UK Winter Campaign 2018

Transcription

1 UK Winter Campaign 2018

2 Market Snapshot No. 2 market for Florida s international visitor volume, accounting for 12% of Florida s international visitors in Florida captured 31% of British travelers visiting the U.S. in 2016, a slight increase from Trip value for a UK travel party visiting Florida is $3,218, a 11% increase from the previous year. Florida s British visitors stay an average of 13.7 nights, an increase from 13.3 the previous year. Market Analysis: The higher cost of travel to the US combined with little growth in disposable incomes has been a challenge for many long-haul destinations to grow their UK holiday travel market this year. The cost of travel to the US has become a more important consideration for UK travelers. - REDmarke Research August 2017 I. Campaign Overview

3 Market Snapshot

4 Campaign Recap In January 2017, Florida Partners executed a shared brand campaign that promoted the individual brands within a Florida-strong campaign. The idea: Florida was bringing London moments of sunshine to brighten up their grey January and inspire consumers to want to be in Florida. CREATIVE These moments were delivered through multiple digital and print OOH elements, social media, radio promotions, video content and on-the-ground activations. Result: Pre and post surveys confirmed that with only a one month effort in London, the shared brand landscape campaign pushed Florida up in rank to its previous position of interest. I. Campaign Overview

5 Campaign Goals Maintain competitive rank Link Florida sub brands to cut through the competitive clutter Utilize story platform that benefits competitors Provide rehearsal experiences Amplify and engage Awareness + Inspiration Engagement Conversion I. Campaign Overview

6 Approach Shared Brand Landscape Incorporate Florida Partners in multiple digital elements, social influencers and social amplification, radio promotions, trade and OTA platforms. Allow Florida Partners to promote their own brand identifies while reinforcing the Florida brand with the goal to continue upward movement of Florida as the desired vacation destination in the US for Londoners. Reinforce special relationship between Londoners and Florida Campaign messaging will personify Florida and imply relation and reciprocity: Dear London, We re on a mission to brighten up your darkest month of the year. So keep an eye out for lots of warm, sunny gestures from the Sunshine State. Enjoy. Love, Florida. Leverage Influencers in market Provide reach and engagement for individual destinations to reinforce the diversity of the state and the idea of unexplored Florida sun I. Campaign Overview

7 LONDON, ENGLAND Average Temperature: January and February: 44F Average Rain Days January: 19 February: 16 Daily Sunshine Hours January: 3 February: 4 I. Campaign Overview

8 I. Campaign Overview

9 Tentative Campaign In-Market Calendar January February March London Heart Pre-promotion London Heart Radio Promo London Heart Radio Promo London Heart Radio Promo London Heart Radio Promo Manchester Plus Pre - Promotion Heart Radio Promo Heart Radio Promo Heart Radio Promo Heart Radio Promo Influencers + Social Amplification Press Outreach, TravMedia Luncheon, PR Activities OTA + Tour Operator Campaign Airline Partnerships Social Media Marketing (Facebook) I. Campaign Overview

10 I. Campaign Elements + Tier Packages

11 Campaign Elements VISIT FLORIDA Fire-starters PR, Paid and Earned Social (Facebook) Investment Level Entry: $7,500 Mid-level: $25,000 Premier: $50,000 À la carte 1:1 VF Match # of Packages Available Influencer + Amplification Co-op OTA Campaign Trade Incentive Program Facebook Tour Operator Campaign Heart Radio Promotion OTA Campaign: HP Takeover Targeted Digital *Final packages will be confirmed by October 20

12 II. Fire Starters

13 Earned Media TravMedia luncheon Travel Mole Newsletter x 2 Proactive pitching Celebrity Influencer in Florida (video series published weekly) II. Florida Fire-Starters

14 III. Influencers + Amplification

15 Key Insights Sponsored social messaging is regarded by social media users as equally or more effective than all other forms of marketing messaging measured. (Source: IZEA, 2015) Two-thirds of consumers say they trust consumer opinions posted online. (Source: Nielsen, 2015) A survey conducted of 2,000 holidaymakers found that over 25% of people instantly research a hotel or destination after seeing it on social media. (Source: The Daily Mail) III. Influencer + Amplification Co-op (Image Source:Curalate)

16 Custom Influencer Program Goal: Generate buzz in prime travel planning season through more than a dozen influencers and an aggressive social amplification program. Each participant will receives their own Influencer activation. Each Influencer activation will be customized for that Partner s target audience, strategy, objectives, etc. Customization factors include: Type of influencer (audience) Primary social media channel (Instagram, YouTube, Blogger, etc.) Reach, resonance and relevance Deliverables (posts, videos, images, metrics, etc.) III. Influencer + Amplification Co-op

17 Custom Influencer Program Each Influencer s posts will be amplified by paid social (VF/Brand Networks) VISIT FLORIDA will provide influencer and paid social management: Help establish Partner goals Provide research, background info and guidance (leading to an Influencer selection list) Negotiate influencer contract and deliverables Reporting, analytics and wrap up Partner develops influencer FAM trip and hosts 1:1 VISIT FLORIDA Match across all three levels of investment Investment Level Entry: $7,500 Mid-level: $25,000 Premier: $50,000 1:1 VF Match Influencer + Amplification Co-op III. Influencer + Amplification Co-op

18 Paid Social Efforts Paid social investment is focused on two major elements Amplification Amplify posts from Partner Influencers to create a custom audience Retargeting Retarget the custom audience with a conversion message/link Top performing post for Marion County which drove the highest ER% at 22.5% Campaign III. Influencer + Amplification Co-op Top performing post for Visit Sarasota with an ER% at 26.36% Campaign

19 IV. OTA Campaign

20 Online Travel Agent Goal: Create a digital campaign hub that showcases Florida s strength by diverse Partner inclusion. VISIT FLORIDA will potentially create partnership with the top two OTAs in the UK. All participants in any aspect of the campaign will be included on the Florida Landing Page Florida landing page will be across all OTA nameplates Online media will drive to the page Homepage Takeovers each Monday, from 1/8-2/12, will also drive to the page Timing: 3 months January through March *Example shown is from previous Expedia campaign *Confirmed partnership details will be provided by Oct. 20 IV. OTA Campaign

21 V. Trade Incentive Program

22 Trade Incentive Program Create a comprehensive campaign to incentivize agents to sell Florida and promote Florida packages. Each campaign would include: Homepage Takeover ROS Advertising Content (Images, articles, FL landing pages, etc.) Search Social * Confirmed partnership details will be provided by Oct. 20 V. Trade Incentive

23 VI. Facebook

24 Facebook VISIT FLORIDA will introduce the Carousel Ads for Mid-Level Partnerships and continue with Canvas Ad for Premier-Level Partners. Overview: Mid-Level Partners will be featured in a Facebook Carousel where each partner can showcasing one image or video. Premier-Level Partners will be featured in a Facebook Canvas ad a full-screen, immersive mobile ad experience that is fully customizable using a mix of video, still images, text and call-to-action buttons. 4- Partner opportunities to collaborate in creating a custom Florida FB canvas. Brand awareness and engagement Multi-month effort Distributed costs for creative & media buy Anticipate 1:1 minimum match VI. Facebook Carousel Ad Canvas Ad

25 VII. Tour Operator Campaign

26 Tour Operator Campaign VISIT FLORIDA will partner with leading tour operators in the UK to create traditional co-operative marketing opportunity to include a variety of media channels, such as: Content Hub Print Social Media Digital OOH Broadcast Incentive for airline passengers Sales incentive for travel agent, airline sales staff *Confirmed tour operator partnership details will be provided by Oct. 20. VII. Tour Operator Campaign

27 VIII. Heart Radio Campaign

28 Heart London Breakfast with Jamie and Emma - London s #1 Breakfast Show Back for its THIRD YEAR Listeners post a photo showing how much they need a Florida holiday. Each day, Jamie and Emma choose their favorite and call a family live on the air to award the trip. 6-week activation 4 weeks of giveaways 1 destination each week VIII. Heart Radio Campaign

29 Heart North West Breakfast with Joel and Lorna Manchester & Liverpool s #1 Breakfast Show This year, we ll expand the everpopular Faces for Florida competition to Manchester and Liverpool. Joel & Lorna s Faces for Florida will mirror the London competition. 6-week activation 4 weeks of giveaways 1 destination each week VIII. Heart Radio Campaign

30 Heart Network Digital Platform England, Scotland, and Wales To leverage the campaign s digital influencer content, Heart will create a network-wide Faces for Florida digital campaign X-week activation 4 weeks of giveaways 1 destination each week VIII. Heart Radio Campaign

31 Campaign Timing Influencer In-Destination: Two days per destination: Arriving night of January 3; departing night of January 11 Heart London: Pre-Promotion: January 1 14 (Shared brand landscape) In-Play Weeks (Exclusive exposure for each) Week of January 15: Destination 1 Week of January 22: Destination 2 Week of January 29: Destination 3 Week of February 5: Destination 4 Heart North West: Pre-Promotion: January (Shared brand landscape) In-Play Weeks (Exclusive exposure for each) Week of January 29: Destination 1 Week of February 5: Destination 2 Week of February 12: Destination 3 Week of February 19: Destination 4 Heart Network (National); Pre-Promotion: January (Shared brand landscape) In-Play Weeks (Exclusive exposure for each) Week of January 29: Destination 1 Week of February 5: Destination 2 Week of February 12: Destination 3 Week of February 19: Destination 4 VIII. Heart Radio Campaign

32 Campaign Exposure Heart London key messaging in 10 Breakfast show live reads key messaging in 32 recorded (:30) promotional trails feature on competition microsite with logos, images, and enhanced article influencer photo gallery on competition microsite 4 social posts with destination images and tags Heart North West key messaging in 10 Breakfast show live reads key messaging in 32 recorded (:30) promotional trails feature on competition microsite with logos, images, and enhanced article influencer photo gallery on competition microsite 4 social posts with destination images and tags Heart Network (National) feature on competition microsite with logos, images, and enhanced article influencer photo gallery on competition microsite 4 social posts with destination images and tags VIII. Heart Radio Campaign

33 Prizing A total of ELEVEN prize packages Heart London FIVE PACKAGES 7-nights accommodations FOUR activities * Heart North West FIVE PACKAGES 7-nights accommodations FOUR activities * Heart Network (National) ONE PACKAGE 7-nights accommodations FOUR activities * * All packages for London must be identical. All packages for North West must be identical. Accommodations partner may be different for London, North West, and Heart Network but activity package must be the same for all 11 packages as the social videos will focus on the activities. If a theme park, tickets for the duration of the say count as four activities. VIII. Heart Radio Campaign

34 Campaign Elements VISIT FLORIDA Fire-starters PR, Paid and Earned Social (Facebook) Investment Level Entry: $7,500 Mid-level: $25,000 Premier: $50,000 À la carte 1:1 VF Match # of Packages Available Influencer + Amplification Co-op OTA Campaign Trade Incentive Program Facebook Tour Operator Campaign Heart Radio Promotion OTA Campaign: HP Takeover Targeted Digital

35 Campaign Summary Awareness Engagement Conversion OTA Campaign PR Paid Social Heart Radio Campaign Tour Operator Co-op Influencers + Amplification Trade Incentive Program OTA Campaign Heart Radio Campaign OTA Campaign Tour Operator Co-op Trade Incentive Program Paid Social

36 Partner Return VISIT FLORIDA Fire-starters PR, Paid and Earned Social (Facebook) Investment Level Entry: $7,500 Mid-level: $25,000 Premier: $50,000 1:1 VF Match Influencer + Amplification Co-op OTA Campaign Trade Incentive Program Facebook Tour Operator Campaign Heart Radio Promotion Minimum Value: $20,000 $60,000 $500,000

37 X. Next Steps

38 Next Steps Secure Participation Now Final Commitment Date: October 31, 2017 Contact: All questions should be directed to Ashley Abney at X. Next Steps

39 Thank You