Backup Documents 10/09/2018 Item #11CRed Tide
Recovery
Campaign
Current Situation
•Red Tide and other algae blooms have negatively
impacted the West Coast of Florida for many months
•Collier County has not seen the mass cancellations and
economic devastation that our northern neighbors
continue to experience
•The national news media has portrayed our area in the
same light as other Gulf Coast areas that have been
more negatively impacted
•We are using PR, Digital and Social Media and Radio in
our feeder markets to change visitor perceptions about
the Red Tide situation in Collier
Current Red Tide Tactics
•Daily Monitoring of national, regional and local
media mentions of Collier County and Red Tide
•Correcting inaccurate reporting of our Collier
situation and conditions
•Daily updates of “Current Beach Conditions” page
on our website: www.paradisecoast.com
–Current beach conditions, links to Mote Marine, FWC
and other environmental websites
–Links to our Real Time Beach Cams, plus photos and
videos contributed by our visitors
Red Tide –Current Tactics
•Radio Public Service Announcements (PSA’s) running in the following markets:
•Atlanta running 10x M-Su/5a-5a but they are 100% pre-emptible on WVEE, WSTR
•Chicago running 10x M-Su/5a-5a but they are 100% pre-emptible on WBBM-FM, WUSN
•Cleveland will run :10’s where available 12 m-12 m on WQAL, WDOK
•Detroit will run 7x M-Su/12mid-12mid as 100% pre-emptible on WOMC, WYCD
•Indianapolis will run 10x M-Su 5a-5a as 100% pre-emptible on WNTR, WZPL
•Minneapolis will run 10x M-SU/5a-5a but they are 100% pre-emptible on KZJK, KMNB
•NEW YORK
•The :10 spot will run in New York 10x/:10 per week Monday –Sunday over a four-week
period:9/10-9/30.
•Additionally, we will run streaming impressions on the streaming radio assets for each station.
Approximately 200x/:10 will run ROS 5 am-5 am
•Announcer Copy :10 PSA
“Headed to Naples and Marco Island and worried about red tide? Don’t be! For the latest
information, go to the beach conditions page at paradise coast dot com”.
Current Red Tide Tactics Delivery
YouTube Videos
•Adventurous Escape: 149,016
•Nature, Nurture, Naples: 152,347
•Experience Beauty: 126,416
•TOTAL VIEWS: 427,779
Digital Media
•Mobile: 672,395 impressions;
1,202 clicks; .18% Click thru
•Desktop: 636,405 impressions 123
clicks; .02% Click thru
•Streaming: 446,981 impressions
Targeted Social Media
Impressions Delivered: 1,147,408
•Unique Reach: 525,069; Clicks:
1,791; Engagement: 353;
Views: 110,000
Contest Entries/Opt-ins/Opt-in %
•Atlanta: 298/144/48%
•Chicago: 824/430/52%
•Cleveland: 461/189/41%
•Detroit: 196/79/40%
•Indianapolis: 1,069/547/51%
•Minneapolis: 419/143/34%
•TOTAL: 3,267/1,532/47%
Post-Red Tide Recovery Plan Funding
•Mid-to-Late October is the projected start of this Plan based on water conditions and
temperature and “Scientists” predictions
–Messaging will shift to a “Return to Paradise” campaign
•Promote the Stone Crab Festival October 26-28 in Tin City
•Encourage visitors to “Return to Paradise” for stone crab claws and all things great
on Florida’s Paradise Coast
•PR, Digital and Social campaign will focus on returning for the Holidays and
Season
•Grants applied for with Visit Florida:
–Regional Google campaign $112,500 (Sarasota, Manatee, Charlotte, Lee, Collier)
–Paradise Coast Grant for Post Red Tide digital, social advertising and PR $70,000
•TDT Emergency Funding Request-$250,000 to leverage Visit Florida grants
–Advertising, digital, social media, PR and promotion theme “Return to Paradise”
–Distribute feature stories on fishing fleet, restaurants, shopping to support hospitality
and tourism jobs in Collier County
•Every 45 visitors attracted support one additional Hospitality & Tourism job
Campaign Goals
•Messaging aimed to mitigate negative perception and misinformation
pertaining to Red Tide in Southwest Florida, specifically Collier County
•Assure potential visitors that our coastal areas and waterways are
clean, clear and available for visitation, recreation and enjoyment.
•Reach our typical visitor profile within our geographic core markets in
cities with direct air service to RSW, FLL, MIA, PDG
•Provide water and beach conditions, real time video and current user
generated photos to show beaches and water conditions
•Use proven marketing and communications tactics that are measurable
and deliver a direct, positive Return on Investment.
•Direct potential visitors to the CVB’s website with message that our
“Beaches are Open” with an invitation to “Return to Paradise”.
•Encourage potential visitors to book area accommodations and plan
water-based activities such as fishing charters, boating excursions, boat
rentals, enjoying our great beaches and state parks, and dine in our
local restaurants.
Paid Digital Advertising
Once the Red Tide subsides, we will target our top feeder markets for up to
three-months with paid digital advertising. Messaging will focus on
promoting our beautiful beaches and islands and on-shore activities.
Sojern: This very cost-effective platform will reach potential visitors, with a
high rate of conversion.
•$60,000 Paid Spend
•$30,000 In-Kind Added Value
•1.1 million estimated impressions
USA Today: Cost-effective multi-platform to reach potential visitors.
•$50,000 Paid Spend
•$25,000 In-Kind Added Value
•2.5 million estimated impressions
Paid Digital (Continued)
Adara:Very cost-effective platform to reach potential visitors, with a high rate of
conversion and deliver a shorter booking window, compared to other platforms as
measured by Arrivalist.
•$45,000 Paid Spend
•$10,000 In-Kind Added Value
•800,000 estimated impressions
Paid Social: Utilize paid social media ads on Facebook, Instagram, and Twitter to
promote the destination. Paid social media delivers immediate engagement and shows
destination in real time.
•$20,000 Paid Spend
•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
Once the Red Tide subsides, the CVB will host key media influencers for
familiarization tours for up to 4 days and 3 nights
•Focus on the beaches and islands and on-shore activities, to experience the
area’s beautiful, clean beaches and eco-opportunities “for themselves,” and
post their experience to their social channels
–Estimated publicity value of this coverage would be measured using the
CVB’s PR monitoring tools and efforts of our PR partner Lou Hammond
Group, based in New York.
•Contract with a National influencer to appear on morning TV shows in target
markets with a “Our Beaches are Open” and “Return to Paradise” message.
•Take a local chef to New York to highlight Fresh from the Gulf seafood and
sustainable food sources available on Florida’s Paradise Coast.
•Pitch beach/island focused stories to major media outlets, monitor coverage
•Actively contact media to correct any misinformation
•Arrange deskside visits with journalists in key feeder markets
•Attend major PR events to spread the word that Florida’s Paradise Coast
beaches and water areas are clean, clear and enjoyable.
Anticipated Results and Measurement
•Mitigate the negative press coverage and drive new and
repeat visitation and spending to our tourism industry
businesses.
•Measure the economic impact of tourism marketing using
the following data sources:
–Tourist Development Tax collections, reported monthly by the
Collier County Tax Collector.
–Average Daily Rate (ADR), Occupancy and RevPAR for area
accommodations through Smith Travel Research and Research
Data Services
–Visitation and direct visitor expenditures reported monthly by
Research Data Services, Inc.
–Comparisons with our competitive set of destinations using
Smith Travel Research data for occupancy, ADR and RevPAR.
Media Plan and Proposed Budget
PR Plan provided by Lou Hammond Group, New York
–Broadcast Outreach $25,000
–Media /Influencer Hosting $15,000
–Leverage Stone Crab Season $5,000’Amplify Restaurant Week $25,000
–Local and Instate Influencers $5,000
–TOTAL: $75,000
Direct Advertising Plan (Print and Digital) using our Advertising Agency
• Sojern:
•$60,000 Paid Spend
•$30,000 In-Kind Added Value
•• USA Today:
•$50,000 Paid Spend
•$25,000 In-Kind Added Value
• Adara:
•$45,000 Paid Spend
•$10,000 In-Kind Added Value
•• Paid Social:
•$20,000 Paid Spend
TOTAL: $175,000
CAMPAIGN TOTAL: $250,000 TOTAL ADDED VALUE: $65,000
*All items estimated and subject to change as media partnerships are secured.
Staff Recommendation
•BCC approval to move $250,000 from Tourism
Division Advertising Reserve to an operating line
in Fund 196 for use in Post Red Tide Campaign
–Recommended by TDC September 24, 2018 (8-0)
•Leverage the Red Tide Grants from Visit Florida
•Make a finding that this action promotes
tourism to Collier County.
Questions & Comments