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Chicago
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Standing ovations 10 Best Beaches Top 10 Island in US Best Coastal Small Towns South’s Best Small Towns Happiest Seaside Towns
Standing ovations Amelia Island - #4 Top 10 Islands in the U.S.
Standing ovations
cast
BACKSTAGE
OBJECTIVES 1. Be Brand d Stewards ards 2. Increase Yield 3. Anticipate & Mitigate te Forces es 4. Develop Integrated ed Marketi eting
Integrated Media
audience 50.5 4.2 Days Years Old Length of Stay 87.3% 55.2% 1 st Time Visitors Plan to Return 96.4% Recommend
Geographic Targets Established • Atlanta Growth • NYC • Charlotte • D.C. • Chicago Emerging • Boston • Nashville • Philadelphia • Houston • Dallas
Paid media ADVERTISING BUDGET BY MEDIUM 2% 5% 6% 9% 3% 49% 26% Digital Print Radio TV International Outside Other $2,800,000 total
Paid traditional
Print Co-op + DIGITAL!
State of market
Market Forces ECONOMY POLITICS ENVIRONMENT DISEASE PRODUCT MOMENTUM AWARENESS SATISFACTION
Paid Digital Extend reach, grow awareness in fly markets Target Consumers Enhance consideration; intercept competition Evaluators Increase engagement; drive visitors through funnel Engagers Drive conversions and loyalty with 1:1 CRM Converters
Digital attribution Measuring physical arrivals (sample) to Amelia Island based on ad exposure
Connected Traveler Ads Targeting on-island visitors Boosting economic impact Supporting local business
Owned 1MM sessions/yr 64,000 Subs 50,000 Fans 30K Imp/Mo # 7 Island in US
Ameliaisland.com Website Personalization 20% increase, sessions 27% reduction, bounce rate
Email Marketing Saint Nick GA vs. FL Shrimp Fest Golf Oct 2015 May 2016 Mass Blasts Interest – based automation DOUBLED average open rate
Chicago
Digital Event Support o Florida vs. Georgia o Navy vs. Notre Dame o TaxSlayer
Digital Event Support Itzhak Perlman • AmeliaIsland.com/violin • Homepage promotion • Calendar listings • Social support • Email blast
earned Maria Hayworth Kaitlin Harris HayworthPR.com
PR Plan • Host Travel Writers • Consumer Promotions • Press Releases • Media Leads • Editorial Calendars • Media Requests • Media Missions • Consumer Engagement • Tradeshow Support • Crisis Communications
Host writers Host Travel Writers • Individual Visits
Host writers Host Travel Writers • Individual Visits
Host writers Host Travel Writers • Individual Visits • Themed Fam Trips • Culinary • Daddy Blogger • TMS Fall Showcase
promotions Consumer Promotions • National
promotions Consumer Promotions • National
promotions Consumer Promotions • National • Market-Specific
promotions Consumer Promotions • National • Market-Specific
Press releases • Our News • Your News
Press releases • Our News • Your News
Media missions • New York • Atlanta • New Orleans • Nashville • Birmingham • Charlotte • Orlando • Toronto
Public relations • Media Leads Maria Hayworth • Editorial Calendars maria@hayworthpr.com 386-677-7000 • Media Requests 386-871-7041 mobile • Tradeshow Support Kaitlin Harris kaitlin@hayworthpr.com • Crisis Communications 561-948-0668
Content Studio Video
Content Studio • Photos/Image Gallery • Web Video • Airport Videos • Stakeholder Videos • Live broadcasts • Social posts
#LoveAmelia See our #LoveAmelia video series on our YouTube Channel at http://www.youtube.com/user/AmeliaIslandCVB Downtown Video – most popular video - https://www.youtube.com/watch?v=GNSm32aY4n0 Spirited Amelia – seasonal content - https://www.youtube.com/watch?v=TyEl2O_Nodg The Perfect Picnic – sample of video co-op – https://www.youtube.com/watch?v=oYSYQh5LAPQ
Video Co-Op
Shared
Shared
Vote Now Top 10: America’s Happiest Seaside Town
Social User-generated content Facebook Listening Twitter (Chat ) Instagram
UGC
Response
Response
Who Tells Your Story?
Your ROLE Update Your Info Register for: • Restaurant Week • Free Night, Any Night • Seaside Salute • Seasonal/Flash Sales
You’ve been cast in a starring role! 1. Get listed on ameliaisland.com, reaching over 1M people/year and has won multiple awards. 2. Submit events to the Amelia Island Calendar on ameliaisland.com. 3. Share your stories, photos, and news and our content on Amelia Island social media channels and on our Blog. 4. Point to ameliaisland.com from your website to give your users ideas of things to do and where to go. 5. Use Amelia Island hashtags to reach travelers and influencers around the globe with #ameliaisland #loveamelia. 6. Spread the word on how to protect our beaches and sea turtles , and distribute Clean Beaches door hangers. 7. Access cutting-edge market research on visitors, who they are, what brings them here at AmeliaIslandTDC.com. 8. Get listed in the Visitors Guide , sent to 165,000 people in 2015-16 and distributed at Welcome Center. 9. Distribute Amelia Island print materials to visitors at your business: Visitors Guides, Historic District Walking Tour, Artrageous Artwalk, bike maps, and meetings brochure. 10. Participate in a co-op advertising program at subsidized rates. 11. Develop special packages for us to promote in our event campaigns. 12. Display collateral materials and promote events at the spectacular Amelia Island Welcome Cente r (open seven days a week, 364 days a year.) 13. Pick up copies of Host travel writers or influencers 14. Take part in promotional programs: Value Card Free Night, Any Night, Seaside Salute. 15. Request photos from Amelia Island’s CleanPix galleries, and send us new photos of your business and events. 16. Get RFPs from brides and grooms to be interested in getting married on Amelia Island. 17. Join VISIT FLORIDA’s popular Twitter Chats. 18. Train with the VISIT FLORIDA hospitality training module. 19. Participate in the Dickens on Centre window decorating contest (downtown merchants only). 20. Communicate with us on what is working well for your business! www.AmeliaIslandTDC.com www.AmeliaIsland.com
Next show
International
International
Production costs 2017 Budget Description Budget FY2017 Budget Tourist Dev. Funds $4,795,875 Reserve/Carryforward $1,250,000 Cost of Collection $143,876 Net Tourist Dev. Funds $5,901,999 TDC Admin - 15% $697,800 Marketing - 65% $4,205,799 TDC Admin - 15% Marketing - 65% Travel Trade - 10% $533,200 Travel Trade - 10% Beach Improv - 10% Beach Improv - 10% $465,200
TDC Website AmeliaIslandTDC.com
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