. "Taste of the Keys" Blog *2 ALL Series Update Hurricane Plan ALL Hurricane Preparedness ALL Industry Workshop Media Visits with ALL Emergency Management INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases German B&B Medien *2 ALL 'Listen' Podcast Project Phase 2 KW Songwriters Festival 1 I.Care Trash Derby ALL Minimal Regatta 1 Marathon Offshore Bull III/F and Cow Tournament Ladies Let's Go Fishing! IV/F Screamin' Reels Tourney Nick Sheahan Dolphin V/F Rodeo MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN June 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Summer ALL 2025 Video Campaign Launch "Visualize Paradise" Indiv. 61 ALL Visits Begin "Visualize Paradise" *2 ALL Content Creator Collab., Video and Photo Series IPW Show ALL INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases and Media Marketplace EVENTS Key West Pride 1 CFK Swim Around KW 1 Celebration Lower Keys Chamber 0 II/F Dolphin Tournament Skippers Dolphin 0 V/F Tournament Don Hawley Tarpon Fly 0 IV/F Tournament Gold Cup Tarpon T'ment IV/F �IFC Captains Cup IV/F Dolphin Tournament MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN July 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC "Keys to Serenity" 61 ALL Individual Visits Continue Experience Visits America 250 Inclusion *2 ALL Exploration INTERNATIONAL UK/ Europe Releases Canadian E-Releases Underwater Music II/D Festival July 4 Events Roundup ALL Celebrating Freedom V Parade & Fireworks KW Mermaid Festival 1 Key Lime Festival 1 Mel Fisher Days 1 Hemingway Days 1 Hemingway 5k Run and 1 Beer Mile REEF: Great Annual Fish V/D Count Key West Marlin I/F Tournament Del Brown Permit II/F Tournament MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN August 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Fall 2025 ALL LGBTQ+ Page Web *2 ALL Redesign INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases —Coral Reef Spawning ALL/D Miami Boat Rally V, IV, III Key West Lobsterfest 1 Key Largo Triathlon V Tropical Heat 1 Key West Brewfest 1 Just a Few Friends KW MONROE [OUNTlTOU JNC�L2O24-2O25MARKET�N� PLAN September 2025 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 TDC Regular Meetings DAC Regular Meetings DOMESTIC "Visualize Paradise" Indiv. ALL Visits Continue INTERNATIONAL UK/ Europe Rel/Pitch Canadian E-Releases Key West Brewfest 1 Just a Few Friends KW 1 Key West Paddle Classic 1 Keys to Country III/C Heroes Tribute Weekend III Festival —Conch Scramble IV Swim for Alligator Light IV Herman Lucerne IV/F Take Stock in Children V/F Backcountry Challenge The calendar isablueprint for anticipated PR activity for the fiscal year. |t 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*Nows. 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. AP� K'56 r /��/� �11»I�I��NUIVUV�VI ti h FILMCOMMISSION � rrrrrr/�f% „r j g / At " Aw .�„�y, �s�s� �+�..� r r r, r emu ✓ � m��i �� I t m w K �x m s rr, ^I p k IMbM" r rr r ,� r�l° ..� iwwwuAJ� �r rit///✓rr /rii ri�/i/ ,x,'" �,'7„, " Y P 9r/��/�✓//��ryG/,ram' .✓ � ��*� r w b° m Y r N i�G� n r J�' rn ✓dry, The FloriddKeys �o St C)C11�cIS YOU dre' o� �5 'All KeY West Big Pine Key&The Lower Keys J J J 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 After last year's closing of the state Film Office, Nikki Welge, the former state film commissioner now working for the Florida Department of Commerce, reported a 25 percent decline in requests for information about filming in the state. Local film offices throughout the state are responsible for making up for the decreased marketing efforts. In 2024, the film industry is navigating a complex landscape shaped by the pandemic, technological advancements, and shifting consumer preferences. Despite some recovery, the global theatrical gross in 2023 declined by 20% compared to 2019, with the domestic box office down 24% from its 2018 peak. i[ I I C) 1< L-1 J J J The 2023 Hollywood strikes caused delays and reshuffled studio schedules, impacting major films like Warner Brothers' "Dune 2" and delaying "The Batman" sequel to 2026. These disruptions created gaps in the release calendar, allowing other entertainment options to emerge, exemplified by "Taylor Swift- Eras Tour." Warner Bros. Discovery and Universal are profitable, while Disney and Paramount face challenges. Disney's economic struggles are evident despite producing high-budget films, with mixed successes like "Avatar- The Way of Water." Paramount faces a potential buyout amid financial pressures. Traditional studios have yet to generate significant streaming profits, while Netflix has increased its bottom line through ad tiers and password-sharing crackdowns. The international market, especially China, remains crucial, with Chinese films often outperforming Hollywood blockbusters. The traditional 90-day theatrical window is shrinking, with films quickly transitioning to digital platforms. Major film festivals have mostly returned to pre-pandemic standards, and the Oscars saw increased viewership with blockbuster nominees like "Barbie" and "Oppenheimer." However, streaming is preferred over theatrical viewing for its convenience and cost. Netflix dominates streaming film output but is moving away from mega-budget productions. Apple's high-budget films have yet to achieve significant box-office success. The film industry in 2024 is transitioning, with traditional box office models pressured by streaming services. Studios must navigate financial challenges, evolving consumer preferences, and the impact of international markets to sustain growth. Despite these challenges, Florida's film and television production scene remains resilient and full of opportunities. 2024-2025 Strategic Priorities 1. Create an economic impact study on the revenue contributions of film production. 2. Expand destination awareness to marquee level television series and movie productions. 3. Explore the viability of developing a local film incentive to attract production to the Florida Keys. 4. Hold a workshop to help develop the filmmaking community in the Florida Keys. i[ I I C) 1< L-2 J J J Implementation Create an economic impact study on the revenue contributions of film production. The first season of"Bloodline" generated a significant economic impact of$90 million for the Florida Keys. With "Bad Monkey" premiering on Apple TV this August, I will collaborate with Kelli Fountain, the Director of Market Research, to develop an economic impact study. This study aims to analyze the revenue contributions of film production in the Florida Keys, focusing on room nights, local spending, and the tourism value brought by shows like "Bad Monkey." We will also examine the impact of recent productions showcasing the Florida Keys, such as "Gordon Ramsay's Uncharted," "Roadhouse," and "The Fabulous Four." Expand destination awareness to marquee-level television series and movie productions. As "Bad Monkey" launches on the Apple+ streaming service, there is an opportunity to use the success of that show to push the destination as a valid option for other high- impact television and movie productions. I will work to push the destination as a filming location with a trip to Los Angeles to meet with producers and studios in person. One big focus of this outreach will be to Warner Brothers to push for a possible season two for "Bad Monkey." Explore the viability of developing a local film incentive to attract production to the Florida Keys. Although the State of Florida does not offer a film incentive, several local incentives exist that we can explore. For example, the St. Petersburg film office, part of their tourist development council, has successfully created a local incentive using bed tax money. Their paid product-placement approach could serve as a model for the Florida Keys. This program funds projects that promote the destination as a vacation spot, with payments made only after project completion. This ensures a clear set of deliverables and conditions that productions must meet to qualify for funding. I will collaborate with other film offices across the state to examine their programs and determine how we can adapt similar incentives for the Florida Keys. i[ I I C) 1< L-3 J J J Host a Legal Workshop for the Florida Keys Film and Arts Community. To nurture the Florida Keys film community, I will organize a legal workshop with a Florida- based entertainment attorney. This workshop will cover various legal aspects crucial for filmmakers and artists, including copyright protection, contracts, and intellectual property rights. The workshop will be open to all artists in the Keys, whether they are filmmakers, visual artists, writers, or other creatives. It aims to equip participants with the knowledge to protect their work and navigate legal challenges in their artistic endeavors. This free workshop will provide valuable insights into protecting artists' creative rights and intellectual property. Film Florida Film Florida is a non-profit trade organization 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 Florida's film, television, and print industry. We will renew our membership in Film Florida for the 2024-2025 fiscal year. Film Florida, as the only industry trade organization in the state, will work to fill in the gaps left by the closing of the state Film Office. When appropriate, we will join Film Florida on several co- branded marketing missions to significant production hubs in the United States, including Los Angeles and New York. 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. We will join Film USA for the 2024-2025 fiscal year. We also intend to join Film USA at their branded Pavilion at the Cannes Film Festival along with several other film i[ I I C) 1< L-4 J J J 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 who are very high up in entertainment companies. 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 2024 — 2025- Catalyst Film Festival — Duluth, MN ................................................ $5,850 October 3rd — 8th, 2023- The Catalyst Content Festival, held annually in Duluth, MN, is dedicated to advancing independent filmmakers and storytellers. It provides a vital platform for emerging talents, some of whom have gone on to receive Emmy nominations and BAFTA awards. Committed to reducing barriers between creators, audiences, and the industry, Catalyst has supported over 20,000 creators. The festival actively promotes the development of community-driven, sustainable production industries by offering essential support and connections. We partner with FilmUSA for this event. Austin Film Festival — Austin, TX ..................................................... $4,650 October 24th —29th, 2024- The Austin Film Festival, founded in 1994, is renowned for its annual Film Festival & Conference in Austin, Texas. The conference offers panel discussions, conversations with filmmakers and screenwriters, workshops, and roundtables. It attracts various industry professionals, including producers, agents, managers, development executives, established screenwriters, and filmmakers. Additionally, the festival is famous for its Screenplay Competition, which receives more entries than any other worldwide, drawing participants and audiences from across the globe. American Film Market Location Expo — Las Vegas ...........$4,850 01"I'MI fd-) i[ I � C) 1< L-5 J J J November 5th 10th, 2024- Over 7,000 industry professionals from more than 70 countries attend AFM in Las Vegas annually. 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 worldwide to network and pitch decision-makers in the film and television industry. FOCUS — London...................................................................................... $10,200 December 1 Oth — 11 th, 2024- We plan on attending the FOCUS tradeshow in London this year, targeting location managers, producers, and directors in Europe and the UK. They provide excellent seminars, and the clientele attending represent some of the biggest names in the industry, such as the BBC and Lionsgate. The Florida Keys are a massive draw for European production companies, and attending this show allows us to reach out directly to this valuable market. Sundance Film Festival — Park City, Utah ................................... $8,350 January 18th —28th, 2025- The Sundance Film Festival is one of the premier film festivals to showcase and support independent filmmakers. It takes place every year in Park City, Utah. We will partner with the Ft. Lauderdale Film Commission and the Miami Film Commission to have a presence at the festival this year. Realscreen/NAPTE — Miami, FL........................................................$7,750 February 3rd — 7th, 2025- The NAPTE Miami Conference and Realscreen Summit are now combined, offering a unique opportunity to engage with content creators, buyers, distributors, advertisers, and influencers from around the globe in both scripted and unscripted spaces. Taking place in Miami, this event provides a prime platform to pitch the Florida Keys to international producers and key decision-makers. It's an unparalleled chance to connect directly with production companies and network executives in our backyard. Berlin Film Market — Germany ...........................................................$8,700 February 13th — 23rd, 2025- The Berlin International Film Festival, established in 1951, is among the world's oldest and most prestigious film festivals. Held annually in Berlin, it attracts tens of thousands of visitors from around the globe. The European Film Market (EFM) is a major industry hub running concurrently with the festival, offering lectures and workshops tailored to distributors, film buyers, producers, financiers, and co-production 0111''MI Aj�� i[ I � C) A 1< L-6 J J J agents. This comprehensive setup provides a vital networking platform for the international film community. Los Angeles Mission................................................................................ $6,350 March 23rd — 27th, 2025- The Association of Film Commissions International produces an LA-based event offering 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. South Florida Screen Summit — Dania Beach........................... $6,350 April 5th — 8th, 2025- The South Florida Screen Summit is an annual event designed to empower, educate, and foster an inclusive environment for South Florida's creative community. Over three days, participants will engage in panel discussions, immersive conversations, and networking mixers, bridging the gap between emerging talent and seasoned professionals. This event aims to advance South Florida's screen industry and exemplify the power of collaboration and diversity. Sunscreen Film Festival — St. Pete.................................................. $7,550 April 17th — 21st, 2025- The 20th Annual Sunscreen Film Festival in St. Petersburg, FL, is internationally acclaimed and attracts celebrities and filmmakers globally. The festival showcases films and hosts workshops where attendees mix and mingle with filmmakers, actors, writers, and producers in an open and relaxed atmosphere, fostering career opportunities and industry connections. Voted Tampa Bay's best film festival by Tampa Bay Magazine, Sunscreen is a key event for industry professionals and enthusiasts alike. Hot Doc Festival — Toronto .................................................................. $5,850 April 28th — May 2nd, 2025- The Hot Docs International Documentary Festival is the largest in North America and takes place in Toronto. During each festival, Hot Docs host an industry conference featuring sessions, workshops, and market events with more than 2,000 delegates, including programmers, filmmakers, producers, buyers, and distributors worldwide. Cannes Film Festival — France......................................................... $11,200 L-7 J J J May 12th—24th, 2025- Established in 1946, the Cannes Film Festival is the world's oldest and largest film festival, renowned for showcasing global cinema and fostering international film collaboration. It draws over 12,000 professionals from 121 countries and features over 4,000 films. Concurrently, the Cannes March6 du Film, the largest film market globally, attracts thousands of industry leaders for networking, with over 100 conferences and workshops. The International Village hosts over 60 pavilions from over 80 countries to facilitate industry connections and promotions. We partner with Film USA for this event. NewYork Mission .....................................................................................$8,350 June 4th — 16th, 2025- We intend to partner with Film Florida to participate in the TriBeCa Film Festival and produce our 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. Miami Film & Media Market .................................................................$2,500 July 13th — 16th, 2025- The Miami Film & Media Market is A four-day event that aims to establish South Florida as a leading hub for creatives and foster connections between industry professionals. It provides a unique chance to network with key figures, high-level producers, and executives actively producing English and Spanish content across various media channels. Toronto Intl. Film Festival — Canada............................................... $8,350 September 4th — 11 th, 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 focusing 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. 0111''MI L-8 J J J 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. This effort sometimes requires hiring a helicopter and driving out of the county to pick up or drop off the scout from Miami International or Fort Lauderdale Airports. Once the location scouts provide the production company with their photographs, a second and possibly third scout may involve the producer, director, art director, and location manager. Again, the Film Commissioner provides an 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 upon the production company's need. This assistance may include helping with permitting and 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 on what to expect and what to ask for from production using their property is provided. The Film Commissioner intends to facilitate a successful experience for the production company and local crew and a positive economic impact on the community. Public Relations Opportunities The Film Commissioner will continue to work with Newman PR and industry publications and 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 August of 2024, there will be an opportunity to capitalize on Apple's PR for the show. i[ I I C) 1< L-9 J J J Advertising Opportunities The film office works with Tinsley Advertising to produce high-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 include the number of locals hired when that information is available. We also produce an economic impact report for large, highly visible productions such as Apple TV's "Bad Monkey" and Netflix's "Bloodline." Budget FY 2024 - 2025 Film Industry Trade Shows and Events ..........................................................$54,500 Registration and Show/Event Expenses TravelExpenses................................................................................................$587650 Air Fare, Lodging, Meals, In-county mileage Duesand Fees...................................................................................................$207000 Association of Film Commissioners International, Film Florida, Woman in Film Website/Social Media........................................................................................$107000 The Florida Keys & Key West website, Reel-Scout database, Maintenance and support Communications .................................................................................................$97000 Postage, office phone, shipping. E & P for Production Executives .......................................................................$57000 i[ I I C) 1< L-10 J J J Location Content...............................................................................................$20,000 Photographer, Videographer, Location Site Surveys Promotions ........................................................................................................$77,850 Total..................................................................................................................$2557000 L-1 1 i it VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV IIIIIIIIIIIIIIIIIIIIIIIIIIIIII � r � ,. ,rr«« 10,18 , a t:,, � ,�;:-,-,� r%�%/�iii��,r�;6�//�,//i//%i!G�/�i��ah!/��r/✓//l///�%1y1�',�/l�//r''l/y�y t / r �r _. rr w, f IN m r w, b r� r The FloriddKeys �o St cap s YOU dre' �5 A,�/ Key West Big Pine Key&The Lower Keys J J J M. Market Research Market research provides direction, outlines the path to reach our goals, and helps measure our success upon arrival. An effective marketing research program converts diverse data from various sources into clear, insightful analysis, generating actionable marketing strategies. This process creates a competitive edge for our destination. Furthermore, marketing research integrates the voice of our customers into our marketing efforts. By engaging with both potential and actual visitors through research, we gain valuable insights into their behaviors and travel motivations. Analyzing this data allows us to adjust our marketing strategies to better attract and satisfy our target markets. Regular marketing research is essential due to the ever-changing environment we operate in, influenced by shifts in consumer preferences, technological advancements, economic changes, and other dynamic factors. Objectives The objectives of the Market Research program are- 1. To assess and measure the achievement 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 make ad-hoc adjustments in marketing strategy in response to events such as tropical cyclones, economic downturns, or environmental crises. 4. To collaborate with other departments, agencies, and both public and private sectors to provide and utilize applied, actionable research, thereby informing destination marketing decisions and measuring their effectiveness. 5. To identify insightful, timely, and cost-efficient sources of information regarding travel and tourism trends, consumer sentiment, and economic indicators, interpreting these trends within the context of our destination. 6. To enhance understanding and utilization of emerging technologies in the field of market research and strategic marketing. v�' 011", 1 f"I'd-) i[ I � C) 1< M-1 J J J In fiscal year 2025, our Market Research efforts will concentrate on the following- • Developing a comprehensive study to measure the economic impact of the films Bad Monkey and Roadhouse. • Conducting a study to measure the economic impact of the film The Fabulous Four. • Creating a traveler perception study. • Obtaining Destination Marketing International accreditation to enhance professional credibility and industry recognition. Research Methods Every research study starts with a question- What do we need to know? Once this question is established, we identify the appropriate methodology to answer it and develop a research design. This design can be qualitative, quantitative, or a combination of both (mixed methods). Qualitative research is exploratory, using words and images to provide in-depth insights. Methods include focus groups, in-depth interviews, and observational techniques like mystery shopping. While qualitative findings reflect a small segment of the target market, they offer a deeper understanding of perspectives and opinions, informing further quantitative research. Quantitative research focuses on numbers and logic, providing statistical responses from a sample of the target population. Common techniques include survey questionnaires administered via mail, telephone, face-to-face interviews, email, mobile devices, and the web. This approach allows for inferences about the behavior of the entire population based on the sample data. Implementation Research focusing on potential visitors 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. 0111''MI fd-) i[ I � 0 1< M-2 J J J Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West remain a cornerstone of our research on actual visitors. The Visitor Profile Survey will collect data on demographics, party composition, expenditures, activities, length of stay, reasons for visit, trip planning, and visitor satisfaction, with additional special topic questions included as needed. We will continue to use Smith Travel Research data to assess lodging industry performance. This includes monthly reports on occupancy, average daily rates, and RevPAR for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon, and Monroe County excluding Key West. Weekly reports will provide daily occupancy, average daily rates, and RevPAR for Monroe County, Key West, and the combined Middle and Upper Keys. These reports help us evaluate the impact of special events and holiday periods on lodging performance and offer faster data turnaround compared to monthly reports. For comparison, we will also track the monthly performance of the top 10 markets in Florida using Smith Travel data. Additionally, we will use Lighthouse to monitor vacation rental occupancy, average daily rates, and RevPAR, like our use of Smith Travel data. TravelClick's Demand 360 reports will provide forward-looking data on occupancy, average daily rates, and RevPAR for lodging properties, with monthly overviews for Monroe County. Datafy will be used for monthly geolocation analysis based on mobile device data observed within Clusters & Points of Interest (POI), along with strategic planning services. Geofenced areas will capture sample sizes of devices, which will be statistically modeled to estimate visitor volumes, origins, trip lengths, and more. Measurability The outlined Market Research projects will include specific objectives, defined research questions, expected outcomes, and budget details. Each project will be evaluated post- completion to determine if the objectives were met and to assess the value of the collected information. Additionally, the Market Research department will support the evaluation of goals and objectives for other staff departments and affiliated agencies. 01"I'MI fd-) i[ I � C) 1< M-3 J J Spend Cate gory Nbrke t Re s e arch Amount sc 00039 resources 292,000.00 sc00036 contractual service s/salary 170,000.00 sc00400 travel 25,000.00 sc 00066 promotional activities 10,000.00 sc00040 postage/freight 3,500.00 sc 00043 phone 3,500.00 sc00083 operating supplies 3,500.00 sc 00084 software subscriptions 189,000.00 books publications subscriptions sc00085 education 34,500.00 731,000.00 M-4 J J J Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of our programs. Evaluation is a systematic approach to assessing the performance and improving the efforts of the TDC and its marketing plan. It is systematic in that there is usually a three (3) stage process of(1) gathering data, (2) analyzing the data and (3) how we use that information to improve our program. Though the TDC has different ways of tracking our marketing and sales efforts, there are several common measurement factors used in assessing the level of a program's performance. The TDC Market Research Department along with an outsourced research company regularly conducts visitor profile analysis and monitors marketing effectiveness through surveys, studies, and other research techniques that will give measurable results. In the marketing strategies, methods and implementation sections of the marketing plan, each area (advertising, sales, public relations, film commission) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be maximized. Having the ability to make quick adjustments in our marketing is also an important element of our program. Being able to gather and analyze data in a timely manner gives us the ability to make changes in our plan. We are making every attempt to develop an orderly planning process which includes a clear statement of goals to be attained in the time frame outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include- • Pre/post tracking studies,which measure users and non-users of our marketing efforts. Why someone did not respond is as important as why someone did. • Comprehensive studies of how travel information is delivered and used by the potential visitor. • Qualitative analysis to learn what works in marketing our area, both in the short and long term. Our assessment of the plan should not only grade our current efforts, but should help show us how to make adjustments and be more effective in subsequent years. 0111''MI fd-) N-1 J J J 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 • Google forms Chamber's reports • Visitor Profile Survey reports • Smith Travel Research report • Vacation rental reports • 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. 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