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Mark McHugh Chair, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc. PowerPoint Presentation
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Mark McHugh Chair, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc. Country Budgets. Marketing and Promotion of Travel and Tourism by the Governments of Countries (2005)

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Mark McHugh Chair, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.


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    1. Mark McHugh Chair, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.

    2. Country Budgets Marketing and Promotion of Travel and Tourism by the Governments of Countries (2005) Greece $141.8 million Spain $119.7 million Australia $ 92.9 million U.K. $ 65.0 million Canada $ 47.0 million India $ 24.1 million U.S. $ 6.1 million Source: WTO 2005

    3. Impact of Tourism • Visitor spending: $29.8 billion • Domestic $24.6 billion (83%) • International $5.2 billion (17%) • Employment and related wages: • Area’s largest industry • 37% of all jobs (23% from 224,055 direct industry jobs) • $15.7 billion annual wages ($8.2 billion from direct industry jobs) • Tax revenue generation: • $198.6 million in surplus revenues for Orange County, the City of Orlando and the Orange County School Board • $489 annual tax savings for every household in Orange County Source: Global Insight/ Fishkind & Associates (2006 data)

    4. Future Orlando Visitation Source: 2007 TIA Travel Horizons

    5. Increased Convention Competition • 320 convention centers in the United States • 67 million total square feet of convention space • Additional 7 million square feet planned • Largest Center - McCormick Place, Chicago Source: August 2007 Tradeshow Week Major Exhibit Hall Directory

    6. Domestic Orange County + 5.0% + 2.9% Theme Parks Industry Success Measures 2007 year to date versus prior year Metro Orlando ADR Metro Orlando Demand Metro Orlando Occupancy + 4.1% + 0.2% + 0.3% Orange County Orange County + 3.5% + 1.3% OIA Passengers Orange County TDT + 5.3% + 21.3% Int’l 1st 5-cents + 9.5% + 7.0% Dec YTD; TDT from Comptroller’s Financial Report to the CVB

    7. VisitOrlando.com Total Site Page Views Web Sessions Attn + 17% - 8% + 30% Definites Issued + 1% Attn Nights - 10% - 15% CVB Success Measures 2007 year to date versus prior year CVB Bookings Events Held Leads Issued OCCC Attn All Events + 4% + 4.4% Nights C & T Attn + 12% + 8.9% CVB-Issued, Non-Center Attn + 2.5% Rm Nights + 10.4% December YTD

    8. Lodging Results 2007 year to date versus prior year • Demand up in Orange County, flat throughout Metro Orlando • Occupancy and demand down statewide • Nationally, demand up with strong growth in ADR and RevPAR Source: Smith Travel Research

    9. Gary C. Sain President & Chief Executive Officer Orlando/Orange County Convention & Visitors Bureau, Inc.

    10. Telling the Brand Story

    11. 2007 Fall Campaign Results

    12. 2007 National Campaign Fall Wave • 1,989 television spots on 24 cable stations from October 1 to November 18, almost 200 million impressions

    13. 2007 National Campaign Fall Wave • Magazines - 351 million impressions • Online advertising - 8.8 million impressions

    14. Fall Hispanic Advertising • Advertising in September, October and November issues of the followingleading Hispanic women’s magazines • Latina • People en Espanol • Vanidades • Selecciones • 5.1 Million in circulation • 37.9 Million in impressions

    15. Fall African-American Advertising • Advertising in September, October and November issues of the following national magazines • Essence • Ebony • Black Enterprise • Odyssey Couleur • 4.9 Million in circulation • 37.1 Million in impressions

    16. 2007 Promotions • Created 34 promotions in key markets • Generated more than 485 million consumer impressions • Secured over $5 million in broadcast, print and online media value

    17. Orlando Ad Campaign Aided Recognition Q.13 Have you seen this advertisement recently? Response: Yes to at least one ad tested 2007 Domestic Ad Tracking – Synovate

    18. Orlando Ad Campaign Aided Likeability Q.15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it) 2007 Domestic Ad Tracking – Synovate

    19. Intentions to Visit Orlando in Next 12 Months Q.5a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will/Probably will) 07/08 Domestic Ad Tracking – Synovate

    20. Endless Summer Integrated Campaign • Objective • Stimulate Orlando visitation with shorter lead time (August – October) • Target • Florida & Southeast, Domestic Market • Key Messaging • Destination-wide offer • Numerous attractions & activities to explore • Great weather • Drive traffic to orlandoinfo.com/endlesssummer

    21. Atlanta Blitz • Convention Sales Events • 33 planners attended • Media Events – audience of 9.72 million and a value of $128,824 • Radio and Television appearances on: • WHAT-FM • WPZE-AM • WGCL-TV – CBS Better Mornings • WAGA-TV – FOX Good Day Atlanta • WXIA-TV – Atlanta & Company • Media Luncheon attended by 12 print outlets • Trade Event • Visited 15 travel agency offices including 3 American Express offices and 5 AAA offices

    22. Endless Summer Publicity Results • To date 294 articles have run with a circulation of 343 million and a value of $5.7 million • Top hits include: • USA Today • USA Today.com • Atlanta Journal Constitution • Miami Herald • To date 862 hits on radio stations across the country with an audience of 180 million and a value of $1.1 million

    23. Orlando’s Magical Dining Month • September 2007

    24. Resort tax up an average of 11%  •      Aug.  +7.8% •      Sept. +12.7% •      Oct. +15.3% •      Nov. +8.2% 

    25. Canada Campaign 6.1 million total impressions in October and November

    26. Canadian Signature Events and Publicity • Hosted receptions for 47 consumer and trade media outlets in Montreal and Toronto plus an additional 17 freelance journalists • 14 articles/1.14 million circulation • 397 tour operators and travel agents learned about Brand Orlando

    27. Orlando Ad Campaign Aided Likeability Q.15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it) 2007 Canadian Ad Tracking – Synovate

    28. Intentions to Visit Orlando in Next 12 Months Q.5a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will/Probably will) 07 Canadian Ad Tracking – Synovate

    29. 2007/2008 Meetings & Conventions Results/Goals • 3,363 CVB leads issued in 2007 • 2008 goal 3,468 leads • 1.53 million delegates turned definite for all future years • 2008 goal 1.75 million • CVB definite attendance booked to generate visitor spending of $1.6 billion • 2008 goal $2.0 billion in visitor spending

    30. Major Bookings in 2007

    31. 2008 Winter/Spring Campaign

    32. 2008 “Say Yes” Campaign

    33. “SayYes” to a cannon ball challenge! “Say Yes” to ice cream for breakfast! “SayYes” to one more ride!

    34. “Say Yes” Publicity Survey: A recent survey revealed that 69% of moms say “yes” to their kids more often while on vacation. • Results: • 70% of moms revealed the number 1 way they would like to put the power of “yes” to work is to take their kids on a nice vacation to a place they want to go • Other popular “yes” mom wishes were to: spend more one-on-one time with their children (61%), make life less busy and stressful (56%) and buy them things they want (37%) • “Say Yes” is in full effect for Orlando with moms and kids recognizing the city as the most sought after vacation destination (56%), followed by a cruise (14%) and the beach (11%) Source: Synovate

    35. Network & Cable Advertising

    36. Destination Specials

    37. Print Advertising

    38. New New New Magazine Placement Family 18 Publications Affluent Family 300 Million Impressions New

    39. Strategic Partners Engaged African-American and Hispanic partners for strategic direction, creative and media purchasing.

    40. Diversity Marketing

    41. Diversity Marketing

    42. UK Marketing Campaign

    43. United Kingdom 2008 Campaign

    44. United Kingdom 2008 Campaign 130 Million Total Impressions

    45. 2007 Build-A-Bear Workshop B&Q “Inspired Living” GMTV Daily Cooks Show Adams Kids Children’s Wear United Kingdom Promotions Significant Orlando-themed consumer promotions

    46. Orlando Ad Campaign Aided Recognition Q.13 Have you seen this advertisement recently? Response: Yes to at least one ad tested 2007 UK Ad Tracking – Synovate