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2014 Summer Marketing & Media Effectiveness

Prepared by

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Project Overview

TARGET AUDIENCEThe Tampa Bay Summer Marketing & Media Effectiveness study was conducted among travelers living in select feeder markets. These markets included Fort Myers, Orlando, Miami and West Palm Beach. The research was conducted in August 2014 in order to capture the travel and spending that was generated as a direct result of the Summer Campaign and provide an accurate measurement of the marketing ROI.

SAMPLEA total of 1,254 respondents were interviewed for this Marketing & Media Effectiveness study. This sample size provides for a maximum margin of error of +/-2.8% at a 95% confidence interval overall. This included 320 for the Fort Myers DMA, 366 for Miami, 368 from Orlando and 200 from West Palm Beach.

PURPOSEH2R Market Research conducted this research using an online survey and a professionally managed third-party email panel of the general population which was screened for travelers and decision makers. The purpose of this study was to measure the incremental impact Tampa Bay’s Summer Marketing Campaign had on visitation and spending, as well as to calculate the campaign’s ROI.

Contents

+ Aided paid media awareness

+ Marketing & Media reach

+ Marketing efficiency

+ Incremental travel

+ Incremental trips

+ Incremental travel spending

+ Return on Investment (ROI)

+ Likes and dislikes about the marketing message

+ Ratings of creative appeal

+ Impact on consumer behavior

+ Marketing messages’ impact on intent to visit

+ Sources for travel inspiration

+ Sources for travel research

+ Social and online community interaction

+ Competitive travel landscape

+ Tampa traveler behavior

+ Activity participation and functional drivers

+ Accommodations, length of stay and more

+ Tampa visitors’ demographic profile

Incremental Impact

Marketing Efficiency

Advertising Evaluation

Travel Landscape

Tampa Traveler Profile

02 03 04 0501

Pages 10-18 Pages 19-26 Pages 27-32 Pages 33-39 Pages 40-51

Pages 4-9

EXECUTIVE SUMMARY

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Executive Summary

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▪ Following the Arts & Culture Campaign, Tampa Bay utilized another multi-channel marketing campaign focused on Summer visitation to the Tampa Bay area from in-state markets. Overall awareness of this Summer Marketing Campaign was very good at 33%—higher than H2R’s Industry Norm 26% for destinations with campaign budgets of less than $1.0 million. Extrapolated across the population of traveler households, this equates to a market reach of approximately 1.4 million aware traveler households.

▪ The combination of several channels helped fuel Tampa Bay’s marketing awareness. The highest levels of awareness among individual ads were generated by the video ad (23%) and the radio ad (20%).

▪ With a gross media investment of $123k in the Summer Campaign, Tampa Bay’s average cost per aware household was only $0.09 overall (and only $0.08 with the net investment of $105k)—considered extremely efficient by industry standards and the lowest of all three marketing campaigns measured in 2014.


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▪ Those travelers who were aware of Tampa Bay’s Summer Marketing Campaign had a higher incidence of visitation this summer. Extrapolated across aware households, incremental visitation accounted for nearly 17,000 additional trips to the area. Given travel spending of more than $650 per party, the campaign generated more than $11.1 million in incremental travel revenue for the Tampa Bay area. (Hillsborough County accounted for $6.5 million of that incremental revenue.)

▪ The campaign also benefited the local economy by generating more than 27k incremental room nights for Hillsborough County alone.

▪ Overall, Tampa Bay’s Summer Marketing Campaign generated a Gross ROI of $90, much stronger than H2R’s Industry Norm ($77). The Net Investment (not including media commissions) generated an ROI of $106. Gross (and net) performance was better than returns generated by the Winter ($64) and Arts & Culture ($30) campaigns.

Incremental Impact

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▪ Travelers generally found the Tampa Bay advertisements appealing with more than half of visitors rating the ads positively, and more than 4 in 10 non-visitors doing the same. These scores were similar to—but not quite as high as—the Arts & Culture Campaign.

▪ The primary messages taken away from the advertisements were that they make the area seem like it’s an easy place to visit for a quick getaway (62%) and that it has interesting new things to do that they’d like to explore (56%).

▪ More importantly, Tampa Bay’s ads inspired 50% of travelers to search online for information and 51% to search for information on lodging, activities and restaurants.

▪ However, similar to the Arts & Culture Campaign, the ads didn’t generate lift in intent to visit the area. This could be that because of the proximity to the area, these travelers already have an affinity to visit and don’t need much more persuasion to visit.


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▪ Understanding how a target audience makes travel decisions is also very important. Travelers use many methods to find inspiration for which destinations they want to visit in the future and for researching/planning those trips once they decide where they want to go.

▪ Travelers in Tampa Bay’s target markets tend to use online searches (59%) and friends/family (59%) the most for inspiration. Additionally—similar to the other campaigns—travelers tend to use online searches and Destination websites when planning their trip. However, unlike the other campaigns, summer visitors tend to rely on friends and family just as much as travel review sites when planning their trips.

▪ Unlike travelers in the other campaigns, travelers in the summer tend to make plans for traveling nearly year-round, with a lull in the last 3 months of the year. But, similar to other campaigns, they still do most of their traveling in June-October with some downtime in August.

Travel Landscape

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Key PerformanceIndicator

Gross Spending

Net Spending*

NORM**

Ad Awareness 33% 33% 26%

Aware Households 1.4M 1.4M 991k

Increment +1.3% +1.3% +6.6%

Incremental Trips +16.9k +16.9k +52k

Incremental Revenue +11.1M +11.1M +$35.0M

Media Investment $123k $105k $418k

Cost/Aware Household $0.09 $0.08 $0.59

Return on Investment $90 $106 $77

Tampa Bay’s Summer Marketing Campaign generated a Gross ROI of $90 while net spending without media commissions produced a Net ROI of $106.

The Summer Campaign generated nearly 17k incremental trips and produced more than $11 million in incremental travel revenue that would not have occurred otherwise.

Overall, the marketing message reached a total of 1.4 million traveler households at a gross cost of just $0.09 (net $0.08) per household, considered extremely efficient by industry standards.

Tampa Bay Summer Campaign Key Performance Indicators (KPI) Summary

*Net Spending does not include Media Commissions paid for the Summer Marketing Campaign**Paid Media Norm for destinations with marketing budgets <$1.0 million.


+ Aided paid media awareness

+ Marketing & Media reach

+ Marketing efficiency 01

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33% of travelers have seen or heard a Tampa

Bay Summer Advertisement

Tampa Bay’s Summer Campaign marketing reached more than

1.4 million households

The gross cost per aware

household averaged $0.09

Tampa Bay invested $123k in Gross

Advertising for the Summer Campaign

MARKETING EFFICIENCY KPIs

KPIs = Key Performance Indicators

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Overview of Advertisements – Summer Campaign

Digital Banner Ads

Video Ad

Facebook Sweepstakes

Pandora Banners

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Overall Marketing & Media Awareness

26.3%24.5%

35.3%37.7%

Fort Myers West Palm Beach Orlando Miami

Overall marketing and media awareness for the Summer Campaign was 33%—higher than H2R’s Industry Norm of 26% for DMOs with media budgets less than $1.0 million. Miami had the highest levels of awareness for the Summer Campaign at nearly 38%.

Q26-32: Have you seen this advertisement?

RESPONDENT BASE: ALL RESPONDENTS | N=1,254

33.0%Overall Awareness

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Awareness by Individual Advertisement/Channel

23.0%

19.8%

16.6% 17.2%16.1%

Summer Playlist VideoAd

Summer Playlist RadioAd

Summer PlaylistFacebook Sweepstakes

Ads

Summer Playlist PandoraBanners

Summer Playlist DigitalBanners

Awareness of individual ads and media channels varied, with the highest individual ad awareness being generated by the Video Ad, followed by the Radio Ad.

33.0% Overall awareness

Q26-32: Have you seen this advertisement?


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Media Overlap

67%

11%

7%

5%

4%6%

Campaign Exposures

0 Media

1 Medium

2 Media

3 Media

4 Media

5 Media

A marketing campaign almost always performs better when those in the target market can be reached through multiple types of media. This is the case for the Summer Campaign. For the most part, the more types of media travelers were exposed to, the more likely they were to have visited the area.

Q11: Have you visited Tampa since February of 2014?

RESPONDENT BASE: TAMPA BAY VISITORS LAST 3 YEARS | N=590

5.3%

7.6%

7.0%

9.0%

Saw no ads

Saw 1 ad

Saw 2-3 ads

Saw 4-5 ads

% Visited Tampa Since February 2014

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Market Total Ad Awareness Total Market Reach

Fort Myers 26.3% 132k

West Palm Beach 24.5% 192k

Orlando 35.3% 456k

Miami 37.7% 571k

Total Market 33.0% 1.4M

Tampa Bay’s Summer Marketing

Campaign generated a market

reach of nearly 1.4 million

traveler households, or 33% of

travelers in these target

markets.

Although West Palm Beach had the lowest percentage of awareness, it’s larger market size boosted the number of aware traveler households reached.

Market Reach (Aware Traveler Households)

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MarketGROSS Marketing

Investment*Total Market

ReachGROSS

Cost/HH

Fort Myers $17,825 132k $0.14

West Palm Beach $32,112 192k $0.17

Orlando $20,231 456k $0.04

Miami $52,927 571k $0.09

Total Market $123,094 1.4M $0.09

The Tampa Bay Summer Marketing

Campaign efficiently reached

travelers in these target markets.

Tampa Bay’s gross investment of $123k

divided by each market’s total reach

averages to a per traveler household

cost of $0.09, considered very efficient

by industry standards. Similar to the

Arts & Culture Campaign, marketing in

Orlando was the most efficient,

reaching households for the lowest

cost.

GROSS Marketing Efficiency (Cost per Aware Household)

*A breakout of how Gross and Net Marketing Investment Totals were calculated can be found in the Appendix of this report.

Note, a cost per aware travel household of $0.09 is considered extremely efficient. And, it was more efficient than either the Winter Campaign ($0.15) or Arts & Culture Campaign ($0.32).

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The net investment for Tampa Bay

excludes media commissions paid.

The NET cost per aware household was

$0.08—slightly lower than the GROSS

cost per aware household. This is

considered excellent compared to the

Gross Industry Norm of $0.59 per aware

household for DMOs with marketing

budgets of <$1.0 million that have used

multiple media channels.

NET Marketing Efficiency (Cost per Aware Household)

*A breakout of how Gross and Net Marketing Investment Totals were calculated can be found in the Appendix of this report.

MarketNET Marketing

Investment*Total Market

ReachNET

Cost/HH

Fort Myers $15,151 132k $0.11

West Palm Beach $27,295 192k $0.14

Orlando $17,196 456k $0.04

Miami $44,988 571k $0.08

Total Market $104,630 1.4M $0.08

Incremental Impact

+ Incremental travel

+ Incremental trips

+ Incremental travel spending

+ Return on Investment (ROI) 02

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Tampa Bay’s Summer Marketing Campaign resulted in 17k incremental trips

$11.1 million in incremental travel spending

MARKETING RETURN KPIs

Incremental room nights totaled 27.6k

Tampa Bay invested $123k in gross marketing expenditures

Gross ROI was $90Net ROI was $106

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6.5%

2.7%

7.7%

3.4%

5.0%

8.7%

4.4%

8.5%

4.6%

6.3%

Fort Myers West Palm Beach Orlando Miami Overall

Unaware of Marketing Aware of Marketing

Visitation to Tampa Bay by Feeder Market

Q11: Have you visited Tampa since February of 2014?

Tampa Bay’s Summer Marketing Campaign generated incremental visitation in all of the geographic markets evaluated. Similar to the Arts & Culture Campaign, visitation levels from aware travel households were particularly strong from those travelers visiting from Fort Myers (+2.2%).


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Overall, Tampa Bay’s Summer

Marketing Campaign generated

nearly 17k incremental household

trips that would not have occurred

otherwise.

Although Miami and Orlando had a

smaller percentage of incremental

visitation from the campaign, their

larger markets provided for some of

the largest increments in household

visitation numbers.

Incremental Visitation

MarketTotal Market

ReachIncremental

TravelIncremental

HH Trips

Fort Myers 132k 2.2% 2.9k

West Palm Beach 192k 1.7% 3.2k

Orlando 456k 0.9% 3.9k

Miami 571k 1.2% 6.9k

Total Market 1.4M 1.3% 16.9k

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$90 GROSS Return on Investment

$123k GROSS Ad Investment

$11.1M Incremental Revenue*

16.9k Incremental

Trips

Party Trip Spending$658

Tampa Bay’s Summer Marketing Campaign generated a GROSS ROI of $90 for every dollar invested.

*Incremental revenue is the revenue generated that, without advertising, would not have occurred.

$105k NET Ad Invest | $106 NET Return on Investment

RESPONDENT BASE: TAMPA BAY VISITORS SINCE FEBRUARY 2014 | N=322

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Tampa Bay’s Summer Marketing

Campaign produced incremental

spending from visitors in all markets.

Gross spending (including media

commissions) produced an ROI of $90

overall.

Net spending (not including media

commissions) produced an ROI of $106.

Both returns are significantly better than the

Arts & Culture Campaign and the H2R

Industry Norm for destinations with similar

budgets.

Incremental Traveler Spending & ROI

MarketIncremental

SpendingGROSS ROI NET ROI

Fort Myers $1.5M $84 $99

West Palm Beach $1.9M $61 $72

Orlando $2.2M $108 $128

Miami $5.5M $103 $122

Total Market $11.1M $90 $106

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Nearly 6 in 10 travelers stayed

overnight in Hillsborough County

during their visit.

Extrapolated across total incremental

visitation and spending in the Greater

Tampa Bay area, Hillsborough County

generated nearly 10k of those 17k

incremental visits and more than $6.5

million of the incremental $11.1 million

that was earned.

Incremental Benefit to Hillsborough County

Market% SpentNight In

Incremental Visits

Incremental Revenue

Hillsborough County 58.5% 9.9k $6.5M

Orange County 9.4% 1.6k $1.0M

Sarasota County 9.9% 1.7k $1.1M

Pinellas County 20.2% 3.4k $2.2M

Other 2.0% 0.3k $0.2M

Total Market 100.0% 16.9k $11.1M

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Incremental Room Nights

The Summer Marketing Campaign

generated nearly 28k incremental room

nights for those staying overnight in

Hillsborough County at a hotel/motel, bed

& breakfast, condo, cabin, cottage, or

resort that would not have occurred

otherwise.

Extrapolated across the number of rooms

purchased and length of stay, it is estimated

that the Summer Marketing Campaign

generated approximately 8% of the total room

nights utilized by travelers in the Greater

Tampa area during this timeframe.

27.6k*

Incremental Room Nights Across Lodging

Categories

RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN TAMPA | N=65

*The Summer Marketing Campaign generated more than 49k incremental room nights for the entire Greater Tampa area. The 27.6k room nights in Hillsborough County alone accounted for 56% of those room nights.


+ Likes and dislikes about the marketing message

+ Ratings of creative appeal

+ Impact on consumer behavior

+ Marketing messages’ impact on intent to visit 03

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42%

51%48%

54%

61%

54%

Winter Campaign Arts & Culture Campaign Summer Campaign

% Top 2 Box Appeal Scores

Non-Visitors in Past 3 Years Visitors in Past 3 Years

Likeability of Advertisements

Q33: Using the scale provided, please rate how much you like this collection of advertisements for Tampa.

Overall the ads from the Summer and Winter Campaigns received similar appeal ratings while the Arts & Culture Campaign received the highest appeal among both visitors and non-visitors.


29Q34: Based upon the message you took away from the advertisements you just reviewed, please indicate the degree to which you agree that these ads:

Traveler Takeaways from the Advertising Message

62%

56%

51%

50%

49%

47%

Make Tampa seem like an easy place to visit for a quickgetaway

Show me interesting new things to do that I'd like to explore

Make me likely to include Tampa as an option for my nextgetaway

Make me want to visit the Tampa website to find out more

Make me want to find out more about planning a trip to Tampa

Make Tampa seem like a unique destination that is differentthan other places I visit

% Agree/Strongly Agree with Statements

Similar to the other campaigns measured this year, travelers agree that the Summer campaign makes the area seem unique and like an easy place to visit for a quick getaway. However, the ads do not do as good of a job differentiating Tampa from other destinations.


30Q35: After reviewing these ads, how likely would you be to take each of the following actions?

The actions that travelers are most likely to take after being exposed to these ads are to search online for information on the area and/or to search for information on lodging, activities and restaurants.

Post-Ad Exposure Traveler Intentions

Request additional information

Search online for information

Search online for lodging, activities & restaurants

Visit Tampa’s website

Visit a mapping website for directions

Talk with friends/family about Tampa

51%

50%

43%

41%

40%

34%

% Probably/Definitely Would…

Visit the Tampa Facebook Page 27%


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Advertising Message Comparison

Top Takeaways and Actions from Each Campaign

Winter CampaignArts & Culture

CampaignSummer Campaign

Easy for a quick getaway 52% 70% 62%

Shows interesting new things 51% 69% 56%

Will include Tampa in consideration set 46% 60% 51%

Will search for lodging, activities, etc… 42% 58% 51%

Will search online for information 44% 57% 50%

Will visit Tampa’s website 38% 49% 43%

The advertising message was strong for the Summer Campaign, with a clear message that cultivated action more than the Winter Campaign. However, the Arts & Culture Campaign was the strongest.

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46%

25%

57%

39%43%

38%

26%

56%

44% 43%

Fort Myers West Palm Beach Orlando Miami Overall

%Definitely Will/Probably Will Visit Pre-Ad %Definitely Will/Probably Will Visit Post-Ad

Intent to Visit – Pre- and Post-Ad Exposure

Q10: Using the scale provided, please indicate how likely you are to visit each of the following destinations in 2014:Q36: Now that you have reviewed these advertisements for the Tampa Bay area, how likely are you to visit this area in 2014?

Similar to the Arts & Culture Campaign, the Summer advertisements did not increase travelers’ intent to visit the Tampa area.


Travel Landscape

+ Sources for travel inspiration

+ Sources for travel research

+ Social and online community interaction

+ Competitive travel landscape 04

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Marketing Channels Used for Travel Inspiration

59%

59%

47%

40%

38%

37%

22%

20%

20%

16%

13%

13%

11%

11%

5%

Friends and Family

Online Searches

Destination Websites

Websites of Specific Attractions, Restaurants, etc.

Hotel Websites

Travel Review Sites/Online Travel Agency

Television Ads

Television Shows/Movies

Social Media

Books Read for Pleasure

Weekend Newspaper Inserts

Online News Stories

Newspaper Ads

Direct Mail

Radio Ads

Q4: Which of the following sources are you most likely to use when searching for inspiration on new places you might like to visit?

Similar to the other campaigns, online searches top the list of channels travelers use for travel inspiration. However, for these travelers closer to the Tampa area, friends and family are almost equally as important.


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Marketing Channels Most Used for Planning Trips

Q5: Once you have made the decision to visit a destination, what sources are you most likely to use to help you research/plan your trip?

Online Searches

64%Destination Websites

54%Hotel Websites

43%

Similar to the other campaigns, the most popular marketing channels used for travel planning are online searches and destination. However, Summer Campaign travelers are unique in that friends and family and Hotel Websites top the list as well.


Friends/Family

43%

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Destinations Visited in the Past 3 Years

55%

40%

59%

32%

76%

47%

Ft. Lauderdale Key West Miami St. Petersburg/Clearwater

Orlando Tampa

Q8: Please indicate which of these destinations, if any, you have visited in the past 3 years:

Of those destinations in Tampa’s regional competitive set, Orlando has been the most popular place to visit in recent years, followed by Miami and Fort Lauderdale.


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Time of Year Make/Take Leisure Travel Plans

Q7: What time of year do you generally make your leisure travel plans and then travel for leisure?

13%10%

13%

9% 10% 9%

6%

9% 9%

5% 5%3%

January February March April May June July August September October November December

Make Travel Plans

Unlike other campaigns, travelers in Tampa Bay’s Summer target markets tend to plan trips throughout most of the year with the exception of a lull in July and October-November. However, the majority take their trips between the June-October timeframe.

3% 4%5% 5%

9%

14% 15%

9%

13%10%

6% 7%

Take Trips


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Top of Mind Awareness

Those living in the target markets for the Summer Campaign were most likely to mention Orlando or Key West as places to visit. However, Tampa is also top of mind with 7% of travelers in the region.

Rank Destination Awareness

1 Orlando 18%

2 Key West 12%

3 Miami 9%

4 Tampa 7%

5 Las Vegas 5%

Q6: When you think of places you have, or would, enjoy visiting for leisure that are located in your region, which destinations first come to mind?


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Differentiators Among Competitive Destinations

Which destination is/has the…Ft.

LauderdaleKey West Miami

St. Petersburg/Clearwater

Orlando Tampa

Best leisure destination 11% 33% 10% 11% 30% 2%

Best variety of outdoor activities 8% 26% 14% 8% 36% 4%

Best combo of arts, culture & dining 11% 11% 41% 7% 17% 8%

Best destination for “foodies” 8% 11% 42% 6% 19% 5%

Best entertainment 7% 7% 28% 2% 50% 2%

Most repeatable place to visit 8% 14% 14% 5% 52% 4%

Most authentic destination 6% 38% 14% 11% 17% 5%

Most interesting historical/cultural 5% 28% 20% 17% 10% 8%

Q9: In your opinion which of these destinations, if any, do you believe…?

While Key West, Orlando and Miami stand apart from the pack, Tampa’s own differentiators include having the best combination of arts, culture and dining, as well as being the most interesting historical/cultural destination.


Tampa Traveler Profile

+ Tampa traveler behavior

+ Activity participation and functional drivers

+ Accommodations, length of stay and more

+ Tampa visitors’ demographic profile 05

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Seasonality & Frequency of Visitation

Live in the area1%

019%

140%

221%

3 or More20%

Number of Trips in Past 12 Months – 1.7

Apr-MayJan-Mar Jun-Aug

Sep-Oct Nov-Dec

In the last 3 years, the January-March or June-August timeframes were the most popular months for Tampa Bay visitors. In the past 12 months, travelers visited the Tampa Bay area an average of nearly two times.

Q13: In the past 3 years, which months have you visited Tampa?Q14: How many trips did you make to the Tampa area in the past 12 months?


Months Visited Tampa Bay in the Past 3 Years

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Tampa Bay Characteristics

52%

46%

36%

36%

34%

33%

31%

28%

28%

27%

24%

13%

7%

Affordable

Welcoming

Urban

Relaxing

Historical/Cultural

Tropical

Modern

Safe

Authentic

Exciting

Adventurous

Hip

Therapeutic

Q12: Please indicate which of the following characteristics you believe best describe the city of Tampa:

Similar to other campaigns, summer travelers would describe Tampa as affordable and welcoming. However, they are more likely than others to also describe it as urban and relaxing (instead of historical/cultural).


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Area Activity Participation

52%44%

34%24%

21%18%

17%14%

11%10%10%

9%8%

7%5%

5%4%

3%2%

Dining

Shopping

Attractions

Nightlife

Parks and Trails

Sporting Event(s)

Historic Sites

Galleries and Museums

Performing Arts

Fishing

Gardens

Strawberry Festival

Spring Training

Golf

Florida State Fair

Gasparilla Pirate Festival

Lightning Game

Outback Bowl

Gasparilla International Film Festival

Q15: Which of the following activities or experiences, if any, did you participate in on your most recent visit to the Tampa area?

While dining and shopping are staples for travelers in most destinations, Tampa visitors also include area attractions and nightlife when they visit the area. These same activities translate across campaigns.


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Functional Drivers of Visitation

Q16: Of these activities, please indicate if there were any that were a major influence in your decision to visit Tampa Bay on this most recent trip.

Attractions

27%Dining

20%Shopping

18%

The top three functional drivers for visitors targeted in the Summer Campaign are identical to those from the Winter Campaign. The biggest difference is that those living closer (from both the Summer and Arts & Culture Campaigns) are more likely to be driven to the area by sporting events as well (instead of the hiking/outdoor activities available).


Sporting Events

14%

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Overnight Visitors

Yes87%

No13%

Stay Overnight

57%

12%

11%

18%

3%

HillsboroughCounty

Orange County

Sarasota County

Pinellas County

Other

City/Area Stayed In

Q18: How many nights did you spend in the area on this trip?Q19: In which of the following cities/areas did you spend the night on your most recent visit to the Tampa area?

2.8Nights in the

Area

The majority of Tampa visitors spent the night on their last visit to the area, but stayed only 2.8 nights as they live closer. Six in ten visitors chose to stay somewhere in Hillsborough County for their trip.

RESPONDENT BASE: ALL OVERNIGHT VISITORS | N=519RESPONDENT BASE: TAMPA BAY VISITORS LAST 3 YEARS | N=622

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Accommodations Used

71%

2% 1% 0% 1% 2%

22%

Hotel or Motel Bed & Breakfastor Inn

Condominium,Cabin or Cottage

Timeshare Campground orRV park

Resort Home of familyor friend

Q20: Which of the following best describes the type of accommodations you used on your most recent trip?

The majority of those who stayed overnight in Hillsborough chose to stay in a hotel/motel or the home of family or friends.

RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=300

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Mode of Transportation

Q22: What was your primary mode of transportation to the Tampa area?

Car/Truck/Van

90%Airplane

6%Other

4%

Travelers to Tampa Bay from this campaign lived closer to the area, so it’s not surprising that the vast majority used a personal vehicle to travel to the area on their most recent visit.


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Net Promoter ScoreNPS (Net Promoter Score) is a leading measurement tool used by thousands of organizations across industries. Given the importance of positive word of mouth advertising, it is mission critical that travel destinations begin measuring their brand advocacy using a Net Promoter Score.

Developed by Satmetrix, Bain & Company, and Fred Reichheld in The Ultimate Question*Source: “What’s Your Purple Goldfish” by Stan Phelps

“How likely are you to recommend Tampa to a friend or family member?”

Net Promoter Score = (% Who are Promoters) – (% Who are Detractors)

1 2 43 5 6 7 8 910DETRACTORS

NEUTRAL

PROMOTERS

0

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Tampa Bay’s Net Promoter Score among recent visitors is 30%, slightly higher than H2R’s Industry Norm of 28% and slightly higher than visitors from the Winter months (27%) and Arts & Culture Campaign (29%).

The ratio of Brand Detractors (18%) is better than the industry average (21%), while the percentage of Brand Promoters (48%) is only slightly below the industry norm which hovers around 49%.

The key to improvement for Tampa will be in converting some of the Brand Neutrals (34%) into Brand Promoters, also known as Brand Advocates. There is typically a very strong correlation between high Net Promoter Scores and visitor satisfaction, intent to return and frequency of visitation.

48%

34%

18%

Promoters (9 - 10) Neutrals (7 - 8) Detractors (0 - 6)

NPS:

30%

Q24: How likely are you to recommend the Tampa area to a friend or family member?

Tampa’s Net Promoter Score (Recent Visitors)

RESPONDENT BASE: TAMPA BAY VISITORS SINCE FEBRUARY 2014 | N=340

Demographic Profile of Tampa Visitors

*These Non-Visitors metrics are per household, not per visitation party from travelers who have not visited the area in the past 3 years. **Prospects are travelers who have not visited in the past 3 years who intend to visit the area after viewing the digital ads. ***Brand Advocates are visitors who rated NPS for Tampa Bay 9 or 10 and will probably/definitely return.

Visitors Since Feb 2014 Non-Visitors* Prospects** Brand Advocates***

Adult Visitor Ages 46 52 46 46

% Under 12 15% n/a n/a 21%

% 12-17 10% n/a n/a 12%

% 18-34 27% n/a n/a 23%

% 35-54 23% n/a n/a 22%

% 55+ 26% n/a n/a 22%

Families 53% 25% 47% 45%

Adults 47% 75% 53% 55%

Males 44% 43% 46% 46%

Females 56% 57% 54% 54%

HH Income $74.8k $71.2k $75.5k $71.8k

Distance 118 miles 147 miles 142 miles 120 miles

% College Graduate + 52% 55% 62% 54%

Tampa’s visitors and Brand Advocates are more likely to have children, earn higher household incomes and are less likely to have a college education than non-visitors. Prospects, or non-visitors, who say they are likely to visit, are more likely to have a higher education and live farther away than recent visitors and Brand Advocates.

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Demographic Profile of Tampa Visitors

Recent Visitors Winter Arts & Culture Summer

Adult Visitor Ages 46 47 47

% Under 12 12% 15% 15%

% 12-17 7% 7% 10%

% 18-34 27% 25% 27%

% 35-54 21% 28% 23%

% 55+ 33% 26% 26%

Families 42% 32% 53%

Adults 58% 68% 47%

Males 60% 40% 44%

Females 40% 60% 56%

HH Income $97.4k $67.5k $74.8k

Distance 946 miles 100 miles 118 miles

% College Graduate + 68% 48% 52%

Visitors from the Summer Campaign are the most likely to have children with them on their visit compared to visitors from the other 2 campaigns.

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Appendix

+ Marketing spend breakout by target market

A

Tampa Bay Media Investment Breakdown

DMAsNet

InvestmentMedia

CommissionsGross

Investment

Fort Myers $15,151 $2,674 $17,825

West Palm Beach $27,295 $4,817 $32,112

Orlando $17,196 $3,035 $20,231

Miami $44,988 $7,939 $52,927

Total Investments $104,630 $18,464 $123,094

Tampa Bay provided the following media investments to H2R. Below is a breakdown of how each set was broken out by market. Only investments from markets tested were included in the analysis.

1

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