January 2015 Report - Experience Kissimmee CVB

BY THE NUMBERS…
METRICS REPORT
SUBHEAD HERE
Osceola County
I-Drive
LBV
Occupancy
Nov-14
54.9%
69.1%
73.8%
Nov-13
51.4%
65.9%
73.8%
% Pts +/3.6%
3.1%
0.0%
Osceola County
I-Drive
LBV
ADR
Nov-14
$75.60
$114.09
$116.29
Nov-13
$70.69
$105.76
$107.73
+/6.9%
7.9%
8.0%
Osceola County
I-Drive
LBV
RevPar
Nov-14
$41.53
$78.80
$85.79
Nov-13
$36.31
$69.74
$79.50
+/14.4%
13.0%
7.9%
BY THE NUMBERS…
BY THE NUMBERS…
Partner Investments in Team Programs/Activities
Revenue YTD:
Current Month:
$203,897.24
$4,668.52
In-kind YTD:
Current Month:
$125,913
$29,145
Co-op Marketing: $356,000
YTD Private Funds:
$685,810.24
BY THE NUMBERS…
Sales Performance
Leads Generated
Potential Economic Impact
Potential Room Nights
Bookings
Economic Impact of Bookings
Room Nights from Bookings
Dec-14
FYTD
59
$17,320,455
36,794
6
$3,359,117
7,306
171
$43,409,931
111,587
30
$7,384,537
16,793
In January 2014 we had 490 fans on our
Vive Kissimmee Brasil Facebook page. A
97,000 fans,
year later, we have over
a nearly 20,000% increase
DOMESTIC
SALES
AND
MARKETING
HOLIDAY CAMPAIGN
Online Advertising Campaign
Timing: October 27– December 14
Number of Advertising Impressions: 10,255,767
Total Website visits:
Mobile: 49,623
Desktop: 40,035
Text to Win Sweepstakes
Timing: November 3– January 11
1 winner each week for 10 weeks
Sweepstakes entries: 9,807
HOLIDAY PROMOTION
DAILY DISNEY
Orlando Sentinel’s one-stop resource for all things Walt Disney World
Top DMA list is in line with top
feeder markets
Top DMA Summary
Home Page Takeover
Visits
Orlando-Daytona BchMelborne
462,714
17.2%
New York
150,033
5.6%
Tampa-St. Pete (Sarasota)
93,517
3.5%
Los Angeles
80,110
3.0%
Philadelphia
79,749
3.0%
Chicago
64,984
2.4%
Boston
64,943
2.4%
2,695,913 total instances
*Results as of 2014
KISS THE COLD AWAY CAMPAIGN
• Promote Kissimmee’s year-round sunny weather
• Increase awareness of Kissimmee
• Encourage visitation to the destination
Timing: January 15– April 15
Target Market:
• New York, Philadelphia, Chicago, Boston
• Age 25 – 54
• HHI of $75k+
• Intent to travel to Central
Florida
MEDIA STRATEGY
Varied Media Strategy:
• Online (60%)
• Outdoor (27%)
• Television (13%)
Utilizes top performing media
placements and dynamic
creative executions
SWEEPSTAKES
Enter to Win a Box Full of Sunshine
& Sunny Getaway Grand Prizes!
Timing
• January 12 – April 12
1 box of sunshine giveaway per week
for 13 weeks
Text to enter for in market entries
Form entry for online web visitors
Each entry is valid for monthly grand
prize giveaway of a trip to Kissimmee
One grand prize giveaway per month
MEDIA RELATIONS INITIATIVES
Media Missions to Key Markets
• New York City, Chicago, Philadelphia, and Boston
•
•
January 23 – 30
Desk side and lunch appointments with Traditional Media outlets &
travel and lifestyle bloggers.
Brand Ambassador FAM
• February 23 – 26
• 5 – 6 bloggers from top feeder markets
Twitter Parties
•
•
•
•
January 26 – Tweet meet up during media mission
February 25 – During blogger FAM
March 18
April 9
VACATION HOME RENTAL CAMPAIGN
Market Osceola County as the nation’s leading vacation
home destination
• Increase awareness of Vacation Rentals
• Encourage visitation to the destination
Timing: January 14– September 30
Target Market
• FL, NY, GA, IL, PA, MA
• Age 30 – 50
• HHI of $50k+
• Intent to travel to Central Florida
MEDIA STRATEGY
Utilizes top performing online placements
• 75% general awareness banners
• 25% segmented banners
Kissimmee is the vacation
home capital of the world!
SWEEPSTAKES
• Sweepstakes giveaways every other month
Sweepstakes packages
coincide with segmented
banners
Golf getaway
Family reunion
Spa getaway
SWEEPSTAKES
Timing
• January 26 – September 28
• 1 giveaway every 2 months
• Form entry for online web visitors
Golf Getaway
• Entry period: January 26 – March 29
Family Reunion Getaways
• Entry period 1: March 30 – May 31
• Entry period 2: June 1– August 2
Spa Getaway
• Entry period: August 3– September 27
MEDIA RELATIONS INITIATIVES
Brand Ambassador FAM
• September 14– 17 (tentative)
• 5 – 6 bloggers from top feeder markets
Schedule of activities:
•
•
•
•
•
•
•
4-days, 3-night stay at Vacation Home Rental
Vacation home rental tour
Walt Disney World
Disney Springs
In home chef experience
1-hour airboat tour, Ziplining tour
Additional partner activities as time allows
Twitter Parties
March 5
May 7
September 16 – During FAM
INTERNATIONAL
SALES
AND
MARKETING
CANADA DIRECT CONSUMER CAMPAIGN
•
•
•
•
•
•
•
•
January 20-April 20
Toronto and Ottawa
Digital wall at most visited train station
Print ad at “Dreamscapes” magazine Social media ads Facebook and Twitter
Online Ads
Posters at train stations
Trade Partner: Air Canada Vacations
EK investment
Brand USA
Air Canada in-kind
Total:
$265,000
$ 79,500
$104,286
$448,786
UK Direct Consumer Campaign
• December 26- March 23
• Social media & online banner ads
• Trade Partners:
Expedia
Holiday Genie
EK investment
$195,000
Brand USA
$64,128
Holiday Genie (in-kind)
$11,160
Total:
$270,288
OCEAN HOLIDAYS
• UK’s Number 1 Independent Florida Travel
Specialist
• Integrated consumer campaign including TV
advertising
• Campaign: January to September 2015
• TV advert airs January 2015 &
September 2015
• Launching at a peak time running against
leading brands such as – Virgin Holidays, BA
Holidays and Visit Orlando
Ocean Holidays
Experience Kissimmee
Brand USA
Total:
$56,000
$56,000
$56,000
$168,000
MEXICO, COLOMBIA AND CHILE
•
•
•
•
•
•
February1-March 31
Mexico City, Bogota and Santiago de Chile
Online advertisement
Street Billboards
Mall Posters
Airport
EK investment
Visit Florida
Brand USA
$100,000
$100,000
$50,000
Total: $250,000
UPCOMING
Florida Huddle
January 14-16
Ft. Lauderdale
Iceland Air Show
February 4-9
Reykjavik
Colombia Sales Mission
March 2-6
Pereira, Manizalez, Armenia
Bogota
Scandinavian Mission
March 16-20
Oslo, Norway, Stockholm & Denmark
MARK YOUR CALENDARS
GET IN THE GAME. Experience Kissimmee Sports Summit, January 28, 11:30 a.m. – 1 p.m.,
Omni Orlando Resort ChampionsGate. Panel Discussion, Guest Speaker on the impact of
Sports.
ULTIMATE CULINARY BATTLE. World Food Championships Press Conference, February 3,
10:30-noon, Bohemian Hotel, Celebration Florida. Official press announcement of the
relocation of the Super Bowl of food competitions from Las Vegas to Kissimmee.
WHAT’S ON YOUR MND?/HOW’S BUSINESS?/HOW CAN WE HELP? Town Hall
Meeting, February 11, 9 a.m.-10:30 a.m., Radisson Orlando Resort at Celebration. President
& CEO entertains questions, views, insights, opinions from industry partners.
COMMUNITY FOCUS. Annual State of the County address, February 12, 11:15 a.m.-1 p.m.,
Embassy Suites Orlando Lake Buena Vista South. Setting the course for a stronger economy
through technology, transportation, and tourism.