2010 Arts Alliance Co-op. Program Execution Collaborative Program Development Grantees decided a collaborative marketing campaign would help increase.

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Presentation transcript:

2010 Arts Alliance Co-op

Program Execution Collaborative Program Development Grantees decided a collaborative marketing campaign would help increase awareness of and participation in Orlando’s arts and cultural activities Collaborative work and decisions between partners Cultural organizations determined: Timing of the first campaign Participation $$ amount per organization General decisions for the campaign

Program Execution Funding for program Each organizations contributed $2,000 to participate Arts and Cultural Alliance secured a $25,000 grant from the State of Florida United Arts of Central Florida contributed $5,000 Orlando CVB contributed advertising agencies’ time plus paid for photography production ($4,685) The Arts and Cultural Alliance continues to apply for funding through the State of Florida and NEA to continue the campaign Plans to charge hotel and restaurant partners for future campaigns

Participating Cultural Organizations Spring 2010 Participants Bach Festival Society of Winter Park Central Florida Ballet Florida Film Festival Garden Theatre Hannibal Square Heritage Center Mad Cow Theatre Mennello Museum of American Art Orlando Museum of Art Orlando Philharmonic Orchestra Orlando Science Center Orlando Shakespeare Theater

Orlando/Orange County CVB

Strategic Goals Goals Position Orlando as a premier arts destination in order to increase the economic impact and maximize the full potential of the destination Grow domestic leisure overnight visitation through promotion of arts events Generate traffic to arts organizations and events

Objective/Strategies Objective Increase overnight stays in Orlando by featuring Arts activities and events Strategies Increase focus on arts through co-operative advertising Focus on key in-state markets Provide flexible opportunities to accommodate different size organizations

Target Audience Primary – Couples, 40+ ($100k+, Florida, empty nesters) Secondary – Moms, Seniors, Singles

Markets % of people that participate in Cultural Activities when on vacation in Orlando: Ft. Myers/Naples % W. Palm Beach % Tampa/St. Pete - 8.7%

Messages There is no place like Orlando. In Orlando, relationships are nurtured and connections are fostered. That messaging has led us to the brand platform, “Where Relationships Thrive” Campaign tagline is “Orlando Makes Me Smile” Orlando has many arts activities and events from which to choose VisitOrlandoArts.com provides the key to the range of values offered consumers

Advertising Program

Advertising Print Daily newspapers Local city magazines Local arts program books (trade outs) Radio DJ endorsements on radio including co-op with partners

Advertising Online Increase emphasis in online marketing efforts Buy specific keywords on Google using geotargeting to Florida

Advertising

Other Tactics

Publicity Media Communication: Press Releases E-Communications Social Media

Web support – VisitOrlandoArts. com Web Site

Unexpected Guide

Magical Dining Month Launch event at Red Chair Affair Proceeds go to Arts and Cultural Alliance

Measure Success

Measurement Web traffic Direct ticket sales through VisitOrlandoArts.com Individual organization ticket sales Rooms booked through participating hotels Intercept surveys