Okaloosa County BOCC — Aug 29, 2013 — TDC Presentation 9.9.13 — reading text

TDC Meeting September 9, 2013 A Very Emerald Christmas 2  Average Occupancy by Month Source: 2013 Smith Travel Research 3  Average RevPar by Month Source: 2013 Smith Travel Research 4  A Very Emerald Christmas Objective: • Drive visitation Thanksgiving – New Years Campaign Timing: • September 26 – December 15 Two Budget Options: • $525,510 • $365,510 5  Events • Emerald Coast Holiday Light Exhibition • Lighting of 20 boats along Destin Harbor every weekend in December • Light Display in Fort Walton Beach, Armament Museum • A Very Emerald Christmas Culinary Experience • Restaurant Month • Cooking Demonstrations • A Very Emerald Christmas Sand Sculpture Spectacular • A Very Emerald Christmas Shopping Experience 6  A Very Emerald Christmas Event Budget Culinary Experience $ 4,000 Shopping Experience $ 4,000 Emerald Coast Holiday Light Exhibition $ 23,000 Sand Sculpture Spectacular $ 10,000 Total $ 40,000 7  November 2013 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 17 18 19 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  December 2013 SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 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 December 2013 10  Media Strategy • 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  Prioritizing TV Markets • 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  Prioritizing TV Markets • 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  Television Schedules • 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  Regional Magazines • 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  Online Approach • 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  Online Summary 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 Content and geo-targeted banners 817,000 $15,000 Text ads targeted to search queries related to Google holiday travel, competitive markets, general 1,250 (estimated clicks) $2,500 travel and Okaloosa-related terms Prominent Homepage tile ad placement and Visit Florida N/A $3,600 support banner Media Mind Ad Serving Fees N/A $2,410 Online Total 8,274,692 impressions/16,250 clicks $103,510 • Online plan provides a mix of premium sponsorships, efficient text ads, and targeted banners to build reach in markets not included in broadcast buys • Builds off of fall efforts as a means of driving frequency within target audience 17  Option 1 Summary Vendor Opportunity Impressions/Clicks Net Budget 5 weeks of TV @ 550 GRPs: 10/14 –