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Marketing the World’s Greatest Destination

Marketing the World’s Greatest Destination. Mark McHugh Chairman, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc. Orlando CVB YTD Accomplishments. Convention Sales $0.9 Billion definite booked business from CVB leads Key bookings include:

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Marketing the World’s Greatest Destination

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  1. Marketing the World’s Greatest Destination

  2. Mark McHugh Chairman, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.

  3. Orlando CVB YTD Accomplishments Convention Sales • $0.9 Billion definite booked business from CVB leads • Key bookings include: • American Dental Association • American Heart Association • Federal Express Corporation • Hispanic Association of Colleges and Universities • IBM Corporate City-Wide • National Association of Black Journalists • Rated 4.8 on a 5 point scale for sales & service • 2007 Awards • Gold Service Elite by Meetings & Conventions • 2007 World Class Award by Insurance & Financial Meetings • Gary Sain named one of “The Top 25 Most Influential People in the Meetings Industry” by MeetingNews • Award of Excellence by Corporate & Incentive Travel YTD through July

  4. Orlando CVB YTD Accomplishments Consumer Marketing • 3,968 TV commercials ran, reaching 995 million impressions • 17.7 million regional and national magazine inserts with 312 million impressions • 30.7 million online impressions • Total: 1.4 billion impressions Promotions • Promotions reached 463 million impressions extending the budget by $4.1 million Public Relations • 1,280 Stories with a circulation of 1.5 billion and an advertising equivalency of $20.4 million Travel Industry Marketing • Attended 24 tradeshows, 7 sales missions, 28 educational seminars and hosted 18 fam tours reaching 7,434 travel professionals world wide YTD through July

  5. Sales: Leads Issued Sales: Definites Issued Web Metrics Convention Sales Total Site Page Views + 13% + 15% Web Sessions Lead Attn Definite Attn + 29% + 44% - 11% - 13% CVB Success Measures 2007 year to date versus prior year Results for July ytd

  6. OIA Passengers Metro Orlando Occupancy Metro Orlando Demand + 2.2% Orange County TDT - 0.3% - 1.8% Domestic Int’l Orange County Orange County + 2.1% + 25.9% + 3.9% - 0.9% + 1.5% 1st 5-cents Convention Center Attendance + 4.9% Metro Orlando ADR 3.4% + 3.7% Theme Parks Orange County + 3.0% Industry Success Measures 2007 year to date versus prior year Results for July ytd except OIA (June ytd)

  7. Florida Demand Metro Orlando Demand National Demand - 2.6% - 0.3% + 0.9% Orange County Orange County Orange County + 1.5% + 1.5% + 1.5% Industry Success Measures 2007 year to date versus prior year Results for July ytd

  8. Community Involvement

  9. Minority Activities • Placed advertising for the launch which incorporated television and print • Developed a specific Spanish-language visitors guide • Established orlandosi.com Web site • Placed advertising in Ebony, Essence and Black Enterprise for the fall • Placed advertising in Latina, People en Espanol, Vanidades and Selecciones for the fall • Issued RFPs for specific Hispanic and African American Strategic Marketing Plan Consultants with a strong review panel of Jessie Allen, Ron Rogers, Carolyn Fennell, Jose Fernandez, Toni Caracciolo, Fritz Wojdyla and Bruno Jauernig • Formed a Diversity Task Force of the board led by George Aguel with members including Jessie Allen, Garritt Toohey, Paul Tang and Richard Watkins to review Orlando CVB efforts

  10. Orlando CVB’s National & State Leadership

  11. CVB Structure in Leading U.S. Markets State/Province 3.5% State Agency 3.5% County Agency 3.5% City Agency 7% Source: Smith Travel Research Top 25 Markets

  12. Gary SainPresident and C.E.O Orlando/Orange County Convention & Visitors Bureau, Inc.

  13. Fall Programs

  14. Endless Summer Campaign • Fall Drive Market • 56 “Get One Free” Accommodations, golf, attractions, etc. offers • August 15 – November 15

  15. Convention Sales Events 33 Planners attended Media Events Radio and Television Appearances on: WHAT-FM WPZE-AM WGCL-TV – CBS Better Mornings WAGA-TV – FOX Good Day Atlanta WXIA-TV – Atlanta & Company Media Luncheon attended by 12 print outlets Trade Event Visited 15 Travel Agency Offices including 3 American Express offices and 5 AAA offices Atlanta Blitz

  16. Endless Summer Print Advertising

  17. Endless Summer Online Advertising

  18. Direct Marketing Campaign

  19. Promotions • 15 promotions in print and broadcast

  20. September 2007

  21. Fall Canada Campaign

  22. United Kingdom Integrated Marketing Campaign • Newspaper inserts with Free Standing Insert (FSI) • Television (satellite & broadcast) • Direct mail to circa 200,000 households • Public Relations and Promotions support • Travel industry efforts • Dedicated Web site: orlandoinfo.com/uk • Online Advertising

  23. United Kingdom 2008 Campaign 4 Million Total Circulation

  24. United Kingdom 2008 Campaign GMTV Lifestyle Programming NCIS Deal or No Deal Grey’s Anatomy A Place in the Sun CSI: Miami Law and Order: SVU 130 Million Total Impressions

  25. Now offering direct flights from Dublin to Orlando! Operates on Tuesday, Thursday and Saturday Service begins October 27 Route serviced by the AIRBUS A330-200

  26. National Leisure Marketing Campaign Update

  27. Largest Branding Campaign Ever

  28. Orlando Brand Campaign Objectives • Brand Orlando as the vacation destination where families can build lasting memories • Create destination interest and appeal • Drive traffic to orlandoinfo.com • Increase incremental overnight visitation to Orlando

  29. Media Strategy - Media Mix Generates mass reach & awareness 16 page inserts in targeted/niche publications to reinforce message and engage audience Message immediacy to reach target actively engaged in vacation planning Tactical use to drive response • National Television • Magazines • Online • Newspaper

  30. Domestic Leisure Campaign Measurement Post-Campaign Launch: Campaign measurement tools • Web Site Activity • Analysis of orlandoinfo.com activity • Advertising Tracking Study • Continuous measurement of the advertising’s impact on consumer behavior and destination perceptions • Return on Investment Study • Measurement of the campaign ROI based on incremental visitation

  31. Orlandoinfo.com Activity Source: Omniture, Orlando CVB web analytics tool

  32. Orlando Campaign Recognition • By the end of the first flight, 69% of the target had seen at least one campaign ad or insert Post-air period On-air period Q.13 Have you seen this advertisement recently? Response: Yes Source: Domestic Advertising Tracking Study

  33. Intentions to Visit Orlando in the Next 12 Months • Target audience continued to indicate higher travel intentions during first flight On-air period Post-air period Q.5a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will visit, probably will visit) Source: Domestic Advertising Tracking Study

  34. Orlando CVB Destination Advertising • Initial reactions were overwhelmingly positive across all market segments. • The appeal was rooted in how much fun can be had in Orlando….. “It gives a good sense of loving Orlando no matter how old you are. It makes you believe that you will have a great time with your kids.” • ….. And families having fun together. “… the idea of being able to enjoy it with my kids…” • The main message? In Orlando, parents can act like kids with their kids, bringing the family closer. “I loved the commercial (I thought I had seen it on TV too). It captures the true feeling that I get when I take my kids to the parks. Too often a parent is supposed to be a parent. The chance to be my child’s best friend (even for a short time) is priceless.” Source: WDW Proprietary Research

  35. Testimonial Video

  36. National Campaign Fall Wave • 3 inserts in 3 magazines, 14 full page ads in 12 magazines, 351 million impressions • 1,820 television spots on 24 cable stations from October 1 to November 18, 193 million impressions • Online advertising on 6 sites, 11.6 million impressions

  37. Fall Hispanic Advertising • Advertising in September, October and November issues of the followingleading Hispanic women’s magazines • Latina • People en Espanol • Vanidades • Selecciones • 2.0 Million in circulation

  38. Fall African-American Advertising • Advertising in September, October and November issues of the following national magazines • Essence • Ebony • Black Enterprise • 5.0 Million in circulation

  39. Meetings, Conventions & Tradeshows

  40. American Society of Association Executives (ASAE) Chicago

  41. New Orlando Booth Use booth photos GL6P9870 and GMP0979

  42. New Orlando Booth Use booth photos GL6P9870 and GMP0979

  43. Rediscover Orlando

  44. Rediscover Orlando

  45. Rediscover Orlando

  46. Rediscover Orlando

  47. Current Activities: Direct Mail Campaigns

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