2012 Annual Direct Overnight Visitor it Expenditures

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1 2014 ANNUAL MARKETING MEETING

2 TOURISM: PINELLAS COUNTY S LIFEBLOOD

3 2012 Annual Direct Overnight Visitor it Expenditures $2.3 3billion Paid Accommodations $1.3 billion Friends or Relatives $3.6 billion

4 $3.6 Billion In Direct Visitor Overnight Expenditures (2012) $9,996,122 per DAY $416,505 per HOUR $6,942 per MINUTE $116 per SECOND

5 $7.3 Billion In-County Total Economic Impact (2012) $19,908,276 per DAY $829,511 per HOUR $13,825 per MINUTE $230 per SECOND

6 Average Visitor Paid Lodgings $127 per person/ day $2,050 per party/trip

7 Bed Tax Collections 2009: $24,252, : $23,751,945 (FY2009 FY2013) 2011: $25,585, $32,000,000 $30,000,000 $28,000,000 $26,000,000 $24,000,000 $22,000,000, 2012: $28,297, : $31,098,425 $20,000,

8 Pinellas Tourism Creates Jobs 89,300 Area residents employed in tourism. Over $3 billion Area wages generated by tourism. Tourism jobs cannot be outsourced.

9 2012: Banner Year for Visitation 5.4 million overnight visitors JAN DEC 2012 MARKETING 2.5 million Stayed with friends or relatives GETS RESULTS 2.9 million Stayed in paid accommodations 1 illi l ii 14 million total visitors JAN DEC 2012

10 U.S. Visitor Growth As a Result of Marketing Focus Florida +1.4% Midwest +1.8% Northeast +2.9% Southeast +6.0%

11 International Visitor Growth Continues to Rise Canada +4.7% Europe +6.9% Latin America +53%

12 International Visitor Growth Continues to Rise 2014 MARKETING HIGHLIGHTS Fueling the Momentum Canada +4.7% Europe +6.9% Latin America +53%

13 Co-Branded Campaign with Florida s Natural Orange Juice Strong, well known brand Direct Florida tie in Family focused, wholesome Emphasizes St. Pete/ Clearwater s natural treasures Nationwide distribution Sweepstakes tie in directly on carton and magazine ads.

14 Florida s Natural Visit St. Pete/Clearwater creative featured on 12 million Florida s Natural Nt lorange Juice cartons nationwide from January through April Nationwide Distribution 12 MILLION

15 Florida s Natural January April Page Print Ad in: Better Homes & Gardens Midwest Living Regional Distribution in: New York Chicago Philadelphia Boston Side 1

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17 Landing Page: FloridasNaturalBeaches.com

18 CAMPAIGN TOTAL: 15 MILLION+ MEDIA IMPRESSIONS

19 Winter 2014 Strong Out Of Home effort again in New York & Chicago

20 Winter 2014 Strong Out Of Home effort again in New York & Chicago

21 Winter 2014 Strong Out Of Home effort again in New York & Chicago

22 Winter 2014 Strong Out Of Home effort again in New York & Chicago

23 Winter 2014 NEW 2014 New York Tag Lines WAKE UP IN A CITY THAT NEVER SLEETS. OURBEACHES? TOP OF THE HEAP. NEWYORK, NEWYORK. WARM UP, WARM UP. TRADE THOSE VAGABOND SHOES FOR FLIP FLOPS. HAIL A CABANA.

24 Winter 2014 Strong Out Of Home effort again in New York & Chicago

25 Winter 2014 Strong Out Of Home effort again in New York & Chicago

26 Winter 2014 NEW 2014 Chicago Tag Lines HOW BOUT DA BEACH? TRY A DEEP DISH OF HAPPY. DO YOUR TODDLIN IN THE SAND. WECANSHOWYOU35 MAGNIFICENT MILES. NO LOOP. BUT THIS CIRCULAR THING CALLED THE SUN. RUSHSTREET? SERIOUSLY, WHAT S THE HURRY? CHICAGO, YOU LL BE BULLISH ABOUT THIS.

27 Winter 2014 New this year in New York & Chicago Coffee Cup Sleeves

28 Winter 2014 New this year in New York & Chicago Coffee Cup Sleeves

29 Winter 2014 New this year in New York & Chicago Coffee Cup Sleeves

30 Winter 2014 New this year in New York & Chicago Coffee Cup Sleeves

31 Winter 2014 New this year in New York & Chicago Elevator Screens with video and scrolling current temperature.

32 Winter 2014

33 Winter 2014

34 Winter 2014 New this year in New York & Chicago

35 Winter 2014 FIRST BIG SNOW OF SEASON Snow Stamps & Stencils

36 Winter 2014 SECOND BIG SNOW OF SEASON VSPC Snow Sculptures

37 NYC & CHICAGO CAMPAIGN TOTAL: 576 MILLION+ MEDIA IMPRESSIONS

38 Winter 2014 Additional Out Of Home effort reach in Toronto

39 Winter 2014 Additional Out Of Home effort reach in Toronto

40 TORONTO CAMPAIGN TOTAL: 19 MILLION+ MEDIA IMPRESSIONS

41 International Visitor Growth Continues to Rise NEW LATIN AMERICAN INITIATIVES Canada +4.7% Europe +6.9% Latin America +53%

42 Latin American Sales Initiatives & Partnerships Hired a NEW Latin America Director Copa Airlines starting 4 flights a week between Tampa and Panama in December 2013 PublicRelationsandAdvertising and Initiatives Joint Promotions and FAM Tours

43 International Visitor Growth Continues to Rise MEDIA & INTERACTIVE CONTENT DEVELOPMENT Canada Europe +4.7% +6.9% Latin America +53%

44 Changes for 2014 New local Public Relations firm In house Media & Interactive Department Video production team Synergies with firms: UK, Central Europe, Latin America, NYC

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48 Media & Industry Partner Site Responsive Design Scalable Economical/Efficient New Industry Standard

49 Interactive/Social Growth across all social channels 180, Facebook likes, up 33% 18,355 Twitter followers, up 243% 340,000 YouTube views (=170 days) Building presence on Instagram (579 followers) Pinterest (1,490 followers) Google+ (70 followers) Engagement at an all time high. 10x engagement rate of an average Facebook page. Average 150 tweets a week VSPC Twitter among Top 5 in world for destinations. (Skift.com)

50 Interactive/Social What s next? Connect with travelers in all stages. Grow video across all channels. Continued integration of social media into marketing/ promotional outreaches, i.e. sweepstakes, contests.

51 Video Production Video: Fastest Growing Online Content Position area promotional videos as news/feature Increase production by 400% Quick turnaround, timely subject matter Promotionaluse for in house CVB departments Cross platform Bi lingual

52 International Visitor Growth Continues to Rise MILES PARTNERSHIP TECH VENDOR: Website, Mobile, Digital Canada +4.7% Europe +6.9% Latin America +53%

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54 Responsive Website Redesign for VisitStPeteClearwater.com New responsive design New responsive design Adapts to different devices

55 Communities Gateway Content is fully customized for each community. Delivers a dynamic experience for each area. Features videos, articles, photo slideshows and deals.

56 Film Commission Responsive Website New responsive design Adapts to different devices

57 PinellasCVB.com Redesign Recreating PinellasCVB.com as a responsive website Updating to be more Updating to be more user friendly and efficient

58 International Visitor Growth Continues to Rise GULF TO BAY 2014 Destination Magazine Canada +4.7% Europe +6.9% Latin America +53%

59 2014 Destination Magazine

60 2014 Destination Magazine

61 2014 Destination Magazine

62 2014 Destination Magazine 525,000 Copies Most widely circulated publication in VSPC history. Includes distribution of 385,000 in high profile newspapers: New York Times Wall Street Journal Tampa Bay Times Orlando Sentinel To key feeder markets: To key feeder markets: Orlando Greater Tampa Bay Boston Chicago Philadelphia Washington, DC

63 International Visitor Growth Continues to Rise BRAND EVOLUTION Canada +4.7% Europe +6.9% Latin America +53%

64 Brand Evolution Spring/Summer 2014 will launch the transition to a new creative strategy based on the core human value of Vibrancy. Research of Past & Potential Visitors Identified Vibrancy as the Core Human Value that they: feel is missing in their lives. feel is missing in their lives. is something they crave more of. is associated with an ideal vacation experience. cite is inherently present in the DNA of the St. Pete/Clearwater area. say is a value that, when combined with the destination s product attributes, competing destinations couldn t credibly portray/own.

65 Brand Evolution BRAND PROMISE Nowhere else can you be as fully present in the moment, connect with the wonder all around you and feel so truly alive. CREATIVE EXPRESSION Beyond inviting targets to come see and do Visit St. Pete/Clearwater becomes the champion and voice of a more vibrant lifestyle. We ve defined this movement succinctly as

66 Live Amplified THE MOVEMENT Living amplified is a mindset. A challenge to squeeze every drop of awesomeness from your world. It s about experiencing things beyond your comfort zone. Diving deep into every supercharged moment you can find. Recognizing that you have 5 senses and using them all. When you Live Amplified, lf you feel the buzz and the beat. Every sound is crisper. Every scent more potent. Every color more vibrant. After all, experiences are the soundtrack of life. Crank them up. Live Amplified in St. Pete/Clearwater.

67 Live Amplified THE MOVEMENT From this potent platform people will explore and experience a range of activities, emotionsand expressions. Encouraging audiences to stay longer, experience more. Become ambassadors for the destination. Return, since the feeling is addicting.

68 International Visitor Growth Continues to Rise AMP ING UP Canada +4.7% Europe +6.9% Latin America +53%

69 Promotions in Development LIVE AMPLIFIED Start the Movement GET AMPED BEACH CONCERT Visit St. Pete/Clearwater will partner with CBS Radio to produce an exclusive beach concert with a big name act in St. Pete/Clearwater in late April Promotional consumer push via ticket sweepstakes/giveaways/vips through radio stations and/or VSPC owned media or be an invited guest (VIP)

70 Promotions (cont.) LIVE AMPLIFIED Start the Movement GET AMPED BEACH CONCERT Concert will be promoted for 4 weeks in March in the following markets on these CBSradio stations: Boston WBMX Chicago WUSN Dt Detroit WYDC Minneapolis KMNB New York City WWFS Philadelphia WOGL Washington DC WIAD Orlando WOMX Tampa WQYK

71 Promotions (cont.) LIVE AMPLIFIED Start the Movement ELLEN DEGENERES SHOW EXPOSURE Ellen s Rediscover America New feature for minutes of coverage on one national show Ellen sidekick Jeannie in market One segment features Ellen interacting live with Jeannie and Visit St. Pete/Clearwater visitors/residents and inshow giveaways.

72 Promotions (cont.) LIVE AMPLIFIED Start the Movement ELLEN DEGENERES SHOW EXPOSURE Ellen s Rediscover America Segments will air May 2014 Valuable Bonus: Promotion will run on ABC 28 in Tampa Bay asking local viewers for their suggestions as to what Jeannie/Ellen need to feature while in St. Pete/Clearwater.

73 Creative LIVE AMPLIFIED Start the Movement CREATIVE LAUNCH SUMMER 2014 The 2014 summer campaign will kick off the public s first exposure to Live Amplified. SAVE THE DATE An industry meeting in late Spring 2014 will be scheduled to unveil neilthe new creative e and the Summer 2014 campaign effort.

74 2014 Annual Plan Pick up your copy on the way out! Annual Statistics Department Information Overview of FY14 Marketing How you can get more involved!

75 2014 Cooperative Advertising Extremely targeted & affordable Program rates starting at just $105 Highlights: VSPC Consumer VisitStPeteClearwater.com Ti TripAdvisor i Consumer Print Consumer Promotions Visit table outside to learn more!

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