Visit Sarasota County...Real Possibilit ies

Saras~ beaches and beyond

LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T

Visit Sarasota County

Cooperative Offerings

Fiscal Year 2020

8drasoM beaches and beyond

------------------------- VlsitSarasota.com -------------------------

Agenda

Strategy Outline • Target Markets • Goals • Execution Touchpoints • Key Differentiators of FY20

Co-Op Print Solutions

Co-Op Digital Solutions

Comprehensive Option Menu



Strategy Outline


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VlsitSarasota.com ---------------------------

Target Markets

Based on data collected from Arrivalist and Downs and St Germain, Visit Sarasota County will focus on the following markets:

Opportune Fly Markets New to FY20 • Cincinnati • Nashville • Knoxville • Memphis Continued Support of FY19 • Indianapolis • Minneapolis • Detroit • Columbus • Cleveland

Drive Markets • Atlanta • Tampa • Orlando • Jacksonville

Source: Arrivalist


VlsitSarasota.com ---------------------------

Target Behaviors

Contextual/Behavioral

• Couples • Families • Weekend Getaways • Nature Enthusiasts • Beach Goers • Vacation/Travel Intenders • Foodies • Arts/Culture Enthusiasts • Empty Nesters

Demographics

• Female • Age 30-65 (skews older) • HHI 75K+


Strategy Rationale

Consistent Messaging Consumers could be planning a vacation at any time, we need to be in front of

them accordingly

lmpactful Media Levels lfwe are an inch deep and a mile wide, we risk being lost in the travel

advertising clutter

Diverse Media Mix Consumers have varying media consumption habits, we need to reach them at

each point

Contextually Relevant Incorporate in niche environments where possible to reach the right consumer Environments at the right time (primarily print)

------------------- VlsitSarasota.com -------------------

Media Golden Rules

Guidelines to keep in mind when deciding which tactic to include in your business’s media plan


Real Possibilit ies

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trip advisor

---------- VlsitSarasota.com ----------

Key Differentiators from FY2019 Co-Op

• Increased focus on digital offerings to streamline call-to-action

• These digital tactics achieve low funnel goals by: • Targeting those farther into their trip planning process • Focus’s on an audience confirmed ready to make

decisions like where to stay, places to dine, and entertainment options

• Accomplished through the collection of key proprietary data points (IE: Consumer booked a flight to Sarasota)

• New Tactical Opportunities: • Trip Advisor Carousel Placement • Sojern Native • Kayak • AARP



Co-op Solutions



Tried and True Print Media


------------------------ VisitSarasota .com

Visit Florida Official Vacation Guide

Opportunity Markets Circulation Run Time Placement Benefits Included Number of Partners

Rate per Partner


Distributed by direct request, in Welcome Centers, and Online

500,000 Annual 2020 Spread

Long shelf life, highly qualified

audience, discounted rate

6 $2,500

• The official fulfillment publication for Visit Florida

• 300,000 total print and 200,000 digital editions circulated

• Distributed to a highly engaged audience actively seeking inspiration and trip-planning tips around Florida

• The audience requests a copy, creating active resonance

• Also used for both pre-planning and in-market decisions, creating an unmatched shelf life


HOLD HOME DEAR Where peace of mind u eates memones.

---------------------- VisitSarasota .com ----------------------

AAA Living


Rate per Partner

AAA Living South GA, N FL, S FL 1,388,410 May/June Half Page

Matching Advertorial Space

and Reader Service Listing

4 $2,220

AAA Living North Chicago, Indiana, Michigan 1,371,113 March/April 2/3 Page

Matching Advertorial Space

and Reader Service Listing

4 $2,190

• AAA Living showcases a spread of Florida including attractions, events, and vacation ideas

• Publication dates fall during heavy vacation planning periods

• Markets seamlessly fit with the Sarasota target audiences with a heavy 55+ community with money and time to travel


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Atlanta Magazine


Number of Partners

Atlanta Magazine Atlanta, GA 72,000 March Full Page

Visit Florida Section with Matching

Advertorial Space and Reader Service

Listing

4 $650

Atlanta Magazine Atlanta, GA 72,000 June Half Page Discounted Rate with high exposure 3 $833

• Atlanta’s leading city magazine with the largest paid circulation of all local magazines

• Editorial features include a spotlight on favorite vacation spots, cuisine, and Southern travel

• Publication timeframe centered around planning periods for drive market audiences

• Audience aligns with Sarasota target groups not only in location but in interests, behaviors, and propensity to travel



Digital Media

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New Opportunity - Trip Advisor Carousel

• Multi-Image placements that appear across Trip Advisor • Impactful tactic that invites the user to interact and engage

with the unit • Creates resonance and incites action to click


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New Opportunity - Trip Advisor Carousel

OPPORTUNITY Market Esitmated Units Run Time Placement Number of Partners Rate Per Partner

Sarasota Destination

Content 71,420/month

Selected months throughout the fiscal. *2 month minimum

required

In-Feed Carousel Unit Unlimited $1,500/month

Carousel Benefits • Brand Engagement : Native interactive

drives strong engagement with brand images

• Flexible Deployment: Can be deployed to various shapes and sizes to fit seamlessly in the environment they are in

• Quick Set Up: Simple template for assets like text and images


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Tried and True – Trip Advisor Display

OPPORTUNITY Market Esitmated Units Run Time Placement Number of Partners Rate Per Partner

Sarasota Destination

Content 71,420/month

Selected months throughout the fiscal. *2 month minimum

required

Display/Mobile Banners Unlimited $1,500/month

Display Banner Benefits • Qualified Audience: Reaches a set of users

that are far into the trip planning process and ready to book

• Premium Inventory: Placements on the network are only accessible with a direct relationship with Trip Advisor


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------------------------- VisitSarasota .com

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Leisure Digital MediaNew Opportunity – Sojern Native

• Placements found on scrollable feeds across premium publisher websites • Effortlessly fits in the feed to look like organic content on the site • Acts in the same way as a standard digital banner but looks like a part of the website

where it appears • Flexes targeting unique to Sojern through partnerships with key players in the travel

industry like airlines and hotels


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Leisure Digital MediaNew Opportunity – Sojern Native

OPPORTUNITY Market Impressions Run Time Placement Number of Partners Rate Per Partner

Sarasota Travel

Intenders

166,667 Impressions/Month

Selected months throughout the fiscal. *2 month minimum required

Native Display Unlimited $1,250/month

Native Benefits • High Performance: In Feed placement

allows for a more genuine approach to reach the user

• Easy Asset Build: Participants just need to provide images and copy

• Ability to Test Messages: Because assets are so easy to provide, partners can run multiple creatives to see what users are responding to the best

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Selected months throughout the fiscal. *2

month minimum required

Display/Mobile Banners Unlimited $1,250/month

Display Banner Benefits • Quality Data: The platform uses

proprietary data science methods to examine real-time information from OTAs, meta search engines, airlines, hotel properties, first-party data and other signals of intent to travel

• Trusted Performance: Sojern has exemplified quality service consistently across past and present campaigns


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New Opportunity - KAYAK

• Access KAYAK’S valuable 1st

party data, including searches for flights and hotels that match Sarasota

• Two Options Available: • Custom Email – High impact

unit sent direct to the inbox of subscribers who opted in to receive information related to the travel vertical

• Display Banners – Utilize proprietary data to determine how likely a user is to convert and serve the display accordingly

Email Display


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Leisure Digital MediaNew Opportunity – KAYAK Email

OPPORTUNITY Market Impressions Run Time Placement Number of Partners

Rate Per Partner

Key Feeder Markets

Reaching 500k subscribers January Custom

Email 5 $1,000

Custom Email Benefits: • Qualified Audience: Not only are the

recipients opted-in subscribers, but the list is also fine-tuned to fit Sarasota’s target audience profile

• High Impact Placement: More real estate than a standard banner ad helps tell the visual story better

• Propriety Data: Access to an audience that is far along in the trip planning process and ready to convert


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Leisure Digital MediaNew Opportunity – KAYAK Display

OPPORTUNITY Market Impressions Run Time Placement Number of Partners

Rate Per Partner

Key Feeder Markets

89,280 Impressions/

Month

Selected months throughout the fiscal. *2

month minimum required

Display Banners Unlimited $1,250/month

Display Banner Benefits: • Qualified Audience: Not only are the

recipients opted-in subscribers, but the list is also fine-tuned to fit Sarasota’s target audience profile

• High Impact Placement: More real estate than a standard banner ad helps tell the visual story better

• Propriety Data: Access to an audience that is far along in the trip planning process and ready to convert


Real Possibilit ies

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New Opportunity - AARP

• Display Banners across AARP.org, a trusted resource for adults 55+

• With over 13 million unique visitors each month, AARP plans to hone in on a Roadtrippers and Grandparents Audience Segments

• Layer in geo-targeted customized to Sarasota’s opportune markets

• Participate in the Visit Florida Co-Op program without the $10,000 minimum spend

https://AARP.org


Real Possibilities

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Leisure Digital MediaNew Opportunity – AARP


Grandparents and Roadtrippers

in Key Feeder Markets


November, January March *Room to scale based on

interest

Display/Mobile Banners 5/month $1,000/month

Display Banner Benefits: • Premium Inventory: The only way to show a

message on AARP.org is a direct partnership • Valuable Audience Segments: AARP members

match the Sarasota Traveler profile in age, income, and interests

• Contextually Relevant : Meaningful editorial, along with mass reach and scalable targeting, deliver successful ad deployment

https://AARP.org


VisitSarasota .com

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Tried and True Meetings Enewsletters


Meetings.net Custom

E-newsletter

FL, GA, NC, SC, WV, AL, KY, MS,

TN, AR, LA, OK, TX

9,400 subscribers March/May Custom Enewsletters 4/month $950/month

Enewsletter Benefits • Dedicated e-newsletter delivers custom

marketing message to opted-in Meetings Industry Executives subscribers

• Ability to regionally target cuts down on costs and wasted impressions



Option Menu


VisitSarasota .com

Comprehensive Option Menu Print

OPPORTUNITY Market Estimated Units Run Time Placement Number of Partners Rate Per Partner


National 500,000 Annual 2020 Spread 6 $2,500

AAA Living South

AAA Living North

Atlanta Magazine

GA, N FL, S FL

Chicago, Indiana, Michigan

Atlanta, GA

1,388,410

1,371,113

72,000

May/June

March/April

March

Half Page

2/3 Page

Full Page

4

4

4

$2,220

$2,190

$650

Atlanta Magazine Atlanta, GA 72,000 June Half Page 3 $833

Manatee County partners may participate under the same rules and rates as Sarasota County partners. There can be no more than one Manatee County partner per advertisement. If the Sarasota County partner must cancel their opportunity, the Manatee County partner’s ad would be cancelled as well.


VisitSarasota .com

Comprehensive Option Menu Digital

OPPORTUNITY Market Estimated Units Run Time Placement Number of Partners Rate Per Partner

Meetings.net Custom

E-newsletter

FL, GA, NC, SC, WV, AL, KY, MS,

TN, AR, LA, OK, TX

9,400 subscribers March/May Custom Enewsletters 4/month $950/month

Grandparents November, January March AARP and Roadtrippers 100,000 Display/Mobile *Room to scale based on 5/month $1,000/month in Key Feeder Impressions/Month Banners interest Markets Selected months Key Feeder 89,280 Kayak throughout the fiscal. *2 Display Banners Unlimited $1,250/month Markets Impressions/Month month minimum required

Key Feeder Reaching 500k Kayak January Custom Email 5 $1,000 Markets subscribers Sojern Selected months Sarasota Travel 208,333 Display/Mobile throughout the fiscal. *2 Unlimited $1,250/month Intenders Impressions/Month Banners month minimum required

Selected months Sarasota Travel 166,667 Sojern throughout the fiscal. *2 Native Display Unlimited $1,250/month Intenders Impressions/Month month minimum required Sarasota Selected months Display/Mobile Trip Advisor Destination 71,420/month throughout the fiscal. *2 Unlimited $1,500/month Banners Content month minimum required Sarasota Selected months In-Feed Trip Advisor Destination 71,420/month throughout the fiscal. *2 Unlimited $1,500/month Carousel Unit Content month minimum required

Manatee County partners may participate under the same rules and rates as Sarasota County partners. There can be no more than one Manatee County partner per advertisement. If the Sarasota County partner must cancel their opportunity, the Manatee County partner’s ad would be cancelled as well.



Thank You!

Visit Sarasota County...Real Possibilit ies

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Transcript of Visit Sarasota County...Real Possibilit ies