Florida Tourism 2013-2014 Media Plan

Visit Florida

Table of Contents Executive Summary……..3-4

Competitive Analysis….5-11 Marketing Analysis……12-14

Creative Brief………………25

Media Objectives…….15-24 & Target

Media Budget Chart….26-27

Media Flow Chart…………28

Chart Summary………..29-30

Florida Tourism Executive Summary

Like many states, Florida is in the midst of economic turmoil that has been a direct result of the economic downturn we experienced beginning in 2008. The economy has negatively im-pacted the travel and tourism industry, which has been an important industry for Florida’s economic, cultural, social, and business components. No state benefits more from both in-state and out-of-state tourism than Florida, and the purpose of this media plan is to ensure that Florida’s travel and tourism industry will thrive yet again despite influences by the econo-my. A short-term goal of the years to come, Florida seeks to be the number one travel desti-nation both domestically and internationally.

The new media plan (2013-2014) for Florida’s travel and tourism industry will focus on two (2) separate key markets:

1.) Out-of-state tourists 2.) In-state tourists (Florida residents)

Both markets will have customized media plans that better reach out to the needs, lifestyles and travel patterns of the target market. Many mediums will be utilized in order to run an ef-fective campaign; however, each key market will focus on specific advertising mediums that will increase the frequency and/or reach that the respective target audiences will see. Both media plans will see high levels of media exposure in order to promote the state of Florida. The goal is to make Florida seem familiar for frequent visitors, while simultaneously promot-ing the vast array of attractions Florida has to offer that make it new and exciting. New trav-elers look for innovation and adventure, while consistent travelers look for familiarity and tra-dition. Both markets will benefit from one or more of the prominent mediums, which are: tel-evision advertisements (cable and spot), mailing (direct and email), billboards (in-state promo-tional methods) and additional mediums on a smaller-scale.

Other mediums that will be used on the smaller-scale include: magazines, which will reach na-tional niche audiences that have a presence in Florida (golfers, hikers, shoppers, etc.); social media to interact with potential consumers; and the newly-modified Visit Florida website, which will continually advertise Florida tourism throughout the year. Billboards and newspa-pers will also serve as effective mediums for potential in-state consumers, though only a small portion of the overall media budget is allocated to them. The lion’s share of the budget lies with television advertisements—both cable and spot—which is allocated 60% of the total budget. (Continued on the next page)

Florida Tourism Executive Summary

Statistically, the out-of-state market brings in the most tourism dollars annually, making them our primary market. It is one of the important goals of the media plan to increase out-of-state visitors to the state of Florida. Increasing the number of potential consumers could conse-quently increase the market’s consumer base, which could significantly increase tourism reve-nue in the foreseeable future. The in-state market also brings in revenue that is crucial to maintaining stability in Florida’s economy. The in-state market, though technically a secondary component, is still important. The in-state market can help bring tourism money during the stretches of time throughout the year when out-of-state tourism falters.

As we aim to expand Florida’s tourism base and increase the travel flow to the state, we need to compete with other states that offer very similar activities and attractions and are nearly, if not equally, dependent on tourism. Our director competitors that we have chosen to focus on for the competitive analysis are Hawaii and California. Both have similar climates and at-tractions and appeal to the same demographic. The goal is to differentiate the state of Florida from its direct competitors and to make Florida familiar, but new simultaneously. The objec-tive for this campaign overall is to maintain the current customer base while attracting new visitors to the state of Florida.

Florida Tourism Competitive Analysis for major competitors

W hile Florida is a unique and diverse state, two other states can be comparable as major competitors in our product category for our target audience. California tourism is always ranked in the

top three with New York as the most visited state in the U.S. The simi-larities in adventure activities like hiking, scuba diving, touring, water sports, etc., beaches, shopping, and more make California a top choice for consumers. Their emphases on fast-pace adventures that counter the relaxing diverse regions of wineries and low-key living have made them a major competitor.

Similarly, Hawaii has captured much of the target audience by position-ing themselves as the getaway paradise destination. For our target au-dience that comes to Florida to “get away,” Hawaii is a major competi-tor in the beaches category. Also, many business conventions are host-ed in Hawaii, and the working parent or relative may bring families along that take the place of Florida as their destination.

Why are these our competitors?

Florida Tourism SWOT ANALYSIS

Strengths -California’s major strength is warm climate year round. This allows for people to enjoy a variety of activates that can be done in such conditions. It also attracts people for the eastern part of the country that want to experience the warm weather during their colder months. -California offers a fast growing environment; they are one of the leading states in innovation in technology, politics, and entertainment. This gives people the feel that they are traveling to a new and exciting place. -California has an attraction for everyone. There are large cities that are filled with shopping, casinos, and celebrities along with rural areas for hiking, wine, and weekend getaways. Weaknesses -The recent economic recession has made it less likely for people to be able to travel for leisure. California depends heavily on travel and tourism for the state. -California has a negative connotation when trying to market family vacations. People often think of it as a place for couples and singles to go for a weekend of fun. This leads to families choosing other travel destinations. -California’s high crime rate and natural disasters can intimidate travelers and making their decision to visit. Opportunities -California has a chance to market toward more families; there are parks and beaches that should be marketed so people feel that they are entering a safe, welcoming, and comforting environment. -California’s face growing environment will be able to target more young ambi-tious people contributing to their growing economy. -California has a place for everyone, this allows for many international travelers which adds to their diversity. Threats -California’s lack of humbleness could lead people who are looking for a more relaxing vacation to travel elsewhere -travelers from eastern states might not be able to afford the trip because of the economy and choose to travel to closer destinations -California’s tourism can be affected by the natural disasters and the increasing crime rate.

The State of California Travel and Tourism

Florida Tourism SWOT ANALYSIS

Strengths -Hawaii’s year round warm climate and beautiful landscapes is one of its main ad-vantages. People are able to explore nature trails and hikes, relax on many luxu-rious beaches, or head into the city on the main island for an exciting night life. -Hawaii has a large market for wedding and honeymoon destinations. -Hawaii has a strong cultural presence that visitors from around the world can take part in. Weaknesses -Hawaii is an unfamiliar place to most of the nation some travelers might be ap-prehensive to make a long trip to someplace they are unsure of. Not only is Ha-waii an unfamiliar place but because it Is an island taking a place or boat is nec-essary. This could also discourage travelers -young people looking for more night life vacation are less likely to visit and go to other destinations Opportunities -Hawaii’s large cultural presence is a way to attract people into the state who are interested in a different life style than their own. This will allow for people to experience new kind of food, entertainment, and lifestyle. -Hawaii’s natural beauty is an easy way to attract a variety of people. By focusing on niche markets and taking advantage of what all the islands have to offer Ha-waii’s tourism will be able to grow. Threats -with the way the economy is people are traveling less and don’t have as much money for leisure trips and choosing to go to closer destinations. -Hawaii’s climate can also be a threat. At some parts of the year the temperature is extremely hot, humid, and prone to storms.

The State of Hawaii Travel and Tourism

Florida Tourism

Target market demographic and psychographic profile

California’s target market demographic relies on young adventurous, middle to upper class couples and families stressing “life in California” (their main market-ing slogan) as full of adventure and also relaxation. However, one of their weak-nesses is that many consumers view California as a “couples” vacation rather than a family vacation destination, thus creating an awareness campaign target audience of families.

Hawaii’s target market demographic also relies on the 25-54 year-old middle to upper class couples and families who are seeking paradise, adventure and culture, and relaxation. A major portion of their target audience is also working business-men and women who are required to visit Hawaii for work or conventions and may bring their families along.

The State of California Travel and Tourism

The State of Hawaii Travel and Tourism

Florida Tourism

Geographic sales/ product availability

California’s geographic sales are more limited to more western states west of the Mississippi. Because of the prices of travel from the Midwest and East, Cali-fornia has a higher intake of visitors from these states. They also receive a great-er influx of Asian visitors due to the closer proximity than Florida. Many interna-tional travelers from all over the world choose California as their destination.

Because of Hawaii’s reclusive location, proximity is often not a concern. There sales may be affected negatively by visitors from all over the world due to the fi-nancial burden and stress of a long flight that is not an option for bigger families. Hawaii is less available than California or Florida, but that is also part of the ap-peal often times and they receive visitors from all over the world.

The State of California Travel and Tourism

The State of Hawaii Travel and Tourism

Florida Tourism

Position in consumer’s mind

Diverse, adventurous beach destination with a surplus of activities, climates, and scenery all along the large state.

Reclusive “getaway” paradise and unique cultural experience within the United States often viewed as romantic and relaxing.

The State of California Travel and Tourism

The State of Hawaii Travel and Tourism

Dominant advertising appeals Both would appeal to the idea that everybody needs a vacation for either relaxa-tion or adventure, and both can supply that bit of paradise and small break in be-tween your busy schedule or meetings, work, and caretaking.

Florida Tourism

Because of the nature of marketing strategies for state tourism, both Hawaii and California focus on advertising. This is because incongruent from normal everyday consumer products, a coupon or event is not going to bring people to vacation in these states. There is planning and consideration that plays on the role of the consumer, making it diffi-cult to make promotions as their focus.

The State of California & Hawaii Travel and Tourism

Advertising Budget

California- $300 million for next six years. Hawaii- $69 million for next four years.

Budget Year

California– Advertising budget year runs from July to June. Hawaii– Advertising budget runs on a regular calendar year.

Both advertising agencies handling the brand for California and Hawaii were not readily available, neither was total billings. Hawaii names Hawaii Tourism Agency as their marketing partner. We can assume that the state tourism department carries out some sort of advertising or marketing agency.

Florida Tourism

Marketing Analysis: The State of Florida Travel SWOT Analysis

Strengths -Florida has many strong assets. It offers a variety of attractions and activities that ca-ter to a wide variety of individuals from virtually every demographic group. -Florida is home to many cultural events, historic places, beautiful natural landmarks and sporting events and venues. -Florida offers a mild climate year-round. Florida’s mild climate makes it an ideal place for outdoor activities associated with travel at any time of the year. -Florida is accessible by many key modes of transportation for both domestic and in-ternational travelers: car, airplane and boat. Florida also has a great number of restau-rants and lodging accommodations that make it convenient from a consumer stand-point.

Weaknesses -The recent economic recession has made it less likely for families to be able to travel for leisure. Florida depends heavily on travel and tourism for the state. -Other vacation hotspots are seen to be new and exciting, while Florida has grown to become synonymous with ‘old and familiar’ in some cases. Visitor rates are decreasing from previously crucial consumer bases both domestically and internationally. -Many individuals are not aware of everything that the state of Florida has to offer be-yond the typical tourist destinations and theme parks. Florida must, therefore, pro-mote all regions effectively in order to increase the consumer base and significantly and positively impact the profits within travel and tourism.

Threats -Florida’s tourism industry can be threatened by natural disasters and inclement weather patterns as well as increasing crime rates in some key tourist destinations in recent years. Miami has been ranked one of the worst cities based on crime. -Tourism packages of competitors are appealing to the average consumer recovering from financial troubles stemming from the recession. Some consumers may choose to travel shorter distances to conserve funds or choose not to travel at all until in a more stable financial standing.

Opportunities -Florida has been known as one of the top tourist destinations both domestically and internationally for years. As the economy seems to be recovering, they must capitalize on being both familiar and innovative at the same time in order to draw in new tour-ists and maintain a consumer base with returning visitors and Florida residents alike.

Florida Tourism

Target market-demographic and psychographic profile Primary Group: Out of state frequent visitors

Louisiana, Mississippi, Alabama, Georgia , North Carolina, South Carolina, Kentucky, Tennes-see, Virginia Texas, Missouri ,Indiana, Washington D.C., Minneapolis, Detroit, Boston, New York City, Baltimore, Pittsburgh, Raleigh-Durham and Nashville, Atlanta, Dallas, Chicago, Houston

This group is focused on more family vacation travel. The visits can last from 3 days to a week. 80% of the visitors come from these states. We should be targeting the top amusement parks, shopping malls, and beaches to these people.

Out-of-state Brand Character (Primary)- The Johnson family (2 parents, 4 chil-

dren, live-in grandmother) lives in Ohio. The Johnson’s are an upper-middle class family with money that can be used for leisure activities. This family is traditional and looks to travel des-tinations based on sentimentality, memories and previous vacations that promoted family bonding. Because of the large size of the family, the Johnsons typically drive to vacation desti-nations to decrease the cost of travel. The Johnson Family has four children and therefore can travel only during scheduled breaks within the school year. These breaks generally fall in the typical peak travel seasons for the state of Florida: the Spring Break season, summer vacation and occasionally over winter break. The Johnsons look for the ultimate vacation that empha-sizes the attractions and activities that are not accessible to them in their home state. This includes but is not limited to theme parks, beaches and shopping centers. Relaxation, family bonding and cost efficiency are main focuses of the Johnson’s travel.

Secondary Group: In state residents ages 25-54

Many leisure trips are taken by couples, but families are close after these trips, generally last-ing 2-3 nights. The top place that residents are visiting is Orlando (36%) followed by Tampa, St. Petersburg and Clearwater. Shopping and amusement parks are the main activities that res-idents partake in. 33% are from the ages 18-34 and 32% are 35-49. This group of people is able to travel year round and can easily visit a variety of places within the state.

In-State Brand Character (Secondary)- The Smith family (2 parents, 2 grown

children no longer living at home) live in Florida. The Smiths are an upper-middle class family with money that can be used for leisure. They always look for new places to go within the state of Florida for efficient travel and quick weekend getaways. The family sometimes travels while the children are home from college, but primarily travel as a couple. The Smiths are a middle-aged couple and have the ability to travel all throughout the year as opposed to being limited by seasonal travels. The couple generally looks to deals from hotel chains and attrac-tions within Florida as their go-to travel destinations. Efficiency, relaxation and cost effective-ness are main focuses of the Smith’s travel.

Florida Tourism

Geographic sales/product availability The states that we would target for our primary group (out-of-state travelers) are states on the east coast (specifically east of the Mississippi River). This also includes states bordering Florida including Mississippi, Alabama, Georgia and the Carolinas. The states that we would target for our secondary group (in-state travelers) is Florida, focusing on specific geographic regions.

Length of purchase cycle We will be using a normal calendar year, starting in January and ending in December. Different campaigns would be taking place throughout the year targeting specific markets.

Florida is seen to the frequent visitor as a familiar and traditional vacation spot. The goal of the campaign is to continue to promote those ideals but also to attract new visitors by increasing the appeal of Florida as exciting and regionally diverse. Florida is seen to the potential consumer as old and typical in terms of vacation attractions and activities. A main objective of the campaign is to promote Florida as a state that is home to ad-venture, new experiences and excitement.

Position in consumer’s mind

Florida Tourism

Dominant advertising appeals For our primary group, we want to enhance the appeal of Florida as a travel destination and want potential consumers to feel as if they were exploring a new place even if they have been to Florida before. The primary group represents the out-of-state visitor. The goal of the campaign is to enhance the family experience. This group wants family bonding time with a main focus on memories that will last for a lifetime. They look for experiences that they cannot get in their home states including: miles of beaches, amusement parks and great sightseeing opportunities. The experiences that Florida has to offer are endless! When targeting this group we are going to show them exciting places with a sense of familiarity. When targeting this group we are going to appeal to their sense of happiness, family rela-tions and the sense of belonging. Our secondary group represents the in-state traveler. The goal of this particular campaign for this audience is to promote different regional attractions that will enhance the appeal of in-state travel. There are a diverse number of activities that we want to draw attention to when targeting this group. The campaign would focus on key geographic locations in Florida that offer shopping, sports, nature, history, and many other experiences that cater to the needs of niche markets. We want to give residents the opportunity to experience some-thing new and exciting while remaining in state. While we want to intrigue this group by showing them all that Florida has to offer, we also want to keep in mind that this is their home. This is a place that is familiar, safe, and comfortable to this group, which is really all the more reason to travel within the state. The state relies heavily on the travel and tour-ism industry for its economy, so a trip in state is really an investment in the future of the state.

Florida Tourism

Budget The total budget for this campaign is $56 million. The breakdown of the budget is as follows: 60% Television advertisements -$21.8 million for network cable television advertisements (38.9% total budget) -$11.8 million for local spot television advertisements in Florida (21% to-tal budget) 20% Mailing -$11.2 million for both in-state and out-of-state mailing advertisements -this includes the cost of postage for 5 million advertisements for both markets annually. 10% Billboards/Outdoor advertisements, Magazines, Newspapers, Promo-tional, Website -$1.3 million for billboards/outdoor advertisements targeted at second-ary audience -$192,000 for magazine advertisements reaching a national audience -$288,000 for monthly newspaper advertisements in eight (8) key mar-ket areas in Florida -$5,000 for promotional contest that will take place in winter months of the calendar year 10% Buffer -This money will be used for unanticipated and unprecedented errors in financial projections for this campaign. Increases of media advertising costs and other factors that could influence the cost of the overall cam-paign will be accounted for. The 10% buffer in our budget is representative of any market shifts that may occur. Unused funds will be returned to our cli-ent or invested in the state of Florida in any other means necessary.

Florida Tourism

Major media: Cable TV PRIMARY: Out-of-State Frequent Visitors

$21.8 million dollars would go specifically towards network cable advertisements. That means that the medium of network cable would represent 38.9% of the total budget for the campaign. January, February, April and July are months that network cable would be lightly ad-vertised. Heavy advertising for network cable will be in February and March and the end of April through the end of June. The main targets of these advertisements would be our out-of-state visitors to the state of Florida. Some of the key designated marketing areas to focus on nationally include, but are not limited to: Detroit, Cleveland/Akron, NYC, Pittsburgh, Indian-apolis, Columbus, Cincinnati, Atlanta, Charlotte, Boston, Dallas, Nashville, Houston and Balti-more. With a more Midwest and east coast focus, the cable television advertisements will reach our target market. The majority of out-of-state visitors come from the aforementioned areas. For all television advertising, heavy advertising would be at a 60 GRP while light advertising would be at a 40 GRP. The goal of this aspect of the advertising campaign is to reach as much of our target audiences as possible. The following channels represent the markets that we are trying to appeal to:

Travel Channel Discovery Disney Channel Nickelodeon Animal Planet ABC Family Golf Channel: specialized travel, focus on diversity of Florida Outdoor Channel Weather Channel

Florida Tourism

Major media: Mail/Email PRIMARY: Out-of-State Frequent Visitors

20% of the total budget (roughly $11.2 million) would be allocated to mailing for both our primary and secondary audiences. Heavy mailing for the primary target audience would take place in January and February to attract visitors for both the spring break cam-paign as well as the summer vacation campaign. Heavy mailing for the secondary target audi-ence would take place in September and October. The mailing for the secondary audience would focus on in-state visitors that are more likely to [and have statistically been proven to] plan long weekend trips on a whim to other parts of the state. Mailing lists would be obtained from Florida attractions as well as magazine subscription lists and the Visit Florida database. The budget for mailing includes postage of up to $2.20 for as many as five million individuals annually. The mail/email campaign will coincide with the heavy television advertising campaigns for the two specific target markets.

Florida Tourism

Major media: Magazine Ads PRIMARY: Out-of-State Frequent Visitors

Magazines would be utilized to attract a national audience. Some key magazines for advertising would be:

Nickelodeon Magazines

Highlights for Kids

Golf Digest

Bloomberg BusinessWeek

Other niche magazines such as home magazines, sports magazines and travel magazines.

The budget for magazines is $192,000. Magazine advertisements would take place in January through February, April through May and August through October. We would ob-tain lists for our mailing advertisement component of the total campaign from the aforemen-tioned magazines.

Florida Tourism

Major media: Local television spots SECONDARY: In-State Travelers (Florida Residents) $11.8 million dollars would be used for local television advertising spots in designated markets targeted at in-state visitors (Florida residents).

These areas include: Miami, Ft. Lauderdale, Tampa, St. Petersburg, Or-lando, Naples, Daytona and Jacksonville.

This is representative of 21% of the total $56 million budget. Light local spot adver-tisements would occur in March, April, May and June while a heavier advertisement focus for local spots in Florida would take place between September and November. The main targets of these advertisements would be our in-state visitors (Florida residents) traveling to other areas within the state or visiting local attractions. For all television advertising, heavy advertising would be at a 60 GRP while light advertising would be at a 40 GRP.

Florida Tourism

Major media: Mail/E-mail SECONDARY: In-State Travelers (Florida Residents) 20% of the total budget (roughly $11.2 million) would be allocated to mailing for both our primary and secondary audiences. Heavy mailing for the primary target audience would take place in January and February to attract visitors for both the spring break cam-paign as well as the summer vacation campaign. Heavy mailing for the secondary target audi-ence would take place in September and October.

The mailing for the secondary audience would focus on in-state visitors that are more likely to [and have statistically been proven to] plan long weekend trips on a whim to other parts of the state.

Mailing lists would be obtained from Florida attractions as well as magazine subscription lists and the Visit Florida database.

The budget for mailing includes postage of up to $2.20 for as many as five million individuals annually. The mail/email campaign will coincide with the heavy television advertising campaigns for the two specific target markets.

Florida Tourism

Major media: Billboard/Outdoor Advertisements SECONDARY: In-State Travelers (Florida Residents) Billboards would be positioned to reach individuals that can drive to Florida tourist destina-tions easily and efficiently for long weekends or impromptu trips, much like Florida residents.

Billboards would be put up: along I-95 through South Carolina, Georgia and Florida; along I-75 in Southern Georgia through Northern Florida; and along I-65 through Southern Mississippi into Florida. The positioning of these billboards was decided upon based on consistent statis-tics that 80% of Florida travel traffic comes from these key DMAs. This approach to advertis-ing will be effective in reaching and attracting one or both of our target audience(s) indefinite-ly. The billboard advertising medium will be utilized on a monthly basis with usage occurring in January and February, March and April and, finally, in September through to December months. The goal would be to attract more visitors to Florida at a time in the calendar year when out-of-state travel is historically lower than in other months. The budget for billboards is projected to be $1.3 million dollars annually. All billboard advertisements will be at a steady 50 GRP rating.

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Florida Tourism

Major media: Magazines SECONDARY: In-State Travelers (Florida Residents) Magazines would be utilized to attract a national audience. Some key magazines for advertising would be Nickelodeon Magazines, Highlights for Kids and other niche magazines such as home

magazines, sports magazines and travel magazines. The budget for magazines is $192,000 . Magazine advertisements would take place in January through February, April through May and August through October. We would obtain lists for our mailing advertisement component of the total campaign from the aforementioned magazines.

Newspapers would also be used for in-state visitors. Advertisements would be placed on a continual basis throughout the calendar year in eight (8) key newspaper markets in Florida: Miami (two newspapers), Jacksonville, Daytona, Naples, Gainesville, Orlando and Tampa. Each newspaper would publish one advertisement promoting travel and tourism in Florida per

month. The budget for newspaper advertisements would be about $288,000 .

Major media: Newspapers

Florida Tourism

Major media: WEBSITE BOTH AUDIENCES

A main objective of the campaign is to increase the state’s social media presence exponential-ly as well as to reformat the website to promote consumer interaction and user friendliness. The website would be up and running on a continual basis throughout the calendar year for consumer usage. One way to increase Florida’s travel and tourism in the foreseeable future is through promotions. The campaign seeks to have a contest that would be for all target audi-ences that would allow consumers to enter for a chance to win an all-expense-paid vacation to a Florida destination of their choosing. The contest would be promoted on the website as well as through email blasts to frequent visitors. Twitter and Facebook postings would also be increased in order to promote the contest and travel and tourism in Florida overall.

Advertising budget year We will be using a normal calendar year, starting in January and ending in December. This makes it easier for quarterly reports and dividing up advertising between peak and valley months of both target audiences.

Agency Visit Florida represents the state of Florida. It is owned by the travel and tourism industry of Florida and therefore handles all finances in conjunction with the state budget.

Florida Tourism

Creative Brief Key Insight Both in-state and out-of-state tourists are predominantly white, upper class, and family-oriented, with the vacationing in Florida normally often done with the entire family.

Out-of-state tourists come to Florida for the more traditional and famous attractions (Sea World, Disneyworld, etc.) while the in-state tourists often try and seek out new activities that can be found in Florida.

Communication Objective The goal of the media plan is to improve Florida tourism—during the busy tourism months and the non-busy months—as well as increasing the tourism base for out-of-state visitors. With varying mediums and at varying degrees, we want out-of-state visitors to visit during the heavy tourism times, and we want them to consider us for future visits. During the off months, we want in-state residents to increase their number of visits to the many of Florida’s attractions, which will improve tourism during the quiet months.

Creative Strategy Florida is a natural paradise that contains various beaches, travel paths, and an enjoyable cli-mate throughout the year, all of which people of any differences can enjoy. Florida is also filled with numerous attractions that can appeal to narrower niche of people, to the wide ma-jority of people who simply want the experience to visit some of Florida’s more well-known attractions. All of these, we want to convey, make for a memorable experience.

Promise Florida can guarantee a wide array of attractions, locations, and activities that can appeal to people of differing ages and preferences. Florida is home to many one-of-a-kind experiences that are commonly seen as “must-do experiences” and are seen as national treasures by many people.

Tone of Voice Beautiful, fun, relaxing, adventurous

Tag Line “No work, all play”

“Your next stop”

“Come for the experience and stay for it too”

“Why put a limit on joy?”

Florida Tourism

Media Budget Chart

Florida Tourism

Media Budget Chart

Florida Tourism

Media Flow Chart

Florida Tourism

Chart Summary The total budget for Florida’s travel and tourism industry for the 2013-2014 calendar year is $56 million (US dollars). The campaign would involve the use of several different mediums; however, some mediums would be emphasized more within the campaign.

60% of the total budget (roughly $33.6 million) would be allocated to television advertise-ments. Within that $33.6 million budget, $21.8 million dollars would go specifically towards network cable advertisements. That means that the medium of network cable would repre-sent 38.9% of the total budget for the campaign. January, February, April and July are months that network cable would be lightly advertised. Heavy advertising for network cable will be in February and March and the end of April through the end of June. The main targets of these advertisements would be our out-of-state visitors to the state of Florida. Some of the key designated marketing areas to focus on nationally include, but are not limited to: Detroit, Cleveland/Akron, NYC, Pittsburgh, Indianapolis, Columbus, Cincinnati, Atlanta, Charlotte, Boston, Dallas, Nashville, Houston and Baltimore. With a more Midwest and east coast fo-cus, the cable television advertisements will reach our target market. The majority of out-of-state visitors come from the aforementioned areas. $11.8 million dollars would be used for local television advertising spots in designated mar-kets targeted at in-state visitors (Florida residents). These areas include Miami, Ft. Lauder-dale, Tampa, St. Petersburg, Orlando, Naples, Daytona and Jacksonville. This is representa-tive of 21% of the total $56 million budget. Light local spot advertisements would occur in March, April, May and June while a heavier advertisement focus for local spots in Florida would take place between September and November. The main targets of these advertise-ments would be our in-state visitors (Florida residents) traveling to other areas within the state or visiting local attractions. For all television advertising, heavy advertising would be at a 60 GRP while light advertising would be at a 40 GRP.

20% of the total budget (roughly $11.2 million) would be allocated to mailing for both our primary and secondary audiences. Heavy mailing for the primary target audience would take place in January and February to attract visitors for both the spring break campaign as well as the summer vacation campaign. Heavy mailing for the secondary target audience would take place in September and October. The mailing for the secondary audience would focus on in-state visitors that are more likely to [and have statistically been proven to] plan long week-end trips on a whim to other parts of the state. Mailing lists would be obtained from Florida attractions as well as magazine subscription lists and the Visit Florida database. The budget for mailing includes postage of up to $2.20 for as many as five million individuals annually. (Continued on next page)

Florida Tourism

Chart Summary Just over 20% of the total budget (roughly $11.3 million) would be split amongst other medi-ums that are important, but will not receive the lion’s share of focus in terms of budget allo-cation for advertising. These additional mediums include: billboard/outdoor advertisements, magazines on a national scale, promotional items and maintenance of the Visit Florida web-site. Billboards would be positioned to reach individuals that can drive to Florida tourist destina-tions easily and efficiently for long weekends or impromptu trips, much like Florida residents. Billboards would be put up: along I-95 through South Carolina, Georgia and Florida; along I-75 in Southern Georgia through Northern Florida; and along I-65 through Southern Mississip-pi into Florida. The positioning of these billboards was decided upon based on consistent sta-tistics that 80% of Florida travel traffic comes from these key DMAs. This approach to adver-tising will be effective in reaching and attracting one or both of our target audience(s) indefi-nitely. The billboard advertising medium will be utilized on a monthly basis with usage occur-ring in January and February, March and April and, finally, in September through to December months. The goal would be to attract more visitors to Florida at a time in the calendar year when out-of-state travel is historically lower than in other months. The budget for billboards is projected to be $1.3 million dollars annually. All billboard advertisements will be at a steady 50 GRP rating. Newspapers would also be used for in-state visitors. Advertisements would be placed on a continual basis throughout the calendar year in eight (8) key newspaper markets in Florida: Miami (two newspapers), Jacksonville, Daytona, Naples, Gainesville, Orlando and Tampa. Each newspaper would publish one advertisement promoting travel and tourism in Florida per month. The budget for newspaper advertisements would be about $288,000. Magazines would be utilized to attract a national audience. Some key magazines for advertis-ing would be Nickelodeon Magazines, Highlights for Kids and other niche magazines such as home magazines, sports magazines and travel magazines. The budget for magazines is $192,000. Magazine advertisements would take place in January through February, April through May and August through October. A main objective of the campaign is to increase the state’s social media presence exponen-tially as well as to reformat the website to promote consumer interaction and user friendli-ness. The website would be up and running on a continual basis throughout the calendar year for consumer usage. One way to increase Florida’s travel and tourism in the foreseeable fu-ture is through promotions. The campaign seeks to have a contest that would be for all tar-get audiences that would allow consumers to enter for a chance to win an all-expense-paid vacation to a Florida destination of their choosing. The contest would be promoted on the website as well as through email blasts to frequent visitors. Twitter and Facebook postings would also be increased in order to promote the contest and travel and tourism in Florida overall.