Marketing Campaign Update

prudencecoatInternet and Web Development

Nov 18, 2013 (3 years and 10 months ago)

74 views

Marketing Campaign Update


Mark McHugh

Chairman, Board of Directors

Orlando/Orange County Convention &
Visitors Bureau, Inc.





Orlando/Orange County CVB

Mission Statement

The mission of the Orlando/Orange County
Convention & Visitors Bureau, Inc., as the industry’s
leader, is to market the area globally as a premier
leisure, convention and business destination for the
continual economic benefit of the community.


Developing the New Campaign

Orlando Integrated Partnership

Board of Directors


Theme Parks


Orlando/Orange Co. CVB

Marketing Committee


Industry Leaders


Harris Interactive


WestWayne

Government


Marketing Committee


CHAIR


Joe Couceiro




Ed Gilbert


Corporate Vice President Marketing


CEO/Partner

Busch Entertainment Corporation



Gilbert & Manjura Marketing


Kurt Kostur




Bruno Jauernig

Sr. Vice President Marketing Communications


Director Domestic Marketing & Canada

Universal Orlando Resort



Walt Disney Parks and Resorts


Tad Hutcheson




Steven Jamieson

Vice President of Marketing



General Manager

AirTran Airways




Mall at Millenia


Liz Hall





Tim Swan

Director of Sales & Marketing



Director of Sales & Marketing

Staybridge Suites




Orlando World Center Marriott


Jim Donovan




Linda Tierney

Director of Sales & Marketing



Director of Revenue Maximization

Radisson Worldgate Resort



JHM Hotels


Convention Sales Committee


Chair:
Tim Swan



Director of Sales and Marketing


Orlando World Center Marriott




Co
-
Chair:

Leslie Menichini

Director of Sales and Marketing

Rosen Shingle Creek Resort & Golf Club


David Adelson


Director of Sales and Marketing


Peabody Orlando



Tony Aslanian


Director of Sales


Hilton in the Walt Disney World



Kathie Canning


Deputy General Manager


Orange County Convention Center


Jeff Cargill


National Sales Manager


Hello Florida! Inc. and Mears


Kathy Cattoor


Senior Director of Resort Sales


Universal’s Portofino Bay Hotel



Tim Corder

Director of Sales and Marketing

Wyndham Orlando Resort

Elyse S. Cottle

Director of Promotions

Royale Orlando


Bob Dees

Sr. Director of Sales and Marketing

Hyatt Regency Grand Cypress


Dave Duncan

Director of Sales and Marketing

Renaissance Orlando Resort at Seaworld


Todd Frappier

Director of Sales and Marketing

Rosen Centre Hotel


Bob Geller


Director of Sales and Marketing


Sheraton Studio City Hotel



Doug Gennardo


Director of Sales and Marketing


Grande Lakes Orlando


Mike Kovensky


Director of Sales


Buena Vista Palace



Simone Kuska


Director of Sales and Marketing


The Florida Hotel and Conf. Center

Ron Loman


Director of Sales


International Metropolitan Resort



Jeff McCaw

VP of Sales, Exposition Services

Freeman


Jeff McNulty

Assistant Director of Sales

Doubletree Hotel (at entrance of Universal Orlando)


Eric Opron

Director of Sales and Marketing

Walt Disney World Swan and Dolphin


Yulita Osuba

Director of Sales and Marketing

Orange County Convention Center


Eric Szymanski

Senior Account Executive

Courtyard by Marriott Lake Buena Vista


Dan Valha

Director of Sales

Walt Disney World Resorts



Building the Orlando Campaign

Fall 2005


Orlando Futures Study Commissioned


Community Input Meeting Held

Spring 2006


2006 Marketing Committee Convenes


Preliminary Orlando Futures Study Results
(May)

Summer 2006


CVB & Harris Interactive present Orlando
Futures Study results to BCC

(June)



CVB and Marketing Committee translate
study recommendations into a direction for
the Orlando brand


BCC approves increase in TDT (July)


New concept design and testing begins



Fall 2006


Updates on campaign process with
commissioners


Final advertising and copy testing occurs


Commercial concept approved


Media plan approved


Campaign slogan testing and selection


Commercial shoot


Commercial previews and campaign
overview provided to membership and
commissioners (Dec)

Winter 2007


Spots approved and shared with CVB board
and commissioners (Jan)


Campaign launch (Feb)


Marketing Campaign Update



Gary Sain

President and C.E.O.

Orlando/Orange County Convention &
Visitors Bureau, Inc.


Interest
0.2%
Convention Advertising
9.0%
Research
0.4%
Domestic Print
Advertisng
6.6%
Ad and PR Agencies
3.5%
Internet Advertising
2.0%
Database Marketing
0.6%
Domestic TV Advertising
69.2%
International Programs
8.3%
Public Relations
0.2%
Use of Sixth Cent


Meeting/Conventions Marketing Campaign




Futures Study Findings


Experience and Perceptions of CVBs


Source: Harris Interactive

Experience with
CVBs:

Rating of Sales Experience

Top 2 Box “Exceptional/Good”

78
60
56
50
48
43
38
36
33
30
%
50
30
26
20
29
13
26
22
16
14
41
39
52
54
53
54
57
52
61
48
91
69
78
74
82
67
83
74
77
62
%
-

Exceptional

-

Good

New York, NY

Boston, MA

Philadelphia, PA

Nashville, TN

Washington, D.C.

San Antonio, TX

Chicago, IL

Atlanta, GA

Las Vegas, NV

Orlando, FL




Futures Study Findings Summary

Source: Harris Interactive


Orlando has higher positive ratings compared to all other
destinations in the following areas:


Reputation


Likelihood to Book a Major/Annual Event


Attractions


CVB Sales Team



Attendee Draw: Orlando is second. Las Vegas significantly
ahead of all competitors



Second
-
tier cities such as Nashville and San Antonio are
strengthening their positions

2007 Budget (Sixth Cent)


$3.2 million for
convention marketing


An increase of more than
three times over 2006

Meeting Planners Guide

Print Advertising

Meeting Planner Publications

Testimonial Print Advertising






Consumer

Marketing Campaign




$6.7 Billion Spent on Domestic Tourism
Advertising in 2006

Source: Nielsen Adviews 2007

Orlando Branding Campaign

Objectives:





Brand Orlando as
the

premier family vacation destination

“Increase Intent to Visit”



Drive traffic to orlandoinfo.com



Create destination interest, familiarity and appeal

The Target


Parents can enjoy the vacation as much as kids

Key Messages

Key Features



Family
-
friendly environment



Kids and parents share activities



Larger
-
than
-
life experience for kids



Family bonding

Brand Essence Video

National Television




Magazines







Online





Newspaper






Outdoor





Promotions/




Public Relations



Generates mass reach and awareness


Reinforce message and engage audience


Message immediacy to reach target
actively engaged in vacation planning


Tactical use to drive response


Launch new brand and generate awareness
in key feeder markets


Extend reach of campaign, create
consistent buzz

Integrated Campaign

National Television Campaign

90% of Women

25


54

21 Times

www.orlandosi.com

La Fea Mas Bella

Mundo De Fieras

Primetime Program Highlights


Hispanic/African American


Orlando is Everywhere

TV Commercials


Consumer Feedback

“I just had to tell you how great your new commercial
is. When my son was small, we would run from place to
place like we were kids. Now that my son is grown, my
husband and I roam WDW, Universal, Sea World & all the
little places up & down Route 4 and say to each other,
Remember when...
Orlando is the best place to be a
kid, have fun, and make memories..at any age.

















cmawhinn@aol.com

Magazine Inserts

Parenting
children

Running the
home & family

Taking a moment
for herself

Circ: 6.0MM

Circ: 9.4MM

Circ: 6.9MM

Target Moms’ ‘mindset’ across multiple media channels

Magazine Advertising




Television



Billboards



:15 bonus announcements



Show sponsorships


Added Value Elements



Magazine




Full page ads



Small space ads



Online integration





54 million women, ages 24 to 54



40% of all women

Internet


Display Advertising


Online Banner Ads



Drive Market


2.7 million international visitors



Average length of stay


9.2 nights



$5 billion in visitor spending (17% of the total)



Increasing competition from global destinations

International Visitation to Orlando

United Kingdom


#1 International market


More than 1 million visitors annually


24% market share of UK arrivals to U.S.


71% share of UK visitors to Florida


Strong potential for increased visitation

UK Integrated Marketing Campaign


Newspaper inserts with Destination
Guide



Television (satellite and broadcast)



Direct mail to circa 200,000 households



Public Relations and Promotions support



Travel industry efforts



Dedicated Web site:


www.orlandoinfo.com/uk



Internet Marketing and Advertising



E
-
communications

Canada Integrated Marketing Campaign


#2 International market


657,000 Canadian visitors annually


Campaign Timing


Nov


Dec, 2007


Television
-

Southern Ontario


Newspaper
-

Southern Ontario


October Travel Trade Event in
Toronto and Montreal


Public Relations Programs


Chris Robinson Radio Show


The Launch

Television Roadblock

USA Today Ad


2.5 million circulation



Large circulation national
newspaper providing significant
reach opportunity



Popular with frequent travelers



92% of readers traveled
domestically in past year


Outdoor Campaign

Times Square

Orlando Oasis in Times Square

CW Clip

Print Coverage


New York Post


New York Times


Orlando Sentinel


New York Magazine




Web/Social Media Coverage


My Space


Yahoo! Finance


Yahoo! UK & Ireland


Yahoo! Canada


Google News


You Tube


Domestic
Campaign

Measurement




Kelly Repass

Sr. Director of Research

Orlando/Orange County Convention &
Visitors Bureau, Inc.



Primary Measurements:


Number of qualified leads generated


Conversion percentage


Number of attendees


$ value of meetings


Convention/Meetings Campaign




Qualitative Research (focus groups)


Vacation preferences and destination perceptions


Creative concepts




Quantitative Research


Comprehensive evaluation of TV campaign concepts (copy test)


Campaign slogan research


Pre
-
Campaign Launch: Tested creative concepts prior to production

Domestic Leisure Campaign Research



Web Site Activity



Analysis of Orlandoinfo.com activity




Advertising

Tracking Study



Continuous measurement of the advertising’s impact on consumer
behavior and destination perceptions




Return on Investment Study



Measurement of the campaign ROI based on incremental visitation







Post
-
Campaign Launch: Campaign measurement tools

Domestic Leisure Campaign Measurement

20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
1/07
1/14
1/21
1/28
2/4
2/11
2/18
2/25
3/4
3/11
3/18
2007
2006
Weekly Orlandoinfo.com Home Page Views


Home Page Views

Cable TV
1/29

Network TV
2/06

NYC Event
2/15

Week Ending

2007 YTD home page views up 42% vs. same period of 2006

Search Engine
Marketing

1/2

Online Travel Sites
-

Increased Activity



Spring (April
-

May)


46% up vs. same period last year


19% up more than 10%


20% up between 5%
-
10%




Summer (June


August)


35% up vs. same period last year


15% up more than 10%


13% up between 5%
-
10%



Orlando Accommodations Outlook

Advanced Bookings

Source: Orlando/Orange County CVB accommodations survey, March 2007

Domestic Leisure Campaign Measurement

Advertising Tracking Study

Study Objective:
Continuous measurement of the advertising’s
impact on consumer behavior and destination perceptions




Key Topics:



Destination familiarity


Consideration, interest and intent regarding future visitation


Destination perceptions and barriers


Awareness, recall and likeability of advertising


Influence of advertising on desire and intent to visit Orlando


Whether consumers visit orlandoinfo.com



Timing:


Baseline survey conducted in January 2007


Weekly survey conducted throughout the year

Domestic Leisure Campaign Measurement

Return on Investment Study

Study Objective:
Measurement of the campaign ROI based
on incremental visitation




Key Topics:


Influence of advertising on decision to visit Orlando



Planned vs. actual Orlando travel


Visitor travel behavior (length of stay, activities, spending, etc.)


Number of visitors incrementally influenced to visit, related
spending and return on investment



Timing:



Baseline survey conducted in January 2007


Multiple wave study covering 2007
-
2009; starts 2
nd

qtr 2007


Thank You