Greater Fort Lauderdale Convention & Visitors Bureau Advertising Agency Services RFP FINAL PRESENTATION FINAL PRESENTATION
Ability of Professional Staff Ability of Professional Staff Today, we will Project Approach Project Approach a. Marketing Plan for FLL b. Media Buying Strategy a. Marketing Plan for FLL b. Media Buying Strategy demonstrate Past Performance Evidence of Past Performance Evidence of Knowledge and Experience Knowledge and Experience how Nobox Workload of the Firm Workload of the Firm delivers delivers on each of on each of Location Location these criteria these criteria Price Price Pricing Support Pricing Support
ABILITY OF PROFESSIONAL STAFF PROFESSIONAL STAFF
310+ 310+ travel and destination projects delivered in 125K+ 125K+ hours for more than 36 36 global destinations. Cultivating empathy empathy and commitment commitment for long-term partnerships: 10 years 10 years with Copa Airlines and 7 years 7 years with Marriott and others. diversity of our team – a big part of our culture culture – fosters The diversity creativity and triggers a broader range of perspectives and ideas.
PROJECT APPROACH APPROACH
A FLL MARKETING PLAN APPROACH APPROACH
Current Current Landscape FLL ranks 1st FLL ranks 1st The average domestic fare out The average domestic fare out among large-hub US airports in terms of rate of of FLL is significantly lower compared to MIA growth*. and PBI ($240, $317, and $326, respectively) During FY 2019, During FY 2019, In 2018, over 66%* In 2018, over 66%* of enplanements came from three carriers: JetBlue, the runway closure was forecasted to Spirit, and Southwest. decrease enplanements by 1M. Enplanements grew by 48*% Enplanements grew by 48*% Through 2018*, Through 2018*, between FY 2013 and FY 2018. international enplanements represented approximately 25% of total enplanements – a 66% increase since 2009. FLL is the fastest FLL is the fastest-growing hub in North America growing hub in North America in terms of available seats on departing flights. There are ongoing facility There are ongoing facility improvements and enhancements. FLL handles more than 50% FLL handles more than 50% of the passenger traffic on domestic flights that The number of seats increased in the recent 12 -month start and end in tri-county South Florida. period by 11%, or two million seats** driven by JetBlue, Spirit, and Southwest. * Broward County Aviation Department 2017/2018 ** OAG Flight Tracker Data *** U.S. Department of Transportation 2017
Objectives Objectives (Why) 1. 1. Be the airport of CHOICE CHOICE for South Florida travelers 2. 2. Increase Revenue Revenue - Locally sourced enplanements (domestic and international destinations) - Additional flights from signatory airline partners - Parking - Car rental - Concessions - Cargo
Link to Video
Marketing Plan for FLL Plan for FLL South Florida travelers may not South Florida travelers may not - currently have FLL as a top -of-mind option. FLL is not the FLL you once knew. FLL is not the FLL you once knew. - It is now improved and enhanced. Challenges to Overcome Challenges The number of flights The number of flights - Awareness & Consideration Awareness & Consideration (domestic and international) (domestic and international) has significantly increased, and travelers may not be aware that FLL now has a flight to their destination of choice. - Value for the Money Value for the Money Travelers may not be aware that on average, flying out of FLL is a more affordable option than flying from MIA or PBI.
Marketing Plan for FLL Plan for FLL Target Target (Who) 1. 1. South Floridians South Floridians (Enplanements) - Broward County - Miami-Dade County (North) - Palm Beach County (South) 2. 2. Airlines Airlines (Additional Routes and Flights) - JetBlue - Spirit - Southwest 3. 3. Inbound Inbound Markets - New York/New Jersey - California - Canada, Colombia, Mexico
Marketing Plan for FLL Plan for FLL Difference Difference Why and how are we better? Affordable Accommodating A pleasure! A pleasure! Accessible Affable
Marketing Plan for FLL Plan for FLL Positioning Positioning (Story to Create Value)
Marketing Plan for FLL Plan for FLL A Sneak Peek A Sneak Peek Tactics Tactics Goals Goals Increase FLL consideration, increase enplanements, and be South Florida’s preferred South Florida Campaign enplanement airport Co-Op Advertising with Key Airline Increased enplanements and flights/destinations from the airlines = increased Partners (JetBlue, Spirit, revenue for the airport Southwest) Increase enplanement share relative to MIA and PBI. Conquest passengers Promotional/Bundled Offers AWAY from MIA and PBI: - Air, concession, and parking - Air, concession, and Virgin (Brightline) - Air, concession, and rideshare (Uber/Lyft) - Air, concession, and car rental (inbound) Passenger Frequency Passenger Frequency FLL Membership/Loyalty Program - Dedicated entrance - Preferred parking - Concession discount - Frequency reward
B MEDIA BUYING STRATEGY STRATEGY
MEDIA BUYING STRATEGY STRATEGY We think and act differently We think and act differently FROM FROM TO TO Designing dynamic interactions Buying static things Idea-driven Media-driven Behaviors/passion points Impressions, GRPs Brand value Media value Moments
• ~ ~ MEDIA BUYING STRATEGY STRATEGY s\fate«), "E.1-ecutJo,, - 0 ,0 0 C t:, C ~ :s ::i Process Process CD j 0 't -$" '1 Co '>ltt,$ oes\ Tas\( People Per formance Cu l tu ral Ana l ytics Grow t h Analyt i cs GREATER FORT LAUDERDALE I
MEDIA BUYING STRATEGY STRATEGY Process Process Phase 1 Phase 1 Phase 2 Phase 2 Phase 3 Phase 3 Phase 4 Phase 4 Phase 5 Phase 5 Phase 6 Phase 6 Comms STEPS STEPS Execution Task Strategy Partnerships & Opportunity Design Platforms Discovery process Deep dive into the Build a framework Create a Pursue alliances Provide real-time with GFL team in consumer journey. with a clear consumer that provide optimization to which we will Understand definition of experience design additional ensure efficiencies identify needs and industry and channel strategy, that defines all opportunities and and results. Report building media competitive data KPIs, and interactions. innovation in real-time with brief. to find best way to optimization Craft plans with to creatively KPI tracking and win. tactics. partners and impact our an AI for predictive technologies to audience. insights. deliver the right context.
MEDIA BUYING STRATEGY STRATEGY – Phase 1 Phase 1 -3 Approach Approach DEVELOP AN EFFICIENT, CROSS -PLATFORM MEDIA PLAN TO CONNECT WITH THE RIGHT PERSON PERSON . DELIVER THE RIGHT MESSAGE MESSAGE AT THE RIGHT TIME TIME , EVERY TIME – FROM INSPIRING TO BOOKING AND RETENTION.
• MEDIA BUYING STRATEGY STRATEGY – Phase 4 Phase 4-5 Throughout the Travel Journey Throughout the Travel Journey MOMENT MOMENT Desire to Travel Evaluating options Booking Vacation Experience @ GFL FUNNEL FUNNEL Inspire Attract Convert Delight AUDIENCE AUDIENCE Domestic/International, Demographic Profile, Geography, HHI, Seasonalities PASSION PASSION Luxe Lover, Proudly Diverse, Cultured & Cool, Fresh & Surprising, Business POINTS POINTS MEDIA KPIs MEDIA KPIs Time Spent, Affinity Index, Usage, Message Receptivity, CTR, CPV, CPC OOH, Print, Social, Video, OTAs, OTAs, Travel Agents, In -Flight CTV, OOH, Social, Social, Video, CHANNELS CHANNELS In-Market Travel Audiences, Magazines, Geofence, Social, Influencers, Video, Blogging, Influencers I ._____I~ __ ______._II::::::::==::=============:~========: SEM/SEO, Audio Video, SEO/SEM Branded Content ~~II l~I --~~-~ Based on Passion MESSAGE MESSAGE Based on Interactions Based on Benefits/Promotions Drive Advocacy Points A.. GRE ATER W" FORT LAUDERDALE
• MEDIA BUYING STRATEGY STRATEGY – Phase 5 Phase 5-6 Roll Roll Out Understanding the decision process allows us to execute media accordingly throughout the year Jan I Feb I Mar Jan I Feb I Mar Apr I May I Jun Apr I May I Jun Jul I Aug I Sept Jul I Aug I Sept Oct I Nov I Dec Oct I Nov I Dec Jan I Feb I Mar Jan I Feb I Mar Domestic Domestic Attract Attract Convert Convert Floridians (Summer) Inspire Inspire Delight Delight Attract Attract Convert Convert Other States (Fall/Winter) Inspire Inspire Delight Delight International International Europe Attract Attract Convert Convert (Fall/Winter) Inspire Inspire Delight Delight LATAM Attract Attract Convert Convert (Southern Cone Winter Delight Delight Inspire Inspire Break/Easter) GREATER FORT LAUDERDALE I
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