VISIT FLORIDA Partnership Overview
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- Shana Melton
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1 VISIT FLORIDA Partnership Overview
2 What is VISIT FLORIDA? v The state s official tourism marketing organization v Serves as the source for travel planning to visitors from across the globe v Received $76M for Fiscal Year v VISIT FLORIDA matches public funds dollar for dollar
3 Why Tourism Marketing Matters v 112.4M* visitors in 2016 up 5.5% v Visitors support 1.4M jobs in Florida up 3.4% v Every 76 visitors = 1 job *preliminary, subject to change
4 Economic Impact of Tourism in Florida v $108B in direct economic impact v $11.3B in state and local tax revenue generated v Visitors pay 24% of all sales taxes in Florida v If you subtract the state and local taxes generated by tourism = extra $1,535 in taxes per household
5 Florida Visitation (Calendar years, listed in millions) Total visitation up 5.5%* 94.1 M 98.5 M M M* Canada down 11.9%* Overseas down 2.6%* Domestic up 7.2%* * *preliminary, subject to change
6 Florida Tourism by the Numbers v 112.4M* visitors in 2016 Up 5.5%* v Domestic visitors 87.7%* Up 7.2%* v International visitors 12.9%* Down 5.0%* o Overseas down 2.6%* o Canadian down 11.9%* *preliminary, subject to change
7 Post-Irma Marketing Campaign
8 Campaign Overview v Objective: Protect Florida s brand image and increase destination desirability v Media Channels: Social (nationwide) Broadcast (top feeder markets) Out of Home / Billboards (18 markets) Digital Online Travel Agencies Delta Airlines Partnership Times Square Domination
9 Creative Samples - Social Media
10 Creative Samples - Broadcast
11 Creative Samples Billboards Date stamp indicates image shot post- storm.
12 Creative Samples - Digital
13 Creative Samples Times Square Domination
14 Hurricane Recovery Support VISITFLORIDA.org/recovery
15 VISIT FLORIDA Partnership Overview
16 Partnership Engagement Places to Stay Places to Play Places to Eat/Drink Visitor Services B&Bs Attractions Bars Airlines Hotels Boating & Kayaking Breweries/Wineries Associations Motels Fairs, Festivals, Events Restaurants Convention Centers Resorts Fishing Charters & Outfitters County Offices Vacation Rentals Golf Chambers Museums DMOs Parks Main Streets Retail stores Transportation RV Parks/Campgrounds Vacation Planning Tours
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18 Marketing Partnership Benefits 1. Enhanced Web Listing 2. Florida Vacation Guide Listing 3. Consumer-facing Social Media 4. Sales Contacts 5. Research 6. Online Hospitality Training Program 7. Webinars 8. Image Library 9. Partner-to-Partner Specials 10. Welcome Centers
19 1.) Enhanced Web Listing on VISITFLORIDA.com
20 Enhanced Web Listing on VISITFLORIDA.com
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25 2.) Business Listing in the Florida Vacation Guide
26 3.) Consumer Facing Social Media
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29 Florida Travel Twitter Chat v 605 unique authors v 2,200 mentions of #FLTravelChat v Reach of 6,481,603 v Trending on Twitter Data provided by Nuvi
30 Florida Travel Twitter Chat
31 4.) Sales Contacts
32 5.) Research
33 6.) Online Hospitality Training Program
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35 7.) Webinars v Grant Program Overview DECEMBER 5 at 2PM EST v Social Media Marketing Tips & Best Practices v The Life Cycle of A Press Release v Advertising Planning 101 v Expedia: The Traveler s Path to Purchase v LGBT Research v TripAdvisor: Online Reputation Management v International Market Programs v Overview of VISIT FLORIDA s Marketing Plan v Optimize Your VISITFLORIDA.com Listing
36 Apply for a Marketing Grant v Advertising Matching v Cultural, Heritage, Rural and Nature Tourism v Minority Convention v Small Business Partner Application period opens in December;; grants are awarded for project implementation July - June
37 VISITFLORIDA.org/grants
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40 8.) Image Library
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43 9.) Partner-to-Partner Specials
44 10.) Welcome Centers
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46 Online Marketing Planner
47 Partnership Levels Marketing Partner Levels (includes Enhanced Web Listing) Premier ($1,500/year) gross income over $1.25M Small Business ($395/year) gross income under $1.25M Web Exposure Levels Enhanced Web Listing ($365/year) Free Web Listing VISITFLORIDA.org/join
48 Save the Dates! v Florida Tourism Day January 17, 2018 Tallahassee, FL v Florida s Governor s Conference on Tourism September 12 14, 2018 Omni Orlando Resort at ChampionsGate
49 Stay Connected Carl Pruchniak Regional Partnership Manager Industry Site: VISITFLORIDA.org Corporate Blog: SunshineMatters.org
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