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WIFI: Omni Meeting Username: ameliaisland Password: conference

Chicago

welcome

Thank you

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 Years Old 4.2 Days Length of Stay 55.2% 1st Time Visitors 87.3% Plan to Return 96.4% Recommend

Geographic Targets

Established

• Atlanta

Growth

• NYC
• Charlotte
• D.C.
• Chicago

Emerging

• Boston
• Nashville
• Philadelphia
• Houston
• Dallas

Paid media

49% 26% 3% 9% 6% 5% 2%

ADVERTISING BUDGET BY MEDIUM

Digital Print Radio TV International Outside Other

$2,800,000 total

Paid traditional

Print Co-op

+ DIGITAL!

State of market

Market Forces

ECONOMY PRODUCT SATISFACTION MOMENTUM AWARENESS ENVIRONMENT POLITICS DISEASE

Paid Digital

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

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

64,000 Subs 30K Imp/Mo # 7 Island in US 50,000 Fans 1MM sessions/yr

Ameliaisland.com

Website Personalization 20% increase, sessions 27% reduction, bounce rate

Email Marketing

Oct 2015 May 2016

Saint Nick Shrimp Fest GA vs. FL Golf Mass Blasts  Interest – based automation DOUBLED average open rate

Chicago

Digital Event Support

• Florida vs. Georgia
• Navy vs. Notre Dame
• TaxSlayer

Digital Event Support

Itzhak Perlman

• AmeliaIsland.com/violin
• Homepage promotion
• Calendar listings
• Social support
• Email blast

earned

Maria Hayworth Kaitlin Harris HayworthPR.com

• Host Travel Writers
• Consumer Promotions
• Press Releases
• Media Leads
• Editorial Calendars
• Media Requests
• Media Missions
• Consumer Engagement
• Tradeshow Support
• Crisis Communications

PR Plan

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

Host writers

Consumer Promotions

• National

promotions

Consumer Promotions

• National

promotions

Consumer Promotions

• National
• Market-Specific

promotions

Consumer Promotions

• National
• Market-Specific

promotions

• Our News
• Your News

Press releases

• Our News
• Your News

Press releases

• New York
• Atlanta
• New Orleans
• Nashville
• Birmingham
• Charlotte
• Orlando
• Toronto

Media missions

• Media Leads
• Editorial Calendars
• Media Requests
• Tradeshow Support
• Crisis Communications

Public relations

Maria Hayworth maria@hayworthpr.com 386-677-7000 386-871-7041 mobile Kaitlin Harris kaitlin@hayworthpr.com 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

Top 10: America’s Happiest Seaside Town

Vote Now

Social

Instagram Listening Twitter (Chat) Facebook User-generated content

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 Center (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

FY2017 Budget

TDC Admin - 15% Marketing - 65% Travel Trade - 10% Beach Improv - 10%

Description 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 Travel Trade - 10% $533,200 Beach Improv - 10% $465,200

2017 Budget

AmeliaIslandTDC.com

TDC Website

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