Agenda 10/09/2018 Item #11C10/09/2018
EXECUTIVE SUMMARY
Recommendation to approve release of $250,000 from Tourism Division Emergency Advertising
Reserves to support an integrated marketing and promotion campaign to mitigate the future
negative visitor impact of the Red Tide crisis in Collier County and make a finding that this action
promotes tourism.
____________________________________________________________________________________
OBJECTIVE: To leverage the funds requested from the Visit Florida Tourism Recovery Grant Program
for post Red Tide marketing and promotion with Tourism Division emergency advertising funding to
support a national campaign to bring visitors back to Collier County in late 2018 and in high season 2019
with a theme of “Our Beaches Are Open in Collier County.”
CONSIDERATIONS: The negative impact of Red tide on the shores of Collier County has been
devastating to our local economy and especially to our water -based businesses that depend on tourism to
survive. The tourism division has created the attached plan to mitigate the long term negative impact of
the unusually long-lasting Red Tide bloom along our Gulf shore beaches. Our plan is to combine the
grant funding promised by Visit Florida with our own Tourism Emergency Marketing funding to create a
national campaign to bring visitors back to Collier County.
The CVB has applied to Visit Florida to participate in their Recovery Grant Program along with a
regional grant request to use the strong search capabilities of Google to create a buzz with potential
visitors to come back to Collier County beaches. The proposed campaign will generate significant out -of-
state interest and result in significant visitor spending in our community that supports jobs in our
community and economic stability to the local economy.
The CVB has prepared the attached plan with the cooperation of our contracted PR firm, Lou Hammond
& Associates and Paradise Advertising and Marketing, Inc. These two professional entities will execute
the plan we have created to bring visitors “Back to Paradise”. We will use the theme “Our Beaches Are
Open” to overcome the negative press that our beaches are polluted with algae and not welcoming to
visitors. In fact, the Red Tide Bloom has subsided in our immediate area of Collier County, and we need
to tell the world we are open and ready to welcome them back.
FISCAL IMPACT: $250,000 is available in the Emergency Advertising Reserve Fund 196 for this
specific use in the proposed FY 19 Tourism Division budget. If approved, these funds will be combined
with the grant funding from Visit Florida to underwrite a campaign in our primary feeder markets to
attract our loyal visitors back to Florida’s Paradise Coast. A budget amendment moving funds from
reserves to the promotion & marketing commitment item is required
GROWTH MANAGEMENT IMPACT: There is no Growth Management impact with this action.
ADVISORY COMMITTEE RECOMMENDATION: The Tourist Development Council (TDC) voted
unanimously (8-0) on September 24, 2018 to support this funding request by staff.
LEGAL CONSIDERATIONS: This item is approved as to form and legality and requires majority vote
for approval. - CMG
RECOMMENDATION: To approve the release of $250,000 from Tourism Emergency Advertising
Reserves to support an integrated advertising and promotion campaign to mitigate the future negative
visitor impact of the Red Tide crisis in Collier County, authorize necessary budget amendment, and make
a finding that this action promotes tourism.
Prepared by: Jack Wert, Tourism Director
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10/09/2018
ATTACHMENT(S)
1. Collier County Red Tide Marketing and Media Recovery Plan (PDF)
2. LHG PR Scope and Budget Red Tide (PDF)
11.C
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10/09/2018
COLLIER COUNTY
Board of County Commissioners
Item Number: 11.C
Doc ID: 6899
Item Summary: Recommendation to approve release of $250,000 from Tourism Division
Emergency Advertising Reserves to support an integrated marketing and promotion campaign to mitigate
the future negative visitor impact of the Red Tide crisis in Collier County and make a finding that this
action promotes tourism. (Jack Wert, Tourism Division Director)
Meeting Date: 10/09/2018
Prepared by:
Title: Tourist Development Tax Coordinator – Tourism
Name: Kelly Green
09/27/2018 1:09 PM
Submitted by:
Title: Division Director – Tourism
Name: Jack Wert
09/27/2018 1:09 PM
Approved By:
Review:
Tourism Ed Caum Deputy Director Review Completed 09/27/2018 6:18 PM
Tourism Jack Wert Director Review Completed 09/27/2018 10:11 PM
County Manager's Office Sean Callahan Executive Director- Corp Business Ops Completed 09/28/2018 7:22 AM
County Attorney's Office Colleen Greene Level 2 Attorney Review Completed 09/28/2018 8:27 AM
County Attorney's Office Debbie Allen CAO Preview Skipped 09/28/2018 8:58 AM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 09/28/2018 9:00 AM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 09/28/2018 11:14 AM
Budget and Management Office Ed Finn Additional Reviewer Completed 10/01/2018 11:42 AM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 10/02/2018 8:03 AM
Board of County Commissioners MaryJo Brock Meeting Pending 10/09/2018 9:00 AM
11.C
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Collier County Red Tide Marketing and Media Campaign Plan
Submitted by:
Jack Wert, Director, The Naples Marco Island and Everglades CVB - “Beaches are Open” or “Return to Paradise”
Campaign
Collier County, Florida
October 10 – December 31, 2018
Background:
This “Beaches are Open” Marketing Campaign is developed to assist Collier County, one of the destinations adversely
impacted by the 2018 red tide outbreak in Southwest Florida, return to business as usual. The campaign will let all of
our consumer markets know that we are clear of the Red Tide and to either keep their currents plans to visit and to
entice more people to explore all of our amenities in Paradise. The CVB is requesting $250,000 from our Emergency
Relief Funds, spending of which is broken down on the attached marketing and media plan.
These funds will be to be used for a multi-pronged marketing and public relations campaign designed to most effectively
and efficiently rebuild market share lost due to red tide. Collier County is also working in partnership with Manatee,
Sarasota, Lee and Charlotte counties on separate submissions for a Southwest Florida regional grant application for a
cooperative, multi-DMO effort in support of the entire, Red Tide affected region. The CVB is also requesting a separate
Visit Florida Grant to be used outside of the moneys and is being approved in a sperate request to the Board.
The 2017/2018 red tide crisis has had adverse economic impact and created a current and future negative public
perception of Collier County as a tourist destination. As a coastal community, we attract visitors to Florida who are
seeking clean beaches, fresh seafood, fishing, boating and an abundance of water-related recreational activities. All are
directly dependent on water quality.
The destination has experienced a severe downturn in visitation. Charter fishing captains and other water-based
businesses are on the verge of closure. Occupancy for all types of accommodations are significantly depressed while
restaurants and attractions sit idle. Since June 2018, when the red tide bloom drifted back into the area and caused
significant fish kills, negative national press coverage of this issue has increased exponentially. Our brand is specifically
built around outdoor offerings. Our destination’s tagline is “Florida’s Paradise Coast”. Recent press coverage stands in
stark contrast to the destination’s brand promise and is greatly affecting the area’s visitation.
The effects of the red tide outbreak are projected to continue to impact our area’s economy for months to come and
long after the bloom clears. At the time of submitting this grant, scientists are not able to predict when the red tide
bloom will end, and some scientists have said it may clear in 2019.
11.C.1
Packet Pg. 130 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
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The results of Collier County’s marketing efforts to uniquely define the destination and engage in efficient, effective
marketing has proven to engage and attract visitors. The County has realized an increase in visitor spending of 4.2% in
Tourist Development Tax collections year-to-date through August, of 3.1%.
The CVB is activating this recovery plan to counter the negative perception created by red tide and to portray the area as
a desirable Florida destination and assure potential visitors that area beaches, offshore coastal islands, and boating and
fishing environments are once again pristine and enjoyable. Efforts will also be focused on encouraging visitors who
have chosen other destinations during red tide to reconsider “Returning to Paradise”.
Goals:
• Create messaging that will mitigate negative perception and misinformation pertaining to the red tide event.
• Raise awareness among potential visitors to the Collier County area while assuring and demonstrating that
coastal areas and waterways are clean, clear and available for visitation, recreation and enjoyment.
• Reach potential visitors consistent with the destination’s visitor profile within geographic core markets, such
as lift markets serviced by Fort Meyers International Airport (RSW).
• Provide visitors with the tools and information that allow them to personally and quickly ascertain water and
beach conditions, proving the destination’s claims of offering beach and water environments that can be fully
enjoyed upon visitation.
• Engage marketing and communications tactics that are proven, measurable and can demonstrate the
assurance of direct return on investment.
• Offer calls to action which will direct potential visitors to the CVB’s website and marketing campaign “Beaches
are Open” or “Return to Paradise”.
• Convey information that will encourage potential visitors to book area accommodations and plan activities
such as fishing and boating excursions, boat rentals, other water recreational activities, visiting area beaches and
state parks, and dining in local restaurants.
Target Audiences:
Demographics:
Primary target of the effort will be women 35–64 years of age with families and exhibiting $150k+ in household income.
Secondarily, the effort will target couples with women 45-64 and $100k+ in household income. Efforts will also utilize
behavioral and contextual targeting against travel interests and response.
Geographic:
Primary geographic targets for the destination will be this Fall and Winter. Primary markets include the Northeast and
Midwest U.S. markets. Winter targeting provides more focus on Northeastern, Midwest and Canadian markets.
11.C.1
Packet Pg. 131 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
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Psychographics and Expressed Interests:
Efforts will target individuals seeking relaxation and release through a multitude of experiences which can be found
“outside” in the Collier County. As mentioned above, the effort will utilize behavioral and contextual targeting by those
expressing travel interests, specifically beach and water-related activities.
Strategies and Tactics:
The CVB’s efforts will include strategies and tactics designed to reach the stated objectives. Using a highly data-driven
approach, the CVB favors marketing efforts that can deliver metrics to prove return on investment. All tactics will utilize
the VISIT FLORIDA Grant Logo where applicable.
Message Tactics:
At the time of execution, all pre-planned messaging will convert to post-red tide messaging. Communication will depict
an outdoor destination with clean and clear beaches along with a variety of water related recreational opportunities.
Paid Digital Advertising:
Once red tide subsides, Collier County proposes targeting top markets for a three-month period with paid digital
advertising. Messaging will focus on promoting the area’s beautiful beaches and islands and on-shore activities.
Channels will include:
• Sojern: The CVB has been advertising through Sojern and found it to be a very cost-effective platform to reach
potential visitors, with a high rate of conversion.
o $60,000 Paid Spend
o $30,000 In-Kind Added Value
o 1.1 million estimated impressions
• USA Today: The CVB has been advertising strategically with USA Today Network previously and found it to be a
cost-effective multi-platform method to reach potential visitors.
o $50,000 Paid Spend
o $25,000 In-Kind Added Value
o 2.5 million estimated impressions
• Adara: The CVB has been advertising through Adara as well and found it to be a very cost-effective platform to
reach potential visitors, with a high rate of conversion. Additionally, Adara conversions have a shorter booking
window, compared to other platforms as measured by Arrivalist.
o $45,000 Paid Spend
o $10,000 In-Kind Added Value
o 800,000 estimated impressions
11.C.1
Packet Pg. 132 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
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• Paid Social: The CVB has been actively utilizing paid social media ads on Facebook, Instagram, and Twitter to
promote the destination during their year-round campaigns with an excellent engagement rate and increase in
website traffic. Ensuring paid social media is a part of the digital media buy allows for the VCB to not only target
but engage with potential visitors.
o $20,000 Paid Spend
o 600,000 estimated impressions
• TOTAL SPEND $175,000
• TOTAL ADDED VALUE: $65,000
*All items estimated and subject to change as media partnerships are secured.
Public Relations:
Since August 2018 when the red tide media coverage reached a national level, Collier County has primarily pitched non-
beach destination experiences, postponed familiarization trips to the area and closely monitored media coverage for
inaccuracies.
Once the red tide subsides, the CVB proposes hosting several groups of key media influencers for a group familiarization
tours for 4 days and 3 nights, focused on the beaches and islands and onshore activities, to experience the area’s
beautiful, clean beaches and eco-opportunities “for themselves.” The anticipated results from these familiarization trips
would be coverage from participating media and the estimated publicity value of this coverage would be measured
using the CVB’s PR monitoring tools in concert with our PR agency of record, Lou Hammond Group, based in New York.
Other media tactics that are currently part of the CVB’s annual plan and will be employed post-red tide to include:
Bringing a National influencer to go on morning TV shows in target markets with a “Beaches are Open” or “Return to
Paradise” message.
Take a Local Chef to New York to highlight culinary activities and opportunities on the Paradise Coast.
• Pitching beach/island focused stories, monitoring coverage and actively reaching out to media to correct any
misinformation.
• Pitching Gulf Seafood and local sustainable food sources.
• Deskside visit(s) to journalists in key feeder markets.
• Attending major PR events to spread the word that the area’s beaches and water areas are clean, clear and
enjoyable.
11.C.1
Packet Pg. 133 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
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Social:
Currently, Collier County is focusing on non-beach experiences in the area and directing any inquiries regarding red tide
to its Beach Conditions information page (ParadiseCoast.com/Beaches) which offers links to the most accurate and up-
to-date information on water quality from experts.
Once the red tide subsides regionally, Collier County plans to push out real-time photos and videos of area beaches and
waterways through their social channels and will be encouraging our tourism partners to do the same.
In addition, Collier County proposes to identify one or more strong social influencers in key market(s) to contract for
coverage focusing on the beaches and water-related activities in our area. This would be paid coverage that guarantees
online content on the influencer(s)’ platforms.
Anticipated Results and Measurement:
Collier County’s marketing platforms are typically chosen based on their ability to be measured. The destination takes an
extremely data-driven approach in its planning, execution, review and analysis.
Along with its marketing partners, the CVB consistently reviews and analyzes all efforts of its marketing investment
confirming anticipated return, adjusting for continued or increased outcomes, and/or leveraging opportunities that
emerge from efforts or the analysis of those efforts.
Global, Market-Wide Anticipated Results and Measurement:
Through the marketing efforts outlined on previous pages, Collier County anticipates mitigating the negative economic
impact red tide has had on our destination’s tourism industry.
Economic impact of tourism in our destination is measured through the following data sources:
• Tourist Development Tax collections, reported monthly by the Collier County tax collector.
• ADR, Occupancy and RevPAR for area accommodations reported monthly through Smith Travel Research and
All the Rooms. All the Rooms is segmented by region of county.
• Estimated total economic impact, estimated visitation and estimated direct expenditures reported by
contracted consultant, Research Data Services, Inc. through 2018. Remaining 2018 reporting scheduled for
Q2/Q3 and Q4.
Measuring our analytics with our competitive set of destinations using Smith Travel Research data for occupancy, ADR
and RevPAR.
Anticipated Results and Measurement by Specific Tactic:
• Paid Digital Media is expected to raise awareness and generate over 5.0 million impressions during a 3-month
timeframe.
Targeted Results:
11.C.1
Packet Pg. 134 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
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• Sojern: 1.1 million estimated impressions
• USA Today: 2.5 million estimated impressions
• Adara: 800,000 estimated impressions
• Social: 600,000 estimated impressions
• Visitation to ParadiseCoast.com: 15% growth in visitation over first quarter last year
Measurement:
• Arrivalist tracks conversion on platforms based on physical location or an “arrival” for display ad platforms
that allow digital tracking codes to be triggered on exposure or click. Additionally, visits to landing pages,
which will be utilized during the campaign, can be tracked directly to the originating digital ad.
• Adara tracks conversions through data partners (accommodations, flights, attraction tickets, etc.)
Social Media engagement:
• Live-streaming webcam: Live video feed demonstrates to potential visitors in real-time that our beaches are clean
and clear of red tide. View data, website traffic and social engagement will be used to measure this campaign
component.
• Public Relations FAMs: The FAMs are expected to produce coverage that will resonate with our campaign target(s).
Specific stats, such as total reach and total publicity value, can’t be immediately calculated after the media leave the
destination but can be projected based on historical FAM results.
• Our goal with these FAMs is to target top-tier media within our key target markets. The CVB utilizes powerful media
monitoring tools through our Advertising and PR Agencies that have capabilities to report total mentions, total
reach, total publicity value, DMA mentions over time, share of sentiment, share of coverage by media type and
share of voice.
Social Influencers:
Social Influencer(s)– Generate coverage from select influencer(s) who demonstrate a strong following and level of
engagement in their market of influence. Quantity and types of influencer posts will be pre-determined by the VCB
before influencer trip(s). Audience engagement and exposure with posts will be measured and reported on by platform.
Media Plan and Proposed Budget -
(Please see attached PR Plan by Lou Hammond Group)
TOTAL: $75,000
Direct Advertising Purchases (Print and Digital) using our Advertising Agency
TOTAL: $175,000
• Sojern:
11.C.1
Packet Pg. 135 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
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o $60,000 Paid Spend
o $30,000 In-Kind Added Value
• USA Today:
o $50,000 Paid Spend
o $25,000 In-Kind Added Value
• Adara:
o $45,000 Paid Spend
o $10,000 In-Kind Added Value
• Paid Social:
o $20,000 Paid Spend
• TOTAL SPEND $175,000
• TOTAL ADDED VALUE: $65,000
*All items estimated and subject to change as media partnerships are secured.
CAMPAIGN TOTAL: $250,000
11.C.1
Packet Pg. 136 Attachment: Collier County Red Tide Marketing and Media Recovery Plan (6899 : Emergency Advertising Funds for Red Tide)
SCOPE OF SERVICES- Estimated Costs
NAPLES MARCO ISLAND EVERGLADES CVB POST RED TIDE RESPONSE
Following is a proposed budget not to exceed $75,000 for, but not limited to, the following tactical PR
activities to assist with response to Red Tide:
Tactic Description Budget
BROADCAST OUTREACH Outreach to national outlets with
traveling correspondents (Today
Show’s Al Roker, GMA’s Ginger
Zee) to broadcast from
destination. Possible “holidays” to
create news hook:
• Jan. 25 – National Florida
Day (Day state was
recognized state to join
US)
• Jan. 29 – National Plan a
Vacation Day (launched by
Project Time Off, potential
partner)
Seek travel expert, such as Emily
Kaufman, for paid in-studio media
tour promoting the Paradise Coast
as a revitalized vacation
destination.
Host remote radio broadcast for
national show; opportunities
available with Peter Greenberg
and/or Rudy Maxa. CVB manages
guests selection, includes multiple
members from community.
Costs include transportation,
accommodations and ancillary
expenses surrounding hosting.
$25,000
MEDIA/INFLUENCER HOSTING Invite top-tier writers for online
national media outlets to
destination for visit and see first-
hand we are open for business
$15,000
11.C.2
Packet Pg. 137 Attachment: LHG PR Scope and Budget Red Tide (6899 : Emergency Advertising Funds for Red Tide)
Handle coordination of press
itineraries, travel arrangements
Targeting writers that can produce
quickly to help drive fall business
Host social media influencers to
provide real-time updates.
Costs include transportation,
accommodations and ancillary
expenses surrounding hosting.
LEVERAGE STONE CRAB SEASON Invite Governor Scott, key
officials, TV crews to “Cracking of
the Crab” opening ceremonies of
Stone Crab Festival as the
reemergence of the destination,
top culinary event of the year
(Oct. 26-28). Pitch event to
national broadcast news outlets
Outreach to local AP contact,
leverage for coverage nationally
Invite national/regional media to
attend, cover festival.
Costs include production and
transportation for the event and
media as needed.
$5,000
LEVERAGE EXISTING EVENTS Pitch vertical media associated
with upcoming events for possible
PR coverage to underscore
destination’s status
Events:
• HydroFlight World
Championship – Oct. 28-29
• CME Group Tour
Championship – Nov. 14-19
• Que B Shark Shootout Golf
Event Dec. 4-10
• Naples Daily News Half
Marathon – Jan. 20 (target
running influencer to
participate)
• Winter Wine Festival – Jan.
26-28
• Everglades Seafood Festival –
Feb. 8-10
n/a
11.C.2
Packet Pg. 138 Attachment: LHG PR Scope and Budget Red Tide (6899 : Emergency Advertising Funds for Red Tide)
AMPLIFY NAPLES RESTAURANT
WEEK (Nov. 29 – Dec.12)
Target celebrity chefs with
connection to Naples (e.g. Emeril
Lagasse, Sean Brock).
Leverage relationship with Naples
Winter Wine Festival, access to
past chefs. Funds raised go back
into community and surrounding
counties that suffered.
Distribute press release
announcing Celebrity Chef in
destination, selling tickets.
Seek media interviews with
participating chefs during
Restaurant Week.
Costs include chef airfare,
accommodations, meals, and any
necessary appearance fees.
$25,000
GET LOCAL INFLUENCERS/IN-
STATE
Focus pitching efforts in nearby
counties unaffected by red tide,
encouraging visits.
Coordinate with hotel partners to
offer special rates for Florida
residents, incentivizing travel in
November.
Host Instameet with local
influencers – create dedicated
hashtag, #NaplesNow, to share
real-time images. Invite
personalities from local
broadcast/radio to join.
Costs include those associated
with hosting influencers.
$5,000
CONSTITUENT
COMMUNICATIONS
Create messaging for tourism
industry partners and constituents
– ensure consistent voice.
Provide toolkit with language
surrounding “Return to Paradise”
including:
• Suggested website copy
• Email auto-signature language
N/A
11.C.2
Packet Pg. 139 Attachment: LHG PR Scope and Budget Red Tide (6899 : Emergency Advertising Funds for Red Tide)
• Social media copy
• Instructions for media
inquiries
• Instructions for consumer
inquiries
TOTAL $75,000
11.C.2
Packet Pg. 140 Attachment: LHG PR Scope and Budget Red Tide (6899 : Emergency Advertising Funds for Red Tide)