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

section inclusion, including travel homepage Rationale: • Texas Monthly readers are 1.5 times more likely to travel to Florida than the average US adult • Delivers the state’s largest and most affluent print audience Investment & Return: • 50% cost: $6,168 • Price per partner (4 participants): $1,542 MRI Doublebase research, 2012 27  Family Circle/Parents Highlights: • Circulation: 1,648,349 combined, Travel South region (AL, FL, GA, KY, MS, NC, SC, TN, VA, WV) • Full Page 4C ad; May issue insertion Rationale: • Dedicated “Florida for Families” editorial focus • Delivers suggestions for family travel and activities Investment & Return: • 50% cost: $20,128 • Price per partner (4 participants): $5,032 MRI Doublebase research, 2012 28  AAA – Going Places Highlights: • Circulation: 2,551,580 (FL, GA, Western TN) • Full Page 4C ad + editorial • Direct link online to site for 90 days • Going Places South – May/June insertion Rationale: • AAA members accounted for 37% of Florida room nights • 73% are regular readers of AAA Going Places • 74% took action after reading AAA Going Places Investment & Return: • 50% cost: $6,168 • Price per partner (4 participants): $1,542 MRI Doublebase research, 2012 29  Worth The Drive Highlights: • Circulation: 500,000 (400,000 copies mailed with March pub; 100,000 copies distributed in AAA offices) • FP, 4C + editorial – March insertion • 1,700,000 e-Guides delivered electronically to AAA Auto Club Group South members Rationale: • Highly targeted Florida visitors planning Florida drive vacations • Compartment-sized guide that is a wealth of knowledge to inspire Florida visitors to explore with new content for 2013 Investment & Return: • 50% cost: $9,964 • Price per partner (4 participants): $2,491 30 Official 2014 Visit Florida Magazine Highlights: • Circulation: 600,000 • 2 page, 4C spread – January insertion • Inclusion in e-book version of magazine – 8 million visits per year Rationale: • Widespread distribution to highly qualified travelers who are actively planning a Florida vacation, including all Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Investment & Return: • 50% cost: $14,998 • Price per partner (4 participants): $3,749 31  Southern Living – Travel Florida Highlights: • Circulation: 250,000, in-state Florida traveler • ¼ page, 4C – June insertion Rationale: • Enthusiastic travelers • High propensity for travel to Florida – 205 index Investment & Return: • 50% cost: $10,000 • Price per partner (4 participants): $2,500 32  Visit Florida Digital Co-Op • Low cost partner opportunities are currently still in development by Visit Florida • Visit Florida meeting to be held over the next few weeks • Visit Florida estimated pricing to be published in October • Newsletter packages exist, though advertising space is small-space units and not ideal • Current ROS banner packages would be $5,000 per partner • Recommendation is to re-evaluate in October 33  Additional Co-Op Opportunities 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 2014 Planning 35 Audience 36  Respondent Profile – Prior Visitors 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  Respondent Profile – by Shoulder Season Travel 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  Target Audience Profile • 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  Target Audience Profile 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  Media Markets Primary target audiences will include leisure travelers within a single day’s drive of the Emerald Coast as well as meeting/group business travelers 41 Brand Identification 42  Emerald Coast’s Branding and Tagline • 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  Emerald Coast’s Branding and Tagline • 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 Brand Identification 45 Campaign Timing 46  Campaign Timing Shoulder Seasons: • 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  Marketing Plan Budget Research (ongoing visitor profile and economic impact studies) $55,200 Leisure Campaign Fall Shoulder Season Campaign $200,000 A Very Emerald Christmas Campaign $525,000 Snowbird Campaign $130,000