Okaloosa County BOCC — May 30, 2013 — TDC Marketing Presentation 6.25 — reading text

Destination Advertising Update June 27, 2013 1 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 3 EmeraldCoastOffers.com 4 Top Line Results 5  Campaign Highlights • 55M impressions served • 82K clicks on ad exposures • 0.15% click through rate (CTR), indicating high consumer engagement with the creative messaging • 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 6 Merchandising: Top Line Performance Publisher Ad Impressions Clicks to Number of YOY Booking Estimated Hotel Merchandising Booking Transactions Sales Page Transactions Change Hotels 532,166 244 3,924 0% $1,719,450 Expedia 1,160,588 5,888 3,508 +43% $1,845,642 Orbitz 951,237 1,162 877 +48% $307,929 Priceline 6,477,529 29,809 688 +2% $230,514 Cheaptickets 635,657 893 65 +35% $25,323 TravelZoo 28,239,525 68,023 TBD TBD TBD Total 37,996,702 106,019 9,062 +18% $4,128,858 7  Travel Content: Top Line Performance Publisher Ad Impressions Clicks CTR Clicks to OTA Clicks on Click to Site- Sites Social Share Side Action Icons Rate Google Search 2,716,144 4,693 0.17% 1,799 9 39% Trip Advisor 762,089 1,767 0.23% 433 0 25% RGM 1,961,106 1,364 0.07% 86 3 7% Specific 7,002,242 2,220 0.03% 42 3 2% VirtualTourist 170,403 225 0.13% 9 0 4% Total 12,611,984 10,269 0.08% 2,369 15 23% 8  Social Media: Top Line Performance • Facebook Results • 3.6M impressions served, 15,212 clicks • 2,505 new Facebook fans, at $1.60 cost per new fan • Twitter Results • 567k impressions, 4,754 engagements (clicks, retweets, etc.) • 1,349 new followers, at $1.60 cost per (Twitter’s average cost per follower is $2-$3) • $0.82 cost per engagement, significantly lower than Twitter’s average 9  Social Media: Top Line Performance • Facebook Results • 3.6M impressions served, 15,212 clicks • 2,505 new Facebook fans, at $1.60 cost per new fan • Twitter Results • 567k impressions, 4,754 engagements (clicks, retweets, etc.) • 1,349 new followers, at $1.60 cost per (Twitter’s average cost per follower is $2-$3) • $0.82 cost per engagement, significantly lower than Twitter’s average 10 Summer Campaign 11  Overview • Situation • Maintain top of mind awareness during the summer time period • Media Objective • Given the seasonality, we are not highlighting hotel offers, but rather, building and maintaining awareness of the market among travel planners 12  Framework • Target Audience • Demographics: • Primary: A25-64, HHI $50k+, travelers, interested in beach, fishing, shopping, restaurants and family friendly destinations • Markets: • Emphasis on markets within 8-hour radius of the Emerald Coast • Timing • June 17 – August 31 13  Tactics • Bid-based keyword search text ads • Hyper-targeting within the Facebook platform • Targeted buys to reach target across relevant content channels 14  Online Banner Ads • Publisher Mix • RGM Alliance Network • TravelZoo • TripAdvisor/Virtual Tourist • Placement Types • Content, demo, behavioral-targeted banners • Competitive market content targeting • Florida & beach content targeting • Geographic targeting to drive markets 15 Creative Samples 16 17 18 Facebook 19 Emeraldcoastfl.com 20 Appendix 21 RGM Alliance Sample Site List