Okaloosa County Tourist Development Council — Jun 27, 2013 — reading text

Number Date Amount Nights Date Date Date Receipt Date Generations: Black American Music Marlayna Goosby Secretary Special Events 2/3 - 09/14 TBD 5/22/13 $10,000 Emerald Coast Performing Arts Alliance (850)376-2115 marlaynaj@gmail.com Subtotals page 2 0 0 $10,000 $0 $0.00 Totals 2013-2014 24,565 45,230 $104,477 $50,000 $0.00 Special Events Funds: $200,000 Sponsorship Funds: $175,000 Special Event funds Requested Approved: $20,000 Sponsorship funds Requested Approved: $30,000 Special funds Remaining: $180,000 Sponsorship funds Remaining: $145,000 As of: 7/23/13 Packet Pg. 69  Tourist Development Council Meeting: 07/25/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Update Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 1892) DOC ID: 1892 Master Plan Updated: 7/23/2013 5:06 PM by Aida Wilkinson Page 1 Packet Pg. 70  6.b.1 Packet Pg. 71 Attachment: O'Byrne MP (1892 : Master Plan)  6.b.1 Packet Pg. 72 Attachment: O'Byrne MP (1892 : Master Plan)  6.b.1 Packet Pg. 73 Attachment: O'Byrne MP (1892 : Master Plan)  6.b.1 Packet Pg. 74 Attachment: O'Byrne MP (1892 : Master Plan)  6.b.1 Packet Pg. 75 Attachment: O'Byrne MP (1892 : Master Plan)  Tourist Development Council Meeting: 07/25/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Presentation Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: TDC ITEM (ID # 1893) DOC ID: 1893 Fall Campaign Updated: 7/23/2013 5:08 PM by Aida Wilkinson Page 1 Packet Pg. 76  6.c.1 Attachment: Fall Seasonal Savings Campaign (1893 : Fall Campaign) Fall Seasonal Savings Campaign Media Recommendation July 25, 2013 Packet Pg. 77  6.c.1 Fall Seasonal Savings Campaign Attachment: Fall Seasonal Savings Campaign (1893 : Fall 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 Packet Pg. 78 2  6.c.1 Fall Seasonal Savings Campaign Attachment: Fall Seasonal Savings Campaign (1893 : Fall 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 Packet Pg. 79 3  6.c.1 Attachment: Fall Seasonal Savings Campaign (1893 : Fall Campaign) Fall Seasonal Savings Campaign Media Recommendation Packet Pg. 80 4  6.c.1 Fall Seasonal Savings Campaign Attachment: Fall Seasonal Savings Campaign (1893 : Fall 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 Packet Pg. 81 5  6.c.1 Fall Seasonal Savings Campaign Attachment: Fall Seasonal Savings Campaign (1893 : Fall 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 Packet Pg. 82 6  6.c.1 Fall Seasonal Savings Campaign Attachment: Fall Seasonal Savings Campaign (1893 : Fall 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 Packet Pg. 83 7  6.c.1 Fall Seasonal Savings Campaign Attachment: Fall Seasonal Savings Campaign (1893 : Fall 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 Packet Pg. 84 8  Tourist Development Council Meeting: 07/25/13 02:00 PM 1540 Miracle Strip Parkway Department: Tourist Development Council Fort Walton Beach, FL 32548 Category: Information Prepared By: Aida Wilkinson SCHEDULED Initiator: Aida Wilkinson Sponsors: