January 20, 2009 New Business V - 1c 1 of 10

BCC/TDC Joint Workshop 2009 Winter Campaign January 20th, 2009

January 20, 2009 New Business V - 1c 2 of 10

2009 Winter Campaign • Shifting funds to extend Northern targeted campaign into 1st Quarter – Northeast * New York Metro – Midwest * Chicago Metro

January 20, 2009 New Business V - 1c 3 of 10

2009 Winter Campaign • Campaign Media Emphasis: – Television – Online – E-blasts – Digital Social Marketing • Special winter promotion offer – Hotel/attraction partners – Possible airline partners

January 20, 2009 New Business V - 1c 4 of 10

NAPLES, MARCO ISLAND AND THE EVERGLADES 2009 BUDGET SHIFT MEDIA RECOMMENDATION January 9, 2009 Media

Description

Dates

Frequency

O

N

D

J

F

M

A

M

J

J

A

S

Midwest Living Coastal Living Arthur Frommer's Budget Travel Conde Nast Traveler AAA Tour Book Southern Living Travel Florida

Large Brochure 1/2 Page 4/C 1/3 Page 4/C 1/3 Page 4/C Page 4/C Travel Planner

March/April, 2009 June, 2009 February/ June, 2009 January, 2009 Annual February, 2009

1x 1x 2x 1x 1x 1x

No co-op partners

Consumer Directories - Domestic US Visit Florida Official FL Vacation Guide Great Florida Getaways Naples, Marco Island and the Everglades Official Visitors Guide Visit Florida Special Interest Publication "Beach Getaway"

Page + 1/2 4/C Page + 1/2 4/C Guide Page 4/C

Annual Annual Annual Annual

1x 1x 1x 1x

9 co-op partners 7 co-op partners

Visit Fl Dialog Program

Various

VISITFLORIDA.com

Various

Various Niche Programs Annual

Annual Annual

1/2 Page 4/C 1/2 Page 4/C 1/2 Page 4/C 1/2 Page 4/C

April 19, 2009 October 19, 2009 April 19, 2009 June 10, 2009

1x 1x 1x 1x

Comments

LEISURE MARKET Consumer Magazines - Domestic US

No co-op partners 1 co-op partner 6 co-op partners No co-op partners

4 co-op partners

Consumer E-Marketing - Domestic US

Consumer Newspaper - Domestic US Madden Florida Drive Markets Insert Fall Instate Insert Collinson Spring Instate Insert Collinson Summer Instate Insert Collinson

No co-op partners

January 20, 2009 New Business V - 1c 5 of 10

NAPLES, MARCO ISLAND AND THE EVERGLADES 2009 BUDGET SHIFT MEDIA RECOMMENDATION January 9, 2009 Media

Description

Dates

Frequency

Video/Rectangle Video/Rectangle

March - June, 2009 March - June, 2009 March - June, 2009

4 months 4 months 4 months

April - June, 2009 April - June, 2009 April-August, 2009

3 months 3 months 4 months

February - March, 2009 Heavy Up February - April February - April, 2009 February - April, 2009 February - April, 2009 February - April, 2009 February, 2009

2 months 3 months 3 months 3 months 3 months 2x 2x

300 x 600/Adopter Ads

February - March, 2009 Heavy Up February - April February - April, 2009 February - April, 2009 February, 2009 February - April, 2009 February - April, 2009

2 months 3 months 3 months 3 months 2x 3 months 3 months

Television

:30

April - June, 2009

2 months

Television

:30

April - June, 2009

2 months

SUMMER GEOGRAPHIC CAMPAIGN - IN-STATE/DOMESTIC US Online - Geo-targeted In-State/Domestic US Markets Expedia.com vacationplanning.net Travel Ad Network - U.S. Miami/Ft. Lauderdale & West Palm Beach Miami/Ft. Lauderdale Television West Palm Beach Television Weather.com

Video/Rectangle

:30 :30 Video/Rectangle

New York Cable Television Emergency Cable TV Weather.com Weather.com Sponsorship New York Times Online New York Times Great Getaways E-Blast New York Times Great Getaways E-Blast

:30 :30 Video/Rectangle 300 x 600/Adopter Ads Video/Rectangle 410,000 Opt-In subscribers 410,000 Opt-In subscribers

Chicago Cable Television Emergency Cable TV Yahoo!.com Chicago Tribune.com Chicago Tribune E-blasts Weather.com Weather.com Sponsorship

:30 :30 Video/Rectangle Video/Rectangle TBD Video/Rectangle

Orlando

Tampa/St. Petersburg

O

N

D

J

F

M

A

M

J

J

A

S

Comments

January 20, 2009 New Business V - 1c 6 of 10

NAPLES, MARCO ISLAND AND THE EVERGLADES 2009 BUDGET SHIFT MEDIA RECOMMENDATION January 9, 2009 Media

Description

Dates

Frequency

O

N

D

J

F

M

A

M

J

J

A

X

X

X

X

X

X

S

1/2 Page 4/C & Online

Annual

1x

Florida Fishing Weekly Florida Sportsman

1/2 Page 4/C 1/2 Page 4/C

2x per week May & August, 2009

6x 2x

Audubon (Great Florida Birding Trail) Audubon (Natural Wonders of Florida) Echo Encounter Undiscovered Florida

1/2 Page 4/C 1/3 Page 4/C 1/3 Page 4/C 1/2 Page 4/C

Nov/Dec 2008 March/April 2009 March 4, 2009 Annual Guide - May/June

1x 1x 1x 1x

No co-op partners 1 co- partner

Play Florida Golf Travel & Leisure Golf

Spread 1/2 Page 4/C

Bi-Annual March/April 2009

2x 1x

3 co-op partners plus Golf in Paradise Guide

1/2 Page 4/C 1/3 Square 4/C

May/June, 2009 March/April, 2009

1x 1x

Comments

NICHE MARKETS Niche Markets - Bridal/Honeymoon Brides Florida Niche Markets - Fishing

Niche Markets - ECO

No co-op partners

Niche Markets - Golf

Niche Markets - Senior AAA Going Places South AARP - Southeast Region

1 co-op partner

Niche Markets - Culture/Heritage Florida Reflections

Marketplace

April 17, 2009

1x

Florida International Guide Shop America

Insert 1/2 Page 4/C

May, 2009 Spring/Summer 2009

1x 1x

FL Official Travel Industry Guide Virtuoso Virtuoso - Online

1/2 Page 4/C Page 4/C Various

Jan - December, 2009 Nov./Dec., Jan/Feb, March/April Sponsorship Package

1x Annual Annual

Travel Agent Directories 2 co-op partners

January 20, 2009 New Business V - 1c 7 of 10

NAPLES, MARCO ISLAND AND THE EVERGLADES 2009 BUDGET SHIFT MEDIA RECOMMENDATION January 9, 2009 Media

Description

Dates

Frequency

O

N

D

J

F

M

A

M

J

J

A

S

1/2 Page 4/C 1/2 Page 4/C 1/3 Page Vertical 4/C 1/2 Page Horizontal 4/C Insert 1/2 Page 4/C 1/2 Page 4/C

April/May 2009 July - September 2009 April 2009 Dec 2008 & February 2009 May, 2009 June, 2009 June, 2009

1x 1x 1x 2x 1x 1x 1x

Two E-vertorials; one April, one May 1 co-op partner to-date; will review 1/15

1/2 Page 4/C Outsert (Meeting Planner Guide) Page 4/C 1/2 Page 4/C Page 4/C Various

Nov/Dec., 2008, Jan./Feb. & May, 2009 June - 5th Issue Annual Dec, Mar, June June, 2009 Annual

3x 1x 1x 3x 1x 1x

Jan/Feb 1 co-op partner 50th Anniversary Issue

Sports Events - E-blast Sports Travel

Various 1/2 Page 4/C

Nov., 2008 & May, July 2009 October, April and July

3x 3x

Sports Destination Magazine Sports Events

1/2 Page 4/C 1/2 Page 4/C

Jan/Feb., March/April, May/June, Sept./Oct. Dec., 2008 & March & May 2009

4x 3x

TBD TBD TBD TBD TBD TBD

March - May, 2009 Annual Annual March - May, 2009 Annual March - July, 2009

3 months 7 months 7 months 3 months 7 months 5 months

Comments

GROUP MARKETS Group Business - Corporate Meeting Focus.com Visit Florida Meeting Professionals Program Meetings Florida (Meetings South) Meetings South Successful Meetings/Meeting News Guide Meeting News Successful Meetings

Dec - 1 co-op partner

Group Business - Association FSAE Association Source FSAE Meeting Guide FSAE Association Resource TSAE Capital Executive FSAE Association FSAE E-Zine

Dec - No co-op ($952) Buy 10 months get 2 months free

Group Business - Sports

Interactive Marketing Pay-per-click Mobile Pay-per-click Social Media Pay-per-click Video Meta Sites Blogs and Video Email Sponsorship/Travel Deals

July/August - NC moved to September 1 Co-op partner/Dec.

January 20, 2009 New Business V - 1c 8 of 10

NAPLES, MARCO ISLAND AND THE EVERGLADES 2009 BUDGET SHIFT MEDIA RECOMMENDATION January 9, 2009 Media

Description

Dates

Frequency

1/8 Page 4/C Rectangle Page 4/C E-Newsletters

2x 1 Flight 1x 2x 1x 4x 1x 2x Annual

O

N

D

J

F

M

A

M

J

J

A

S

Comments

INTERNATIONAL United Kingdom TIA Discover America - Go Guide - Consumer UK Travel Networks Online - Consumer Travel Trade Gazette - Knowledge - Trade Travel Trade Gazette - Digital Package - Trade VISITFLORIDA First News - Consumer Selling Long Haul (UK) - Trade Travel Trade Gazette - Trade Visit USA - Newsletters - Trade Bon Voyage

History 1/2 Page 4/C Full/1/2 Page 4/C Single Panel Brochure

Fall 2008 & Spring 2009 October November 2 newsletters March Oct., Nov., February & July October October, November October

North America (Canada) Canadian Television (Weather Channel) - Consumer Canadian Weather - Consumer

:30 & :10's Video/Rectangle

January January

1 Flight 1 Flight

Page 4/C Rectangle

October, 2008 October

1x 1 Flight

Spread 4/C 1/2 Page 4/C Rectangle

Quarterly October

1 insertion 1 Flight

1/4 Page 4/C & Online 1/2 Page 4/C 1/2 Page 4/C & Online & E-Mag.

Annual Quarterly, March - May, 2009 Annual

Annual 1x December - November

Germany Cash (Florida section) Co-op with DERTOUR - Consumer German Travel Networks & Tripadvisor.com Online - Consumer CANUSA Holiday & Lifestyle Magazine - Consumer FVW.com - Trade International & Canadian Markets Discover America - USA Travel Guide - Consumer Departures (AMX Associations) - Consumer VISITFLORIDA International Travel Planner - Consumer

GRAND TOTAL INCLUDING ALL BUDGET SEGMENTS: CURRENT PLANNED ACTIVITY RECCOMMENDED WINTER MEDIA SHIFTS

Added to plan - 11/21/2008

No co-op; UK and Germany

$2,478,302.70

January 20, 2009 New Business V - 1c 9 of 10

NAPLES, MARCO ISLAND AND THE EVERGLADES 2009 BUDGET SHIFTS CATEGORY/MEDIA

BUDGET SAVINGS

MARKET/CATEGORY/MEDIA

Niche Markets - Bridal Bridal Guide

INCREMENTAL BUDGET ALLOCATION New York

$20,904

New York Cable TV

$30,000

Targeted Cable Buy Group Business

- 8 weeks - 2/3, 2/10, 2/24, 3/3, 3/17, 3/24, 4/7, 4/14

Association News

$3,500

- Adds 2 incremental weeks and heavy-up on Weather Channel New York Online

Group Business - Leisure SMERF

$40,000

- Heavy-up Weather.com $3,000

- Adopter Ads - Cold in New York, Sunny in Florida: 1/2 Page Rectangles 300 x 600 - 2/3 - 4/19 New York Times E-Blast - 2 x - 2/13 and 2/18; 410 double opt-in subscribers

$22,500

In-State Online - Delete August/September

$20,500

Niche Fishing - Florida Sportsman

$3,300

Niche Senior - AARP Mid-Atlantic Region

$10,500

Sub-Total:

INTERNATIONAL

$92,500

Chicago

United Kingdom

Chicago Cable TV

Selling Long Haul

$1,056

Travel Trade Gazette

$20,030

TTG.com online

$25,500

Sub-Total:

$46,586

$20,000

Targeted Cable Buy - 8 weeks - 2/3, 2/10, 2/24, 3/3, 3/17, 3/24, 4/7, 4/14 - Adds 2 incremental weeks and heavy-up on Weather Channel Chicago Online

$40,000

- Heavy-up Weather.com Germany

- Adopter Ads - Cold in New York, Sunny in Florida: 1/2 Page Rectangles 300 x 600 TAN/Trip Advisor

$15,548

- 2/3 - 4/19

FVW Travel Talk

$10,000

Chicago Tribune E-Blasts

FVW Magazine

$14,450

- 2 x - Dates to be determined

FVW.com

$10,000

Sub-Total:

$49,998

$10,000 Sub-Total:

$70,000

Interactive Marketing North America (Canada) Expedia.com

- Meta Sites, Blogs and Video, Pay-per-click Social media, Pay-per-click Mobile

$32,000

$15,000

Canadian Travel Trade

$3,000

Weather Channel TV

$10,039

Weatherchannel.com

$9,995

Sub-Total:

$38,034

TOTAL SAVINGS:

$196,322

TOTAL Expenditure:

$194,500

January 20, 2009 New Business V - 1c 10 of 10

QUESTIONS?