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
