HOW CAN THE CVB HELP YOU?
SEPTEMBER 26, 2014
Agenda
• Presenters:
• Shantelle Dedicke, Emerald Coast CVB
• Michelle Clarke, Peter Mayer Advertising
• Sonya Landry, Peter Mayer Advertising
• Partner Opportunities
• Emerald Coast website
• Radio remotes
• Co-op plan
• Questions
2
Partner Opportunities
3
EmeraldCoasting.com
• Partner Access
• http://www.emeraldcoastfl.com/partners
• Login:
• Accommodation
• Password: EmeraldCoast
• Submit the following:
• Accommodation information
• Restaurant information
• Special deal
• Event
4
Brand & Promotional Radio
Rationale:
•
•
•
•
Minimum 12 weeks of market exposure
Involves Emerald Coast radio spots, station promotional giveaways,
Emerald Coast radio remotes, social media pushes and online
presence
Interviews by radio stations with Emerald Coast ambassador
Opportunities for additional radio mentions in exchange for giveaways
Highlights:
•
•
14 top-feeder markets – 3:1 ROI
• Birmingham, Huntsville, Montgomery, Chattanooga, Memphis,
Knoxville, Nashville, Baton Rouge, Lafayette, New Orleans,
Jackson, Little Rock, Louisville, Tallahassee
Room nights, restaurant and attraction prizes required
Investment & Return:
•
•
In-Kind Cost: Lodging, Food
Impressions: 22,099,060 minimum (varies by market)
5
Emerald Coast – Promotional Radio Markets
Market
Station
Birmingham
WZRR-FM
Huntsville
Promo Needs
Station Needs
Promo
Room
Nights
Station
Room
Nights
99.5 –
Top 40
3-night, Family of 4
3-night, 3 Rooms
3
9
WZYP-FM
104.3 –
Top 40
3-night, Family of 4 plus
6 smaller prizes
3-night, 3 Rooms
3
9
Montgomery
WMXS-FM
103.3 – AC
3-night, Two people
3-night, 1 Room
3
3
Chattanooga
WDOD &
WDEF-FM
96.5 CHR &
92.3 AC
3-night, Family of 4 and
3-night for Two people
3-night, 2 Rooms
9
6
Memphis
WHBQ-FM
107.5 –
Top 40
3x 3-night, Family of 4
3-night, 4 Rooms
9
12
Knoxville
WJXB-FM
97.5 - AC
3-night, Family of 4
4-night, 1 Room
3
4
Nashville
WRVW-FM
107.5 – AC
3-night, Two people
3-night, 2 Rooms
3
6
Baton Rouge
KQLX &
WRQQ-FM
106.5 UAC &
103.3 90s
Hits
2x 3-night, Family of 4
3-night, 2 Rooms
6
6
Lafayette
KSMB-FM
94.5 –
Top 40
3-night, Family of 4
3-night, 3 Rooms
3
9
TDC Meeting 5.29.14
Dial Format
6
Emerald Coast – Promotional Radio Markets
Market
Station
Dial Format
Promo Needs
Station Needs
Promo
Room
Nights
Station
Room
Nights
3-night, 5 People, 5
Rooms
5
3
WLMG &
WEZB FM
101.9 AC &
97.1 Top 40
STATION 1: 3x 3-night,
Two people AND 2x
3-night Family of 4
STATION 2: 3x 3-night,
Family of 4 and 1x 3night Family of 4
New Orleans TRADE
WEZB FM
97.1 –
Top 40
3x 3-night, Family of 4
AND 1x 3-night Family
of 4
N/A
4
0
Jackson
WJKK FM
98.7 – AC
3-night, Two people
3-night, 1 Room
3
3
Little Rock
KLAL FM
107.7 – CHR
2x 3-night, Family of 4
3-night, 1 Room
6
3
Louisville
WXMA FM
102.3 –
Hot AC
3x 3-night, Family of 4
AND 4 smaller prizes
3-night, 3 Rooms
3
9
Tallahassee
WHTF &
WANK FM
104.9 CHR &
99.9 Adult
Hits
2x, 2-night, Two People
2x, 2-night, 2 Rooms
4
4
67
86
New Orleans CASH
TOTAL:
7
Visit Florida – On Going Opportunities
Rationale:
•
Opportunities for additional promotional mentions
in exchange for contests/sweepstakes
Highlights:
•
Top-feeder & emerging markets:
•
•
Atlanta, Birmingham, Cincinnati, Chicago, Dallas,
Houston, Nashville, New Orleans, New York,
Orlando, St. Louis, Tampa, Washington DC and
other various regional
Additional markets:
•
https://www.formstack.com
/forms/?1780567b08DC8bwhv
Baltimore, Boston, Charlotte, Cleveland, Detroit,
Hartford, Indianapolis, Los Angeles, Miami,
Minneapolis, Philadelphia, Raleigh, San Francisco,
Toronto, National, International
Investment & Return:
•
•
In-Kind Cost: Lodging, Food
Use link provided for submission form
TDC Meeting 5.29.14
8
Ongoing Opportunities
•
•
•
•
October FAM trip
Christmas social contest
November road show to Birmingham
Process:
• CVB to email industry database
• CVB to select final partners per each promotion
• CVB to alert individuals of selection
9
Integrated Marketing
Co-op Media Plan
10
Coastal Living
Rationale:
•
•
•
High propensity for travel to Florida: 154 Target Index
Active travelers, especially to Florida – beach, boating,
cultural events and outdoor activities
1/3 of circulation within driving distance of Emerald Coast
Highlights:
•
Circulation: 469,323 (east of the Mississippi)
•
•
•
AL, MS, GA, FL, WI, IL, KY, TN, IN, MI, OH, WV, VA, NC, SC,
PA, DE, MD, DC, NY, NJ, CT, RI, MA, NH, ME, MA, VT
FP4C: Visit Florida February and April 2015
Bonus advertorial, RRC and leads, mini co-op in March &
May 2015 issues, online edition with links, e-newsletters
Investment & Return:
•
•
•
Emerald Coast cost: $20,000 per insertion
Cost per two partners: $2,000 per insertion
Impressions: 938,646 minimum
11
Coastal Living Digital
Rationale:
•
Complements print buy
Highlights:
•
•
•
Banner rotation throughout CoastalLiving.com with
emphasis on Travel Channel
ROS ad units 300x250, 728x90
Up to two months flighting
• Timing TBD, but likely between Feb’15 and
June ‘16 (depending on final timing, we may or
may not have to shift budget to following fiscal)
Investment & Return:
•
•
•
Emerald Coast cost: $5,000
Cost per six partners: $833
Impressions: 1,000,000 total (500k for Emerald
Coast)
12
Southern Living, Digital
Rationale:
•
•
Relevant beach content alignment
Complements print proposal
Highlights:
•
•
•
•
100% SOV of Florida’s Best Beaches
editorial package – October and
November ’14
Homepage roadblocks
Run of Site media
Enewsletter Sponsorships
Investment & Return:
•
•
•
Emerald Coast cost: $25,000
Cost per twelve partners: $2,083
Impressions: Est. 1,250,000 total (625k for
Emerald Coast)
13
Collinson Media & Events
Rationale:
•
•
•
Multimedia platform offering print and online components
Guaranteed online impressions/website click-thrus
Strong lead generation partner
Highlights:
•
•
•
•
FP4C: Visit Florida In-State Newspaper insert –
June 14, 2015
500,000 print impressions
8,000,000 online impressions
4,000 guaranteed leads
Investment & Return:
•
•
•
Emerald Coast cost: $19,400
Cost per four partners: $1,400
Impressions: 8,500,000 minimum
14
Collinson Media & Events, Digital
Rationale:
•
•
Guaranteed online impressions / website click-thrus
Strong lead generation partner
Highlights:
•
•
Visit Florida Online Banner Network
•
1,000,000 impressions
•
Standard banner rotation
Visit Florida Pre-Roll Banner Network
•
:30 video ad
•
:00-:10 destination
•
:11-:25 co-op partner
•
:25-:30 VF brand
•
Estimated 5k clicks
Investment & Return:
•
•
•
Emerald Coast cost: $20,000
Cost per ten partners: $2,000
Impressions: 2,500,000 minimum
15
Fall Travel to Southeast
Rationale:
•
•
•
Multi-media platform offering print and online components
Guaranteed online impressions / website click-thrus
Southeast editions of national female-targeted magazines
Highlights:
•
2/3P4C: September 2015
•
•
AL, GA, LA, TN, TX, MS, KY
7,500 guaranteed minimum clicks
Investment & Return:
•
•
•
Emerald Coast cost: $10,995
Cost per two partners: $1,000
Impressions: 187,300 minimum
16
Escape to the Southeast
Rationale:
•
•
•
Southeast Tourism Society multimedia components
Provides annual coverage to 12-state region, print and
digital
Lead generation program
Highlights:
•
•
•
•
3000 word web content with 3 sub-pages, 12
photos/hyperlinks, content video page
Unlimited calendar event page
E-newsletter spotlight
Facebook and Twitter links
Investment & Return:
•
•
•
Emerald Coast cost: $1,300
Cost per six partners: $217
Impressions: 250,000 minimum (print inclusion in Leisure)
17
Integrated Marketing –
Atlanta Heavy-up
Co-op Media Plan
18
Atlanta Eats
Rationale:
•
•
•
Multimedia platform aimed at high-income Atlantans
Program airs on Saturdays and Sundays
Provides contests and long-form content opportunities
Highlights:
•
•
•
•
•
Content and promotion for eight weeks in-market on TV and
radio
Television: 4-minute segment and :30 spots
Radio: 6-minute interview segment and :30 spots
Social media posts: Facebook, Twitter, Instagram
Blog content and additional online exposure
Investment & Return:
•
•
•
Emerald Coast cost: $12,500
Cost per nine partners: $1,389
Impressions: 1,768,345 minimum
Requires prize package of $2,000 and
accommodations for TV/Radio crew for
Emerald Coast/partners production
19
Atlanta Braves
Rationale:
•
•
•
Major league’s winningest franchise since 1991
3rd most popular team & No. 1 in South
Far-reaching fan base
Highlights:
•
•
•
Package in development for pre-game network
radio
Estimated exposure full season
Advertising schedule would span for most
major promotional windows
Investment & Return:
•
•
•
•
Emerald Coast cost: $7,500
Co-op portion in development
Cost per ten partners: $1,750
Impressions: TBD
20
Weddings
Co-Op Media Plan
21
NW Florida Weddings
Rationale:
•
•
•
Integrated Rowland Publishing package with print, digital,
SM and email blasts
Direct mailed via Tallahassee, Emerald Coast and 850
Business Magazines
Also available in Books-A-Million/Barnes & Noble in NW
Florida, Atlanta and Birmingham for 12 months
Highlights:
•
•
•
FP4C two-page advertorial with tablet click-thru – Jan 2015
Atlanta and Birmingham Wedding Expos (Jan, Apr)
16x Social Media pushes: FB, Twitter, Instagram, Pinterest
Investment & Return:
•
•
•
Emerald Coast cost: $4,675
Cost per six partners: $780
Impressions: 261,311 minimum
22
Birmingham Weddings & Celebrations
Rationale:
•
•
•
Top wedding publication in market
Filled with helpful tips and important resource information
Poly-bagged with magazine and mailed to select zips and
sold at retail
Highlights:
•
•
•
Circulation: 18,000
FP4C: Winter and Summer editions – Jan and July 2015
Publication also has a bridal show in July
Investment & Return:
•
•
•
Emerald Coast cost: $1,250 per insertion
Cost per three partners: $417 per insertion
Impressions: 36,000 minimum
23
The Knot
Rationale:
•
A leading wedding/bridal media vendor in print and
online
Highlights:
•
12-month package includes:
•
•
•
•
•
•
FP4C Wedding Venues – Fall/Winter
•
•
Destination Wedding Profile
Destination Wedding Featured Vendor
Wedding Venues Storefront
Weddings Venues Featured Vendor
US Honeymoon and Travel Preferred Position
Wedding Venues Print Profile
Direct marketing lists
Investment & Return:
•
•
•
Emerald Coast cost: $4,250
Cost per six partners: $708
Impressions: 450,000 (225k for Emerald Coast)
TDC Meeting 5.29.14
24
Military
Co-op Media Plan
25
DCMilitary Family Life
Rationale:
•
•
Over 1/3 of all officers live in D.C.
Military are accustomed to travel and book
family getaways when they have leave
Highlights:
•
•
Full year online banner advertising
package
October 2014 – September 2015
Investment & Return:
•
•
•
Emerald Coast cost: $3,000
Cost per six partners: $500
Impressions: 600,000 minimum
26
The Griffon
Rationale:
•
•
•
Government authorized, award-winning quarterly
publication
The 108th Training Command has over 10,000 units in
GA, AL, MS, FL, NC, SC, DC, VA, MD, TN, KY, VA
Regular Travel USA features on family trips, reunions
and group getaways
Highlights:
•
•
Circulation: 15,000 – required reading
FP4C: Spring 2015 (Feb 26) & Fall 2015 (Sept 3)
Investment & Return:
•
•
•
Emerald Coast cost: $3,690 per insertion
Cost per six partners: $400 per insertion
Impressions: 30,000 minimum
27
Sports
Co-op Media Plan
28
Connect Sports
Rationale:
•
•
•
Published by Collinson Media, a leader in travel and
meetings industries
Reaches 90% of sports industry decision-makers
Online version has searchable features and is
available 24/7
Highlights:
•
•
•
FP4C with three pages of sponsored content (four
pages) – March 2015
Online edition links to website
Ability to highlight up to eight venues
Investment & Return:
•
•
•
Emerald Coast cost: $2,500
Cost per six partners: $417
Impressions: 5,500 minimum
29
Sports Destination Management
Rationale:
•
•
•
Editorial focuses on event location strategies and management
Governing bodies – site selectors and logistics managers
Highest circulation publication within sports category
Highlights:
•
•
•
FP4C destination spotlight – includes 2 pages of advertorial
with photos (3 pages) – Jan/Feb 2015
Includes 500 reprints for distribution
Additional 12-month online package available
Investment and Return:
•
•
•
•
Emerald Coast Print cost: $3,650
Cost per six partners: $609
Emerald Coast Online cost: $2,625
Cost per six partners: $438
•
Impressions: 78,000 minimum (Second Spotlight in Groups Plan)
30
Canadian & International
Co-op Media Plan
31
Canadian Traveller
Rationale:
•
•
Distribution: paid subscribers, digital by request and national
newsstand sales per issue
70% of subscribers in SW Ontario, 30% in balance of Canada
Highlights:
•
•
FP4C in Visit Florida 2015 Canadian Guide – January 2015
Supplements FP4C insertion in same issue from Leisure plan
Investment & Return:
•
•
•
Emerald Coast cost: $2,463
Cost per six partners: $411
Impressions: 130,000 minimum
32
Canadian Traveller, Digital
Rationale:
•
Online presence complements print commitment,
allowing for maximum coverage against Canadian
Snowbird market
Highlights:
•
•
•
Impressions across CanadianTraveller.net
Newsletter banners
Recommend further enhancing reach with
publisher social postings
Investment & Return:
•
•
•
Emerald Coast cost: $4,350
Cost per six partners: $725
Impressions: 159,000 minimum
•
Please note that we will also have 1.5M+
impressions as part of the stand alone leisure buy
33
Urban Expressions
Rationale:
•
•
Home delivered by The Montreal Gazette
76% of readers consider it their main source of
information on travel
Highlights:
•
•
•
Circulation: 87,759
Published by The Montreal Gazette newspaper
FP4C: Fall (October 2014) and Winter (November
2014) issues
Investment & Return:
•
•
•
Emerald Coast cost: $2,596 per issue
Cost per three partners: $550
Impressions: 175,518 minimum
34
International Travel Guide
Rationale:
•
•
•
Visit Florida fulfillment piece, available in print and
online
Distributed in 17 markets, including entire U.K.
Three language editions: English, French,
German
Highlights:
•
•
•
FP4C: January 2015 – full year exposure
Distributed at trade and consumer travel shows
Digital edition includes live website and video links
Distribution by Country /
Language
21%
53%
Investment & Return:
•
•
•
Emerald Coast cost: $7,045
Cost per three partners: $785
Impressions: 74,925 minimum
13%
13%
UK
France
Germany
English
35
Questions?
Email: emeraldcoast@co.okaloosa.fl.us
36
Appendix
37
Media Detail
38
Co-op
Vendor
Opportunity
Impressions
Campaign
Dollars
Coastal Living
FP4C: Visit Florida Feb
& Apr 2015 – includes
advertorial, RRC with
leads, mini co-op in
Mar & May 2015
issues, e-version with
links, e-newsletters
938,646
Spring, Summer
$40,000
Collinson Media:
Newspaper Insert
FP4C: Visit Florida –
In-State – Jun 2015 –
includes 4,000 leads
and digital impressions
8,500,000
Summer, Fall
$19,400
EveryDay with Rachel
Ray/More
2/3P4C: Autumn Travel
to Southeast – Sep
2015 – includes
guaranteed 7,500
online clicks
187,300
Christmas, Snowbirds
$10,995
39
Co-op
Vendor
Opportunity
Impressions
Campaign
Dollars
Atlanta Eats
TV/Radio contest/promotion,
includes TV: 4-minute segment
& :30 sec spots, Radio: 6-minute
interview & :30 sec spots, SM
posts, blog content & online
exposure
1,768,345
Spring, Summer
$12,500
Atlanta Braves
Radio package in negotiation
TBD
Spring, Summer, Fall,
Christmas
$7,500
Canadian Traveller
FP4C: Visit Florida – Jan or Aug
2015 Canadian Guide
(recommendation is Jan).
Increases full Emerald Coast to
2x FP4C
130,000
Snowbirds
$2,463
Montreal Gazette:
Urban Expressions
Magazine
FP4C: Fall (Oct 2014) & Winter
(Nov/Dec 2014)
175,518
Snowbirds
$5,192
International Travel
Guide
FP4C: Visit Florida – Jan 2015 –
includes e-version and video
links. Increases Full Emerald
Coast to 1 ½ pages 4C
74,925
Spring, Summer, Fall,
Snowbirds
$7,045
40
Co-op
Vendor
Opportunity
Impressions
Campaign
Dollars
Escape to Southeast
Jan 2015 – Escape to SE
Travel Guide – digital
package components
250,000
Spring, Summer, Fall,
Snowbirds
$1,300
Birmingham Weddings &
Celebrations
FP4C: Winter (Jan 2015) &
Summer (Jul 2015) editions
– distributed at Bridal Show
in July
36,000
Non-Seasonal/Niche
$2,500
NW Florida Weddings
FP4C with 2-page
advertorial: Jan 2015 –
distributed in Tallahassee,
NW Florida, Birmingham &
Atlanta. Includes 16x SM
pushes along with Bridal
Expo hand-outs in Atlanta
(Jan 2015) & Birmingham
(Apr 2015)
261,311
Non-Seasonal/Niche
$4,675
DCMilitary Life
Banner advertising – 12
months, Sep 2014 – Oct
2015
600,000
Non-Seasonal/Niche
$3,000
41
Co-op
Vendor
Opportunity
Impressio
ns
Campaign
Dollars
The Griffon
FP4C: Spring (Feb 26th) & Fall
(Sept 3rd) 2015
30,000
NonSeasonal/Niche
$7,380
Sports Destination
FP4C: Destination Spotlight –
Jan/Feb 2015– includes 2 pages of
advertorial, 500 reprints & 12months online banner advertising
18,500
NonSeasonal/Niche
$3,650
Sports Destination
Banner advertising – 12 months,
Sep 2014 – Oct 2015
60,000
NonSeasonal/Niche
$2,625
Connect Sports Facilities
Guide
FP4C with 3 pages of sponsored
content (4 Pages: Mar 2015 –
online edition links to website
5,500
NonSeasonal/Niche
$2,500
TheKnot
Digital Package: Oct 2014 – Sep
2015, including Destination Wedding
Profile & featured vendor, Wedding
Venues Storefront & featured
vendor, US Honeymoon & Travel
preferred position, FP4C Fall/Winter
2014 Weddings Venues and leads
225,000
NonSeasonal/Niche
$4,250
42
Co-op
Vendor
Opportunity
Impre
ssion
s
Campaign
Dollars
Southern Living Digital
Best Beaches Sponsorship – October –
November ’14
625,00
0
Non-Seasonal
$25,000
Coastal Living Digital
Banner rotation across site, with focus on
Travel Channel
250,00
0
Likely Feb’15, which fall
in line with Spring timing
$5,000
Collinson Digital Co-Op
VF digital network banners and pre-roll
2.5M+
TBD
$20,000
Canadian Traveller
Banner impressions across site,
newsletter banners, potential social
mentions
159,00
0
Snowbirds
$4,350
Visit Florida
Placeholder spend, to be updated once
‘14-’15 opportunities are published
TBD
TBD
$8,190
Ad Serving Fee Estimate
$2,000
TOTAL
$201,515
43