Domestic Team 2013-2014 Marketing Plan

Courtesy of Gordon Tarpley via Flickr

DOMESTIC STRATEGIES

• Increase brand awareness through a series of coordinated marketing campaigns

• Use search engine marketing to convert leads

and inquiries into room nights

• Promote travel to the destination during slower visitation periods

• Market the destination to new groups of travelers

• Encourage visitors to increase their activities and length of stay through in-market advertising

• Highlight Osceola County’s vacation home rentals

TARGET MARKET & VISITOR OVERVIEW

Average HHI: $100,000+

Top origin markets:• Florida, New York, Georgia, Pennsylvania,

Michigan, Ohio, Illinois and Texas

Types of travelers:• Multigenerational

• Emphasis placed on Hispanic travelers to complement International’s efforts in the Puerto Rican and Latin American markets

• Families and couples with and without children• Emphasis placed on Gen Y couples without

children and Empty Nesters• Student groups• Active and veteran military visitors

2013 – 2014 FISCAL CALENDAR

OCT NOV DEC JAN FEB MAR APR MAY JUN JULY AUG SEPT

Holiday

Kissimmee Rocks

Miss the Crowds!

Fall Campaign

Additional Activities/Programs:• SEM/SEO• In-Market Publications• Visit Florida Advertising• Visit Orlando Advertising• Social Media• Mobile App

• Hispanic Campaign• DOKM Follow Up• Vacation Home Ad Campaign• i.seeKissimmee• Kissimmee Insight 2.0• Groups & Military Leisure

Off Peak

Off Peak

Off Peak

LEISURE ACTIVITIES

National campaign to raise awareness of Kissimmee, and keep the area top-of-mind when planning vacations

Write and record a tune representing Kissimmee

The winner and their guests will get to tour Kissimmee like never before with an all access VIP trip!

Industry partners will be encouraged to help create a compelling prize that includes airfare, accommodations, theme park tickets with behind the scenes access, limo transportation, etc.

Timeline:

VOTINGPROMOTION

SUBMISSION TIMING

DOMESTIC BRAND AWARENESSKISSIMMEE ROCKS!

*Brand Awareness and Social Media support will last during entire campaign.

Goals: Brand awarenessGain consumer data for remarketing purposesEngage the consumer via social media

Measurable Goals: 1,000 video submissions125,000 unique website views5% increase in YouTube video viewsIncrease social media followers/fans/likesIncrease intent to travel to the destination5,000 email opt ins

DOMESTIC BRAND AWARENESSKISSIMMEE ROCKS!

FALL CAMPAIGN

• Encourage September/October visitation • Emphasis placed on Gen Y couples without children

• Partner with OTAs and Industry Partners to offer a “Book 3 nights, get the 4th night free!” deal

• Encourage travel to the destination during this time to reunite and recreate old vacation memories. Campaign ties in a vintage theme with the current trend of recreating old photos. “Show us your recreated photos for a chance to win $10,000 shopping spree!”

Timeline:

THROWBACK REUNION

VOTINGPROMOTIO

NSUBMISSION

TIMING

Intent to Travel

*Brand Awareness and Social Media support will last during entire campaign.

FALL CAMPAIGN

Goals: • Encourage visitation during off-peak season, and

increase the destination’s brand awareness• Increase number of Instagram followers resulting in

higher brand awareness• Target new generation of travelers (Gen Y)

THROWBACK REUNION

Measurable Goals:• 1,000 total Instagram followers• 70,000 room nights• 50,000 visits to specialized awareness-

building page on EK website

HOLIDAY CAMPAIGNPIN IT TO WIN IT

HOLIDAY CAMPAIGNPROMOTIO

NPIN TO WIN

Intent to Travel

• Encourage visitation during the off-peak time between Thanksgiving and the week before Christmas

• Raise awareness of the destination, holiday events, activities, and Industry Partner offers

• Sweepstakes element offers a “Pin it to Win it” component to further promote destination and activities

• Winners receive an industry partner prize pack complete with a $500 Visa Gift Card (1 per week for 4 weeks)

Timeline:

*Brand Awareness and Social Media support will last during entire campaign.

HOLIDAY CAMPAIGN

Goals:• Encourage visitation during off-peak season• Increase the destination’s brand awareness• Broaden social media presence – Pinterest  

Measurable Goals:• Increase Pinterest followers to 2,500 total• 50,000 room nights • 100,000 website visits• 28,000 outbound partner clicks• 16,000 outbound lodging partner clicks

Users are in line with target market1: • Annual HHI is 100k+• 62.8% of users are women• 67.4% are aged 25 – 54• 50% have kids

Source: Very Pinteresting

PIN IT TO WIN IT

IN-MARKET PUBLICATIONS

• Target visitors already in the area

• By advertising the wide range of activities available, EK will encourage visitors to take advantage during their current trip, extend their stay, or book an additional trip in the future

IN MARKET ADS & AREA GUIDE

Goal: • Increase the number of activities

participated in during visits• Encourage repeat visitation

Measurable Goal:• 20,000 room nights

MOBILE APP

Experience Kissimmee? There’s an app for that!

• Develop and launch a mobile app to promote the destination, as well as the numerous dining options, attractions, and accommodations made available by Industry Partners

• Measurable Goal: • 50,000 downloads

Key Features: • Allows users to track which

locations have visited wherever locations are displayed

• Users view their current location, receive live directions, and display locations closest to them

• Social media integration• Custom reporting using full

integration with Google Analytics

6 out of 10 mobile users are now downloading travel apps – approx. 160 million users in the US alone!1

Source: Tnooz Travel Tech

In The Now!

VISIT FLORIDA ADVERTISING

• Partner with Visit Florida to promote the destination and encourage travelers planning trips in Florida to visit Kissimmee

• Multiple mediums ensure we reach a variety of travelers

• Advertising co-ops with Industry Partners• Print, website

advertising, custom email and custom triggered emails

• Measurable Goal: • 16,000 room

nights

VISIT ORLANDO ADVERTISING

• To promote brand awareness and shift share in the market, EK will become a partner with Visit Orlando

• Partnering will allow us to gain a presence in their Official Visitors Guide and on their website

Official Visitors Guide• Annual distribution: 800,000

*Visit Orlando also offers a digital version on their website

Online global consumer rate card• Sections: Home, Places

to Stay, Things to Do, Plan Your Trip

SUN ‘N FUN

2014 marks the 40th Anniversary!

200,000 people attend during the week, and many of them fly into the Kissimmee Airport and bring their families

• Launch an online advertising campaign to encourage visitors coming to the event to stay in Osceola County

• Coordinate with Industry Partners to offer discounts to guests attending the event

• Discounts will be featured on an EK landing page

LAKELAND, FL

ADDITIONAL ACTIVITIES

Decade of Kissimmee Memories • EK will continue the momentum of the contest by

extending brand awareness efforts into 2013 – 2014

Vacation Rental Ad Campaign• EK will launch three campaigns during 2013 – 2014

to promote vacation rental properties and encourage visitors to book stays

Kissimmee Airport Partnership• Agreement provides for the development of print

and Internet advertising aimed at potential visitors utilizing the Kissimmee Gateway Airport

DOMESTIC LEISURE

WEB INITIATIVES

SEM/SEO

Goal:• Drive traffic to EK website to help increase total

room nights

Measurable goals:• Room Nights: 400,000• Website Visits: 1,280,000• Outbound Partner Clicks: 400,000• Outbound Lodging Clicks: 220,000

SEM/SEO brand awareness efforts:

• Keyword targeting• Organic optimization• Inbound link acquisition• Paid search media

WEB-BASED PROGRAMS

Reformat i.seeKissimmee Online Blog:• Transition website from www.iseeKissimmee.com to

www.experiencekissimmee.com/blog in order to take advantage of SEM/SEO strategies

• Refocus bloggers with a higher number of followers that will generate better content

• Change format to quality instead of quantity for blog posts• Require less posts per visit, but more content per post• Coordinate with EK staff for guest blog posts

Revamp Kissimmee Insight:• Focus more on Kissimmee as a destination

• Coordinate with EK staff to host, as opposed to hiring talent• Feature more impromptu, less scripted videos

• Produce videos in house• Faster turner around time• Feature more episodes per year

SOCIAL MEDIA ADVERTISING

• EK will continue social media advertising in order to gain and maintain awareness of Kissimmee, increase fans, and drive traffic to experiencekissimmee.com

• Maintaining an engaged and vibrant fan base allows us to leverage social media fans to support programs

• Goals: • Engage fans and raise awareness of

Kissimmee

• Measurable Goals: • Facebook: 660,000 likes• Twitter: 15,000 fans

TRIP ADVISOR

• Sponsor Trip Advisor landing page to promote the destination.

• Visitors have a direct link to key information• Accommodations, activities social media, area guide, etc

2012 Results: • 49,597 page views/month• 38,352 unique visitors/month

*Projecting growth in 2013

• However, unless ads are tied to a campaign, traffic is organic.

• For 2013 – 2014, EK will launch an online ad campaign to drive traffic to the page

OTA CO-OPS

• EK will partner with OTAs to further promote the destination and increase production for lodging partners

THANK YOU

International Team 2013-2014 Marketing Plan

• Increase Kissimmee product offered through local and in-Country tour operators

• Increase awareness of the Kissimmee destination through targeted media activities

• Increase awareness of the Kissimmee destination through targeted social media outreach in Latin American Markets

International Strategies

2013 – 2014 FISCAL CALENDAR

OCT NOV DEC JAN FEB MAR APR MAY JUN JULY AUG SEPT

Canadian Consumer Program

UK Consumer Program

Brazil Program

Colombia & Mexico Program

Additional Programs:• Meet the Orange• Destination Travel Agents Training Academies • Tour Operator Co-op’s

Efforts for All Key International Markets

• Trade Awareness Programs Kissimmee Breakfast with the Local Tour Operators Local Sales Calls Receptive Tour Operators December Reception with Receptive Tour Operators Experience Kissimmee Travel Agent Trainings Two (2) trade shows

International Pow Wow April/2014 – Chicago Hotelbeds Workshop

• Cooperative marketing initiatives with travel trade Hotelbeds Expedia Tourico

• Media Awareness Program

Super Media FAM - September/2014Osceola Lakes (airboats, canoeing, Kayaking and variety of accommodations camping, RV, home and hotel)

UNITED KINGDOM

United Kingdom

• Consumer Awareness Program Targeted advertising campaign during

peak travel planning time (December to February)

• Trade/Media Programs

Two (2) familiarization tours Two (2) trade shows (IP Participation) 1 sales/media mission (IP participation)

• Cooperative Marketing Initiatives with travel trade

TravelMole e-blast (IP participation) Travel2 Academy(online destination

training) UK and Ireland Airline

LATIN AMERICA

• Consumer Awareness programs Each country will have a dedicated advertising budget to

support social media initiatives, promotions, blogger outreach to generate consumer engagement and destination awareness

• Trade/Media Programs Trade familiarization trips Trade Shows and Sales Missions

• New initiatives Cooperative advertising campaigns with Travel Trade Brazil: Hotelbeds and CVC Colombia : Tourico and Price Travel Mexico : Hotelbeds and Best Day Travel

• New Markets Puerto Rico Chile

Brazil Colombia Mexico

CANADA

• Consumer Awareness Program Winter Targeted advertisement campaign “Meet-the-Orange “Buzz Generating events

• Trade/Media Participation Four (4) trade shows in country by VOX Operators and Media Fams One Sales Mission (industry Partners participation)

• Ten(10) joint Marketing initiatives with Key TO’s, OTA’s and Airlines

Sunwing Airlines Red Tag/Total Vacation Thomas Cook Canada Air Canada Vacations Jaunt.ca/Targetvacations.ca Alio Tours Itravel 2000 Air Canada Travelocity.ca Transat Holidays

• Familiarization trip with new initiative “Off the beaten track”

Canada

NORTHERN EUROPE

• Consumer Awareness Program Three(3) “Meet-the-Orange “ Buzz Generating Events

• Trade/Media Programs Three(3) Tour Operators Fams Three(3) Trade Shows by Rep Firm Two Sales Mission (with Industry partners)

• Ten(10) joint Marketing initiatives with Key TO’s,OTA’s and Airlines

Tui Belgium American Vacations Travel Trend Euram Atlantic dream Vacations Thomas Cook Belgium Go America/Aireka Wings and Wheels USA Travel Jan Doets America

Northern Europe -Benelux and the Scandinavian Countries

THANK YOU