Okaloosa County BOCC — September 3, 2013 — reading text

LSAE: 2/3PG4C – Annual Directory - $1,565 • TSAE: sponsorship package in development Rationale: • Direct line to associations with official print & online platforms Investment: • Estimated Cost: $5,710 • Impressions: TBD 176 Packet Pg. 696  Destination Showcase - Chicago Highlights: • Date & Location TBD for Chicago • Showcase offers education sessions, keynote luncheon and networking opportunities • Awaiting 2014 packages Rationale: • Hosted by DMAI • Midwest’s only meeting site selection conference Investment: • Estimated Cost: $2,850 177 Packet Pg. 697  NY Times Travel Show Highlights: • February 28 – March 2 at Javits Convention Center • Customized package in development Rationale: • 2013 attendance: over 5700 trade professionals • Attendees interact with sponsors & exhibitors; event has over 100 Investment: • Estimated Cost: $3,600 minimum 178 Packet Pg. 698  Florida Encounter Highlights: • December 4 – 6 at PGA National Resort & Spa in Palm Beach County • 32nd year • Customized package in development Rationale: • Hosted by Visit Florida • One stop solution for meeting, convention, incentive and newly added sports planners Investment: • Estimated Cost: $2,200 179 Packet Pg. 699  Southern Women’s Tradeshow Highlights: • Memphis: March 7 – 9th @ Agricenter • Nashville: March 27 – 30th @ Music City Center • Custom package in development Rationale: • Lifestyle consumer event • Women account for 85% of all consumer purchases and 92% of vacations Investment: • Estimated Cost: $3,600 180 Packet Pg. 700 A Very Emerald Christmas 2013 181 Packet Pg. 701  2013 - A Very Emerald Christmas Objective: • Drive visitation Thanksgiving – New Years Timing: • October 23 – December 15 Media Budget: • $126,271 182 Packet Pg. 702  Regional Magazines • Prioritized list of top-feeder markets • Atlanta • Birmingham • New Orleans • Louisville • Houston • Dallas • Nashville • Full Page 4C units, November • October promotional exposure • Multiple impressions to target, including print, digital and social • Contesting/Sweepstakes to provide further exposure 183 Packet Pg. 703  Atlanta Magazine Promotional Exposure • October sweepstakes • Atlantamagazine.com • Facebook • Twitter • Database collection for remarketing • Postcard to be sent to 43,471 subscriber list • November FP4C unit • Requires immediate approval • Publication pushed back deadline 2 weeks • Minimum Impressions: 147,478 184 Packet Pg. 704  Birmingham Magazine Promotional Exposure • October / November e-blasts • Delivered to over 10,000 opt-in subscribers • Drops on Thursdays • Five (5) blasts • November FP4C unit • Requires immediate approval • Minimum Impressions: 62,500 185 Packet Pg. 705  New Orleans Magazine Promotional Exposure • November/December sweepstakes neworleansmagazine.com • E-newsletter for entire month • December print ad • Postcard to be sent to 17,000 subscriber list • November FP4C unit • Requires immediate approval • Minimum Impressions: 119,750 186 Packet Pg. 706  Louisville Magazine Promotional Exposure • October e-blasts • Delivered to over 7,500 opt-in subscribers • Drops on Thursdays • Two (2) blasts • November FP4C unit • Requires immediate approval • December sweepstakes ad • Co-partnered contest • $2,240 requested in trade • Minimum Impressions: 63,000 187 Packet Pg. 707  Texas Monthly Magazine Promotional Exposure • November FP4C unit • Requires immediate approval • Publication pushed back deadline 1 1/2 weeks • December sweepstakes ad • 1/3rd page unit • Promoted online • Minimum Impressions: 600,000 188 Packet Pg. 708  Nashville Magazine Promotional Exposure • November FP4C unit • Requires immediate approval • Two (2) dedicated e-blasts (Oct, Nov or Dec) • Recommendation is October • 32,000 opt-ins • Promoted on nashville.com & through Social Media • Minimum Impressions: 150,000 189 Packet Pg. 709  Knoxville CityView Magazine Promotional Exposure • Direct mail inclusion • Mid-October • 18,000 opt-ins • November FP4C unit • Requires immediate approval • Co-partnered sweepstakes • CityView.com • CityView magazine • Facebook, Twitter • E-newsletter • Minimum Impressions: 102,756 190 Packet Pg. 710  Southern Living Digital Placements: • Exclusive family travel package sponsorship • Logo, banners • Social mentions across Southern Living’s social accounts, driving to family travel content • Support banner rotation across SouthernLiving.com, including bonus impressions Rationale: • Family travel focus provides support for campaign’s family audience • Southern Living readers have a high propensity to travel to Florida (205 index) Minimum Impressions: • 3,167,062 Source: MRI Doublebase 2012 – Vacation within Florida, 3+ nights stay, earning $50,000+ HHI 191 Packet Pg. 711  Southern Living Magazine Promotional Exposure • In addition to digital investment, publication will also highlight “Very Emerald Christmas” • New in-book promotional page • 1 of 5 highlighted Christmas promotions • December placement – on sale 11/15/13 • Minimum Impressions: 15,000,000 192 Packet Pg. 712  Online Approach • Focus on key performers from previous campaigns • Blend contextually-relevant placements with behavioral and geo-targeted placements to achieve maximum reach against target 193 Packet Pg. 713  TripAdvisor Placements: • Banners targeted to Destin, Fort Walton Beach and Okaloosa Island content • Geo-targeted banner rotation across beach travel content • Bonus run of site banner rotation Rationale: • TripAdvisor has been consistent in terms of driving site-side actions for both our Spring and Summer efforts • 15% reach and 132 index against target (Comscore) Minimum Impressions: • 817,000 194 Packet Pg. 714  Google Placements: • Text ads targeted to relevant keyword categories: • Holiday travel getaways/deals (“last minute holiday vacation ideas”, “holiday beach trip”, etc.) • Competitive market terms (“Pensacola hotels”) • General travel (“travel deals”, “travel offers”) • Emerald Coast branded terms (“Destin travel”) Rationale: • Reaches travelers when they are actively seeking out relevant information • Google text ads have been a consistent site-side action driver • Cost per click bidding structure allows for minimal risk Minimum Impressions: • 1,250 estimated clicks 195 Packet Pg. 715  Visit Florida Placements: • Prominent position on site’s most visited page • Content Tile ad rotates between limited number of advertisers • 194x255 and 160x600 Rationale: • #1 visited Florida site • Over 250,000 unique monthly visitors August - November Source: Compete.com – August through November 2012 site traffic 196 Packet Pg. 716  Satellite Radio Highlights: • 30 second spots at an amazing CPM • 4 channels per week • 95 spots per week (380 total) • 135 promotional spots through Holiday Gift Guide Sponsorship ($32K Value) Rationale: • Strong radio option for target audience • Provides coverage in key markets and beyond Investment & Return: • Cost: $21,930 • Impressions: 17,025,000 197 Packet Pg. 717  Digital Outdoor Highlights: • Planned for 3 markets • 2 Boards per market for 1 month Rationale: • High impact visuals with increased noticeability • Flexibility with creative messaging • 24/7 exposure Atlanta Birmingham Nashville Investment & Return: • Cost: $20,000 • Impressions: 3,437,251 198 Packet Pg. 718  Atlanta • Heart of Buckhead heading towards Midtown • Top end of I-285, heading towards I-85 • Near Dunwoody,