March 26, 2007 1 of 22 Evans - Klages Market Research, Inc. Greater Naples, Marco Island, Everglades Convention & Visitor Bureau Exploratory Research 2006 / 2007 Focus Groups March 2007
Research Program March 26, 2007 2 of 22 BACKGROUND Three focus groups sessions: two leisure travelers one meeting planner The three markets: Tampa Bay -- Nov. 3, 2006 Greater New York -- Jan. 30, 2007 Washington -- March 1, 2007
Market Segments March 26, 2007 3 of 22 Tampa Focus Group 11-3-06 The Florida Traveler: family travel, couple travelers, day / weekend travel via car trips. Greater New York Focus Group 1-31-07 The Vacationer from the Northeast: Tourists and vacationers who take a leisure trip and fly to area. Washington DC Focus Group 3-1-07 The Travel Professionals: Meeting Planners who seek out destinations for group events.
March 26, 2007 4 of 22 What they are saying: Tampa Leisure Travelers: The Florida Traveler: They enjoy new and interesting places. They love local markets/fairs for the experience of the locality and seek out road trips and sight seeing. Greater New York Leisure Travelers: The Vacationer from the Northeast: Take Florida holiday breaks more frequently than travelers in other market segments. Traditional Florida East Coast orientation. Express strong interest and curiosity about the Greater Naples, Marco Island, Everglades destination. Spend more time and money on their vacation. Seek out warm weather, beaches, and want cultural diversity and vacation activities. Washington DC Meeting Professionals: The Travel Professionals: Still apprehensive about weather uncertainties. Want to limit their risks in choosing a Florida meeting venue. Often, travel groups have limited budgets. Want autonomy for their meeting environment. Gather information about destinations and the experiences they offer.
March 26, 2007 Executive Summary: Leisure 5 of 22 OBJECTIVES What motivates the leisure travelers to choose the Greater Naples, Marco Island, and Everglades destination for a visit? What are the vacation drivers? What trends are new? Information travelers seek.
March 26, 2007 6 of 22 Focus Group Findings The primary images that differentiate the Greater Naples, Marco Island, Everglades destination from competitors and drive visitation to the area: o Warm, relaxing, calm, and romantic atmosphere. o Luxury and upscale lifestyle. o The un-florida Florida. o Relationship renewal and re-discovery for couples and families. o Unique and unspoiled nature of the destination. o Beaches and blue Gulf waters. o Perfect romantic get-away.
March 26, 2007 7 of 22 Brand personalities:
What is your opinion March about 26, 2007 the 8 of 22 competitive ad messages? Tampa New York Greater Fort Lauderdale Go Beyond 2.46 2.31 Naples Marco Island Everglades Florida s Last Paradise 4.42 4.58 Florida Space Coast Orlando s Closest Beaches 3.26 2.91 Sarasota Imagination Creation Vacation 3.02 2.53 Palm Beach County The Best of Everything 3.58 2.76 Daytona The Playful Side of Paradise 3.48 2.67 St. Petersburg-Clearwater Florida s Beaches 3.14 2.33 Florida Keys & Key West Come As You Are 3.02 4.24 Ft. Myers-Sanibel What Is Right With The World 3.34 3.36 St. Augustine Ponte Vedra Four Centuries, It s Still Inspiring 2.52 2.76 Ratings based on a scale of 1 5, with 5 best and 1 worst.
March 26, 2007 What is your opinion about 9 of 22 the 6 new Naples print ads? Tampa New York Couple in the Hammocks 4.18 4.48 Couple on the Jet Skis 2.80 3.42 Couple s Massage on the Beach 4.00 4.04 Little Girl on the Beach 2.36 2.62 Couples in Beach Chairs 3.00 2.51 Jet Ski through the Mangroves 3.32 2.56 Ratings based on a scale of 1 5 with 5 best and 1 worst.
Travelers views of print ad messages: March 26, 2007 10 of 22 Leisure Exotic & exclusive. The un-florida Florida. The hammocks are a feeling of quiet and luxury. There is a romantic, relaxing & calm feel about the hammock ad. The spa vacation is not what I first thought of but it changed my ideas about Naples. Meeting Planners This is not for the middle age and older set. I see middle managers doing these water activities and jet skiing.
March 26, 2007 11 of 22 Florida s Last Paradise The brand campaign, Florida s Last Paradise, captures the essence of Naples, Marco Island, Everglades famous warmth and hospitality and provides a personal invitation to share in the uniquely open relaxation experience. It is defined by the local people, lifestyle, and pristine environment. This brand is about feelings. And from the respondents reactions, the feelings generated by the NMIE brand are on-target. After viewing the print ads and TV commercials, participants wanted to pack their bags! The Florida Last Paradise brand and logo features the golden twirl icon, which is helping establish recognition for Florida s Last Paradise. The golden twirl is symbolic of the warmth, energy, and forward-looking optimism which are central to the brand. It is a very effective mark. The brand identity provides a unifying link across different markets and campaigns.
Meeting Planners March 26, 2007 12 of 22 Washington DC March 3, 2007
Group Participants March 26, 2007 13 of 22
Brainstorming Meeting planners March 26, 2007 14 of 22 OBJECTIVES What motivates meeting planners to choose a destination for events? What tools can the CVB provide? What perceptions, beliefs, and trends are current?
March 26, 2007 15 of 22 Travel Professionals say: If Naples meets the Washington Post Test, my audience is interested. The regional airports are easier to connect out of. I am convinced more than ever to look for venue locations in Naples Marco Island. It would be good for our groups. You MUST get destination marketing materials in the hands of meeting planners. Increase effort and flood the market.
March 26, 2007 16 of 22 What Meeting Planners think: Communicate air lift connectivity, hotel meeting space availability and when the low and high seasons are. Tell us about access and airports. Tell us what flights are out of DC and about ground transportation. Today, in this group, I have learned that Naples is a primary destination for our group. They should highlight GOLF, GOLF, and GOLF. That sells our group.
Respondent Brain Writing $$ Luxury Sales Real Estate World of Disney Bring the Family Stay longer Enjoy a visit See friends and relatives Activities GOLF & Fish & GOLF March 26, 2007 CLIMATE 17 of 22 Too Hot Hurricanes Perfect Weather Warm Climate Meetings Climate Combat Humidity Five Properties Range of Properties Available Negotiations & Contracts Meetings at a Florida Beach Destination Water Activities Yacht Rentals Fishing Dinner cruise Programs Venues Available Trade Español A laid-back culture Show Space Travel Distance 2 3 hrs local traffic and directions Access and entry to area Hotel properties: Rooms and services
Influences on Professional 18 22 Meeting Planners March 26, 2007 Familiarity with the destination Accessibility and information on lift and ground transportation Visitor culture including bringing the family, dining, shopping, meeting space, and recreation Technology, security, wireless capability On-line RFP and CVB services are less important than destination and hotel/resort information First class promotional material needs to be available on the web Services Hotel sales and catering packages are key selling points
Naples Print Ads March 26, 2007 19 of 22 Group reactions were very positive for the print campaign. It grabbed the audience s attention, being distinctive, authentic, and delivering a genuine invitation for experience seekers to come, discover, and enjoy the Greater Naples, Marco Island, Everglades destination.
March 26, 2007 20 of 22
March 26, 2007 21 of 22 TV Ad: All Three Groups The commercial reflects the tone, the personality, the images, and messages of the destination. Together, they convey a feeling of warmth and a distinctly authentic Florida beach atmosphere. It is perceived as an invitation that says, We want you to come and get relaxed now. It calls on the viewer to take action by making contact with the destination and/or using the Internet for travel information or reservations. The creative ideas of the ad effectively link potential visitors with the Last Paradise beach experience.
Travel Offers March 26, 2007 22 of 22 Incentives to choose the area were discussed: Travel offers include: Rating Tour coupon books 5.2 Spa and golf, 4.3 4 th night free 3.6 VIP treatment, 3.5 Sweepstakes, 2.4 Ratings based on a scale of 1 5 with 5 best and 1 worst.