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UK OFFICE May 2018 REPORT Prepared By UK OFFICE May 2018 REPORT Prepared by: Venessa Alexander UK Director Tour Operators Attended IPW in Denver and met with the following tour operators: • Albatros, Denmark – Group tour operator specialising in over 60s market. Provided area update • Travel 2 – Part of DNATA and one of their B2B brands. Provided room night stats which totalled 108 year to date as compared to Orlando with over 10,000 year to date. Advised we are very happy to work with DNATA overall but we cannot do so until we have basic room night information on all their brands. Awaiting a response • Visit USA Finland – Discussed Florida’s Beaches participation in their consumer show MATKA which we have not attended for several year. Florida’s Beaches will now participate in 2019 • Ving, Sweden – They are performing very well for us and were very pleased with the recent co-op campaign. They would like to do more joint marketing moving forward and this will be incorporated in to the new fiscal plan. • American Sky – Update call whereby they advised they are updating their website and have asked for images and video to be sent. • Ocean Florida – New room night information shows they are 114% up for the area year on year which is a huge increase and reflects our sustained joint marketing efforts with them. We currently have a campaign live with them in market. Our area is tracking far ahead of their general Florida business. • BA/BA Holidays – forward bookings on the direct service from Gatwick are up 14% which is being helped by increase in capacity due to a reconfiguration of the aircraft. Unfortunately BA Holidays are showing a 7% decrease in room nights to SPC but this is much better than earlier in the year where they were down substantially more than this. They do feel by the end of the year they will be level year on year, however this is against substantial increases in room nights to Orlando and Miami. • Kuoni – After several years of a US programme that is just ticking over, they have decided to expand this programme and are proactively marketing many destinations within Florida. Provided the team with an area update and training will be scheduled for their reservations team. • Nordmanns Rejser – Spoke about the recent co-op which did not perform very well but it seems that Nordmanns are facing strong competition from other operators in market and Florida as a whole is down for them. • THG Holidays – Florida is doing OK for them but with small numbers. They are finding destinations such as the Deep South Sates are doing well for them. • Premier Holidays – They have had a great start to 2018 but are finding that their Florida beach destinations are suffering as customers are staying longer in Orlando due to the excellent value of the rental homes in that area. They also feel that this year’s bubble might be down to people wanting to book and travel before Brexit actually happens as nobody is sure what the outcome will be. • Tour America – They are 17% up to our destination for 2018. Spoke once again about partnering on a consumer out of home campaign with them in February 2019 and they are checking how much budget they might have to allocate to this. Experience Kissimmee would also be a partner in this campaign. • Trailfinders – We are down slightly for Trailfinders in terms of room nights with Florida and Orlando tracking flat year on year. Trailfinders are not too concerned with this and feel that business will improve as the year goes on. Spoke about training opportunities as well as sending videos and event information for use on their Facebook page. • Virgin Holidays – Great news that after several years of downturn in our room nights with Virgin, we are currently tracking 11% up. We are participating in their Visit Florida campaign as well as having our own campaign in-market and launch in their retail stores end of May. Meetings/Training/Events Boardmasters – We had a meeting with Vision 9 to discuss the outstanding elements of the activation. We were also joined by Katie from Rooster. V9 advised that once the agreement had been signed by Brand USA and they had received the funds, they would begin creating the design of the stand. In the coming weeks, we will work with them to finalise the various parts to the stand including; branding and signage, street art, street performers, VR footage and headsets, IPad and Wi-Fi for competition entries, TV screens, giveaways, communications marketing plan for social media, weather contingency plan, and relevant storage. Katie advised that they are finalising the remaining ticket giveaways through the Western Morning News and Bristol Post, as well as their Facebook competition. Since our meeting, Brand USA have signed the contract and approved the proposal. TRADE LIAISON Visit Florida Winter Campaign The results for the Visit Florida Winter Campaign have now been received. The campaign included national radio, influencer programme, press outreach, tour operator and OTA campaign, airline partnerships and social media. The results are as follows: NATIONAL RADIO CAMPAIGN National Radio promotion on Heart radio with pre-promotion and a dedicated week of promotion of St Pete/Clearwater. Radio presenters visited destination to film and videos were included on the dedicated landing page which also included holiday sweepstakes with flights provided by British Airways. Overall results • Recorded Promos: 132 • Live Reads: 36 • Talent Lives: 2 • Breakfast Lives: 36 • Newsletters: 3 solus, 2 pods • Social Posts: 43 • Videos: 4 • Total Impressions: 10,765,685 • Total Media Value: £2,770,534.38 Social video content • CMA: 355,417 views • Fort de Soto: 126,749 views • Chihuly: 360,736 views • Dolphin Cruise: 360,298 views • TOTAL: 1,203,200 views • Media value: £2,359,762,55 Landing Page • Total landing page views 94,968 • Total entries 13,666 OTA CAMPAIGN - EXPEDIA (total impressions 3,037,744) • Brand exposure throughout the Expedia and Expedia Brand Portfolio partners such as Hotels.com, Travelocity.com. Orbitz,com, eBookers and Hotels.com from January 1 through March 31. Targeting UK IP’s, Florida searches, Family travel or International Travel interest and other sunshine destinations. Marketing campaign elements included: • Expedia Homepage Takeover • Expedia Native Tiles • Expedia Brand Portfolio • Florida Landing Page • Total Page Views: 32,762 est. • Room nights up 48% over campaign period • CTR 0.02% • Media value $9600 KAYAK (total impressions 1,116,708) • Brand exposure throughout the Kayak.co.uk from January 1 through March 31. Marketing campaign elements included standard banners placements across the Kayak homepage and results page. • CTR 0.05% • Media value $11,167 INFLUENCER CAMPAIGN – OLI WHITE Travelled in destination 9th – 15th April with his younger brother. He has 510k Facebook followers, 1.8 million Instagram followers and 2.8 million YouTube subscribers • YouTube – 2 videos with 361,056 views/9900 likes/1094 comments • 17 pieces of content produced/9.3 million views/2.13% engagement rate TOUR OPERATOR CAMPAIGN British Airways Holidays: (Total impressions 4,102,603) • British Airways developed a marketing campaign with the goal of driving inspiration and sales to Florida, targeting the pre-family audience • Key marketing partnership was developed with the Stylist and Shortlist and included print advertorial, custom landing pages, digital banners, Social posts, and a competition. • Overall Florida passenger bookings up +25% YOY, while room nights are up +44% Highlights as follows: - Total Competition Entries: 24,366 - Stylist Highlight Results - Email Sends: 45,000 - Email Open Rate: 20.79% - Social CTR: 0.67% ShortList Highlight Results - Total Sent: 45,000 - Open rate 40.78% - Social CTR: 0.71% Total media value = $108,000 Bookings for room nights +33% YOY Thomas Cook: (Total Impressions 873,447) • Visit St. Pete/Clearwater was integrated in various aspects of the Thomas Cook campaign including: on site banners, off site banners and print publication, The Excursionist. • Visit St. Pete/Clearwater specific creative for banner ads on Thomas Cook’s website delivered 320,152 impressions, 234 clicks and a CTR of 0.07%, above benchmark of 0.05% • Visit St. Pete/Clearwater specific creative off site delivered, 553,295 impressions, 391 clicks and a CTR of 0.11%, above benchmark of 0.05% Total media value = $100,000 Bookings for room nights +2% YOY Ocean Florida: (Total impressions 1,071,000) • Ocean Florida developed a digital led marketing campaign that included paid search, social, blog and email marketing. Along with direct mail and agent sales incentives. • St. Pete/ Clearwater & SeaWorld, deal of the week email was the 2nd best performing eblast with a17.13% open rate and 3.48% CTR • The St. Petersburg area saw +242% increase on room nights and +177% in passengers YOY for Q1. Clearwater was evaluated separately and they did see some downward • YOY performance – Clearwater Room Nights were down -44% and passenger numbers down by -43% • A look at forward bookings shows +103% increase in room nights for 2018 compared to 2017 Total media Value = $40,000 Funway: (Total impressions 2,161,297) • Funway developed a robust program including B2B and B2C activity utilising an array of digital, print and social tactics such as dedicated eblast, Funway 4 Agents Homepage Promotion, MoneyCard Incentive, and exposure on My America Holiday. • The My America Holiday Email campaign featuring Visit St. Pete/Clearwater was sent to a database of 55,000. The open rate was 8.72% • The Travel Bulletin Email was sent to 16,535 contacts and delivered an open rate of 24.68% • Total media value = $40,000 • Bookings for room nights -4% YOY • Boardmasters – We had a call with Katie Bridges and the activations team from our US office to discuss the overall activation at Boardmasters.
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