MARKETING PLAN

Transcription

1 MARKETING PLAN THE OFFICIAL DESTINATION SALES & MARKETING ORGANIZATION FOR GREATER MIAMI AND THE BEACHES.

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3 SALES & MARKETING PLAN 2017/2018 TABLE OF CONTENTS 2 Mission Statement 4 Brand Positioning 6 Profile of Target Markets: USA 7 Profile of Target Markets: Americas 8 Profile of Target Markets: Europe 10 Advertising & Digital Marketing 14 Cultural Tourism & LGBT Marketing 18 Multicultural Tourism & Development 22 Boutique & Lifestyle Hotels / Film, Fashion & Entertainment 26 Media Relations & Promotions 32 Travel Industry Sales 38 Meetings & Convention Sales & Services 48 Partnership Development 54 Marketing & Creative Services / Product Development 58 Sports Tourism 62 Research & Strategic Planning 78 Miami Beach Convention Center 100 GMCVB Program of Work at a Glance 110 GMCVB Marketing Opportunities Sales & Marketing Plan 2017/2018 1

4 MISSION STATEMENT The Greater Miami Convention & Visitors Bureau (GMCVB) is an accredited destination sales and marketing organization. Its mission is to attract, encourage and bring all persons and organizations to visit Greater Miami and the Beaches for conventions, business and leisure. Acting on behalf of its members, interlocal partners and the residents of Miami-Dade County, the GMCVB markets and promotes all segments of the community as a preferred destination. In furtherance of this mission, the GMCVB will support and encourage actions and programs that enhance the desirability and attractiveness of Greater Miami and the Beaches for its visitors. 2 Greater Miami Convention & Visitors Bureau

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6 BRAND POSITIONING Through research, we know that consumers travel based on motivations derived from the kind of vacation they envision for themselves. The GMCVB can create powerful marketing by speaking to consumers at this level. Travelers are increasingly taking the opportunity to explore new destinations versus tried and true locales. Therefore, we must attract new travelers to grow Miami s tourism in the long term. Culture and experience-motivated travel is a major trend among the traveling population. To grow visitation substantially, we must credibly convince prospective visitors that Miami is a culture and experience-rich destination. Going into , the Found in Miami campaign will continue to evolve, highlighting the most unique aspects of the Miami and Beaches experience in order to attract culture seekers. The new Found in Miami Campaign has been designed to be a multiyear, multipurpose brand campaign. It represents a distinct shift in how GMCVB presents Miami to the world. The campaign stands for the GMCVB s understanding that the world is shrinking that visitors to Miami are more cosmopolitan, and that they demand new experiences and flavors from their travels, all of which Miami offers GOALS 20 Million Overnight Visitors (Increase by 4.5 million visitors from current 15.5 million) 20 New City-Wide Conventions Increase % of Visitors Staying in our Hotels by 5 percentage points Increase Hotel Revenue Per Available Room by 15% Increase Length of Stay by one day (Current length of stay is 5.8 days) PRIORITIES Redesign the Miami and Beaches website in order to evolve the user experience, making it responsive, mobile-friendly, targeted and immersive. Enhance and integrate content calendars and processes to ensure consistency across channels and marketing divisions. Establish targeting and personalization plans for consumers and meeting planners across all channels. Leverage the relaunch of the Miami Beach Convention Center to maximize meeting planner impact. Develop teaser campaigns prior to launch, enhance lead nurturing campaign for meeting planners and further develop the website as sales tool. Evolve the It s So Miami brand campaign, engaging locals and visitors alike to further develop social storytelling and immersive content development. BRAND PILLARS As we continue to evolve the Miami brand, we will shift even more focus to show visitors and meeting planners that Miami is a multi-dimensional destination that caters to a broad range of unexpected interests. With that in mind, we will structure our storytelling around four key brand pillars: The Undiscovered: Unexpected places to see and things to do that will expand your horizons regarding the Miami experience, hidden gems of Miami, unique Miami hotels Celebration: Capture candid and human moments, Miami locals with an interesting story, uniquely Miami experiences Subtle Beauty: Landscapes, architecture and art, capturing unusual angles and pretty details Events: Found only-in-miami events, with an emphasis on arts, music, and cultural events, events that showcase Miami s diversity, and events that invite you to experience Miami s unique neighborhoods 4 Greater Miami Convention & Visitors Bureau

7 TARGET AUDIENCE Primary Consumer Target Markets DOMESTIC INTERNATIONAL PRIMARY MEETING New York Colombia PLANNER SEGMENTS Chicago Brazil Associations Philadelphia Canada Corporate Boston United Kingdom Independent Atlanta Germany Specialty Washington, D.C. C-suite influencers Florida MEDIA CONSIDERATIONS Streamline communications across all channels and campaigns to deliver a consistent Found In Miami message, in order to drive higher equity around authenticity and relevance. Integrated campaigns during high (winter) and low (summer) seasons, with consistent, on-brand messaging. Drive efficient bookings of Miami hotels across all audiences, with emphasis on those that demonstrate proactive inclination to visit Miami, as well as deal-seekers. Reprise the most successful programs from FY16-17 and activate our media across digital and social channels in order to beat our own ROI rates from the previous fiscal year. Cultivate international efforts in order to address the national slump in international travel to the US, focusing efforts on growing and healthy markets. Leverage integrated media and production buys where it makes sense, for greater value and cost-efficiencies Push media strategically in bursts around bad winter weather to increase consideration Boost bookings during Miami s low season, by focusing on lower-barrier audiences Support multicultural and niche audiences by working with audience-specific partners or publishers, and seek potential opportunities with influencers who enjoy strong relationships with African American, LGBTQ, and Hispanic culture seekers. Maintain a social slush fund to amplify content during organic moments that are appropriate for Found In Miami messaging. DOMESTIC & MULTICULTURAL ALWAYS-ON, SEARCH, CO-OP INTERNATIONAL Print Social Digital Social Digital Print Search Digital Social Campaign to include U.S. Domestic, Black Visitor, Hispanic & LGBT Focus on reaching Hispanic audiences within drive markets Heavy up digital and social flighting around key events for visitor segments Leverage key learnings from past campaigns Optimize in market to traffic and outbound clicks, and media efficiency Extend Travelzoo co-op program to Spring/Summer months to continue efficiently driving outbound clicks and allow for further partner participation Weather target and conquest competitive markets for winter campaign Drive international travelers Leverage BUSA matching dollars to further extend investment, including the Expedia campaign Continue social and digital presence in key international markets Sales & Marketing Plan 2017/2018 5

8 PROFILE OF TARGET MARKETS: USA DOMESTIC MARKET OVERVIEW The domestic market continued to grow at a healthy rate last year, with all top-25 markets experiencing at least 1.4% growth in visitation, and total year over year increase across all U.S. regions. Staying consistent from the previous year, Atlanta showed the strongest growth, with a 4.5% increase in visitors to Miami-Dade County. Visiting the beaches was already the primary reason for visiting Miami, but this year it became even more popular, indicating a need for further emphasis on Miami s other attractions. Cruise attendance remained steady, but overall saw a slight decline when put in context of increased visitation. Top Domestic Visitor Markets 2016 (# OF VISITORS) # 1 New York / 2,150,000 # 2 Chicago / 475,049 # 3 Philadelphia / 459,626 # 4 Boston / 349,616 # 5 Atlanta / 327,640 # 6 Washington, DC / 223,754 # 7 Dallas/Ft. Worth / 220,564 # 8 Los Angeles / 175,938 # 9 Detroit / 155,787 # 10 Houston / 142,862 Top Domestic Visitor Growth Market 2016 Atlanta +4.5% Boston +3.0% Los Angeles +3.0% Dallas/Ft. Worth +2.4% New York +2.3% Philadelphia +2.2% New Orleans +2.1% Houston +2.0% Cincinnati +1.9% Springfield, MA +1.9% 6 Greater Miami Convention & Visitors Bureau

9 PROFILE OF TARGET MARKETS: AMERICAS AMERICAS MARKET Latin America has seen its fair share of political and economic turbulence this year. Notably, visitation from Argentina grew by 14%. This trend may be expected to continue next year. Colombia is another shining star, up 11%. Finally, while the Caribbean markets remain small in contributing volume, the region s collective growth by 6.9% in 2016 suggests they may be more ripe for targeting in the near-term. The Caribbean was followed closely by Central America, with a rise of 5.6%. Americas Top Visitor Growth Markets 2016 (# OF VISITORS) # 1 Canada / 661,767 # 2 Colombia / 615,612 # 3 Brazil / 553,181 # 4 Argentina / 492,671 # 5 Venezuela / 328,275 # 6 Bahamas / 285,286 # 7 Costa Rica / 214,399 # 8 Ecuador / 204,820 # 9 Chile / 189,478 # 10 Peru / 183,547 Americas Top Visitor Growth Markets 2016 Argentina +14.0% Colombia +11.0% Chile +10.0% Bahamas +8.2% Mexico +6.3% Jamaica +6.0% Venezuela +5.0% Peru +4.5% Bolivia +2.9% Panama +2.0% Sales & Marketing Plan 2017/2018 7

10 PROFILE OF TARGET MARKETS: EUROPE EUROPEAN MARKET Europe remained stable over the last year, with Germany and England still making up the majority of visitors from the market. However, like the Americas, smaller markets are showing distinct signs of growth with the potential to become more significant. In this instance, Scandinavian visitation, with the help of new direct flight routes, grew by over 3.9% across Norway, Sweden, and Denmark. Brexit and the strength of the U.S. dollar has not had a notable impact to date. Europe s Top Visitor Markets 2016 (# OF VISITORS) # 1 Germany / 386,430 # 2 England / 338,707 # 3 France / 214,137 # 4 Italy / 180,325 # 5 Netherlands / 70,825 # 6 Switzerland / 67,579 # 7 Sweden / 40,848 # 8 Denmark / 36,518 # 9 Norway / 33,469 # 10 Spain / 29,051 Europe s Top Visitor Growth Markets 2016 Denmark +5.2% Sweden +4.2% Switzerland +4.0% England +3.9% France +2.5% Norway +2.5% Italy +2.0% Netherlands +2.0% Spain +1.4% Germany +1.1% 8 Greater Miami Convention & Visitors Bureau

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12 ADVERTISING & DIGITAL MARKETING The Advertising & Digital Marketing Division seeks to highlight uniquely Miami and the Beaches moments, in order to drive interest and engagement through media and digital channels. Key program performance indicators include messaging impact, attributable hotel & flight bookings, attributable site traffic, click-through rates, engagement rates, partner site traffic volume, overall site traffic, and MBCC leads. GOAL Increase overnight visitors and attendant visitor resort, sales, food & beverage taxes, and jobs through optimum occupancy and highest possible room rates. This goal is supported through the development and implementation of strategies and tactics that define and establish a clear brand identity, while targeting high-value consumers about the diversity of options and interests in fulfilling the visitor experience. Continue the growth of year-round tourism, focusing on increasing room rates during the destination s peak periods, and continuing to develop and expand the summer and shoulder periods. STRATEGY 1 Expand the integrated marketing program that reflects Miami s unique destination experience in order to attract and engage prospective visitors, meeting planners, and partners. TACTICS The advertising program continues to evolve in , with tightly integrated omnichannel media programs focused on key areas including: Meetings & Miami Beach Convention Center, Consumer U.S. & International, Multicultural, LGBT, Winter Weather, Summer Travel, Luxury and Always On Booking. Leverage the full array of high-performance media, while testing emerging opportunities. Branding platforms to be utilized include social media, native and video advertising. Booking programs will take advantage of partners with access to ROI performance data to expand our program measurement. STRATEGY 2 The Found in Miami advertising program focuses on Miami s unique qualities through its experiences, neighborhoods, and hotels. We will continue to grow content which supports the new campaign, collaborating with our partners and social media influencers to develop assets which convey authentic Found in Miami experiences, relevant to both consumers and meeting planners. TACTICS Implement consumer advertising and marketing efforts that increase awareness and consideration of Miami and the Beaches among high-value prospects and repeat visitors. Continue to leverage the new Found In Miami Campaign native influencer assets produced in 2017, distribute assets through native advertising networks for broad reach and scale, at an efficient cost. Participate in the Brand USA Expedia co-op as a year-round platform that will drive awareness and bookings in Canada, UK, Australia and Mexico. Develop an integrated campaign that will run during Miami s winter season, with specific initiatives designed for multicultural and LGBTQ audiences. Boost bookings during Miami s low season, with a special summer extension of the Found in Miami campaign, driving awareness of Miami s unique hotels among lower-barrier audiences. Meeting Planner marketing will focus on the launch of the Miami Beach Convention Center, with advertising, paid search and social media efforts. Planners will be engaged with relevant content and social media engagement to drive leads for Miami meetings and conventions. Leverage digital media targeting and programmatic buying tools in order to target consumers contextually and behaviorally (including those considering a competitive destination) through digital media brand experiences. Produce targeted messages for consumer segments that address their needs, and convey the unique characteristics of Miami and the Beaches that are most relevant to them. 10 Greater Miami Convention & Visitors Bureau

13 Leverage appropriate marketing channels to design a planned customer engagement experience for consumer travel prospects. Focus on acquisition and engagement on key social media properties including Instagram, Facebook, Twitter and YouTube for consumers, and LinkedIn for meeting planners. Monitor social media conversations to measure program effectiveness. Optimize organic search engine traffic through content enhancement, tagging, data mining and linking strategies, and augment this visibility with year-round paid search engine marketing to compliment organic activities. STRATEGY 3 The new Found in Miami campaign has established a new voice and identity for the destination. Develop support materials for the Miami brand and the supporting Found in Miami campaign that clearly define the brand and campaign, and distribute among GMCVB partners and members to maximize reach and ensure consistency. TACTICS Distribute Found in Miami campaign guidelines, including content pillars, among all partners producing brand and campaign materials, including media, travel trade, social and global partners. Update the GMCVB brand marketing support materials, including logo guidelines, to ensure consistent usage across GMCVB departments, agencies and partners. Further expand GMCVB Writers Guides and Social Media kits to freelance writers and partners to ensure direction and clarity of messaging. Maintain the GMCVB Digital Library to facilitate sharing of assets among partners and media. STRATEGY 4 Continue to support Miami s diverse and unique image, while further expanding brand consideration among our target audience. Leverage influencers, who are most likely to share their Miami vacation on their social channels, thus selling the destination most authentically through word-of-mouth. TACTICS Continue to leverage the launch assets for Found in Miami which introduced key influencers to the destination. Develop partnering opportunities and continue to gather assets from GMCVB partners including hotels, attractions, and other businesses, to convey their Found in Miami experiences. Leverage our Art, Culture and Design attributes through relevant communications. Further develop video and photography that is in line with the new Found in Miami positioning. Continue to identify relevant both local and out-of-market influencers which may be leveraged to tell the Found in Miami story authentically on both their platforms as well as our owned platforms. GOAL Enhance and expand the GMCVB s website and digital marketing programs in order to drive consideration, engagement, and hotel reservations. STRATEGY 1 Build fresh and distinct cutting-edge website and interactive experiences focusing on new ways to drive bookings through value-added innovation of visitor engagement throughout the consumer lifecycle. TACTICS Rebuild the Miami and Beaches website ecosystem on a multi-function platform incorporating marketing automation to drive personalized and targeted one-to-one online experiences throughout the visitor lifecycle. Produce and curate increasingly robust, engrossing and interactive content in all stages of the visitor lifecycle. Build an enhanced and experiential content strategy to increase millennial interest and action. Create self-structured, at-a-glance knowledge base to create increased user experience in the research stage of the lifecycle. Sales & Marketing Plan 2017/

14 Maintain increased proactivity with partner programs to continuously add more value to the visitor and partner experience. STRATEGY 2 Enhance and expand digital marketing programs and infrastructure in order to leverage the online medium s reach, engagement and conversion potential. Create marketing data infrastructure to allow for incorporation of demographic, disposition, behavioral, psychographic and other data points in which to build robust user journeys. Build and incorporate personas and other marketing related consumer based psychographic and other detail to increase opportunities for reach and engagement. Create lead nurture customer journeys for early stage lifecycle engagement, cross-sells, up-sells and allowing more of a longer term showcase of Miami s offerings and increased calls to action. Create an integrated cross-channel plan to allow for leveraging information across all areas of tech consumer lifecycle and in every potential touchpoint. GOAL Further grow measurement for marketing programs in order to ensure efficiency. Maintain flexibility and responsiveness to changing market conditions. STRATEGY 1 Marketing channels are continually expanding and shifting, and market dynamics can have an impact on consumer behavior. The GMCVB will develop and continue to evolve marketing as well as the measurement for its programs, in order to ensure efficiency and optimize marketing investments. Programs will allow for flexibility to consider new marketing opportunities. TACTICS Continue to leverage ADARA conversion tracking in order to measure how campaigns are driving in-market visitation and flights to the destination, and measure ROI by program. Conduct BAV research annually in order to better understand Miami and Beaches brand perceptions, and how they track to factors which have the ability to influence travel decision making, in domestic and international markets. Use SMARI campaign tracking in order to better understand ability of the GMCVB s marketing efforts to influence brand perceptions. Evolve the GMCVB co-op advertising offering in order to develop programs that meet our partner s needs. Create platform for disposition, behavioral and potentially appended data and tracking for enhanced analysis resulting in actionable insights for future growth. Use cutting-edge data, tracking and analytics to further test and innovate enhancements that will add to increased bookings. Track web activity including outbound clicks in order to measure the GMCVB s impact on partner site traffic. NOTES 12 Greater Miami Convention & Visitors Bureau

15 ADVERTISING & DIGITAL MARKETING PROGRAM OF WORK OCTOBER 2017 SEPTEMBER 2018 U.S. Domestic Advertising OCTOBER 2017 SEPTEMBER 2018 Always On Advertising OCTOBER 2017 SEPTEMBER 2018 International Advertising OCTOBER 2017 SEPTEMBER 2018 LGBT Advertising OCTOBER 2017 SEPTEMBER 2018 Meetings Advertising OCTOBER 2017 SEPTEMBER 2018 CVENT Connect Advertising Program OCTOBER 2017 MARCH 2018 Multicultural Advertising NOVEMBER 2017 MARCH 2018 LGBT Advertising NOVEMBER MARCH 2018 Winter Booking Campaign NOVEMBER 2017 DECEMBER 2017 Co-op Advertising JANUARY 2018 MARCH 2018 Co-op Advertising FEBRUARY JULY 2018 Spring Booking Campaign MAY 2018 AUGUST 2018 Co-op Advertising MAY 2018 SEPTEMBER 2018 Summer Booking Campaign JUNE 2018 AUGUST 2018 Multicultural Advertising OCTOBER 2017 Incentive Travel Meetings & Events (IMEX) Advertising Program DECEMBER 2017 International Association of Exhibitions and Events JANUARY 2018 Professional Convention Management Association (PCMA) Advertising Program AUGUST 2018 American Society of Executives (ASAE) Advertising Program NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. PARTNER BENEFITS & OPPORTUNITIES Cooperative Advertising The GMCVB offers partners the opportunity to participate in programs that help parties leverage their advertising dollars. Look for GMCVB Advertising Opportunities in the partner section of the Miami and Beaches website. Online Advertising Partners have an opportunity to purchase advertising on MiamiandBeaches.com as well as the Miami Insider consumer enewsletter. Look for GMCVB Advertising Opportunities in the partner section of the Miami and Beaches website. Social Media The GMCVB promotes Miami & the Beaches through social channels including Instagram, Facebook, Twitter, LinkedIn and more. To see a detailed overview of our social channels, look for the Social Media Opportunities in the partner section of the website. Special Offers Partners may post special offers through the Partner Extranet, which is accessible through MiamiandBeaches.com. Offers submitted by partners are featured on the website, marketing, social media, and through paid media programs. Sales & Marketing Plan 2017/

16 CULTURAL TOURISM & LGBT MARKETING This section concerns two specific audiences that often overlap visitors who come here to enjoy our cultural/ heritage offerings (art, music, dance, architecture, history, heritage, etc.) and visitors who describe themselves as lesbian, gay, bisexual, and/or transgender (LGBT). It is very important that we not only catalog and promote our specific assets but that we make it abundantly clear that we welcome all these visitors to our community and look forward to their visit. GOALS & STRATEGIES Work with the GMCVB Community Relations Committee to help secure state backing for a tour guide ordinance for Miami-Dade County and expand Sightseeing and Tourism utilizing Greater Miami s Historic Districts, and integrate into all our programs. This will further highlight Greater Miami and the Beaches neighborhoods, promote the architectural aspects in the Miami Modern (MiMo) District on Biscayne Boulevard and Miami Beach s MiMo resort architecture as well as other MiMo architectural landmarks, and showcase Miami s heritage by highlighting Coconut Grove Village West, Little Havana, Little Haiti, Historic Overtown and Virginia Key, including Miami Marine Stadium. Further implement a cultural tourism and architectural historic program, including hosting and facilitating familiarization tours, industry presentations and collateral support. Further ongoing support of the White Party, Winter Party, Aqua Girl, the Miami Gay & Lesbian Film Festival, PrideLines, Sizzle Miami, the Annual Bruthaz Conference and Out in The Tropics. In addition, support Miami s newest LGBT event, Gay 8 Miami, which occurs in the Heart of Little Havana and last year drew more than 17,000 attendees. These efforts will be supplemented by a targeted advertising effort that will showcase the Miami brand and the signature LGBT events in the community. With the support of City of Miami Beach officials, further promote the highly successful Gay Pride Miami Beach, which attracted more than 150,000 attendees this year. In addition, promote Orgullo the Gay & Lesbian Hispanic Heritage Pride Event. Implement a targeted LGBT Travel program, including participation in 27 trade shows, conferences and special events, and enhance Miami s image with participation on panels, speaking engagements and playing a leadership role in many of these events. Continue the unique partnership with the Miami-Dade Gay & Lesbian Chamber of Commerce and other key stakeholders. Continue to strengthen the strategic alliance with the Miami Design Preservation League (MDPL), The National Trust for Historic Preservation, The Dade Heritage Trust and The Black Archives History & Research Foundation to help showcase and promote Miami s Boutique & Lifestyle Hotels, and all of Miami s preservation history. Assist in providing gay and lesbian sensitivity training for tourism industry employees and help the Miami-Dade Gay & Lesbian Chamber of Commerce continue its Flamingo Hospitality Program. Continue to work with the Miami-Dade Gay & Lesbian Chamber of Commerce and its tourism/ travel programs. Continue the expansion of Miami Museum Month, Miami Live Arts Month and Miami Film Month to include more Miami organizations and increased participation, thereby highlighting Miami s cultural, visual and performing arts product. Attract new conferences to the destination: National LGBT Journalists Association, National LGBT Chamber of Commerce, and work for the success of our 10 signature LGBT events. Expand the partnership with Art Basel in Switzerland, Miami Beach and Hong Kong by promoting all of Miami s cultural assets in all three Art Basel fairs. 14 Greater Miami Convention & Visitors Bureau

17 CULTURAL TOURISM & LGBT MARKETING PROGRAM OF WORK OCTOBER /1-15: Orgullo, 6th Annual Hispanic LGBT Pride Festival / Miami, FL 10/7th: National Gay & Lesbian Task Force 20th Annual Gala / Miami, FL NOVEMBER /4-5: Palm Springs Pride / Palm Springs, CA 11/22-27: White Party Week / Miami, FL 11/1-3: International Conference on Gay & Lesbian Tourism / San Francisco, CA FEBRUARY /8: Gay8 Miami / Little Havana, FL 2/25: Pride Fest 2018 / Fort Lauderdale, FL / Holiday Park 2/28-3/6: Winter Party and Festival / Miami, FL APRIL /6-8: Miami Beach Gay Pride Parade Festival & Expo / Miami Beach, FL 4/20-29: Miami Gay & Lesbian Film Festival / Miami, FL MAY /9-12: International Gay & Lesbian Travel Association Meeting Expo / Toronto, Canada 5/16: 10th Annual Community Marketing Conference / New York City, NY 5/17-20: Aqua Girl / Miami, FL 5/19: Miami-Dade Gay & Lesbian Chamber of Commerce Gala / Miami Beach, FL 5/25-28: Sizzle Miami / Miami, FL 5/25-28: LGBT International Tradeshow / Chicago, IL 5/31-6/3: Gay Days Expo / Orlando, FL JUNE /23-29: Miami Beach Bruthaz Conference / Miami Beach, FL 6/24: Gay Pride / Toronto, Canada JULY /25-28: Equality Forum / Philadelphia, PA AUGUST /11-17: Montreal Pride / Montreal, Canada 8/18: Pridelines Youth Services Gala / Miami, FL 8/23-30: Miami-Germany LGBT Partnership 8/25-29: The National LGBT Chamber of Commerce PARTNER BENEFITS & OPPORTUNITIES Familiarization (FAM) Tours One of the most effective ways of selling the destination is to bring key decision makers and journalists to the destination. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. FAM clients include gay and lesbian journalists and heritage and culture focused media. Partners play a vital role by contributing key elements to sponsor FAM tours, and opportunities are available throughout the year. Sales & Marketing Plan 2017/

18 CULTURAL TOURISM & LGBT MARKETING PROGRAM OF WORK (cont.) SEPTEMBER /8-9: New York LGBT Tradeshow / New York, NY 9/8-11: Key West Women s Festival / Key West, FL HERITAGE & CULTURAL TOURISM PROGRAM 2017/2018 NOVEMBER /14-17: National Trust for Historic Preservation / Washington, D.C. 11/31-12/3: Art Basel Miami Beach / Miami Beach, FL MARCH /1-4: The Armory Show / New York, NY 3/22-24: Art Basel Hong Kong MAY /2-6: Context Art Fair New York / Pier 94 5/17-19: Florida Trust for Historic Preservation Annual Conference / Tallahassee, FL JUNE /14-17: Art Basel / Basel, Switzerland NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. NOTES 16 Greater Miami Convention & Visitors Bureau

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20 MULTICULTURAL TOURISM & DEVELOPMENT The Multicultural Tourism & Development Department will continue creating a platform to showcase the diversity of Miami from a multicultural perspective. The purpose of these efforts will increase the visibility and viability of a potential consumer in selecting Miami as a favored destination to visit and convene. Cultivation of the many great initiatives implemented last year were from the insightful ideas of key community stakeholders. The department will continue reaching out to the community for ideas and results-oriented programs to take the overall department results to the next level. GOAL The goal of this department is to increase the numbers of visitors who are ethnically diverse and visitors who are interested in the history and heritage represented in Greater Miami. Concentration on the specific efforts to grow the capacity of businesses in the cultural neighborhoods under our Tourism Business Enhancement (TBE) Program will continue to be a key focus as it is integral to our core sales and marketing effort. Our convention and travel industry collaborations will grow this year to align with the strides made with our multicultural businesses. Our team will join FAMs, sales missions and participate in press trips. The 4th annual Art of Black Miami program continues to grow, with the vision to become the world s premier art festival; celebrating the diversity of the visual arts locally, nationally and internationally while celebrating the black diaspora. STRATEGY 1 Sales and Services Assistance: Sales-related initiatives will help to secure multicultural conventions of any size, increase tour groups and leisure travel. TACTICS Convention Sales: Participate in a multicultural convention market FAM tours Work with the Convention Sales Team to close business by offering staff support and convention incentives Attend industry shows and provide support through sponsorship with conferences Conduct local awareness programs in collaboration with the sales team to ethnic civic and service organizations in Miami Participate in joint sales calls and FAM tours Initiate reunion market/small group marketing plan Travel Industry Sales: Partner with Latin and Caribbean sales efforts on sales missions Conduct local awareness programs to Latin and Caribbean groups located in Miami Work with the Director of the Latin American & Caribbean on cross education of the international sales team on the most current multicultural attractions and events in Miami in order to sell better to tour operators and travel agents STRATEGY 2 Tourism Business Enhancement Program (TBE): Coordinate partnership and business development and provide workforce education support in the multicultual community. The goal is to help businesses to become tourist ready by continuing development through GMCVB s TBE Program. 18 Greater Miami Convention & Visitors Bureau

21 TACTICS Facilitate meetings and other communication channels that bring together key leaders in the heritage neighborhoods to establish networks and relationships in the industry. Expand GMCVB s Tourism Business Enhancement (TBE) Program to reach multicultural businesses benefiting from tourism in the heritage communities. Expand local awareness programs to include concierge tours, community tours and hotel partners so that they better understand the offerings and can promote them more effectively. Conduct more extensive research in community tourism as it relates to the four core Tourism Development Districts Little Havana, Little Haiti, Historic Overtown and Coconut Grove Village West. Work with FIU and the Incubator Placement program and other programs to strengthen businesses. Conduct business workshops in partnership with the Bayside Foundation on core business foundation principles. STRATEGY 3 Marketing/Media Collaborations: Increase awareness through media to include print, digital, social media, public relations, research and other innovative ways to promote the multicultural attractions and heritage communities. TACTICS Conduct a website assessment and revamp of the multicultural section. Host multicultural press trips in collaboration with events already occurring or as a specialized FAM tour. Identify and commit to local media buys and additional niche and national marketing channels for promotion in the area. Create an Ambassador Program of celebrities who have a connection with Miami to aid in the promotion of multicultural Miami. Produce a Multicultural e-newsletter. Continue engagement on research around the multicultural visitor s profile regarding travel and cultural interests. STRATEGY 4 Events/Programs Sponsorship & Coordination: identify local or national programs to collaborate with, support the brand and enhance the perception of being a multicultural and diverse community. TACTICS Identify event sponsorships and development opportunities that will strengthen the brand and promote the culture of the neighborhoods. Identify the demographics of Greater Miami to expand and develop signature events that directly impact hotel room sales. Broaden marketing, promotion and collaboration efforts for GMCVB s Art of Black and to make it one of the premier cultural art collaborative in the country. Determine economic impact of key multicultural events. PARTNER BENEFITS & OPPORTUNITIES Familiarization (FAM) Tours One of the most effective ways of selling the destination is to bring key decision makers and journalists to the destination. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. FAM clients include heritage focused journalists and media. Partners play a vital role by contributing key elements to sponsor FAM tours, and opportunities are available throughout the year. Sales & Marketing Plan 2017/

22 MULTICULTURAL TOURISM & DEVELOPMENT PROGRAM OF WORK OCTOBER /1-31: Miami Attractions Month 9/29-10/1: Richmond Heights Historic Anniversary Weekend & Symposium 10/8: Miami Broward Carnival 10/12-15: REVOLT Conference RMC 10/23-25: Museums Association of the Caribbean NOVEMBER /1-30: Miami Live Arts Month 11/16: Art of Black Kick Off Event 11/121: Miami Gardens Wine & Food Experience 11/29-2: National Coalition of Black Meeting Planners (NCBMP) 11/20-22: Florida African American Heritage 2017 Statewide Meeting and Workshop DECEMBER /1-31: Miami Heritage Month 12/1-5: Multicultural Press FAM 12/1-15: Art of Black Miami JANUARY /1-31: Miami Cruise Month 1/16: Martin Luther King Scholarship Breakfast FEBRUARY /1-29: Miami Romance Month 2/25: ABFF Honors & Awards TBD: Lyric Live Allstars TBD: Black History Month Heritage Community Tours MARCH /1-31: Shop Miami Month 3/11: Annual Calle Ocho Latin Music Festival 3/17-18: Jazz in the Gardens Music Festival 3/17-18: Multicultural FAM (Convention) APRIL /1-30: Miami Sports & Wellness Month 4/1: Tourism Business Development Summer Program MAY /1-31: Miami Museum Month 5/7-10: Caribbean Travel Industry Sales Mission Trinidad/Barbados 5/19-20: Haitian Compas Festival (Haitian Flag Day festival) 5/27: Best of the Best Concert TBD: H.O.T. Challenge Golf Tournament Fundraiser TBD: National Academy Foundations/Academy of Hospitality & Tourism Student Conference TBD: Taste of Haiti TBD: Sounds of Little Haiti/Haitian Heritage Month Celebration 20 Greater Miami Convention & Visitors Bureau

23 JUNE /1-9/30: Miami Hotels Months 6/1-30: Miami Film Month 6/13-17: American Black Film Festival (ABFF) 6/19-22: Jamaica Travel Industry Sales Mission 6/15: Pillars Award Scholarship Luncheon, Office of the Chair Miami-Dade Black Affairs Advisory Board TBD: Taste of the Caribbean coordinated by the Caribbean Hotel & Tourism Assn JULY /1-9/30: Miami Hotels Months 7/1-8/31: Miami Spa Month 7/21: Historic Overtown Music Festival 7/25-27: National Association of Black Hotel Owners, Operators & Developers (NABHOOD) AUGUST /1-9/30: Miami Hotels Months 7/1-8/31: Miami Spa Month 8/1-9/30: Miami Spice Restaurant Month TBD: Things are Cooking in Overtown SEPTEMBER /1-9/30: Miami Hotels Months 8/1-9/30: Miami Spice Restaurant Month 9/19-23: Congressional Black Caucus TBD: AfrICANDO Conference TBD: Hispanic Heritage Community Tour TBD: Florida Governor s Conference on Tourism NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. NOTES Sales & Marketing Plan 2017/

24 BOUTIQUE & LIFESTYLE HOTELS / FILM, FASHION & ENTERTAINMENT Miami and the Beaches is home to the world s largest collection of boutique and lifestyle hotels, providing visitors from all over the world with a wide array of hospitality options. Miami s boutique hotels represent some of the most cutting-edge and innovative elements in design, fashion, dining and entertainment. Many of Miami s boutique hotels have been lovingly restored to preserve timeless elements of Art Deco architecture iconic to Miami Beach s landscape. Intimate and fashion forward, Boutique Hotels in Miami provide a whimsical escape to even the most seasoned traveler. GOALS & STRATEGIES Further expand the Boutique & Lifestyle Hotels/Film, Fashion & Entertainment program, which currently represents more than 125 Boutique & Lifestyle Hotels. Efforts will be focused on specialty trade, partnerships and consumer lifestyle, focusing on film, fashion, entertainment, music, production, travel agents, design events, lifestyle consumers and the LGBT market, both nationally and internationally. Work closely with several marketing divisions across the GMCVB to further expand a dedicated social and traditional media strategy for Boutique & Lifestyle Hotels. Design and implement a Boutique & Lifestyle Hotels/Film, Fashion & Entertainment media plan to support sales and marketing efforts. Attend national and international trade shows, consumer shows and VIP functions to generate leads with entertainment agents and lifestyle/urban consumers with primary interest in Miami Boutique & Lifestyle Hotels. Develop sponsorships, partnerships and new opportunities with appropriate brands at lifestyle events positioning Greater Miami and the Beaches and Boutique & Lifestyle Hotels. Partner with the Miami-Dade Office of Film & Entertainment, the City of Miami Beach Department of Tourism and Cultural Development and the City of Miami Mayor s Office of Film, Arts & Entertainment to support the production industry. Promote the destination to the local production market and key decision makers in the industry, as well as location scouts at the national and international levels. Support Boutique & Lifestyle Hotels press trips, in addition to targeting lifestyle publications with emphasis on Miami Boutique & Lifestyle Hotels. Continue to expand the alliance with the Miami Design Preservation League to help showcase and promote the Boutique & Lifestyle Hotels and the Art Deco District. 22 Greater Miami Convention & Visitors Bureau

25 BOUTIQUE & LIFESTYLE HOTELS / FILM, FASHION & ENTERTAINMENT PROGRAM OF WORK OCTOBER /1-31: Miami Attractions Month 10/1-/31: FAM Tours / Miami, FL 10/1-31: Media Newsletter (Breaking News & Events) 10/3-5: The NYC Trade Show / New York, NY 10/3-7: Canada Sales Mission / Toronto, Montreal & Quebec City 10/12-14: TTG Incontri / Rimini, Italy 10/17: Boutique & Lifestyle Hotels Quarterly Meeting / Miami Beach, FL 10/28: Produced by NY / New York, NY NOVEMBER /1-30: Miami Live Arts Month 11/1-30: FAM Tours / Miami, FL 11/1-30: Media Newsletter (Breaking News & Events) 11/6-8: World Travel Market (WTM) / London, England 11/28-30: IBTM World / Barcelona, Spain 11/27-30: Northeast Sales Mission / Northeast Cities DECEMBER /1-15: FAM Tours / Miami, FL 12/1-31: Media Newsletter (Breaking News & Events) JANUARY /1-31: Miami Cruise Month 1/1-31: FAM Tours / Miami, FL 1/1-31: Media Newsletter (Breaking News & Events) 1/16-18: The National Association of Television Progamming Executives (NATPE) / Miami Beach, FL 1/26-28: New York Times Travel Show / New York City, NY 1/28-31: Realscreen Summit / Washington, D.C. 1/29-2/1: Meeting Planner Sales Mission / Mexico City, Mexico TBD: Boutique & Lifestyle Hotels Quarterly Meeting / Miami Beach, FL FEBRUARY /1-28: Miami Romance Month 2/1-28: FAM Tours / Miami, FL 2/1-28: Media Newsletter (Breaking News & Events) 2/9-11: Boston Globe Trade Show / Boston, MA 2/21-23: ANATO / Bogota, Colombia MARCH /1-31: Shop Miami Month 3/1-31: FAM Tours / Miami, FL 3/1-31: Media Newsletter (Breaking News & Events) 3/7-11: ITB / Berlin, Germany 3/19-23: Argentina & Chile Sales Mission / Santiago, Buenos Aires & Cordoba TBD: The LA Trade Show / Los Angeles, CA Sales & Marketing Plan 2017/

26 BOUTIQUE & LIFESTYLE HOTELS / FILM, FASHION & ENTERTAINMENT PROGRAM OF WORK (cont.) APRIL /1-30: Miami Sports & Wellness Month 4/1-30: FAM Tours / Miami, FL 4/1-30: Media Newsletter (Breaking News & Events) 4/3-5: World Travel Market Latin America / Sao Paulo, Brazil 4/19-30: Tribeca Film Festival / New York, NY 4/16-20: Germany & The Netherlands Sales Mission / Duesseldorf, Duisburg, Hannover, Frankfurt & Amsterdam 4/23-27: Colombia Sales Mission / Bogota, Medellin & Cali, Colombia TBD: Boutique & Lifestyle Hotels Quarterly Meeting / Miami Beach, FL TBD: National Association of Broadcasters (NAB) / Las Vegas, NV MAY /1-31: Miami Museum Month 5/1-31: FAM Tours / Miami, FL 5/1-31: Media Newsletter (Breaking News & Events) 5/7-11: Florida Road Show / Naples, St. Petersburg, Clearwater, Tampa, Orlando 5/19-23: IPW (Formerly known as International Pow Wow) / Denver, CO JUNE /1-30: Miami Hotel Months 6/1-30: Miami Film Month 6/1-30: FAM Tours / Miami, FL 6/1-30: Media Newsletter (Breaking News & Events) 6/11-14: LE Miami / Miami Beach, FL 6/25-29: UK & Ireland Sales Mission / London, England and Dublin, Ireland TBD: Produced by Conference / Los Angeles, CA JULY /1-31: Miami Hotel Months 7/1-31: Miami Spa Month 7/1-31: FAM Tours / Miami, FL 7/1-31: Media Newsletter (Breaking News & Events) TBD: Boutique & Lifestyle Hotels Quarterly Meeting / Miami Beach, FL AUGUST /1-31: Miami Hotel Months 8/1-31: Miami Spice Restaurant Month 8/1-31: Miami Spa Month 8/1-31: Media Newsletter (Breaking News & Events) 8/13-17: Brazil Sales Mission / Sao Paulo, Belo Horizonte & Rio de Janeiro, Brazil SEPTEMBER /1-30: Miami Hotel Months 9/1-30: Miami Spice Restaurant Month 9/1-30: Media Newsletter (Breaking News & Events) 9/10-14: Northeast Sales Mission / Northeast Cities 9/17-21: Scandinavia Sales Mission / Sweden, Denmark & Norway 9/25-28: IFTM, International French Travel Market / Paris, France TBD: Independent Film Week / New York, NY TBD: Toronto International Film Festival (TIFF) / Toronto, Canada NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. 24 Greater Miami Convention & Visitors Bureau

27 PARTNER BENEFITS & OPPORTUNITIES MiamiBoutiqueHotels.com Promotes Miami s Boutique & Lifestyle Hotels featuring photographs, amenities, alternative meeting space, happenings and lifestyle links. Incentive Program In order to facilitate and encourage Boutique & Lifestyle Hotels participation in Media Relations and Travel Industry Sales Missions and Trade Shows, the GMCVB offers a 25% savings on registration fees to hotels with 100 rooms or less. Experiential Marketing Promotional Opportunities Boutique & Lifestyle Hotels have the opportunity to further promote their brand by sponsoring trip giveaways at experiential marketing events, i.e., Sundance, Lollapalooza/Chile, SXSW, Lollapalooza/Chicago and other year round promotional opportunities (past promotions have included: The Real, Kathie Lee & Hoda Show, Coca-Cola/City of Miami Beach promotions, Hello! Magazine and several radio promotions in collaboration with Visit Florida). Familiarization (FAM) Tours One of the most effective ways of selling the destination is to bring key decision-makers to the destination. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. FAM clients include meeting planners, and tour operators. Members play a vital role by contributing key elements to sponsor FAM tours, and opportunities are available throughout the year. Press Trips One of the most effective ways of selling the destination is to bring key decision-makers and journalists to the destination. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. Clients include meeting planners, tour operators and media. Partners play a vital role by contributing key elements to sponsor Press Trips, and opportunities are available throughout the year. Sales & Marketing Plan 2017/

28 MEDIA RELATIONS & PROMOTIONS Perceptions are reality. And the GMCVB s Media Relations & Promotions team manages these perceptions for the Miami and Beaches brand through daily interaction with global press and influencers. The team persuades journalists from all over the world to write informative and captivating stories about Miami and the Beaches, thereby providing the public with compelling reasons to travel to the destination and support the tourism industry, the number one economic engine for Miami-Dade County. In addition to daily publicity efforts, the division creates experiential marketing and press events around the world to bring the brand to life for thousands of consumers while generating press coverage in novel and creative ways. From staging a Miami Genie publicity stunt in the heart of New York City to creating Miami pop-up events in key markets, the Media Relations & Promotions team connects the consumer to the brand. The team engages with consumer targets and pitches news stories to the media, in order to manage perceptions for the Miami and the Beaches brand. GOAL Influence perceptions about Greater Miami as an art-centric, heritage-rich, tropical and cosmopolitan destination of choice to the high-value customer through: placement of editorial stories in a variety of consumer and travel media outlets, as well as social media channels in core markets; and through consumer experiences and campaigns. STRATEGY 1 Drive hotel room nights by creating a Miami hotel PR campaign aimed at driving room nights via influencers and traditional press. TACTICS Work with hotel community to identify unique selling proposition for hotel stays versus alternative accommodations Identify key media and influencers who can act as third-party spokespeople for hotels in Miami. STRATEGY 2 Create stronger and more relevant editorial calendars as dictated by market needs and nuances. This will increase media coverage in the regions and make the Miami brand more relevant to the international press. TACTICS Provide the most up-to-date, positive information to all audiences with What s Happening press releases on a weekly basis. Utilize press pitches to highlight travel trends, events, new developments, financial news, festival information and other news in a timely, accurate and targeted fashion. STRATEGY 3 Reach out to key consumer travel editors, contributing editors and freelance writers who represent major publications within our target markets, which reinforce the brand. TACTICS Host at least 150 travel editors/writers on a one-on-one basis throughout the year. Host at least 20 media tours from key feeder markets, each tour themed after niche pitches and featuring multiple media. Leverage select niche events such as the South Beach Wine & Food Festival, Miami International Film Festival, Gay & Lesbian Film Festival, and Art Basel Miami Beach, and other key events to bring in media to cover the destination. Personally visit key markets to present the message and products to consumer and trade media via media missions and travel trade shows. Service at least 2,000 media inquiries seeking editorial, logistical and collateral support. 26 Greater Miami Convention & Visitors Bureau

29 STRATEGY 4 Host production crews for strategic broadcast opportunities. TACTICS Conduct outreach with producers and travel correspondents at national, regional and cable news programs as well as key drive market affiliates, to develop destination feature stories. Pitch Miami coverage to locally based U.S. Hispanic media giants such as Univision, Telemundo and others to assure optimum cost effectiveness. Research and pitch syndicated and regional radio shows and TV programs to broadcast live from Miami throughout the year, with special emphasis on summer visits where possible to help boost summer business. GOAL Position the newly renovated Miami Beach Convention Center as the premier meetings venue in the country and promote Miami as the preferred destination for meetings, trade shows and public shows. In the year leading up to the grand opening of the renovated MBCC, the goal is to secure feature stories and earned placements among the leading travel trade and meetings press. In addition, the media team is looking to increase relevance of the MBCC amongst target press while developing a constant flow of positive news stories. STRATEGY 1 Incorporate a meetings initiative during the media department s annual Press Mission and Reception to New York City and Toronto. TACTICS Identify and distribute updates regularly to appropriate trade media outlets (i.e., What s New release). Create a behind-the-scenes look at the making of the new MBCC during focused presentation. Develop a parallel media desk-siders program during major meetings, conventions and trade shows such as PCMA, IMEX and ASAE. STRATEGY 2 Direct a press program to generate a consistent stream of digital and print coverage within the meetings and conventions media segment. TACTICS Design an editorial calendar that supports key strategic messages for the renovated MBCC and supports the making of angle to ignite interest and solidify the facility as a state-of-the-art venue. Continue to drive traffic to MiamiMeetings.com and support lead generation Ensure that press releases on the web site are current and accurate. Develop advertorials upon request for key meetings trade magazines to be used to leverage additional publicity from advertising. STRATEGY 3 Develop a spokesperson panel and leverage unique angles to tell the story of the making of the MBCC. TACTICS Engage spokespeople relevant to news angles and unique hooks for the MBCC. Invite key editors and writers from meetings publications to visit Miami to meet one-on-one with identified spokespeople. Sales & Marketing Plan 2017/

30 GOAL Leverage Miami-Dade County film incentive to encourage film production in the destination and generate positive brand exposure via television and film production. Continue partnerships with local film offices to promote Miami and Beaches at marquee film industry events. TACTICS Combine strategy of sponsorship packages and self-sourced events Continue to co-sponsor film receptions in support of the film industry and film office partners: Miami Dade Office of Film and Entertainment, The City of Miami Beach Department of Tourism and Cultural Development, The City of Miami Mayor s Office of Film, Arts & Entertainment. Continue to offer promotional opportunities through print, TV, radio and social media. In order to facilitate and encourage the Boutique Hotels participation in media relations and tourism sales missions and trade shows, the GMCVB offers a 25% savings on registration fees to hotels with 100 rooms or less. NOTES PARTNER BENEFITS & OPPORTUNITIES PR Alert A weekly e-newsletter keeps GMCVB partners apprised of upcoming publicity and industry opportunities. Press Trips One of the most effective ways of selling the destination is to bring key decision-makers and journalists to the destination. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. Clients include meeting planners, tour operators and media. Partners play a vital role by contributing key elements to sponsor Press Trips, and opportunities are available throughout the year. 28 Greater Miami Convention & Visitors Bureau

31 MEDIA RELATIONS & PROMOTIONS PROGRAM OF WORK OCTOBER /1-31: Miami Attractions Month 10/1: October Media Newsletter (breaking news and events) 10/5-9: Miami Carnival Press Visits 10/1-12: America s Worldwide Exhibition For Incentive Travel Meetings & Events (IMEX) / Las Vegas, NV 10/12-14: TTG Incontri / Rimini, Italy 10/18-22: Art Culture And Architecture Cross Market Press Tour 10/29-31: SAS Inaugural Flight Press Tour 10/29-11/3: Society Of American Travel Writers Conference & Media Marketplace (SATW) 10/30-11/3: Latin American Bucket List Miami Soft Adventures Press Trip TBD: Produced By NY / New York, NY NOVEMBER /1-31: Miami Live Arts Month 11/1: November Media Newsletter (breaking news and events) 11/1-6: El Al Inaugural Flight Press Tour 11/6-10: World Travel Market & Media Desk Siders (WTM) / London, UK 11/13-17: Italy/France Media Desk Siders 11/9-12: Financial & Insurance Conference Planners (FICP) Annual Conference / Nashville, TN 11/26-28: International Association Of Exhibits & Events (IAEE) Expo / San Antonio, TX 11/28-30: IBTN World (formerly known as EIBTM) / Barcelona, Spain 11/12-19: Miami Book Fair International Media Visits DECEMBER /1-31: Miami Heritage Month 12/1: December Media Newsletter (breaking news and events) 12/4-9: Art Of Black Miami/Multicultural Press Trip 12/7-10: Art Basel Miami Beach Media Visits 12/13-17: Air France French Press Tour TBD: American Airlines Miami/Cartagena Press Tour TBD: Brightline South Florida Press Tour JANUARY /1-31: Miami Cruise Month 1/1: January Media Newsletter (breaking news and events) 1/7-10: PCMA Convening Leaders / Nashville, TN 1/16-18: The National Association of Television Programming Executives (NATPE) / Miami Beach, FL 1/17-21: FITUR Spain / Madrid, Spain 1/28-31: Realscreen Summit / Washington, DC 1/30: New York Media Reception & Mission (member pay-to-play opportunity) TBD: Winter PR Stunt TBD: Buenos Aires Argentina Media Visits FEBRUARY /1-28: Miami Romance Month 2/1: February Media Newsletter (breaking news and events) 2/1: Canadian Media Reception & Mission (member pay-to-play opportunity) 2/11-13: Bit International Tourism Exchange / Milan, Italy 2/22-26: South Beach Wine & Food Festival Media Visits 2/28-3/3: Vitrina Turistico ANATO & Media Event / Bogota, Colombia Sales & Marketing Plan 2017/

32 MEDIA RELATIONS & PROMOTIONS PROGRAM OF WORK (cont.) MARCH /1-31: Shop Miami Month 3/1: March Media Newsletter (breaking news and events) 3/2-6: LGBT Winter Party 25th Edition Cross Market Press Tour 3/9-18: Miami International Film Festival Media Visits Latin American and Domestic 3/7-10: ITB Berlin /12-14: German Media Mission/Roadshow, Hamburg & Munich, Germany APRIL /1-30: Miami Sports & Wellness Month 4/1: April Media Newsletter (breaking news and events) 4/3-6: World Travel Market (WTM) / Brazil 4/6: Global Meetings Industry Day Social Stunt 4/19-30: Tribeca Film Festival / New York, NY 4/23-24: Emerge Americas TBD: National Association Of Broadcasters (NAB) / Las Vegas, NV MAY /1-31: Miami Museum Month 5/1: May Media Newsletter (breaking news and events) 5/9-13: Pan European Press Tour 1 Found In Miami 5/17-20: LE Miami / Miami Beach, FL 5/19-23: USTA IPW 2018 / Denver, CO 5/30-6/3: Travel Media Association Of Canada (TMAC) AGM & Conference TBD: Maison-Objet Media Visits JUNE /1-30: Miami Film Month 6/1: June Media Newsletter (breaking news and events) TBD: Found In Miami PR Stunt TBD: American Black Film Festival TBD: Produced By Conference / Los Angeles, CA JULY /1-31: Miami Spa Month 7/1: July Media Newsletter (breaking news and events) 7/17-21: Latin American Romantic Couples Getaway Love Is Love Press Tour TBD: Miami Spa Month Media Visits TBD: National Association of Hispanic Journalists (NAHJ) Conference AUGUST /1-30: Miami Spice Restaurant Month 8/1-31: Miami Spa Month 8/1: August Media Newsletter (breaking news and events) 8/12-15: ASAE TBD: La Cita De Las Americas / Ft. Lauderdale, FL 30 Greater Miami Convention & Visitors Bureau

33 SEPTEMBER /1-30: Miami Spice Restaurant Month 9/1: September Media Newsletter (breaking news and events) 9/29-10/2: International French Travel Market (IFTM) Top Resa/Map 9/11-15: Flavors Of Miami Cross Market Press Tour TBD: BCC Grand Opening Celebration Meetings Media Fam TBD: Toronto International Film Festival (TIFF) / Toronto, Ontario, Canada TBD: Independent Film Week / New York, NY NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. Sales & Marketing Plan 2017/

34 TRAVEL INDUSTRY SALES Tourism is the number one activity in Miami-Dade County and the number one engine for the area s economy. This section outlines the various activities the GMCVB undertakes to stay engaged and relevant with all sectors of the tourism industry, from transportation providers to lodging, tour operators and wholesalers. GOAL Provide travel industry professionals with easy access to the resources they need for planning, marketing & selling the destination a one-stop trip planning resource for travel industry professionals. STRATEGY 1 Continue to expand our global representation network s scope of services to include dedicated group efforts to support the GMCVB meetings and conventions group strategy, with an emphasis on the Miami Beach Convention Center. TACTICS Develop and identify meeting/conference organizers of the following priority sectors including: automobile, medical, finance, pharmaceutical, technology. Coordinate sales calls twice a year to meeting/conference organizers with the aim of generating group leads. Identify the major incentive houses for future prospecting, as well as briefing clients on Miami Beach Convention Center re-modernization and Miami World Center development. Coordinate sales calls twice a year to incentive houses with the aim of generating group leads. Conduct briefings through in-market workshops of Global Sales Offices (GSOs) of major hotel brands of Miami Beach re-modernization & Miami World Center. Brands include: Marriott, Hyatt, Starwood, Hilton, IHG, Mandarin Oriental. On an ongoing basis, the representative will generate hotel leads and identify prospects for the Miami Beach Convention Center. Organize Meeting Planner Sales Missions where a Miami delegation of GMCVB partners will travel to targeted markets to meet one-one-one with Meeting Planners with the aim of generating leads. Attend IBTM Barcelona, one of the leading global trade shows bringing together meeting planners, conference organizers and travel suppliers. This trade show will take place November 29 to December 1 the GMCVB will attend alongside a Miami Beach Convention Center sales representative and hotels partners. The Miami delegation will meet-one-on-one with more than 500 meeting planners during the three days of the show. STRATEGY 2 Continue to strengthen partnerships with airlines, cruise lines and tour operators globally. TACTICS Continue to be an active participant in Miami International Airport s (MIA) Asia Task force effort. The GMCVB is MIA s key partner in attracting new Asian air service to our community. As such, we will continue to collaborate closely with MIA and host the major Asian airline network planners in Miami for one-on-one meetings. Continue to expand our pre-and-post cruise visitor activity by continuing our Cruise Miami Partnership with PortMiami which include: attending key cruise shows such as Cruise360; working closely with Cruise Line International Association (CLIA), the American Society of Travel Agents (ASTA) and local cruise lines. This also includes supporting the cruise industry by participating in Seatrade. Expand our travel trade advertising in the U.S. & Canada during key months with the aim of raising awareness of the GMCVB s Miami Cruise Month Program. Leverage tour operator relationships globally and create cooperative consumer and trade promotions for GMCVB member partners with the aim of increasing destination awareness. 32 Greater Miami Convention & Visitors Bureau

35 STRATEGY 3 Develop a global sales program which will allow the GMCVB to interact with travel industry professionals including emerging markets such as the Middle East, China and India. TACTICS Identify key tourism trade shows in key markets, organize sales missions and conduct sales calls. The program calls for more than 425 trade shows, missions and in-market workshops including emerging markets such as the Middle East, China and India. Continue creating opportunities for GMCVB members through participation in trade shows, sales missions and familiarization trips for client interactions. The aim of these client interactions is to create new business opportunities for GMCVB members. Organize 100 familiarization tours. These FAM tours provide travel industry professionals with a first-hand experience of the destination. They are a great opportunity to showcase new tourism and convention amenities and products (i.e.: hotels, attractions, museums, MBCC, restaurants, shops, etc). Distribute the monthly travel industry e-newsletter, Miami Insider, which provides the latest updates and news about the destination. Develop an online training program for travel advisors. The online educational tool will further aid our clients in selling the destination by highlighting all of the latest tourism amenities. STRATEGY 4 Create programs to target a variety of high value customers based on creating consumer and travel industry awareness and demand. TACTICS Attend and continue sponsoring Limited Edition (LE) Miami trade show at the Miami Beach Convention Center. This trade show brings together lifestyle-led hotels and travel brands with both leisure and corporate buyers from all over the world. It is considered one of the top travel and tourism events for lifestyle hotels. The GMCVB leverages it on behalf of the destination s Boutique & Lifestyle Hotels. In order to further leverage and support Miami-Dade County and the City of Miami Beach s new film and production incentives, the GMCVB will continue attending trade shows that attract film and entertainment travel advisors. PARTNER BENEFITS & OPPORTUNITIES Sales Missions The GMCVB conducts national and international sales missions targeting existing and emerging markets to promote Greater Miami and the Beaches as the destination of choice for travel advisors and tour operators for sales promotion. Trade Shows Throughout the year, Travel Industry Sales creates special exhibits designed to target key decision makers at important industry trade shows. Opportunities exist for partners to attend trade shows with our sales staff or send brochures for distribution at the shows. Familiarization (FAM) Tours One of the most effective ways of selling the destination is to bring key decision makers to the destination. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. FAM clients include meeting planners and tour operators. Members play a vital role by contributing key elements to sponsor FAM tours, and opportunities are available throughout the year. Sales & Marketing Plan 2017/

36 TRAVEL INDUSTRY SALES PROGRAM OF WORK GLOBAL ONGOING ANNUAL SALES ACTIVITIES 10/1/17-9/30/18 Familiarization (FAM) Tours / Miami, FL Cruise Line Partner Destination Workshops Destination Workshops and Training Territory Sales Call Coverage Airline Partners and Tour Operators Destination Training Joint Partnership Community Programs Destination Events and Road Shows with Visit USA and Industry Organization MAIN TRADE SHOWS OCTOBER /1-4: Miami Travel Agent Forum, Hyatt Regency Miami 10/3-5: The NYC Trade Show 10/3-5: Visit USA UK Roadshows / Edinburgh, Liverpool & Reading, England 10/3-7: Canada Sales Mission / Toronto, Montreal & Quebec City 10/10-11: Visit USA Ireland Workshop / Cork & Dublin, Ireland 10/11: Discover America Sweden / Gothenburg, Sweden 10/12-14 : TTG Incontri / Rimini, Italy 10/17-19: Peninsula Trade Shows Southern California 10/23-27: Central America Sales Mission / Costa Rica, Guatemala & Panama 10/24-26: Peninsula Trade Shows Northern California 10/28-31: FIT America Latina / Buenos Aires, Argentina NOVEMBER /5-8: Cruise Planners Annual Conference / Cancun, Mexico 11/6-8: World Travel Market (WTM) / London, England 11/9-12: FESTURIS Gramado / Gramado, Brazil 11/15-17: CruiseWorld Broward County / Ft. Lauderdale Convention Center 11/16-19: Travel Impressions Best of the Best Conference / Dominican Republic 11/27-30: Northeast Sales Mission / northeast cities 11/28-30: IBTM World / Barcelona, Spain DECEMBER /5-7: Bahamas Sales Mission JANUARY /12-14: Reiselivmessen / Oslo, Norway 1/12-14: Florida s Beaches Partnership at Reiselivmessen / Oslo, Norway 1/16: Discover America Sweden / Stockholm, Sweden 1/17-21: FITUR / Madrid, Spain 1/18-21: Matka / Helsinki, Finland 1/19-21: AAA Great Vacations / Columbus. Ohio 1/26-28: New York Times Travel Show / New York, NY 1/29-2/1: Mexico MICE Mission / Mexico City, Mexico 1/31: Visit USA Switzerland Workshop / Zurich, Switzerland 34 Greater Miami Convention & Visitors Bureau

37 FEBRUARY /9-11: Boston Globe Trade Show / Boston, Massachusetts 2/21-23: ANATO / Bogota, Colombia 2/22-24: Toronto Gulf Show / Toronto, Canada 2/23-25: Florida s Beaches Partnership at Ferie for Alle / Herning, Denmark TBD: The LA Trade Show / Los Angeles, California MARCH /3: Swanson s Long Haul Day / Osby, Sweden 3/4: FDM Travel / Copenhagen, Denmark 3/4: Florida s Beaches Partnership at FDM Travel / Copenhagen, Denmark 3/3-6: Visit USA Italy Showcase / Venice, Italy 3/5: Discover America Denmark USA Travel Show / Copenhagen, Denmark 3/6-8: Cruise Shipping Fort Lauderdale, FL (formerly known as Seatrade) 3/7-11: ITB / Berlin, Germany 3/15: Visit USA Unite 2018 / London, UK 3/19-23: Argentina & Chile Sales Mission / Santiago, Buenos Aires & Cordoba TBD: Brand USA China Sales Mission APRIL /3-4: Alliance of Westchester Travel Agents (AWTA) / New York, NY 4/3-5: World Travel Market Latin America / Sao Paulo, Brazil 4/16-20: Germany-Netherlands Sales Mission / Duesseldorf, Duisburg, Hannover, Frankfurt & Amsterdam 4/17-23: Cruise3Sixty - Fort Lauderdale, FL 4/23-27: Colombia Sales Mission / Bogota, Medellin & Cali TBD: Chicago Trade Event / Chicago, Illinois MAY /2-3: LITAA (Long Island Travel Agent Association) New York, NY 5/7-10: Caribbean Sales Mission / Barbados and Trinidad 5/7-11: Florida Road Show Naples, St. Petersburg/Clearwater, Tampa, Orlando 5/19-23: IPW / Denver, CO TBD: American Airlines Product Launches TBD: Go Go / Flight Centre Tradeshows / Northeast JUNE /11-14: LE Miami / Miami Beach, FL 6/19-22: Jamaica Sales Mission / Kingston 6/24-27: IAGTO / North American Golf Tourism Convention Central Oregon 6/25-29: UK-Ireland Sales Mission / London and Dublin TBD: The Big Travel Trade Event / Northern Ireland Sales & Marketing Plan 2017/

38 TRAVEL INDUSTRY SALES PROGRAM OF WORK (cont.) AUGUST /13-17: Brazil Sales Mission / Sao Paulo, Belo Horizonte & Rio de Janeiro 8/27-31: Mexico Sales Mission / Mexico City, Monterrey & Merida SEPTEMBER /4-6: La Cita / Ft. Lauderdale, FL 9/10-14: Northeast Sales Mission northeast cities 9/17-21: Scandinavia Sales Mission/ Sweden, Denmark & Norway TBD: Brand USA India Sales Mission TBD: Peninsula Trade Shows TBD: Discover America USA Day / Malmö, Sweden TBD: IFTM, International French Travel Market / Paris, France NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. NOTES: 36 Greater Miami Convention & Visitors Bureau

39 Sales & Marketing Plan 2017/

40 MEETINGS & CONVENTION SALES & SERVICES Meetings & Convention Sales promotes Greater Miami and the Beaches as the ideal destination for meetings and conventions by creating relationships with meeting planners and association executives to generate leads, bookings and room nights, and therefore a positive economic impact for our community. We will continue to brand Greater Miami as a destination that offers value and great return on investment with increased attendance, both domestic and international, strong satisfaction ratio and overall successful meetings. This section outlines the global sales efforts the Meetings & Convention Sales & Services team undertakes on a year-round basis to promote Greater Miami and the Beaches as the ultimate choice for meetings and conventions. GOAL Maintain long-term bookings of conventions and trade shows at the Miami Beach Convention Center and increase hotel meetings in 2017/2018 and beyond. STRATEGY Generate Miami Beach Convention Center leads by targeting cities in select geographic areas and businesses in key vertical markets. Trade show companies, associations, third parties and corporations are prime sources of new prospects. The medical, healthcare, financial, insurance and pharmaceutical fields continue to be of interest to our hotels. We will continue to target meetings, conventions and trade show businesses that will use at least 1,500 contracted rooms on peak nights. We will continue to data mine the industry to generate new prospects for Priority One and Priority Two businesses in the vertical markets by making solicitation calls and reviewing other center calendars, etc. TACTICS Generate communications via telemarketing contacts and . Spectra Management at MBCC and GMCVB sales managers continue to meet monthly and work closely together to identify potential business. GMCVB, Spectra and the City of Miami Beach will collaborate closely to forge partnerships with potential trade show producers of international groups. // Market Segment: Trade shows. Continue to promote the MBCC and the City of Miami Beach at all shows. Continue to solicit international business through new shows and regional offices in Fiscal Year The GMCVB and Spectra Management will conduct seven joint sales blitzes to the cities of Washington, DC, Chicago, and the New York area. // Market Segments: Medical, Finance, Pharma, Healthcare. Organize and host MBCC site visits for key decision-makers, prospective new clients, boards of directors, site committees, trade show management committees and executive boards. // Market Segments: Tech, Medical, Healthcare. Attend and participate in 32 global industry trade shows, conventions and sales forums. (See the 2017/2018 Sales Activities at a Glance on page 24 for details.) // Market Segments: All target markets. STRATEGY Continue to generate excitement about new city developments by representing the destination at major trade shows and meetings, and by continuing the aggressive convention destination familiarization review program, sponsorships at industry functions, conducting small dinner destination events, and taking showcase events on the road to tell Miami Beach s story. TACTICS Host exciting destination reviews corresponding with special events and mini-familiarization tours for prospective buyers to showcase the Miami Beach Convention Center, hotels and surrounding area. Participate in events at New World Symphony, Marlins Park or Miami Heat at the American Airlines Arena that generate excitement for our potential clients. // Market Segments: Medical, Finance, Sports, Tech. Schedule five familiarization trips which will be supplemented with more than 200 site inspections for users of both the Miami Beach Convention Center and in-house hotel meetings. // Market Segments: Medical, Finance, Sports, Tech. 38 Greater Miami Convention & Visitors Bureau

41 Produce showcase events in key target cities and on certain shows partnering with hotels and MBCC Spectra Management. Target major cities to host events and conduct similar efforts in secondary markets. These will consist of sales calls, lunches and dinners with key customers. > Minneapolis // Market Segments: Corporate, Incentive, Pharma > St. Louis // Market Segments: Corporate, Incentive, Pharma > Houston // Market Segment: Tech > Dallas // Market Segments: Tech, Medical Devices > San Antonio // Market Segments: Tech, Medical Devices > Hartford // Market Segments: Finance, Corporate > Boston // Market Segments: Finance, Corporate Organize and implement 13 sales blitzes throughout the year. (See the 2017/2018 Sales Activities at a Glance on page 46 for details.) Sponsor events at key industry meetings held locally. These events offer the opportunity to interact with potential clients and promote Greater Miami as a meetings destination. STRATEGY Continue to target major multi-management and trade show companies which represent a significant number of organizations that can generate new business for the Convention Center and individual hotel properties. TACTICS Solicit multi-management and trade show companies to host executive management retreat meetings in Greater Miami and invite them to participate in familiarization trips. // Market Segments: Medical, Trade shows. Convention Sales will attend all multi-management company annual trade shows, which include Helms Briscoe, Conference Direct, American Express, Smith Bucklin, International Association of Association Management Companies (IAAMC), Kellen Company and Conference Direct. // Market Segments: Medical, Healthcare, Finance. Sponsor events at IAAMC, which targets all management companies. GOAL Maintain and confirm a defined number of annual long-term Miami Beach Convention Center bookings of conventions to generate a set number of room nights for our hotel community. STRATEGY Maintain and strengthen relationships with annual trade show clients and marquee event organizers that have made the Miami Beach Convention Center their home. TACTICS Continue to work closely with the MBCC managers and Spectra to promote and expand relationships with annual users from a Convention Services aspect, as well as assist them in expanding and adjusting their room blocks. Maintain relationships for endorsements, testimonials and promotional opportunities. Drive attendance through newsletters, blasts, traditional advertising and digital efforts. Ensure strong customer satisfaction scores by nurturing the relationships of repeat customers and keeping them informed on all construction schedules, timelines and updates. Sales & Marketing Plan 2017/

42 MEETINGS & CONVENTION SALES & SERVICES GOAL Generate incremental new business through the Washington, DC office. STRATEGY The Washington, DC sales office will generate new leads and secure definitive room nights for house accounts. TACTICS Conduct in-person sales calls and presentations with a goal of at least three appointments per week. // Market Segments: All target markets. Plan and organize city familiarization trips including arranging participation for individual site inspections. Maintain day-to-day sales activities including sales calls, telemarketing, correspondence and prospecting. Attend monthly meetings of local chapters of International Association of Exhibitions & Events, Professional Convention Management Association Summit, American Society for Association Executives, Meeting Professionals International and Association of Management Professionals. Identify new events and shows to sell and attend in order to promote Greater Miami. Be aware of new potential markets, especially the corporate clients from the Virginia, Maryland and Washington, DC areas. Participate in major industry organizations and the local chapters and national level committees in order to heighten exposure of the Washington, DC office as representatives for Greater Miami. Maintain a presence at industry trade shows in the Washington, DC market, and continue to monitor those results in the upcoming year. Participate in selected national meetings and trade shows such as Professional Convention Management Association, American Society for Association Executives and others if the appropriate ROI is expected. Network with regional sales managers from Miami-based hotels in order to team up and sell the destination. STRATEGY Strengthen relationships with key association and trade show clients. TACTICS Conduct small client dinners for associations, medical groups, corporations and trade show clients in order to update them on the MBCC. Invite our hotel partners, MBCC sales staff and other community leaders from Greater Miami to join us in selling to key association and trade show clients. // Market Segments: Medical, Financial, Tech. GOAL The Meeting & Convention Sales Department will continue to engage local stakeholders, hotels and other key business partners to share ideas and discuss marketing opportunities. These meetings keep key business partners informed of the GMCVB s responsibilities to the community while discussing current and future goals. STRATEGY The GMCVB will maintain year-round communication with local stakeholders, hotels and other key business partners. TACTICS Conduct regularly scheduled hotel business partner meetings, including representatives of the MBCC Sales Staff, Multicultural Tourism Department, the arts and cultural community, Greater Miami and the Beaches Hotel Association, Miami-Dade Chamber of Commerce, Miami-Dade Gay and Lesbian Chamber, Downtown Development Authority and GMCVB staff members from other departments when appropriate. Hold quarterly General Manager and Directors of Sales business partner meetings and invite our Convention Center partners. 40 Greater Miami Convention & Visitors Bureau

43 Include updates on the MBCC timeline for construction, groups still convening and any news on the headquarter hotel. Conduct quarterly directors of sales task force meetings by bringing together all geographical area hotels to communicate with the GMCVB on industry issues and focus areas in their respective regions. Meet regularly with the Sports and Tourism Department and include them in our task force meetings with hoteliers. Participate in the monthly sales meetings currently being conducted by the City of Miami Beach with the staff of MBCC and our team to ensure communications about citywide groups that we are soliciting and other potential opportunities. Work through discussing the MBCC construction. Expand our Miami Magnet Program, which encourages locals to utilize our services when soliciting their groups to meet in Greater Miami. Our plans include hosting two magnet events for local residents. Sales & Marketing Plan 2017/

44 MEETINGS & CONVENTION SALES & SERVICES GOAL Provide support to incoming meetings, conventions and trade shows. STRATEGY Continue to utilize all methods to promote awareness of key service programs to clients by being involved with the planning process as early as possible. This will ensure our clients will have a successful event and positive experience in the destination. TACTICS Maintain a strong partnership with Service Managers at the Miami Beach Convention Center and hotel partners. Assist clients with event planning, spouse/companion and local interest/entertainment programs through business referral services (i.e., special event venues, transportation and other local services) and site inspections. Provide promotional materials (print and electronic), support and amenities to meetings, conventions and events taking place in Greater Miami and the Beaches. Continue providing content to our Publishing Division for the newsletter to update clients on Greater Miami, new points of interest, things to do, renovations, arts and culture, heritage, etc. Communicate with clients on an ongoing basis to address their specific program needs and provide services accordingly. Participate in pre/post-convention meetings to understand the needs of our clients and ensure that we maintain high customer service standards. Continue to use the Citywide Welcome Program to promote awareness through signage and banners for qualifying events. Work with Miami International Airport/Miami-Dade County Aviation staff to develop a new airport welcome initiative for citywide convention groups to explore branding opportunities for both Miami International Airport and Miami-Dade County. Work closely with local taxi companies, ride-sharing companies and the Miami-Dade County Consumer Services Department to keep them informed and emphasize the role they play in welcoming our out-of-town visitors. Continue to provide a Branded City Information Desk at large conferences and conventions to educate visitors about the destination s offerings (dining, attractions, shopping, culture, etc.). STRATEGY Support citywide conventions, meetings and trade shows in MBCC, thus reaching a broader base of potential repeat business. TACTICS Support and keep clients informed of all construction timelines that may effect their shows at the MBCC. Form partnerships with the citywide hotel sales team to further identify and service client needs. Solicit feedback from existing customers via E-Autofeedback, our online post-convention survey tool. Provide additional services (welcome signs, banners, city information desk, etc.) to repeat citywide convention clients that will meet at the Miami Beach Convention Center during the construction and renovation phases. We want to ensure they have as smooth a show as possible. 42 Greater Miami Convention & Visitors Bureau

45 GOAL Develop and organize GMCVB showcase events, venue reviews and sponsorships to sell Miami as a meetings destination. STRATEGY Design events that showcase the latest Miami has to offer for meeting planners and conference organizers. TACTICS Influence decision makers to bring their meetings and conventions to Greater Miami and the Beaches by conducting familiarization trips, special events, presentations and coordinated site visits. The special curated events and venue reviews are an opportunity to showcase new infrastructure, new hotels and renovated properties within our destination. NOTES PARTNER BENEFITS & OPPORTUNITIES Convention Calendar This online calendar presents the reported meetings, conventions and trade shows scheduled in the area through the year Listings include the organization, and meeting dates with the convention facility or headquarter hotel. The best way to reach meeting planners about prospective business is to contact them 6-12 months before the booked meeting. Sales Missions Convention Sales hosts targeted in-market sales opportunities to promote the destination, conducts sales calls and special events, and participates in trade shows and events. Opportunities exist for hotel partners to join the GMCVB. Trade Shows Convention Sales creates special exhibits at selected meetings industry trade shows and events. Opportunities exist for hotels partners to attend trade shows with GMCVB sales staff for a competitive price. Familiarization (FAM) Tours One of the most effective ways of selling the destination is to bring meeting planners here. The GMCVB arranges well-planned itineraries to allow participants to experience firsthand the many attributes of Greater Miami and the Beaches. Hotel partners play a vital role by contributing key elements to sponsor FAM tours, and opportunities are available throughout the year. Sales & Marketing Plan 2017/

46 MEETINGS & CONVENTIONS ADVERTISING 12-MONTH MEDIA APPROACH PROGRAMS October November December January February March April May June July August September MEETINGS & CONVENTIONS IMEX GEOTARGETING PCMA GEOTARGETING ASAE GEOTARGETING MEETINGS & CONVENTIONS DIGITAL - TRAFFIC GEN & CVENT LEAD PRINT W/DIGITAL COMPONENTS (INCLUDES CO-OP) LINKEDIN SOCIAL PAID SEARCH MEDIA APPROACH Achieve continuity with valued print publications Generate excitement and distribute content surrounding the MBCC reopening though traditional and digital channels Continue presence on CVENT & reserve contingency budget for Q4 opportunities 44 Greater Miami Convention & Visitors Bureau

47 INTERCEPTING OUR MEETING PLANNER TARGET DISCOVERY PLANNING EXPERIENCE REFERRING LEARNING CONSIDERATION PURCHASE REMEMBERING FOCUSED, NARROW OUTREACH Prioritize high-end, small/ moderate event planners open to paying for a better experience. Targeted conquest of competitors (Orlando, Las Vegas and Chicago). More personalized, in-depth outreach. WORK WITH HOTELS Develop programs with hotels that blend rates that extend through the weekend after conventions end. Incentivize business travelers to book in advance (early bird) to stay through the weekend. MIX BUSINESS & PLEASURE Bundle experience offerings, city-excursions and extra day discounted itineraries to convention packages. Pair virtual reality/360 degree videos of convention spaces with footage of surrounding neighborhoods and experiences. TARGETING & DISTRIBUTION STRATEGY Convert Leads Loyalty Win Back Trade Shows Prominent Signage Mobile Geofencing Show Dailies Direct Targeting Current Leads (First-party data) Print Associations Corporate Third Party Multicultural Tech/Medical Social Occupation Targeting Custom Audiences Sales & Marketing Plan 2017/

48 MEETINGS & CONVENTION SALES & SERVICES PROGRAM OF WORK AT A GLANCE GMCVB & Spectra s Sales Activities at a Glance EVENTS OCTOBER 2017 NOVEMBER 2017 DECEMBER 2017 JANUARY 2018 FEBRUARY 2018 MARCH 2018 VENUE REVIEWS Fall Venue Review Corporate Venue Review Spring Venue Review TBD SALES BLITZES Northeast Sales Blitz New Jersey Client event On your Feet Kennedy Center Washington, DC Week of Jan-22 Northeast Sales Blitz New York Feb 27 Mar 1 TRADE SHOWS America s Worldwide Exhibition for Incentive Travel Meetings and Events (IMEX) Las Vegas, NV Travel Events & Mgmt. in Sports (TEAMS) Orlando, FL Oct 30- Nov 2 FSAE Education Expo 4 GAMPI Golf Cumming, GA 6 HPN Global Partner Conference San Francisco, CA Nov 29- Dec 1 Intl. Assn. of Exhibits & Events (IAEE Expo Expo) San Antonio, TX Association Forum Holiday Showcase Chicago, IL 14 CONNECT DC Washington, DC 13 Healthcare Convention & Exhibitors Assn (HCEA) TBD XSite Tallahassee, FL 20 Collinson Diversity Summit Portland, OR 4-6 Annual Pharma Forum Philadelphia, PA Destinations Showcase Washington, DC TBD ConferenceDirect Annual Partners Meeting Los Angeles, CA INDUSTRY EVENTS Life Insurance Marketing and Research Assn. (LIMRA) Annual Meeting National Harbor, MD ASAE Annual Summit Awards Dinner Washington DC 4 Financial & Insurance Conference Planners (FICP) Annual Conference San Diego, CA National Coalition of Black Meeting Planners (NCBMP) Oakland, CA Nov 29- Dec- 2 Nursing Organizations Alliance (NOA) Birmingham, AL CVB Reps Holiday Lunch Reception Washington, DC TBD Tallahassee Client Holiday Party 7 Prof. Conv. Mgmt. Assn. (PCMA) Nashville, TN 7-10 Assn. Management Companies Institute (AMCI) Winter Meeting Vancouver, BC 7-9 Life Insurance Marketing and Research Assn (LIMRA) Distribution Conference Ponte Vedra, FL Feb 28- Mar 2 Experient Envision Detroit, MI Destination International Spirit of Hospitality Reception TBD PCMA Capital Chapter Annual Meeting Washington, DC 6 n GMCVB n Spectra 46 Greater Miami Convention & Visitors Bureau

49 enote: Programs subject to change. APRIL 2018 MAY 2018 JUNE 2018 JULY 2018 AUGUST 2018 SEPTEMBER 2018 MBCC Venue Review 7-10 Fall Venue Review Chicago Mini Sales Blitz Chicago, IL Washington DC/Virginia Sales Blitz TBD NE Sales Blitz NY + NJ Connecticut Sales Blitz Hartford & Stamford, CT Texas Sales Blitz Dallas & Austin, TX 23 Boston Sales Blitz Boston, MA Midwest Sales Blitz TBD Washington DC Area Client opportunities MBCC Focused TBD Helms Briscoe Annual Business Conference Orlando, FL April 30- May 2 ASAE Xperience Design Project Washington, DC Incentive Travel, Meetings, Events Expo (IMEX) Frankfurt, Germany Meeting Professionals International (MPI) WEC Indianapolis, IN 2-5 Cvent CONNECT Las Vegas, NV TBD Society of Govt. Meeting Prof. (SGMP) NEC & EXPO Norfolk, VA 5-8 The Kellen Managers Summit Conference Atlanta, GA American Society of Association Executives (ASAE) Annual Meeting & Exposition Chicago, IL IncentiveWorks Mtg. and Events Trade Show Toronto, Canada Collaborate Marketplace TBD Connect Marketplace TBD Healthcare Convention & Exhibitors Assn (HCEA) TBD Society of Independent Show Organizers (SISO) CEO Summit Las Vegas, NV Professional Convention Mgmt. Assn. (PCMA) Foundation Visionary Awards Washington, DC 2 Association Forum Association Week & Honors Gala Chicago, IL TBD Financial & Ins. Conference Planners (FICP) Education Forum Vancouver, BC Florida Soc. of Assn. Exec. (FSAE) Ft. Lauderdale, FL Council of Engineering and Scientific Society Executives (CESSE) Pasadena, CA CVB Reps Summer Reception Washington, DC TBD ASAE Annual Summit Awards Dinner Washington, DC TBD Minnesota MPI June Event Minneapolis, MN TBD DI Annual Convention Anaheim, CA Sales & Marketing Plan 2017/

50 PARTNERSHIP DEVELOPMENT Selling Miami tourism is decidedly not a solitary task. Instead, we partner with all sorts of organizations who can also benefit from doing business with the Greater Miami Convention & Visitors Bureau (GMCVB). These partners help the GMCVB with both revenue and in-kind services. In return, we help them by bringing more tourists to both our city and their businesses, while also providing a wide array of marketing and promotional tools for added exposure to Miami visitors and locals alike. GOAL Establish and continue to grow a core base of GMCVB members/partners to provide visitors and convention attendees with a broad base of services and marketing tools. Furthermore, the program generates vital private sector revenue in support of GMCVB operations. The Member and Partnership Division provides our members/ partners with key benefits, services and a variety of marketing opportunities year-round, as well as leverages marketing initiatives, including Medical Tourism Partner opportunities for the GMCVB and destination as a whole. The GMCVB shares with its member institutions and our community, the benefit and/or negative impact of the delivery of customer service and service employee attitude. To that end, the GMCVB will continue to engage with other partners, as well as GMCVB staff to positively promote and support the continued commitment to excellence in customer service by expanding on the Miami Begins with Me training opportunity, to soon include an online training component. STRATEGY 1 Continue to create more actual and perceived value for members, particularly in the benefit, extranet and customer service training area. Continue to increase the quality and level of participation in the GMCVB through social media, familiarization tour and press trip support, as well as increase member-to-member interaction at quality networking events with personalized outreach from sales and support team for opportunities for members to showcase their brands and services. TACTICS Staff to spend time each week reaching out to current members via phone and via required in-person meetings to invite them to upcoming events, review partnership benefits. New protocols and official standards for signing up new partners will also be instituted to ensure partners have the tools and know the resources that GMCVB Partnership offers. Ensure there is always a space for member materials and door prizes to be given away at monthly mixers. Continue to host the New Partner Orientation which offers partners the opportunity to interact with each department directly and learn how to maximize their opportunities. Host one annual table top expo and luncheon for members to showcase their products/services. Host one Wedding Showcase Consumer Event featuring wedding and event relevant partners. Continue to produce Monthly Partner e-newsletter content to include recaps from partner events, partner product and company launches, as well as regularly updated sales mission, trade show and FAM tours, social media and press trip opportunities. Continue to engage more partners to join the Partner Facebook page for interactive contests and promotions for further exposure for their company. Personal invitations to be sent to existing partners to join the partner page. Work closely with customer relationship management team to provide Extranet Training classes as well as create reporting tools that partners can reference to measure return on investment for partnership, such as leads generated, web clicks and article mentions. 48 Greater Miami Convention & Visitors Bureau

51 The new partner welcome package, including how-to guides, co-op advertising opportunities, GMCVB key staff contact roster and other useful tools will continue to be delivered to each new partner business along with their certificate of membership within 30 days of joining. All renewing partners will continue to get a personalized Partnership certificate each year to display proudly. Continue to provide a high level of personalized customer service to our members. STRATEGY 2 Pursue and maintain all current Corporate Partner level members, as well as expand general membership. Maximize Corporate Partner membership retention through personalized communications and invitations throughout the year. TACTICS Continue to employ a dedicated Corporate Sales Associate to target members in the corporate community to become members and to actively retain those accounts. Host one Corporate Partner Appreciation event annually. Provide added value to Corporate Partners through specialized partnership opportunities such as featured exposure, promotional expo tables and gifting opportunities at GMCVB s Annual Meeting and other key GMCVB events. Send custom welcome baskets and renewal gifts to new Corporate Partner accounts. Continue to have a presence at community festivals, conferences and events to further promote the GMCVB brand and our many resources for the community and businesses. Partner with HCP Media to cross promote GMCVB Partnership to advertisers. Partner with HCP Media to promote GMCVB Partnership through ads placed in the Miami Herald. Utilize TV/radio show sponsorship to include new partner call to action, as well as a tool for partner retention through added exposure. Continue to offer valuable and measurable marketing benefits. Continue to increase partner knowledge and usability of the Partner Extranet by offering user-friendly access and interface. Increased personal contact via meetings between Partners and Account Manager will further build relationships. Continue to offer an on-going monthly staff incentive partner referral program that will offer a monthly incentive for providing qualified leads to the sales team. Increase new partner goal to $190,000 through an aggressive recruitment and referral effort. Work with Marketing & Creative Services division to continue to produce a printed calendar of events that also includes Corporate Partner advertising opportunities. STRATEGY 3 Continue to grow the visibility of the Medical Tourism Program. Create more value and participation for existing partners and increase number of partners. TACTICS Have a presence at the Medical Congress Event. Create a new Medical Tourism Partner & Community Event, such as a Healthy Happy Hour with interactive booths and experiences and a panel discussion featuring Medical Tourism Partners. Increase number of new and renewing Medical Tourism Partner Accounts by expanding target prospect lists, benefits and exposure opportunities online, in print, at medical industry trade shows and conferences and through social media. Sales & Marketing Plan 2017/

52 Continue to integrate medical tourism partner editorial into relevant GMCVB website articles. Translate Medical Tourism Brochure into Spanish for distribution through Latin America and South America offices. Provide Medical Tourism Brochures to international offices for in-market local distribution. Continue to survey relevant hotel partners to provide their Medical Tourism Amenities that can be promoted through the Medical Tourism Website, GMCVB Official Publications and Medical Tourism brochure. Continue to compile key contacts and physicians that may be willing to work to attract new medical meetings and conferences through their relationships and connect them with Convention Sales and Services Teams. Continue to provide content for the the weekly GMCVB President s What s Happening Newsletter Medical Minutes section to highlight our Medical Partner and share related newsworthy items. STRATEGY 4 Work Closely with GMCVB Temptations Program Team to showcase benefits of participation to new target members and existing partners while increasing quality and depth of programs. TACTICS Target music venues, theaters and performing arts groups for Miami Live Arts Month. Expand targeted sports, wellness and recreation companies for Miami Sports and Wellness Month-potentially hosting a kick off event to tie in Medical Tourism/Wellness partners. Continue Wedding Showcase Event to celebrate Miami Romance Month and recruit relevant new partners. Meet regularly with Associate Vice President of Marketing Creative Services and Program Manager, to stay informed of unique integration or exposure opportunities and benefits available to partners and corporate partners. STRATEGY 5 Work closely with the Executive Vice President/Chief Marketing Officer to continue expansion of the Miami Begins with Me initiative. TACTICS Launch the Miami Begins with Me training as an online learning program in the Fall. Potentially develop a new Customer Service Module for the online course. Offer on-site training classes for partners that are willing to host, including but not limited to business improvement districts, chambers of commerce, industry organizations. Partner with local attractions and sightseeing companies to provide coupon voucher for Miami Begins with Me Graduates. Continue to provide Visitor Information Brochures available at Miami International Airport. Update images and continue to feature a PSA campaign at Miami International Airport targeted at visitors celebrating the Miami Begins with Me concept and promoting the new online training opportunity. 50 Greater Miami Convention & Visitors Bureau

53 PARTNER BENEFITS & OPPORTUNITIES Enhanced GMCVB website listing with a dedicated webpage which features each partner s photo gallery (up to eight images along with videos), description, address, website and contact information. Offers exposure to more than 7.7 million site visitors each year in a total of seven languages. Inclusion in official destination annual printed publications, including the Vacation Planner and Visitors Guide, Travel Planner, Meeting Planner and Pocket Guide. Ability to update partner listing information and feature leisure visitor and meeting planner special offers. Promotional opportunities via GMCVB social media channels including Twitter (120k+ followers), Facebook (450k+ fans), Instagram and Pinterest, as well as the local GMCVB Partner Facebook page, LinkedIn Group and YouTube. Visitor Center Exposure: 4 x 9 brochures can be displayed at the concierge desks at the Miami Beach Convention Center, The Historic Lyric Theater, Little Havana Welcome Center, Little Haiti Visitor Center, Coconut Grove Village West Visitor Center (Kroma Gallery) and GMCVB Visitor Center at no additional cost. Brochures must be provided by partner. Access to GMCVB online Convention Calendar. Access to GMCVB digital image library and market research data. Inclusion in relevant PR and industry newsletters. Access to GMCVB Program of Work Master Calendars An at-a-glance summary of the Marketing & Tourism and Convention Sales departments respective programs of work including scheduled trade shows, PR events and sales missions. Opportunity to join the GMCVB on sales missions or at trade shows, as well as participate in familiarization tours, press visits and GMCVB hosted partner events and expos. Opportunity to take advantage of co-op online and print advertising programs throughout the year to stretch marketing dollars. Access to complete GMCVB partner database, including s. Sales & Marketing Plan 2017/

54 PARTNERSHIP DEVELOPMENT PROGRAM OF WORK OCTOBER /4: Partnership Networking Luncheon / GameTime, Miami, FL 10/12: Partnership Monthly Luncheon / The Falls, Miami, FL 10/17: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 10/19: Partner Networking Breakfast / Hampton Inn Midtown, Miami, FL NOVEMBER /1: GMCVB Annual Meeting / Loews Miami Beach Hotel, Miami Beach, FL 11/9: Partnership Monthly Luncheon / Angelique Euro Cafe, Coral Gables, FL 11/14: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 11/29: Partnership Networking Luncheon / Adrienne Arsht Center-Brava, Miami, FL DECEMBER /6: Partnership Holiday Luncheon / InterContinental Hotel-Doral, Doral, FL 12/13 or 14: Partnership Holiday Party / Saks Fifth Avenue-Brickell City Centre, Miami, FL 12/12: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 12/19: Partner Networking Breakfast / Holiday Inn Miami Airport, Miami, FL JANUARY /10: Partnership Monthly Luncheon / Macy s Aventura Mall, Aventura, FL 1/17: New Partner Orientation / GMCVB Office, Miami, FL 1/18: Partner Networking Breakfast, Unearthered Vintage / Wynwood, FL 1/23: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 1/31: Partnership Networking Mixer and Vacation Planner Launch / TBD FEBRUARY /8: Partnership Monthly Luncheon / Zoo Miami, Miami, FL 2/13: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 2/15: Partner Networking Breakfast / EB Hotel Miami, Miami, FL 2/24: Found In Miami Wedding Showcase / Colonnade Hotel, Coral Gables, FL 2/28: Partnership Networking Mixer and Vacation Planner Launch / TBD MARCH /9: Partner Networking Breakfast / TBD 3/13: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 3/15: Partnership Monthly Luncheon / Estiatorio Milos by Costas Spiliadis, Miami Beach, FL 3/22: Partnership Networking Mixer / Playtime Watersports, Miami, FL APRIL /5: Partnership Monthly Luncheon / 94th Aero Squadron, Miami, FL 4/10: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 4/18: New Partner Orientation / GMCVB Office, Miami, FL 4/25: Partnership Monthly Luncheon / Planet Air Sports, Doral, FL TBD: Miami Sports and Wellness Month Healthy Happy Hour MAY /9: Partnership Monthly Luncheon / Casabe 305, Miami, FL 5/15: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 5/23: Partnership Networking Mixer / TBD TBD: GMCVB Annual State of the Industry Breakfast / TBD 52 Greater Miami Convention & Visitors Bureau

55 JUNE /6: Partnership Monthly Luncheon / Brasserie Brickell Key, Miami, FL 6/12: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 6/28: Partnership Networking Mixer / TBD TBD: Annual Partner Retreat / TBD JULY /11: Partnership Monthly Luncheon / Courtyard by Marriott, Coral Gables, FL 7/17: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 7/18: Partner Promotional Product Expo Networking Breakfast / 701 Brickell Conference Center, Miami, FL 7/25: Partnership Networking Mixer / TBD AUGUST /1: New Partner Orientation / GMCVB Office, Miami, FL 8/9: Partnership Monthly Luncheon / TBD 8/14: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 8/22: GMCVB Annual Partner Expo and Luncheon / Jungle Island, Miami, FL 8/29: Partnership Networking Mixer / TBD SEPTEMBER /7: Partnership Monthly Luncheon / TBD 9/18: Miami Begins with Me Customer Service Champion Training / GMCVB Office, Miami, FL 9/20: Partner Networking Breakfast / TBD 9/26: Partner Networking Mixer / TBD TBD: White Glove Concierge Awards Luncheon / TBD NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. NOTES Sales & Marketing Plan 2017/

56 MARKETING & CREATIVE SERVICES / PRODUCT DEVELOPMENT Marketing & Creative Services is the driving force behind Product Development and the now 12 monthly Miami Temptations programs, as well as promoting our brand at visitor centers, Miami International Airport and PortMiami. The Division also serves as GMCVB s in-house marketing and creative agency by developing custom, targeted publications and collateral and sales materials for consumers, media, travel trade and convention delegates. GOALS & STRATEGIES Continue to raise private revenue and contributed services through sponsorship dollars and program participation to help further sales and marketing efforts of the 12 Miami Temptations Programs. Ensure that all 12 Miami Temptations continue to grow in success by expanding the marketing and promotional efforts through increased advertising, social media channels and public relations; and securing additional sponsorship dollars. Further expand Multicultural Heritage components in all 12 Miami Temptations Programs to further promote Heritage Neighborhoods. Implement additional strategies to promote restaurant offers and hotel packages for each Miami Temptation Program. Develop culinary marketing plans to target non-spice, trendy and heritage neighborhood restaurants during Miami Spice. Provide additional marketing support for visitor centers in Heritage Neighborhoods and identify key locations for future visitor centers. Continue working with current visitor centers to revamp their locations and integrate Miami branding. Continue working with the visitor centers to obtain visitor statistics and develop a visitor center attendance profile. Provide marketing and creative services, including tailored publications for GMCVB sales and marketing initiatives, as well as for strategic community partners. Continue to produce high-quality consumer and trade publications such as the Vacation Planner, Visitors Guide, Meeting Planner, Travel Planner, Pocket Guide, Calendar of Events and Family Fun Guide. PARTNER BENEFITS & OPPORTUNITIES Greater Miami & The Beaches Vacation Planner/Visitors Guide An award-winning publication, serving as the primary fulfillment piece for consumer information. An in-room edition is found in 200 participating hotels. A Spanish language e-zine is also available. Release date: December. Greater Miami & The Beaches Pocket Guide A compact version of the Vacation Planner, this guide is distributed at hotels, visitor centers and other key visitor locations. Release date: August. Greater Miami & The Beaches Travel Planner A comprehensive resource guide for travel trade professionals worldwide. Release date: December. Greater Miami & The Beaches Meeting Planner This publication provides one-stop shopping for meeting, convention and trade show planners, with information on area facilities and services. Release date: March. Greater Miami & The Beaches Family Fun Guide This publication provides information about activities for children including special programs at local hotels, attractions and family-friendly events. Release date: June. Greater Miami & The Beaches Multilingual City Guides Produced in English, Spanish, Portuguese, French, German, Italian, Chinese, Russian, Japanese and Hebrew. Release date: June. 54 Greater Miami Convention & Visitors Bureau

57 MONTHLY MIAMI TEMPTATIONS PROGRAMS MARKETING & CREATIVE SERVICES / PRODUCT DEVELOPMENT PROGRAM OF WORK OCTOBER 2017 Miami Now GMCVB s Post Hurricane Irma Marketing Program (promoting offers from hotels, restaurants, spas, attractions, museums, retailers and more) Greater Miami & The Beaches Calendar of Events Oct-Dec 2017 NOVEMBER th Annual Miami Live Arts Month Miami Temptations Program DECEMBER th Annual Miami Heritage Month Miami Temptations Program Greater Miami & The Beaches Vacation Planner/Visitors Guide Greater Miami & The Beaches Travel Planner Greater Miami & The Beaches Calendar of Events Jan-April 2018 JANUARY th Annual Miami Cruise Month Miami Temptations Program FEBRUARY th Annual Miami Romance Month Miami Temptations Program MARCH th Annual Shop Miami Month Miami Temptations Program Greater Miami & The Beaches Meeting Planner Sales & Marketing Plan 2017/

58 MARKETING & CREATIVE SERVICES / PRODUCT DEVELOPMENT PROGRAM OF WORK (cont.) APRIL th Annual Miami Sports & Wellness Month Miami Temptations Program Greater Miami & The Beaches Calendar of Events May-August 2018 MAY th Annual Miami Museum Month Miami Temptations Program JUNE-SEPTEMBER nd Annual Miami Hotel Months/Summer Temptations Miami Temptations Program JUNE th Annual Miami Film Month Miami Temptations Program Greater Miami & The Beaches Family Fun Guide JULY-AUGUST th Annual Miami Spa Month Miami Temptations Program AUGUST 2018 Greater Miami & The Beaches Calendar of Events Sept-Dec 2018 AUGUST-SEPTEMBER th Annual Miami Spice Month Miami Temptations Program Greater Miami & The Beaches Pocket Guide SEPTEMBER 2018 Greater Miami & The Beaches Multilingual City Guides produced in English, Spanish, Portuguese, French, German, Italian, Chinese, Russian, Japanese & Hebrew. NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. NOTES 56 Greater Miami Convention & Visitors Bureau

59 Sales & Marketing Plan 2017/

60 SPORTS TOURISM The mission of the GMCVB Sports Tourism Department is to attract, promote, and retain sporting events, conferences and conventions for Greater Miami. As the premier destination for sporting events, leisure and entertainment, our goal is to foster positive growth and economic development for the local community through increased visitor stays and a more frequent visitor return rate. GOALS & STRATEGIES Increase visibility of Greater Miami as the Sports Capital of the World through year-long advertising campaign centered around the 365 theme where you can play and watch sporting in Miami all year long. Continue to highlight and sponsor annual events such as the Miami Open, Orange Bowl, NASCAR Ford Championship Weekend and the Miami Marathon to further promote Miami as a year-round sports destination to the out-of-market audience. Pursue regional governing bodies to relocate their offices to Greater Miami in order to generate regular meetings and sporting events associated with those specific entities. Continue to work with Convention Sales to attract an increasing number of sports-related conferences and conventions, as well as service and assist those who call Miami home. Continue to promote the renovated Miami Beach Convention Center as a venue that can host both sports conventions and conferences, as well as indoor sporting events, all under one roof. Build on the success of Miami hosting large-scale sporting events such as the Super Bowl, Major League Baseball All-Star Game and El Clásico (Real Madrid vs. Barcelona). Position Miami as the foremost location to hold the world s biggest sporting events. Continue to attend industry trade shows such as the Florida Sports Foundation Summit, TEAMS Conference, National Association of Sports Commissions (NASC) Symposium and ConnectSports Marketplace. Assist Miami-Dade venues in attracting and promoting non-traditional use of their facilities to show the flexibility of the building/location and continue to showcase Miami as a destination that can adjust to any event from any international market. Continue to promote Miami-Dade s diversity and geographical positioning as an advantage in being considered a part of the Latin American/Caribbean landscape in order to pursue Latin American/Caribbean sports and events. NOTES 58 Greater Miami Convention & Visitors Bureau

61 Photo by Kiko Ricote Kikor.com Sales & Marketing Plan 2017/

62 SPORTS TOURISM PROGRAM OF WORK OCTOBER /22: City Bikes Ironman 70.3 / Miami-Dade County, FL 10/29: Miami Beach Halloween Half Marathon / Miami Beach, FL 10/29-11/12: ITF Senior World Tennis Championships / Miami Beach, FL NOVEMBER /5: North American Soccer League (NASL) Semifinal Game / Miami, FL 11/17-19: NASCAR Ford Championship Weekend / Homestead, FL 11/30-12/3: Shell Championship PGA Tour Latin America Championship / Miami, FL DECEMBER /3: HoopHall Miami Invitational NCAA Basketball Tournament / Miami, FL 12/17-19: Doral Publix Junior Golf Classic / Doral, FL 12/19-22: South Beach International Amateur Golf Tournament / Miami Beach, FL 12/30: Capital One Orange Bowl / Miami, FL JANUARY /21-28: Sailing World Cup Miami / Coconut Grove, FL 1/26-28: Miami Marathon & Half Marathon / Miami-Dade County, FL FEBRUARY /17-18: Monster Jam at Marlins Park / Miami, FL 2/24-25: 24-Hour Ultra Skate at Homestead-Miami Speedway / Homestead, FL 2/25: Magic City Longboard Garage Race / Miami, FL MARCH /4: Michelob ULTRA Miami Beach 13.1 / Miami Beach, FL 3/19-4/1: Miami Open presented by Itaú / Key Biscayne, FL APRIL /1-30: Miami Sports & Wellness Month 4/8: Key Biscayne Half Marathon / Key Biscayne, FL 4/12-13: Longines Global Champions Tour Equestrian Show Jumping / Miami Beach, FL 4/13-15: Miami International Agriculture, Horse and Cattle Show / Miami-Dade County, FL 4/15: Life Time South Beach Triathlon / Miami Beach, FL 4/23-26: National Association of Sports Commissions Symposium (NASC) / Minneapolis, MN MAY /15-16: Sportel Sports Decision Makers Summit / South Beach, FL 5/23-25: Florida Sports Foundation Annual Meeting / TBA JUNE 2018 TBA: Windhaven Insurance Orange Bowl Paddle Championships / Key Biscayne, FL AUGUST /20-22: ConnectSports Marketplace / Salt Lake City, UT SEPTEMBER /25-28: TEAMS 18 Trade Show / TBA NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. 60 Greater Miami Convention & Visitors Bureau

63 Sales & Marketing Plan 2017/

64 RESEARCH & STRATEGIC PLANNING Research & Strategic Planning supports the Greater Miami Convention & Visitors Bureau s (GMCVB) various marketing programs by gathering and analyzing data and trends. The Division assists with effective strategic planning by tracking key industry benchmarks and ongoing in-depth analysis of visitor trends through the dissemination and collection of surveys. Research & Strategic Planning also conducts specialized research for GMCVB partners and responds to data inquiries from various groups including partners, media and staff. GOALS & STRATEGIES Work with the Advertising & Digital Marketing Department on a web based survey of non-visitors. Identify new sources of data to assist in forecasting incremental impact of Airbnb on the local hotel industry by room impact and revenue projections. Conduct an analysis of first time visitors versus returning visitors and how they are similar and different. Develop quarterly/biannual online tracking study of domestic visitors about their perception of Greater Miami as a destination. Review and streamline process for events to survey, that have the most visitor industry impact. Greater Miami and the Beaches was ranked 4th highest in Revenue per Available Room, 5th in room rate and 7th in occupancy in Looking to 2017, occupancy for Greater Miami and the Beaches will continue to be negatively impacted due to a significant number of new rooms coming online, however demand (rooms sold) and revenue continue to improve. PARTNER BENEFITS & OPPORTUNITIES Market Research Reports The GMCVB produces online profiles of visitors, including demographics, expenditures and other valuable marketing information. The Planning Division tracks hotel occupancy and room rates, airport arrivals, seaport passenger, employment, tourism taxes and overnight visitors on a monthly basis. GMCVB-sponsored research is conducted by an established independent research firm. Market research reports are available to partners of the GMCVB. 62 Greater Miami Convention & Visitors Bureau

65 RESEARCH & STRATEGIC PLANNING PROGRAM OF WORK LOCAL EVENTS SURVEY The Greater Miami Convention & Visitors Bureau (GMCVB) conducts intercept surveys at local events by sampling attendees to provide an insight into who attends, where they are from, the type of lodging used and their impressions of the event. This diverse group of events that occur year round and are located throughout Miami-Dade County. SEPTEMBER /30 10/8: Miami Broward Carnival OCTOBER /29 11/11: ITF Senior Tennis Circuit NOVEMBER /12 19: Miami Book Fair International DECEMBER /6-10: Design Miami Beach 12/7 10: Art of Black Miami JANUARY /12 14: Art Deco Weekend FEBRUARY /17 19: Coconut Grove Arts Festival 2/21: South Beach Food & Wine Festival 2/28 3/6: Winter Party Festivals MARCH /3: Carnival on the Mile 3/11: Calle Ocho 3/17 18: Jazz in the Gardens APRIL /6 8: Miami Beach Gay Pride Festival Parade TBD: Miami International Agriculture & Cattle Show MAY 2018 TBD: Aqua Girl Festival JUNE 2018 TBD: American Black Film Festival JULY 2018 TBD: Overtown Music & Arts Festival Sales & Marketing Plan 2017/

66 RESEARCH & STRATEGIC PLANNING PROGRAM OF WORK (cont.) HOLIDAY/EVENTS HOTEL OCCUPANCY SURVEYS The GMCVB s Research Division conducts online occupancy surveys of our hotel partners prior to special events and holidays. This information allows us to better respond to questions from potential visitors, as well as the media who inquire from the GMCVB regarding hotel room availability. 10/17: Columbus Day Weekend Hotel Occupancy Survey 11/17: Art Basel Christmas/Bowl/New Years Hotel Occupancy Surveys 12/17: New Year s Eve and Orange Bowl Hotel Occupancy Survey 2/18: President s Weekend Hotel Occupancy Survey 3/18: Easter Hotel Occupancy Survey 3/18: Winter Music Conference Weekend Hotel Occupancy Survey 3/18: Ultra Music Festival Weekend Hotel Occupancy Survey 5/18: Memorial Day Weekend Hotel Occupancy Survey 6/18: Fourth of July Hotel Occupancy Survey 8/18: Labor Day Weekend Hotel Occupancy Survey QUARTERLY OUTLOOK HOTEL SURVEYS The GMCVB s Research Division conducts online surveys of our hotel partners to determine future hotel demand based on their individual properties outlook and gather additional data from our consultants. Information such as occupancy, room rate, domestic/international visitors, and overall business is compiled into a countywide Outlook report. 10/17: Hotel Industry Outlook Survey - First Quarter /17: Release First Quarter Outlook Survey Results 1/18: Hotel Industry Outlook Survey - Second Quarter /18: Release Second Quarter Outlook Survey Results 4/18: Hotel Industry Outlook Survey - Third Quarter /18: Release Third Quarter Outlook Survey Results 7/18: Hotel Industry Outlook Survey - Fourth Quarter /18: Release Fourth Quarter Outlook Survey Results MONTHLY VISITOR INDUSTRY SURVEYS The GMCVB s Research Division conducts online surveys of our local attractions and Visitor Centers to help us monitor their foot traffic and market trends. Surveys of Miami-Dade Attractions to collect number of attendees to their facilities Survey of Miami-Dade Visitor Centers to collect number of visitors to their facilities OVERNIGHT VISITOR RELEASE REPORT The GMCVB s Research Division release quarterly updates on the number of overnight visitors to Greater Miami. These reports indicate whether the market is increasing or decreasing versus the prior year. The reports from six months through the end of the year identify the Top 10 markets to Greater Miami among our domestic and international origin markets. 11/16: 2016 Top 10 Domestic and International Markets Nine-Month Visitor Count 2/17: 2016 Top 10 Domestic and International Markets Twelve-Month Visitor Count 5/17: 2016 Domestic and International Regional Markets Three-Month Visitor Count The Research Division releases the Greater Miami and The Beaches Visitor Industry Overview Annual report providing five years of information on major characteristics of the overnight visitor to Greater Miami. 64 Greater Miami Convention & Visitors Bureau

67 5/18: 2017 Top 25 Domestic and International Markets 12-Month Visitor Count 8/18: 2018 Top 10 Domestic and International Markets Six-Month Visitor Count ONGOING VISITOR PROFILE SURVEY Greater Miami Convention & Visitors Bureau Research Partner conducts 400 surveys monthly at Miami International Airport, Fort Lauderdale-Hollywood International Airport, local visitor centers, attraction and shopping centers throughout Miami-Dade County. MONTHLY STATISTICS RELEASE These reports listed below are statistics gathered monthly from other sources that provide an outline of the Greater Miami Visitor Industry. Each one is a key component in determining the health of the local Visitor Industry. AIRPORT PASSENGERS DOMESTIC INTERNATIONAL TOTAL Miami International Airport Arrivals Fort Lauderdale-Hollywood International Airport TOTAL SEA PORT PASSENGERS PortMiami Monthly Release Port Everglade Monthly Release HOTEL OCCUPANCY ROOM RATE REVENUE PER AVAILABLE ROOM Miami-Dade Hotel Markets Top 25 U.S. Hotel Markets Top Florida Cities Hotel Markets HOTEL TAXES AND FOOD & BEVERAGE TAXES Miami-Dade County Hotel Room Taxes: 3% Convention Development Tax, 2% Tourist Development Tax, and 1% Professional Sports Tax Miami-Dade Food & Beverage Taxes: 2% Hotel Tax, 1% Homeless Tax Miami Beach Resort Tax: 4% Room Tax, 2% Food & Beverage Tax Bal Harbour Resort Tax: 4% Room Tax, 2% Food & Beverage Tax OVERNIGHT VISITORS - DOMESTIC, INTERNATIONAL AND TOTAL MONTHLY RELEASE 10/17: Release August 2017 visitors 11/17: Release September 2017 visitors 12/17: Release October 2017 visitors 1/18: Release November 2017 visitors 2/18: Release December 2017 visitors 3/18: Release January 2018 visitors 4/18: Release February 2018 visitors 5/18: Release March 2018 visitors 6/18: Release April 2018 visitors 7/18: Release May 2018 visitors 8/18: Release June 2018 visitors 9/18: Release July 2018 visitors VISITOR INDUSTRY EMPLOYMENT Employment in Accommodations and Food Services for Miami-Dade County released third Friday of the month by the State of Florida. NOTE: Program of Work reflects major scheduled activities based on planning process. Additional activities are considered throughout the year and others are subject to change. Sales & Marketing Plan 2017/

68 TOP 25 U.S. HOTEL MARKETS OCCUPANCY 2016 % Change Rank City Jan - Dec Jan - Dec vs 15 1 New York 85.9% 85.3% 0.7% 2 San Francisco 84.3% 84.4% -0.1% 3 Oahu Island 84.2% 85.1% -1.1% 4 Los Angeles 81.3% 79.5% 2.3% 5 Anaheim 78.3% 78.6% -0.4% 6 San Diego 77.1% 76.3% 1.0% 7 Miami 75.9% 78.0% -2.7% 8 Seattle 75.8% 76.2% -0.5% 9 Orlando 75.5% 76.7% -1.6% 10 Nashville 74.8% 73.4% 1.9% 11 Boston 74.2% 76.4% -2.9% 12 Denver 73.7% 75.6% -2.5% 13 Washington 72.1% 70.6% 2.1% 14 Tampa 71.6% 71.3% 0.4% 15 Dallas 71.4% 70.5% 1.3% 16 Atlanta 69.9% 69.8% 0.1% 17 Philadelphia 69.3% 68.2% 1.6% 18 Chicago 69.1% 70.0% -1.3% 19 New Orleans 68.8% 69.6% -1.1% 20 Minneapolis 68.1% 68.4% -0.4% 21 Phoenix 67.2% 65.7% 2.3% 22 St Louis 66.0% 65.4% 0.9% 23 Detroit 65.7% 65.5% 0.3% United States 65.5% 65.4% 0.2% 24 Houston 62.3% 68.5% -9.1% 25 Norfolk 59.9% 57.0% 5.1% Rooms Available (+4.2%) Rooms Sold (+1.4%) Source: Smith Travel Research 66 Greater Miami Convention & Visitors Bureau

69 TOP 25 U.S. HOTEL MARKETS ROOM RATE 2016 % Change Rank City Jan - Dec Jan - Dec vs 15 1 New York $ $ % 2 San Francisco $ $ % 3 Oahu Island $ $ % 4 Boston $ $ % 5 Miami $ $ % 6 Los Angeles $ $ % 7 San Diego $ $ % 8 Seattle $ $ % 9 Washington $ $ % 10 Anaheim $ $ % 11 New Orleans $ $ % 12 Chicago $ $ % 13 Nashville $ $ % 14 Philadelphia $ $ % 15 Denver $ $ % United States $ $ % 16 Phoenix $ $ % 17 Tampa $ $ % 18 Minneapolis $ $ % 19 Orlando $ $ % 21 Houston $ $ % 20 Atlanta $ $ % 22 Dallas $ $ % 23 St Louis $ $ % 24 Norfolk $99.30 $ % 25 Detroit $97.43 $ % Source: Smith Travel Research Sales & Marketing Plan 2017/

70 TOP 25 U.S. HOTEL MARKETS REVPAR 2016 % Change Rank City Jan - Dec Jan - Dec vs 15 1 New York $ $ % 2 San Francisco $ $ % 3 Oahu Island $ $ % 4 Miami $ $ % 5 Boston $ $ % 6 Los Angeles $ $ % 7 San Diego $ $ % 8 Anaheim $ $ % 9 Seattle $ $ % 10 Washington $ $ % 11 New Orleans $ $ % 12 Nashville $ $ % 13 Chicago $99.79 $ % 14 Denver $93.83 $ % 15 Philadelphia $91.60 $ % 16 Orlando $87.62 $ % 17 Tampa $87.10 $ % 18 Phoenix $82.69 $ % United States $81.19 $ % 19 Minneapolis $80.59 $ % 20 Dallas $73.89 $ % 21 Atlanta $72.41 $ % 22 St Louis $66.61 $ % 23 Houston $65.15 $ % 24 Detroit $64.04 $ % 25 Norfolk $59.46 $ % Source: Smith Travel Research 68 Greater Miami Convention & Visitors Bureau

71 FLORIDA CITIES HOTEL MARKETS OCCUPANCY 2016 % Change RANK CITY vs Fort Lauderdale 77.2% 78.6% -1.8% 2 Miami-Dade* 75.9% 78.0% -2.7% 3 Florida Keys 75.5% 78.2% -3.5% 4 Orlando* 75.5% 76.7% -1.6% 5 West Palm Beach 72.2% 73.0% -1.1% Florida 71.6% 71.8% -0.3% 6 Tampa* 71.6% 71.3% 0.4% 7 Jacksonville 70.7% 68.1% 3.8% 8 Fort Myers 69.6% 70.5% -1.3% 9 Melbourne 67.5% 63.9% 5.6% United States 65.5% 65.4% 0.2% 10 Daytona Beach 62.7% 59.9% 4.7% 11 Florida Panhandle 61.5% 60.0% 2.5% FLORIDA CITIES HOTEL MARKETS ROOM RATE 2016 % Change RANK CITY vs Florida Keys $ $ % 2 Miami-Dade* $ $ % 3 West Palm Beach $ $ % 4 Fort Myers $ $ % 5 Fort Lauderdale $ $ % Florida $ $ % United States $ $ % 6 Tampa* $ $ % 7 Orlando* $ $ % 8 Florida Panhandle $ $ % 9 Daytona Beach $ $ % 10 Jacksonville $ $ % 11 Melbourne $ $ % FLORIDA CITIES HOTEL MARKETS REVENUE PER AVAILABLE ROOM 2016 % Change RANK CITY vs Florida Keys $ $ % 2 Miami-Dade* $ $ % 3 West Palm Beach $ $ % 4 Fort Lauderdale $ $ % 5 Fort Myers $ $ % Florida $94.64 $ % 6 Orlando* $86.19 $ % 7 Tampa* $82.28 $ % United States $78.67 $ % 8 Jacksonville $67.91 $ % 9 Florida Panhandle $66.80 $ % 10 Daytona Beach $61.61 $ % 11 Melbourne $61.22 $ % *Top 25 US Hotel Markets Source: Smith Travel Research Sales & Marketing Plan 2017/

72 2016 % Change RANK CITY vs Greater Sydney, Australia 85.1% 85.1% 0.0% 2 Greater London, United Kingdom 81.3% 82.1% -1.0% 3 Dubai, United Arab Emirates 77.3% 76.9% 0.5% 4 Greater Berlin, Germany 77.1% 76.5% 0.8% 5 MIAMI, FLORIDA 75.9% 78.0% -2.7% 6 Toronto, Canada 75.4% 71.8% 5.0% 7 Beijing, China 73.4% 71.3% 2.9% 8 Greater Madrid, Spain 70.5% 69.1% 2.0% 9 Paris, France 69.5% 76.9% -9.6% 10 Mexico City, Mexico 69.4% 66.7% 4.0% 11 Rome, Italy 69.3% 68.8% 0.7% 12 Buenos Aires, Argentina 61.8% 61.7% 0.2% 13 Sao Paulo, Brazil 58.2% 60.4% -3.6% 2016 % Change RANK CITY vs Paris, France $ $ % 2 Dubai, United Arab Emirates $ $ % 3 Greater London, United Kingdom $ $ % 4 MIAMI, FLORIDA $ $ % 5 Rome, Italy $ $ % 6 Greater Sydney, Australia $ $ % 7 Mexico City, Mexico $ $ % 8 Toronto, Canada $ $ % 9 Buenos Aires, Argentina $ $ % 10 Greater Madrid, Spain $ $ % 11 Greater Berlin, Germany $ $ % 12 Sao Paulo, Brazil $93.92 $ % 13 Beijing, China $85.46 $ % 2016 % Change RANK CITY vs Paris, France $ $ % 2 Greater London, United Kingdom $ $ % 3 Dubai, United Arab Emirates $ $ % 4 MIAMI, FLORIDA $ $ % 5 Greater Sydney, Australia $ $ % 6 Rome, Italy $ $ % 7 Toronto, Canada $96.58 $ % 8 Mexico City, Mexico $93.85 $ % 9 Greater Berlin, Germany $81.94 $ % 10 Buenos Aires, Argentina $77.39 $ % 11 Greater Madrid, Spain $76.76 $ % 12 Beijing, China $62.71 $ % 13 Sao Paulo, Brazil $54.69 $ % Source: Smith Travel Research GMCVB SELECTED GLOBAL HOTEL MARKETS OCCUPANCY GMCVB SELECTED GLOBAL HOTEL MARKETS ROOM RATE - US $ GMCVB SELECTED GLOBAL HOTEL MARKETS REVENUE PER AVAILABLE ROOM - US $ 70 Greater Miami Convention & Visitors Bureau

73 TOURIST-RELATED TAXES RECAP 2016 COLLECTED BY: MIAMI-DADE COUNTY HOTEL TAXES % CHANGE Convention Development Tax: 3% $80,229,240 $77,053, % Tourist Development Tax: 2% $26,254,847 $25,684, % Professional Sport Facility Tax: 1% $13,127,424 $12,844, % FOOD AND BEVERAGE TAXES % CHANGE Hotel Food and Beverage Tax: 2% $8,149,109 $7,814, % Restaurant Food and Beverage Tax: 1% $25,189,730 $23,805, % TOTAL MIAMI-DADE COUNTY COLLECTIONS % CHANGE $152,950,350 $147,202, % COLLECTED BY: CITY OF MIAMI BEACH HOTEL AND RESTAURANT TAXES % CHANGE Hotel Room Tax: 3%, increased to 4% in Dec.2015 and Food and Beverage Tax: 2% $82,082,737 $67,488, % COLLECTED BY: VILLAGE OF BAL HARBOUR HOTEL AND RESTAURANT TAXES % CHANGE Hotel Room Tax: 4% and Food and Beverage Tax: 2% $3,528,939 $3,600, % TOTAL TOURISM-RELATED TAXES % CHANGE $238,562,026 $218,291, % Sales & Marketing Plan 2017/

74 MIAMI-DADE COUNTY JOBS % CHANGE Total Non-Agricultural Employment 1,185,600 1,122, % Total Leisure and Hospitality Employment 144, , % Total Leisure and Hospitality Employment as % of Total Employment 12.2% 12.1% 0.6% Non-Leisure and Hospitalty Employment 88.4% Total Leisure and Hospitality Employment Miami-Dade County 2016 Leisure/ Hospitality Employment 12.2% Non - Leisure / Hospitality Employment 87.8% 72 Greater Miami Convention & Visitors Bureau

75 MIAMI-DADE COUNTY LEISURE AND HOSPITALITY EMPLOYMENT TRENDS % CHANGE vs 15 JANUARY % FEBRUARY % MARCH % APRIL % MAY % JUNE % JULY % AUGUST % SEPTEMBER % OCTOBER % NOVEMBER % DECEMBER % YTD Total % Source: Florida Agency for Workforce Innovation 146 MIAMI-DADE LEISURE AND HOSPITALITY EMPLOYMENT JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Source: Florida Agency for Workforce Innovations Sales & Marketing Plan 2017/

76 RESEARCH & STRATEGIC PLANNING KEY PERFORMANCE INDICATORS 1,250,000 MIAMI AIRPORT INTERNATIONAL ARRIVALS 1,000, , ,000 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Miami - Dade International Aviation Airport 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 1,004, , , , , ,008 1,070,203 1,014, , , ,273 1,023,465 10,944,924 2,715,645 10,944, /16 983, , , , , ,358 1,058,953 1,017, , , ,709 1,003,103 10,902,362 2,715,467 10,902,362 % change 2.2% 1.1% 2.4% 1.4% -2.4% 0.6% 1.1% -0.2% -2.0% -1.2% -1.2% 2.0% 0.4% 0.0% 0.4% MIAMI AIRPORTDOMESTIC ARRIVALS 1,250,000 1,000, , ,000 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Miami International Airport 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 980, ,469 1,087, ,450 1,027, ,961 1,033, , , , ,492 1,031,543 11,602,247 2,799,958 11,602, /16 919, ,119 1,017, , , ,019 1,034, , , , ,577 1,081,967 11,595,495 3,000,419 11,595,495 % change 6.7% 6.8% 6.9% 3.4% 4.0% 1.6% -0.1% -3.0% -4.9% -12.1% -3.5% -4.7% 0.1% -6.7% 0.1% 2,500,000 MIAMI AIRPORT TOTAL ARRIVALS 2,000,000 1,500,000 1,000, ,000 0 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Miami International Airport 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 1,985,539 1,769,368 2,035,840 1,854,623 1,872,787 1,861,969 2,103,722 1,958,099 1,589,621 1,682,830 1,777,765 2,055,008 22,547,171 5,515,603 22,547, /16 1,902,294 1,700,021 1,943,245 1,810,608 1,854,714 1,840,377 2,093,822 1,989,684 1,647,206 1,809,530 1,821,286 2,085,070 22,497,857 5,715,886 22,497,857 % change 4.4% 4.1% 4.8% 2.4% 1.0% 1.2% 0.5% -1.6% -3.5% -7.0% -2.4% -1.4% 0.2% -3.5% 0.2% Source: GMCVB s Research Division 74 Greater Miami Convention & Visitors Bureau

77 100% GREATER MIAMI OCCUPANCY 80% 60% 40% 20% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Smith Travel Research 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/ % 84.0% 84.5% 80.7% 76.6% 71.4% 78.0% 73.7% 68.4% 67.2% 73.0% 72.7% 75.9% 71.0% 75.9% 2015/ % 87.6% 84.3% 82.1% 76.4% 71.7% 77.9% 75.8% 70.1% 73.3% 78.3% 76.3% 78.0% 76.0% 78.0% % change -2.4% -4.1% 0.3% -1.7% 0.3% -0.4% 0.1% -2.8% -2.4% -8.3% -6.8% -4.8% -2.7% -6.6% -2.7% $300 GREATER MIAMI ROOM RATE $250 $200 $150 $100 $50 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Smith Travel Research 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ /16 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ % change 0.1% -3.6% -1.7% -5.4% -1.8% 0.4% 1.2% -2.1% -0.4% -4.6% -3.2% -9.4% -2.9% -6.1% -2.9% GREATER MIAMI REV PAR $ $ $ $ $80.00 $40.00 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Smith Travel Research 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 $ $ $ $ $ $ $ $ $96.05 $ $ $ $ $ $ /16 $ $ $ $ $ $ $ $ $98.84 $ $ $ $ $ $ % change -2.3% -7.6% -1.4% -7.0% -1.5% -0.5% 1.3% -4.8% -2.8% -12.6% -9.9% -13.8% -5.5% -12.2% -5.5% Source: GMCVB s Research Division Sales & Marketing Plan 2017/

78 GREATER MIAMI LODGING ROOM INVENTORY 55,000 52,500 50,000 47,500 45,000 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Smith Travel Research 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 52,145 52,145 52,543 52,797 53,021 53,084 53,488 53,442 53,869 54,151 54,398 54,469 53,296 54,339 53, /16 50,125 50,419 50,753 50,687 50,690 51,170 51,224 51,237 51,313 51,606 51,927 52,139 51,108 51,891 51,118 % change 4.0% 3.4% 3.5% 4.2% 4.6% 3.7% 4.4% 4.3% 5.0% 4.9% 4.8% 4.5% 4.3% 4.7% 4.2% 1,500,000 GREATER GREATER MIAMI MIAMI HOTEL HOTEL ROOMS ROOMS SOLD SOLD 1,250,000 1,000, ,000 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Smith Travel Research 2016/ /16 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2016/17 1,307,452 1,225,875 1,375,140 1,277,406 1,259,322 1,136,699 1,290,576 1,220,502 1,105,035 1,126,073 1,189,488 1,224,382 14,737,950 3,539,943 14,737, /16 1,287,835 1,237,877 1,326,450 1,248,607 1,200,908 1,101,017 1,237,590 1,204,008 1,078,712 1,172,247 1,219,963 1,233,785 14,548,999 3,625,995 14,548,999 % change 1.5% -1.0% 3.7% 2.3% 4.9% 3.2% 4.3% 1.4% 2.4% -3.9% -2.5% -0.8% 1.3% -2.4% 1.3% 4.50% GREATER MIAMI'S HOTEL ROOMS SOLD SHARE OF TOP 25 MARKETS 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec / /15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Rolling 12 Months Fiscal Year 2016/2017 Calendar YTD 2015/ % 3.83% 3.68% 3.43% 3.41% 3.00% 3.29% 3.27% 3.01% 3.01% 3.66% 3.96% 3.45% 3.45% 3.45% 2014/ % 3.90% 3.58% 3.42% 3.27% 2.95% 3.17% 3.28% 3.06% 3.00% 3.74% 4.04% 3.43% 3.43% 3.43% % change -1.9% -1.8% 2.8% 0.3% 4.3% 1.7% 3.8% -0.3% -1.6% 0.3% -2.1% -2.0% 0.7% 0.7% 0.7% Source: GMCVB s Research Division 76 Greater Miami Convention & Visitors Bureau

79 GREATER MIAMI INTERNATIONAL VISITORS 800, , , ,000 Jan-16 Source: Ipsos Research Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov /16 Dec /15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Rolling 12 Months Fiscal Year 2016/2017 Calendar YTD 2015/16 754, , , , , , , , , , , ,200 7,624,200 1,872,700 7,624, /15 736, , , , , , , , , , , ,700 7,506,200 1,843,200 7,506,200 % change 2.5% 1.8% 2.9% 2.0% -1.3% 1.9% 2.1% 0.9% 0.4% 0.1% 0.9% 3.2% 1.6% 1.6% 1.6% 900,000 GREATER MIAMI DOMESTIC VISITORS 800, , , , , ,000 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Source: Ipsos Research 2015/ /15 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2015/16 736, , , , , , , , , , , ,200 8,100,000 1,930,400 8,100, /15 687, , , , , , , , , , , ,990,100 2,034,800 7,990,100 % change 7.2% 7.7% 7.6% 3.7% 4.9% 2.7% 0.9% -1.9% -2.8% -10.8% -1.5% -3.6% 1.4% -5.1% 1.4% GREATER MIAMI TOTAL VISITORS 1,800,000 1,625,000 1,450,000 1,275,000 1,100, , ,000 - Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 - Source:IpsosResearch / /15 Rolling 12 Fiscal Year Calendar Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Months 2016/2017 YTD 2015/16 1,491,700 1,382,500 1,594,200 1,312,300 1,237,200 1,291,900 1,270,500 1,260,400 1,080,400 1,089,400 1,191,300 1,522,400 15,724,200 3,803,100 15,724, /15 1,423,900 1,318,100 1,512,900 1,275,500 1,212,800 1,262,600 1,252,000 1,266,300 1,094,200 1,155,200 1,195,300 1,527,500 15,496,300 3,878,000 15,496,300 % change 4.8% 4.9% 5.4% 2.9% 2.0% 2.3% 1.5% -0.5% -1.3% -5.7% -0.3% -0.3% 1.5% -1.9% 1.5% Source: GMCVB s Research Division Sales & Marketing Plan 2017/

80 MIAMI BEACH CONVENTION CENTER 2017/2018 SALES & MARKETING PRIORITIES In anticipation of the Miami Beach Convention Center (MBCC) Grand Opening in September 2018, the GMCVB and Spectra will devote additional financial resources and staff focus to ensure the success of future bookings. This year we will continue to focus on marketing and selling to high-priority clients that impact our hotels, including conventions and meetings within the medical, technology, pharmaceutical and finance industries. With the City of Miami Beach s investment in renovating and modernizing the Miami Beach Convention Center, as well as the support of the hospitality industry, Miami-Dade County and others, it is critical to develop new and innovative sales and marketing efforts to maximize this investment and further establish Miami Beach as a premier meetings and conventions destination. Through close partnerships with Messe Schweiz, REED Exhibitions, Informa and UBM, Spectra staff and GMCVB s sales team will work on attracting more national and international trade shows and events that bring significant economic impact to Miami and Miami Beach comparable to JIS, FIME and Art Basel Miami Beach. Many of these contacts attend the IAEE show, and the GMCVB will continue to bring the MBCC staff in order to network and promote the MBCC. It will be a team effort. The GMCVB has spent considerable marketing dollars in its partnership with CVENT, which drives leads to both entities. Marketing efforts at the Miami Beach Convention Center will be enhanced by The National Marketing Plan, while sales efforts will be enhanced by the Global Prospecting System (GPS) Database. These two programs are offered by Spectra Venue Management. The National Marketing Plan provides Spectra venues with discounted advertisement placements in key industry publications and free trade show registration for IMEX Americas, IAEE Expo! Expo! and more. The GMCVB supplements this offer by taking an MBCC staff member to ASAE, IMEX Frankfurt and IBTM World. This is a great reduction of the overall budget for Spectra and helps the team sales approach. The GPS Database houses 20,000+ contacts that have held or are interested in holding events at Spectra-managed venues. Many of these contacts have been gathered from GMCVB partners, databases and other facilities over the years. The close network of Spectra marketers with GMCVB partners and sales managers across the globe share revenue generating ideas and strategies to keep venues growing continuously. Convention Event More room nights Less traffic Consumer Show Less room nights More traffic 78 Greater Miami Convention & Visitors Bureau

81 Sales & Marketing Plan 2017/

82 MIAMI BEACH CONVENTION CENTER GMCVB S CITY-WIDE CONVENTION TARGET MARKET SEGMENT CORPORATE/ASSOCIATION MEDICAL BIOTECH HEALTHCARE HIGH-IMPACT TRADE SHOWS PHARMA TECHNOLOGY MEDICAL DEVICES FINANCE SPORTS PROFESSIONAL/COLLEGE > MLB All-Star Game > MLB World Classic > NFL Super Bowl > College Football Playoff National Championship The Corporate/Association Market is important business to capture for the Miami Beach Convention Center for the following reasons: They prefer first class destinations. They require state-of-the-art convention facilities. They currently meet in competitive cities and can afford high hotel rates and high food and beverage rates. They pay comparable rental rates for convention center space. The Sports Market continues to evolve and is an integral component in filling our hotel rooms. COMPETITIVE OVERVIEW When looking at the Southeast market for Convention Center space, cities listed below are considered part of our competitive set. FT. LAUDERDALE/BROWARD 600,000-square-foot facility with 31,900-square-foot ballroom. Close proximity to airport. Limited hotel inventory near the center and more space needed to draw large conventions. Seeking to add 800-room convention center hotel, 70,000-square-foot ballroom, and expand square footage to 860,000. NEW ORLEANS 1.1 million square feet of contiguous exhibit space and 96,700-square-foot ballroom. 2,513 headquarter hotel rooms and more than 9,000 rooms within a half mile of the center. A proposed $700 million Convention Center District Development Project includes substantial retail, entertainment, residential and lodging components. ORLANDO 2,053,000-square-foot facility second largest in the country with 62,200-square-foot ballroom. More than 5,000 rooms at headquarter hotels and 10,000 hotel rooms within a half mile of the center. Five-year, $187 million capital improvement plan scheduled for 2017 completion. TAMPA 600,000-square-foot waterfront convention center in downtown Tampa with 36,000-square-foot ballroom. Currently undergoing $14.6 million in improvements. In advance of the 2012 RNC, more than $40 million in new fiber-optic cable, cellphone systems and Wi-Fi technology were installed. 80 Greater Miami Convention & Visitors Bureau

83 WEST PALM BEACH 350,000-square-foot facility. New 400-room convention center connected hotel which opened Spring 2016, allowing center to better compete with second-tier cities for multi-day meetings that require housing entire group and exhibit space under one roof. Focus is on education, engineering, fashion and medical research groups. NASHVILLE Two Convention Centers: The Music City Center is Nashville s convention center located in the heart of downtown: 350,000 square feet with 60 meeting rooms and 1,800 parking spaces. The Nashville Convention Center is also conveniently located in the heart of downtown Music City, only eight miles from the airport: 118,675 square feet, 25 meeting rooms and 2,000 hotel rooms within walking distance. AUSTIN 6 city blocks of innovative meeting space in the heart of downtown Austin. 5 column-free exhibit halls, 7 ballrooms and 54 meeting rooms over 246,000 square feet. Comparable Convention Centers Orlando, FL 1,417 1, ,334 (2.1 million sq. feet) New Orleans, LA 1,622 1,093 1,329 1,110 Convention Center Destination (Total Sq. Footage) (3.1 million sq. feet) San Diego, CA (2.5 million sq. feet) Las Vegas, NV (3.2 million sq. feet) Anaheim, CA (109,563 sq. feet) San Antonio, TX (514,000 sq. feet) San Francisco, CA (2 million sq. feet) Los Angeles, CA (4.2 million sq. feet) Chicago, IL (2.6 million sq. feet) Houston TX (1.8 million sq. feet) Washington, DC (2.3 million sq. feet) Atlanta, GA (7 million sq. feet) Dallas, TX (2 million sq. feet) Broward, FL (600,000 sq. feet)* Boston, MA (2.1 million sq. feet) 1,628 1,572 1, , ,258 1,202 1,175 1,073 1, * 790 3, ,360 1,190 1,030 1,001 Average = 2,111 Median = 1,315 Palm Beach, FL (350,000 sq. feet) 400 Miami Beach, FL (600,000 sq. feet)** 0 1,000 2,000 3,000 4,000 5,000 6,000 Total # of Hotel Rooms Headquarter Hotel #1 Headquarter Hotel #2 Headquarter Hotel #3 Headquarter Hotel #4 *Broward County Convention Center plans to expand with Headquarter Hotel in **MBCC s existing square footage will increase to 1.1million square feet after renovations in Note: Average and Median figures do not include MBCC. Source: CVB and industry publications, 2016 Sales & Marketing Plan 2017/

84 MIAMI BEACH CONVENTION CENTER GMCVB S ADVERTISING & MARKETING ACTIVITIES ADVERTISING & DIGITAL MARKETING The GMCVB s Advertising & Digital Marketing division aims to increase lead generation and bookings for the Miami Beach Convention Center and meetings in Greater Miami and the Beaches, increasing reservations, sales and usage of ancillary partners such as restaurants, guests and tour partners as well as meeting-related businesses during meeting and conference attendance. Key program performance indicators include advertising reach, click-through rates, cost-per-action, outbound clicks to partners, total site traffic, site engagement, opt-ins, meetings and Miami Beach Convention Center leads. ADVERTISING GOAL Advertise in key trade media, highlighting new developments that will draw attendees for conventions, trade shows and meetings. Leverage booking platforms in order to drive RFPs, and continue to rebrand the destination and highlight the value in an upscale product with great appeal for driving attendance. MEDIA STRATEGY Continue comprehensive reach of all segments of the business-to-business market with ability to recommend and/or authorize a Miami meeting. Achieve continuity with trade print pubs Include disruptive print executions to highlight the new Miami Beach Convention Center Implement direct and indirect trade show media programs Customize social media activities to key audiences Continue to optimize CVENT lead-generation program TARGET MARKETS Meeting Planners Association Corporate Independent (third party) Specialty (medical devices, pharmaceutical, biotech, financial and insurance services, software and technology, entertainment, sports) FIND YOUR CENTER The newly renovated Miami Beach Convention Center, that is. Unveiling in 2018, it s the perfect meeting space to put your perfectionist-side at peace, just blocks from the ocean. Geography Primary: United States Secondary: Canada Europe Latin America 500,000 square feet of renovated exhibit space, a new 60,000-square-foot ballroom and 81 breakout rooms with more than 190,000 square feet of meeting space. Contact us to learn more. Meetings@GMCVB.com ext MiamiMeetings.com Greater Miami Convention & Visitors Bureau The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches. Vertical Markets Biotech Medical Devices Entertainment Meeting Planners Financial Services Pharma Healthcare Software Insurance Medical Technology 82 Greater Miami Convention & Visitors Bureau

85 TACTICS Further develop a media plan that integrates print, digital and non-traditional efforts and aligns with Spectra s advertising program. Advertise in select industry publications which tie into the markets currently booking in this economic climate, identifying unique publications to reach our vertical markets. Grow the digital component of our messaging to increase trackability and ROI. Target attendees of relevant trade shows (IMEX Las Vegas, IAEE Anaheim, PCMA Austin, ASAE Toronto) through digital geo-fencing, leveraging social as well as mobile display advertising. Continue to incorporate the GMCVB s new Found in Miami campaign messaging in MBCC advertising, educating planners regarding Miami and Beaches diversity of experiences. Advertise MBCC in selected magazines and local chapters of industry organizations such as the Professional Convention Management Association, International Association of Exhibitions & Events, Meeting Professionals International, Executive Update, Tradeshow Executives, etc. Place advertising in key geographical areas to supplement the efforts of our sales managers in the Washington, DC, Chicago and Northeast areas. Continue strategic partnership with CVENT, deploying innovative targeting strategies in order to increase visibility of Miami & the Beaches and the MBCC on the web s largest lead generator. Continue to offer popular meeting planner publication co-op advertising programs, while evaluating opportunities to offer year-round partner co-op programming with CVENT. Continue to purchase Miami Beach Convention Center, competitive destinations and meeting and convention keywords on Google to capture meeting planners who are conducting research. MIAMI NEEDS YOU YOUR EXPERTISE MAKES MIAMI THRIVE. BECOME A MIAMI MAGNET, AND HELP ATTRACT MORE MEETINGS AND CONVENTIONS. The new Miami Beach Convention Center With the renovation of the Miami Beach Convention Center and all the meeting space in our hotels and venues, we are looking for influential business leaders to help us close more deals. Become a Miami Magnet, and help us attract more meetings and conventions in your professional field to our community. Your support can make all the difference. Join us by sending a brief with your company name, title and national or regional affiliations to: MiamiMagnet@GMCVB.com or call Greater Miami Convention & Visitors Bureau The Official Destination Sales & Marketing Organization for Greater Miami and the Beaches. Sales & Marketing Plan 2017/

86 MIAMI BEACH CONVENTION CENTER GMCVB S ADVERTISING & MARKETING ACTIVITIES MEDIA RELATIONS & PROMOTIONS (PUBLIC RELATIONS) The GMCVB s Media Relations & Promotions team persuades journalists from all over the world to write informative and captivating stories about Miami and the Beaches, thereby providing the public with compelling reasons to travel to the destination and support the number one economic engine for Miami-Dade County the tourism industry. In addition to daily publicity efforts, the division creates experiential marketing and promotional events around the world to bring the brand to life for thousands of consumers while generating press coverage in novel and creative ways. From staging a Vote Miami publicity stunt in the heart of New York City to creating a Miami pop-up event in Rio de Janeiro, the Media Relations & Promotions team connects the consumer to the brand by allowing them to participate in the experience. The team combines the discipline of engaging with consumer targets while managing news stories with the press, allowing for the perfect combination in managing perceptions of Miami and the Beaches. The GMCVB s Media Relations & Promotions team will continue to launch both trade and consumer public relations campaigns to support the Meetings in Miami message, utilizing the new MBCC as the focal point, while leveraging destination attributes including: natural beauty of the beach, new hotel brands, notable chefs and dining options, arts and culture including museums and the New World Symphony, as well as world-renowned shopping and nightlife all within walking distance to the Miami Beach Convention Center. The GMCVB s Marketing Communications team will execute a phased PR campaign designed to drive awareness, buzz and anticipation among the important meeting planner community for the reimagined Miami Beach Convention Center, ultimately inspiring interest in bookings leading up to the MBCC s September 2018 grand opening. GOAL Secure feature stories and earned placements for the Miami Beach Convention Center among the leading travel trade and meetings press. STRATEGY Incorporate a meetings initiative during the media department s annual Press Mission and Reception to New York City and Toronto. TACTICS Create a behind-the-scenes look at the making of the new MBCC during focused presentations. Develop a parallel media desk-sider program during major meetings, conventions and trade shows such as PCMA, IMEX, etc. GOAL Increase the relevance of the MBCC amongst target press while developing a constant flow of positive news stories, leading up to the culmination of the grand opening. STRATEGY Direct a press release program to generate a consistent stream of digital and print coverage within the meetings and conventions media segment. TACTICS Design an editorial calendar that supports key strategic messages for the renovated MBCC and supports a making of angle to ignite interest and solidify the facility as a state-of-the-art venue. Continue to drive traffic to MiamiMeetings.com and support lead generation. Ensure that press releases on the website are current and accurate. Develop advertorials upon request for key meetings trade magazines to be used to leverage additional publicity from advertising or accomplishments. 84 Greater Miami Convention & Visitors Bureau

87 GOAL Elevate the MBCC as the ideal venue for events and meetings within defined strategic vertical categories STRATEGY Develop spokesperson panel and leverage unique angles to tell the story of the making of the MBCC. TACTICS Engage spokespeople relevant to news angles and unique hooks for the MBCC. Invite key editors and writers from meetings publications to visit Miami to meet one-on-one with identified spokespeople. Sales & Marketing Plan 2017/

88 MIAMI BEACH CONVENTION CENTER GMCVB S ADVERTISING & MARKETING ACTIVITIES PUBLIC RELATIONS: STRATEGIC TIMELINE 2017 Q1 JAN-MAR Q2 APR-JUN Q3 JUL-SEP Q4 OCT-DEC Monthly construction updates Key Q1 MBCC Media Activity: Hosted meetings media FAM to Miami (Fall 2016) Distributed two MBCC press release announcements Shared regular construction updates with media Note: GMCVB communications team will leverage media presence at sales-focused conferences and trade shows to find opportunities for GMCVB sales team to speak with key writers and editors. Editorial Theme: Arts & Culture Press Release: Art Collection Global Meetings Industry Day (April 6) social stunt Photo opps: Emerge Americas Technology Conference, LE Miami Conference Schedule: Incentive Travel, Meetings, Events Expo (IMEX) Frankfurt, May Cvent Connect Las Vegas, June Meeting Professionals International (MPI) Las Vegas, June Editorial Theme: Design & Sustainability Press Release: Design, Sustainability & CSR Meetings Media FAM & Hard Hat Tour (September) Photo opps: Major League Fanfest, Swimwear Show 2017, Asia America Trade Show, Miami Beach Home Design & Remodeling Show, 47th Annual South Florida International Auto Show, 21st Annual America s Food & Beverage Show Conference Schedule: American Society of Association Executives (ASAE) Toronto, August Editorial Theme: Looking to 2018 Photo Release: Phase 3 Commencement Milestone/ 2018 Opening Season Announcement IMEX America Media Engagement (October) See you next year! creative media delivery and infographic Video #1 Distribution via Northstar Network Photo opps: International Contemporary Furniture Fair, Jeweler s International Showcase, Art Basel Conference Schedule: America s Worldwide Exhibition for Incentive Travel Meetings and Events (IMEX) Las Vegas, October International Association of Exhibits & Events (IAEE) Expo San Antonio, November Greater Miami Convention & Visitors Bureau

89 PUBLIC RELATIONS: STRATEGIC TIMELINE 2018 Q1 JAN-MAR Q2 APR-JUN Q3 JUL-SEP Q4 OCT-DEC Editorial Theme: Technology Press Release: Technology / Medical Meetings Media Mission & Deskside Appointments (NYC and Toronto) Video #2 Distribution via Northstar Network Editorial Theme: Incredible Events & Interiors Press Release: Opening Date Announcement Global Meetings Industry Day (April 6) social stunt Video #3 Distribution via Northstar Network Editorial Theme: Grand Opening Celebration Press Release: Grand Opening Opening Celebration with Ribbon Cutting and Meetings Media FAM Video #4 Distribution via Northstar Network IMEX America Media Engagement (October) Photo opp: Art Basel, AHIMA Ongoing Activity: Monthly construction updates leveraging visual assets, i.e. aerial footage Individual media visits and hard-hat tours Drive traffic to MiamiMeetings.com PUBLIC RELATIONS: STRATEGIC TIMELINE & EDITORIAL CALENDAR NEWS BUREAU As the 24/7 media bureau for the destination, the communications team will leverage the development of the MBCC as one of the destination s central stories for Ongoing PR support includes: Provide strategic counsel on the MBCC media strategy. Master MICE media list development and maintenance. Process ongoing requests for information from MICE journalists. Consult with other GMCVB departments on the creation of compelling press kit materials. Pitch media interviews and Q&A s with MBCC spokespeople. Distribute photos of meetings and events taking place at the MBCC during pre-opening (i.e., Art Basel, MLB Fanfest, etc.). Proactive targeted pitching around key story angles and trends: > MBCC superlatives > Design and LEED certification > Transportation for city-wide meetings > Art collection > Technology and innovative medical meetings > And more MEDIA COMMUNIQUES A steady series of news announcements and photo releases keeps the meetings media up to date on MBCC progress and highlights various story angles aligned to the Making of the MBCC story. Making of the MBCC quarterly press release schedule, suggested topics: > The Art Collection (May 2017) > Sustainability, Design & CSR (September 2017) > Technology & Cutting-Edge Medical Meetings (January 2018) > Milestone Photo Releases, i.e. Ballroom Unveiling (December 2017, April 2018, September 2018) > Opening Announcement (September 2018) Sales & Marketing Plan 2017/

90 MIAMI BEACH CONVENTION CENTER GMCVB S ADVERTISING & MARKETING ACTIVITIES PRESS TRIPS Meetings Media Hard-Hat FAM Host four to six top meetings editors from the U.S. and Canada on an MBCC preview trip, showcasing the Making of the MBCC and the latest news from the destination. Incorporate hard-hat tour and meetings with the key decision makers for the MBCC. Individual Trips Host meetings media in the destination on an ongoing basis. During visits, the PR team will arrange hard-hat tours of the site and meetings with key MBCC spokespeople. MBCC Opening Press Trip Host Meetings Media FAM in conjunction with the grand opening celebration and ribbon cutting. MEDIA MISSIONS, CONFERENCES & EVENTS IMEX America Trade Show IMEX America (Las Vegas, October 2017/2018) is the most important trade show to reach VIP meeting planners and the meetings media. In-booth media appointments and podcast interviews for MBCC and GMCVB representatives. Host an intimate off-site event with top meeting planner clients and MICE magazine editors during IMEX. Conferences & Trade Shows The GMCVB communications team will leverage media presence at sales-focused conferences and trade shows to find opportunities for the GMCVB sales team to speak with key writers and editors. NYC / Toronto Media Missions While media, bloggers and influencers gather together to celebrate Miami in Manhattan and Toronto during the GMCVB s annual media mission, create a Making of the MBCC experience to share pre-opening news with important trade media. Deskside Media Appointments Deskside meetings with top MICE media editors and writers in NYC and Toronto alongside the media missions. CREATIVE ELEMENTS & SOCIAL MEDIA BUZZ Social Media Buzz Work closely with other GMCVB departments to conceptualize and pitch social media-driven photo opportunities and stunts with timely news hooks, such as Global Meetings Industry Day on April 6 each year. Facebook Live tours of the site and interviews with key personalities and employees. Creative Deliveries Send a Happy Holidays, See You Next Year Miami-themed creative delivery to the MICE media alongside an infographic showing what goes into the Making of the MBCC (from the number of trees planted to the square footage of the convention center carpet). 88 Greater Miami Convention & Visitors Bureau

91 MBCC ON CAMERA Partner with Northstar Media to create a series of four one- to two-minute videos that are distributed over a sixmonth period across Northstar platforms including Successful Meetings, Incentive Magazine, M&C: Meetings and Conventions, and MeetingNews daily e-newsletter. Media package includes: Professional video concepting and creation filmed on site in Miami. Social media campaign creation and optimization. Advertising campaign (digital and print). Advanced distribution via Northstar properties and targeted newsletters. Licensing agreement gives GMCVB rights to use videos on website, marketing materials and more. More than 375K impressions online and 150k social impressions. Display ad banners across Northstar properties over eight-month period. Sales & Marketing Plan 2017/

92 SAMPLE MEDIA CLIPPINGS Examples Of GMCVB Generated Earned Media With Meetings Trades 90 Greater Miami Convention & Visitors Bureau

93 MIAMI BEACH CONVENTION CENTER GMCVB & SPECTRA SOCIAL MEDIA & DIGITAL ACTIVITIES GMCVB SOCIAL MEDIA GOAL Provide educational information and resources via social channels in order to stay connected and top-of-mind with meeting planners. Leverage influencers to amplify messaging and drive further awareness of the new MBCC in the industry. TACTICS Work with trade publications and industry bloggers to draft meeting articles and post across relevant social channels including LinkedIn and Twitter. Continue to share rich MiamiandBeaches.com content via social to drive site traffic and engagement. Partner with influential and socially active industry publications, and co-host a Twitter Chat for industry professionals. Continue to drive quality leads by targeting meeting and convention planners with relevant messaging and awareness advertisements on LinkedIn. Launch direct sponsored content on LinkedIn (written by or with support from influencers) and promote the content to relevant individuals. GMCVB WEBSITE & CRM GOAL Create new and update all current MBCC website and interactive experiences to focus on new ways to drive bookings through innovation of meeting planner engagement throughout the consumer lifecycle. TACTICS Continue providing meeting planners with communications, sales and service tools to address their needs at all stages of the meeting planner experience from sales through service to encourage positive perceptions and encourage new and repeat bookings. Create leads for early stage lifecycle engagement, allowing a long term showcase of Miami s offerings and increased calls to action. Create optimal online experiences to increase the amount of highly qualified meeting planner leads to allow for increased virtual and in-person sales opportunities. Create optimized online enhancements to increase qualified leads. Offer more robust and exact information desired by meeting planners in all stages of the lifecycle. Enhance self-structured meeting planner knowledge base to create increased planner productivity in the research stage of the lifecycle. Leverage MBCC renovation updates and work-in-progress photography and videos in order to engage meeting planners. Use tracking and analytics to further test and innovate enhancements for meeting planners that will add to increased RFPs and bookings. Sales & Marketing Plan 2017/

94 SPECTRA S SOCIAL MEDIA STRATEGY Develop rich content tailored to show organizers, exhibitors, attendees, and the residents of Miami, Miami Beach and Florida. Actively engage with the online community, promote the facility, the events and the renovation, and become an influencer in the industry. MARKETING TOOLBOX Dedicated Miami Beach Convention Center brochure. Meeting Planner testimonials. Latest MBCC drone footage. Hotel & Meeting Planner direct mailers. New MBCC Website, complete with a Spanish version. Promotional products/branded giveaways. Digital Sales & Marketing toolkit which includes: > Miami Meetings video > Dedicated Miami Beach Convention Center video > Destination overview video > Link to Miami Beach Convention Center construction updates with live time-lapse video > List of Top 10 Reasons to Meet in Miami > Link to Miami Beach Convention Center brochure (digital version) > Link to the Meeting Planner Overview Presentation > Link to a list of Meeting & Convention Services > Link to subscribe to our Meeting Planner e-newsletter > Link to the Convention Calendar > Link to maps > Link to order the Meeting Planner & Pocket Guides > Links to our digital assets, such as images of the Miami Beach Convention Center (interior and exterior) and selected destination images 92 Greater Miami Convention & Visitors Bureau

95 MIAMI BEACH CONVENTION CENTER LEVERAGING GMCVB S TARGETED DEPARTMENTS CULTURAL TOURISM & LGBT MARKETING Cultural trade shows are an important part of the Miami Beach Convention Center, with Dance USA, Florida Trust for Historic Preservation, Americans for the Arts and Florida Association of Museums among the many arts and cultural groups to hold their meetings here. The Miami Beach Convention Center has been home to Art Basel Miami Beach from its inception. Leading galleries in North America, Europe, Asia and Africa show significant work from the masters of modern and contemporary art, as well as the new generations of emerging stars. Paintings, sculptures, installations, photographs, films and limited edition works of the highest quality are exhibited throughout the hall. In addition, lectures, discussions and meetings are held in the various meeting rooms that can hold anything from a two-person meeting to space for hundreds of people. More than 250 of the world s leading galleries participate, drawing more than 70,000 visitors every year, offering an inspiring and exciting week for artists, curators, critics and art enthusiasts. GOAL Attract new conferences to the destination: National LGBT Journalists Association and the National LGBT Chamber of Commerce. MULTICULTURAL TOURISM & DEVELOPMENT The Multicultural Tourism & Development Department will continue creating a platform to showcase the diversity of Miami from a multicultural perspective. These efforts will increase the visibility and viability of a potential consumer in selecting Miami as a favored destination to visit and convene. Many great initiatives were implemented in the past year based on the insightful ideas of key community stakeholders who, for many years, have had interest in the overall efforts. The department will continue reaching out to the community for ideas and will incorporate industry best practices and results-oriented programs to take the overall department outcomes to the next level. A general focus on enhancing marketing, sales and development activities, along with leading key initiatives, will continue to be mainstays in the overall vision. STRATEGY Sales and services assistance: Sales-related initiatives will be executed, helping to secure multicultural conventions of any size and increase tour groups and leisure travel. TACTICS Convention Sales: Participate in or coordinate Multicultural Convention Market familiarization tours. Work with the Convention Sales team to close business by offering staff support and convention incentives, if needed. Attend industry shows and provide support through sponsorship with conferences. Conduct local awareness programs to multicultural civic and service organizations located in Miami. Participate in joint sales calls and familiarization tours. TRAVEL INDUSTRY SALES The GMCVB s Travel Industry Sales Team is the official resource for travel industry professionals who seek expertise and insider information about Greater Miami and the Beaches. This section outlines the various activities the GMCVB undertakes to stay engaged and relevant with all sectors of the tourism industry, from transportation providers to lodging, tour operators and wholesalers. Sales & Marketing Plan 2017/

96 STRATEGY Continue to expand our global representation network s scope of services to include dedicated group efforts to support the GMCVB meetings and conventions group strategy, with an emphasis on the Miami Beach Convention Center. TACTICS Develop and identify meeting/conference organizers of priority sectors including: automobile, medical, finance, pharmaceutical and technology. Coordinate sales calls twice a year to meeting/conference organizers with the aim of generating group leads. Identify the major incentive houses for future prospecting, as well as brief clients on Miami Beach Convention Center re-modernization. Coordinate sales calls twice a year to incentive houses with the aim of generating group leads. Conduct briefings through in-market workshops of GSOs (Global Sales Offices) of major hotel brands about the Miami Beach Convention Center re-modernization. Brands include: Marriott, Hyatt, Starwood, Hilton, IHG and Mandarin Oriental. On an ongoing basis, the representative will generate hotel leads and identify prospects for the Miami Beach Convention Center. Organize Meeting Planner Sales Missions where a Miami delegation of GMCVB partners will travel to targeted markets to meet one-one-one with meeting planners, with the aim of generating leads. Attract and support tourism trade shows to the Miami Beach Convention Center as a host city examples of these shows are LE Miami (currently an annual trade show at the MBCC) and IPW (future trade show to be held at the MBCC). PARTNERSHIP DEVELOPMENT Selling Miami tourism is decidedly not a solitary task. Instead, we partner with a variety of organizations who can also benefit from doing business with the GMCVB. These partners help the GMCVB with both revenue and in-kind services. In return, we help them by bringing more tourists to both our city and their businesses, while also providing a wide array of marketing and promotional tools for added exposure to Miami visitors and locals alike. GOAL Establish and continue to grow a core base of GMCVB members/partners to provide visitors and convention attendees with a broad base of services and marketing tools. Furthermore, the program generates vital private sector revenue in support of GMCVB operations. The Member and Partnership Division provides our members/ partners with key benefits, services and a variety of marketing opportunities year-round, as well as leveraging marketing initiatives, including Medical Tourism efforts, for the GMCVB and the destination as a whole. The GMCVB shares with its member institutions and our community, in general, the benefit and/or negative impact of the delivery of customer service and service employee attitude. To that end, the GMCVB will continue to engage with other partners as well as GMCVB staff to positively promote and support the continued commitment to excellence in customer service by expanding on the Miami Begins with Me initiative with online training courses. STRATEGY Continue to grow the visibility of the Medical Tourism Program. Create more value and participation by existing partners. Increase the number of partners. TACTICS Have a presence at the Medical Congress Event. Increase the number of new and renewing Medical Tourism partner accounts by expanding target prospect lists while also expanding benefits and exposure opportunities online, in print, at medical industry trade shows and conferences, and through social media. Continue to integrate medical tourism partner editorial into relevant GMCVB website articles. 94 Greater Miami Convention & Visitors Bureau

97 Continue to survey relevant hotel partners to provide their Medical Tourism amenities that can then be promoted through the Medical Tourism website, GMCVB official publications and Medical Tourism brochure. Continue to compile key contacts and physicians who are willing to work to attract new medical meetings and conferences through their relationships. Work closely with the Convention Sales Team to promote the Medical Meeting message as part of the Miami Beach Convention Center offerings. Add a dedicated section to the weekly GMCVB President s What s Happening Newsletter, called Medical Minutes, to highlight our Medical partners and share newsworthy items. MARKETING & CREATIVE SERVICES/PRODUCT DEVELOPMENT GOAL Support the sales and marketing efforts of the Miami Beach Convention Center. STRATEGY Develop, monitor and track creative services needs of sales and marketing teams. TACTIC Produce customized, high-quality printed, competitive graphic solutions and collateral materials to assist in the marketing of the Miami Beach Convention Center. GOAL Sell Miami Beach as the ideal destination and the Miami Beach Convention Center as its focal point to meeting planners. STRATEGY Arm meeting planners with information on the Miami Beach Convention Center and the destination so they can promote to their attendees. TACTIC Produce a comprehensive Greater Miami & The Beaches Pocket Guide to serve as a valuable local resource for attendees and their travel companions visiting Miami. Produce a user-friendly Greater Miami & The Beaches Meeting Planner featuring details of the Miami Beach Convention Center and business resources available to meeting planners. GOAL Position Miami Beach and Miami Beach Convention Center as a year-round value proposition for meetings and conventions. STRATEGY Identify GMCVB partners such as restaurants, spas, retailers, attractions to obtain packages and offers. TACTIC Develop and organize year-round marketing programs such as our 12 monthly, money-saving Miami Temptations Programs including Miami Spa Month and Miami Spice, which meeting planners can leverage and promote to their attendees and travel companions while in our destination. Sales & Marketing Plan 2017/

98 SPORTS TOURISM The Sports Tourism Department attracts, promotes and retains sporting events, conferences and conventions for the destination. As the premier destination for sporting events, and leisure and entertainment, our goal is to foster positive growth and economic development for the local community through increased visitor stays and a more frequent visitor return rate. GOALS Attract new annual sporting events that can use the MBCC for offsite events (i.e. MLB All-Star Game Fanfest and the Super Bowl Media Center). Continue to work with Convention Sales to attract an increasing number of sports-related conferences and conventions. 96 Greater Miami Convention & Visitors Bureau

99 Sales & Marketing Plan 2017/

100 MIAMI BEACH CONVENTION CENTER MBCC GRAND OPENING CELEBRATION GOAL The Miami Beach Convention Center will showcase social business capabilities to event planners and the business community upon the opening of the building. The main focus will be on generating positive press and interest while securing leads for the spaces. PHASE 1 A photo-op of the ribbon cutting ceremony will be coordinated by the GMCVB in conjunction with the City of Miami Beach s TCED Team during the first four hall show, AHIMA. This will be distributed to the meetings industry signaling the official opening of the Miami Beach Convention Center in September The MBCC Team, and other in-house partner vendors will actively engage in the planning of this event. PHASE 2 To effectively introduce our new ballrooms and specialty spaces to the community and target the social market, we will host a Gala Celebration at the Miami Beach Convention Center scheduled for January 2019 (Saturday evening). The Gala Celebration will be a luxury Miami Beach experience; the building s décor will be set to encompass all of the senses. The space will be displayed in a way that highlights the flexibility of the Miami Beach Convention Center. This will be an event that moves from space to space utilizing the two main areas, the Carl Fisher Ballroom and the Sunset Vista Ballroom. There is an opportunity to have entertainment provided by local artists or performers during the Gala. Planning for this event will begin one year prior to include all MBCC partners. Our guest list will include community philanthropic leaders, local charitable organizations, gala organizers, hosts/hostesses and host committees, and City of Miami Beach elected officials. PHASE 3 An Open House will be scheduled in January 2019 (on a Sunday) to introduce our newly renovated Miami Beach Convention Center to the community and highlight the banquet opportunities now available. The Open House will include presentations by City of Miami Beach officials and General Manager, Matt Hollander. Tours of the spaces will be conducted by the Miami Beach Convention Center Team. Planning for this event will begin one year prior to include the MBCC Team, the GMCVB and the TCED Team. The City of Miami Beach elected officials, local press, local businesses and residents will be invited to attend. There is a potential to bring in local artisans to participate in the event. PHASE 4 Dedicated familiarization tours will be coordinated through the GMCVB & MBCC Teams to showcase the renovated Miami Beach Convention Center to the meeting planners. The tours are scheduled to begin after January These initial thoughts will be followed by an actively engaged process and the formation of a committee in order to plan and execute these events. TACTICS A committee including members from Spectra, GMCVB, Centerplate, Prestige AV, Smart City, and the TCED Team will be formed by October 1, 2017 to begin actively planning the Grand Opening Gala & Open House. We will explore the opportunity to secure local partners or sponsors to offset some of the elements of the Open House. Lifestyle and facility publications will be invited to this event to generate positive press and earned media. These lifestyle publications include but are not limited to: > Whitehaus Media Group (WMG) headquartered in Miami Beach. Publishes Ultratravel US, Bal Harbour Magazine, Cultured Magazine and Venice. > Lifestyle Media Group, headquartered in Fort Lauderdale. Publishes 12 local magazines, including Las Olas, Weston, Estate, Parkland, Coral Springs, Boca, Pinecrest, Coral Gables, Estero. In addition it publishes Parkland/Coral Springs Life and Coconut Creek Life magazines and South Florida Business & Wealth (SFBW). 98 Greater Miami Convention & Visitors Bureau

101 > Modern Luxury, headquartered in Atlanta. Publishes 17 city lifestyle magazines, seven bridal magazines, 11 charity and social datebooks and four home design magazines. In South Florida, Modern Luxury publishes Modern Luxury Miami, Modern Luxury Weddings South Florida, MIAMI Magazine, and Modern Luxury Interiors South Florida. > Niche Media (recently acquired by Modern Luxury), headquartered in New York. Publishes 11 city magazines throughout the U.S., including Aspenpeak, Austin Way, Boston Common, Capitol File, Gotham, Hamptons, Los Angeles Confidential, Michigan Avenue, Ocean Drive, Philadelphia Style, Vegas. Also produces custom publications including Art Basel Miami Beach, The Mall at Short Hills and Wynn. > Avenue Magazine, headquartered in New York. New York s Avenue Magazine also publishes Avenue on the Beach (Miami). > DuJour, headquartered in New York City. Publishes Aspen, Chicago, Dallas, Houston, Las Vegas, Los Angeles, Miami, New York, Tri-state, Orange County, Palm Beach, San Francisco. (CEO Jason Binn, co-founded Ocean Drive Magazine in 1992 with Jerry Powers) > Jewish Way (JW), produced by YNC Media in Hallandale Beach. > Alma Miami, published bimonthly in Spanish by Alma Magazine Corp. in Miami. > Edible South Florida, published quarterly by Edible South Florida in Coral Gables. > The Real Deal South Florida, published by Korangy Publishing in New York. > Florida Travel & Life, published by Bonnier Corp. in New York. > The Miami Herald: Indulge, Palette. > Fort Lauderdale Sun Sentinel: City & Shore. > inweston, published by LAREL Media, Weston > Key Biscayne and Brickell, published by TAG Media, Miami > Think Magazine, published by TW Publications, Weston > Aventura Magazine, published by SternBloom Media in Hallandale Beach. > One Life, The Magazine of One Sotheby s International Realty. > Executive South Florida Magazine, published nine times a year by South Florida Executive LLC Ron Mann > South Florida Business & Wealth, published by Lifestyle Media Group, Fort Lauderdale > Florida Trend, published by Trend Magazines, St. Petersburg > Vogue, published by Condé Nast > NY Times, published by The New York Times Company > Haute Living, published by Haute Living, Inc. > Florida Neighborhood Magazines, Fisher Island, Ocean Reef, Key Biscayne, Brickell, Coral Gables, Pinecrest, Weston, Las Olas, Miami, Brickell, Venice, Parkland/Coral Springs, Davie/Southwest Ranches/Plantation, Estero, Boca, Aventura NOTES Sales & Marketing Plan 2017/

102 GMCVB 2017/2018 PROGRAM OF WORK AT A GLANCE OCTOBER 2017 Miami Now NOVEMBER 2017 Miami Live Arts Month DECEMBER 2017 Miami Heritage Month JANUARY 2018 Miami Cruise Month FEBRUARY 2018 Miami Romance Month MARCH 2018 Shop Miami Month Travel Industry Sales Contact: Traveltrade@ GMCVB.com Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Miami Travel Agent Forum, Miami, FL (2-4) Air Mer Terre Fall Trade Show, in various cities in Quebec, Canada (2, 3, 4, 10, 11 &16) Visit USA UK Roadshows, Edinburg, Liverpool & Reading, England (3-5) MBH New York Trade Show and Sales Calls, New York, NY (3-5) MBH Canadian Sales Mission, Toronto and Montreal, Canada (3-7) MBH MBCC GoGo Vacations Travel Showcase, Atlantic City, NJ (10) Visit USA Ireland Workshop, Cork & Dublin, Ireland (10-11) Discover America Sweden, Gothenburg, Sweden (11) TTG Incontri, Rimini, Italy (12-14) MBH Cruise Planners International Convention, Cancun, Mexico (15-19) Peninsula Trade Show, Southern California (San Diego, Ontario and Pasadena) (17-19) MBH Central America Sales Mission, Costa Rica, Guatemala & Panama (23-27) Peninsula Trade Show, Northern California, Sacramento, San Jose and Fresno, CA (24-26) ITB Asia, Singapore (25-27) FIT America Latina, Buenos Aires, Argentina (28-31) Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Cruise Planners Annual Conference, TBA (5-8) World Travel Market, London, England (6-8) MBH GoGo Vacations Travel Showcase, Long Island, NY (8) FESTURIS Gramado, Gramado, Brazil (9-12) MBH Cruise World Travel Weekly Home Based Agents, Ft. Lauderdale, FL (15-17) MBH Travel Impression Best of the Best, Punta Cana (16-19) MBH Russia Sales Mission (16-25) Northeast Sales Mission, Key Northeast Cities (27-30) MBH MBCC Global Meetings & Incentive Exhibition (IBTM) Barcelona, Spain (28-30) MBH MBCC Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Bahamas Sales Mission (5-7) Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC MBH Reiselivmessen/Oslo, Norway (12-14) MBH Florida s Beaches Partnership at Reiselivmessen, Oslo, Norway (12-14) Discover America Sweden, Stockholm, Sweden (16) Feria Internacional de Turismo (FITUR) Madrid, Spain (17-21) MBH AAA Great Vacations, Columbus, OH (19-21) Matka, Helsinki, Finland (18-21) Visit USA Switzerland Workshop, Zurich, Switzerland (31) MBH New York Times Travel Show, New York, NY (26-28) MBH Mexico Meeting Planner Mission, Mexico City, Mexico (29-1) Visit USA Switzerland Workshop, Zurich, Switzerland (31) Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC LA Trade Show, Los Angeles, CA (TBD) MBH MBCC Boston Globe Travel Show (9-11) Connect Travel Marketplace, Atlanta, GA (18-20) Florida s Beaches Partnership/Ferie for Alle, Henning, Denmark (23-25) MBH Toronto Golf Show, Toronto, Canada (22-24) Vitrina Turística - ANATO 2018, Bogota, Colombia (21-23) MBH Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Brand USA China Sales Mission, Beijing, Shanghai & two other cities (TBD) Swanson s Long Haul Day, Osby, Sweden (3) MBH Florida s Beaches Partnership at Swanson s Long Haul Day, Osby, Sweden (3) Visit USA Italy Showcase, Venice, Italy (3-6) MBH FDM Travel, Copenhagen, Denmark (4) MBH Florida s Beaches Partnership at FDM Travel, Copenhagen, Denmark (4) Discover America Denmark USA Travel Show, Copenhagen, Denmark (5) International Tourism Bourse (ITB), Berlin, Germany (7-11) MBH Cruise Shipping, Ft. Lauderdale, FL (6-8) MBH Visit USA Unite 2018, London, UK (15) Argentina and Chile Sales Mission, Buenos Aires and Cordoba, and Santiago (19-23) MBH MBCC Ongoing Europe, L America & Caribbe Familiarization To Ongoing Sales Cal in-market representatives M Chicago Trade Eve (TBD) Alliance of Westch Travel Agencies, N Rochelle, NY (3-4) MBH MBCC World Travel Mark Latin America, Sao Paulo, Brazil (3-5) MBH Germany-Netherla Sales Mission, Dusseldorf, Duisb Hannover, Frankfu Amsterdam (16-20 MBH Cruise360, Ft. Lauderdale, FL (17-23) MB Colombia Sales Mission, Bogota, Medellin & Cali (23-27) MBH Miami Boutique Hotels integration Partner Participation Brochure Distribution MBCC Miami Beach Convention Center Showcase Promotional P 100 Greater Miami Convention & Visitors Bureau

103 Note: Document updated biweekly. Latest version available at GMCVBTools.com APRIL 2018 Miami Sports & Wellness Month Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Chicago Trade Event (TBD) Alliance of Westchester Travel Agencies, New Rochelle, NY (3-4) MBH MBCC World Travel Market Latin America, Sao Paulo, Brazil (3-5) MBH Germany-Netherlands Sales Mission, Dusseldorf, Duisburg, Hannover, Frankfurt & Amsterdam (16-20) MBH Cruise360, Ft. Lauderdale, FL (17-23) MBH Colombia Sales Mission, Bogota, Medellin & Cali (23-27) MAY 2018 Miami Museum Month Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC American Airlines Product Launches, Los Angeles & Chicago (TBD) GoGo/Flight Centre Tradeshows, Northeast (TBD) Long Island Travel Agent Association Show, Long Island, NY (2-3) Caribbean Sales Mission, Barbados and Trinidad (7-10) Florida Road Show, Naples, Tampa, St. Petersburg/Clearwater and Orlando (7-11) MBH IPW, Denver, CO (19-23) MBH MBCC JUNE 2018 Miami Film Month Miami Hotels Month Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC The Big Travel Trade Event 2018, Northern Ireland (TBD) MBH MBCC LE (Limited Edition Miami) Miami Beach, FL (11-14) MBH Jamaica Sales Calls, Kingston (19-22) MBH IAGTO (International Association of Golf Tour Operators, Central Oregon (24-27) UK-Ireland Sales Mission, London and Dublin (25-29) MBH JULY 2018 Miami Spa Month Miami Hotels Month Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Visit USA UK Independence Ball, London, UK (6) AUGUST 2018 Miami Spa/Spice Month Miami Hotels Month Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Brazil Sales Mission, Sao Paulo, Rio de Janeiro and Belo Horizonte (13-17) MBH Mexico Sales Mission, Mexico City, Monterrey and Merida (27-31) MBH SEPTEMBER 2018 Miami Spice Month Miami Hotels Month Ongoing Europe, Latin America & Caribbean Familiarization Tours Ongoing Sales Calls by in-market representatives MBCC Peninsula Trade Show, Various Cities (TBD) Discover America Sweden, Malmo, Sweden (TBD) International French Travel Market (IFTM), Paris, France (TBD) MBH Brand USA India Sales Mission, New Dehli, Mumbai and other cities (TBD) La Cita, St. Petersburg, FL (9-4) MBH Northeast Sales Mission, Key Northeast Cities (10-14) MBH MBCC Scandinavia Sales Mission, Sweden, Denmark & Norway (17-21) MBH MBCC Travel Industry Sales howcase Promotional Prizes * Does not include significant amount of yet to be scheduled activities. Sales & Marketing Plan 2017/

104 GMCVB 2017/2018 PROGRAM OF WORK AT A GLANCE OCTOBER 2017 Miami Now NOVEMBER 2017 Miami Live Arts Month DECEMBER 2017 Miami Heritage Month JANUARY 2018 Miami Cruise Month FEBRUARY 2018 Miami Romance Month MARCH 2018 Shop Miami Month Media Relations & Promotions & Boutique & Lifestyle Hotels/Film, Fashion & Entertainment Contact: Media@ GMCVB.com October Media Newsletter America s Worldwide Exhibition for Incentive Travel Meetings & Events (IMEX) America Media Engagement, Las Vegas, NV (1-12) MBCC Miami Carnival Press Visit (5-9) MBCC TTG Incontri, Rimini, Italy (12-14) Art Culture and Architecture Cross Market Press Tour (18-22) Latin American Bucket List Miami Soft Adventures Press Trip (24-28) Produced by NY, New York, NY (28) SAS Inaugural Flight Press Tour (29) 62 nd Society of American Travel Writers Conference & Media Marketplace, Portland, OR (29-3) November Media Newsletter Miami Live Arts Month (1-30) EL AL Inaugural Flight Press Tour (1-4) World Travel Market (WTM) London, UK (6-10) Financial & Insurance Conference Planners (FICP) Annual Conference, Nashville, TN (9-12) Miami Book Fair International Media Visits (12-19} Italy/France Roadshow/Event (13-17) International Association of Exhibits & Events (IAEE) Expo, San Antonio, TX (26-28) IBTM World, Barcelona, Spain (28-30) December Media Newsletter What s New in Greater Miami and the Beaches Release Winter Miami Heritage Month (1-31) American Airlines Miami/Cartagena Press Tour (TBD) Brightline South Florida Press Tour (TBD) Art of Black Miami/Multicultural Press Trip (4-9) Art Basel Miami Beach Media Visits (9-10) MBH MBCC Air France/Four Seasons French Press Tour (13-17) January Media Newsletter Miami Cruise Month (1-31) Winter PR Stunt, Northeast (TBD) New York Media Reception & Mission, New York, NY (TBD) The National Association of Television Programming Executives, Miami Beach, FL (16-18) MBCC FITUR Spain, Madrid, Spain (17-21) ReelScreen Summit, Washington, DC (28-31) February Media Newsletter Miami Romance Month (1-28) BIT International Tourism Exchange, Milan, Italy (11-13) Vitrina Turística - ANATO 2018, Bogota, Colombia (21-23) South Beach Food & Wine Festival Media Visits (22-26) March Media Newsletter What s New in Greater Miami and the Beaches Release Spring Shop Miami Month (1-31) LGBT Winter Party 25 th Edition Cross Market Press Tour (2-6) 2018 International Tourism Bourse (ITB), Berlin, Germany (7-10) Miami International Film Festival Media Visits (9-18) German Media Mission/Roadshow, Hamburg and Munich (12-14) Winter Music Conference, Miami Beach, FL (23-25) MBH April Media Newsl Miami Sports & Wellness Month (1 National Associati Broadcasters (NAB Las Vegas, NV (TBD) MBH World Travel Mark (WTM) Brazil (3-6) Tribeca Film Festi New York, NY (19- MBH Emerge, Miami, FL (23-24) Cultural Tourism/LGBT Contact: George@ GMCVB.com Orgullo Festival, Miami, FL (1-15) MBH National Gay & Lesbian Task Force Recognition Dinner, Miami, FL (7) Community Marketing Conference, San Francisco, CA (1-4) National Trust for Historic Preservation, Washington, DC (14-17) White Party, Miami, FL (22-27) MBH International Conference on Gay & Lesbian Tourism, San Francisco, CA (1-3) Art Basel Miami Beach (7-10) MBH Art Deco Weekend, Miami Beach, FL (12-14) Wynwood Art Fair (15-19) MBH Gay8 Miami, Little Havana, FL (18) Pride Fest 2018, Ft. Lauderdale, FL (25) MBH Winter Party, Miami, FL (28-6) The Armory Show, New York, NY (1-4) MBH Art Basel Hong Kong (22-24) New York LGBT Tradeshow, New Y NY (TBD) MBH Miami Beach Gay Parade/Festival/E Miami Beach, FL (6-8) MiFo LGBT Film Festival, Miami, FL (20-29) MBH MBH Miami Boutique Hotels integration Partner Participation Brochure Distribution MBCC Miami Beach Convention Center Showcase P 102 Greater Miami Convention & Visitors Bureau

105 Note: Document updated biweekly. Latest version available at GMCVBTools.com APRIL 2018 Miami Sports & Wellness Month April Media Newsletter Miami Sports & Wellness Month (1-30) National Association of Broadcasters (NAB), Las Vegas, NV (TBD) MBH World Travel Market (WTM) Brazil (3-6) Tribeca Film Festival, New York, NY (19-30) MBH Emerge, Miami, FL (23-24) MAY 2018 Miami Museum Month May Media Newsletter Miami Museum Month (1-31) Pan European Press Tour 1 Found in Miami (9-13) LE Miami, Miami Beach, FL (17-20) MBH IPW, Denver, CO (19-23) MBCC Travel Media Association of Canada (TMAC) AGM & Conference, Victoria, British Columbia, Canada (30-3) JUNE 2018 Miami Film Month Miami Hotels Month June Media Newsletter What s New in Greater Miami and the Beaches Release Summer Miami Film Month (1-30) Found in Miami PR Stunt, New York, NY (TBD) Produced by Conference, Los Angeles, CA (TBD) MBH American Black Film Festival, Miami, FL (TBD) Cross Market Found in Miami Press Tour (TBD) JULY 2018 Miami Spa Month Miami Hotels Month July Media Newsletter Miami Spa Month (1-31) Miami Hotels Month (1-31) Miami Spa Month Media Visits (TBD) Latin American Romantic Couples Getaway Love is Love Press Tour (TBD) AUGUST 2018 Miami Spa/Spice Month Miami Hotels Month August Media Newsletter Miami Spa Month (1-31) Miami Spice Restaurant Program (1-31) Miami Hotels Month (1-31) La Cita, Ft. Lauderdale, FL (TBD) MBH American Society of Association Executives (ASAE) Toronto, Canada (12-15) SEPTEMBER 2018 Miami Spice Month Miami Hotels Month September Media Newsletter What s New in Greater Miami and the Beaches Release Fall Miami Spice Restaurant Program (1-30) Miami Hotels Month (1-30) MBCC Grand Opening Celebration Meetings Media Fam (TBD) Toronto International Film Festival, Toronto, Canada (TBD) MBH Flavor of Miami Cross Market Press Tour (TBD) U.S. Press & Influencer Program Press Trip (TBD) Independent Film Week, New York, NY (TBD) International French Travel Market (IFTM), Paris, France (TBD) La Cita, St. Petersburg, FL (9-4) MBH Media Relations & Promotions/Boutique & Lifestyle Hotels mory Show, New Y (1-4) MBH sel Hong Kong ) New York LGBT Tradeshow, New York, NY (TBD) MBH Miami Beach Gay Pride Parade/Festival/Expo, Miami Beach, FL (6-8) MiFo LGBT Film Festival, Miami, FL (20-29) MBH Miami-Dade Gay & Lesbian Chamber of Commerce Gala, Miami Beach, FL (TBD) Context Art Fair, New York Pier 94 (2-6) International Gay & Lesbian Travel Association Meeting Expo, Toronto, Canada (9-12) MBH 11 th Annual Community Marketing Conference, New York, NY (16) Florida Trust for Historic Preservation Annual Conference, Tallahassee, FL (17-19) Aqua Girl, Miami, FL (17-20) Sizzle Miami, Miami, FL (26-28) Gay Days Expo, Orlando, FL (31-3) Art47Basel, Basel, Switzerland (14-17) MBH Gay Pride/World Pride, Toronto, Canada (24) Equality Forum, Philadelphia, PA (25-28) Miami/Germany Spartacus Magazine Partnership, Berlin and across Germany (TBD) MBH Montreal Pride, Montreal, Canada (11-17) 11 th Annual Gay and Lesbian Tourism Conference, Buenos Aires, Argentina (16-19) Pridelines Youth Services Gala, Miami, FL (18) National Gay & Lesbian Chamber of Commerce Annual Meeting, Las Vegas, NV (25-29) The Houston Art Fair, Houston, TX (TBA) 25 th International Gay & Lesbian Business & Entertainment Expo, New York, NY (TBD) MBH Key West Women s Festival, Key West, FL (8-11) Cultural Tourism/LGBT howcase Promotional Prizes * Does not include significant amount of yet to be scheduled activities. Sales & Marketing Plan 2017/

106 GMCVB 2017/2018 PROGRAM OF WORK AT A GLANCE OCTOBER 2017 Miami Now NOVEMBER 2017 Miami Live Arts Month DECEMBER 2017 Miami Heritage Month JANUARY 2018 Miami Cruise Month FEBRUARY 2018 Miami Romance Month MARCH 2018 Shop Miami Month Multicultural Tourism & Development Contact: Connie@ GMCVB.com Miami Broward Carnival (8) Revolt Conference RMC, Eden Roc, Miami Beach, FL (12-15) Museum Association of the Caribbean (23-25) Miami Live Arts Month (1-30) Florida African American Heritage 2016 Statewide Meeting and Workshop (TBD) Art of Black Miami Kickoff (16) Miami Heritage Month (1-31) Multicultural Press Fam (1-5) Bahamas Sales Mission (5-7) Art of Black Miami (7-10) Miami Cruise Month (1-31) 25th Annual Dr. Martin Luther King Jr. Unity Scholarship Breakfast (15) Miami Romance Month (1-28) Black History Month Heritage Community Tour (TBD) Lyric Live All Star (2) ABFF Honors & Awards (25) Shop Miami Month (1-31) Annual Calle Ocho Music Festival (11) Jazz in the Gardens (17-18 ) Miami Sports & Wellness Month (1 Tourism Business Enhancement Pro Summer (3 month program) Marketing & Creative Services Contact: Madeleine@ GMCVB.com Miami Now* - poststorm recovery (1-31) Greater Miami & The Beaches Calendar of Events for October - December 2017 *Miami Now: Program offering amazing deals at hotels, restaurants, spas, attractions, museums and more. 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, CocoWalk/Mayfair, Ocean Drive/Lincoln Road, Downtown/Bayside Hotel Surveys: Columbus Day Weekend, Quarterly Hotel Outlook Survey Event Attendee Surveys: ITF Senior World Tennis Championships, Miami Beach (29-12) Miami Broward Carnival (9/30-10/8) Key Biscayne Half Marathon (1) City Bikes Ironman 70.3 (22) Miami Beach Halloween Half Marathon (29) ITF Senior World Tennis Championships, Miami Beach (29-12) Travel Events & Management in Sports (TEAMS) Orlando, FL (31-2) 8th Annual Miami Live Arts Month (1-30) 4th Annual Miami Heritage Month (1-31) Greater Miami & The Beaches Vacation Planner/Visitors Guide Greater Miami & The Beaches Travel Planner Greater Miami & The Beaches Calendar of Events for January April th Annual Miami Cruise Month (1-31) 8th Annual Miami Romance Month (1-28) 6th Annual Shop Miami Month (1-31) Greater Miami & The Beaches Meeting Planner 6th Annual Miami Sports & Wellness Month (1-30) Greater Miami & T Beaches Calendar Events for May-Au 2018 Research & Strategic Planning Contact: Research@ GMCVB.com Sports Tourism & Marketing Contact: Jose@ GMCVB.com 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, Miami Seaquarium, Ocean Drive/Lincoln Road, Downtown/Bayside, Bal Harbour Shops Hotel Surveys: Art Basel Event Attendee Surveys: Miami International Book Fair (12-19) North American Soccer League (NASL) Semifinal Game, Miami, FL (5) Pan American International Karate Tournament (11-12) Mack Cycle Half Ironman (12) NASCAR Ford Championship Weekend, Homestead, FL (18-20) Shell Championship PGA Tour Latin America Championship, Miami, FL (30-3) 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, TEVA, CocoWalk/Mayfair, Ocean Drive/Lincoln Road, Aventura Mall Special Event Surveys: Art Basel Survey Hotel Surveys: Christmas, New Year s Eve, Orange Bowl Event Attendee Surveys: Art of Black Miami (7-10) Design Miami Beach (7-10) HoopHall Miami Invitational NCAA Basketball Tournament, Miami, FL (3) Doral Publix Junior Golf Classic, Doral, FL (17-19) South Beach International Amateur Golf Tournament, Miami Beach, FL (19-22 Capital One Orange Bowl, Hard Rock Stadium, FL (30) 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Ocean Drive/Lincoln Road, Downtown/Bayside, Bal Harbour Shops Hotel Surveys: Quarterly Hotel Outlook Survey Event Surveys: Art Deco Weekend, Miami Beach (12-14) Race of Champions, Marlins Park (TBD) IASF Sailing World Cup Miami, Coconut Grove, FL (20-22) Miami Marathon and Half Marathon Weekend, Miami, FL (26-28) 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, TEVA, Coral Gables/Grove Hotel Surveys: Presidents Day, Quarterly Hotel Outlook Survey Event Attendee Surveys: Coconut Grove Art Festival (17-19) South Florida Food & Wine Festival (21-25) Winter Party Festival (28-6) Monster Jam at Marlins Park / Miami, FL (17-18) 24-Hour Ultra Skate at Homestead-Miami Speedway / Homestead, FL (24-25) Magic City Longboard Garage Race / Miami, FL (25) 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Jungle Island, Ocean Drive/Lincoln Road, Sunny Isles Beach Hotel Surveys: Easter Ultra-Music Festival Special Event Surveys: Carnival on the Mile (3) Calle Ocho Festival (11) Jazz in the Gardens (17-18) Michelob Ultra Miami Beach 13.1 Marathon (4) Key Biscayne Half Marathon (18) Miami Open presented by Itaú, Key Biscayne, FL (19-1) 400 Visitor Survey Ft. Lauderdale Airp Miami Internationa Airport, TEVA, Coral Gables/Grov Aventura Mall Hotel Surveys: Quarterly Hotel Ou Survey Special Event Surv Miami Beach Gay (6-8) Miami Internationa Agriculture & Cattl Show (13-15) Miami Sports and Wellness Month Temptations Progr (1-30) Longines Global Champions Tour Equestrian Jumpin Show, Miami Beac FL (12-13) Miami Internationa Agriculture, Horse Cattle Show, Miam FL (13-15) LifeTime South Be Triathlon (15) National Associati Sports Commissio Symposium (NASC Minneapolis, MN (23-26) 104 Greater Miami Convention & Visitors Bureau

107 nual Shop Miami (1-31) r Miami & The es Meeting r isitor Surveys: derdale Airport, International, Island, Drive/Lincoln Isles Beach urveys: usic Festival l Event Surveys: al on the Mile cho Festival the Gardens ) Note: Document updated biweekly. Latest version available at GMCVBTools.com APRIL 2018 Miami Sports & Wellness Month Miami Sports & Wellness Month (1-30) Tourism Business Enhancement Program Summer (3 months program) 6th Annual Miami Sports & Wellness Month (1-30) Greater Miami & The Beaches Calendar of Events for May-August Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, TEVA, Coral Gables/Grove, Aventura Mall Hotel Surveys: Quarterly Hotel Outlook Survey Special Event Survey: Miami Beach Gay Pride (6-8) Miami International Agriculture & Cattle Show (13-15) MAY 2018 Miami Museum Month Miami Museum Month (1-31) Haitian Heritage Month Celebration (1-31) Tourism Business Enhancement Program Summer National Academy Foundations/Academy of Hospitality & Tourism Student Conference (TBD) HOT Challenge Golf Tournament Fundraiser (TBD) Taste of Haiti (TBD) Caribbean Sales Mission, Barbados and Trinidad (7-10) Haitian Compas Festival (19-20) Best of the Best Concert (27) 10th Annual Miami Museum Month (1-31) 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Coral Gables/Grove, Downtown/Bayside, Sunny Isles Beach Hotel Surveys: Memorial Day Weekend Special Event Survey: Aqua Girl (TBD) JUNE 2018 Miami Film Month Miami Hotels Month Miami Film Month (1-30) Miami Hotels Month (1-30) Taste of the Caribbean (2-6) American Black Film Festival (ABFF) (13-17) Pillars Award Scholarship Luncheon Office of the Chair Miami-Dade Black Affairs Advisory Board (15) Jamaica Sales Calls, Kingston (19-22) 7th Annual Miami Film Month (1-30) 2nd Annual Hotels Month/Miami Summer Temptations (1-30) Greater Miami & The Beaches Family Fun Guide 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, Coral Gables/Grove, Aventura Mall Hotel Survey: 4 th of July Special Event Survey: American Black Film Festival (13-17) Marketing Retreat (TBD) JULY 2018 Miami Spa Month Miami Hotels Month Miami Spa Month (1-31) Miami Hotels Month (1-31) National Association of Black Hotel Owners, Operators & Developers (NABHOOD), Marriott Biscayne Bay (TBD) DMAI Annual Meeting (10-13) Historic Overtown Music Festival (21) 11th Annual Miami Spa Month (1-31) 2nd Annual Hotels Month/Miami Summer Temptations (1-30) 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, Jungle Island, Ocean Drive/Lincoln Road, Bal Harbour Shops Hotel Survey: Quarterly Hotel Outlook Special Event Survey: Historic Overtown Music Festival (TBD) AUGUST 2018 Miami Spa/Spice Month Miami Hotels Month Miami Spa Month (1-31) Miami Spice Month (1-31) Miami Hotels Month (1-31) Tourism Business Enhancement Program Summer (Various Dates) 11th Annual Miami Spa Month (1-31) 17th Annual Miami Spice Restaurant Program (1-31) 2nd Annual Hotels Month/Miami Summer Temptations (1-30) Greater Miami & The Beaches Calendar of Events for September December 2018 Greater Miami & The Beaches Pocket Guide 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, Coral Gables/Grove, Ocean Drive/Lincoln Road, Downtown/Bayside Hotel Survey: Labor Day Weekend SEPTEMBER 2018 Miami Spice Month Miami Hotels Month Miami Spice Month (1-30) Miami Spice Month (1-30) Congressional Black Caucus (19-23) Richmond Heights Historic Anniversary Weekend (29-1) 17th Annual Miami Spice Restaurant Program (1-30) 2nd Annual Hotels Month/Miami Summer Temptations (1-30) Multilingual City Guides in English, Spanish, Portuguese, French, German, Italian, Russian and Chinese 400 Visitor Surveys: Ft. Lauderdale Airport, Miami International Airport, Dadeland, Jungle Island, Coral Gables/Grove, Ocean Drive/Lincoln Road, Aventura Mall Multicultural Tourism & Development Marketing & Creative Services Research & Strategic Planning lob Ultra Miami 13.1 Marathon scayne Half on (18) Open presented, Key Biscayne, -1) Miami Sports and Wellness Month Temptations Program (1-30) Longines Global Champions Tour Equestrian Jumping Show, Miami Beach, FL (12-13) Miami International Agriculture, Horse & Cattle Show, Miami, FL (13-15) LifeTime South Beach Triathlon (15) National Association of Sports Commissions Symposium (NASC), Minneapolis, MN (23-26) Continue working with PASO, the Beacon Council and Miami- Dade County mayor s office to finalize PASO Headquarters move to Miami from Mexico City Sportel Sports Decision Makers Summit, South Beach, FL (15-16) Florida Sports Foundation Annual Meeting, Location TBA (23-25) Windhaven Insurance Orange Bowl Paddle Championships, Key Biscayne, FL (TBD) Continue working with CONCACAF and Miami- Dade mayor s office on finalizing permanent headquarter location Continue working on Basketball City concept with private investor and City of Miami Parks ConnectSports Marketplace, Salt Lake City, UT (20-22) Work with Orange Bowl to begin promotion of Miami as one of the two NCAA Football Semi-Final sites Sports Tourism & Marketing Sales & Marketing Plan 2017/

108 GMCVB 2017/2018 PROGRAM OF WORK AT A GLANCE OCTOBER 2017 Miami Now NOVEMBER 2017 Miami Live Arts Month DECEMBER 2017 Miami Heritage Month JANUARY 2018 Miami Cruise Month FEBRUARY 2018 Miami Romance Month MARCH 2018 Shop Miami Month Partnership Development Contact: Members@ GMCVB.com Partnership Networking Mixer, GameTime (4) Partnership Networking Luncheon at The Falls/ Macy s (12) Miami Begins with Me Customer Service Champion Training, GMCVB office (17) Partner Breakfast at Hampton Inn Midtown (19) Annual Loews Hotel (1) Partnership Monthly Luncheon at Angelique Euro Restaurant (9) Miami Begins with Me Customer Service Champion Training, GMCVB office (14) Partnership Breakfast at National Hotel, Miami Beach (16) Partnership Networker Luncheon at Brava (29) Partnership Networker Luncheon at Doral InterContinental, Doral (6) Miami Begins with Me Customer Service Champion Training, GMCVB office (12) Partnership Holiday Mixer at Saks City Center (13) Partner Breakfast at Holiday Inn Miami Airport (19) Partnership Networking Mixer at Baoli (TBD) Partnership Networking Luncheon at Macy s Aventura Mall (10) New Partner Orientation (17) Miami Begins with Me Customer Service Champion Training, GMCVB office (23) Partnership Networking Mixer and Vacation Planner Launch at Rusty Pelican (31) Partnership Networker Luncheon at Zoo Miami (8) Miami Begins with Me Customer Service Champion Training, GMCVB office (13) Partnership Breakfast at EB Hotel (15) It s So Miami Wedding Showcase at Hotel Colonnade (24) Partnership Networking Mixer at Numero 28 (28) Partnership Networker Luncheon at Sole on the Ocean, Miami Beach (9) Miami Begins with Me Customer Service Champion Training, GMCVB office (13) Partnership Networker Luncheon at Milos, Miami Beach (15) Partnership Monthly Networking Mixer at Playtime Watersports Cruise (22) Sports and Wellne Kick Off (TBD) Partnership Netwo Luncheon, 94 th Ae Squadron, Miami Miami Begins with Customer Service Champion Trainin GMCVB office (10 New Partner Orientation (18) Partnership Netwo Luncheon at Plane Sports (25) Convention Sales & Services Contact: MariaD@ GMCVB.com ASAE Annual Summit Awards Dinner, Washington, DC (4) FSAE Education Expo, Tallahassee, FL (4) MBCC IMEX Americas Worldwide Exhibition for Incentive Travel Meetings and Events, Las Vegas, NV (10-12) MBCC Fall Venue Review (12-15) Life Insurance Marketing and Research Association (LIMRA) Annual Meeting, National Harbor, MD (22-24) MBCC Northeast Sales Blitz, New Jersey and Pennsylvania (25-27) Travel Events & Management in Sports (TEAMS) Orlando, FL (31-2) Georgia Association of Meeting Professionals International (GAMPI), Cumming, GA (6) MBCC Professional Conference Management Association (PCMA) Capital Chapter Annual Meeting, Washington, DC (6) MBCC Financial & Insurance Conference Planners (FICP) Annual Conference, San Diego, CA (12-15) MBCC Nursing Organizations Alliance (NOA), Birmingham, AL (16-18) MBCC International Association of Exhibits & Events (IAEE Expo Expo), San Antonio, TX (28-30) MBCC HPN Global Partner Conference, San Francisco, CA (29-1) National Coalition of Black Meeting Planners (NCBMP), Oakland, CA (29-2) MBCC CVB Reps Holiday Reception, Washington, DC (TBD) Tallahassee Client Holiday Party Tallahassee, FL (7) Elite Meetings Alliance, Orlando, FL (9-12) CONNECT DC, Washington, DC (13) Association Forum of Chicagoland - Holiday Showcase, Chicago, IL (14) MBCC Healthcare Convention & Exhibitors Association (HCEA) (TBD) Professional Convention Management Association (PCMA), Nashville, TN (7-10) MBCC Corporate Venue Review (18-21) MBCC Collinson Diversity Summit, Portland, OR (4-6) MBCC Association Management Companies Institute (AMCI) Winter Meeting, Vancouver, BC (7-9) MBCC XSite, Tallahassee, FL (20) MBCC Northeast Sales Blitz, New York & New Jersey (27-1) MBCC Life Insurance Marketing and Research Association (LIMRA) Distribution Conference, Ponte Vedra, FL (28-2) MBCC Destination International Spirit of Hospitality Reception (TBD) Spring Venue Review (TBD) Destination Showcase, Washington, DC (TBD) MBCC Experient Envision, Detroit, MI (14-16) MBCC ConferenceDirect Annual Partners Meeting & Trade Show, Los Angeles, CA (24-29) MBCC 14 th Annual Pharma Forum, Philadelphia, PA (25-28) Carolina s Sales Mission, Charlotte (2-6) MBCC Chicago Mini Sale Blitz, Chicago, IL (10-12) Society of Indepen Show Organizers ( CEO Summit, Las Vegas, NV (16-19 ASAE Xperience D Project, Washingto DC (19-20) MBCC ConferenceDirect Annual Partners Meeting & Trade S Los Angeles, CA (24-29) MBCC SITE TX Technolog Summit, Miami, F (26-28) Helms Briscoe An Business Confere Orlando, FL (30-2) MBCC Major Events Miami Carnival (8) Revolt Music Conference (12-15) Grovetoberfest (14) City Bikes Ironman 70.3 Miami (22) Santa s Enchanted Forest (11-2-1/7) Chamber South South Miami Art Festival (4-5) Downtown Miami Riverwalk Festival (11) Miami Book Fair International (12-19) NASCAR s Ford Championship Weekend (17-19) Sunny Isles Beach Jazz Festival (18) White Party Week (23-27) Art Miami (5-10) Prizm Art Fair (5-17) Design Miami (6-10) Art Basel Miami Beach (7-10) Miccosukee Indian Arts & Crafts Festival (26-1) Capital One Orange Bowl Football Game (30) South Beach Jazz Festival (5-7) Miami Jewish Film Festival (11-25) Miami Design Preservation League's Art Deco Weekend (12-14) Dr. Martin Luther King Jr. Day Parade (15) Miami Marathon and Half Marathon (28) African-American History Month Art Wynwood (15-19) Progressive Insurance Miami International Boat Show (15-19) Coconut Grove Arts Festival (17-19) Food Network & Cooking Channel South Beach Wine & Food Festival (21-25) Winter Party Festival (2/28-3/6) Calle Ocho Festival (11) Jazz in the Gardens Music Festival (17-18) The Youth Fair (3/14-4/8) Miami Open (3/19-4/1) Ultra Music Festival (23-25) Miami Beach Gay (7) South Beach Triat (15) OUTshine Film Fes (20-29) 106 Greater Miami Convention & Visitors Bureau

109 Note: Document updated biweekly. Latest version available at GMCVBTools.com APRIL 2018 Miami Sports & Wellness Month Sports and Wellness Kick Off (TBD) Partnership Networking Luncheon, 94 th Aero Squadron, Miami (5) Miami Begins with Me Customer Service Champion Training, GMCVB office (10) New Partner Orientation (18) Partnership Networking Luncheon at Planet Air Sports (25) MAY 2018 Miami Museum Month Annual State of the Industry Breakfast, Frost Science Museum (5) Partnership Monthly Luncheon, Casabe 305 (9) Miami Begins with Me Customer Service Champion Training, GMCVB office (15) Partnership Networking Luncheon at Deering Estate (23) JUNE 2018 Miami Film Month Miami Hotels Month Annual Partner Marketing & Planning Retreat, (TBD) Partnership Networker Luncheon at Brasserie Brickell Key (6) Miami Begins with Me Customer Service Champion Training, GMCVB office (12) Partnership Networker Mixer, Location TBD (28) JULY 2018 Miami Spa Month Miami Hotels Month Partnership Networking Luncheon, Courtyard Coral Gables (11) Miami Begins with Me Customer Service Champion Training, GMCVB office (17) Promotion Product Partner Expo (18) Partnership Networking Mixer, Location TBD (25) AUGUST 2018 Miami Spa/Spice Month Miami Hotels Month New Partner Orientation (1) Partnership Networking Luncheon, Location TBD (9) Miami Begins with Me Customer Service Champion Training, GMCVB office (14) Annual Partner Luncheon and Expo at Jungle Island (23) Partnership Monthly Networking Mixer, Location TBD (29) SEPTEMBER 2018 Miami Spice Month Miami Hotels Month White Glove Award Luncheon (TBD) Partnership Monthly Luncheon, Location TBD (7) Miami Begins with Me Customer Service Champion Training, GMCVB office (18) Partnership Breakfast, Location TBD (20) Partnership Networker Mixer, Location TBD (26) Partnership Development ation tional Spirit of ality Reception Venue Review ation Showcase, ngton, DC (TBD) ent Envision,, MI (14-16) encedirect l Partners g & Trade Show, geles, CA ) MBCC nual Pharma, Philadelphia, -28) Carolina s Sales Mission, Charlotte, NC (2-6) MBCC Chicago Mini Sales Blitz, Chicago, IL (10-12) Society of Independent Show Organizers (SISO) CEO Summit, Las Vegas, NV (16-19) ASAE Xperience Design Project, Washington, DC (19-20) MBCC ConferenceDirect Annual Partners Meeting & Trade Show, Los Angeles, CA (24-29) MBCC SITE TX Technology Summit, Miami, FL (26-28) Helms Briscoe Annual Business Conference, Orlando, FL (30-2) MBCC Washington, DC/ Virginia Sales Blitz (TBD) Professional Convention Management Association (PCMA) Foundation Visionary Awards, Washington, DC (2) MBCC Connecticut Sales Blitz, Hartford/ Stamford, CT (15-17) MBCC Incentive Travel, Meetings, Event Exposition (IMEX) Annual Exhibition, Frankfurt, Germany (15-17) MBCC Northeast Sales Blitz, New York and New Jersey (16-18) Spring Venue Review (18-21) MBCC Association Forum Association Week & Honors Gala, Chicago, IL (TBD) MBCC Minnesota MPI June Event, Minneapolis, MN (TBD) Cvent CONNECT, Las Vegas. NV (TBD) MBCC Meeting Professionals International (MPI) WEC, Indianapolis, IN (2-5) MBCC Society of Government Meeting Professional (SGMP) NEC & Expo, Norfolk, VA (5-8) MBCC MBCC Venue Review (7-10) MBCC Financial & Insurance Conference Planners (FICP) Education Forum, Vancouver, BC (11-13) MBCC Northeast Sales Blitz, New York and New Jersey (16-18) IBTM America, Hollywood, FL (14-16) MBCC Connecticut Sales Blitz, Hartford & Stamford, CT (26-28) Fraternity Executives Association (FEA), San Diego, CA (5-9) MBCC Council of Engineering and Scientific Society Executives (CESSE), Pasadena, CA (10-12) MBCC Florida Society of Association Executives (FSAE), Ft. Lauderdale, FL (11-13) MBCC Destination International Annual Convention, Anaheim, CA (13-18) MBCC Texas Sales Blitz, Dallas, Austin & Houston, TX (23-28) MBCC Healthcare Convention & Exhibitors Association (HCEA) (TBD) MBCC CVB Reps Summer Reception, Washington, DC (TBD) American Society of Association Executives (ASAE), Annual Meeting & Exposition, Chicago, IL (18-21) MBCC IncentiveWorks Meeting and Events Trade Show, Toronto, Canada (21-23) MBCC Boston Sales Blitz (21-24 MBCC Connect Marketplace (23-25) The Kellen Managers Summit Conference, Atlanta, GA (28-30) MBCC Midwest Sales Blitz (TBD) Washington, DC Area Client Opportunities MBCC Focused minievents (TBD) MBCC Boston Sales Blitz, Boston, MA (12-14) MBCC Fall Venue Review (20-23) MBCC MBCC Fall Venue Review (27-30) MBCC Convention Sales & Services cho Festival the Gardens Festival (17-18) uth Fair (3/14- Open (3/19- usic Festival ) Miami Beach Gay Pride (7) South Beach Triathlon (15) OUTshine Film Festival (20-29) Haitian Heritage Month All Kids Included Festival (5) Haitian Compas Festival (19-20) Gay and Lesbian Pride Month Coral Gables Restaurant Week (TBD) American Black Film Festival (ABFF) (TBD) Redland Summer Fruit Festival (23-24) Historic Overtown Music Festival (TBD) International Hispanic Theatre Festival of Miami (TBD) International Mango Festival (14-15) IFE-ILE Afro-Cuban Dance Festival (TBD) International Ballet Festival of Miami (TBD) Brazilian Film Festival of Miami (TBD) Miami Fashion Film Festival (TBD) Miccosukee Tribe Celebrates American Indian Day (TBD) Hispanic-Latino Heritage Month (9/15-10/15) Major Events Sales & Marketing Plan 2017/

110 GMCVB 2017/2018 PROGRAM OF WORK AT A GLANCE PROGRAMS 2017 October November December January February DIGITAL ALWAYS ON MEDIA FOUND IN MIAMI WINTER Chicago, NYC, DC, Boston, Atlanta, Philadelphia, Canada-English, Germany FY18 CONSUMER CORE CAMPAIGNS* (DOMESTIC AND INTERNATIONAL) WINTER BOOKINGS - INCREASE YIELD *ALL CORE CAMPAIGNS TO HAVE CO-OP OPPORTUNITIES FOR PARTNERS SPRING AFRICAN AMERICAN- ART OF BLACK AFRICAN AMERICAN - WINTER AFRICAN AMERICAN - DIVERSITY MARKETING LGBTQ - FOUND IN MIAMI WINTER ULTRA LUXE TARGETED & REGIONAL PROGRAMS BAL HARBOUR CO-OP PRINT 108 Greater Miami Convention & Visitors Bureau

111 Note: Document updated biweekly. Latest version available at GMCVBTools.com 2018 March April May June July August September DIGITAL - RETARGETING SOCIAL - RETARGETING PAID SEARCH TRAVELZOO CO-OP BRAND USA EXPEDIA INTERNATIONAL CO-OP FOUND IN MIAMI FANTASIES Chicago, NYC, DC, Boston, Atlanta, Philadelphia, Canada-English BOOKINGS - INCREASE YIELD & DRIVE VOLUME WITH ADDED VALUE PACKAGES MAP ON TAP Chicago, NYC, DC, Boston, Atlanta, Philadelphia, Canada-English, LATAM SUMMER BOOKING - DRIVE VOLUME W ADDED VALUE PACKAGES TOM JOYNER US HISPANIC FAMILY LGBTQ PRINT DT REGIONAL CO-OP DIGITAL Sales & Marketing Plan 2017/

112 GMCVB MARKETING OPPORTUNITIES Greater Miami Convention& Visitors Bureau Advertising Opportunities GMCVB partners may join the Bureau s co-op, digital and publications advertising programs. Participating partners will reach a large, qualified audience efficiently with their marketing messages. Check the Partner Opportunities page on the MiamiAndBeaches.com website for the most up-to-date program details Co-op Advertising NOV 17 DEC 17 JAN 18 FEB 18 MAR 18 APR 18 MAY 18 JUN 18 JUL 18 AUG 18 SEP 18 OCT 18 SHERMAN S TRAVEL CONSUMER CO-OPs NEW YORK TIMES* NEW YORK TIMES* SMART MTGS * NYT Co-Op investments & timing TBA TRAVELZOO MEETING PLANNER CO-OPS SUCCESSFUL MTGS/ MTGS & CONVENTIONS SMART MTGS Co-op programs are flexible in terms of timing, costs and target markets. Partner input is welcome. The implementation of co-op programs is contingent on securing member participation. Space in each program is limited, and is available on a first-come, first-serve basis. Digital Advertising Target visitors where they begin their vacation research online. Advertise on the Miami and Beaches website or newsletter. Publications Advertising Reach hundreds of thousands of visitors, travel trade professionals and meeting planners through advertising in the GMCVB s specialty publications. General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com 110 Greater Miami Convention & Visitors Bureau

113 CONSUMER CO-OP PROGRAMS DIGITAL Campaign Travelzoo Digital Media Co-op November 2017 Summer 2018 Contact Annemarie Kropf Description Miami will participate in the highly successful Travelzoo Co-Op, which drove over 45,000+ clicks to partner sites in 3 month campaign in FY17. 5 focus points with vibrant image(s) each Video, images, description and links to destination site Up to 10 travel deals to inspire travelers to go now Up to 5 additional thumbnail links for co-op, sales-inquiry or promotional opportunities MiamiandBeaches.com link Geo-targeted to Chicago, New York, Philadelphia, DC, Boston and Atlanta All media support driving to the Miami Featured Destination Page funded by GMCVB. Partners contribute to the co-op by presenting and negotiating your most aggressive offers to make Miami an unquestionable destination choice for users. Partners selected based on offer value. Opportunity to update offers as they rotate. Deals are subject to approval by Travelzoo. Assets due one month prior to launch. Sponsorship Cost Partner cost dependent on Travelzoo selection FY17 Campaign Screenshots General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com Sales & Marketing Plan 2017/

114 GMCVB MARKETING OPPORTUNITIES CONSUMER CO-OP PROGRAMS DIGITAL Campaign Sherman s Travel Co-Op Late-November 2017 January 2018 Contact Scot Gale sgale@shermanstravelmedia.com Description Sherman s Travel a leading online publisher of travel deals and advice will manage this exclusive co-op for GMCVB s partners. Sherman s Travel e-bulletins will promote each partner s offer in a 100% SOV setting avoiding competition. An added value e- bulletin will retarget individuals who opened previous e-bulletins to reach engaged users. Investment levels determine % SOV & positioning in s. Geo-targeted to a key coldweather market (Boston, NYC, Philadelphia, Washington D.C, Chicago). GMCVB contribution will depend on number of partners participating. SOV, number of s partner in which partner is featured, and positioning are subject to number of participants. Assets due one month prior to launch. Sponsorship Cost Investment Level Tiers: Tier 1 - $7,500 Tier 2 - $5,000 Tier 3 - $2,500 General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com 112 Greater Miami Convention & Visitors Bureau

115 CONSUMER CO-OP PROGRAMS DIGITAL Campaign New York Times Great Getaways Winter 2017 and Summer 2018 Contact Lauren Nelson Description New York Times Great Getaway s have proved to be strong performers, providing offer based book now messaging and 100% SOV from a trusted name, driving users to book. Reach an affluent and opted-in audience that is interested in travel offers. drops will be offered in Winter 2017 and Summer 2018, exact dates TBA. Partner level investment will reflect % SOV and positioning within the . months: December, February, April, June. Tiers and investment TBA and dependent on number of participants. Sponsorship Cost Tiers/Investment: TBA General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com Sales & Marketing Plan 2017/

116 GMCVB MARKETING OPPORTUNITIES MEETING PLANNER CO-OP PROGRAMS DIGITAL PRINT Campaign Successful Meetings; Meetings & Conventions April/May 2018 Market East of the Mississippi Contact Claudia Davila Ph Description Northstar s inventory will reach corporate, association and 3 rd party planners in North America through Meetings & Conventions and Successful Meetings. There are 2 levels of participation for partners to include Full Page or ½ Page placements in a 12 page insert (including 2-3 pages of editorial) supporting Miami as a preferred meeting destination. Additional high impact placements of targeted promotion and social media retargeting are also included. Combined Print Circulation: 52,500 Total Program Impressions: 245,000+ Space closing: 11/8/17 Ad Materials due: 11/20/17 Sponsorship Cost Elite Partnership: $5,000 ($21,600 value) Premium Partnership: $3,500 ($12,100 value) Elite Partnership Premium Partnership Partner Investment $5,000 $3,500 Print Full Page 4C Ad in Co-Op insert ½ Page 4C Ad in Co-Op Insert Digital 1 custom targeted to 15,000 selects of meetings buyers 50K retargeted impressions to custom planner database receiving the 1 month banner ad on SuccessfulMeetings.com 1 custom targeted to 15,000 selects of meetings buyers 30K retargeted impressions to custom planner database receiving the Estimated Impressions 150, ,000+ General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com 114 Greater Miami Convention & Visitors Bureau

117 MEETING PLANNER CO-OP PROGRAMS DIGITAL PRINT Campaign Smart Meetings March August BONUS Market National Contact Art Hyman arthur@smartmeetings.com Description A special advertising insert targeting corporate and association meetings planners nationwide. The 16-page insert will include a minimum 2-3 pages of editorial designed to communicate Miami as a quality destination for conducting meetings/conventions at attractive prices. Participating coop partners will receive either Full Page or Half Page 4-Color placement, and will get BONUS over $5,000 in value-added with 12 months of social media postings and a second section insert into Smart Meetings August issue. Print Circulation (2 issues): 88,000 Print Total Program Impressions: 307,500 Space closing: 12/31/17 Ad Materials due: 12/31/17 Sponsorship Cost Full Page: $4,000 Half Page: $2,500 Inside Front or Back Cover: $4,400 General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com Sales & Marketing Plan 2017/

118 GMCVB MARKETING OPPORTUNITIES DIGITAL ADVERTISING MIAMIANDBEACHES.COM Publication Description Advertising Cost MIAMIAND BEACHES.COM ADVERTISING 6.1 million unique visitors annually visit miamiandthebeaches.com Banner display advertising packages include desktop and mobile positions throughout the site. 728 x 90 desktop 300 x 250 desktop & mobile 320 x 50 mobile 300 x 50 mobile Partner Advertising Website Advertising inquiries Ewald Fuchs, HCP Media efuchs@hcpmedia.com General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com 116 Greater Miami Convention & Visitors Bureau

119 DIGITAL ADVERTISING NEWSLETTER Publication Description Advertising Cost CONSUMER E-Newsletter The Miami Insider consumer is sent to 70,000 prospective visitors and almost 20,000 locals monthly, highlighting what s hot in Greater Miami and the Beaches, including events, attractions, nightlife, shopping, special deals and more. $850 per broadcast. Limit two partners per month. newsletter inquiries Ewald Fuchs, HCP Media efuchs@hcpmedia.com General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com Sales & Marketing Plan 2017/

120 GMCVB MARKETING OPPORTUNITIES PUBLICATIONS ADVERTISING PLANNERS Publication VISITORS GUIDE/ VACATION PLANNER/ TRAVEL PLANNER Description VISITORS GUIDE Our premier guide to Greater Miami and the Beaches, the GMCVB Visitors Guide is an efficient, highly targeted vehicle for reaching visitors while they re in the process of deciding where to shop, dine and sightsee. Quantity Printed: 45,000 Readership: 2,675,786* Distribution: In-room guide at 156 participating hotels and over 38,000 hotel rooms. Digital Version Available Publication Date: Annually (December) VACATION PLANNER Visitors request a copy of the GMCVB Vacation Planner by calling the toll-free number listed in the GMCVB s multimillion dollar ad campaign, or by visiting its popular website, MiamiandBeaches.com. This publication features an accommodations section. Your ad is also published in Guía de Vacaciones, a Spanish-language version available in digital format. Quantity Printed: 20,000 Readership: 86,400 Distribution: Mailed to prospective visitors upon request Digital Version Available Publication Date: Annually (December) TRAVEL PLANNER The GMCVB Travel Planner is the travel professional s go-to guide for planning a client s trip. It covers the arts, culture, dining, shopping, sports, attractions and more. Quantity Printed: 15,000 Readership: 66,000 Distribution: Travel and tourism trade shows and educational workshops worldwide, and at familiarization (FAM) trips throughout Greater Miami and the Beaches Digital Version Available Publication Date: Annually (December) Advertising Cost Includes all three publications for the price of one: Inside Front Cover Spread: $26,000 Spread: $23,000 Full Page: $12,000 Half Page : $7,500 1/3 Page : $4,500 1/4 Page: $3,500 1/6 Page: $2,500 ExploreBoard Miami Over 20 High-Traffic Locations Engaging visitor content 24/7 High-quality images and videos Maps and directions Multilingual translations Around Here Text messaging Special offers Transparent results Includes all three publications and ExploreBoard: Full Page: $15,000 Half Page : $9,750 1/3 Page : $7,500 1/4 Page: $6,000 1/6 Page: $4,700 MEETING PLANNER Conventions and meetings bring more than 1.5 million visitors to Greater Miami and the Beaches each year. The GMCVB Meeting Planner is designed specifically for the meeting, convention and incentive travel planners who send these visitors to our area. The GMCVB Meeting Planner is a helpful guide for corporate travel professionals, providing an overview of local hotels and resorts, plus business services, dining, nightlife, attractions, shopping and more. Your ad in the Meeting Planner will be seen by 31,500 meeting and convention planners, who share their knowledge of our area with Miami convention and meeting attendees. Quantity Printed: 5,000 Readership: 31,500 Distribution: Mailed to meeting and convention planners who are considering hosting events in Miami Publication Date: Annually (March) Full Page: $6,300 Half Page (vertical): $4,200 Half Page (horizontal): $4,200 Third Page (vertical): $3,150 Third Page (horizontal): $3,150 Third Page (square): $3,150 PREMIUM POSITIONS Back Cover: $8,400 Opening Spread: $14,700 Inside Back Cover: $6,825 Advertorial Two-Page Spread: $7,875 Advertorial Four-Page Spread: $15,750 Publications advertising inquiries Ewald Fuchs, HCP Media efuchs@hcpmedia.com General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com 118 Greater Miami Convention & Visitors Bureau

121 PUBLICATIONS ADVERTISING GUIDES Publication Description Advertising Cost POCKET GUIDE TO GREATER MIAMI AND THE BEACHES The GMCVB Pocket Guide is a convenient softcover, pocketbook-sized version of the Visitors Guide that reaches more than 192,000 travelers to Miami. The guide is packed with vital information for visitors: arts, activities, shopping, dining, sporting events, spa treatments and transportation. The Pocket Guide offers advertisers an efficient, highly targeted vehicle for reaching visitors while they are in the process of deciding where to spend their time and money. Quantity Printed: 100,000 Readership: 225,000 Distribution: Miami International Airport information counters, 174 visitors centers and hotel lobbies. Also included in welcome kits to meeting attendees and convention delegates. Publication Date: Annually (August) Full Page: $11,025 Half Page: $6,620 Quarter Page: $3,860 PREMIUM POSITIONS Back Cover: $13,230 Inside Front Cover: $12,680 Inside Back Cover: $12,130 FAMILY FUN GUIDE Description The GMCVB Family Fun Guide targets to families and focuses on child-oriented activities and attractions throughout Greater Miami and the Beaches. The publication is an easy to use, pocket-sized softcover guide, making it convenient for parents to take along and consult on the go. Your ad in the Family Fun Guide will be seen by 64,400 readers looking to find to find fun things to do and to make memories with their kids. Quantity Printed: 20,000 Readership: 64,400 Distribution: GMCVB visitor centers and kiosks, Convention Center and mailed to prospective visitors upon request. Publication Date: Annually (June) Published inside an edition of The Miami Herald to select zip codes. Advertising Cost Full Page : $10,500 premium/inside back cover Half Page: $6,300 Quarter Page: $4,200 Quarter page: $3,150 Publications advertising inquiries Ewald Fuchs, HCP Media efuchs@hcpmedia.com General advertising inquiries Josie Llado, AVP, Advertising & Digital Marketing jllado@gmcvb.com Sales & Marketing Plan 2017/

122 GMCVB MARKETING OPPORTUNITIES Using GMCVB Social Media to Network and Promote Your Business GMCVB Partnerson Facebook.com Twitter.com/MiamiandBeaches Facebook.com/VisitMiami Instagram.com/MiamiandBeaches Join our partners-only GMCVB Partners Group on Facebook. Interact with other partners, view photos and videos, and get the latest information on Bureau events. Go to Facebook.com and search for GMCVB Partners. Contact for assistance. Upload your Special Offer via GMCVB partner extranet for use on social media and Miami Insider enews. Join GMCVB social media pages: Twitter.com/MiamiandBeaches Twitter.com/VisitMiamiLGBT Facebook.com/VisitMiami Facebook.com/VisitMiamiLGBT YouTube.com/MiamiandTheBeaches Pinterest.com/MiamiandBeaches Use these hashtags in your posts, when appropriate: #FoundinMiami #GMCVBPartners #VisitMiami Found In Miami is an invitation to travelers to explore, to discover, and most of all, to dive deeper into the city. Participate in our Found In Miami campaign by submitting your most exciting and enticing brand images and experiences to Spread your company name to thousands of consumers by interacting with GMCVB across all of our social channels. Also, participate in our year-round campaigns and giveaways! Contact us for more great social ideas Maika Moulite, Social Media Manager Greater Miami Convention & Visitors Bureau

123 Sales & Marketing Plan 2017/2018 iii