VSPC September TDC Marketing Meeting Update

1. SEPTEMBER TDC
WEDNESDAY, SEPT. 16

2. RISE TO SHINE UPDATE

3. RESEARCH
43%
of travelers express hesitation to travel
due to unclear health and safety
protocols (mask wearing, social distancing
etc.) At destination. Other reasons:
• Not feeling safe traveling anywhere
outside their home communities (40%)
• Not being sure if visitors are welcome at
destination (25%)
97%
say it is very or somewhat important that a
destination follows strict safety guidelines,
such as limiting indoor capacity, requiring
masks and allowing outdoor dining only.
On-site safety protocols are by far the most
important concern (56%)

4. MEDIA EVENT
• Timing event strategically leading into
Labor Day weekend
• Targeted local media – broadcast, digital,
print
• Collaborative effort across multiple
departments and municipalities
• Coordinated attendance from four TDC
mayors, Commissioner Gerard, County
Administrator Barry Burton and chambers
• Worked with PSTA to have wrapped bus
on-site

5. MEDIA EVENT
• Secured all 5 local broadcast stations
• Broadcast exposure
• Impressions: more than 2 million
• Advertising value: nearly $300K
• Digital exposure
• Tampa Bay Times
• Tampa Bay Business Journal
• St. Pete Catalyst
• Patch
• Tampa Bay Newspapers
• Business Observer

6. DIGITAL MARKETING UPDATE

7. DIGITAL MARKETING EFFORTS
CAMPAIGNS
• Beaches
• Outdoors
• Travel Responsibly
• St. Pete Pier
EXPANDED & CONTINUING
PROGRAMS
• Conversant Display
• Conversant Pre-Roll Video
• Sojern Display
• Sojern Native
• Sojern Pre-Roll Video
• YouTube Trueview Video
• Google SEM
NEW PROGRAMS
• AFAR
• TripAdvisor
• Travel + Leisure
• Expedia
• VISIT FLORIDA Co-op
• Conversant Native
• Co-Op Display & Email
• Travelzoo

8. BEACHES
Campaign is powered through Display Ads, Pre-Roll, YouTube, SEM
Media Supporting Campaign:
• Conversant (display/pre-roll)
• Sojern (display/pre-roll)
• YouTube/SEM

9. BEACHES VISITING RESPONSIBLY
Campaign is powered through Native
Media Supporting Campaign:
• Conversant (native)
• Sojern (native)
• YouTube/SEM

10. OUTDOORS
Campaign is powered through Native and Display Ads, YouTube, SEM
Media Supporting Campaign:
• Conversant (display/native/pre-
roll)
• Sojern (display/native/pre-roll)
• YouTube/SEM

11. ST. PETE PIER
Campaign is powered through Native and Display Ads, SEM
Media Supporting Campaign:
• Conversant (display/native)
• Sojern (display/native)
• SEM

12. UPCOMING CUSTOM PROGRAMS
TripAdvisor
• Launch date: Sept. 18
• Placement: 3 curated trips on TripAdvisor to promote beaches, outdoors, and hidden gems
through St. Pete/Clearwater
• Target: Accessible nationally; promotion to key geos
• Details: Promotion of trips through native and social efforts
Travel + Leisure
• Launch Date: Sept. 21
• Placement: 2 custom evergreen articles promoting Beaches and Culture
• Target: Accessible nationally; promotion to key geos
• Details: Promotion of articles through native and social posts

13. AFAR
• Placement: Custom evergreen article focused on Beaches
& Outdoors
• Target: Accessible nationally; promotion to key geos
• Details: Promotion to Travel Guide through email and
social efforts
Launch date: Sept. 21

14. VISIT FLORIDA
• Placement: Co-op Retargeting campaign with
Visit Florida
• Target: Low-funnel, in-state audiences
Launch Date: Sept. 28 – Nov. 22

15. EXPEDIA DESTINATION RELIEF PROGRAM
• Placement: Reignite travel demand through market awareness, helping VSPC recover
• Target: Drive & Fly markets previously or currently searching for Tampa, St. Pete, Orlando, Ft.
Myers, or Sarasota
• Details
○ Paid Media on Expedia & VRBO (native, display, videos)
○ Social Media
○ Destination of the Week Email feature
○ Coupon promotion to travelers
Launch date: Oct. 2020 – Feb. 2021

16. WHERE WE’RE HEADED…
• More evergreen creative; messaging for Winter and beyond
• Positive, inspirational and forward-thinking tone focusing on
how visitors will feel when visiting St. Pete/Clearwater
• Traditional and digital media across variety of in-state and out-
of-state markets
• Timing: launched post Election in November

17. THANK YOU