Summer Campaign

02

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

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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 $96Net ROI was $113

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Orlando/Daytona/Melbourne

Miami/Fort Lauderdale

Fort Myers/Naples

West Palm Beach

7.7%

3.1%

5.9%

2.7%

9.9%

4.9%

8.2%

4.2%

Unaware of Marketing Aware of Marketing

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

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$96 GROSS Return on Investment

$164k GROSS Ad

Investment

$15.7M Incremental

Travel Spending*

25.9k Incremental

Trips

Party Trip Spending$744Summer 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

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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 $9.0MOrange County 9% 2.3k $1.4MSarasota County 11% 2.8k $1.7MPinellas County 20% 5.3k $3.2MOther 3% 0.7k $0.4MTotal Market 100.0% 25.9k $15.7M

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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

*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

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Orlando/Daytona/Melbourne

Miami/Fort Lauderdale

Fort Myers/Naples

West Palm Beach

Overall

59%

37%

55%

31%

46%

62%

36%

59%

38%

48%

%Definitely Will/Probably Will Visit Pre-Ad %Definitely Will/Probably Will Visit Post-Ad

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