Okaloosa County BOCC — Aug 29, 2013 — reading text

20 21 22 23 Destin Commons Christmas Tree Lighting 24 25 26 27 28 29 30 Thanksgiving Day Santa’s Arrival at Santa at Harborwalk HarborWalk Light Display: Harbor Boats Armament Museum 8 Packet Pg. 23  2.a December 2013 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) 1 2 3 4 5 6 7 Santa at FWB Christmas Nights & Lights Nights & Lights FWB Tree Sounds of the Harborwa Santa at Harborwalk Parade Show (Destin Show (Destin lighting/boat Season by Mattie Harborwalk Light Display: Commons) Commons) parade festival at Kelly Arts Sand Sculpture at Harbor Boats the Landing Foundation Crab Trap Armament Cooking Light Display: Light Display: Museum Demonstrations Harbor Boats Harbor Boats Armament Armament Museum Museum 8 9 10 11 12 13 14 Santa at Nights & Lights Nights & Lights Cooking Light Display: Santa at Harborwalk Show (Destin Show (Destin Demonstrations Harbor Boats Harborwalk Sand Sculpture at Commons) Commons) Armament Sand Sculpture at Crab Trap Museum Boardwalk Light Display: Light Display: Harbor Boats Harbor Boats Armament Armament Museum Museum 15 16 17 18 19 20 21 Destin Boat Nights & Lights Nights & Lights Cooking Light Display: Sand Sculpture at Parade Show (Destin Show (Destin Demonstrations Harbor Boats Crab Trap Santa at Commons) Commons) Armament Santa at Harborwalk Museum Harborwalk Sand Sculpture at Light Display: Boardwalk Harbor Boats Light Display: Armament Harbor Boats Museum Armament Museum 9 Packet Pg. 24  December 2013 10 2.a Packet Pg. 25 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  2.a Media Strategy Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Visual multi-media mix lends emotional benefits to promoting inaugural event • Television creates full market awareness & delivers the full excitement of the new promotional event • Regional magazines provide real estate, complementary editorial environment & promotional opportunities • Online extends targeted reach, affording coverage in multiple markets for duration of campaign 11 Packet Pg. 26  2.a Prioritizing TV Markets Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • 20+ markets researched • Relative media cost • :30 second and :15 second spots for increased efficiency • Target research based on travel, age, income • Traveled to beach • Traveled to beach and attended an event • Traveled to beach and visited Florida and attended an event • Adults 25-64 • $50,000+, $60,000+, $75,000+ and $100,000+ 12 Packet Pg. 27  2.a Prioritizing TV Markets Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Top markets for maximum media reach at efficient cost • Highest affinity for beach travel • Montgomery, AL 139 • Nashville, TN 136 • Huntsville, AL 132 • Birmingham, AL 128 • New Orleans, LA 124 • Meridian, MS 118 • Knoxville, TN 114 • Mobile, AL/Pensacola, Ft Walton, FL 110 • Chattanooga, TN 110 • Full TV Market Reach: 4,702,100 Adults 25-64 13 Packet Pg. 28  2.a Television Schedules Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Broadcast and targeted Cable • 5 weeks, beginning in October • Primetime, premium programming • Early morning news, late news • Holiday, family-oriented specials • 9-market Adults 25-64 Impressions: 32,363,000 • 87.1% Reach, 6.3 Frequency • Leverage for added value opportunities 14 Packet Pg. 29  2.a Regional Magazines Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • 16+ Top-feeder markets • Atlanta • Texas: Houston, Dallas, Austin+ • Alabama: Huntsville, Birmingham, Montgomery, Mobile-Pensacola+ • Tennessee: Nashville, Knoxville, Chattanooga+ • Mississippi: Biloxi-Gulfport, Jackson, Meridian+ • Louisiana: New Orleans, Baton Rouge • Cincinnati • St. Louis • Louisville • Full Page 4C units, November • Leverage investment with publisher groups to create added value extensions • Promotional trip packages provided for prizes • Print/online entries provide valuable database • 1,140,000 minimum impressions 15 Packet Pg. 30  2.a Online Approach Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Focus on key performers from previous campaigns • Utilize geo-targeting where available to plus-up presence in markets not covered by broadcast buy • Blend contextually-relevant placements with behavioral and geo-targeted placements to achieve maximum reach against target 16 Packet Pg. 31  2.a Online Summary Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Vendor Opportunity Impressions/Clicks Net Budget Family Travel Sponsorship, Supporting Social Southern Living 3,957,692 $50,000 Amplification and Banner Rotation Geo and behaviorally-targeted banners AT&T AdWorks 3,500,000 $15,000 focused on non-broadcast markets Cost per click-based text ads driving to TravelZoo 15,000 (clicks) $15,000 Emerald Coast page on TravelZoo.com TripAdvisor