Item E5
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: AUGUST 19,2006
Division:
TDe
Bulk Item: Yes....L No
Department:
Staff Contact Person: Maxine Pacini
AGENDA ITEM WORDING:
Approval of the FY 2007 Monroe County Tourist Development Council Marketing Plan.
ITEM BACKGROUND:
TDe approved the Marketing Plan with a unanimous vote at their meeting of July 11, 2006.
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
ST AFF RECOMMENDATIONS:
Approval
TOTAL COST: $
BUDGETED: Yes X No
COST TO COUNTY: $
SOURCE OF FUNDS:
TDC
REVENUE PRODUCING: Yes -X- No
AMOUNT PER MONTH_ Year
(
APPROVED BY: County Atty NI A
DIVISION DIRECTOR APPROVAL:
DOCUMENTATION:
Inel uded X
Not Required~
DISPOSITION:
AGENDA ITEM #
Revised 2/05
MARKETING PLAN 2006-2007
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Monroe County Tourist Development Cound12006-2007 Marketing Plan
Table of Contents
Section One: The Mission of the TOe
I. Vision Statement.. ...... .................. d. ......... ..................... ......... ............. ..... A-2
II. Purpose of Plan. ................................ ..... ......... .....' p.......... ...................... A-3
Section Two: Situation Analysis
I. Product Analysis........ .......... ..... ........... ........... .............................. ........... B-1
II. Position Analysis...................................................................................... C-1
I II. Prospect Analysis..................................................................................... 0-1
IV. Promotional Analysis ...... .... .,..,.............. .... ...... ......... ...... ....... ......... ......... E-1
Section Three: Program Planning
I. Program Development
L Goals.............................. P............................................................ F-1
ii. Priorities................... H.................................................................. G-1
Hi. Resou rces .......,.,................................. H' . .. ,. . .. .. ....... ... . ... ... ... . .. ... .. H-1
II. Marketing Strategies and Implementation
i. Advertising.................................................................................... 1-1
i i. Sa les ...................................................................... H .... . .. . ........ ... . . J-1
iiL Public Relations. P......................................................................... K-1
IV. Film Commission.. H...................................................................... L-1
v. Research.................................................... '"................................ .M-1
Section Four: Evaluation...............,........................................................... N-1
Monroe County Tourist Development Council 2006-2007 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 2006-2007 Marketing Plan
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive and intergraded marketing
approach is needed by the Monroe County Tourist Development Council if it is to remain
competitive and to have a lasting impact on the development of tourism for the Florida
Keys. Our program must also balance sustainable tourism with improvements to the
quality of life of our residents.
The TDC must have a clear direction and understanding of marketing, market segments
and market techniques to be effective. The plan must focus on its present situation, goals
and objectives, resources, program strategies and evaluation criteria.
The following are general guidelines for the planning and development of the Monroe
County Tourist Development Council's marketing plan as evidenced, in the Table of
Contents. Each section is further compartmentalized to address multiple areas.
a. Review of the TDC's mission.
b. Analysis of the current situation.
c. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
The Monroe County Tourist Development Council's 2006-2007 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.5. 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 2006-2007 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. Delta Airlines
and Gulfstream Airlines are scheduled to start service in November, 2006.
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, shuttle 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. Florida Keys Marathon 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 are a
number of marinas in the Keys that allow visitors to arrive on their own boats.
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Monroe County Tourist Development Council 200&.2007 Marketing Plan
I. Product Analysis.. continued...
· The Florida Keys hosts a variety of accommodations. Accommodations in the Keys
for vacationers or business travelers include full service hotels, motels,
condominiums, guest houses (inns), beach cottages, licensed seasonal home
rentals, camping sites and house boats. The TOC lists nearly 15,000 rental units
throughout the Keys.
· The Florida Keys camping and recreational facilities are available throughout the
Keys.
· 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 T ortugas 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 200&-2007 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 2006-2007 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
. two commercial airports in the Keys - Marathon and Key West
2. Weaknesses and liabilities
. lack of consistency in room quality
. lack of direct flights from principal out-of-state markets
. negative perception of seasonal storms
. lack of traditional sandy beaches
. traffic congestion
. lack: of convention and meeting facilities
. perception of over crowding in Key West from cruiseships
. changes to availability of transient accommodations
. reoccurring water quality issues
. lack of stable service personnel resources
. employment turnover rate
. lack. of affordable housing for our workforce
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Monroe County Tourist Development Council 2006-2007 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 wiH need to better
understand the psychographies 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 2006-2007 Marketing Plan
Our focus will continue on the United Kingdom, Germany and Canada, with the secondary
markets of Italy, France, Scandinavian countries and German speaking countries. This
year we will introduce our first efforts into China. Although Chinese travelers are limited at
this time, a strong economy, a growing middle class, higher standards of living and rising
incomes make China a market that we need to cultivate and plan for future travel.
The Keys has developed a reputation as a great weddingslhoneymoon 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 Marketi ng/lnternetIWebsite
Electronic marketing, focusing on permission based methods has become one of the most
effective marketing tools available to destination marketing. Target permission results
based marketing requires three essential elements: (1) getting permission (opt-in); (2)
maintaining interaction and (3) measuring results.
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 emaillpromotions. Search engine submissions
requires research to get to the best positions. Search words require picking the best
terms that relate to our destination's promotional positioning.
We will continue to focus on direct electronic marketing such as e-mail blasts, newsletters
and electronic magazines (e-zines). E-mail marketing will be to the travel trade industry
and to opt-in consumers. E-newsletters and e-zines will be developed by the staff and our
agencies of record to be also mailed to opt-in users. We will develop new rich media
through podcasts, Realty Simple Syndication (RSS) feeds and possible Internet-based TV
channel programming.
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.
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Monroe C<lunty Tourist Development Council 2006-2007 Marketing Plan
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographies of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world. 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.
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 comer 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.
Our site now provides the user with a program to search the types of accommodations
and sort the listings based on amenities selected, so to be linked directly with the
property's reservation system. This year we will also review the option of placing an
online reservation service program on our website.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrow cast to meet the specialized needs of each incoming user. The more specific the
audience definition is, the more interesting, and useful the site becomes to its visitors,
which, in turn, allows for more efficient and direct marketing. The site will become our
main sources of Customer Relationship Management (CRM) program. We must be able
to interact with the potential visitor by receiving email and allowing the user to opt-in for
additional promotional services from the site. Relationship marketing is also about
keeping existing customers happy, along with attracting new customers. Content is a
strong driver for encouraging repeat visits by users, particularly when it is fresh, timely and
gives the user a reason to visit regularly.
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 2000.2007 Marketing Plan
Customer Relationship Manaqement
Customer Relationship Management (CRM) refers to strategies to increase customer
satisfaction by using a one-on-one approach to customers even in a global market by
managing, interaction and tracking between customer and the industry,
The first role in CRM is that the potential visitor or customer should be in charge of his or
her experience. We must do everything we can to make the experience more personal
and to give a quick response to their needs. The response and interaction needs to be
direct.
To use this one-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. This is called permission based marketing.
E-mail has become one of the most inexpensive means of direct mail possible. After
receiving permission (opt-in e-mail), we will send out electronic marketing messages to the
trade industry and directly to consumers through e-mail blasts or newsletters.
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 2006-2007 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, HiIlsborough, 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
8. 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 2006-2007 Marketing Plan
4. Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. Travelrrrade Industry
1. travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airline travel centers
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetings/Incentives/Business Travel
Market Segments
Divina and Snorkelina
The year-round temperate climate of the Florida Keys makes diving and snorkeling
enjoyable in any season. The clarity of water provides excellent visibility and the variety of
wrecks and reef structures including the only living reef in North American attracts visitors
to the Keys,
Fishina
We offer the greatest variety of fishing in the world. Twelve months a year visitors can
compete in tournaments or simply enjoy a day on a charter boat excursion.
Historic/Cultural
The historic and cultural influences within the Florida Keys entices and marvels visitors,
The architecture, art, music and historical tours turns the Keys into a number one
sightseeing educational adventure. Our research shows that visiting historic places and
museums consistently falls in the top for activities participated in by domestic and
international visitors. Geotourists fall within this segment. They are people attracted to the
cultural, historic, environmental, aesthetics and heritage of the places they visit.
Gay/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 2006-2007 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/Honevmoon
The weddings/honeymoon market is a growing market that not only strengthens our 'off-
season' months but is starting to become a year-around market for the Florida Keys.
Florida is the most popular honeymoon US destination. Honeymoon trips will average 8
days with higher than normal expenditures.
MeetinQ/lncentive Business
The meetings and convention market segment remains fairly strong and significant part of
some of the large properties having meeting room space. It is important to understand
there are many options available within the meeting business market. The incentive travel
business has increased in the past few years in the Keys.
Soft.Adventure
Adventure travel is one of the fastest and most interesting travel available to the consumer.
Soft-adventure travel throughout the Florida Keys would include biking, snorkeling,
kayaking, camping, diving, sport fishing and other related activities that seek exciting and
sometimes risky experiences.
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:
· Acura Key West Race Week - Key West - January
· Half Shell Half Marathon Run - Key West - January
· Big Pine Nautical Flea Market - Big Pine Key - January
· Upper Keys 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
· Tradewinds Open Catamaran Nationals Regatta - lslamorada _
January
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Monroe County Tourist Development Council200s.2006 Marketing Plan
Special Events - continued...
. Florida Keys Chili Cook~Off - Key Largo - February
. Art Festival at Gulfside Village - Marathon - February
. 12th Annual Gigantic Nautical Flea Market - Islamorada - February
· Habitat for Humanity - Terry Cassidy's Superbowl Party - Big Pine
Key - February
· Lower Keys Jazz Festival & Art Show - Big Pine Key - March
· Original Marathon FL 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
. Tropical Heat - Key West - April
. Bay Jam - Key Largo - April
. 9th Annual Hogsbreath~Keys 100 Race - Key Largo - April
. Spring Migration Mania - Stock Island - April ~ May
. 7 Mile Bridge Run - Marathon - April
· Key West Songwriter's Festival - Key West - May
· Lower Keys Jazz Festival - Lower Keys ~ May
· Marathon SBI 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 2007 - Key West - June
· Cuban American Heritage Festival - Key West - June
· Marathon Community Classic - Marathon - June
· Island Sun Splash - Islamorada/Key Largo - June
· REEFWEEK 2006 - Key Largo/lslamorada - 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
. Corvettes In Paradise - Marathon - November
. 2007 Sombrero Club Regatta - Marathon - November
. 10m Annual Hobie Wave Nationals - Islamorada/Key Largo _
November/December
. 2nd Annual Florida Keys Holiday Festival - Islamorda - Nov/Dec
· International A-Class Catamaran World Championship - Islamorada -
November
E-2
Monroe County Tourist Development Council 2005-2006 Marketing Plan
. Island Jubilee - Key Largo - November
. Orange Bowl Swimming Event & Winter Training - Key Largo -
December/January
. Big Pine Key Wintertest 2007 - Art & Music in a Natural Key - Big
Pine Key - December
. 22nd Annual Key Largo Steeplechase - Key Largo - December
Fishing Tournaments
. Key Largo Sailfish Challenge - Key Largo - January
. 31 st Annual Holiday Isle Sailfish - Islamorada - January
. Cheeca Lodge Presidential Sailfish -Islamorada - January
. Outdoor Channel Offshore Classis - 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
. 3rd Annual Scientific Anglers Women's World Invitational Fly
Championship Backcountry Series - Islamorada - February
. 9th Annual Capt. Leon Shell BiIlfish - 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
. World Sailfish Championship - Key West - April
. Key Largo Dolphin Blast - Key Largo - April
. Key West Classic - Key West - April
. Ocean Reef BTU Backbone Classic - Ocean Reef - April
. Tarponian Tournament - Marathon - April/May
. 21st Annual McDonalds Invitational Tarpon - Marathon - May
. 31st Annual Ladies Tarpon Tournament - Marathon - May
. Faro Blanco Tarpon Tournament - Marathon - May
. Rolex/IGFA Inshore Championship Tournament -Islamorada - May
. Golden Fly Tarpon -lslamorada - May
. Islamorada Tarpon Masters - Islamorada - May
. 41 st Annual Marathon International Tarpon - Marathon - May
. 21st Annual Coconuts Dolphin Tournament - Key Largo - May
. 1ih Annual Golden Fly Invitational Fly Tarpon Tournament -
IsJamorada - May
. Dolphin Master Invitational - Key West - May
. Islamorada Fishing club Captain's Cup Dolphin - Islamorada - June
E-3
Monroe County Tourist Development Council 2005-2006 Marketing Plan
Fishing Tournaments - continued...
. Dick Fuhr Memorial Fishing Tournament - Key Largo - June
. Big Pine & Lower Keys Dolphin Tournament - Big Pine Key - June
. Don Hawley Invitational Tarpon Tournament - lslamorada - June
. 31st Annual scientific Angers Women's World Invitational Fly
Championship - Tarpon Series - Islamorada - June
. 21 st 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
. 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
. lslamorada Fishing Club Red Ghost Stalk - Islamorada - July
. Dolphin Flashover - Islamorada - July
. Key West Fishing Tournaments Flats S.L.AM. - Key West - July
. Mercury Redbone @ Large Little Palm Island Grand Slam - Little
Torch Key - August
. Mercury Redbone Celebrity S.L.AM. - Key West - September
. Islamorada Inv. Fall Fly Bonefish - Islamorada - September
. Marathon International Bonefish Tournament - Marathon-
September
. Mercury Redbone Celebrity Baybone - Key Largo - September
. Ghost Hunt Tournament - Key Largo - September
. 11 th 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 15th Owners Tournament - Islamorada - October
. Islamorada All Tackle Bonefish - Islamorada - October
. Ladies, Let's Go Fishing Islamorada - lslamorada - October
. Take Stock in the Children Backcountry Challenge - Key Largo-
October
. Marathon Sailfish Season Open - Marathon - November
. Islamorada Sailfish Tournament - lslamorada - December
. Florida Key Gold Cup Sailfish Championship - lslamorada - Dec.-
January
. lslamorada Junior Sailfish Tournament - Islamorada - December
. Metropolitan South Florida Tournament Mini-Met (Kick Off) -
lslamorada - December through May
. Don Gurgiolo Saiffish Classic - lslamorada - 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
· St 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 _
September/October
· Marathon Community Theatre - Marathon - October thru September
· In Their Own Words, The Histoiy of Key West - Key West _
October thru Februaiy
· 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 St 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 - Marathon/lslaJKey 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 - IsJamorada - 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 - Dee-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 include beach improvements, beach maintenance,
renourishment, enhancements and clean up where there is public access to the beach
or beach park area.
Capital projects are very significant to the marketing of the awareness and image of a
destination. It is important within the descriptive profile of our product that we have
public facilities such as museums, auditoriums, recreational areas, nature centers,
beaches, monuments and other historic and cultural attractions for our visitors.
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 culturaJ/historical campaigns.
d. Expand Eco-tourism campaigns.
e. Increase Internet promotional program through new rich
technology.
f. To increase visitor expenditures.
g. To increase longer stays.
h. Increase marketshare of international visitors.
i. Increase group and incentive meeting business.
j. Increase comprehensive public relations program for markets
outside of the United States.
k. Increase awareness of the Keys to the film industry for promotional
opportunities.
L Increase diversity of multicultural marketing.
m. Increase Gay/Lesbian travel market.
n. Increase co-operative efforts with Visit Florida Tourism programs.
o. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales 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.
L 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 new Florida Keys Marathon Airport
and development of direct flight service into 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 Counci12006~2007 Marketing Plan
1/1. Resources (to execute program planning)
a. Board: Monroe County Tourist Development Council
b DACfs: 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 2006-2007 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC's has an educational
initiatives program with its membership.
The Florida Commission on Tourism and Visit Florida are developing joint tourism marketing
workshops to help service the industry.
The Hospitality Sales and Marketing Association International has workshops and a Florida
Keys charter who meet regularly and presents speakers, networking and educational
opportunities for staff.
e. Agencies of Record
1. Tinsley Advertising - Advertising
2. Stuart Newman Associates - Public Relations
3. FloridaKeys.com - Website Provider
f. Support Agencies
1. Cellet Travel Services - United Kingdom and Germany
(sales)
2. KBC PR & Marketing - United Kingdom,
Germany, France, Italy and Scandinavian countries
H-2
Monroe County Tourist Development Council 2006-2007 Marketing Plan
g. Budget (as legislation directs)
FY 2007 TOC THREE PENNY BUDGET
$23,759.820" final
2.14%
1.69%
.68%
3.62%
5.58"/..
2.39%
4.95%
.69%
III Advertising - $7.856,309 - 33.07%
o Sales/Marketing - $568,050 - 2.39%
.Administration/Overhead - $1,324,639 - 5.58%
iii UmbreltasfEvents . $2,035,901 - 8.57%
. Capital. $5.959.024 - 25.08%
DCoonty Cost Allocation - $401,315 -1.69%
. Emergency - $2,533,393 -10.66%
. Public RelationsJAmeurop . $1,175,082 . 4.95%
CI Research. $163,000 - .69%
!ill Finance/Attorney - $142,869 - .60%
mVISJFulfillment . $859,500 . 3.62"'10
. Resources - $507,825 - 2.14%
III Film. $160,413 - .68%
. Monroe Council of the Arts - $72.500 - .31%
H.3
Monroe County Tourist Development Cound12006-2007 Marketing Plan
FY 2007 TOe TWO PENNY BUDGET
"EVENTS. (350/0) Portion $5,116,153* final
1.19%
15.34%
II Public RelationslAmeurop . $1,119.582 . 21.88%
. Emergency Reserve - $807,833 . 15.79%
CJ Cultural/Fishing/Diving Umbrellas - $1,850,550 - 36.17%
CJ Finance/Attorney Salary. $70,263 . 1.37%
. Resources - $141,775.2.77%
a Fulfillment. $120,000 . 2.35%
II Film - $160,413 . 3.14%
Oil County Cost Allocation. $61,000 . 1.1 9%
.Special Projects (Capital). $784,738 -15.34%
H-4
Monroe County Tourist Development Council 2006-2007 Marketing Plan
FY 2007 TWO PENNY BUDGET
'Administrative' (70/0) Portion
$967,454 final
21.25%
1.23% ~
LO~~~
4'5::'~
.45%
1.76% lliJ.!!Ui!i iili'''''i''''.'.'
.52% ~-
.26% ~
1.94%
2.07%
.26%
7.49%
DAdministration/Operating . $409,000<< 42.28(>/(>
OTravel - $20,000 - 2.07%
.Communications -$12,000 -1.24%
. Courier - $2,500 << .26%
m1Repair/Rentals - $17,000 -1.76%
o Finance/Attorney. $44,297 . 4.58%
. Capital Outlay - $10,000 - 1.03%
III Emergency - $205,582 - 21.25%
. Monroe Council of the Arts. $72,500.7.49%
II Administrative Advertising - $15,000 - 1.55%
18 Business Lease - $105,000.10.85%
flSupplies - $18,740 -1.94%
. Cleaning - $5,000 . .52%
II Resources - $4,391 << .45'%
IIVisit FLA - $12,000 -1.24%
. County Cost Allocation. $11,944 -1.23%
. Dues/Subscriptions. $2,500 - .26%
H-5
Monroe County Tourist Development Council 2006-2007 Marketing Plan
FY 2007 TWO PENNY BUDGET
'Advertising & Promotional' (650/0) Portion
$7,476,399 * final
1.65./0
36.11%
1.07%
iii Advertising - $2.700.000 - 36.11 %
III Media Materials - $150.000 - 2.01 %
o Ad. Expenses - $50,000 - .67%
fill Collateral - $80,000 - 1.07%
. Research - $163.000 - 2.18%
fill Sales - $568.050 - 7.6%
. FulfillmentlTrade - $15,000 - .2%
. Resources - $84.169 - 1.13%
IlII Emergency Reserves - $1,056,255 - 14.13%
III County Cost Allocation - $123,305 -1.65%
o *Speclal Projects (Capital) - $1,905,483 - 25.49%
II Sales & Marketing Staff & Related Costs - $581,137 -7.7%
H-6
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
lslamorada, 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. Marathon Hospitality Association
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 (KAOO)
(Dive Umbrella contract)
12. Visit Florida - State Tourism Office
13. Hospitality, Sales & Marketing Association
International (Florida Keys Chapter)
14. International Association of eVB's
15. FL Association of Convention & Visitor Bureaus & TOC's
16. TOC sub-committees
H-7
Monroe County Tourist Development Council 2006.2007 Marketing Plan
II. Marketing Strategies, Methods, Implementation and
Measu rabil ity
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 2006-2007 Marketing Plan
I. Advertising
Advertising is the primary marketing engine for the TOC. 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, new rich media, podcasts, other e-marketing efforts and
online fulfillment. We will also build our consumer base from our web site with e-
permission responses covering various Keys activities and promotions.
Other forms of advertising include brochures, billboards (outdoor, suburban
transit), CDs, DVDs, 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. Also execute the most efficient media buy to reach the
affluent traveler.
1.1
Monroe County Tourist Development Council 2006-2007 Marketing Plan
4. Continue to maintain a unique marketing identity in relation to competitive
destinations.
5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event
managers, and meeting planners to promote the Florida Keys & Key West
as a total destination.
6. Bolster our campaign with value-added opportunities and co-op
advertising within existing media and plan future co-op in our consumer e-
marketing efforts.
7. In all efforts, drive consumers to our web site for immediate information,
service and point of sale.
Goals
1. Create a new television spot that promotes snorkeling & diving in the Florida
Keys & Key West.
2. Develop two (2) "Own a City" campaigns in the Toronto and Newark, NJ
markets.
3. Develop rich media e-marketing efforts including expandable banners,
streaming video and co-op opportunities.
4. Increase visitor response to our web site.
5. Increase longer stays in lodging.
6. Create a new DVD for sales fulfillment.
7, Develop advertising efforts for international emerging markets including
Ireland and Italy.
1-2
Monroe County Tourist Development CounCil 2006-2007 Marketing Plan
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Target Marketing
One of the essential elements in any marketing plan is that of identifying and
selecting target markets. This is called market segmentatIon. Competition has
become so sophisticated that we must identify and carefully define our target
markets to be effective in our advertising.
We can identify our market in categories such as leisure travelers, travel trade,
group or business and specialty markets. But it is fundamental that we know and
understand the characteristics of these various market segments. Advertising
must examine these market segments through demographics, psychographies
and geographic analysis. The key is to identify who is traveling, where they are
coming from and what was their motivation for making the trip. We want to turn
our target market into a captive audience. We will 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 reftect 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
emaH blasts to key in on specific markets, both nationally and internationally. We
will also target respondents to our web site and other travel related sites who opt-
in for additional information and promotions.
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 2006-2007 Marketing Plan
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the
product or selVices 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 & 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 & Key West.
E..Marketing
Electronic marketing is one of our best methods for developing awareness and
image in the most direct, time-efficient and personalized manner available.
Interactive electronic marketing is more than a multimedia to entertain or engage
a consumer. It is a higher level of strategic marketing allowing the consumer to
respond to an interactive relationship with the product. This interactivity is the
single element with the greatest impact on advertising and branding today and is
part of our Customer Relationship Management (CRM) program. The ability to
gather specific and up to the minute consumer feedback makes it possible to
adapt advertising messages instantaneously, respond to consumer needs and
evaluate the marketing effort.
Our e-marketing campaign will focus on search engines, search words, link-
throughs and e-mail blasts, e-newsletters, podcasts and rich media banners.
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 2006.2007 Marketing Plan
Target Audiences
. Consumer
The qeneral 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
Withi.n this group, "umbrella" campaigns will be skewed to prospects with
special Interests:
. Leisure Travel
. Geotourism
. Diving
. Fishing
. Snorkeling
. Cultural/Historic/Art
. Gay/Lesbian
. Mature
. Ecotourism
. Weddings/Honeymooners
. Soft-Adventure
. Romance
. Family Travel
. Travel Trade
· Travel Agentsffour 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 em all blasts and e-newsletters as
direct promotions. Although the Internet has made English the primary
language of the world, we will continue to translate 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 200&-2007 Marketing Plan
Domestic Target Audience
AFFLUENT ADULTS AGE 35-64, HHI $85,000+
Population
AGE 35-64, HHI $85,000+ 35,004,000
Total Men 17,595,000
Total Women 17,408,000
Age 35-39 5,533,000
Age 40-44 6,926,000
Age 45-49 6,649,000
Age 50-54 7,749,000
Age 55-64 8,147,000
HHI $85,000-$99,999 9,029,000
HHI $100,000-$149,999 16,239,000
HHI $150,000-$199,999 5,288,000
HHI $200,000-$249,000 1,974,000
HHI $250,000+ 2,474,000
Married 31,745,000
Single 992,000
Professional/Managerial 19,635,000
College Graduate 11,381,000
Own Primary Residence 34,199,000
2+ Airline Trips in Past Year 18,733,000
5+ Nights in Hotel/Motel 23,912,000
Northeast 7,847,000
Midwest 8,141,000
South 10,753,000
West 8,262,000
% of Index
Total
100% 131
50.3% 100
49.7% 100
15.8% 129
19.8% 129
19.0% 129
22.1% 129
23.3% 129
25.8% 96
46.4% 101
15.1% 103
5.6% 105
7.1% 100
90.7% 101
2.8% 75
56.1% 104
32.5% 95
97.7% 101
53.5% 99
68.3% 101
22.4 % 104
23.3% 102
30.7% 97
23.6% 99
Source: 2005 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=101 index. This means that our target population is 1 %
more likely than the average to be married.
1-7
Monroe County Tourist Development Council 2006-2007 Marketing Plan
2006-2007 TOTAL PLAN
[J Media Materials
IITalent and 2%
Residuals
1%
. Trade Shows
1%
III Dom. Trade
Magazines
<1%
a ResourcesJProduction
13%
. ... iii Consumer Magazines
15%
a Brochures
<1%
a Suburban
Transit
1%
II International Print
2%
... a IntemetlEmarketing
9%
iii Gay Media
3%
a Meetings Magazines
1%
o Int'I Trade Print
<1%
a In State Television
9%
. Out of State Television
1%
a Newspaper
15%
..... II Camping Directories
<1%
a National Cable
24%
$7,856,309
1-8
Monroe County Tourist Development Council 2006-2007 Marketing Plan
2006-2007 MONTHLY MEDIA SPENDING
III October
6% 0 November
. September 9%
1%
III December
4%
II January
18%
IIJuly
3%
&I February
16%
o August
1%
DJune
7%
. May
10%
o April
10%
o March
16%
I $6,464,155 Media I
1-9
Monroe County Tourist Development Council 2006..2007 Mal1<eting Plan
2006-2007 ADVERTISING BREAKOUT
II
Cultural Umbrella
3%
o
DAC5
9%
.
DAC4
9%
a
DAC3
5%
a
DAC2
4%
Cl
Dive Umbrella
5%
.
Fishing Umbrella
3%
$7,856,309
1..10
Cl
Generic
(includes Media
Materials, Expenses
and Collateral)
36%
Monroe County Tourist Development Council 2006.2007 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, iush 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 fower
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 2006-2007 Marketing Plan
COLLATERAL AND FULFILLMENT
The Chambers of Commerce handle all fulfillment requests by the VIS
operations. Fulfillment will include pieces provided by the Chambers of
Commerce, specific to their district, and other tourism-related collateral.
Call to Action Phone #' s
. U.S.A: 1-800-FLA-KEYS (For brochures).
This is a consumer line that is answered live at the Chambers during
business hours; voice mail after hours.
. U.K: 01564-794555 (For brochures, videos or rate guides).
01564~795333 (Fax)
This is a United Kingdom/Ireland travel trade line that is answered by our
sales staff at Cellet Travel Services.
. Germany: 0221~2336-451 (For brochures, videos or rate guides. 0221-2336-
450 (Fax) This is a German travel trade line that is answered by sales staff at
Get it Across.
. South America: 001-305-296-1552 (For brochures, videos or rate guides).
001-305-296-0788 (Fax)
This is a South American travel trade line that is answered live at the TOC
office during business hours; voice mail after hours.
. Fishing Umbrella: 1-888-FISH-KEYS (For fishing tournament gu ide).
This is a consumer line that is answered at USA 800. The operator will take
the caller's name and address and the tournament guide will be mailed within
two days.
Fulfillment Houses
Domestic fulfillment houses
. USA 800 - Kansas City, MO
They control all fishing tournament guide fulfillment.
. The Monroe County Tourist Development Council Office - Key West, FL
They control all trade fulfillment requests as well as trade & consumer show
fulfillment.
International fulfillment houses
. BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European and Asian fulfillment house. This mailhouse
services all of Europe and Asia with the exception of German speaking
countries.
1-12
Monroe County Tourist Development Council 2006.2007 Marketing Plan
. Presse u. Touristikdienst Nentwich. Germany
They are the secondary European fulfillment house. This mail house services
Germany, Austria, and Switzerland.
Generic Collateral
The following collateral is available for trade shows (travel trade and consumer
shows) and are available as downloads* on the fla-keys.com web site.
*Destination/Generic Brochure: A complete guide on every district, diving,
fishing, events, attractions, meeting planners guide. Description: 4" x 9"
four-color
Destination/Generic 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. Description: CD & CD Sleeve
*Conch Brochure: A brochure that gives a description of each district with
specific attractions, map and Chamber information. Available in English,
Italian, Japanese, Portuguese, Spanish, Swedish, French, & German.
Description: 4" x 9" four color
*Meeting Planners Guide: A guide featuring a beauty shot of participating
properties, along with a description and room/facilities chart. Includes map
and directional information. Description: 8.5" x 11" folded, four color
Florida Keys & Key West Film Commission Production Guide: A
brochure highlighting location sites, attractions and permit information as well
as accommodation and film production related business listings.
Description: 5.5" x 8.5" four-color B&W inside
District I Umbrella I Association Collateral:
Key West Attractions Guide: A membership listing of the attractions,
shopping and visitor centers in Key West. Produced by the Key West
Attractions Association. · Available in English, German and Italian. ·
Description: 4" x 9", 8 panels, four-color
*Key West Business Guild Brochure: Key West, 'Where there's freedom,
there [s expression". Description: 4" x 9", 16 pg., four-color
*Fishing Tournament Guide: Complete list of Tournaments with date,
location and director information as well as fishing & boating information
within the Keys. Description: 12" x 9", folded 3 panel, four-color
l-13
Monroe County Tourist Development Council 2006-2007 Marketing Plan
*Cultural Magazine: Magazine featuring a complete calendar of events,
articles on cultural aspects of the Keys as well as the visual & performing arts
in the destination. Description: 8.5" x 11 ", 16 pages, four-color · Weight: 2.1
oz. · First Class: .63ft · Bulk: 27ft
*Dive and Snorkeling Brochure: Includes information about diving and
snorkeling in the destination and highlights particular interests per district as
well as a complete reefs and wrecks dive map. Description: 4" x 9", 16
pages, four-color
1-14
Monroe County Tourist Development Council 2006-2007 Marketing Plan
FULFILLMENT PROCEDURES
DOWNLOAD
FROM:
TO:
SHIP TO:
TDC
Office
Key West, FL
- · I Trade I
I Chambers 1- ·
,
Inventory Reporting
by Tinsley
INlERNAIIONAL
Cellett Travel Services, UK
and ~
Gennany ~
I Tinsley 1- ·
1 mc Office 1/
European
Mailhouses
BH&P- EK.I
Pret~se & Touristikdienst
Nentwich - Gennany
International
-------- Trade
~ International
Consumers
CALL TO ACTION
..
USA
800
K.C., MO
1-888-FISH-KEYS _
Fishing Toumament Guide
-
· I Consumers I
1-15
k,
Monroe County T ourlst Development Council 2006-2007 Marketing Pian
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
. InternetlE-Marketing
Search Engine/Search Word listings - Yahoo, Google and Ask.com
Banner advertising and e-mail blasts on several magazines' web sites as
added value.
Opt-in direct marketing promotional efforts (e-mail blasts to opt-in
subscribers of NYTimes.com, USAToday.com)
Weather.com
FLAUSAcom
GolfPromo.com
. Television
National Network Cable :30 second spots on programs targeted to reach
the demographic profile:
CNN/Headline News, The Travel Channel, The Weather Channel, 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 newspaper, both in
state and out of state. Allows for co-op opportunities for individual
properties. Pick-ups on Friday Entertainment Sections will also be
incorporated in within in-state newspaper efforts.
. Travel Trade
Ads to create awareness among travel planners both domestically and
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
Three Sheet Posters will be utilized in the NY Market in JaniFeb on Metro
North, Long Island Railroad and NJ Path
1-17
Monroe County Tourist Development Council 2006-2007 Marketing Plan
All efforts will promote traffic to the Florida Keys and Key West web site
(wwwJla-kevs.com).
The publications on the media plan are selected based on the following
criteria:
. Target audience
· Cost efficiency/cost per response
. Pastperlormance
· Co-op ability
1-18
Monroe County Tourist Development Council 2006-2007 Marketing Plan
GENERIC PLAN
Magazines:
Golf Magazine
. Circulation: 860.000
. 1/6 Page 4 Color CPM - $11.45
Male: 95.0%
Female: 5.0%
Median Age: 45.0
MHHI: $83,846
Islands
. Circulation: 209,078
. Page 4 Color CPM - $86.81
Male: 49.7%
Female: 50.3%
Median Age: 49.1
MHHI: $120,800
Travel & Leisure - Eastern Edition
. Circulation: 533,000
. 1/2 Page 4 Color CPM - $44.14
Male: 47.1%
Female: 52.9%
Median Age: 50.0
MHHI: $121,000
Sport Fishing
. Circulation: 153,740
. 1/3 Page 4 Color CPM - $47.13
Male: 97.7%
Female: 2.3%
Median Age: 48.5
MHHI: $100,800
The Knot
. Circulation: 325,000
. Page 4 Color CPM - $56.80
Male: 20.0%
Female: 80.0%
Median Age: 27
MHHI: $63,000
Southern Living
. Circulation: 1,913,969
. 1/3 Page 4 Color CPM - $12.60
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 - $48.24
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- Top 10 Markets Edition
. Circulation: 408,675
. 1/2 Page 4 Color CPM - $57.57
Male: 43.0%
Female: 57.0%
Median Age: 46.2
1-19
Monroe County Tourist Development Council 2006-2007 Marketing Plan
MHHI: $133,200
The New Yorker
. Circulation: 1,054,167
. 1/6 Page 4 Color CPM - $13.65
Male: 50.4%
Female: 49.6%
Median Age: 51
MHHI: $124,007
Texas Monthly
· Circulation: 301,418
. 1/3 Page 4 Color CPM - $37.82
Male: 49.0%
Female: 51.0%
Median Age: 41 .5
MHHI: $73,000
AAA Going Places
. Circulation: 2,254,278
. 1/2 Page 4 Color CPM - $8.26
Male: 40.0%
Female: 60.0%
Median Age: 43
MHHI: $59,500
Bon Appetit
. Circulation: 1,302,311
. 1/3 Page 4 Color CPM - $18.74
Male: 28.2%
Female: 71.8%
Median Age: 45.8
MHHI: $85,161
AAA World
. Circulation: 2,098,000
· 1/6 Page 4 Color CPM - $3.23
Male: 44%
Female: 56%
Median Age: 53.3
MHHI: $90,500
Source: MRI Fall 2005
2005 - Monroe Mendelsohn,
Subscriber Study 2005,
Mark Clements Subscriber Study
(Art News)
2004
1-20
Monroe County Tourist Development Council 20Q6..2007 Marketing Plan
o Resources
8%
.Talent & Residuals
3%
o Suburban Transit
2%
rllnternational Trade
1%
. Domestic Trade
<1%
[J Newspaper
5%
IIlntemeUEmarketing
6%
Generic
2006-2007
Media Spending by Category
. Expenses
2%
. Media Materials
5%
II Collateral
3%
. .. /llI Consumer Magazines
14%
.In State Broadcast
3%
[J Camping
<1%
[J National Cable
42%
$2,980,000
1~21
IIIlntemational Consumer
5%
o Meetings Magazines ·
2%
Monroe County Tourist Development Council 2006-2007 Marketing Plan
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DAC2
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DAC3
2006-2007 Media Spending by Category
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
DAC4
2006-2007 Media Spending by Category
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$666,844
1-40
Monroe County Tourist Development Council 2006-2007 Marketing Plan
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DAC5
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1-44
Monroe County Tourist Development Council 2006-2007 Marketing Plan
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Monroe County Tourist Development Council 2000.2007 Marketing Plan
UMBRELLAS
Consumer Magazines: Targeted specifically to cultural/historical, diving and fishing
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2006 - 2007 Umbrella Spending
Cultural/Historic
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Diving
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Monroe County Tourist Development Council 2006.2007 Marketing Pian
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Measurability
a) Internet click throughs will be monitored and tracked monthly with placement
of advertising. (Recommend SPA auditing)
b) Inquiries from trade/meeting publication advertising produces leads to the
sales division and directly to lodging industry. The sales division will track
these.
c) VIS phone calls (area of dominant influence) will be traced to media
placement
d) We will track the geographic and demographics of potential visitors to see if
advertising is hitting the market.
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 2006-2007 MarKeting Plan
J. SALES
Introduction
The sales team is comprised of individuals who work primarily in the field, within identified existing
markets and potential growth markets. The sales staff interfaces one on one with the travel trade,
which includes travel agents, tour operators, incentive planners, meeting planners and receptive
operators. The staff also works with state and regional tourist bureaus along with ground, air and
sea travel specialists and limited direct consumer shows, promoting the Florida Keys & Key West
as a destination.
Though the sales team effort acts in concert with the efforts of advertising, public relations, and
research, the sales effort is specialized and uses methods unique to the field of sales. These
methods will be discussed in greater detail within the body of this sales plan for fiscal year 2006~
2007.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and
demand for the destination among travel trade professionals and consumers.
2. To insure that these travel trade professionals act as an extended sales and
marketing arm by promoting the Florida Keys and favorably influencing consumer
destination choices.
3. To provide the trade and the lodging industry assistance and professional support
utilizing all tools, personal skills, venues and methods available to us in an effort
to achieve profitable end results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and
the travel trade buyers of product
5. To interact with sales and marketing personnel throughout the Keys within the
local lodging/attractions industry and participate in idea exchange, seek feedback
regarding market activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to
project a unified sales force image among the travel trade and allow for cross
selling and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity in secondary emerging
markets both domestic and internationally.
J.1
Monroe County Tourist Development Council 2006.2007 Marketing Plan
...
8. To promote specialty or niche market opportunities within the destination.
Goals
1. Increase domestic sales efforts in targeted, specialty consumer events.
(I.e. bridal/honeymoon, gay and lesbian, soft adventure markets)
2. Increase promotions in the incentive division of meetings market.
3. Increase distribution of electronic newsletter to the travel trade.
4. Develop one on one sales presentations to meeting planners in the SE.
5. Develop two "own a city" campaigns targeting the Northern New Jersey suburban
area, and the golden horseshoe area surrounding Toronto.
6. Establish an inventory of small boutique hotels and historic inns to travel trade
industry.
7. Develop an international "see for yourself' familiarization campaign to the Keys.
8. Develop one international sales mission.
9. Develop a sales mission geared towards educating and updating
AM travel counselors in the FL and SE marketplaces.
10. Develop sales promotions for the new air service in the Florida Keys
Marathon airport.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Staff Responsi bilities
Director of Sales
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Cellet Travel
Services, Ud.
Department administration. Oversees sales staff activity and reporting
in both international and domestic markets as well as specialty
markets, i.e. dive, fishing, and gay travel. Oversees activity of sales
offices based in the UK and Germany. Develops and implements
annual sales plan under budgetary guidelines. Liaises with the
advertising agency, public relations agency, research department,
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 in the United States and Canada. Works with Domestic Tour
operators, consumers and retail travel agents. Focuses primarily on
Northeast, Midwest, Central Atlantic, Southern Atlantic, and Florida, and
other geographical areas as outlined by the Director of Sales.
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, Canada and Latin America. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in the UK and Germany in the implementation of our international
sales plan.
(Part time) Responsible for implementing sales plan activity in gay
market. Participates in trade and consumer oriented exhibits and
workshops targeting gay and lesbian travelers and agencies
specializing in gay and lesbian travel programs.
(Part time) Responsible for planning, coordinating and staffing a
destination booth at specialty market expos as outlined by the Director of
Sales.
Maintains Florida Keys dedicated phone line for United Kingdom,
Scotland, and Ireland. Participates in tradeshows, and provides
support for trade professionals and consumer interests. Coordinates
fulfillment orders with fulfillment house in the UK.. Assists in sales
missions and initiates sales calls. Liaises with KBC PR agency.
J.3
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Cellet Travel
Services, Ltd.
Maintains Florida Keys dedicated phone line for Germany, Austria,
Switzerland. Participates in tradeshows, and provides support for
continued trade professionals and consumer interests. Coordinates
fulfillment orders with fulfillment house in Frankfurt. Assists in sales missions
and initiates sales calls with the assistance of a German sub-agency called
Get It Across Marketing. Also Jiaises with Mikulla Goldman PR agency.
Sales Assistant
Provides administrative support for all sales staff. The sales staff is
responsible for planning, organizing, and executing sales activities
as they relate to trade shows, sales missions, presentations, fam
trips, sales calls and coordinating and encouraging industry
participation.
The sales staff provides on going customer support through telemarketing, trade fulfillment, sales
calls, site visits, presentations, electronic promotions. familiarization trips and general assistance.
Each manager provides a report following each venue and organizes all leads generated as a
result of a sales promotional event or trip for processing by the sales assistant and forwarding to
the industry for folJow~up.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of the Monroe County Tourist Development Council.
Methods of Sales
Trade Shows - Organized and established exhibits domestically & internationally. Normally the
format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table Gr., booth), counter
top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth
would be customized to accommodate the size of our Keys delegation. Trade shows provide a
gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as
suppliers) and gather pertinent information with regards to destinations, accommodations,
attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very
effective means of making contact with a significant number of interested buyers within a few
days time or the length of the exhibit Normally, trade shows are brisk in activity and buyers seek
out exhibitors they are interested in doing business with. Trade shows are attended by travel
agents, tour operators, receptive operators, meeting planners, journalists, and consumers
depending on the show format. Where possible, we exhibit in the Visit Florida section.
Tradeshows provide an opportunity to meet new customers and renew personal relationships with
existing customers. They also provide an opportunity to discuss any problems a client might be
having or address specific needs of that client Trade shows provide a venue for many
introductions to the industry participants and even in participant absence, an opportunity to record
leads for follow-up after the show. Trade shows are essential in the travel industry. An inordinate
amount of business is booked worldwide either right on the spot or as a result of follow-up.
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Monroe County Tourist Development Council 2006-2007 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 breakfast/lunch/reception/dinner training seminars and product presentations to
the trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners. A
hosted reception is often appropriate and provides a casual atmosphere in which to network, but
with the clear objective being product exposure. Missions are commonly organized by Visit
Florida and open to statewide participation. Many times, we organize our own Keys mission with
Keys industry. Both are very valuable venues. Almost without exception, the trade customers we
meet with are genuinely responsive, courteous, interested and even grateful.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator, airline reservation center or incentive planners office.
Presentations are given to the sales/reservations agents on how to promote our destination to
their clients and consumers, and to update them on new product and current events associated
with the travel industry.
Sales Calls - Sales calls are comprised of visits to travel trade offices where an appointment is
held, or in a restaurant where the destination representative invites the point of contact to share a
meal. Sales calls can be executed by an individual or in a small grouping of sales people. Sales
calls are effective and the customer is usually pleased that the sales person has taken the time to
visit them personally and provide materials such as brochures, videos, etc. Though their
agencies and offices are most often busy and hectic with the day's transactions, they are usually
hospitable and will make time for you with few exceptions. The downside of sales calls is that it
can sometimes be difficult to see more than 3 or 4 planners daily depending on the length of the
call. Sales calls are the most effective method of establishing or maintaining a relationship with a
valued customer.
Familiarization Trips - Familiarization trips are the optimum opportunity to showcase your
product first hand. These trips are organized and attendees include travel trade professionals
who have been qualified beforehand. The average size is 15 -20 participants but can vary. They
will generally have a local escort from the tourist bureau or a hotel may choose to solely organize
their own fam. Fams are generated from a variety of sources: Airlines, tour operators, state and
regional tourist bureaus, travel agencies, corporate hotel chains, etc. Fams are golden
opportunities to help these professionals sell your product by experiencing it firsthand. We in the
Florida Keys get very creative with our fams and foflow 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 TDC, resulting in no
significant costs to the fam participants. Fams are most always a very positive experience. The
downside is dependency on fair weather, securing lodging during peak occupancy periods and
fams are usually short 1 - 3 nights. The participants cannot see or experience all there is. F am
opportunities arise frequently throughout the year.
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Monroe County Tourist Development Council 2006-2007 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 2006.2007 Marketing Plan
INTERNATIONAL MARKET OVERVIEW
The international market has been challenged during the past year, as various outside factors
have negatively influenced travel to Florida and more specifically, the Florida Keys. Factors
effecting stagnant visitation include media coverage of the past two storm seasons, fuel
surcharges assessed on some long haul airline routes, lack of allotments and subsequent
increase in room rates for the tour operators, as well as confusion with regard to the visa waiver
program requirements. The family markets in both England and Germany have become price
resistant even with the favorable exchange rate, and the populace that actively pursued the
theme park vacation has now outgrown that desire. This is a cyclical phenomenon that effects
family travel for a few years before the next wave of families with younger children will discover
the lure of animated entertainment while vacationing.
Due to the transitions within our traditional markets, we will actively promote the diversity of our
lodging facilities, attractions and cultural offerings to those travelers seeking a holiday that is
completely unique. Our smaller historic inns, village like atmosphere, artisans in residence and
exquisite cuisine all create an experience that stands out from a typical Florida holiday. The
introduction of self catered lodging product has been well received by the international tour
operators who view the concept as a way to increase average length of stay and generate
increased revenue for both buyer and seller. The travel trade has confidently reported that buyers
of self catered product will continue to support our restaurant industry, as these vacationers are
not interested in the drudgery of cooking and cleaning while on holiday, most especially in a
foreign country.
While Britain continues to be our top long haul international market, we have experienced a
record increase in the number of visitors originating from secondary markets including Ireland,
Italy, the Netherlands and Scandinavia. Each of these regions is enjoying increased lift to Florida,
and increased competition from air carriers. U. S. based carriers are now putting their marketing
dollars towards the international market as they view it as their best return on investment.
Competitive air fares coupled with the favorable exchange rate are stimulating visitors from these
regions to consider Florida for their summer holiday. A typical vacation would include a few days
in the theme parks, but then seek a unique experience that includes interacting with the natural
habitat, cultural exchanges through music, food and art, as well as experiencing the scenic
overseas highway. Visitors from these countries take their summer holidays between late July and
mid September which helps us overcome the deficits we predictably face during those late
summer months.
A concentrated promotional campaign highlighting our unique lodging options, the diversity of
attractions and activities within the destination as well as our cultural and historic significance will
continue to stimulate interest in the Florida Keys and set us apart from other in-state destinations.
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Monroe County Tourist Development Council 2006.2007 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 13 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,
With sales to the U.S. increasing by 20% since 2004
· Belgium has the seventh highest per capita income worldwide
DENMARK
International Traveler Profile:
· US remains favored choice for long haul destination
· California, Florida and New York are the top three travel destinations
· Fly/drive packages most popular
· Average length of stay is 14 nights
Travel Preferences and Trends:
· Tour Operators are still used for long haul travel arrangements
· Travelers are becoming more adventurous, looking for more unique experiences
· Danes enjoy long road trips. making the Overseas Highway a 'must see and do' for this market
J-8
Monroe County Tourist Development Counci120C6-2007 Marketing Plan
Economic Considerations and Political Trends:
· Delta and Continental announced direct flights from Copenhagen to Newark and
Atlanta, making connections into the Florida Keys very easy.
· Most Danes already carry the biometric passport, making entry into the U.S. easy
· Visitor arrival figures to the U.S. have risen by 20% in the past year
· Denmark's standard of living, with a GDP of USD 40,650 is among the highest in the world
FRANCE
International Traveler Profile:
· US remains top choice among long haul destinations
· 70% of visitors choose fly/drive vacations, as they are individualized
· 55% of visitors come from Paris and its surrounding regions
· Average age is 25-45 years old
· Average length of stay is 14 days for fly/drive market
· Vacations usually taken between June 30 and September 15
· Trend is toward more "natural destinations and exploration vs. Theme parks
· The French are attracted to the sea, beaches, sun which explains Florida's popularity
· The French are also very fond of culture, history and food
· New York, Florida, and California remain the preferred destinations
Travel Preferences & Trends:
· Today's generation of travelers is comfortable traveling in English-speaking areas
· Bed and breakfast stays are becoming increasingly popular, as the French are looking for a
more personal interaction with the local community.
· Miami is the #2 port of entry for French travelers (NYC is #1)
· There are 8 carriers offering direct flights to the U.S. daily
Economic Considerations and Political Trends:
· Market indicators project continued growth in the French market. The U.S. is expected to
continue its designation as first choice in long haul travel
· Tour operators are now selting directly to the consumer, thereby passing on the savings and
omitting the retail agent
· The U.S. Dollar/Euro exchange rate has made U.S. a good buy
FINLAND
International Traveler Profile:
· The U.S., Thailand and China are top three long haul destinations
· Florida, NYand California are the most popular destinations within the U.S.
J.g
Monroe County Tourist Development Council 2006.2007 Marketing Plan
· Majority of tours are sold to Florida that would include one week in Miami and one week in
Orlando.
· Finns enjoy beach holidays, nature based attractions and shopping
Travel Preference & Trends:
· Finnish tour operators report that more Finns are seeking active adventure holidays, custom
travel packages and are interested in interacting with local cultures.
· Summer (late June through mid~September) is most popular time of year to travel to the States
· Visit USA Committee, Finland is reporting an increase in the number of inquiries for
Information on travel to the Florida Keys as an extension of the Miami experience.
Economic Considerations and Political Trends:
· Finnair has announced direct flights from Helsinki into the U.S. with good connections through
Atlanta and Newark.
· Finland is included in the Visa waiver program, and there are no restrictions for U.S. travel in
the Finnish market.
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
· Florida remains the favored U.S. based destination
· Average length of stay is 16.2 nights (2004)
· Main travelers to Florida are now adults wlo children (93% vs. families 6.8%)
· Florida Keys captures 13.8% of German visitors while in Florida
· 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:
· 74% of travelers plan their long haul vacation outside of summer months
· Internet bookings not effecting tour operator business. Represent less than 9% of all
long haul travel business.
· Greatest growth potential is in "young active senior" market (over 50) or adults without
children
· Shoulder seasons may see increase in visitors due to profile shift from families to couples
Economic Considerations and Political Trends:
· Increasing rates/lack of inventory may negatively effect travel to the Keys
· Unemployment rate in Germany is 11.6%, and VAT tax will increase by 2% January 1 2007
· EURO value is up more than 30% over 2002 making travel to the US much more
affordable.
IRELAND
International Traveler Profile:
· The U.S. is the most popular long~haul holiday destination
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
· Ireland represents one of the fastest-growing markets for U.S. based travel and tourism
products
· Florida, New York and California most popular destinations
· Average length of stay is 14 nights in the U.S.
· Irish visitors can originate from a range of socia-demographic sectors and exhibits highly
sophisticated travel needs.
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. grew by 19% in 2005
· Special Savings Incentive Accounts will begin to mature this fall, with three big ticket items
being purchased with this money: Home, Car and Long Haul Travel
· AerLingus looking to launch direct flights to Miami within the next 12 months.
ITALY
International Traveler Profile:
· U.S. remains as the top long-haul preferred destination.
· New York, California and Florida remain the most preferred destinations within U.S.
· Expenditures by Italian tourists in the U.S. is one of the highest from European countries
· Average length of stay is 17 nights, with Miami being the second most popular destination
visited (#1 is NYC),
· Fly/drive packages are the most popular, with customer choosing the itinerary and the tour
operator providing the estimated cost on an individual basis.
Travel Preferences & Trends:
· Cultural, historical and ecological attractions/activities are preferred when visiting a destination
· Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian
traveler.
· Italian tourists tend to make their travel arrangements late (54% of packages were sold
between 15 and 30 days before departure).
· Miami and the Florida Keys realize 62.6% of all Italian visitors to Florida
· Summer peak travel period is July-mid September, with over 45% of all long haul travel
occurring during August.
· There has been a 15.9% increase in the number of Italian visitors to the U.S. since last year
representing the highest increase from any European country.
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Monroe County Tourist Development CouncJt 2006-2007 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 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.
· As of May 2006, there are 22 daily non stop flights from Italy to the U.S., in addition to 6
additional non stop flights operating every other day.
THE NETHERLANDS
International Traveler Profile:
· The U.S. is the favored long-haul destination.
· California, Florida and New York are the top three visited destinations.
· Florida is the most popular among first time visitors.
· Miami is the second largest port of entry into the U.S. for the Dutch,
· Prefers fly/drive vacations
· The Dutch traveler is usually a young couple without children or active senior market.
· Tend to be repeat visitors, come from high income group and speak excellent English
Travel Preferences & Trends:
· The Netherlands is one of the ten fastest growing international travel markets.
· Dutch travelers seeking "new" experiences, Le. diving, dolphin encounters, etc.
· Florida destinations must maintain its competitive edge to attract repeat visits.
· Prefer mid priced hotels vs. luxury accommodations
· The "active senior" segment is the fastest growing travel sector coming out of the Netherlands
Economic Considerations and Political Trends:
· Positive economic developments may stimulate travel.
· Strong EURO currency will positively influence traveL
· The U.S. is expected to remain top long haul destination due to marketing efforts.
· Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors.
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Monroe County Tourist Development Council 2006.2007 Marketing Plan
NORWAY
International Traveler Profile:
· Average age is 39 years old
· Most are family oriented, with 1 or 2 children accompanying adults
· Average length of stay is 16 nights
· Seeking tailor made vacations
· Summer travel occurs between end of June and mid-September
· Will research destinations on-line, but consult travel trade for actual booking
Travel Preferences and Trends:
· The U.S. continues to be the preferred long-haul destination.
· Norwegians prefer "sun and coastal" destinations to escape harsh climate.
· Interested in "action and adventure" travel (scuba diving, deep-sea fishing)
· Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor
the vacation to the specific requirements of the traveler.
· The fastest growing niche market is adventure travel (fishing, golfing, diving).
Economic Considerations and Political Trends:
· Norway is one of the most prosperous countries in the world (world's 3fd largest crude oil
exporter and the 3rd largest exporter of natural gas).
· Per capita GOP income equals that of the United States.
· Additional week of vacation granted last year may stimulate visitation growth
during autumn
· Strong Norwegian Kroner now makes America more affordable
SPAIN
International Traveler Profile:
· The United States is most favored long-haul destination.
· New York, California and Florida are favored destinations within U.S.
· Average length of stay averages 13 nights.
· Average age of long haul traveler is 25-45 years, with an estimated 40% having upper middle
level incomes.
Travel Preferences and Trends
· A majority of Spaniards vacation during the month of August.
· 62% travel with families, 32% as couples
· Spanish travelers are late planners, with most consumers booking their travel within 30 days
of departure. Operators publish summer catalogues no sooner than late April.
· 50% of Spaniards that travel to the U.S. are repeat visitors.
· 16% increase in visitors from Spain to U.S. over last year, with summer year on year increase
Averaging 26%
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Economic Considerations and Political Trends:
· Spain is a member of the Visa Waiver Program.
· EURO currency makes long haul to the U.S. very favorable.
· Oaily, non-stop service to Miami on several carriers makes travel to Florida convenient.
SWEDEN
International Traveler Profile:
· The United States is second most favored long-haul destination.
· Top three visited states are: California, New York and Florida.
· Average Length of stay is 17-21 days.
· Prefer destinations offering sun and beaches
· Prefer budget and mid price accommodations
Travel Preferences and Trends:
· Eco tourism and soft-adventure trips on the rise
· Most travel is conducted June-September
· Annual growth in number of Swedes visiting U.S. was 17% per year.
· Prefer fly/drive packages with "add on" opportunities
· More and more Swedes are traveling to the Keys without a pre-paid reservation.
Economic Considerations and Political Trends:
· Swedish economy is strong; Krona to dollar is strengthening.
· Greatest growth potential is in holiday fly/drive tours
· Tour operator market is highly competitive; service and value are key.
UNITED KINGDOM
International Traveler Profile:
· Orlando captures 41 % of the market share for UK visitors to the top three cities visited (New
York, Las Vegas and Orlando)
· Top three visited states were Florida, New York, California
· Stays for 12.3 nights
· School summer vacations begin mid to late July through September, with peak travel times
during the month of August
· FamBies will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed
and breakfast type accommodations.
· Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is
seeking more action and adventure.
Travel Preferences & Trends:
· Up to 75% will use a travel agent
· 54% will use a tour operator
· 26% will book via the internet
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
· Variety of products and services, familiar lifestyle and language are all important booking
factors.
· Current booking trend is still a late booking market, 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 (Le. diving, guesthouses, gay market,
weddings and honeymoons)
· New charter service from Birmingham to Florida commences July 6, offering twice weekly
flights to Orlando and weekly service to the Tampa/St. Pete area.
Economic Considerations and Political Trends:
· British Pound to remain strong, with current exchange rate at 1.74:1 ratio. (GBP:$)
· UK and Ireland economies will continue to outshine most other European and North American
countries over the next two years.
· Manufacturing industry should lead the way for increase in positive economic activity
· A strong pound sterling, increased air capacity and pent up demand helped the US to grow
UK visits by 15.5% last year. However, the US continues to lose long haul UK visit share due
to increased competition and marketing efforts by Oubai and Asian destinations.
II. ASIA
JAPAN
International Traveler Profile:
· The US. continues to be one of the most popular long haul destinations.
· The top three visited states were Hawaii, California, New York
· The states with the greatest potential for an increase in arrivals are Nevada, California, Florida
· Hawaii will remain at top place
· Average length of stay is 8 nights
· 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.
· Males in their 30s and 40s are the majority of Japanese travelers to the U.S.
Travel Preferences and Trends:
· Looking for new, undiscovered places and attractions
· Very Interested in Special Interest Tours (SITs).
· Almost 30% are repeat travelers
· Peaks in travel to FL are late Aug/Sept and during "Golden Week" (Apr/May)
· Visiting museums, photographing points of interest and shopping are popular.
· One in five Japanese visitors use a tour operator for destination Information.
· Travel agencies remain the most widely used source for travel information.
Economic Considerations and Political Trends:
· Enthusiasm for specific destinations are cyclical; Florida may become popular again.
· World events must remain stable in order for the Japanese to travel long haul.
· Yen is appreciating against the USD, making a trip to the U.S. good value.
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Monroe County Tourist Development Council 2006-2007 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 party size is 2.1 persons, and average length of stay is 8 nights.
Travel Preferences & Trends:
· Florida, California, and Arizona rank as top non-border state destinations.
· Canadians prefer to use their cars to travel with only 30% using air lift services.
· 55% of all Canadians traveling to U.S. originate from Ontario province.
· 50% of Canadian tourists prefer to stay in hotels or motels.
· The Canadian traveler seeks "value for price paid" when selecting accommodations.
Economic Considerations:
· The Canadian dollar has gained strength in relation to the U.S. Dollar, and with hotels offering
more incentives and value ads, 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
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW
The group meetings and incentive market remains 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 hotel. 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, 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. is not affected by the school vacation
calendar, and can theoretically travel at any time.
This market segment has been directly affected by the shifts in product that have been occurring
during the past year. With strong leisure demand due to compression within the lodging industry
and a more upscale product emerging, many properties are restructuring their focus and look to
maximize their revenues in both the leisure and group sectors. Meeting planners are once again
faced with rising room costs and a 'sellers' market. 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.
Meeting destination selection decisions are largely driven by group room rate, in addition to
location convenience, accessibility, security and amenities available to the attendee. Flexibility,
choice and upscale unique travel experiences are desirable to an emerging Generation X
business travel segment, which now makes up a higher portion of business travel than baby-
boomers.
Specialized group market segments that would benefit from these market shifts include the
traditional incentive award trips. These programs require little meeting space, patronize the food
and beverage outlets on property, participate in the water sports concessions available on and off
site, offer dine around options to their attendees and purchase upscale gifts locally as a memento
from their trip. Many of these attendees return later in the year with their families for personal
vacation or extend their stays to enjoy the destination on a more private basis. Establishing and
maintaining relationships with the buyers of incentive travel is critical in maintaining a competitive
edge in this marketplace.
In addition, staff will concentrate on filling need times throughout the year, particularly short term
midweek business both in season and in the traditional summer/fall need times. Opportunities to
satisfy this need are found in the Southeast corporate sector, with an emphasis on Florida based
corporations and associations. Southeast regional corporate businesses benefit from the
increased direct lift from Atlanta and are not deterred by our warmer weather in the summer/fall
months. Many of Florida's universities have Colleges of Medicine, Nursing, Law and Research
that require staff to obtain continuing educational credits. The Florida Keys is an attractive
destination to these professional attendees and always positively influences attendance. These
professionals, when exposed to the diversity and depth of the region, will return with their families
and can afford to pay the market leisure rate.
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Monroe County Tourist Development Council 200&-2007 Marketing Pian
The meetings and incentive market will remain a critical component to the Success of the
destination overall. The market mix in the 06/07 fiscal year must meet the needs of the variety of
resort properties that have an interest in the meetings and incentives market. As a unique
destination for groups, we will continue to seek meetings and incentive business ranging in size
from 15 to 300 attendees. Geographic marketing continues to be applicable within the traditional
feeder markets, such as the Northeast, Mid-Atlantic, Midwest and the Southeast. Permeation
within these markets will be accomplished through direct sell efforts as well as electronic
marketing promotions.
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Monroe County Tourist Development Council 2006-2007 Marketing Pian
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. Shoulder seasons require acute understanding of potential niche travel markets
as well as the exploration of emerging secondary geographical regions.
The diversity of lodging in the Florida Keys also presents opportunities across all niche market
segments within the domestic profile. With a series of new products entering the Keys lodging
inventory in the next 18-24 months, 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. This type of
lodging also has the potential to drive length of stay, as most people would enjoy the
spaciousness and conveniences that a condo type resort offers over a period of time vs. just one
or two nights.
Our historic inns and smaller hotels cater to an affluent, more mature market and those that are
seeking an alternative to traditional lodging experiences. With continental breakfasts and/or
social hours offered at most facilities, the notion of 'value add' is built into the rate, along with the
quaintness and uniqueness of staying in a historic building. Smaller lodging facilities all along the
Keys are capitalizing on the personalized service, attention to detail and on site ownership that
larger facilities cannot offer. Visitors who overnight at one of our many inns or small hotels
generally return year after year and recommend such lodging to their friends and families.
Adventure travel is very popular with families seeking an alternative to animated theme park
experiences. Fishing, snorkeling, diving and kayaking are popular amongst families with older
children, and can be experienced at any time of year in the Florida Keys. Promoting these
attractions coupled with the cultural and historic offerings within the destination also has the
capability of driving length of stay, as there is so much to experience while here.
Our relationships with the domestic travel trade continue to reward us with many benefits, as the
AAA source book continues to be one of the top recollection and referral sources of inquiries to
the Florida Keys. Continued education to these agents will provide them with the information they
need to direct potential customers 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.
In addition to these activities, the announcement of new air service into the Marathon area via
Gulfstream and Oelta Airlines will open up geographical regions within the Continental and Delta
hub systems to the middle and upper Keys. Oedicated sales efforts will be made targeting those
geographical regions served by Continental, Delta and its code-share partners to promote this
expanded service into the mid and upper Keys area.
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Monroe County Tourist Development Councll 2006.2007 Marketing Plan
Electronic promotions and educational seminars to the travel trade will continue to put the Florida
Keys in the forefront of recommended destination planning, With the increase in up-market
lodging facilities in the Florida Keys, a more discerning traveler will be patronizing these facilities,
and have the propensity to use travel counselors for handling their travel arrangements vs,
discounted web distribution channels.
A concentrated promotional campaign highlighting our unique lodging options, the diversity of
attractions and activities within the destination as well as our cultural and historic significance will
continue to stimulate interest in the Florida Keys and set us apart from other in-state destinations.
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Monroe County Tourist Development Council 2006-2007 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 sUl"\fey 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, and include multiple visits each year to the destination.
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 continue 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. They are a group with disposable income and a propensity
to travel at any time of the year. At promotional venues the Florida Keys accommodations guide,
the dive brochure, and the Conch 'map' is used by consumers in planning their visit. Water
activities, galleries, and museums are a strong attraction to visitors.
Gay family travel is becoming a good target market as many gay men and lesbians now have
children. Including the various attractions for families is a part of the marketing effort for the
GLBT market. Commitment ceremonies and honeymoons are also a growing part of the gay
travel business. These areas could be better supported by collateral targeting the markets as well
as advertising inviting families and newlyweds to come to the destination. Including family and
honeymoon stories in the quarterly electronic newsletter targeting the gay market will assist in
generating interest.
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 TOe's membership in the
International Gay & Lesbian Travel Association, coupled with our part-time sales manager serving
as President of the association, gives us a very high profile both domestically and internationally
in this travel market The IGL TA has over 1,000 members, with offices in the United Kingdom,
Germany, Spain and Australia. With continued 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 were beginning to show in the increase of
international gay and lesbian visitors to our area; however a presence in this area should be
maintained. 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. The destination continues press trips bringing journalists from leading
domestic publications as well as top gay international publications. Membership in the National
Lesbian & Gay Journalist Association (NLGJA) has provided access to travel writers and travel
series producers.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
The NLGJA convention this year will feature pre and post convention press visits to the Keys.
New Years Eve in Key West makes a statement of pride for our destination as it features drag
icon Sushi being lowered at midnight in a red high heel shoe, Gay and lesbian friendly events, I.e.
Fantasyfest, Tropical Heat, Pridefest and Womenfest, bring visitors to our island during the
slowest times of the year.
The gay and lesbian community enjoys sightseeing, water activities, local culture, dining,
shopping, museums, and beaches. Top motivations for selecting Key West as their vacation
destination continue to be the variety of things to do, having a reputation for being gay-friendly
and being a safe destination. 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. The ability to feel accepted throughout the islands
insures continued growth in the lucrative GLBT market.
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Monroe County Tourist Development Council 200&.2007 Marketing Plan
2006-2007 SALES ACTIVITY CALENDAR
OCTOBER 2006
October 1-3
Denver Adventure Travel and Outdoor Show
Denver, CO
Registration: $900. Staff
The Denver metropolitan area is comprised of upper income business executives and
entrepreneurs who seek adventure travel. Colorado has more scuba divers per capita than any
other state in the U.S. and are willing to travel to new and different rocations to participate in the
sport. Traditionally, Coloradoans seek warm weather holidays, tend to travel during the mud
season (April-June) and then again during the dry season (Sept-Nov). Their travel preferences
include upscale lodging facilities coupled with nature based activities.
October 5-12
Tour America/Sales Mission to Ireland
Dublin, Ireland
Registration:
Covered by Cellet Travel Services
Stacey Mitchell/Cellet Travel
Tour America is the largest consumer show that occurs annually in Dublin. Sales calls,
reservation staff training and presentations to the travel trade will be conducted while in OubJin.
The Irish economy is very strong at the moment, and Special Savings Incentive Accounts are
about to mature, giving Irish consumers an economic windfall that will be partially spent on long
haul travel.
October 7-8
Rainbow Festival
Phoenix, AZ.
Registration: $1,000. Steve Smith
The Rainbows Festival has grown to a two day event and is the largest gay and lesbian event in
Phoenix. The event drew over 22,000 participants last year. Booth space is very limited and due
to our continued support, the TDC is offered preferred site selection. The merger of US Airways
and America West Airlines has created convenient flights to Key West through Ft. Lauderdale and
Delta offers one stop service from Phoenix to Key West via Atlanta.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
October 7-9
Salon Envie de Partie
ParisJ France
Registration: $1,000. Sabine Chilton
The Florida Keys wm be participating in this promotional event which is open to both consumers
and trade. Exhibition in this show is open by invitation only and due to increased demand for
destination information, the Florida Keys and Key West has been asked to participate. We will
have the opportunity to showcase our destination to high end consumers as well as members of
the travel trade from the greater Paris region. The format consists of educational workshops and
table top exhibits for trade only followed by a 5 hour consumer show.
October 14-15
Birmingham Dive Show
Birmingham, England
Registration: 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 17-19
Meetings Quest Minneapolis/Area Sales Calls
MinneapolisJ MN
Registration: $2,100. Susanne Tortu
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
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
October 22-252006
Gay and Lesbian World Travel Expositions/Inri Conference on GLBT Tourism
San Francisco, CA
Registration: $2,850. Steve Smith
Brochure Distribution available at $50. per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States
and the TDC will be participating in the San Francisco, Los Anqeles and Seattle expositions. Each
promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for trade
only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
NOVEMBER 2006
November 3-6
Travel and Leisure Show with Visit Florida
Toronto, Canada
Registration: $2,000. Staff
Members of the travel trade and consumers from Toronto and its surrounding regions attend this
three day event gathering information for their winter vacation escapes. TOe staff will also
participate in the luncheon where staff will conduct presentations to top producing tour operators
and key airline partners as an additional promotional opportunity in the greater Toronto region.
November 4-7
Florida Encounter with Visit Florida
Naples, FL
Reg istration:
$2,000.
Sabine Chilton
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 qua[jfjed meeting planners from outside the state of
Florida and Florida's top meetings and conventions suppliers. For additional information, contact
Visit Florida, 850-488-5607.
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Monroe County Tourist Deveiopment CouncH 2006-2007 Marketing Plan
November 5-9
World Travel Market
London, England
Registration: $31,000. Stacey Mitchefl/Cellet Travel Svcs.
Co-op participation available at $1,200. per delegate in destination booth.
Brochure Oistribution 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 8-11
DEMA
Orlando, FL
Registration: Covered by Dive Umbrella Susanne T ortu
Co-op available at $500. ; Limited to 16-18 delegates.
This is a trade-only event focusing specifically on the sport of diving; its manufacturer's and dive-
related travel destinations. Dive consumers are not in attendance. Attendees hale from all facets
of the dive industry in addition to travel agencies and tour operators specializing in dive vacations
and travel. The Umbrella committee has contracted for 1000 square feet of prime convention
space, making this year the second time the FI. Keys will be a destination pavilion.
November 18-20
7th Annual Gay Life Exposition
New York. NY
Registration: $1,500. Steve Smith
Co-op avaifable at $175. ; Limited to 12 delegates.
For the sixth 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.
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Monroe County Tourist Development Council 2006.2007 Marketing Plan
DECEMBER 2006
December 5-7
Atlanta Meetings Market Academy/Area Sales Calls
Atlanta, GA
Registration: $2,200.
Co-op for 4 industry partners $850.00 per delegate
Susanne Tortu
Meetings Market Academy and Exhibition brings together meeting planners and suppliers to
discuss unique meeting venues, services and destinations to be considered for future program
potential. The event boasts a 3:1 ratio of quajjfied planners to exhibitors that meet within a three
hour exhibition time frame. Area sales presentations will be conducted within the greater Atlanta
metro region to further strengthen the viability of utilizing meeting venues in the Florida Keys.
December 10-14
UK Educational Experience
Florida Keys, FL
Sabine Chilton
Cellet Travel Services will be escorting select members of the travel trade who purchase up
market lodging product including condo-hotels, small luxury hotels and historic inns. The visit will
include approximately four days of interaction with local lodging facilities, nature based activities,
art galleries and restaurants. 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
TOG staff and is the perfect venue to showcase new or improved product as well as concepts to
feature in the next brochure/catalogue run.
December 12 and 14
Gay Life Expositions
Ft. Lauderdale, FL and Atlanta, GA
Registration:
$1,500.
Steve Smith
The timing of these shows promotes the Keys as a preferred warm weather destination to both full
and part time residents of Ft. Lauderdale as well as the greater Atlanta community seeker a warm
weather weekend break. As a sponsor, the destination will benefit from advertising promotions,
direct mall efforts, posters and promotional coupons and posters throughout the gay districts of
these cities.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
JANUARY 2007
January 11-16
Vakantiebeurs
Utrecht, The Netherlands
Registration: $2,200. Gunter Weirich/GIA Germany
The TDC will have representation at this trades how 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 2006. First day is limited to travel trade and media only with an
appt. based format, and the TDC will have the ability to conduct one on one educational
presentations with select members of the travel trade via a 'fair share lunch' coordinated by Visit
FL.
The U.S. is the number one preferred long-haul destination for the Dutch market, capturing 32%
of the long haul market share. The Dutch prefer warm and sunny destinations, and has a keen
interest in outdoor activities, soft adventure and eco tourism.
January 13-14
Atlanta Vacation Expo
Atlanta, GA
Registration:
$1,400.
Staff
Brochure distribution available at $275. per product.
The Atlanta Vacation Expo and Vacation Fest Consumer Travel Show is the largest travel only
consumer event in Atlanta. Participation in this show requires an interactive experience on the
stand, and the TOG is looking to bring the virtual reality fishing simulator to fulfill this requirement.
This will be the first time that the TDC participates in this event, and brochure distribution for
lodging and attractions is encouraged. With increased direct lift into the destination from
Hartsfield/Atlanta airport and a propensity to travel during the warmer months, Atlanta is a target
demographic market for promotional efforts.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
January 13-16
Reiseliv
Lillestrom, Norway
Registration:
$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.
January 21-23
Florida Huddle
Sarasota, FL
Registration: $2,300. Sabine Chilton
Co-op participation not available at this time. Keys exhibitors should contact International
Productions at (407) 856-4747 directly. TOC 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.
January 23-25
Northern New Jersey Area Meeting and Incentive Sales Calls
North Jersey Metro Area
Reg istration:
N/A
Susanne Tortu
Co-op participation will be made available for four delegates.
The TOC will coordinate sales calls to Meeting Planners and Incentive Houses in the Northern
New Jersey metro area. Each appointment will consist of informal sales presentations in an
informal format. TOC staff wfll be responsible for the coordination of appointment scheduling and
ground transportation. In lieu of a participation fee, food and beverage sponsorships will be
required by participating delegates.
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Monroe County Tourist Development Council 2006.2007 Marketing Plan
January 26-28
The Fly Fishing Expo and Consumer Show
Somerset, NJ
Registration: $1,500. Staff
This travel and products show is dedicated to a consumer who is interested in the sport of fly
fishing. Both domestic and international travel destinations exhibit at this show in order to
promote vacation packages and travel opportunities surrounding charter boat fishing. Exhibition
at this promotional event is by invitation only, and destinations must meet qualifying criteria as set
by the show producer In order to participate. The TDC has been invited to exhibit at this event for
2007.
FEBRUARY 2007
February 9-12
LA Times/Adventures in Travel Expo
Los Angeles, CA
Registration: $4,500.
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. This event has partnered with the LA Times consumer show, which has been very
successful in the past.
Staff
February 9-12
Our World Underwater Dive Show
Chicago, IL
Registration: Covered by Dive Umbrella Susanne T ortu
Celebrating its 3ih anniversary, Our World Underwater has returned to a dive specific consumer
show. Cooperative participation available to the first six (6) Dive Industry delegates at $300.00
per Dive Operator. This is a wetl-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 2006-2007 Marketing Plan
February 21.25
BIT/Italian Tour Operator Presentations
MilanJ Italy
Registration: $3,200. Sabine Chilton
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.
MARCH 2007
March 2-4
Adventures in Travel Expo
WashingtonJ DC
Registration: $4,500.
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.
Staff
March 7-11
International Tourismus Borse (ITS)
BerlinJ Germany
Registration: $25,000.
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.
Stacey Mitchell/Steve Smith
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Monroe County Tourist Development Council 200&-2007 Marketing Plan
March 12-15
UK Market Sales Calls
London, Manchester, Birmingham
Registration: Covered by Cellet Travel Svcs. Stacey Mitchell
Co-op participation available for four delegates.
Targeted sales calls will be conducted in three key feeder markets focusing on the introduction of
new itineraries, increase product placement and meet with key buyers and targeted members of
the UK travel media. Industry participation encouraged.
March 22-25
TUR
Goteburg, Sweden
Registration: $5,000. Sabine Chilton
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.
March 22-26
Beneath the Sea Dive Show
Secaucus,NJ
Registration: Covered by Dive Umbrella Susanne Tortu
Co-op participation available to the Dive Industry at $300. per Dive Operator.
Maximum number of participants wHl be from six to eight, and final participation will dictate booth
space. This is a well-attended consumer show, catering to the Oive Consumer in the lucrative
Northeast corridor. We received great exposure at the 2006 show and expect to increase exhibit
space this year to 400 square feet.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
APRIL 2007
April 21-25
TIA's POW WOW
Anaheim, CA
Registration: $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.
April TBD
Florida Regional Sales Calls
Broward, Dade and Hillsborough Counties
Registration:
N/A
Susanne Tortu
Co-op participation will be made available for four delegates.
The TOC will coordinate sales calls to Meeting Planners and Incentive Houses in the Tampa,
Miami and Ft Lauderdale metro areas. Each appointment will consist of informal sales
presentations in an informal format TDC staff will be responsible for the coordination of
appointment scheduling and ground transportation. In lieu of a participation fee, food and
beverage sponsorships will be required by participating. This opportunity allows for continued
relationship selling in the Florida market vying for the important short term corporate mid week
business, as welt as long term consideration for fall of 2007 and first quarter of 2008.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
MAY 2007
May 7-11
German Sales Mission
Hamburg, Munich, Vienna
Registration: Covered by Get It Across Marketing Stacey Mitchell
Our German market sales office will be arranging sales calls, presentations to the travel trade and
reservation staff training for the Florida Keys. We will also host members of the German media
for interaction and education on current and future development to the destination. Industry
partners are encouraged to participate at no charge.
May 18-22
IGL T A Annual Convention
Montreal, Canada
Registration: $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 T A membership now exceeds 1,200. Competition for gay tourism dollars is increasing with
new destinations vying for this lucrative travel segment.
JUNE 2007
June 5-7
AAA Travel Presentations and Destination Days
Tampa/Orlando, FL
Registration: N/A Sabine Chilton/Staff
Educational presentations will be made to the travel counselors in the AAA southern regional
headquarters located in Tampa, FL. The AAA source book continues to be one of the top
recollection and referral sources of inquiries to the Florida Keys. Continued education to these
agents will provide them with the information they need to direct potential customers our way and
positively influence their travel buying habits. In addition, destination days will be held at
receptive operators' offices, educating their reservation centers on product development, special
events and summer travel to the Florida Keys.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
June 22-24
Atlanta Pride
Atlantat GA
Registration: $800.
Brochure distribution available at $50. per participant.
This event draws thousands of consumers from the Atlanta metro region. This Pride event is well
attended and booth participation will be limited. Past participation shows a continued interest in
the destination making this a strong venue for our marketing efforts. Convenient, reasonably
priced lift from Atlanta to Key West makes the destination attractive to members of the greater
Atlanta community.
Steve Smith
June 26-28
Incentive Travel Exchange
Las Vegas, Nevada
Registration: $8,500. Stacey Mitchell/Susanne Tortu
In its second year, The Incentive Travel Exchange is committed to elevating the networking and
exchanging of ideas between buyers and suppliers of incentive travel to new heights. This
computer generated appointment event will pair 100 buyers and 100 suppliers of incentive travel
for private one-to-one meetings in an exclusive setting where participants can generate productive
and profitable dialogue. Each buyer will be hosted by The Exchange and be carefully screened to
ensure that they are a top producing purchaser of incentive travel. Each invited supplier will
undergo an equally rigorous screening process to verify that the products and services they
represent are of an up-market standard.
AUGUST 2007
August 4-5
North Halsted Street Days
Chicago, IL
Registration: $1,200. Steve Smith
Co-op participation avallable at $100. for four (4) delegates.
This event is in its 15th year, and has been a sellout 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.
August TBD
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Florida Marketplace
TBD, FL
Registration: $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.
August TBD
Florida Seminar with Aireka Tours
Amsterdam, The Netherlands
Registration: $360. Gunter Weirich
Aireka Travel is a Dutch tour operator who strongly promotes Florida and the Florida Keys
through its consortium of travel agents and key airline partners. Each year, Aireka organizes a
Florida evening for approximately 100 Dutch travel agents, and Florida partners are invited to give
educational presentations with regard to their respective destinations. Visit Florida will arrange for
additional tour operator sales calls while in Amsterdam, thereby increasing our exposure to the
Dutch market. This promotional event will be represented by Gunter Weirich of our continental
European agency, Get It Across Marketing.
August TBD
American Express Platinum Call Center Training
Miramar, Jacksonville and Atlanta, GA
Registration: $1,000. Stacey Mitchell/Staff
Educational sessions will be conducted in the Miramar, Jacksonville and Atlanta American
Express Platinum Travel Services call centers, coordinated by Visit Florida. The Florida Keys will
conduct power point presentations to approximately 400 platinum travel services agents,
providing them with the most up to date product information, key selling points and unique
experiences available to their service oriented clients.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
SEPTEMBER 2007
September 5-7
La Cumbre
Ft. Lauderdale, FL
Registration:
$3,600.
Sabine Chilton
La Cumbre is the premier travel industry conference for the sales and promotion of travel to the
U.S. from Latin America and the Caribbean. The event features senior executives of major
wholesalers, tour operators, retail travel agencies and U.S. receptive operators to meet during a
computerized appointment show. Attending La Cumbre is the most cost-effective method of
reaching potential customers from Latin America.
September 14-16, 2006
Carlson Wagonlit National Meeting
Location: TBD
Reg istration:
$4,000.
Stacey Mitchell/Staff
This investment will offer attendance at the national meeting of Carlson Wagonlits Travel, which is
attended by 300-600 agency owners and managers. Carlson Wagonlit is the nation's largest
franchise travel network and is rated #2 on Travel Weekly's annual top 50 travel Agency list.
There are approximately 550 Carlson Wagon lit Travel Associate franchisee store front locations in
the U.S. The TDC will apply to be a sponsor, thereby allowing us to participate in the conference,
as well as participate in a monthly electronic campaign, an announcement quarterly with Network
News and a brochure mailing once during the year.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
September 26-28
Incentive Travel and Meeting Exhibition (IT&ME)
Chicago, IL
Registration: $2,000. Susanne Tortu
The Annual Incentive Travel and Meeting Exhibition takes place in conjunction with the National
Premium Incentive Show, and attracts travel buyers representing the incentive and corporate
marketplace. Surveys indicate that 75% of the audience attend no other incentive show and over
54% of the attendees are the fInal decisIon-makers.
With a decline in qualified planner attendance during recent years, the TDC will purchase exhibit
space within the Florida booth, maintaining our exposure to this market segment while minimizing
costs and evaluating our return on investment.
Partners interested in obtaining booth space should contact Steven Bonda with Visit Florida at
(850)488-5607.
Ongoing Safes Efforts
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Monroe County Tourist Development Council 2006.2007 Marketing Plan
Destination Days
Sales Staff
Presentations and destination training will be conducted to travel trade professionals in the South
Florida area. These travel trade professionals include Certified Vacations/Delta Dream
Vacations, Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies.
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.
CELLET TR.>\ VEL SERVICES, LTD. - UNITED KINGDOlVI
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
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 KBC Public Relations
Advise TOe and advertising agency on UK market trends & issues
Monthly Sales Report
Maintain strong afliance with Visit USA Association
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Other operating costs
Fee $45,000
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
Activity actual cost expenses co-ord. svc.
Irish Consumer Show $ 2,500 $ 1,200 $ 1,000 $ 4,700
Manchester Show $ 4,500 $ 1,000 $ 2,000 $ 7,500
Birmingham Oive Show $ 0 $ 250 $ 2,000 $ 2,250
IL TM Luxury Show $ 0 $ 2,000 $ 2,000 $ 4,000
Oirect Mailing $ 9,000 $ 0 $ 2,000 $11,000
UK Website $ 0 $ 0 $ 1 ,000 $ 1 ,000
Sales Mission $ 0 $ 1,000 $ 3,000 $ 4,000
World Travel Market $ 0 $ 3,000 $ 2,000 $ 5,000
Pow Wow $ 0 $ 2,500 $ 2,500 $ 5,000
VIP Tour Operator FAM $ 0 $ 500 $ 2,000 $ 2,500
Window Displays $ 0 $ 0 $ 1 ,000 $ 1 ,000
Northern Adv Luncheon $ 0 $ 0 $ 1,000 $ 1,000
Southern Adv Luncheon $ 0 $ 0 $ 2,000 $ 2,000
MICE Luncheon $ 550 $ 150 $ 1 ,000 $ 1,700
Irish Adv Luncheon $ 350 $ 500 $ 1,000 $ 1,850
Coop Marketing $ 0 $ 0 $ 1,000 $ 1 ,000
Resources $ 5,500
Sub-total $ 61,000
Total United Kingdom Budget
$106,000
Germany (Switzerland, Austria)
Basic Services Provided
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Maintain Florida Keys dedicated Phone/Fax line (+49221 2336451/450)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfilment through fulfilment house (presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Liaise with Visit Florida office in Paris
Maintain strong alliance with Visit USA Committee
Liaise with 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) Sales Calls Budget for Niche Markets
.Corporate travel agendes
(Investigate coop opportunities) $1,700 1,000 2,700
.Condo-hotels
(Targeted sales calls to condo operators)
2) Specialized Shows: Booth & Assistance
ITS 2007, Berlin:
(Appointment scheduling, stand assist/manning) $3,000 3,000 6,000
Vakantiebeurs, Utrecht, Jan 2007 $1 ,000 1,500 2,500
(Covers booth asst., travel costs) $ 11,200
Gay Programs- 2007 Germany
Gay Prides/Gay Promotions June/July 2007
$4,000
1,000
5,000
3) Travel Trade Trainings
Participation in TO training/seminars~
Roadshows/seminars in various citles
In fall 06/winter 07
(Covers registration, coordination, travel)
$2,000
1,500
3,500
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
2 X VUSA Breakfast Seminar:
Presentation incl. brochure distribution (2007)
(covers registration, coordination, travel)
4) Sales Mission: Germany
-May 2007 (Ham/Fra/MucNie)
-Res Staff Training/PR event Munich
5) FL Keys Newsletter
6) FAM TOURS (coordination and execution)
7) German f1a-keys mini web site
Concept development and structure
8) Trade Partner Coop
9) Product Inventory
10) Office Resources
$1 ,500
1,300
2,800
$2,000
3,000
5,000
$ 6,050
$500 2,000 2,500
2,000
2,500
2,500
2,000
Total Operating Budget
Total Basic Services
$
$
45,050
23,000
I Total Germany (Switzerland, Austria) Budget
68,050
Memberships
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$
Monroe County Tourist Development Council 2006-2007 Marketing Plan
American Society of Travel Agents (AST A)
Hospitality Sales & Marketing Association International
International Travel Services Association (ITSA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL 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 2006-2007 Marketing Plan
Measurability
Group leads follow up from hotels, Le. room nights, number of pax, lost business (if so, why).
Monthly reports from offices in UK and Germany reflectIng trade and consumer inquiries and
fulfillment data.
Annual UK and German market reports.
Annual Sales & Marketing Property Survey reflecting:
Level of travel agent business
Length of stay
Market segment mix, Le. domestic, foreign, corporate/group, leisure/group tour, etc.
Geographical market trends
Post show evaluation to industry partners: Indicating feedback with regards to booking activity and
inquiries as a result of show or sales call participation.
Tour Operator Reports: Current product selling trends within destination.
FAM Surveys: Indicating travel agent, tour operator or meeting planner feedback in regards to
booking activity as a result of visit to destination.
Monitor visitor profile survey indicating travel trends in different market mixes.
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Monroe County Tourist Deveiopment Council 2006--2007 Marketing Plan
BUDGET
Promotional Activities $ 132,560
Travel Expenses $ 120,000
Postage/Phone/Xerox $ 40,000
Memberships $ 17,500
Entertainment $ 10,500
Resources $ 78,440
$ 394,000
Cellet $ 174,050
TOTAL LINE ITEMS $ 568,050
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Monroe County Tourist Development Council 2006-2007 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 TDC's PR promotional budget The agencies target their public
relations efforts to ensure a comprehensive marketing approach with the other elements of the
Marketing Plan.
The TOe PR program will maintain emphasis on cultural tourism and Eco-tourism in all phases of the
public relations program. In 2006-'07, 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, special events and programs to maximize awareness of travel
during late August and September for mature markets.
The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year
beginning October 1, 2006.
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 employ electronic marketing by making use of new Internet technology on the official
Florida Keys Web site and taking advantage of other electronically oriented venues.
6. To provide editorial content to the official Website.
7. Promote the unique quality of the destination to the gay and lesbian market domestically and
internationally focusing on the overall acceptance of gay and lesbian visitors and the "One
Human Family" philosophy.
8, To expand the domestic program to include more of Canada, specifically Toronto and other
markets with appropriate demographics for the Keys.
9. To expand the UK/European public relations program to include Italy, Scandinavian
countries, German speaking countries and to focus on Ireland within the UK.
K.1
Monroe County Tourist Development Council 2006-2007 Marketing Plan
10. To promote awareness and image of specialty markets, especially with regards to domestic
and international sportfishing audiences that will travel to the Keys and hire offshore charter
and flats guide boats.
11. To examine travel public relations opportunities in China.
12. To implement a PR crisis management program during significant emergency situations.
K-2
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Goals
1. To enhance electronic marketing efforts and the official Florida Keys Web site by the
establishment of a series of a new virtual pressroom, RSS feeds, a weekly Podcast feature
and to explore the feasibility of and perhaps initiate an online Keys TV channel.
2. To develop a media research trip for members of the Metropolitan New York Outdoors Press
Association to highlight charter and backcountry fishing opportunities in the Keys.
3. To develop a media program around the 25th Anniversary of the founding of the Conch
Republic to highlight the unique personalities and personality of the destination. Included in
this is the organization of a special Conch Republic Silver Jubilee Event, in London, in
association with Sales to take place during the sales mission 15-17 March 2007.
4. To develop and implement an HTML press release format for use across Europe, combining
images and headline copy points to entice media to read full-version releases on the website,
translating into local languages where necessary and adding Italy and Ireland to our
distribution.
5. To organize three group press visits (2 x UK and 1 x Germany) plus 17 unaccompanied
individual media visits (5 x UK, 4 x Germany, 8 x rest of Europe). Itineraries will focus on
promoting luxury & spa, specialist niches (e.g. charter fishing, diving etc) nature and wildlife,
gay & lesbian and Keys culture.
6. To organize three television production trips to the Keys (1 x U.K., 1 x Germany, 1 x rest of
Europe) targeting mainstream travel and lifestyle programs in the UK such as SSC Holiday,
sac Holiday Hit Squad, C5 Richard & Judy, SSC Full on Food and in Germany, Bayern 3
Fernweh travel show.
7 . To increase support of Sales' activities at trade shows and consumer events, providing PR
back up to exploit media opportunities, attending as a minimum WTM, ITS, TUR, SIT, Luxury
Travel Show (Cannes) and Pow Wow.
8. To execute a photo shoot concentrating on new images for GLST editorial use.
9, To establish a joint media/sales event for GLBT media and agents/operators during ITS in
Germany.
10. To revamp and enhance the monthly electronic newsletter to opt-in users of the TDC Website.
11. Develop PR programs for "Own a City" campaigns in surrounding areas of Toronto and
northern New Jersey.
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Monroe County Tourist Development CouncJi 2006.2007 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 2006.2007 Marketing Plan
Domestic Press Trips
Press trips for 2006~'07 will be designed to target new journalist markets, and therefore focus on
facets of the destination that have not previously been highlighted with trips.
To take advantage of the growing importance of on-line publications and editorially focused travel
Web sites, we will be working with journalists with leading on-line publications and sites that will be
targeted for all press trips alongside journalists representing print outlets. Writers for strong niche
market e-publications and sites will be solicited for trips designed to showcase attributes attractive to
niche-market visitors.
The agency also will concentrate on securing increased participation for proposed press trips from
journalists in the Canadian market who represent print and on-line publications.
In addition, journalists from publications in the selected "Own a City" location will be among those
targeted in press trips scheduled prior to the "Own a City" campaign.
Greater emphasis will be placed on researching magazines' editorial calendars, to determine issue
themes and special sections, enabling the agency to better target publications and schedule trips to
obtain the maximum editorial benefit for the destination.
Ladies Learn to Fish: This Upper Keys trip is geared to female journalists from top travel
publications and upscale women's magazines (both print and on-line) by providing an adventurous
look at the reasons fishing is not just for '1he stronger sex" or no-nonsense outdoorsy women.
Combining fishing, luxury, relaxation and fine food, the trip will "lure" women into understanding that
they can fish by day and still dress up for an elegant dinner. While fishing, the group will learn about
local history and lore, the beauty of the Keys and the ecosystem and wildlife unique to the area. Late-
afternoon spa treatments and gourmet dinners - some of them featuring participants' catch of the
day - will round out the experience. In addition, participants will meet with female tournament
winners, captains and perhaps representatives of the Ladies Let's Go Fishing organization. Best of
all, the trip will provide the opportunity to open up Keys fishing to a new market, stressing that the
Upper Keys have the best fishing in the world with all of the amenities and luxuries of a top
destination.
Dive into the Keys: Scheduled for July to incorporate the 2007 Underwater Music Festival, this
Keyswide trip highlights the historic and environmental richness to be found in the waters of the
Florida Keys. To be planned in conjunction with the dive umbrella, the trip targets diver-journalists
from mainstream print and on-line publications eager to explore North America's only living coral
barrier reef. Oaily dives will showcase the vessels of the Keys' Shipwreck Heritage Trail, while visits
to modern wrecks will include the Spiegel Grove and the Adolphus Busch. Above-water activities will
include seminars at the Florida Keys History of Diving Museum, an exploration of the conservation
labs and shipwreck artifact exhibits at the Mel Fisher Maritime Museum, and a look at the Keys' pirate
heritage at Pirate Soul. Meetings and interview opportunities with modern-day shipwreck salvors and
treasure divers are planned as well. In addition, journalists will dive or snorkel the Lower Keys' quirky
Underwater Music Festival always held "in the key of sea."
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Monroe County Tourist Developmenl Council 2006-2007 Marketing Plan
Visualize Paradise: This Keyswide trip is geared to photojournalists and professional photographers,
with a focus on the most visually enticing elements throughout the Keys. Underwater adventures,
backcountry kayaking or pontoon boat photo safaris, open-water dolphin encounters, explorations of
Key West's architectural gems and a sunset sail aboard a tall ship will all playa part in this visual
feast Noted photographers throughout the Keys will serve as resources to suggest locations and
activities. Emphasis will be placed on providing participants with opportunities to photograph the
unique birds of the Keys including spoonbills, egrets, herons and flamingos feeding in the shallows _
as well as Key deer and other indigenous wildlife. Late in the trip, the itinerary will include an evening
computer-and-projector showing of participants' Keys photographs.
From Palette to Palate: Key West is home to a wealth of art galleries, art festivals, art classes, and
restaurants featuring extraordinary artful cuisine. This trip, scheduled in late February to coincide with
the 42nd annual Old Island Oays Art Festival, will weave them all into an experiential adventure that
allows participants to explore their own creativity in culinary arts, crafts and fine arts. Journalists will
participate in art classes with local artists; cooking lessons and demonstrations from known local
chefs; and crafts experiences like a beading lesson with a noted maker of bead weavings and
jewelry. In addition, they will tour local galleries, visit the annual Sculpture Key West exhibition at Key
West's Fort Zachary Taylor, and attend the Old Island Days Art Festival that draws artists ranging
from local to nationwide. The trip will be geared to mainstream journalists from newspaper travel
sections, popular consumer magazines and leading on-line publications and travel sites.
Metropolitan New York Outdoors Press Association: This prestigious group of journalists
comprised of outdoor communicators from such venues as ESPN online, Field & Stream, New York
Post, Saltwater Sportsman and more - have been to the Keys more than a half-dozen times on
TOG-organized research trips. The last time was in spring 2005 in Key Largo. This research trip, will
most likely occur in Spring 2007, and will be aimed to bolster the awareness of charterboat and
backcountry guiding opportunities in the Keys.
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 TOCs/CVBs and other organizations in conducting
joint-venture media research trips as defined by their marketing plans.
Website
The PR agency manages the general destination news section of the fla-keys.com. This covers all
aspects of the destination ranging from cultural activities, special events, attractions, diving and
snorkeling, capital improvements, fishing tournaments, spot news opportunities as well as emergency
communications.
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.
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Monroe County Tourist Development Council 2006.2007 Marketing Plan
For FY2006-'07 the agency proposes the following Website enhancements:
The agency, working in conjunction with FlorfdaKeys.com, will also enhance the Web site with the
addition of Podcasts featuring a series of weekly, custom produced, one- to two-minute features on
various aspects of the Florida Keys vacation experience ranging from culture, to events to soft-
adventure activities. The 52 separate segments will be produced and narrated by Elizabeth Harryman
and Paul Lasley, two well-respected national travel broadcasters. As a bonus many of the segments
would be slated to air on the duo's travel radio shows on XM and Sjrrius satellite radio outlets.
Another new addition for the Web site will be the addition of RSS, or Really Simple Syndication
(RSS), a basic Internet markup format designed for sharing headlines. A Web site that wants to allow
other sites to publish some of its content creates an RSS document and registers the document with
an RSS publisher. The end-user gets the hotlink headlines either on the site or delivered to his/her e-
mail account. Currently, syndicated content includes such data as news feeds, events listings, news
stories, headlines, project updates, excerpts from discussion forums or even corporate information.
For fla-keys.com, RSS feeds will consist of headlines from releases posted on the Keys Web site.
Finally, the agency will examine the feasibility of initiating an Internet-based TV channel dedicated to
the Florida Keys tourism product. The Internet video programming can be attributed to three primary
factors including (1) the expansion of high speed Internet access around the globe; (2) improvements
in digital video compression, resulting in better quality and smaller files and (3) the introduction of
Apple's Video I Pod, video phones and other delivery devices. A prototype Keys channel has been
developed by a vendor the agency is familiar with and discussions have begun to determine cost and
other considerations.
Online Press Room
Another section of the website the agency manages is specifically produced for media
representatives. For FY2006-'07, the agency is proposing a major re-tooling of the media Web site.
New features will include the automatic posting of all press releases; the entire media kit available
online; more imagery and an online media contact resource center.
E-News
In 2006-'07, the monthly e-newsletter will continue to be produced in conjunction with floridakeys.com
to provide vacation news to Keys Web visitors who opt to receive additional information. In addition,
this communications vehicle will be redesigned to reflect any new overall creative approach the TDC
may take in the new fiscal year.
In addition, to expand the content and reader appeal of the popular monthly e-newsletter, the agency
will incorporate into it a regular series of profiles of Keys residents, Titled "Keys Voices," the series
will spotlight charterboat captains, artists, chefs and restaurateurs, animal rescuers, museum and
attractions operators, musicians and writers, historians, treasure seekers, event coordinators and
others who can provide upbeat, creative insights on various facets of the destination. Subjects will be
chosen from all districts of the Keys and from varying professions and walks of life.
Journalists often express interest in receiving information on Keys locals and "characters" that would
make good interview subjects. Visitors find locals' attitude and lifestyle uniquely appealing. "Keys
Voices," with subjects profiled in feature style, will be appealing and informative for both groups.
In the e-newsletter, a teaser paragraph for the "Keys Voices" section will appear each month, linked
to the full story in the Florida Keys News section of the Web site.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
When each month's profile is "retired" from the Web site news section, it will remain available to
journalists and consumer readers in a newly-developed "Keys Voices" section of the site that is
accessible through a link from the home page. Ultimately, the "Keys Voices" Web site section will
offer a variety of profiles that promote the destination through the words of the Keys' creative,
dedicated, quirky, laid-back and independent residents.
A quarterly GLBT e-news will also be produced.
Other Electronic Venues
Other electronic communication tools are to be utilized. The agency has consummated an agreement
with Dive News Wire for a series of news dispatches to dive trade venues including dive shops, dive
travel agents; wholesalers and certifiers. The agency wilf establish direct consumer release
distribution with several different electronic travel e-newsletters that offer cost-effective availabilities.
'Where to Go Next," that is distributed to about 73,000 consumers as well as about 3,000 journalists,
travel agents and tour operators. It wifl also examine the Gay news wire as a possible distribution
source.
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.
News Releases
Agency plans to research and distribute domestic releases to appropriate media focusing on the
following topics in 2006'-07: At least four 'What's New in the Keys," featuring new tourism offerings
and seasonal packages; a 2006-'07 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 2006-
'07 year:
Dive into the Florida Keys: The Keys are rich in special events for divers and snorkelers,
such as the Underwater Easter Egg Hunt, the Underwater Music Festival and Island Sun
Splash, Significant dive sites range from North America's only living coral barrier reef to
historic shipwrecks to a unique underwater park. All will be profiled in this introduction to the
Keys' underwater wonders.
Angling for Adventure: Fishing targets in the Florida Keys range from marlin and other
deep-sea sport fish to permit and other wily denizens of the shallow backcountry waters, and
all types of fishing are best done under the guidance of a skilled Keys captain. This release
will acquaint readers with the types of fishing in the Florida Keys and the beneffts of fishing
with a captain who knows the local waters.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Art Attack: From Festivals to Gallery Walks. Focusing on Key West's thriving visual arts
community, this roundup release details specific seasonal art offerings such as gallery walks,
ongoing "plein air" classes and special events including the Old Island Days art and craft
festivals. The release is designed for distribution in late fall to spotlight art "happenings" from
January through Easter.
Historic Highlights of the Florida Keys: Throughout the Keys, visitors can view historic
sites that bring alive specific aspects of the island chain's history. The release will introduce
readers to the Keys' unique history as presented through easily-accessed sites: the historic
homes in Tavernier and Islamorada, the Pioneer Cemetery in Islamorada, Pigeon Key and its
wealth of Overseas Railway history, the Lower Keys' Blue Hole, Key West's San Carlos
Institute and Cuban heritage, and the island's literary and political landmarks.
Boaters' Paradise: This release, designed for both boating and mainstream travel
publications, explores the resources in the Florida Keys for visitors arriving by boat. Types of
marinas throughout the Keys will be profiled, with their range of amenities prominently
featured, as will typical water conditions and Keys boating tips. Topics will also include
attractions and restaurants near marinas that can round out the Keys experience for the
boater.
Girls' Getaways in the Florida Keys: Girlfriends' getaways are becoming increasingly
popular, and this release presents a variety of ways to enjoy an all-girls' adventure in the
Florida Keys. Learn-to-fish seminar weekends, luxury spa escapes and artistic experiences
will be explored - as will getaways to attend special events such as the Key West Songwriters'
Festival or Pirates in Paradise.
New Meeting Facilities/Programs in the Florida Keys: A semi-annual story focusing on new
additions in the Keys for meeting planners.
The 2006-'07 press release strategy will also focus on providing increased coverage of special events
through exploration of different angles and potential markets.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
For example, the economic benefits of Fantasy Fest could be spotlighted in a release to business
publications, and the Underwater Music Festival could head a roundup release on the Keys' unique
underwater events to be distributed to dive publications. Events such as the Florida Keys Birding &
Wildlife Festival could be used as a hook for an overview of birding in the Keys directed to nature and
environmental publications.
The agency will continue to expand its distribution lists for all press releases. Particular emphasis will
be placed on increasing distribution to mainstream and niche~market on-line publications and
editorially focused travel Web sites. On-line and print publications in the Canadian market also will be
targeted for increased distribution.
l'Own a City" Campaign
In conjunction with the advertising agency and TOC sales, the agency aims to develop an "Own a
City" campaign in the surrounding area of Toronto and northern New Jersey. Each region is saturated
with the Florida Keys marketing message during a pre-determined 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.
To ensure widespread coverage in the targeted "Own a City" market, the PR component of the
campaign will include a 25th anniversary Conch Republic competition. Radio, newspaper and Web
site partners will be sought in the target city to promote the competition during the multi-week "Own a
City" campaign period.
The agency will work with the selected radio station to arrange several days of remote broadcasts
from the Keys as a culmination of the Keys promotion. Ideally, the winner of the Conch Republic
competition will be chosen on-air from the remote location in the Keys.
In addition, journalists from the selected city's newspapers, city magazine(s) and significant on-line
publications will be targeted to participate in press trips prior to the "Own a City" campaign so that
their articles will be prepared and ready.
The agency will again research the possibility of bringing a television weatherman and/or morning
show from the target city to the Keys to do live remotes during the campaign period.
Spot News
As in past years, the focus of spot press coverage has been on activities occurring during appropriate
festivals and special events. Upcoming coverage of events will continue to be strong, but will continue
a focus on historic and cultural elements inherent in the events. Any significant news event that has a
tie to create a favorable image for the Florida Keys is maximized by the agency.
Travel Trade Public Relations
The agency strives for placement of Florida Keys news items in travel trade publications. At least four
times annually it surveys hotel associations, chambers of commerce and other sources for tourism
infrastructure improvements that provide meaningful news. Results are distributed to appropriate
travel trade sources.
Stories regarding major Keys events are rewritten for travel trade publications and the agency
attempts to maintain high awareness of the TOC's sales and marketing staff.
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Monroe County Tourist Development Council 200&.2007 Marketing Plan
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 Committee 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 and provide things to do while here, 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
As well as increasing press release coverage of popular special events, the agency plans to continue
stressing the "indigenous" nature of the events wherever possible. For example, Hemingway Oays
was created to celebrate the literary heritage that began with Ernest Hemingway's decade-long
residence in Key West.
The unique cultural, environmental and attitudinal aspects of each special event - which anchor it
firmly in the Keys - will be highlighted in all appropriate cases.
The agency will continue its successful program of providing sound to radio media before and during
many leading events that merit it - increasing exposure for the spotlighted event or festival,
incorporating interviews with event coordinators and continuing to reach a market that has proved
very viable.
Conch Republic 25th Anniversary
The Florida Keys' 1982 secession from the United States and formation of the Conch Republic
provided a highly successful promotional opportunity that illustrated the Keys' lighthearted spirit, feisty
independence and offbeat creativity. The agency plans a significant promotion throughout the first
quarter of 2007 to spotlight the 25th anniversary of the secession.
Print, radio, on-line and television coverage will be sought during the periOd leading up to the
anniversary and during the annual Conch Republic Independence Celebration in April. The agency
will work to arrange a radio remote broadcast and/or the onsite broadcast of a major-market television
program on the April 23 anniversary of the secession. Coverage by a national network morning show
also will be sought.
Other elements of the promotion will include a competition in the targeted "Own a City" markets. The
first prize will be a trip for two to celebrate the 25th anniversary of the secession in the Conch
Republic.
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Monroe County Tourist Development Council 2006.2007 Marketing Plan
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 contrnue seeking various national cable television shows to focus
on Keys cultural and heritage topics.
Collaboration With Other Industry Professionals
The agency assists and consults with public relations directors and firms that represent private
resorts and attractions in the Florida Keys & Key West. Our liaisons, which have proven beneficial to
the Keys in the past, also include public relations contacts at the Visit USA offices, Visit Florida and
other tourist development councils and tourism boards as well as colleagues at airlines and cruise
lines serving the Keys.
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 plans to represent 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.
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 2006-'07. 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 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.
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Monroe County Tourist Development Council 2Q06.2007 Marketing Plan
In 2006-'07, the agency will continue updating the gay press kit editorial while creating new editorially
oriented photography.
Other activities include the staging of 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. Also the
agency will provide support when travel journalists visit the Keys from various media outlets
domestically and internationally.
The TOe will also continue to support the National Lesbian & Gay Journalists Association by
attending their annual convention.
The agency is also planning a joint GLBT media/sales event during ITB 2007 in Berlin.
Additional Promotions
Keys to Cold Weather Relief
When the temperature drops in northern regions, the balmy Florida Keys look increasingly attractive
to northern media and potential visitors, which typically results in additional event coverage by outlets
such as the Weather Channel. The agency plans to capitalize on this by creating "Keys to Cold
Weather Relief' packages for delivery to selected high-profile radio and television targets during
winter months.
Each package is to contain warm-weather accessories such as a hand-painted Conch shell,
sunglasses, Margarita mix, Key West Aloe sunscreen, Key lime cookies or candy - and a pitch for
coverage of a unique upcoming special event that draws attention to the warm-weather appeal of the
Florida Keys & Key West. Package elements are to be packed in a quirky, eye-catching box
decorated to make it identifiable with the destination.
UFor the BirdsJl Student Essay Contest
Geared to attract entries from eco-minded high school or college students, the contest is to feature a
prize of a trip for the winning student and his/her parents to the Florida Keys during the peak of the
hawk and songbird migration season. The winner and family will participate in the Florida Keys
Birding and Wildlife Festival, which offers birding lectures and programs as well as wildlife field trips
throughout the Keys; and take a day trip to Dry T ortugas National Park, a recognized Mecca for
birders. Promotion for the contest will be directed at birding and environmental publications, e-
publications and Web sites. The essay subject will relate to birding in the Keys, and entries will be
judged by directors of the Birding and Wildlife Festival and acclaimed Keys birders and naturalists.
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 TDC 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.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
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 TOG, the industry and the visitor, and helped efforts to achieve a speedy economic
recovery .
For 2006-'07, 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 six past Governor conferences.
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 TDe -
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
United Kingdom/Europe
The aim of the UK/European PR program is to ensure increased and improved coverage for the
Florida Keys in the UK/European markets. This is done with the help of a professional contracted PR
agency in Europe. KBC PR & Marketing is contracted to coordinate media relations on behalf of the
TOC in the United Kingdom and European countries.
Overview
The increase in condominium "self catering" accommodations in the Keys is viewed as a positive
attribute for the European market. However, the cost of both hotel and condo accommodation has
grown considerably and the Keys are now significantly more expensive than mainland Florida. This
means that the Keys can no longer be seen as a "value" destination and that promotion of it needs to
move towards the luxury and specialist niche markets (e.g. diving, fishing etc), who are prepared to
pay the higher costs now being charged.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
The European feeder markets have also been changing. The British still make up the largest number
of overseas visitors to the Keys, and the German's remain second, but the French market was
particularly hard hit by problems with the production of biometric passports. This could mean that
pent-up demand is being created, ready for the solution to the passport crisis, which is due to be in
place very soon. The Scandinavian and Italian markets are both showing signs of interest and should
be developed during 2006-'07. The Irish market is also now ripe for exploitation as it has the highest
disposable income in Europe, has a very strong affinity with the U.S. and the easiest entry/visa
process of any European country.
Such new market developments will have to be modest due to budgetary considerations, as they will
necessitate pulling back on activity in other markets, unless additional budget is available.
Key European Markets and Messaging
All market messaging:
. luxury & spa
· specialist niches e.g. charter fishing, diving, outdoor activity etc
· nature and wildlife
. gay & lesbian
· Keys culture
Country messaging:
· UK - family, Florida beyond Disney
· Germany - longer stay, open laid-back attitude
· Ireland - family, Florida beyond Disney
· Scandinavia - general awareness and image
· Italy - general awareness and image
Public Relations Tools and Activities
The following tools and activities will be employed during the year:
· Press releases and press kits
· Photo stories
· Media Visits: Group trips and individual media visits
· TV Filming Trips
· Media Missions
· Trade Shows & Consumer Exhibitions
· Events & Hospitality
Press Releases
KBC plans to issue event-specific news releases each month, translated into the appropriate
language for each territory. The event specific releases will outline an event due to take place in four
to six months time, allowing for the long lead times of monthly publications and giving media enough
time to contact us to facilitate a visit to the event for them. The news releases will of course reflect
what is happening in the Keys and cannot be forecast in advance, so the schedule wtll be flexible,
responding to developments as they occur.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Modern technology has changed the media's expectations of what press releases should look like,
how long they should be and how they should be distributed. Email is certainly the route forward but
plain text emails are not exciting to look at and do not encourage someone to read them. Sending
images and logos can take up huge space on people's systems and media disHke that intensely. UK
and Europe news and event releases are to be produced in HTML format which means the files will
be small enough not to clog up inboxes or take ages to download. Each release would have the
colorful Keys graphic at the top and would include an optimized low-res image and minimal copy to
grab the reader's attention - this means maximum impact in the shortest possible time. An embedded
hyper/ink would then take interested readers to the Keys media site to see a longer version of the
release providing all the necessary details.
Photo Stories
The UK trade in particular likes to use photos to accompany news stories. 2006-'07 will see the
introduction of new window displays to the UK trade and this will be promoted through the press via
staging a photo opportunity with the UK Sales Agency and a travel agent. Other opportunities include
trade journalists accompanying agent/product familiarization tours.
Media Visits
Media visits, whether in groups or individually, are the second most powerful PR tool available and
are guaranteed to generate coverage. They will again form the bedrock of activity for the year. As in
previous years, budget should be set aside for transatlantic and internal flights as these are becoming
harder and harder to obtain on a complimentary basis from tour operators or airlines. However, we
will always seek to work with key industry partners to minimize the cost to the Keys of such activity,
obtaining net rate airfares or complimentary car rental whenever possible.
In terms of media focus for these visits, the goal will be to develop relationships with electronic media
even further, as per the brief, however in Europe electronic media is not as influential as in the US.
We will seek to obtain a guarantee of electronic coverage from each journalist visiting the Keys, in
addition to the usual hard copy publication, whether that coverage is in the on-line version of the
paper or magazine or a separate commission entirely.
· UK
Group Visits: Two themed group visits of five journalists and one host:
April 2007 - Celebrate the Conch Republic (25th).
To showcase one of the destinations' larger events while providing excellent story and holiday
ideas.
January/February 2007 - Luxury Keys.
To showcase the Keys' luxury properties and activities and support the UK Sales plan to attract
British holidaymakers away from cheaper areas of Florida.
IMV's (Individual Media Visits) Five individual targeted media visits during the year promoting the
luxury and niche activity markets.
· Germany
Group visits: One group visit of six journaHsts and one host in April/May 2007 designed to
showcase the many different activities offered in the Keys that would keep visitors in the region for
more than 2 days.
IMVs: Four individual media visits throughout the year, focusing on the luxury and gay markets.
K.16
Monroe County Tourist Development Council 2006.2007 Marketing Plan
· France, Scandinavia, Ireland, Italy
IMVs: Up to a maximum total of 8 individual media visits from all four markets during the year.
In addition to these market specific group trips and IMV's we will also source appropriate media to
attend the annual group Gay trip, targeting two journalists each from the UK and Germany and
another one from each of the other four geographical areas.
TV FiJrninQ Trips
The old adage "a picture speaks a thousand words" is still very true and television coverage is the
most powerful and cost effective route to attracting visitors to any destination.
2006 has been very successful in terms of TV coverage, with 4 UK, 3 German and 1 French film crew
visiting the Keys. It is unlikely to be possible to maintain this level, however, and so the goal will be to
seed and organize at least one filming trip each from the UK and Germany and a further one from the
other markets.
Opportunities for TV coverage in the UK are continuously changing as series are re-commissioned,
newly pitched or abandoned. Potential national opportunities currently include:
BSC 1: Holiday - The longest running travel programme in Europe. Pitches for the 2008 series will
take place in Feb/March 2007 if it is re-commissioned.
Channel 4: Richard & Judy - A very popular afternoon magazine programme. Their Book Club may
be interested in the Literary Festival & Lorian Hemingway's new book, when complete.
BSC2: Full on Food - A dedicated hour long food show that sometimes visits international
destinations to look at their food styles. If re-commissioned we will pitch to Keys specific food items.
SBC1: Holiday Hit Squad - Early evening holiday six-part show, produced for the first time in 2006
(replaced Departure Lounge). Will know in March 2007 if to be re-commissioned.
In Germany, we would target:
Bayern 3: Fernweh - Very popular German travel program which runs on the public TV channel
Bayern 3. The program regularly features destinations (45 minutes on one destination exclusively).
Experience in 2005-'06 has shown that it can be extremely cost-effective to work with other Florida
partner destinations, such as Lee County, Miami-Dade County and Disney. The agency will seek to
develop further cooperative activities with these Partners.
Media Missions
Following on from the success of the 2006 UK Media Mission, it is recommended that a German and
another UK mission are organized in 2006-'07. Timing for this would be May/June, in preparation for
the hurricane season. In the UK the South & South West, Ireland and Northern Ireland would be
targeted, whilst in Germany, the major media cities of Munich and Hamburg would be visited. The
German mission would support the Sales mission taking place at the same time.
For Scandinavia, Italy and France it is recommended that a PR representative travels with the Sales
representative to support their activity and develop media contacts at trade shows TUR (Sweden) and
BIT (Italy), extending their stay by a day or two to provide as much opportunity as possible to meet
and network with local media. It would also be beneficial to work with Sales in France, depending on
what activity is planned.
K-17
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Working with the local Visit USA Committees and other Florida Partners in these markets will be
necessary and can be very successful as demonstrated by the joint Paris dinner with Visit Florida in
2006 that resulted in a visit by France 2 television.
Trade Shows & Consumer Exhibitions
Trade shows are an important part of the annual activity calendar as they provide excellent
opportunities not just for trade coverage, but also to network with key consumer journalists. TOC will
partner with Visit Florida wherever possible. Partnering would be possible at both WTM in London
and ITS in Berlin.
The agency proposes a PR representative attend the following shows, providing that the sales
department can supply an exhibitor badge to gain entry to the main trade shows.
I Show
i Tour American Ireland
I Visit USA Masquerade Sall*
)
I Birmingham Dive Show
I' Salon Envie De Partir
.WTM
iABTA
I International Luxu Trave Show
Vakantiebeurs
. Manchester Holida Show
Visit USA Bel ium
BIT
i ITB
!TUR
j PowWow
Events & Hospitalitv
! Dates & Location
i
i 6-9 October, Dublin
J *Cellet is recommending sponsorship of this I
i event so it will be important to maximize PR !
I 0 ortunities arisin from that s onsorshi i
. 14-15 October 2006, Birmingham !
I October 2006, France I
I 6-9 November 2006, London
I 23-26 November 2006, Marbella, Spain
, 4-7 December, Cannes, France
: 9-14 Janua 2007, Utrecht, Netherlands
i 12-14 Janua ,Manchester, En land
i 8 -12 Februa ,Brussels
22-25 Februa ,Milan
! 13-17 March 2007, Germany
I 22-25 March 2007, Goteburg, Sweden
i 21-25 May, Anaheim
. UK
To celebrate the 25th anniversary of the Conch Republic, UK Sales and PR recommend hosting a
joint party in March, as part of the UK Sales Mission being held at that time (12-15 March 2007).
Guests should include consumer and trade media, key travel agent contacts, tour operator
contractors and product managers. The event would be jointly organized by KBC and Cellet.
Up to 50 guests would be invited to a suitable London location, such as Sugar Reef, where the
aim would be to re-create the atmosphere and activities of the real event in the Keys, such as the
drag race and pajama party. We would set up a screen to show 2006's activities - perhaps using
footage recently shot by The Travel Channel at 2006's event.
K-18
Monroe County Tourist Development Council 2006-2007 Marketing Plan
It would also be good to have a drag queen perform a set of songs at the club, to help create the
atmosphere. Whilst many of the Republic events are gay-themed, this is not seen as detracting
from its interest to non-gay guests, many of which would love to attend this kind of event but
would prefer the "security" of a group experience.
. Other Territories
The other European markets are not large enough to warrant individual Keys events, especially
when budget is limited. However, it would certainly be worthwhile the Keys participating in pay-to-
play events organized by other organizations in these areas, such as Visit Florida, the Visit USA
Associations and TIA For example, in Germany, Visit Florida will again be organizing the
Oktoberfest event and an ITS media event in which the Keys should certainly participate. In
addition, there is to be a Sales Mission in Germany, coinciding with a Media Mission, and it would
be ideal to create a media dinner at the same time,
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 America
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.
China
China is seen as a huge emerging market in the future for the United States. The agency will begin
investigating public relations opportunities in this market and look at partnering with Visit Florida to
participate in activities they might be planning.
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 TOe with analysis of various media projects to
provide dollar value of coverage received. Although comparative costs can be achieved, based on
media rate cards for time and space, it is difficult to assess the value of increased credibility and
readability editorial materials generally garner.
K.19
Monroe County Tourist Development Council 2000..2007 Marketing Plan
Preliminary Public Relations Expense Budget for FY' 2006.'07
Media materials (Media kits, releases, photo reproduction, CDs, etc.)..................$9,000
Postage and FedEx............................ ........... .... ....... ..... ...... ......................... ....... ..$4,000
Electronic Marketing Development .... ................. ... ....... ........................... ........... .$50,000
Print clipping and broadcast monitoring services (evaluation process) ...............$10,000
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.)..................................................................................... $80,000
PR Alert and miscellaneous in-county................................................. .................. $1 ,000
Domestic media development missions......................... ..................................... $18,500
Spot News Coverage.......................................................................................... .$50,000
UK/European sub-agency contract.................................................................... $125,000
UK/European PR expenses............................................................................... $1 00,000
Web Site Editor.................................................................................................... $27 ,000
Ameurop Assistance Program..................... ........................... ........................ .... .$18,000
PR stringer expenses. ........ .............. .... ....... ...... ................ n... ...... .................. .... ...$5,000
Gay market PR Stringer................. .................................................................... .$12,000
Gay Editorial Photo Shoot..................................................................................... $7,500
Resou rces ......................................................,.......................... H . . .. . q . .. . q . . . .. , . .. . . $1 5,000
Total Proposed PR Expense Budget for FY 2006.'07 ..................................$682,000
K.20
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K-33
Monroe County Tourist Development Council 2006.2007 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, entertainment 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 film industry ad campaign with the TDC Advertising Agency.
2. Increase marketing efforts in the international film production industry.
3. Develop a FAM trip for feature film and television location managers.
4. Increase marketing efforts to commercial production industry.
5. Develop marketing efforts to the video gaming industry.
L.1
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Implementation
Film Florida
Film Florida is an organization that was founded to promote Florida as a film destination. Made
up of State film commissioners, labor unions, individuals and businesses catering to the film,
television and print industry. Our presence will continue with Film Florida in 2006 -2007. Our
film office in conjunction with Film Florida will organize two New York marketing missions plus
one or two other marketing receptions during the upcoming fiscal year.
Website
The Florida Keys & Key West Film Office will be making improvements to its current website,
www.filmkeys.com.
For the 2006 -2007 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 office 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 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 the TOC Advertising Agency a print campaign to target Europe as well as the
domestic market. We will also be advertising both on line and in print with The Location Guide
and The Industry Labor Guide both production tools reaching an international trade.
L.2
Monroe County Tourist Development Council 2006-2007 Marketing Plan
New Marketing Tools
The Governor signed the budget making available on July 1, 20 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 thrilted 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 plan is the best program the
state can offer.
Additionally, Reel Scout, an on~line interactive location library, which has been quite costly to
attain individually will now be funded by the State Office and open to all State film offices free
of charge. We will receive training for this site and may submit as many photos as we like into
the library.
FAM Trip
The film office 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 so to have an opportunity to see our diverse locations.
Increase Marketing Efforts to Commercial Production Industry
The film office 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.
We were able to do this with both New York and Santa Monica events including TiSeCa Film
Festival. The film commissioners take photos which are then posted to a website specific for
the event. Postcards are handed out at the receptions which drive people to our site
throughout the next couple of months at which time there are links to our individual film
commission sites. The visits to the sites number in the thousands.
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 360 environments for the games. The film office will reach out to this segment of
the industry through our marketing receptions and e-postcards.
L.3
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Industry Trade Shows
Trade shows are venues where the Film Commission office has an opportunity to promote
what is available in our destination directly to production companies. Attendance at the
following trade shows is proposed for fiscal year 2006 - 2007.
1. Location Expo is scheduled for Santa Monica, 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.
3. New York Mission - We plan another New York Mission this year scheduled for autumn.
The Florida Keys Film Office will again coordinate the reception for independent film
makers in the East Village, New York. Attendees are to include producers, directors and
executives from the film and television industry. We will schedule another marketing event
in New York to coincide with TriBeCa Film Festival scheduled for April.
4. Los Angeles Mission - The film office 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 offices are considering opportunities to
partner with the State Film Office and production and distribution companies to bring
awareness of Florida as a film destination. Targeted attendees are producers, directors
and executives in the film and advertising industries.
6. London Broadcast Production Show or Cannes Lyons - This trade show takes place in
late Mayor early June. The Florida Keys film office has been coordinating this show for
Film Florida during the past three years. After the show this coming June, this office will
decide and recommend whether to continue with London or set our site on Cannes Lyons,
the commercial industry 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.
L-4
Monroe County Tourist Development Council 2000.2007 Marketing Plan
Once the location scout provides the production company with his/her photographs a second
and possible third scout may evolve consisting of the producer, director, art director and
location manager. Again, the Film Liaison provides escort and possibly transportation for the
scout. Efforts made by the film office and local businesses during these scouts may strongly
effect the outcome of a location decision.
Location Shoots
When a film, television or still shoot client decides to shoot on location in the Florida Keys, the
Film Commission office provides continued assistance dependent upon the need of the
company. This assistance may include 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.
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.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Measurability
A 'Heads in Beds' report will continue to be submitted as part of the TDC meetings report.
This accounts for productions who have utilized the film commission and/or shoot on public
property and stay in the Florida Keys.
A year end economic impact report based on numbers from the production companies is to be
submitted to the TOe. 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 TOe reports.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
Budget FY 2006
Film Industry Trade Shows
Film Florida quarterly meetings
New York Missions
Locations Expo
Film Florida Conference
Broadcast Production Show or other International Shows
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-7
$10,000
$9,900
$700
$1,500
$5,000
$7,500
$400
$12,000
$4,600
$3,000
$5,000
$11,400
$4,000
$75,000.00
Monroe County Tourist Development Council 2006-2007 Marketlng 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 TDC 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 TDC's Market Research department is
to maximize the quality, value, effectiveness and application of research in the development of
marketing strategies and in measuring the extent to which marketing goals have been met.
OBJECTIVES:
The objectives of the Market Research program are:
1. To identify accurate, ready, cost-efficient sources of information regarding travel and
tourism trends, consumer 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. terrorist
attacks, war in Iraq, 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 aGO-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 decisionmaking process
and measure effectiveness.
6. To further the understanding and utilization of emerging technologies in the field of market
research and strategic marketing.
11,1-1
Monroe County Tourist Development Council 200&.2007 Marketing Pian
GOALS:
The goals of the Market Research program are:
1. To develop a study of the effectiveness of our website, www.f1a-keys.com. in consumer
vacation planning and fulfilling intermediary inquiries (travel media, travel trade and meeting
planners ).
2. To develop a study of travelers' awareness of the destination and the role of price and value in
their vacation decision process.
3, To execute a study of the Florida Keys and Key West Destination Wedding and Honeymoon
market, including growth of the market segment.
4. To develop a study of the propensity of international travelers to seek boutique, B&B/Guest
House lodging and/or "value added" vacation experience and examine the special
considerations for marketing to those traveler segments.
5. To assist in development and facilitation of 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.
6. To increase the scope and methods of data collection in tracking the effectiveness of
advertising, sales, public relations, film, and visitor information services.
RESEARCH METHODS:
Every research study begins with the identification and formulation of a research question. Once
this has been established, the potential sources of information available to answer the question
are identified. A research design is then developed. Research designs may be either quantitative
or qualitative in nature. Elements of both designs may also be used together in mixed-methods
studies to provide more information than could be obtained from using either one alone.
Quantitative Analysis:
Quantitative research focuses on numbers, logic, and the objective, providing quantifiable
responses to a specific question obtained from a statistical sampling of a target population. While
quantitative data collection techniques can vary depending on the sampling design and the type of
information to be collected, the traditional empirical quantitative technique in market research is
the survey questionnaire. By administering a survey to a random sample of a population, one is
able to draw inferences about the behavior of an entire population.
Survey instruments can include a record sheet for observations, a self-completion questionnaire,
or a questionnaire administered by an interviewer. The medium by which the survey is
implemented can include mail, telephone, face-to-face interviews, e-mail and the web.
M-2
Monroe County Tourist Development Councif 2006-2007 Marketing Plan
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.
IMPLEMENTATION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West.
Telephone inquiries will continue to be tracked through the VIS software, with monthly 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 email and internet based inquires. We will continue to report on the wealth of
data gleaned from the Key West Business Guild's Gay and Lesbian VIS database.
Research focusing on actual visitors to the Florida Keys & Key West.
Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of
our research efforts with respect to actual visitors, The Visitor Profile Survey wifl continue to
gather demographic, expenditure, activity, trip planning and expectation vs. satisfaction data from
visitors to the Keys. We will enhance our capability of predicting repeat visitation through analysis
of visitor expectations as compared to visitor experience. 'Special topic' questions will be added
on an as-needed basis. We will continue to track prior cruise ship visitation in Oistrict 1 in order to
measure potential for conversion into overnight visits. The data collection will continue to be
M.3
Monroe County Tourist Development Council 2006-2007 Marketing Plan
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.
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.
Fulfillment of Research Goals:
We will evaluate the effectiveness of our web~site in providing consumers and intermediaries with
the information they are seeking on the destination. We will use both qualitative and quantitative
research methods to gather data from travelers and intermediaries. We will analysis their
satisfaction with the web site and web-based travel planning tools.
We will gather data on consumer awareness of the Florida Keys and Key West We will also
examine the consumers' perceptions of price and value of the destination. From this examination,
we will provide insight as to the consumers' behavior regarding travel choice.
We will continue the Destination Wedding and Honeymoon Market segment study begun in FY06.
The study will be an analysis of the Florida Keys Destination Wedding and Honeymoon markets
as they exist today and projections for future growth. We will be utilizing both qualitative and
quantitative research methods to collect data on visitors engaging in Oestination Wedding and/or
Honeymoon travel and vendors specializing in such products.
We will continue to monitor shifts in travel market segments, examining the implications for our
marketing strategy. Our sales staff is pursing the appeal of ''value added" and/or B&B/lnn/Guest
House experiences with our primary inbound markets. Given the uniqueness of individual
B&B/lnn/Guest House properties, and the inclusion of "value-adds" like food and beverage, these
types of properties may be effective in luring international travelers to the destination. In
accordance with this, we will conduct a study to test this hypothesis and determine best practices
to marketing this lodging type to inbound markets.
We will continue to work closely with the community and members of the local travel industry to
identify key issues facing the Florida Keys and Key West Tourism Industry. Where possible, we
will utilize our resources to gather, analyze and disseminate substantive local data. For example,
in FY05 we began a research project to gather, analyze and disseminate data on lodging
properties converting to condominium ownership and the effect on our tourism industry. We will
continue our work in this arena and wtll periodically re-release our Condo Conversion Study. As
needs arise, we wHl expand our research data collection as we did in FY06, gathering data on the
local tourism workforce.
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 more accurate estimation of the economic contribution of
visitors.
M-4
Monroe County Tourist Development Council 2006-2007 Marketing Plan
Program effectiveness research inItiatives planned for the upcoming year include liaising with the
sales staff to increase the effectiveness of sales programs by helping to identify emerging market
segments, both in terms of areas of travel interests and visitor origin. 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.
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 and Chambers
of Commerce 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.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY
OCCUPANCY & AVERAGE DAILY RATE REPORT
PROJECT RESOURCES
Web Site Effectiveness Study
Destination Wedding & Honeymoon Market Study
NOAA Study
Hurricane Impact Research
Market Segmentation Studies
Traveler Motivation Research
Sales & Advertising Effectiveness Research
Mystery Shopper Surveys
VIS Software Enhancements
Other Project Resources
$66,100
$7,200
$78,200
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
Computer Equipment! Software Upgrades
Conference, Workshop, Seminar Attendance
Data Entry Assistance
TOTAL
3% 4%
$5,500
$6,000
$163,000
. VISITOR PROFILE
SURVEY
. OCCUPANCY &
AVERAGE DAILY RATE
REPORT
o PROJECT
RESOURCES
o SECONDARY
RESEARCH
r
I
.1
i
I
I
............,
. MISCELLANEOUS
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Monroe County Tourist Development Counci12006-20Q7 Marketing Plan
Section Four: Evaluation
The final area of a marketing plan consists of assessing the effectiveness of the programs.
The TDC must continuously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Goals should be established to serve as benchmarks for
assessing the plan's effectiveness.
Based on a regular evaluation of these benchmarks, adjustments are inevitable in order to
redirect marketing efforts towards the highest level of performance.
Though the TOC has different ways of tracking our marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program's
performance. The TDC Market Research Department regularly conducts visitor profile
analysis and monitors marketing effectiveness through call and website reports and
revenue reports. Research strategies also utilize lodging data and visitor 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 2006-2007 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 TDC 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/ferry passenger counts
· Airport demographics
· Magazine reader response cards
· I nternet 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
· 3rd party accommodations Internet bookings
In summary, we need to know what marketing efforts are working: what is not; and make
the appropriate adjustments in the quickest period of time, to ensure the success of our
decision-making process.
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Monroe County Tourist Development Council 2006-2007 Marketing Plan
N.3