Moments of Sunshine Domestic Campaign Audience: Winter Sun Seekers New York Times Branded Content
Campaign Overview Winter is a powerful time to drive Florida brand awareness and travel interest. Overall, Florida s winter visitor stays longer and spends more making this audience key to the state s tourism marketing goals. In addition, VISIT FLORIDA s winter marketing efforts drive desirability for a Florida vacation even outside of the winter season by creating a halo effect that influences travel in spring and summer. Audience Overview: Winter Sun Seekers This audience is geographically and seasonally targeted to Northeastern U.S. winter travelers. Key Insights: Trip Spend: $1,503 Volume: 24% Avg. Household income: $109,000 Length of Stay: 4.8 nights Visitor Profile: Silent/G.I (13%) Baby Boomer (37%) GenX (29%) Millennial (20%) Moments of Sunshine VISIT FLORIDA s overall brand positioning is Brighten The Lives Of All - and this campaign of Moments Of Sunshine is the physical embodiment of that purpose. We are offering our sunshine to the masses in an effort to bring a little warmth and sunshine to their day. Ideally, inspiring them and moving them to take action - come to Florida for a vacation. Campaign Approach Incorporate Florida Partners in a shared brand landscape that includes multiple digital and OOH elements. The shared brand will allow Partners to promote their own brand identities while reinforcing the Florida brand with the goal to continue upward movement of Florida as a desired vacation destination Imagery Simple, mesmerizing moments that draw viewers in and gives them a moment of visual relaxation. Focus on warm and expansive destination images but in certain placements, a more intimate, vacation rehearsal experience can be highlighted to get the emotive connection
Co-Op Package Overview: New York Times Branded Content Element New York Times Branded Content Co-op Package January - March 2018 Details Inclusion in Paid Post Narrative New York Times Receive 25 professional photographs Branded Content Paid Post Distribution Estimated Impressions /Views 97,925 Guaranteed Views 793,651 impressions Media Value $325,000 OTA Digital Elements Kayak Priceline Expedia 1,203,846 impressions $16,000 Social Element Satellite Media Tour Custom Targeted and Optimized Facebook Carousels Inclusion in Satellite Media Tour targeting prime TV programs in up to 5 NE Markets 3,000,000 $20,000 - $250,000 Package Overview Packages Available: 3 Partner Investment: $50,000 Total Package Estimated Media Value: $611,000 Partner Commitment Date: 12/1/17 Asset Due Date: 12/20/17
New York Times Branded Content VISIT FLORIDA is partnering with NYTimes.com, one of the largest digital media companies in the world, to reach Winter Sun Seekers through a digital branded content program (or Paid Post) produced by T Brand Studio, the brand marketing unit of The New York Times. The Paid Post will position Florida as the only destination to escape the cold to during the winter and will feature original photography of three Florida destinations where travelers can relax, recharge, and reap the benefits of the sun to improve their mood. Editorial/Paid Post Narrative Paid Posts created by T Brand Studio outperform advertiser-produced content by more effectively shifting perceptions and driving brand lift. 361% more unique visitors than advertiserproduced content 526% more time spent than on advertiserproduced content NYTimes.com Audience 130MM+ monthly unique visitors world-wide 3MM+ paying subscribers 11.2MM plan to take a domestic trip in the upcoming year Digital content is read by 1 in 2 affluent boomers age 50+ with HHI $100k+ (16MM readers) Among Adults 50+, NYTimes.com users are: 38% more likely than average to have visited Florida in the past 12 months 20% more likely than average to vacation in Florida in the next 12 months Partner Receives Destination Overview/Activities: participating Partners will provide guidance on activities/destinations to be considered for inclusion with the understanding that final selections will be editorially chosen by T Brand Studio to maintain the integrity and authenticity of the narrative. Inclusion in Editorial/Paid Post Narrative: each participating Partner destination (3 max) will be featured in the Paid Post Narrative. The Paid Post Narrative will launch late January/early February. Original Photography: each Partner will receive full rights for usage of 25 T Brand Studio produced, professional quality/branded photographs featuring multiple locations from within your destination. Paid Post Distribution: the paid post will include on-site native display and off-site social traffic drivers that are monitored and optimized in real-time to maximize quality traffic to the paid post. Traffic drivers will run through March 31, 2018.
OTA Digital Elements OTA Digital Elements in this package include presence on Kayak, Priceline and Expedia. Kayak Tap into an exclusive opportunity with KAYAK by having 100% SOV on their results pages. This takeover opportunity is only available to VISIT FLORIDA s partnership with KAYAK. Flight Dates: 1/15/18 2/11/18 Targeting: Travel Intent, East of the Mississippi (Excluding FL) Results Page: 300x250, 300x600, 160x600 Est. Impressions: 800,000 Priceline Priceline is the top seller of hotel room nights compared to any other travel company. Reach and convert in-market shoppers throughout their booking cycle by leveraging Product Homepages. Flight Dates: 1/15/18 3/15/18 Targeting: East of the Mississippi (Excludes FL) Product Homepage: 300x250 Est. Impressions: 250,000 Expedia Effectively reach and influence users along their purchase funnel by promoting your destination across the new Expedia Native Tiles. These tiles promote varying destinations and their content across Expedia pages and properties, driving high CTRs through their native discovery format and effectively engaging users with its content. Flight Dates: 1/15/18 3/15/18 Targeting: East of the Mississippi ROS search Native Tiles: Destination image + copy Est. Impressions: 153,846
Social Element: Facebook Carousel Facebook Carousel ads allow brands to tell an engaging story that develops across each carousel unit. Ads in the carousel format consistently drive great results for advertisers. Many campaigns using carousel units see lower cost per conversion or click. Custom Targeting This Facebook Carousel program provides Partners access to highly qualified, custom audiences. Targeting Group Definition Audience Size Visa Travel Purchase Behaviors Acxiom Travel Audiences VISIT FLORIDA Video Retargeting LAL Users with past purchase behaviors in air travel, budget travel, car rental, cruises, domestic travel or online travel agencies. Users likely to travel to Florida, travel domestically with a spouse, likely to spend leisure time at the beach, or more likely to book travel over the internet. 12M 12M Users most similar to those who have watched Visit Florida Facebook content in the past 180 Days. 4.3M Proprietary Optimization This program also incorporates Brand Network s proprietary campaign management tool, Optimize Now. Optimize Now frequently analyzes ad performance data and makes adjustments to campaign configuration, bidding strategies and budget distribution in order to achieve optimal overall performance. Partner Receives Flight Dates: 2/1/18 2/28/18 3 Carousel Ads with 3 units each Est. Impressions: (CPM Low $5): 2M impressions (CPM High $10): 4M impressions Media Value: $20,000 Note: VISIT FLORIDA will have final approval of assets and copy
Satellite Media Tour VISIT FLORIDA will be hosting a Satellite Media Tour (SMT) in five of our key NE Markets to remind Winter Sun Seekers why Florida is the only destination to escape the winter blues. This SMT will include a series of back-to-back television interviews with multiple stations and/or networks and will enlist Miss Travel Guru as the spokesperson. Targeting Cities and TV Stations and/or Networks may include the following: Boston, MA WBZ-BOS (CBS) - CBS This Morning; WCVB-BOS (ABC) - Good Morning America; WFXT-BOS (FOX) - Boston 25 Morning News; WHDH-BOS (NBC) - 7News Today in New England Chicago, IL WMAQ-CHI (NBC) - Today; WLS-CHI (ABC) - Good Morning America; WBBM-CHI (CBS) - CBS This Morning; WGN - WGN Morning News New York City WPIX-TV (CW) - PIX11 Morning News; WNYW-NY (FOX) - Good Day New York; WNBC- NY (NBC) - Today; WCBS-NY (CBS) - CBS This Morning; WABC-NY (ABC) - Good Morning America Philadelphia, PA KYW-PHI (CBS) - CBS This Morning; My PHL17 - Morning Dose; WCAU-PHI (NBC) - Today; WPVI-PHI (ABC) - Good Morning America; WTXF-PHI (FOX) - Good Day Philadelphia Washington D.C. WJLA-DC (ABC) - Good Morning America; WRC-DC (NBC) - Today; WTTG-DC (FOX) - Fox 5 Morning News; WUSA-DC (CBS) - CBS This Morning Partner Receives Only Partners participating in the New York Times Branded Content co-op package will receive guaranteed inclusion, when possible, in the Satellite Media Tour. More about Miss Travel Guru Francesca Page is a TV host and journalist who has hosted and written for television, web and print media, with a career that has covered lifestyle, travel & current affairs. Having lived in Florida for many years, Miss Travel Guru will be able to provide insight into top destinations across the state organically and energetically.
Visit the Online Marketing Planner at VISITFLORIDA.org/planner to explore all of our advertising opportunities and marketing programs. Call: (850) 205-3815 Email: AdSales@VISITFLORIDA.org