Ffcg _st__johns_county_tdc_presentation
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Florida's First Coast of Golf St. Johns County Tourist Development Council Florida's Historic Coast
Transcript of Ffcg _st__johns_county_tdc_presentation
Florida's First Coast of Golf
St. Johns CountyTourist Development Council
Florida's Historic Coast
Regional Golf Marketing Arm for St. Augustine, Ponte Vedra & The
Beaches VCB
For $172,000 investment – St. Johns County gets benefit of $2.5 million golf marketing program this year aloneOver 14 x’s the buying power
Leisure Golf Travel ImpactSt. Johns County 2012
TOTAL HOTEL IMPACT
|# Of rooms x Avg. Room Rate | | 23,188 x $105.46| | =| $2,445,406
TOTAL LEISURE GOLF IMPACT
|# Of Rounds x Avg. Round Rate| | 54,560 x $73.58| | =| $4,014,525
TOTAL LEISURE GOLF IMPACT | | $8,764,698
THE PLAYERS 2013THE PLAYERS 2013
:30 Spot Television CampaignTarget: Drive MarketOrlando, Tampa, Tallahassee, Savannah & Hilton HeadAiring 190 spots on PGA TOUR broadcasts Saturday & SundayCampaign run time: February 2 - March 24, 2013Objective: To generate interest in travelling for multiple nights to region the week of May 6-12, 2013CTA: Drive users to landing page www.theplayerschampionshiptravel.comFinancial partners are Florida's Historic Coast, Visit Jacksonville and Florida's First Coast of Golf
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Welcome to THE PLAYERS
Promotions
Objective: Reach beyond the drive market and target major metro feeder cities serving Jacksonville International Airport
Utilize regional assets and VISIT FLORIDA partnership to leverage promotionsFocus on meaningful exposure and lead generation for future communicationSuccessfully ran 3 promotions in Chicago, DC and NYMedia Value = $976,600Impressions = 17.4 million
Chicago WJKM-FM Chicago's Greatest Hits of the 60s, 70s & 80s
Promotion runs February 8 - April 5, 2013100 :15 second recorded spotsName mention in 50 live :15 promos2 email blasts linking to our landing pageLogos, links and lead gen on contest pageTotal media value = $253,900Impressions = 1,206,912
2013 PLAYERS Tourism Program Recap
New York Daily News April 14-20, 2013
8 Full Page/4C AdsInclusion in a weekly email blastName/logo/link on contest pageTotal Media Value = $529,000Impressions = 14,616,672
Double-click to enter titleVisit Florida
Advertising & Marketing
www.Florida-Golf.org
New Website with SEO StrategyDigital Marketing CampaignPaid SearchGolf.comGolfweek.comEmail Marketing CampaignTo FFCG list of 51,000Dedicated targeted listsPrint CampaignGolfGolf DigestPromotionsJaguarsMich Ultra PLAYERSTV/PRPLAYERS CampaignThe China Travel Channel
Double-click to enter titleSunshine Golfer
|Target:| |Amenity Golfers|
|Circulation:| |100K - Visit Florida Welcome Centers | | |
Digital Marketing Campaign
Welcome Center's May Golf Month Promotion
North Hampton & Amelia Hotel at the Beach Golf Package Give-away
Double-click to enter titleMay "Golf Month" Register to WIN
Visit Florida's Golf Publication
City Markets
|Somerset, NJ| | New Jersey, New York|
|Indianapolis, IN| | Indiana|
|DC/Northern Virginia| | DC, Virginia, Maryland|
|Philadelphia, PA| | Pennsylvania, New Jersey|
|Grand Rapids, MI| | Michigan, Wisconsin| St. Louis, MO Missouri, Illinois
|Minneapolis, MN| | Minnesota|
|Cleveland, OH| | Ohio|
|Chicago, IL | | Illinois, Indiana, Wisconsin|
|Pittsburgh, PA| | Pennsylvania, West Virginia|
|Boston, MA| | Massachusetts, New Hampshire|
|Toronto, Ontario| | Canada, (Ontario) | Novi/Detroit
|Dallas, TX| | Texas |
|Hartford, CT| | Connecticut, Vermont|
2014Consumer Golf Shows Represented
International Efforts
Benefits of Regional Approach
Pooling resources to broaden reachPooling golf attributes from region to drive interest and engagementDrive traffic directly to partners to drive room nights, travel rounds and instruction
In ClosingSt. Johns County benefits from a $2.5 million annual campaign with a $172,000 investment.St. Johns County had a 13.3 time return in lodging revenue.Continually working with SAPVB VCB on growing leisure golf tourism.
