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

Country Budgets Marketing and Promotion of Travel and Tourism by the Governments of Countries (2005) Greece $141.8 million Spain $119.7 million Australia $ 92.9 million U.K. $ 65.0 million Canada $ 47.0 million India $ 24.1 million U.S. $ 6.1 million Source: WTO 2005

Impact of Tourism Visitor spending: $29.8 billion  Domestic $24.6 billion (83%)  International $5.2 billion (17%) Employment and related wages:  Area’s largest industry  37% of all jobs (23% from 224,055 direct industry jobs)  $15.7 billion annual wages ($8.2 billion from direct industry jobs) Tax revenue generation:  $198.6 million in surplus revenues for Orange County, the City of Orlando and the Orange County School Board  $489 annual tax savings for every household in Orange County Source: Global Insight/ Fishkind & Associates (2006 data)

Future Orlando Visitation Source: 2007 TIA Travel Horizons

Increased Convention Competition 320 convention centers in the United States 67 million total square feet of convention space Additional 7 million square feet planned Largest Center - McCormick Place, Chicago Source: August 2007 Tradeshow Week Major Exhibit Hall Directory

Industry Success Measures 2007 year to date versus prior year Orange County TDT % 1 st 5-cents + 7.0% Metro Orlando ADR + 4.1% Orange County + 3.5% Theme Parks OIA Passengers Int’l + 9.5% Domestic + 5.0% + 5.3% Dec YTD; TDT from Comptroller’s Financial Report to the CVB Metro Orlando Demand + 0.2% Orange County + 2.9% Metro Orlando Occupancy + 0.3% Orange County + 1.3%

CVB Success Measures 2007 year to date versus prior year December YTD CVB Bookings Leads Issued + 4% Nights + 12% Attn - 8% Definites Issued + 1% Nights - 15% Attn - 10% Web Sessions + 30% Total Site Page Views + 17% VisitOrlando.com Events Held OCCC Attn All Events + 4.4% C & T Attn + 8.9% CVB-Issued, Non-Center Attn + 2.5% Rm Nights %

Source: Smith Travel Research Demand up in Orange County, flat throughout Metro Orlando  Occupancy and demand down statewide Nationally, demand up with strong growth in ADR and RevPAR December YTDOrange CountyMetro OrlandoFloridaNational Demand2.9%0.2%-1.5%1.2% Occupancy70.9%1.3%67.9%0.3%64.1%-2.7%63.2%-0.2% Average Daily Rate$1143.5%$1064.1%$1175.7%$1045.9% RevPAR$814.7%$724.4%$752.9%$665.7% Lodging Results 2007 year to date versus prior year

Gary C. Sain President & Chief Executive Officer Orlando/Orange County Convention & Visitors Bureau, Inc.

Telling the Brand Story

2007 Fall Campaign Results

2007 National Campaign Fall Wave 1,989 television spots on 24 cable stations from October 1 to November 18, almost 200 million impressions

2007 National Campaign Fall Wave Magazines million impressions Online advertising 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 5.1 Million in circulation 37.9 Million in impressions

Fall African-American Advertising Advertising in September, October and November issues of the following national magazines  Essence  Ebony  Black Enterprise  Odyssey Couleur 4.9 Million in circulation 37.1 Million in impressions

2007 Promotions Created 34 promotions in key markets Generated more than 485 million consumer impressions Secured over $5 million in broadcast, print and online media value

Orlando Ad Campaign Aided Recognition 2007 Domestic Ad Tracking – Synovate Jan-May 2007 On- Air Oct-Nov 2007 On- Air Total Media Target57%61% Gen Pop51%54% TV Ads Target52%59% Gen Pop47%52% Q.13 Have you seen this advertisement recently? Response: Yes to at least one ad tested

Orlando Ad Campaign Aided Likeability 2007 Domestic Ad Tracking – Synovate Jan-May 2007 On- Air Oct-Nov 2007 On- Air Total Media Target87%90% Gen Pop75%72% TV Ads Target87%90% Gen Pop76%71% Print Ads Target81%72% Gen Pop65%73% Q.15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it)

Intentions to Visit Orlando in Next 12 Months 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/Probably will) 07/08 Domestic Ad Tracking – Synovate

Endless Summer Integrated Campaign Objective Stimulate Orlando visitation with shorter lead time (August – October) Target Florida & Southeast, Domestic Market Key Messaging Destination-wide offer Numerous attractions & activities to explore Great weather Drive traffic to orlandoinfo.com/endlesssummer

Atlanta Blitz Convention Sales Events  33 planners attended Media Events – audience of 9.72 million and a value of $128,824  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 Publicity Results To date 294 articles have run with a circulation of 343 million and a value of $5.7 million  Top hits include: USA Today USA Today.com Atlanta Journal Constitution Miami Herald To date 862 hits on radio stations across the country with an audience of 180 million and a value of $1.1 million

Orlando’s Magical Dining Month September 2007

Resort tax up an average of 11% Aug. +7.8% Sept % Oct % Nov. +8.2%

Canada Campaign 6.1 million total impressions in October and November

Canadian Signature Events and Publicity Hosted receptions for 47 consumer and trade media outlets in Montreal and Toronto plus an additional 17 freelance journalists 14 articles/1.14 million circulation 397 tour operators and travel agents learned about Brand Orlando

Orlando Ad Campaign Aided Likeability 2007 Canadian Ad Tracking – Synovate December 2007 Post Wave Total Media Target86% Gen Pop69% TV Ad Target87% Gen Pop70% Brochure Target79% Gen Pop58% Q.15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it)

Intentions to Visit Orlando in Next 12 Months 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/Probably will) 07 Canadian Ad Tracking – Synovate

2007/2008 Meetings & Conventions Results/Goals 3,363 CVB leads issued in 2007  2008 goal 3,468 leads 1.53 million delegates turned definite for all future years  2008 goal 1.75 million CVB definite attendance booked to generate visitor spending of $1.6 billion  2008 goal $2.0 billion in visitor spending

Major Bookings in 2007 OrganizationShowDate Estimated Attendance Shooting, Hunting & Outdoor Trade ShowAnnual Winter Trade Show/Convention 01/14/200942,000 American Dental AssociationAnnual October/November National Convention 10/10/201438,000 National Business Aviation AssociationAnnual National Convention 10/06/200831,000 American Heart AssociationAnnual November National Scientific Session 11/15/200930,000 Church of God (Cleveland, Tennessee)Biennial General Assembly 07/26/201028,000 Power GenAnnual International Meeting 12/11/201220,000 Power GenAnnual International Meeting 12/09/201420,000 National Association of RealtorsAnnual Convention and Trade Exposition 11/04/201620,000 Juanita Bynum MinistriesWomen on the Front Line 08/08/200720,000 International Sign AssociationInternational Sign Expo 04/23/201419,800 American Society of HematologyAnnual Convention 12/04/201019,750 The Spirit TeamAmerican Open Cheer and Dance Championship 03/06/200917,000 International Sanitary Supply AssociationISSA/INTERCLEAN North America 11/05/201417,000 National Cable & Telecommunications AssociationThe National Show 05/16/201117,000 McDonalds CorporationBiennial Spring Owners & Operators Meeting 04/19/201016,000

2008 Winter/Spring Campaign

2008 “Say Yes” Campaign

“Say Yes” to one more ride! “Say Yes” to ice cream for breakfast! “Say Yes” to a cannon ball challenge!

“Say Yes” Publicity Survey: A recent survey revealed that 69% of moms say “yes” to their kids more often while on vacation. Source: Synovate Results: 70% of moms revealed the number 1 way they would like to put the power of “yes” to work is to take their kids on a nice vacation to a place they want to go Other popular “yes” mom wishes were to: spend more one-on-one time with their children (61%), make life less busy and stressful (56%) and buy them things they want (37%) “Say Yes” is in full effect for Orlando with moms and kids recognizing the city as the most sought after vacation destination (56%), followed by a cruise (14%) and the beach (11%)

Network & Cable Advertising

Destination Specials

Print Advertising

FamilyAffluent Family Magazine Placement 18 Publications 300 Million Impressions New

Strategic Partners Engaged African-American and Hispanic partners for strategic direction, creative and media purchasing.

Diversity Marketing

UK Marketing Campaign

United Kingdom 2008 Campaign

130 Million Total Impressions

United Kingdom Promotions 2007 Build-A-Bear Workshop B & Q “Inspired Living” GMTV Daily Cooks Show Adams Kids Children’s Wear Significant Orlando-themed consumer promotions

Orlando Ad Campaign Aided Recognition 2007 UK Ad Tracking – Synovate Jan-Feb 2007 On-Air Sept-Oct 2007 On-Air Total Media Target38%52% Gen Pop33%38% TV Ad Target32%47% Gen Pop30%35% Q.13 Have you seen this advertisement recently? Response: Yes to at least one ad tested

Orlando Ad Campaign Aided Likeability 2007 UK Ad Tracking – Synovate Jan-Feb 2007 On-Air Sept-Oct 2007 On-Air Total Media Target80%85% Gen Pop57%58% TV Ad Target79%85% Gen Pop60%56% Q.15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it)

2008 Meetings & Conventions

2008 Meetings & Conventions Key Initiatives Tradeshow Week 200 shows Competition shows New Meetings & Convention platform Roadshow Medical meetings Green meetings

Top Shows by Attendance for 2008 * Figures are supplied by show managers with every effort to be accurate and not all numbers are subject to total verification. OrganizationShowDate Estimated Attendance Professional Golfers AssociationMerchandise Show01/25/ ,000* National Association of Home BuildersInternational Builders Show02/13/200892,089* Orgill IncorporatedOrgill Brothers Dealer Market02/14/200825,000 Golf Course Superintendents Association of AmericaAnnual January/February National Convention02/22/ ,075* CoveringsAnnual Coverings Tradeshow04/29/200830,000 Premiere Show GroupPremiere Beauty Show06/01/200841,000 Florida Restaurant & Lodging AssociationFlorida Restaurant and Lodging Show08/24/200823,000 National Business Aviation AssociationAnnual National Convention10/06/200831,000 International Association of Amusement Parks and AttractionsAnnual November National Meeting11/19/200824,003 Performance Racing IndustryAnnual Trade Show12/13/200845,000

High Profile Shows for 2008 OrganizationShowDate Estimated Attendance Religious Conference Management AssociationAnnual Conference February 5-81,300 National Association of HomebuildersInternational Builders Show February ,089 American Urological Association Annual May National Scientific MeetingMay 17 – 2212,000 Delta Sigma Theta Sorority, Inc.Biennial National Convention July ,000 National Urban League AssociationAnnual Summer Conference July 31-August 2 10,000 American Society of Travel Agents (ASTA)THETRADESHOW September 7-9 3,500 American Society of AnesthesiologistsAnnual ConferenceOctober ,000 National Association of Realtors Annual Convention and Trade ExpositionNovember ,500 National League of CitiesCongress of CitiesNovember ,000 National Training and Simulation Association Interservice/Industry TrainingDecember ,000

The Meetings & Conventions Brand New brand platform Intellectually/emotionally connect on creativity, innovation and imagination Creating a more compelling story Delivering the brand promise

Orlando Roadshows – June 2008 New York Washington DCChicago

Joint Initiatives with OCCC for 2008 Strategic selling plan Joint marketing at major tradeshows Joint advertising in major publications

Strategic Alliances Professional Conference Management Association International Association of Exhibitions and Events Meeting Professionals International

Professional Conference Management Association January 2008

Medical Meetings Orlando has been the #1 destination 10 years #1 destination for medical meetings for the past 10 years Source:

Top Medical & Healthcare Meetings OrganizationShow Estimated Attendance American College of CardiologyAnnual March/April Scientific Session 31,237 American Heart AssociationAnnual November National Scientific Session 30,000 American Society of Clinical OncologyAnnual North American Convention 30,000 Healthcare Information & Management Systems SocietyAnnual HIMSS Conference & Exhibition 21,000 Medtrade 20,512 American Diabetes AssociationAnnual Meeting, Central Council and Scientific Sessions 20,000 American Society of HematologyAnnual Convention 19,750 American Society of Health-System PharmacistsMid Year Clinical Meeting 18,212 American Society of AnesthesiologistsAnnual October National Convention 16,000 American Urological AssociationAnnual May National Scientific Meeting 12,000

Medical Tourism and Meetings Summit September 2008

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

Marketing the World’s Greatest Destination