HOW CAN THE CVB HELP YOU? SEPTEMBER 26, 2014
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HOW CAN THE CVB HELP YOU? SEPTEMBER 26, 2014
Agenda
• Presenters: • Shantelle Dedicke, Emerald Coast CVB• Michelle Clarke, Peter Mayer Advertising• Sonya Landry, Peter Mayer Advertising
• Partner Opportunities• Emerald Coast website• Radio remotes• Co-op plan
• Questions
2
Partner Opportunities
3
EmeraldCoasting.com
• Partner Access• http://www.emeraldcoastfl.com/partners• Login: • Accommodation• Password: EmeraldCoast
• Submit the following: • Accommodation information• Restaurant information• Special deal • Event
4
Brand & Promotional Radio
Rationale: • Minimum 12 weeks of market exposure• Involves Emerald Coast radio spots, station promotional
giveaways, Emerald Coast radio remotes, social media pushes and online presence
• Interviews by radio stations with Emerald Coast ambassador• Opportunities for additional radio mentions in exchange for
giveaways
Highlights: • 14 top-feeder markets – 3:1 ROI
• Birmingham, Huntsville, Montgomery, Chattanooga, Memphis, Knoxville, Nashville, Baton Rouge, Lafayette, New Orleans, Jackson, Little Rock, Louisville, Tallahassee
• Room nights, restaurant and attraction prizes required
Investment & Return: • In-Kind Cost: Lodging, Food• Impressions: 22,099,060 minimum (varies by market)
5
6TDC Meeting 5.29.14
Emerald Coast – Promotional Radio Markets
Market Station Dial - Format
Promo Needs Station Needs Promo Room Nights
Station Room Nights
Birmingham WZRR-FM 99.5 – Top 40 3-night, Family of 4 3-night, 3 Rooms 3 9
Huntsville WZYP-FM 104.3 – Top 40
3-night, Family of 4 plus 6 smaller prizes 3-night, 3 Rooms 3 9
Montgomery WMXS-FM 103.3 – AC 3-night, Two people 3-night, 1 Room 3 3
Chattanooga WDOD & WDEF-FM
96.5 CHR & 92.3 AC
3-night, Family of 4 and 3-night for Two people 3-night, 2 Rooms 9 6
Memphis WHBQ-FM 107.5 – Top 40 3x 3-night, Family of 4 3-night, 4 Rooms 9 12
Knoxville WJXB-FM 97.5 - AC 3-night, Family of 4 4-night, 1 Room 3 4
Nashville WRVW-FM 107.5 – AC 3-night, Two people 3-night, 2 Rooms 3 6
Baton Rouge KQLX & WRQQ-FM
106.5 UAC & 103.3 90s
Hits2x 3-night, Family of 4 3-night, 2 Rooms 6 6
Lafayette KSMB-FM 94.5 – Top 40 3-night, Family of 4 3-night, 3 Rooms 3 9
7
Emerald Coast – Promotional Radio Markets
Market Station Dial - Format
Promo Needs Station Needs Promo Room Nights
Station Room Nights
New Orleans - CASH
WLMG & WEZB FM
101.9 AC & 97.1 Top 40
STATION 1: 3x 3-night, Two people AND 2x 3-night Family of 4
STATION 2: 3x 3-night, Family of 4 and 1x 3-
night Family of 4
3-night, 5 People, 5 Rooms 5 3
New Orleans - TRADE WEZB FM 97.1 –
Top 403x 3-night, Family of 4 AND 1x 3-night Family
of 4N/A 4 0
Jackson WJKK FM 98.7 – AC 3-night, Two people 3-night, 1 Room 3 3
Little Rock KLAL FM 107.7 – CHR 2x 3-night, Family of 4 3-night, 1 Room 6 3
Louisville WXMA FM 102.3 – Hot AC
3x 3-night, Family of 4 AND 4 smaller prizes 3-night, 3 Rooms 3 9
Tallahassee WHTF & WANK FM
104.9 CHR & 99.9 Adult
Hits2x, 2-night, Two People 2x, 2-night, 2 Rooms 4 4
TOTAL: 67 86
Visit Florida – On Going Opportunities
Rationale: • Opportunities for additional promotional
mentions in exchange for contests/sweepstakes
Highlights: • Top-feeder & emerging markets:
• Atlanta, Birmingham, Cincinnati, Chicago, Dallas, Houston, Nashville, New Orleans, New York, Orlando, St. Louis, Tampa, Washington DC and other various regional
• Additional markets:• Baltimore, Boston, Charlotte, Cleveland,
Detroit, Hartford, Indianapolis, Los Angeles, Miami, Minneapolis, Philadelphia, Raleigh, San Francisco, Toronto, National, International
Investment & Return: • In-Kind Cost: Lodging, Food• Use link provided for submission form
8TDC Meeting 5.29.14
https://www.formstack.com/forms/?1780567-b08DC8bwhv
Ongoing Opportunities
• October FAM trip• Christmas social contest• November road show to Birmingham• Process: • CVB to email industry database• CVB to select final partners per each promotion• CVB to alert individuals of selection
9
Integrated Marketing Co-op Media Plan
10
Coastal Living
Rationale: • High propensity for travel to Florida: 154 Target Index• Active travelers, especially to Florida – beach,
boating, cultural events and outdoor activities• 1/3 of circulation within driving distance of Emerald
Coast
Highlights: • Circulation: 469,323 (east of the Mississippi)
• AL, MS, GA, FL, WI, IL, KY, TN, IN, MI, OH, WV, VA, NC, SC, PA, DE, MD, DC, NY, NJ, CT, RI, MA, NH, ME, MA, VT
• FP4C: Visit Florida February and April 2015• Bonus advertorial, RRC and leads, mini co-op in
March & May 2015 issues, online edition with links, e-newsletters
Investment & Return: • Emerald Coast cost: $20,000 per insertion• Cost per two partners: $2,000 per insertion• Impressions: 938,646 minimum
11
Coastal Living Digital
Rationale: • Complements print buy
Highlights: • Banner rotation throughout CoastalLiving.com
with emphasis on Travel Channel• ROS ad units 300x250, 728x90• Up to two months flighting
• Timing TBD, but likely between Feb’15 and June ‘16 (depending on final timing, we may or may not have to shift budget to following fiscal)
Investment & Return: • Emerald Coast cost: $5,000• Cost per six partners: $833• Impressions: 1,000,000 total (500k for
Emerald Coast)
12
Southern Living, Digital
Rationale: • Relevant beach content alignment• Complements print proposal
Highlights: • 100% SOV of Florida’s Best Beaches
editorial package – October and November ’14
• Homepage roadblocks• Run of Site media • Enewsletter Sponsorships
Investment & Return: • Emerald Coast cost: $25,000• Cost per twelve partners: $2,083• Impressions: Est. 1,250,000 total
(625k for Emerald Coast)
13
Collinson Media & Events
Rationale: • Multimedia platform offering print and online
components• Guaranteed online impressions/website click-thrus• Strong lead generation partner
Highlights: • FP4C: Visit Florida In-State Newspaper insert –
June 14, 2015• 500,000 print impressions• 8,000,000 online impressions• 4,000 guaranteed leads
Investment & Return: • Emerald Coast cost: $19,400• Cost per four partners: $1,400• Impressions: 8,500,000 minimum
14
Collinson Media & Events, Digital
Rationale: • Guaranteed online impressions / website click-thrus• Strong lead generation partner
Highlights: • Visit Florida Online Banner Network
• 1,000,000 impressions • Standard banner rotation
• Visit Florida Pre-Roll Banner Network• :30 video ad
• :00-:10 destination• :11-:25 co-op partner• :25-:30 VF brand
• Estimated 5k clicks
Investment & Return: • Emerald Coast cost: $20,000• Cost per ten partners: $2,000• Impressions: 2,500,000 minimum
15
Fall Travel to Southeast
Rationale: • Multi-media platform offering print and online
components• Guaranteed online impressions / website click-thrus • Southeast editions of national female-targeted
magazines
Highlights: • 2/3P4C: September 2015
• AL, GA, LA, TN, TX, MS, KY• 7,500 guaranteed minimum clicks
Investment & Return: • Emerald Coast cost: $10,995• Cost per two partners: $1,000• Impressions: 187,300 minimum
16
Escape to the Southeast
Rationale: • Southeast Tourism Society multimedia
components • Provides annual coverage to 12-state region,
print and digital• Lead generation program
Highlights: • 3000 word web content with 3 sub-pages, 12
photos/hyperlinks, content video page• Unlimited calendar event page• E-newsletter spotlight• Facebook and Twitter links
Investment & Return: • Emerald Coast cost: $1,300• Cost per six partners: $217• Impressions: 250,000 minimum (print inclusion in
Leisure)
17
Integrated Marketing – Atlanta Heavy-up Co-op Media Plan
18
Atlanta Eats
Rationale: • Multimedia platform aimed at high-income Atlantans• Program airs on Saturdays and Sundays• Provides contests and long-form content opportunities
Highlights: • Content and promotion for eight weeks in-market on TV
and radio• Television: 4-minute segment and :30 spots• Radio: 6-minute interview segment and :30 spots• Social media posts: Facebook, Twitter, Instagram• Blog content and additional online exposure
Investment & Return: • Emerald Coast cost: $12,500• Cost per nine partners: $1,389• Impressions: 1,768,345 minimum
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Requires prize package of $2,000 and accommodations for TV/Radio crew for Emerald Coast/partners production
Atlanta Braves
Rationale: • Major league’s winningest franchise since
1991• 3rd most popular team & No. 1 in South• Far-reaching fan base
Highlights: • Package in development for pre-game
network radio• Estimated exposure full season• Advertising schedule would span for most
major promotional windows
Investment & Return: • Emerald Coast cost: $7,500• Co-op portion in development• Cost per ten partners: $1,750• Impressions: TBD
20
Weddings Co-Op Media Plan
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NW Florida Weddings
Rationale: • Integrated Rowland Publishing package with print,
digital, SM and email blasts• Direct mailed via Tallahassee, Emerald Coast and
850 Business Magazines• Also available in Books-A-Million/Barnes & Noble in
NW Florida, Atlanta and Birmingham for 12 months
Highlights: • FP4C two-page advertorial with tablet click-thru – Jan
2015• Atlanta and Birmingham Wedding Expos (Jan, Apr)• 16x Social Media pushes: FB, Twitter, Instagram,
Investment & Return: • Emerald Coast cost: $4,675• Cost per six partners: $780 • Impressions: 261,311 minimum
22
Birmingham Weddings & Celebrations
Rationale: • Top wedding publication in market• Filled with helpful tips and important resource
information• Poly-bagged with magazine and mailed to select zips
and sold at retail
Highlights: • Circulation: 18,000• FP4C: Winter and Summer editions – Jan and July
2015• Publication also has a bridal show in July
Investment & Return: • Emerald Coast cost: $1,250 per insertion• Cost per three partners: $417 per insertion• Impressions: 36,000 minimum
23
The Knot
Rationale: • A leading wedding/bridal media vendor in print
and online
Highlights: • 12-month package includes:
• Destination Wedding Profile• Destination Wedding Featured Vendor• Wedding Venues Storefront• Weddings Venues Featured Vendor• US Honeymoon and Travel Preferred Position
• FP4C Wedding Venues – Fall/Winter• Wedding Venues Print Profile
• Direct marketing lists
Investment & Return: • Emerald Coast cost: $4,250• Cost per six partners: $708• Impressions: 450,000 (225k for Emerald Coast)
24TDC Meeting 5.29.14
Military Co-op Media Plan
25
DCMilitary Family Life
Rationale: • Over 1/3 of all officers live in D.C.• Military are accustomed to travel and
book family getaways when they have leave
Highlights: • Full year online banner advertising
package• October 2014 – September 2015
Investment & Return: • Emerald Coast cost: $3,000• Cost per six partners: $500• Impressions: 600,000 minimum
26
The Griffon
Rationale: • Government authorized, award-winning quarterly
publication• The 108th Training Command has over 10,000
units in GA, AL, MS, FL, NC, SC, DC, VA, MD, TN, KY, VA
• Regular Travel USA features on family trips, reunions and group getaways
Highlights: • Circulation: 15,000 – required reading• FP4C: Spring 2015 (Feb 26) & Fall 2015 (Sept 3)
Investment & Return: • Emerald Coast cost: $3,690 per insertion• Cost per six partners: $400 per insertion• Impressions: 30,000 minimum
27
Sports Co-op Media Plan
28
Connect Sports
Rationale: • Published by Collinson Media, a leader in travel
and meetings industries• Reaches 90% of sports industry decision-makers• Online version has searchable features and is
available 24/7
Highlights: • FP4C with three pages of sponsored content
(four pages) – March 2015• Online edition links to website• Ability to highlight up to eight venues
Investment & Return: • Emerald Coast cost: $2,500• Cost per six partners: $417• Impressions: 5,500 minimum
29
Sports Destination Management
Rationale: • Editorial focuses on event location strategies and
management• Governing bodies – site selectors and logistics
managers• Highest circulation publication within sports category
Highlights: • FP4C destination spotlight – includes 2 pages of
advertorial with photos (3 pages) – Jan/Feb 2015• Includes 500 reprints for distribution• Additional 12-month online package available
Investment and Return: • Emerald Coast Print cost: $3,650• Cost per six partners: $609• Emerald Coast Online cost: $2,625• Cost per six partners: $438• Impressions: 78,000 minimum (Second Spotlight in Groups
Plan)
30
Canadian & International Co-op Media Plan
31
Canadian Traveller
Rationale: • Distribution: paid subscribers, digital by request and
national newsstand sales per issue • 70% of subscribers in SW Ontario, 30% in balance of
Canada
Highlights: • FP4C in Visit Florida 2015 Canadian Guide – January 2015• Supplements FP4C insertion in same issue from Leisure
plan
Investment & Return: • Emerald Coast cost: $2,463• Cost per six partners: $411• Impressions: 130,000 minimum
32
Canadian Traveller, Digital
Rationale: • Online presence complements print
commitment, allowing for maximum coverage against Canadian Snowbird market
Highlights: • Impressions across CanadianTraveller.net• Newsletter banners • Recommend further enhancing reach with
publisher social postings
Investment & Return: • Emerald Coast cost: $4,350 • Cost per six partners: $725• Impressions: 159,000 minimum
• Please note that we will also have 1.5M+ impressions as part of the stand alone leisure buy
33
Urban Expressions
Rationale: • Home delivered by The Montreal Gazette• 76% of readers consider it their main source of
information on travel
Highlights: • Circulation: 87,759• Published by The Montreal Gazette newspaper• FP4C: Fall (October 2014) and Winter
(November 2014) issues
Investment & Return: • Emerald Coast cost: $2,596 per issue• Cost per three partners: $550• Impressions: 175,518 minimum
34
International Travel Guide
Rationale: • Visit Florida fulfillment piece, available in
print and online• Distributed in 17 markets, including entire
U.K.• Three language editions: English, French,
German
Highlights: • FP4C: January 2015 – full year exposure• Distributed at trade and consumer travel
shows• Digital edition includes live website and
video links
Investment & Return: • Emerald Coast cost: $7,045• Cost per three partners: $785• Impressions: 74,925 minimum
21%
13%
13%
53%
Distribution by Country / Language
UK FranceGermany English
35
Appendix
37
Media Detail
38
Co-op
Vendor Opportunity Impressions
Campaign Dollars
Coastal Living FP4C: Visit Florida Feb & Apr 2015 – includes advertorial, RRC with leads, mini co-op in Mar & May 2015 issues, e-version with links, e-newsletters
938,646 Spring, Summer $40,000
Collinson Media: Newspaper Insert
FP4C: Visit Florida – In-State – Jun 2015 – includes 4,000 leads and digital impressions
8,500,000 Summer, Fall $19,400
EveryDay with Rachel Ray/More
2/3P4C: Autumn Travel to Southeast – Sep 2015 – includes guaranteed 7,500 online clicks
187,300 Christmas, Snowbirds
$10,995
39
Co-op
Vendor Opportunity Impressions
Campaign Dollars
Atlanta Eats TV/Radio contest/promotion, includes TV: 4-minute segment & :30 sec spots, Radio: 6-minute interview & :30 sec spots, SM posts, blog content & online exposure
1,768,345 Spring, Summer $12,500
Atlanta Braves Radio package in negotiation TBD Spring, Summer, Fall, Christmas
$7,500
Canadian Traveller FP4C: Visit Florida – Jan or Aug 2015 Canadian Guide (recommendation is Jan). Increases full Emerald Coast to 2x FP4C
130,000 Snowbirds $2,463
Montreal Gazette: Urban Expressions Magazine
FP4C: Fall (Oct 2014) & Winter (Nov/Dec 2014)
175,518 Snowbirds $5,192
International Travel Guide
FP4C: Visit Florida – Jan 2015 – includes e-version and video links. Increases Full Emerald Coast to 1 ½ pages 4C
74,925 Spring, Summer, Fall, Snowbirds
$7,045
40
Co-op
Vendor Opportunity Impressions
Campaign Dollars
Escape to Southeast Jan 2015 – Escape to SE Travel Guide – digital package components
250,000 Spring, Summer, Fall, Snowbirds
$1,300
Birmingham Weddings & Celebrations
FP4C: Winter (Jan 2015) & Summer (Jul 2015) editions – distributed at Bridal Show in July
36,000 Non-Seasonal/Niche $2,500
NW Florida Weddings FP4C with 2-page advertorial: Jan 2015 – distributed in Tallahassee, NW Florida, Birmingham & Atlanta. Includes 16x SM pushes along with Bridal Expo hand-outs in Atlanta (Jan 2015) & Birmingham (Apr 2015)
261,311 Non-Seasonal/Niche $4,675
DCMilitary Life Banner advertising – 12 months, Sep 2014 – Oct 2015
600,000 Non-Seasonal/Niche $3,000
41
Co-op
Vendor Opportunity Impressions
Campaign Dollars
The Griffon FP4C: Spring (Feb 26th) & Fall (Sept 3rd) 2015
30,000 Non-Seasonal/Niche
$7,380
Sports Destination FP4C: Destination Spotlight – Jan/Feb 2015– includes 2 pages of advertorial, 500 reprints & 12-months online banner advertising
18,500 Non-Seasonal/Niche
$3,650
Sports Destination Banner advertising – 12 months, Sep 2014 – Oct 2015
60,000 Non-Seasonal/Niche
$2,625
Connect Sports Facilities Guide
FP4C with 3 pages of sponsored content (4 Pages: Mar 2015 – online edition links to website
5,500 Non-Seasonal/Niche
$2,500
TheKnot Digital Package: Oct 2014 – Sep 2015, including Destination Wedding Profile & featured vendor, Wedding Venues Storefront & featured vendor, US Honeymoon & Travel preferred position, FP4C Fall/Winter 2014 Weddings Venues and leads
225,000 Non-Seasonal/Niche
$4,250
42
Co-op
Vendor Opportunity Impressions
Campaign Dollars
Southern Living Digital Best Beaches Sponsorship – October –November ’14
625,000
Non-Seasonal $25,000
Coastal Living Digital Banner rotation across site, with focus on Travel Channel
250,000
Likely Feb’15, which fall in line with Spring
timing
$5,000
Collinson Digital Co-Op VF digital network banners and pre-roll
2.5M+ TBD $20,000
Canadian Traveller Banner impressions across site, newsletter banners, potential social mentions
159,000
Snowbirds $4,350
Visit Florida Placeholder spend, to be updated once ‘14-’15 opportunities are published
TBD TBD $8,190
Ad Serving Fee Estimate
$2,000
TOTAL $201,515
43
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