The document provides an agenda and summaries for a Digital & Communications meeting. The agenda includes discussing latest traveler sentiment data, winter recovery objectives and strategies, media plans, and updates from Travelzoo, KeyData, and a virtual tour of St. Pete Pier. The media plan section proposes a full-funnel digital strategy with CTV, programmatic display, Hulu, rich media, and retargeting, with a total budget of $546,500 focused on driving winter visits to the St. Pete/Clearwater area.

1. November 2020
Digital & Communications

2. Today’s Agenda
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1
2
3
Latest Traveler Sentiment
Winter Recovery Objectives & Strategies
Media Plan
4 Travelzoo Update
5 KeyData & TravelClick
6 St. Pete Pier Virtual Tour

3. Latest Traveler Sentiment
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4. RESEARCH OVERVIEW & METHODOLOGY
 Weekly tracking survey of a representative
sample of adult American travelers in each of
four U.S. regions
 Designed to track traveler sentiment and
generate insights into when tourism businesses
can expect demand to return and from whom
 Week 36 data (fielded November 13th-15th) will
be presented today
 1,200+ fully completed surveys collected each
wave
 Confidence interval of +/- 2.8%
 Data is weighted to reflect the actual
population of each region
U.S. Regions

5. TravelClick & Key Data

6. TravelClick & Key Data

7. TravelClick & Key Data

8. TravelClick & Key Data

9. TravelClick & Key Data

10. TravelClick & Key Data

11. TravelClick & Key Data

12. TravelClick & Key Data

13. FY20-21 Winter Recovery
Objectives & Strategies

14. 14
Overarching Campaign Objectives
AWARENESS
1
Filling the Funnel.
Conversion programs are great, but we
need to keep the visitor funnel full by
building destination demand. Awareness
media to keep VSPC top of mind is
critical to gaining an edge against the
competition during recovery.
3
VISITS
2
ENGAGEMENT
Start Their Journey.
Filling the funnel is only the start. Once
we have their attention we need to show
them why VSPC is right for them. Engage
users with compelling, personalized
content to help them overcome
potential reticence to travel and choose
VSPC.
Heads in Beds & In-Market Spending.
With attribution tools like Adara
IMPACT and Arrivalist A3, as well as
custom reporting from partners like
Conversant, Travelzoo, and VISA, we can
measure the true success of our
campaigns in driving actual real-world
behavior.

15. Ongoing Efforts
The following digital media tactics have already been planned for the Winter season.
New tactics in the Winter Recovery Media plan would focus on filling the gaps not covered in these existing efforts.
Low-Funnel Display/Native/Pre-Roll reaching Travel-Intenders with top-performing managed service programmatic partners
○ Sojern (always-on)
○ Conversant (always-on)
Custom programs to drive hotel bookings with OTA partners
○ Travelzoo (Oct-Jan)
○ Expedia (Oct-Feb)
SEM & Social efforts rotating seasonal content across key platforms
○ Google (always-on)
○ YouTube (always-on)
○ Facebook / Instagram (always-on)
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16. Full Funnel Approach
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CTV, Video
Radio, Podcasts
Display, Rich Media
Social
AWARENESS
ENGAGEMENT
VISITS
Display
Rich Media
Social
Search
Reach
Video Completion Rate
Viewability
Pageviews
Site Engagement
Rich Media Engagement
Retargeting
Travel Partners
OTAs
Search
SITs
Arrivals
Hotel & Flight Bookings
CONVERSION
TACTIC EXAMPLES KPIs
Winter Campaign Focus

17. Who are we targeting?
HHI $100K+ More affluent consumers can afford more trips, pay
a higher ADR, stay longer, and spend more in market
A25-65 With a focus on growing awareness among younger
audiences
Travel & Beach Interest Align VSPC brand with relevant
consumer interests and content
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18. Where are we targeting?
25% Drive Markets:
⇨ Broad Targeting: Florida + Georgia
◎ Key markets include Atlanta,
Orlando, Miami, Jacksonville, and
Ft. Myers-Naples
⇨ Excluding local market (Tampa DMA)
75% Fly Markets:
⇨ Primary – Midwest
● Cincinnati, Indianapolis, Chicago,
Columbus, Cleveland, Pittsburg
⇨ Secondary – Southern long-haul
drives
● Louisville, Nashville, Charlotte,
Chattanooga, Knoxville, St. Louis
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19. Campaign Timing
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20. Media Plan
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21. Connected TV
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• Combine the impact of traditional television (:30 video playing / with
sound /on the biggest screen in the house) PLUS the precision and cost
efficiency of digital (target key audiences at an average $0.04 per
completed view)
• Concentrate on Fly markets only
Vendor Tactic Impressions eCPM Cost
:30 Commercials 4,444,444 $33.75 $150,000
:30 Commercials 3,619,473 $37.63 $136,200
:07 Premium Slate 904,868 $15.25 $13,800

22. Programmatic (Basis DSP)
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• Reach audiences across a fragmented
landscape by purchasing ads
programmatically across devices and services
• Narrow in on premium inventory via private
marketplaces & exchanges, including SpotX
CTV, SlingTV, and Roku CTV
• Can identify and target cord-cutters and light-
watchers of linear TV to narrow in on
incremental audiences, in addition to targeting
users with travel & beach interest

23. Hulu
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• 92 million ad-supported viewers
• 47%of these viewers live in cordless households
• :30 commercials run as pre-roll or mid-roll on user selected
content
• :07 premium slate ads run as pre-roll – “sponsored by Visit
St. Pete/Clearwater…” – and drive significantly higher
unaided recall than :30s alone
• Ads run across all devices where users engage, including
PC, Mobile, Tablet and Connected TV devices
• >80% watched on living room devices
• Ads will be targeted to adults in select fly markets,
identified as Travel & Beach enthusiasts and in-market for
travel

24. Hulu Premium Slate
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25. Rich Media
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• Deploy high impact ad units to engage users in unique and interactive formats
and make meaningful, memorable impressions
• Multi-functional units allow us to highlight multiple core messaging pillars at once
(beach, outdoors, hotel deals, pier, etc.) and provide users an opportunity to
personalize their journey
Vendor Tactic Impressions eCPM Cost
Value Exchange
Display, Video, and
Rich Media
445,535
clicks/views
$0.12
CPC
$50,000
Page Grabbers
Brand Reveal
Interactive Pre-Roll
4,966,972 $20.13 $100,000
360-video banner
ads
5,726,496 $8.73 $50,000

26. Jun Group
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• Engage with users who want to engage with you by focusing on opted-in
audiences
• Users choose to view ads in order to unlock content in mobile
apps & games
• Qualified audience - vetted with both first-party data and a custom
question to build relevant segments
• "Are you interested in planning a beach vacation this winter?”
• High-impact (full screen) and high-quality (100% brand safe & viewable)
placements
• Rich Media Ad Selector unit allows user to choose content journey that
interests them most
• Top performer for VSPC in previous years – most efficient display partner
at driving clicks & website pageviews

27. 360-HTML5 Banner Ads
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• Repurpose existing 360-video content in interactive
banner ads
• Great opportunity for Outdoors & St Pete Pier
• Threshold360 providing free access to 360 content for
interactive ad units – Miles to build as HTML5 units
• Past tests with Omnivirt and Threshold360 showed strong
engagement with 360 content in banner ads
• Can reach users programmatically across the web using
contextual targeting for travel & PMPs with key travel
sites like TripAdvisor

28. Undertone
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• Super high-impact, interactive rich media units
delivered across network of quality publisher
• Three units included in mix
• Targeting includes mix of contextual, demo, and
behavioral, and is optimized for interaction
• All creative production is included as Value Add
• System1 Express Study is included as Value Add
• Measures emotional response to ad creative
• Provides valuable insights on creative
effectiveness
Page Grabber
Cross-Device full-screen
interactive canvas
DEMO

29. Undertone
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DEMO DEMO
Interactive Pre-Roll
Video unit with custom
interactive overlayed message
Brand Reveal
Full-screen interactive unit that is
initiated on user scroll (polite)
VSPC MOCK
ALT DEMO

30. Additional Digital Tactics
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• Extend retargeting campaign with Visit Florida
• Always-On Co-Op offers smaller match rate
(25%) than Rebound Co-Op did, but still good
value
• More flexibility in creative execution than in the
Rebound Co-Op
• Banners must include Visit Florida logo
• Small scale but drives consistent
results
Vendor Tactic Impressions eCPM Cost
Display 2,284,000 $8.75 $20,000

31. VISA Economic Impact Measurement
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• Understand real world impact of our digital
advertising through in-market spending attribution
with VISA
• Replicate the type of reporting we currently receive
from Conversant – but with attribution across all
channels and partners
• Total & new transactions generated
• ROAS
• Spend broken out by category & visitor origin
market
• Spend broken out by vendor & tactic
Vendor Tactic Cost
Custom Ad Measurement Solution $26,500

32. Budget
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CHANNEL BUDGET
Connected TV $300,000
Rich Media (Display / Video) $200,000
Visit Florida Retargeting $20,000
VISA Ad Measurement $26,500
Media Total $546,500
Connected TV
55%
Rich Media
(Display/Video)
36%
Visit Florida
Retargeting
4%
VISA Ad
Measurement
5%

33. Travelzoo Update

34. Travelzoo Campaign (as of Nov. 10)
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• Page activity
• 86K page views
• 5,800 clicks to VSPC’s website
• 42K clicks to partner offers
• For every 100 views, 56 clicks
are going back to VSPC site or
partner offers.
• Booking Activity
• 497 bookings
• 1,638 room nights
• $278,812 gross bookings
• 3.3 nights average length of stay
• $170.21 average daily rate

35. KeyData & TravelClick

36. KeyData
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• New vacation rental data tool
• Replacing AirDNA
• Only data provider that pulls data
directly from vacation rental property
management systems
• Current data landscape
• OTA supply pulled from VRBO
and AirBNB
• Currently pulling from 12
properties totaling more than
1,100+ units
• Adjusted data to remove owner stays
and maintenance holds
• Future booking data
• Industry onboarding webinar on
Thursday, Dec. 3

42. TravelClick
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• New hotel performance data tool
• Only data provider with forward-
looking hotel demand data by
segment and channel
• Current data landscape
• Hilton, Hyatt, Marriott, IHG,
Wyndham & more
• Industry onboarding webinar on
Thursday, Dec. 3
• Looking for local independent
properties to join
• Properties will receive free
reporting with participation

43. St. Pete Pier Virtual Tour
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44. St. Pete Pier Virtual Tour
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45. Media Attendees
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46. Media Mailer
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47. Real-Time Zoom Comments
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48. Real-Time Zoom Comments
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49. Thanks!
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