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Domestic Team 2013-2014 Marketing Plan. Courtesy of Gordon Tarpley via Flickr. Domestic Strategies. Increase brand awareness through a series of coordinated marketing campaigns Use search engine marketing to convert leads and inquiries into room nights

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domestic team 2013 2014 marketing plan

Domestic Team 2013-2014 Marketing Plan

Courtesy of Gordon Tarpley via Flickr

domestic strategies
Domestic Strategies
  • Increase brand awareness through a series of coordinated marketing campaigns
  • Use search engine marketing to convert leads and inquiries into room nights
  • Promote travel to the destination during slower visitation periods
  • Market the destination to new groups of travelers
  • Encourage visitors to increase their activities and length of stay through in-market advertising
  • Highlight Osceola County’s vacation home rentals

Target Market & Visitor Overview

  • Average HHI: $100,000+
  • Top origin markets:
  • Florida, New York, Georgia, Pennsylvania, Michigan, Ohio, Illinois and Texas
  • Types of travelers:
  • Multigenerational
    • Emphasis placed on Hispanic travelers to complement International’s efforts in the Puerto Rican and Latin American markets
  • Families and couples with and without children
    • Emphasis placed on Gen Y couples without children and Empty Nesters
    • Student groups
    • Active and veteran military visitors
2013 2014 fiscal calendar
2013 – 2014 Fiscal Calendar

Off Peak


Kissimmee Rocks

Off Peak

Miss the Crowds!

Fall Campaign

Off Peak

  • Additional Activities/Programs:
  • In-Market Publications
  • Visit Florida Advertising
  • Visit Orlando Advertising
  • Social Media
  • Mobile App
  • Hispanic Campaign
  • DOKM Follow Up
  • Vacation Home Ad Campaign
  • i.seeKissimmee
  • Kissimmee Insight 2.0
  • Groups & Military Leisure

Domestic Brand Awareness




Kissimmee Rocks!

  • National campaign to raise awareness of Kissimmee, and keep the area top-of-mind when planning vacations
  • Write and record a tune representing Kissimmee
  • The winner and their guests will get to tour Kissimmee like never before with an all access VIP trip!
  • Industry partners will be encouraged to help create a compelling prize that includes airfare, accommodations, theme park tickets with behind the scenes access, limo transportation, etc.
  • Timeline:

*Brand Awareness and Social Media support will last during entire campaign.


Domestic Brand Awareness

Kissimmee Rocks!

  • Goals:
    • Brand awareness
    • Gain consumer data for remarketing purposes
    • Engage the consumer via social media
  • Measurable Goals:
    • 1,000 video submissions
    • 125,000 unique website views
    • 5% increase in YouTube video views
    • Increase social media followers/fans/likes
    • Increase intent to travel to the destination
    • 5,000 email opt ins

Fall Campaign

Throwback Reunion

  • Encourage September/October visitation
    • Emphasis placed on Gen Y couples without children
  • Partner with OTAs and Industry Partners to offer a “Book 3 nights, get the 4th night free!” deal
  • Encourage travel to the destination during this time to reunite and recreate old vacation memories. Campaign ties in a vintage theme with the current trend of recreating old photos. “Show us your recreated photos for a chance to win $10,000 shopping spree!”
  • Timeline:

Intent to





*Brand Awareness and Social Media support will last during entire campaign.


Fall Campaign

Throwback Reunion

  • Goals:
  • Encourage visitation during off-peak season, and increase the destination’s brand awareness
  • Increase number of Instagram followers resulting in higher brand awareness
  • Target new generation of travelers (Gen Y)
  • Measurable Goals:
  • 1,000 total Instagram followers
  • 70,000 room nights
  • 50,000 visits to specialized awareness-building page on EK website

Holiday Campaign


Pin It To Win It

  • Encourage visitation during the off-peak time between Thanksgiving and the week before Christmas
  • Raise awareness of the destination, holiday events, activities, and Industry Partner offers
  • Sweepstakes element offers a “Pin it to Win it” component to further promote destination and activities
  • Winners receive an industry partner prize pack complete with a $500 Visa Gift Card (1 per week for 4 weeks)
  • Timeline:

Intent to




*Brand Awareness and Social Media support will last during entire campaign.


Holiday Campaign

Pin It To Win It

  • Goals:
    • Encourage visitation during off-peak season
    • Increase the destination’s brand awareness
    • Broaden social media presence – Pinterest
  • Measurable Goals:
    • Increase Pinterest followers to 2,500 total
    • 50,000 room nights
    • 100,000 website visits
    • 28,000 outbound partner clicks
    • 16,000 outbound lodging partner clicks
  • Users are in line with target market1:
  • Annual HHI is 100k+
  • 62.8% of users are women
  • 67.4% are aged 25 – 54
  • 50% have kids

Source: Very Pinteresting


In-Market Publications

In Market Ads & Area Guide

  • Target visitors already in the area
  • By advertising the wide range of activities available, EK will encourage visitors to take advantage during their current trip, extend their stay, or book an additional trip in the future
  • Goal:
    • Increase the number of activities participated in during visits
    • Encourage repeat visitation
    • Measurable Goal:
      • 20,000 room nights

Mobile App

In The Now!

  • Experience Kissimmee? There’s an app for that!
  • Develop and launch a mobile app to promote the destination, as well as the numerous dining options, attractions, and accommodations made available by Industry Partners
  • Measurable Goal:
  • Key Features:
  • Allows users to track which locations have visited wherever locations are displayed
  • Users view their current location, receive live directions, and display locations closest to them
  • Social media integration
  • Custom reporting using full integration with Google Analytics

6 out of 10 mobile users are now downloading travel apps – approx. 160 million users in the US alone!1

Source: Tnooz Travel Tech


Visit Florida Advertising

  • Partner with Visit Florida to promote the destination and encourage travelers planning trips in Florida to visit Kissimmee
  • Multiple mediums ensure we reach a variety of travelers
  • Advertising co-ops with Industry Partners
    • Print, website advertising, custom email and custom triggered emails
  • Measurable Goal:
    • 16,000 room nights

Visit Orlando Advertising

  • To promote brand awareness and shift share in the market, EK will become a partner with Visit Orlando
  • Partnering will allow us to gain a presence in their Official Visitors Guide and on their website
  • Official Visitors Guide
  • Annual distribution: 800,000
  • *Visit Orlando also offers a digital version on their website
  • Online global consumer rate card
  • Sections: Home, Places to Stay, Things to Do, Plan Your Trip

Sun ‘n Fun

Lakeland, FL

2014 marks the 40th Anniversary!

200,000 people attend during the week, and many of them fly into the Kissimmee Airport and bring their families

  • Launch an online advertising campaign to encourage visitors coming to the event to stay in Osceola County
  • Coordinate with Industry Partners to offer discounts to guests attending the event
  • Discounts will be featured on an EK landing page

Additional Activities

Domestic Leisure

  • Decade of Kissimmee Memories
  • EK will continue the momentum of the contest by extending brand awareness efforts into 2013 – 2014
  • Vacation Rental Ad Campaign
  • EK will launch three campaigns during 2013 – 2014 to promote vacation rental properties and encourage visitors to book stays
  • Kissimmee Airport Partnership
  • Agreement provides for the development of print and Internet advertising aimed at potential visitors utilizing the Kissimmee Gateway Airport


  • SEM/SEO brand awareness efforts:
    • Keyword targeting
    • Organic optimization
    • Inbound link acquisition
    • Paid search media
  • Goal:
  • Drive traffic to EK website to help increase total room nights
  • Measurable goals:
  • Room Nights: 400,000
  • Website Visits: 1,280,000
  • Outbound Partner Clicks: 400,000
  • Outbound Lodging Clicks: 220,000

Web-Based Programs

  • Reformat i.seeKissimmee Online Blog:
    • Transition website from to in order to take advantage of SEM/SEO strategies
    • Refocus bloggers with a higher number of followers that will generate better content
    • Change format to quality instead of quantity for blog posts
      • Require less posts per visit, but more content per post
      • Coordinate with EK staff for guest blog posts
  • Revamp Kissimmee Insight:
    • Focus more on Kissimmee as a destination
    • Coordinate with EK staff to host, as opposed to hiring talent
      • Feature more impromptu, less scripted videos
    • Produce videos in house
      • Faster turner around time
      • Feature more episodes per year

Social Media Advertising

  • EK will continue social media advertising in order to gain and maintain awareness of Kissimmee, increase fans, and drive traffic to
  • Maintaining an engaged and vibrant fan base allows us to leverage social media fans to support programs
  • Goals:
    • Engage fans and raise awareness of Kissimmee
  • Measurable Goals:
    • Facebook: 660,000 likes
    • Twitter: 15,000 fans

Trip Advisor

  • Sponsor Trip Advisor landing page to promote the destination.
  • Visitors have a direct link to key information
    • Accommodations, activities social media, area guide, etc
  • 2012 Results:
  • 49,597 page views/month
  • 38,352 unique visitors/month
  • *Projecting growth in 2013
  • However, unless ads are tied to a campaign, traffic is organic.
  • For 2013 – 2014, EK will launch an online ad campaign to drive traffic to the page

OTA Co-Ops

  • EK will partner with OTAs to further promote the destination and increase production for lodging partners

International Strategies

  • Increase Kissimmee product offered through local and in-Country tour operators
  • Increase awareness of the Kissimmee destination through targeted media activities
        • Increase awareness of the Kissimmee destination through targeted social media outreach in Latin American Markets
2013 2014 fiscal calendar1
2013 – 2014 Fiscal Calendar

Canadian Consumer Program

UK Consumer Program

Colombia & Mexico Program

Brazil Program

  • Additional Programs:
  • Meet the Orange
  • Destination Travel Agents Training Academies
  • Tour Operator Co-op’s
efforts for all key international markets
Efforts for All Key International Markets
  • Trade Awareness Programs
    • Kissimmee Breakfast with the Local Tour Operators
    • Local Sales Calls Receptive Tour Operators
    • December Reception with Receptive Tour Operators
    • Experience Kissimmee Travel Agent Trainings
    • Two (2) trade shows
      • International Pow Wow April/2014 – Chicago
      • HotelbedsWorkshop
  • Cooperative marketing initiatives with travel trade
    • Hotelbeds
    • Expedia
    • Tourico
  • Media Awareness Program
    • Super Media FAM - September/2014Osceola Lakes (airboats, canoeing, Kayaking and variety of accommodations camping, RV, home and hotel)
united kingdom
United Kingdom
  • Consumer Awareness Program
    • Targeted advertising campaign during peak travel planning time (December to February)
  • Trade/Media Programs
    • Two (2) familiarization tours
    • Two (2) trade shows (IP Participation)
    • 1 sales/media mission (IP participation)
  • Cooperative Marketing Initiatives with travel trade
    • TravelMolee-blast (IP participation)
    • Travel2 Academy(online destination training)
    • UK and Ireland Airline

Brazil Colombia Mexico

  • Consumer Awareness programs
      • Each country will have a dedicated advertising budget to support social media initiatives, promotions, blogger outreach to generate consumer engagement and destination awareness
  • Trade/Media Programs
    • Trade familiarization trips
    • Trade Shows and Sales Missions
  • New initiatives
    • Cooperative advertising campaigns with Travel Trade
    • Brazil: Hotelbeds and CVC
    • Colombia : Tourico and Price Travel
    • Mexico : Hotelbeds and Best Day Travel
  • New Markets
    • Puerto Rico
    • Chile


  • Consumer Awareness Program
    • Winter Targeted advertisement campaign
    • “Meet-the-Orange “Buzz Generating events
  • Trade/Media Participation
    • Four (4) trade shows in country by VOX
    • Operators and Media Fams
    • One Sales Mission (industry Partners participation)
  • Ten(10) joint Marketing initiatives with Key TO’s, OTA’s and Airlines
    • Sunwing Airlines
    • Red Tag/Total Vacation
    • Thomas Cook Canada
    • Air Canada Vacations
    • Alio Tours
    • Itravel 2000
    • Air Canada
    • Transat Holidays
  • Familiarization trip with new initiative “Off the beaten track”

Northern Europe -Benelux and the Scandinavian Countries

  • Consumer Awareness Program
    • Three(3) “Meet-the-Orange “ Buzz Generating Events
  • Trade/Media Programs
    • Three(3) Tour Operators Fams
    • Three(3) Trade Shows by Rep Firm
    • Two Sales Mission (with Industry partners)
  • Ten(10) joint Marketing initiatives with Key TO’s,OTA’s and Airlines
    • TuiBelgium
    • American Vacations
    • Travel Trend
    • Euram
    • Atlantic dream Vacations
    • Thomas Cook Belgium
    • Go America/Aireka
    • Wings and Wheels
    • USA Travel
    • Jan DoetsAmerica