Download County Commissioner Presentation

Marketing the World’s Greatest
Destination
Mark McHugh
Chairman, Board of Directors
Orlando/Orange County
Convention & Visitors
Bureau, Inc.
Orlando CVB YTD Accomplishments
Convention Sales
• $0.9 Billion definite booked business from CVB leads
• Key bookings include:
American Dental Association
American Heart Association
Federal Express Corporation
Hispanic Association of Colleges and Universities
IBM Corporate City-Wide
National Association of Black Journalists
• Rated 4.8 on a 5 point scale for sales & service
• 2007 Awards
Gold Service Elite by Meetings & Conventions
2007 World Class Award by Insurance & Financial Meetings
Gary Sain named one of “The Top 25 Most Influential People in the
Meetings Industry” by MeetingNews
Award of Excellence by Corporate & Incentive Travel
YTD through July
Orlando CVB YTD Accomplishments
Consumer Marketing




3,968 TV commercials ran, reaching 995 million impressions
17.7 million regional and national magazine inserts with 312 million impressions
30.7 million online impressions
Total: 1.4 billion impressions
Promotions
 Promotions reached 463 million impressions extending the budget by
$4.1 million
Public Relations
 1,280 Stories with a circulation of 1.5 billion and an advertising equivalency of
$20.4 million
Travel Industry Marketing
 Attended 24 tradeshows, 7 sales missions, 28 educational seminars and hosted 18
fam tours reaching 7,434 travel professionals world wide
YTD through July
CVB Success Measures
2007 year to date versus prior year
Web Metrics
Web
Sessions
+ 44%
Total Site
Page Views
+ 29%
Convention Sales
Sales:
Leads Issued
+ 13%
Lead
Attn
- 11%
Sales:
Definites Issued
+ 15%
Definite
Attn
- 13%
Results for July ytd
Industry Success Measures
2007 year to date versus prior year
Orange
County TDT
Metro Orlando
Demand
- 0.3%
+ 25.9%
Metro Orlando
Occupancy
- 1.8%
Orange
County
+ 1.5%
1st 5-cents
+ 4.9%
OIA
Passengers
+ 2.2%
Domestic
Int’l
+ 2.1%
Metro Orlando
ADR
+ 3.7%
Orange
County
+ 3.0%
Orange
County
- 0.9%
Theme
Parks
Convention
Center
Attendance
3.4%
+ 3.9%
Results for July ytd except OIA (June ytd)
Industry Success Measures
2007 year to date versus prior year
Metro Orlando
Demand
- 0.3%
Orange
County
+ 1.5%
Florida
Demand
- 2.6%
Orange
County
+ 1.5%
National
Demand
+ 0.9%
Orange
County
+ 1.5%
Results for July ytd
Community Involvement
Minority Activities
•
Placed advertising for the launch which incorporated television and print
•
Developed a specific Spanish-language visitors guide
•
Established orlandosi.com Web site
•
Placed advertising in Ebony, Essence and Black Enterprise for the fall
•
Placed advertising in Latina, People en Espanol, Vanidades and Selecciones for the
fall
•
Issued RFPs for specific Hispanic and African American Strategic Marketing Plan
Consultants with a strong review panel of Jessie Allen, Ron Rogers, Carolyn
Fennell, Jose Fernandez, Toni Caracciolo, Fritz Wojdyla and Bruno Jauernig
•
Formed a Diversity Task Force of the board led by George Aguel with members
including Jessie Allen, Garritt Toohey, Paul Tang and Richard Watkins to review
Orlando CVB efforts
Orlando CVB’s National & State Leadership
CVB Structure in Leading U.S. Markets
State/Province 3.5%
State Agency 3.5%
County Agency 3.5%
City Agency 7%
501(c)(6)
82.5%
Source: Smith Travel Research Top 25 Markets
Gary Sain
President and C.E.O
Orlando/Orange County
Convention & Visitors
Bureau, Inc.
Fall Programs
Endless Summer Campaign
• Fall Drive Market
• 56 “Get One Free”
Accommodations, golf,
attractions, etc. offers
• August 15 – November 15
Atlanta Blitz
• Convention Sales Events
 33 Planners attended
• Media Events
 Radio and Television Appearances
on:
• WHAT-FM
• WPZE-AM
• WGCL-TV – CBS Better Mornings
• WAGA-TV – FOX Good Day
Atlanta
• WXIA-TV – Atlanta & Company
 Media Luncheon attended by
12 print outlets
• Trade Event
 Visited 15 Travel Agency Offices
including 3 American Express
offices and 5 AAA offices
Endless Summer Print Advertising
Endless Summer Online Advertising
Direct Marketing Campaign
Promotions
•15 promotions
in print and
broadcast
September 2007
Fall Canada Campaign
United Kingdom Integrated Marketing Campaign
• Newspaper inserts with Free
Standing Insert (FSI)
• Television (satellite & broadcast)
• Direct mail to circa 200,000
households
• Public Relations and Promotions
support
• Travel industry efforts
• Dedicated Web site:
orlandoinfo.com/uk
• Online Advertising
United Kingdom 2008 Campaign
4 Million Total Circulation
United Kingdom 2008 Campaign
GMTV Lifestyle Programming
NCIS
Deal or No Deal
Law and Order: SVU
A Place in the Sun
Grey’s Anatomy
CSI: Miami
130 Million Total Impressions
Now offering direct
flights from Dublin to
Orlando!
Operates on Tuesday,
Thursday and Saturday
Service begins October 27
Route serviced by the
AIRBUS A330-200
National Leisure Marketing
Campaign Update
Largest Branding Campaign Ever
Orlando Brand Campaign Objectives
• Brand Orlando as the vacation destination
where families can build lasting memories
• Create destination interest and appeal
• Drive traffic to orlandoinfo.com
• Increase incremental overnight visitation to
Orlando
Media Strategy - Media Mix
National Television 
Generates mass reach & awareness
Magazines

16 page inserts in targeted/niche
publications to reinforce message and
engage audience
Online

Message immediacy to reach target
actively engaged in vacation planning
Newspaper

Tactical use to drive response
Domestic Leisure Campaign Measurement
Post-Campaign Launch: Campaign measurement tools
• Web Site Activity

Analysis of orlandoinfo.com activity
• Advertising Tracking Study

Continuous measurement of the advertising’s impact on
consumer behavior and destination perceptions
• Return on Investment Study

Measurement of the campaign ROI based on incremental
visitation
Orlandoinfo.com Activity
Program-to-date
(Start of TV –7/31)
Total unique sessions
44%
Home page views
29%
Source: Omniture, Orlando CVB web analytics tool
Orlando Campaign Recognition
 By the end of the first flight, 69% of the target had seen at least one campaign ad or insert
80%
70%
59% 57%
56%
55%
53%
60%
65%
60% 62%
69%
65% 65% 65%
60%
47% 48%
50%
40%
30%
20%
Post-air period
On-air period
10%
13
/
07
-
17
/
5/
10
/
5/
6/
6/
07
-
/3
75
07
7
6/
0
7
0/
0
07
23
/
3/
0
5/
26
/
07
-
5/
16
/
5/
4/
4/
19
/
07
-
07
12
/
4/
07
7
9/
0
5/
/2
75
4/
5/
0
4/
Q.13 Have you seen this advertisement recently?
/0
7
07
25
/
07
29
/
07
-
4/
18
/
07
22
/
07
-
4/
07
3/
3/
/4
15
/
3/
8/
0
74
/2
3/
11
/
/0
7
7
8/
0
07
73
1/
0
3/
2/
22
/
07
-
3/
21
/
07
14
/
3/
07
15
/
2/
2/
9/
0
73
/7
/0
7
0%
Response: Yes
Source: Domestic Advertising Tracking Study
Intentions to Visit Orlando in the Next 12 Months
 Target audience continued to indicate higher travel intentions during first flight
50%
40%
36%
31% 33%
30%
30%
35% 34%
32%
29% 29%
33% 32%
33%
31% 32%
31%
26%
20%
On-air period
Post-air period
10%
13
/
07
7
6/
17
/
5/
10
/
5/
07
-
07
-
/3
6/
6/
0
7
0/
0
07
3/
0
75
5/
23
/
07
07
-
5/
26
/
07
4/
5/
/9
19
/
4/
20
0
75
75
12
/
4/
16
/
/0
7
/0
7
/2
07
4/
5/
0
4/
25
/
07
29
/
07
-
4/
18
/
07
07
-
4/
3/
22
/
07
15
/
3/
3/
/4
11
/
/0
7
7
3/
8/
0
74
/2
8/
0
07
3/
1/
0
73
3/
21
/
07
07
22
/
2/
2/
15
/
07
-
3/
14
/
/7
73
9/
0
2/
B
as
el
in
/0
7
e
0%
Q.5a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will visit, probably will visit)
Source: Domestic Advertising Tracking Study
Orlando CVB Destination Advertising
• Initial reactions were overwhelmingly positive across all market
segments.
 The appeal was rooted in how much fun can be had in Orlando…..
“It gives a good sense of loving Orlando no matter how old you are. It makes
you believe that you will have a great time with your kids.”
 ….. And families having fun together.
“… the idea of being able to enjoy it with my kids…”
 The main message? In Orlando, parents can act like kids with their
kids, bringing the family closer.
“I loved the commercial (I thought I had seen it on TV too). It captures the
true feeling that I get when I take my kids to the parks. Too often a parent
is supposed to be a parent. The chance to be my child’s best friend (even
for a short time) is priceless.”
Source: WDW Proprietary Research
Testimonial Video
National Campaign Fall Wave
• 3 inserts in 3 magazines, 14 full page ads in 12
magazines, 351 million impressions
• 1,820 television spots on 24 cable stations from
October 1 to November 18, 193 million
impressions
• Online advertising on 6 sites, 11.6 million
impressions
Fall Hispanic Advertising
•Advertising in September,
October and November issues of
the following leading Hispanic
women’s magazines
 Latina
 People en Espanol
 Vanidades
 Selecciones
•2.0 Million in circulation
Fall African-American Advertising
• Advertising in
September, October
and November issues
of the following
national magazines
 Essence
 Ebony
 Black Enterprise
• 5.0 Million in
circulation
Meetings, Conventions
& Tradeshows
American Society of Association
Executives (ASAE) Chicago
New Orlando Booth
Use booth photos GL6P9870 and
GMP0979
New Orlando Booth
Use booth photos GL6P9870 and
GMP0979
Rediscover Orlando
Rediscover Orlando
Rediscover Orlando
Rediscover Orlando
Current Activities:
Direct Mail Campaigns
Current Activities: Online Advertising
Current Activities: Thank You Ads
Current Activities: Executive Subscription
Program
Orlando Roadshows
New York
Chicago
Washington DC
Meetings Industry Partnerships
International Meetings and Incentive Focus
• Participation at key European trade shows
• Exploration of media opportunities
• Incentive Task Force
August 21 Marketing Rollout
2008 Vision
• Evolve Brand Orlando
• Consistent Storytelling
• More Partnerships
• Grow the International Market
• Increase Meetings & Conventions Visibility
Telling the
Brand Story