October 1, 2013 – September 30, 2014 Advertising Agency Strategic Marketing Plan – Revised February 27, 2014

Marketing Plan Budget 2

Ad Agency Marketing Plan Budget 3 Original BudgetRevised Budget Research (ongoing visitor profile and economic impact study) $55,200 Leisure Media$1,194,800$1,371,629 Co-Op Opportunities$285,000$24,952 Meetings and Conventions$100,000$86,971 Groups$100,000$70,320 Collateral, Campaign Production and Visitors Guide*$400,000$507,115 Base Services/Travel Reimbursement$465,000 Last Minute Deals**$0$18,813 Total$2,600,000 *Due to the reallocation, television production – not previously a part of the plan - will occur in the spring. Two :30 spots and two :15 spots will be shot, edited, and developed to launch in late spring. **Last Minute Deals reflects funding for unanticipated marketing/promotional opportunities that may become available March – September To the greatest extent possible, such opportunities will be presented to the TDC for recommendation to the BCC for approval in advance. However, these funds are available for appropriation by the Tourist Development Director with concurrence of the TDC Chairman and County Administrator if a time-sensitive opportunity would be lost due to the timing of regular TDC and BCC meetings required to obtain advance approval. Total cost of the opportunity must be less than $35,000 and County Administrator approval is required regardless of dollar amount. The TDC and BCC will be apprised of the use of these dollars at their next regularly scheduled meetings.

Leisure Media Plan 4

5 Leisure Media Summary VendorOpportunityOriginal BudgetRevised Budget Visit Florida Guide2-page, 4C spread – January release$15,000 Play FloridaFP, 4C ad – year round distribution$28,650 Life’s a BeachFP, 4C ad – spring/fall/winter$9,345 Coastal LivingFP, 4C ad - Visit Florida: February & April 2014$47,740 Beaches, Resorts, and Parks FP, 4C ad – reduced from full-year to seasonal presence $9,030$6,020 Southern Living 2/3 page, 4C ad – November 2013 & August 2014 $124,000 Family Circle, Family Fun, Parents FP, 4C ad – May 2014$53,674 Bon Appetit/Architectural Digest/Vanity Fair FP, 4C – July 2014$72,770 Travel+Leisure/Food & Wine FP, 4C – May 2014 ; Custom advertorial creation ; digital Mar-May 2014 exposure ; custom e-blast $0

6 Leisure Media Summary VendorOpportunityOriginal BudgetRevised Budget Digital Outdoor 3 metro market; reduced from Christmas 2013 & 2014 to only Christmas 2014 $40,000$20,000 Toronto Life FP, 4C – VF: Escape to the South – January 2014 $10,949 Crossings FP, 4C – February 2014 issue FL editorial and guaranteed EC content $4,500 Regional Magazines Reduced from FP to 2/3P, 4C units – top-feeder markets, Christmas, Spring/Summer, Fall $223,624$175,549 Satellite Radio :30 sec schedules Nationally for all key campaigns $30,895 YahooBT/Geo-Targeted Banners$117,000 GoogleKeyword Text Ads$78,911

7 Leisure Media Summary VendorOpportunityOriginal BudgetRevised Budget Facebook Targeted Tile Ads, Promoted Posts $28,583 CanadianTraveller.net Run of Site Banners, Newsletter, Social $8,700 Media Mind Ad ServerAd Serving Fees$10,855 Collinson Media FP ad, online banners, winter event listing $0$24,999 PBS, Family Travel Show30 minute show exclusive$0$30,000 Fall (task orders approved prior to 10/1/13)$93,657$185,273 Christmas (task orders approved prior to 10/1/13)$0$163,131 Pass Through (Aviation, Powerboat)$24, Media Planning & Purchasing$101,120$101,085 Contingency$61,797$0 Total$1,194,800$1,371,629

Co-Op Media Plan 8

2014 Co-Op Media Budget 9 MarketOpportunityOriginal Budget Revised Budget Canadian TravelerFP, ad in Visit Florida’s Canadian Guide$4,976 Canadian TravelerFP, ad in Visit Florida’s Spring Issue$4,976 Southwest AirlinesFP Ad, August$0$15,000 All OthersVarious$275,048$0 Total$285,000$24,952

Meetings and Conventions Media Plan 10

11 Meetings/Conventions Summary VendorOpportunityOriginal BudgetRevised Budget SGMPHP4C ad in Annual Show Guide – March$2,000 Meetings Focus Bonus FP4C ad in November and 100 hours for Lead Generation Program $6,500 Plan Your Meetings Custom package: Print, Online, E-blasts, Events, 80 hours for Lead Generation $5,000 Collinson MediaPrint, Online, E-blasts and Lead Generation$17,450 Prevue HP4C ad in Sep/Oct “Florida/The South Central Meeting”, online, E-blasts, online Q&A interview $3,865 Group Travel FamilyFP4C ad in Nov/Dec and custom package: Print, Online, E-blasts $8,500

12 Meetings/Conventions Summary VendorOpportunityOriginal BudgetRevised Budget GaMPI WorkshopEducational Workshop Sponsorship$2,750$5,500 CVENT2 Diamond Listing and Suggested Ad Test$5,802 GoogleText Ads Targeted to Relevant Search Queries$13,206 Media MindAd serving fees$0$500 Conventions SouthHP ad$0$2,278 CMCAQP, newsletters (4x)$0$800 SMERFE-blast, newsletter and banner ad$0$3,450 GSAEBanner ads$0$2,025 Small Market Meetings1/3 page print ads, e-newsletter$0$895 Convention Center Creative Ads Development of creative needs$0$9,200 Contingency2-page, 4C spread – Jan issue$35,000$0 Total$100,073$86,971

Groups Media Plan 13

14 Groups Summary VendorOpportunityOriginal BudgetRevised Budget Atlanta Weddings HP4C ad in Southern Destination Weddings - February $3,339 Birmingham Weddings HP4C ad in Winter and Fall Weddings & Destinations $2,336 The Knot 12-month digital package with access to direct mail list and e-blast $8,520 Southern BrideHP4C ad in Winter/Spring edition$1,850 Destination Weddings & Honeymoons HP4C ad in Visit Florida’s Jan/Feb Annual Worldwide Guide and May/June in Destination Weddings & Honeymoons. Includes 12 month online presence, including e-newsletter & weekly leads $11,270 Dallas Bridal Show Revised from inclusion in show bags: business card & brochure to an E-blast $500

15 Groups Summary VendorOpportunityOriginal Budget Revised Budget Alabama Motorcoach FP4C ad in Directory and QP4C ad in Spring Newsletter $800 Florida MotorcoachFP4C ad in Directory$1,500$0 American Bus Association Enhanced Display Listing in 2014 Motorcoach Marketer and 4 months of digital banners on buses.org $2,446$0 Military Reunions 1/3P4C ad in February edition and Reunions Workbook in August. Print & Online Annual Listing for 12 months $3,220 Religious Travel Directory HP4C ad in January Planning Guide and 6 months of digital banners $4,395 Sports Planning Guide HP4C ad in September planning Guide – available in print and online. Inclusion in e- newsletter to 8,800 sports events planners $3,400$0 Sports Events Media GroupCustomized digital package in development$4,000$3,525 Convene HP4C ad in Visit Florida March. Includes bonus distribution at ASAE & DMAI conferences $4,500$0 GSAE 12 Month Digital banner on GSAE-TV Home Page (1 of only 5 pages) – links back to site $4,050$2,025

16 Groups Summary VendorOpportunityOriginal Budget Revised Budget Other Associations 2/3P4C ad in LSAE Annual Directory in June 3 month digital banners on ASAE and sponsorship of TSAE event $5,710$4,465 Destination Showcase Chicago 2014 Show Date TBD. Customized package in development $2,850$0 NY Times Travel Show Show Date: February 28 – March 2, 2014 Customized package in development $3,600$0 Florida Encounter Show Date: December 4 – 6, 2013 Customized package in development $2,200$0 Southern Women’s Tradeshow Memphis Show Date: March 7 – 9, 2014 Nashville Show Date: March 27 – 30, 2014 Customized package in development $3,600$0 GaMPI WorkshopEducational Workshop Sponsorship$2,750 CVENT2 Diamond Listing and Suggested Ad Test$5,802$0

17 Groups Summary VendorOpportunityOriginal BudgetRevised Budget Red Hot CelebrationDigital banners, e-newsletters$0$1,000 Military Reunions Marketplace Print and digital online listing$0$5,000 Media MindAd serving fees$0$750 Group Travel LeaderPrint ad$0$2,500 Wedding Trade Show Banner Creative development of wedding trade show banner $0$2,875 Group Creative AdsDevelopment of creative needs$0$9,200 Contingency$17,362$0 Total$100,000$70,320