Okaloosa County BOCC — July 2, 2013 — Fall 2013 Seasonal Savings Campaign — reading text

Fall Seasonal Savings Campaign Media Recommendation August 6, 2013 Spring Shoulder Season Campaign Overview 2 Spring Shoulder Season Campaign Objective • Drive new visitation and increase bookings to Okaloosa County’s Emerald Coast post-Spring Break through Memorial Day Strategies • Build and maintain visibility across all steps in the travel planning and booking process • Paid search, travel content and booking/deal sites and Social Media • Utilize media to drive consumers to campaign landing pages • Communicate value messages to drive bookings Timing • March 19 – June 30 3 EmeraldCoastOffers.com 4  Campaign Highlights • 55M impressions served • 82K clicks on ad exposures • 9,062 OTA-reported booking transactions: • 23,071 hotel room nights booked • $4.1M+ booking sales, based on a $178 average daily rate • 22% lift in hotel sales, YOY • 8,915 visits to EmeraldCoastOffers.com • 2,574 clicks to OTA sites • 2,505 new Facebook fans • 1,349 new followers on Twitter 5 Fall Seasonal Savings Campaign 6  Fall Seasonal Savings Campaign Objective • Increase visitation to the Emerald Coast during the Fall with value and event driven offers Strategy • Utilize both online and offline content-relevant opportunities that complement each other while offering scale Timing • August 26 – November 1 7  Fall Seasonal Savings Campaign Key Performance Indicators • OTA bookings • High-value site-side actions (visitor guide requests, accommodation page views, etc.) Print, $103,088 Southern Living • Print (November Issue) • Digital (8/26/13 – 11/15/13) Texas Monthly • Print (October Issue, Travel Planner Section) • Digital (8/26/13 – 11/1/13) 8  Fall Seasonal Savings Campaign Merchandising Placements, $85,000 Expedia & Hotels.com • Merchandising placements driving to custom Okaloosa page • Robust Expedia social media value add package, including multiple posts/tweets with the potential to reach 1.8M+ • Reported the highest estimated hotel sales for the spring campaign Priceline • Geo-targeted banners within Travel Guides and Product homepages • 10% reach against target audience (highest reach of the major OTAs) Orbitz & Cheaptickets • Strong YOY booking transaction gains from both Orbitz (+48%) and Cheaptickets (+35) • Air, Hotel and Vacation Packages targeted to Okaloosa-related searches • Deals Pages banner rotation, geo-targeted to drive market I.P. addresses 9  Fall Seasonal Savings Campaign Travel Content Placement: $51,175 Visit Florida • Prominent position on site’s most visited page • #1 visited Florida site Travelzoo • Custom Okaloosa page will highlight direct links to hotelier booking engines • 40k guaranteed clicks to the dedicated page Google • Google has been a top site-side action driver for the Spring and Summer campaigns Social Media: 28,000 Facebook • Geo- and interest-targeted tile ads • Historical performance from Spring and Summer campaigns • Promotional Contest 10  Fall Seasonal Savings Campaign Vendor Opportunity Impressions/Clicks Net Budget Southern Living 2/3 page 4C ad, digital banner placements 1.7M+ impressions $90,000 1.6M guaranteed impressions; Expedia/Hotels.com Merchandising and support banners 2.9M+ potential social value add $55,000 impressions TravelZoo Merchandising and support text/image ads 40k guaranteed clicks $40,000 Orbitz/ Merchandising and support banners 1.2M guaranteed impressions $15,000 Cheaptickets Priceline Merchandising and support banners 1.7M guaranteed impressions $15,000 Texas Monthly 2/3 page 4C ad, digital banner placements 82,500+ impressions $13,088 Visit Florida Content tile ad N/A (250k+unique monthly visitors) $6,400 Google Keyword-targeted text ads 2,387 estimated clicks $4,775 Facebook Geo, demo and interest-targeted tile ads 5,084 estimated clicks $3,000 Estimated online ad serving fees $2,737 Total Spend $245,000 Contingency $30,000 11