HOW CAN THE CVB HELP YOU? SEPTEMBER 26, 2014. Agenda Presenters: Shantelle Dedicke, Emerald Coast...

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

http://www.emeraldcoastfl.com/partners

http://www.emeraldcoastfl.com/partners

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

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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


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

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Integrated Marketing Co-op Media Plan

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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)

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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

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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

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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)

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Integrated Marketing – Atlanta Heavy-up Co-op Media Plan

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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,

Pinterest

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

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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)


Military Co-op Media Plan

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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

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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

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Sports Co-op Media Plan

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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


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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)

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Canadian & International Co-op Media Plan

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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


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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

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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

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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

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Questions?

Email: [email protected]

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mailto:[email protected]

Appendix

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Media Detail

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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

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Co-op


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

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Co-op


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)


DCMilitary Life Banner advertising – 12 months, Sep 2014 – Oct 2015


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Co-op


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


$3,650

Sports Destination Banner advertising – 12 months, Sep 2014 – Oct 2015


$2,625

Connect Sports Facilities Guide

FP4C with 3 pages of sponsored content (4 Pages: Mar 2015 – online edition links to website


$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


$4,250

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Co-op


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

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HOW CAN THE CVB HELP YOU? SEPTEMBER 26, 2014. Agenda Presenters: Shantelle Dedicke, Emerald Coast...

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