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MARKETING OVERVIEW Key PROGRAMS and ACTIVITIES for a FULL LIST of CO-OP PROGRAMS PLEASE VISIT EKCVB.COM

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MARKETING OVERVIEW Key PROGRAMS and ACTIVITIES for a FULL LIST of CO-OP PROGRAMS PLEASE VISIT EKCVB.COM 2016-2017 MARKETING OVERVIEW Key PROGRAMS AND ACTIVITIES FOR A FULL LIST OF CO-OP PROGRAMS PLEASE VISIT EKCVB.COM MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS - Florida Society of Association Executives - Reunion Friendly Network - Emerge Conference (RCMA) - Meeting Spots - MPI’s World Education Congress (WEC) - HelmsBriscoe Cares (FSAE) Education Day - Holiday Showcase (Association Forum) - Society of Government Meeting - Northeast Signature Event & Sales Mission - HelmsBriscoe Annual Business Conference - MPI Southeast Educational Conference - BioFlorida Annual Conference Professionals (SGMP) - 2nd Quarter (TBD) - Reunion Friendly Network Summit - XSITE-Florida State Appointment Tradeshow - Society of Government Meeting INTERNATIONAL - HelmsBriscoe Southeast FAM - Sales Mission with Partners - Christian Management Conference Assoc. - Connect Marketplace Professionals (SGMP) - 1st Quarter - Holiday Networking Event - Destination Showcase (DMAI) - Your Military Reunion Connection (CMCA) - Naval Recruit Training Center FAM - XSITE- Florida Appointment Tradeshow - ConferenceDirect Annual Partner Meeting - VISIT FLORIDA VIP Networking Event* COMMUNICATIONS - Family Reunions Workshop & FAM - Military Reunion FAM (New York, NY) - Travel Media Showcase - Connect Florida & Faith Appointment Show COMMUNICATIONS - VISIT FLORIDA VIP Networking Event* - Cvent Connect - Brazil Media Mission (Atlanta, GA) COMMUNICATIONS SPORTS - Connect Sports Marketplace - Visit Florida Canada Event INDUSTRY RELATIONS COMMUNICATIONS INTERNATIONAL - Canadian Media FAM - EK Leadership Series Luncheon - IPW (International Pow Wow) - SUN ‘n FUN Media Event DOMESTIC LEISURE - Vacation Home FAM INDUSTRY RELATIONS DOMESTIC LEISURE - Fall Campaign Launch - EK Annual Meeting - Destination Boot Camp INDUSTRY RELATIONS - SYTA Annual Conference - Women in Tourism Networking After Hours - Military Leisure Trade Shows - Women in Tourism Networking After Hours INTERNATIONAL INTERNATIONAL INTERNATIONAL - ANATO - Florida Huddle Mexico - World Travel Market Latin America - Mexico Consumer Campaign Launch - Arabian Travel Mart DOMESTIC LEISURE - Brazil Consumer Campaign Launch - Northern Europe Sales Mission - Brand Awareness Campaign Launch - Vacation Home Rental Campaign Launch *Must be a VISIT FLORIDA Member *Must be a VISIT FLORIDA Member OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS - National Coalition of Black Meeting Planners - PCMA Convening Leaders - Signature Event and Sales Mission (TBD) - Maritz Northeast Pharma FAM - Florida Society of Association Executives - Executive Series Luncheon, Florida Society - ExL Events Pharmaceutical Meeting - Connect Diversity - ConferenceDirect FAM - VISIT FLORIDA VIP Networking Event* (FSAE) Annual Conference (TBD) of Association Executives (FSAE) Professional Summit (Washington, DC) - Sales Mission with Partners INDUSTRY RELATIONS - Successful Meetings University/Destination FL - Florida Encounter Appointment Show - Tom Joyner Family Reunion - Women in Tourism Networking After Hours SPORTS - Florida Encounter Post FAM - Mid-Atlantic Signature Event and - EK Partner Orientation - National Association of Sports COMMUNICATIONS COMMUNICATIONS Commissions (NASC) Sales Mission (TBD) COMMUNICATIONS - UK Blogger FAM - Meeting Planner FAM - ConferenceDirect CDX COMMUNICATIONS - Canada Media Mission - Drive Market Media Meetup - German Media FAM - TravMedia International Media Marketplace COMMUNICATIONS COMMUNICATIONS - Travel Media Showcase Family Conference - Media Mission to Northeast Markets - Brazil FAM INDUSTRY RELATIONS INDUSTRY RELATIONS - Colombia Media FAM - Mexico FAM - UK Media Mission/TravMedia International - New Development Media FAM - Argentina Media Mission - Winter Media Mission Media Marketplace - National Travel & Tourism Week - Women in Tourism Networking After Hours - #WeAllGrowSummit DOMESTIC LEISURE - Kissimmee Cares Golf Classic - EK Partner Orientation - EK Partner Orientation INDUSTRY RELATIONS - New York Times Travel Show INDUSTRY RELATIONS SPORTS - EK Partner Orientation - ABA Marketplace - EK Partner Orientation DOMESTIC LEISURE - TEAMS Conference & Expo - 2017 Destination Magazine Launch INTERNATIONAL - Texas Bandmasters Annual Convention DOMESTIC LEISURE - Winter Consumer Activation INTERNATIONAL - Canada Networking Event - Destination Magazine Sales Open DOMESTIC LEISURE - Holiday Campaign Launch - Winter Campaign Launch - ITB - Mexico Sales Mission - Vacation Home Rental Month Sweepstakes - New Visitor Map Launch INTERNATIONAL - UK Sales Mission - China Sales Mission - Delta Vacations University INTERNATIONAL - Travel Women International Golf Society - World Travel Market - Florida Huddle DOMESTIC LEISURE INTERNATIONAL - Iceland Air Mid-Atlantic Trade Show - Military Leisure Trade Shows - La Cita *Must be a VISIT FLORIDA Member - Canadian Consumer Campaign Launch - India Sales Mission - London TakeOver Consumer Campaign Launch AREAS INTERNATIONAL Functional Even as new international markets command our attention, hosting targeted meeting planner FAMs, conducting signature sustaining and growing visitation from within traditional events in major metropolitan areas and developing long-term markets remains our top priority. With the assistance of relationships with third party organizations and clients. Across all our primary functional areas, we will employ in-market representation firms, we will roll out a series of integrated marketing, sales and promotional programs coordinated missions, FAMs, publicity and advertising The year-round focus will also be marked by: programs to encourage longer lengths of stay and spending to benefit the destination and our tourism industry from our international visitors. Hosting targeted FAMs with key third party meeting planners partners. As needed, we will deploy our talents and and market specific meeting planners; resources to ensure awareness, growth and affinity for Many of the planned programs will take the shape of cooperative Representing Kissimmee at key tradeshows and events; Kissimmee to customers and clients around the world marketing with Visit Florida or Brand USA or both. And, many will create options for industry partner participation, too. Increasing exposure of the Kissimmee brand to meeting within the Domestic Leisure, International, Meetings & planners through marketing, advertising, publicity efforts and Conventions, and Sports travel segments. Our core international markets remain Canada, the United more; Kingdom, Northern Europe, Brazil, Mexico, Colombia, and Argentina. With increased long-haul airlift into Orlando Identifying and attracting meetings and events that have not International Airport, we will pay close attention to and met in Kissimmee, particularly during the destination’s DOMESTIC LEISURE develop marketing and sales programs to stimulate travel to the off-peak seasons; The introduction of our refreshed branding strategy will destination among international travelers from Germany, China, Increasing the number of signature events and sales calls inspire intent to travel and increase affinity among diverse the Gulf Region and India. within key markets consumers. Messaging across multiple platforms will remain centered on our destination’s world-famous theme parks, Our overarching international sales and marketing strategy is our natural attractions as well as our diverse lodging choices based on establishing brand awareness among both consumers which include the blossoming vacation home product. and travel professionals. To achieve success, staff and Through year-round and seasonal campaigns, our efforts representation firms collectively will keep Kissimmee top of SPORTS will target and attract visitors utilizing customer-centric, mind through an array of B2B and B2C activities, including: We have a solid sports tourism market reputation thanks in data-driven strategies to enhance our brand appreciation large part to our diverse and well-maintained venues and and increase overnight visitation. Hosting key tour operators, media, airline representatives facilities, punctuated by our industry’s hospitality and and business and government leaders; customer service that is second to none. These are key deal Advertising and promotional efforts will be developed to Representing Kissimmee and our industry partners at key points and messages the Kissimmee Sports Commission appeal to vacation travelers in long-standing feeder tradeshows and events; will take to events rights holders and sports planners in markets such as Florida, New York, Illinois, Pennsylvania, an effort to attract more business to the destination. More Massachusetts, Michigan and Southeastern drive market Creating destination exposure through marketing, advertising, business means greater incremental economic impact to the areas. social media and publicity efforts; destination and further strengthens Kissimmee’s position as a premier sports destination. To reach those objectives and Conducting missions to key international markets to provide Coupled with dedicated campaigns and promotions, advance the destination’s championship profile, the Kissim- training and destination presentations to tour operators, and domestic marketing efforts will focus on: mee Sports Commission’s overall strategies include: to meet and network with travel trade
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