Okaloosa County BOCC — Aug 29, 2013 — reading text

Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Trade investments: • With partners willing to provide trip packages, trade banks can be created • Digital Billboards • Radio stations • Television stations • Final determination of trade bank to be determined • Agency works with vendors and stations to finalize markets and partnerships 34 Packet Pg. 49  2014 Planning 35 2.a Packet Pg. 50 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  Audience 36 2.a Packet Pg. 51 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  2.a Respondent Profile – Prior Visitors Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Units: % Okaloosa County Walton County Pensacola Beach Gulf Shores (n=478) (n=300) (n=407) (n=317) Educational Attainment Less than College 9 9 9 9 Some college 20 19 20 22 College graduate or more 71 72 71 70 Race/Ethnicity White 91 90 85 90 Black/African-American 4 3 7 4 Other 4 6 8 6 Household Income $50K to under $75K 19 15 21 19 $75K to under $100K 26 26 29 31 $100K to under $125K 22 24 20 20 $125K and over 33 35 30 30 Household Composition Single, no children 13 13 14 14 Single, with children 5 6 6 5 Married, no children 41 38 40 40 Married, with children 41 43 40 41 Age 25-34 19 19 20 22 35-44 26 24 28 25 45-54 32 36 31 30 55-65 23 21 22 23 Average Age 45.9 46.1 45.5 45.3 Gender Female 54 53 57 54 Male 46 47 43 46 37 Packet Pg. 52  2.a Respondent Profile – by Shoulder Season Travel Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Shoulder Season Are not likely to travel in Units: % Beach Goers Shoulder Season Educational Attainment (n=268) (n=536) Less than College 8 9 Some college 21 18 College graduate or more 72 73 Race/Ethnicity White 86 85 Black/African-American 5 8 Other 9 7 Household Income $50K to under $75K 20 22 $75K to under $100K 26 27 $100K to under $125K 22 22 $125K and over 32 29 Household Composition Single, no children 16 13 Single, with children 6 6 Married, no children 49 36 Married, with children 30 45 Age 25-34 23 23 35-44 24 28 45-54 30 29 55-65 24 19 Average Age 45.4 44.3 Gender Female 61 54 Male 39 45 38 Packet Pg. 53  2.a Target Audience Profile Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Target: Adults 25-64, HHI $50K+, went to beach on last domestic trip • Vacation: 1,493,000 people • Median HHI: $95,066 • Target: Adults 25-64, HHI $60K+, went to beach on last domestic trip • Vacation: 1,356,000 people • Median HHI: $99,270 • Target: Adults 25-64, HHI $75K+, went to beach on last domestic • Vacation: 1,074,000 people • Median HHI: $116,354 • Target: Adults 25-64, HHI $100K+, went to beach on last domestic • Vacation: 677,000 people • Median HHI: $142,304 39 Packet Pg. 54  2.a Target Audience Profile Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Demographics: • Adults • Ages 25 – 64 • Annual HH income of $60,000+, skewing higher Mindset/Lifestyle: • Traveler – at least three night stay • Interested in the beach, fishing, shopping, restaurants and more • Looking for an accessible escape 40 Packet Pg. 55  2.a Media Markets Primary target audiences will include leisure travelers within a single day’s drive Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) of the Emerald Coast as well as meeting/group business travelers 41 Packet Pg. 56  Brand Identification 42 2.a Packet Pg. 57 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  2.a Emerald Coast’s Branding and Tagline Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Northwest Florida’s Emerald Coast: Destin, Fort Walton, Okaloosa Island • Northwest Florida’s Emerald Coast • Destin • Destin and the Emerald Coast • Destin and the Beaches of Fort Walton • Destin and the Beaches of Okaloosa Island • The Heart of the Emerald Coast: Destin, Fort Walton Beach, Okaloosa Island 43 Packet Pg. 58  2.a Emerald Coast’s Branding and Tagline Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • The most appealing and motivating tagline was “The Heart of the Emerald Coast: Destin, Ft. Walton Beach, Okaloosa Island • Solves geographic challenge • Positive associations of Emerald Coast and Destin • Heart provides a location at the center • Heart also brings to mind caring, warmth, family and hospitality • “Northwest Florida’s Emerald Coast” • “Northwest” brings to mind colder weather • Geographic destination was described as “dry” • Destin Only • Felt Destin was separate from other areas 44 Packet Pg. 59  Brand Identification 45 2.a Packet Pg. 60 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  Campaign Timing 46 2.a Packet Pg. 61 Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas)  2.a Campaign Timing Shoulder Seasons: Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) • Spring (post-Spring Break – pre-Memorial Day) • Runs from January to March • Fall (post-Labor Day – Thanksgiving) • Runs from June to August Summer (if needed): • Runs from March to May Snowbirds: • Runs from June to August A Very Emerald Christmas: • Runs from September to mid-November 47 Packet Pg. 62  2.a Marketing Plan Budget Attachment: TDC Presentation 9.9.13 (2062 : TDC Co-Op and Christmas) Research (ongoing visitor profile and economic impact studies)