2016 Real. Fun. Beach. Fall Campaign
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1 2016 Real. Fun. Beach. Fall Campaign
2 Letter from Visit Panama City Beach Dear Real. Fun. Partners, As the peak of summer comes to a close, we want to remind you that Visit Panama City Beach is dedicated to making PCB a year-round destination. We understand the importance of finishing 2016 strong. As we head into the fall season our Real. Fun. Beach. campaign is already underway, new and improved video assets are boosting our Facebook program, and a line-up of exciting events have been tailored to attract families and couples alike. Our fall media campaign is designed to promote our dynamic Real. Fun. Beach. and all the great things that our partners have to offer. Each asset will ultimately drive to our newly designed and fully responsive site, which links to your company s homepage. Sunny regards, Jayna Leach
3 REAL. FUN. BEACH. FALL CAMPAIGN.
4 Real. Fun. Beach. Long Format Video
5 Real. Fun. Beach. Destination Photography
6 Animated 300x250 Banner
7 Expandable 300x250 Rich Media Banner
8 PCBeach Radio (Pandora)
9 Print Ad Examples
10 Our Markets Television Markets Atlanta Birmingham Louisville Nashville St. Louis Indianapolis Print Markets South East Region National International Digital and Facebook Markets Alabama Georgia Kentucky Tennessee Mississippi Texas (Dallas/Fort Worth, Houston) St. Louis Indianapolis
11 FACEBOOK AND DIGITAL MEDIA
12 Facebook Partnership We are proud to continue bringing our partners one of the first ever DMO partnerships with industry-leading social platform, Facebook. This unprecedented access provides our destination with increased awareness through additional digital video views and amplified social engagement expanding our network of brand ambassadors.
13 Facebook Program Details Timing Partnership with Facebook began in January 2016 with the most recent campaign currently scheduled to run through September. Audience Retargeting users that have viewed the brand video Retargeting users that have been to the Visit PCB site Prospecting new users with family, friends & active interests Geography Core States: Alabama, Georgia, Kentucky, Mississippi, Tennessee Individual Markets: Dallas, Houston, Indianapolis, St. Louis
14 Facebook Partnership: High Level Results To Date Through May 31, 2016 we have seen the following results: 72,412,941 impressions delivered 0.62% click thru rate (industry benchmark =.07%) 5,165,572 total video views 5,535,453 engagements (like, share, comments) with posts 177,737 site sessions This portion of the campaign ended June 30, but as noted on the previous slide a new campaign began July 1 and will run through September 30.
15 Current Facebook Campaign (July 1 September 30) Phase 1 Video ads with retargeting based on viewers site habits Phase 2 Carousel ads with retargeting based on viewers site habits Canvas ads to promote Pirates of the High Seas Fest The following phase 1 videos are served based on specific viewer site habits to tell a targeted, micro-story: Beaches Fishing
16 Digital Media Strategy Digital and mobile media reach users during all stages of travel. Our partners will reach key markets during each season, drawing visitors to consider PCB year round. Key partnerships are categorized as always on or seasonal to be most effective and efficient with the year round reach.
17 Always on Partnerships Adara is an ad network with access to leading travel partner website data including search, booking & itinerary habits. Pandora is an online audio station that reaches the dreaming audience while they re listening at work, home and on-the-go. Southwest reaches people who are interested in or have booked flights to ECP, as well as users searching competitive destinations. TripAdvisor is the industry s largest travel site offering trusted traveler advice, travel choices and planning features with seamless links to booking tools. TubeMogul is a video ad networks that leverages real-time data to more effectively reach each audience. Facebook is a leading social platform allowing us to reach an already engaged target audience with video and other destination relevant content.
18 Seasonal Partnerships InsideOut Media has two properties, iexplore and Travel Mindset, which features unique experiential travel and influencer content. Kargo is a mobile network specializing in high impact placements within geo-targeted contextually relevant sites. Madden Media delivers everything from standard banners to native content ultimately driving users to learn more and plan. Quantcast is a video ad network that can geo and demographically target users with PCB video.
19 Digital Media: Performance To Date Through June 30, 2016 we have: Generated awareness through 74,660,169 impressions Southwest Airlines campaign has also delivered an additional 44,057,659 impressions A 7.47% banner interaction rate, exceeding industry benchmark by 329% Achieved an average click thru rate of.83% for animated, rich media, and mobile banners, which is well above each category s industry benchmark Generated 60,024 site sessions, where users are viewing an average of 1.37 pages for an average duration of 40 seconds The most engaged users are coming from the Trip Advisor page, spending and average of 2:38 on site, viewing almost 3 pages of content per visit Garnered 68,451 new Pandora station listeners for a total of 19,655 hours listened with average minutes per new listener
20 REAL. FUN. EVENTS.
21 Event Support We will support events through a mix of social media, traffic radio, digital banners, blasts, outdoor boards and in-market collateral. Upcoming events: Pepsi Gulf Coast Jam 9-11 Memorial Stair Climb Lobster Festival Chasin the Sun Music Festival Pirates of the High Seas Fest Emerald Coast Cruizin Beach Home for the Holidays NYE Beach Ball Drop
22 Pepsi Gulf Coast Jam Labor Day Weekend CVB s support and promotion of the event includes Country Living Magazine Gulf Coast Jam Girlfriends Getaway Sweepstakes. Sweepstakes issue of Country Living Magazine available online and in stores this August. Sweepstakes
23 Chasin the Sun Music Festival September Live: August September, 2016 Elements included: Paid Media Digital Banners Outdoor Boards Blast Facebook Promoted Posts Pandora Audio Spots Traffic Radio Animated 300x250 banner Supporting Materials Logo Poster Rack Card Outdoor board
24 Pirates of the High Seas Fest: October 7-9 Live: August October, 2016 Elements included: Paid Media Digital Banners Outdoor Boards Blast Facebook Promoted Posts Pandora Audio Spots Traffic Radio Snapchat filters Supporting Materials Logo Poster Trifold Brochure Rack brochure event map
25 Beach Home for the Holidays Campaign Live: September November, 2016 Elements included: Paid Media Digital Banners Outdoor Boards Blast Facebook Promoted Posts Pandora Audio Spots Traffic Radio Supporting Materials Logo Poster Rack Card
26 CAMPAIGN SUMMARY
27 FY 16 Paid Media Budget Breakdown Outdoor, 2% Traffic Radio, 6% Print, 5% Television & Facebook, 37% Southwest Digital, 21% Remaining Digital/Video, 28%
28 Paid Media Flowchart
29 Co-Op Paid Media Flow Chart Co-Op media opportunities are offered throughout the calendar year.
30
Visit Panama City Beach Cooperative Program. Spring 2017
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