2. Mid-Year Review
• Performance Measurement Program
• Current Industry Stats/Trends
• Sales
• Marketing
• Sports
• Meetings
• Online
Marketing Advisory Committee Meeting | 23 February 2012
3. Mission Statement
To promote Osceola County as a
premier travel destination driving
economic impact to our clients.
Marketing Advisory Committee Meeting | 23 February 2012 3
5. Research & Performance Department
Main Functions:
• Gather market intelligence that provides direction and support to the
sales and marketing functions
• Track, analyze and report on industry–wide performance and trends
• Marketing program performance
• All CVB performance
• Ensure CVB efforts are efficiently supporting the strategic plan (ROI)
Marketing Advisory Committee Meeting | 23 February 2012
6. Performance Measurement Program
Goals:
• Best use/return on funds
• Measure individual activity/department/overall CVB
performance
Standards:
• DMAI’s Standard CVB Performance Reporting handbook
Implementation:
• October 2011 (FY 2012)
Marketing Advisory Committee Meeting | 23 February 2012
7. Performance Measurement Program
Program Benefits:
• Keeps focus on ROI
• Consistent mechanism for measuring/comparing
• Identification of best/worst performing activities
• Fine tunes CVB’s metrics on given activities
• Benchmarking future programs/activities
Marketing Advisory Committee Meeting | 23 February 2012
9. Process
Pre-Review/Approval:
• Inclusive costs
• Objectives of the project
• Anticipated results
• Calculation of economic return
• Sports/festivals have recommended spend
• Reviewed by Research & Performance
• Final approval by CVB Director
Marketing Advisory Committee Meeting | 23 February 2012
10. Process
Post Review:
• Actual performance/results posted by cognizant
department
• Re-calculation of economic return based on actual results
• Have projected targets/return/objectives been met?
• How does it compare with similar efforts?
Marketing Advisory Committee Meeting | 23 February 2012
18. Recent Shows
• Brazil Sales Mission | • Rejuvenate
– Oct 1-9 – Nov 7-9
– 19 leads from the mission – 20 leads sent to IPs
– 240 room nights booked by one partner – 21,000 room nights
• Virgin Atlantic Airways Golf Event • Florida Encounter
– Nov 13-15
– Oct 4-7 – 13 leads sent to IPs
– Hosted 20 top level tour operators for 3 – 3,300 room nights
days
– Melia was host hotel • International Assn of Hispanic
Meeting Professionals
• UK Tour Operator FAM – Dec 7-10
– Oct 10-14 – 3 leads sent to IPs
– Done in conjunction with the opening of – 1,600 room nights
Lego Land
– Omni was host hotel
Marketing Advisory Committee Meeting | 23 February 2012 18
19. • Tallahassee Society of Assn • Religious Conference Management
Executives - Holiday Luncheon Assn
– Dec 14 – Jan 24-27
– 3 leads sent to IPs – 12 leads sent to IPs
– 1,100 room nights – 24,000 room nights
– One booking for 140 room nights, • Florida Huddle
(Youth Tour Group)
– Feb 2-4
• American Bus Association – Relationship building
– Jan 6-10 – No leads sent
– 10 leads sent to IPs
• CVC Workshop/Sales Calls
– 1,400 room nights
– Feb 4-11
– No bookings to report at this time
– Relationship building
• 21st Annual Kissimmee Military – Exposure to the trade
Marketing Seminar (Voucher Program) – ROI is yet to be determined
– Jan 15-20
– Familiarization of military travel
planners
– No leads sent
Marketing Advisory Committee Meeting | 23 February 2012 19
20. Sales Activity Calendar
ANATO | Colombia Sales Calls
26 Feb - 4 March 2012
Lead representative: Chris Aguilar
This is our first year attending this show
so there is no data to glean ROI. Exhibiting
at this show will increase Kissimmee
brand recognition and give our Industry
Partners access to key tour operators and
travel agents.
Marketing Advisory Committee Meeting | 23 February 2012 20
21. Sales Activity Calendar
Destinations Showcase Washington (DMAI)
27-29 Feb 2012 | Washington, D.C.
Lead representative: Sara Melendez
Great opportunity to showcase our
destination. Every year, DMAI puts together
a special program to show the value of face-
to-face meetings.
Marketing Advisory Committee Meeting | 23 February 2012 21
22. Sales Activity Calendar
Conference Direct
25-29 March 2012 | Orlando
Lead representative: Sara Melendez
• Conference Direct covers all markets, but
has been gearing their efforts toward the
SMERF market.
• This is a reverse trade show. There are no
advance appointments set.
Marketing Advisory Committee Meeting | 23 February 2012 22
23. Sales Activity Calendar
Reunion Network ConFam
26-29 March 2012 | Kissimmee
Lead representative: Sara Melendez
• Fostering business relationships as well as
bringing Military Reunions to the
destination.
• This is a combined conference and
familiarization tour of the destination for
meeting planners who attend.
• Host hotel: Ramada Gateway
Marketing Advisory Committee Meeting | 23 February 2012 23
24. Sales Activity Calendar
National Coalition of Black Meeting
Professionals (NCBMP)
April 2012 | Nassau, Bahamas
Lead representative: Sara Melendez
One of the few multicultural associations in
the industry. This is a relationship-driven
organization. Sara has strong relationships
with key planners with the organization.
There is continued potential here, especially
with a strong focus on SMERF moving
forward.
Marketing Advisory Committee Meeting | 23 February 2012 24
25. Sales Activity Calendar
International Pow Wow
21-25 April 2012 | Los Angeles, CA
Lead representative: René Kuziv
We have strong industry participation both
with booth share and in the Kissimmee
section. Pow Wow is the travel industry’s
premier international marketplace and the
largest generator of Visit USA travel.
Marketing Advisory Committee Meeting | 23 February 2012 25
26. Sales Activity Calendar
Meeting Spots | Sales Calls
1-3 May 2012 | Tallahassee
Lead representative: Janet Jones
Participation is important for obtaining
contacts and leads for Kissimmee meeting
business. New for 2012 is the addition of
one-on-one.
Marketing Advisory Committee Meeting | 23 February 2012 26
27. Sales Activity Calendar
Mexico Mission
5-12 May 2012 | Mexico City & Guadalajara
Lead representative: Chris Aguilar
• Due to external forces in the Mexican
market (Swine flu and economic
downturn), the CVB shifted its focus away
from Mexico to strong Latin American
markets (Colombia and Brazil).
• Despite the recession, the Mexican market
is relatively strong to Kissimmee/Central
Florida and the timing is right for the CVB
to re-enter the market.
Marketing Advisory Committee Meeting | 23 February 2012 27
28. Sales Activity Calendar
Collaborate Marketplace
25-27 April 2012 | Las Vegas, NV
Lead representative: Sara Melendez
This is a sister conference to Rejuvenate and
Connect – two of the most successful reverse
trade shows our CVB participates in. This
show is focused on the corporate and
incentive markets.
Marketing Advisory Committee Meeting | 23 February 2012 28
29. Sales Activity Calendar
Visit Florida VIP Event | Sales Calls
8-9 May 2012 | Atlanta, GA
Lead representative: Janet Jones
Atlanta is listed as one of the top origin
markets for Florida. This annual event is Visit
Florida’s “thank you” for the business
meeting professionals provide to Florida and
allows participating partner a one-on-one
networking opportunity.
Marketing Advisory Committee Meeting | 23 February 2012 29
30. Sales Activity Calendar
Christian Management Conference Assn.
8-10 May 2012 | Daytona Beach
Lead representative: Sara Melendez
CMCA is an organization of over 250
Christian meeting planners. This show has
also incorporated an appointment
component. This is the strongest
relationship-based organization as it relates
to meetings and conventions in the Christian
market.
Marketing Advisory Committee Meeting | 23 February 2012 30
31. Sales Activity Calendar
National Association of Consumer Shows
16-18 May 2012 | Las Vegas, NV
Lead representative: Sara Melendez
• Consumer show attended by show
producers to include boat shows, jewelry
shows, home shows, etc.
• The one show where we emphasize
exhibiting toward Osceola Heritage Park.
• Also promote the destination since other
venues are also viable for these shows.
Marketing Advisory Committee Meeting | 23 February 2012 31
32. Sales Activity Calendar
UK Sales Mission
June 2012 | London
Lead representative: René Kuziv
An excellent opportunity to work with our
rep firm, Cellet Travel Services, to update UK
media and tour operators on the Kissimmee
destination through a variety of sales and
media calls, destination training and evening
events.
Marketing Advisory Committee Meeting | 23 February 2012 32
35. Online Holiday 2011
• Visits: 186,218 (up 267% over the 2010 campaign)
• Unique Visitors: 148,220
(up 237% over the 2010 campaign)
• Pageviews: 240,921
(up 181% over the 2010 campaign)
• Outbound clicks to partners: 5,420
Marketing Advisory Committee Meeting| 23 February 2012 35
36. Online Domestic Leisure Q1-Q3 2012
• Three flights based on tendency to plan travel.
– January 2 - April 1
– April 30 - June 3
– July 30 - September 24
• Goals: generate traffic to website and partners.
• Reach: East of Mississippi; interest in travel to FL
• Messaging: theme parks plus other activities in
and around Kissimmee; warm/sunny weather.
• Combination of audience, travel, social targeting and retargeting
• Sites: TripAdvisor, media networks (online, mobile), Yahoo, Google
Display, Facebook (flash and rich media, in-banner video).
• Results to date: 63,460 visits; 98,375 page views; 1847 partner clicks
Marketing Advisory Committee Meeting | 23 February 2012 36
37. In-Market Advertising
• Goals:
– Consider Kissimmee activities and attractions during your
visit.
– Consider staying in Kissimmee the next time you visit
Central Florida.
• Brochure distribution
• In-market print publications
Marketing Advisory Committee Meeting| 23 February 2012 37
39. 2012 Area Guide
• Two versions
– With lodging advertising (250,000)
– Without lodging advertising (400,000)
• Distribution
– Used in lieu of Visitors Guide…mailed as
fulfillment.
– Local distribution spots (without lodging)
through Kenney and FPIS
– Turnpike plazas and Florida welcome centers
(with lodging)
Marketing Advisory Committee Meeting| 23 February 2012 39
40. 2011 Late Fall Campaign | Direct Mail
• First foray into direct mail in three
years (request made by Industry
Partners).
• Mix of direct mail and online
media.
• Targeted Florida, Georgia, South
Carolina and Alabama drive
markets, women age 25-54, with
and without families, with an
income of $50,000+.
• Message was promoted via
personalized URL
Marketing Advisory Committee Meeting| 23 February 2012 40
41. 2011 Late Fall Campaign | Direct Mail
• Despite heavy use of personalized URLs,
QR codes leading to videos, appealing
special offers and sweepstakes, the direct
mail portion of the campaign had poor
results.
• Less than 1% of respondents visited the
landing page and/or entered the
sweepstakes.
• There was an online component as well:
– 11,391 visits
– 20,438 page views
– 688 Outbound Clicks
Marketing Advisory Committee Meeting| 23 February 2012 41
42. Getting Away Together
• TV show filmed in
Kissimmee in 2011 in
partnership with the CVB
and the Vacation Rental
Managers Association
• Currently airing on PBS
member stations across the
country
• To date, stations
representing almost 60% of
the country have signed on
to air the show
To view full episode, click here.
• New York 1 named the
show as a top travel trend
in 2012
Marketing Advisory Committee Meeting | 23 February 2012 42
44. Upcoming Programs
• The domestic leisure will continue into Q2 and Q3 2012. Creative is
currently being updated as we phase out the “cold weather” message.
• Promotional partnership with Snapfish – “What’s Your Favorite Way to
Play?”
– February 17-March 16
– Media share on sites such as TripAdvisor, media networks (online, mobile), Yahoo,
Google Display and Facebook.
– Promoted on Snapfish’s website. Dedicated landing page, banner ads, sweepstakes
administration, social media sites.
Marketing Advisory Committee Meeting | 23 February 2012 44
47. Cellet Travel Services
• Build and expand on the
unique element, adventure,
activity, and essence of the
Kissimmee brand and
location.
• Create consumer, media and
trade brand recognition of
Kissimmee as a destination of
choice for visitors, looking for
a diverse destination within
and outside the established
central Florida area.
Marketing Advisory Committee Meeting | 23 February 2012 47
48. Cellet Travel Services | Social Media
• The Holiday Hoppers viral game promotion launched in September.
• Co-op (with Industry Partners, British Airways, etc.) interactive game delivers
information about the Kissimmee destination and gives players the opportunity
to enter to win a trip to Kissimmee.
• Creative, cost-effective campaign to engage participation across diverse targets
including consumers and the travel trade.
• Promoted via email blasts, social media and
at the Destinations Holiday Show in London
in February.
• Runs through March 31, 2012.
• Results to date:
– 25,970 total visits
– 21,266 unique visitors
– Average time on site: 4 minutes 50 seconds
– 9,852 competition entries
Marketing Advisory Committee Meeting | 23 February 2012 48
49. Cellet Travel Services | Promotions
Take A Break Promotion
• Consumer publication reaches 2+ million readers
• Media value: $137,520
• Magazine hit newsstands Feb. 15
• Partners:
– British Airways
– Ramada Gateway
– Arabian Nights
– Eco-Safaris at Forever Florida
– Boggy Creek Airboat Rides
– Fantasy Surf
– Gatorland
– Avis
Marketing Advisory Committee Meeting | 23 February 2012 49
50. Cellet Travel Services | Advertising
• Cellet’s comprehensive program includes
campaigns partnering with tour operators to
highlight Kissimmee product to their customers.
Online promotions with:
– Virgin Holidays
– Airtours, part of Thomas cook
– Lastminute.com
– America As You Like It
Marketing Advisory Committee Meeting | 23 February 2012 50
51. Cellet Travel Services | Media
• Generated more than $100,000 in media value
• Continuing communications and strategies to key consumer and
travel trade media
• Hosted freelance writer Lindsay Sutton
– The articles that come from his visit will reach a wide variety of
markets in the UK, particularly through a syndicated travel feature
he writes.
– He said it was the “nicest trip” he has ever taken because he was
able to follow a well-organized itinerary with a diversity of
experiences that included many “firsts” for him.
• Cellet also responded to 23 media leads since November 2011.
– Answers to calls for information about planning a wedding abroad
– Encouraging travel to a sun destination during the UK’s cold winter
months
Marketing Advisory Committee Meeting | 23 February 2012 51
52. Cellet Travel Services | Sales
• 79 trade contacts made YTD
• Conducted 13 training sessions to educate travel agents
about the destination
• Develops and maintain relationships with tour operators,
travel agents, media and airlines
To view the Cellet training DVD, click here (please note…this video does not have a
web license…please do not share).
Marketing Advisory Committee Meeting | 23 February 2012 52
53. Cellet Travel Services | Upcoming
• Summer Campaign Theme: Getaway for the Summer
• Consumer: mid-May through mid-July – radio
campaign with the KM Radio Group complemented
with social media
• Trade: 26-week e-blast campaign to travel agents and
Advantage Travel Centers (network of 800 retail travel
agents)
• Travel Weekly Group: communicate to travel agents
and tourist boards through their leading publications,
Travel Weekly, Gazetteers.com and Aspire Magazine
Marketing Advisory Committee Meeting | 23 February 2012 53
54. PR Latin America
• Firm based in Bogota, Colombia, representing the
Kissimmee CVB in Latin America and Brazil since
2009.
• Company has helped expand the CVB’s efforts in
Latin America and Brazil markets.
• Duties include: travel agent/tour operator trainings,
logistics for sales missions and trade shows,
negotiating co-op and marketing programs, and
promoting destination.
Marketing Advisory Committee Meeting | 23 February 2012 54
55. PR Latin America | Advertising
• Brazil
– Brasilturis
– Brasilturis.com (online)
– Panrotas Jornal
– ADV Turismo … coop ad with 4 partners, first ad will run February 28
• Mexico
– Turistampa
– Boletin Turistico Mexico
• Colombia
– Boletin Turistico
– Ladevi
• Region
– Report Americas
– Panorama, COPA inflight magazine
Marketing Advisory Committee Meeting | 23 February 2012 55
56. PR Latin America | Sales
• Kissimmee destination episode on COPA
Airlines in-flight program, August 2011
• Helped Kissimmee re-enter the Brazilian
market in 2009
• Opened Colombia market for CVB in 2010.
• Helped develop Kissimmee package program
with Avianca Airlines.
Marketing Advisory Committee Meeting | 23 February 2012 56
57. Canada Leisure Campaign 2011-12
• Revolved around Kissimmee’s appeal as a
winter break destination and proximity to
the theme parks.
• Promotion of Kissimmee’s diverse lodging
choices that retain their popularity even as
the U.S. dollar trades closer to the parity
with the Canadian dollar.
• Focused on southern Ontario which generates the highest volume of
Canadian visitors to Central Florida each year.
Marketing Advisory Committee Meeting | 23 February 2012 57
58. Canada Leisure Campaign 2011-12
This campaign ended January 30 (still awaiting final report):
• Website visits: 155,564 (up 405.7% over the previous year)
• Pageviews: 233,736 (up 265.1% over the previous year)
• Outbound clicks to partners: 3,660 (up 41.5% over the
previous year)
Marketing Advisory Committee Meeting | 23 February 2012 58
59. UK Leisure Marketing 2012
• Reach: All media geo-targeted to the UK
• Impressions: 31.3 million +
• Messaging: theme parks plus other activities in and around Kissimmee.
• Targeting: Combination of audience, travel and social targeting.
• Sites: Yahoo, HomeAway, Google Display, networks, Facebook (flash and
rich media, in-banner video, mobile).
• In the first month (campaign ongoing):
– Website visits: 43,159 (up 63.7% over previous year)
– Pageviews: 57,284 (up 24% over previous year)
Marketing Advisory Committee Meeting | 23 February 2012 59
62. Sports Highlights
• ECHO Hockey • FHSAA Competitive
• USA Street Hockey Cheerleading
• AAU Power Lifting • FHSAA Girls Weightlifting
• FHSAA Girls Volleyball • NCCAA Volleyball
• Gold Diamond Softball • NCCAA Soccer
Exposure Event • Professional Anglers
• Great Florida Shootout Association
• MLK Softball Tournament • American Youth Football
• USFTL & Cheer
Marketing Advisory Committee Meeting | 23 February 2012 62
63. Upcoming Sports Events
Upcoming:
• Houston Astros Spring Training
• World Class Lacrosse
• Rebel Spring Games
• USA Gymnastics – Regional and State
• YBOA
• FLW Fishing
• Florida Bass Federation
• PVA – Paralyzed Veterans Association
Marketing Advisory Committee Meeting | 23 February 2012 63
64. Astros Spring Training
• Television
• Online
• Radio
• Newspaper
This year there are 15 games.
Ticket sales are running just ahead of last year.
Marketing Advisory Committee Meeting | 23 February 2012 64
65. Golf
• Destination ad and 2-page
co-op featuring golf course
partners in the Visit Florida
Golf Guide and in the
Kissimmee Golf Guide
developed as part of the Visit
Florida program.
• Both guides are distributed at
16 golf consumer shows.
Leads are shared with
participating partners.
• 608 leads received from first 2
shows.
Marketing Advisory Committee Meeting | 23 February 2012 65
66. Fishing
Print
• Official Florida Freshwater
Fishing Guide for 2012
– Full-page ad
– Distribution: 675,000, to anyone
purchasing a freshwater fishing license
• Florida Fishing & Boating Guide –
official publication of Florida Sports
and Visit Florida
– Full-page ad
– Distribution: 200,000 – distributed at the four state official welcome
centers and seven fishing expos.
Marketing Advisory Committee Meeting | 23 February 2012 66
67. Fishing
Television
• Bass 2 Billfish (to view episode, click here)
– NBC Sports/Versus – total of six airings
– Two have aired – total viewers approximately 230,000
• Ultimate Fishing Experience (to view episode, click here)
– An outdoor reality show that airs in Primetime on NBC Sports
Network
– Produced by Under The Bridge Productions
– Kissimmee sponsored two episodes of the program
– Kissimmee episode aired February 9
Marketing Advisory Committee Meeting | 23 February 2012 67
68. Upcoming Sports Event Advertising
• Sports Destination Magazine (March/April,
July/August, September/October)
• Sports Events (April, July, September, October)
• USSSA Today (Spring, Summer, Fall)
Print advertising supports the overall sales efforts and
helps build awareness of Kissimmee as a great location
for sports events.
Marketing Advisory Committee Meeting | 23 February 2012 68
71. It Pays to Meet in Kissimmee
• Incentive program designed to help bring
meetings to the destination.
• Flyers provided for sales reps to distribute
at events and tradeshows.
• Call-to-action is website where full details can be found and
where meeting planners can register.
• Results to date:
– 54 leads
– 36,777 potential room nights
– 3 bookings (3,010 room nights)
Marketing Advisory Committee Meeting | 23 February 2012 71
72. Upcoming Meetings Advertising
• Connect - July/August, September/October
• FSAE Source - May/June, July/August, September/October
• MPI – One+ - May, July
• Rejuvenate - June
• SMERF Meetings Journal and SMERFMeetings.com
• Convention South - June, July, August
• Meetings Focus South - April, August, September
• Visit Florida’s Meetings Professionals Program - April 2012-March 2013
• Enhanced listings on:
– ConventionPlanIt.com
– Conventions.net
– Cvent.com
Marketing Advisory Committee Meeting | 23 February 2012 72
78. Website Update
• Created over 200 CVB websites
• Use open source language and have most advanced CRM and
CMS systems in the industry
• No third party services
• Award-winning creative designs
• User-friendly partner management system
• Email marketing, forecasting, reporting and business analysis
• Calendar of events, integrated mapping, itinerary builder,
advertising
• Social media, SEO, SEM to consumer profiling
• Fully integrated
• Projected completion: August 2012
Marketing Advisory Committee Meeting | 23 February 2012 78
80. E-Marketing
• Budget: $750,000 (includes lead generation)
• Triggered welcome email
• Inspirational emails deployed based on intent to
travel
• October-January:
– 5,301 advertiser leads
– 10,279 clicks to VisitKissimmee.com
– 1 million+ emails sent and delivered
– Average open rate:
• Active list: 21.3%
• Active list resend: 7.5%
• Lead generation list: 4%
– Average click-through rate:
• Active list: 2.9%
• Active list resend: 1.3%
• Lead generation list: 0.6%
Marketing Advisory Committee Meeting | 23 February 2012 80
