Kissimmee CVB MAC Meeting 2-23-12 Final

Marketing Advisory Committee Meeting | 23 February 2012

Mid-Year Review

• Performance Measurement Program • Current Industry Stats/Trends • Sales • Marketing • Sports • Meetings • Online

Mission Statement

To promote Osceola County as a premier travel destination driving economic impact to our clients.

Performance Measurement

Research & Performance Department

Main Functions:

• Gather market intelligence that provides direction and support to the sales and marketing functions

• Track, analyze and report on industry–wide performance and trends

• Marketing program performance

• All CVB performance

• Ensure CVB efforts are efficiently supporting the strategic plan (ROI)

Performance Measurement Program

Goals: • Best use/return on funds • Measure individual activity/department/overall CVB

performance

Standards: • DMAI’s Standard CVB Performance Reporting handbook

Implementation: • October 2011 (FY 2012)

Performance Measurement Program

Program Benefits: • Keeps focus on ROI • Consistent mechanism for measuring/comparing • Identification of best/worst performing activities • Fine tunes CVB’s metrics on given activities • Benchmarking future programs/activities

Areas of Measurement

• Advertising – Leisure/Meetings/Group/Sports

• Sales Tradeshows/Sales Missions/Fams

• Sports Tradeshows/Sponsored Events & Fishing Tourneys

• Festivals & Events

• Contracts – Rep Firms/CFSC/USSSA/Pro Angler

Process

Pre-Review/Approval: • Inclusive costs • Objectives of the project • Anticipated results • Calculation of economic return • Sports/festivals have recommended spend • Reviewed by Research & Performance • Final approval by CVB Director

Process

Post Review: • Actual performance/results posted by cognizant

department • Re-calculation of economic return based on actual results • Have projected targets/return/objectives been met? • How does it compare with similar efforts?

Industry Trends

Key Economic Indicators

Consumer Confidence Unemployment Rate

Osceola County Visitors

January 2012 Performance

Occ % ADR RevPAR 2012 +/- 2012 +/- 2012 +/-

Osceola County 57.3% 21.6% 72.01 -1.2% 41.27 20.1%

Orlando-International Drive 64.5% 1.6% 111.08 0.7% 71.68 2.2%

Lake Buena Vista 75.4% 2.5% 107.39 6.6% 80.94 9.2%

Osceola County Lodging Performance % Change Previous 12 Months

Luxury / Upscale Upper Midscale Lower Midscale EconomyOccupancy -1.2% 6.3% 7.0% 23.5%ADR 0.1% -2.6% 1.0% 8.2%RevPAR -1.1% 3.5% 8.1% 33.6%

-10.0%

Tourist Development Tax

VacationHomes

Hotels &Motels Timeshares Campgrounds

FY 2012 $2,562,143 $4,344,705 $213,668 $99,519FY 2011 $2,059,384 $4,774,894 $280,614 $102,781

+24.4%

-23.9% -3.2% $0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

Recent Shows • Brazil Sales Mission |

– Oct 1-9 – 19 leads from the mission – 240 room nights booked by one partner

• Virgin Atlantic Airways Golf Event – Oct 4-7 – Hosted 20 top level tour operators for 3

days – Melia was host hotel

• UK Tour Operator FAM – Oct 10-14 – Done in conjunction with the opening of

Lego Land – Omni was host hotel

• Rejuvenate – Nov 7-9 – 20 leads sent to IPs – 21,000 room nights

• Florida Encounter – Nov 13-15 – 13 leads sent to IPs – 3,300 room nights

• International Assn of Hispanic Meeting Professionals – Dec 7-10 – 3 leads sent to IPs – 1,600 room nights

• Tallahassee Society of Assn Executives - Holiday Luncheon – Dec 14 – 3 leads sent to IPs – 1,100 room nights – One booking for 140 room nights,

(Youth Tour Group)

• American Bus Association – Jan 6-10 – 10 leads sent to IPs – 1,400 room nights – No bookings to report at this time

• 21st Annual Kissimmee Military Marketing Seminar (Voucher Program) – Jan 15-20 – Familiarization of military travel

planners – No leads sent

• Religious Conference Management Assn – Jan 24-27 – 12 leads sent to IPs – 24,000 room nights

• Florida Huddle – Feb 2-4 – Relationship building – No leads sent

• CVC Workshop/Sales Calls – Feb 4-11 – Relationship building – Exposure to the trade – ROI is yet to be determined

Sales Activity Calendar

ANATO | Colombia Sales Calls 26 Feb - 4 March 2012

Lead representative: Chris Aguilar This is our first year attending this show so there is no data to glean ROI. Exhibiting at this show will increase Kissimmee brand recognition and give our Industry Partners access to key tour operators and travel agents.

Destinations Showcase Washington (DMAI) 27-29 Feb 2012 | Washington, D.C.

Lead representative: Sara Melendez

Great opportunity to showcase our destination. Every year, DMAI puts together a special program to show the value of face-to-face meetings.

21 Marketing Advisory Committee Meeting | 23 February 2012

Conference Direct 25-29 March 2012 | Orlando

• Conference Direct covers all markets, but has been gearing their efforts toward the SMERF market.

• This is a reverse trade show. There are no advance appointments set.

Reunion Network ConFam 26-29 March 2012 | Kissimmee Lead representative: Sara Melendez • Fostering business relationships as well as

bringing Military Reunions to the destination.

• This is a combined conference and familiarization tour of the destination for meeting planners who attend.

• Host hotel: Ramada Gateway

National Coalition of Black Meeting Professionals (NCBMP) April 2012 | Nassau, Bahamas Lead representative: Sara Melendez One of the few multicultural associations in the industry. This is a relationship-driven organization. Sara has strong relationships with key planners with the organization. There is continued potential here, especially with a strong focus on SMERF moving forward.

International Pow Wow 21-25 April 2012 | Los Angeles, CA

Lead representative: René Kuziv

We have strong industry participation both with booth share and in the Kissimmee section. Pow Wow is the travel industry’s premier international marketplace and the largest generator of Visit USA travel.

Meeting Spots | Sales Calls 1-3 May 2012 | Tallahassee

Lead representative: Janet Jones

Participation is important for obtaining contacts and leads for Kissimmee meeting business. New for 2012 is the addition of one-on-one.

Sales Activity Calendar Mexico Mission 5-12 May 2012 | Mexico City & Guadalajara Lead representative: Chris Aguilar • Due to external forces in the Mexican

market (Swine flu and economic downturn), the CVB shifted its focus away from Mexico to strong Latin American markets (Colombia and Brazil).

• Despite the recession, the Mexican market is relatively strong to Kissimmee/Central Florida and the timing is right for the CVB to re-enter the market.

Sales Activity Calendar Collaborate Marketplace 25-27 April 2012 | Las Vegas, NV

This is a sister conference to Rejuvenate and Connect – two of the most successful reverse trade shows our CVB participates in. This show is focused on the corporate and incentive markets.

Sales Activity Calendar Visit Florida VIP Event | Sales Calls 8-9 May 2012 | Atlanta, GA

Lead representative: Janet Jones

Atlanta is listed as one of the top origin markets for Florida. This annual event is Visit Florida’s “thank you” for the business meeting professionals provide to Florida and allows participating partner a one-on-one networking opportunity.

Sales Activity Calendar Christian Management Conference Assn. 8-10 May 2012 | Daytona Beach

Lead representative: Sara Melendez CMCA is an organization of over 250 Christian meeting planners. This show has also incorporated an appointment component. This is the strongest relationship-based organization as it relates to meetings and conventions in the Christian market.

Sales Activity Calendar National Association of Consumer Shows 16-18 May 2012 | Las Vegas, NV

Lead representative: Sara Melendez • Consumer show attended by show

producers to include boat shows, jewelry shows, home shows, etc.

• The one show where we emphasize exhibiting toward Osceola Heritage Park.

• Also promote the destination since other venues are also viable for these shows.

Sales Activity Calendar UK Sales Mission June 2012 | London

Lead representative: René Kuziv

An excellent opportunity to work with our rep firm, Cellet Travel Services, to update UK media and tour operators on the Kissimmee destination through a variety of sales and media calls, destination training and evening events.

Domestic Leisure

• Room night goal: 665,000 • YTD estimated % achieved: 54% • YTD estimated economic impact: $110,512,075 • Budget: $4.5 million

Marketing Advisory Committee Meeting| 23 February 2012

Online Holiday 2011

• Visits: 186,218 (up 267% over the 2010 campaign) • Unique Visitors: 148,220

(up 237% over the 2010 campaign) • Pageviews: 240,921

(up 181% over the 2010 campaign) • Outbound clicks to partners: 5,420

Online Domestic Leisure Q1-Q3 2012

• Three flights based on tendency to plan travel. – January 2 - April 1 – April 30 - June 3 – July 30 - September 24

• Goals: generate traffic to website and partners. • Reach: East of Mississippi; interest in travel to FL • Messaging: theme parks plus other activities in

and around Kissimmee; warm/sunny weather. • Combination of audience, travel, social targeting and retargeting • Sites: TripAdvisor, media networks (online, mobile), Yahoo, Google

Display, Facebook (flash and rich media, in-banner video). • Results to date: 63,460 visits; 98,375 page views; 1847 partner clicks

In-Market Advertising

• Goals: – Consider Kissimmee activities and attractions during your

visit. – Consider staying in Kissimmee the next time you visit

Central Florida.

• Brochure distribution • In-market print publications

In-Market Advertising • Airport signage • Orlando Visitor Network (to view video, click here)

2012 Area Guide

• Two versions – With lodging advertising (250,000) – Without lodging advertising (400,000)

• Distribution – Used in lieu of Visitors Guide…mailed as

fulfillment. – Local distribution spots (without lodging)

through Kenney and FPIS – Turnpike plazas and Florida welcome centers

(with lodging)

2011 Late Fall Campaign | Direct Mail

• First foray into direct mail in three years (request made by Industry Partners).

• Mix of direct mail and online media.

• Targeted Florida, Georgia, South Carolina and Alabama drive markets, women age 25-54, with and without families, with an income of $50,000+.

• Message was promoted via personalized URL

2011 Late Fall Campaign | Direct Mail

• Despite heavy use of personalized URLs, QR codes leading to videos, appealing special offers and sweepstakes, the direct mail portion of the campaign had poor results.

• Less than 1% of respondents visited the landing page and/or entered the sweepstakes.

• There was an online component as well: – 11,391 visits – 20,438 page views – 688 Outbound Clicks

Getting Away Together

• TV show filmed in Kissimmee in 2011 in partnership with the CVB and the Vacation Rental Managers Association

• Currently airing on PBS member stations across the country

• To date, stations representing almost 60% of the country have signed on to air the show

• New York 1 named the show as a top travel trend in 2012

To view full episode, click here.

Leisure Co-Op Opportunities

• Website advertising • eNews advertising • Orlando International Airport signage co-op • Orlando Visitor Network • Area Guide advertising

Upcoming Programs

• The domestic leisure will continue into Q2 and Q3 2012. Creative is currently being updated as we phase out the “cold weather” message.

• Promotional partnership with Snapfish – “What’s Your Favorite Way to Play?” – February 17-March 16 – Media share on sites such as TripAdvisor, media networks (online, mobile), Yahoo,

Google Display and Facebook. – Promoted on Snapfish’s website. Dedicated landing page, banner ads, sweepstakes

administration, social media sites.

International

Cellet Travel Services

• Build and expand on the unique element, adventure, activity, and essence of the Kissimmee brand and location.

• Create consumer, media and trade brand recognition of Kissimmee as a destination of choice for visitors, looking for a diverse destination within and outside the established central Florida area.

Cellet Travel Services | Social Media

• The Holiday Hoppers viral game promotion launched in September. • Co-op (with Industry Partners, British Airways, etc.) interactive game delivers

information about the Kissimmee destination and gives players the opportunity to enter to win a trip to Kissimmee.

• Creative, cost-effective campaign to engage participation across diverse targets including consumers and the travel trade.

• Promoted via email blasts, social media and at the Destinations Holiday Show in London in February.

• Runs through March 31, 2012. • Results to date:

– 25,970 total visits – 21,266 unique visitors – Average time on site: 4 minutes 50 seconds – 9,852 competition entries

Cellet Travel Services | Promotions

Take A Break Promotion • Consumer publication reaches 2+ million readers • Media value: $137,520 • Magazine hit newsstands Feb. 15 • Partners:

– British Airways – Ramada Gateway – Arabian Nights – Eco-Safaris at Forever Florida – Boggy Creek Airboat Rides – Fantasy Surf – Gatorland – Avis

Cellet Travel Services | Advertising

• Cellet’s comprehensive program includes campaigns partnering with tour operators to highlight Kissimmee product to their customers. Online promotions with: – Virgin Holidays – Airtours, part of Thomas cook – Lastminute.com – America As You Like It

Cellet Travel Services | Media

• Generated more than $100,000 in media value • Continuing communications and strategies to key consumer and

travel trade media • Hosted freelance writer Lindsay Sutton

– The articles that come from his visit will reach a wide variety of markets in the UK, particularly through a syndicated travel feature he writes.

– He said it was the “nicest trip” he has ever taken because he was able to follow a well-organized itinerary with a diversity of experiences that included many “firsts” for him.

• Cellet also responded to 23 media leads since November 2011. – Answers to calls for information about planning a wedding abroad – Encouraging travel to a sun destination during the UK’s cold winter

months

Cellet Travel Services | Sales

• 79 trade contacts made YTD • Conducted 13 training sessions to educate travel agents

about the destination • Develops and maintain relationships with tour operators,

travel agents, media and airlines

To view the Cellet training DVD, click here (please note…this video does not have a web license…please do not share).

Cellet Travel Services | Upcoming

• Summer Campaign Theme: Getaway for the Summer • Consumer: mid-May through mid-July – radio

campaign with the KM Radio Group complemented with social media

• Trade: 26-week e-blast campaign to travel agents and Advantage Travel Centers (network of 800 retail travel agents)

• Travel Weekly Group: communicate to travel agents and tourist boards through their leading publications, Travel Weekly, Gazetteers.com and Aspire Magazine

PR Latin America

• Firm based in Bogota, Colombia, representing the Kissimmee CVB in Latin America and Brazil since 2009.

• Company has helped expand the CVB’s efforts in Latin America and Brazil markets.

• Duties include: travel agent/tour operator trainings, logistics for sales missions and trade shows, negotiating co-op and marketing programs, and promoting destination.

PR Latin America | Advertising

• Brazil

– Brasilturis – Brasilturis.com (online) – Panrotas Jornal – ADV Turismo … coop ad with 4 partners, first ad will run February 28

• Mexico

– Turistampa – Boletin Turistico Mexico

• Colombia

– Boletin Turistico – Ladevi

• Region

– Report Americas – Panorama, COPA inflight magazine

PR Latin America | Sales

• Kissimmee destination episode on COPA Airlines in-flight program, August 2011

• Helped Kissimmee re-enter the Brazilian market in 2009

• Opened Colombia market for CVB in 2010. • Helped develop Kissimmee package program

with Avianca Airlines.

Canada Leisure Campaign 2011-12

• Revolved around Kissimmee’s appeal as a winter break destination and proximity to the theme parks.

• Promotion of Kissimmee’s diverse lodging choices that retain their popularity even as the U.S. dollar trades closer to the parity with the Canadian dollar.

• Focused on southern Ontario which generates the highest volume of Canadian visitors to Central Florida each year.

Canada Leisure Campaign 2011-12

This campaign ended January 30 (still awaiting final report): • Website visits: 155,564 (up 405.7% over the previous year) • Pageviews: 233,736 (up 265.1% over the previous year) • Outbound clicks to partners: 3,660 (up 41.5% over the

previous year)

UK Leisure Marketing 2012

• Reach: All media geo-targeted to the UK • Impressions: 31.3 million + • Messaging: theme parks plus other activities in and around Kissimmee. • Targeting: Combination of audience, travel and social targeting. • Sites: Yahoo, HomeAway, Google Display, networks, Facebook (flash and

rich media, in-banner video, mobile). • In the first month (campaign ongoing):

– Website visits: 43,159 (up 63.7% over previous year) – Pageviews: 57,284 (up 24% over previous year)

Sports

Sports Highlights

• ECHO Hockey • USA Street Hockey • AAU Power Lifting • FHSAA Girls Volleyball • Gold Diamond Softball

Exposure Event • Great Florida Shootout • MLK Softball Tournament • USFTL

• FHSAA Competitive Cheerleading

• FHSAA Girls Weightlifting • NCCAA Volleyball • NCCAA Soccer • Professional Anglers

Association • American Youth Football

& Cheer

Upcoming Sports Events

Upcoming: • Houston Astros Spring Training • World Class Lacrosse • Rebel Spring Games • USA Gymnastics – Regional and State • YBOA • FLW Fishing • Florida Bass Federation • PVA – Paralyzed Veterans Association

Astros Spring Training

• Television • Online • Radio • Newspaper This year there are 15 games. Ticket sales are running just ahead of last year.

Golf • Destination ad and 2-page

co-op featuring golf course partners in the Visit Florida Golf Guide and in the Kissimmee Golf Guide developed as part of the Visit Florida program.

• Both guides are distributed at 16 golf consumer shows. Leads are shared with participating partners.

• 608 leads received from first 2 shows.

Fishing Print • Official Florida Freshwater

Fishing Guide for 2012 – Full-page ad – Distribution: 675,000, to anyone

purchasing a freshwater fishing license • Florida Fishing & Boating Guide –

official publication of Florida Sports and Visit Florida – Full-page ad – Distribution: 200,000 – distributed at the four state official welcome

centers and seven fishing expos.

Fishing Television • Bass 2 Billfish (to view episode, click here)

– NBC Sports/Versus – total of six airings – Two have aired – total viewers approximately 230,000

• Ultimate Fishing Experience (to view episode, click here)

– An outdoor reality show that airs in Primetime on NBC Sports Network

– Produced by Under The Bridge Productions – Kissimmee sponsored two episodes of the program – Kissimmee episode aired February 9

Upcoming Sports Event Advertising

• Sports Destination Magazine (March/April, July/August, September/October)

• Sports Events (April, July, September, October) • USSSA Today (Spring, Summer, Fall) Print advertising supports the overall sales efforts and helps build awareness of Kissimmee as a great location for sports events.

Meetings

• Room night goal: – 40,000 booked – 200,000 potential from leads

• YTD estimated % achieved: 58% • YTD estimated economic impact: $29,400,348 • Budget: $789,000

It Pays to Meet in Kissimmee • Incentive program designed to help bring

meetings to the destination. • Flyers provided for sales reps to distribute

at events and tradeshows. • Call-to-action is website where full details can be found and

where meeting planners can register. • Results to date:

– 54 leads – 36,777 potential room nights – 3 bookings (3,010 room nights)

Upcoming Meetings Advertising • Connect - July/August, September/October • FSAE Source - May/June, July/August, September/October • MPI – One+ - May, July • Rejuvenate - June • SMERF Meetings Journal and SMERFMeetings.com • Convention South - June, July, August • Meetings Focus South - April, August, September • Visit Florida’s Meetings Professionals Program - April 2012-March 2013 • Enhanced listings on:

– ConventionPlanIt.com – Conventions.net – Cvent.com

Weddings

Weddings • Launched November 2011 • WeddingsInKissimmee.com • Partners’ wedding packages and deals • Booking incentive of up to $1000 • Print

– The Knot Florida Magazine – Orlando Weddings

• Online – BridalGuide.com – WeddingWire.com – BrideClick.net – TheKnot.com

• Results in first three months: – Weddings leads received: 150 – Potential attendees: 5025 – Potential room nights: 420 – 5 weddings booked

Reunions

Reunions • Launched August 2011 • ReunionsInKissimmee.com • Partners’ family reunion packages and info • CVB purchases group t-shirts • Print

– Reunions Magazine – Reunions Magazine Workbook

• Online – BlackAmericaWeb.com – TheFamilyTravelFiles.com – Reunionsmag.com – Reunions links, paid and free – Google Adwords

• Results in first three months: – Leads: 200+ – Potential attendees: 8500 – Potential room nights: 186,413 – 15 reunions booked (1050 attendees, 875 room nights)

Online

Website Update

• Created over 200 CVB websites • Use open source language and have most advanced CRM and

CMS systems in the industry • No third party services • Award-winning creative designs • User-friendly partner management system • Email marketing, forecasting, reporting and business analysis • Calendar of events, integrated mapping, itinerary builder,

advertising • Social media, SEO, SEM to consumer profiling • Fully integrated • Projected completion: August 2012

Search Engine Marketing • Budget

– Paid search: $720,000 – Link acquisition and SEO: $180,000

• 58% of website traffic in FY 2011-12 (YTD)

Paid search: • 360,648 visits • 1,154,378 page views • 3.20 pages/visit

Organic/referral traffic: • 150,465 visits • 536,576 page views • 3.57 pages/visit

E-Marketing • Budget: $750,000 (includes lead generation) • Triggered welcome email • Inspirational emails deployed based on intent to

travel • October-January:

– 5,301 advertiser leads – 10,279 clicks to VisitKissimmee.com – 1 million+ emails sent and delivered – Average open rate:

• Active list: 21.3% • Active list resend: 7.5% • Lead generation list: 4%

– Average click-through rate: • Active list: 2.9% • Active list resend: 1.3% • Lead generation list: 0.6%

Social Media

i.seeKissimmee

Kissimmee InSight

Facebook

Other Social Media Channels

Thank you.

Kissimmee CVB MAC Meeting 2-23-12 Final

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