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Transcript of H55?3;:!@),?!5;!4')&!45%?$+!@$*&!);+!655?3;:!)'$)+!=5%!;$4 ...€¦ · 3. Orlando 13.26% 4. New...
SUCCESSFUL MARKETING ORGANIZATIONS HAVE THE UNIQUE ABILITY TO DISCERN OPPORTUNITIES OTHERS DON’T NECESSARILY SEE. THAT INSIGHT COMES FROM CAREFUL EVALUATION OF PAST SUCCESSES AND FAILURES (HINDSIGHT) AS WELL AS THE ABILITY TO EVALUATE CONDITIONS WHICH CAN IMPACT FUTURE RESULTS POSITIVELY OR NEGATIVELY (FORESIGHT). NO MATTER HOW YOU LOOK AT IT, THE AMELIA ISLAND TOURIST DEVELOPMENT COUNCIL (AITDC) HAS SEEN REMARKABLE SUCCESS ESTABLISHING NASSAU COUNTY AS A PREMIER TOURISM DESTINATION.
Over the past decade, the AITDC has achieved world-class status as a tourism organization, due to successfully
taking actions based on analysis and instincts. Its vision has resulted in a decade long economic development engine,
generating tax dollars, new jobs, and unprecedented growth. The creative, cutting-edge approach has been recognized
internationally with dozens of award-winning marketing programs. From any vantage point, it is plain to see how vital
This marketing plan process allows the AITDC to protect and build on the gains made in the last 10+ years.
Looking back on what worked best and looking ahead for new, untapped opportunities, is the key to this program of
work. It brings into focus a clear vision for sustainable tourism in the coming year – a “2020 vision.”
W E L C O M E
Executive Summary
Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Value of Tourism
Performance Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Marketing Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Strategic Marketing
Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Marketing Goals and Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Partner Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Augmented Reality Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
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For more in-depth information on Amelia Island’s Tourist Development Council
and Convention & Visitors Bureau, visit AmeliaIslandTDC.com.
TA B L E O F C O N T E N T S
Executive Summary
Created by the Nassau County Board of
County Commissioners in 1988, the Amelia
Island Tourist Development Council (AITDC)
oversees the development and marketing of
Amelia Island as a world-class tourism destination. As provided by Florida law, the AITDC is responsible for the
expenditure of revenues received from the levy and imposition of the tourism development tax.
AMELIA ISLAND CONVENTION & VISITORS BUREAU
The Amelia Island Convention & Visitors Bureau (AICVB) was
created by the BOCC in 2008 to serve as the catalyst for tourism
development on Amelia Island. A 501(c)6 corporation, the
AICVB serves as the management company for the Amelia Island Tourist Development Council and is responsible
for implementing the programs of the AITDC. Recently, the Nassau County BOCC awarded the AICVB a 10-year
contract to continue its’ successes. Among the duties of the Convention & Visitors Bureau is the operation of the
marketing plan, and the management of the advertising, interactive, and public relations programs.
FUNDING
The AITDC is funded by a 5% tourist tax on short-term accommodations. Those renting for less than six months
are subject to the tax. The Nassau County Tax Collector and the Nassau County Clerk of Courts each receive 1.5%
of the tax collected as an administrative fee. How these user fees must be spent was established by a vote of the
people in 1988 and a county ordinance mandates the bed tax revenue breakdown as:
B A C K G R O U N D
of bed tax revenues are dedicated to advertising and promoting Amelia Island for leisure and
business travelers. Most destination marketing organizations spend more than 50% of their
budget on administrative costs.
65%Advertising &
Marketing
15%Administration
10%Travel Trade
10%Beach
Improvements
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MISSION
Maximize the positive economic impact of a sustainable tourism
industry that enhances the quality of life on Amelia Island.
VISION
Inspire targeted travelers to come make memories on Amelia Island,
and to share their experiences.
GOALGenerate visitation to Amelia Island and its attractions and special events, thereby increasing
tax revenues, including sales tax and those imposed on the hospitality industry. In turn, tax
revenues may be used to improve the quality of life for the citizens of the community, provide
the support necessary for beach re-nourishment, and ensure a viable hospitality industry.
GUIDING VALUES
Protect natural, historic, and economic resources
Cultivate collaboration - and be open to acting on inspiration
Stay ready and willing to evolve with disruptive technologies
Continually experience the community through visitors’ eyes
Take responsible risks to improve performance
Expect excellence as a standard, not as an exception
Focus on outcomes, solutions, and achievements
Executive Summary
Social Media Marketing
Tourism Advocacy
Niche Marketing
Print Advertising
Mobile Marketing
Mixed Media Campaigns
#4 Most Blissful
Destination for
Wellness Travel
TripAdvisor
ADRIAN AWARDS
Hospitality Sales & Marketing Association International
Gold - Advertising/Print Media
Digital Marketing/ Video
PR/Special Event
Silver - Digital Marketing/Web Ad
Advertising/Tradeshow Marketing
PR/Marketing Program
VISIT FLORIDA’s Annual Governor’s Conference on Tourism
Received 7 awards in 2019 for Outstanding Tourism Marketing in:
#6 Top 10
Most Romantic Places
in Florida
Coastal Living
A C C O L A D E S
Gil Langley, President and CEO
of the AICVB named
one of
HSMAI Top 25: Extraordinary
Minds in Hospitality Sales, Marketing,
Revenue Optimization
2018
#8 Top 10
U.S. Islands
Travel + Leisure World’s Best Awards
BOARD OF COUNTY COMMISSIONERS
The BOCC has given us the support necessary to execute our award-winning marketing plans and the assets
to do the job well. In return, we have surpassed our goals in every category: making more resources available
by increasing the bed tax users fee; allowing us to grow our tourism efforts and increase overall visitation
AICVB TEAM MEMBERS
Gil Langley, President & CEO
Amy Boek,
Karen Hadley,
Jaime Fallon,
Deb Nordstrom,
Susan Hurley,
Madison [email protected]
Carol [email protected]
Nate [email protected]
SPECIALISTS
Melissa Yao [email protected]
LODGING AND TOURISM PARTNERS
The AICVB is a non-membership organization. Our
lodging and tourism partners have many opportunities
to leverage our budget and brand positioning through
promotions and cooperative advertising. From providing
rooms and activities for giveaways to actively participating
in co-op advertising, our stakeholders are the main stars in
our productions.
AITDC BOARD OF DIRECTORS
Danny Leeper (Chairman), . . . . . . . . . .Term: 2017-2020
Arlene Filkoff, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2019-2023
Bob Hartman, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2017-2021
Jim McManemon, . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2018-2022
Olivia Hoblit, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2018-2022
Mary O’Donnell, . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2019-2023
Barbara Halverstadt, . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2016-2020
Chip Ross, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2018-2020
Len Kreger, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2019-2022
Jack Healan,
Chris [email protected]
CITY COMMISSIONERS
The City of Fernandina Beach has been a responsive partner in our tourism efforts. From making city assets
available such as hanging city banners for free or waiving usage fees to assisting with ordinance changes such
as the sale of alcohol on Sundays, the city’s partnership has been essential to our success.
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Justin Taylor, Chair
Danny Leeper,
Pat Edwards
Aaron Bell
Thomas Ford
Mike Mullen,
Daniel [email protected]
Ktimene [email protected]
Joseph St. Germain, [email protected]
Claire [email protected]
T E A M
MA ROOD COMPANYMary Ann Rood
ELLEN’S MARKET PLACEEllen Jenkins
Value of Tourism
P E R F O R M A N C E M E T R I C S
TAXABLE RENTAL SALES DOLLARS (YOY)
2015 ........... $128,322,685
2016........... $132,899,936
2017........... $138,370,672
2018........... $149,522,516
TOTAL REVENUES – $117,274,839
BED TAX COLLECTION (YOY)
2015............$5,132,970
2016............$5,315,997
2017............$5,534,826
2018............$5,980,900
VISITOR VOLUME
666,300 690,1002017 2018
3.57%
ECONOMIC IMPACT
$638,154,900 $678,168,500 2017 2018
6.27%
OCCUPANCY
75% 0.9%
AVERAGE DAILY RATEADR
$150.46 1.3%
REVENUE PERAVAILABLE ROOM
REVPAR
$112.89 0.4%
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State of the MarketValue of Tourism
1. Jacksonville -2.14%
2. Atlanta +8.5%
3. Orlando -13.26%
4. New York -15.77%
5. Chicago +52.79%
6. Philadelphia +10.62%
7. Miami -3.61%
8. Charlotte -10.92%
9. Boston +8.24%
10. Nashville +24.89%
11. Dallas +33.65%
12. Houston +15.46%
M A R K E T I N G P E R F O R M A N C E
VISITOR DEMOGRAPHICS
AMELIAISLAND.COM
TOP CITIES OF ORIGIN
Users - 689,178, +2.03%
New Users - 681,357, +1.40%
1,875,282 Pageviews (-19.03%)
1:42 Avg. Session Duration (-17.66%)
2.16 Pages/Sessions (-26.82%)
Mobile users +24.38% Desktop -23.89% Tablet -5.9%
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a 2.44% increase FYTD
SOCIAL MEDIA (YEAR-TO-DATE)
PUBLIC RELATIONS
81,832 Followers 2,656 Followers 13,450 Followers
Strategic Marketing
GUIDING PRINCIPLES
These principles guide the overall direction for our marketing initiatives, ensuring we support a
positive and sustainable tourism industry in Nassau County.
Promote, protect, and preserve Amelia Island’s tourism assets.
Support infrastructure improvements and smart development that enhance tourism.
Inform and educate local stakeholders on the economic, social, and cultural value of a sustainable
tourism program.
provide leadership, foster communication, and serve as a liaison to key
Focus on increasing yield and return on investment by targeting the group and incentive market and
high income households who travel for leisure.
M A R K E T I N G S T R AT E GY
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KEY MARKETING STRATEGIES
throughout the tourism industry, it’s imperative our marketing strategies for this year focuses on stretching
budgets, maximizing return on investment, and communicating our destination’s unique brand attributes.
These key strategies will navigate the overall approach to our marketing initiatives in FY 2020.
data-driven decision making, letting research and analytics forge marketing decisions.
integrated marketing approach designed to strengthen the Amelia Island brand
and reach our targeted audience multiple times, across multiple channels, increasing brand recall and
Maintain consistency of brand identity throughout all marketing channels leading with the
creative execution of the campaign to manage brand integrity and increase brand recall.
in-house digital assets from the website and email to social media, all work in conjunction to
inform,
aggressive public relations initiatives to foster positive brand sentiment and keep Amelia
Island in the forefront of earned media coverage.
expansion of the content studio to create original content, curate
user-generated or publisher-driven content, and effectively distribute content that engages visitors,
both potential and repeat, converting them into brand advocates.
ensure return
on investment.
Target the group and incentive market
Sunday–Thursday night hotel rooms.
Strategic Marketing
GOAL 1. BUILD BRAND AWARENESS, DRIVE DEMAND
STRATEGY
Communicate a unique brand identity for Amelia Island through engaging and
potential visitors to improve top-of-mind awareness and build brand loyalty.
Amelia Island’s marketing initiatives will increase brand recall, boost visitor
our target markets.
OBJECTIVES
together collaboratively.
will inspire visitor interest as well as put the destination at a competitive advantage.
niche markets.
relationship and destination exposure.
The overall goal for the AITDC is to increase visitation to Amelia Island and
main goals:
1. BUILD BRAND AWARENESS, DRIVE DEMAND
2. MAXIMIZE RETURN ON INVESTMENT
3. BOOST VISITOR ENGAGEMENT
4. ENHANCE EXPERIENCE, INCREASE YIELD
5. FOSTER A COHESIVE TOURISM INDUSTRY
M A R K E T I N G G OA L S & O B J E C T I V E S
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Strategic Marketing
GOAL 2. MAXIMIZE RETURN ON INVESTMENT
STRATEGY
To support a sustainable tourism industry for Amelia Island we will concentrate on growing visitor yield over
volume by driving rate, extending length of stay, increasing in-marketing spending, building repeat visitation and
visitors while minimizing negative effects on the local community.
OBJECTIVES
events to boost demand and drive overnight visitation and economic impact in lodging need periods, helping to
reduce seasonality. Select programs which help halo the positive association between niche subject matters and
the Amelia Island brand.
for a leisure trip in the future.
experiences and spending, and return visitation.
GOAL 3. BOOST VISITOR ENGAGEMENT
STRATEGY
By engaging in two-way communication with visitors in all stages
of travel from planning, in-market experience and post-stay, we
will meet consumer expectations, build brand loyalty and develop
Amelia Island advocates that will promote the destination through
word-of-mouth and social sharing.
OBJECTIVES
engagement through sharing, commenting and driving desired
actions from visitors, both potential and returning.
and generate brand exposure through editorial coverage in
targeted media outlets.
updated and effective at reaching and engaging visitors.
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GOAL 4. ENHANCE EXPERIENCE, INCREASE YIELD
STRATEGY
By ensuring the destination meets and exceeds the visitors’ expectations, we can help increase visitor
spending and maximize the return on investment of our tourism industry. In FY2020 we will continue
our efforts to grow visitor yield over the volume of visitation to maximize the economic impact of the
tourism industry.
OBJECTIVES
overnight stays.
GOAL 5. CREATE A COHESIVE & SUSTAINABLE TOURISM INDUSTRY
STRATEGY
tourism industry for Nassau County that provides positive economic impact and improves the way of life for
OBJECTIVES
Strategic Marketing
The AICVB provides a wealth of information and opportunities
for tourism industry stakeholders to take advantage of.
1. Get Listed - Review and update your listing information on AmeliaIsland.com, which will also be used in
the Visitor Guide.
2. Host our Guests
3. Submit Events - Provide your tourism-related event details at AmeliaIsland.com/events to be included
in the online events calendar.
4. Share Your News
offers, big announcements, new programs, and events to [email protected].
5. Be social -
A. We’re always in need of content! Share your stories, photos, and news with our team for a chance
to be featured on our social media channels and the Amelia Island Blog.
B. Use Amelia Island hashtags
#ameliaisland #loveamelia
6. Point Back - Point to AmeliaIsland.com from your website to give your users ideas of things to do
or where to go.
7. Stock Up - Provide your guests with destination collateral for free! Just let us know what you need and
we’ll deliver a stock of our collateral materials for your use:
8. Stay Prepared - AmeliaIslandTDC.com offers our research, marketing plans, and resources such as photo
galleries for your use.
9. Attend AITDC meetings - Get informed on AICVB marketing plans every quarter.
10. Get Involved - Take part in promotional programs: Value Card, Seaside Salute, etc.
11. Participate in our cooperative advertising programs - take advantage of the AICVB’s media planning and
buying power with subsidized advertising rates.
12. Be on Display -
13. Create Packages -
and offers the AICVB can communicate on your behalf.
14. Walk Down the Aisle - Get lead lists of brides and grooms interested in Amelia Island weddings.
PA R T N E R R E S O U R C E S
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Island, Florida with the launch of our on-lsland augmented reality experiences. Look for more partner co-op opportunities coming in 2020.
DOWNLOAD THE AMELIA ISLAND MOBILE APP NOW
S TA R T YO U R U N F O R G E T TA B L E A D V E N T U R E W I T H O U R AU G M E N T E D
R E A L I T Y- P OW E R E D A P P
AmeliaIsland.com/App
#LoveAmelia #AmeliaIsland
Facebook/AmeliaIslandFlorida
Instagram/VisitAmeliaIsland
Twitter/Go2AmeliaIsland
Youtube/AmeliaIslandCVB
Cleanpixbit.ly/ameliaphotos
AICVB OFFICE
2398 Sadler Road, Suite 200, Amelia Island, FL 32034 | 904.277.4369
WELCOME CENTER
102 Centre Street, Amelia Island, FL 32034 | 904.277.0717
