Transcript Marketing Campaign Update - Orange County Comptroller

Marketing Campaign Update
Mark McHugh
Chairman, Board of Directors
Orlando/Orange County Convention &
Visitors Bureau, Inc.
Orlando/Orange County CVB
Mission Statement
The mission of the Orlando/Orange County
Convention & Visitors Bureau, Inc., as the industry’s
leader, is to market the area globally as a premier
leisure, convention and business destination for the
continual economic benefit of the community.
Developing the New Campaign
Orlando Integrated Partnership
Orlando/Orange Co. CVB
Board of Directors
Marketing Committee
Theme Parks
Industry Leaders
Harris Interactive
Government
WestWayne
Marketing Committee
CHAIR – Joe Couceiro
Corporate Vice President Marketing
Busch Entertainment Corporation
Ed Gilbert
CEO/Partner
Gilbert & Manjura Marketing
Kurt Kostur
Sr. Vice President Marketing Communications
Universal Orlando Resort
Bruno Jauernig
Director Domestic Marketing & Canada
Walt Disney Parks and Resorts
Tad Hutcheson
Vice President of Marketing
AirTran Airways
Steven Jamieson
General Manager
Mall at Millenia
Liz Hall
Director of Sales & Marketing
Staybridge Suites
Tim Swan
Director of Sales & Marketing
Orlando World Center Marriott
Jim Donovan
Director of Sales & Marketing
Radisson Worldgate Resort
Linda Tierney
Director of Revenue Maximization
JHM Hotels
Convention Sales Committee
Chair: Tim Swan
Director of Sales and Marketing
Orlando World Center Marriott
Elyse S. Cottle
Director of Promotions
Royale Orlando
Ron Loman
Director of Sales
International Metropolitan Resort
Co-Chair: Leslie Menichini
Director of Sales and Marketing
Rosen Shingle Creek Resort & Golf Club
Bob Dees
Sr. Director of Sales and Marketing
Hyatt Regency Grand Cypress
Jeff McCaw
VP of Sales, Exposition Services
Freeman
David Adelson
Director of Sales and Marketing
Peabody Orlando
Dave Duncan
Director of Sales and Marketing
Renaissance Orlando Resort at Seaworld
Jeff McNulty
Assistant Director of Sales
Doubletree Hotel (at entrance of Universal Orlando)
Tony Aslanian
Director of Sales
Hilton in the Walt Disney World
Todd Frappier
Director of Sales and Marketing
Rosen Centre Hotel
Eric Opron
Director of Sales and Marketing
Walt Disney World Swan and Dolphin
Kathie Canning
Deputy General Manager
Orange County Convention Center
Bob Geller
Director of Sales and Marketing
Sheraton Studio City Hotel
Yulita Osuba
Director of Sales and Marketing
Orange County Convention Center
Jeff Cargill
National Sales Manager
Hello Florida! Inc. and Mears
Doug Gennardo
Director of Sales and Marketing
Grande Lakes Orlando
Eric Szymanski
Senior Account Executive
Courtyard by Marriott Lake Buena Vista
Kathy Cattoor
Senior Director of Resort Sales
Universal’s Portofino Bay Hotel
Mike Kovensky
Director of Sales
Buena Vista Palace
Dan Valha
Director of Sales
Walt Disney World Resorts
Tim Corder
Director of Sales and Marketing
Wyndham Orlando Resort
Simone Kuska
Director of Sales and Marketing
The Florida Hotel and Conf. Center
Building the Orlando Campaign
Fall 2005
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Orlando Futures Study Commissioned
Community Input Meeting Held
Spring 2006
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2006 Marketing Committee Convenes
Preliminary Orlando Futures Study Results
(May)
Fall 2006
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Summer 2006
• CVB & Harris Interactive present Orlando
Futures Study results to BCC (June)
• CVB and Marketing Committee translate
study recommendations into a direction for
the Orlando brand
• BCC approves increase in TDT (July)
•
New concept design and testing begins
Updates on campaign process with
commissioners
Final advertising and copy testing occurs
Commercial concept approved
Media plan approved
Campaign slogan testing and selection
Commercial shoot
Commercial previews and campaign
overview provided to membership and
commissioners (Dec)
Winter 2007
•
•
Spots approved and shared with CVB board
and commissioners (Jan)
Campaign launch (Feb)
Marketing Campaign Update
Gary Sain
President and C.E.O.
Orlando/Orange County Convention &
Visitors Bureau, Inc.
Use of Sixth Cent
Ad and PR Agencies
3.5%
Database Marketing
0.6%
Research
0.4%
Interest
0.2%
Internet Advertising
2.0%
International Programs
8.3%
Public Relations
0.2%
Convention Advertising
9.0%
Domestic Print
Advertisng
6.6%
Domestic TV Advertising
69.2%
Meeting/Conventions Marketing Campaign
Futures Study Findings
Experience and Perceptions of CVBs
Experience with
CVBs:
Rating of Sales Experience
Top 2 Box “Exceptional/Good”
78%
Orlando, FL
60
Las Vegas, NV
56
Atlanta, GA
Chicago, IL
50
San Antonio, TX
48
Washington, D.C.
43
50
30
39
26
52
20
69
78
54
29
13
91%
41
74
53
54
82
67
- Good
Nashville, TN
38
26
Philadelphia, PA
36
22
52
74
Boston, MA
33
16
61
77
New York, NY
30
14
57
48
- Exceptional
83
62
Source: Harris Interactive
Futures Study Findings Summary
• Orlando has higher positive ratings compared to all other
destinations in the following areas:
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Reputation
Likelihood to Book a Major/Annual Event
Attractions
CVB Sales Team
• Attendee Draw: Orlando is second. Las Vegas significantly
ahead of all competitors
• Second-tier cities such as Nashville and San Antonio are
strengthening their positions
Source: Harris Interactive
2007 Budget (Sixth Cent)
• $3.2 million for
convention marketing
• An increase of more than
three times over 2006
Meeting Planners Guide
Print Advertising
Meeting Planner Publications
Testimonial Print Advertising
Consumer Marketing Campaign
$6.7 Billion Spent on Domestic Tourism
Advertising in 2006
Source: Nielsen Adviews 2007
Orlando Branding Campaign
Objectives:
• Brand Orlando as the premier family vacation destination
• Drive traffic to orlandoinfo.com
• Create destination interest, familiarity and appeal
“Increase Intent to Visit”
The Target
Key Features
Key Messages
• Parents can enjoy the vacation as much as kids
• Family-friendly environment
• Kids and parents share activities
• Larger-than-life experience for kids
• Family bonding
Brand Essence Video
Integrated Campaign
National Television

Generates mass reach and awareness
Magazines
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Reinforce message and engage audience
Online
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Message immediacy to reach target
actively engaged in vacation planning
Newspaper
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Tactical use to drive response
Outdoor
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Launch new brand and generate awareness
in key feeder markets
Promotions/
Public Relations

Extend reach of campaign, create
consistent buzz
National Television Campaign
90% of Women
25 – 54
21 Times
www.orlandosi.com
Primetime Program Highlights –
Hispanic/African American
La Fea Mas Bella
Mundo De Fieras
Orlando is Everywhere
TV Commercials
Consumer Feedback
“I just had to tell you how great your new commercial
is. When my son was small, we would run from place to
place like we were kids. Now that my son is grown, my
husband and I roam WDW, Universal, Sea World & all the
little places up & down Route 4 and say to each other,
Remember when...Orlando is the best place to be a
kid, have fun, and make memories..at any age.”
[email protected]
Magazine Inserts
Magazine Advertising
Target Moms’ ‘mindset’ across multiple media channels
Parenting
children
Circ: 6.0MM
Running the
home & family
Circ: 9.4MM
Taking a moment
for herself
Circ: 6.9MM
Added Value Elements
• Television
 Billboards
 :15 bonus announcements
 Show sponsorships
• Magazine
 Full page ads
 Small space ads
 Online integration
Internet
•
54 million women, ages 24 to 54
•
40% of all women
Display Advertising
Online Banner Ads
Drive Market
International Visitation to Orlando
• 2.7 million international visitors
• Average length of stay – 9.2 nights
• $5 billion in visitor spending (17% of the total)
• Increasing competition from global destinations
United Kingdom
• #1 International market
• More than 1 million visitors annually
• 24% market share of UK arrivals to U.S.
• 71% share of UK visitors to Florida
• Strong potential for increased visitation
UK Integrated Marketing Campaign
• Newspaper inserts with Destination
Guide
• Television (satellite and broadcast)
• Direct mail to circa 200,000 households
• Public Relations and Promotions support
• Travel industry efforts
• Dedicated Web site:
www.orlandoinfo.com/uk
• Internet Marketing and Advertising
• E-communications
Canada Integrated Marketing Campaign
• #2 International market
• 657,000 Canadian visitors annually
• Campaign Timing – Nov – Dec, 2007
• Television - Southern Ontario
• Newspaper - Southern Ontario
• October Travel Trade Event in
Toronto and Montreal
• Public Relations Programs
• Chris Robinson Radio Show
The Launch
Television Roadblock
USA Today Ad
• 2.5 million circulation
• Large circulation national
newspaper providing significant
reach opportunity
• Popular with frequent travelers
• 92% of readers traveled
domestically in past year
Outdoor Campaign
Times Square
Orlando Oasis in Times Square
CW Clip
Print Coverage
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New York Post
New York Times
Orlando Sentinel
New York Magazine
Web/Social Media Coverage
• My Space
• Yahoo! Finance
• Yahoo! UK & Ireland
• Yahoo! Canada
• Google News
• You Tube
Domestic Campaign
Measurement
Kelly Repass
Sr. Director of Research
Orlando/Orange County Convention &
Visitors Bureau, Inc.
Convention/Meetings Campaign
Primary Measurements:
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Number of qualified leads generated
Conversion percentage
Number of attendees
$ value of meetings
Domestic Leisure Campaign Research
Pre-Campaign Launch: Tested creative concepts prior to production
 Qualitative Research (focus groups)
 Vacation preferences and destination perceptions
 Creative concepts
 Quantitative Research
 Comprehensive evaluation of TV campaign concepts (copy test)
 Campaign slogan research
Domestic Leisure Campaign Measurement
Post-Campaign Launch: Campaign measurement tools
 Web Site Activity
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Analysis of Orlandoinfo.com activity
 Advertising Tracking Study
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Continuous measurement of the advertising’s impact on consumer
behavior and destination perceptions
 Return on Investment Study
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Measurement of the campaign ROI based on incremental visitation
Weekly Orlandoinfo.com Home Page Views
2007 YTD home page views up 42% vs. same period of 2006
100,000
Home Page Views
90,000
80,000
Cable TV
1/29
Search Engine
Marketing
1/2
Network TV
2/06
NYC Event
2/15
70,000
60,000
50,000
40,000
30,000
20,000
1/07
1/14
1/21
1/28
2/4
2/11
2/18
Week Ending
2007
2006
2/25
3/4
3/11
3/18
Online Travel Sites - Increased Activity
Orlando Accommodations Outlook
Advanced Bookings
 Spring (April - May)
 46% up vs. same period last year
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19% up more than 10%
20% up between 5%-10%
 Summer (June – August)
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35% up vs. same period last year
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15% up more than 10%
13% up between 5%-10%
Source: Orlando/Orange County CVB accommodations survey, March 2007
Domestic Leisure Campaign Measurement
Advertising Tracking Study
Study Objective: Continuous measurement of the advertising’s
impact on consumer behavior and destination perceptions
 Key Topics:
 Destination familiarity
 Consideration, interest and intent regarding future visitation
 Destination perceptions and barriers
 Awareness, recall and likeability of advertising
 Influence of advertising on desire and intent to visit Orlando
 Whether consumers visit orlandoinfo.com
 Timing:
 Baseline survey conducted in January 2007
 Weekly survey conducted throughout the year
Domestic Leisure Campaign Measurement
Return on Investment Study
Study Objective: Measurement of the campaign ROI based
on incremental visitation
 Key Topics:
 Influence of advertising on decision to visit Orlando
 Planned vs. actual Orlando travel
 Visitor travel behavior (length of stay, activities, spending, etc.)
 Number of visitors incrementally influenced to visit, related
spending and return on investment
 Timing:
 Baseline survey conducted in January 2007
 Multiple wave study covering 2007-2009; starts 2nd qtr 2007
Thank You