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Home My WebLink AboutTDC Backup2 122017Canada Takeover Recap Report Toronto 2017 Treasure Coast Canada Background ❖Canada continues to be Florida’s No. 1 international market for visitation. Florida is a second home for snowbirds and a familiar destination for many Canadians. VISIT FLORIDA is actively working to educate and inspire Canadians to promote Florida’s destinations and diverse offerings. ❖Last winter, 45.7% of Canadians who indicated they would not be traveling during the winter cited monetary reasons. Currently, the Loonie exchange rate hovers at $1CAD = $.80USD. ❖Over the past three years, Florida has seen a steady decrease in Canadian visitation. Therefore, we are re-entering the market stronger than ever by sharing inspiring moments that create an immediate desire to be in Florida. Campaign Goals ❖Shift and maintain competitive rank ❖Link Florida Partner brands to cut through the competitive clutter ❖Provide rehearsal experiences ❖Drive travel conversions during the winter months Approach Incorporate Florida Partners in a shared brand landscape that includes multiple digital and OOH elements. The shared brand will allow Partners to promote their own brand identities while reinforcing the Florida brand with the goal to continue upward movement of Florida as a desired vacation destination. Inspire Connect with the consumer on a deeper level to ignite a desire for a Florida vacation by sharing visual sunshine through expansive, warm images. Connect Create engaging experiences that allow consumers to rehearse a Florida vacation Convert Create a parity program exclusive for Canadians to reduce concerns related to the current exchange rate Messaging Reinforce the relationship with Canadians and Florida with messaging that personifies Florida and implies relation and reciprocity. •Enjoy a moment of sunshine in the Treasure Coast. Love, Florida •Sunshine is better shared in the Treasure Coast, Florida Imagery Simple, mesmerizing moments that draw viewers in and give them a moment of visual relaxation. Focus on warm and expansive destination images but in certain placements, a more intimate, vacation rehearsal experience can be highlighted to get the emotive connection Moments of Sunshine Canada Takeover Elements Zoomer Consumer Show The ZoomerShow took place Oct. 28 –29. The show is Canada’s largest consumer and lifestyle expo for men and women 45+ The 2017 show hosted more than 39,000 consumers VISIT FLORIDA distributed collateral provided by the CVB: ❖100 Martin County Branded Lens Cleaners ❖55 Martin County Branded Jar Openers ❖150 Martin Country Florida Naturally Quaint Brochure ❖200 St. Lucie Travel Guides ❖200 St. Lucie Branded Lip Balm and Pens Yonge-Dundas Square Yonge-Dundas Square is Toronto’s version of Times Square. As a digital domination, the combination of the AOB Tower South Digital and TEC Tower Digital gave us the capacity to surround visitors with a visually bold and powerful campaign. Impressions: 4,093,600 Description Ad Duration Dates:Total Plays Media Value (CAD) Link to Files Link to POP AOB Digital Billboard 1 :10s Oct. 30 -Nov. 26 1730 $26,000 https://visitflorida.box.com/s/9fqrwx drg55f3vbf4eb4rg0yt3ovukz4 https://visitflorida.box.com/s/5pr0usp xgtfd75zuxzio39y7abpimgd3 AOB Digital Billboard 2 :10s Oct. 30 -Nov. 26 1956 $5,440 https://visitflorida.box.com/s/073jwk 9d8c1wxht8qv92r1lcm18omx1m https://visitflorida.box.com/s/5pr0usp xgtfd75zuxzio39y7abpimgd3 TEC Tower :20s Nov. 6 –Nov. 19 1240 $36,000 https://visitflorida.box.com/s/rckoe1 gkf0arak84gluguh8v0gj3tfpq https://visitflorida.box.com/s/5bja2qe 6fs5pxz2tpayzm7pph4rswefk TOTAL:4,926 $67,440 Union Station The revitalized York St. Go Concourse provided an impressive opportunity for VISIT FLORIDA and Partners to connect with suburban and downtown commuters in a major traffic and waiting area. The Digital Column Network operates in-sync and delivers an impactful message, while strategically placed activation areas and wall murals provided maximum visibility and engagement opportunities with habitual commuters. Impressions: 2,301,369 Activation Foot Traffic (average daily foot traffic in York Concourse): 328,767 Description Ad size Dates:Total Plays Media Value (CAD) Link to Files Link to POP Digital Wall Column (3) :5s Oct. 30 -Nov. 5 21,134 $7,500 https://visitflorida.box.com/s/1ab1vz 2lb5rwh4lyhtc1twcqz4w471ci Wall Mural 16’ x 7’Oct. 30 -Nov. 5 Static $2,500 https://visitflorida.box.com/s/c5zr8o q5qei053xpxmylas73ox2wyujk https://visitflorida.box.com/s/i nvbmszrc1b869siro1x5st9r4 6sfb6t Activation 10’x10’x8’Nov. 1 Static $61,957.08 https://visitflorida.box.com/s/5p3juh ybbviovzgn3jtmyz1cssoqiw5x https://visitflorida.box.com/s/ eot7nspimh6rmyrha7ke7ih2j 5jszgg8 TOTAL:21,134 $71,957.08 Florida Day –Activation at Union Station Florida Day Activations are experiential marketing campaigns that will provide surprise and delight consumer engagement opportunities. Each Partner activation created an interactive experience around sharing and enjoying Moments of Sunshine that is unique to the destination. The Treasure Coast activation featured Indian River County, St. Lucie County and Martin County which make up the area. Situated in front of a beach backdrop were three surfbaords connected by a treasure map of the three counties and a gold overlay saying “Treasure Every Moment.” For this activation, consumers were drawn in with bottles of Natalie’s Orange Juice, which is manufactured in the Treasure Coast region. Treasure Coast Activation Florida Day -Media Reception ❖VISIT FLORIDA’s Moments of Sunshine Media Breakfast provided Partners the opportunity to network with approximately 50 influential Canadian travel media from the Greater Toronto Area. This interactive event allowed media attendees to communicate with VISIT FLORIDA Partners face-to-face to learn more about the diversity of the state. ❖During the reception, Gov. Scott and Ken Lawson gave the welcome message, promoted the Union Station activations, and announced the Par Program. Florida Day -Media Reception Florida Day -Press Conference ❖The VISIT FLORIDA activation space provided a backdrop for Governor Scott to host a press conference announcing the new Canada “Power Play” deal program ❖“Florida Day” and the Canada “Power Play” program announcement quickly garnered coverage on news stations, newspapers and websites across Canada and the U.S. that has resulted in more than 23 million impressions to date. A sampling of the coverage featured on Canada’s Weather Network can be seen here. Canada Par Program In an effort to reduce travel concerns related to the exchange rate of Canada's loonie (currently hovering at .80), VISIT FLORIDA is developing a Parity Program of exclusive Florida travel deals for Canadians. This program was officially announced on Nov. 1, “Florida Day,” by Governor Rick Scott on location in Toronto ❖The Canada “Power Play” program aims to attract more visitors by making it more affordable for Canadians to travel to the state. ❖VISIT FLORIDA is aggregating partner deals exclusive to Canadians of at least 20% off on a new landing page found at LoveFlorida.ca. ❖The program currently includes deals on flights, car rentals, hotels and attractions, with 58 Industry Partners already involved. Total Campaign Partner Co-op Package Description Ad Duration Dates:Total Plays Media Value (CAD) Link to Files Link to POP AOB Digital Billboard 1 :10s Oct. 30 -Nov. 26 1730 $26,000 https://visitflorida.box.com/s/9fqrwx drg55f3vbf4eb4rg0yt3ovukz4 https://visitflorida.box.com/s/5pr0us pxgtfd75zuxzio39y7abpimgd3 AOB Digital Billboard 2 :10s Oct. 30 -Nov. 26 1956 $5,440 https://visitflorida.box.com/s/073jwk 9d8c1wxht8qv92r1lcm18omx1m https://visitflorida.box.com/s/5pr0us pxgtfd75zuxzio39y7abpimgd3 TEC Tower :20s Nov. 6 –Nov. 19 1240 $36,000 https://visitflorida.box.com/s/rckoe1 gkf0arak84gluguh8v0gj3tfpq https://visitflorida.box.com/s/5bja2q e6fs5pxz2tpayzm7pph4rswefk Digital Wall Column (3) :5s Oct. 30 -Nov. 5 21,134 $7,500 https://visitflorida.box.com/s/1ab1vz 2lb5rwh4lyhtc1twcqz4w471ci https://visitflorida.box.com/s/invbms zrc1b869siro1x5st9r46sfb6t Wall Mural 16’ x 7’Oct. 30 -Nov. 5 Static $2,500 https://visitflorida.box.com/s/c5zr8o q5qei053xpxmylas73ox2wyujk https://visitflorida.box.com/s/invbms zrc1b869siro1x5st9r46sfb6t Activation 10’x10’x8’Nov. 1 Static $61,957.08 https://visitflorida.box.com/s/5p3juh ybbviovzgn3jtmyz1cssoqiw5x https://visitflorida.box.com/s/eot7ns pimh6rmyrha7ke7ih2j5jszgg8 Media Reception Nov. 1 $33,834 https://visitflorida.box.com/s/rbatic7t mi0osiaq2ohh8o6s9fwne7tl https://visitflorida.box.com/s/1h1m2 gllh3delu2y50ikpx8yblcrlove ZoomerShow Oct. 28 –Oct. 29 $2,500 TOTAL:26,060 $175,731 Partner Investment: $20,000 Total Impressions: 6,434,019 Total Media Value (USD): $140,584.80