Marketing Opportunities

Transcription

1 Marketing Opportunities TRAVEL IS BIG BUSINESS THE VALUE OF DMOS TOTAL AUDIENCE REACH

2 TRAVEL INDUSTRY INSIGHTS Tourism is big business in The Palm Beaches! ANNUAL VISITORS 6.9 MILLION Average night stay: 3.2 Visitors who order a Visitors Guide stay 4.8 nights! SPENDING 4.6 BILLION Average Visitor Party Expenditures: $1,400 Parties who order a Visitors Guide spend $2, Million Domestic Travelers Top 10 Markets 1. New York 2. Miami-Ft. Lauderdale 3. Orlando 4. Canada 5. Baltimore-D.C. 6. Boston 7. Ft. Pierce-Port St. Lucie 8. Tampa-St. Pete 9. Chicago 10. Atlanta 2,384,000 of the Domestic visitors are in-market visitors. 775,000 International Visitors Top 5 Markets Traveler Spending $1.246 Billion $1.425 Billion $1.011 Billion 1. Canada 2. United Kingdom 3. Brazil $522 Million 4. Argentina 5. Bahamas Lodging Restaurants Retail Recreation 32% of US Travelers Plan to Increase Travel in

3 Discover The Palm Beaches As the official destination marketing organization charged with promoting Palm Beach County as a leisure travel and meetings destination, Discover The Palm Beaches plans and executes initiatives in a broad range of areas including sales, marketing, research, visitor services and industry relations. The goal is to deliver the right message, through the right medium, to the right audience, at the right time, in order to maximize the economic impact of travel to Palm Beach County. CAMPAIGN CREATIVE FOR inspiration. MARKETING THE DESTINATION Paid Channel Multi-Million Dollar Marketing Budget PAUSE FOR THE PALM BEACHES. See what happens when you explore nearby places, instead of searching for what s nearby. Pause. Play. And discover a wealth of ways to tap into your creativity in The Palm Beaches. PalmBeachFL.com Discover The Palm Beaches, The Official Tourism Marketing Corporation for Palm Beach County The Best Way to Experience Florida The summer campaign asked travelers to hit the Pause button, and enjoy all that The Palm Beaches has to offer. Print Online Meetings & Travel Trade PAUSE FOR THE PALM BEACHES. There s a new way to connect here. Only, it s not new. See what happens when you leave your devices and are left to your own devices. Unplug. Reconnect. And rediscover summer in The Palm Beaches. PalmBeachSummer.com I Over $870k value. Black Enterprise, Boston Globe, Dreamscapes, New York Times, Orlando Sentinel, Toronto Life, Travel + Leisure, Washington Post Visit Florida TV Over $1.2 million value. Atlanta, Boston, Chicago, New York, Orlando, Washington DC, Toronto, Montreal Over $2.5 million value. AJC.com, Amoeba, Boston.com, HERE Media, Expedia, Miami Herald, New York Times, Pandora, Rocketfuel, ShareThis, Sojern, Sun Sentinel TubeMogul, Wall Street Journal, Weather Channel, Visit Florida Social Over $130k value. Facebook, Instagram Over $800k value. ASAE, FSAE, M&C, Meetings Today, PCMA, Prevue, Successful Meetings, Journal Panrotas, Ladevi, Luxury Travel Advisor, Northstar Travel Media, TravelClick Out of Home Over $625k value. Orlando, Miami, Chicago, London 2 Connecting Rooms Only $199 + Florida Resident Rates From $199/night It s all here at PGA National Resort & Spa five championship golf Florida residents receive rates from $199 per night from June 1 courses, spa, fine dining, zero entry pool, children s camps, newly thru October 31, Enjoy the Forbes Five-Star Eau Spa, bask designed rooms and suites. Kids 12 and under eat breakfast, stay and in the sun at one of our two oceanfront pools, send the kids and play for free. Enjoy our Family Fun Summer Special, great for families teens to Aquanuts or COAST and indulge at any of our restaurants and friends all summer long! and bars. PGA National Resort & Spa Eau Palm Beach Resort & Spa PGARESORTSUMMER.COM I EAUPALMBEACH.COM I Discover The Palm Beaches, The Official Tourism Marketing Corporation for Palm Beach County The Best Way to Experience Florida Target Audience A mix of these 3 audiences will be used across campaigns: Millennial (18-34) - couples & families Gen X (35-54) couples & families Mature (55+) couples & intergenerational HHI: $75K primary; $100k secondary Tourism Highlights 4.3 million room nights sold! $400 million in local taxes generated 60,000 jobs supported by tourism Fall/Winter Campaign ROI Incremental direct-spending: $64.5 Million Incremental Visitation: 381,000 3

4 Reach 6.48 Million Qualified Leisure Visitors THE PALM BEACHES Audience Profile OFFICIAL VISITORS GUIDE Inspirational content, gorgeous photography and travel ideas influence visitation. PRINT USAGE: 50% Print usage is the highest it s been since 2007 with 50% of American Travelers utilizing print to research and plan. DISTRIBUTION HIGHLIGHTS: Direct-request International Tour Operators Meeting Planners 250,000 TOTAL REACH Visitor Centers (The Palm Beaches and Visit Florida Centers) Circulation: 80,000 Direct-Request: 5,000 (sent out-of-market to pre-planners) Advertising Opportunities: Display Advertising 4

5 ThePalmBeaches.com The trusted source for on-line travel-planning info including articles, business listings, maps and events. 1.9M SESSIONS Advertising Opportunities: Listings, Banners, , Leads ENEWSLETTER Subscribers receive timely travel ideas, itineraries and upcoming event info crafted to motivate travel. AUDIENCES & SUBSCRIBERS Consumer: 166k Event Fanatic: 163k Meeting Planner: 17k Travel Trade: 15k ADVERTISING OPPORTUNITIES Monthly Consumer, Event Fanatic, Meeting Planner and Travel Trade s: Formatted ads. Custom Get 100% share of voice. Reach 4 Distinct Audiences 5

6 Official Website ThePalmBeaches.com reaches 1.9 million visitors via Desktop: 912k, Mobile: 736k, Tablet: 282k Online visitors OVERVIEW approximately 2 million VISITS top international markets 1. Canada 2. U.K. 3. Brazil 4. Bahamas 5. Colombia 6. Argentina 7. Germany 3.85 million PAGE VIEWS AVERAGE TIME ON SITE Just under 2 minutes DEMOGRAPHIC PROFILE Sex: 45% Female Age: 18-24: 11% 25-34: 21% 35-44: 19% 45-64: 36% 65+: 13% Top Out-of-Destination Visitation 1. New York 2. Miami 3. Orlando 4. DC 5 TOP REASONS to Partner with ThePalmBeaches.com 1. Reach an Incredibly Qualified Audience (across all devices): Discover The Palm Beaches spends multiple-millions of dollars annually to drive visitors to the area. 2. Benefit from a Tailored Campaign Strategy: We ll craft a customized campaign recommendation tailored to exceed your goals. 3. Laser-Target your Customer: Reach your exact audience through our focused ad targeting. 4. Increase ROI: We will provide you campaign optimization suggestions and will help you to understand how to measure conversions. 5. Receive FREE Advertising: In our online REWARDS program. 5. Atlanta 6

7 Rates 12 MONTH RATES/BUSINESS LISTINGS Accomodations (Partner) Accomodations Other (Partner) Other Business Listings $1,750 $2,500 $1,313 $1,875 NATIVE ADVERTISING Receive a $2 CPM Discount at each tier below. Impression volumes available between tiers. Impression Discount Tier Partner Non-Partner CPM Rate CPM Rate Potential REWARDS Impressions 25,000 $14 $350 $20 $500 25,000 75,000 $12 $900 $18 $1,350 75, ,000 $10 $1,500 $16 $2, , ,000 $8 $2,400 $14 $4, ,000 NATIVE ADVERTISING MEETINGS AND TRADE RATE: $1,000/12 months RATES MONTHLY CONSUMER LEISURE MONTHLY EVENT FANATIC MONTHLY MEETING PLANNER Custom (partner) $2,100 $2,100 n/a Custom $3,000 $3,000 Discover The Palm Beaches partners receive a 30% discount on all media MEETINGS LEAD GENERATION Sold on a Cost- Per-Lead Basis $3 per Lead MONTHLY TRADE MEETINGS Formatted (partner) $400 $400 $400 $400 Formatted $520 $520 $520 $520 PACKAGES AND VOLUME DISCOUNTS. Qualify for discounts based on your participation level. We ll customize a program architected to suit your needs. n/a Gold: $15,000 Silver: $7,500 Bronze: $2,500 Receive $18k worth of media 20% discount ($3,000 savings!) Receive $8,625 worth of media 15% discount ($1,125 savings) Receive $2,750 worth of media 10% discount ($250 savings) 7

8 PROGRAM AT-A-GLANCE REACH OVER 6.48 MILLION QUALIFIED LEISURE VISITORS THROUGH PRINT, WEB, AND PROGRAMMING. VISITORS GUIDE 1.9M VISITORS ENEWSLETTERS 250k TOTAL REACH 4 DISTINCT AUDIENCES * Delivered through a combination of print and digital distribution. ThePalmBeaches.com What you need to know: Discover The Palm Beaches welcomes 6.9 MILLION visitors, spending $4.55 BILLION annually. Discover The Palm Beaches spends MULTI-MILLIONS OF DOLLARS marketing the destination to travelers. The 2016 US TRAVELER is more informed and uses more media and sources of information than ever before. With such a complex planning landscape, FULLY INTEGRATED marketing and advertising is critical. Not all clicks are created equal, MEASURE QUALITY, OVER QUANTITY. We ll show you how! TO PARTICIPATE IN THE 2017 PROGRAM CONTACT: HEATHER ANDREWS Cell: handrews@thepalmbeaches.com Understand your audience & become a tourism marketing expert. Get FREE Research & Whitepapers: budurl.com/milesessentials 8