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Agenda 06/09/2009 Item #16F 2 Agenda Item No. 16F2 June 9, 2009 Page 1 of 6 EXECUTIVE SUMMARY Recommendation that the Board of County Commissioners approve using tourist tax dollars to fund the Tourism Department summer marketing campaign up to $414,836 from Emergency Advertising Fund 196 and approve all necessary budget amendments. OBJECTIVE: For the Board of County Commissioners to approve a marketing and related media plan up to $414,836 for the period July I-September 30, 2009 funded by Emergency Advertising Fund 196. CONSIDERATIONS: In response to the global economic slowdown, the Tourist Development Council (TDC) recommended a series of shifts and refocusing of tourist tax promotion dollars beginning in August of 2008. Emergency advertising dollars were targeted to International marketing in the UK, Germany and Canada. In January of 2009, the TDC recommended and the County Commission approved a shift in summer advertising dollars to a first quarter campaign in the Northeast and Midwest. In February, the TDC recommended a shift of additional summer advertising dollars to an early March start of the in-state campaign in Palm Beach, Miami/Ft. Lauderdale, Orlando and TampalSte. Pete. These shifts and investment of emergency dollars have proven to be effective in shoring up and moderating our International, northern US and in- state visitation at a time when our competitive destinations have seen dramatic declines. This shifting of funds has left our important late summer in state media campaign with no funding. The results of the first and second quarter 2009 campaigns were presented to the TDC by Paradise Advertising at the May 28th TDC meeting. These positive results indicate that we cannot lose the momentum that the early promotion launch has given our destination. The proposed summer campaign is based on historic visitation patterns, best performing media tactics and target markets. Here is a synopsis of the plan and related funding: Markets: MiamilFt. Lauderdale, West Palm, Orlando, TampalSt. Pete Media Elements: Spot & Cable TD, Travel online, social media Media Tactics: Buy all early morning TV Local and Network News; Florida Cable Network; PBS Evening program sponsorship; national on-line travel sites (i.e. tripadvisor.com, wejustgotback.com, travelpost.com, kayak. com, etc); mobile and smart phone services Bud2et: Domestic in-state, national on line In-state TV & cable Digital Marketing Production TOTAL $195,100 153,000 28,236 38.500 $414,836 ADVISORY COMMITTEE RECOMMENDATIONS: The TDC unanimously (8-0) approved the use of emergency advertising funds for the summer marketing campaign up to $414,836 at their May 28,2009 meeting. ,- Agenda Item No. 16F2 June 9, 2009 Page 2 of 6 FISCAL IMPACT: $414,836 is available in Emergency Advertising Fund 196 GROWTH MANAGEMENT PLAN IMPACT: None. COUNTY ATTORNEY FINDING: This item is not quasi-judicial, no ex parte communication is required, requires majority vote only, and is legally sufficient for Board action. - CMG RECOMMENDA TION: Recommendation that the Board of County Commissioners approve using tourist tax dollars to fund the Tourism Department summer marketing campaign up to $414,836 from Emergency Advertising Fund 196 and approve all necessary budget amendments. SUBMITTED BY: Jack Wert, Tourism Director ",-- Page 1 of 1 Agenda Item No. 16F2 June 9, 2009 Page 3 of 6 COLLIER COUNTY BOARD OF COUNTY COMMISSIONERS Item Number: Item Summary: 16F2 Recommendalion that the Board of County Commissioners approves using tourist tax dollars to fund the Tourism Department summer marketing campaign up to $414.836 from Emergency Advertising Fund 196. Meeting Date: 6/9/2009 9:00:00 AM Approved By Jack Wert Tourism Director Date County Manager's Office Tourism 5/28/20097:01 PM Approved By Colleen Greene Assistant County Attorner Date County Attorney County Attorney Office 5/29/200911:22 AM Approved By Jeff Klatzkow County Attorney Date County Attorney County Attorney Office 5/29/20092:17 PM Approved By OMB Coordinator OMB Coordinator Date County Manager's Office Office of Management & Budget 6/1/20098:45 AM Approved By Mark Isackson Budget Analyst Date County Manager's Office Office of Management & Budget 6/1/2009 1 :14 PM Approved By Leo E. Ochs, Jr. Board of County Commissioners Deputy County Manager Date County Manager's Office 6/1/20094:08 PM file://C:\AgendaTest\ExpOli\131-June%209,%202009\ 16.%20CONSENT%20AGENDA\16F '" 6/3/2009 NOHO LLO~ COOO ...-N'<:t Oa)<V Z<vg' ESo.. ~ ~-, .. .. S ell J:). e "'0 .. c: a " <V .. 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Summer Visitation for in-state residents is extremely strong Support Rationale April through August continues to deliver in-state residents at 48% of total 2008 Florida visitation. . Miami/Fort LauderdaleIWest Palm Beach o 51 % of total Florida visitation . Orlando o 48% of total Florida visitation . Tarnpa/St Petersburg o 42% of total Florida visitation Conclusion Within the above 4 markets, 55% of all Naples, Marco Island and the Everglades visitation is from in-state residents during the summer timeframe Therefore, a continued effort during June through August is recommended to drive in-state visitation. 2009 Summer Reinvestment Recommendation Television Statewide - Expand geography to include incremental Florida markets efficiently: . FCT A - State Wide Florida Cable o 15% of Florida visitation comes from additional markets o FCT A overall spot rotation will be at 20% in these markets o 75% of spots will rotate in key marketing areas . Overview of spot rotation o 1:3 - Purchase one :30 commercial airing between 6am and Midnight get 3 bonus spots o Networks like: Travel Channel, Odyssey, The Discovery Channel, Home & Garden, The Weather Channel, Bay News 9, Food Network, MSNBC, Sunshine Network o Approximately 3,000 spots will air across Florida . PBS Television o "Own an Evening" based on programming which fits each markets habits o Provides open/close billboards and commercial rotation Naples, Marco Island and the Everglades Summer Reinvestment Media Plan Overview Agenda Item No. 16F2 June 9, 2009 Page 6 of 6 . Spot Television in Miami/Ft. Lauderdale, West Palm Beach, Orlando and Tampa/St. Petersburg o Purchase Early Morning across all three networks to roadblock viewership . Good Morning America, NBC Today and CBS Morning Show · Very strong index against core target audience . 1 spot per day Tuesday - Thursday for 6 weeks . Total spots: 216 concentrated to maximize frequency of message Online National with emphasis on our target markets, utilizing travel specific sites that reach all of Florida and beyond: o Tripadvisor.com · Gaining momentum with DMO's · Very strong web-site; travel driven o Wejustgotback.com . 42% of US-based traffic in Florida, New York and Pennsylvania · 66% live east of the Mississippi . Affluent families that travel with income of $175,000+ o Vacationplanning.net . Tracking extremely well to-date on in-state campaign . 1,333,385 impressions delivered in April Market specific: . Continuation of top newspaper online sites within each market: o Miamiherald.com, sunsentinel.com, palmbeachpost.com, orlandosentinel.com, tbo.com, tampabay.com and Yahoo! .com behaviorally targeted . Top referring sites based on tracking studies . Continue to drive the markets to the top . Di2:ital Marketin2: Utilize digital marketing to increase reach against consumers who can afford to travel, but are budget consciences . Utilize text and deal ads that allow our Paradise Priced Perfect offer to be displayed in front of thousands of consumers o Meta Sites like travelpost.com, sidestep.com and kayak. com . Take advantage of the growing use of mobile and smart phones. o Ability to target consumers through a device they rely on everyday for information o Click to call and/or click to web provides the consumer with easy accessibility to inquire and/or book travel Overall, the media recommendation will continue to build reach and substantially increase the Naples, Marco Island and Everglades message throughout summer.