Okaloosa County BOCC — August 19, 2014 — V.c.2 Strategic Marketing Plan 2014-2015 — reading text

• Please note that we will also have 1.5M+ impressions as part of the stand alone leisure buy TDC Meeting 5.29.14 120  Urban Expressions Rationale: • Home delivered by The Montreal Gazette • 76% of readers consider it their main source of information on travel Highlights: • Circulation: 87,759 • Published by The Montreal Gazette newspaper • FP4C: Fall (September 2014) and Winter (November 2014) issues Investment & Return: • Emerald Coast cost: $2,596 per issue • Cost per three partners: $550 • Impressions: 175,518 minimum TDC Meeting 5.29.14 121  International Travel Guide Rationale: • Visit Florida fulfillment piece, available in print and online • Distributed in 17 markets, including entire U.K. • Three language editions: English, French, German Highlights: Distribution by Country / • FP4C: January 2015 – full year exposure Language • Distributed at trade and consumer travel shows • Digital edition includes live website and video links 21% 53% 13% Investment & Return: • Emerald Coast cost: $7,045 13% • Cost per three partners: $785 UK France Germany English • Impressions: 74,925 minimum TDC Meeting 5.29.14 122  Group Canadian Plan TDC Meeting 5.29.14 123  Canadian Motor Coach Association Rationale: • National association representing 3 out of 4 motor coach and tour operators in Canada • Governed by Board of Directors comprised equally of bus and tour operators • Represents a merging of: • Western Canada • Ontario • Quebec Highlights: • 12-month online banner advertising Investment & Return: • Cost: $2,250 • Impressions: 48,000 minimum TDC Meeting 5.29.14 124  Media Detail TDC Meeting 5.29.14 125  Leisure Transient Vendor Opportunity Impressions Campaign Dollars Official VF Visitor’s FP4C: Jan 2015 with e-book 600,000 Spring, Summer, Fall $15,956 Guide inclusion Beaches, Resorts & FP4C: Dec 2014 – Jul 2015 400,000 Spring, Summer, Fall $6,020 Parks Life’s A Beach FP4C: Sep 2014 – Oct 2015 500,000 Spring, Summer, Fall $9,925 National Cable Estimated 380x :30 & :15 spots: 41,489,000 Spring, Summer, Fall $270,000 Weather Channel & Cooking Channel Bill Dance TV TV segments, FB, banner ads, 8,475,000 Spring, Summer, Fall $55,000 endorsement & usage Destination Network :30 & :15 spots: 28 weeks 12,261,000 Spring, Summer, Fall $42,500 TV Satellite Radio Estimated 852x :30 spots, 17 23,316,000 Spring, Fall, Christmas $38,250 weeks Spot Market Radio Brand & Promotional Radio, 12 22,099,060 Spring, Summer, Fall, $113,000 weeks Christmas Coastal Living FP4C: Nov 2014 and Visit 1,407,969 Spring, Summer, $72,000 Florida Feb & Apr – includes Christmas bonus advertorial, leads, online travel deal features, e-newsletters with leads, mini co-op in Mar & May 2015 issues, e-version with links, TDC Meeting 5.29.14 126  Leisure Transient Vendor Opportunity Impressions Campaign Dollars Southern Living HP4C: Jan and Mar 2015 – 4,150,000 Spring, Summer $90,262 includes RSC for leads Better Homes and HP4C: Feb and March 2015 – 1,000,000 Spring, Summer $27,115 Gardens, EveryDay with Visit South – includes Rachel Ray, More, Family advertorial, SM and lead Circle generation Better Homes & Gardens, HP4C: Jun and July 2015 – 300,000 Summer, Fall $13,950 EveryDay with Rachel Ray, 2,500 leads guaranteed and More lead generation Collinson Media: FP4C: Visit Florida – Out-Of- 8,500,000 Spring, Summer $25,000 Newspaper Insert State – Feb 2015 – includes 4,000 leads and digital impressions Collinson Media: FP4C: Visit Florida – America’s 8,500,000 Spring, Summer $25,000 Newpaper Insert Best Vacations – Apr 2015 – includes 4,000 leads and digital impressions TDC Meeting 5.29.14 127  Leisure Transient Vendor Opportunity Impressions Campaign Dollars Collinson Media: HP4C: Visit Florida – Fall 8,530,000 Fall $20,000 Newspaper Insert 2014, Oct 14 – includes 4,000 leads and digital impressions. Also includes HP4C Co-op print and Atlanta e-blast Escape to Southeast FP4C: Jan 2015 – Escape 250,000 Spring, Summer, $3,400 to SE Travel Guide - Fall includes lead generation Texas Monthly HP4C: Mar, May (Visit 919,053 Spring, Summer, $27,984 Florida) & Aug 2015 – Fall includes advertorial, digital and lead generation Atlanta Magazine HP4C: Dec 2014, Mar & 202,155 Spring, Summer, $8,067 Sept 2015 – 100% Visit Fall Florida – includes advertorial and digital Atlanta Braves Radio package in TBD Spring, Summer, $25,000 negotiation Fall, Christmas TDC Meeting 5.29.14 128  Leisure Transient Vendor Opportunity Impressions Campaign Dollars Canadian Traveller FP4C: Visit Florida 2015 Canadian 1,520,000 Snowbirds $26,100 Guide – Jan, 2015 & FP4C: Canadian Traveller Fall Guide – Aug 2015 plus 12x e-newsletters, 6x online articles with 2x Social Media pushes, sweepstakes (print, online, e-blast promotion) and 4+ page Destination Feature of the Week in CT TRAVEL INDUSTRY publication Dreamscapes 2/3P4C: Visit Florida Fall/Winter 212,000 Snowbirds $7,900 (10/22/14) & Winter (11/26/14) – includes editorial features Crossings FP4C: Visit Florida Fall/Winter 150,000 Snowbirds $4,500 (10/10/14) – includes editorial feature Toronto Life FP4C: Visit Florida – Escape to the 89,082 Snowbirds $11,387 South – Jan 2015 – includes e- version International Travel Guide HP4C: Visit Florida – Jan 2015 – 74,925 Spring, Summer, $6,110 includes e-version and video links Fall, Snowbirds TDC Meeting 5.29.14 129  Leisure Transient Vendor Opportunity Impressions Campaign Dollars TripAdvisor Content module, Destination 5,263,158 Spring, Summer, Fall, $79,000 content banner rotation Christmas Centro – Rocketfuel Behavioral and Demo-targeted 15,220,485 Spring, Fall $107,000 Banners Yahoo! Search re-targeting, Travel 21,035,012 Spring, Summer, Fall, $130,000 content rotation, Behavioral and Christmas demo-targeting Sizmek Real Time Bidding platform test 19,130,435 Spring, Summer, Fall $60,000 Google Search Keywords search + text ads in N/A (46,460 Spring, Summer, Fall, $99,465 display network clicks) Christmas Google Display re-messaging N/A (2,450 Spring, Summer, Fall, $1,838 clicks) Christmas Bing-Yahoo! Search Keyword search + text ads in N/A (24,416 Spring, Summer, Fall, $52,272 display network clicks) Christmas Facebook Targeted tile ads and newsfeed N/A (25,724 Spring, Summer, Fall, $15,898 ads clicks) Christmas TDC Meeting 5.29.14 130  Leisure Transient Vendor Opportunity Impressions Dollars Ad serving fee estimate $10,401 Radio Promotional Costs $2,725 TOTAL 205,594,334 $1,503,025 Incremental