2010 Arts Alliance Co-op

1. 2010 Arts Alliance Co-op

2. Program Execution • Collaborative Program Development • Grantees decided a collaborative marketing campaign would help increase awareness of and participation in Orlando’s arts and cultural activities • Collaborative work and decisions between partners • Cultural organizations determined: • Timing of the first campaign • Participation $$ amount per organization • General decisions for the campaign

3. Program Execution • Funding for program • Each organizations contributed $2,000 to participate • Arts and Cultural Alliance secured a $25,000 grant from the State of Florida • United Arts of Central Florida contributed $5,000 • Orlando CVB contributed advertising agencies’ time plus paid for photography production ($4,685) • The Arts and Cultural Alliance continues to apply for funding through the State of Florida and NEA to continue the campaign • Plans to charge hotel and restaurant partners for future campaigns

4. Participating Cultural Organizations • Spring 2010 Participants • Bach Festival Society of Winter Park • Central Florida Ballet • Florida Film Festival • Garden Theatre • Hannibal Square Heritage Center • Mad Cow Theatre • Mennello Museum of American Art • Orlando Museum of Art • Orlando Philharmonic Orchestra • Orlando Science Center • Orlando Shakespeare Theater

5. Orlando/Orange County CVB

6. Strategic Goals • Goals • Position Orlando as a premier arts destination in order to increase the economic impact and maximize the full potential of the destination • Grow domestic leisure overnight visitation through promotion of arts events • Generate traffic to arts organizations and events

7. Objective/Strategies • Objective • Increase overnight stays in Orlando by featuring Arts activities and events • Strategies • Increase focus on arts through co-operative advertising • Focus on key in-state markets • Provide flexible opportunities to accommodate different size organizations

8. Target Audience • Target Audience • Primary – Couples, 40+ ($100k+, Florida, empty nesters) • Secondary – Moms, Seniors, Singles

9. Markets • % of people that participate in Cultural Activities when on vacation in Orlando: • Ft. Myers/Naples - 12.6% • W. Palm Beach - 10.2% • Tampa/St. Pete - 8.7%

10. Messages • There is no place like Orlando. In Orlando, relationships are nurtured and connections are fostered. That messaging has led us to the brand platform, “Where Relationships Thrive” • Campaign tagline is “Orlando Makes Me Smile” • Orlando has many arts activities and events from which to choose • VisitOrlandoArts.com provides the key to the range of values offered consumers

14. Advertising Program

15. Advertising • Print • Daily newspapers • Local city magazines • Local arts program books (trade outs) • Radio • DJ endorsements on radio including co-op with partners

16. Advertising • Online • Increase emphasis in online marketing efforts • Buy specific keywords on Google using geotargeting to Florida

17. Advertising

18. Other Tactics

19. Publicity • Media Communication: • Press Releases • E-Communications • Social Media

20. Web Site • Web support – VisitOrlandoArts.com

21. Unexpected Guide

22. Magical Dining Month • Launch event at Red Chair Affair • Proceeds go to Arts and Cultural Alliance

23. Measure Success

24. Measurement • Web traffic • Direct ticket sales through VisitOrlandoArts.com • Individual organization ticket sales • Rooms booked through participating hotels • Intercept surveys