Okaloosa County BOCC — June 26, 2014 — reading text

couple of 18 opportunities. There is an out-of-state marketing 19 component, an instate component, and then America's Best 20 Vacations. 21 Southeast Tourism Society, it, too, is multimedia. 22 And this opportunity is out there 12 months all year 23 round for you guys. Some primary digital partners -- 24 certainly not all -- but these are some of your top 25 performing ones historically. This year in your plans in Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 37  1.a 32 1 terms of the volume of impressions or awareness that has Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 been generated, but then also in relation to clicks and 3 engagement. Yahoo, Google and Trip Advisor. 4 We're also going to be working with some other 5 networks that will give you exposure to local sites, 6 travel sites, and then some contextual opportunities to 7 help us with that military, and sports, and Snowbird 8 niche. 9 Atlanta, very important market. And here are some 10 long-term opportunities. One being sports, Atlanta 11 Braves. I'm currently in negotiations for a radio packet 12 -- package, and what's great about this airing just not 13 only in Atlanta, in your packet is a map where you can 14 see the far-reaching coverage and fan base of the Atlanta 15 Braves. 16 What I think is awesome about this opportunity is 17 that it's a very long season, meaning it will give you 18 coverage for many of your booking windows. It's March 19 through October. 20 Also in Atlanta is a program called Atlanta Eats. 21 It's exactly what you would think it would be. You know, 22 it's about eating in the city. And of course, you know, 23 people who are connoisseurs of food are travelers. This 24 particular program has both a television component and a 25 radio component. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 38  1.a 33 1 And then additionally for Atlanta, because of its Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 importance, a heavy-up in Atlanta magazine. And then to 3 help reach the important markets of Houston and Dallas, 4 Texas Monthly. Texas -- you know, the Houston and Dallas 5 markets are just very costly markets, as you know. Which 6 makes it somewhat cost prohibitive to go in there with 7 radio, and some of the other opportunities that we've 8 been talking about. 9 In the groups plan, and also in the coop plan is 10 the wedding segment Southern Weddings. Exactly what it 11 would sound like. But an important thing to note here is 12 that they have recently partnered with Southern Living. 13 So it has increased their circulation base. 14 The preeminent The Knot. I mean, that is the 15 bride's go-to. And from what I understand, it's actually 16 the performer for you guys in terms of an advertising 17 vehicle, too. There's a digital presence, and a print 18 presence here. And then Southern Bride. Again, these 19 aren't all of the bridal options, but I think some of 20 what I think are the highlights. Whoops, excuse me. 21 In your coop and group plans, there are, again, 22 niche audiences. First up we see is reunions and D.C. 23 family life. That is for the military market. And then 24 obviously sports. I don't know if you can make out the 25 name of that, but that's sports destination management. Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 39  1.a 34 1 So it's a combination of print and online. Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 And then there's some other partners, too, that 3 would comprise the -- the total sports industry in terms 4 of the leading media outlets. Canadians for Snowbird 5 seasons. I know that's important to you, both on the 6 leisure side, the coop side, and on group side. 7 And then last group of logos are motor coach. But 8 partnering with Canadian Motor Coach Association, 9 American Bus Association, Florida and Alabama Motor Coach 10 Associations. 11 MR. GUIDRY: Coming back to Atlanta Braves thing. 12 MS. LANDRY: Uh-huh. 13 MR. GUIDRY: Was there any consideration given to 14 SEC football? I mean, it just occurs to me the SEC 15 really covers our drive market. 16 MS. LANDRY: It does very well. You're right. 17 MR. GUIDRY: You know, and that radio is really 18 well covered, and -- 19 MS. LANDRY: I -- 20 MR. GUIDRY: -- I just wondered if there was any 21 opportunity -- 22 MS. LANDRY: There is. And, you know, I'd be more 23 than happy to show you comparison why this was chosen -- 24 MR. GUIDRY: No -- 25 MS. LANDRY: -- what -- Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 40  1.a 35 1 MR. GUIDRY: No, no. I mean, I trust you -- Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 MS. LANDRY: And it -- 3 MR. GUIDRY: -- just throw it out. I trust you and 4 everything. 5 MS. LANDRY: No, but the coverage, this was a more 6 efficient buy. 7 MR. GUIDRY: Okay. 8 MS. LANDRY: It was a much more affordable 9 opportunity, and having the have ability to have a 10 long-range coverage out there than it would be in SEC. 11 SEC is great. You know, NFL would be great. But at the 12 end of the day, you know, what we chose was -- 13 MR. GUIDRY: Yeah, I -- I look at the SEC as being 14 the fall when we really need the business. 15 MS. LANDRY: I see what you're saying. 16 MR. GUIDRY: You -- you know, the football season 17 is, what, September to December. 18 MS. LANDRY: Right. 19 MR. GUIDRY: Whereas Atlanta is a really long one, 20 from March to October. 21 MS. LANDRY: Right. 22 MR. GUIDRY: We really need that business for that 23 fall. 24 MS. LANDRY: So that's an excellent point. I 25 mean -- Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 41  1.a 36 1 MR. GUIDRY: Just throw it out. Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 MS. LANDRY: My broadcast buyer and I will go back 3 to the drawing board -- 4 MR. GUIDRY: Not a problem. 5 MS. LANDRY: -- and see what we can't needle. You 6 know, see if we can't come up with something more 7 affordable on SEC side and try to get back with you on 8 that. 9 MR. GUIDRY: Okay. 10 MS. LANDRY: And then last of the logo portion of 11 our meeting, important to the meetings, conventions, and 12 groups side is religious travel, you know, faith-based 13 travel parties, partnering with the Christian Meetings 14 Association, going on faith trips, which is a leading 15 publication for faith-based travel planners, religious 16 travel planning guide. 17 And then for the corporate association, and 18 regional conferences, partners like small market 19 meetings, plan your meetings, call in some media events. 20 In fact, many of these have this lead generation program, 21 part of it in addition to media purchases. They will 22 also be working with us to broker leads. 23 And then specifically for the association 24 executives, this is not a listing of everyone that's in 25 the plan, but some standouts: Georgia, Alabama, and Destin Reporting & Technology Group (850) 837-5078 scheduling@destinreporting.com Packet Pg. 42  1.a 37 1 Florida. Minutes Acceptance: Minutes of May 29, 2014 2:00 PM (Consider Okaloosa County Tourist Development Council Meeting Minutes (Dale 2 Next up are several slides. I call them the tally 3 slides, basically where it takes by campaign. So first 4 up being the leader transient campaign, then would be 5 coops, and meetings, and conventions, and groups. 6 Basically the -- outlining who the vendor is, what the 7 opportunity is, how many gross impressions are being 8 purchased, outline what campaign -- Charlotte thought 9 that was a great idea to add to that to this year's tally 10 -- so that at a -- at a quick glance you could see what 11 it was covering. 12 I think you have a question. 13 CHAIRMAN PETERSON: Before we get into this. Is 14 the 30-minute PBS spot and the -- the hotels, the New 15 Orleans and Atlanta, and the beach location hotels, where 16 can we see that at? Those ads, or those -- 17 MS. LANDRY: It may be difficult -- PBS would be 18 dependent upon which market, and which station picks it 19 up so I'll -- 20 CHAIRMAN PETERSON: Okay. How can we see it? 21 Because -- 22 MS. CLARKE: We can share it with you guys. 23 CHAIRMAN PETERSON: -- we want to see it. 24 MS. CLARKE: We have the PBS, and we also have -- 25 Kendra actually was going to introduce the Beach TV. And Destin Reporting & Technology Group (850) 837-5078