Canada Takeover Toronto 2017
Market Snapshot Florida s No. 1 international market, accounting for 23% of Florida s international visitors in 2016 Canadian visitor spend in Florida: $3.5 billion Approx. 83% of Florida s Canadian visitors are from Ontario and Quebec 42% of Florida s Canadian visitors traveled in the winter months of January March Florida s Canadian visitors stay an average 23 nights
Destination Research & Selection Timing Destination Decision Prior to Departure Destination Research Prior to Selection
Campaign Information The theme of this campaign will align with VISIT FLORIDA s Moments of Sunshine messaging. VISIT FLORIDA will work with Partners to strategically fit Partner assets into VISIT FLORIDA s messaging.
Union Station Takeover Florida will be the dominant advertiser in the busiest concourse at Toronto s Union Station Annual Traffic: 120,000,000 3 Assets: Digital Columns Wall Murals Activations The Digital Column Network operates insync and delivers an impactful message, while strategically placed activation areas and Wall Murals provide maximum visibility and engagement opportunities with habitual commuters as they arrive in the morning or as they wait for their train ride home in the evening.
Union Station Digital Columns
Union Station Wall Mural
Union Station - Activation
Yonge Dundas Square Digital Domination Florida s advertisements will takeover Dundas Square's AOB1, AOB2 and TEC Tower. Oct 30 Nov 26 (4 weeks) o AOB 1 :10 seconds per 3 minute loop o AOB 2 :10 seconds per 3 minute loop Nov 6 Nov 19 (2 weeks) o CF TEC Tower Digitals :20 seconds per 3 minute loop AOB 1 Yonge Dundas Square (YDS) is located at one of Canada s busiest intersections with daily traffic of 146,200. The Yonge Dundas Square influence area contains over 21,000 residents. Each day over 860,000 people enter the influence area to work. AOB 2 TEC Tower TEC Tower As a digital domination, the combination of the AOB Tower South Digital and TEC Tower Digital gives advertisers the capacity to surround visitors with a visually bold and powerful campaign from any vantage point in the Square and its surrounding areas.
Yonge Dundas Square AOB 1 & 2 AOB 1 AOB 2
Yonge Dundas Square TEC (Toronto Eaton Centre) Tower
Earned Media VISIT FLORIDA & Governor s Media Breakfast Date: November 1, 2017 Time: 8:30AM 10:00AM Venue: The Storys Building Format: Reception style o Each Partner can send one representative o Each Partner gets one high top table Media: Approx. 50 travel journalists
Trade/Consumer Event Zoomer Show Lifestyle Expo for the 45+ Saturday Oct 28th, 2017 10 am 5 pm Sunday Oct 29th, 2017 11 am 5 pm VISIT FLORIDA will have a 10x20 Inline Booth 38,250 attendees last year Partners can provide collateral for VISIT FLORIDA to distribute during the show
Assets Value (CAD) Premier Partner (4) Digital Domination Partner (4) Union Station Wall Mural $17,800 Union Station Digital Column $17,800 Union Station Activation $17,267 Dundas Square AOB 1 $26,000 Dundas Square AOB 2 $5,440 Dundas Square TEC Tower Nov. 6 Nov. 19 Media Breakfast ZoomerShow Collateral Oct. 28 Oct. 29 $36,000 $33,834 $2,500 Total Value (CAD) $156,641 ($125,313 USD) $85,240 ($68,192 USD) Partner Buy-In (USD) $20,000 $5,000
Package 1 Package 2 Package 3 Package 4 Union Station Wall Mural 22 1 W x 5 10 H Union Station Wall Mural 17 11 W x 4 11 H Union Station Wall Mural 16 W x 6 10 H Union Station Wall Mural 12 5 W x 5 11 H Union Station Activation 8 x 8 Union Station Activation 10 x 10 Union Station Activation 10 x 10 Union Station Activation 12 x 12 Union Station Digital Column 0:5 seconds Union Station Digital Column 0:5 seconds Union Station Digital Column 0:5 seconds Union Station Digital Column 0:5 seconds Dundas Square AOB 1 :10 seconds Dundas Square AOB 1 :10 seconds Dundas Square AOB 1 :10 seconds Dundas Square AOB 1 :10 seconds Dundas Square AOB 2 :10 seconds Dundas Square AOB 2 :10 seconds Dundas Square AOB 2 :10 seconds Dundas Square AOB 2 :10 seconds Dundas Square TEC Tower Nov. 6 Nov. 19 :20 seconds Dundas Square TEC Tower Nov. 6 Nov. 19 :20 seconds Dundas Square TEC Tower Nov. 6 Nov. 19 :20 seconds Dundas Square TEC Tower Nov. 6 Nov. 19 :20 seconds Media Breakfast 1 high-top + 1 rep Media Breakfast 1 high-top + 1 rep Media Breakfast 1 high-top + 1 rep Media Breakfast 1 high-top + 1 rep ZoomerShow Oct. 28 Oct. 29 Collateral ZoomerShow Oct. 28 Oct. 29 Collateral ZoomerShow Oct. 28 Oct. 29 Collateral ZoomerShow Oct. 28 Oct. 29 Collateral