Okaloosa County BOCC — August 19, 2014 — reading text

Packet Pg. 461 TDC Meeting 5.29.14 42  Packet Pg. 462 TDC Meeting 5.29.14 43  Florida and Beach Centric Packet Pg. 463 TDC Meeting 5.29.14 44  2015 Official Visit Florida Visitors Guide Rationale: • Distribution to qualified travelers actively planning a Florida vacation; includes five Florida welcome centers • Covers beaches, outdoors, entertainment, dining, maps, regional must-see lists Highlights: • Circulation: 600,000 • Visit Florida FP4C – January insertion • Inclusion in e-Book – 10 million visits per year and listing in Guide’s planning section Investment & Return: • Cost: $15,956 • Impressions: 600,000 minimum Packet Pg. 464 TDC Meeting 5.29.14 45  Beaches, Resorts & Parks Rationale: • Nationwide in all Barnes & Noble, Books-A-Million, Publix and Kroger • Focused solely on Northwest Florida and Alabama Gulf Coast • Available online at beachesresortsparks.com and on the Facebook page (32,643 followers) • Distributed to Henderson Beach State Park visitors Highlights: • 200,000 copies distributed annually • FP4C: December 2014-July 2015 • Increased distribution in Texas (17 major chains) Investment & Return: • Cost: $6,020 • Impressions: 400,000 minimum Packet Pg. 465 TDC Meeting 5.29.14 46  Life’s A Beach Rationale: • Distributed at trade shows in U.S. and Canada to meeting planners, in welcome centers, on military bases, and among travel agents; has retail distribution on Emerald Coast and is an in-room vacation guide Highlights: • 500,000 circulation • FP4C: Full year exposure • Visitors guide to the Emerald Coast (print and digital) • Articles, maps, locations, landmarks Investment & Return: • Cost: $9,925 • Impressions: 500,000 minimum Packet Pg. 466 TDC Meeting 5.29.14 47  Ongoing Television Packet Pg. 467 TDC Meeting 5.29.14 48  PBS: Getting Away Together Rationale: • Reaches upscale PBS viewer, frequent traveler • Aired in 57 U.S. markets with international play • Coverage in stretch markets: New York, Boston, D.C., Orlando • United Kingdom, Italy, Asia, Russia, Singapore, Thailand, China/Hong Kong, Israel, India • A program specifically highlighting group travel DMOs: family reunions, girls getaways, special occasion/milestone travel Highlights: • Half-hour program projected to air a minimum of 14x • Social media pushes, including blogging, archived online • Emerald Coast video usage rights Investment & Return: • Cost: $0 (paid for in FY2013/2014) • Minimum: $95,000 value Packet Pg. 468 TDC Meeting 5.29.14 49  PBS: Family Travel with Colleen Kelly Rationale: • Reaches upscale PBS viewer, frequent traveler • Aired in 160 U.S. markets with international play • Coverage in stretch markets: New York, Boston, D.C., Orlando and Chicago • A program specifically highlighting traveling with kids of all ages Highlights: • Half-hour program projected to air a minimum of 6x • Social media pushes, including blogging, archived online • Emerald Coast video usage rights Investment & Return: • Cost: $0 (paid for in FY2013/2014) • Minimum: $175,000 value Packet Pg. 469 TDC Meeting 5.29.14 50  Television Packet Pg. 470 TDC Meeting 5.29.14 51  National Cable Rationale: • Strong brand awareness generating tactic • Target audience is a heavy cable viewer Highlights: • Purchase :30 and :15 spots to extend overall presence • 2 networks deep for 13 weeks • Weather content and female-skewing network • Estimated 380 spots Investment & Return: • Cost: $270,000 • Impressions: 41,489,000 minimum Packet Pg. 471 TDC Meeting 5.29.14 52  Bill Dance Outdoors Sponsorship: TV+ Rationale: • No.1 fishing authority on TV • Airs on three cable networks: NBC Sports, Outdoor Channel and newly added Destination America Highlights: • Television segments filmed and featuring Emerald Coast • Full year national television exposure • 26x Facebook “fishing conditions” updates • Billdanceoutdoors.com banner ads • Bill Dance YouTube – Emerald Coast episodes • Bill Dance personal endorsement and usage Investment & Return: • Cost: $55,000 • Impressions: 8,475,000 Packet Pg. 472 TDC Meeting 5.29.14 53  Destination Network TV Rationale: • Audience is relaxed, receptive and looking for new experiences • Key markets: Atlanta, New Orleans, Gulf Coast of FL/AL, Grand Strand of SC, Low Country and Florida Keys Highlights: • Visitor information network throughout SE hotel and condo rooms, serving resort and cultural destinations • Commercial spots and specially produced Emerald Coast segments • Schedule supporting all key booking windows – 28 weeks Investment & Return: • Cost: $42,500 • Impressions: 12,261,000 Packet Pg. 473 TDC Meeting 5.29.14 54  Radio Packet Pg. 474 TDC Meeting 5.29.14 55  Satellite Radio Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond – national reach Highlights: • Four channels per week • 852 :30 spots • Provides coverage in Spring, Fall and Christmas booking windows – 17 weeks Investment & Return: • Cost: $38,250 • Impressions: 23,316,000 minimum Packet Pg. 475 TDC Meeting 5.29.14 56  Brand & Promotional Radio Rationale: • Minimum 12 weeks of market exposure • Involves Emerald Coast radio spots, station promotional giveaways, Emerald Coast radio remotes, social media pushes and online presence • Interviews by radio stations with Emerald Coast ambassador • Opportunities for additional radio mentions in exchange for giveaways Highlights: • 14 top-feeder markets – 3:1 ROI • Birmingham, Huntsville, Montgomery, Chattanooga, Memphis, Knoxville, Nashville, Baton Rouge, Lafayette, New Orleans, Jackson, Little Rock, Louisville, Tallahassee • Room nights, restaurant and attraction prizes required Investment & Return: • Cost: $113,000 • Impressions: 22,099,060 minimum Packet Pg. 476 TDC Meeting 5.29.14 57  Atlanta Braves Rationale: • Major league’s winningest franchise since 1991 • 3rd most popular team & No. 1 in South • Far-reaching fan base Highlights: • Package in development for pre-game network radio • Estimated exposure full season • Advertising schedule would span for most major promotional windows Investment & Return: • Leisure Cost: $25,000 (full package: $40,000) • Co-Op portion in development • 50% Co-Op Cost: $7,500 • Impressions: TBD Packet Pg. 477 TDC Meeting 5.29.14 58  Integrated Marketing & Lead Generation Packet Pg. 478 TDC Meeting 5.29.14 59  Coastal Living Rationale: • High propensity for travel to Florida: 154 target index • Active travelers - beach, boating, cultural events and outdoor activities • 1/3 of circulation within driving distance of Emerald Coast Highlights: • Circulation: 469,323 (east of the Mississippi) • AL, MS, GA, FL, WI, IL, KY, TN, IN, MI, OH, WV, VA, NC, SC, PA, DE, MD, DC, NY, NJ, CT, RI, MA, NH, ME, VT • FP4C: November 2014 and FP4C: Visit Florida February and April 2015 • Bonus advertorial with image, RRC and leads, online travel deals feature with links, Nov, Feb and Apr e-newsletters • Mini co-op in March & May 2015 issues, e-editions and links Investment & Return: • Cost: $72,000 • Impressions: 1,407,969 minimum Packet Pg. 479 TDC Meeting 5.29.14 60