Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
Visit Sarasota County
Cooperative Offerings
Fiscal Year 2020
8drasoM beaches and beyond
------------------------- VlsitSarasota.com -------------------------
Agenda
Strategy Outline • Target Markets • Goals • Execution Touchpoints • Key Differentiators of FY20
Co-Op Print Solutions
Co-Op Digital Solutions
Comprehensive Option Menu
Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
Strategy Outline
8drasoM beaches and beyond
•
•.
•
Uft,, TED STATES , •• ' ' OF AMERICA •
'
VlsitSarasota.com ---------------------------
Target Markets
Based on data collected from Arrivalist and Downs and St Germain, Visit Sarasota County will focus on the following markets:
Opportune Fly Markets New to FY20 • Cincinnati • Nashville • Knoxville • Memphis Continued Support of FY19 • Indianapolis • Minneapolis • Detroit • Columbus • Cleveland
Drive Markets • Atlanta • Tampa • Orlando • Jacksonville
Source: Arrivalist
8drasoM beaches and beyond
VlsitSarasota.com ---------------------------
Target Behaviors
Contextual/Behavioral
• Couples • Families • Weekend Getaways • Nature Enthusiasts • Beach Goers • Vacation/Travel Intenders • Foodies • Arts/Culture Enthusiasts • Empty Nesters
Demographics
• Female • Age 30-65 (skews older) • HHI 75K+
8drasoM beaches and beyond
Strategy Rationale
Consistent Messaging Consumers could be planning a vacation at any time, we need to be in front of
them accordingly
lmpactful Media Levels lfwe are an inch deep and a mile wide, we risk being lost in the travel
advertising clutter
Diverse Media Mix Consumers have varying media consumption habits, we need to reach them at
each point
Contextually Relevant Incorporate in niche environments where possible to reach the right consumer Environments at the right time (primarily print)
------------------- VlsitSarasota.com -------------------
Media Golden Rules
Guidelines to keep in mind when deciding which tactic to include in your business’s media plan
8drasoM beaches and beyond
Real Possibilit ies
<!)SOJERN
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trip advisor
---------- VlsitSarasota.com ----------
Key Differentiators from FY2019 Co-Op
• Increased focus on digital offerings to streamline call-to-action
• These digital tactics achieve low funnel goals by: • Targeting those farther into their trip planning process • Focus’s on an audience confirmed ready to make
decisions like where to stay, places to dine, and entertainment options
• Accomplished through the collection of key proprietary data points (IE: Consumer booked a flight to Sarasota)
• New Tactical Opportunities: • Trip Advisor Carousel Placement • Sojern Native • Kayak • AARP
Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
Co-op Solutions
Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
Tried and True Print Media
Saras~ beaches and beyond
------------------------ VisitSarasota .com
Visit Florida Official Vacation Guide
Opportunity Markets Circulation Run Time Placement Benefits Included Number of Partners
Rate per Partner
Visit Florida Official Vacation Guide
Distributed by direct request, in Welcome Centers, and Online
500,000 Annual 2020 Spread
Long shelf life, highly qualified
audience, discounted rate
6 $2,500
• The official fulfillment publication for Visit Florida
• 300,000 total print and 200,000 digital editions circulated
• Distributed to a highly engaged audience actively seeking inspiration and trip-planning tips around Florida
• The audience requests a copy, creating active resonance
• Also used for both pre-planning and in-market decisions, creating an unmatched shelf life
Saras~ beaches and beyond
HOLD HOME DEAR Where peace of mind u eates memones.
---------------------- VisitSarasota .com ----------------------
AAA Living
Opportunity Markets Circulation Run Time Placement Benefits Included Number of Partners
Rate per Partner
AAA Living South GA, N FL, S FL 1,388,410 May/June Half Page
Matching Advertorial Space
and Reader Service Listing
4 $2,220
AAA Living North Chicago, Indiana, Michigan 1,371,113 March/April 2/3 Page
Matching Advertorial Space
and Reader Service Listing
4 $2,190
• AAA Living showcases a spread of Florida including attractions, events, and vacation ideas
• Publication dates fall during heavy vacation planning periods
• Markets seamlessly fit with the Sarasota target audiences with a heavy 55+ community with money and time to travel
Saras~ beaches and beyond
VisitSarasota .com
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Opportunity Markets Circulation Run Time Placement Benefits Included Number of Partners
Number of Partners
Atlanta Magazine Atlanta, GA 72,000 March Full Page
Visit Florida Section with Matching
Advertorial Space and Reader Service
Listing
4 $650
Atlanta Magazine Atlanta, GA 72,000 June Half Page Discounted Rate with high exposure 3 $833
• Atlanta’s leading city magazine with the largest paid circulation of all local magazines
• Editorial features include a spotlight on favorite vacation spots, cuisine, and Southern travel
• Publication timeframe centered around planning periods for drive market audiences
• Audience aligns with Sarasota target groups not only in location but in interests, behaviors, and propensity to travel
Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
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New Opportunity - Trip Advisor Carousel
• Multi-Image placements that appear across Trip Advisor • Impactful tactic that invites the user to interact and engage
with the unit • Creates resonance and incites action to click
Saras~ beaches and beyond
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New Opportunity - Trip Advisor Carousel
OPPORTUNITY Market Esitmated Units Run Time Placement Number of Partners Rate Per Partner
Sarasota Destination
Content 71,420/month
Selected months throughout the fiscal. *2 month minimum
required
In-Feed Carousel Unit Unlimited $1,500/month
Carousel Benefits • Brand Engagement : Native interactive
drives strong engagement with brand images
• Flexible Deployment: Can be deployed to various shapes and sizes to fit seamlessly in the environment they are in
• Quick Set Up: Simple template for assets like text and images
Saras~ beaches and beyond
tripadvisor
VisitSarasota .com
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Tried and True – Trip Advisor Display
OPPORTUNITY Market Esitmated Units Run Time Placement Number of Partners Rate Per Partner
Sarasota Destination
Content 71,420/month
Selected months throughout the fiscal. *2 month minimum
required
Display/Mobile Banners Unlimited $1,500/month
Display Banner Benefits • Qualified Audience: Reaches a set of users
that are far into the trip planning process and ready to book
• Premium Inventory: Placements on the network are only accessible with a direct relationship with Trip Advisor
Saras~ beaches and beyond
<!)SOJERN
•
------------------------- VisitSarasota .com
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Leisure Digital MediaNew Opportunity – Sojern Native
• Placements found on scrollable feeds across premium publisher websites • Effortlessly fits in the feed to look like organic content on the site • Acts in the same way as a standard digital banner but looks like a part of the website
where it appears • Flexes targeting unique to Sojern through partnerships with key players in the travel
industry like airlines and hotels
Saras~ beaches and beyond
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Leisure Digital MediaNew Opportunity – Sojern Native
OPPORTUNITY Market Impressions Run Time Placement Number of Partners Rate Per Partner
Sarasota Travel
Intenders
166,667 Impressions/Month
Selected months throughout the fiscal. *2 month minimum required
Native Display Unlimited $1,250/month
Native Benefits • High Performance: In Feed placement
allows for a more genuine approach to reach the user
• Easy Asset Build: Participants just need to provide images and copy
• Ability to Test Messages: Because assets are so easy to provide, partners can run multiple creatives to see what users are responding to the best
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Saras~ beaches and beyond
VisitSarasota .com
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OPPORTUNITY Market Impressions Run Time Placement Number of Partners Rate Per Partner
Sarasota Travel
Intenders
208,333 Impressions/Month
Selected months throughout the fiscal. *2
month minimum required
Display/Mobile Banners Unlimited $1,250/month
Display Banner Benefits • Quality Data: The platform uses
proprietary data science methods to examine real-time information from OTAs, meta search engines, airlines, hotel properties, first-party data and other signals of intent to travel
• Trusted Performance: Sojern has exemplified quality service consistently across past and present campaigns
Saras~ beaches and beyond
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New Opportunity - KAYAK
• Access KAYAK’S valuable 1st
party data, including searches for flights and hotels that match Sarasota
• Two Options Available: • Custom Email – High impact
unit sent direct to the inbox of subscribers who opted in to receive information related to the travel vertical
• Display Banners – Utilize proprietary data to determine how likely a user is to convert and serve the display accordingly
Email Display
Saras~ beaches and beyond
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Leisure Digital MediaNew Opportunity – KAYAK Email
OPPORTUNITY Market Impressions Run Time Placement Number of Partners
Rate Per Partner
Key Feeder Markets
Reaching 500k subscribers January Custom
Email 5 $1,000
Custom Email Benefits: • Qualified Audience: Not only are the
recipients opted-in subscribers, but the list is also fine-tuned to fit Sarasota’s target audience profile
• High Impact Placement: More real estate than a standard banner ad helps tell the visual story better
• Propriety Data: Access to an audience that is far along in the trip planning process and ready to convert
Saras~ beaches and beyond
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Leisure Digital MediaNew Opportunity – KAYAK Display
OPPORTUNITY Market Impressions Run Time Placement Number of Partners
Rate Per Partner
Key Feeder Markets
89,280 Impressions/
Month
Selected months throughout the fiscal. *2
month minimum required
Display Banners Unlimited $1,250/month
Display Banner Benefits: • Qualified Audience: Not only are the
recipients opted-in subscribers, but the list is also fine-tuned to fit Sarasota’s target audience profile
• High Impact Placement: More real estate than a standard banner ad helps tell the visual story better
• Propriety Data: Access to an audience that is far along in the trip planning process and ready to convert
Saras~ beaches and beyond
Real Possibilit ies
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VisitSarasota .com
Learn ing to Accept a Lov ed One 's Illness Without Despai r
AARP Pi~ks the Best Books Coming Out This Fall
A.udKJbooks for Yow N1!!1tt Road Trip Sn,Yles 10 l'":ae ~he mil l!!s ;, ti,'
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New Opportunity - AARP
• Display Banners across AARP.org, a trusted resource for adults 55+
• With over 13 million unique visitors each month, AARP plans to hone in on a Roadtrippers and Grandparents Audience Segments
• Layer in geo-targeted customized to Sarasota’s opportune markets
• Participate in the Visit Florida Co-Op program without the $10,000 minimum spend
Saras~ beaches and beyond
Real Possibilities
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VisitSarasota .com
Leisure Digital MediaNew Opportunity – AARP
OPPORTUNITY Market Impressions Run Time Placement Number of Partners Rate Per Partner
Grandparents and Roadtrippers
in Key Feeder Markets
100,000 Impressions/Month
November, January March *Room to scale based on
interest
Display/Mobile Banners 5/month $1,000/month
Display Banner Benefits: • Premium Inventory: The only way to show a
message on AARP.org is a direct partnership • Valuable Audience Segments: AARP members
match the Sarasota Traveler profile in age, income, and interests
• Contextually Relevant : Meaningful editorial, along with mass reach and scalable targeting, deliver successful ad deployment
Saras~ beaches and beyond
VisitSarasota .com
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Tried and True Meetings Enewsletters
OPPORTUNITY Market Impressions Run Time Placement Number of Partners Rate Per Partner
Meetings.net Custom
E-newsletter
FL, GA, NC, SC, WV, AL, KY, MS,
TN, AR, LA, OK, TX
9,400 subscribers March/May Custom Enewsletters 4/month $950/month
Enewsletter Benefits • Dedicated e-newsletter delivers custom
marketing message to opted-in Meetings Industry Executives subscribers
• Ability to regionally target cuts down on costs and wasted impressions
Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
Option Menu
Saras~ beaches and beyond
VisitSarasota .com
Comprehensive Option Menu Print
OPPORTUNITY Market Estimated Units Run Time Placement Number of Partners Rate Per Partner
Visit Florida Official Vacation Guide
National 500,000 Annual 2020 Spread 6 $2,500
AAA Living South
AAA Living North
Atlanta Magazine
GA, N FL, S FL
Chicago, Indiana, Michigan
Atlanta, GA
1,388,410
1,371,113
72,000
May/June
March/April
March
Half Page
2/3 Page
Full Page
4
4
4
$2,220
$2,190
$650
Atlanta Magazine Atlanta, GA 72,000 June Half Page 3 $833
Manatee County partners may participate under the same rules and rates as Sarasota County partners. There can be no more than one Manatee County partner per advertisement. If the Sarasota County partner must cancel their opportunity, the Manatee County partner’s ad would be cancelled as well.
Saras~ beaches and beyond
VisitSarasota .com
Comprehensive Option Menu Digital
OPPORTUNITY Market Estimated Units Run Time Placement Number of Partners Rate Per Partner
Meetings.net Custom
E-newsletter
FL, GA, NC, SC, WV, AL, KY, MS,
TN, AR, LA, OK, TX
9,400 subscribers March/May Custom Enewsletters 4/month $950/month
Grandparents November, January March AARP and Roadtrippers 100,000 Display/Mobile *Room to scale based on 5/month $1,000/month in Key Feeder Impressions/Month Banners interest Markets Selected months Key Feeder 89,280 Kayak throughout the fiscal. *2 Display Banners Unlimited $1,250/month Markets Impressions/Month month minimum required
Key Feeder Reaching 500k Kayak January Custom Email 5 $1,000 Markets subscribers Sojern Selected months Sarasota Travel 208,333 Display/Mobile throughout the fiscal. *2 Unlimited $1,250/month Intenders Impressions/Month Banners month minimum required
Selected months Sarasota Travel 166,667 Sojern throughout the fiscal. *2 Native Display Unlimited $1,250/month Intenders Impressions/Month month minimum required Sarasota Selected months Display/Mobile Trip Advisor Destination 71,420/month throughout the fiscal. *2 Unlimited $1,500/month Banners Content month minimum required Sarasota Selected months In-Feed Trip Advisor Destination 71,420/month throughout the fiscal. *2 Unlimited $1,500/month Carousel Unit Content month minimum required
Manatee County partners may participate under the same rules and rates as Sarasota County partners. There can be no more than one Manatee County partner per advertisement. If the Sarasota County partner must cancel their opportunity, the Manatee County partner’s ad would be cancelled as well.
Saras~ beaches and beyond
LONGBOAT KEY I ST. ARMANDS I LI DO KEY I SIES TA KEY I CASEY KEY I VEN ICE J MANASOTA KEY I ENGLEWOOD J NORTH POR T
Thank You!