2013 PLAYERS Tourism Program Recap|June 20, 2013

Program Overview

ObjectiveMaximize opportunities between THE PLAYERS Championship and Regional Tourism Industry to generate room nights, golf rounds and other tourist activities during 2013 PLAYERS week and positively affect the other 51 weeks of the year for the above said categories.

The PlanBased on 2012 tracking, the program was pushed to a February start vs. JanuaryTarget DMA’s: Orlando, Tampa, Tallahassee, Savannah (DMA’s include Daytona, Melbourne, Valdosta, Brunswick, Hilton Head)Spot Television airing in key PGA TOUR Tournaments programming during 1Q 2013 on CBS, NBC and Golf ChannelDedicated email targeting PGA TOUR database

Investment$50,000 cash, in-kind and value add

Spot Television

Purchased Schedule Post Buy

Golf programming was a hot commodity this year which resulted in preemptions extending the schedule into April.$38,682.65 purchased, final buy came in at $37,151.78 or a 4% savings 174 spots purchased, 172 aired. 4% increase over planned GRP’s

TV Spots

Dedicated Email

http://www.pgt-tb.com/images/pga/012512/012512.html

ResultsDeployment Dates: March 7 + April 16

Dedicated Email

Landing Page

Traffic Sources

Traffic by Geography

STR Report

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