Marketing the World’s Greatest Destination

Mark McHugh Chairman, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.

Orlando CVB YTD Accomplishments Convention Sales $0.9 Billion definite booked business from CVB leads Key bookings include:  American Dental Association  American Heart Association  Federal Express Corporation  Hispanic Association of Colleges and Universities  IBM Corporate City-Wide  National Association of Black Journalists Rated 4.8 on a 5 point scale for sales & service 2007 Awards  Gold Service Elite by Meetings & Conventions  2007 World Class Award by Insurance & Financial Meetings  Gary Sain named one of “The Top 25 Most Influential People in the Meetings Industry” by MeetingNews  Award of Excellence by Corporate & Incentive Travel YTD through July

Consumer Marketing  3,968 TV commercials ran, reaching 995 million impressions  17.7 million regional and national magazine inserts with 312 million impressions  30.7 million online impressions  Total: 1.4 billion impressions Promotions  Promotions reached 463 million impressions extending the budget by $4.1 million Public Relations  1,280 Stories with a circulation of 1.5 billion and an advertising equivalency of $20.4 million Travel Industry Marketing  Attended 24 tradeshows, 7 sales missions, 28 educational seminars and hosted 18 fam tours reaching 7,434 travel professionals world wide Orlando CVB YTD Accomplishments YTD through July

Sales: Leads Issued + 13% Lead Attn - 11% Sales: Definites Issued + 15% Definite Attn - 13% Convention Sales CVB Success Measures 2007 year to date versus prior year Web Sessions + 44% Total Site Page Views + 29% Web Metrics Results for July ytd

Convention Center Attendance 3.4% Industry Success Measures 2007 year to date versus prior year Orange County TDT % 1 st 5-cents + 4.9% Metro Orlando Demand - 0.3% Orange County + 1.5% Metro Orlando ADR + 3.7% Orange County + 3.0% Theme Parks OIA Passengers Int’l + 3.9% Domestic + 2.1% + 2.2% Metro Orlando Occupancy - 1.8% Orange County - 0.9% Results for July ytd except OIA (June ytd)

Industry Success Measures 2007 year to date versus prior year Results for July ytd Florida Demand - 2.6% Orange County + 1.5% National Demand + 0.9% Orange County + 1.5% Metro Orlando Demand - 0.3% Orange County + 1.5%

Community Involvement

Minority Activities Placed advertising for the launch which incorporated television and print Developed a specific Spanish-language visitors guide Established orlandosi.com Web site Placed advertising in Ebony, Essence and Black Enterprise for the fall Placed advertising in Latina, People en Espanol, Vanidades and Selecciones for the fall Issued RFPs for specific Hispanic and African American Strategic Marketing Plan Consultants with a strong review panel of Jessie Allen, Ron Rogers, Carolyn Fennell, Jose Fernandez, Toni Caracciolo, Fritz Wojdyla and Bruno Jauernig Formed a Diversity Task Force of the board led by George Aguel with members including Jessie Allen, Garritt Toohey, Paul Tang and Richard Watkins to review Orlando CVB efforts

Orlando CVB’s National & State Leadership

CVB Structure in Leading U.S. Markets 501(c)(6) 82.5% County Agency 3.5% City Agency 7% State/Province 3.5% State Agency 3.5% Source: Smith Travel Research Top 25 Markets

Gary Sain President and C.E.O Orlando/Orange County Convention & Visitors Bureau, Inc.

Fall Programs

Endless Summer Campaign Fall Drive Market 56 “Get One Free” Accommodations, golf, attractions, etc. offers August 15 – November 15

Atlanta Blitz Convention Sales Events  33 Planners attended Media Events  Radio and Television Appearances on: WHAT-FM WPZE-AM WGCL-TV – CBS Better Mornings WAGA-TV – FOX Good Day Atlanta WXIA-TV – Atlanta & Company  Media Luncheon attended by 12 print outlets Trade Event  Visited 15 Travel Agency Offices including 3 American Express offices and 5 AAA offices

Endless Summer Print Advertising

Endless Summer Online Advertising

Direct Marketing Campaign

Promotions 15 promotions in print and broadcast

September 2007

Fall Canada Campaign

United Kingdom Integrated Marketing Campaign Newspaper inserts with Free Standing Insert (FSI) Television (satellite & broadcast) Direct mail to circa 200,000 households Public Relations and Promotions support Travel industry efforts Dedicated Web site: orlandoinfo.com/uk Online Advertising

4 Million Total Circulation United Kingdom 2008 Campaign

130 Million Total Impressions NCISDeal or No Deal GMTV Lifestyle Programming Law and Order: SVU A Place in the Sun Grey’s Anatomy CSI: Miami

Now offering direct flights from Dublin to Orlando! Operates on Tuesday, Thursday and Saturday Service begins October 27 Route serviced by the AIRBUS A

National Leisure Marketing Campaign Update

Largest Branding Campaign Ever

Orlando Brand Campaign Objectives Brand Orlando as the vacation destination where families can build lasting memories Create destination interest and appeal Drive traffic to orlandoinfo.com Increase incremental overnight visitation to Orlando

National Television  Magazines  Online  Newspaper  Generates mass reach & awareness 16 page inserts in targeted/niche publications to reinforce message and engage audience Message immediacy to reach target actively engaged in vacation planning Tactical use to drive response Media Strategy - Media Mix

Web Site Activity  Analysis of orlandoinfo.com activity Advertising Tracking Study  Continuous measurement of the advertising’s impact on consumer behavior and destination perceptions Return on Investment Study  Measurement of the campaign ROI based on incremental visitation Post-Campaign Launch: Campaign measurement tools Domestic Leisure Campaign Measurement

Orlandoinfo.com Activity Source: Omniture, Orlando CVB web analytics tool Program-to-date (Start of TV –7/31) Total unique sessions44% Home page views29%

Orlando Campaign Recognition Q.13 Have you seen this advertisement recently? Response: Yes Source: Domestic Advertising Tracking Study  By the end of the first flight, 69% of the target had seen at least one campaign ad or insert On-air period Post-air period

Intentions to Visit Orlando in the Next 12 Months  Target audience continued to indicate higher travel intentions during first flight Q.5a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will visit, probably will visit) Source: Domestic Advertising Tracking Study On-air periodPost-air period

Orlando CVB Destination Advertising Initial reactions were overwhelmingly positive across all market segments.  The appeal was rooted in how much fun can be had in Orlando….. “It gives a good sense of loving Orlando no matter how old you are. It makes you believe that you will have a great time with your kids.”  ….. And families having fun together. “… the idea of being able to enjoy it with my kids…”  The main message? In Orlando, parents can act like kids with their kids, bringing the family closer. “I loved the commercial (I thought I had seen it on TV too). It captures the true feeling that I get when I take my kids to the parks. Too often a parent is supposed to be a parent. The chance to be my child’s best friend (even for a short time) is priceless.” Source: WDW Proprietary Research

Testimonial Video

National Campaign Fall Wave 3 inserts in 3 magazines, 14 full page ads in 12 magazines, 351 million impressions 1,820 television spots on 24 cable stations from October 1 to November 18, 193 million impressions Online advertising on 6 sites, 11.6 million impressions

Fall Hispanic Advertising Advertising in September, October and November issues of the following leading Hispanic women’s magazines  Latina  People en Espanol  Vanidades  Selecciones 2.0 Million in circulation

Fall African-American Advertising Advertising in September, October and November issues of the following national magazines  Essence  Ebony  Black Enterprise 5.0 Million in circulation

Meetings, Conventions & Tradeshows

American Society of Association Executives (ASAE) Chicago

New Orlando Booth Use booth photos GL6P9870 and GMP0979

New Orlando Booth Use booth photos GL6P9870 and GMP0979

Rediscover Orlando

Current Activities: Direct Mail Campaigns

Current Activities: Online Advertising

Current Activities: Thank You Ads

Current Activities: Executive Subscription Program

Orlando Roadshows New YorkWashington DCChicago

Meetings Industry Partnerships

International Meetings and Incentive Focus Participation at key European trade shows Exploration of media opportunities Incentive Task Force

August 21 Marketing Rollout

2008 Vision Evolve Brand Orlando Consistent Storytelling More Partnerships Grow the International Market Increase Meetings & Conventions Visibility

Telling the Brand Story