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

Spring Shoulder Season Campaign $200,000 Summer Campaign $100,000 Bounce-back Advertising & Promotion $24,800 Groups, Meetings & Conventions Campaign $200,000 Branding/Co-Op $300,000 Collateral, Campaign Production & Visitors Guide $400,000 Base Services/Travel Reimbursement $465,000 Total $2,600,000 48 Appendix 49  Affluent Travel to FL for beach Month by Month Comparison: 2011 December December - 6.3% 6.3% 4.1 5.1 November - 5.1% 7.8 4.4 October - 4.4% 2.7 September - 2.7% 5.4 August - 5.4% 25.3 July - 5.5% 5.5 June - 4.5% 4.5 8.3 5.1 May - 5.1% April- 8.3% March - 25.3% February - 4.1% January - 7.8% Vacation travel to Florida does not include Miami/South Beach, Palm Beach, Orlando, Tampa or Naples Source: gfkMRI Affluent, 2011/2012 Affluent Doublebase 50  Southern Living Placements: • Exclusive family travel package sponsorship • Logo, banners • Social mentions across Southern Living’s social accounts, driving to family travel content • Support banner rotation across SouthernLiving.com, including bonus impressions Rationale: • Family travel focus provides support for campaign’s family audience • Southern Living readers have a high propensity to travel to Florida (205 index) Budget & Return: • $50,000; 3,957,692 impressions Source: gfk MRI Doublebase 2012 – Vacation within Florida, 3+ nights stay, earning $50,000+ HHI 51  AT&T AdWorks Placements: • Geo-targeted and behaviorally-targeted banners, focused on travel intenders within the campaign drive markets not receiving broadcast coverage • Banners to run across desktop sites as well as tablet • Value add run of network banners Rationale: • Opportunity to build frequency within target markets not reached via broadcast Sample Travel Sites within • 88% reach against target (Comscore) AT&T Network Budget & Return: • $15,000; 3,500,000 impressions 52  TravelZoo Placements: • Cost per click-based textlinks driving to the Emerald Coast dedicated page within TravelZoo • Content refresh of the Emerald Coast page Rationale: • Driving traffic to Emerald Coast/Travelzoo page allows for maximum exposure and opportunity for direct clicks to multiple accommodation sites • 169 index against target (Comscore) • Low-risk cost per click rate structure Budget & Return: • $15,000; 15,000 clicks to Emerald Coast page 53  TripAdvisor Placements: • Banners targeted to Destin, Fort Walton and Okaloosa Island content • Geo-targeted banner rotation across beach travel content • Bonus run of site banner rotation Rationale: • TripAdvisor has been consistent in terms of driving site-side actions for both our Spring and Summer efforts • 15% reach and 132 index against target (Comscore) Budget & Return: • $15,000; 817,000 impressions 54  Google Placements: • Text ads targeted to relevant keyword categories: • Holiday travel getaways/deals (“last minute holiday vacation ideas”, “holiday beach trip”, etc.) • Competitive market terms (“Pensacola hotels”) • General travel (“travel deals”, “travel offers”) • Okaloosa branded terms (“Destin travel”) Rationale: • Reaches travelers when they are actively seeking out relevant information • Google text ads have been a consistent site-side action driver • Cost per click bidding structure allows for minimal risk Budget & Return: • $2,500; 1,250 estimated clicks to Okaloosa site 55  Visit Florida Placements: • Prominent position on site’s most visited page • Content Tile ad rotates between limited number of advertisers • 194x255 and 160x600 Rationale: • #1 visited Florida site • Over 250,000 unique monthly visitors August - November Budget & Return: • $3,600 Source: Compete.com – August through November 2012 site traffic 56  Occupancy by Year: 2006 – 2012 Source: Source: Smith Smith Travel Travel Research Research 58  RevPar by Year: 2006 – 2012 Source: Smith Travel Research 59