MARKETING & BRAND STRATEGY

E K C V B . C O MV A C A T I O N M A K E R E X P E R T : J E S S I C A C A S T R O | T H E B R A N D M A S T E R

STRATEGYO U R G O A L S F O R 2 0 1 8

E K C V B . C O M

1. Grow and Diversify the Tourism Economy Through Marketing

2. Grow and Diversify the Tourism Economy Through Sales

3. Enhance Industry Engagement

4. Ensure Experience Kissimmee’s brand promise is executed

5. Ensure Cost Effective and High Performing Operations

E K C V B . C O M

Integrated and Strategic Marketing Programs q Align all organizational channels

q Brand awareness campaigns to build equity

q Audience based programs

q Apply marketing efforts to influence seasonality

Metrics Driven Marketing q Apply research to identify target audiences and

market opportunities

E K C V B . C O M

ONE BRANDDiscover and Engage Target Audiences

q Identify and Define Primary Focus

Personas

Activate Intent to Travel Through Targeted and

Refined Messaging

O N E V O I C E

E K C V B . C O M

MARKETING& BRANDSTRATEGY

q One Brand, One Voice with Cohesive, Integrated & Creative

Storytelling

q Marketing and Messaging That Speaks To and Inspires Target Audiences Beyond Demographics to Experience Kissimmee

q Hotels and Vacation Home Messaging Differentiation

q Staycation to Key Florida Markets - Miami, West Palm Beach

& Tampa

S T R A T E G I E S

E K C V B . C O M

q Leverage NEW Content to Consumers

q Theme Parks, Hotels, Eco Tourism, Events, Dining &

Entertainment

q Instill a Sense of Urgency for Conversion to Visit Now

q Support Shoulder Seasons in Key Markets to Defined, Targeted

Audiences

MARKETING& BRANDSTRATEGYS T R A T E G I E S C O N T I N U E D

E K C V B . C O M

Target Audiences

U.S. Hispanics: Multigenerational, over index on theme

parks and Central FL visit. Cultural cues in messaging with Spanish language for emotional

connection

YANKS (Young Adults No Kids): Kids at heart who expect messaging

about experiences

Eco Tourists: Looking for authentic experiences and ways to connect with nature

that are both relaxing and thrilling

E K C V B . C O M

Target Audiences

Millennial Families: It’s a mindset! Multicultural,

Multigenerational.

Looking for ways to connect with their loved ones, in unconventional ways

q Preschoolers: Theme parks own this segment. We simply reinforce the content to supplement their decision

q Tweens/Teens: Aging out of nostalgia and looking for thrills + family connections in vacations

q Multicultural, Diversity & Inclusion – LGBT & People with Disabilities

E K C V B . C O M

Target Markets TOP10ORIGINMARKETSTATES

FLORIDAGEORGIATEXAS

NORTHCAROLINANEWYORK

OHIOILLINOIS

PENNSYLVANIAALABAMAMICHIGAN

TOP10ORIGINMARKETDMAsMIAMITAMPA

WESTPALMBEACHORLANDO

JACKSONVILLENEWYORK

FORTMYERS/NAPLESATLANTACHICAGO

PHILADELPHIA

E K C V B . C O M

JOIN USq Marketing Campaigns

q Experiential Marketing Programs

q Destination Magazine

q Official Visitor Map

q Retargeting Co-Ops

THANK YOU!O F F I C I A L K I S S I M M E E E X P E R I E N C E M A K E R S