Okaloosa County BOCC — May 29, 2014 — reading text

Editorial focuses on event location strategies and management • Governing bodies – site selectors and logistics managers • Highest-circulation publication within sports category Highlights: • FP4C Destination Spotlight – includes two pages of advertorial with photos (3 pages) – March/April 2015 • Includes 500 reprints for distribution • Additional 12-month online package available (in Co-op Plan) Investment & Return: • Cost: $7,300 • Impressions: 18,500 minimum (Second Spotlight in Co-op Plan) Packet Pg. 347 TDC Meeting 5.29.14 108  5.c.b Sports Planning Guide Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Part of Premier Travel Media – network of over 130,000 planners • Integrated print and digital products and site profile summaries Highlights: • Sports market site inspection: site profile with multiple images, links back to Emerald Coast site • 12-month profile presence Investment & Return: • Cost: $1,295 • Impressions: 50,400 minimum Packet Pg. 348 TDC Meeting 5.29.14 109  5.c.b Sports Websites Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Ensures coverage against entire sports planning industry • Provides 24/7 ongoing coverage • SportsEvents • SportsTravel Highlights: • 12-month online banner advertising • 6 months on each website • Qualifies for SportsEvents lead generation program Investment & Return: • Cost: $8,370 • Impressions: 60,000 minimum Packet Pg. 349 TDC Meeting 5.29.14 110  TDC Meeting 5.29.14 Markets Canadian & International 5.c.b Packet Pg. 350 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 111  TDC Meeting 5.29.14 Snowbirds and International Travel 5.c.b Packet Pg. 351 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 112  5.c.b Canadian Traveller Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Distribution: paid subscribers, digital by request and national newsstand sales per issue • 70% of subscribers in SW Ontario, 30% in balance of Canada Highlights: • FP4C in Visit Florida 2015 Canadian Guide – January 2015 • FP4C in Canadian Traveller Fall Guide – August 2015 • 12x in e-newsletter, deployed to 17,000+ opt-ins • 6x online articles and 2x social media pushes (FB, Twitter, Pinterest) • 100,000 online impressions • Prize partner in sweepstakes: print, online, e-blasts • 4+ page “Destination of the Week” feature written by staff with supplied editorial – Canadian Traveller TRADE INDUSTRY Investment & Return: • Cost: $26,100 • Impressions: 1,520,000 minimum (digital inclusion in Co-op) Packet Pg. 352 TDC Meeting 5.29.14 113  5.c.b Dreamscapes Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Inserted in The Globe and Mail and available to frequent travelers through Air Canada Maple Leaf Club lounges • Distribution: Ontario, British Columbia, Alberta, Manitoba and Quebec • Audited circulation is available in print and online Highlights: • Circulation: 106,000 • 2/3P4C: Visit Florida: Fall/Winter – 10/22/2014 • 2/3P4C: Visit Florida: Winter – 11/26/2014 • Spotlight on Florida in Fall and Winter issues • Ad investments guarantee editorial coverage Investment & Return: • Cost: $7,900 • Impressions: 212,000 minimum Packet Pg. 353 TDC Meeting 5.29.14 114  5.c.b Crossings Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Canadian pub for cross-border explorers • Distribution in seven Ontario daily newspapers, Windsor CVB, Windsor Airport, travel information centers across Ontario & travel agents • Distribution in Ontario and Michigan Highlights: • Circulation: 150,000 • Visit Florida FP4C: Fall/Winter – October 10, 2014 • Florida editorial and guaranteed Emerald Coast - specific content Investment & Return: • Cost: $4,500 • Impressions: 150,000 minimum Packet Pg. 354 TDC Meeting 5.29.14 115  5.c.b Toronto Life Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Canada’s No. 1 city magazine • Readers are 70% more likely to have traveled to Florida in the past three years Highlights: • Circulation: 89,082 • FP4C: Visit Florida: Escape to the South – January 2015, On Sale Date in mid-December 2014 • Available both in print and online Investment & Return: • Cost: $11,387 • Impressions: 89,082 minimum Packet Pg. 355 TDC Meeting 5.29.14 116  5.c.b International Travel Guide Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 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: • HP4C: January 2015 – full year exposure Distribution by Country / • Distributed at trade and consumer travel shows Language • Digital edition includes live website and video links 21% Investment & Return: 13% 53% • Cost: $6,110 • Impressions: 74,925 minimum 13% UK France Germany English Packet Pg. 356 TDC Meeting 5.29.14 117  TDC Meeting 5.29.14 Co-op Media Plan Canadian & International 5.c.b Packet Pg. 357 Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing 118  5.c.b Canadian Traveller Attachment: Strategic Marketing Plan 2014-2015 (2885 : FY 2014-15 Strategic Marketing Rationale: • Distribution: paid subscribers, digital by request and national newsstand sales per issue • 70% of subscribers in SW Ontario, 30% in balance of Canada Highlights: • FP4C in Visit Florida 2015 Canadian Guide – January 2015 • Supplements FP4C insertion in same issue from Leisure plan Investment & Return: • Emerald Coast cost: $2,463 • Cost per six partners: $411 • Impressions: 130,000 minimum Packet Pg. 358 TDC