How can the CVB Help you?

January 14, 2018 | Author: Anonymous | Category: Arts & Humanities, Writing, Journalism
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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: [email protected]

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

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