1. Summer Campaign 02

2. 2 33.7% of travelers have seen or heard a Tampa Bay Summer advertisement Tampa Bay’s Summer Campaign marketing reached 1.3M households The gross cost per aware household averaged $0.13 Tampa Bay invested $164k in Gross Advertising for the Summer Campaign MARKETING EFFICIENCY KPIs KPIs = Key Performance Indicators

3. 3 Tampa Bay’s Summer Campaign resulted in 25.9k incremental trips $15.7 million in incremental travel spending MARKETING RETURN KPIs Incremental room nights totaled 41.2k Tampa Bay invested $164k in gross marketing expenditures Gross ROI was $96 Net ROI was $113

4. 4 Visitation to Tampa Bay by Feeder Market Q8A: Have you visited Tampa (the shaded area on the map above) since February of 2015? Tampa Bay’s Summer Campaign generated positive incremental visitation in all of the geographic markets evaluated. Ft. Myers/Naples saw the biggest lift in visitation (+2.3%) after being exposed to the advertising campaign and overall visitation increased by 2.0%. RESPONDENT BASE: TAMPA BAY VISITORS SINCE MAY 2015 | N=211

5. 5 $96 GROSS Return on Investment $164k GROSS Ad Investment $15.7M Incremental Travel Spending* 25.9k Incremental Trips Party Trip Spending $744 Summer 2014: $879 Tampa Bay’s Summer Campaign generated a GROSS ROI of $96 for every dollar invested. *Incremental revenue is the revenue generated that, without advertising, would not have occurred. $140k NET Ad Invest | $113 NET Return on Investment RESPONDENT BASE: TAMPA BAY VISITORS SINCE MAY 2015 | N=211

6. 6 More than half (57%) of travelers stayed overnight in Hillsborough County during their visit. ​Extrapolated across total incremental visitation and spending in the Greater Tampa Bay area, Hillsborough County generated more than 57% of the 25.9k incremental visits and 57% of the incremental $15.7 million that was earned. Incremental Benefit to Hillsborough County Market % Spent Night Incremental Visits Incremental Revenue Hillsborough County 57%14.8k$9.0M Orange County 9%2.3k$1.4M Sarasota County 11%2.8k$1.7M Pinellas County 20%5.3k$3.2M Other 3%0.7k$0.4M Total Market100.0%25.9k$15.7M

7. 7 Incremental Room Nights ​The Summer Campaign generated more than 41k incremental room nights from those staying overnight in Hillsborough County at a Hotel/Motel, Bed & Breakfast, Condo, Cabin, Cottage or Resort that would not have occurred otherwise. ​Extrapolated across the number of rooms purchased and length of stay, it is estimated that the Summer Campaign generated approximately 11% of the total room nights utilized by travelers in Hillsborough County during this timeframe. 41.2k * Incremental Room Nights Across Lodging Categories 41.2k * Incremental Room Nights Across Lodging Categories *The Summer Campaign generated more than 77k incremental room nights for the entire Greater Tampa Bay area. Of those, 41.2k were overnight stays in Hillsborough County. RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=237

8. 8 Intent to Visit – Pre- and Post-Ad Exposure Q7: Using the scale provided, please indicate how likely you are to visit each of the following destinations in the next 12 months: Q38: Using the scale provided, please indicate how likely you are to visit the Tampa area in the next 12 months? The 2015 Summer Campaign generated a positive lift in intent to visit for nearly every market, with the exception of Miami, who’s intent remained relatively even. RESPONDENT BASE: ALL RESPONDENTS | N=1,001