Loading in 2 Seconds...
Loading in 2 Seconds...
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)
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) 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
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)
Future Orlando Visitation Source: 2007 TIA Travel Horizons
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
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
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
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
Gary C. Sain President & Chief Executive Officer Orlando/Orange County Convention & Visitors Bureau, Inc.
Telling the Brand Story
2007 National Campaign Fall Wave • 1,989 television spots on 24 cable stations from October 1 to November 18, almost 200 million impressions
2007 National Campaign Fall Wave • Magazines - 351 million impressions • Online advertising - 8.8 million impressions
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
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
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
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
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
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
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
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
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
Orlando’s Magical Dining Month • September 2007
Resort tax up an average of 11% • Aug. +7.8% • Sept. +12.7% • Oct. +15.3% • Nov. +8.2%
Canada Campaign 6.1 million total impressions in October and November
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
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
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
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
“SayYes” to a cannon ball challenge! “Say Yes” to ice cream for breakfast! “SayYes” to one more ride!
“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
New New New Magazine Placement Family 18 Publications Affluent Family 300 Million Impressions New
Strategic Partners Engaged African-American and Hispanic partners for strategic direction, creative and media purchasing.
United Kingdom 2008 Campaign 130 Million Total Impressions
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
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