2019-2020 SALES & MARKETING PLAN - Lee County Visitor ...
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TABLE OF Contents WE ARE STRATEGIC Strategic Plan..................27 WE ARE FOCUSED WE ARE MAKING A SPLASH Public Relations...........57 VCB INTRODUCTION Marketing.........................31 Message from Core Objectives WE ARE HELPFUL Executive Director.................4 & Tactics...........................33 Visitor Services............61 Mission....................................5 Media Mix.........................34 Vision.......................................6 Seasonality/Flighting.....36 WE ARE FRIENDLY Channel Mix.....................37 Guest First....................63 WE ARE GO-GETTERS New Tactics......................38 Performance Snapshot..........8 Audiences & Personas....40 WE ARE DRIVEN Red Tide Recovery Efforts....11 FY 2019-20 Targets.....65 Accolades & Awards..............17 WE ARE MOVERS Channel Performance..........18 & SHAKERS WE ARE COLLABORATIVE Sales..................................45 Staff Directory & WE ARE INNOVATIVE Domestic Traveler..........46 International Contractors....68 Travel Marketing Trends.....24 International...................48 Group................................52 Sports Development.......54
DEAR INDUSTRY PARTNERS, I am pleased to present our 2019-2020 Sales & Marketing Plan alongside your dedicated and passionate team at the Lee County Visitor & Convention Bureau. We are much more than a destination. We are the people our visitors see every day. We are welcoming, innovative, focused and strategic. We are helpful, driven and friendly. Most importantly, we are better when we work together with you, our brand ambassadors. Your VCB looks forward to our continued partnership as we make this year the best one yet. We recognize that our community still faces challenges surrounding water quality issues. WE ARE However, we also have a lot to celebrate. Some exciting news for 2020 is that we have several hotel development plans in the pipeline. One of the biggest projects includes the Luminary in downtown Fort Myers, which means we’ll have our work cut out for us—in a good way! We have Welcoming surpassed 900 graduates through our Guests First program who have earned the Certified Guest Service Professional (CGSP) designation. This speaks volumes about our ongoing commitment to being the most visitor-friendly destination on the planet. Although partners report strong advance bookings for winter (great news!), we will continue to build shoulder and off-season visitation. We are focused on implementing only the best and most effective marketing strategies that yield returns on every dollar invested. Our vision is for tourism to be a vibrant component of Lee County’s economy for the benefit of current and future generations. WAfter all, we are one tourism family, and together we can meet any challenge. Warm Regards, Tamara Pigott Executive Director 4 4
To serve the broader social and economic interests of Our Lee County by marketing the destination, facilitating Mission travel to the area, and showcasing its unique attributes for the continual benefit of residents and the travel and tourism industry. 5 5
To continue Our to build Lee County’s reputation as Vision one of the most naturally beautiful and sought-after tourism destinations in the world. 6 6
PERFORMANCE SNAPSHOT Visitation and Spending Visitation Expenditures $3,139,930,797 3,893,251 $2,663,696,764 2,882,320 795,323 524,659 444,394 267,229 FY2017–18 FYTD2018–19 FY2017–18 FYTD2018–19 (Oct - Sept) (Oct - June) (Oct - Sept) (Oct - June) Out-Of-State International In-State Visitation Visitation Visitation Source: Davidson Peterson & Associates and Downs & St. Germain 8 8
PERFORMANCE SNAPSHOT Southwest Florida International Airport (RSW) Bed Tax Passenger Arrivals $42,110,223 $41,114,633 4,943,615 4,594,287 FY2017–18 FYTD2018-19 FY2017–18 FYTD2018–19 (Oct - Sept) (Through August 2019) UP 7.6% YOY 1.2% YOY / PACING UP / Source: Lee County Clerk of Courts Source: Lee County Port Authority Department of Communication and Marketing 9 9
PERFORMANCE SNAPSHOT Lodging Performance Occupancy % ADR RevPAR $164.82 70.6% $164.41 69.4% $116.26 $114.51 FY2017–18 FY2018–19 FY2017–18 FY2018–19 FY2017–18 FY2018–19 DOWN 1.21% YOY UP 0.25% YOY DOWN 1.49% YOY / / Source: STR Data / 10 10
RED TIDE Recovery Efforts
RED TIDE Recovery Efforts Campaign Overview In 2018, Southwest Florida’s coastlines had the most intense red tide outbreak in nearly half a century. Images of contaminated water and dead sea life went viral across mainstream media, generating billions of negative impressions. The governor declared a state of emergency in August 2018. The number of visitors to The Beaches of Fort Myers & Sanibel decreased significantly, taking a major toll on the tourism industry. To offset plummeting visitation figures and attract new and past travelers to the destination, we implemented an integrated marketing campaign with three goals: • Convey that water conditions in the county had returned to their beautiful, normal state • Notify travelers that they were welcome and encouraged to visit • Encourage residents to support their local businesses Campaign elements included paid media planning and placement, public relations outreach, and social media advertising. Communication to locals included social media advertising, local print and radio placements, and email marketing efforts. 12 12
RED TIDE Recovery Efforts Campaign Overview For visitors, a tiered paid-media approach was used, which encompassed programmatic-dynamic display, native content, paid emails, digital broadcast extensions and linear TV. The programmatic ads featured real-time user-generated content (UGC) images of beach conditions. Native and email featured destination activities while TV and broadcast extensions used the “Sea for yourself” copy. Public relations outreach and crisis communication efforts were implemented both during and post-red tide outbreak. These efforts included: • Media mission in New York City connecting us with more than 100 journalists • Satellite media tour (SMT) – TV and radio in 15-minute increments for three hours – aimed at primary markets • Brand partnership with Vineyard Vines • Press trips to the destination so journalists could verify that the beaches were back to their normal, gorgeous state 13 13
RED TIDE Recovery Efforts Campaign Overview Continued To date, our overall efforts have garnered over 1 billion media impressions in over 500 media placements. As a result of the media mission, a 30-minute episode of “Raw Travel” was filmed in destination and has already aired in more than 170 domestic markets. The SMT garnered 297 broadcast airings, generating over 5 million positive media impressions in our key markets including New York, Chicago, Atlanta, Philadelphia, Hartford, Nashville, Cleveland-Akron and more. When Vineyard Vines launched its spring line, it promoted the destination in its e-newsletter twice (over 1 million subscribers) and in an Instagram post (1 million followers). Our immediate press push for feature stories was extremely fruitful with 16 writers traveling over three months with assignments in The Boston Globe, Outside, Family Traveller, Travel Weekly, Travel Pulse, National Geographic Traveler, Coastal Living, Forbes, Fodor’s Travel and others. 14 14
RED TIDE Recovery Efforts Campaign Overview Continued We applied for – and received – grant funds from VISIT FLORIDA that were used in a successful mobile-first New York Times social and digital campaign, as well as a Google DMO partnership program to assess and replace assets. #OneLee was the home-grown advocacy component to encourage support of the local economy. It included ads in local print publications, radio, paid social, a landing page on The Beaches of Fort Myers & Sanibel website, and eCRM efforts. We created custom ads for local print publications and radio, geo-targeted social advertising, and an email template for partners to send to their proprietary databases encouraging support of their respective businesses. 15 15
RED TIDE Recovery Results WEB TRAFFIC AND DESTINATION VISITATION Partner websites: • Direct Inquiries: 25% increase from October (15,374) to December (19,256) • Only includes partners who allowed us to tag their site • Inquiries are view-throughs to partner sites after being exposed TIER 1 PAID MEDIA TIER 2 PAID MEDIA to any placed/tracked media Sojern, Digilant, Expedia: Native (TripleLift): • Impressions: 23,118,974 • Inquiries: 663,936 Overall YoY Site Traffic: 47.84% increase from 10/29/18–12/31/19 • Inquiries: 560,191 Email (e-Target): Sojern: PR • Emails Delivered: 2,500,000 • Flight Searches: 108,536 • Open Rate: 20.6% at 514,378 Overall, PR efforts to date have garnered more than 1 billion media impressions in • Hotel Searches: 136,679 over 500 media placements as a result of ongoing coverage from media relations efforts. opens (vs. 10–15% benchmark) • Return on Ad Spend: $167.27 : $1 PAID SOCIAL • Landing page views: 25,503 • Impressions: 1,247,059 TIER 3 PAID MEDIA • Cost per page view: $0.50 (vs. $1 benchmark) Digital Broadcast Extension (Teads): • Engagements: 51,181 • Completed Video Views: 1,144,206 (36% vs. 12% benchmark) • Inquiries: 1,146,262 #ONELEE :30 TV (Boston, Cincinnati, Cleveland, Columbus, Detroit, Indianapolis, • Print Gross Impressions: 718,012 Milwaukee, Minneapolis, St. Louis): • Radio Gross Impressions: 913,800 + added value • Impressions: 11,595,777 • Paid Social Impressions: 243,831 • #OneLee landing page views: 6,361 • Additionally, the #OneLee campaign efforts contributed to a 23-percent increase in attendance at The Island Hopper Songerwriter Fest in September of 2018. 16 16
ACCOLADES & AWARDS Performance Highlights Awards MEDIA HSMAI ADRIAN AWARDS More than $3M negotiated in paid media added value (2018 CAMPAIGNS, AWARDED FEBRUARY 2019) Exceeded cost per thousand goal of $15 at an efficient $10.45 GOLD SOCIAL Facebook Mobile Video Social media content generated a 30% YOY increase in traffic to fortmyers-sanibel.com National Seashell Day w/ Guinness World Records Executed five social media sweepstakes, contests, giveaways, etc. that garnered 184,759 unique entries collectively Summer Campaign Radio Partnered with 15 influencers, hosted nine in destination, to garner 6.4M impressions SILVER ECRM Wedding Niche Campaign Launched new Vacation Date Reminder email series Following the Fictional Footsteps of Doc Ford on Two Islands Exceeded click-to-open rate targets for website leads, reader service leads and digital lead generation leads in Old Florida - feature in Lexington Herald-Leader (print w/ online syndication) BRONZE PUBLIC RELATIONS Website Personalization - Marketing Technology Garnered 3,275,669,884 media impressions, including 74 top-tier editorial placements to-date, including New York, Boston, Atlanta, and more Hosted 27 journalists across eight group and individual media FAMS, from publications including National Geographic, Forbes, Fodor’s Travel, Travel Weekly, Atlanta Journal-Constitution, and more ETSY AWARDS Hosted NYC Tap Takeover Media Event in partnership with Travel Massive & Fort Myers Brewing Co., Best Use of Video and secured 60+ attendees including media, influencers and other travel industry professionals ACCOLADES Condé Nast Traveler 2019 Readers’ Choice Awards, Top 30 Resorts in USA/Florida VISIT FLORIDA FLAGLER AWARDS The 20 Best Beaches in Florida - Fodor’s Travel (2018 CAMPAIGNS, FINALISTS IN THE FOLLOWING CATEGORIES:) The 50 Best Vacations for Kids in the U.S. - PureWow The 15 Best Beaches in Florida - Condé Nast Traveler Direct Marketing, Vacation Reminder Email series The Most Beautiful Seaside Towns in America - Reader’s Digest Mobile Marketing, Island Hopper Songwriter Festival app Florida’s Best Beaches for a Relaxing, Sandy Getaway - Departures Out-of-Home, Winter Direct Flights Campaign Print Advertising, Meetings Campaign SALES Radio Advertising, Beach Babble Group RFP room nights sourced increased 29% Special Event, Guiness World Records - National Seashell Day Contracted group meeting room nights increased 9% Television Advertising, NCAA Basketball Tip-Off Resource/Promotional Material-Consumer, Brew Trail Map 17 17
CHANNEL PERFORMANCE FY2018–19 Targets Source FY2018–19 Results OVERARCHING Bed Tax FY through August 2019: Bed Tax Increase bed tax receipts by 1% over final FY2018 collections. Audited Returns $41,114,633 up 1.2% YoY Out-of-State Domestic Visitation Grow out-of-state visitation in paid accommodations by 2% over final FY2018 visitor count Visitor Intercept Survey In-State Visitation Maintain in-state visitation in paid accommodations Visitor Intercept Survey Full FY data International Visitation Increase international visitation in paid accommodations by 4% over final FY2018 Visitor Intercept Survey available until 11/14 Length of Stay Maintain length of stay Visitor Intercept Survey Visitor Recall 35% or higher recall of destination advertising Visitor Intercept Survey PAID MEDIA Impressions 710,000,000 Ad Services 929,464,717 Total Inquiries 25,000,000 Google Analytics/DoubleClick 53,318,396 Google Analytics/SW Direct/Exact Target/VCB/ Total Leads 300,000 DigiMag 111,317 CPM $15 Contracts $10.70 Added-Value Placements Negotiate $2,000,000 in added-value placements Contracts $3,042,551 SOCIAL MEDIA Facebook Followers Increase Facebook followers by 50,000 Facebook 47,353 Twitter Followers Increase Twitter followers by 3,000 Twitter 3,859 Instagram Followers Increase Instagram followers by 10,500 Instagram 13,275 Website Referrals 200,000 referrals to the website Google Analytics 242,604 Total Social Media Engagements 2.5 million engagements Facebook, Twitter, Instagram 3,969,318 Total Social Impressions 110 million impressions Facebook, Twitter 123,951,593 18 18
CHANNEL PERFORMANCE FY2018–19 Targets Source FY2018–19 Results WEBSITE Average Pages/Visit Average 2.5 pages viewed per use. This takes into account general and promotional traffic Google Analytics 2 Guidebook Conversions 1.2% of total website visitors request or view guidebook Google Analytics 1.60% eNews Sign-Ups Capture 25,000 email opt-ins Google Analytics 39,714 Average Visit Duration Average time spent on site 2:00 Google Analytics 1:28 Lodging Partner Referrals Maintain 22% of visits to include a referral to a partner site Google Analytics 27% ECRM Website Leads Unique Open Rate Maintain a 22% open rate ExactTarget/Google Analytics 21% Click-to-Open Increase click-to-open rate to 24% ExactTarget/Google Analytics 26% Reader Service Leads Unique Open Rate Obtain open rate of 15% ExactTarget/Google Analytics 16% Click-to-Open Obtain a click-to-open rate of 19% ExactTarget/Google Analytics 28% Digital Lead Generation Leads Unique Open Rate Obtain open rate of 10% ExactTarget/Google Analytics 11% Click-to-Open Obtain click-to-open rate of 18% ExactTarget/Google Analytics 23% All Leads Partner Referrals 27,500 ExactTarget/Google Analytics 19,382 Guidebook Requests 3,300 ExactTarget/Google Analytics 3,134 PRODUCT DEVELOPMENT Event Development Maintain event room night count, increase media impressions 5% Events/Venues 12% increase in room nights overall 2% increase in applicants; 18% increase in attraction Attractions Marketing Maintain number of attraction marketing applicants, increase visitation & impressions by 5% Applications visitation; 12% increase in impressions 19 19
CHANNEL PERFORMANCE FY2018–19 Targets Source FY2018–19 Results INDUSTRY RELATIONS Guests First Training 1,755 participants (+5%) and 158 CGSPs (+10%) VCB Count 1,829 (+9.5%) Guests First Training 96 sessions (+5%) VCB Count 112 sessions up (+23%) Team Tourism Events Host a minimum of five events VCB Count Hosted six Team Tourism partner events Award Recognition Encourage 700 E Awards nominations VCB Count Recognition program successfully executed 135 volunteer Tourism Ambassadors and 1 student intern Continue to nurture and grow a team of over 135 well-trained directly assisted over 194,000 visitors arriving at the Tourism Ambassadors VCB Count volunteer Tourism Ambassadors to assist visitors Southwest Florida International Airport via our five Visit Florida Certified Visitor Information Centers MEDIA RELATIONS Media Impressions Reach 3.2 billion global media impressions Vocus and any other monitoring services 3,275,669,884 Increase the amount of global group and Group and Individual Media FAMS VCB Count 91 individual FAM tours to 120 Media Interviews/Desksides (media tours, Increase the number of global media engagements (media tours, phone or email interviews, events outside VCB Count 154 phone or email interviews, events outside of destination) to 350 of destination) Increase domestic tier 1 editorial coverage Top-Tier Editorial Coverage (NEW) VCB Count 74 (according to VCB guidelines) by 10% NJF - 154 (AFAR, Philadelphia Media Meetings, NYC Travel SALES – DOMESTIC & INTERNATIONAL Meeting/Conference Conversion Increase room nights from leads generated by VCB to 233,500 (+5%) Simpleview 286,352 (+29% growth), 123% of target attained Meeting Leads Grow room nights contracted to 44,431 (+3%) Simpleview 46,807 (+9% growth), Massive, 105%NYYTT) IMM, of target attained FAM Trips Host 125 domestic and international travel professionals VCB Count 207 travel professionals, 166% of target attained Client Events Conduct a minimum of 30 domestic and internatioanal client events VCB Count 44 client events, 147% of target attained NJF - 74 Wedding Leads Increase leads generated by VCB to 246 (+5%) Simpleview 211 leads, 86% of target attained 20 20
CHANNEL PERFORMANCE Insights and Learnings Media Social • Shifted focus from lead-generating efforts such as seasonal sweepstakes to high-impact, • Adjusted content focus by channel to ensure content is appealing to different age integrated packages and content in order to reach prospects in a contextually relevant demos and to gain additional share of voice across major social media platforms. environment and drive higher intent and, ultimately, bookings. Moving away from sweeps Shifting strategy led to new efforts for Island Hopper Songwriter Fest. The new entries as qualified leads and focusing more on tactics proven to drive brand engagement content specific to each channel magnified our reach and generated increased and create brand loyalty allowed for a 112% increase in inquiries YOY. YOY performance. • Negotiated over $3 million in added value media exceeding the goal of $2 million by 52%. • Put a greater emphasis on trends per channel to ensure we’re reaching our target With a greater emphasis on integrated packages and high-impact media, it allowed for audiences on the channels followers are engaged with. This insight led to our Shore consolidation of efforts, both digital and traditional, across premium publishers. This shift The Love campaign, which produced our strongest results for the year including over also helped drive down the CPM to $10.70, out-performing the goal of $15. 3.5M impressions, 9,000 new email leads, and 230k engagements in the span of a month-long period. Web • In comparing personalized to non-personalized sessions, pages per session were improved 22.91%, time on site was improved 76.9% and bounce rate was reduced 18.7%. • Given the increased engagement with the website, partner referrals in personalized sessions improved by 104.3%. We also added quarterly featured partner offers starting in Q2 2019 that continue to be well received by users. We are testing additional placements for offers throughout the website. • We refreshed a series of creative assets including assets used to promote the Visitor Guide. Where September 2018 was the lowest of nine months for Visitor Guide requests, September 2019 was the third highest month for requests. 21 21
CHANNEL PERFORMANCE Insights and Learnings ECRM • Expanded upon content personalization based on trip timing with our Vacation Date emails. Providing the inspirational and informational content with relevant timeliness helped increase engagement with the series, thus keeping our engagement across all of our emails consistent. • Continued to optimize ongoing email campaigns by leveraging Terminal audiences and targeting subscribers with personalized email content. Over time, subscribers will be more engaged with our campaigns. PR • Focused on securing coverage in a mix of top tier national and key regional media outlets such as The Washington Post, Atlanta Journal Constitution, Boston Magazine, Boston Globe, Reader’s Digest, Washington Life magazine, USA Today, Lonely Planet, Coastal Living, Travel Channel and Fodor’s Travel. This was accomplished through a mix of proactive pitching, media missions and events in key markets, and hosting media on trips in the destination. • Secured broadcast coverage for full-length episode features such as Raw Travel, resulting in exposure to 835,000 live viewers. Additionally, pitched short-term leads for programs including the TODAY Show, leading to over 2,235,612 impressions across target markets including Cleveland Ohio, Washington D.C., and Austin, Texas. 22 22
WE ARE Innovative
TRAVEL MARKETING TRENDS Traveler Sentiment According to the third-quarter results published in MMGY Global’s travelhorizons™ report, a THE PRIMARY ELEMENTS DRIVING UP FUTURE TRAVEL study that indicates future travel spending and intentions, positive perceptions about travel are back up after displaying a slight dip last year. The Travel Sentiment Index (TSI), a combined INTENTIONS ARE FEWER FINANCIAL WORRIES OR TIME measure of six travel intent and perception scores indexed against 2007 data, sits at 116. This is RESTRAINTS up six points from the same report in 2018. Compared to the third quarter of 2018, all TSI variables displayed increases, with the largest being perceived afford ability of travel (170), up 10 points, followed by time available for More than seven in 10 respondents 73% 73% traveled for leisure in the past 12 travel (113), up eight points. 70% months – up significantly from those One quarter of U.S. adults 24% plan to take more vacations during the next six months who reported having done so in the third compared to the same six months last year while 14% plan to take fewer, resulting in a net quarter of 2018 70%. 2018 2019 80% 10 point positive difference in travel intentions. An analysis of U.S. adults in 2018 displayed only a 5 point positive difference in travel intentions. UP 3% YOY 75% Eight in 10 Millennials 80% and three quarters of Gen Xers 75% took at least Among U.S. adults who indicated they planned to take more vacations, four in 10 are doing one leisure trip during the past 12 so because they have time to travel 40%, they need to relax 38% or need to reconnect with months. Significantly more Millennials 2018 2019 family/friends 38%. Significantly fewer U.S. adults indicate a high level of credit card debt is reported taking a vacation compared to 88% UP 5% YOY those who did so last year 75%. affecting their likelihood to travel than indicated so last year (down from 37% to 33%). 86% Households 88% whose annual incomes were over $100,000 traveled for leisure compared to 86% in third quarter 2018. 2018 2019 UP 2% YOY Source: MMGY Global, travelhorizons™, Wave III 2019 24 24
TRAVEL MARKETING TRENDS Traveler Sentiment During the Next 6 Months Overall American traveler sentiment is up and the same can be said for those with a stated interest in visiting The Beaches of Fort Myers By Generation & Sanibel. In the primary national travelhorizons™ study from the third quarter of 2019, 35% of American travelers indicate an interest in visiting The Beaches of Fort Myers & Sanibel. This is up significantly 68 from 25% in 2018. 62 62 63 56 55 55 55 35% 52 51 of American travelers indicate an interest in visiting the destination. Of this 35%, 47% fall into the Millennial generation and 38% into Gen X. Generations aside, nearly half (49%) of traveler households earning $150,000 or more are interested in visiting within the next year. half of households earning Millennials Gen X Young Boomers Old Boomers Mature $150,000 or more are interested in visiting. 2018 2019 Source: MMGY Global, travelhorizons™, Wave III 2019 25 25
Three quarters of those interested in visiting The Beaches of Fort Myers & Sanibel (76%) are planning to take at least one vacation during the 4 in 10 next six months – significantly more than U.S. adults (61%). They also plan to take more vacations on average (3.3) than U.S. adults (2.5). Four in ten of those interested in visiting The Beaches of Fort Myers and Sanibel (40%) plan to take more vacations while 13% plan to take fewer – resulting in a net 27-point positive difference in travel intentions. More than four in ten of those interested in visiting The Beaches of Fort PLAN TO TAKE MORE VACATIONS Myers and Sanibel (43%) plan to spend more on vacation while 13% plan to spend less – resulting in a net 30-point positive difference in travel spending intentions. Source: MMGY Global, travelhorizons™, Wave III 2019 26 26
WE ARE Strategic
2017-2020 STRATEGIC PLAN CRITICAL MEASURES OF SUCCESS • Grow year-round occupancy by 5% • Grow RevPar by 15% • Increase annual visitor spending to $3.35 billion Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan 28 28
Entering 2017, the VCB embarked on creating a refreshed and holistic three-year strategic plan for delivering on our mission, vision and ongoing destination marketing objectives. Within this plan, there are four imperatives. 1. Build the tourism pipeline 2. Employ “always on” marketing 3. Promote our natural assets 4. Help our community spread our tourism story Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan 29 29
WE ARE Focused
MARKETING Media Trends / Landscape Many Sources of Inspiration There is a sea change underway in how media is consumed and distributed in our evolving world. While high-inspiration broadcast and traditional print venues still play an important role in destination marketing, new digital platforms continue to provide opportunities to target travelers in customized and more personal ways. Integrated Media Media usage is simultaneous. Travelers are frenetic in their decision-making and use numerous sources when planning travel. Traditional media opportunities are best layered into surround sound 360-degree campaigns to increase scale and achieve fully integrated programs inclusive of print, digital, social and PR extensions. Digital TV The ways in which we can reach a consumer via TV in today’s landscape are far greater than linear TV. eMarketer estimates 190 million people in the U.S. will use connected TVs at least once per month in 2019, equating to nearly 57% of the general population. Advertisers now have the option to buy via a variety of advanced TV formats, most notably connected, over-the-top and addressable TV. We can now mirror TV targeting online. Third-party data and contextual targeting can be layered strategically to reach viewers in the right mindset at the right time. The shift in strategy has enabled us to move beyond standard TV demographics to target key audience attributes, makes us smarter in how we reach our key audiences. Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan 31 31
MARKETING Media Trends / Landscape Programmatic Cross-Device Programmatic is no longer just a buzzword; it is the idea of buying media based on a foundation of data-informed decisions. Across all channels, data is the future of how media will be bought. And this influence is not slowing down. Targeting is inclusive of first-party and third-party data used to create behavioral, contextual and geographic profiles. We know that using multiple devices to research and book travel is now becoming an inherent behavior among travelers. Custom Content & Native Consumers are 12 times more likely to prefer a native ad versus standard display, according to MediaPost. While a mix of both is important for reach, native is an important part of the media mix to expand the voice of the destination through trusted publisher partners. Content partners distribute both editorial-style and in-page information to hit target audiences in an authentic way across devices. Source: Our Shared Vision of Tourism, 2017-2020 Lee County VCB Strategic Plan 32 32
MARKETING Core Objectives & Tactics for Fiscal Year 19-20 Actionable data continues to drive our marketing investments. By leveraging a wide and intentional array of data sources, we’re able to make informed decisions that yield efficient performance and measurable results. THE CORE PILLARS OF OUR FY 2019-2020 PLAN • Intentionally align each media plan component with organizational objectives and larger account strategy • Gain efficiencies with Publisher Groups to maximize investment and strategic campaigns running across channels • Expand addressable media approach to include new partners, placements and targeting tactics • Utilize new video and content platforms to deploy brand messaging in high-indexing, premium environment • Identify new co-op opportunities to support consumer and group brand messaging 33 33
MARKETING Media Mix KEY DOMESTIC MARKETS OUT-OF-STATE: OUT-OF-STATE: OUT-OF-STATE: SEASONAL PACIFIC • Balance out-of-state and MARKET TIER CORE DRIVE MARKETS OPPORTUNITY OPPORTUNITY in-state spending • Determine impression and Boston Kansas City investment market WINTER Chicago Nashville caps to eliminate waste and Cincinnati Philadelphia maximize ROI Cleveland • Select market-level media mix Columbus Charlotte based on medium efficiency Denver Dallas Houston SPRING Detroit Kansas City Nashville Grand Rapids Philadelphia Statewide Hartford Tampa Indianapolis Charlotte Los Angeles Dallas Orlando Louisville San Francisco Houston Miami SUMMER Milwaukee Kansas City Seattle Minneapolis Nashville Atlanta Philadelphia New York Pittsburg Charlotte St. Louis FALL Kansas City Washington, DC Nashville Philadelphia 34 34
MARKETING Media Mix KEY INTERNATIONAL MARKETS MARKETS OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG • Expand consumer-facing presence Canada in key international markets • Canada Germany • Germany • Scandinavia Latin American • UK/Ireland Scandinavia • Latin America UK/Ireland • Align market-level initiatives with consumer searching and booking behaviors and key conversion windows 35 35
MARKETING Sample Flighting: Summer BUDGETS PER MARKET 69 DAYS AVERAGE SEARCH-TO-ARRIVAL WINDOW • Determine impression and investment market caps to eliminate waste and maximize ROI FEB MARCH APRIL MAY JUNE JULY AUG • Select market-level media mix based on medium efficiency Travel Period Trip-Planning Window Trip-Planning Media Flighting Prospecting Intent Conversion 36 36
MARKETING Channel Mix PROSPECTING 65% Owned: PR, activations, organic social Paid: Addressable media, integrated print, digital TV, OOH, high-impact video and display INTENT 17% Owned: Organic social, ECRM, web personalization Paid: Display, video, native, mobile, endemic, paid social CONVERSION 18% Owned: ECRM, web personalization Paid: Display, search, endemic, paid social, lead generation 37 37
MARKETING New Tactics ADVANCED TV • Maximize reach and frequency by leveraging ATV price efficiencies to expand flighting beyond linear windows • Utilize evolving technology and digital extensions to add additional touch points and drive to site • Test new emerging platforms MOBILE Leverage moments-based technology to reach consumers when they are most receptive to messaging, whether while planning travel or actively visiting the destination Trip planning applications • Use location and audience data to pinpoint various out-of-market segments • Customize targeting and messaging (example: lunch/dinner time of day targeting with food/restaurant shots) • Geofence relevant events • Maximize efficiencies and reach through high-impact, integrated partnerships with In-market applications premium publishers • Use current location/previous location data to identify travelers • Evaluate opportunities in consideration of overarching strategy, data resources (MRI, • Drive incremental economic impact by promoting in-market activities and attractions to identified visiting devices comScore, etc.), publisher editorial review and overall media distribution methods and scale • Opportunity to include co-op and push points of interest and events • Align campaigns with seasonal need periods and specific initiatives with appropriate media flighting windows 38 38
MARKETING PAID SOCIAL GROUP MEDIA • COLD WEATHER MESSAGING • Maintain presence with proven performers while testing new platforms, Encourage visitation in cold weather markets through timely social ad placement types and targeting strategies placements • Deploy full-funnel messaging to generate awareness of Lee County’s evolving offerings while also gathering qualified meeting planner, travel agent and bridal leads • TV INTEGRATION • Broaden reach with e-learning platforms, webinars, expos and social media Geo-target key feeder markets and match targeting to TV programming interests platforms to generate leads included in broadcast buy INTERNATIONAL • OUT-OF-HOME GEO-FENCING • Focus on consumer-direct initiatives to generate trackable conversions Geo-fence OOH placements within a 5-mile radius to extend consideration and • Align market-level initiatives with consumer searching and booking increase brand awareness behaviors and key conversion windows • Maintain presence in Brand USA affinity and originals programming; leverage proven performers for international reach uplifted by Brand USA • VIDEO contribution Continued investment in video-first content efforts in 2019-20, including IGTV promotion • Test vacation rental targeting • GERMAN FACEBOOK PAGE Drive increased website visitation and awareness of the destination to the German market, allowing The Beaches of Fort Myers & Sanibel to increase global reach across owned social media 39 39
TARGET PERSONAS Williams R. Able Going for It Free Birds Active, Affluent Families Active, No Kids Active, Empty Nesters Cooperative Decision-Makers Primarily Male Decision-Makers Primarily Female Decision-Makers Between 30 and 51 Average age: 47 Between 55 and 65 $125K+ HHI $75K+ HHI $100K+ HHI 16% Hispanic 28% Non-Caucasian 43% Grandparents 50% Married 61% Unmarried 76% Married 86% Full-Time Employed 71% Full-Time Employed 41% Part-Timers or Retired 52% Graduate School Degrees 33% Graduate School Degrees 42% Graduate School Degrees Source: MMGY Global’s 2017–2018 Portrait of American Travelers®, travelers interested in visiting Fort Myers/Sanibel Island in the next 12 months; MMGY Terminal Audience Modeling, 2019. 40 40
MARKETING Audience Profiles Paddles @ Play Together & Traveling Seafoodies (Includes all personas) (Includes all personas) (Includes all personas) Destination Passion Points: Destination Passion Points: Destination Passion Points: • Kayaking the Great Calusa Blueway at locations, • Married couples traveling without • Seeks unique dining experiences and such as Lovers Key State Park, Mound Key, Buck children who are looking to get away one-of-a-kind cuisine as a focal point Key and Pine Island of their vacation • Interests include exploring area beaches, • Visiting J.N. “Ding” Darling National Wildlife swimming, sunbathing, golf, shopping, • Consumes culinary-specific content Refuge for nature hikes, paddleboarding, kayaking historical attractions and dining such as books, magazines, etc and wildlife viewing • njoying the laid-back atmosphere of the E • oating and island hopping throughout the B destination, feeling at peace with the charm destination, exploring our more of authentic Florida than 100 barrier islands Source: MMGY Global’s 2017–2018 Portrait of American Travelers®, travelers interested in visiting Fort Myers/Sanibel Island in the next 12 months; MMGY Terminal Audience Modeling, 2019. 41 41
MARKETING Audience Profiles Theme Park Survivors Snap Happy Fido In Tow (Subset of Williams R. Able persona) (Includes all personas) (Includes all personas) Destination Passion Points: Destination Passion Points: Destination Passion Points: • S oft adventure family activities, such as • Discovering the area’s most beautiful locations to • Visiting Dog Beach Park located on the south fishing, kayaking, swimming, sunbathing, capture the best selfies end of Fort Myers Beach collecting seashells and getting on the water • Watching the sunset from the Fort Myers Beach • Dining at a selection of dog-friendly restaurants • V isiting attractions, such as Times Square, Pier, photographing wildlife at the Six Mile Cypress • Enjoying outdoor activities, such as collecting Edison and Ford Winter Estates, J.N. “Ding” Slough Preserve or Audubon Corkscrew Swamp seashells, hiking and nature parks where pets Darling National Wildlife Refuge and charter Sanctuary, early morning shell walks on the area’s are allowed to accompany their owners cruises best beaches, capturing the iconic Boca Grande and Sanibel lighthouses, and much more • E xploring different parts of the county, looking for family-friendly activities suitable for older children Source: MMGY Global’s 2017–2018 Portrait of American Travelers®, travelers interested in visiting Fort Myers/Sanibel Island in the next 12 months; MMGY Terminal Audience Modeling, 2019. 42 42
MARKETING FY 19-20 Recommendation Summary SEASONALITY WINTER SPRING SUMMER FALL Travel Period December 1 - March 15 - June 1 - September 1 - 2.5-3.5 months March 14 May 31 August 31 November 30 Average Search-To-Arrvial Window 64 Days 67 Days 69 Days 64 Days Trip-Planning Window October 1 - January 1 - March 15 - July 1 - 2.5-3.5 months Decemeber 31 March 14 June 30 September 30 Media Flighting September 1 - December 1 - February 15 - June 1 - Trip-Planning Window less March 14 May 31 August 31 November 30 30 days through travel period Snap Happy Snap Happy Fido in Tow Snap Happy Snap Happy Together & Traveling Paddles for Play Fido in Tow Fido in Tow Addressable Audiences Together & Traveling Paddles for Play Together & Traveling Disney Survivors Disney Survivors Together & Traveling Seafoodies Seafoodies 43 43
WE ARE Movers & Shakers
SALES Overview Targets Core to the VCB’s mission is the sales effort. The mission of the sales department is to • Provide resources to industry partners and travel influencers to help grow promote The Beaches of Fort Myers & Sanibel to meeting professionals, the travel trade meetings business and domestic and international leisure travel to Lee County and leisure visitors to positively influence visitor volume. Over all, the VCB sales team • Host 150 domestic and international travel professionals in the destination through provides resources to industry partners and travel influencer’s to help grow conference, FAM and site tours business and pleasure travel to Lee County. • Conduct a minimum of 30 domestic and international client events • Increase meeting and conference room nights from leads generated by VCB by 5% The VCB’s meetings market has remained steady with consistent success in booking association meetings and conferences. The VCB’s group sales efforts performed well last • Grow meeting and conference room nights contracted by 3% fiscal year, coming in 9% higher than the previous fiscal year. An analysis of last year’s • Increase destination wedding leads generated by VCB by 3% bookings reveals that our group business is comprised of 26% Corporate, 55% Association, and 19% SMERF (Social, Military, Education, Religious and Fraternal). While the group market is performing well overall, we continue to face challenges with our international leisure traveler. Our Sales efforts in the upcoming year will address these challenges as outlined in the following plan. With an influx of new hotels in the pipeline, the VCB sales team has its sights set on growing room nights with a sharper focus on the most fruitful markets as well as a better integration with Lee County’s economic development department to capitalize on local resources, expertise and talent attraction. 45 45
DOMESTIC TRAVELER Trends • Transformational Travel Offers highly memorable, authentic experiences while connecting people with a deeper meaning that leads to personal growth and/or self-actualization • Focus on Wellness Travelers are seeking more personal enrichment including wellness and wellbeing • Personalization is Key Put inclusivity to work to serve the practical needs of a diverse set of consumers • Sustainable Travel / The End of Excess Travelers’ eyes are opening to all kinds of waste—wasted materials, wasted space, wasted food, wasted time and more • Resurgence of Travel Advisors Personal networks, relationships, destination knowledge and planning expertise matter 46 46
DOMESTIC TRAVELER Strategy: Cultivate Relationships Strategy: Be an Agent to Agents Tactics Tactics • Promote The Beaches of Fort Myers & Sanibel in a multitude of • Conduct travel agent training, both classroom (in-person) and leisure consumer travel shows in key feeder cities web-based • Promote The Beaches of Fort Myers & Sanibel as a key destination • Promote and provide travel agents with personalized service for for nature activities such as ecotourism, kayaking, camping, destination information through the Travel Agent Help Desk birding, fishing and water recreation at an array of outdoor sports • Participate in live virtual travel agent expos consumer shows • Blitz Florida travel agencies and AAA offices on east coast, west • Participate in multiple travel agent trade shows to build coast and north/central regions relationships with home-based agents in key markets and top travel agent consortia companies • Conduct travel agency and AAA agency presentations in primary and secondary feeder markets utilizing GIS mapping • Establish new and strengthen existing relationships with key travel agency and wholesale tour operator partners through sales • Host FAM trips and site visits for domestic travel trade missions and targeted sales calls • Unite efforts with economic development to identify key corporate market segments and target travel agencies with a business travel focus to grow corporate transient business • Connect and work closely with local affinity organizations such as multicultural and LGBTQ community groups to forge relationships and create market influence 47 47
INTERNATIONAL Germany TRENDS • Online travel agencies are growing their share of overall bookings. The challenge lies in accessibility for certain age groups (older age groups have difficulty using online platforms and feel more comfortable and safe with a one-on-one conversation in a 423,000 travel agency) • Restructuring of traditional large volume tour operators due to the changing market demands and influence from online travel agencies. Medium sized operators are adjusting better to the challenges because of more flexibility and faster adjustment to visitors to the state changes in the travelers booking behavior of Florida in 2018 • Social Media has heavily influenced the overall travel behavior of potential visitors. The number of people planning travel online • increase to 83% in 2017. 76% of travelers see less need for offline suppliers Sustainable Tourism is becoming more and more a priority for younger generations 5.1 months advance travel decision STRATEGY • Shift marketing and sales efforts to direct to consumers Top Florida Travel Months • Shift to direct sales approach with consumers rather than rely on traditional tour operators to educate travel agents FEB, MAR, AUG, SEPT Tactics Use PR and social media to tell stories about more than just beach vacations; provide itineraries to key tour operators to Median age of visitors is 39 • suggest longer stays 40% travel alone • Shift to direct sales approach with consumers rather than rely on traditional tour operators to educate travel agents 38% travel with their partner • Identify brands across Germany for cross-branding partnerships Source: Visit Florida 2019-2020 Plan 48 48
INTERNATIONAL United Kingdom & Ireland TRENDS • Overall visitation to the U.S. is expected to be down 0.5% for 2019 • UK visitors are looking for more than just beach and good climate, there is a demand for authentic experiences, 1,542,000 nature and wildlife • Over a quarter of consumers booked using online travel agencies over the last 12 months. The role of the tour operator has changed; consumers approach the tour operator for added value and already have a destination in mind visitors to the state • Social media is now influencing choice as much as traditional advertising of Florida in 2018 • Consumers are driving the demand; one of the strongest growing areas is the vacation home rental segment STRATEGY 7.3 months • Delivery digital promotions as a key driver and influence to UK and Irish consumers advance travel decision Tactics • Connect local inventory to the UK trade segment seeking vacation rentals Top Florida Travel Months • Develop new product positions through vacation rentals to stay competitive against other Florida regions APR, MAY, AUG, SEPT, OCT Tactics • Work with vacation home platforms and specialized operators. Connect local inventory to the UK trade segment in demand of vacation rentals Median age of visitors is 46 • Define our messaging for this market, specifically targeting smaller, niche audiences 51% travel with their partner Tactics 29% travel with children • Focus on educating agents about unique selling points through trainings and online academy • Work with niche operators like wildlife experts, birding operators Source: Visit Florida 2019-2020 Plan 49 49
INTERNATIONAL Canada TRENDS • The exchange rate of the Canadian to US dollar continues to hover around $0.76. While the Canadian dollar appreciated the last eight months, it is forecast to face much uncertainty and remain the same for the next several years • • Direct air access to Florida from Canada is forecasted to increase 8.8 per cent from 2019-2020 Changing Canadian Population – By 2021, 27% of the population will be millennials and the baby boomers population will begin 3,512,000 to decline. As of right now, baby boomers continue to be the number one outbound traveler segment. The travel motivators for visitors to the state millennials are more active, unique and instagrammable experiences of Florida in 2018 STRATEGY • With the Canadian dollar expected to continue to see an average value in the mid-to-high seventy cent ($USD) range through 2023, our strategy will be to continue stressing the value for vacation dollar in The Beaches of Fort Myers & Sanibel 5.1 months advance travel decision Tactics • Working with the tour operators and airlines to offer competitively priced tour packages and flights from Canada will be paramount, as well as promoting the diverse and unique vacation experiences Top Florida Travel Months • Identify added value activities and dining around the destination for key operators and airlines to offer as added value such as attractions tickets or “Kids eat free” restaurant suggestions JAN, FEB, MAR • Promote the destination as a winter getaway but also focus on multi-generational travel and introduce a new message to the younger audience 52% are Boomers Tactics 75% travel without children For the baby boomer, promote off winter travel and highlight the value for multi-generational visits • 25% are Millennials • Add activities and experience driven message through social media coops and niche market media outlets Source: Visit Florida 2019-2020 Plan 50 50
INTERNATIONAL Scandinavia TRENDS • Inquiries and bookings to the U.S. are decreasing, especially from Sweden • Unlike any other European market, the Scandinavian traveler uses the airline sites as a source of inspiration and travel 1,300,000 information • The four markets within Scandinavia have grown further apart when it comes to trends and booking behavior. While the Swedish Krona is at an unfavorable exchange rate, Norway and Denmark’s currencies are more favorable for U.S. travel visitors to the state • Sustainability is a strong decision maker for travel abroad. When it comes to picking a destination over another, the number of Florida in 2018 one motivator is to “be-local” and partake in enriching activities benefiting the local community; 67 percent of all travelers are interested in excursions that support the local community • Changing behaviors and the strong sustainability movement have shifted tour operator advertising to online almost exclusively STRATEGY 3.7 months advance travel decision • Shift marketing and sales efforts to be aligned with the key tour operators strategy and evolve our consumer message • Due to decreased number of repeat visitors to the U.S., focus on first time visitors, predominately young families • Cultivate partnerships with airlines and utilize their platforms for messaging to consumers Top Florida Travel Months Tactics DEC/JAN, FEB, MAR/APR, • Create and distribute new content related to ecotourism and the nature aspect of the destination JUN–AUG, OCT • Inspire consumer by stronger online and social media presence • Provide sample itineraries that are market and target audience specific to medium-sized tour operators along with suggestions on how to spend your day via social media Source: Brand USA 2018 51 51
GROUPS Trends • Meeting Demand Still Rising But at a slower pace with shorter booking windows • Experience Continues to be at the heart of the meeting — authentic and genuine life-changing experiences that truly resonate with attendees • Sustainable Meetings From an environmental, economic and social perspective • Bleisure Boom / Family-Friendly Meetings The destination is now a driving factor in conference attendance and must haves are food/restaurants, beaches, warm weather, family friendly, natural and historical sightseeing • Safety, Crisis Management and Security (physical and cyber) Is a top priority — groups are more attuned to these risks and are making sure they have contingency plans in place • Corporate Social Responsibility (CSR) Demand from all market segments as it encourages networking and awareness while helping a community and leaves a legacy in the destination 52 52
GROUPS Strategy: Cultivate Relationships Strategy: Pursue High-Impact Business Tactics Tactics • Attend trade shows and other client-facing opportunities • Deploy efforts vertically targeting the following key industry segments to generate new business, strengthen current client through meeting planner trade shows and client events as identified relationships, network with and educate decision makers in collaboration with the Lee County Economic Development Office: with a specific focus on vertical markets Life Sciences (Medical/Healthcare/Pharmaceuticals), Technology and Financial • Maintain a strong presence at all third-party planner events and annual conferences • Focus on top potential production opportunities for sponsorship investments • Host destination previews for meeting planners and decision-makers via FAM trips and site visits • Invest in destination partnerships and maximize membership programs • Refine our meeting planner e-newsletter and promote • Promote the Island Incentive to secure new business meeting campaign showcasing our communities, natural • Utilize new search tool to carry out prospecting activities from more setting inspiring innovation and productive meetings sources and vertical markets • Leverage resources and work cohesively with Lee County • Enhance VCB conference services with a meeting planner toolkit on Economic Development and Sports Development to utilize website to assist planners in building event attendance existing relationships to drive more conferences to the destination • Enhance further growth of affinity groups such as the LGBTQ, multicultural, faith-based and military markets MASTER TRADE SHOW LIST 53 53
SPORTS DEVELOPMENT Overview Target The Sports Development team markets and promotes Lee County and the Generate at least 150,000 hotel room nights area’s sports venues to attract new and repeat sports events, tournaments through sports tourism event and business activities. and championships and that will provide economic stimulus to the community through the pursuit of youth and amateur athletic sports events. Sports Development works in partnership with various government and TARGET AUDIENCES community organizations to successfully host and service over 150 amateur Aquatic Sports Events Rugby athletic events annually in the destination. Badminton Fencing Sailing Baseball Figure Skating Soccer Beach Sports Football Softball BMX Game Fishing Swimming Bowling Golf Table Tennis Boxing Gymnastics Team Handball Cheer Ice Hockey Trail Running Curling Lacrosse Volleyball Dancing Martial Arts Water Sports Endurance Roller Hockey Wrestling 54 54
SPORTS DEVELOPMENT Trends Strategies • Rise of e-Sports • Continue to diversify Lee County’s tourist economy through alignment Multiplayer video game competitions that are spectator-friendly, typically with organizers who can bring sports events to the area. played by professional gamers • Strengthen local partnerships and interdepartmental relationships. • Popularity of Non-traditional Sports • Increase the visibility and community awareness of Lee County Sports. Sports such as pickleball, ultimate Frisbee, drone racing and trail running • Rapidly Changing Landscape of Sports Facility Development Multi-field, multi-sport facilities are being planned, designed and constructed throughout the United States, but especially in southern states (Texas, Georgia, Alabama, Florida) Tactics • Increase room nights by soliciting new state, regional, national and international sporting events, thus creating an increase in economic impact from sports tourism • Retain 90% of current sports business as repeat business • Solicit international sports business; attract a minimum of 10 international teams to participate in Lee County sports tourism events • Identify two new sports shows to attend, further diversifying our sports client base and host at least one targeted sports business meeting/ convention annually 55 55
WE ARE Making a Splash
PUBLIC RELATIONS OVERVIEW The communications team supports the marketing of The Beaches of Fort Myers & Sanibel with proactive, results-oriented strategies that follow the best practices of tourism communications. Working with journalists locally, nationally and internationally, in addition to regional partners in Florida, the team provides messaging and compelling reasons to visit and repeatedly visit the destination. TARGETS • The following targets are a joint effort between the VCB and its domestic and international PR agencies: • Reach 3.2 billion global media impressions • Increase the amount of global group and individual FAM tours to 120 (+10%) • Increase global Tier 1 editorial coverage by 10% 57 57
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