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Kissimmee CVB MAC Meeting 2-23-12 Final

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  • 1. Marketing Advisory Committee Meeting | 23 February 2012
  • 2. Mid-Year Review• Performance Measurement Program• Current Industry Stats/Trends• Sales• Marketing• Sports• Meetings• Online Marketing Advisory Committee Meeting | 23 February 2012
  • 3. Mission Statement To promote Osceola County as a premier travel destination driving economic impact to our clients.Marketing Advisory Committee Meeting | 23 February 2012 3
  • 4. Performance MeasurementMarketing Advisory Committee Meeting | 23 February 2012
  • 5. Research & Performance DepartmentMain Functions:• Gather market intelligence that provides direction and support to the sales and marketing functions• Track, analyze and report on industry–wide performance and trends• Marketing program performance• All CVB performance• Ensure CVB efforts are efficiently supporting the strategic plan (ROI) Marketing Advisory Committee Meeting | 23 February 2012
  • 6. Performance Measurement ProgramGoals:• Best use/return on funds• Measure individual activity/department/overall CVB performanceStandards:• DMAI’s Standard CVB Performance Reporting handbookImplementation:• October 2011 (FY 2012) Marketing Advisory Committee Meeting | 23 February 2012
  • 7. Performance Measurement ProgramProgram Benefits:• Keeps focus on ROI• Consistent mechanism for measuring/comparing• Identification of best/worst performing activities• Fine tunes CVB’s metrics on given activities• Benchmarking future programs/activities Marketing Advisory Committee Meeting | 23 February 2012
  • 8. Areas of Measurement• Advertising – Leisure/Meetings/Group/Sports• Sales Tradeshows/Sales Missions/Fams• Sports Tradeshows/Sponsored Events & Fishing Tourneys• Festivals & Events• Contracts – Rep Firms/CFSC/USSSA/Pro Angler Marketing Advisory Committee Meeting | 23 February 2012
  • 9. ProcessPre-Review/Approval:• Inclusive costs• Objectives of the project• Anticipated results• Calculation of economic return• Sports/festivals have recommended spend• Reviewed by Research & Performance• Final approval by CVB Director Marketing Advisory Committee Meeting | 23 February 2012
  • 10. ProcessPost Review:• Actual performance/results posted by cognizant department• Re-calculation of economic return based on actual results• Have projected targets/return/objectives been met?• How does it compare with similar efforts? Marketing Advisory Committee Meeting | 23 February 2012
  • 11. Industry TrendsMarketing Advisory Committee Meeting | 23 February 2012
  • 12. Key Economic Indicators100.0 12.0 90.0 10.0 80.0 70.0 8.0 60.0 50.0 6.0 40.0 4.0 30.0 20.0 2.0 10.0 0.0 0.0 Nov-08 Nov-09 Nov-10 Nov-11 Sep-08 Sep-09 Sep-10 Sep-11 Jan-08 Jan-09 Jan-10 Jan-11 May-08 May-09 May-10 May-11 Mar-08 Mar-09 Mar-10 Mar-11 Jul-08 Jul-09 Jul-10 Jul-11 Consumer Confidence Unemployment Rate Marketing Advisory Committee Meeting | 23 February 2012
  • 13. Osceola County VisitorsMarketing Advisory Committee Meeting | 23 February 2012
  • 14. January 2012 Performance Occ % ADR RevPAR 2012 +/- 2012 +/- 2012 +/-Osceola County 57.3% 21.6% 72.01 -1.2% 41.27 20.1%Orlando-International Drive 64.5% 1.6% 111.08 0.7% 71.68 2.2%Lake Buena Vista 75.4% 2.5% 107.39 6.6% 80.94 9.2% Marketing Advisory Committee Meeting | 23 February 2012
  • 15. Osceola County Lodging Performance % Change Previous 12 Months 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% Luxury / Upscale Upper Midscale Lower Midscale EconomyOccupancy -1.2% 6.3% 7.0% 23.5%ADR 0.1% -2.6% 1.0% 8.2%RevPAR -1.1% 3.5% 8.1% 33.6% Marketing Advisory Committee Meeting | 23 February 2012 15
  • 16. Tourist Development Tax$6,000,000$5,000,000 -9.0%$4,000,000$3,000,000 +24.4%$2,000,000$1,000,000 -23.9% -3.2% $0 Vacation Hotels & Timeshares Campgrounds Homes Motels FY 2012 $2,562,143 $4,344,705 $213,668 $99,519 FY 2011 $2,059,384 $4,774,894 $280,614 $102,781 Marketing Advisory Committee Meeting | 23 February 2012
  • 17. SalesMarketing Advisory Committee Meeting | 23 February 2012
  • 18. Recent Shows• Brazil Sales Mission | • Rejuvenate – Oct 1-9 – Nov 7-9 – 19 leads from the mission – 20 leads sent to IPs – 240 room nights booked by one partner – 21,000 room nights• Virgin Atlantic Airways Golf Event • Florida Encounter – Nov 13-15 – Oct 4-7 – 13 leads sent to IPs – Hosted 20 top level tour operators for 3 – 3,300 room nights days – Melia was host hotel • International Assn of Hispanic Meeting Professionals• UK Tour Operator FAM – Dec 7-10 – Oct 10-14 – 3 leads sent to IPs – Done in conjunction with the opening of – 1,600 room nights Lego Land – Omni was host hotel Marketing Advisory Committee Meeting | 23 February 2012 18
  • 19. • Tallahassee Society of Assn • Religious Conference Management Executives - Holiday Luncheon Assn – Dec 14 – Jan 24-27 – 3 leads sent to IPs – 12 leads sent to IPs – 1,100 room nights – 24,000 room nights – One booking for 140 room nights, • Florida Huddle (Youth Tour Group) – Feb 2-4• American Bus Association – Relationship building – Jan 6-10 – No leads sent – 10 leads sent to IPs • CVC Workshop/Sales Calls – 1,400 room nights – Feb 4-11 – No bookings to report at this time – Relationship building• 21st Annual Kissimmee Military – Exposure to the trade Marketing Seminar (Voucher Program) – ROI is yet to be determined – Jan 15-20 – Familiarization of military travel planners – No leads sent Marketing Advisory Committee Meeting | 23 February 2012 19
  • 20. Sales Activity CalendarANATO | Colombia Sales Calls26 Feb - 4 March 2012Lead representative: Chris AguilarThis is our first year attending this showso there is no data to glean ROI. Exhibitingat this show will increase Kissimmeebrand recognition and give our IndustryPartners access to key tour operators andtravel agents.Marketing Advisory Committee Meeting | 23 February 2012 20
  • 21. Sales Activity CalendarDestinations Showcase Washington (DMAI)27-29 Feb 2012 | Washington, D.C.Lead representative: Sara MelendezGreat opportunity to showcase ourdestination. Every year, DMAI puts togethera special program to show the value of face-to-face meetings.Marketing Advisory Committee Meeting | 23 February 2012 21
  • 22. Sales Activity CalendarConference Direct25-29 March 2012 | OrlandoLead representative: Sara Melendez• Conference Direct covers all markets, but has been gearing their efforts toward the SMERF market.• This is a reverse trade show. There are no advance appointments set.Marketing Advisory Committee Meeting | 23 February 2012 22
  • 23. Sales Activity CalendarReunion Network ConFam26-29 March 2012 | KissimmeeLead representative: Sara Melendez• Fostering business relationships as well as bringing Military Reunions to the destination.• This is a combined conference and familiarization tour of the destination for meeting planners who attend.• Host hotel: Ramada GatewayMarketing Advisory Committee Meeting | 23 February 2012 23
  • 24. Sales Activity CalendarNational Coalition of Black MeetingProfessionals (NCBMP)April 2012 | Nassau, BahamasLead representative: Sara MelendezOne of the few multicultural associations inthe industry. This is a relationship-drivenorganization. Sara has strong relationshipswith key planners with the organization.There is continued potential here, especiallywith a strong focus on SMERF movingforward.Marketing Advisory Committee Meeting | 23 February 2012 24
  • 25. Sales Activity CalendarInternational Pow Wow21-25 April 2012 | Los Angeles, CALead representative: René KuzivWe have strong industry participation bothwith booth share and in the Kissimmeesection. Pow Wow is the travel industry’spremier international marketplace and thelargest generator of Visit USA travel.Marketing Advisory Committee Meeting | 23 February 2012 25
  • 26. Sales Activity CalendarMeeting Spots | Sales Calls1-3 May 2012 | TallahasseeLead representative: Janet JonesParticipation is important for obtainingcontacts and leads for Kissimmee meetingbusiness. New for 2012 is the addition ofone-on-one.Marketing Advisory Committee Meeting | 23 February 2012 26
  • 27. Sales Activity CalendarMexico Mission5-12 May 2012 | Mexico City & GuadalajaraLead representative: Chris Aguilar• Due to external forces in the Mexican market (Swine flu and economic downturn), the CVB shifted its focus away from Mexico to strong Latin American markets (Colombia and Brazil).• Despite the recession, the Mexican market is relatively strong to Kissimmee/Central Florida and the timing is right for the CVB to re-enter the market.Marketing Advisory Committee Meeting | 23 February 2012 27
  • 28. Sales Activity CalendarCollaborate Marketplace25-27 April 2012 | Las Vegas, NVLead representative: Sara MelendezThis is a sister conference to Rejuvenate andConnect – two of the most successful reversetrade shows our CVB participates in. Thisshow is focused on the corporate andincentive markets.Marketing Advisory Committee Meeting | 23 February 2012 28
  • 29. Sales Activity CalendarVisit Florida VIP Event | Sales Calls8-9 May 2012 | Atlanta, GALead representative: Janet JonesAtlanta is listed as one of the top originmarkets for Florida. This annual event is VisitFlorida’s “thank you” for the businessmeeting professionals provide to Florida andallows participating partner a one-on-onenetworking opportunity.Marketing Advisory Committee Meeting | 23 February 2012 29
  • 30. Sales Activity CalendarChristian Management Conference Assn.8-10 May 2012 | Daytona BeachLead representative: Sara MelendezCMCA is an organization of over 250Christian meeting planners. This show hasalso incorporated an appointmentcomponent. This is the strongestrelationship-based organization as it relatesto meetings and conventions in the Christianmarket.Marketing Advisory Committee Meeting | 23 February 2012 30
  • 31. Sales Activity CalendarNational Association of Consumer Shows16-18 May 2012 | Las Vegas, NVLead representative: Sara Melendez• Consumer show attended by show producers to include boat shows, jewelry shows, home shows, etc.• The one show where we emphasize exhibiting toward Osceola Heritage Park.• Also promote the destination since other venues are also viable for these shows.Marketing Advisory Committee Meeting | 23 February 2012 31
  • 32. Sales Activity CalendarUK Sales MissionJune 2012 | LondonLead representative: René KuzivAn excellent opportunity to work with ourrep firm, Cellet Travel Services, to update UKmedia and tour operators on the Kissimmeedestination through a variety of sales andmedia calls, destination training and eveningevents.Marketing Advisory Committee Meeting | 23 February 2012 32
  • 33. Domestic LeisureMarketing Advisory Committee Meeting | 23 February 2012
  • 34. Goal• Room night goal: 665,000• YTD estimated % achieved: 54%• YTD estimated economic impact: $110,512,075• Budget: $4.5 million Marketing Advisory Committee Meeting | 23 February 2012 34
  • 35. Online Holiday 2011• Visits: 186,218 (up 267% over the 2010 campaign)• Unique Visitors: 148,220 (up 237% over the 2010 campaign)• Pageviews: 240,921 (up 181% over the 2010 campaign)• Outbound clicks to partners: 5,420 Marketing Advisory Committee Meeting| 23 February 2012 35
  • 36. Online Domestic Leisure Q1-Q3 2012• Three flights based on tendency to plan travel. – January 2 - April 1 – April 30 - June 3 – July 30 - September 24• Goals: generate traffic to website and partners.• Reach: East of Mississippi; interest in travel to FL• Messaging: theme parks plus other activities in and around Kissimmee; warm/sunny weather.• Combination of audience, travel, social targeting and retargeting• Sites: TripAdvisor, media networks (online, mobile), Yahoo, Google Display, Facebook (flash and rich media, in-banner video).• Results to date: 63,460 visits; 98,375 page views; 1847 partner clicks Marketing Advisory Committee Meeting | 23 February 2012 36
  • 37. In-Market Advertising • Goals: – Consider Kissimmee activities and attractions during your visit. – Consider staying in Kissimmee the next time you visit Central Florida. • Brochure distribution • In-market print publicationsMarketing Advisory Committee Meeting| 23 February 2012 37
  • 38. In-Market Advertising• Airport signage• Orlando Visitor Network (to view video, click here) Marketing Advisory Committee Meeting| 23 February 2012 38
  • 39. 2012 Area Guide• Two versions – With lodging advertising (250,000) – Without lodging advertising (400,000)• Distribution – Used in lieu of Visitors Guide…mailed as fulfillment. – Local distribution spots (without lodging) through Kenney and FPIS – Turnpike plazas and Florida welcome centers (with lodging) Marketing Advisory Committee Meeting| 23 February 2012 39
  • 40. 2011 Late Fall Campaign | Direct Mail • First foray into direct mail in three years (request made by Industry Partners). • Mix of direct mail and online media. • Targeted Florida, Georgia, South Carolina and Alabama drive markets, women age 25-54, with and without families, with an income of $50,000+. • Message was promoted via personalized URL Marketing Advisory Committee Meeting| 23 February 2012 40
  • 41. 2011 Late Fall Campaign | Direct Mail• Despite heavy use of personalized URLs, QR codes leading to videos, appealing special offers and sweepstakes, the direct mail portion of the campaign had poor results.• Less than 1% of respondents visited the landing page and/or entered the sweepstakes.• There was an online component as well: – 11,391 visits – 20,438 page views – 688 Outbound Clicks Marketing Advisory Committee Meeting| 23 February 2012 41
  • 42. Getting Away Together• TV show filmed in Kissimmee in 2011 in partnership with the CVB and the Vacation Rental Managers Association• Currently airing on PBS member stations across the country• To date, stations representing almost 60% of the country have signed on to air the show To view full episode, click here.• New York 1 named the show as a top travel trend in 2012 Marketing Advisory Committee Meeting | 23 February 2012 42
  • 43. Leisure Co-Op Opportunities• Website advertising• eNews advertising• Orlando International Airport signage co-op• Orlando Visitor Network• Area Guide advertising Marketing Advisory Committee Meeting | 23 February 2012 43
  • 44. Upcoming Programs• The domestic leisure will continue into Q2 and Q3 2012. Creative is currently being updated as we phase out the “cold weather” message.• Promotional partnership with Snapfish – “What’s Your Favorite Way to Play?” – February 17-March 16 – Media share on sites such as TripAdvisor, media networks (online, mobile), Yahoo, Google Display and Facebook. – Promoted on Snapfish’s website. Dedicated landing page, banner ads, sweepstakes administration, social media sites. Marketing Advisory Committee Meeting | 23 February 2012 44
  • 45. InternationalMarketing Advisory Committee Meeting | 23 February 2012
  • 46. Goal• Room night goal: 265,000• YTD estimated % achieved: 56%• YTD estimated economic impact: $52,278,995• Budget: $1.6 million Marketing Advisory Committee Meeting | 23 February 2012 46
  • 47. Cellet Travel Services• Build and expand on the unique element, adventure, activity, and essence of the Kissimmee brand and location.• Create consumer, media and trade brand recognition of Kissimmee as a destination of choice for visitors, looking for a diverse destination within and outside the established central Florida area. Marketing Advisory Committee Meeting | 23 February 2012 47
  • 48. Cellet Travel Services | Social Media• The Holiday Hoppers viral game promotion launched in September.• Co-op (with Industry Partners, British Airways, etc.) interactive game delivers information about the Kissimmee destination and gives players the opportunity to enter to win a trip to Kissimmee.• Creative, cost-effective campaign to engage participation across diverse targets including consumers and the travel trade.• Promoted via email blasts, social media and at the Destinations Holiday Show in London in February.• Runs through March 31, 2012.• Results to date: – 25,970 total visits – 21,266 unique visitors – Average time on site: 4 minutes 50 seconds – 9,852 competition entries Marketing Advisory Committee Meeting | 23 February 2012 48
  • 49. Cellet Travel Services | PromotionsTake A Break Promotion• Consumer publication reaches 2+ million readers• Media value: $137,520• Magazine hit newsstands Feb. 15• Partners: – British Airways – Ramada Gateway – Arabian Nights – Eco-Safaris at Forever Florida – Boggy Creek Airboat Rides – Fantasy Surf – Gatorland – Avis Marketing Advisory Committee Meeting | 23 February 2012 49
  • 50. Cellet Travel Services | Advertising• Cellet’s comprehensive program includes campaigns partnering with tour operators to highlight Kissimmee product to their customers. Online promotions with: – Virgin Holidays – Airtours, part of Thomas cook – Lastminute.com – America As You Like It Marketing Advisory Committee Meeting | 23 February 2012 50
  • 51. Cellet Travel Services | Media• Generated more than $100,000 in media value• Continuing communications and strategies to key consumer and travel trade media• Hosted freelance writer Lindsay Sutton – The articles that come from his visit will reach a wide variety of markets in the UK, particularly through a syndicated travel feature he writes. – He said it was the “nicest trip” he has ever taken because he was able to follow a well-organized itinerary with a diversity of experiences that included many “firsts” for him.• Cellet also responded to 23 media leads since November 2011. – Answers to calls for information about planning a wedding abroad – Encouraging travel to a sun destination during the UK’s cold winter months Marketing Advisory Committee Meeting | 23 February 2012 51
  • 52. Cellet Travel Services | Sales• 79 trade contacts made YTD• Conducted 13 training sessions to educate travel agents about the destination• Develops and maintain relationships with tour operators, travel agents, media and airlinesTo view the Cellet training DVD, click here (please note…this video does not have aweb license…please do not share). Marketing Advisory Committee Meeting | 23 February 2012 52
  • 53. Cellet Travel Services | Upcoming• Summer Campaign Theme: Getaway for the Summer• Consumer: mid-May through mid-July – radio campaign with the KM Radio Group complemented with social media• Trade: 26-week e-blast campaign to travel agents and Advantage Travel Centers (network of 800 retail travel agents)• Travel Weekly Group: communicate to travel agents and tourist boards through their leading publications, Travel Weekly, Gazetteers.com and Aspire Magazine Marketing Advisory Committee Meeting | 23 February 2012 53
  • 54. PR Latin America• Firm based in Bogota, Colombia, representing the Kissimmee CVB in Latin America and Brazil since 2009.• Company has helped expand the CVB’s efforts in Latin America and Brazil markets.• Duties include: travel agent/tour operator trainings, logistics for sales missions and trade shows, negotiating co-op and marketing programs, and promoting destination. Marketing Advisory Committee Meeting | 23 February 2012 54
  • 55. PR Latin America | Advertising• Brazil – Brasilturis – Brasilturis.com (online) – Panrotas Jornal – ADV Turismo … coop ad with 4 partners, first ad will run February 28• Mexico – Turistampa – Boletin Turistico Mexico• Colombia – Boletin Turistico – Ladevi• Region – Report Americas – Panorama, COPA inflight magazine Marketing Advisory Committee Meeting | 23 February 2012 55
  • 56. PR Latin America | Sales• Kissimmee destination episode on COPA Airlines in-flight program, August 2011• Helped Kissimmee re-enter the Brazilian market in 2009• Opened Colombia market for CVB in 2010.• Helped develop Kissimmee package program with Avianca Airlines. Marketing Advisory Committee Meeting | 23 February 2012 56
  • 57. Canada Leisure Campaign 2011-12• Revolved around Kissimmee’s appeal as a winter break destination and proximity to the theme parks.• Promotion of Kissimmee’s diverse lodging choices that retain their popularity even as the U.S. dollar trades closer to the parity with the Canadian dollar.• Focused on southern Ontario which generates the highest volume of Canadian visitors to Central Florida each year. Marketing Advisory Committee Meeting | 23 February 2012 57
  • 58. Canada Leisure Campaign 2011-12This campaign ended January 30 (still awaiting final report):• Website visits: 155,564 (up 405.7% over the previous year)• Pageviews: 233,736 (up 265.1% over the previous year)• Outbound clicks to partners: 3,660 (up 41.5% over the previous year) Marketing Advisory Committee Meeting | 23 February 2012 58
  • 59. UK Leisure Marketing 2012• Reach: All media geo-targeted to the UK• Impressions: 31.3 million +• Messaging: theme parks plus other activities in and around Kissimmee.• Targeting: Combination of audience, travel and social targeting.• Sites: Yahoo, HomeAway, Google Display, networks, Facebook (flash and rich media, in-banner video, mobile).• In the first month (campaign ongoing): – Website visits: 43,159 (up 63.7% over previous year) – Pageviews: 57,284 (up 24% over previous year) Marketing Advisory Committee Meeting | 23 February 2012 59
  • 60. SportsMarketing Advisory Committee Meeting | 23 February 2012
  • 61. Goal• Room night goal: 66,000• YTD estimated % achieved: 65%• YTD estimated economic impact: $29,250,864• Budget: $1.5 million Marketing Advisory Committee Meeting | 23 February 2012 61
  • 62. Sports Highlights• ECHO Hockey • FHSAA Competitive• USA Street Hockey Cheerleading• AAU Power Lifting • FHSAA Girls Weightlifting• FHSAA Girls Volleyball • NCCAA Volleyball• Gold Diamond Softball • NCCAA Soccer Exposure Event • Professional Anglers• Great Florida Shootout Association• MLK Softball Tournament • American Youth Football• USFTL & Cheer Marketing Advisory Committee Meeting | 23 February 2012 62
  • 63. Upcoming Sports EventsUpcoming:• Houston Astros Spring Training• World Class Lacrosse• Rebel Spring Games• USA Gymnastics – Regional and State• YBOA• FLW Fishing• Florida Bass Federation• PVA – Paralyzed Veterans Association Marketing Advisory Committee Meeting | 23 February 2012 63
  • 64. Astros Spring Training• Television• Online• Radio• NewspaperThis year there are 15 games.Ticket sales are running just ahead of last year. Marketing Advisory Committee Meeting | 23 February 2012 64
  • 65. Golf• Destination ad and 2-page co-op featuring golf course partners in the Visit Florida Golf Guide and in the Kissimmee Golf Guide developed as part of the Visit Florida program.• Both guides are distributed at 16 golf consumer shows. Leads are shared with participating partners.• 608 leads received from first 2 shows. Marketing Advisory Committee Meeting | 23 February 2012 65
  • 66. FishingPrint• Official Florida Freshwater Fishing Guide for 2012 – Full-page ad – Distribution: 675,000, to anyone purchasing a freshwater fishing license• Florida Fishing & Boating Guide – official publication of Florida Sports and Visit Florida – Full-page ad – Distribution: 200,000 – distributed at the four state official welcome centers and seven fishing expos. Marketing Advisory Committee Meeting | 23 February 2012 66
  • 67. FishingTelevision• Bass 2 Billfish (to view episode, click here) – NBC Sports/Versus – total of six airings – Two have aired – total viewers approximately 230,000• Ultimate Fishing Experience (to view episode, click here) – An outdoor reality show that airs in Primetime on NBC Sports Network – Produced by Under The Bridge Productions – Kissimmee sponsored two episodes of the program – Kissimmee episode aired February 9 Marketing Advisory Committee Meeting | 23 February 2012 67
  • 68. Upcoming Sports Event Advertising• Sports Destination Magazine (March/April, July/August, September/October)• Sports Events (April, July, September, October)• USSSA Today (Spring, Summer, Fall)Print advertising supports the overall sales efforts andhelps build awareness of Kissimmee as a great locationfor sports events. Marketing Advisory Committee Meeting | 23 February 2012 68
  • 69. MeetingsMarketing Advisory Committee Meeting | 23 February 2012
  • 70. Goal• Room night goal: – 40,000 booked – 200,000 potential from leads• YTD estimated % achieved: 58%• YTD estimated economic impact: $29,400,348• Budget: $789,000 Marketing Advisory Committee Meeting | 23 February 2012 70
  • 71. It Pays to Meet in Kissimmee• Incentive program designed to help bring meetings to the destination.• Flyers provided for sales reps to distribute at events and tradeshows.• Call-to-action is website where full details can be found and where meeting planners can register.• Results to date: – 54 leads – 36,777 potential room nights – 3 bookings (3,010 room nights) Marketing Advisory Committee Meeting | 23 February 2012 71
  • 72. Upcoming Meetings Advertising• Connect - July/August, September/October• FSAE Source - May/June, July/August, September/October• MPI – One+ - May, July• Rejuvenate - June• SMERF Meetings Journal and SMERFMeetings.com• Convention South - June, July, August• Meetings Focus South - April, August, September• Visit Florida’s Meetings Professionals Program - April 2012-March 2013• Enhanced listings on: – ConventionPlanIt.com – Conventions.net – Cvent.com Marketing Advisory Committee Meeting | 23 February 2012 72
  • 73. WeddingsMarketing Advisory Committee Meeting | 23 February 2012
  • 74. Weddings• Launched November 2011• WeddingsInKissimmee.com• Partners’ wedding packages and deals• Booking incentive of up to $1000• Print – The Knot Florida Magazine – Orlando Weddings• Online – BridalGuide.com – WeddingWire.com – BrideClick.net – TheKnot.com• Results in first three months: – Weddings leads received: 150 – Potential attendees: 5025 – Potential room nights: 420 – 5 weddings booked Marketing Advisory Committee Meeting | 23 February 2012 74
  • 75. ReunionsMarketing Advisory Committee Meeting | 23 February 2012
  • 76. Reunions• Launched August 2011• ReunionsInKissimmee.com• Partners’ family reunion packages and info• CVB purchases group t-shirts• Print – Reunions Magazine – Reunions Magazine Workbook• Online – BlackAmericaWeb.com – TheFamilyTravelFiles.com – Reunionsmag.com – Reunions links, paid and free – Google Adwords• Results in first three months: – Leads: 200+ – Potential attendees: 8500 – Potential room nights: 186,413 – 15 reunions booked (1050 attendees, 875 room nights) Marketing Advisory Committee Meeting | 23 February 2012 76
  • 77. OnlineMarketing Advisory Committee Meeting | 23 February 2012
  • 78. Website Update• Created over 200 CVB websites• Use open source language and have most advanced CRM and CMS systems in the industry• No third party services• Award-winning creative designs• User-friendly partner management system• Email marketing, forecasting, reporting and business analysis• Calendar of events, integrated mapping, itinerary builder, advertising• Social media, SEO, SEM to consumer profiling• Fully integrated• Projected completion: August 2012 Marketing Advisory Committee Meeting | 23 February 2012 78
  • 79. Search Engine Marketing• Budget – Paid search: $720,000 – Link acquisition and SEO: $180,000• 58% of website traffic in FY 2011-12 (YTD)Paid search: Organic/referral traffic:• 360,648 visits • 150,465 visits• 1,154,378 page views • 536,576 page views• 3.20 pages/visit • 3.57 pages/visit Marketing Advisory Committee Meeting | 23 February 2012 79
  • 80. E-Marketing• Budget: $750,000 (includes lead generation)• Triggered welcome email• Inspirational emails deployed based on intent to travel• October-January: – 5,301 advertiser leads – 10,279 clicks to VisitKissimmee.com – 1 million+ emails sent and delivered – Average open rate: • Active list: 21.3% • Active list resend: 7.5% • Lead generation list: 4% – Average click-through rate: • Active list: 2.9% • Active list resend: 1.3% • Lead generation list: 0.6% Marketing Advisory Committee Meeting | 23 February 2012 80
  • 81. Social MediaMarketing Advisory Committee Meeting | 23 February 2012
  • 82. i.seeKissimmeeMarketing Advisory Committee Meeting | 23 February 2012 82
  • 83. Kissimmee InSightMarketing Advisory Committee Meeting | 23 February 2012 83
  • 84. FacebookMarketing Advisory Committee Meeting | 23 February 2012 84
  • 85. Other Social Media Channels Marketing Advisory Committee Meeting | 23 February 2012 85
  • 86. Thank you.Marketing Advisory Committee Meeting | 23 February 2012