TOURISM PROMOTIONAL AGREEMENT REPORT JULY- SEPTEMBER 2017

Transcription

1 TOURISM PROMOTIONAL AGREEMENT REPORT JULY- SEPTEMBER 2017

2 PRESIDENT & CEO REPORT

3 DESTINATION HEALTH INDICATORS TDT Collections increased 9.8% over same period a year ago $12.73M in FY Q vs $11.59M in FY Q Average Daily Rate (ADR) increased 2.5% over the same period a year ago $ in FY Q vs $ in FY Q Occupancy Rate (OCC) increased 5.4% over the same period a year ago 73.90% in FY Q vs 70.11% in FY Q Revenue Per Available Room (RevPAR) increased 7.7% over same period a year ago. $78.92 in FY Q vs $73.28 in Q4 2016

4 BY THE NUMBERS: PARTNER INVESTMENTS QUARTER 1 thru 3 FY 16/17 QUARTER 4 FY 16/17 YTD TOTAL REVENUE $255,813 $215,134 $470,947 IN-KIND $295,147 $588,961 $884,108 CO-OP MARKETING $805,780 $509,357 $1,315,137 FY 16/17 PRIVATE FUNDS: $2,670,192

5 INTERNATIONAL SALES & MARKETING

6 INTERNATIONAL MARKETING PROGRAMS 16 MARKETING EFFORTS LAUNCHED Brazil: Trend VHC co-op Segue Viagem Magazine August Direct Consumer Campaign Canada: Brazil April 10 to September 25 Itravel 2000 September through October 2017 Voyages Gendron (ongoing) July 2017 June 2018 Northern Europe: Jan Doets America Tours, NL September, D-rt Groep, Netherlands - September Style in Travel -Jun to Sept, TUI Nederland, NL August to November 2017 UStravel, NL September 2017 to August 2018, My Planet, Denmark September to October 2017 AOB Travel, Sweden September to October 2017 UK Ocean Holidays, United Kingdom September 2017

7 HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS Direct Consumer Campaign in Latin America Brazil, Argentina, Chile and Mexico April to September 2017 The campaigns ran in partnership with Visit Florida and Brand USA Campaigns included OOH, Digital media, Activations, Television and an OTA as a call of action to obtain actual room night sales Social Media in Mexico and Brazil was very efficient Facebook performed the best in both social display and video Brazilian users made 5x more social media engagements than Mexican users In Mexico, the Novela television integration and the mall activation coupled with a change in OTA partner fueled room nights to yield 116% more that last year s Argentina performed extremely well totaling 8,558 room nights almost on par with Brazil

8 HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS Mexico s room nights , ,159 Brazil s room nights , ,639 Argentina room nights 8,558 Chile room nights 1,128 Total campaigns investment from EK $ 410,000 Total in-kind from OTA s Brand USA and Visit Florida $443,631

9 INTERNATIONAL AND DOMESTIC SALES ACTIVITIES Brazil: Trend Operadora trainings, Rio de Janeiro July 3 to 6 Brand USA Seminar, Porto Alegre July 27 Nhoque da Fortuna event, Rio de Janeiro July 28 Azul Viagens Florida Road-Show, Belo Horizonte, Goiânia Salvador and Recife August 14 to 17 Flytour training session, São Paulo, Campiñas & Santos September 4, 12 and 14 Casa do Agente Workshop São Paulo September 20 Latam: Travel Agent s Day Celebration, Aguascalientes July 8 La Cita, St. Petersburg, FL - August Bedsonline Embajadores, Los Cabos - September 7-10 Dream Destination Webinars, Mexico - September 13 and TRADE SHOWS / MISSIONS / FAMS Canada: SKAL Golf Tournament, Toronto - August 15 Mariposa Dinner Cruise, Toronto - August 17 Sunwing/Sell Off Vacations, Toronto - August 10 UK: Travel2/Gold Medal Sponsorship, London July 20 Virgin Atlantic 25th Anniversary Event Dublin September 7 10 Asia: China Sales Mission, Shanghai, Beijing August 3-10 Active America China Receptive Edition, San Gabriel (CA) September National: Texas Band Masters, San Antonio Texas, July SYTA (Student Youth Travel Association), Albuquerque - Aug Delta Vacations University, Atlanta, September Orlando City Soccer Sponsorships, Orlando September 27 & 30

10 HIGHLIGHTED INTERNATIONAL AND DOMESTIC SALES Yinglu Tian was hired on August 7, 2017 Account Manager International Sales for a receptive tour operator, AmericanTours International In charge of business development in emerging markets such as Eastern Europe, Pacific Asia and Middle East Participated in different domestic and international trade shows, and familiarization trips Fluent in Mandarin Chinese Graduated from Rosen College of Hospitality Management at University of Central Florida Bachelor in Hospitality Management

11 MEETINGS & CONVENTIONS

12 YEAR-TO-DATE SUCCESS July 1, 2016 September 30, 2016 July 1, 2017 September 30, 2017 # All Leads Requested Rooms # All Leads Requested Rooms , ,026 Leads Booked Rooms Booked # Leads Booked Rooms Booked 83 38, ,853 Incentive Leads Booked July 1, 2016 September 30, 2016 July 1, 2017 September 30, 2017 IPTMIK Reunion Incentive IPTMIK Reunion Incentive # Leads Rooms Booked # Leads Rooms Booked # Leads Rooms Booked # Leads Rooms Booked 51 34, , , ,284

13 SALES ACTIVITY HIGHLIGHTS MasterMind Meeting Planning Training July in Kissimmee, FL 24 end-user meeting planners (majority medical related) from all over US, Canada, and Saudi Arabia Two-day education and networking at Florida Hospital Nicholson Center and destination experiences with six partners Planners received 15 CEU credits Connect Marketplace August in New Orleans, LA 3,356 total attendees (1,500 planners) 30 one-on-one appointments; Association market 31 one-on-one appointments; Corporate market ConferenceDirect CDX September 5-8 in Dallas, TX 15 new ConferenceDirect Associates Networking event with CD Associates and end-user clients HelmsBriscoe Cares Classic September in Geneva, WI 100 top producing (book one million or more in business each year) HelmsBriscoe Associates from throughout the country Networking and relationship-building event

14 SALES ACTIVITY HIGHLIGHTS Reunions Your Military Reunion Connection July in Warwick, RI 30 military reunion planners 15 one-on-one appointments 4TH Annual Experience Kissimmee Family Reunion Workshop August in Kissimmee, FL 32 pre-qualified reunion planners; 15 partners Gospel Brunch at House of Blues Orlando & Tradeshow Washington Family Reunion September in Kissimmee, FL Radisson Resort Orlando Celebration 550+ people Total Largest known reunion to date in Kissimmee!

15 MARKETING & BRAND STRATEGY

16 4 TH OF JULY CAMPAIGN Mini-Campaign launched June 22 July 4 Grant funds allocated to market events in: Kissimmee Lakefront Park Celebration Town Center St. Cloud Lakefront Promoted local activities and events as well as places to stay Bohemian Hotel Celebration Omni Orlando Resort At Championsgate Reunion Resort Target Markets Osceola Orange

17 4 TH OF JULY CAMPAIGN All activations lead to ExperienceKissimmee.com/Freedom Digital: EK Website Orlando Weekly Orlando Sentinel Pandora StackAdapt Blog Syndication Social Paid Ads: Facebook Twitter Instagram Pinterest Print: Osceola News Gazette

18 4 TH OF JULY CAMPAIGN Despite a later start to paid media, total visitation increased 48.3% Peaked on July 4 Visitation dominated by new visitors Organic Search saw highest share and greatest volume of return visitors Pandora Impressions 154,511 Clicks 170 Orlando Sentinel Impressions 138,973 Clicks 108 Orlando Weekly Impressions 270,410 Clicks 2,449

19 DIGITAL MARKETING

20 NEW WEBSITE LAUNCH RESULTS Fully Launched on Sept. 6 Release Test Results A/B test between new and old site starting Aug. 8 25% increase in pageviews per session 45% improvement in bounce rate Old Site Content retained for archival purposes until decommissioned on Sept. 30

21 HURRICANE IRMA 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Pre During Post OUS FL Arrivals by Domestic Origin by Irma Period Pre: July 30-Sept. 6 During: Sept Post: Sept Visitation Volume Daily overnight arrival sample volumes spiked during Irma Pre: 273 During: 466 Post: 239 Visitation Share Clear shift in share to FL markets during Irma Source: Visitation by Market Cluster. (2017). Arrivalist.

22 HURRICANE MARIA Kissimmee and Flights to Orlando Search queries peaked around Hurricane Maria s landfall Queries from Puerto Rico benchmarked against (and outperformed) New York, a top domestic market Kissimmee (NY) Flights to Orlando (NY) Implications Will queries result in actual travel? Will travelers stay in paid lodging or with family? Result Unknown impact on TDT collections May result in adjusting Net Conversion model if no TDT impact Kissimmee (PR) Flights to Orlando (PR) Source: Google Trends. (2017, September). Google.

23 WEBSITE STATS * * Consumer Website ADARA Hotel Revenue Leading Indicator Same-month August September October TOTAL Q4 FY $24, $ - $20, $44, $101, DM Requests Two-month ,031 2,553 2, Page Views Same-month 61,944 43,236 64, , ,917 Website Sessions One-month 163,671 93, , , ,588 Opt-ins Two-month ,482 1,279 ADARA Hotel Searches One-month 6, ,980 9,986 16,937 Notes: ADARA tracking codes fired improperly during September and October, negatively affecting reported metrics in those rows marked * DM Requests and Opt-ins remained strong despite decreased paid media and organic search visits

24 SOCIAL MEDIA

25 FOURTH OF JULY SOCIAL CAMPAIGN With the goal of driving attendance to Kissimmee during the Fourth of July weekend, the social media team developed a social media campaign that included: How to Celebrate the 4 th of July in Kissimmee blog post. This blog post was shared on our EK website and across our social channels An infographic shared on Pinterest. It highlighted an array of foods, drinks and activities to be enjoyed during the 4 th of July weekend Animated graphic (GIF) that highlighted some of the icons unique to Kissimmee. This graphic was shared on FB, Twitter and Instagram

26 EXPERIENCE KISSIMMEE FIRST INSTAMEET An InstaMeet is essentially a big photo walk, where participants share their photos in real time on Instagram using a shared hashtag More than 300 unique photo and video assets featuring the Town of Celebration and our local partners were created at #InstaMeetKissimmee The hashtag was used 296 times on Instagram. The presence of several professional photographers at the event led to some high-quality asset creation for our partners, as well as the increased mentions of them on social Some of the best were featured on Experience Kissimmee s Instagram account Some photographers sent assets via , or posted albums on Facebook Event wall, with permission to publish while crediting their Instagram accounts

27 WE RE BACK IN BUSINESS SOCIAL CAMPAIGN Following Hurricane Irma s passage over Florida, news and rumors about travel in the state began to swirl around the online community and tourism profession. What s open? Is their power? Is their flooding? Is it safe? We set out to create a mini social campaign to set the record straight, distinguish ourselves from some of the harder-hit areas, and show that Experience Kissimmee and our regional partners are as great as ever open for business, and open for vacations! By leveraging photos taken after Hurricane Irma on social media, and teaming up with a local lifestyle influencer, we were able to showcase our destination as open for business, and as beautiful as ever.

28 WE RE BACK IN BUSINESS SOCIAL CAMPAIGN (CONT.) We re Open for Vacations Blog Post On September 21 we published a blog post which included a CrowdRiff gallery of usergenerated content all taken in and around Kissimmee after Hurricane Irma. We also gave everyone a status update, letting them know the area is ready for visitors, and that we look forward to seeing them in Kissimmee! It was our 3rd most popular social media landing page for the month of September, having 138 sessions from social media, and our message reaching 17,222 people on Facebook.

29 WE RE BACK IN BUSINESS SOCIAL CAMPAIGN (CONT.) Posts showing images taken in Celebration that very morning were shared on the popular #MondayMotivation hashtag on Facebook and Twitter Using Instagram Stories more snapshots from the area were shared, showing things were business as usual on this sunny Florida day

30 WE RE BACK IN BUSINESS SOCIAL CAMPAIGN (CONT.) Jeannette Kaplun, a popular social media lifestyle influencer from Miami, was contacted to do a tour of Kissimmee to highlight some of our partners and reinforce that the area is open for business as usual

31 WE RE BACK IN BUSINESS SOCIAL CAMPAIGN (CONT.)

32 WE RE BACK IN BUSINESS SOCIAL CAMPAIGN (CONT.)

33 SPORTS MARKETING & DEVELOPMENT

34 4 TH QUARTER SPORTS Totals for FY 16/17: 87,994 people / 63,149 room nights 4 th Quarter Breakdown: Kissimmee Sports Event Dates Facility Participants Spectators Total People Room Nights FIFPA World Cup 7/5-9, 2017 OHP ,899 BigFoot Hoops Orlando Classic *IMG Junior Golf *Indicates a Projection 7/12-16, 2017 OHP 1,690 1,451 3,141 2,011 09/29-10/01, 2017 Falcon's Fire TOTAL - - 1,966 2,140 4,106 3,975

35 4 TH QUARTER SERVICES Total Events Serviced in FY 16/17: 316 Type of Event Serviced 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter Sports Meetings Partner Events International Marketing & Communications Other Special Events & Grants TOTAL

36 DESTINATION & EVENT SERVICES

37 AID TO PRIVATE ORGANIZATIONS Osceola County Welcome Center & History Museum Quarterly Visitors: 1,532 Increased 28.5% from 1,291 in 2016 July 2017: 717 (July 2016: 583) August 2017: 522 (August 2016: 406) September 2017: 293 (September 2016: 302) Budget: $270,000 annually Quarterly Visitor Profile 49.71% from Florida 20.48% from United States (Other than Florida) 17.03% international visitors 12.79% miscellaneous Quarterly Cost per Acquisition: $44.06

38 AID TO PRIVATE ORGANIZATIONS Pioneer Village Osceola County Welcome Center & History Museum Visitors/Groups/Facilities/Rentals: 843 (up 8.77% from 2016) Quarterly Highlight OCHS started construction on the 1800 s Replica General Store. The Structure is funded through a Department of State Cultural Facilities Grant for $80,000 totaling a $160,000 project. The General Store ribbon cutting will be held on November 11, 2017 at 10:30 AM during the 26 th Annual Pioneer Day event

39 AID TO PRIVATE ORGANIZATIONS Museum of Military History Budget: $150,000 annually Quarterly Visitors: 1,950 July: 846 visitors August: 699 visitors September: 405 visitors Quarterly Visitor Profile 84% from US & Florida 16% international visitors, 109 from United Kingdom, 46 from South America, 17 from Germany and 10 from Canada Quarterly Cost Per Acquisition: $19.23

40 AID TO PRIVATE ORGANIZATIONS Museum of Military History 29 Unique Events, Including: 4 th of July at the Kissimmee Lakefront where the museum s mobile trailer was present and over 75 guests visited for information on the museum during the event The museum hosted a Purple Heart Day Ceremony to honor Purple Heart Recipients from all wars. 65 guests attended and Dana Gow, a past state Commander of the Florida Military was the guest speaker. Many recipients were present including one who came from out-of-state The Museum attended Lakeview Elementary s meet and greet where they had an information table and were visited by many of the 500 guests attending this event

41 AID TO PRIVATE ORGANIZATIONS Osceola Arts Budget: $375,000 annually July: 14 Events; 1,812 attendees August: 5 Events; 1,186 attendees September: 7 Events; 1,245 attendees Quarterly Total: 26 Events; 5,488 attendees Quarterly Cost Per Acquisition: $17.08 Quarterly Update: Summer art camps and theatre shows closed in early August Hurricane Irma forced the closing of the first show of the season which is reflected in the lower numbers in September Momentum will be gained now going into a new season of theater, classes and youth theater programs

42 AID TO PRIVATE ORGANIZATIONS Tourism Enhancement Grants Budget: $218,000; 23 Events 4th Quarter; Funds Disbursed to 2 Events/$30,000 Celebration Community Services/Hearts of Reality/$10,000 Florida Cattlemen s Association/Statewide Ranch Rodeo/$20,000

43 COMMUNICATIONS

44 COMMUNICATIONS OVERVIEW Total Mentions: 247 Sentiment: 59% Positive 41% Neutral 0% Negative Total Social Shares: 4,049 SEO Impact: Average Mentions: 78% United States 22% International

45 TOP ARTICLES BY IMPACT Street art, kayaks and a town called Celebration the Florida you ve probably never heard of Outlet: Metro UK Readership: 11M Source: Media FAM Social Shares: 72 Partners Mentioned: Boggy Creek Airboat Rides Columbia Restaurant The Lakeside Bar + Grill at Bohemian Hotel The Paddling Center at Shingle Creek

46 TOP ARTICLES BY IMPACT Most Epic Things to do in Kissimmee Florida Outlet: Hippie in Heels Readership: 140K Source: Media Visit Social Shares: 110 Partners Mentioned: Bohemian Hotel Celebration Celebration Bike Rental Columbia Restaurant Holler & Dash Max Flight Helicopter Services Orlando Balloon Rides The Paddling Center at Shingle Creek Universal Orlando Resort

47 TOP ARTICLES BY IMPACT The Other Side of Kissimmee Outlet: Go Magazine (AAA North Carolina) Readership: 1.1M Source: Media Visit Partners Mentioned: Boggy Creek Airboat Rides Capone s Dinner & Show Celebration Bike Rental Columbia Restaurant Gatorland Melia Orlando Suite Hotel at Celebration Morimoto Asia Nadia s Café Sweet Escape Bakery & Deli The Paddling Center at Shingle Creek

48 TOP ARTICLES BY IMPACT Orlando Tourist Attractions Declare They re Back After Irma Outlet: Orlando Sentinel & Sun Sentinel Readership: 2.2M Source: Media Relations Social Shares: 205

49 MEDIA & PUBLIC RELATIONS Media Visits Vince Graff, Daily Mail UK Kristy Tolley, AAA Carolinas GO Magazine Gill Smith, Scottish Sun Janel Case, A Mom s Take Gabrielle Russon, Orlando Sentinel Jeannette Kaplun, Hispana Global Influencer Visits Mark Thomas Duh Itz Mark Press Release What s New This Fall in Kissimmee

50 THANK YOU