AITDC FY2018 Industry Meeting Wi-Fi: ameliaisland Password: - - PowerPoint PPT Presentation

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AITDC FY2018 Industry Meeting Wi-Fi: ameliaisland Password: - - PowerPoint PPT Presentation

May 07, 2023 191 likes •1.12k views

AITDC FY2018 Industry Meeting Wi-Fi: ameliaisland Password: conference1 Historic Amelia Island Tourist Nassau County Board of Development Council County Commissioners (TDC) (BOCC) Appointed Board Elected Board Funding Bed Tax 2%

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AITDC FY2018

Industry Meeting

Wi-Fi: ameliaisland Password: conference1

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Historic

Amelia Island Tourist Development Council (TDC)

Appointed Board

Nassau County Board of County Commissioners (BOCC)

Elected Board

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Funding

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Bed Tax

2%

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AITDC Budget

350,000 1988

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Welcome Center

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Resort Development

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Purpose

Destination Management Destination Marketing

Convention & Visitors Bureau (CVB) Tourist Development Council (TDC)

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AITDC Budget

1,600,000 2007

$350,000 1988

(4x 1988)

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Beach Vacations

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Social Media

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The Team

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Tourism Jobs

1 in 4 Jobs

Largest Private Sector Employer

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Increasing Tax Revenues

38% Nassau County sales taxes paid by visitors $2,748 Household Tax Savings

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Quality of Life

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10-Year Performance

Occupancy

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10-Year Performance

Taxable Rental Sales - $

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10-Year Performance

Revenue Per Available Room

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FY2018 Key Metric Goals

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2018 Budget

4 pics Dine Kayak Golf Shop

$168,525 $817,346 $4,176,834 $759,898 $544,898 Collection Admin Marketing Travel Trade Beach

$6,467,501

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CVB Team

Amy Boek Ktimene Axetell Kate Harris Leigh Palmer

Melanie Crawford

Deb Nordstrom

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Marketing Plan

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Special Events

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New Campaign

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Amelia Island

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Marketing

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Visitor Snapshot

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Visitor Snapshot

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Visitor Snapshot

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Key Feeder States

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Key Feeder Cities

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Market Snapshots

LOS – Boston – Chicago – Greenville Spending – Boston – Chicago – New York

Expenditures & Economic

– Atlanta – New York – Jacksonville

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Top 25% of Spenders

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Our Targets

Established Growth Emerging International

Atlanta New York Metro Boston Canada Remainder of GA* Washington D.C. Metro Philadelphia Germany Florida* Charlotte Nashville United Kingdom Chicago Houston Dallas

Target Markets

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Our Targets

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Marketing Strategic Approach

Data-driven Decisions Public Relations in Media

Integrated Advertising

New creative Campaign Expand Content Special Events

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Paid Media

Digital 49% Print 27% TV / Video 9% Out of Home 6% International 6% Other 2% Radio 1%

$2,650,000

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New Campaign

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Traditional Co-ops

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Partner Takeaways

  • 1. Utilize AICVB research and

marketing plan

  • 2. Target similar audiences
  • 3. Participate in co-ops
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Digital Strategy

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Sustainability

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Website Traffic

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AmeliaIsland.com

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Email Database

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The Amelia Island Wellness Festival

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Amelia Island Chamber Music Festival “The Year of the Piano” Headliner Week, Jan 16-19

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Digital Media Funnel

Extend reach, grow awareness in fly markets Target Consumers Evaluators Engagers Increase engagement; drive visitors through funnel Converters Drive conversions and loyalty with 1:1 CRM Enhance consideration; intercept competition

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Digital Coops

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Partner Takeaways

  • 1. Share sustainability facts
  • 2. Distribute our content to your

audience & use #LoveAmelia

  • 3. Lend your voice
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Content

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Social Snapshot

  • Facebook reaches 150,000+ people a week
  • Atlanta, New York, Charlotte, First Coast,

Orlando + ADVOCATES

  • ENGAGEMENT is the goal
  • Used to micro target with paid promotions
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Power of Video

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Why Video?

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Video Production

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  • Good news business
  • Perception = reality
  • Be real (and go live)
  • People believe other people
  • Respond quickly and honestly

Storm Savvy

Social Response to Hurricane Irma

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Oncoming Storm

Social Response to Hurricane Irma

Day After

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Website

Social Response to Hurricane Irma

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#LOVEAMELIA Videos

Social Response to Hurricane Irma

September 14 September 15

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Facebook LIVE Broadcasts

Social Response to Hurricane Irma

Since September 13th,

80,000 views

168% increase from 2 weeks prior

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Day in the Life Photo Tour September 21

Social Response to Hurricane Irma

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New Content Assets

Social Response to Hurricane Irma

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“A.I. is where I come when I need peace in my

  • life. Prayers and God’s protection for everyone

in the path of Irma.” - Wendy Rogers Greer “We visited for the first time 5 years ago. It is

  • ur only vacation spot ever since. The people

are as kind and loving as the island is beautiful.” - Mickie McCool “I was supposed to be there this last week. Rescheduled for Feb. Can't wait. It will be my first time.” -Terri Bruffett

Traveler Response

Social Response to Hurricane Irma

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Partner Takeaways

1.Learn Facebook LIVE and start broadcasting 2.Share Amelia Island content 3.Use our image library to create your own social content. 4.Tag #LOVEAMELIA

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Giving People What They Want

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International

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Memorable Events + High-value Press Coverage

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Partner Takeaways

  • 1. Participate in stakeholder workshop

Dec 4th

  • 2. Host journalists and tour operators
  • 3. Recognize the potential economic

impact (and low environmental)

  • 4. Represent at international tradeshows
  • 5. Join Pétanque Amelia Island Open
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Strategic Initiatives

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2018 Initiatives

  • Cultivate Partner Relationships

Engage with the CVB for ongoing communication and educational

  • pportunities
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2018 Initiatives

  • Establish Island Insiders,

a Local Ambassador Program

Share the Island Insider Content

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2018 Initiatives

  • Develop new ways to reinforce

Amelia Island as cultural destination

Offer unique experiences that celebrate local history and culture

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2018 Initiatives

  • Build Sponsorships for Amelia Island

Signature Events

Think broadly about events and how your business can integrate

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2018 Initiatives

  • Establish the Amelia Island

Fund for Sustainable Tourism

Help identify private funding for projects impacting tourism

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Partner Takeaways

1.Share the Island Insider content 2.Think broadly about events and how to integrate 3.Help identify private funding

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Public Relations

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2017 Performance

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2017 Performance

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PR Strategies

  • Conduct group media experiences
  • Invite and host writers on individual basis
  • Follow traditional media practices
  • Coordinate activation events in target markets
  • Target males & millennials
  • Secure key influencers as brand ambassadors
  • Differentiate through niche marketing
  • Conduct media missions/desk-side briefings
  • Secure and execute promotions
  • Distribute creative press mailer
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PR Strategies

1. Saturate emerging markets to build brand recognition and maximized destination exposure and awareness

  • traditional media practices
  • targeted invites for individual stays
  • influencer partnerships
  • promotions
  • activation events
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PR Strategies

  • 2. Position Amelia Island as a premier

destination for friend group travel with specific outreach to male and millennial travel media

TIP: T arget Millennial travel by appealing to their desire for authentic experiences not offered by other more commercialized competitors. Create customizable packages and unique bucket-list experiences, and differentiate the destination by showcasing pristine beaches and natural experiences.

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PR Strategies

  • 3. Secure key influencers as brand

ambassadors to generate high-value digital coverage and ongoing engagement across social platforms

TIP: As public relations and digital marketing continue to evolve, engaging media influencers will begin to blur the lines between a traditional media stay and a direct ad

  • buy. Consider budgeting for this new form of “social

seeding.”

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PR Strategies

  • 4. Differentiate the destination

through niche-marketing in the key categories of family/multi- generational travel, wellness, culinary, and ecological interests

TIP: Appeal to family members of all ages with a variety of packages, activities and amenities, and offer incentives for traveling as an extended family-unit, such as a grandparents eat free or connecting rooms at a discounted rate. TIP: Capture the wellness travel audience by creating events catering to their interests (i.e. the Amelia Island Wellness Fest) and by offering packages that promote active exploration of the island and healthy living.

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PR Strategies

  • 5. Maintain brand recognition and

presence in key origin markets through ongoing media messaging, as well as introduction of new destination experiences

TIP: Curate “bragging rights-worthy” experiences and photo/video opportunities for travelers to share with friends and family through unique packages, offers and landscapes.

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Partner Takeaways

  • Host writers for individual stays
  • Host digital influencers
  • Host group media tours (“FAMS”)
  • Participate in promotions
  • Participate in promotional events
  • Send us news & updates
  • Respond to requests & leads
  • Offer packages, or specials for events
  • Follow travel trends & act accordingly
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New Campaign

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Ever So Slightly Special Preview

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Ever So Slightly Special

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Industry Resources

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Industry Resources

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AITDC FY2018

Industry Meeting

Wi-Fi: ameliaisland Password: conference1