Okaloosa County BOCC — Jun 27, 2013 — Fall Seasonal Savings Campaign — reading text

Fall Seasonal Savings Campaign Media Recommendation July 25, 2013  Fall Seasonal Savings Campaign Objective • Increase visitation to the Emerald Coast during the Fall with value driven offers Strategy • Utilize both online and offline content-relevant opportunities that complement each other while offering scale Timing • August 26 – November 1 2  Fall Seasonal Savings Campaign Key Performance Indicators • OTA bookings • High-value site-side actions (visitor guide requests, accommodation page views, etc.) Net Budget • $245,000 • $30k Contingency • $25k Facebook Contest 3 Fall Seasonal Savings Campaign Media Recommendation 4  Fall Seasonal Savings Campaign Southern Living • Print (November Issue) • Digital (8/26/13 – 11/15/13) • 12 months of travel leads • Including features in; Great Fall Escapes, Points South Reader Service Listing, Monthly Travel Newsletter • High propensity for travel to Florida – 205 Index Texas Monthly • Print (October Issue, Travel Planner Section) • Digital (8/26/13 – 11/1/13) • Travel newsletter • 2 months of travel leads • High propensity for travel to Florida – 165 Index 5  Fall Seasonal Savings Campaign 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+ Facebook/Twitter/Google+ followers • Reported the highest estimated hotel sales for the spring campaign Travelzoo • Dedicated Okaloosa page content refresh • Custom Okaloosa page will highlight direct links to hotelier booking engines, helping to drive immediate bookings • Run of network text and image placements driving to the Okaloosa dedicated page that will highlight key fall events, discounts, etc. • 40k guaranteed clicks to the dedicated page 6  Fall Seasonal Savings Campaign Priceline • Geo-targeted banners within Travel Guides and Product homepages • Strong hotel sales from spring campaign results; 10% reach against target audience (highest reach of the major OTAs) Orbitz & Cheaptickets • All placements drive to custom Okaloosa landing page within Orbitz/Cheaptickets • Strong YOY booking transaction gains from both Orbitz (+48%) and Cheaptickets (+35%); continued presence allows Okaloosa to capitalize on this growth • Air, Hotel and Vacation Packages targeted to Okaloosa-related searches across Orbitz • General Air, Hotel and Vacation Packages geo-targeted to drive market I.P. addresses • Deals Pages banner rotation, geo-targeted to drive market I.P. addresses 7  Fall Seasonal Savings Campaign Visit Florida • Prominent position on site’s most visited page • #1 visited Florida site Google • Text ads targeted to relevant keywords including: • Okaloosa markets (Destin, etc.) and Competitive markets • General fall travel (“fall getaway ideas”, etc.) • Fishing vacation related-terms (“best vacations for fishing”, etc.) • Google has been a top site-side action driver for the Spring and Summer campaigns Facebook • Geo- and interest-targeted tile ads across Facebook, driving to the Emerald Coast website • Historical performance from Spring and Summer campaigns • Promotional Contest 8