This document summarizes Florida's First Coast of Golf marketing program for St. Johns County. With a $172,000 investment from St. Johns County, the marketing program generated $2.5 million in golf marketing value in 2012 alone. In 2012, 23,188 hotel rooms were occupied due to leisure golf travel, generating $2.45 million in hotel impact. The regional golf marketing program pools resources from multiple areas to broadly promote golf destinations and drive tourism.

1. Florida's First Coast of Golf
St. Johns County
Tourist Development Council
Florida's Historic Coast

2. 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 alone
Over 14 x’s the buying power

3. Leisure Golf Travel Impact
St. 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|

4. THE PLAYERS 2013
THE PLAYERS 2013

5. :30 Spot Television Campaign
Target: Drive Market
Orlando, Tampa, Tallahassee, Savannah & Hilton Head
Airing 190 spots on PGA TOUR broadcasts Saturday & Sunday
Campaign run time: February 2 - March 24, 2013
Objective: To generate interest in travelling for multiple nights
to region the week of May 6-12, 2013
CTA: Drive users to landing page
www.theplayerschampionshiptravel.com
Financial partners are Florida's Historic Coast, Visit
Jacksonville and Florida's First Coast of Golf

6. Welcome to THE PLAYERS
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7. 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
promotions
Focus on meaningful exposure and lead generation for future
communication
Successfully ran 3 promotions in Chicago, DC and NY
Media Value = $976,600
Impressions = 17.4 million

8. Chicago WJKM-FM
Chicago's Greatest Hits of the 60s, 70s & 80s
Promotion runs February 8 - April 5, 2013
100 :15 second recorded spots
Name mention in 50 live :15 promos
2 email blasts linking to our landing page
Logos, links and lead gen on contest page
Total media value = $253,900
Impressions = 1,206,912

9. 2013 PLAYERS Tourism Program Recap

10. New York Daily News
April 14-20, 2013
8 Full Page/4C Ads
Inclusion in a weekly email
blast
Name/logo/link on contest
page
Total Media Value = $529,000
Impressions = 14,616,672

11. Double-click to enter title
Visit Florida

12. Advertising & Marketing
New Website with SEO Strategy
Digital Marketing Campaign
Paid Search
Golf.com
Golfweek.com
Email Marketing Campaign
To FFCG list of 51,000
Dedicated targeted lists
Print Campaign
Golf
Golf Digest
Promotions
Jaguars
Mich Ultra
PLAYERS
TV/PR
PLAYERS Campaign
The China Travel Channel
www.FloridaGolf.org

13. Sunshine
Double-click to enter title
Golfer
|Target:|
|Amenity Golfers|
|Circulation:|
|100K - Visit Florida Welcome Centers |
|
|

14. Digital Marketing Campaign

16. Email Marketing
November

17. Welcome Center's May Golf Month
Promotion
North Hampton & Amelia Hotel at the Beach
Golf Package Give-away

18. May "Golf Month" Register to
Double-click to enter title
WIN

19. Visit Florida's Golf Publication

20. 2014
Consumer Golf Shows Represented
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|

21. International Efforts

22. Benefits of Regional Approach
Pooling resources to broaden reach
Pooling golf attributes from region to drive interest and
engagement
Drive traffic directly to partners to drive room
nights, travel rounds and instruction

23. In Closing
St. 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.