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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Table of Contents
Section One: The Mission of the TOe
I. Vision Statement..................................................................................... .A-2
II. Purpose of Plan....................................................................................... .A-3
Section Two: Situation Analysis
I. Product Analysis....................................................................................... B-1
II. Position Analysis..................................................................................... C-1
III. Prospect Analysis.................................................................................... 0-1
IV. Promotional Analysis................................................................................ E-1
Section Three: Program Planning
I. Program Development
I. Goals............................................................................................. F-1
II. Priorities....................................................................................... G-1
III. Resources.................................................................................... H-1
II. Marketing Strategies and Implementation
I. Advertising..................................................................................... 1-1
II. Sales............................................................................................. J-1
III. Public Relations............................................................................ K-1
IV. Film Commission.......................................................................... L-1
v. Research...................................................................................... M-1
Section Four: Evaluation .......................................................................... N-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Section One: The Mission of the
Tourist Development Council
I. Vision Statement
The mission of the Monroe County Tourist Development Council is to set an overall
direction for the Monroe County tourism marketing effort in a manner that will assure long-
term sustained growth in tourism revenues while also guaranteeing the sustainability and
improvement of our product, including both our man-made and natural resources, and
improvements to the quality of life of our residents.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive marketing approach is needed by
the Monroe County Tourist Development Council if it is to remain competitive and to have a
lasting impact on the development of tourism for the Florida Keys. Our program must also
balance sustainable tourism with improvements to the quality of life of our residents.
The TDC must have a clear direction and understanding of marketing, market segments and
market techniques to be effective. The plan must focus on its present situation, goals and
objectives, resources, program strategies and evaluation criteria.
The following are general guidelines for the planning and development of the Monroe County
Tourist Development Council's marketing plan as evidenced, in the Table of Contents. Each
section is further compartmentalized to address multiple areas.
a. Review of the TDC's mission.
b. Analysis of the current situation.
c. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
The Monroe County Tourist Development Council's 2004-2005 Marketing Plan sets the
guidelines on how the revenues of the three penny (3%) bed tax (Florida Statutes 125.0104) on
visitors will be allocated for the marketing of the Florida Keys and Key West.
Two penny revenue is broken down in the following manner: 5% state mandated reserve
(Florida Statutes 129.01); 7% of the net revenue may be used for program administration; 65% of the
net revenue is utilized for generic promotion and advertising; the remaining 35% of the net is
used for funding events, public relations and consumer mail fulfillment.
The third penny revenue is broken down in the following manner: 5% state mandated reserve
(F.S. 129.01); 3% of net revenue may be used for program administration. The remaining third
penny revenues may be allocated within the following five categories: visitor information
services; capital projects; special events and district specific advertising and promotion.
District Advisory Committees representing the five districts within Monroe County make
recommendations for allocation of the third penny.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made to
strategies during the year.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Section Two: Situation Analysis
Descriptive profile of the Florida Keys
I. Product Analysis
. The Florida Keys is the premier get-away destination located at the southernmost tip of
Florida and the continental United States.
. Tourism is the Florida Keys main industry - with a current permanent population of
around 80,000. The Keys business sector and residents are dependent on the
economic contribution of the day and overnight visitors to the Keys.
. The Florida Keys is easily accessible by land transportation. The primary mode of
travel for overnight visitors to the Keys is by auto or other form of land-based transport.
(89%)
. The Florida Keys are accessible by air. (10%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, TWA and United connections), Delta, US Airways, and Cape Air,
Florida Coastal Airlines. Special charter service is available at Key West
International Airport.
2. Florida Keys/Marathon Airport also services the Florida Keys. This full service
facility can handle private, commercial and chartered flights.
3. Miami International Airport is the second largest international airport in the United
States. The Fort Lauderdale/Hollywood International Airport serves millions of
travelers from all over the world. Domestic and international travelers to the
Keys can fly into these airports and travel by car or bus into the Florida Keys.
. The City of Key West receives approximately one million cruiseship visitors a year.
. Total commercial flight capacity at Key West International Airport is approximately 150
daily. Key West Airport annual passenger capacity is 600,000 arrivals/departures.
Marathon Airport, at this time a general aviation airport, has passenger capacity of
250,000.
. Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key West);
shuttle services; major car rental agencies; and limousine services. Local transportation
by taxi and shuttles; and Key West offers public buses, unique trolleys and a
sightseeing train.
. There are ferry services from the west coast (Fort Myers/Naples) of Florida that have
daily departures and convenient downtown arrivals into Key West. There is also a ferry
service from Islamorada in addition to visitors arriving on their own boats. (1 %)
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
I. Product Analysis - continued...
. The Florida Keys hosts a variety of accommodations. Accommodations in the Keys for
vacationers or business travelers include full service hotels, motels, condominiums,
guest houses (inns), beach cottages, licensed seasonal home rentals and house boats.
The TDC lists nearly 16,000 rental units throughout the Keys.
. The Florida Keys camping and recreational facilities are plentiful.
. There are approximately three thousand licensed camping sites in Monroe County.
Florida Park Service:
Bahia Honda State Park
Curry Hammock State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Shell Key State Preserve (no public access)
Windley Key State Geological Site
National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
Crocodile Lake National Wildlife Refuge (no public access)
Great White Heron National Wildlife Refuge
Key West National Wildlife Refuge
National Key Deer Refuge
Aquatic Preserves:
Biscayne Bay-Card Sound Aquatic Preserve
Coupon Bight Aquatic Preserve
Dry Tortugas Aquatic Preserve
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuary:
Florida Keys National Marine Sanctuary
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
I. Product Analysis - continued
. The Keys boasts a variety of restaurants providing the visitor with a myriad of dining
pleasures including seafood specialties; ethnic cuisine; local delights; continental and
fine dining.
. Night life in the Keys offers diverse entertainment. Local and internationally recognized
talent adds to the unique experience of the Keys.
. The Florida Keys offers the best fishing opportunities anywhere in the world with over
500 I.G.F.A. world records. Private charter trips are available throughout the Florida
Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back country, flats
fishing to deep sea/offshore fishing on a daily basis and by reservations. Visitors can
also enjoy wading, pier and bridge fishing.
. The Florida Keys hosts the only living coral reef in North America. Exploring the living
reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in 1744,
the John Pennekamp State Park and the National Marine Sanctuary together with the
many artificial reefs along the Keys provides the ideal snorkeling or diving experience.
. The cultural heritage of the Florida Keys offer visitors an array of live theater, arts &
craft festivals and is home of many noted authors, musicians and painters.
. The Florida Keys has many attractions to offer. The primary attractions for the visitor to
the Keys are its natural resources, year-round temperate climate, parks, and water
activities including boating, fishing, snorkeling and diving. History plays an important
role in the Keys experience. Historical homes, lighthouses, museums and monuments
weave an intriguing historical adventure of pirates, wreckers, writers, poets and artists
throughout the Florida Keys. Sightseeing ranks the highest of visitor activities.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
II. Position Analysis
In analyzing the Florida Keys' product for leisure tourism and meeting business, it is
important to identify the current positive aspects of the destination as well as
considering those areas which may, by improvement, enhance the Keys' position in
the global marketplace.
1 . Strengths and assets
. temperate year-round climate - warm winters
. friendly, 'laid-back' image
. great natural resources to promote ecotourism
. historical and cultural heritage
. various disciplines of the arts
. many sightseeing attractions
. safe environment
. best fishing resources in the world
. number one dive destination
. unique RV camping locations
. excellent dining available
. only living reef in North America
. unique accommodations
. southernmost point of the continental US
. a major wedding & honeymoon destination
. close relationship of two large metro airports of Miami & Fort Lauderdale
2. Weaknesses and liabilities
. lack of consistency in room quality
. lack of direct flights from principal markets
. negative perception of seasonal storms
. lack of traditional sandy beaches
. traffic congestion
. lack of convention and meeting facilities
. perception of over crowding in Key West from cruiseships
. lack of commercial airline service to Marathon Airport
. changes to availability of transient accommodations
. reoccurring water quality issues
. lack of stable service personnel resources
. employment turnover rate
. lack of affordable housing
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
II. Position Analysis, continued...
Our market competition are the destinations that compete with us in many of the tourism
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gay/lesbian travel, ecotourism, soft adventure,
cultural tourism, in-state vacation travel and other specialty markets. We must compare
our competition's coverage, budget and demographics to our own and how it relates to
industry results.
Based on competitive analysis, techniques such as trend analysis, market share analysis,
market buildup and test marketing are broadly employed to help position ourselves within
the marketplace.
Our position as an ideal cultural and historical tourism destination, sets the background for
a marketing campaign to highlight the unique character and attractions of the Florida Keys.
Cultural and historical tourism is travel directed towards experiencing the arts, heritage,
history, foods, ethnicity, architecture and other things including the natural environment
that contributes to the special character of a place. We intend to continue to bring this
kind of travel experience to the forefront of our campaign.
Ecotourism will also be at the forefront of our marketing program. Nature-based tourism is
ideal for the Keys in that we have wonderful environmental resources. We must promote
to responsible visitors who will understand to enjoy and protect our surroundings.
We will develop more diversity in multicultural marketing communications. Culturally
relevant communications build relationships, and relationships build brand awareness.
Research over the past few decades has consistently shown the multicultural consumers
respond best to messages and images that reflect an insight into their culture and the
unique ways they perceive the product or service. We must focus on developing diverse
marketing promotions and programs where each group is recognized as an integral part of
the overall marketing effort.
Geotourism is a term that places our marketing position in a more updated and desirable
position to the marketplace. Geo-tourism is about attracting visitors who understand about
preserving a destination's environment, by helping to sustain or even enhance the
geographical character of the place visited, including the well-being or quality of life of its
residents. More travelers are wanting to not only visit or sightsee, but to learn more about
the history and culture of the area and it's people. Travelers are learning to be ready to
act to preserve and protect the natural aspects of the destination. We will need to better
understand the psychographics of these potential visitors, to see what interests and
motivates these individuals to select destinations associated with environmental
sustainability.
With the globalization of travel, the Florida Keys are a great destination for international
tourism. International visitors have a tendency to stay longer while visiting. Based upon
the country's preference of vacation periods, we are able to strategically market
international travel throughout the year.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
The Keys has developed a reputation as a great weddings/honeymoon destination.
Although there are plenty of things to do in the Keys, we are also ideal for those who just
want to enjoy other's company with a minimum of distractions.
Alternative transportation is an essential point of our marketing to help relieve the traffic
problems. There will be more focus on regional jet air and the expanded ferry service,
and making visitors aware, that once they are in the Keys, there are a number of
alternative means of transportation, which would include shuttles, public busses, taxis,
pedi-cabs, tour trains, trolleys, bicycles and of course, sightseeing on foot.
With the potential visitor or consumer looking for value in their purchases, we must
position our marketing approach to strategies to increase customer satisfaction for their
visit to the Keys. We will focus on Customer Relationship Management (CRM) to give the
visitor a good experience while planning their travel.
Electronic Marketinq/lnternetIWebsite
Electronic marketing has become one of the most effective marketing tools available to
destination marketing. Our website is our most important marketing tool in the promotion
and service to the potential visitor. This being the case, then getting the potential visitor to
the website is the most important call to action. The main sources for users in finding the
website is through mainstream advertising such as print and broadcast ads, and through
Internet marketing. All print and broadcast advertising includes our website address.
Internet advertising includes some banner ads, but most of our marketing will be search
driven by search engines or key search words, and direct email/promotions. Search
engine submissions requires research to get to the best positions. Search words require
picking the best terms that relate to our destination's promotional positioning.
We will also continue to focus on direct electronic marketing such as e-mail blasts,
newsletters and electronic magazines (e-zines). E-mail marketing will be to the travel
trade industry and to opt-in consumers. E-newsletters and e-zines will be developed by
the staff and our agencies of record to be also mailed to opt-in users. We will also buy into
these e-promotions through Visit Florida and other media placement outlets.
Electronic links from other promotional sites to our website will be an important marketing
medium. Within our e-newsletters, e-zines, and direct e-mail promotions, we will offer e-
co-ops to the industry that will allow link-throughs to our partner's website.
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographics of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world. International marketing is
no longer an option, but a strategic imperative.
The marketing of our site is very important to the overall plan. We must think of our site as
a product, and the content as the product lines.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Website service after the potential visitor finds the site becomes the final and most
important stage in determining a visit. We must design a site that provides the user with
the kind of service comparable to the corner market in one's neighborhood - simple,
precise and personable. As our site expands with more destination information, users will
not have the patience to scan through four or five links just to get to the right area of the
site. The site needs to make users feel welcome and guide them to the needed
information for a decision making step. After the decision has been made, the site must
have the ability to make the sale directly from the site.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrow cast to meet the specialized needs of each incoming user. The more specific the
audience definition is, the more interesting, and useful the site becomes to its visitors,
which, in turn, allows for more efficient and direct marketing. The site will become our
main sources of Customer Relationship Management (CRM) program. Relationship
marketing is also about keeping existing customers happy, along with attracting new
customers. Content is a strong driver for encouraging repeat visits by users, particularly
when it is fresh, timely and gives the user a reason to visit regularly.
One of the most important elements of e-marketing is that we will be able to track Internet
marketing to our site. You are able to see how the visitor came to the site, either by
banner, click-through, search, site address or by link.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Customer Relationship Manaqement
Customer Relationship Management (CRM) refers to strategies to increase customer
satisfaction by using a one-an-one approach to customers even in a global market by
managing, interaction and tracking between customer and the industry.
The first role in CRM is that the potential visitor or customer should be in charge of his or
her experience. We must do everything we can to make the experience more personal
and to give a quick response to their needs. The response and interaction needs to be
direct.
To use this one-an-one approach in a global marketing, we will be looking to use more
electronic marketing in the areas of (1) database information; (2) e-mail blasts and
newsletters; and (3) our website.
Data base information is collected from the travel trade industry such as travel agents, tour
operators and meeting planners. Consumer data base information is collected from opt-in
e-mail requests to our site, or opt-in requests to other travel related sites wanting
information.
E-mail has become one of the most inexpensive means of direct mail possible. After
receiving permission (opt-in e-mail), we will send out electronic marketing messages to the
trade industry and directly to consumers through e-mail blasts or newsletter.
Our website is our main source of CRM. The website can narrow cast to meet the
specialized needs of each incoming user. The web user can interact by receiving
destination information within electronic brochures, live cams, maps, videos, multi-lingual
assistance, updated news releases, opt-in mail and on-line reservations.
Other CRM direct marketing includes direct mail advertising with co-op opportunities so
that the consumer can interact directly with the lodging property or other business
partners. Also, we will continue to interact with the consumer through intercept research
programs such as the Visitor Profile Study and our VIS program.
Our new technical ways to retrieve and send information on travel and our ability to
communicate to the consumer through CRM will continue to define the new economy and
build business one traveler at a time.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
III. Prospect Analysis
The Monroe County Tourist Development Council is charged with the responsibility of
identifying target markets which, primarily based on research, have generated the highest
return for investment for the destination. Strategic programs implemented by the TDC to
target these markets are outlined in this document from Section Three: Marketing
Strategies and Implementation.
1 . Domestic Markets
. Primary
. Florida (Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee,
Collier, Orange)
. New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Texas, Indiana, North Carolina, Massachusetts
. Secondary
. Connecticut, Virginia, Minnesota, South Carolina, Alabama,
Wisconsin, California, Missouri, Tennessee, Maryland
2. International Markets
. Primary
. Germany, United Kingdom, Canada
. Secondary
. Italy, Netherlands, Switzerland, Austria, Japan, Scandinavian
countries, and South American countries of Argentina, Brazil and
Chile, France
3. Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism
D. Geotourism
E. Fishing
F. Diving
G. Gay/Lesbian
H. Mature
I. Weddings/Honeymoon
J. Boating
K. Multi-Ethnic Markets
L. Family Travel
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
4. Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. TravellTrade Industry
1. travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airlines
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetingsllncentives/Business Travel
Market Segments
DivinQ and SnorkelinQ
The year-round temperate climate of the Florida Keys makes diving and snorkeling
enjoyable in any season. The clarity of water provides excellent visibility and the variety of
reef structures including the only living reef in North American attracts visitors to the Keys.
FishinQ
We offer the greatest variety of fishing in the world. Twelve months a year visitors can
compete in tournaments or simply enjoy a day on a charter boat excursion.
Historic/Cultural
The historic and cultural influences within the Florida Keys entices and marvels visitors.
The architecture, art, music and historical tours turns the Keys into a number one
sightseeing educational adventure. Our research shows that visiting historic places and
museums consistently falls in the top for activities participated in by domestic and
international visitors. Geotourists fall within this segment. They are people attracted to the
cultural, historic, environmental, aesthetics and heritage of the places they visit.
Gav/Lesbian
The gay and lesbian market represents a broad perspective that spans national, cultural
and language barriers. The gay market has a diversified travel experience with
discretionary income. As one of the world's leading gay/lesbian destinations, Key West
offers many opportunities to expand this market.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Mature or Senior (Retired)
Mature individuals (50+) account for nearly 25% of the total US population. This group is
growing rapidly due to the aging of the 'baby boomer generation'. The financial power of
mature consumers, coupled with their tendency to have more leisure time available for
travel and their growing numbers make this segment one of particular strength. We will
develop the opportunity to target upscale retired persons who can travel Sunday through
Thursday, and during our slowest time periods of August and September.
Ecotourism
Eco-travelers are a specialty interest traveler and should be considered an excellent target
market because they are a responsible visitor from whom we can profit, but also will
respect our natural resources. Whether it is camping, bird watching, wildlife sightseeing,
water related activities (diving, fishing, etc.) or learning the nature based heritage of the
Florida Keys, this market is perfect for our destination. Ecotourism or nature-based
tourism, acts on the principles of traveling to natural areas with the intentions of preserving
the environment and the cultures associated with the region. Geotourists also fall in this
segment.
WeddinQs/Honeymoon
The weddings/honeymoon market is a growing market that not only strengthens our 'off-
season' months but is starting to become a year-around market for the Florida Keys.
Florida is the most popular honeymoon US destination. Honeymoon trips will average 8
days with higher than normal expenditures.
MeetinQ/lncentive Business
The meetings and convention market segment remains fairly strong and significant part of
some of the large properties having meeting room space. It is important to understand
there are many options available within the meeting business market. The incentive travel
business has increased in the past few years in the Keys.
Soft-Adventu re
Adventure travel is one of the fastest and most interesting travel available to the consumer.
Soft-adventure travel throughout the Florida Keys would include biking, snorkeling,
kayaking, camping, diving, sport fishing and other related activities that seek exciting and
sometimes risky experiences.
BoatinQ
Boating has a wide range of markets including fishing, diving, power-boating, sailing,
kayaking, yachting and leisure craft. The Florida Keys are a perfect destination for all kinds
of events such as boat shows, races and any watersports activity. Whether the visitor
rents, charters or uses their own boat, there are marinas from one end to the Keys to the
other, to give the visitor a great boating experience.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
IV. Promotional Analysis
1. Promotional Events
The promotion of special events is a very important part of our overall
marketing program. Events not only draw visitors to our destination, but also
gives visitors who may not have been aware of a certain event, the opportunity
to experience different activities while on vacation and tell others about the
experience. This develops return visits and adds new awareness of things to
do for potential visitors.
We have marketing funds available for sponsored events in each of our
districts. Each District Advisory Committee (DAC) establishes a Request for
Proposal and allocates funding for that district destination events. Most event
funding is for advertising only, however, in some cases that involves national
sponsors and national or international marketing when funding as a turnkey
operation is considered.
There are also cultural events promoted through the TDC Cultural Umbrella,
and fishing tournaments promoted by the TDC Fishing Umbrella.
All event funding recommendations by the District Advisory Committees,
Cultural Umbrella and Fishing Umbrella Committees are reviewed by the
advertising agency and require approval by the TDC. These events are
evaluated by their ability to draw visitors; offering of activities; and the
marketing of the awareness and image of our destination.
Special Events
The Florida Keys hosts various annual activities and special
events. This year's events and activities include:
. Key West Race Week - Key West - January
. Half Shell Half Marathon Run - Key West - January
. Upper Keys Rotary Flea Market - Islamorada - February
. Outdoor Art Show - Key Colony Beach - January
. West Marine Winter Warm-up Sail - Marathon - January
. The Monumental Brass Quintet - Marathon - January
. Florida Watercolor Society Art Show - Marathon - January
. Business & Professional Women's 5K Run - Marathon - January
. San Pablo Parish Festival - Marathon - January
. Marathon Garden Club Flower Show - Marathon - January
. 'Paws for a Cause' Pet Walk to Pigeon Key - Marathon - January
. Upper Keys Seafood Festival- Key Largo - January
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Special Events - continued...
. Art Festival at Gulfside Village - Marathon - February
. 11 th Annual Gigantic Nautical Flea Market - Islamorada - February
. Habitat for Humanity - Terry Cassidy's Superbowl Party - Big Pine
Key - February
. Bay Jam - Key Largo - April
. Original Marathon FI. Keys Seafood Festival- Marathon - March
. Art Festival at Key Colony Beach - Key Colony Beach - March
. Conch Republic Independence Celebration - Key West - April
. Art Festival at San Pablo Church - Marathon - April
. Spring Migration Mania - Stock Island - April - May
. 7 Mile Bridge Run - Marathon - April
. Lower Keys Jazz Festival & Art Show - Big Pine Key - April
. Key West Songwriter's Festival - Key West - May
. Lower Keys Jazz Festival - Lower Keys - May
. Marathon Offshore Grand Prix - Marathon - May
. Florida Keys Island Festival- Islamorada - May
. Barley's Bay Festival- Key Largo - May
. Green Sweep Volunteer Workday - Marathon - June
. Pridefest 2006 - Key West - June
. Cuban American Heritage Festival- Key West - June
. REEFWEEK 2006 - Key Largollslamorada - July
. Celebration of the Sea - Key Largo - July
. Key West Summer Food & Wine Festival - Key West - July/August
. Islamorada Swordfish Tournament - Islamorada - August
. Poker Run - Miami - Key West - Key West - September
. WomenFest Key West - Key West - September
. Fantasy Fest - Key West & Lower Keys - October
. Pro Wakeboard Tour - Marathon - October
. Key West World Championship Boat Races - Key West - November
. Key West International Jazz Festival- Key West - November - June
. Blue Angels in Paradise 2005 - Key West - November
. Corvettes In Paradise - Islamorada - November
. Hibiscus Pedal 2006 - Marathon - November
. 2006 Sombrero Club Regatta - Marathon - November
. Holiday Isle Women's Basketball Tournament - Islamorada -
November
. Island Jubilee - Key Largo - November
. Orange Bowl Swimming Event & Winter Training - Key Largo -
December
. Big Pine Key Winterfest 2006 - Art & Music in a Natural Key - Big
Pine Key - December
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Fishing Tournaments
. Key Largo Sailfish Challenge - Key Largo - January
. 30th Annual Holiday Isle Sailfish - Islamorada - January
. Cheeca Lodge Presidential Sailfish - Islamorada - January
. Islamorada Fishing Club Sailfish - Islamorada - January
. Hog's Breath King Mackerel - Key West - January
. 15th Annual Swamp Guides Fishing Tourn. - Islamorada - January
. Islamorada Women's Sailfish Tournament - Islamorada - February
. World Kingfish Championship - Key West - February
. 2nd Annual Scientific Anglers Women's World Invitational Fly
Championship backcountry Series - Islamorada - February
. 8th Annual Capt. Leon Shell Billfish - Marathon - February
. Backbone Lures "Fish 'Til You Lose It" - Islamorada - March
. Key West Fishing Tournament (Kick Off) - Key West - March -
November
. Del Brown Invitational Permit Tournament - Key West - March
. Islamorada All-Tackle Spring Bonefish - Islamorada - March
. Sunset Tarpon - Marathon - April
. Ghost Hunt Tournament - Key Largo - April
. World Sailfish Championship - Key West - April
. Key West Classic - Key West - April
. 20th Annual McDonalds Invitational Tarpon - Marathon - May
. 30th Annual Ladies Tarpon Tournament - Marathon - MAY
. Faro Blanco Tarpon Tournament - Marathon - May
. RolexllGFA Inshore Championship Tournament - Islamorada - May
. Islamorada Tarpon Masters - Islamorada - May
. 40th Annual Marathon International Tarpon - Marathon - May
. 20th Annual Coconuts Dolphin Tournament - Key Largo - May
. 11th Annual Outback Steakhouse Golden Fly Invitational Fly Tarpon
Tournament - Islamorada - May
. Dolphin Master Invitational - Key West - May
. Islamorada Fishing club Captain's Cup Dolphin - Islamorada - June
. Dick Fuhr Memorial Fishing Tournament - Key Largo - June
. Big Pine & Lower Keys Dolphin Tournament - Big Pine Key - June
. Don Hawley Invitational Tarpon Tournament - Islamorada - June
. 30th Annual scientific Angers Women's World Invitational Fly
Championship - Tarpon Series - Islamorada - June
. Cancer Foundation Dolphin Tournament - Cudjoe Key - June
. 20th Annual Father's Day Dolphin Derby - Marathon - June
. Gold Cup Tarpon Tournament - Islamorada - June
. Burdines Waterfront 5th Annual Dolphin & Black Fin Tuna Fun Fishing
Tournament - Marathon - June
. Key West Gator Club Dolphin Derby - Key West - June
. Conch Republic Ladies Dolphin - Key West - June
. Key West Fishing Tournaments Sword Fishing - Key West - June
E-3
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Fishing Tournaments - continued...
. Holiday Isle/Caribee Dolphin Tournament - Islamorada - July
. Ladies, Let's go Fishing Reel A The Reef - Ocean Reef - July
. Key West Marlin Tournament - Key West - July
. Islamorada Fishing Club Red Ghost Stalk - Islamorada - July
. Key West Fishing Tournaments Flats S.L.A.M. - Key West - July
. Mercury Redbone @ Large Little Palm Island Grand Slam - Little Torch
Key - August
. Mercury Redbone Celebrity S.L.A.M. - Key West - September
. Islamorada Inv. Fall Fly Bonefish - Islamorada - September
. Marathon International Bonefish tournament - Marathon - September
. Mercury Redbone Celebrity Baybone - Key Largo - September
. 10th Annual Scientific Anglers Women's World Invitational Fly
Championship - Bonefish Series - Islamorada - October
. Mercury Outboards Bonefishing World Championship Islamorada AII-
tackle Bonefish - Islamorada - October
. Action Craft's 14th Owners Tournament - Islamorada - October
. Ladies, Let's Go Fishing Islamorada - Islamorada - October
. Take stock in the Children Backcountry Challenge - Key Largo - October
. George Bush/Cheeca Lodge Bonefish - Islamorada - November
. Marathon Sailfish Season Open - Marathon - November
. Ocean Reef BTU Backbone Classic - Ocean Reef - December
. Islamorada Sailfish Tournament - Islamorada - December
. Florida Key Gold Cup Sailfish Championship - Islamorada - Dec.-
January
. Mercury Cheeca/Redbone Celebrity - Islamorada - December
. Islamorada Fishing Club Captain's Cup Sailfish
Islamorada - December
. Islamorada Junior Sailfish Tournament - Islamorada - December
. Metropolitan South Florida Tournament Mini-Met (Kick Off) - Islamorada
- December through May
. Don Gurgiolo Sailfish Classic - Islamorada - December
E-4
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Historical, Cultural and Entertainment Attractions
. Art Under the Oaks - Key Largo - January
. Sculpture Key West - Key West - January - March
. Florida Keys Medieval Festival - Lower Keys - January
. Middle Keys Concert Season - Marathon - January thru March
. 24th Key West Literary Seminar: Humor - Key West - January
. Key West Writers' Workshop - Key West - January - February
. Key West Craft Show - Key West - January
. Pigeon Key Art Festival - Marathon - February
. H. S. Truman Legacy Symposium & Exhibit - Key West - February
. Civil War Heritage Festival- Key West - February
. Old Island Day Art Festival - Key West - February
. Rites of Spring Art & Craft Show - Lower Keys - March
. Rain Barrel 24th Annual Arts Festival - Islamorada - March
. Key Largo Home & Garden Tour - Key Largo - March
. 29th Annual House & Garden Tours - Marathon - March
. S1. Patrick's Day Parade - Marathon - March
. Robert Frost Poetry Festival 2006 - Key West - April
. 22nd Underwater Music Festival - Music & Art in the Key of Sea -
Big Pine Key - July
. Key Players Season - Key Largo - October thru April
. FI. Keys Birding & Wildlife Fest - Key Largo/Marathon/Lower Keys -
Septem ber/October
. Marathon Community Theatre - Marathon - October thru September
. In Their Own Words, The History of Key West - Key West - October
thru February
. Man, 3000 Years Under the Sea - Islamorada - October thru
September
. Island Opera Theatre Concert Series-Key West/Lower Keys/
Marathon/lslamorada/Key Largo - October thru June
. Key West Pops Orchestra - Key West - October thru March
. Key West Symphony Orchestra - Key West - October thru June
. M. Fisher Museum-Sunken Treasure- "Silver!: Plata Del Mar" - Nov
- Sept
. Performance at S1. Paul's - Key West - November - May
. Red Barn Theatre - Key West - November - October
. Blue Sky Art & Craft Show - Lower Keys - November
. Tennessee Williams Fine Art Center - Key West - Nov. thru June
. Impromptu Concerts - Key West - Nov/Jan/Feb/Mar/Apr/June/ July
. Fla. Keys Art Guild Outdoor Art Fests - Marathonllsla.lKey Largo -
Nov thru April
. South Florida Center for the Arts - Key Largo - November thru
March
. Pirates in Paradise Festival- Key West - November thru December
. Pops in the Park - Islamorada - November thru April
E-5
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Historical, Cultural and Entertainment Attractions - continued...
.
46th Annual House & Garden Tours - Key West - Jan/Feb/March
44th Annual Conch Shell Blowing Contest - Key West -
Jan/Feb/March
9th Annual Christmas Exhibit - Marathon - December
Florida Keys Holiday Festival- Islamorada - December
Founders Society 26th Anniversary of Sterling Performances - Key
West - December thru April
Waterfront Playhouse - Key West - December - May
Key West Playwrights Company - December - March
FKCC - 'Keys Chorale" Concert Season - Key West - Dec-Mar
.
.
.
.
.
.
.
2. Capital Projects and Improvements
The Tourist Development Council has revenues other than for advertising for
discretionary use to enhance and support the specific tourism development efforts of a
district. One of the uses is capital projects. The attraction of tourists to the area must
be one of the capital project's main purpose. The capital project must be a publicly
owned and operated facility or owned and operated by a not-for-profit organization and
open to the public.
Capital improvements can also include beach improvements, beach maintenance,
renourishment, enhancements and clean up where there is public access to the beach
or beach park area.
Capital projects are very significant to the marketing of the awareness and image of a
destination. It is important within the descriptive profile of our product that we have
public facilities such as museums, recreational areas, beaches, monuments and other
historic and cultural attractions for our visitors.
Another important aspect to funding public facilities and areas is that these projects and
improvements are not only beneficial to our visitors, but also to the residents of Monroe
County. The capital projects program helps preserve nature and historic sites in the
Keys. It also enhances the local culture and supports the geo-tourism efforts of our
marketing program.
We have developed a three to five year capital projects plan for each district
community. The District Advisory Committees, with input from Monroe County, local
municipalities, chambers of commerce and general public, have formulated a vision of
what each community would like to see developed or maintained by the county.
E-6
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Section Three: Program Planning
I. Program Development
I. Overall Marketing Goals (measures of accomplishment)
a. Develop overall program which balances the county's economic
viability while preserving the environment and quality of life for
residents.
b. Increase number of capital improvements projects.
c. Expand cultural/historical campaigns.
d. Expand Eco-tourism campaigns.
e. Increase Internet promotional program.
f. To increase visitor expenditures.
g. To increase longer stays.
h. Increase marketshare of international visitors.
I. Increase group and incentive meeting business.
J. Create a comprehensive public relations program for markets
outside of the United States.
k. Increase awareness of the Keys to the film industry for promotional
opportunities.
I. Increase diversity of multicultural marketing.
m. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales programs.
n. Increase Gay/Lesbian travel market.
o. Increase co-operative efforts with Visit Florida Tourism programs.
F-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
II. Top Marketing Priorities
a. Strengthen year-round tourism program.
b. Develop top-of-mind awareness of the Florida Keys as the premier
get-away destination to the US and international markets.
c. Promote markets that will have the most significant positive
economic impact on the lodging industry.
d. Promote historical, heritage, environmental, artistic & cultural geo-
tourism program.
e. Promote ecotourism and soft-adventure.
f. Development of capital projects and improvements.
g. Promote the Fishing Industry.
h. Promote the Dive Industry.
I. Promote Gay/Lesbian Market.
J. Identify and market to the visitor with the highest average daily
expenditure for longer stays.
k. Develop international markets.
I. Promote attractions.
m. Promote awareness of the Marathon Airport and development of
direct flight service in the Florida Keys.
n. Promote special events.
o . Diversity in multicultural marketing communication.
p. Expand Customer Relations Management (CRM) program.
q. Development of our overall Internet Marketing Program.
r. Promote Family Travel.
s. Promote Weddings/Honeymoons.
G-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
III. Resources (to execute program planning)
a. Board: Monroe County Tourist Development Council
b DAC's: Monroe County District Advisory Committees
c. Staff:
. Marketing Director - Senior executive executing the goals, objectives
and policies set by the TDC
. Office Manager - responsible for daily operation of the Administrative
Office - monitoring budgets
. Director of Sales - responsible for coordination of sales as directed by
TDC
. Director of Research - responsible for the coordination of research as it
relates to requirements of TDC
. Administrative Assistant - responsible for the coordination of daily
office duties through the direction of Office Manager
. Finance Assistant - responsible for annual report, reviews invoices &
reimbursement requests, assistance in other areas of operation
. Administrative Secretary - responsible for reception, telephones,
assisting with meeting preparation and general office duties
. Office Assistant - responsible for reception, telephone, administrative
support and general office duties
. Sales Assistant - provides clerical and secretary support to the Sales
Department
. Sales Managers - responsible for special market segments and their
performance
. Film Liaison - bring awareness of the Florida Keys as a film, television,
video and print location and to assist and support to production
shooting in the Keys
d. Training:
Staff training and development is another process within our program. Employee development
is a continuous process of reviewing basics and learning new materials and techniques.
Training can help reduce employee turnover by increasing productivity, motivation and job
satisfaction. The kinds of training include departmental orientation, market knowledge and
market techniques.
The Governor's Conference on Tourism offers many educational opportunities within their
program that include sales, research, tourism marketing and administration.
H-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC's has an educational
initiatives program with its membership.
The Florida Commission on Tourism and Visit Florida are developing joint tourism marketing
workshops to help service the industry.
The Hospitality Sales and Marketing Association International has workshops and a Florida
Keys charter who meet regularly and presents speakers, networking and educational
opportunities for staff.
e. Agencies of Record
1 . Tinsley Advertising - Advertising
2. Stuart Newman Associates - Public Relations
3. FloridaKeys.com - Website Provider
1. Support Agencies
1. Cellet - United Kingdom and Germany (sales)
2. McCluskey Associates - United Kingdom,
Germany, France and Italy (PR)
3. The Market Share Company - Key West, FI. -
(fulfillment)
H-2
Monroe County Tourist Development Council 2005-2006 Marketing Plan
g. Budget (as legislation directs)
FY 2006 Toe THREE PENNY BUDGET
$24,305,070* preliminary
1.41%
1.95% .58%
2.98%
4.75%
.91%
4.02%
. Advertising - $8,141,496 - 33.50% %
. Sales/Mkt. - $977 ,550 - 4.02%
. Admin/Overhead - $725,100 - 2.98%
. Umbrellas/Events - $2,197,315 - 9.04%
.Capital-$6,101,086 -25.10%
. cty. Cost Allocation - $473,000 - 1.95%
. Emergency - $2,850,000- 11.73%
. Public Relations/Ameurop - $1,154,400 - 4.75%
. Research - $221,000 - .91%
. Finance/Attorney - $139,024 - .57%
. VIS/Fulfillment - $767,500 - 3.16%
. Resources - $343,098 - 1.41 %
. Film - $142,000 - .58%
. Monroe Council of the Arts - $72,500 - .30%
H-3
Monroe County Tourist Development Council 2005-2006 Marketing Plan
FY 2006 TDe TWO PENNY BUDGET
"EVENTS' (350/0) Portion $5,104,476*
preliminary
1.12%
18.13%
3.43%
.89%
. Public Relations/Ameurop - $1,098,900 - 21.53%
. Emergency Reserve - $807,833 - 15.83%
. Cultural/FishinglDiving Umbrellas - $1,825,100 - 35.75%
. Finance/Attorney Salary - $45,479 - .89%
. Resources - $27,898 - .55%
. Fulfillment - $175,000 - 3.43%
. Film - $142,000 - 2.78%
. County Cost Allocation - $57,032 - 1.12%
. Special Projects (Capital) - $925,234 - 18.13%
H-4
Monroe County Tourist Development Council 2005-2006 Marketing Plan
FY 2006 TWO PENNY BUDGET
'Administrative' (70k) Portion
$1,019,957 preliminary
20.16%
1.83%
8.0%
1.84%
1.96%
7.11%
.37%
36.77%
IiiiiIAdmin/Operating - $375,000 - 36.77%
. Travel - $20,000 - 1.96%
. Communications - $12,000 -1.18%
. Courier - $2,500 - .25%
IiiiiI Repair/Rentals - $17,000 -1.67%
. Finance/Attorney - $46,811 - 4.59%
. Capital Outlay - $10,000 - .98%
. Emergency - $205,582 - 20.16%
. Mon roe Cou nci I of the Arts - $72,500 - 7.11 %
.Administrative Advertising - $14,000 -1.37%
. Business Lease - $106,000 - 10.39%
.Supplies - $18,740 -1.84%
. Cleaning - $5,000 - .49%
. Resources -$81,618 -8.0%
.Visit FLA - $12,000 -1.18%
.County Cost Allocation - $18,706 -1.83%
. Dues/Subscrip. - $2,500 - .25%
H-5
Monroe County Tourist Development Council 2005-2006 Marketing Plan
FY 2006 TWO PENNY BUDGET
'Advertising & Promotional' (650k) Portion
$7,789,699 * preliminary
13.46%
37.23%
.54%
2.84% .64% 1.93%
1.03%
Advertising - $2,900,000 - 37.23%
. Media Materials - $15,000 - 1.93%
.Ad. Expenses - $50,000 - .64%
. Collateral - $80,000 - 1.03%
. Research - $221,00 - 2.84%
. Sales - $977,550 -12.55%
. Fulfillment/Trade - $42,000 - .54%
. Resources - $225,018 - 2.89%
D Emergency Reserves - $1,048,464 - 13.46%
. County Cost Allocation - $191,507 - 2.46%
.*Special Projects (Capital) - $1,904,160 - 24.44%
H-6
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key, Key West)
2. Lodging Association of the Florida Keys and Key West
3. Key West Innkeepers Association
4. Key West Business Guild
5. Key West Attractions Association
6. Key West Bar and Restaurant Association
7. Heart of the Keys Tourist Association (Marathon)
8. Federation of Chambers
9. Florida Keys Council of the Arts
(Cultural Umbrella contract)
10. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella Contract)
11. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
12. Visit Florida - State Tourism Office
13. Hospitality, Sales & Marketing Association
International (Florida Keys Chapter)
14. International Association of CVB's
15. FI. Association of Convention & Visitor Bureaus & TDC's
16. TDC sub-committees
H-7
Monroe County Tourist Development Council 2005-2006 Marketing Plan
II. Marketing Strategies, Methods, Implementation and
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales
K. Public Relations
L. Film Commission
M. Research
H-8
Monroe County Tourist Development Council 2005-2006 Marketing Plan
I. Advertising
Advertising is the primary marketing engine for the TDC. Through media, the agency can establish a
style and attitude for the destination that sets it apart from the competition, and then project this
image to a large audience, creating positive reasons to visit the destination.
Print advertising includes magazines and newspapers. Magazines allow us to target our messages
demographically and geographically with high-quality photo reproductions and a long shelf life.
Newspapers, on the other hand, offer the ability to communicate tactical retail offers and flexibility in
terms of ad position, strong local market coverage, relatively low cost, quick response placement,
and broad public acceptance.
Non-print advertising, or broadcast, includes television, radio, and the Internet. Television brings our
message to life, teasing the senses with compelling sights and sounds of the destination. Strategic
radio buys allow us to promote special events to targeted listeners and to give quick-response
marketing at needed times. Our continued use of Internet advertising enables us to deliver
comprehensive, up-to-the-minute information and imagery to anywhere in the world, at the touch of a
button.
The Internet has become a full-fledged medium in its own right. Essentially, it's the world's best travel
encyclopedia, and content is king. Using a powerful combination of broadcast and print advertising,
viewers on this highly interactive medium can spend as much time as they want learning about the
destination. We will be active on the web with banners, search engine words and listings, direct
response e-mail, e-marketing efforts and on-line fulfillment. We will also build our consumer base
from our web site with e-permission responses covering various Keys activities and promotions.
Other forms of advertising include brochures, billboards (outdoor, suburban transit), CDs, direct mail
and other promotional and give-away materials. Such advertising can have an effect upon the
perceived desirability of the destination and project a constant and controlled reminder to visit and
revisit.
Objectives
1. Develop top-of-mind awareness and image of the Florida Keys & Key West as the premier
Florida destination for leisure or business travel for the domestic and specific international
markets.
2. Create and maintain a campaign that highlights the reasons and motivations to visit and
"protect" our destination.
3. Develop a creative and flexible media plan for year-round tourism for the Florida Keys. As well
as execute the most efficient media buy to reach the affluent traveler.
4. Maintain a unique marketing identity in relation to competitive destinations.
5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event managers, and
meeting planners to promote the Florida Keys & Key West as a total destination.
1-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
6. Bolster our campaign with value-added opportunities and co-op advertising within existing
media and plan future co-op in our consumer e-marketing efforts.
7. In all efforts, drive consumers to our web-site for immediate information, service and point of
sale.
Goals
1. Create a new television spot that promotes Charter Boat Fishing throughout the Florida Keys.
2. Increase market share of international visitors with a concentration in the UK and German
markets.
3. Develop an "Own a City" campaign in the Washington DC/Beltway market.
4. Increase e-marketing efforts within all advertising campaigns.
5. Increase visitor response to our web site.
6. Develop a new suburban transit advertising campaign within the metropolitan New York area to
increase market share within that region.
7. Create and produce a new meeting planners guide.
8. Increase longer stays in lodging.
1-2
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Target Marketing
One of the essential elements in any marketing plan is that of identifying and selecting target
markets. This is called market segmentation. Competition has become so sophisticated that
we must identify and carefully define our target markets to be effective in our advertising.
We can identify our market in categories such as leisure travelers, travel trade, group or
business and specialty markets. But it is fundamental that we know and understand the
characteristics of these various market segments. Advertising must examine these market
segments through demographics, psychographics and geographic analysis. The key is to
identify who is traveling, where they are coming from and what was their motivation for making
the trip. We want to turn our target market into a captive audience. We will continue to develop
more diversity in multi-cultural marketing as well as in special interests this year. Consumers
respond best to the messages and images that reflect an insight into their culture and specific
interests.
We will continue to develop and refine our electronic or Internet marketing. We will use the
Internet through search engines, search words, links, banners and email blasts to key in on
specific markets, both nationally and internationally. We will also target respondents to our
website and other travel related sites who opt-in for additional information and promotions.
The Advertising Agency will also continue to work with the research arm of the Tourist
Development Council on visitor analysis to help identify new and emerging markets.
We will once again look to develop some "own a city" campaigns, where we will choose
emerging markets and create comprehensive promotional campaigns. These campaigns will
include advertising, public relations, sales and other marketing elements, in a short period of
time, to give significant promotional coverage in the targeted areas.
1-4
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services
that differentiate it from the competition.
Brand equity is the marketing term for a brand's value in terms of awareness and perceived quality -
in other words, its proven ability to draw and keep customers.
Branding can reflect personality and an attitude, such as our destination's theme, "Come as you are".
Our Florida Keys and Key West positioning has become highly effective in creating consumer
awareness of our laid back atmosphere and lifestyle. As the advertising reflects: Early riser or night
owl. Fisherman or sun worshipper. Diver or tippler. Gourmet or gourmand. Art lover or souvenir
hunter. Seeker of luxury or connoisseur of funk.
Branding also develops consumer loyalty, even when reasonable substitutes are offered at lower
prices. People are willing to pay more because of the perceptions they associate with the name
Florida Keys and Key West.
E-Marketi ng
Electronic marketing is one of our best methods for developing awareness and image in the most
direct, time-efficient and personalized manner available. Interactive electronic marketing is more
than a multimedia to entertain or engage a consumer. It is a higher level of strategic marketing
allowing the consumer to respond to an interactive relationship with the product. This interactivity is
the single element with the greatest impact on advertising and branding today and is part of our
Customer Relationship Management (CRM) program. The ability to gather specific and up to the
minute consumer feedback makes it possible to adapt advertising messages instantaneously,
respond to consumer needs and evaluate the marketing effort.
Our e-marketing campaign will focus on search engines, search words, link-throughs and e-mail
blasts and e-newsletters. This year we will continue to offer co-op electronic advertising for our
industry partners.
One of the best features of e-marketing is that it enables us to measure the effectiveness of our
efforts on a daily basis. Because the advertising is electronic and is direct, it allows us to track the
information back to the user or allows us to see if the methods of marketing attracted the potential
visitor. We are also able to determine how the visitor came to our site, either by banner, search
engine words, web site address or by a hyperlink.
Another important feature of e-marketing is that it can be a global advertising message, twenty-four
hours a day, three hundred and sixty-five days a year, at a reasonable cost for all the value
marketing features available for our use.
1-5
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Target Audiences
. Consumer
The general target audience for The Florida Keys & Key West is affluent adults.
. By targeting the affluent adult, we ensure delivery of our message to this segment.
We also achieve delivery to the "aspirational" element of a broader audience: those
with less income who aspire to experience a quality vacation and thus will be more
likely to travel to the Florida Keys & Key West.
Within this group, "umbrella" campaigns will be skewed to prospects with special interests:
. leisure Travel
. Geotourism
. Diving
. Fishing
. Cultural/Historic/Art
. Gay/Lesbian
. Mature
. Ecotourism
. Weddings/Honeymooners
. Soft-Adventure
. Romance
. Family Travel
. Travel Trade
. Travel AgentslTour Operators, both nationally and internationally.
. Meeting Planners, for small to mid-size meetings
. International Travel
International advertising efforts will have a primary focus on the consumer this year as these
travelers are becoming more independent on making their own plans for visiting the U.S. With
the growth of the Internet, the destination has increased its presence on search engines and
travel specific web sites. We will also use email blasts and e-newsletters as direct
promotions. Although the Internet has made English the primary language of the world,
however we will be translating some of our web site content into various foreign languages.
Our work with our UK and German representatives will continue to forge efforts targeting the
travel trade industry and the consumer. The economy will also be a factor and the value of
the dollar to each country's monetary currency.
Geographic, domestic and international target markets are described within the prospect
analysis.
1-6
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Domestic Target Audience
AFFLUENT ADULTS AGE 35-64, HHI $75,000+
Population
AGE 35-64, HHI $75,000+ 40,219,000
Total Men 20,260,000
Total Women 19,959,000
Age 35-39 6,732,000
Age 40-44 8,293,000
Age 45-49 8,746,000
Age 50-54 7,769,000
Age 55-64 8,679,000
HHI $75,000-$99,999M 16,775,000
HHI $100,000-$149,999M 14,745,000
HHI $150,000-$199,999M 4,685,000
HHI $200,000-$249,000M 1,798,000
HHI $250,000+ 2,219,000
Married 36,187,000
Single 1,205,000
Professional/Managerial 19,722,000
College Graduate 12,758,000
Own Primary Residence 39,409,000
2+ Airline Trips in Past Year 19,992,000
5+ Nights in Hotel/Motel 27,702,000
Northeast 8,681,000
Midwest 9,462,000
South 13,028,000
West 9,048,000
% of Index
Total
100% 131
50.4% 100
49.6% 100
16.7% 131
20.6% 131
21.7% 131
19.3% 131
21.6% 131
41.7% 97
36.7% 101
11 .6% 1 04
4.5% 105
5.5% 103
90.0% 102
3.0% 72
49.0% 102
31.7% 94
98.0% 101
49.7% 99
68.9% 102
21.6% 99
23.5% 101
32.4% 101
22.5% 96
Source: 2004 Monroe Mendelsohn Head of Household Affluent Study.
Index
An index is used to express the percent difference from the average. The average is always 100.
Any number above 100 represents the percent above average.
For example, Married=102 index. This means that our target population is 2% more likely than the
average to be married.
1-7
Monroe County Tourist Development Council 2005-2006 Marketing Plan
. Brochures
0%
. Florida's Map
0%
:J Suburban Transit
2%
. Gay Media
3%
. Dom. Trade Magazines
0%
. Meetings Magazines
1%
2005-2006 TOTAL PLAN
. Resources/Production
11%
. Trade Shows
1%
.Talent and Residuals
1%
. Media Materials
2%
. Consumer Magazines
18%
.lnt'l Trade Print
0%
. Newspaper
17%
. Camping Directories
0%
. National Cable
26%
$8,141,496
NOTE: Miscellaneous includes Media Materials, Talent and Residuals and Future Fund
1-8
. International Print
3%
.Internet/Emarketing
5%
.In State Television
7%
. Out of State Television
1%
Monroe County Tourist Development Council 2005-2006 Marketing Plan
2005-2006 MONTHLY MEDIA SPENDING
. October . December
5% . November 5% . January
. September 7% 19%
1%
. Aug ust
1%
. February
.July 17%
3%
. June
7%
.May . March
10%
.April 15%
11%
I $6,846,833 Media I
1-9
Monroe County Tourist Development Council 2005-2006 Marketing Plan
.
DAC4
6.5%
.
DAC3
5.8%
.
DAC2
5.0%
2005-2006 ADVERTISING BREAKOUT
.
Cultural Umbrella
2.5%
.
Dive Umbrella
4.9%
.
Fishing Umbrella
3.2%
.
DAC5
7.5%
.
DAC 1
25.6%
$8,141,496
1-10
.
Generic
(includes Media
Materials, Expenses
and Collateral)
39%
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Co-op Advertising
Cooperative advertising was introduced to provide accommodations, businesses, and attractions
direct access to major travel markets at a cost-effective rate.
The co-op program currently has over 100 participants involved in generic, district and umbrella
opportunities.
. Due to limited availability, all co-op space and time is on a first come, first served basis.
. Space / time reservations are arranged through your media insertion order form from your
agency, and/or your check made out in the full amount for the co-op program you are
participating in.
. ONLY Florida Keys & Key West messages are allowed in any co-op ad.
. Magazine. There must be at least four participants for each page. Co-op will be offered in various
formats.
. Newspaper Generic. There must be a minimum of 4 participants in each ad.
. Newspaper District. Whether the co-op is display or listing, there must be at least two
participants.
. Electronic marketing opportunities.
. All advertising materials must be supplied in accordance with the individual co-op offering.
. The Agency of record will have final creative control. If the Agency feels that any co-op participant
has sent material detrimental to the destination or the message does not follow all county
ordinances, it will be rejected and all monies will be returned.
. Co-op is initially for bed-tax paying properties only, unless other opportunities are approved and
offered for other businesses within the Keys that help promote the destination (galleries,
attractions, restaurants etc.)
Rates will be divided as follows:
Accommodation / Attractions
Other:
Contact Tinsley Advertising on rates for businesses not falling into the
Accommodations/Attractions category. t
Exact rates will be quoted on individual co-op opportunities to follow.
t Co-op Advertising Rate Policy:
I. The same rate shall be charged for accommodations and tourist attractions due to the advertising value inherent in materials
promoting the beautiful surroundings, lush accommodations, historic, eclectic, or other appeal of the properties.
II. Other entities may be charged a higher rate based on the fact that the overhead and direct costs are presumed to differ
significantly from those for accommodations and attractions and based on the lower degree of innate value to the promotional
material of an entity such as reservation services or other providers of goods and services which are not marketing and
presenting the images of the Keys which would be inherent in the accommodations and attractions advertisements.
1-11
Monroe County Tourist Development Council 2005-2006 Marketing Plan
COLLATERAL AND FULFILLMENT
The Market Share Company handles all fulfillment requests by the VIS operations through the
Chambers of Commerce, TDC Office and Tinsley Advertising.
Call to Action #'5:
. U.S.A: 1-800-FLA-KEYS (For destination brochures).
This is a consumer line that is answered live at the chambers during business hours; voice mail
after hours.
. South America: 001-305-296-1552 (For brochures, videos/rate guides). 001-305-296-0788 (Fax)
This is a South American travel trade line that is answered live at the TDC office during business
hours; voice mail after hours.
. U.K: 01564-794555 (For brochures, videos or rate guides). 01564-795333 (Fax)
This is a United Kingdomllreland travel trade line that is answered by our sales staff at Cellet
Travel Services.
. Germany: 0221-2336-451 (For brochures, videos or rate guides. 0221-2336-450 (Fax)
This is a German travel trade line that is answered by sales staff.
. Fishing Umbrella: 1-888-FISH-KEYS (For fishing video and tournament guide).
This is a consumer line that is answered at USA 800. If the caller would like the fishing video, the
operator will take down the caller's name, address, phone number and credit card number. A
video and tournament guide will arrive no later than two days after the order is taken. If the
consumer only wants the tournament guide, the operator will take the caller's name and address
and the brochure will be mailed within two days.
. Key Largo: 1-800-822-1088 (For the Generic Destination Accommodations Guide and/or CD and
information).
This is a consumer line that is answered live at the Key Largo Chamber during business hours;
voice mail after hours.
. Islamorada: 1-800-FAB-KEYS (For the Generic Destination Accommodations Guide and/or CD
and information).
. This is a consumer line that is answered live at the Islamorada Chamber during business hours;
live at USA 800 after hours.
. Marathon: 1-800-2-MARATHON (For the Generic Destination Accommodations Guide and/or CD
and information).
. This is a consumer line that is answered live at the Marathon Chamber during business hours;
voice mail after hours.
. Lower Keys: 1-800-USA-ESCAPE (For the Generic Destination Accommodations Guide and/or
CD and information).
This is a consumer line that is answered live at the Big Pine Key Chamber during business hours;
voice mail after hours.
. Key West: 1-800-LAST-KEY (For the Generic Destination Accommodations Guide and/or CD
and information).
This is a consumer line that is answered live at the Key West Chamber during business hours;
voice mail after hours.
. E-mail requests to chambers and TDC office are downloaded by the TDC and passed along to
the fulfillment house.
1-12
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Fulfillment Houses:
. The Market Share Company (MS) - Key West, FL
They control all district, generic trade, generic consumer and trade requests daily to MS. They
are also responsible for shipping all domestic trade show collateral for the Sales & Marketing
team.
. USA 800 - Kansas City, MO
They control all fishing video & tournament guide fulfillment.
European fulfillment houses
. BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European and Asian fulfillment house. This mailhouse services all Europe
and Asia with exception of German speaking countries.
. Presse u. Touristikdienst Nentwich - Germany
They are the secondary European fulfillment house. This mailhouse services Germany, Austria,
and Switzerland.
Generic Collateral:
Destination/Generic Brochure: A complete guide on every district, diving, fishing, events,
attractions, meeting planners guide. A consumer receives this when dialing 1-800-FLA-KEYS or
when requesting information on any district when calling a particular chamber. Description: 4" x
9" four-color · Weight: 2.9 oz. · First Class: .83~ .Bulk: .27~
Destination/Generic CD: An interactive CD that includes a button for the new Keys Video, a
button for the Destination/Generic Brochure as a PDF File, a button & link that connects to the
official TDC web site and a button for maps and screensavers. A consumer receives this when
dialing 1-800-FLA-KEYS or when requesting information on any district when calling a particular
chamber. Description: CD & CD Sleeve · Weight: 1.4 oz. · First Class: .60~ .Bulk: .27~
Conch Brochure: A brochure that gives a description of each district with specific attractions,
map and chamber information. Available in English, Italian, Japanese, Portuguese, Spanish,
Swedish, French, & German. Description: 4" x 9" four color · Weight: .7 oz. · First Class: .37~
.Bulk: .27~
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 · Weight: 1.7 oz · First Class: .60~ · Bulk: .27~
Florida Keys and Key West Film Commission Production Guide: A brochure highlighting
location sites, attractions and permit information as well as accommodation and film production
related business listings. Description: 5.5" x 8.5" four-color B&W inside · Weight: 3.0 oz. · First
Class: .83~ · Bulk: .26~
1-13
Monroe County Tourist Development Council 2005-2006 Marketing Plan
District I Umbrella I Association Collateral:
Key West Attractions Guide: A membership listing of the attractions, shopping and visitor
centers in Key West. Produced by the Key West Attractions Association. · Available in German
and Italian. · A consumer receives this when dialing 1-800-LAST -KEY or 1-800-FLA-KEYS.
Produced by Key West Attractions Association. Description: 4" x 9", 8 panels, four-color ·
Weight: .8 oz. · First Class: .37ct · Bulk: .27ct
Key West Business Guild Brochure: Key West, "Where there's freedom, there is expression".
The Gay destination. A consumer receives this when dialing 1-877-724-5247. Description: 4" x
9",16 pg., four-color. Weight: 1.9 oz. · First Class: .60ct. Bulk: .27ct
Fishing Tournament Guide: Complete list of Tournaments with date, location and director
information. A consumer will receive both this guide and video when calling 1-888-FISH-KEYS.
Description: 12" x 9", folded 3 panel, four-color · Weight: Aoz. · First Class: .37ct · Bulk .27ct
Cultural Magazine: Magazine featuring a complete calendar of events. Includes articles on
famous people who have visited the Keys as well as the visual & perform ing arts in the
destination. A consumer will receive this guide when calling 1-800-FLA-KEYS. Description: 8.5"
x 11",16 pages, four-color. Weight: 2.1 oz. · First Class: .83ct. Bulk: .27ct
Dive and Snorkeling Brochure: Includes information about diving and snorkeling in the Florida
Keys and Key West. A consumer will receive this guide when they call 1-800-FLA-KEYS.
Description: 4" x 9", 16 pages, four-color. Weight: .8 oz. · First Class: .37ct · Bulk: .27ct
1-14
FULFILLMENT PROCEDURES
DOWN
LOAD FROM:
1 Ch~bers I~
1 mc Office 1- ·
1 Tin~ley 1/
TO:
SHIP TO:
Market
Share
Key West, FL
------I Consumers 1
---I Trade
INlERNATIONAL
Cellett Travel Services, u.K.
and "-
Germany ~
1 Tinsley 1- ·
1 mc Office 1/
European
Mailhouses
BH&P-U.K./
Presse & Touristikdienst
Nentwich - Germany
International
~ Trade
· . ~ International
Consumers
CAlI. TO AcrlON
1-888- FISH - KEYS
Fishing Tournament Guide _
& Fishing Video
.
USA
800
K.C., MO
-
· 1 Consumers 1
THE [lORIDA KEYS & KEY WEST
MONROf COUNTY TOURIST DfVnOPMfNT COUNCIL
Come as you are@
There are countless destinations able to boast of sun and surf:
all with hotels, restaurants and various amusements.
For all that, there are few, if any, destinations, that compare with
the unique charm of the Florida Keys and Key West.
Nowhere does the spirit of live and let live manifest itself so eloquently
as it does here, in virtually every level of society. And at every level
of accommodations and amenities.
Early riser or night owl. Fisherman or sun worshipper. Diver or tippler.
Gourmet or gourmand. Art lover or souvenir hunter.
Seeker of luxury or connoisseur of funk.
"COME AS YOU ARE"
Monroe County Tourist Development Council 2005-2006 Marketing Plan
GENERIC MEDIA PLACEMENT
. Consumer Magazines (Dedicated)
1/2, 1/3, 1/4 and 1/6 page, four-color ads will be utilized to target to the upscale seasoned
traveler, both domestically and internationally.
. Consumer Magazines (FLA USA co-op)
Co-op participation in consumer magazines and travel trade publications.
Florida International Travel Planner
Florida Official Travel Industry Guide
Florida Official Meeting Planner Guide
Official Florida Vacation Guide (North America Edition)
Official Florida Camping Directory
. Consumer Magazine (Destination Co-op)
Full, two-thirds and half page, 4 color ads with destination property participation
. IntemetlE-Marketing
Yahoo / Google
Search Engine/Search Word listings - Overture
Banner advertising and Email Blasts on several magazines' web-sites as added value.
Opt-in direct marketing promotional efforts (Email Blasts to opt-in subscribers of
NYTimes.com, USAToday.com)
Weather. com
FLAUSAcom
. Television
National Network Cable Thirty second spots on programs targeted to reach the demographic
profile:
CNN/Headline News, The Travel Channel, The Weather Channel, History Channel, Home &
Garden Television, MSNBC, CNBC, Bravo, Fox News, and The Food Network.
Thirty second TV spots will also be used In-State
. Newspaper
Ads placed in the travel sections of top feeder market newspapers, both in state and out of
state. Allows for co-op opportunities for individual properties. Pick-ups on Friday
Entertainment Sections will also be incorporated in within in-state newspaper efforts.
. Travel Trade
Ads to create awareness among travel planners both domestically and international and
coincide with major travel shows.
. Meetings/Groups/Conventions
Both co-op and dedicated ads will be utilized to increase the potential for The Keys to become
a location for small to mid-sized meetings and group travel.
. Suburban Transit Advertising
Car Cards and Three Sheet Posters will be utilized in the NY Market in Jan/Feb on Metro
North, Long Island Railroad and NJ Path
All efforts will promote traffic to the Florida Keys and Key West web-site (www.fla-keys.com).
The publications on the media plan are selected based on the following criteria:
. Target audience · Past performance
. Cost efficiency/cost per response · Co-op ability
1-17
Monroe County Tourist Development Council 2005-2006 Marketing Plan
GENERIC PLAN
Magazines:
Coastal Living
. Circulation: 625,000
. Page 4 Color CPM - $40.78
Male: 33%
Female: 67%
Median Age: 49.3
MHHI: $125,400
Islands
. Circulation: 208,076
. Page 4 Color CPM - $87.13
Male: 49.7%
Female: 50.3%
Median Age: 49.1
MHHI: $120,800
Travel & leisure - Eastern Edition
. Circulation: 525,000
. 1/3 Page 4 Color CPM - $30.42
Male: 47.1%
Female: 52.9%
Median Age: 50.0
M H HI: $121,000
Bride's
. Circulation: 385,291
. 1/2 Page 4 Color CPM- $59.82
Male: 5%
Female: 95%
Median Age: 30.5
MHHI: $49,029
The Knot
. Circulation: 325,000
. Page 4 Color CPM - $48.68
Male: 20.0%
Female: 80.0%
Median Age: 27
MHHI: $63,000
Southern Living
. Circulation: 1,913,969
. 1/3 Page 4 Color CPM - $17.99
Male: 23.0%
Female: 77.0%
Median Age: 48.1
MHHI: $78,995
Islands Destination Weddings & Honeymoons
. Circulation: 175,000
. 2/3 Page 4 Color CPM - $45.78
Male: 32.0%
Female: 68.0%
Median Age: 32
MHHI: $65,000
Art News
. Circulation: 82,131
. Page 4 Color CPM - $36.53
Male: 41 %
Female: 59%
Median Age: 48
MHHI: $205,000
Conde Nast Traveler-Eastern Edition
. Circulation: 380,042
. 1/3 Page 4 Color CPM - $25.74
Male: 43.0%
Female: 57.0%
Median Age: 46.2
MHHI: $133,200
1-18
Monroe County Tourist Development Council 2005-2006 Marketing Plan
The New Yorker
. Circulation: 938,600
. 1/6 Page 4 Color CPM - $14.15
Texas Monthly
. Circulation: 301,418
. 1/3 Page 4 Color CPM - $37.51
Atlanta Magazine
. Circulation: 66,516
. 1/2 Page 4 Color CPM - $47.82
AAA Going Places
. Circulation: 2,254,278
. 1/2 Page 4 Color CPM - $7.87
Bon Appetit
. Circulation: 1,302,311
. 1/3 Page 4 Color CPM - $18.55
Birding
. Circulation: 20,001
. 1/3 Page 4 Color CPM - $34.60
AAA World
. Circulation: 2,098,000
. 1/6 Page 4 Color CPM - $3.23
Raleigh Metro Magazine
. Circulation: 40,000
. 1/2 Page 4 Color CPM - $79.95
Source: MRI Fall 2004
2004 - Monroe Mendelsohn,
Subscriber Study 2004,
Mark Clements Subscriber
(Art News)
Study 2003
Male: 50.4%
Female: 49.6%
Median Age: 51
MHHI: $124,007
Male: 49.0%
Female: 51.0%
Median Age: 41.5
MHHI: $73,000
Male: 33.0%
Female: 67.0%
Median Age: 49.5
MHHI: $133,200
Male: 40.0%
Female: 60.0%
Median Age: 43
MHHI: $59,500
Male: 28.2%
Female: 71.8%
Median Age: 45.8
MHHI: $85,161
Male: 64.0%
Female: 36.0%
Median Age: 55
MHHI: $95,500
Male: 44%
Female: 56%
Median Age: 53.3
MHHI: $90,500
Male: 48%
Female: 52%
Median Age: 43
MHHI: $126,000
1-19
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Generic
2005-2006
Media Spending by Category
. Resources
8%
. Newspaper
8%
. Consumer Magazines
14%
. Expenses
2%
.Talent & Residuals
2%
. Florida's Map
0%
.Suburban Transit
1%
. International Consumer
4%
. International Trade
1%
. Meetings Magazines
2%
.Internet/Emarketing
5%
. National Cable
42%
. Camping
1%
$3,180,000
1-20
Monroe County Tourist Development Council 2005-2006 Marketing Plan
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History · Culture · Fishing · World Renown Events · Diving · Dining · Gay Destination · Airport
Monroe County Tourist Development Council 2005-2006 Marketing Plan
DAC 1
2005-2006 Media Spending by Category
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quiet nights await you in this tropical American paradise."
Camping · Eca-tourism · Diving · Fishing
Monroe County Tourist Development Council 2005-2006 Marketing Plan
DAC2
2005-2006 Media Spending by Category
. Resources/Prod
14%
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41%
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5%
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20%
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5%
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$406,120
1-32
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In the Keys we will be at home. In Marathon we are in the heart
of the Keys, and you can even fly in."
Family · Interactive Nature Experiences · 7-Mile Bridge · Nature Parks · Diving · Fishing · Airport · Boating
Monroe County Tourist Development Council 2005-2006 Marketing Plan
DAC3
2005-2006 Media Spending by Category
. Resources/Prod
12%
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9%
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47%
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4%
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1-36
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SPORT FISHING CAPITAL OF THE WORLD
"Islamorada's past is checkered by a romantically rag-tag lot of Spanish
explorers, Colusa Indians, itinerant fishermen, pirates, sailors, salvors,
treasure hunters, Bahamians, sybaritic expatriates from up North
and people who just generally want to escape."
Fishing · Historical State Parks & Recreation Areas · Diving
Monroe County Tourist Development Council 2004-2005 Marketing Plan
DAC4
2005-2006 Media Spending by Category
. Resources/Prod
16%
. National Cable
32%
. Suburban
TransiUOOH
14%
. I n-State TV
4%
.lnterneUEmarketing
4%
. Magazine
5%
. Newspaper
25%
$526,844
1-40
Monroe County Tourist Development Council 2005-2006 Marketing Plan
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"There's something magical about Key Largo. The mere
mention of it conjures up romantic images of Bogey & Bacall,
and makes you want to come down and create
some memories of your own."
Everglades · Diving · Museums · Fishing · Underwater State Park
Monroe County Tourist Development Council 2005-2006 Marketing Plan
DAC5
2005-2006 Media Spending by Category
. International
4%
. Resources/Prod
13%
. Newspaper
37%
. Out of State TV
17%
.In State TV
8%
.lnterneUEmarketing
7%
. Suburban Transit
3%
. Magazine
11%
$609,292
1-44
Monroe County Tourist Development Council 2005-2006 Marketing Plan
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UMBRELLAS
Consumer Magazines: Targeted specifically to cultural/historical, diving and fishing markets.
2005 - 2006 Umbrella Spending
Cu Itu ral/H istoric
$201,240
23%
Diving
$400,000
46%
Fishing
$262,650
31%
1-48
Monroe County Tourist Development Council 2005-2006 Marketing Plan
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Measurability
a) Internet click throughs will be monitored and tracked monthly with placement of
advertising.(Recommend SPA auditing)
b) Inquiries from trade/meeting publication advertising produces leads to the sales division and
directly to lodging industry. The sales division will track these.
c) VIS phone calls (area of dominant influence) will be traced to media placement.
d) We will track the geographic and demographics of potential visitors to see if advertising is hitting
the market.
e) Conversion studies will be developed by the TDC Market Research Department to measure the
effectiveness of selected media to actual visits.
f) Specific URLs will be placed on select print media at various times throughout the year to gauge
consumer response to advertising.
Different tracking opportunities will come up during the fiscal year. We will keep all opportunities
open to take advantage of these methods.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
J. SALES
Introduction
The sales team is comprised of individuals who work primarily in the field, within identified existing
markets and potential growth markets. The sales staff interfaces, one-on-one, with the travel
trade, which includes travel agents, tour operators, incentive planners, meeting planners and
receptive operators. The staff also works with state and regional tourist bureaus, CVB's and
ground, air and sea travel specialists and direct consumer shows, promoting the Florida Keys &
Key West as a destination.
Though the sales team effort acts in concert with the efforts of advertising, public relations, and
research, the sales effort is specialized and uses methods unique to the field of sales. These
methods will be discussed in greater detail within the body of this sales plan for fiscal year 2005-
2006.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and demand
for the destination among travel trade professionals and consumers.
2. To insure that these travel trade professionals act as an extended sales and
marketing arm by promoting the Florida Keys and favorably influencing consumer
destination choices.
3. To provide the trade and the lodging industry assistance and professional support
utilizing all tools, personal skills, venues and methods available to us in an effort
to achieve profitable end results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and
the travel trade buyers of product.
5. To interact with sales and marketing personnel throughout the Keys within the
local lodging/attractions industry and participate in idea exchange, seek feedback
regarding market activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to
project a unified sales force image among the travel trade and allow for cross
selling and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity in cultural, historical
and soft adventure travel markets both domestically and internationally.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
8. Promote more travel to the destination during Aug-September time period.
9. Promote length of stay in domestic and international markets.
10. Promote the diversity of alternative lifestyle markets to the destination.
11. Position the Florida Keys as a soft adventure destination.
Goals
1. Increase domestic sales efforts in targeted, specialty consumer markets.
(i.e. bridal, gay and lesbian, affluent mature and soft adventure markets)
2. Produce quarterly electronic direct sales efforts to meetings and incentive planners.
3. Establish a multi lingual electronic newsletter on international web page.
4. Establish UK and German home pages on TDC web site.
5. Increase sales efforts in secondary travel markets.
6. Develop a domestic "own a city" campaign targeting the Washington, DC Beltway area.
7. Establish an inventory of 'self-catering' products to travel trade.
8. Develop one international and one domestic "see for yourself" campaign to the region.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Staff Responsibilities
Director of Sales
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Cellet Travel
Services, Ltd.
Department adm inistration. Oversees sales staff activity and reporting in
both international and domestic markets as well as specialty markets, i.e.
dive, fishing, and gay travel. Oversees activity of sales offices based in the
UK and Germany. Develops and implements annual sales plan under
budgetary guidelines. Liaises with the advertising agency, public relations
agency, research department, fulfillment houses in Key West, the UK,
Germany, Visit Florida, Visit USA Committees, trade professionals and
journalists.
Responsible for implementing sales plan activity for domestic travel targeting
feeder markets, US and Canada. Works with Domestic Tour operators,
consumers and retail travel agents. Focuses primarily on Northeast, Midwest,
Central Atlantic, Southern Atlantic, and Florida.
Meetings & Conventions market. Works with corporate, national and state
association planners and incentive planners to generate group business for
the Keys. Provides additional assistance with retail travel agents and
consumer events. Handles DEMA in conjunction with Dive Umbrella.
International Market. Responsible for implementing sales plan activity in
Europe, Latin America and Japan. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in the UK and Germany in the implementation of our international
sales plan.
(Part time) Responsible for implementing sales plan activity in gay market.
Participates in trade and consumer oriented exhibits and workshops targeting
gay and lesbian travelers and agencies specializing in gay and lesbian travel
programs.
(Part time) Responsible for planning, coordinating and staffing a destination
booth at specialty market expos as outlined by the Director of Sales.
Maintains Florida Keys dedicated phone line for United Kingdom, Scotland,
and Ireland. Participates in tradeshows, and provides support for trade
professionals and consumer interests. Coordinates fulfillment orders with
fulfillment house in the UK. Assists in sales missions and initiates sales calls.
Liaises with McCluskey & Associates PR.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Cellet Travel Maintains Florida Keys dedicated phone line for Germany, Austria,
Services, Ltd. Switzerland. Participates in tradeshows, and provides support for
continued trade professionals and consumer interests. Coordinates
fulfillment orders with fulfillment house in Frankfurt. Assists in sales missions
and initiates sales calls with the assistance of a German sub-agency called
Get It Across Marketing. Also liaises with McCluskey & Associates PR
Sales Assistant
Provides administrative support for all sales staff. The sales staff is
responsible for planning, organizing, and executing sales activities
as they relate to trade shows, sales missions, presentations, familiarization
trips (fam) , sales calls and coordinating and encouraging industry
participation.
The sales staff provides on going customer support through telemarketing, trade fulfillment, sales
calls, site visits, presentations, electronic promotions, familiarization trips and general assistance.
Each manager provides a report following each venue and organizes all leads generated as a
result of a sales promotional event or trip for processing by the sales assistant and forwarding to
the industry for follow-up. This year the staff will focus on cultural, historical and soft adventure
based tourism promotions within all of our methods of sales to the travel trade industry.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of the Monroe County Tourist Development Council.
Methods of Sales
Trade Shows - Organized and established exhibits domestically & internationally. Normally the
format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table (jr. booth), counter
top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would
be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering
of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and
gather pertinent information with regards to destinations, accommodations, attractions, airlines,
rental cars, cruise ships, or any travel industry product. They provide a very effective means of
making contact with a significant number of interested buyers within a few days time or the length
of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are
interested in doing business with. Trade shows are attended by travel agents, tour operators,
receptive operators, meeting planners, journalists, and consumers depending on the show format.
Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to
meet new customers and renew personal relationships with existing customers. They also
provide an opportunity to discuss any problems a client might be having or address specific needs
of that client. Trade shows provide a venue for many introductions to the industry participants and
even in participant absence, an opportunity to record leads for follow-up after the show. Trade
shows are essential in the travel industry. An inordinate amount of business is booked worldwide
either right on the spot or as a result of follow-up.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Sales Missions - Sales Missions are comprised of an organized delegation of sales people of a
common grouping who travel as a group to a specific geographic area to meet face to face with
customers. Some common activities of a sales mission are appointment calls taking place within
the client's office environment to discuss the various products represented. The mission may also
include hosted breakfastllunch/reception/dinner training seminars and product presentations to the
trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners. A
hosted reception is often appropriate and provides a casual atmosphere in which to network, but
with the clear objective being product exposure. Missions are commonly organized by Visit
Florida and open to statewide participation. Many times, we organize our own Keys mission with
Keys industry. Both are very valuable venues. Almost without exception, the trade customers we
meet with are genuinely responsive, courteous, interested and even grateful.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator, airline reservation center or incentive planners office.
Presentations are given to the sales/reservations agents on how to promote our destination to
their clients and consumers, and to update them on new product and current events associated
with the travel industry.
Sales Calls - Sales calls are comprised of visits to travel trade offices where an appointment is
held, or in a restaurant where the destination representative invites the point of contact to share a
meal. Sales calls can be executed by an individual or in a small grouping of sales people. Sales
calls are effective and the customer is usually pleased that the sales person has taken the time to
visit them personally and provide materials such as brochures, videos, etc. Though their agencies
and offices are most often busy and hectic with the day's transactions, they are usually hospitable
and will make time for you with few exceptions. The downside of sales calls is that it can
sometimes be difficult to see more than 3 or 4 planners daily depending on the length of the call.
Sales calls are the most effective method of establishing or maintaining a relationship with a
valued customer.
Familiarization Trips - Familiarization trips (fam) are the optimum opportunity to showcase your
product first hand. These trips are organized and attendees include travel trade professionals
who have been qualified beforehand. The average size is 15 -20 participants but can vary. They
will generally have a local escort from the tourist bureau or a hotel may choose to solely organize
their own fam. Fams are generated from a variety of sources: Airlines, tour operators, state and
regional tourist bureaus, travel agencies, corporate hotel chains, etc. Fams are golden
opportunities to help these professionals sell your product by experiencing it firsthand. We in the
Florida Keys get very creative with our fams and follow the philosophy that we do not want the
participants to spend all of their time inspecting hotels, but to experience what the destination itself
has to offer in the way of attractions, activities, gardens, museums, watersports, nature,
architecture, history, etc. Hotels have the opportunity for exposure by hosting meals and doing
brief presentations and/or providing complimentary lodging. All meals, accommodations and
activities are sponsored either by the lodging/attractions industry or by the TOG, resulting in no
significant costs to the fam participants. Fams are most always a very positive experience. The
downside is dependency on fair weather, securing lodging during peak occupancy periods and
fams are usually short 1 - 3 nights. The participants cannot see or experience all there is. Fam
opportunities arise frequently throughout the year.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Direct Mail - Direct mail refers to a specific mail campaign offering a special promotion, or it can
be as simple as following up with fulfillment and a letter to a set of leads. Direct mail can be a
tickler, a reminder to the trade to keep your product in the forefront. Direct mail can be targeted to
any market, trade or consumer. It can be a very effective tool.
Electronic Marketing- Electronic promotion of our destination using various internet media
including: e-newsletters, brochures, postcards and online sales presentations. E-marketing is cost
effective, reaches an audience that staff would not be able to physically visit, available across
every time zone during business hours, is targeted and trackable. This is an excellent follow up
tool to sales missions, trade shows and keeps established clientele informed on destination
updates. It can also be used as an educational source for meeting planners, travel agents and
tour operators.
Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be
proactive and soliciting or simply responsive and reactive providing necessary sales support. The
TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the dedicated UK and
German lines are the telemarketing centers of our organization.
Co-operative Programs - The sales department offers many co-operative delegate programs to
the Keys tourism industry as does Visit Florida. Co-op booth space provides a more affordable
opportunity to exhibit than to contract independently with the show organizers. Many show
regulations provide for this type of arrangement, but some organizers do not. Keys industry
participants join in the destination booth and have the opportunity to sell not only the destination
but their product as well. Fees vary from show to show. We have had great success with this
approach throughout the recent years. Additionally, we frequently offer brochure distribution
opportunity when it is not feasible to offer delegate participation.
Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally
funds a function or event in return for market exposure of some sort. Sponsorships may range
from a small-scale activity such as a coffee break to a large-scale event such as a trade function
sponsor. All sponsorship participation must be evaluated by its potential benefits.
Lead Generation - The sales staff accumulates leads as a result of almost every effort we make,
whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed
along to the industry either via e-mail with the post trip report or via fax. Timely processing and
distribution of leads is a critical component. The leads may vary in quality, but each lead is
distributed as a result of a direct request from a travel professional. Sometimes this includes
consumers as well.
Follow-Up - Once leads have been obtained and distributed to the industry, follow-up to both our
industry partners as well as to the travel trade is essential in determining the results of a sales
effort. Lead follow up can be accomplished through different methods including: contacting travel
trade to determine action steps taken as a result of our meeting, contacting meeting planners to
determine how many properties responded to their request for proposal or contacting trade
partners to determine booking volume as a result of a training or sales call to a reservation call
center.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
INTERNATIONAL MARKET
OVERVIEW
After four years of sluggish growth, the international market may be returning to the States in
record-breaking numbers. There are several factors impacting this forecasted double-digit growth
with the most influential being the favorable exchange rate. The Pound Sterling is remaining very
strong against foreign currencies, and the EURO remains fairly strong. Other positive influences
include: the four year pent up demand, increased transatlantic lift, the absence (as of this writing)
of any dire world event, and a concentrated effort by TIA (Travel Industry Association of America)
to re-position the United States as a welcoming destination to foreign travelers.
Throughout the course of the fiscal year, members of the international travel trade have expressed
their enthusiasm and positive booking paces for inbound travel to our destination. Although
forward booking paces have not settled into a predictable pattern, travel trade officials have
experienced a slight return to a more manageable, earlier booking pace, which indicates a
confident, long haul consumer. This confident, repeat customer is looking for unique,
adventurous experiences on their holidays which will effect how we market and position ourselves
to the international traveler.
The UK and Germany continue to be our top inbound overseas countries of origin. For the
traditional Florida holiday maker, the lure of warm weather, sun, beaches and theme parks will
continue to draw visitors from these two regions. However, with the strong marketing campaigns
generated from the 'Great American West' and the National Parks service, we need to continue to
position ourselves as a completely unique Florida experience. Soft adventure activities,
interacting with the natural habitat, and unique, cultural exchanges experienced through art, food,
music, etc. will all combine to set the Keys apart from your typical Florida vacation.
Other areas in the European Union are beginning to gain confidence in traveling to America after
a long drought. They are viewing Florida as the perfect destination for their first trip to America
after almost four years. These countries (Scandinavia, Baltic States region, Italy, etc.) all take
their vacations in late July through mid September which can help us overcome the deficits we
predictably face during those late summer months.
The introduction of self-catered products (condos, villas, apartment style units) will encourage
longer lengths of stay and benefit the local infrastructure as visitors will have more time to
experience the destination as a whole vs. just the major highlights. This also develops stronger
relationship ties between the travel trade and destination marketers as we present new ways of
growing their business and at the same time benefiting the destination during need times.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Profiles
Resources used in the information provided below includes Visit Florida Research Department, the Travel Industry
Association of America, the U.S. Commercial Service, Visit USA Committees and the various U.S Embassies
I. EUROPE
BELGIUM
International Traveler Profile
. U.S. continues to be the top long-haul destination
. California, New York and Florida are the favored areas to visit
. Average length of stay is 14 nights, and a majority choose fly/drive holidays
. Average age of long haul traveler is 45-54 years old
. Belgians travel from June through mid-September
. Belgian travelers are independent, seeking tailor-made trips.
Travel Preferences and Trends:
. The potential Belgian traveler will research about a possible destination in the US before
making their travel plans.
. Belgian incomes allow for a high level of disposable income to be spent on long-haul travel
. Seeking more "Adventure Vacations" vs. strictly beach activity
Economic Considerations and Political Trends:
. Belgium economy remains stable, with Brussels being the capital of EU.
. Four main airlines AA, CO, Delta and UA offer daily flights to the US.
. TUI and Thomas Cook (Belgian Tour Operators) control 80% of Belgian travel market
FRANCE
International Traveler Profile:
. US remains top choice among long haul destinations
. 70% of visitors choose fly/drive vacations, as they are individualized
. 55% of visitors come from Paris and its surrounding regions
. Average age is 25-45 years old
. Average length of stay is 15 days for fly/drive market
. Vacations usually taken between June 30 and September 15
. Trend is toward more "natural destinations and exploration vs. theme parks
. The French are attracted to the sea, beaches, and sun which explains Florida's popularity
. The French are also very fond of culture, history and food
. New York, Florida, and California remain the preferred destinations
. The French customer is generally a repeat visitor
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Travel Preferences & Trends:
. Today's generation of travelers is comfortable traveling in English-speaking areas
. Bed and breakfast stays are becoming increasingly popular, as the French are looking for a
more personal interaction with the local community.
Economic Considerations and Political Trends:
. Market indicators project continued growth in the French market. The US is expected to
continue its designation as first choice in long haul travel
. The value of the EURO coupled with low airfares will encourage the French to travel abroad
. Tour operators are now selling directly to the consumer, thereby passing on the savings and
omitting the retail agent
. However, unemployment is very high
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
. Florida remains the favored U.S. based destination
. Average length of stay is 12 days
. Main travelers to Florida are now adults w/o children (93% vs. families 6.8%)
. EURO vs. USD making the U.S. a value destination
. Shoulder seasons may see increase in visitors due to profile shift from families to couples
. Reasons for traveling: weather, climate, beaches, nature, wildlife
. Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba
diving
Travel Preferences and Trends:
. Booking cycles fluctuating; surge in long term bookings seen this fall benefits
the consumer with more product availability and savings incentives. Surge in short
term bookings predicted when second print runs of summer 2005 catalogues hit the
stands and specials are advertised.
. Internet bookings not effecting tour operator business. Represent less than 9% of all
long haul travel business.
. Greatest growth potential is in "young, active senior" market (over 50) or adults
without children
. Shoulder seasons may see increase in visitors due to profile shift from families to couples
. Length of stay shortened with propensity towards more frequent, shorter breaks.
Economic Considerations and Political Trends:
. Long haul bookings stimulated by favorable exchange rate and three year pent up demand
. Stagnant economy may slow double digit growth in long haul travel.
. AA, CO and Delta now offering daily non stop service from Frankfurt, Berlin and Hamburg to
the United States which may ease concerns regarding sold out flights during peak travel
periods.
. Germany's unemployment is very high
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
IRELAND
International Traveler Profile:
. The U.S. is the most popular long-haul holiday destination
. Ireland represents one of the fastest-growing markets for U.S. based travel and tourism
products
. Florida, New York and California remain the most popular destinations
. Average length of stay is 16.9 nights in the U.S.
. Irish visitors (vs. EU counterparts) are more likely to include children on their trip
Travel Preferences and Trends:
. Prefers sunny, warm destinations
. Destinations "slightly off the beaten path" becoming very popular
. The United States earns one half of Ireland's long haul travel market
. Increased lift from Shannon and Dublin airports may encourage more travel to the States
. Short term bookings becoming more normal; leisure travel booked average 2-6 weeks out
Economic Considerations:
. Ireland has the fastest growing economy in the European Union
. Irish passenger travel to the U.S. slated to surpass previous records by 11 % this year!
. U.S. represents good value to the Irish traveler.
. AA, CO AerLingus and charter flights increasing direct services from Ireland to U.S.
ITALY
International Traveler Profile:
. U.S. remains as the top long-haul preferred destination
. New York, California and Florida remain the most preferred destinations within U.S.
. Expenditures by Italian tourists in the U.S. is one of the highest from European countries
. Average length of stay is 12 nights for Florida market
. Fly/drive packages are the most popular, with customer choosing the itinerary and the tour
operator providing the estimated cost on an individual basis
Travel Preferences & Trends:
. Cultural, historical and ecological attractions/activities are preferred when visiting a destination
. Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian
traveler
. Italian tourists tend to make their travel arrangements late (54% of packages were sold
between 15 and 30 days before departure).
. Miami and the Florida Keys realize 62.6% of all Italian visitors to Florida
. Summer peak travel period is July-mid September, with over 45% of all long haul travel
occurring during August
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Economic Considerations:
. Incoming travel to the U.S. from Italy is estimated to grow by 33%, one of the highest growth
rates in Europe as compared to other countries.
. The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment is not
adversely effected by swings in the general economic climate.
. Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month
shelf life for their British and German competitors.
. The number of travel agencies in Italy has increased by over 75% in the past 8 years.
THE NETHERLANDS
International Traveler Profile:
. The U.S. is the favored long-haul destination
. California, Florida and New York are the top three visited destinations
. Florida is the most popular among first time visitors
. Miami is the second largest port of entry into the US for the Dutch
. Prefers fly/drive vacations
. The Dutch traveler is usually a young couple without children or active senior market
. Tend to be repeat visitors, come from high income group and speak excellent English
Travel Preferences & Trends:
. The Netherlands is one of the ten fastest growing international travel markets.
. Dutch travelers seeking "new" experiences, i.e. diving, dolphin encounters, etc.
. Florida destinations must maintain its competitive edge to attract repeat visits
. Prefer mid priced hotels vs. luxury accommodations
. The "active senior" segment is the fastest growing travel sector coming out of the Netherlands
Economic Considerations and Political Trends:
. Positive economic developments may stimulate travel
. The U.S. is expected to remain top long haul destination due to marketing efforts
. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
NORWAY
International Traveler Profile:
. Average age is 39 years old
. Most are family oriented, with 1 or 2 children accompanying adults
. Average length of stay is 16 nights
. Seeking tailor made vacations
. Summer travel occurs between end of June and mid-September
. Will research destinations on-line, but consult travel trade for actual booking
Travel Preferences and Trends:
. The U.S. continues to be the preferred long-haul destination
. Norwegians prefer "sun and coastal" destinations to escape harsh climate
. Interested in "action and adventure" travel (scuba diving, deep-sea fishing)
. Over 63% of all travel to the US is organized through specialist travel agents, which will tailor
the vacation to the specific requirements of the traveler
. The fastest growing demographic group is the 60+ segment
Economic Considerations and Political Trends:
. Norway is one of the most prosperous countries in the world
. Per capita GDP income equals that of the United States.
. Additional week of vacation granted last year may stimulate visitation growth
during autumn
SPAIN
International Traveler Profile:
. The United States is most favored long-haul destination
. New York, California and Florida are favored destinations within US
. Average length of stay averages 7-9 days
. Average age of long haul traveler is 25-45 years
Travel Preferences and Trends
. A majority of Spaniards vacation during the month of August
. 62% travel with families, 32% as couples
. Spanish travelers are late planners, with most consumers booking their travel within 30 days
of departure. Operators publish summer catalogues no sooner than late April
. 50% of Spanish travelers are repeat visitors and belong to the upper middle class
Economic Considerations and Political Trends:
. Spain is a member of the Visa Waiver Program
. Daily, non-stop service to Miami on several carriers makes travel to Florida convenient
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
SWEDEN
International Traveler Profile:
. The United States is second most favored long-haul destination
. Top three visited states are: California, New York and Florida
. Average Length of stay is 14 days
. Prefer destinations offering sun and beaches
. Prefer budget and mid price accommodations
Travel Preferences and Trends:
. Eco tourism and soft-adventure trips on the rise
. Most travel is conducted June-September
. Average annual growth in number of Swedes visiting U.S. is 8% per year
. Prefer fly/drive packages with "add on" opportunities
. More and more Swedes are traveling to the Keys without a pre-paid reservation
Economic Considerations and Political Trends:
. Swedish economy is strong
. Greatest growth potential is in holiday fly/drive tours
. Tour operator market is highly competitive; service and value is key
UNITED KINGDOM
International Traveler Profile:
. Florida captures 41 % of the market share for all UK visitors to the US
. Top three visited states were Florida, New York, and California
. Stays for 12.3 nights
. School summer vacations begin mid to late July through September, with peak travel times
during the month of August.
. Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed
and breakfast type accommodations
. Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is
seeking more action and adventure
Travel Preferences & Trends:
. Up to 75% will use a travel agent
. 54% will use a tour operator
. 26% will book via the internet
. Variety of products and services, familiar lifestyle and language are all important booking
factors
. Current booking trend is still a late booking market, although some tour operators are now
beginning to take some future bookings for busy periods (especially family market)
. The UK traveler continues to search for new areas to visit. Niche markets continue to grow
which gives some new opportunities for the Keys (i.e. diving, sailing, gay market, weddings
and honeymoons)
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Economic Considerations and Political Trends:
. British Pound to remain strong, with current exchange rate at 1: 1.8 ratio. (GBP:$)
. Retail sales and housing prices continue to grow above forecasts
. Increased air capacity through AA, BA and charter flights into the U.S. will help grow
UK visits to pre 2000 levels later this year, into 2006.
II. ASIA
JAPAN
International Traveler Profile:
. The US. continues to be the most popular long haul destination
. The top three visited states were Hawaii, California, New York
. The states with the greatest potential for an increase in arrivals is Nevada, California, Florida
. Hawaii will remain at top place
. The active senior traveler is the fastest growing market segment in the Japanese tourism
sector
. Visits mainland for approximately 8 days
. Stays in hotels and condominiums
. Prefers shopping, natural and scenic attractions, "observational tourism"
. Amongst packaged and group travelers, 53% used full package tours involving tour guides and
local guides
. Mainland U.S. visitors are young, with over half under the age of 35, and with very high
household incomes (equivalent to $100,000 USD or more)
Travel Preferences and Trends:
. Japanese prefer to travel in groups
. Peaks in travel to FL are late Aug/Sept. and during "Golden Week" (Apr/May)
. Visiting museums, photographing points of interest and shopping are popular
. One in five Japanese visitors use a tour operator for destination information
. Travel agencies remain the most widely used source for travel information
Economic Considerations and Political Trends:
. Enthusiasm for specific destinations are cyclical; Florida may become popular again
. World events must remain stable in order for the Japanese to travel long haul
. Yen is still stronger than the USD, making a trip to the U.S. good value
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
III. NORTH AMERICA
CANADA
International Traveler Profile:
. Florida remains the #1 destination of choice
. Average age is 45-64 years old
. Prefer sun and beach destinations, although cruises and golf tours coming on strong
. Average length of stay is 8 nights
Travel Preferences & Trends:
. Florida, California, and Arizona rank as top non-border state destinations
. Canadians prefer to use their cars to travel with only 30% using air lift services
. 55% of all Canadians traveling to U.S. originate from Ontario province
. 50% of Canadian tourists prefer to stay in hotels or motels.
. The Canadian traveler seeks "value for price paid" when selecting accommodations
Economic Considerations:
. The Canadian dollar has gained strength in relation to the US Dollar, and with hotels offering
more incentives and value adds, this may stimulate an increase in Canadian travel.
. Sun destinations like Mexico and all inclusive resorts in the Caribbean are competitive
. Canadian economy forecasted to grow solidly
IV. SOUTH AM ERICA
ARGENTINA
International Traveler Profile:
. 47% traveled on holiday! 48% on business
. Top 3 states visited are Florida, NY and California
. Average length of stay in the U.S. is 20.8 nights
. Miami is the No.1 Port of Entry to the US.
. 73% prefer hotels, motels
. 94% are repeat visitors to the U.S.
Travel Preferences and Trends:
. Enjoy shopping, dining out, sightseeing, visiting historical sites
. Many wealthy Argentines travel 2 or 3 times per year to the US
. Argentines tend to be well traveled and will split their travel planning evenly between packages
and FIT bookings
. Rent cars for intra state travel (e.g. Miami to Orlando), but will fly between destinations (e.g.
Orlando to New York)
. Annually, more Argentines visit Miami than visit Orlando, New York City, Los Angeles, and San
Francisco combined
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Economic Considerations:
. Even with the devaluation of the Argentine currency, travel to the US. is still a less expensive
option than Europe
. The visa waiver program has created a backlog of requests for Visas. The US
Consulate in Buenos Aires receives over 500 requests an hour for visas, with each Visa priced
at $100 USD each.
. The top ten tour operators in Argentina generate more than 50% of long haul travel
transactions.
BRAZIL
International Traveler Profile:
. Top three visited States last year were Florida, New York and California
. Miami is the number one Port of Entry for Brazilian travelers
. 85% of visitors are adults only
. The majority of Brazilian visitors to Florida enjoy a household income of over $1 OaK annually
. Tends to combine business trip with leisure excursions
. Brazilians tend to travel to FL in July, followed by December and January
Travel Preferences and Trends:
. Visiting friends and family is the #1 attribute of travel to Florida
. 88% of Brazilian travelers to FL are repeat visitors
. Favorite pastimes are shopping, gambling and theme parks
. 52% of outbound travelers vacationed with their family
. 62% of Brazilians used a travel agent to organize outbound trips
Economic Considerations:
. New political administration is stabilizing the economy
. Brazilian "real" has lost its value recently, making travel to the US more expensive
. Conclusion of Visa waiver program making travel to the US more difficult
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW
The current group meetings and incentive market within Monroe County has weathered the
budget cuts and downsizing that have taken place in the past few years. More economic activity
and rising corporate revenues indicate a positive future in the meetings industry. Among those
criteria that would influence the selection of a destination by group meeting planners are the
availability of lodging properties and meeting space, ease of transportation for attendees,
transportation costs, distance traveled and the availability and diversity of recreational activities.
Other factors influencing the decision making process is quality of food service, size of rooms,
billing procedures, quality of sleeping rooms and efficiency of check-in and check-out procedures.
The group meeting and incentive market segments remain a vital revenue-generating component
for many of the hotels and resorts throughout Monroe County. It provides a strong occupancy
base, which helps drive RevPar within the property. Group business also contributes to the
overall food and beverage revenue on property as well as on-site water-sports concessions, gift
shop revenues, etc. Local attractions, art galleries, restaurants and retail shops benefit from these
group attendees since their travel and accommodation expenses are usually covered, thereby
allowing them more discretionary spending while visiting a destination. An attendee of a meeting
in the Florida Keys is also a potential repeat leisure traveler.
Shorter-term booking pace remains evident in all major domestic feeder markets; however, the
industry is trending to the position where hotels have retained the power to set rates. In resort
oriented destinations such as the Florida Keys, meeting planners are finding it increasingly difficult
to not only stay within their travel budgets, but also find availability, most especially during peak
winter months that include weekend nights. In this regard, longer-term booking requests are
resuming in an effort for the planner to retain some negotiating power in room rate and availability.
Security and safety for the meeting attendee remains a major concern, and the trend for
companies to stay within US borders has continued to benefit the destination.
Geographic marketing focus continues within the traditional feeder markets, such as the
Northeast, Mid-Atlantic, Midwest and the Southeast. Particular market segments that have shown
to have healthy budgets include incentive, pharmaceutical, medical education, financial and
government markets. An emphasis will be on the corporate, association and government markets
in the Southeast and Florida regions. Monroe County enjoys a healthy government per diem rate
($135 in the off season, including the Aug/Sep time frame), and Florida associations are
mandated to stay within the State for all meetings business. Government and association
businesses tend to utilize mid-week patterns, thereby not compromising the strong leisure
weekend demand. Many of Florida's universities have Colleges of Medicine, Nursing, Law and
Research that require staff to obtain continuing education credits. The Florida Keys is an
attractive destination to these professional attendees. Southeast regional corporate business
benefits from the increased direct lift from Atlanta and are not deterred by our warmer weather in
the summer and fall months.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Incentive programs, for businesses that reward employees, are excellent sources of business for
the Florida Keys. Travel budgets tend to be more flexible, actual work time is minimal and
interactions with local attractions are key features to these programs. Maintaining relationships
with incentive houses such as Maritz, Carlson, Navigant, etc., are key to keeping our destination
in the forefront of their very competitive marketplace.
There are several professional associations which we align ourselves with for assistance in
several areas within the meetings and incentives market. These associations include Meeting
Professionals International (MPI), Visit Florida (FLAUSA), Florida Society of Association
Executives (FSAE), Tallahassee Society of Association Executives (TSAE), Association Forum of
Chicagoland, Society of Government Travel Planners, (SGTP) and the Hospitality Sales and
Marketing Association International (HSMAI).
As a unique destination for groups, we will continue to seek meetings and incentive business
ranging in size from 15 to 300 attendees.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
DOMESTIC MARKET OVERVIEW
Visitors to the Florida Keys will continue to follow the predictable patterns of the changing
seasons. The Northeast and Upper Mid West regions will visit our area in the winter months,
while guests from the Southeast and Florida are most likely to vacation in the Keys during the
warmest months. There are also regional markets that have opened up since the inauguration of
the regional jet service from Hartsfield International Airport in Atlanta. Areas in Tennessee and the
Carolinas are now enjoying convenient and more economical jet service from Atlanta to Key West
and can stimulate growth during our shoulder seasons. These 'in-between' seasons require
acute understanding of potential niche travel markets as well as the exploration of some additional
emerging geographical regions.
With a series of new products entering the Keys lodging inventory, new markets will open to the
Keys for exploration and promotion. The self-catering units (condos, villas, apartment style
accommodations) are the preferred lodging of choice for family reunions, generation vacations
(parents, grandparents and children traveling together), destination weddings and the affluent
mature market. Although the family reunion and generation vacation market may be influenced by
the school calendar, not all families will have children that return to school in the beginning of
August, thereby opening up the entire month of August and possibly early September for this
segment. In addition, destination weddings, the affluent mature market as well as gay and lesbian
travelers are not effected by school term patterns, thereby benefiting the softer shoulder seasons.
The "Double Income No Kids" (OINKs) profile is another positive source of shoulder season
business. Without having the burden or limitations of traveling with children, two disposable
incomes and the ability to be spontaneous, short but frequent getaways are not uncommon. This
traveler profile also prefers the charm and uniqueness of our many guesthouses, inns and smaller
hotels and participates in our cultural, historical and restaurant offerings.
Emerging secondary geographical regions can include not only those regions within a 90 minute
drive of Atlanta airport, (as mentioned above), but also the regions of Texas, California and
Colorado. The Texas traveler profile includes travel during the summer months, with Colorado
traveling during mud season (Apr/May and early June) and then again in the fall months
(Sep/OctlNov) before the first major snowfall. Californians have reduced travel to Hawaii and
Mexico and are searching for new, tropical destinations. Flight times from the West Coast to
Miami are virtually the same as flight times to Hawaii, so transit time and availability are not a
challenge. The waters off California are always cold and not conducive to snorkeling or scuba
diving.
Information gleaned from participation in consumer shows this past season indicated that
consumers were seeking a bargain when purchasing their airline tickets and were comfortable
flying low cost carriers. Most of these low cost airlines (i.e. Jet Blue, Southwest, AirTran etc.)
utilize smaller, more regional airports. (i.e. Ft. Lauderdale vs. Miami). A majority of these airline
ticket purchases were completed on line. With the usage of more regional airports, consumer
sentiment indicated that they would consider a twin-center holiday within the Florida Keys to help
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
break up the drive from Ft. Lauderdale. They were also willing to take their time to enjoy the
scenic drive along the Overseas Highway and visit some of the smaller attractions along the way.
In addition to this trend, where the consumer was looking for a bargain in airfare and willing to
take the extra time to drive to their final destination, they were willing to upgrade their choice in
overnight accommodations.
As more and more consumers seek vacations that include interacting with nature or re-connecting
with loved ones, the specialty markets focusing on Adventure, Honeymoon/Romance and
Cultural/Historical travel will be targeted. All of these market segments prefer upscale
accommodations where service and comfortable amenities are available to them.
Our relationships with the domestic travel trade continue to reward us with many benefits, as our
Visitor Profile Survey reports that travel agents continue to recommend the Florida Keys and Key
West as a vacation destination. In addition, the AAA source book continues to be the #1
recollection and referral source of inquiries to the Florida Keys. Continued education to these
agents will provide them with the information they need to direct potential visitors our way and
positively influence their travel buying habits. Virtuoso agents, American Express Platinum and
Black card travel services and home based agents continue to have a loyal customer data base,
trend towards high income, high spend customers and offer the service and personal attention
that the demanding consumer expects.
If the US Dollar weakens against foreign currency, many Americans who would normally consider
traveling abroad for their vacations would re-consider and staying Stateside. This can positively
effect our summer and fall seasons when most of this type of international travel usually occurs.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
GAY/LESBIAN MARKET PROFILE
The Gay market segment continues to show consistent growth, and occupancy levels in the gay
and gay friendly properties have remained high. Although there has been a reduction in the
overall gay room inventory, occupancy in the remaining properties as well as that of gay travelers
utilizing mainstream hotels has risen significantly. A recent survey by the Key West Business
Guild showed that over half of the respondents choose to stay in mainstream resorts and hotels
averaging above 4 nights.
The destination advertising and continued marketing to consumers both domestically and
internationally have insured the growth of this segment. Promotions in venues popular with
younger and more affluent travelers are showing positive results. Research and expansion of our
marketing efforts to this group should continue as there is increasing competition for them. For
over ten years we have maintained a direct consumer approach which is now being copied by
other destinations, making the gay travel dollar that much more competitive.
Gay and Lesbian travelers tend to make spur-of-the-moment decisions to travel to the Keys.
Visitors book one day and arrive the next. Gay travelers were the first group of visitors to return
after the events of September 2001 with many driving from the northeast and Midwest. They
continue to be a group with disposable income and a propensity to travel at any time of the year.
Travel agents and tour operators that specialize in gay and lesbian travel find the Keys an
excellent destination. While we compete with products like all-inclusive gay cruises, the Keys
remain one of the top selling gay-friendly destinations. The TOC's membership in the
International Gay & Lesbian Travel Association, coupled with having a seat on its board of
directors, gives us a high profile in this travel market. The IGL TA has over 1,000 members, with
offices in the United Kingdom, Germany, Spain and Australia. With direct access to our TOC
representative and our resources, the Florida Keys is able to deliver consistent and up to date
information to assist in selling our product.
Results of our promotions in the international arena are beginning to show in the increase of
international gay and lesbian visitors to our area. We have promoted the destination at ITB, World
Travel Market, International World Travel Expositions, gay & lesbian lifestyle and travel shows,
and pride festivals in key cities throughout Europe. Coordinated press trips have brought
journalists from leading domestic publications as well as top gay international publications. Gay
travel television shows featuring Key West have aired in the UK, Sweden and Canada. The gay
trolley tour was featured on a Japanese morning drive radio show, and the annual drag races
were showcased on the morning television show in Seoul, Korea.
Gay and lesbian friendly events, i.e. Fantasyfest, Pridefest and Womenfest, bring visitors to our
island during the slowest times of the year.
The gay and lesbian community has more disposable income, and enjoys longer stays. They
enjoy sightseeing, local culture, dining, shopping, museums, and beaches. Top motivations for
selecting Key West as their vacation destination continue to be the variety of things to do, having
a reputation for being gay-friendly and being a safe destination. This makes the gay and lesbian
market extremely lucrative for our destination. Based on national population figures, the American
gay and lesbian community represents a US $54.1 billion travel market.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
FY 2005-2006 SALES ACTIVITY CALENDAR
OCTOBER 2005
October 4-7
Meetings Quest and Area Sales Calls
Minneapolis 1St. Paul, MN
Registration:
$2,200
Stacey Mitchell
Meetings Quest is a one-day trade exhibition focusing on corporate and association meeting
planners from the twin cities area. Minneapolis also has the strongest concentration of incentive
houses in the country, thereby affording us the opportunity to showcase the destination to these
very influential and high spending planners. Area sales calls will be conducted prior to the
Meetings Quest event.
October 5-8
DEMA
Las Vegas, NV
Reg istration:
Covered by Dive Umbrella
Susanne Tortu
This is a trade-only event focusing specifically on the sport of diving; its manufacturers and dive-
related travel destinations. Dive consumers are not in attendance. Attendees come from all
facets of the dive industry in addition to travel agencies and tour operators specializing in dive
vacations and travel. The Umbrella committee has contracted for 400 square feet of prime
convention space forecasting 6 to 8 dive operators to attend.
October 8-10
Salon Envie de Partie
Paris, France
Reg istration:
$1 ,000
Sabine Pons-Chilton
The Florida Keys will be participating via brochure distribution. This consumer event is held
every October, and is attended by all the major tour operators and their clients. The Florida Keys
and Key West has been invited to attend this event in cooperation with Visit Florida to showcase
our destination to high end consumers from the greater Paris region.
Educational workshops and table top exhibits for trade only followed by a 5 hour consumer show.
The Florida Keys and Key West has participated in these venues for the past ten years and
provide a means to network with travel professionals and consumers who travel on a regular
basis.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
October 29-30, 2005
Birmingham Dive Show
Birmingham, England
Reg istration:
Covered by Dive Umbrella
Cellet Travel Services
The active British diver has enjoyed diving the reefs of the Florida Keys for years. This annual
Dive Consumer event in the UK is found to be the best place to go for an instant overview of the
sport. Last year's Birmingham Dive Show attracted a massive 16,632 visitors and this year's show
promises to be just as popular. Umbrella Committee members have also agreed to use
advertising funds in conjunction with this event. UK Divers rank high with the majority of Keys
Dive Operators as they have a longer length of stay and visit throughout the year, not just within
the summer months.
October 2005/Spring 2006
Gay and lesbian World Travel Expositions/lnt'l Conference on GlBT Tourism
Montreal, CA**
Reg istration:
$2,850
Steve Smith
Brochure Distribution available at $50 per partner.
The Gay and Lesbian World Travel Expositions are held in six cities across the United States
(**New York, Washington DC, los Angeles, Seattle and Orlando) and follow a format including
a gay travel workshop/tabletop exhibit for trade only followed by a five hour consumer show.
These travel expositions provide a means to network with travel professionals involved with the
gay market and consumers who travel on a regular basis.
October 30-November 2
Florida Encounter with Visit Florida
Hollywood, Fl
Reg istration:
$2,000
Susanne Tortu
Florida Encounter is designed and produced by Visit Florida who only allows Visit Florida partners
to exhibit independently. The two-day tradeshow features computerized pre-scheduled
appointments and a one-to-one ratio between qualified meeting planners from outside the state of
Florida and Florida's top meetings and conventions suppliers. This year Florida Encounter will
celebrate its 25th anniversary, which will be held at the Westin Diplomat Resort & Spa in
Hollywood, Florida. For additional information, contact Visit Florida, 850-488-5607
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
NOVEM BER 2005
November 3-6
Minneapolis Vacation and Travel Show with Visit Florida
Minneapolis, MN
Reg istration:
$375
Jutta Farrer
The TDC will participate at this event via brochure distribution. This includes both the trade and
consumer days during the exhibition, along with presentations being made in the Bloomington
area to the AM headquarters for that region. The Travel show anticipates more than 15,000
consumers to attend this three-day event during the prime winter and spring break planning
period. The twin cities area enjoys convenient lift into South Florida via American Airlines,
Northwest Airlines and several low cost carriers.
November 11-13
Adventures in Travel Expo/Luxury Travel Expo
San Francisco, CA
Reg istration:
$4,500
Jutta Farrer
Brochure Distribution available at $200 per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The first day is limited to the travel trade, with the next two days open to consumer
traffic. The Luxury Travel Expo showcases resorts, destinations and travel product geared toward
the discriminating traveler. The Luxury Travel Show is being held adjacent to the Adventure
show, allowing members of the travel trade and consumers the opportunity to attend both events.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
November 14-18
World Travel Market
London, England
Registration: $31,000 Stacey Mitchell/Cellet Travel Svcs.
Co-op participation available at $1,200 per delegate in destination booth.
Brochure Distribution available at $300 per property
World Travel Market is the UK's largest annual travel trade show. This show will be held at the
ExCel Exhibition Center located in London. FLAUSA creates a Florida Pavilion for the state
industry to exhibit their products and meet with travel agents, tour operators, and travel media
The UK market is the cornerstone of the Florida Keys international marketplace. The Florida Keys
will continue to show a strong presence in this marketplace to build on existing trade relationships
as well as identifying emerging "niche" travel markets.
November 19-20
7th Annual Gay Life Exposition
New York, NY
Reg istration:
$3,500
Steve Smith
Co-op available at $175; Limited to 12 delegates.
For the seventh year, the Florida Keys and Key West will participate in one of New York's most
successful Gay and Lesbian consumer shows. Last year, 15,000 consumers and travel
professionals attended. As a sponsor, our destination will gain more exposure prior to and during
the show through direct mail promotions, posters, discount coupons, etc. The timing of this show
also leads into our winter season, and our presence puts the Keys up-front for winter vacation
planning.
November 20-23
UK Educational Experience
Florida Keys, FL
Sabine Pons-Chilton
American Airlines is sponsoring ten (10) of the most productive tour operators/product managers
selling the Florida Keys on a four day interactive visit to the destination. Overnight
accommodations in the upper, middle and lower keys are being solicited, as well as attractions in
each area. This Familiarization trip will be escorted by TDC staff and is the perfect venue to
showcase new or improved product as well as concepts to feature in the next brochure/catalogue
run.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
DECEMBER 2005
December 10-13
German Incentive Educational Experience
Florida Keys, FL
Jutta Farrer/Gunter Weirich
US Airways is sponsoring eight (8) of the most productive tour operators/product managers selling
the Florida Keys on a four day interactive visit to the destination. Overnight accommodations in
the upper, middle and lower keys are being solicited, as well as attractions in each area. This
Familiarization trip will be escorted by TDC staff and is the perfect venue to showcase new or
improved product as well as concepts to feature in the next brochure/catalogue run.
JAN UARY 2006
January 11-16
Vakantiebeurs
Utrecht, The Netherlands
Reg istration:
$2,200
Gunter Weirich/GIA Germany
The TDC will have representation at this tradeshow via our German sales office and within the
FLAUSA pavilion.
Considered the largest travel and tourism event in The Netherlands, over 150,000 consumers and
travel trade attended in January 2005. First day is limited to travel trade and media only with an
appointment based format, and the TDC will have the ability to conduct one-on-one educational
presentations with select members of the travel trade via a 'fair share lunch' coordinated by Visit
FL.
The US is the number one preferred long-haul destination for the Dutch market, capturing 32% of
the long haul market share. The Dutch prefer warm and sunny destinations, and has a keen
interest in outdoor activities, soft adventure and eco tourism.
January 13-16
Reiseliv
Lillestrom, Norway
Reg istration:
$1 ,000
Sabine Chilton
The TDC will have representation at this tradeshow via brochure distribution. Reiseliv is
Norway's premier Travel and Tourism show. This is the most important forum and market place
for the Norwegian and international travel industry in Scandinavia. The show is open to both
travel trade and consumers. Last year's attendance topped 40,000 visitors, and the request for
information on The Florida Keys and Key West continues to grow.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
January 13-15
Adventures in Travel Expo
New York City, NY
Reg istration:
$4,600
Stacey Mitchell/Sabine Chilton
Brochure Distribution available at $200 per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The first day is limited to the travel trade, with the next two days open to consumer
traffic.
January 29-31
Florida Huddle
Ft. Lauderdale, FL
Reg istration:
$2,300
Sabine Chilton
Co-op participation not available at this time. Keys exhibitors should contact International
Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if number of
registrants from the destination warrants.
Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to
promote Florida product to the international FIT and group tour market. There are only 2 shows
per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as
cost prohibitive and will give you Florida-specific exposure.
FEBRUARY 2006
February 8-10
Society of Government Travel Planners (SGTP)
Alexandria, VA
Reg istration:
$500
Susanne Tortu/Jutta Farrer
SGTP is the national forum of the $28 billion government travel market. Government travel
buyers are seeking factual, relevant information and are very active in the Federal Procurement
arena. Complimentary invitations are given to Government planners with convenient
transportation to/from the Pentagon. This show allows for prospecting for summer/fall business,
as the government per diem rate is currently higher than some advertised rates throughout the
County during this time of year.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
February 10-12
Adventures in Travel Expo
Washington, DC
Registration:
$4,500
Susanne Tortu/Jutta Farrer
Brochure distribution available at $200 per property.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The first day is limited to the travel trade, with the next two days open to consumer
traffic.
February 18-21
BIT/Italian Tour Operator Presentations
Milan, Italy
Registration: $3,200 Sabine Chilton/Stacey Mitchell
The TDC will participate within the pavilion facilitated by Visit Florida. BIT is Italy's largest trade
and consumer show, attracting over 25,000 trade attendees over a four-day period. Italian visitors
travel almost exclusively during the month of August, and with new daily non-stop flights from
Milan and Rome into Miami, the Italian market warrants marketing. The Commercial Service of the
Visit USA Committeelltaly, in cooperation with the TDC, will pre-schedule appointments for the
destination during the first two days of the show.
February 24-26, 2006
Our World Underwater Dive Show
Chicago,IL
Registration: Covered by Dive Umbrella Susanne Tortu
Celebrating its 36th anniversary, Our World Underwater has returned to a dive specific consumer
show. Cooperative participation available to the first four (4) Dive Industry delegates at $250.00
per Dive Operator. This is a well-attended consumer show, catering to the Dive Consumer in the
Midwest market, where research has shown a large percentage of certified divers.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
MARCH 2006
March 6
Visit USA Brussels
Brussels, Belgium
Registration:
$1,450
Stacey Mitchell
This is the largest travel tradeshow offered in Brussels, targeting the travel trade from the Benelux
countries. Approximately 250-300 tour operators, travel agents and members of the press gather
just prior to the ITB for a day of workshops and tabletop presentations from various destinations.
March 8-12
International Tourismus Borse (ITB)
Berlin, Germany
Registration:
$25,000
Jutta Farrer/Stacey Mitchell
Co-op opportunities available at $950. per delegate.
Brochure distribution available at $300 per property.
This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must
Attend" tradeshow for anyone who is committed to the International Marketplace. The most recent
Visitor Profile Survey listed Germany as the number two ranked origin of international visitors,
therefore making ITB one of the most important trade events of the year. Our German market
sales and public relations office will coordinate appointments during the trade and media days,
targeting both niche market and mainstream trade.
March 23-26
TUR
Goteburg, Sweden
Registration:
$5,000
Sabine Chilton/Cellet Travel Svcs.
Brochure Distribution available at $300 per property.
TUR is the trade and consumer show dedicated to the Scandinavian market and is held during the
prime booking season of March. Tour operators from Denmark, Sweden and to some extent,
Norway attend this show to gather information regarding destinations and products to feature and
promote to their retail agencies for summer business. Scandinavians enjoy five weeks of vacation
per year, are seeking active vacations and are enjoying increased long haul lift opportunities into
Florida. This will be the first time that the Keys will be physically attending this show.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
March 24-26
Beneath the Sea Dive Show
Secaucus, NJ
Registration: Covered by Dive Umbrella Susanne Tortu
Co-op participation available to the Dive Industry at $250. per Dive Operator.
Maximum number of participants will be six, and final participation will dictate booth space. This is
a well-attended consumer show, catering to the Dive Consumer in the lucrative Northeast corridor.
We received great exposure at the 2004 show and expect to increase exhibit space this year to
400 square feet.
March TBD
Success 2006 Meetings Marketplace w/Tampa MPI Chapter
Tampa, FL
Reg istration:
$500
Susanne Tortu
Close to 115 meeting planners from the Tampa Bay metro region as well as Central Florida attend
this educational event which includes a trade show promoting meetings and event locations
throughout the state. The Bay area has good lift into the South Florida/Key West area, has a
variety of medical, insurance and corporate offices that hold meetings outside of their
geographical area, and planners from this region have a propensity to plan programs during our
traditional 'off season'.
APRIL 2006
April, TBD
North Carolina Sales Calls with Visit Florida
Raleigh/Durham and Charlotte, NC
Reg istration:
$300
Jutta Farrer
Visit Florida will be conducting sales calls in the Raleigh-Durham and Charlotte, NC metro areas
to travel agencies and AM offices. These areas enjoy convenient lift into South Florida via
American Airlines and several low cost carriers and tend to travel in the shoulder and summer
seasons to our area. The TDC will be participating via brochure distribution.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
MAY 2006
May 2
Pridefest Philadelphia
Philadelphia, PA
Reg istration:
$500
Steve Smith
Brochure Distribution is available at $50. per partner.
Philadelphia hosts the nations largest gay and lesbian festival. This consumer event draws
thousands from the metro Philadelphia region, which is very accessible to the Keys via American
Airlines and US Airways.
May 3
Golden Opportunities with Meeting Spots
Tallahassee, FL
Reg istration:
$1 ,000
Susanne Tortu
Co-op opportunities available at $250 per delegate; limited to 9 delegates. This evening show
focuses on the extensive Florida Association market, which is critical to the Florida Keys summer
business base. The Florida Association market is one that requires gradual relationship building
and entails consistent sales visitation and networking. All major Florida CVB's attend and the
show guarantees seeing no less than 200 planners.
May 6-10
TIA's POW WOW
Orlando, FL
Reg istration:
$10,500
Sabine Chilton/Stacey Mitchell
Co-op opportunities available, limited to 4 delegates. Registration will open in early fall.
Companies interested in pursuing the international market and joining TIA should call (202) 408-
8422. This show sells out every year, so early registration is critical for exhibiting.
Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters.
Participation in this show is key in pursuing the wholesale market, with participants hailing from
over 70 nations. This is the most important event for anyone who is interested in maintaining
promotional efforts in the international marketplace.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
May 10-14
Post Pow Wow Educational Tours
Florida Keys
Sabine Chilton/Stacey Mitchell
The Florida Keys and Key West will be offering educational tours within the destination to ten (10)
of the most productive tour operators/product managers selling the Florida Keys on a four day
interactive visit to the destination. Overnight accommodations in the upper, middle and lower keys
are being solicited, as well as attractions in each area. This Familiarization trip will be escorted by
TDC staff and is the perfect venue to showcase new or improved product as well as concepts to
feature in the next brochure/catalogue run.
May 23-28
IGL TA Annual Convention
Washington, DC
Reg istration:
$850
Steve Smith
Brochure Distribution available for $50. Delegates must be registered convention attendees.
This annual event draws over 300 travel professionals. The event continues to grow as the IGL TA
membership now exceeds 1,200. Competition for gay tourism dollars is increasing with new
destinations vying for this lucrative travel segment.
JUNE 2006
June 23-25
Atlanta Pride
Atlanta, GA
Registration:
$800
Steve Sm ith
Brochure distribution available at $50 per participant.
This event draws thousands of consumers from the Atlanta metro region. This Pride event is well
attended and booth participation will be limited. Past participation shows a continued interest in
the destination making this a strong venue for our marketing efforts.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
June TBD
Rocky Mountain ASTA Training and Area Sales Calls
Denver, CO
Reg istration:
$1 , 1 00
Jutta Farrer
Consumers from the Rocky Mountain region are seeking high end adventure vacations, and tend
to travel during 'mud season' (Apr/May time frame) and then again in the 'dry season' (late Aug
through Thanksgiving) before the first snow fall. With increased direct lift into South Florida from
Denver, and the largest SCUBA club in the country, the Rocky Mountain region exhibits potential
as an emerging market. While in the area, staff will conduct educational presentations to travel
agents and corporate and incentive houses.
JULY 2006
July 25-27
Meeting World
New York, NY
Registration:
$3,500
Susanne Tortu/Stacey Mitchell
Meeting World has evolved into a two day trade event where buyers from the Tri-State area can
request appointments with suppliers to research new and established venues for their meetings
and conventions. Trade attendees are asked to submit two (2) current request for proposals
(RFP's) when registering for this event, thereby pre-qualifying their attendance.
TDC staff will attend to review and critique this newly re-formatted show.
AUGUST 2006
August 5-6
North Halsted Street Days
Chicago,IL
Reg istration:
$1,200
Steve Sm ith
Co-op participation available at $100 for four (4) delegates.
This event is in it's 14th year, and has been a sell out the previous eight. The event is the largest
two-day Gay and Lesbian festival, and attracts over 250,000 attendees, including mainstream
consumers. The greater Chicagoland area remains one of our strongest consumer markets, and
continued promotions to this area are recommended.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
August TBD
Florida Marketplace
TBD, FL
Reg istration:
$500
Susanne Tortu
Florida marketplace is an appointment based trade event geared towards bringing meeting
professionals from outside the state of Florida together with destination marketers from within the
State of Florida. This three-day event allows for formal one on one appointments between the
buyers and sellers along with networking opportunities to further showcase the Florida Keys as a
viable meetings destination. It is also beneficial to be able to promote to planners about the
feasibility of holding programs in Florida during the warmer months.
SEPTEMBER 2006
September 26-28
Incentive Travel and Meeting Exhibition (IT&ME)
Chicago,IL
Registration:
$6,500
Susanne Tortu/Staff
Co-op participation available at $850 per delegate. Maximum number of delegates limited to 10
participants. Cooperative participation will be solicited beginning November of 2005 for the ITME
2006 show.
The Annual Incentive Travel and Meeting Exhibition takes place in conjunction with the National
Premium Incentive Show, and attracts nearly 20,000 travel buyers. Surveys indicate that 75% of
the audience attend no other incentive show and over 54% of the attendees are the final decision-
makers.
Visit Florida coordinates a "Florida Section" in a high profile area of the convention center, of
which we traditionally register for 400 square feet of booth space. Visit Florida requires from each
cooperative participant an individual "Florida Section Fee" from secondary partners at $100. per
delegate. For additional information, contact Visit Florida, 850-488-5607.
September TBD
Plan Your Meetings
Atlanta, GA
Reg istration:
$1 ,500
Susanne Tortu/Staff
This is a one day event targeting planners from the Atlanta metro region, allowing us direct
exposure to planners from the greater Southeast region who utilize Florida product most often
during the shoulder seasons, and who enjoy convenient lift via Hartsfield International Airport.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Ongoing Sales Efforts
Destination Days
Sales Staff
Presentations and destination training will be conducted to travel trade professionals in the South
Florida area. These travel trade professionals include Certified Vacations/Delta Dream Vacations,
Travel Leaders, AM Auto Club South and Virtuoso Travel Agencies.
Bridal Shows
Sales Staff
In an effort to promote the destination as a viable wedding and honeymoon destination, the
Florida Keys and Key West will be participating in bridal/honeymoon promotional events in key
feeder markets. Co-operative participation will be made available whenever possible.
Electronic Marketing
Sales Staff
In an effort to increase our exposure to all market segments, sales staff will develop electronic
marketing promotions utilizing our current database. These efforts will include electronic
postcards, flash programs, e-newsletters as well as video. These efforts can be utilized as pre-
promotional event notices, follow up tool to trade show participation as well as updates and
periodic communications to established clientele base.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
CELLET TRAVEL SERVICES, LTD.
UNITED KINGDOM
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Conduct sales calls on behalf of destination
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in UK
Liaise with McCluskey & Associates Public Relations
Advise TDC and advertising agency on UK market trends & issues
Monthly Sales Report
Maintain strong alliance with Visit USA Association
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Other operating costs
Operating Budget:
Fee $45,000
Trade Events, Exhibits, Promotions, Special Projects:
Activity
World Travel Market
Pow Wow
Pre/Post Pow Wow F AM
Manchester ConlTrade
Adverture Shoiw
Irish Consumer Show
Sales Mission
Irish Tour Operator Promo
Southern Tour Op Promo
Northern Tour Op Promo
Co-op Trade Events
Sales News Update
Website Coordination
Retail Agents Promo
Resources
Sub-total
Total United Kingdon Budget
actual cost
$0
$0
$1,520
$4,500
$3,400
$2,300
$0
$240
$270
$250
$1 ,600
$9,000
$0
$0
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expenses co-ord. svc.
$1,200 $2,000
$2,400 $3,500
$350 $3,000
$700 $2,000
$400 $2,000
$1,200 $1,000
$0 $2,000
$500 $1,000
$150 $1,000
$150 $1,000
$800 $1,200
$0 $2,000
$0 $1,000
$0 $2,000
$3,200
$5,900
$4,870
$7,200
$5,800
$4,500
$2,000
$1 ,740
$1,420
$1 ,400
$3,600
$11,000
$1 ,000
$2,000
$5,370
$61,000
$106,000
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Germany (Switzerland, Austria)
I Basic Services Provided
Maintain Florida Keys dedicated Phone/Fax line (+49 221 2336451/450)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house (Presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Liaise with Visit Florida office in Paris
Maintain strong alliance with Visit USA Committee
Liaise with McCluskey & Associates Public Relations
Advise TOC on market trends, Monthly Sales Reports
Work on set up of niche products (weddings, diving, gay & lesbian, condos)
Misc. operating costs
Basic Fee
$ 23,000
I Operating Budget
Costs
Fee
Total
1) Consumer Travel Shows/ Trade Shows (brochure distribution)
via Visit USA:
Cologne (with Visit USA; Nov 25-27,2005) $ 700 150 850
Stuttgart (with Visit USA; Jan 2006) $ 700 150 850
Munich (with Visit USA; Feb 2006) $ 700 150 850
(covers reg istration)
via Visit USA Switzerland:
TTW Montreux - Trade Show in Oct. 2005) $ 200 150 350
(covers reg istration)
Austrian/Swiss consumer travel shows 2006
Consumer Travel Shows (Jan/Feb/Mar 2006) $ 800 200 1,000
(covers reg istration)
$ 3,900
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
2) Specialized Shows: Booth & Assistance
ITB 2005, Berlin:
( Appointment Scheduling, stand assist/manning) $ 3,000 3,000 6,000
Gay Prides, Germany
Gay Pride, Berlin/Cologne: June/July 2006 $ 2,500 1,000 3,500
Gay TO Promotion/Direct Mailing $ 1,000 500 1,500
Vakantiebeurs, Utrecht, Jan 2006 $ 1,000 1,300 2,300
(covers booth asst., travel costs) $ 13,300
3) Travel Trade Trainings
Participation in TO training/seminars~
Roadshows/sem inars in various cities
In fall 05/winter 06 $ 3,000 2,000 5,000
(covers registration, coordination, travel)
2 x VUSA Breakfast Seminar:
Presentation incl. brochure distribution (2006) $ 1,500 1,300 2,800
(covers registration, coordination, travel)
$ 7,800
4) FL Keys Newsletter
$ 4,050 2,000 6,050
$ 6,050
5) FAM TOURS (coordination and execution) $ 500 1,500 2,000
6) Trade Partner Coop 7,500
7) Product Inventory 2,500
8) Office Resources 2,000
Total Operating Budget $ 45,050
Total Basic Services $ 23,000
I Total Germany (Switzerland, Austria) Budget $ 68,050
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Memberships
American Society of Travel Agents (ASTA)
Hospitality Sales & Marketing Association International
International Travel Services Association (ITSA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL TA)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA Norway
Visit USA United Kingdom
Visit USA Germany
Visit USA Italy
Visit USA Sweden
Society of Govt Travel Planners
Meeting Planners International
Association Forum of Chicago
Florida Society of Assoc Exec
Tallahassee Society of Assoc Exec
International Association of ConventionNisitor Bureaus (IACVB)
National Tour Association
American Bus Association
Resources
$ 465
$1 ,060
$ 410
$2,300
$ 200
$ 650
$1 , 1 00
$ 700
$ 300
$ 550
$1,300
$ 650
$ 600
$ 450
$ 650
$ 325
$ 175
$ 75
$2,500
$ 525
$ 475
$ 2,040
Total Memberships
$17,500
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Measurability
Group leads follow up from hotels, I.e. room nights, number of attendees, lost business (if so,
why).
Monthly reports from offices In UK and Germany reflecting trade and consumer inquiries and
fulfillment data.
Annual UK and German market reports.
Annual Sales & Marketing Property Survey reflecting:
Level of travel agent business
Length of stay
Market segment mix, i.e. domestic, foreign, corporate/group, leisure/group tour, etc.
Geographical market trends
Post show evaluation to industry partners: Indicating feedback with regards to booking activity and
inquiries as a result of show or sales call participation.
Tour Operator Reports: Current product selling trends within destination.
Fam Surveys: Indicating travel agent, tour operator or meeting planner feedback in regards to
booking activity as a result of visit to destination.
Monitor visitor profile survey indicating travel trends in different market mixes.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
BUDGET
Promotional Activities $ 166,000
Travel Expenses $ 105,000
Postage/Phone/Xerox $ 35,000
Memberships $ 1 7,500
Entertainment $ 10,500
Cellet $ 174,050
Resources $ 60 ,000
TOTAL LINE ITEMS $ 568,050
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
K. Public Relations
The Florida Keys & Key West public relations plan is designed to create and take advantage of
editorial and promotional venues. Results achieved utilizing public relations techniques offer
credibility that tends to be measured higher than most marketing promotions. The media is the
lifeblood of effective public relations.
The essential elements of the public relations campaign are message development and positioning
strategy; media analysis and relations; development of contributed news articles; editorial calendar
development; media research; and crisis management communication.
Stuart Newman Associates (SNA), and its affiliates have been successful in securing media exposure
for the Keys valued at many times the TOG's PR promotional budget. The agencies target their public
relations efforts to ensure a comprehensive marketing approach with the other elements of the
Marketing Plan.
The TOG PR program will maintain emphasis on cultural tourism and Eco-tourism in all phases of the
public relations program. In 2005-'06, there will be added emphasis on international markets;
increased focus on Gay and Lesbian markets; added e-marketing efforts, especially in international
arenas; focus on meeting markets events and programs to maximize awareness of travel during late
August and September for mature markets.
The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year
beginning October 1, 2005.
Objectives
1. Implement public relations techniques to attract new visitors and motivate previous visitors to
return to the Florida Keys.
2. Promote awareness of and bolster the destination's image as a vacation venue that provides
cultural/heritage tourism offerings in both domestic and international markets.
3. To promote international, national and statewide awareness and image of the Florida Keys &
Key West as an Eco-tourism destination.
4. To promote awareness and image of Florida Keys special events and attractions.
5. To provide cooperative opportunities to the tourism industry for media familiarization trips.
6. To enhance the diversity of multicultural awareness of the destination.
7. To provide media information and editorial to the official website.
8. To support TOG sales efforts at select trade shows that attract media.
9. To promote awareness and image of specialty markets.
10. To implement a PR crisis management program during significant emergency situations.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Goals
1. Develop separate domestic, targeted media familiarization trips for meeting trade publications,
mature publications, family travel and the art of romance.
2. Develop a media familiarization trip in conjunction with the 2006 Key West Literary Seminar for
the coming year's focus on travel writing.
3. Develop promotional tie-ins for the Florida Keys & Key West with the July 2006 scheduled
publication of Lorian Hemingway's new novel "Key West: The Pirate Heart."
4. Develop a post-Pow Wow media familiarization trip to the Florida Keys and take advantage of
other opportunities of the convention's 2006 presence in Orlando.
5. Develop coverage on at least one of the UK's prime time terrestrial travel programs such as
BBC Holiday, GMTV, BBC Departure Lounge or Richard & Judy
6. Develop four themed UK/European group press trips focusing on Florida Keys family travel.
7. Develop a bi-monthly electronic newsletter to be emailed out to key UK/European contacts,
condensing the quarterly 'What's New' and events releases - each with a tour operator call-to-
action.
8. Establish through visiting journalists stories on at least three top UK/European travel Web
sites.
9. Develop a press trip for the destination with the planned national convention of the National
Gay & Lesbian Journalists Association slated for September 2006, in Miami Beach.
10. Produce, distribute and enhance the monthly electronic newsletter to opt-in users of website.
11. Develop a PR program for the "Own a City" campaign in the greater-Washington, D.C. area.
12. Establish a Keys section for Visit Florida's quarterly newsletter for Japan.
13. Develop a high-definition videotape library.
14. Increase the number of travel writer articles.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
The Public Relations Program - Domestic Overview
The agency will continue to execute a "generic" public relations program for the Florida Keys & Key
West, taking advantage of spontaneous as well as scheduled opportunities. The generic program will
include updating and creating general travel releases distributed via the Florida Keys & Key West
media kit and website. The domestic program will also include Group Media Research trips and
individual travel writers to the destination as well as researching, writing and distributing specialized
travel releases to targeted publications.
Emphasis will be placed on creating spot news stories that provide strong travel awareness benefits
for the destination for distribution to mainstream, regional, national and even international print,
broadcast and Internet venues. These spot stories may cover indigenous special events or arise out
of unforeseen circumstances that provide opportunities for positive reflection on the destination.
For distribution, agencies utilize extensive, continually updated databases. Currently, thousands of
records are kept on journalists in the United States. Virtually all words and picture distribution is
accomplished electronically either via electronic mail, or transmitting to wire service computer
systems.
IMPLEMENTATION
Stuart Newman Associates will center its media relations efforts around cultural, heritage and soft-
adventure themes. All travel media relations projects feature a significant marketing effort to publicize
the Keys toll-free number and website providing a call to action.
Group Media Research Trips
The agency coordinates and personally supervises group media movements to the Keys. Some trips
are in conjunction with Visit Florida, a few with private industry and others are initiated by the agency.
Group media research trips coordinated by the agency are escorted by at least one member of the
account team and usually take place over a three to six-day period. In the issuance of invitations for
media research trips, a detailed screening process is observed to ensure participation from qualified
journalists.
The agency continues to look for opportunities to co-op group familiarization trips either with a
complementary destination CVB or private sector travel or outdoors-related industry.
From a budgetary standpoint, the agency will continue to allocate TOC funds for media air travel
when needed. This is crucial for the Visiting Journalist program as complimentary air travel, provided
by airlines, is not available due to budget cutbacks. Agencies always seek the lowest possible
airfares available.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
PRESS TRIPS
Press trips for 2005-2006 will be designed to appeal to a diverse group of journalists. The trips will
be open to journalists from a blend of mainstream, gay, cultural, environmental and cover
newspapers and magazines. Significant free time and individual assistance will be provided to allow
the development of a wide variety of stories.
Literary Legends and Creative Cuisine Press Trip
This Key West research trip will coincide with the Key West Literary Seminar allowing journalists to
immerse themselves in the island's literary present as well as gain insights into its colorful literary
past. The trip's secondary focus, following on the success of previous cuisine-based press trips, will
be the cuisine of Key West as prepared by the island's many acclaimed chefs. These chefs are
creative artists in their way as are the literary masters appearing at the seminar.
The 2006 theme of the Key West Literary Seminar is "The Literature of Adventure, Travel and
Discovery." A highlight of the press trip will be journalists' attendance at the seminar, with chances to
interview Key West's present-day literary lights such as Judy Blume and Robert Stone.
Activities for the "literary legends" aspect of the trip also will include a private guided tour of "Fishing,
Friends and Family: Hemingway in Key West 1928-1939" at the Key West Museum of Art and
History; a walking tour of Key West's literary landmarks; tours of the Ernest Hemingway Home &
Museum, Casa Antigua, and the Heritage House Museum and Robert Frost Cottage; and a visit to
Tennessee Williams' and Elizabeth Bishop's former homes.
In addition, journalists will sample superlative Florida Keys seafood at gourmet dinners, discover the
Cuban dishes that have influenced the Keys culinary scene, participate in an offbeat hot sauce tasting
and learn the secrets to making perfect Key lime pie.
During these experiences, journalists will have the chance to meet some of the region's premiere
chefs and restaurateurs.
The Art of Romance Press Trip
Scheduled for February to coincide with the Pigeon Key Art Festival, the Sculpture Key West
exhibition at Fort Zachary Taylor and a performance of the Key West Symphony or Island Opera
Theater, this trip will explore the Florida Keys' romantic appeal and artistic richness.
The romance component of the trip, focusing on the Florida Keys as a wedding and honeymoon
destination, will include gourmet dinners, a secluded picnic on a private island, a sunset sail aboard a
historic tall ship, luxurious spa treatments, a night-sea Stargazers' Cruise, and stays at exclusive
small inns throughout the Keys.
To explore the visual and performing arts, which add so much flavor and romance to the destination,
journalists will visit regional galleries, kayak the backcountry, take an art tour of Key West
incorporating visits to galleries and working artists' studios, attend musical and theatrical
performances and expand their own creativity through a hands-on painting session. Throughout these
experiences, they will have opportunities to interview artists and performers.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
The trip will be open to journalists from a blend of publications focusing on romance and weddings,
arts/culture and travel. Significant free time and individual assistance will be provided to allow the
development of a wide variety of stories.
Kids in the Keys Press Trip
As family travel and learning vacations become more important aspects of the travel industry, the
agency will host a Keyswide press trip for journalists who write for the family market. Each targeted
journalist can bring one child on the trip, allowing them to write about the destination as experienced
through the child's eyes as well as from the adult perspective. The trip will be planned for June to take
place during Key West's family-friendly ChickenFest.
In each district of the Keys, journalists and their children will explore attractions and activities that
appeal to families. Among activities, they'll snorkel in the Florida Keys National Marine Sanctuary,
peruse the Florida Keys Wild Bird Center, feed tarpon in Islamorada visit the Children's Museum at
Crane Point Hammock in Marathon, see the Blue Hole on Big Pine Key and visit the Pirate Museum
in Key West. They'll also make chicken costumes, march in the Poultry in Motion Parade and help
judge a chicken look-alike contest during Key West's quirky ChickenFest.
Meeting Publications Media Trip
This trip is designed to highlight properties from Key Largo to Key West that offer facilities for groups.
It will also peruse tourism-related offerings in the Keys that cater to the meetings and incentive
market.
Mature Audience Publications
To boost visitor flow during August and September a media trip targeting writers of upscale mature
audience publications will be conducted.
"Own a City" Campaign
In conjunction with the advertising agency and TDC sales, the agency aims to develop an "Own a
City" campaign in the greater Washington D.C. area. The region is saturated with the Florida Keys
marketing message during a short time period. The agency would make an effort to penetrate media
venues including the market's newspaper travel or feature section as well as broadcast and Internet
venues.
Individual Media Research Trips
The agency works with domestic media representatives on an individual basis; creating and arranging
custom story-gathering media research trips. The agency stands by, ready to provide needed
support. This can range from simply providing reporters a media kit to personally accompanying
press representatives while in the destination. Those journalists and media outlets unknown to the
agency that request complimentary or reduced-rate accommodations and other services are
researched and qualified by the agency and its affiliates.
Other Media Research Trips
The agency works with Visit Florida, other Florida TDCs/CVBs and other organizations in conducting
joint-venture media research trips as defined by their marketing plans.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Website
The PR agency manages two sections of the Keys Web site.
The first, general destination news, a/k/a Newsflash that is geared to the public. This covers all
aspects of the destination ranging from cultural activities, special events, attractions, diving and
snorkeling, capital improvements, fishing tournaments and spot news opportunities.
Material for generic sections of the website is provided to focus on the history of each district, the
artists and writers who have found creative inspiration in each district, and mini-profiles of some of the
colorful characters who inhabit each district.
In 2005-'06, a monthly e-newsletter will be produced in conjunction with floridakeys.com to provide
vacation news to Keys Web visitors who opt in to receive additional information.
The second section of the website is specifically produced for media trade representatives. Use of the
World Wide Web has grown exponentially during the past several years and has finally become a
staple tool for newsrooms. Continued efforts are made to upgrade the media center of the website
with the addition of more releases and photography with a continued eye to eventual broadcast-
quality video clip distribution.
Electronic Distribution of Media Materials
The agency has shifted all domestic news release and picture dissemination to electronic mail, not
only providing greater cost-effectiveness, but also resulting in speedier communications. The agency
continues to use and research new, Internet-based release distribution systems. The agency is
examining venues to move broadcast-quality video in this manner as well.
Videotape Library/High-Definition Television
The agency maintains a videotape library that includes generic offerings, special events and a
separate cultural and heritage B-roll reel that provide excellent visuals for television production.
Through contacts with travel and general media, editorially oriented Keys videography continues to
increase television story placement opportunities. High-definition television broadcasting is beginning
to be prevalent among U.S. broadcasters and more program producers are using this format for the
creation of broadcasts. The timing is right for the Florida Keys to have a B-roll library consisting of
high-definition footage, thus budget is identified for such a project in this year's plan.
News Releases
Agency plans to research and distribute domestic releases to appropriate media focusing on the
following topics in 2005'-06: At least four "What's New in the Keys," featuring new tourism offerings
and seasonal packages; a 2005-'06 calendar of events; and a number of generic releases focusing
on cultural and heritage opportunities. The "What's New" releases continue to provide the best
opportunities for coverage of news that specifically relate to the Keys private sector.
As well as ongoing coverage of annual events, festivals, fishing tournaments and activities throughout
the Keys, the following news releases will be scheduled for creation and distribution during the 2005-
'06 year.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Offbeat Adventures in the Florida Keys - showcasing unique or "off the beaten path" activities
that allow visitors a rich and diverse experience of the Keys. Visiting the Turtle Hospital (now open to
the public), taking an excursion in the "Nautilimo," fishing and savoring a "cook the catch" dinner at a
local restaurant, learning about Key deer and exploring Civil War-era forts are among the experiences
to be covered.
Keys Literary landmarks - highlighting the number, variety and richness of sites associated with
Key West's literary legends. While the Hemingway House and Sloppy Joe's are widely recognized,
many sites of literary significance are not - such as Heritage House, the Blue Heaven, Casa
Antigua, the Southernmost Mansion, Tennessee Williams' home, Elizabeth Bishop's home, the
former site of Rhoda Baker's Electric Kitchen where Hemingway enjoyed dining and Zane Grey's tie
to Long Key..
Kids in the Keys - offering a collection of attractions and activities that can be enjoyed by visiting
children and families. These will include feeding the tarpon at Robbie's Marina, interacting with
marine mammals, Crane Point Hammock and its children's museum, watching Key West's nightly
street carnival at the Sunset Celebration, participating in art classes or learning experiences offered
by area museums, fishing aboard party boats and discovering watersports activities particularly suited
for children.
Romancing the Keys - exploring the elements that make the Florida Keys not only a wedding and
honeymoon destination, but also a destination for anyone seeking to spark, celebrate or renew a
romance. Gourmet candlelit dinners, luxurious spa treatments, secluded lodging properties, picnics
on private islands and sunset sailing excursions aboard historic tall ships are among the attractions
that will be covered in this piece.
Key West's Architectural/Historic Gems - a natural outgrowth of the city's recognition as a
"Preserve America" community and one of the National Trust for Historic Preservation's "Dozen
Distinctive Destinations." As well as touching on the island's preservation standards, the release will
cover lodging properties with outstanding historic and/or architectural features. These will include
selected B & Bs, the Crowne Plaza La Concha (associated with Tennessee Williams), the Wyndham
Casa Marina, the Southernmost House, the Curry Mansion and even some of the "haunted" inns.
land, Air and Sea Adventures - designed to present active and soft-adventure travelers with a
variety of energetic attractions to sample. The release will chronicle unique and adventurous activities
available in each of the five Keys districts - such as parasailing, taking an aerial tour, marlin fishing,
taking a fly fishing course, swimming with dolphins, kayaking the backcountry, participating in
bicycling challenges and even competing in races such as the Seven-Mile Bridge Run.
Art Abounds in the Florida Keys - focusing on the diverse array of visual artists throughout the
Florida Keys, from outdoor muralists to painters to skilled crafters to the sculptors who exhibit at Fort
Zachary Taylor's "Sculpture Key West." Studio galleries where visitors can view artists at work will be
highlighted, as will annual art and craft shows. Special emphasis will be placed on internationally
renowned Keys artists such as the late Mario Sanchez.
New Meeting Facilities/Programs in the Florida Keys - a semi-annual story focusing on new
additions in the Keys for meeting planners.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Spot News
As in past years, the focus of spot press coverage has been on activities occurring during appropriate
festivals and special events. Upcoming coverage of events will continue to be strong, but will continue
a focus on historic and cultural elements inherent in the events. Any significant news event that has a
tie to create a favorable image for the Florida Keys is maximized by the agency.
Travel Trade Public Relations
The agency strives for placement of Florida Keys news items in travel trade publications. At least four
times annually it surveys hotel associations, chambers of commerce and other sources for tourism
infrastructure improvements that provide meaningful news. Results are distributed to appropriate
travel trade sources.
Stories regarding major Keys events are rewritten for travel trade publications and the agency
attempts to maintain high awareness of the TDC's sales and marketing staff.
The agency also plans on-site public relations support of TDC sales efforts at targeted US travel trade
shows.
Local PR Support
The agency contracts with a correspondent in the Upper/Mid Keys and its account executive is based
in Key West. These in-Keys personnel enhance story-material gathering, provide personalized
assistance to journalists (i.e., providing story ideas and setting up interviews), cover local and spot
news events, attend District Advisory Council meetings, umbrella committee meetings and assist in
other important aspects of the public relations plan.
Special Events
Special events playa major role in the Tourist Development Council's public relations plan. Besides
providing a "draw" for visitors, many events are creative, indigenous to the Florida Keys and are
proven vehicles that attract media attention. Allotment of time is based on each event's uniqueness
and ability to serve as a draw for overnight visitors or to bolster the marketing awareness of the
destination. A line-item in the expense budget provides PR expenses for indigenous and PR-worthy
Keys events that lack appropriate support funds.
PR efforts will be emphasized on events that incorporate historical and cultural elements - thereby
continuing to support and showcase the Keys' rich history and cultural environment.
Broadcast Support
The agency has allocated funds to provide discretionary support for radio and television points
planning to execute live or taped broadcasts from the Keys. In the past, these have included such
shows as "Good Morning America," CBS's "Early Show," PBS, ESPN, OLN and other national and
regional programs. The agency will continue seeking various national cable television shows to focus
on Keys cultural and heritage topics.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Collaboration With Other Industry Professionals
The agency assists and consults with public relations directors and firms that represent private
resorts and attractions in the Florida Keys & Key West. Our liaisons, which have proven beneficial to
the Keys in the past, also include public relations contacts at the Visit USA offices, Visit Florida and
other tourist development councils and tourism boards as well as colleagues at airlines and cruise
lines serving the Keys. Account Supervisor Andy Newman is a member of Visit Florida's marketing
steering committee, providing the Keys additional input resources for state marketing.
Representation at Journalist Conferences
SNA is one of only 10 agencies nationally with two members in the influential Society of American
Travel Writers. The agency traditionally represents the Keys at one regional conference and at the
national convention. The agency also executes exclusive Keys representation at the annual Florida
Outdoor Writers Association Conference and Outdoor Writers of America Convention.
Cooperative Promotions
To further stretch the PR budget, the agency will continue to seek appropriate private-sector partners
for promotions such as media familiarization tours. The agency will also seek other compatible Florida
destinations to cooperate with fams and promotional projects organized in key markets.
Media Blitzes
Agency will participate with Visit Florida in selected joint media blitzes and receptions in markets they
plan to feature in 2005-'06. The agency also traditionally organizes an annual media blitz in
conjunction with Monroe County Emergency Management in advance of the annual Atlantic hurricane
season.
District Programs
The agency's liaisons in the Upper/Middle Keys and Lower Keys/Key West help identify and produce
specific area features and assist in moving journalists on individual story-gathering research
missions.
Umbrella Programs
The agency will provide public relations support, as needed, to the Fishing, Cultural and Dive
Umbrellas. Separate public relations expense funding is delineated in the umbrellas' respective
budgets to promote events and each specialty market.
Gay/Lesbian Market Public Relations
The Keys continue to create a top of mind awareness which is critical to any destination hoping to
cash in on the estimated $54 million in spending that the US GLBT domestic travel market
represents. Many destinations are copying past efforts of this destination and are fueled by funds
from city, county, state, and, in Europe and Canada, provincial and government tourism offices. It is
crucial to maintain and grow this profile.
The agency contracts with a Key West-based, Gay/Lesbian marketing specialist to provide media
relations support for this market segment.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
The PR program emphasizes the unique quality of the destination to the gay and lesbian market
domestically and internationally, focusing on the overall acceptance of gay and lesbian visitors and
the ways they blend into the community. Secondarily, is the featuring of the unique style of
accommodations available to gay visitors, as well as designed activities and events within the
destination.
The agency will continue to maintain and distribute gay press kit editorial and photography. Offer
information and input for articles in the GLBT and mainstream media as requested; provide
accompanying photographs when appropriate.
Other activities include organizing an international and domestic gay media fam trip, focusing on
unique lodging, attractions, and events, and the gay influence in the Keys and Key West.
Enhance Florida Keys presence at the September 7-10, 2006, National Lesbian & Gay Journalists
Association annual convention being held in Miami Beach. Arrange a pre- and/or post-press
familiarization trips to the Keys and Key West highlighting gay and mainstream activities. Arrange
media presence and coverage at events including the PrideFest, New Years Eve and WomenFest.
Attract domestic gay and mainstream television shows to the Keys to highlight the destination and
offerings which appeal to both gay and mainstream visitors.
PR Activity for Keys Tourism Industry
The agency will continue to produce an as-needed PR Alert, to inform hoteliers and other industry
members of public relations opportunities. The PR Alert is electronically distributed. The agency also
distributes tourism advisories to the Keys Tourism Industry.
Agency conducts presentations at Keys industry organizations to demonstrate how individual Keys
businesses can tie in with TOC PR programs as well as incorporate public relations into their own
business marketing plans
Crisis Management
Perhaps there is no better test of a communications plan than when a destination is directly hit or
threatened by a crisis.
An existing, updated Hurricane Emergency Plan, which integrates the Keys tourism industry and
community leaders, serves as a guideline in the event of a storm or other occurrence. Annually, the
agency updates the plan and organizes a media blitz with and for the Monroe County Emergency
Management Office.
In all situations, a relationship fostered with Monroe County Emergency Management provide
dividends for the TOC, the industry and the visitor, and helped efforts to achieve a speedy economic
recovery.
For 2005-'06, the agency again plans to attend the annual Governor's Conference on Hurricanes.
The annual conference has a series of workshops and networking opportunities providing
opportunities to gain additional communication skills and resources with local, state and federal
officials. In addition, account supervisor Andy Newman has conducted a hurricane preparedness
workshop for tourism interests at five past Governor conferences.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
The agency has established a fax-blast network, voice-call alert system and e-mail transmission list to
provide Keys lodging properties and tourism interests important information in the event of any
emergency. To better aid the visitor and the Keys tourism industry, the agency seeks additional
means to streamline communications to provide accurate information to properties and media.
Because advance planning is key to alleviating crisis situations, the agency - on behalf of the TOC -
works in conjunction with the Lodging Association of the Florida Keys & Key West to organize a pre-
hurricane season preparedness workshop for the tourism industry. The agency maintains excellent
relationships with Monroe County law enforcement organizations to provide constant information
interchange and coordinated responses to situations that might impact tourism flow.
Crisis management may be needed in situations that involve major traffic accidents, fires,
environmental accidents and in other situations that has the potential to impact tourism flow.
International Public Relations Programs
United Kingdom and Europe
The aim of the United Kingdom/European PR program is to ensure increased and improved coverage
for the Florida Keys in the United Kingdom and European markets. This is done with the help of a
professional contracted PR agency in Europe.
Positioning of the Florida Keys & Key West:
Summary of Target Markets and Themes
The overall strategy is broken down into individual sections outlining mainstream and niche target
markets. Themes for 2005/6 include active travel, responsible tourism (with a family focus), luxury
travel, gourmet food and the wealth of events in the Keys. Particular attention is paid to broadcast
media from a mainstream and specialist angles. A 'news' element will be apparent throughout where
possible to keep the Florida Keys brand fresh.
Target markets:
. Family ties - The Florida Keys for the whole family
. Soft adventure activities
. Gay and lesbian travelers -highlighting the attractions for GLBT visitors
. Ecotourism
. Cultural tourist
Themes:
. Maintaining a news focus - ways in which the Florida Keys brand elements can be kept fresh with
the use of innovative feature storylines
. Taking an active interest - soft adventure feature ideas
. Responsible travel- focusing on responsible breaks involving the whole family
. A taste for luxury - highlighting the range of properties in the Florida Keys and in particular the
niche and boutique properties
. Going for gourmets - an emphasis on the cuisine unique to the Keys
. A passion for events - emphasizing the wealth of events in the Keys and encouraging year-round
travel
. Targeting the Internet - exploring the various options within the online phenomenon
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Summary of Day to Day Activity
Daily methods to achieve goals will include:
. Translation and distribution of press releases focusing on events and news
. Distribution of What's New releases, adapted for European marketplace when appropriate and
condensed to bi-monthly e-newsletters
. Regular meetings with industry including Visit FLA, Visit USA, Cellet sales offices in UK and
Germany
. Organize media functions at relevant trade shows (including WTM, BIT, ITB and TUR)
. Undertake PR opportunities in other European markets, including Scandinavia and the
Netherlands
. Regular meetings with industry including Visit FLA, Get it Across, throughout Europe for joint
media blitzes, joint ITB activities
. Placement of photo stories on special events
. McCluskey International will continue to build upon the destination's profile within the travel trade
media, through the issuance of regular news stories, new product, airline and tour operator
updates
. On-going operation of a full press office for trade, consumer and broadcast media enquiries
Positioning of the Florida Keys & Key West:
Target Markets (in-depth)
With each section the program aims to provide suggestions of story angles, pitches, itineraries and
feature ideas. Efforts will be continually put forth to provide the media with fresh ideas to attract new
visitors and providing compelling reasons for past visitors to make return visits.
We have also identified new markets, and the increased use of the internet in travel booking has led
us to include more websites and portals in our PR planning. We have included an extensive online
section to illustrate the breadth of opportunities available in this area.
We will continue to maximize partnerships with tour operators, airlines, car rental companies and
hotels. In addition we will also seek to identify new partners with whom relationships can be
developed. We will further develop relationships with the Florida Keys PR partners - particularly
those which 'fit' and complement the Florida Keys core markets. We will work in partnership to
develop joint itineraries and share costs for twin and multi- centre press visits.
Family Ties
As well as continuing to target well known family travel specialists, the agency would seek to explore
opportunities for journalists to travel with their own school-age children and grandchildren. The
children would then contribute in part their thoughts to the feature - so the feature would be written
through the eyes of the child. At present a number of titles such as Sunday Times Travel Magazine,
The Funday Times (children's section of the Sunday Times) and the Independent on Sunday publish
such features. The use of 'celebrity writers' such as well known actors and authors will be sought to
expand this phenomenon further into titles such as The Mirror and The Mail on Sunday.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Visits would place emphasis on education as well as fun. Young guests can also participate in ocean
and beach clean ups to promote an understanding of the precious marine environment with
organizations such as Reef Relief and the National Marine Sanctuary and where possible rescue and
release programs. Water based visits including learn to dive experiences such as PADI Junior Open
Diver certifications can be part of itineraries as well as kayaking and soft adventure trips which
promote fun and environmentalism for the whole family.
Keeping the Men Interested
The Keys offers an abundance of activities for the sophisticated male traveler seeking an active yet
relaxing break. A series of 'active challenge' ideas would be produced and suggestions for media
round-ups with a view to converting these into individual visits. These would include major fishing
tournaments, moonlit kayaking and competitive sailing tournaments.
There has also been an overall rise in males taking more care of their appearance and health,
something that is reflected in the national press and lifestyle glossies. The buzzword 'metrosexual'
has been coined to describe men who actively look after themselves by visiting spas and undertaking
treatments. Sample itineraries which include visits to spas as well as a general focus on health, well-
being and self improvement of the body and soul.
Gay and lesbian travelers
The gay market continues to be important for the Florida Keys as gay and lesbian have a high
disposable income and a propensity to travel. The Florida Keys is an extremely relevant destination
for the GLBT community and international PR efforts will continue to highlight this.
Broadcasting the Keys
BBC Holiday
The time is right to target the BBC in the UK to feature the Keys within its flagship Holiday program.
Themes suggested will reflect the ideas and activity mentioned above.
BBC Departure Lounge
Departure Lounge is a new venture for the BBC, and will be a weekly program on Friday nights at
7pm. Links are recorded on the Wednesday before broadcast so that the program can include latest
topical news and last minute deals. Being an hour long, the program has a lot of airtime to fill. We
have spoken to the producer about featuring a segment about cycling in the Keys.
GMTV This Morning
GMTV incorporates a number of programs and segments on weekdays between 7am and lunchtime
on the ITV channel. There are a number of forthcoming opportunities, and efforts will be made to
liaise with the relevant producer to ensure ideas are pitched.
Richard & Judy
'Richard & Judy' (they are husband and wife) is a daily, live hour-long show covering a mix of
breaking news items, human interest stories, travel and celebrity interviews. It currently reaches a
daily audience of between two and three million viewers, compiled of 40% ABC1 sand 60% C2DE.
85% of the viewers are between 35 and 60 years old, 65% of whom are female and 35% male.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
The show's annual book club and Summer Read have been credited with being more influential and
significant to the British publishing industry than 'The Booker Prize'. In fact Summer Read '04 was an
overwhelming success catapulting all six books into the Amazon top ten. Six high profile celebrities
read the books and are then whisked off to six idyllic summer holiday destinations to describe the
books on camera. The film on location is edited to 3 minutes for the live show and is followed by a 12
minute studio chat about the book. We will target the show to feature a book set in the Florida Keys,
or an Ernest Hem ingway novel should they change their focus from new launches. The producer
showed an interest in introducing a 'classics' segment, so we will pursue this further.
BBe Great Food Live
Great Food Live is UK TV Food's flagship daily gO-minute live show, aired every day - Monday to
Friday. UK TV Food broadcasts the program 7 days a week from 7am to 7pm on Sky Digital and
other cable networks.
Broadcast Media - Germany
An effort to organize in conjunction with Visit Florida Germany for a German travel program to visit
and film in the Florida Keys will be made.
Positioning of the Florida Keys & Key West:
Target Markets (in-depth)
Maintaining a News Focus
The media is becoming more and more news focused, with features most often centering on new
experiences, itineraries and lodging properties. Each of the national daily and Sunday newspaper
travel supplements have a substantial news section within each issue presenting limitless
opportunities for editorial while keeping the Florida Keys brand fresh and current. Efforts will continue
to report on obvious things like new product entities.
As well as issuing news via press releases, the UK/European program, in 2005-'06, will feature a
dedicated e-newsletter that would be emailed out regularly to a media database. The newsletter
would condense the seasonal 'what's new', with a tour operator call to action. The newsletter should
be regular enough to maintain a presence in the media's memory, however not too often so as the
media feel swamped with information. We therefore suggest a bi-monthly e-newsletter. This could
focus on the UK & European markets and could feature specific news stories, new itinerary ideas and
latest offers and deals from relevant travel partners.
Taking an Active Interest
The Keys offers an abundance of activities for the active traveler and the program will emphasize the
wide range of activities including fishing, kayaking, sailing, snorkeling and diving while demonstrating
the specialist aspects of each region i.e diving in Key Largo and sport fishing in Islamorada.
Emphasis will be placed on soft-adventure and itineraries will introduce the diverse regions of the
Florida Keys to first timers who perhaps have not undertaken activities such as diving or fishing
before. Fishing itineraries would allow individuals to experience offshore and back country fishing as
well as adding an element of participation such as entrance into several fishing tournaments.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Responsible Tourism
This trend of responsible tourism is becoming more popular. A concerted effort to focus on the issues
involved can only pay valuable dividends in the future. Generally, the definition of responsible
tourism is more concerned with respecting nature and culture and sometimes defined as geotourism.
Individual itineraries will be developed which promote positive cultural and environmental practices
with an insight into the practices of organizations such as Reef Relief and the Florida Keys National
Marine Sanctuary. Examples would encompass visits to John Pennekamp State Park, Bahia Honda
State Park and educational guided tours through the mangroves, wetlands and seagrasses.
2005 has been named 'Year of the Volunteer' in England and to coincide with this the agency would
organize a series of hands-on visits to coincide with dolphin release programs, organized clean-ups
by Reef Relief and Reef Relief Awareness Week (July) and the Florida Keys National Marine
Sanctuary as well as visits to the Key West Wild Bird Center and the Turtle Hospital in Marathon.
A Taste for Luxury
The luxury segment is key for the UK market, and as yet relatively under-employed in the Florida
Keys European PR activities. With the increase in top quality luxury properties in the Keys, the
program will aim to target a new market of specialist writers and thereby create a new focus for travel
to the destination.
In implementing this new luxury travel angle, the program will seek to incorporate appropriate
elements of activities available in the Florida Keys to emphasis the 'experiential' slant that is currently
particularly relevant to the UK market. The properties' spas also provide a clear opportunity that is
well suited to the luxury market.
The concept of luxury travel also opens up new opportunities to explore methods of transport around
the Keys, for example via chartered boat or aircraft, providing a new alternative to the traditional
'road-trip' through the islands. An effort to incorporate such options to increase the variety of
coverage possible, and to target specialist luxury media.
Going for Gourmets
The last 12 months has seen a proliferation in specialist food and travel titles in the UK and Europe.
Media research trips would be coordinated to take advantage of the presence of these new
publications. Focus would be placed on seasonal flavors, conch recipes and specialties. Itineraries
would include traditional signature dishes such as crab cakes, conch fritters and Key Lime Pie as well
as highlighting alternative options such as vegetarian cuisine. Itineraries are to be developed with a
'hands-on' element to allow visitors to gain a local flavor, with focus on specific restaurants and
chefs). Groups will visit local producers and suppliers to gain 'insider tips' and themed itineraries
would be created with menu sampling combined with fishing trips where groups cook their 'catch of
the day'.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
A Passion for Events & Festivals
Events and festivals are a key element of the Florida Keys and the year round calendar of events can
provide a hook for European media relations and visiting journalist activities. Many of the national
travel sections and travel magazines publish a diary page which are targeted by 'selling in' events to
these pages. To complement this, the Visiting Journalist Program will aim to tie each group visit in
with a relevant festival or event.
In addition to dedicated trips for specific events such as PrideFest, itineraries would also be themed
to offer a 'Flavor of the Florida Keys' where different activities are juxtaposed with others. Itineraries
focusing on different aspects of the Florida Keys would potentially include 'Fine Arts and Fantasy in
the Florida Keys' in October/November 2005 to coincide with Key West Old Island Days and
FantasyFest with visits to properties with an arty feel.
As soft adventure and water-based activities such as fishing and diving are fundamental to the Florida
Keys experience, the agency will target journalists to visit for the coral spawning season and to
experience (and participate in where possible) relevant fishing competitions.
Trade Shows & Exhibitions
While shows like WTM remain popular, there is a risk that they can become formulaic. In order to
stand out, we need to add an element of 'wow factor' to the program. This would be in the form of a
specific news story or announcement to the consumer and trade media during a media breakfast to
stimulate news coverage and 'kick start' WTM. Past experience has demonstrated the majority of the
quality media attend WTM on the opening day so a media breakfast would be hosted for key media in
2005 following the success of the 2004 breakfast.
A presence will also be maintained at other trade shows and industry events in Europe such as ITS in
Germany in March and See America Week in the UK in June.
The agency will also continue to work with Cellet Travel Services for regular exchange of information
as well as continuing to seek out creative ways in which to work together at WTM and throughout the
year.
Targeting the Internet
The online element of the UK/European PR plan will be increased to reflect the changing
technological environment. Travel holds a special draw for the internet user, and there are, as a
result, significant opportunities to tap directly into the wallets of consumers. Travel booking sites
have long been popular, however recent years have seen an increase in the popularity of content-
based websites in the markets. The program would seek to target a number of popular lifestyle and
travel websites. In addition to this the national press travel news pages as well as popular travel
pages would be key targets. Finally, a number of UK/European Web sites that focus on worldwide
special events would be targeted for Keys events.
Newsletter 2005-'06
The agency works closely with Cellet Travel Services (sales) to create content for an annual
newsletter utilized for foreign and domestic markets.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Other Foreign Markets
Latin America
The agency plans to participate in the La Cumbre de Turismo travel trade show. La Cumbre
traditionally attracts nearly 100 journalists from throughout Latin America and the United States. The
agency also traditionally attracts Oespierta America, the top-rated morning television show in
American and Latin America, to execute a live broadcast from the Keys each summer. The agency
will continue on-site PR support at Travel Industry of America's Pow Wow. Pow Wow attracts a
significant number of Latin American journalists and is a very important event that brings together
more than 300 foreign travel journalists.
Japan
Agency will continue to utilize Travel South public relations professional as a media conduit for the
intermittent distribution of Keys information, as well as a clearinghouse for media visits. The agency
plans to produce a half-page feature for a quarterly Visit Florida electronic newsletter for Japanese
markets. Originally, the agency planned to do this during FY 2005-'06, but Visit Florida put the project
on hiatus.
MEASURABILITY
The agency contracts with a national clipping service to monitor public relations efforts. Rather than
producing volumes of clip books, the agency now showcases original clips at TOC meetings to inform
the council of results. The agency will provide the TOC with analysis of various media projects to
provide dollar value of coverage received. Although comparative costs can be achieved, based on
media rate cards for time and space, it is difficult to assess the value of increased credibility and
readability editorial materials generally garner.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Preliminary Public Relations Expense Budget for FY' 2005-'06
Media materials (Media kits, releases, photo reproduction, CDs, etc.) ................. $9,500
Postage and Fed Ex .............................................................................................. $8,000
Electronic Materials Distribution............................................................................ $7,000
Print clipping and broadcast monitoring services (evaluation process)............... $10,000
Japanese Newsletter............................................................................................ $2,000
Special events support (those with inadequate funding)..................................... $75,000
Broadcast support............................................................................................... $60,000
Travel journalist, other conferences.................................................................... $15,000
Domestic and foreign media research trips (includes allocation for air
transportation, food, etc.) .................................................................................... $85,000
PR Alert and miscellaneous in-county .................................................................. $2,000
Domestic media development missions.............................................................. $18,000
Spot News Coverage.......................................................................................... $60,000
UK/European sub-agency contract................................................................... $125,000
UK/European PR expenses.............................................................................. $100,000
High-Definition Television B-RolI Shoot.............................................................. $20,000
Web Site Editor................................................................................................... $27,000
N G LJA Convention............................................................................................... $8,500
Ameurop Assistance Program ............................................................................ $18,000
PR stringer expenses............................................................................................ $5,000
Gay market PR Stringer...................................................................................... $12,000
Resources........................................................................................................... $15,000
Total Proposed PR Expense Budget for FY 2005-'06 .................................. $682,000
(District PR Stringer Program (funded from DAC Third Penny............................ $60,000)
K-18
Monroe County Tourist Development Council 2005-2006 Marketinc Plan
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K-31
Monroe County Tourist Development Council 2005-2006 Marketing Plan
L. FLORIDA KEYS and KEY WEST FILM COMMISSION
Purpose
The purpose of the Keys Film Commission is to bring awareness of our location to the film,
television, video and print industry. Additionally the Film Commission provides assistance and
support to productions shooting in the Keys. The Film Commission may also provide
necessary information, props or signage to assist a production company in creating a story that
references Monroe County.
Objectives
1. Through marketing and advertising, to be pro-active in bringing a greater awareness of
Florida Keys locations to the production industry.
2. To provide assistance when production companies are on location in the Keys.
3. Provide story ideas, events, flora and fauna, attractions and lifestyles and historical
information to scriptwriters.
4. Provide local production job opportunities.
Goals
1. Create a video page for the filmkeys.com website.
2. Create a film industry ad campaign with Tinsley Advertising.
3. Increase marketing efforts in the international film production industry.
4. Develop a familiarization trip (FAM) for feature film and television location managers.
5. Increase efforts to television production industry.
6. Develop marketing efforts to the video gaming industry.
L-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Implementation
Film Florida
Film Florida is an organization that was founded to promote Florida as a film destination and is
made up of State film commissioners, labor unions, individuals and businesses catering to the
film, television and print industry. Our Film Liaison served on the Film Commissioners Council
and sat as a voting member on the Film Florida Board in 2004 -2005. Our presence will
continue with Film Florida in 2005 -2006. Our Film Commission in conjunction with Film Florida
will organize a New York marketing mission plus one or two other marketing receptions during
the upcoming fiscal year.
Website
The Florida Keys & Key West Film Commission will be making improvements to its current
website, www.filmkevs.com. We have taken comments and suggestions from film industry
location managers and production executives in order to create a site that is geared toward
their needs. The site, over the past year, has been revamped with a new look and greater user
friendly access. We also employed the services of one of Los Angeles' top location managers
to increase our on-line library. We now have pictures of every bridge in the Florida Keys along
with additional houses, roads, marinas, docks, parks and other available locations throughout
the Keys.
For the 2005 -2006 fiscal year we intend to create a video page on our site which will offer film
makers an opportunity to showcase short works shot in the Florida Keys. As a project goes up
on the video page an e-campaign will precede it encouraging industry professionals to view the
video. Once on the site, we expect people will take the time to look through our location photos
and location video.
We continue to use the services of Production Point, a locations website geared to domestic
as well as international clientele. We also continue our presence on the Kemps website.
Kemps is an internationally distributed handbook of production services for the film, television
and commercial industry. Last year they created a website for queries to film commissions and
services advertising in their book.
Advertising/Marketing Campaign
The Film Commission will continue its presence in the international markets. We will partner
with Film Florida in creating a London Mission to reach out to UK producers and directors.
While the dollar remains relatively weak against the pound and with our new state film
incentive we have more to offer the UK and the EU than great locations and perfect winter
weather. To this end we will develop with Tinsley Advertising a print campaign to target Europe
as well as the domestic market.
L-2
Monroe County Tourist Development Council 2005-2006 Marketing Plan
New Marketing Tools
The Governor signed the budget making available on July 1, 10 million dollars for Florida's
Film Incentive plan in the Governor's Office of Film and Entertainment. Film commissioners
and those who work in the industry are thrilled with the increase in the incentive money from
$2.4 to $10 million. The State government understands how important and lucrative an
industry this can be in Florida. As far as marketing tools, the incentive is the best thing going.
Familiarization Trip (FAM)
The Film Commission will put together a FAM trip of film and television location managers and
producers. The target group would be those who are unfamiliar with the Keys or those who
tend to look at the Caribbean because they do not realize the extent of our locations and easy
access. We will aim for a group of three to five people to spend three or four nights throughout
various districts of the Keys to have an opportunity to see our diverse locations.
Increase Efforts to Television Commercial Industry
The Film Commission will obtain a data base of top ad agencies who produce television
commercial spots. We will create e-postcards with direct links to the www.filmkevs.com
website.
We will also add agency reps to our invitation list for our marketing effort in New York.
Develop Marketing Efforts to the Video Gaming Industry
The video gaming industry is a fast growing high end industry. The developers are looking
toward reallocations in the creation of backdrops for the games. In using mostly still images
they create 3600 environments for the games. The film office will reach out to this segment of
the industry through our marketing receptions and e-postcards.
Industry Trade Shows
Trade shows are venues where the Film Commission has an opportunity to promote what is
available in our destination directly to production companies. Attendance at the following trade
shows is proposed for fiscal year 2005 - 2006.
1. Location Expo is scheduled for Los Angeles in February, attendees include location
managers, location scouts, writers, producers, and directors.
2. Film Florida Conference is scheduled each Mayor June. This is an annual meeting and
seminars where industry professionals are invited speakers. It is also at this time that the
council officers and executive board is voted on.
L-3
Monroe County Tourist Development Council 2005-2006 Marketing Plan
3. New York Mission - We plan another New York Mission this year scheduled for autumn.
The Florida Keys Film Commission will again coordinate the reception for independent film
makers in the East Village, New York. Attendees are to include producers, directors and
executives from the film and television industry.
4. Los Angeles Mission - The Film Commission plans to partner with the Governor's Office
of Film & Television to coordinate a reception for Los Angeles film makers who came from
Florida or attended Florida Universities. It will be a way to keep Florida on the minds of film
makers and also find out from them what they require in order to make films here.
5. Film Festivals and Sales Missions - Regional Film Commissions are considering
opportunities to partner with the State Film Commission and production and distribution
companies to bring awareness of Florida as a film destination. Targeted attendees are
producers, directors and executives in the film and advertising industries.
6. London Broadcast Production Show - This trade show takes place in late Mayor early
June. The Florida Keys Film Commission has been coordinating this show for Film Florida
during the past two years. This office will continue in said capacity for the 2006 show.
Location Scouts
Once a production company has been supplied with location photos, video and requested
information, the production company may send a location scout or location manager out to
take photographs of the areas the company is interested in. On these occasions the Film
Liaison meets with and/or escorts the location scout to the possible shoot sites in Monroe
County. At times this effort requires the hiring of a helicopter and driving out of county to pick
up or drop off the scout from Miami International Airport.
Once the location scout provides the production company with his/her photographs a second
and possible third scout may evolve consisting of the producer, director, art director and
location manager. Again, the Film Liaison provides escort and possibly transportation for the
scout. Efforts made by the Film Commission and local businesses during these scouts may
strongly effect the outcome of a location decision.
Location Shoots
When a film, television or still shoot client decides to shoot on location in the Florida Keys, the
Film Commission office provides continued assistance dependent upon the need of the
company. This assistance may include assistance with permitting, facilitation of discussions
and meetings with government officials, law officers, owners or managers of businesses and
properties. This office then assists in locating crew to work on the project, establishing contacts
for specific equipment or props, hotel room and restaurant possibilities and a myriad of
requests that are unforeseen.
L-4
Monroe County Tourist Development Council 2005-2006 Marketing Plan
The Film Commission office also provides information and assistance to the hotel/motels, crew
and property owners in the Keys if they have questions or concerns regarding the shoot.
Information is provided as to what to expect and what to ask for from a production using their
property.
The Film Liaison intends to facilitate a successful experience for both the production company,
local crew and businesses.
Public Relations Opportunities
The Film Liaison will continue to work with Stuart Newman Associates and industry
publications and publicists for production companies to identify PR opportunities in print and
broadcast media for the Florida Keys & Key West.
Measurability
A 'Heads in Beds' report will continue to be submitted as part of the TOC meetings report.
This accounts for productions who have utilized the film commission and/or shoot on public
property and stay in the Florida Keys.
A year end economic impact report based on numbers from the production companies is to be
submitted to the TOC. This includes revenue generated in county, room nights booked,
production days and locals hired
A break down of which production companies have utilized the Florida Keys as a location is
submitted as part of the TOC reports.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Budget FY 2006
Film Industry Trade Shows
Film Florida quarterly meetings
New York Mission
Locations Expo
Film Florida Conference
Broadcast Production Show
Marketing Missions
Registration and Show Expenses
Travel Expenses
Air Fare, Hotels, Meals, In-county mileage
Dues and Fees
Association of Film Commissioners International
Film Florida
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 incoming calls
Support materials
film and processing, office supplies, promotional materials
vehicle rentals - boat/helicopter and auto rental for
location scouts and escorting location shoots
Trade publication subscriptions
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mailing expenses, WEB site maintenance, database and
mailing support, postcards
Support equipment
computer programs, etc.
E & P for Production Executives
Student intern/location photographer
Advertising
Resources
Total
L-6
$6,000
$7,900
$700
$1 ,500
$5,000
$7,500
$400
$13,000
$4,600
$3,000
$5,000
$12,400
$8,000
$75,000
Monroe County Tourist Development Council 2005-2006 Marketing Plan
M. MARKET RESEARCH
PURPOSE:
The most successful marketing strategies are those developed through a systematic process
fueled by research. Market Research is the use of scientific methods to identify and define
marketing opportunities and challenges; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve our understanding of marketing as a process. Market
Research needs to be carried out regularly because of the constantly changing environment in
which we operate, due to shifts in consumer tastes, technological advances, and changes in
economic conditions.
The TOC Market Research department designs and conducts research initiatives focused on
tourism in the Florida Keys, which are then interpreted and presented within the context of wider
industry trends. Ongoing projects are designed to monitor and reveal shifts in demographics,
psychographics, and consumer behavior/motivation among both potential visitors and actual
visitors to the Florida Keys & Key West. The purpose of the TOC's Market Research department is
to maximize the quality, value, effectiveness and application of research in the development of
marketing strategies and in measuring the extent to which marketing goals have been met.
OBJECTIVES:
The objectives of the Market Research program are:
1. To identify accurate, ready, cost-efficient sources of information regarding travel and
tourism trends, consumer motivation, and economic indicators in order to advance the
development of successful marketing strategies.
2. To continuously gather and track information in order to inform the development and
execution of the marketing plan and any ad-hoc shifts in marketing strategy (e.g.
September 11th, War in Iraq, 2004 Hurricane Season, etc.).
3. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key
West, as well as potential visitors, including web site visitors and 800-number callers.
4. To evaluate and measure the attainment of overall marketing goals and strategic
objectives.
5. To coordinate with other departments, the agencies, and the public and private sectors in
the provision and use of applied, actionable research to inform the decision-making
process and measure effectiveness,
6. To further the understanding and utilization of emerging technologies in the field of market
research and strategic marketing.
M-1
Monroe County Tourist Development Council 2005-2006 Marketing Plan
GOALS:
The goals of the Market Research program are:
1. To expand the use of web-based surveys and research techniques in order to increase our
understanding of the role of the internet in Florida Keys & Key West visitor travel planning.
2. To create an internet based visitor report to compare behavior across market segments.
3. To expand the use of the VIS monitoring program to encapsulate a greater visitor response
and improve the performance of visitor information services.
4. To increase response levels in local industry research projects in order to enhance district
specific reports.
5. To increase the scope and methods of data collection in tracking the effectiveness of
advertising, sales, public relations, film, and visitor information services.
6. To develop a study of emerging inbound markets and examine the special considerations for
marketing to those traveler segments.
7. To develop a study of repeat visitation in order to increase understanding of visitor motivation
to return, or not return, to the destination and examine any correlations to visitor satisfaction.
8. To develop a 10 year update of the 1996 comprehensive study of Florida Keys and Key West
visitors through a partnership with NOAA, examining shifts in visitor profiles.
RESEARCH METHODS:
Every research study begins with the identification and formulation of a research question. Once
this has been established, the potential sources of information available to answer the question
are identified. A research design is then developed. Research designs may be either quantitative
or qualitative in nature. Elements of both designs may also be used together in mixed-methods
studies to provide more information than could be obtained from using either one alone.
Quantitative Analysis:
Quantitative research focuses on numbers, logic, and the objective, providing quantifiable
responses to a specific question obtained from a statistical sampling of a target population. While
quantitative data collection techniques can vary depending on the sampling design and the type of
information to be collected, the traditional empirical quantitative technique in market research is
the survey questionnaire. By administering a survey to a random sample of a population, one is
able to draw inferences about the behavior of an entire population.
M-2
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Survey instruments can include a record sheet for observations, a self-completion questionnaire,
or a questionnaire administered by an interviewer. The medium by which the survey is
implemented can include mail, telephone, face-to-face interviews, e-mail and the web.
Following the collection of data through the survey instrument, the data are coded and entered
into a data file for tabulation and analysis. Resulting summary tables and graphs are the basis for
the final report, which outlines the methodology, details the answer to the research question(s),
and prescribes conclusions and recommendations.
Qualitative Analysis:
Qualitative research deals in words, images, and tends to be more exploratory and less structured
than quantitative research. Qualitative research includes focus groups, in-depth interviews, and
observational techniques such as the mystery shopper. While the results of focus groups reflect
only a very small segment of the target market, their results offer a far more in-depth
understanding of the target's perspectives or opinions than is otherwise obtainable through
surveys. With qualitative research, the intent is to provide an understanding of perceptions,
feelings, attitudes and motivations.
Market segmentation, the process of breaking the total travel market into smaller, more uniform
groups, is one of the basic principles of tourism development and marketing. It recognizes that
both business and pleasure travel markets have separate segments, each with a unique set of
needs and preferences. By defining markets into segments one can better understand whom,
when, how, and why people travel to the Florida Keys & Key West.
In order to be successful in reaching these target markets, we must not only focus on the needs
and preferences for each group, but also what motivates these individuals to engage in travel in
the first place. The key to understanding travelers' motivations is to see travel as a satisfier of
need and wants. Once we understand our visitors needs and wants we will be better prepared to
satisfy them.
IMPLEMENTA TION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West.
Telephone inquiries will continue to be tracked through the VIS software, with monthly and annual
reports summarizing the origin of the inquirer (state, country, top cities and states), the advertising
source (magazines, newspapers, TV, Internet, etc.), as well as interests, month of arrival, mode of
transportation, length of stay, and number in party. Reports will continue to be produced for each
District and the County overall. The software and report functions will be maintained and upgraded
as needed. Call count reports will enable tracking of monthly and annual variations in VIS call
volume to aid operational management. We will increase visitor response by enhancing the VIS
system to capture inquires not resulting in mail fulfillment. We will continue to report on the wealth
of data gleaned from the Key West Business Guild's Gay and Lesbian VIS database. We will
partner with floridakeys.com to enhance the visitor surveys delivered via our web site. We will use
the data collected via the online surveys to develop a web visitor focused VIS report.
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
Research focusing on actual visitors to the Florida Keys & Key West.
Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of
our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to
gather demographic, expenditure, activity, satisfaction, and trip planning data from visitors to the
Keys. 'Special topic' questions will be added on an as-needed basis. We will continue to track
prior cruise ship visitation in District 1 in order to measure potential for conversion into overnight
visits. The data collection will continue to be conducted by an outside research firm, with the data
analysis and reporting performed in-house. We will further develop market segmentation studies
of both actual and potential Florida Keys visitors based on interests including soft adventure,
cultural, weddings, and family travel.
We will partner with NOAA, the National Oceanic and Atmospheric Administration, to conduct a 10
year update of the 1996 NOAA led Florida Keys and Key West visitor study. The study provided a
more comprehensive visitor profile and examined the economic contribution of recreating visitors.
We will further develop our understanding of our visitor behavior and their motivation to return, or
not return, to the destination through a study on visitor satisfaction.
Program effectiveness research initiatives planned for the upcoming year include the annual
'Sales' survey of Florida Keys properties, which gathers detailed information regarding the
composition of their business in order to inform the marketing plan and evaluate the efficacy of our
sales efforts. We will continue to track advertising effectiveness incorporating our investigation in
various research projects. For example, during our visitor surveys we probe advertising recall,
both general media type and specific media sources. We also monitor trends in origin of visitor
inquiries following media campaigns in given areas. In addition, regular monitoring of VIS
program performance in the form of 'Mystery Shopper' calls will be conducted on the Chambers of
Commerce and the Key West Business Guild to evaluate the quality of services being provided to
our 800-number callers.
We will continue to monitor shifts in travel market segments, examining the implications for our
marketing strategy. Rapid economic growth in nations such as Russia, China and Poland has
resulted in an increase within their population of those with the means to travel. Emerging
markets, such as these nations, are increasing travel to the United States at a much higher
percentage than traditional international markets. We will conduct a study of emerging inbound
markets focusing on political conditions that effect travel, the traveler profile, their culture and
strategies for marketing to the traveler.
Smith Travel Research data will continue to be utilized on an ongoing basis in order to gauge
lodging industry performance. This includes the following: a monthly occupancy and average daily
rate report for Monroe County, Key West, and Monroe County excluding Key West overall and by
price tier; and weekly reports on daily occupancy and average daily rates for Monroe County and
Key West. These weekly reports not only provide a useful means by which to assess the impact of
special events and lodging performance over holiday periods but also provide us with quick
turnaround of lodging data than we currently see under the monthly schedule. We will maintain
our efforts to increase sample size so that further segmentation of the data can be implemented.
M-4
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Our research partnership with VISIT FLORIDA will continue, as this cooperative relationship has
been essential to keeping our research on the cutting edge. This partnership not only enables us
to obtain timely data pertaining to consumer travel intentions, forecasting, and regional industry
performance but also provides an opportunity to participate in research initiatives we would not
otherwise be able to afford on our own. Further, we will continue to network with other research
organizations, including participating in the VISIT FLORIDA monitored research listserve, to
increase our knowledge of, and exposure to, research techniques throughout the industry.
We will continue to strengthen the presence of the market research department by attending and
presenting at local industry events such as the Florida Keys Lodging Association functions. With
feedback from local stakeholder groups, we will make every effort to design creative, user-friendly
data collection methodologies with the aim of increasing sample size and industry participation.
Various other resources such as travel industry and market research journals, newsletters, and
web sites will be regularly monitored to assist with anticipating tourism trends. Forecast data will
be reviewed for economic and travel behavior information that can be applied to the data we
collect at the local level. The department will compile its regular 'Economic Indicators Report',
which provides a summary of economic and travel industry trends at the national, state, and local
levels. We also plan to further integrate economic trend data into the market research initiatives
which emerge from this office.
MEASURABILITY:
The above outlined Market Research projects will include stated objectives, outlined in the form of
a research question, the information expected to be obtained by the project, and the budget, if
any, for the study. Each project will be evaluated after completion to determine if the stated
objectives were met, and to assess the value of the information collected.
Additionally, the Market Research department will provide the means for evaluating the goals and
objectives of other departments and the agencies.
M-5
Monroe County Tourist Development Council 2005-2006 Marketing Plan
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY
OCCUPANCY & AVERAGE DAILY RATE REPORT
PROJECT RESOURCES
Web Site Visitor Survey
Emerging Inbound Markets Study
Repeat Visitation Patterns Study
Market Segmentation Studies
Focus Group Research
Sales Effectiveness Research
Traveler Motivation Research
Mystery Shopper Surveys
VIS Software Enhancements
Other Project Resources
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
Computer Equipment! Software Upgrades
Conference, Workshop, Sem inar Attendance
Data Entry Assistance
TOTAL
3%
3%
_VISITOR PROFILE
SU RVEY
.OCCUPANCY/ADR
REPORT
. OTHER PROJECT
RESOURCES
. SECONDARY
RESEARCH
. MISCELLANEOUS
M-6
$68,100
$8,1 00
$75,200
$5,200
$5,500
$162,100
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Section Four: Evaluation
The final area of a marketing plan consists of assessing the effectiveness of the programs.
The TDG must continuously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Goals should be established to serve as benchmarks for
assessing the plan's effectiveness.
Based on a regular evaluation of these benchmarks, adjustments are inevitable in order to
redirect marketing efforts towards the highest level of performance.
Though the TDG 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 TDG Market Research Department regularly conducts visitor profile
analysis and monitors marketing effectiveness through call and website reports and
revenue reports. Research strategies also utilize lodging data and visitor profile data.
In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations, film commission) includes specialized
evaluation criteria to measure performance. Accountability assessment is the sound
measurement of the extent to which stated goals of a specific marketing effort are being or
will be achieved.
Accountability assessment not only measures performance, but also enables review of the
adequacy of our goals and provides us with guidance as to how future marketing
performance can be maximized. Having the ability to make quick adjustments in our
marketing is also an important element of our program. Being able to gather and analyze
data in a timely manner gives us the ability to make changes in our plan.
We are making every attempt to develop an orderly planning process which includes a
clear statement of goals to be attained in the time frame outlined. Those goals are reached
through a series of marketing strategies and methods, each of which can and should be
measured. The measurement techniques should be designed objectively, without
preconceived notions of the results and without a design which attempts to prove
something works. Such methods include:
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Monroe County Tourist Development Council 2005-2006 Marketing Plan
. Pre/post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why someone did.
. Comprehensive studies of how travel information is delivered and used by the
potential visitor. What is the role of technology in the travel planning process?
. The measures of economic impact and return on investment (ROI). What are the
total benefits of a visitor coming to our area versus the cost of attaining those
benefits?
. Qualitative analysis to learn what works in marketing our area, both in the short
and long term. Our assessment of this year's plan should not only grade our
current efforts but should help show us how to make adjustments, and be more
effective in subsequent years.
Some of the criteria or techniques that will be used or planned by the TOC this year to
assess program effectiveness include:
. VIS reports
. Visitor Profile Survey reports
. Occupancy and average daily rate reports
. Focus group studies
. Conversion studies
. Economic & tourism indicators
. Bell South call reports
. Bed tax revenues report
. Sales tax revenues report
. US 1 traffic counts
. Airport arrivals and cruiseship passenger counts
. Ground transportation(Greyhound, shuttles) reports
. Magazine reader response cards
. Internet request reports
. Internet marketing click-through counts
. Web site visits reports
. Web site brochure and video downloads
. Electronic sales lead tracking
. Travel agent sales reports
. Number of meetings booked
. Follow-up sales leads reports
. Credit card demographics
. European agencies' reports
. VIS mystery shopper reports
. Competitive data from other destinations
In summary, we need to know what marketing efforts are working; what is not; and make
the appropriate adjustments in the quickest period of time, to ensure the success of our
decision-making process.
N-2