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AGENDA MONROE COUNTY TOURIST DEVELOPMENT COUNCIL TUESDAY, FEBRUARY 2, 2016 HOLIDAY INN, KEY LARGO, 10:00 A.M. *Any person that wishes to be heard on any agenda item shall notify administrative staff prior to the start of the meeting.

A. B. C. D.

Call to Order Roll Call Mission Statement 1. Additions to and Approval of the Agenda

E.

Approval of the Minutes 1. December 15, 2015

F.

Regular Meeting Minutes

BULK APPROVALS (Recommended Bulk Items are BOLD) Budget 1. Four Penny Revenue Report

G.

Public Relations Status Report 1. 2. Ameurop Report

H.

Film Commission 1. Status Report

I.

Advertising 1. Review of monthly accounting breakdown & FY 2016 Generic Destination & Umbrella campaign recap 2. Response Report – FYI 3. Advertising Recap – FYI 4. Search Engine Marketing Report – FYI 5. Presentation: Winter Season Campaign

J.

Sales and Marketing 1. Status Report 2. Sales Resolution

K.

Research 1. Status Report 2. Review of VIS Call Reports 3. Monitoring Economic Status Update 4. Presentation: Film Impact Study – Netflix’s Bloodline

L.

Administrative 1. Status Report 2. Director’s Report 1 February 2, 2016

3.

Operations Manual Update – FYI

M.

Website 1. Website Status Report

N.

TDC Related Items 1. Consideration and Action re: Permission to Advertise Destination and Turnkey Event Funding Application 2. Consideration and Action re: Permission to Advertise for an Advertising Agency

O.

District Advisory Committee Items 1. District I a). DAC I October 7, 2015 Regular Meeting Minutes – FYI b). Consideration and Action re: District I 2nd Round FY 2016 Capital Project Funding Allocations totaling $1,147,713 (DAC I approved 1/13/16) 2. District II a). DAC II December 1, 2015 Regular Meeting Minutes – FYI b). Consideration and Action re: Deborah Halama /Tourist Related Representative 3. District III DAC III December 2, 2015 Regular Meeting Minutes – FYI a). b). Consideration and Action re: District III 2nd Round FY 2016 Capital Project Funding Allocations totaling $546,599 (DAC III approved 1/13/16) 4. District IV a). DAC IV December 1, 2015 Regular Meeting Minutes – FYI b). Consideration and Action re: District IV 2nd Round FY 2016 Capital Project Funding Allocations totaling $38,500 (DAC IV approved 1/12/16) 5. District V a). DAC V December 1, 2015 Regular Meeting Minutes – FYI b). Consideration and Action re: District V 2nd Round FY 2016 Capital Project Funding Allocations totaling $27,826 (DAC V approved 1/12/16)

P.

Cultural Umbrella 1. Minutes of Cultural Umbrella Meeting – FYI

Q.

Fishing Umbrella Minutes of Fishing Umbrella Meeting – FYI 1.

R.

Dive Umbrella 1. Minutes of Dive Umbrella Meeting – FYI

S. T.

Public/Industry Input General Discussion

Adjourn the meeting of the Monroe County Tourist Development Council Convene meeting as Visit Florida Keys U.

Visit Florida Keys 1.

Consideration and Action re: Visit Florida Keys portion of the December 15, 2015 meeting minutes Adjourn the meeting of Visit Florida Keys

2 February 2, 2016

Agenda Item #

E.1. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Consideration and Action re: December 15 2015 Regular Meeting Minutes

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: Approval

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

January 22, 2016

Monroe County Tourist Development Council Meeting The December 15, 2015 regular meeting of the Monroe County Tourist Development Council was called to order by Chairperson Rita Irwin at 10:00 a.m., at the Marriott Beachside Key West. TDC Members Present Were: Mayor Heather Carruthers, Mr. Peter Batty, Mr. James Bernardin, Mayor Craig Cates, Mr. George Fernandez, Ms. Julie Fondriest, Ms. Veronica Harris, Ms. Gayle Tippett District Advisory Committee Chairpersons Present Were: Ms. Diane Schmidt (DAC I), Mr. Michael Horvat (DAC III), Ms. Patti Stanley (DAC IV) District Advisory Committee Chairpersons Absent Were: Mr. Kevin Freestone (DAC II), Mr. Russell Yagel (DAC V) Agencies Present Were: Mr. John Underwood and Mr. Dorn Martell - Tinsley Advertising, Mr. Clinton Barras and Ms. Lauren Oropeza - Floridakeys.com, Mr. Andy Newman, Ms. Briana Ciraulo, Ms. Carol Shaughnessy, Ms. Julie Botteri - NewmanPR Staff Present Were: Ms. Christine Limbert-Barrows – Assistant County Attorney, Mr. Harold Wheeler – TDC Marketing Director, Ms. Jessica Bennett – Director of Market Research, Ms. Maxine Pacini and Ms. Ammie Machan Ms. Irwin welcomed Mayor Carruthers to the TDC Board. Approval of the Agenda: Mr. Batty moved approval of the agenda as presented, Mr. Fernandez seconded. Motion passed unanimously. Approval of the Minutes: Mr. Fernandez approval of the November 3, 2015 regular TDC meeting minutes as presented, Ms. Fondriest seconded. Motion passed unanimously. Approval of the Agenda Bulk Items: Ms. Fondriest moved approval of the following bulk items: F. G.

H. I.

J. K.

L.

Budget Four Penny Revenue Report 1. Public Relations Status Report 1. 2. Ameurop Report Film Commission 1. Status Report Advertising Review of monthly accounting breakdown & FY 2015 Generic Destination & Umbrella campaign recap 1. 2. Response Report – FYI 3. Advertising Recap – FYI 4. Search Engine Marketing Report – FYI Sales and Marketing Status Report 1. Research Status Report 1. 2. Review of VIS Call Reports 3. Monitoring Economic Status Update Administrative Status Report 1.

Monroe County Tourist Development Council December 15, 2015 Page 2

M. N. O.

P. Q. R.

2. Director’s Report Website 1. Website Status Report TDC Related Items Consideration and Action re: TDC/DAC 2016 Meeting Schedule 1. District Advisory Committee Items 1. District I DAC I Regular Meeting Minutes – FYI a). 2. District II DAC II August 11, 2015 Regular Meeting Minutes – FYI a). 3. District III DAC III August 12, 2015 Regular Meeting Minutes – FYI a). b). DAC III September 24, 2015 Special Meeting Minutes – FYI c). Consideration and Action re: The Original Marathon Seafood Festival/Greater Marathon Chamber of Commerce, Inc. - $40,000 4. District IV DAC IV August 11, 2015 Regular Meeting Minutes – FYI a). 5. District V DAC V August 11, 2015 Regular Meeting Minutes – FYI a). Cultural Umbrella Minutes of Cultural Umbrella Meeting – FYI 1. Fishing Umbrella Minutes of Fishing Umbrella Meeting – FYI 1. Dive Umbrella Minutes of Dive Umbrella Meeting – FYI 1.

Mr. Fernandez seconded. Motion passed unanimously. Presentation: Current PR: Ms. Briana Ciraulo from NewmanPR presented the recently updated media website. This update included a redesign of the site to make it mobile-friendly. This site, only available to members of the media, features photos, press releases, news, videos, and links to Florida Keys social media pages. Photos featured on the site are available to be downloaded by members of the media to be used in articles about the Florida Keys. Ms. Irwin asked if there is a way to track how the site it being accessed, and how the photos are being used. Ms. Ciraulo responded that analytics are able to show the pages on the site that are visited, and which photos are downloaded by each unique user account, but not how the photos are used. Mr. Batty asked if the photos were clearly marked for editorial use only. Ms. Ciraulo answered, yes. Mr. Andy Newman presented a brief overview of recent PR activities, the main focus being the 25th anniversary of the Florida Keys Marine Sanctuary on November 16, 2015. Coverage of this story included an article in the recent edition of the agency produced Keys Traveler magazine, a weeklong series of Facebook posts, and a Key West Voices blog post. A short video on the sanctuary was also shown along with several news clips. Ms. Ciraulo also presented the Become a Florida Keys Chef event held in Toronto. This event brought 24 food based Canadian bloggers together for a yellow tail snapper and key lime pie cook off, with the winner winning a trip to the Keys. A unique hashtag (#FLKeysCookOfff) was created for the event, which trended on Twitter and had a potential reach of 350,000 people. Mayor Carruthers asked if there were any plans to take this event to any other markets. Mr. Newman responded that there are no plans at this time, but it is something that is being looked into.

Monroe County Tourist Development Council December 15, 2015 Page 3

Mr. Newman showed two articles about the Keys that will be featured in the UK and China editions of National Geographic Traveler. Presentation: Still Photography Shoot: Mr. John Underwood and Mr. Dorn Martell from Tinsley Advertising presented a video compilation of images from the agency’s recent Keys-wide photography shoot. The shoot produced over 80 images and covered elements in each District such as; fishing, diving, culture, dining, wedding and soft adventure. Mr. Martell explained to the Board that due to inclement weather not all the shoots in some districts have taken place, but are scheduled to be completed after the first of the year. These images will be used in advertisements going forward. Presentation: Tourism Impact Infographic: Ms. Jessica Bennett, TDC Director of Market Research, presented the recently created Tourism Impact Infographic. She explained that this document conveys the impact that tourism has in the Keys in a way that is easy to read and comprehend. The infographic will be distributed to all Keys municipality officials, Chambers of Commerce, the Florida Keys Lodging Association, Leadership Monroe County, and will also posted on the TDC section of the Monroe County website. Consideration and Action re: Permission to Advertise FY 2017 Capital Project Funding Application: Ms. Maxine Pacini explained that the TDC administrative, after listening to concerns from the Board of County Commissioners and industry applicants, had worked to simplify the application and reimbursement process where possible. She reviewed the proposed changes to the FY 2017 Capital Funding application, and also reviewed new and additional ways the process has been improved. Mr. Batty moved approval to advertise the FY 2017 Capital Project Funding Application. Mayor Carruthers seconded. Motion passed unanimously. Public/Industry Input: Mayor Cates gave an update on the completion of the Vietnam Memorial and the dedication that had taken place on Veterans Day. He also informed the Board of the ground breaking ceremony to be held for the Truman Waterfront Park on December 16, 2015, for which the City of Key West had received TDC funding for the amphitheater. There being no further business, the meeting was adjourned at 11:12 a.m. Visit Florida Keys Meeting The December 15, 2015, meeting of the Visit Florida Keys was called to order by President Rita Irwin at 11:12 a.m. at the Marriott Beachside Key West. TDC Members Present Were: Mayor Heather Carruthers, Mr. Peter Batty, Mr. James Bernardin, Mayor Craig Cates, Mr. George Fernandez, Ms. Julie Fondriest, Ms. Veronica Harris, Ms. Gayle Tippett U.1.: Consideration and Action re: Visit Florida Keys portion of the November 3, 2015 Meeting Minutes: Mr. Fernandez moved approval of the Visit Florida Keys portion of the November 3, 2015 meeting minutes, Ms. Fondriest seconded. Motion passed unanimously. There being no further business of the corporation, the meeting was adjourned at 11:14 a.m.

Agenda Item #

F.1. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Four Penny Revenue Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Administrative Office

DEADLINE DATE:

January 22, 2016

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

$2,939,553

DEC

$3,450,458

JAN

$3,789,208

FEB

$4,434,766

MAR

$3,273,848

APR

$2,700,594

MAY

$2,544,851

JUN

$2,908,272

JUL

$2,331,169

AUG

$1,670,458

SEP

$2,129,382

OCT

$2,463,981

NOV

DECEMBER 2014 - NOVEMBER 2015

MARKET SHARE

FY 1997

$5,000,000

FY 1998

FY 1999

FY 2000

FY 2001

DECEMBER 2013 - NOVEMBER 2014

FY 2002

FY 2003

FY 2004

FY 2005

FY 2006

FY 2007

FY 2008

FY 2009

FY 2010

FY 2011

FY 2012

FY 2013

FY 2014

FY 2015

FY 2016 YEAR TO DATE

DISTRICT I DISTRICT II DISTRICT III DISTRICT IV DISTRICT V

54.72% 5.29% 11.51% 12.42% 16.06%

53.99% 5.21% 11.77% 12.87% 16.16%

54.29% 4.48% 11.73% 12.88% 16.62%

53.67% 5.11% 11.98% 12.70% 16.55%

53.37% 5.03% 13.30% 12.74% 15.56%

53.68% 5.53% 13.58% 12.91% 14.30%

53.73% 5.33% 13.99% 12.86% 14.08%

53.96% 5.67% 13.59% 12.85% 13.93%

53.41% 5.65% 13.58% 13.15% 14.20%

52.19% 5.94% 14.69% 13.58% 13.60%

51.59% 5.97% 14.64% 13.59% 14.22%

54.78% 5.65% 12.76% 12.75% 14.05%

57.33% 5.41% 14.34% 9.51% 13.40%

57.93% 5.28% 14.05% 10.42% 12.32%

58.03% 5.05% 14.37% 10.81% 11.75%

58.31% 4.85% 14.16% 11.00% 11.68%

57.89% 5.02% 14.00% 11.28% 11.81%

56.72% 5.90% 14.33% 11.01% 12.03%

56.07% 5.93% 15.03% 10.71% 12.27%

63.68% 4.29% 11.45% 9.80% 10.79%

TOTAL

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

100.00%

This is a management report to reflect tourist tax revenues collected and remitted in Monroe County. Revenue is shown in the month collected in Monroe County. FY2016 is from October 1, 2015 to September 30, 2016. DISCLAIMER: The figures are provided by DOR/Finance Department/Tax Collector's Office. Beginning October 1991, the figures are unaudited from the Finance Department. NOTE: NOTE: NOTE: NOTE: NOTE: NOTE: NOTE: NOTE:

As the result of an audit, Dist II was credited $10,843.57 in tax revenues, interest and penalties in the 12/14 tax report for collection period 01/11-12/13. The amount was distributed over the 36 month period. As the result of an audit, Dist III was credited $20,533.78 in tax revenues, interest and penalties in the 12/14 tax report for collection period 07/10-06/13. The amount was distributed over the 36 month period. As the result of an audit, Dist II was credited $1,549.08 in tax revenues, interest and penalties in the 01/15 tax report for collection period 01/11-12/13. The amount was distributed over the 36 month period. As the result of an audit, Dist III was credited $2,843.14 in tax revenues, interest and penalties in the 01/15 tax report for collection period 07/10-06/13. The amount was distributed over 13 misc. months of the 36 month period. As the result of an audit, Dist II was credited $1,549.14 in tax revenues, interest and penalties in the 02/15 tax report for collection period 01/11-12/13. The amount was distributed over the 36 month period. As the result of an audit, Dist III was credited $2,843.14 in tax revenues, interest and penalties in the 02/15 tax report for collection period 06/10-12/13. The amount was distributed into misc. months over the 36 month period. As the result of an audit, Dist III was credited $2,843.14 in tax revenues, interest and penalties in the 03/15 tax report for collection period 07/10-6/13. The amount was distributed into misc. months over the 27 month period. As the result of an audit, Dist III was credited $5,686.24 in tax revenues, interest and penalties in the 05/15 tax report for collection period 07/10-6/13. The amount was distributed into misc. months over the 27 month period.

Priceline settlement revenues have been added to the January figures for years 2004 through 2010, with an additionnal amount added to July 2010 (to reflect the addition of 1 cent to bed tax collections.) NOTE: As the result of a Priceline.Com settlement, Dist I was credited $581,701.00 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist II was credited $61,377.50 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist III was credited $149,734.93 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist IV was credited $134,490.20 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period. NOTE: As the result of a Priceline.Com settlement, Dist V was credited $148,942.69 in tax revenues in the 02/11 tax report for collection period 01/04-01/10. The amount was distributed over the 7 year period.

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 01/08/2016

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016 DISTRICT I

[Key West: Encompasses the city limits of Key West] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 12,988,473.64

% INC/DEC PREVIOUS YEAR

817,908.06 855,700.83 970,733.90 1,145,683.76 1,380,210.89 1,704,061.11 1,405,852.40 1,124,594.90 964,434.26 1,106,623.54 842,747.17 669,922.82

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

987,882.45 1,073,235.82 1,170,008.63 1,376,297.11 1,607,755.93 1,915,699.01 1,431,816.41 1,229,388.35 1,088,369.55 1,174,449.03 884,282.46 729,614.22

$ 14,668,798.97

13.7%

DISTRICT I

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

1,069,729.90 1,118,616.30 1,255,441.33 1,527,608.88 1,691,486.16 2,046,864.96 1,496,522.44 1,328,553.55 1,148,908.35 1,245,438.58 1,054,739.10 765,621.41

$ 15,749,530.96

12.9%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

1,182,816.79 1,244,022.87 1,487,794.92 1,738,209.17 1,890,306.26 2,157,102.45 1,667,700.54 1,500,495.18 1,215,762.81 1,297,005.96 1,168,360.74 811,363.99

$ 17,360,941.68

7.4%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016

1,275,854.28 1,331,726.29 1,647,882.90 1,933,244.41 2,131,769.05 2,352,118.74 1,834,795.16 1,568,439.06 1,316,338.76 1,516,800.60 1,241,510.45 995,606.58

$ 1,391,256.95 $ 1,533,686.02

$ $

115,402.67 201,959.73

9.0% 15.2%

$ 19,146,086.28

$ 2,924,942.97

$

317,362.40

12.2%

10.2%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

10.3%

Priceline settlement reflected

DISTRICT II

[Lower Keys: From the city limits of Key West to the west end of the Seven Mile Bridge] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 1,129,779.80

% INC/DEC PREVIOUS YEAR

55,977.79 60,571.77 90,668.94 116,532.26 143,654.51 156,210.13 108,024.99 86,676.91 82,539.78 100,734.70 72,812.46 55,375.56

8.6%

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

61,828.71 69,965.72 108,401.61 135,979.94 159,065.43 173,904.33 113,933.33 91,096.06 83,878.67 95,466.02 71,854.31 54,040.26

$ 1,219,414.39 7.9%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

58,696.92 72,139.46 111,010.57 143,356.70 161,851.65 198,126.22 112,845.73 108,789.89 99,418.89 117,248.22 104,987.63 77,289.23

$ 1,365,761.11 12.0%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

77,019.70 91,003.66 154,662.02 209,177.08 211,338.01 254,318.69 158,526.77 134,794.96 133,712.71 159,863.13 140,108.12 82,885.51

$ 1,807,410.36 32.3%

DISTRICT II

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

FY 2016

94,581.53 100,214.64 181,898.90 255,764.97 236,513.15 275,196.98 175,954.29 147,471.41 152,007.88 180,659.59 146,968.93 76,497.95

$ $

82,456.94 114,696.80

$ $

(12,124.59) 14,482.16

$ 2,023,730.22

$

197,153.74

$

2,357.57

12.0%

Priceline settlement reflected

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 01/08/2016

FY 2016 VS FY 2016 $ INC/DEC % INC/DEC -12.8% 14.5%

1.2%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016 DISTRICT III

[Marathon: From the west end of the Seven Mile Bridge to Long Key Bridge] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 3,215,625.63

% INC/DEC PREVIOUS YEAR

107,191.63 139,722.16 251,086.35 265,003.82 332,079.65 452,227.80 353,997.54 254,071.56 304,068.60 382,889.81 255,254.48 118,032.23

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

129,639.40 169,389.11 295,322.69 306,147.84 395,098.66 521,723.14 355,727.41 259,023.83 345,032.25 382,037.78 270,686.65 132,512.95

$ 3,562,341.71

16.1%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

138,292.19 180,171.72 285,993.17 357,022.25 403,451.94 549,708.63 322,807.73 281,396.67 370,520.64 430,469.68 342,872.15 144,756.46

$ 3,807,463.23

10.8%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

171,626.40 211,853.13 375,876.48 395,223.23 463,751.81 611,557.33 435,382.79 322,980.60 391,197.40 457,321.39 387,993.52 160,780.93

$ 4,385,545.01

6.9%

DISTRICT III FY 2015

$ $ $ $ $ $ $ $ $ $ $ $

FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016

196,991.84 242,920.38 435,497.87 513,409.35 550,337.65 707,000.12 490,093.42 378,751.47 456,737.48 513,370.73 424,034.33 221,900.84

$ $

236,608.92 289,181.32

$ $

39,617.08 46,260.94

20.1% 19.0%

$ 5,131,045.48

$

525,790.24

$

85,878.02

19.5%

15.2%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

17.0%

Priceline settlement reflected

DISTRICT IV

[Islamorada: Between Long Key Bridge and MM 90.939] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 2,419,513.10

% INC/DEC PREVIOUS YEAR

107,926.32 123,948.75 158,357.86 223,755.50 245,930.30 336,218.85 284,398.21 215,338.07 211,151.02 226,443.99 172,291.28 113,752.95

17.7%

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

132,811.73 171,695.65 202,623.09 205,246.97 288,730.92 390,134.55 298,737.87 245,274.23 230,376.50 268,826.93 194,980.07 137,851.21

$ 2,767,289.72 14.4%

DISTRICT IV

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

152,906.27 190,779.36 247,320.95 252,120.55 320,562.57 430,087.14 295,946.38 255,411.27 265,232.19 285,940.96 234,238.12 139,385.24

$ 3,069,931.00 10.9%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

163,576.49 209,034.39 275,276.07 279,304.11 353,812.01 454,971.81 341,082.07 295,981.90 275,337.97 309,923.17 265,206.30 147,375.48

$ 3,370,881.77 9.8%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

188,828.82 214,795.63 303,178.45 325,526.95 384,253.40 489,631.47 364,910.34 307,088.21 296,330.37 334,209.61 266,462.83 183,185.50

$ $

202,723.64 247,256.20

$ $

13,894.82 32,460.57

7.4% 15.1%

$ 3,658,401.58

$

449,979.84

$

46,355.39

11.5%

8.5%

Priceline settlement reflected

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 01/08/2016

FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

FOUR PENNY REVENUE REPORT Fiscal Year 2015 - 2016 DISTRICT V

[Key Largo: From Mile Marker 90.940 to the County Line, including mainland portions of Monroe County -- MM 118] FY 2011

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 2,629,566.40

% INC/DEC PREVIOUS YEAR

118,068.61 156,545.81 199,329.75 161,729.90 287,577.36 398,455.45 308,667.86 215,333.15 219,635.04 255,380.71 171,653.59 137,189.17

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

131,946.71 203,181.21 244,443.10 254,836.49 324,232.88 430,369.76 315,922.12 220,073.51 241,622.27 252,775.35 183,066.30 135,032.66

$ 2,937,502.36

8.2%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

147,804.86 204,151.56 265,442.04 297,644.91 340,384.61 501,620.92 286,989.48 248,002.25 261,185.90 282,129.22 228,445.69 147,716.51

$ 3,211,517.95

11.7%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

162,169.14 219,869.46 320,481.41 349,698.16 409,847.97 540,061.17 377,775.79 279,429.06 280,357.16 310,877.01 262,381.37 170,575.29

$ 3,683,522.99

9.3%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

DISTRICT V FY 2016 VS FY 2015 $ INC/DEC % INC/DEC

FY 2016

205,747.58 253,461.29 371,094.81 422,512.40 486,334.54 610,818.57 408,094.88 298,844.03 323,436.95 363,230.97 252,192.69 193,267.32

$ $

216,335.36 279,160.87

$ $

10,587.78 25,699.58

5.1% 10.1%

$ 4,189,036.03

$

495,496.23

$

36,287.36

7.9%

14.7%

OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

13.7%

Priceline settlement reflected

MONROE COUNTY FY 2011 OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

$ $ $ $ $ $ $ $ $ $ $ $

TOTAL

$ 22,382,958.57

% INC/DEC PREVIOUS YEAR

1,207,072.41 1,336,489.32 1,670,176.80 1,912,705.24 2,389,452.71 3,047,173.34 2,460,941.00 1,896,014.59 1,781,828.70 2,072,072.75 1,514,758.98 1,094,272.73

13.5%

FY 2012 $ $ $ $ $ $ $ $ $ $ $ $

1,444,109.00 1,687,467.51 2,020,799.12 2,278,508.35 2,774,883.82 3,431,830.79 2,516,137.14 2,044,855.98 1,989,279.24 2,173,555.11 1,604,869.79 1,189,051.30

$ 25,155,347.15 12.4%

FY 2013 $ $ $ $ $ $ $ $ $ $ $ $

1,567,430.14 1,765,858.40 2,165,208.06 2,577,753.29 2,917,736.93 3,726,407.87 2,515,111.76 2,222,153.63 2,145,265.97 2,361,226.66 1,965,282.69 1,274,768.85

$ 27,204,204.25 8.1%

FY 2014 $ $ $ $ $ $ $ $ $ $ $ $

1,757,208.52 1,975,783.51 2,614,090.90 2,971,611.75 3,329,056.06 4,018,011.45 2,980,467.96 2,533,681.70 2,296,368.05 2,534,990.66 2,224,050.05 1,372,981.20

$ 30,608,301.81 12.5%

FY 2015 $ $ $ $ $ $ $ $ $ $ $ $

FY 2016

1,962,004.05 2,143,118.23 2,939,552.93 3,450,458.08 3,789,207.79 4,434,765.88 3,273,848.09 2,700,594.18 2,544,851.44 2,908,271.50 2,331,169.23 1,670,458.19

$ 2,129,381.81 $ 2,463,981.21

$ $

167,377.76 320,862.98

8.5% 15.0%

$ 34,148,299.59

$ 4,593,363.02

$

488,240.74

11.9%

11.6%

Total Priceline settlement reflected

1 Cent added to Bed Tax By Monroe County, June 2009 Monroe County Tourist Development Council Administrative Office 01/08/2016

MONROE COUNTY FY 2016 VS FY 2015 $ INC/DEC % INC/DEC OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER

Agenda Item #

G.1. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Public Relations Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

NewmanPR

DEADLINE DATE:

January 22, 2016

2140 S. Dixie Hwy., Suite 203 Miami FL 33133 305-461-3300 305-857-9230 • Facsimile [email protected] Jan. 17, 2016 TO: Monroe County Tourist Development Council FROM: Andy Newman and Carol Shaughnessy, NewmanPR RE: Report on public relations activities from Nov. 30, 2015, through Jan. 17, 2016 The following report highlights ongoing public relations activities from Nov. 30, 2015, through Jan. 17, 2016, in addition to fulfillment of media requests, coordinating individual media itineraries and writing various news releases, as performed on a regular basis for general and umbrella promotions. PR Plan Activities

Status of Proposed Activities

Attend TDC meeting

Agency representatives attended TDC meeting.

Attend DAC meetings

Agency representative Carol Shaughnessy attended DAC I and II meetings; agency representative Julie Botteri attended DAC II, III, IV and V meetings.

International: Pan-European Bloggers Trip

British affiliate KBC and NewmanPR made all arrangements for a “Seize the Keys” pan-European bloggers group press trip (with participants from Asia) to the Keys in late January. Highprofile bloggers were selected primarily from the U.K., Germany and Scandinavia to share the Keys experience and provide significant social media coverage. Travel arrangements have been completed and itinerary planning is in the final stages. The itinerary includes a fishing and cookthe-catch experience, snorkeling in the Florida Keys National Marine Sanctuary and an excursion to Dry Tortugas National Park.

British Guild of Travel Writers

KBC’s Keys team represented the Florida Keys & Key West at the British Guild of Travel Writers Awards. They met with and pitched Keys stories to journalists from outlets including Rough Guides and Essentially America as well as several leading freelancers.

Travel Media Awards

KBC’s David Ezra promoted the Florida Keys & Key West at the Travel Media Awards. He met with and pitched destination content to representatives of TTG, Travel Weekly, the Daily Mirror, Mail on Sunday, One Tribe TV, Selling Travel and Family Traveller.

World Responsible Tourism

KBC promoted the Florida Keys & Key West’s sponsorship of an award category during the World Responsible Tourism

Awards at World Travel Market. The presentation was attended by more than 466 tourism and media professionals. Resultant coverage was significant, with a photograph appearing in TTG and other coverage appearing in outlets including National Geographic Traveller, Travel and Tour World and Buzzfeed. GCN Media Project

With NewmanPR’s assistance, KBC organized a competition in partnership with leading Irish LGBT publication GCN Magazine and its sister website www.theoutmost.com. The competition is for one Irish couple to win a honeymoon in the Florida Keys. Agencies provided copy and imagery for the promotion, which began in early January.

Girls Pop the Question Project

KBC partnered with the specialist magazine “Wedding Ideas” to run a promotion and competition for a couple to win a dream Florida Keys wedding. The competition is to solicit stories from girls who want to propose to their boyfriends on Feb. 29, 2016, per Leap Year tradition, as a way to showcase the Keys’ wedding opportunities. Promotional elements include a double-page spread to appear in the magazine’s February issue, a dedicated landing page on the publication’s website, a dedicated e-newsletter and significant social media coverage. NewmanPR and KBC finalized copy for these elements and arranged a hotel partner to host the couple and the wedding, and organization of coverage of the winner proposing is ongoing.

German ITB Planning

German affiliate LMG began making arrangements to support the Florida Keys & Key West at ITB Berlin, known as the world’s leading travel trade show and set for March 2016.

Norway Market Initiative

Scandinavian affiliate Comvision continued its expansion into the Norwegian market by pitching Keys topics to multiple publications including those focused on arts and culture and diving. In addition, Comvision is exploring the idea of establishing a travel blog in Norway.

Norwegian Media Dinner

Comvision represented the destination and met with attending journalists at a Jan. 13 group media dinner in Norway. Before the event, invitations and a list of target media were created and preparations to pitch Keys topics were completed. A later media dinner is being planned for Copenhagen.

Norway TV2 Shoot

Comvision and NewmanPR assisted with arrangements for a shoot by a film crew from Norway’s TV2 that took place in early January. The production company was shooting a new series featuring destinations seen through the eyes of four Norwegian artists in varying fields. Agencies provided logistical and contact support as well as suggesting segments and interview subjects.

Canadian “Keys Chef” Event

Canadian affiliate LMA hosted a “Become a Keys Chef” Cookoff for Toronto-based food bloggers. The “Top Chef” style event took place Dec. 3 and featured Florida Keys chef Bobby Stoky and NewmanPR representative Briana Ciraulo judging

participants’ creation of Keys dishes. Twenty-four leading bloggers took part. The promotion generated nearly 600 social media mentions using a dedicated hashtag on the evening it occurred, was trending on Twitter and raised awareness of the Keys as Canada headed into its winter season. In conjunction with the promotion, deskside meetings were held with the new travel editor of the Toronto Star and the food editor of the Toronto Sun. Finally, a video of the event was produced as it took place. The promotion achieved an overall reach of 350,000 combining the video and messaging utilizing the hashtag. Canadian Group Press Trip

LMA finalized arrangements for and hosted a December 2015 Keyswide group press trip designed for bloggers and representatives of online publications. Participating media represented outlets including Canoe.ca, PostMedia.com, JourneyWoman.com, YummyMummyClub.ca, Expedia.ca, AFAR.com, TravelYourself.ca, LeCahier.com, 30DayAdventures.com, EatDrinkTravel.com, Huffington Post Canada, ThatBackpacker.com and Vancity Buzz.

Montreal Bloggers’ Event

LMA originally proposed a Montreal media event in January featuring John Hemingway, Ernest Hemingway’s grandson and a Montreal resident, paired with a Hemingway look-alike competition. However, because of the Quebec government's restrictive contest requirements, plans were changed. Instead LMA finalized plans for a bloggers’ breakfast designed to generate media and social sharing awareness and attention to the Keys during the winter months through traditional and mobile/social media. Leading Montreal travel and food bloggers and influencers were selected for the event, and a NewmanPR representative is traveling to Montreal to promote the destination at the breakfast and through deskside appointments with additional targeted media. Agency also prepared a comprehensive release on new Keys accommodations, attractions and other offerings for attending media.

Media Releases

KBC wrote copy for single-subject e-releases distributed to targeted British, Irish and French media as well as being uploaded to the TravMedia portal and Mediadress portal and selected social media outlets. Recent releases focused on topics including celebrating the New Year in the Keys, new and enhanced Keys accommodations, 2016 event highlights and the Keys’ Sanctuary Anniversary video. In addition, LMG sent releases on the Florida Keys Flash Fiction Contest, the International Sand Art Competition, Keys events, accommodations updates and the history of Key lime pie to media in Germany, Austria and Switzerland. Comvision distributed releases on celebrating the New Year in the Keys, new flavors of the Keys and the International Sand Art Competition to Scandinavian media. Also, LMA distributed monthly e-blasts on upcoming event highlights and product

news to more than 800 Canadian travel trade and consumer media, as well as releases on a Canadian artist who competed in the International Sand Art Competition, the Florida Keys National Marine Sanctuary’s 25th anniversary, David Dunleavy’s new outdoor mural in the Upper Keys and the Key West Holiday Bike Parade. Social Media Messaging

KBC tweeted or retweeted information and links on Keys topics of interest to visitors including diving in Key Largo and on Molasses Reef, Kona Kai Resort, Key deer in the Lower Keys, Curry Hammock State Park, Jules Undersea Lodge, New Year’s Eve activities in the Keys, Key lime pie, new Florida Keys accommodations, the Keys’ national parks, Florida Keys special events and the Stoned Crab at Ibis Bay.

Media Visits

KBC, LMG, Comvision, LMA and NewmanPR are arranging visits to the Keys for British, German, European, Scandinavian and Canadian journalists including Laura Pertuy of Madame Figaro, Morton Scholz of Turen Gar Til Florida, Alex Belfield of Celebrity Radio, Dietmar Denger and Florian Kinast of Abenteuer & Reisen, Mose Perisco of MIKE 105.1 FM, Dr. Horst Bauer of Kurier, Johan Oberg of Dagens Nyheter and Sydsvenskan, Jemima Sissons of Sphere Magazine, Linda Lindorff of Expressen and blog channel 4, and a representative of Sweden’s Wisslaren Instagram presence.

Domestic: China Group Press Trip

As projected in the 2015-'16 PR plan, and in cooperation with Visiti Florida, agency arranged all aspects of and co-hosted a Dec. 7-12 group familiarization trip for journalists from China. Visit Florida sponsored air and ground transportation, while NewmanPR secured accommodations partners and planned a comprehensive Keyswide itinerary showcasing the destination. The media participants represented outlets including Travel +, Photographic Travel Magazine, Travelling Scope, Modern Weekly, Voyage and Grazia. Itinerary elements included tours of the Florida Keys Wild Bird Rehabilitation Center and Florida Keys History of Diving Magazine, a tarpon-feeding experience at Robbie’s, a visit to Key Largo Chocolates, a tour of the Turtle Hospital, a coral reef encounter at Florida Keys Aquarium Encounters, a backcountry kayak excursion, visits to the Ernest Hemingway Home & Museum and Kermit’s Key West Key Lime Shoppe, a reef snorkeling excursion and a Sunset Celebration experience.

Flash Fiction Contest

Per the 2015-‘16 PR plan, agency coordinated all elements of the Florida Keys Flash Fiction Contest to be held in the U.S. as well as top Canadian and European markets. Designed to increase awareness of the Keys’ cultural offerings through traditional and social media outreach, the contest offers a prize of a 21-night writing residency at The Studios of Key West and the opportunity to spend 10 days writing in Ernest

Hemingway’s private study at the Ernest Hemingway Home & Museum and experience Hemingway Days 2016. The contest was launched Jan. 7 at the Key West Literary Seminar. Before the launch, agency worked with the county attorney to draft comprehensive rules and guidelines for the international competition and worked with Floridakeys.com to create a website section outlining it that features an online submission interface. In addition, agency created handout cards and posters to promote the competition at the Key West Literary Seminar and partner venues. Also before the launch, agency pitched an exclusive story on the contest to the Associated Press travel editor and provided material and photographs to her for a national story. Distributed throughout the U.S. and other countries on the AP wire, the story and photos appeared in outlets including the Yahoo News U.K. and Ireland, ABC News online, FoxNews.com, Washington Post online, Yahoo News U.S., Miami Herald online, the Ottawa Citizen and many other major-market newspapers. Agency also wrote, distributed to the media and posted on the website a release on the competition that appeared on WLRN.org, CBS Miami online and other outlets. Social media outreach about the competition is ongoing, and the number of entries to date is significant, exceeding 200 at the time this report was written. The agency appreciates the efforts of FloridaKeys.com to aid in creating the web component of the initiative as well as the efforts of Assistant County Attorney Christine Limbert who provided legal counsel. WLRN “Art Loft”

Agency is continuing to work with WPBT2’s “Art Loft,” which is providing coverage of Keys cultural attributes and events for the 2015-’16 season. As in the past, NewmanPR is providing logistical assistance and other support including b-roll and Video of the Week footage, segment and topic suggestions and assistance identifying and securing interview subjects for the 30-minute art program. The public television program’s segments cover different aspects of the art and cultural scene throughout the Keys.

“Ultimate Family Adventure”

Agency continued working with Crawford Productions to produce a one-hour nationally syndicated television program spotlighting family travel and featuring the attractions and attributes of all five Keys districts. Crawford produced the “Real, Blue and Chill” Keys special, which aired in more than 40 percent of U.S. markets in 2014. Agency provided information on Keys elements to showcase in each district, made script suggestions and assisted with arranging the production team’s multi-day shoot in December. The working title for the special is “Florida Keys … Ultimate Family Adventure.” The first review of the program is scheduled for early February, and plans call for spring and early summer syndication.

“Family Travel with Colleen Kelly” The agency worked on the half-hour PBS show “Family Travel with Colleen Kelly,” providing subject and segment guidance, logistics and interview coordination. When Kelly’s production crew was in the Keys during the second week of December, agency assisted with onsite support. The crew shot elements including a snorkeling adventure and a cruise on the African Queen in Key Largo; fishing with Captain Skip Bradeen and feeding tarpon at Robbie’s in Islamorada; a dolphin swim at Hawks Cay Resort and a tour of the Turtle Hospital with a turtle release in Marathon; a backcountry kayak trip in the Lower Keys; and the Key West Butterfly & Nature Consevatory, Kermit’s Key West Key Lime Shoppe, Ernest Hemingway Home & Museum and Sunset Celebration in Key West. Visit Florida New York Reception Agency made all arrangements to represent the destination and pitch stories to attending media during a Feb. 10 Visit Florida media reception in New York. Agency also prepared a comprehensive release on new Keys accommodations, attractions and other offerings for attending media. TravMedia Releases

Agency continued to provide press releases on major Keys topics to TravMedia, the world's largest online news portal that connects travel media and travel industry PR professionals, according to a contract for distribution that has been renewed for 2016.

Video of the Week

Agency produced Video of the Week segments to post on the home page of the Florida Keys & Key West website. In addition to attracting significant viewership on www.flakeys.com, Video of the Week segments are uploaded to the Keys’ YouTube video channel and other online venues to increase exposure.

Twitter Chat Promotion

Agency’s Julie Botteri represented the destination in monthly Twitter chats she hosts on behalf of the Florida Keys & Key West. Topics change each month to present diverse elements of the Keys.

“Keys Traveler” E-newsletter

Working with FloridaKeys.com, agency produced and distributed the January issue of the “Keys Traveler” enewsletter and wrote copy for the February issue — a themed edition with all stories focusing on the Keys’ cultural attractions, offerings and events. Each non-themed issue generally contains stories on culture, fishing, diving and event highlights of the destination, a roster of upcoming events, a profile of a notable Florida Keys resident, at least one piece focused on a Keys family-fun topic for family travelers and green scene content featuring the destination’s environmental efforts and attractions.

Keys Voices Feature Blog

Agency wrote and posted weekly insider columns for the Keys Voices online feature blog and promoted them via social media outlets. Agency worked with FloridaKeys.com on completing the transition of the blog to its redesigned mobile-

friendly format that debuted in late 2015. All Keys Voices entries focus on the attractions and attributes that characterize one or more Keys districts, with periodic in-depth stories on events and profiles of interesting residents from each district. Agency is continuing efforts to expand Keys Voices’ reach among consumers and travel media. LGBT Blog

Agency edited and posted twice-monthly entries to the LGBTfocused blog authored by NewmanPR’s LGBT representative Chris Tittel. The pieces focus on events, attractions and aspects of the Keys geared to gay and lesbian travelers. Working with FloridaKeys.com, agency facilitated distribution of copy and live links to the LGBT blog directly to consumers via an opt-in email address list. Efforts are continuing to increase readership and awareness of the LGBT blog.

2016 Event Highlights Calendar Agency compiled and distributed to the media a calendar of 2016 event highlights throughout the Keys. “What’s New” Winter 2016

Agency wrote, distributed to the media and posted on the website a release on the Winter 2016 issue of the quarterly “What’s New in the Florida Keys & Key West.”

Events: Key Largo Stone Crab/Seafood

Agency wrote, distributed to the media and posted on the website a release on Key Largo’s seventh annual Stone Crab & Seafood Festival.

Brew on the Bay

Agency wrote, distributed to the media and posted on the website a release on Key Largo’s fifth annual Brew on the Bay craft beer festival.

Orange Bowl Swimming Classic Agency wrote, distributed to the media and posted on the website a release on the annual Orange Bowl Swimming Classic. When the swim meet took place, agency produced a still photography package containing five images and distributed it to Associated Press and Thomson Reuters wire services. Agency also provided information to the Associated Press for a News Now story on the results of the meet. Finally, agency provided photos and a story on the results of the event to swimming-oriented and local media. “Uncorked” Food and Wine Fest Agency wrote, distributed to the media and posted on the website a release on “Uncorked: the Key Largo and Islamorada Food and Wine Festival.” Pigeon Key Art Festival

Agency wrote, distributed to the media and posted on the website a release on the annual Pigeon Key Art Festival.

Marathon Winter Poker Run

Agency wrote, distributed to the media and posted on the website a release on the air, land and sea Winter Poker Run from Miami to Marathon.

No Name Race

Agency wrote, distributed to the media and posted on the website a release on the 16th annual No Name Race.

Big Pine Nautical Flea Market

Agency wrote, distributed to the media and posted on the website a release on the Big Pine & Lower Keys Nautical Flea Market.

Winter Star Party

Agency wrote, distributed to the media and posted on the website a release on the 32nd annual Winter Star Party to be held in the Lower Keys.

New Year’s Eve Coverage

While CNN did not send a crew to cover the New Year’s Eve “Red Shoe Drop” on Duval Street, agency produced video and still photography packages on the event and the onstage wedding of drag queen Sushi before the “drop.” Agency’s still photo package was moved to media points around the United States via the Associated Press and Thomson Reuters wires, appearing on outlets including Yahoo News and DenverPost.com’s “New Year’s Around the World” gallery. Agency’s video package earned significant airplay, with footage carried on CNN Headline News and USAToday.com among many other outlets. A story and agency-produced photos of Sushi’s wedding were distributed to LGBT media and appeared prominently in MiamiHerald.com among others. Agency also produced and distributed to the media a radio spot on the “drop” and wedding that featured an interview with Sushi. In addition, agency shot a photo of the rehearsal for the “Pirate Wench Drop” that was distributed to national media points via the AP wire.

Key West Triathlon

When the annual Key West Triathlon took place, agency facilitated a story for the Associated Press on the winners and participation by former NFL quarterback Brett Favre. The piece appeared in outlets including SFGate. In addition, agency produced social media coverage of Favre’s participation.

Key West Literary Seminar

To help promote the 34th annual Key West Literary Seminar, agency produced folders to hold material for attendees, created a press kit for media, and provided onsite support to media including a representative of Travel + Leisure when the festival took place. In addition, agency facilitated a story for the Associated Press on the seminar and its most eminent presenters.

Quantum Key West Race Week Agency finalized plans to produce photography and story packages on the Quantum Key West Race Week regatta when it takes place. In addition, agency provided information to the Associated Press for a story on the leading participants and expected highlights of the regatta. Key West Half Marathon

Agency wrote, distributed to the media and posted on the website a release on the annual Key West Half Marathon. When the race took place, agency wrote and distributed to a release on the winners with a provided photo.

Florida Keys Seafood Festival

Agency wrote, distributed to the media and posted on the website a release on the 11th annual Florida Keys Seafood Festival.

Presidential Families Event

Agency wrote, distributed to the media and posted on the website a release on the annual program featuring descendants of former U.S. presidents that is scheduled at the Harry S. Truman Little White House.

GardenFest 2016

Agency wrote, distributed to the media and posted on the website a release on the Key West Tropical Forest & Botanical Garden’s upcoming GardenFest 2016: The Green Marketplace.

Master Chefs Classic

Agency wrote, distributed to the media and posted on the website a release on Key West’s 22nd annual Master Chefs Classic.

South Florida Symphony

Agency wrote, distributed to the media and posted on the website a release on the South Florida Symphony’s January Master Series concert in Key West.

Miss Gay Southernmost

Agency wrote, distributed to the media and posted on the website a release on the Miss Gay Southernmost USofA and Miss Gay Southernmost USofA Classic pageants taking place in Key West.

Key West Food and Wine Fest

Agency wrote, distributed to the media and posted on the website a release on the annual Key West Food and Wine Festival.

Fishing Tournaments

Agency wrote, distributed to the media and posted on the website a release on the Cuda Bowl.

Public Relations Activities Not Included in the Current PR Plan •

Every Thursday and Friday, agency’s Julie Botteri and Andy Newman provides live reports on upcoming Keys events on WFFG’s Morning Mix and U.S. 1 Radio’s Morning Magazine respectively.

•

Agency assisted in the TDC’s coordination of a round-table discussion on the Florida Keys’ tourism picture that was spearheaded by State Representative Holly Raschein and featured Florida Senator Jack Latvala, chairman of the Appropriations Subcommittee on Transportation, Tourism and Economic Development.

•

Agency issued an advisory to tourism interests and a brief release to local media when a commercial production for an automobile company was likely to result in traffic delays on the Seven Mile Bridge.

•

Agency issued three advisories to tourism interests when the Keys were faced with strong squalls and severe weather, and a fourth advisory when weather conditions improved. Agency also posted updates on Keys social media venues.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on the new Plein Aquatic underwater art movement.

•

Agency wrote, featured in the e-newsletter and posted on the website a piece on Islamorada resident, angler and author Bob Rich and his new Keys book.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on Islamorada’s top dive sites.

•

Agency wrote, distributed to the media and posted on the website a release on the Salt Water Sportsman National Seminar Series taking place in Islamorada.

•

When a group of veterans who were severely wounded primarily in Iraq and Afghanistan pedaled through the Middle Keys as part of the annual Soldier Ride, agency worked with event organizers and created a photography package of the soldiers crossing the Seven Mile Bridge and experiencing dolphin encounters at Dolphin Research Center. Four images moved to media points around the world via the Associated Press, Thomson Reuters and other wire services. In addition, agency produced and distributed to media a video package on the soldiers crossing the bridge and interacting with the dolphins at DRC. Finally, agency provided information to the Associated Press for stroies that were distributed to media via the AP wire, appearing in a number of outlets.

•

Agency wrote, featured in the e-newsletter and posted on the website a profile of Ben Daughtry, co-founder of Marathon’s Florida Keys Aquarium Encounters.

•

Agency wrote, distributed to the media and posted on the website a release on the Arts & Chocolate Festival at Big Pine Key’s Historic Grimal Grove Garden.

•

When the Schooner Wharf Lighted Boat Parade took place, agency produced a photography package and distributed a photo to the Associated Press and Keys social media outlets.

•

Agency distributed to the media a provided photo and press release on Key West’s lighted holiday bike parade. The photo was distributed on the Associated Press wire service and appeared on outlets including Yahoo News. The photo and release package appeared on outlets including CBSMiami.com.

•

Agency wrote, distributed to the media and posted on the website a release on the 11th annual Key West Dachshund Walk. When the “pooch parade” took place at noon New Year’s Eve, agency produced video and still photography packages and provided material to the Associated Press for a story. Broadcast and story packages spotlighted the walk as a prelude to Key West’s New Year’s Eve events, providing coverage for them as well. Exposure was significant, with the video earning distribution by Reuters.com. The AP photos appeared in outlets including Yahoo News.

•

Agency wrote, distributed to the media and posted on the website a release on the 51st annual Old Island Days Art Festival.

•

Agency wrote, distributed to the media and posted on the website a release on the 31st annual Key West Craft Show.

•

Agency wrote, distributed to the media and posted on the website a release on the 25th annual Kelly McGillis Classic International Women’s & Girls’ Flag Football Championship.

•

Agency wrote, featured in the e-newsletter and posted on the website a release on the freeadmission Friends of the Key West Library lecture series.

•

Agency coordinated media visits for individual journalists including Alexandra Kirkman with Forbes.com, Lisa Sands of AAA Traveler Worldwise, Tom Austin of Travel + Leisure, Lucy Komisar with Travellady.com, Bryanna Royal with CrazyFamilyAdventure.com, Ushma Mistry with Pukaar Magazine, Florine Quirian of World Adventure Divers, Finnish television producers Olli and Merja Kangas, Marie de Pouport with Journal de Montreal, Scott Vogel of SagaCity Media, Jenny Southan of the UK's Business Traveller, Scotty Moore and Katie Lamotta of FestPop.com and the Florida Music Festival Travel Guide, photographers Lisa

Diederich and Samuel Stephenson, Jeanne Mozier with the Charleston Gazette and Skye Moyer writing for Real Mom Reviews. •

Agency issued water-quality advisories to resorts and other tourism industry entities, and routinely interfaces with the Monroe County Health Department on beach advisory status.

•

Event information and photography are regularly posted on the Keys website.

•

News and social media-specific items are routinely posted on the TDC’s Facebook, Twitter, Instagram and YouTube sites, especially during evening and weekend hours.

•

Agency continues to produce spontaneous photography and other posts for the TDC’s social media outlets.

•

Agency conferenced with executives of the National Lesbian and Gay Journalists Association to discuss opportunities for the Keys to tie in to the organization's national conference that is scheduled for September 2016 in Miami Beach.

•

Upcoming public relations activity for February and March can be examined on the pages that follow. ###

•

•

•

Special Events Listed Will Require PR funding from event or district

TDC Regular Meeting DAC Regular Meetings DOMESTIC Video of the Week Cultural E-news Issue Miami Boat Show Washington DC Promotion Southern Bride Project INTERNATIONAL UK/Europe Releases Canadian E-release Visit USA Denmark Show UK Girls Pop the Question Proposal EVENTS Pigeon Key Art Festival Saltwater Sportsman Nat’l. Seminar Series Chili in the Keys Regional Cookoff Civil War Heritage Festival South Florida Symphony Performance Presidential Descendents Garden Walk Winter Star Party Island Grass Music Fest Miami Boat Show Poker Run to Islamorada Old Island Days Art Fest Cuda Bowl Backcountry Fly Champ. Swamp Guides Fishing Tournament Islamorada Winter Classic

Media Support

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GENERAL PR EFFORTS Media Media Special Research Develop. Project Fam Mission

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Special Interest Project

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PR Rep. Present • •

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*

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III/C IV/F

IV/F

I/C II/F IV/F IV/F

I IV/V/C II II IV

I I/C

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ALL ALL ALL ALL

ALL ALL/C ALL/F ALL ALL

District/ Umbrella

IV

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SPECIAL EVENTS PR EFFORTS Spot Press Kit/ Publicity Photos Coverage/ Packet Photos and/or Results Video

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Advance/ Wrap Release

C= Cultural Umbrella, D= Dive Umbrella, F= Fishing Umbrella

• •

PR Report

FEBRUARY 2016

• •

Special Events Listed Will Require PR funding from event or district

TDC Regular Meeting DAC Regular Meetings DOMESTIC What’s New Spring 2016 Video of the Week INTERNATIONAL ITB Berlin TUR Travel Show UK April Fool’s Day Video Project Shoot What’s New Spring 2016 UK/Europe Releases Canadian E-release EVENTS Open Air Art & Music Fest Marathon House & Garden Tours & Art Show Sombrero Beach Run Conch Shell Blowing Contest Fla. Keys Island Fest Truman Symposium Tennessee Williams Birthday Celebration Marathon Seafood Fest Woofstock Music Festival Jimmy Johnson’s National Billfish Championship March Merkin Tournament Jim Bokor Islamorada AllTackle Bonefish & Redfish Shootout

Media Support

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• • •

• •

GENERAL PR EFFORTS Media Media Special Research Develop. Project Fam Mission

•

Special Interest Project

• • •

•

PR Rep. Present • •

MARCH 2016

• • •

• •

• •

•

• • •

• • •

I/F IV/F

III IV/C IV/F

IV I I/C

III I/C •

• •

• •

I/C III/C

• •

ALL ALL ALL

ALL ALL

ALL ALL ALL

•

•

SPECIAL EVENTS PR EFFORTS Spot Press Kit/ Publicity Photos District/ Coverage/ Umbrella Packet Photos and/or Results Video

• • •

•

Advance/ Wrap Release

C= Cultural Umbrella, D= Dive Umbrella, F= Fishing Umbrella

• •

PR Report

Agenda Item #

G.2. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Ameurop Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Ameurop Group

DEADLINE DATE:

January 22, 2016

FL / fl / call center / mainframe-printout– PA/LM

FLORIDA KEYS Call report for December 2015 Date:

Name:

Country:

Reason for Call:

12-01-15 Simone Carre

France

Islamorada Urgent Care

12-02-15 Moto Yorhida

Japan

Public Transportation

12-02-15 Bruno Helm

Germany

Real Estate Office-Direction

12-03-15 Kakome Hirak

Japan

Flat Tire on Rental Car

12-04-15 Pedro Ricardo

Portugal

Speeding Ticket advised with M/O

12-05-15 Didier Marcel

France

Directions to Ft. Myers

12-06-15 Chiarra Bianca

Italy

Key Largo Visitor Center

12-06-15

Austria

24 Dentist Hotline

12-07-15 Kadam Leya

India

General Questions about the Keys

12-08-15

Portugal

Lost Key to Rental Car called Avis

12-08-15 Holger Osbeck

Holland

General Question about the Keys

12-08-15 Tokasy Maiko

Japan

Marathon Visitor Center

12-09-15 Sven Thorsten

Sweden

Question about Sun Pass

12-09-15 Maier Guenter

Germany

Key Largo Visitor Center

12-10-15 Lavoud Remone

France

Currency Exchange at Key West Bank

12-11-15 Frieder Joseph

Switzerland

Parking Violation Islamorada

12-12-15

Japan

General Info about the Keys

12-13-15 Besemond Marcel

France

Directions To Universal Studio.

12-14-15 Roberto Bodega

Italy

Question about Sun Pass

12-15-15 Pallesia Rose

Belgium

24 Hours Pharmacy

12-16-15 Muster Siglinde

Austria

Assistance with Sun-Pass

Helmut Karr

Valente Jose

Aryani Kumo

FL /fl call center / mainframe-printout- auth. PA/LM

FLORIDA KEYS Call report for December 2015 Date:

Name:

Country:

Reason for Call:

12-17-15 Jens Holger

Germany

Explained Sun Pass

12-17-15 Rochett Simone

France

Directions to Ft. Lauderdale

12-18-15 Olivia Delago

France

Key Largo Visitor Center

12-18-15 Basgil Renaldo

Italy

Speeding Ticket helped with M/O

12-18-15 Mansom Kussum

India

24 hour Urgent Care

12-19-15 Hauser Nori

Germany

Parking question with RV

12-20-15 Dumas Clyde

Belgium

Various Attractions in the Keys

12-21-15 Perez Alfons

Spain

Problem with Rental Car

12-22-15 Matt Sonia

Switzerland

Explained Sun Pass

12-23-15 Geville Houber

Belgium

Walk in Clinic

12-23-15 Khalil Anish

India

Directions to Disney Orlando

12-24-15 Baumber Sepp

Germany

Gas prices and Sun Pass

12-24-15 Knepp Holger

Sweden

Problem with Rental Car

12-25-15 Velba Guido

Denemark

Gay Bar location Key West

12-26-15 Gisela Troff

Austria

General question about the Keys

12-27-15 Hasaky Missu

Japan

Public Transportation

12-28-15 Alberto Camaz

Portugal

Key West Visitor Center

12-29-15 Rosedale Exel

Holland

Camper Parking

12-30-15 Friese Haupt

Germany

Inquire about New Years Party

12-31-15 Radun Nydar

India

General Question about Keys activity.

Agenda Item #

H.1. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Film Commission Status Report

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Film Commission

DEADLINE DATE:

January 22, 2016

TO: Monroe County Tourist Development Council FROM: Rita Troxel RE: Report on Film Commission Activities December 4, 2015 – January 21, 2016

Special Projects • Attended FOCUS trade show in London. It was an impressive show for a first time event. Had the opportunity to speak with many producers and film markers. Of course they all want to know about the film incentives for Florida…. all I can say is we are trying to appeal to the legislators on this issue. •Attended a meeting with Senator Latvala and Rep. Holly Raschein. •Sent members of the State Legislature, Film Florida, Bloodline and Sony Television copies of our Bloodline Economic Impact study. Ongoing Projects • Assisting ITV from the UK with the filming of the Breakfast Show on Good Morning Britain with locations and permits throughout the Keys. • Assisting Left Right TV with the Ride With Norman Reedus motorcycle ride through the Keys. • Continued assisting Roger Richter with permits for a Tinsley Advertising/TDC commercial shoot. • Assisting Select Services with a fashion magazine shoot in early February. • Assisting Warner Brothers International with filming in Key West scheduled for end of January. • Assisted Alan Vanderkaay with a Buick shoot in Key West. • Assisted Summit Productions with their shoot in Key West • Assisted Viacom/TVLand with their industrial video – Quest For The Best. • Assisted Raw TV with their filming at Harry Harris Park. • Assisted TV2 from Norway with permits for their travel show.

>>>>>>>>>>>>>>>>>>>> Continued

Page 2 Film Commission Report • Shot location photos in Islamorada for a possible shoot in April or May. • Film office assisted, on my behalf, Circus Dog/Pie Town Productions with their television shoot in Key West. •Assisted Creative Council with their still shoot for Bare Necessities. • Ongoing assistance provided to Bloodline daily!!

Agenda Item #

I.1. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Review of Monthly Accounting Breakdown & FY 2015 Generic Destination & Umbrella Campaign Recap

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

January 22, 2016

Tinsley Advertising Monroe County Tourism FY 15-16 BUDGET RECAPS

CO-OP THRU DISTRICT

GENERIC KEY WEST MARATHON ISLAMORADA KEY LARGO Cultural Umbrella Fishing Umbrella Dive Umbrella TOTAL

1/21/16 CO-OP MEDIA COSTS

TOTAL COLLECTED CO-OP PAYMENTS

$870,559 $666,561 $194,953 $119,364 $98,664 $47,006 $18,127 $235,457

$61,790 $50,725 $1,600 $1,975 $2,040 $7,000 $450 $16,900

$2,250,691

$142,480

Tinsley Advertising Monroe County Tourism

FINANCIAL RECAP TO DATE DISTRICT

1/21/15 MEDIA BILLED TO DATE

BUDGET

GEN.- Media Mat. GEN. - Adv. Exp. GEN. - Collateral

$ $ $

665,000 100,000 70,000

GEN.- Promo Adv. KEY WEST LOWER KEYS MARATHON ISLAMORADA KEY LARGO Cultural Umbrella Diving Umbrella Fishing Umbrella

$ $ $ $ $ $ $ $ $

7,702,641 6,480,045 850,774 1,547,767 1,416,349 1,631,825 643,816 900,000 442,990

TOTAL

$

22,451,207

$ $ $ $ $ $ $

841,162 902,032 98,193 141,423 151,842 110,943 117,456

$ $

152,869 17,927

PRODUCTION ESTIMATES TO DATE

BALANCE

$ $ $

457,635 4,228 24,480

$ $ $

207,365 95,772 45,520

$ $ $ $ $ $ $ $

21,385 2,430 2,626 5,361 1,956 5,473 12,511 536

$ $ $ $ $ $ $ $ $

6,861,479 5,556,628 750,151 1,403,718 1,259,146 1,518,926 520,887 734,621 424,527

$

19,378,741

Monroe County TDC Fiscal Year: October 1, 2015 - September 30, 2016

Agenda Item #

I.2. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Response Report – FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

January 22, 2016

The Florida Keys and Key West Internet Response Report 2015/2016

GENERIC OCTOBER 2015 DATE 10/1-10/31 10/1-10/31 10/1-10/31 10/19-10/31 10/1-10/31 10/27/15 10/1-10/31 10/1-10/31 10/1-10/31 10/19-10/31 10/1-10/31 10/1-10/31 10/1-10/31 DATE 10/19-10/31 10/19-10/31 10/1-10/31

WEBSITE Adara Ad Network Google Admob NYTimes.com Pre-Roll Brightroll Ad Network VisitFlorida.com NYTimes.com Great Getaways E-Newsletter NYTimes.com Flex Frame WeddingWire.com Pre-Roll NewMobility.com Sky & Large Button SpotXChange Ad Network - Desktop SaltWaterExperience.com MyWedding.com Banner and Video CampFlorida.com MOBILE Mobile Fuse - NY, CHI, PHIL, BOS & DC SpotXChange Ad Network - Mobile Google Ad Words florida vacation florida vacations florida weddings +florida +vacation [florida vacations] +florida +vacations [florida vacation] florida diving +florida +diving

Impressions 1,372,973 3,461,706 287,850 84,851 110,358 428,230 764,115 120,593 29,231 292,645 1,477 25,563 4,296 Impressions 533,516 122,663 Impressions 472,492 281,350 70,028 200,545 11,866 56,338 10,054 7,377 1,869

#DIV/0! Clicks/Engagements Click-through % 19,012 1.38% 15,921 0.46% 6,676 2.32% 1,967 2.32% 1,075 0.97% 464 0.11% 221 0.03% 127 0.11% 61 0.21% 54 0.02% 38 2.57% 25 0.10% 14 0.33% Clicks Click-through % 2,265 0.42% 86 0.07% Clicks Click-through % 0.31% 1,463 0.45% 1,259 0.78% 544 0.26% 512 1.97% 234 0.36% 201 0.66% 66 0.85% 63 1.18% 22

WEBSITE Google Admob Adara Ad Network Publicitas Digital (UK) NYTimes.com Pre-roll CNN.com (Chicago Co-Op) CNN.com (Philly Co-Op) CNN.com (Boston Co-Op) CNN.com (D.C. Co-Op) VisitFlorida.com News Distribution Network Banners & Pre-roll (Chicago Co-Op) News Distribution Network Banners & Pre-roll (Philly Co-Op) WeddingWire.com Pre-Roll & Display unit Bell Media (Ontario) News Distribution Network Banners & Pre-roll (Boston Co-Op) News Distribution Network Banners & Pre-roll (NY Co-Op) News Distribution Network Banners & Pre-roll (DC Co-Op) Brightroll Ad Network SpotXchange - Geo-targeting NY, CHI, PHL, BOS, DC MyWedding.com Banner and Video SaltWaterExperience.com Bell Media (Quebec) NewMobility.com Sky & Large Button CampFlorida.com MOBILE xAd Mobile Network - Geo-targeting NY, CHI, PHL, BOS, DC iAd Mobile Network (Apple) - Geo-targeting NY, CHI, PHL, BOS, DC Mobile Fuse - NY, CHI, PHIL, BOS & DC Brightroll Mobile SpotXchange Mobile

Impressions 2,884,619 1,280,276 8,449,425 447,662 65,964 65,931 65,914 66,037 110,795 105,157 110,165 315,937 261,546 105,377 105,167 105,358 115,191 184,194 17,639 1,226 3,133 4,872 2,720 Impressions 5,382,722 1,222,636 1,302,515 68,319 166,434

Clicks/Engagements Click-through % 40,613 1.41% 20,043 1.57% 19,957 0.24% 9,887 2.21% 3,498 5.30% 3,112 4.72% 2,980 4.52% 2,745 4.16% 1,157 1.04% 799 0.76% 752 0.68% 751 0.24% 607 0.23% 506 0.48% 473 0.45% 451 0.43% 303 0.26% 131 0.07% 23 0.13% 22 1.79% 15 0.48% 11 0.23% 5 0.18% Clicks Click-through % 21,916 0.41% 18,237 1.49% 6,285 0.48% 1,403 2.05% 24 0.01%

NOVEMBER 2015 DATE 11/1-11/31 11/1-11/31 11/2-11/30 11/1-11/31 11/2-11/22 11/2-11/22 11/2-11/22 11/2-11/22 11/1-11/31 11/2-11/22 11/2-11/22 11/1-11/31 11/1-11/31 11/2-11/22 11/2-11/22 11/2-11/22 11/1-11/31 11/1-11/31 11/1-11/31 11/1-11/31 11/18 11/1-11/31 11/1-11/31 DATE 11/1-11/30 11/1-11/30 11/3-11/28 11/2-11/30 11/2-11/30

Industry Standard average for click-through percentage in the US is 0.10%-0.30%. Source: Official study performed by Nielson/Net Ratings-December 2006.

Updated by Tinsley Advertising on 1/21/16

The Florida Keys and Key West Internet Response Report 2015/2016

11/1-11/30

Google Ad Words +florida +vacation florida vacations +florida+beaches +florida +vacations florida vacation florida weddings +florida +diving

Impressions 1,199,525 97,238 34,233 186,046 57,853 35,247 6,399

WEBSITE Adara Ad Network Google Admob NYTimes.com Pre-Roll CNN.com (Boston Co-Op) CNN.com (Chicago Co-Op) CNN.com (Philly Co-Op) CNN.com (D.C. Co-Op) WeddingWire.com Pre-Roll & Banner VisitFlorida.com News Distribution Network Banners & Pre-roll (Philly Co-Op) Philly.com Travel POD E-Blast News Distribution Network Banners & Pre-roll (Chicago Co-Op) News Distribution Network Banners & Pre-roll (Boston Co-Op) News Distribution Ad Network Banners & Pre-roll (NY Co-Op) News Distribution Network Banners & Pre-roll (D.C Co-Op) ChicagoTribune.com Exclusive E-Newsletter Brightroll Ad Network - Geo-targeting NY, CHI, PHL, BOS, DC MyWedding.com Banner and Video Boston.com Traveler E-Newsletter SpotXchange Ad Network (DC Co-Op) NewMobility.com Sky & Large Button SaltWaterExperience.com SpotXchange Ad Network (Chicago Co-Op) SpotXchange Ad Network (Philadelphia Co-Op) SpotXchange Ad Network (Boston Co-Op) CampFlorida.com MOBILE iAd Mobile Network (Apple) - Geo-targeting NY, CHI, PHL, BOS, DC xAd Mobile Network - Geo-targeting NY, CHI, PHL, BOS, DC Mobile Fuse - NY, CHI, PHIL, BOS & DC Brightroll Mobile Google Ad Words +florida +vacation florida vacations +florida+beaches florida vacation +florida +vacations florida weddings +florida +diving

Impressions 1,340,823 3,743,229 133,007 103,832 103,842 103,837 103,852 353,165 131,251 108,860 50,000 105,321 105,423 105,672 105,414 40,000 99,462 638,621 59,626 195,240 28,684 1,922 271,592 158,966 192,293 2,740 Impressions 1,640,675 1,818,180 814,138 49,060 Impressions 1,360,226 110,884 36,977 63,968 167,932 27,403 6,587

Clicks 1,915 1,022 792 707 658 242 77

Click-through % 0.16% 1.05% 2.31% 0.38% 1.14% 0.69% 1.20%

DECEMBER 2015 DATE 12/1-12/31 12/1-12/30 12/1-12/31 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/31 12/1-12/31 12/1-12/20 12/9 12/1-12/20 12/1-12/20 12/1-12/21 12/1-12/20 12/9 12/1-12/20 12/1-12/31 12/18 12/1-12/20 12/1-12/31 12/1-12/31 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/31 DATE 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/20 12/1-12/31

Industry Standard average for click-through percentage in the US is 0.10%-0.30%. Source: Official study performed by Nielson/Net Ratings-December 2006.

Clicks/Engagements Click-through % 12,415 0.93% 11,752 0.31% 7,097 5.34% 5,941 5.72% 5,292 5.10% 5,015 4.83% 3,302 3.18% 2,161 0.61% 1,054 0.80% 908 0.83% 907 1.81% 588 0.56% 557 0.53% 518 0.49% 453 0.43% 416 1.04% 323 0.32% 187 0.03% 171 0.29% 47 0.02% 46 0.16% 44 2.29% 35 0.01% 18 0.01% 16 0.01% 9 0.33% Clicks Click-through % 24,480 1.49% 9,156 0.50% 3,857 0.47% 1,090 2.22% Clicks Click-through % 1,769 0.13% 1,155 1.04% 961 2.60% 697 1.09% 615 0.37% 143 0.52% 73 1.11%

Updated by Tinsley Advertising on 1/21/16

Agenda Item #

I.3. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Advertising Recap – FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

January 22, 2016

2000 South Dixie Highway, Suite 201 ! Miami FL 33133 ! (305) 856-6060 ! FAX (305) 856-9236

I.3 To: From: Date: RE: CC: I.3

The Monroe County Tourist Development Council Ashley Miller January 21, 2016 February 2, 2016 TDC Meeting John Underwood

Advertising Re-cap The following is a list of current and on-going projects: " Coordination & implementation of new FY 2015/2016 co-op programs for all Districts & Umbrellas " Production of Generic Keys-wide photo shoot " Placing and producing all Generic, District and Umbrella advertising efforts " Production & implementation of Washington DC Outdoor promotion " Produced reprint of Conch & LGBT Brochures, Meeting Planners Guide & Islamorada Rack Card " Produced Accommodations Brochure with new cover & imagery " Prepared & produced media plans for TDC funded events " Internet/E-marketing response reports " Brochure fulfillment & inventory coordination for all domestic & international trade shows " Preparing TDC packets " Preparing DAC packets " Agency attended the October 7th, 2015 Fishing Umbrella meeting and presented POVs on VooDoo Daddy and B&D Outdoors " Agency attended the November 3rd Cultural Umbrella meeting and received approval for the 2016 Culture Magazine. The Agency also presented new topics for the 2017 Culture Magazine. " Agency attended the December 15th TDC meeting and presented a slideshow of images from the new Generic Keys-Wide Photoshoot " Agency attended January 12th & 13th DAC meetings and received approval on additional media utilizing DAC funds " Agency attended the January 14th Dive Umbrella meeting

Generic Media Campaign The Agency has planned, purchased and placed ads in the following media for February & March: National Cable Television: 2/8-2/28 & 3/7-3/26 • Networks include: o CNN o Fox News o Fox Business o HGTV o FOOD Network o MSNBC o Travel Channel o TLC Fishing Television: • George Poveromo’s World of Saltwater Fishing – January - June • Sport Fishing Television – January – June • Bass To Billfish – January – March Out of State Spot Market Television: • New York- 2/8-2/28 & 3/7-3/26 • Chicago- 2/8-2/28 & 3/7-3/26 • Philadelphia - 2/8-2/28 & 3/7-3/26 • Boston - 2/8-2/28 & 3/7-3/26 • Washington DC - 2/8-2/28 & 3/7-3/26 • Detroit - 2/8-2/28 & 3/7-3/26 • Columbus - 2/8-2/28 & 3/7-3/26 • Charlotte – 3/7-3/26 • Houston – 3/7-3/26 • Dallas-Ft. Worth- 3/7-3/26 International Market Television: • Toronto - 2/8-2/28 & 3/7-3/26 Out-of-Home: • Washington DC Station Domination – February Co-Op Program by Market (Newspaper/Digital): • Visit Florida o Visit Florida Newspaper Print Insert – 2/21 o Visit Florida Ad Network – February o Visit Florida Mobile Ad Network – February

•

New York Times o New York Times Newspaper (Sunday Travel) – 3/13 o NYTimes.com Great Getaways E-Newsletter – 3/16

•

New York o New York Magazine – 1/25-2/7 o News Distribution Network – 2/1-3/20

•

Chicago o CNN.com – 2/8-3/20 o Spot Exchange Network - 2/8-3/20 o News Distribution Network - 2/8-3/20 o ChicagoTribune.com Exclusive E-Newsletter – 2/24

•

Philadelphia o CNN.com – 2/8-3/20 o Spot Exchange Network - 2/8-3/20 o News Distribution Network - 2/8-3/20 o Philly.com Travel POD E-Blast – 2/17

•

Boston o CNN.com – 2/8-3/20 o Spot Exchange Network - 2/8-3/20 o News Distribution Network - 2/8-3/20 o Boston.com Traveler E-Newsletter – 2/3 & 3/2

•

Washington DC o CNN.com – 2/8-3/20 o Spot Exchange Network - 2/8-3/20 o News Distribution Network - 2/8-3/20 o WashingtonPost.com Travel E-Newsletter – 2/24, 3/16 & 3/30

•

Southeast Summer Print o Charlotte Observer (Sunday Travel) – 3/29

•

Southeast Summer Digital o DallasNews.com E-Newsletter – 3/9 & 3/23 o Chron.com (Houston) E-Newsletter – 3/16 & 3/30

Co-Op Program (Magazine): • 2014 Official Visit Florida Magazine – Annual • Coastal Living – February • Meetings & Conventions – February

• •

New York Times Sunday Magazine – 3/20 Conde Nast Traveler – Visit Florida (Florida Guide) - February

Digital/Internet: • Conversant Ad Network (Geo-Targeting NY, BOS, CHI, PHIL & DC) – 1/11-4/24 • SpotXchange Ad Network (Geo-Targeting NY, BOS, CHI, PHIL & DC) – 1/11-4/24 • Brightroll Media Ad Network (Geo-Targeting NY, BOS, CHI, PHIL & DC) – 1/11-4/24 • Google Banner & YouTube Display – 2/29-4/30 • Weddingwire.com Pre-Roll – 2/1-3/31 • TheDailyMeal.com – 1/19-3/31 • FoxNews.com Pre-Roll – 2/9-2/28 & 3/2-3/27 • VirtuosoLife.com Escapes Email - March • NYTimes.com Paid Post – March – May • Travel+Leisure.com - March • NewMobility.com - Annual • MyWedding.com – Annual • Adara Ad Network (Retargeting Campaign) – Annual • Campflorida.com- Annual • VisitFlorida.com- Annual • SaltWaterExperience.com- Annual • Google Adwords - Annual • Yahoo/Bing Search – Annual Mobile/Tablet: • Xad Mobile Network (Swipe Unit) – 1/11-4/24 • Xad Mobile Pre-Roll – 2/1-2/29 • iAd Network – 1/11-4/24 • Mobile Fuse – 1/4-2/29 • CNN.com Mobile App – 1/11-4/24 • FoxNews.com Mobile App – 1/11-4/24 • Amobee Mobile Platform – 1/11-4/24 Magazines: • Atlanta Magazine – March • Golf Magazine – February • Florida Travel & Lifestyles – January/February & March/April • New Mobility – February • Virtuoso Life – January/February • Bridal Guide – March/April • Coastal Living – March • Recommend - March

• • • • • • •

Collaborate – February/March Prevue – January/February Meetings Focus South - March Travel Guide To Florida – Annual Camp Florida 2016 – Annual Visit Florida Official Transportation Map – Annual 2016 FL Official Travel Industry Specialist Guide - Annual

International: • Official Visit FL Latin America Vacation Guide- Annual • Visit Florida Travel Guide 2016 - Annual • Discover America (Brand USA)- Annual • Discover America (Nordic Region)-Annual • Bride’s Magazine Wedding Planner UK - Annual • UK Taxi Promotion – Annual • Canadian’s Guide to Florida – Annual • TTG UK/Ireland – 2/12 • Bell Media – TheLoop.ca Email (Quebec) – 2/3 • Bell Media Digital (Ontario) – 1/4-2/29 • Dreamscapes (Canada)– 2/12 • Canadian Geographic Travel Magazine – March • Zoomer Magazine (Canada)- March • Thestar.ca (Canada)– 1/1-2/29 • Die Welt/Welt Sonntag (Germany) – 2/1, 2/21 & 2/22 • FAZ/FAS Newspaper (Germany) – 2/11 & 2/14 • America Journal Magazine (Germany) – January/February & March/April • Geo Saison Magazine (Germany) – January & February • Tripadvisor.de – January – May • Publicitas Ad Network (Germany) – 3/1-3/31 • Adventure Travel Magazine (UK) – 2/8-3/13 • Sunday Times Travel Magazine (UK) – February • Sunday Times Newspaper (London) –2/21 • Bride’s Magazine (UK) – January/February • Bride’s Magazine Wedding Planner (UK) - Annual • UK Taxi Promotion – Annual • Dove Magazine (Italy) – February • Desirs De Voyages (French Luxumberg, Belgium & Switzerland)– January/February & March/April • Discover America Nordic Region (Sweden, Denmark, Norway & Finland) – Annual • Swiss Magazine – March • Brasil Travel News – March • Scandanavian Traveller (Scandanavian Airlines) – February

Districts The Agency attended the January 12th & 13th DAC meetings. The DACs approved memos recommending additional media using their funds. Cultural Umbrella The Agency attended & received approval for the 2016 Culture Magazine. Agency presented topics for next year’s 2017 Culture Magazine. Diving Umbrella The Agency attended the January 14th, 2016 Dive Umbrella meeting. Fishing Umbrella The Agency attended the October 7th, 2015 Fishing Umbrella meeting and presented POV’s on VooDoo Daddy and B&D Outdoors proposals.

Agenda Item #

I.4. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Search Engine Marketing Report - FYI

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

January 22, 2016

PAID SEARCH ENGINE MARKETING REPORT DECEMBER 2015

Prepared By:

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Performance Overview By Search Engine Group

Impressions

Bing Ads Google Adwords Total

Clicks

129,449 3,070,137 3,199,586

CTR

2,875 15,317 18,192

Cost

2.22% 0.50% 0.57%

CPC

$3,038.49 $21,234.69 $24,273.18

Avg. Pos. $1.06 $1.39 $1.33

2.61 3.98 3.92

Cost Comparison 12/1/2015 to 12/31/2015 $25,000

$20,000

) $ ( ts oC

$15,000

$10,000

$5,000

$0 5 1 20 c De Bing Ads

Day of the Week Clicks vs. Impressions

s k c il C

Day of the Week Avg. Pos. vs. Avg CPC

4,000

550,000

3,000

500,000

2,000

450,000

1,000

400,000

y y a a d d n s e u S Tu

Day of the Week Cost vs. CTR $1.36

4.0 s n o is s e rp m I

350,000

0

Google Adwords

y y a a sd r d u ru ta h T S

$1.35

3.0 .s oP .g vA

$1.34

2.0

$1.33

1.0

$1.32

0.0

$1.31 y a d n Su

y a sd e u T

ay d s ru h T

y a d r u ta S

65.0 %

$5,000 ) kc li C / $ (C PC

$4,000 ) $ ( ts oC

60.0 %

$3,000

55.0 %

$2,000

50.0 %

$1,000 $0

45.0 % y y y y a a a a d d d d n s r u es u r u ta S h Tu T S

Google + Bing Clicks

Google + Bing Avg. Pos.

Google + Bing Cost ( $ )

Google + Bing Impressions

Google + Bing CPC ( $ / Click )

Google + Bing CTR

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

2

R TC

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Top 5 Ads Google + Bing Ads

Florida Keys & Key West Visit the only living coral barrier reef in the continental U.S.+ more! www.fla-keys.com Florida Keys & Key West Official Vacation Planning Site. Fish, snorkel or swim w/dolphins! www.fla-keys.com Key West, Florida Official Site. Key West vacation planning begins here! Hotels+more. www.fla-keys.com/keywest Florida Hotels - Key West Official Tourism Site. Find Hotels, resorts, B&B's, inns and more! www.fla-keys.com/keywest Florida Vacation Resort Resorts in the FL Keys & Key West. Official Tourism Planning Site. www.flakeys.com/floridakeysresorts Total

Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

232,475

1,641

0.71%

$1,962.08

$1.20

4.36

Generic

769,182

1,473

0.19%

$1,858.59

$1.26

4.34

DAC 1 Key West

103,435

1,338

1.29%

$2,449.23

$1.83

3.83

DAC 1 Key West

51,211

934

1.82%

$1,831.06

$1.96

4.16

557,128

837

0.15%

$1,115.00

$1.33

6.54

3,199,586

18,192

0.57%

$24,273.18

$1.33

3.92

Generic

Top 5 Ads Google Adwords Ads

Florida Keys & Key West Visit the only living coral barrier reef in the continental U.S.+ more! www.fla-keys.com Florida Keys & Key West Official Vacation Planning Site. Fish, snorkel or swim w/dolphins! www.fla-keys.com Key West, Florida Official Site. Key West vacation planning begins here! Hotels+more. www.fla-keys.com/keywest Florida Hotels - Key West Official Tourism Site. Find Hotels, resorts, B&B's, inns and more! www.fla-keys.com/keywest Florida Vacation Resort Resorts in the FL Keys & Key West. Official Tourism Planning Site. www.flakeys.com/floridakeysresorts Total

Campaign

Impressions

Clicks

CTR

Cost

CPC

Avg. Pos.

Generic

232,475

1,641

0.71%

$1,962.08

$1.20

4.36

Generic

769,182

1,473

0.19%

$1,858.59

$1.26

4.34

DAC 1 Key West

103,435

1,338

1.29%

$2,449.23

$1.83

3.83

DAC 1 Key West

51,211

934

1.82%

$1,831.06

$1.96

4.16

557,128

837

0.15%

$1,115.00

$1.33

6.54

3,070,137

15,317

0.50%

$21,234.69

$1.39

3.98

Generic

Top 5 Ads Bing Ads Ads

Florida Keys & Key West Official Tourism Site. Escape to the warmth of the FL Keys and relax! www.fla-keys.com Florida Keys & Key West Official vacation planning site. Fish, snorkel or swim w/dolphins! www.fla-keys.com Key West Florida Resorts Official Tourism Site. Plan your trip, view accommodations+more! www.fla-keys.com/keywest Florida Keys Vacations Official Tourism Site. Escape To The Warmth Of The Florida Keys & Relax www.fla-keys.com Marathon, FL Keys Official Site. Family vacations - dive, fish+swim w/dolphins! www.fla-keys.com/marathon

Campaign

Impressions

CTR

Cost

CPC

Avg. Pos.

Generic

20,402

723

3.54%

$545.86

$0.75

2.46

Generic

14,209

535

3.77%

$378.38

$0.71

2.16

9,665

297

3.07%

$526.69

$1.77

1.67

Generic

16,637

252

1.51%

$162.37

$0.64

2.25

Marathon

12,161

237

1.95%

$284.04

$1.20

3.26

129,449

2,875

2.22%

$3,038.49

$1.06

2.61

Key West

Total

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

Clicks

3

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Performance By Campaign Google + Bing Campaign

Generic DAC 1 - Key West Generic DAC 1-Key West LGBT DAC 5 - Key Largo DAC 3 - Marathon DAC 2 - Big Pine Key & Lower Keys DAC 4 - Islamorada FKDC - Control Key West FKDC - Remarketing FKDC - nSight Marathon Islamorada Key West - Gay/Lesbian Key Largo Total

Impressions

1,703,069 279,996 51,248 72,114 58,631 223,529 39,353 111,840 176,964 28,203 301,214 103,427 15,410 7,045 21,672 5,871 3,199,586

Clicks

CTR

4,960 3,691 1,510 1,152 1,133 1,082 885 805 754 607 504 351 287 187 150 134 18,192

Cost

0.29% 1.32% 2.95% 1.60% 1.93% 0.48% 2.25% 0.72% 0.43% 2.15% 0.17% 0.34% 1.86% 2.65% 0.69% 2.28% 0.57%

$6,596.74 $6,448.54 $1,086.61 $1,521.54 $1,063.95 $1,611.32 $912.42 $1,337.80 $304.14 $1,115.70 $1,099.80 $338.44 $341.93 $277.51 $62.14 $154.60 $24,273.18

0.29% 1.32% 1.60% 1.93% 0.48% 2.25% 0.72% 0.43% 0.17% 0.34% 0.50%

$6,596.74 $6,448.54 $1,521.54 $1,063.95 $1,611.32 $912.42 $1,337.80 $304.14 $1,099.80 $338.44 $21,234.69

2.95% 2.15% 1.86% 2.65% 0.69% 2.28% 2.22%

$1,086.61 $1,115.70 $341.93 $277.51 $62.14 $154.60 $3,038.49

CPC

Avg. Pos.

$1.33 $1.75 $0.72 $1.32 $0.94 $1.49 $1.03 $1.66 $0.40 $1.84 $2.18 $0.96 $1.19 $1.48 $0.41 $1.15 $1.33

5.04 4.38 2.31 2.82 3.02 4.45 2.99 3.01 1.00 2.02 1.00 1.00 3.25 2.54 3.42 3.44 3.92

Performance By Campaign Google Adwords Campaign

Generic DAC 1 - Key West DAC 1-Key West LGBT DAC 5 - Key Largo DAC 3 - Marathon DAC 2 - Big Pine Key & Lower Keys DAC 4 - Islamorada FKDC - Control FKDC - Remarketing FKDC - nSight Total

Impressions

1,703,069 279,996 72,114 58,631 223,529 39,353 111,840 176,964 301,214 103,427 3,070,137

Clicks

CTR

4,960 3,691 1,152 1,133 1,082 885 805 754 504 351 15,317

Cost

CPC

Avg. Pos.

$1.33 $1.75 $1.32 $0.94 $1.49 $1.03 $1.66 $0.40 $2.18 $0.96 $1.39

5.04 4.38 2.82 3.02 4.45 2.99 3.01 1.00 1.00 1.00 3.98

Performance By Campaign Bing Ads Campaign

Generic Key West Marathon Islamorada Key West - Gay/Lesbian Key Largo Total

Impressions

51,248 28,203 15,410 7,045 21,672 5,871 129,449

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

Clicks

CTR

1,510 607 287 187 150 134 2,875

4

Cost

CPC

Avg. Pos.

$0.72 $1.84 $1.19 $1.48 $0.41 $1.15 $1.06

2.31 2.02 3.25 2.54 3.42 3.44 2.61

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Performance By Day of the Month 12/1/2015 to 12/31/2015 Date

12/1/2015 12/2/2015 12/3/2015 12/4/2015 12/5/2015 12/6/2015 12/7/2015 12/8/2015 12/9/2015 12/10/2015 12/11/2015 12/12/2015 12/13/2015 12/14/2015 12/15/2015 12/16/2015 12/17/2015 12/18/2015 12/19/2015 12/20/2015 12/21/2015 12/22/2015 12/23/2015 12/24/2015 12/25/2015 12/26/2015 12/27/2015 12/28/2015 12/29/2015 12/30/2015 12/31/2015 Total

Impressions

137,925 135,092 120,015 109,313 98,063 116,752 142,440 133,242 129,239 118,323 98,851 92,625 115,040 132,543 134,460 131,212 115,109 106,805 125,597 135,760 182,833 83,174 71,264 46,859 46,590 49,182 54,191 69,772 60,939 55,195 51,181 3,199,586

Clicks

CTR

555 533 547 547 527 550 569 585 567 564 539 553 591 603 594 566 537 536 599 601 626 616 579 477 626 677 691 729 680 649 579 18,192

Cost

0.40% 0.39% 0.46% 0.50% 0.54% 0.47% 0.40% 0.44% 0.44% 0.48% 0.55% 0.60% 0.51% 0.45% 0.44% 0.43% 0.47% 0.50% 0.48% 0.44% 0.34% 0.74% 0.81% 1.02% 1.34% 1.38% 1.28% 1.04% 1.12% 1.18% 1.13% 0.57%

CPC

$821.35 $825.12 $802.62 $787.63 $770.51 $775.33 $828.35 $812.95 $760.13 $742.46 $722.53 $744.55 $768.49 $786.65 $788.76 $734.92 $726.19 $696.00 $745.15 $780.08 $802.75 $807.88 $720.70 $609.58 $811.39 $853.52 $870.98 $917.41 $877.64 $840.15 $741.41 $24,273.18

Avg. Pos.

$1.48 $1.55 $1.47 $1.44 $1.46 $1.41 $1.46 $1.39 $1.34 $1.32 $1.34 $1.35 $1.30 $1.30 $1.33 $1.30 $1.35 $1.30 $1.24 $1.30 $1.28 $1.31 $1.24 $1.28 $1.30 $1.26 $1.26 $1.26 $1.29 $1.29 $1.28 $1.33

4.32 4.26 4.29 4.12 4.17 4.03 4.32 4.16 4.39 4.32 4.18 3.73 3.95 4.32 4.30 4.39 4.52 4.31 4.18 4.16 4.08 3.54 3.25 2.45 2.16 2.37 2.34 2.23 2.36 2.40 2.33 3.92

Top 5 Keywords Google Adwords Keyword

florida florida florida florida florida Total

vacation hotel hotels camping honeymoons

Impressions

1,463,623 97,093 98,083 22,979 48,169 3,070,137

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

Clicks

CTR

3,878 1,573 1,120 532 443 15,317

Cost

0.26% 1.62% 1.14% 2.32% 0.92% 0.50%

5

$4,900.02 $3,238.53 $2,022.40 $569.31 $420.03 $21,234.69

CPC

Avg. Pos.

$1.26 $2.06 $1.81 $1.07 $0.95 $1.39

5.20 3.63 4.27 2.84 5.96 3.98

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Top 5 keywords Bing Ads Keyword

florida vacations florida resort florida vacation family vacations florida getaway Total

Impressions

28,944 15,517 11,771 10,280 2,822 129,449

Clicks

CTR

1,105 398 245 234 95 2,875

Cost

3.82% 2.56% 2.08% 2.28% 3.37% 2.22%

CPC

$799.57 $753.81 $154.10 $289.47 $120.78 $3,038.49

Avg. Pos.

$0.72 $1.89 $0.63 $1.24 $1.27 $1.06

2.38 1.88 2.00 3.08 2.24 2.61

All Keywords Google + Bing Keyword

florida vacation florida hotel florida hotels florida vacations florida camping florida honeymoons Honeymoon Destinations florida resort florida fishing florida resort Gay Wedding florida vacation rentals Gay Resorts everglades national park fl florida wedding florida national parks florida vacation family vacations florida weddings florida vacations boomuserlist::54722761 uservertical::91502 beach weddings uservertical::91504 Gay Vacations boomuserlist::55559401 +florida +golf everglades national park uservertical::80290 Florida Boating +gay +resorts florida weekend getaway uservertical::91501 florida getaway uservertical::91501 uservertical::91504 florida rv resorts florida rv park vacation florida dolphin swim florida +florida +vacation uservertical::91502 +weekend +getaways beach wedding florida snorkeling florida fishing charters florida rv resort swim with dolphins in florida

Impressions

1,463,623 97,093 98,083 28,944 22,979 48,169 44,882 88,428 43,532 15,517 30,354 101,925 9,377 12,895 13,133 5,960 11,771 10,280 13,657 71,487 39,742 40,908 23,310 39,631 8,640 93,945 13,102 5,849 25,508 11,679 4,306 4,292 27,899 2,822 25,798 26,275 4,643 2,616 5,189 1,918 83,119 25,063 6,745 2,294 8,357 2,360 3,704 2,270

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

Clicks

CTR

3,878 1,573 1,120 1,105 532 443 442 428 422 398 309 276 276 271 258 248 245 234 218 189 181 177 172 156 147 146 134 123 117 115 111 101 101 95 93 90 84 80 79 78 76 76 74 73 73 73 73 72

Cost

0.26% 1.62% 1.14% 3.82% 2.32% 0.92% 0.98% 0.48% 0.97% 2.56% 1.02% 0.27% 2.94% 2.10% 1.96% 4.16% 2.08% 2.28% 1.60% 0.26% 0.46% 0.43% 0.74% 0.39% 1.70% 0.16% 1.02% 2.10% 0.46% 0.98% 2.58% 2.35% 0.36% 3.37% 0.36% 0.34% 1.81% 3.06% 1.52% 4.07% 0.09% 0.30% 1.10% 3.18% 0.87% 3.09% 1.97% 3.17%

6

$4,900.02 $3,238.53 $2,022.40 $799.57 $569.31 $420.03 $901.19 $751.02 $676.66 $753.81 $426.99 $439.29 $314.23 $203.55 $390.50 $84.97 $154.10 $289.47 $349.14 $203.55 $157.04 $43.40 $342.79 $42.08 $171.38 $301.23 $244.55 $69.71 $28.69 $132.12 $130.07 $156.22 $27.51 $120.78 $96.36 $84.49 $96.56 $78.57 $56.64 $49.38 $83.52 $67.64 $150.07 $115.67 $117.60 $114.70 $77.31 $45.24

CPC

Avg. Pos.

$1.26 $2.06 $1.81 $0.72 $1.07 $0.95 $2.04 $1.75 $1.60 $1.89 $1.38 $1.59 $1.14 $0.75 $1.51 $0.34 $0.63 $1.24 $1.60 $1.08 $0.87 $0.25 $1.99 $0.27 $1.17 $2.06 $1.83 $0.57 $0.25 $1.15 $1.17 $1.55 $0.27 $1.27 $1.04 $0.94 $1.15 $0.98 $0.72 $0.63 $1.10 $0.89 $2.03 $1.58 $1.61 $1.57 $1.06 $0.63

5.20 3.63 4.27 2.38 2.84 5.96 3.04 4.26 2.93 1.88 2.26 5.01 3.54 2.11 4.21 2.60 2.00 3.08 4.76 3.39 1.00 1.00 3.56 1.00 3.91 1.00 5.24 3.07 1.00 3.04 3.85 4.26 1.00 2.24 1.00 1.00 3.45 2.78 3.02 3.61 5.33 1.00 4.50 2.22 2.54 2.54 3.42 3.18

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Gay Weddings

9,026 Keyword

uservertical::80290 family vacation +florida +diving +gay +miami +florida +honeymoons florida scuba diving wreck diving boomuserlist::55559401 weekend florida getaways florida national park Gay Marriage florida beach vacation LGBT Wedding 55-64 florida rv parks florida beach wedding florida hotel boomuserlist::54997201 florida beaches +gay +resort florida getaway florida wedding Big Game Fishing Gay Resort beach wedding family vacation Same Sex Marriage +gay +vacation florida campgrounds florida travel tarpon fishing +Gay+Weddings everglade national park fishing in florida key west inns 55-64 55-64 55-64 boomuserlist::55559401 boomuserlist::55559401 weekend getaways +florida +vacations redfish fishing boomuserlist::54996481 uservertical::80465 florida weddings florida rv parks and campgrounds Florida Sport Fishing uservertical::80465 +gay +vacations florida golf Total

Impressions

19,737 12,873 3,528 2,991 1,352 4,435 5,403 40,024 2,792 1,477 10,482 2,645 3,928 28,172 1,853 1,197 2,276 16,720 5,127 1,320 2,998 2,559 11,822 756 6,264 2,067 3,292 1,086 1,868 3,686 8,733 1,786 1,416 3,053 625 11,387 5,268 10,486 15,777 19,129 2,134 16,533 12,807 14,724 3,251 724 717 1,195 5,197 701 1,196 3,199,586

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

71

0.79%

Clicks

CTR

70 68 67 62 55 55 55 53 52 52 51 50 49 47 45 45 43 43 42 41 40 40 39 35 34 34 34 33 32 30 30 29 28 28 27 27 26 25 25 25 25 24 24 23 21 20 18 18 17 17 16 18,192

0.35% 0.53% 1.90% 2.07% 4.07% 1.24% 1.02% 0.13% 1.86% 3.52% 0.49% 1.89% 1.25% 0.17% 2.43% 3.76% 1.89% 0.26% 0.82% 3.11% 1.33% 1.56% 0.33% 4.63% 0.54% 1.64% 1.03% 3.04% 1.71% 0.81% 0.34% 1.62% 1.98% 0.92% 4.32% 0.24% 0.49% 0.24% 0.16% 0.13% 1.17% 0.15% 0.19% 0.16% 0.65% 2.76% 2.51% 1.51% 0.33% 2.43% 1.34% 0.57%

7

$148.07 Cost

$67.05 $141.67 $70.89 $93.48 $42.60 $62.60 $52.62 $111.82 $102.52 $39.29 $5.66 $39.47 $47.89 $109.58 $39.61 $76.77 $121.65 $130.86 $26.07 $54.55 $40.67 $63.98 $45.36 $30.81 $76.31 $39.01 $1.69 $50.01 $20.71 $6.67 $37.78 $48.90 $22.62 $27.44 $38.13 $51.34 $50.17 $79.24 $38.79 $58.44 $21.46 $24.27 $29.79 $42.29 $5.10 $26.74 $16.68 $26.92 $17.80 $17.36 $24.39 $24,273.18

$2.09 CPC

2.13 Avg. Pos.

$0.96 $2.08 $1.06 $1.51 $0.77 $1.14 $0.96 $2.11 $1.97 $0.76 $0.11 $0.79 $0.98 $2.33 $0.88 $1.71 $2.83 $3.04 $0.62 $1.33 $1.02 $1.60 $1.16 $0.88 $2.24 $1.15 $0.05 $1.52 $0.65 $0.22 $1.26 $1.69 $0.81 $0.98 $1.41 $1.90 $1.93 $3.17 $1.55 $2.34 $0.86 $1.01 $1.24 $1.84 $0.24 $1.34 $0.93 $1.50 $1.05 $1.02 $1.52 $1.33

1.00 3.26 2.84 2.33 3.59 2.85 1.87 1.00 4.03 1.74 3.42 4.57 3.56 1.00 3.06 2.40 2.25 1.00 4.29 3.45 4.19 3.88 2.67 3.29 3.14 3.84 3.85 2.72 3.21 1.06 2.23 2.99 2.07 3.24 2.77 1.00 1.00 1.00 1.00 1.00 5.19 3.52 2.75 1.00 1.00 2.82 3.30 3.33 1.00 4.21 3.81 3.92

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Date

Visits

12/1/2015 12/2/2015 12/3/2015 12/4/2015 12/5/2015 12/6/2015 12/7/2015 12/8/2015 12/9/2015 12/10/2015 12/11/2015 12/12/2015 12/13/2015 12/14/2015 12/15/2015 12/16/2015 12/17/2015 12/18/2015 12/19/2015 12/20/2015 12/21/2015 12/22/2015 12/23/2015 12/24/2015 12/25/2015 12/26/2015 12/27/2015 12/28/2015 12/29/2015 12/30/2015 12/31/2015

Pageviews Per Visit

348 349 342 334 335 367 372 391 353 329 363 376 433 385 408 374 349 361 391 412 437 410 352 256 322 405 458 475 449 437 357

Avg Time On Page

2.84 2.79 3.17 3.02 2.55 2.93 2.83 3.01 2.58 2.41 2.62 2.60 2.78 2.44 2.84 2.70 2.97 2.80 2.48 2.83 2.60 2.74 2.54 2.79 2.62 2.73 2.71 2.88 2.81 2.87 2.84

66.52 78.65 78.51 75.75 73.08 87.69 66.04 62.73 60.82 49.70 71.32 71.53 57.08 59.89 54.07 62.53 68.46 81.11 80.92 67.65 68.30 52.45 88.47 70.46 57.34 58.21 67.72 70.31 71.83 63.69 71.24

Percent New Visits

78.16% 77.65% 78.95% 73.35% 79.70% 75.75% 73.92% 78.52% 78.19% 78.12% 79.61% 82.18% 80.60% 82.86% 83.09% 79.68% 72.78% 78.12% 81.33% 78.88% 78.03% 78.29% 80.97% 78.91% 81.37% 79.26% 81.44% 81.68% 78.62% 74.60% 83.19%

Visit Bounce Rate

52.59% 49.28% 45.61% 45.81% 54.93% 50.95% 51.08% 50.64% 54.39% 56.23% 53.17% 56.38% 60.05% 54.29% 58.09% 52.41% 55.59% 58.45% 58.06% 52.91% 56.29% 56.10% 57.10% 57.81% 58.70% 54.32% 58.95% 55.79% 54.57% 51.72% 54.90%

CPC Visit Totals Medium

cpc

Visits

Pageviews Per Visit

11,730

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

Avg. Time On Site

2.75

119.96

8

Percent New Visits

79.02%

Visit Bounce Rate

54.50%

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Top Paid Keywords Visit Trend to Fla-Keys.com Keyword

florida vacation florida hotel florida hotels (user vertical targeting) (remarketing/content targeting) honeymoon destinations florida camping florida fishing florida wedding florida vacation rentals florida weddings florida national parks florida resort everglades national park 55to64 gay resorts beach weddings gay wedding florida honeymoons florida boating florida vacations everglades national park florida rv park gay vacations florida rv resorts +gay +resorts +florida +golf dolphin swim florida swim with dolphins in florida florida rv resort +florida +diving wreck diving +florida +vacation florida snorkeling florida weekend getaway florida beach vacation florida national park florida scuba diving +weekend +getaways florida campgrounds florida rv parks gay weddings florida beaches +gay +miami gay resort beach wedding weekend florida big game fishing family vacation everglade national park tarpon fishing +gay+weddings +gay +resort +florida +vacations florida rv parks and campgrounds +florida +honeymoons +gay +vacation redfish fishing

Visits

Pageviews Per Visit

Avg. Time On Site

Percent New Visits

Visit Bounce Rate

2,472 1,037 876 857 808

3.73 2.47 2.75 1.23 2.72

171.95 83.17 84.10 26.36 176.95

84.10% 84.86% 87.44% 76.66% 32.18%

38.23% 54.77% 46.58% 87.28% 62.38%

436 428 339 287 282 253 223 212 199 188 187 174 143 118 116 105 102 96 92 89 84 83 82 81

2.77 3.04 3.09 1.89 2.60 2.31 1.74 3.95 2.44 2.80 2.86 2.46 1.41 3.92 2.05 3.70 1.92 2.83 2.28 2.34 2.98 2.60 1.95 2.38

97.70 161.17 166.50 62.98 145.89 102.47 55.30 244.67 83.53 184.86 122.96 99.14 33.08 162.59 81.07 134.42 59.51 216.60 103.04 117.83 118.05 114.42 54.18 82.69

91.74% 75.00% 80.83% 84.67% 82.27% 79.45% 86.55% 80.66% 79.40% 51.60% 85.56% 90.80% 96.50% 82.20% 88.79% 71.43% 83.33% 69.79% 88.04% 80.90% 86.90% 78.31% 70.73% 83.95%

53.90% 46.03% 47.20% 73.52% 56.03% 49.41% 74.89% 36.32% 68.34% 52.66% 40.64% 61.49% 86.01% 33.05% 75.00% 40.00% 66.67% 53.13% 54.35% 60.67% 33.33% 57.83% 68.29% 65.43%

76 75 59 53 51 50 48 47 46 45 44 44 44 40 36 35 34 34 29 29 26 25 24 23 22 21

2.01 1.53 2.15 3.38 3.65 3.94 4.10 1.45 3.72 3.18 2.66 1.77 1.20 2.05 1.83 2.60 1.47 3.06 1.48 2.00 1.35 3.48 2.42 3.17 3.59 4.76

86.86 41.43 26.75 159.26 188.43 260.38 102.29 14.72 191.91 131.29 88.32 99.86 7.84 50.75 42.31 129.97 20.97 76.85 45.90 29.66 53.08 142.16 221.38 173.61 108.77 155.10

78.95% 78.67% 77.97% 73.58% 68.63% 98.00% 93.75% 80.85% 73.91% 86.67% 70.45% 65.91% 90.91% 80.00% 97.22% 60.00% 97.06% 85.29% 100.00% 96.55% 84.62% 92.00% 45.83% 100.00% 31.82% 71.43%

63.16% 80.00% 79.66% 32.08% 45.10% 42.00% 50.00% 85.11% 47.83% 42.22% 65.91% 63.64% 88.64% 67.50% 69.44% 51.43% 79.41% 35.29% 75.86% 72.41% 88.46% 44.00% 83.33% 34.78% 36.36% 61.90%

19 18 18

3.37 2.72 1.11

100.11 91.17 6.56

94.74% 100.00% 94.44%

42.11% 44.44% 88.89%

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

9

Paid Search Engine Marketing Report Fla-keys.com 12/1/2015 - 12/31/2015 Keyword

florida getaway fishing in florida florida sport fishing +gay +vacations florida rv campgrounds florida scuba scuba diving travel +florida+beaches (not set) florida golf +gay +ft. +lauderdale florida diving island weddings florida family vacation gay ft. lauderdale +gay +friendly +hotels florida beachfront hotels (automatic matching) everglades national park accommodation

Visits

Pageviews Per Visit

Avg. Time On Site

Percent New Visits

Visit Bounce Rate

17 16 15 13 13 12 12 10 9 9 7 7 6 5 4 3 2 1 1

3.59 2.75 1.93 2.15 2.08 2.17 1.92 1.00 3.33 1.56 1.57 2.71 1.17 4.00 2.00 1.67 5.00 1.00 2.00

78.82 74.62 61.20 187.31 62.15 26.92 112.17 0.00 414.78 28.22 17.29 54.57 1.17 191.60 21.00 22.67 71.50 0.00 96.00

88.24% 87.50% 73.33% 92.31% 53.85% 75.00% 91.67% 0.00% 88.89% 88.89% 100.00% 57.14% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%

29.41% 62.50% 53.33% 46.15% 61.54% 33.33% 75.00% 100.00% 55.56% 66.67% 57.14% 42.86% 83.33% 20.00% 25.00% 33.33% 0.00% 100.00% 0.00%

florida gay wedding hobbies & leisure/outdoor

1 1

1.00 2.00

0.00 21.00

100.00% 100.00%

100.00% 0.00%

hobbies & leisure/water activities/diving & underwater activities pet friendly florida hotels

1

1.00

0.00

100.00%

100.00%

1

2.00

52.00

100.00%

0.00%

Fla-Keys.com December 2015 Paid Search Engine Marketing Report

10

Agenda Item #

I.5. MONROE COUNTY TOURIST DEVELOPMENT COUNCIL AGENDA ITEM SUMMARY MEETING DATE:

February 2, 2016 DISTRICT:

AGENDA ITEM WORDING: Presentation: Winter Season Campaign

ITEM BACKGROUND: Attached

PREVIOUS DAC/TDC ACTION:

RECOMMENDATION: FYI

TOTAL COST: ALLOCATED FROM: REQUESTED BY:

Administrative Office

PROVIDED BY:

Tinsley Advertising

DEADLINE DATE:

January 22, 2016

MEDIA MEMORANDUM To: From: Subject: Date: CC:

John Underwood Eric Gitlin MCTDC Winter Media Presentation (January-March 2015) January 21, 2016 Scott Sussman, Ashley Miller, Danielle Salman

I.5

The Agency will present an overview of the Winter 2016 media plan at the February 2, 2016 TDC meeting. Attached are the MCTDC Winter 2016 Winter media plans (January-March). Below recaps the expenditure by Generic, Districts and Umbrellas: Winter 2016 Media Budget Summary Generic

$ 3,189,414

DAC 1/Key West

$ 2,713,095

DAC 2/Big Pine & Lower Keys $

390,844

DAC 3/Marathon

$

763,446

DAC 4/Islamorada

$

679,021

DAC 5/Key Largo

$

788,000

Cultural Umbrella

$

216,111

Dive Umbrella

$

382,958

Fishing Umbrella

$

204,822

Fall Media Total

$ 9,327,711

If you have any questions, please let me know.

1

MONROE COUNTY TOURIST DEVELOPMENT COUNCIL WINTER 2016 MEDIA PLAN (JANUARY-MARCH) GENERIC

DAC I

DAC II

DAC III

DAC IV

DAC V

CULTURAL UMBRELLA

DIVE UMBRELLA

FISHING UMBRELLA

Holiday s/Events

* New Year's Day (1/1) * Pres Day (2/15)

*Easter (3/27)

* MLK Day (1/18)

Florida Public School Vaction calendars

Spring Break:

GENERIC WINTER MEDIA PLAN

3/21-3/25 3/18-3/25 3/21-3/25 3/18-3/25 3/14-3/21 3/21-3/25 3/21-3/25 3/14-3/21 3/18-3/25 3/18-3/25

1st Quarter 28-Mar

21-Mar

14-Mar

7-Mar

29-Feb

MAR '16 22-Feb

15-Feb

8-Feb

1-Feb

FEB '16 25-Jan

18-Jan

11-Jan

Weeks Begin on Mondays:

4-Jan

JAN '16

GROSS TOTAL

NATIONAL CABLE TELEVISION • National Cable Television

Reach/Frequency: 35/8

1/11-1/31

:30

2/8-2/28

3/7-3/26

$700,005

Networks To Be Considered: CNN, CNBC, HGTV, FOOD, FOX NEWS, FOX Business, Travel Channel, TLC

FISHING/BOATING CABLE TELEVISION 1st Quarter (Weekday airings) :30's 36x :30 spots + Seven 30 min episo • George Poveromo's World of Saltwater FishingNBC Sports (78M Homes) & World Fishing Network 7 Episodes will be filmed in The Florida Keys, spots plus opening or closing billboards & website links

$45,600

1st Quarter (Weekday airings) :30's 24x :30 spots + Four 30 min episode • Sport Fishing Television - Destination America (50M Homes) and Pursuit (35M Homes). 3 Episodes will be filmed in The Florida Keys,:30 spots, billboards, website links

$74,099

Three 30 Min. Episodes Only 1st Quarter (3 Episodes filmed in FL Keys) $34,200 Visit FL Partnership-Includes 2 episodes filmed in Keys, billboards and website logo link. Also includes additional re-airs on NBC Sports and airings on World Fishing Network.

• Bass to Billfish - NBC Sports (78M homes)

TOTAL NATIONAL CABLE TV and FISHING TV :

$853,904

LOCAL MARKET SPOT TELEVISION OUT-OF-STATE (Early/Late News Dayparts) • New York DMA

Reach/Frequency: 42/9.4

:90 & :30

1/11-1/31

2/8-2/28

3/7-3/26

$116,280

2/8-2/28

3/7-3/26

$45,737

• Chicago DMA

Reach/Frequency: 42/9.4

:90 & :30

1/11-1/31

• Philadelphia DMA

Reach/Frequency: 37/6.5

:90 & :30

1/11-1/31

2/8-2/28

3/7-3/26

$26,163

1/11-1/31

2/8-2/28

3/7-3/26

$31,609

1/11-1/31

2/8-2/28

3/7-3/26

$79,458

1/11-1/31

2/8-2/28

3/7-3/26

$75,582

• Toronto DMA

Reach/Frequency: 33/4.5

:90 & :30

• Boston DMA

Reach/Frequency: 37/6.5

:90 & :30

• Washington DC DMA

Reach/Frequency: 37/6.5

:90 & :30

• Detroit DMA

Reach/Frequency: 34/5.1

:90 & :30

1/11-1/31

2/8-2/28

3/7-3/26

$48,450

Reach/Frequency: 33/4.5

:90 & :30

1/11-1/31

2/8-2/28

3/7-3/26

$13,566

• Columbus DMA • Charlotte DMA • Houston DMA • Dallas-Ft. Worth DMA

Reach/Frequency: 34/5.1 Reach/Frequency: 34/5.1 Reach/Frequency: 34/5.1

Winter Own A City

:90 & :30

3/7-3/26

$9,690

:90 & :30

3/7-3/26

$21,803

3/7-3/26

:90 & :30

TOTAL SPOT TELEVISION:

Monroe County TDC FY 2015-16 GENERIC Media Plan

1

$19,380

$487,718

1/21/2016

Holiday s/Events

* New Year's Day (1/1) * Pres Day (2/15)

*Easter (3/27)

* MLK Day (1/18)

Florida Public School Vaction calendars

Spring Break:

GENERIC WINTER MEDIA PLAN

3/21-3/25 3/18-3/25 3/21-3/25 3/18-3/25 3/14-3/21 3/21-3/25 3/21-3/25 3/14-3/21 3/18-3/25 3/18-3/25

1st Quarter 28-Mar

21-Mar

14-Mar

7-Mar

29-Feb

MAR '16 22-Feb

15-Feb

8-Feb

1-Feb

FEB '16 25-Jan

18-Jan

11-Jan

Weeks Begin on Mondays:

4-Jan

JAN '16

GROSS TOTAL

OUT-OF-HOME WINTER OWN A CITY CAMPAIGN (WASHINGTON DC):

• Washington DC Station Domination

Station Domination Farragut North-K Street Station and Gallery Place-Verizon Center Station

• Washington D.C. Metro Trains Posters Posters on interior of metro trains

64"H x 37"W

2,395,248

February

$257,646

6,988,800

February

$27,893

50 Posters

DIGITAL/NEWSPAPER CO-OP (BY LOCAL MARKET):

Impressions/Circulation

NATIONAL CO-OP PROGRAM WITH VISIT FL PRINT + DIGITAL: • Visit FL Newspaper Insert (Collinson) Full Page 4C

Visit Fl Winter Out-Of-State 21-Feb

1,600,000

$29,550

Inserted in newspapers in NY, NJ, MA, DC, MD,VA, IL, PA, SC, GA

• Visit FL Ad Network Banner Imp. 728 x 90, 300 x 250, 160 x 600 • Visit FL Mobile Ad Network 168 x 28, 300 x 50, 216 x 36, 300 x 250

8,000,000 4,000 clicks

Geo Northeast & Midwest Geo Northeast & Midwest

21-Feb 21-Feb

included in pkg. included in pkg.

TOTAL NATIONAL TARGETED CO-OP PROGRAM:

$29,550

NY Times Winter National Newspaper/Digital Co-op

NATIONAL CO-OP PROGRAM WITH NY TIMES PRINT + DIGITAL: Newspaper Print:

• New York Times Newspaper (Sunday Travel Section)

1/2P4C

1,300,000

13

$47,310

(Single Sponsored Travel Advertorial 1/2 page display ad w/ co-op+ 1/2 page advertorial runs as a full page ad) Digital Email:

• NYTimes.com Great Getaways E-Newsletter

580 x 600 40k

DIGITAL/NEWSPAPER CO-OP (BY LOCAL MARKET):

16 320,000 TOTAL NATIONAL TARGETED NY TIMES CO-OP PROGRAM:

$12,825

$60,135

Impressions/Circulation

NEW YORK DMA CO-OP PROGRAM: NY Market Winter National Print/Digital Co-op

Geo Targeted to the New York DMA:

• • • •

1/2 Page, 4C Wall St. Journal Sat. Off Duty Sect. (Visit FL) Greater NY Ed. HTML JournalInsider.com Dedicated Email New York Magazine - Visit Florida Section Full Page, 4C News Distribution Network :15 pre-roll+300 x 250 companion

200,000 5,000 405,532 200,000

9

$21,753 1/25-2/7 2/8-2/29

3/1-3/20

TOTAL NEW YORK CO-OP :

Monroe County TDC FY 2015-16 GENERIC Media Plan

2

$25,388 $3,876

$51,017

1/21/2016

Holiday s/Events

* New Year's Day (1/1) * Pres Day (2/15)

*Easter (3/27)

* MLK Day (1/18)

Florida Public School Vaction calendars

Spring Break:

GENERIC WINTER MEDIA PLAN

3/21-3/25 3/18-3/25 3/21-3/25 3/18-3/25 3/14-3/21 3/21-3/25 3/21-3/25 3/14-3/21 3/18-3/25 3/18-3/25

1st Quarter

CHICAGO CO-OP PROGRAM:

28-Mar

21-Mar

14-Mar

7-Mar

29-Feb

22-Feb

MAR '16

15-Feb

8-Feb

1-Feb

FEB '16 25-Jan

18-Jan

11-Jan

Weeks Begin on Mondays:

4-Jan

JAN '16

GROSS TOTAL

Chicago Market Winter Digital Co-op

Geo Targeted to the Chicago DMA:

• CNN.com

200,000

:15 Pre-roll + 300 x 250/234 x 60 companion banners

2/8-2/29

3/1-3/20

100,000 imps.

• ChicagoTribune.com Exclusive E-Newsletter

600 Pixels

40,000

24

Sent to travel enthusiasts

• Spot Exchange Network

$4,560

40,000 imps.

300,000

:15 pre-roll + 300 x 250 companion

2/8-2/29

3/1-3/20

150,000 imps.

• News Distribution Network

$6,385

100,000 imps.

200,000

:15 pre-roll + 300 x 250 companion

$3,762

150,000 imps.

3/1-3/20

$3,876

TOTAL CHICAGO CO-OP :

$18,583

2/8-2/29

PHILADEPHIA CO-OP PROGRAM: Geo Targeted to the Chicago DMA:

• CNN.com :15 Pre-roll + 300 x 250/234 x 60 companion banners

200,000

Philadelphia Market Winter Digital Co-op 2/8-2/29 3/1-3/20 100,000 imps.

• Philly.com Travel POD E-Blast (exclusive email)

600 pixels

47,000

$6,385

100,000 imps.

17

$2,736

47,000 imp.

• Spot Exchange Network

300,000

:15 pre-roll + 300 x 250 companion

2/8-2/29

3/1-3/20

150,000 imps.

• News Distribution Network

:15 pre-roll + 300 x 250 companion

200,000

$3,762

150,000 imps.

2/8-2/29

3/1-3/20

100,000 imps.

$3,876

100,000 imps.

TOTAL PHILADELPHIA CO-OP :

$16,759

BOSTON CO-OP PROGRAM: Geo Targeted to the Boston DMA:

• CNN.com

:15 Pre-roll + 300 x 250/234 x 60 companion banners

200,000

Boston Market Winter Digital Co-op 2/8-2/29 3/1-3/20 100,000 imps.

• Boston.com Traveler (exclusive email)

600 pixels

77,000

3

2

77,000 imps.

• Spot Exchange Network

300,000

:15 pre-roll + 300 x 250 companion

200,000

:15 pre-roll + 300 x 250 companion

$6,156

77,000 imps.

2/8-2/29 150,000 imps.

• News Distribution Network

2/8-2/29 100,000 imps.

3/1-3/20

3

$3,762

150,000 imps.

3/1-3/20

$3,876

100,000 imps.

TOTAL BOSTON CO-OP :

Monroe County TDC FY 2015-16 GENERIC Media Plan

$6,385

100,000 imps.

$20,179

1/21/2016

Holiday s/Events

* New Year's Day (1/1) * Pres Day (2/15)

*Easter (3/27)

* MLK Day (1/18)

Florida Public School Vaction calendars

Spring Break:

GENERIC WINTER MEDIA PLAN

3/21-3/25 3/18-3/25 3/21-3/25 3/18-3/25 3/14-3/21 3/21-3/25 3/21-3/25 3/14-3/21 3/18-3/25 3/18-3/25

1st Quarter

DIGITAL/PRINT CO-OP (BY LOCAL MARKET): WASHINGTON D.C. CO-OP PROGRAM: :15 Pre-roll + 300 x 250/234 x 60 companion banners

200,000

• Spot Exchange Network

28-Mar

21-Mar

14-Mar

GROSS TOTAL

Washington DC Market Winter Digital Co-op 2/8-2/29 3/1-3/20 100,000 imps.

• WashingtonPost.com Travel E-Newsletter Sponsor

7-Mar

29-Feb

MAR '16 22-Feb

15-Feb

8-Feb

1-Feb

25-Jan

18-Jan

FEB '16

Impressions/Circulation

Geo Targeted to the Washington D.C. DMA:

• CNN.com

11-Jan

Weeks Begin on Mondays:

4-Jan

JAN '16

300 x 250

96,000 300,000

:15 pre-roll + 300 x 250 companion

24 2/8-2/29 150,000 imps.

• News Distribution Network :15 pre-roll + 300 x 250 companion

200,000

$6,385

100,000 imps.

2/8-2/29 100,000 imps.

16

30

$6,840 $3,762

3/1-3/20 150,000 imps.

$3,876

3/1-3/20 100,000 imps.

TOTAL WASHINGTON DC CO-OP :

$20,863

SOUTHEAST CO-OP PACKAGES Atlanta & Charlotte

• Charlotte Observer (Sunday Travel Section) • Charlotte Observer (Sunday Travel Section)

3c x 12" 4C 3c x 12" 4C

212,318 212,318

5 29

TOTAL SOUTHEAST CO-OP :

$1,687 $7,158

$8,845

Digital Package: Atlanta, Charlotte, Dallas, Houston:

• DallasNews.com Travel E-Newsletter • Chron.com (Houston)Travel E-Newsletter

75,000 120,842

650 x 1000 600 pixels

9

$10,260

23 16

30

TOTAL NEWSPAPER CO-OP :

$10,374

$20,634

DIGITAL Mobile/Tablet

• xAd Mobile/Tablet

Expanding Swipe Unit; 728 x 90, 320 x 50

4,035,617

$27,788 Geo-Targeted to NY, CHI, PHL, BOS and DC

• xAd Mobile/Tablet

Pre-Roll :15 320 x 480

1,351,362

2/1-2/28

$28,500

Geo-Targeted/Re-targeting to DC (Geo-Fence w/Station DOM)

Banners

• iAd Network Apple iPhone & iPad

4,017,843

$32,063 Geo-Targeted to NY, CHI, PHL, BOS and DC

• Mobile Fuse

1/4-2/29 320 x 50, 300 x 250, 1024 x768, 160 x 600, 728 x 90 7,347,711 Weather triggering banners