COMING SOON…

TRENDS* • Value

• Shorter booking windows• Trips justified by special occasion or family

bonding• Conservation projects and traveler involvement• Eco-friendly trips / return to nature• Destinations re-inventing themselves / viewing

from different perspective• Wellness and wellbeing• Authenticity – real people, real places, real

experiences• Inner journeys• Adventure and physical challenges

*Complied from Travel + Leisure’s Nancy Novogrod and other top editors

ADD ORLANDO IMAGE HERE

CRITICAL ASSESSMENTWhat’s working with the media:•Timely/topical news items that create the perception of urgency

•Deals and leveraging last minute travel opportunities

•Securing television via our PR contacts at Condé Nast, American Express Publishing and The Knot

•Trend sharing

•Showcasing the “other side of Orlando” – has gotten the attention of production companies and keeps them engaged as they plan new seasons, shows and concepts

What’s not working with the media:

CRITICAL ASSESSMENTWhat’s not working with the media:•Networks owned by the parks •If a show has covered one of the parks, in their mind, they have covered Orlando and will not earmark budget to visit again for another story•Resource and budget cuts. For TV, production companies looking for more production support than years past•Chef focused profiles / TV opportunities (may be more opportunity in 2010)•Ability to leverage shows while they are on location in Orlando shooting news at the parks for broader destination purposes•LDPR involvement in broader marketing initiatives that may have broadcast opportunities (i.e. 67 Days, AirTran partnership, etc.)•LDPR knowledge of broader marketing initiatives / partnerships with broadcast•Short-lead time for press trip outreach•Last minute event invites (need to reword)

OPPORTUNITIES• Leverage news hooks to secure feature stories and

media traction where Orlando becomes a part of larger news piece• Maximize coverage via affinity partnerships•Utilize the booming digital media space to expand

Orlando’s presencePitch business TV to interview Gary and some other industry players, leveraging US Travel studyThough several cable shows have folded, new ones are emerging or changing programming next season to focus on more domestic ideas. Explore programming where there may be slight production fee involved, but worth the exposure. Focus efforts on production companies to reveal opportunities. Production company roadshow visits with OCVB PR team. Leveraging ad buys with major publishing companies to explore their media-sponsored television opportunities

WHAT’S NEXT: 2010

Digital/Social media

Events and partnerships

Strategies by initiative

MEDIA LANDSCAPE EVOLVES…

EVEN FURTHER

30% loss of traditional media…challenge or opportunity?

OPPORTUNITY!Controlled messaging and direct impact

through online and social media

DIGITAL AND SOCIAL MEDIA TOOLS

• Communicate with media

• Communicate with consumers

• Do business

Changing the way we…

WENDY PERRIN on SOCIAL MEDIA

• “Facebook and Twitter are viral marketing machines”

• Twitter is a…

a) journalistic device

b) marketing weapon and

c) customer service tool

• You can protect and strengthen your brand’s public image via social networks such as Facebook and Twitter

DIGITAL MEDIA EVOLUTION for PUBLIC RELATIONS

THEN NOW

Traditional press release Digital press release with website hyperlinks

Traditional media visits Blogger media visits

B to B communication B to C communication

Feedback forms Real-time online reviews

Pitch over 140 minute lunch with editor

140 character tweets, elevator e-pitches

11

EVOLUTION OF THE MEDIA PITCH

SOCIAL MEDIALOOK WHO’S TALKING

SOCIAL MEDIALOOK WHO’S LISTENING

SOCIAL NETWORKING IS HERE TO STAY

• Facebook ranks No. 3 among all U.S. websites by traffic

• YouTube ranks No. 4 among all U.S. websites by traffic

• TripAdvisor ranks No. 8 among top travel websites

• According to the Yankelovich Travel Monitor, friends and neighbors are the most trusted source for travel recommendations (8 in 10 surveyed.) 25 percent are confident of what they read on TripAdvisor)

• Blogging is now a $1 billion industry when measured by advertising revenue

New Media DOs and DON’TsDO:

• One-way broadcast

• Corporate

• Robotic/automated

• Elitist/aloof

• Clam up

• Hard sell

• Lose your credibility

• Insist on controlling the

message

• Dialogue with everyone

• Listen to your current customers

• Talk to your future customers

• Individual

• Be Human/real

• Allow glimpses into your daily life

• Inclusive/build social capital/“link love”

• Connect with other human beings

• Be transparent/honest/open

• Inspire trust

• Be generous with info that empowers

others

• Embrace experimentation

A&K + LDPR = success in digital media space

• How LDPR can support A&K• Multi-media writers on A&K departures • Partner with travel agents and press for

A&K tweet ups• Maximize SEO in press releases

JANE WOOLDRIDGE ON PRINT MEDIA

• Print is not dead

• There’s still a place for “trusted voices,” which is how consumers view print media

• Print will morph into multi-media operations

• Newspapers will aggregate content

MIX TRADITIONAL & ONLINE MEDIA

• 105 million Americans read a Sunday newspaper in print

• 187 million Americans read magazines in print

• Consumers use online and print media differently; one tickles the imagination, the other facilitates action

2010 STRATEGIES BY INITIATIVE

• Antarctica

• Philanthropy

• Celebrations

• Family

• Corporate Profiles

• Core Programs

TODAY SHOW KIDS REPORTERDISCOVERS NEW SIDE TO HIS/HER FAVORITE FAMILY

DESTINATION

Add fun photo here of kid reporter (might be kid reporter pics on Today Show site

MAN VS FOOD:

Add visuals of Travel Channel and Man Vs. Food show

“CHEF VS CITY”ORLANDO COOK-

OFF

FOOD NETWORK LOGO / IMAGE OF THIS CHEF OR SHOW

IRON CHEF CAT CORA TAKES ON ORLANDO CHEF

VISUAL OF IRON CHEF CAT CORA / FUN IMAGERY

KIDS MAKING A DIFFERENCE

KIDS MAKING A DIFFERENCE

KIDS MAKING A DIFFERENCE

KIDS MAKING A DIFFERENCE

KIDS MAKING A DIFFERENCE

KIDS MAKING A DIFFERENCE

KIDS MAKING A DIFFERENCE

FOR DISCUSSION