This document provides a summary of digital marketing efforts and their results for St. Pete/Clearwater. It discusses how an ad campaign was measured using emotional metrics and found to double standard benchmarks. The ad landed in the top 1% of measured ads and saw exceptional brand recall, visitation intent, and short- and long-term outlooks. It also provides updates on partnership campaigns, latest video and media coverage, and performance metrics for arrivals and other efforts.

1. DIGITAL &
COMMUNICATIONS
UPDATE

2. System1 Creative Diagnostic
Q1 2021

3. CREATIVE MEASURED
DEMO LINK

4. ABOUT SYSTEM1
• Ranked #1 in innovation6 years in a row
• Supportedby Nobel Prizewinningresearch proving that 95% of
consumer decisionsare basedon emotions, not rational thinking
• Utilizingtoolsbuiltby the leadingauthorityon facial expressions
• Exclusivepartnershipwith Undertone
SLOW
ANALYTICAL
LOGICAL
TIRING
INTUITIVE
EMOTIONAL
EFFORTLESS
FAST
SYSTEM2 SYSTEM1

5. METHODOLOGY
• Forced Exposure Approach: Panelistsare Exposed to the Ad in an OnlineResearch Environment
• 150 Exposed Respondents
• Adults Age 25-65/HHI $100K+/Interested in Travel/Enjoy Beach Vacations
Select the face that expresseshow theyfeel about
the ad
Identify how intensely theyfeel that
emotion
Providethe reasonwhy
“Fun to drive”
“Each flavor has a different taste & feeling”
”I wantto be there”
“Makes you wantto dance”
Fun, fashionable looks”
”
Emotional Measurement

6. THE CREATIVE DOUBLED THE STANDARD BENCHMARK FOR ALL EMOTIONAL METRICS
0.97
2.32
Standard St. Pete/Clearwater
Intensity
Emotional Power Rating From 0.0-3.0
35%
85%
Standard St. Pete/Clearwater
Positivity
% Happiness + % Surprise
Source:System1
41%
87%
Standard St. Pete/Clearwater
Activation
Active Emotions/Lack of Neutrality
UTPage Grabber Destination Avg: 1.52 UTPage Grabber Destination Avg: 60% UTPage Grabber Destination Avg: 56%

7. THE SHORT & LONG-TERM OUTLOOKS
ARE EXCEPTIONAL
Long Term Star rating:
Exceptional Growth Potential
(Based on emotionalintensity,total emotions, positive
emotions)
Sales Spike:
Exceptional Short Term
(Based on emotionalintensity,unaidedbrand
awareness)
1.60
Source:System1
UTPage Grabber Destination Avg: 1.24“Strong” UTPage Grabber Destination Avg: 3 Stars “Good”

8. ST. PETE/CLEARWATER LANDS IN THE
TOP 1% OF ALL SYSTEM1-MEASURED ADS
 E m o t i o n - i n t o - A c t i o n ™ S c o r e 
53% 30% 13% 1%
3%
Source: System1
UTPage Grabber Destination Avg.

9. BRAND RECALL & VISITATION INTENT
SOAR ABOVE INDUSTRY NORMS
3.6x
Kantar
Destination
Norm
Unaided Brand Recall
2X
Kantar
Destination
Norm
Consideration Intent
Q:Whichbranddoyouthinkthisadwasfor? Q:Howlikelyareyoutoconsidervisiting
thisdestinationforyour
nextvacation?
Sources: System1; Kantar AdNorms UT Page Grabber Destination Avg:
48%
UT Page Grabber Destination Avg:
74%

10. BEAUTIFUL SUN-DRENCHED BEACHES
AND FUN ACTIVITIES DROVE POSITIVITY
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68
“Veryinformative"
“It’s very refreshing
and fun"
“Therecould be gators in that swamp"
"Like the idea ofa quiet beach area"
"Lovethe dolphin!"
"I’ve wanted to go to
that aquarium for years"
“The thought of the beach makes me
feel happy "
"I loveeverything there is to do there"
"I don’t like museums"
"Happy with the
surroundings "
"I can't wait to seea beach again"
"I’ve beentoClearwater and love
it"
"A beach scene always makes me
happy."
"I like the vacation"
"Loveall the scenery "
"A place I would like to
checkout"
"Great looking place to
visit" "I didn't know about all the
things to do" "I would loveto seethis street"
"It's sunny and
beautiful"
“Not a Florida fan"
"I loveseeing new things and
places "
“This is entertaining"
"The natural beauty"
“Warm andsunny"
“Sandy beach"
“Cannot wait to enjoy"
"Lovethe sunset"

11. TRIPADVISOR
11
• Beaches Curated Trip
Sponsorship
• April-June
• High-traffic native placements
driving 3M impressions

12. EXPEDIA
• Co-Op program featuring 13
partners
• May-June
• Early results (just six days):
• 197K impressions
• 488 room nights
• $195K gross bookings
12

13. LATEST DIGITAL MARKETING
ROI
• Generated more than $72 million in hotel revenue
from digital media efforts since Oct. 1, according to
Adara Impact
• 11.7 days from search to book
• 26.6 days from book to arrival
• 45–54-year-olds converting at higher rate
• Top markets:
• Florida; New York, Chicago, St. Louis, Atlanta,
Indianapolis, Cincinnati, Charlotte
13

14. 14
ARRIVALIST PERFORMANCE YTD
• FY20-21 brand campaign is showing a 55.2% arrival lift.
• Not surprisingly, low funnel partners showing strongest lift

15. LATEST VIDEO PRODUCTION
• Pass-A-Grille Community Video
• Cambria Hotel Madeira Beach
• 7 Reasons Why St. Pete Beach Is No. 1
• Latest performance on YouTube (since Jan. 1):
• 2.4 million views
• 29K hours watched; more than 3 years
• Top performers: 360 slide at Splash Harbour, Van Gogh
Alive, Rise to Shine Pledge, Fort De Soto & Egmont Key
Adventure, Immerse Your Senses 30-second spot,
Madeira Bay Resort & Marina, Waterfront Dining
15

16. MEDIA COVERAGE UPDATE
• National Travel and Tourism Week, Life’s Rewards and record-
breaking visitation
• 22 media interviews and assists since April 19
• NTTW: 125 million impressions; $2.5 million in media value
• Life's Rewards: 109 million impressions; $2.2 million in media value
• Includes coverage in:
• Forbes, Orlando Sentinel, The Travel Vertical, Tampa Bay Times, local media
broadcast outlets
16

17. NATIONAL TRAVEL &
TOURISM
• Good Day Orlando
• Fox 13 Tampa
• 10 Tampa Bay
• Channel 8
• Spectrum Bay News 9
• USAE Newsletter
17

18. LIFE'S REWARDS
• ABC Action News
• Tampa Bay Times
• Travel Weekly
• TravelPulse
• St. Pete Catalyst
• Forbes
• Orlando Sentinel
• 83 Degrees
18

21. THANK YOU!