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Marketing Campaign Update

Marketing Campaign Update. Mark McHugh Chairman, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc. Orlando/Orange County CVB Mission Statement.

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Marketing Campaign Update

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  1. Marketing Campaign Update Mark McHugh Chairman, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.

  2. Orlando/Orange County CVB Mission Statement The mission of the Orlando/Orange County Convention & Visitors Bureau, Inc., as the industry’s leader, is to market the area globally as a premier leisure, convention and business destination for the continual economic benefit of the community.

  3. Developing the New Campaign

  4. Orlando Integrated Partnership Orlando/Orange Co. CVB Board of Directors Marketing Committee Theme Parks Industry Leaders Harris Interactive Government WestWayne

  5. Marketing Committee CHAIR – Joe Couceiro Ed Gilbert Corporate Vice President Marketing CEO/Partner Busch Entertainment Corporation Gilbert & Manjura Marketing Kurt KosturBruno Jauernig Sr. Vice President Marketing Communications Director Domestic Marketing & Canada Universal Orlando Resort Walt Disney Parks and Resorts Tad HutchesonSteven Jamieson Vice President of Marketing General Manager AirTran Airways Mall at Millenia Liz Hall Tim Swan Director of Sales & Marketing Director of Sales & Marketing Staybridge Suites Orlando World Center Marriott Jim Donovan Linda Tierney Director of Sales & Marketing Director of Revenue Maximization Radisson Worldgate Resort JHM Hotels

  6. Convention Sales Committee Elyse S. Cottle Director of Promotions Royale Orlando Bob Dees Sr. Director of Sales and Marketing Hyatt Regency Grand Cypress Dave Duncan Director of Sales and Marketing Renaissance Orlando Resort at Seaworld Todd Frappier Director of Sales and Marketing Rosen Centre Hotel Bob Geller Director of Sales and Marketing Sheraton Studio City Hotel Doug Gennardo Director of Sales and Marketing Grande Lakes Orlando Mike Kovensky Director of Sales Buena Vista Palace Simone Kuska Director of Sales and Marketing The Florida Hotel and Conf. Center Ron Loman Director of Sales International Metropolitan Resort Jeff McCaw VP of Sales, Exposition Services Freeman Jeff McNulty Assistant Director of Sales Doubletree Hotel (at entrance of Universal Orlando) Eric Opron Director of Sales and Marketing Walt Disney World Swan and Dolphin Yulita Osuba Director of Sales and Marketing Orange County Convention Center Eric Szymanski Senior Account Executive Courtyard by Marriott Lake Buena Vista Dan Valha Director of Sales Walt Disney World Resorts Chair: Tim Swan Director of Sales and Marketing Orlando World Center Marriott Co-Chair: Leslie Menichini Director of Sales and Marketing Rosen Shingle Creek Resort & Golf Club David Adelson Director of Sales and Marketing Peabody Orlando Tony Aslanian Director of Sales Hilton in the Walt Disney World Kathie Canning Deputy General Manager Orange County Convention Center Jeff Cargill National Sales Manager Hello Florida! Inc. and Mears Kathy Cattoor Senior Director of Resort Sales Universal’s Portofino Bay Hotel Tim Corder Director of Sales and Marketing Wyndham Orlando Resort

  7. Fall 2005 Orlando Futures Study Commissioned Community Input Meeting Held Building the Orlando Campaign • Fall 2006 • Updates on campaign process with commissioners • Final advertising and copy testing occurs • Commercial concept approved • Media plan approved • Campaign slogan testing and selection • Commercial shoot • Commercial previews and campaign overview provided to membership and commissioners (Dec) • Spring 2006 • 2006 Marketing Committee Convenes • Preliminary Orlando Futures Study Results (May) • Summer 2006 • CVB & Harris Interactive present Orlando Futures Study results to BCC(June) • CVB and Marketing Committee translate study recommendations into a direction for the Orlando brand • BCC approves increase in TDT (July) • New concept design and testing begins • Winter 2007 • Spots approved and shared with CVB board and commissioners (Jan) • Campaign launch (Feb)

  8. Marketing Campaign Update Gary Sain President and C.E.O. Orlando/Orange County Convention & Visitors Bureau, Inc.

  9. Use of Sixth Cent

  10. Meeting/Conventions Marketing Campaign

  11. - Exceptional - Good Futures Study Findings Experience and Perceptions of CVBs Experience with CVBs: Rating of Sales ExperienceTop 2 Box “Exceptional/Good” Orlando, FL Las Vegas, NV Atlanta, GA Chicago, IL San Antonio, TX Washington, D.C. Nashville, TN Philadelphia, PA Boston, MA New York, NY Source: Harris Interactive

  12. Futures Study Findings Summary • Orlando has higher positive ratings compared to all other destinations in the following areas: • Reputation • Likelihood to Book a Major/Annual Event • Attractions • CVB Sales Team • Attendee Draw: Orlando is second. Las Vegas significantly ahead of all competitors • Second-tier cities such as Nashville and San Antonio are strengthening their positions Source: Harris Interactive

  13. 2007 Budget (Sixth Cent) • $3.2 million for convention marketing • An increase of more than three times over 2006

  14. Meeting Planners Guide

  15. Print Advertising

  16. Meeting Planner Publications

  17. Testimonial Print Advertising

  18. ConsumerMarketing Campaign

  19. $6.7 Billion Spent on Domestic Tourism Advertising in 2006 Source: Nielsen Adviews 2007

  20. Orlando Branding Campaign Objectives: • Brand Orlando as the premier family vacation destination • Drive traffic to orlandoinfo.com • Create destination interest, familiarity and appeal “Increase Intent to Visit”

  21. The Target

  22. Key Features Key Messages • Parents can enjoy the vacation as much as kids • Family-friendly environment • Kids and parents share activities • Larger-than-life experience for kids • Family bonding

  23. Brand Essence Video

  24. National Television  Magazines  Online  Newspaper  Outdoor  Promotions/  Public Relations Generates mass reach and awareness Reinforce message and engage audience Message immediacy to reach target actively engaged in vacation planning Tactical use to drive response Launch new brand and generate awareness in key feeder markets Extend reach of campaign, create consistent buzz Integrated Campaign

  25. National Television Campaign 90% of Women 25 – 54 21 Times

  26. www.orlandosi.com

  27. La Fea Mas Bella Mundo De Fieras Primetime Program Highlights – Hispanic/African American

  28. Orlando is Everywhere

  29. TV Commercials

  30. Consumer Feedback “I just had to tell you how great your new commercial is. When my son was small, we would run from place to place like we were kids. Now that my son is grown, my husband and I roam WDW, Universal, Sea World & all the little places up & down Route 4 and say to each other, Remember when...Orlando is the best place to be a kid, have fun, and make memories..at any age.” cmawhinn@aol.com

  31. Magazine Inserts

  32. Magazine Advertising Target Moms’ ‘mindset’ across multiple media channels Parenting children Taking a moment for herself Running the home & family Circ: 6.0MM Circ: 9.4MM Circ: 6.9MM

  33. Added Value Elements • Television • Billboards • :15 bonus announcements • Show sponsorships • Magazine • Full page ads • Small space ads • Online integration

  34. Internet • 54 million women, ages 24 to 54 • 40% of all women

  35. Display Advertising

  36. Online Banner Ads

  37. Drive Market

  38. International Visitation to Orlando • 2.7 million international visitors • Average length of stay – 9.2 nights • $5 billion in visitor spending (17% of the total) • Increasing competition from global destinations

  39. United Kingdom • #1 International market • More than 1 million visitors annually • 24% market share of UK arrivals to U.S. • 71% share of UK visitors to Florida • Strong potential for increased visitation

  40. UK Integrated Marketing Campaign • Newspaper inserts with Destination Guide • Television (satellite and broadcast) • Direct mail to circa 200,000 households • Public Relations and Promotions support • Travel industry efforts • Dedicated Web site: • www.orlandoinfo.com/uk • Internet Marketing and Advertising • E-communications

  41. Canada Integrated Marketing Campaign • #2 International market • 657,000 Canadian visitors annually • Campaign Timing – Nov – Dec, 2007 • Television - Southern Ontario • Newspaper - Southern Ontario • October Travel Trade Event in Toronto and Montreal • Public Relations Programs • Chris Robinson Radio Show

  42. The Launch

  43. Television Roadblock

  44. USA Today Ad • 2.5 million circulation • Large circulation national newspaper providing significant reach opportunity • Popular with frequent travelers • 92% of readers traveled domestically in past year

  45. Outdoor Campaign

  46. Times Square

  47. Orlando Oasis in Times Square

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