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

11/24 in Television/Cable 32,363,000 minimum $306,000 9 markets Regional Magazines Full Page 4C units in 16+ Feeder markets 1,140,000 minimum $76,000 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 Total Spend $485,510 18  Option 2 • This version maintains the regional magazine and online portions of campaign • Television is revised to 6 markets, 4 week schedule • Montgomery, AL 139 • Huntsville, AL 132 • Birmingham, AL 128 • New Orleans, LA 124 • Knoxville, TN 114 • Mobile, AL/Pensacola, Ft Walton, FL 110 • 6-market Adults 25-64 Impressions: 15,868,000 • 82.1% Reach, 4.9 Frequency 19  Option 2 Summary Vendor Opportunity Impressions/Clicks Net Budget 4 weeks of TV @ 400 GRPs: 10/14 – 11/24 in Television/Cable 15,868,000 minimum $146,000 6 markets Regional Magazines Full Page 4C units in 16+ Feeder markets 1,140,000 minimum $76,000 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 Total Spend $325,510 20  Option Comparison Higher Net Lower Net Vendor Higher Investment Lower Investment Budget Budget 5 weeks of TV @ 550 GRPs: 10/14 4 weeks of TV @ 400 GRPs: Television/Cable $306,000 $146,000 – 11/24 in 9 markets 10/14 - 11/17 in 6 markets Full Page 4C units in 16+ Feeder Regional Magazines unchanged $76,000 $76,000 markets Family Travel Sponsorship, Southern Living Supporting Social Amplification and unchanged $50,000 $50,000 Banner Rotation Geo and behaviorally-targeted AT&T AdWorks banners focused on non-broadcast unchanged $15,000 $15,000 markets Cost per click-based text ads TravelZoo driving to Emerald Coast page on unchanged $15,000 $15,000 TravelZoo.com TripAdvisor Content and geo-targeted banners unchanged $15,000 $15,000 Text ads targeted to search queries related to holiday travel, Google unchanged $2,500 $2,500 competitive markets, general travel and Okaloosa-related terms Prominent Homepage tile ad Visit Florida unchanged $3,600 $3,600 placement and support banner Media Mind Ad Serving Fees unchanged $2,410 $2,410 Events $40,000 $40,000 Total Spend $525,510 $365,510 21 Co-Op Opportunities 22  Co-Op Opportunities Objective: • Develop partnership opportunities with Visit Florida for local accommodations to participate with TDD Campaign Timing: • October 1, 2013 – September 30, 2014 Budget: • $106,645 23  Visit Florida Co-Op Print Summary Vendor Opportunity Impressions/Clicks 50% Net Budget December FP4C including advertorial, digital and Atlanta Monthly 66,485 minimum $2,662 e-newsletter February and April FP4C including advertorial, Coastal Living 900,000 minimum $23,870 eblast and online ($11,935 per) May FP4C including digital and 150 words of Texas Monthly 300,000 minimum $6,168 copy Family Circle / Parents May FP4C 1,648,349 $20,128 May/June FP4C including editorial and website AAA Going Places 2,551,580 $18,855 link March FP4C including editorial and full year e- Worth The Visit 500,000 $9,964 Guide exposure Visit Florida Official Guide 2 Page 4C Spread and inclusion in e-book 600,000 $14,998 June 4x Quarter Page 4C targeting in-state Southern Living 250,000 $10,000 Florida traveler Total Spend $106,645 24  Atlanta Magazine Highlights: • Circulation: 66,485 • Full Page 4C ad; December 2013 insertion • Advertorial, digital, and e-newsletter inclusion Rationale: • 71% of Atlanta Magazine readers plan to travel to Florida in the next 12 months • Dedicated editorial feature on Florida Investment & Return: • 50% cost: $2,663 • Price per partner (4 participants): $666 MRI Doublebase research, 2012 25  Coastal Living Highlights: • Circulation: 450,000; East of Mississippi (26 states, plus DC) • Full Page 4C ad; Feb and April 2014 insertions • Online reader service listing with hyperlink for 2 months • Advertorial, e-blast, and online special section inclusion Rationale: • Attended cultural events and traveled to Florida in last 12 months: 213 index • Very likely to travel to Florida in the next 12 months: 174 index Investment & Return: • 50% cost: $23,870 • Price per partner (4 participants): $5,968 MRI Doublebase research, 2012 26  Texas Monthly Highlights: • Circulation: 300,000; Readership: 2.5 million • Full Page 4C ad; May 2014 insertion • 150-200 words of copy; digital