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Tourism Forecast for Second Quarter

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Posted by: aifby on Thursday, March 16, 2017 at 12:00:00 am

Tourism Forecast for Second Quarter

  • 171,000 overnight guests visitation for April-June. This is based on a 3% growth from same period in 2016.
  • We have nearly $400,000 in advertising spend in the marketplace during the next 90-day period including print and digital, see below for details.
  • Amelia Island is also in the trade market place this spring through the travel trade shows of ITB Berlin (March) & IPW (June).
  • We also have several public relations initiatives over the next 90-days including a Never Seen the Ocean event activation in the mid-west, a Charlotte event activation with the Mint Museum and various media FAMs.

MEDIA FORECAST:

Traditional

The traditional media scheduled for April - June is approximately $200,000 in a heavy print schedule focusing to push spring and summer travel from east of the Mississippi, focusing on our co-op markets. (The majority of our northeast targeting or traditional in out-of-home, TV and radio ran in Q1.)

  • Conde Nast Traveler - May
  • Garden & Gun - April/May; June/July
  • Travel + Leisure - May (possible change to August)
  • Food & Wine - May
  • Interfuse - in-state newspaper insert with Visit Florida - April
  • Departures - March/April
  • Atlanta (parter co-op) - May
  • Chicago (parter co-op) - April
  • Texas Monthly - May
  • Washingtonian - (parter co-op) - May
  • Charlotte (parter co-op) - May
  • First Coast (parter co-op) - June
  • Met Golfer - April/May

Digital 

For March – May, approximately $192K.

 

NEW/RENEWAL

  •        Departures Magazine native article, 4/15 – 5/31.
  •        Adara renewal, launching 4/1.
  •        Sojern renewal, launching 4/15.

 

CONTINUED

  •        Conde Nast native article and display, through 3/31.
  •        Islands.com display, social and lead gen through 9/30.
  •        Various Destination Dysfunction placements: USA Today, email, through 4/4.
  •        TripAdvisor, through 12/29.
  •        Golf content marketing, through 5/15.
  •        Retargeting off of VisitFlorida.com, through 4/30.
  •        Facebook boosted posts, as needed for events and specials, ongoing

 

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