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?