VISIT FLORIDA Partnership Overview
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 16-17 v VISIT FLORIDA matches public funds dollar for dollar
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
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
Florida Visitation 2013 2016 (Calendar years, listed in millions) Total visitation up 5.5%* 94.1 M 98.5 M 106.6 M 112.4 M* Canada down 11.9%* Overseas down 2.6%* Domestic up 7.2%* 2013 2014 2015 2016* *preliminary, subject to change
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
Post-Irma Marketing Campaign
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
Creative Samples - Social Media
Creative Samples - Broadcast
Creative Samples Billboards Date stamp indicates image shot post- storm.
Creative Samples - Digital
Creative Samples Times Square Domination
Hurricane Recovery Support VISITFLORIDA.org/recovery
VISIT FLORIDA Partnership Overview
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
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
1.) Enhanced Web Listing on VISITFLORIDA.com
Enhanced Web Listing on VISITFLORIDA.com
2.) Business Listing in the Florida Vacation Guide
3.) Consumer Facing Social Media
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
Florida Travel Twitter Chat
4.) Sales Contacts
5.) Research
6.) Online Hospitality Training Program
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
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
VISITFLORIDA.org/grants
8.) Image Library
9.) Partner-to-Partner Specials
10.) Welcome Centers
Online Marketing Planner
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
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
Stay Connected Carl Pruchniak Regional Partnership Manager carl@visitflorida.org 850-205-3868 Industry Site: VISITFLORIDA.org Corporate Blog: SunshineMatters.org