OCeanfront Q3 2011 GM Presentation

1. The OCeanfront 2010 Review 2011 PR & Social Media Plan

2. Initiatives to Date Getaway 2 Give STARS of California OCeanfront TV Hot List Sweepstakes

3. Getaway 2 Give Cause Marketing Program 10% of Getaway 2 Give package goes to 4 major charities Marketing Components Website Landing Page Push Marketing on Home Page Push Marketing on Meetings Page Blog Post 1-2 x month E-Blast Facebook Landing Page Wall Posts 1 x week “Getaway 2 Give” Video Public Relations 6 Press Releases, distributed Aug. ‘10 – July –’11 Pitched Getaway 2 Give stories for: Holidays Valentine’s Day Spring Break Received media coverage in: San Diego Uptown News ATT/Yahoo News (online) Wine & Dine San Diego Los Angeles Family OC Family Greer’s OC SD Entertainer

4. Media Results

5. STARS of California with The OCeanfront Food & Wine Gala in Santa Monica, CA Goal: Increase awareness of The OCeanfront’s top dining outlets among Los Angeles foodies and wine lovers Objectives: 200 paid guests 10 media guests Pre- and post-event coverage in top Los Angeles media outlets Bring 2 media attendees to The OCeanfront within 6 months Raise $5000 for Getaway 2 Give through a silent auction Incentivize guests to visit OCeanfront hotels

6. Marketing

7. On-Site Marketing - Posters

8. OCeanfront Table Banner

9. Event Brochure

10. Results 194 paid guests $5,000 raised in silent auction (20% of total donation) Bounce-back Offer Assembled 200 gift bags containing OCeanfront literature, event brochure, and “bounce-back offer” for each hotel 14 media guests Tara de Lis (Frommers) and Jenny Hontz (freelance for LA Times, others) may attend the Sept. press trip Media coverage in: LA Times Food Section & Daily Dish Santa Monica Daily Press KCRW - On Air Ticket Giveaway LA Weekly – Dining Newsletter CBS.com ABC.com KCET.com Eater LA LAist Valley Scene Magazine DigLounge Pardon My Crumbs (blog) PressEnterprise / PE.com Santa Monica Patch Now and Zin (blog) Los Angeles Magazine – Online & Dining Newsletter Gayot.com Total G2G media impressions: approximately 2.5 million Total Social Media exposure: approximately 1.5 million

12. OCeanfront TV 60,000 views on YouTube

13. Hot List Sweepstakes

14. “Love Grams” Sweepstakes Blog Post & E-Blast Facebook Marketing

15. “Mother’s Escape” Spa Sweepstakes E-Blast Facebook Marketing

16. “Wine & Dine” Sweepstakes

17. Sweepstakes Results 248 sweepstakes entries 134 newsletter opt-ins 118 Facebook “Likes” 2.2 million ad impressions 241 clicks 20 “Likes”

18. Pending Sweepstakes September – “Back to School” Win a back-to-school shopping gift card from South Coast Plaza October – Oktoberfest Win an Oktoberfest dinner for two at BBC&R November – Holiday Party for Two Win drinks & dessert for two at Vue at Laguna Cliffs Marriott

19. Other Activities

20. Other Media Results

21. TheOCeanfrontCA.com Special Offers Events Calendar Group Offers Weddings Content

22. OCeanfront Blog Develop topics Research articles Promote member activities Post minimum 4x per month Market through social media

23. Facebook & Twitter Develop Landing Pages Maintain Wall Content Create Facebook Ads Run Sweepstakes, Polls & Contests Share offers, news, videos

24. Q3 & Q4 2011 Website redesign “42 Miles of OCeanfront” video September “Foodie” Press Trip October “OCeanfront Adventure” Press Trip

25. Website Goals: Save money & time by taking content updating in-house with new WordPress platform Update look & feel to cleaner design Integrate social media functionality Eliminate unused content Enhance tracking & ROI reporting $15K Budget Three proposals submitted; GigaSavvy selected

26. Design Inspirations

27. “42 Miles of OCeanfront” Video

28. Press Trips Two press trips – Marketing committee voted to eliminate third trip (November “wellness” FAM) in lieu of website redevelopment project September – Foodie FAM Four resorts featured: Balboa Bay Club & Resort, Surf & Sand Resort, Montage Laguna Beach, and The Ritz-Carlton, Laguna Niguel Social Media Angle – Bloggable Feast October – Oceanfront Adventure FAM Four Resorts Features: The Waterfront Beach Resort, Hyatt Huntington Beach, Laguna Cliffs Marriott, and The Ritz-Carlton, Laguna Niguel Social Media Angle – “42 Miles of Adventure” video

29. Press Invites