|
|
|
Orange County Tourist Development Tax Collections
Metro Orlando Lodging Indicators
The following results are based on the official October and November results as well as projected December results based on average daily occupancy and ADR released by Smith Travel Research. Please note that Smith Travel Research information does not include Disney-owned and operated hotels, nor does it include the short-term rental of alternative accommodations such as timeshares, condos and vacation homes.
For more information, including results by region and for the convention/leisure segments, you may view the most recent monthly results HERE. You may also view the latest weekly results HERE.
Metro Orlando Occupancy Rate
Occupancy
|
October-December |
Q4 Results |
Year-to-Date Results |
|
2010 |
2009 |
Variance |
2010 |
2009 |
Variance |
Metro Orlando
|
62.3%
|
56.3%
|
10.7%
|
63.2%
|
59.7%
|
5.9%
|
|
National |
53.7% |
50.6% |
6.1% |
57.6% |
55.1% |
4.6% |
|
Florida |
56.3% |
52.6% |
7.0% |
59.3% |
56.5% |
4.9% |
Average Daily Rate
|
October-December |
Q4 Results |
Year-to-Date Results |
|
2010 |
2009 |
Variance |
2010 |
2009 |
Variance |
|
Metro Orlando |
$92.98 |
$89.28 |
4.14% |
$91.80 |
$93.29 |
-1.61% |
|
National |
$97.81 |
$95.74 |
2.16% |
$97.82 |
$97.51 |
0.32% |
|
Florida |
$99.11 |
$98.05 |
1.09% |
$103.92 |
$105.37 |
-1.38% |
Metro Orlando Room Night Demand
Room-Night Supply & Demand (in thousands)
|
October-December
|
Q4 Results |
Year-to-Date Results |
|
2010 |
2009 |
Variance |
2010 |
2009 |
Variance |
|
Supply
1 |
10,633 |
10,484 |
1.4% |
41,935 |
40,843 |
2.7% |
|
Demand
2 |
6,628 |
5,904 |
12.3% |
26,511 |
24,389 |
8.7% |
1 Room-night supply: Computed each month by taking the number of hotel/motel rooms multiplied by number of days in the month
2 Room-night demand: Computed each month by taking the room-night supply multiplied by occupancy rate
|
|
MEETINGS & CONVENTIONS (M&C)
|
The M&C team finished 2010 achieving 97% of their team booked attendance goal. While the team always focuses on achieving their full goal, this was still a strong performance in an economically challenging year. This year included intensely aggressive marketing activities with more client interaction both in the feeder markets through missions and events and in Orlando through increased familiarization tours. The message was clear; Orlando as a meetings destination continues to evolve in its infrastructure and services to help you achieve your meeting goals. In addition, positioning Orlando as a tremendous value, hub for corporate social responsibility activities and a dynamic destination, paired with Visit Orlando’s outstanding service to clients, created an environment that invited and encouraged planners to book Orlando for future meetings.
Convention Sales Performance
Our definite attendance booked in 2010 was up over 2009, showing about a five percent growth year over year. The number of definite room nights requested increased more than 10%, indicating planners’ confidence in the ability to commit to more contracted room nights. With this, Visit Orlando is anticipating stronger attendance at meetings and shows during 2011.
There was a noticeable decline in fourth quarter comparisons in both lead and definite activity. The feeling was that business levels have become more consistent, and that unlike in 2009, planners had not necessarily waited until fourth quarter to book. Definite attendance booked in the fourth quarter of 2009 was exceptionally high.
October-December
|
Comparison to Goal |
Comparison to Prior year |
|
Q4 2010 |
Q4 Goal |
Variance |
Q4 2009
|
Variance |
|
Leads Issued IH/EMM 3 |
419 |
524 |
-20.0% |
478 |
-12.3% |
|
Definites |
253 |
n/a |
n/a |
303 |
-16.5% |
|
Definite Attendanc
e
|
543,192 |
483,205 |
12.4% |
634,428 |
-14.4% |
|
Definite Room Nights Estimated1
|
1,195,022 |
1,063,051 |
12.4% |
1,395,742 |
-14.4% |
|
Definite Room Nights Requested
2 |
766,231 |
n/a |
n/a |
778,196 |
-1.5% |
1 Definite Room Nights Estimated = Definite Attendance multiplied by average length of stay (2.2 nights)
2 Definite Room Nights Requested = Room blocks actually requested by meeting planners
3 Beginning in 2010, leads are only measured for In-House and Executive Meeting Manager teams
January-December
|
Comparison to Goal |
Comparison to Prior year |
|
YTD 2010
|
YTD Goal |
Variance |
YTD 2009
|
Variance |
|
Leads Issued IH/EMM
3 |
1,864 |
2,066 |
-9.8% |
1,892 |
-1.5% |
|
Definites |
965 |
n/a |
n/a |
963 |
0.2% |
|
Definite Attendance |
1,702,647 |
1,759,760 |
-3.2% |
,
1,620,752 |
5.1% |
|
Definite Room Nights Estimated1
|
3,745,823 |
3,871,472 |
-3.2% |
3,565,654 |
5.1% |
|
Definite Room Nights Requested
2 |
2,183,455 |
n/a |
n/a |
1,976,490 |
10.5% |
1 Definite Room Nights Estimated = Definite Attendance multiplied by average length of stay (2.2 nights)
2 Definite Room Nights Requested = Room blocks actually requested by meeting planners
3 Beginning in 2010, leads are only measured for In-House and
Executive Meeting Manager
teams
Convention Marketing Update
The Visit Orlando destination M&C advertising plan has been developed for 2011 and includes a total of 27 insertions in 20 different publications. The advertising in eight of these publications is paid for by “value-add” obtained through the Visit Orlando insert program, or through the partnership agreements with major organizations such as Professional Convention Management Association (PCMA) (publishers of
Convene Magazine) and Association Forum of Chicagoland (publishers of
Forum Magazine). This program complements the co-op insert program via scheduling and title selection, and provides broader coverage of the meeting planner target audience via new titles.
The strong positioning of Orlando as a destination in which companies would receive strong support in reaching their corporate social responsibility goals continued throughout the quarter. Hundreds of copies of Visit Orlando’s
Fortune Magazine wrap featuring the CEO of Orlando-based Tupperware speaking on this subject were distributed to prospects and customers by the convention sales team. Short in-person speaking opportunities conducted by Gary Sain (International Association of Exhibitions and Events (IAEE) annual conference in December) and Tammi Runzler (Association Forum Holiday Showcase in December) also focused on this subject.
The creation of a broad spectrum of sales tools to support the convention sales team continued. A series of collateral pieces was created with zone maps that were well-received by meeting professionals, the quarterly meeting planner e-newsletter was redesigned and tightened up with more relevant copy, and the content of the Visit Orlando bid book pages was updated. In addition, the “Sales Resource Library”, a web-based resource for Visit Orlando sales team and partners to access for information to help sell the destination, was developed.
The Visit Orlando 2010 24-page co-op insert ran in
Meetings South Magazine
in October (circ: 25,000), and
Convene Magazine
in December (circ: 32,700). The insert was strategically placed in this December issue in support of the sales team’s participation at PCMA’s major annual meeting in January. A two-page insert ad also ran in a “top 50 markets” distribution of
Forbes Magazine
(circ. 600,000). Banner ads designed to stimulate RFPs were placed throughout the quarter on the websites of StarCite and Conference Direct. Complimentary “value add” opportunities included banner advertising on the websites of
Corporate & Incentive Travel Magazine
,
Insurance and Financial Meetings Magazine
,
Prevue Magazine
and
One+ Magazine
.
Events
| Tradeshows/Missions/FAMS |
No. of Attendees / Participants |
Comments
|
Association Roundtable,
Oct. 7,
Orlando, FL
|
8 |
Key Executives from five Association Management Companies, including the Executive Vice President of the AMC Institute, attended dinner and an all-day moderated session. Visit Orlando received feedback to assist the destination to effectively sell, market and service association meetings. The group focused on recommendations which were specific, realistic and implementable. |
Dallas Sales Mission,
Oct. 10,
Dallas, TX |
17 |
The purpose of the sales trip was to thank existing customers, build relationships, and identify new corporate prospects for short term and future bookings. Partnered with the Orlando Orange County Convention Center, Orlando World Center Marriott, Rosen Hotels, Peabody Orlando, and the Renaissance SeaWorld Hotel to host 17 planners at the Dallas Cowboys Stadium. |
Rejuvenate Tradeshow,
Oct. 18-21,
Louisville, KY |
1,100 |
Rejuvenate Marketplace is a “reverse” tradeshow concept, where suppliers meet one-on-one with planners in pre-set, timed appointments. Met with 32 meeting planners. |
Travel, Events, And Management (T.E.A.M.S.) in Sports Conference,
Oct. 18-22,
Charlotte, NC |
900 |
T.E.A.M.S. is the world’s leading Conference & Expo for the sports-event industry. This unique conference encompasses a mixture of sports meeting and event organizers, sports commissions, and CVBs as well as major hotel brands from across the country. This was the first time Visit Orlando attended the show to introduce the group to this market. Met with 15 clients. |
Virginia Gold Cup,
Oct. 16,
Warrenton, VA |
125 |
The purpose of this event was to thank customers for their business and strengthen existing client relationships. |
Tallahassee Society of Association Executives Education Day,
Oct. 20,
Tallahassee, FL |
150 |
The event provided our partners with a way of increasing traffic at their booth, promote to the very lucrative Tallahassee association and government markets and to promote Orlando and Visit Orlando. Visit Orlando facilitated a Monopoly Game for the members to gain extra traffic at their booths. |
MaxVantage Fam,
Oct. 19-22,
Orlando, FL |
8 |
Hosted a fam for participants that were major sourcing managers for dedicated accounts such as Abbot Pharmaceuticals, Janssen Ortho-McNeil Pharmaceuticals, Colgate Palmolive Company and Novartis Pharmaceuticals. This fam trip concentrated on the major chain hotels and four-star Orlando properties as requested by the clients. |
Meeting Industry Ladies Invitational,
Oct. 24,
Orlando, FL |
90 |
The event brought together female meeting industry professionals that are involved in golf (whether they plan golf events and/or play golf) for education and networking opportunities. This is an annual event and Visit Orlando co-sponsored the MILO Institute along with the Orange County Convention Center as well as the Kissimmee Convention & Visitors Bureau. |
Healthcare Business Women’s Association Conference,
Oct. 27-29,
Philadelphia, PA |
800 |
The HBA Conference is purely an educational conference which brings together women in the healthcare industry to discuss the overall nature of the medical industry and then concentrates on individual performance and goals. The attendees consist of chief medical officers, physicians, sales personnel, human resources and all levels of management. This conference is a benefit to Visit Orlando because it is a barometer on the state of the medical industry and the trends for the coming year/years. |
ConferenceDirect Fam,
Oct. 28-30,
Orlando, FL |
15 |
Introduced or re-introduced ConferenceDirect clients, many who had not been to Orlando in three to four years, and for others, it was their first time. The host hotel was Peabody Orlando and the partners were instrumental in making this an impactful experience for the group. |
Creative Group Fam,
Nov. 14-17,
Orlando, FL |
8 |
The theme of the fam was “Inspiring” the clients. The host hotel was the Waldorf Astoria. Most of the Creative Group clients had not been to Orlando in three to six years. The clients were pleased to see that Orlando is featuring great hotels and the various new options for their groups. |
Florida Encounter,
Nov. 14-17,
Miami Beach, FL |
166 |
Florida Encounter is a very well attended appointment show. This year the event consisted of 87 meeting planners and 79 suppliers allowing for ample face-to-face time with meeting planners. In addition to having 27 scheduled appointments, Visit Orlando scheduled break times with four additional appointments resulting in two RFPs. |
Capital Professional Convention Management Association Event,
Nov. 18,
Washington, D.C. |
275 |
Attended the annual meeting that combined industry recognition and a networking reception with planners and suppliers from the D.C. Metro Area. |
Exhibition for the Incentive Business Travel and Meetings,
Nov. 30 – Dec. 2,
Barcelona, Spain |
3,700 |
EIBTM is one of two leading global events for the meetings and incentive industry. The event delivers three days of focused access to exhibitors, hosted buyers and trade visitors. Visit Orlando met with nearly 150 planners. |
International Association of Exhibition & Events,
Dec. 6-10,
New Orleans, LA |
2,000 |
Visit Orlando, the Orange County Convention Center and their partners along with the Peabody Orlando met with top clients at the show and hosted a client reception at Arnaud’s. This show promotes the unique value of exhibitions and other events that bring buyers and sellers together such as road shows, conferences with an exhibition component, and proprietary corporate exhibitions. Attending this event allowed us to discuss what is new in Orlando and to sell the destination to new clients, cultivate tentative business/partnerships and to show appreciation to our top customers. More than 70 top clients attended our reception. |
Medical Advisory Board/Client Advisory Board,
Dec. 11-14,
Orlando, FL |
44 |
Visit Orlando and the Orange County Convention Center (OCCC) joined these two boards, along with the Exhibitor Advisory Board, for the first time for a three-day event. The event provided a forum for networking, destination updates, and work sessions designed to provide feedback to Visit Orlando and OCCC on strategic topics such as service and marketing and growth opportunities. |
Association Forum of Chicagoland - Holiday Showcase,
Dec. 14,
Chicago, IL |
2,000 |
Holiday Showcase is one of Chicago’s top education and networking events designed to connect association executives and their team at every level with association suppliers. Visit Orlando sponsored the luncheon along with the Peabody Orlando. The destination created a visually appealing section for members. The aisle included, Doubletree Resort – International Drive, SeaWorld Orlando, Universal Orlando Resort, Peabody Orlando, Rosen Hotels and Resorts, and Disney Destinations. The CSR portion of the event included donations to two charities in Chicago, Ronald McDonald House and PAWS (Pets Are Worth Saving, Chicago). |
D.C. Holiday Luncheons,
Dec. 14-16,
Washington, D.C. |
78 |
Hosted three holiday luncheons in the mid-Atlantic market. The sponsors felt pleased with the quality of the citywide clients who attended, including decision makers of some of our major shows i.e. Home Builders, Cellular Telecommunications & Internet Association and National Defense Industrial Association. The event also was timed with sales calls to close business in D.C. |
Number of Meeting Client Site Visits,
Oct. 1 – Dec. 31 |
51 |
Destination Meeting Services
The Destination Meeting Services team conducted 41 partner relation site inspections (team physically visits a partner location away from the Visit Orlando office), 70 partner relation meetings (team meets with a partner in the Visit Orlando office), 37 client site inspections, and 70 client meetings. Year-to-date comparison between lead and referral production continues to show clients’ preference is to receive the information for review prior to moving forward with requesting detailed assistance.
October-December
|
Comparison to Prior Year |
|
Q4 2010
|
Q4 2009
|
Variance |
Service Leads Issued
1
|
263 |
416 |
-36.0% |
Service Referr
als
2
|
537 |
451 |
19.0% |
1 Lead is where the client has asked us to submit their information to our members. It is then up to the member to respond with their proposal directly to the client.
2 Referral is where the client would like a category listing of service providers so they can do the work themselves, see who we have as members and get an idea of the options available to them. This list contains member contact information and their 25-word description.
January-December
|
Comparison to Prior Year |
|
YTD 2010
|
YTD 2009
|
Variance |
Service Leads Issued
1
|
1,279 |
1,995 |
-36.0% |
Service Referr
als
2
|
2,494 |
1,861 |
34.0% |
1 Lead is where the client has asked us to submit their information to our members. It is then up to the member to respond with their proposal directly to the client.
2 Referral is where the client would like a category listing of service providers so they can do the work themselves, see who we have as members and get an idea of the options available to them. This list contains member contact information and their 25-word description.
Domestic Marketing Campaign
The completion of the Fall Campaign occurred in the fourth quarter with radio and online banner advertising in October. Visits to the fall campaign website landing page were up 10% over prior year. Also, based on the Advertising Tracking study, awareness and intent were both up (15% and 40% respectively) over prior year. Also, Magical Dining was a huge success this year – serving 25,000 meals – an increase of more than 50%. The Publicity Department saw an increase in Magical Dining clips (more than 20%) which showed great interest by the media.
Canadian Marketing Campaign
A fully integrated fall Canadian campaign launched November 1 featuring a four-week flight of television, six-week flight of online advertising, a one-hour destination travel radio broadcast, direct mail initiative and a dedicated newspaper insert (1.2M households), all targeting Southern Ontario. Visit Orlando also conducted three separate travel trade co-op initiatives reaching the consumer and travel trade during this key 2011 planning window. Leading up to the fourth quarter, in an effort to remain top of mind, Visit Orlando maintained a level of activity throughout the year utilizing publicity, four national promotions, search engine marketing, travel trade and four co-operative media efforts. As a result, a 71% increase in traffic was realized to the campaign homepage and a 112% increase in web traffic to the Canadian offers page (of that site) and an overall increase of 4% (of Canadian visitors) to the global site.
Brazilian Marketing Campaign
Visit Orlando, in partnership with Universal Orlando Resort and SeaWorld Parks & Entertainment, resumed its final phase of the comprehensive co-op consumer advertising campaign in Brazil. The campaign included advertising on television, in leading national newspapers, magazines, on radio, online search and display. The campaign was supported by the participation of seven top tour operators who promoted their Orlando packages. A special campaign landing page on the Portuguese website promoted the Orlando Makes Me Smile/Orlando e so Alegria message and was further supported by publicity, promotions and direct mail. Total campaign delivered impressions - magazine: 6 million, newspaper: 14.6 million, online: 20 million, TV: 55.6 million, radio: 6.8 million for a total of 103 million impressions. Page views to the landing page through December totaled more than 166,000, representing a 25% increase. Landing page visits through December numbered nearly 108,000, representing a 34% increase, and tour operator partners experienced nearly 20,000 click-throughs. The tour operator partners reported bookings to Orlando to be up an average of 45% over the previous year’s bookings and in total the campaign partners booked 177,000 passengers to the destination.
United Kingdom Marketing Campaign
The U.K. campaign was moved to the fall. The campaign partners were Virgin Holidays, Travel City Direct, Thomas Cook and British Airways Holidays. A four-week TV campaign, as well as a four-week print campaign and an eight-week online campaign began in October. Two waves of direct to consumer mail using 200,000 U.K. addresses. Virgin Holidays reported booking nearly 12,000 passengers for an increase of 13% against last year; Travel City Direct reported booking over 500 passengers for an increase of 14%; Thomas Cook reported booking over 1,000 passengers and British Airways Holidays reported booking 300 passengers for an increase of 63%, totaling nearly 14,000 booked passengers that would equal an economic impact of $11.3 million in direct spending. Publicity efforts included 16 radio interviews, 15 web TV interviews and over 200 syndicated interviews.
China-U.S. Tourism Directors Summit
Danielle Courtenay, Chief Marketing Officer, joined executives from 15 of the leading state tourism offices, destination marketing organizations and corporate entities from throughout the United States for the fourth annual China-U.S. Tourism Directors Summit held October 7-13 in Nanjing and Shanghai, China. The event was organized by the U.S. Travel Association in conjunction with the China National Tourism Administration (CNTA), and served as a follow-up to the 2009 event held in Orlando. The summit included participation by 45 Chinese delegates including representatives from CNTA, tourism directors from provinces and municipalities, airlines, hotels and tour operators. The trip included a visit to Shanghai where a luncheon was organized for seven local tour operators and media by the VISIT FLORIDA team in China.
Media Buy
|
Advertising Campaigns |
Impressions |
Description |
Fall Domestic Campaign
|
105,873,000 |
Radio, Print, Online |
|
Canada Campaign |
13,124,000 |
TV, Print, Online |
|
UK Campaign |
110,230,000 |
TV, Print, Online |
|
Brazil Campaign |
36,606,000 |
TV, Radio, Print, Online |
Website – VisitOrlando.com
October-December
|
Comparison to Goal
|
Comparison to Prior Year
|
|
Q
4 2010
|
Q
4 Goal
|
Variance
|
Q
4 2009
|
Variance |
Monthly Unique Visitors
|
1,059,395 |
1,120,000 |
-5.4% |
1,006,433 |
5.3% |
Total Page Views
|
4,646,259 |
6,410,880 |
-27.5% |
4,976,005 |
-6.6% |
Total Visits
|
1,074,699 |
1,209,600 |
-11.2% |
1,071,781 |
0.3% |
Pages Viewed Per Visit
|
4.3 |
5.3 |
-18.4% |
4.6 |
-6.8% |
Time Per Visit (average minutes)
|
6.9 |
6.7 |
3.0% |
6.9 |
0.7% |
Website Sessions
1
|
1,289,549 |
n/a
|
n/a
|
1,266,932 |
1.8% |
1 Represents hourly unique visitors
January-
December
|
Comparison to Goal
|
Comparison to Prior Year |
|
YTD 2010
|
YTD Goal
|
Variance
|
YTD 20
09
|
Variance
|
Monthly Unique Visitors
|
4,455,991 |
4,600,000 |
-3.1% |
4,371,340 |
1.9% |
Total Page Views
|
21,421,463 |
26,330,400 |
-18.6% |
24,121,539 |
-11.2% |
Total Visits
|
4,615,593 |
4,968,000 |
-7.1% |
4,706,806 |
-1.9% |
Pages Viewed Per Visit
|
4.6 |
5.3 |
-12.4% |
5.1 |
-9.4% |
Time Per Visit (average minutes)
|
7.1 |
6.9 |
3.0% |
6.9 |
3.8% |
Website Sessions
1
|
5,520,432 |
n/a
|
n/a
|
5,550,632 |
-0.5% |
1 Represents hourly unique visitors
Note: The decline in Total Page Views and Pages Viewed Per Visit is related to structural changes in the site where people are being driven more directly to our Deals and Magicard sections of the site.
Social Media
October-December
|
Created
|
Q
4 Fans/Followers
|
Q
4 Videos Viewed
|
Q
4 User Interactions
1 |
|
Facebook |
05/14/09
|
13,616 |
n/a |
4,042 |
|
Twitter |
02/05/09 |
938 |
n/a |
1,309 |
|
YouTube |
12/05/08
|
n/a |
27,015 |
n/a
|
TripAdvisor
|
09/30/08
|
n/a
|
n/a
|
120 |
1 Comprised of TripAdvisor Forum Posts, Twitter links clicked and Facebook likes and comments.
January-December
|
Created
|
YTD Fans/Followers
|
YTD Videos Viewed
|
YTD User Interactions
1 |
|
Facebook |
05/14/09
|
33,969 |
n/a |
9,650 |
|
Twitter |
02/05/09 |
7,222 |
n/a |
12,114 |
|
YouTube |
12/05/08
|
n/a |
95,170 |
n/a
|
TripAdvisor
|
09/30/08
|
n/a
|
n/a
|
914 |
1 Comprised of TripAdvisor Forum Posts, Twitter links clicked and Facebook likes and comments.
Travel Trade
The Travel Industry Marketing team ended the year with a bang hosting its fourth industry show of the year, Ensemble Travel Group, a consortium of nearly 800 retail travel agents based in the US and Canada. An Orlando information desk in the registration area featured character appearances by Arabian Nights, Pirates Dinner Adventure, Medieval Times and Gatorland providing photo opportunities for the agents. In addition, the team hosted three destination trainings and participated in the educational sessions.
In the fourth quarter, Travel Industry participated in four tradeshows, conducted eight destination trainings, launched tour operator co-ops with Transat Holidays and Thomas Cook Canada, and sent out three newsletters reaching more than 96,000 retail travel agents. Also, Visit Orlando distributed the
Tour and Travel Reference Manual to over 42,000 agents via direct mail and posted the first online version of the manual on the trade website.
Domestic & Canada
Tradeshow/Mission/Fam
|
Audience |
Ensemble Annual Conference,
Oct. 20-25,
Orlando, FL
|
More than 700 retail travel agents and tour operators from the US and Canada
|
American Automobile Association (AAA)/Canadian Automobile Association (CAA) Fam,
Oct. 20-26,
Orlando, FL |
More than 60 AAA and CAA Managers, Auto Counselors from the US and Canada
|
Travel Leaders Annual Conference,
Nov. 4-6,
Kissimmee, FL |
Over 700 retail travel agents from the US. Visit Orlando supported this consortium of travel agents by exhibiting at the show held here in Central Florida.
|
Canada Sales Mission,
Nov. 11-17,
Toronto, ON and Montreal, QC |
Canada is now Orlando’s number one international market. As a part of an integrated marketing plan, the trade mission was held in conjunction with the launch of the Canada consumer advertising campaign. The Travel Industry Marketing team conducted a trade mission to Toronto and Montreal. The mission consisted of a partner dinner with seven representatives from Walt Disney World Resort, Universal Orlando Resort and SeaWorld Parks and Entertainment; a travel agent focus group in Ontario with 10 of Disney’s top agencies; hosting of a media luncheon with six trade publications in Toronto; a tour operator reception in Toronto with 10 managers; and in Montreal partnering with Transat to host 15 agents and operators for a luncheon/focus group discussion.
|
National Tour Association (NTA) Annual Conference,
Nov. 13-17,
Montreal, QC |
Co-hosted Visit Florida’s tour operator opening reception and participated in 40 tour operator appointments. NTA will host its annual conference in Orlando in 2013 in conjunction with the United Motorcoach Association. |
Maritime Staff Training and Annual Conference,
Nov. 19-21,
Halifax, NS |
Exhibited at the Maritime conference with 380 of their staff attending and provided destination presentations for breakout groups. |
Go Go Fam,
Nov. 21,
Orlando, FL |
15 top producing travel agents from Canada |
Air Canada Amazing Race Fam,
Dec. 9-11,
Orlando, FL |
More than 40 top producing retail travel agents from Canada experienced Orlando in a high-energy race through Universal Orlando.
|
Global
Tradeshow/Mission/Fam
|
Audience |
Sales Calls – Global Accounts,
Oct. 12-15,
New York City, NY and Washington D.C.
|
Sales calls conducted to eight of Visit Orlando’s targeted accounts that included representatives of global receptive tour operators; headquarters of travel agent consortia, and leading industry associations. Provided destination updates; discussed industry trends and potential marketing partnerships; and reviewed future industry conventions taking place in Orlando. Reached a total of 18 clients.
|
Latin America/Spain
Tradeshow/Mission/Fam
|
Audience |
Educational Seminars,
Oct. 13-15,
São Paulo, Brazil
|
Six destination seminars presented to a total of 156 staff members of the following tour operators: Trade Tours, Nascimento Turismo, Agaxtur, Forma Turismo, Tam Viagens and Monark Turismo.
|
Associação Brasileira de Agências de Viagen (ABAV) Tradeshow,
Oct. 20-22,
Rio de Janeiro, Brazil
|
Orlando booth presence included representation by nine member companies including the theme parks. Attendance included 24,000 trade visitors from 40 countries that resulted in direct interaction with approximately 2,500 travel professionals who visited the Orlando booth.
|
Flytour/Kahula Brazil Fam,
Oct. 21-25,
Orlando
, FL
|
10 travel agents from the northern region of Brazil and two Flytour tour operator representatives
|
Visit USA Mexico Seminar,
Oct. 19,
Mexico City, Mexico
|
More than 60 travel agents
|
IMACOP Seminar,
Oct. 23,
Guadalajara, Mexico
|
More than 20 travel agents
|
Educational Seminars,
Oct. 26-28,
São Paulo, Brazil
|
Nearly 300 staff members of the following tour operators: Marsons, MK Travel and Soft Travel |
Feria Internacional de Turismo (FIT) Tradeshow,
Oct. 30 – Nov. 2,
Buenos Aires, Argentina
|
Orlando booth presence included representation by six member companies including the theme parks at Argentina’s leading travel industry exhibition. Reported attendance was 88,000 trade and consumer visitors, with an estimated 2,500 travel professionals who visited the Orlando booth. |
Air International (AIT) Brazil Fam,
Nov. 4-10,
Orlando, FL
|
Organized by a Rio de Janeiro-based tour operator, fam included eight travel agents, three representatives of AIT and one TAM representative
|
MK Travel Brazil Fam,
Nov. 5-13,
Orlando, FL
|
Four MK Travel representatives and one American Airlines representative escorted six travel agents from Rio de Janeiro and surrounding states |
GAPNET/TAM Brazil Fam,
Nov. 6-13,
Orlando, FL
|
14 travel agents from the northeastern region of Brazil along with a GapNet representative and TAM representative |
EXPOTURISMO Mission,
Nov. 9-12,
Bogotá, Colombia |
A tradeshow event organized by the Visit USA Committee. Two destination seminars presented to top travel trade a total of 140 travel agents. Appointments held with Copa Airlines, American Airlines, Aires, Avianca, JetBlue as well as eight tour operators. A pre-campaign presentation was conducted to 10 top tour operators at the offices of El Tiempo, the leading newspaper.
|
Europe
|
Tradeshow/Mission/Fam |
Audience |
Tour America Mission,
Sept. 30 - Oct. 3,
Dublin, Ireland
|
More than 50 travel professionals
|
Visit USA Ireland Educational Seminar,
Oct. 5,
Dublin, Ireland |
More than 40 travel agents
|
See America Netherlands Educational Seminar,
Oct. 5,
Amsterdam, Netherlands |
80 travel agents
|
Orlando Flexticket New to Do Fam,
Oct. 5-9,
Orlando, FL
|
13 UK tour operator product managers |
OAD Netherlands Educational Seminar,
Oct. 6,
Enschede, Netherlands |
8 travel agents |
K-Show (International Plastics),
Oct. 27 - Nov. 3,
Duesseldorf, Germany |
Visit Orlando was invited to participate in the annual international plastics fair held in Germany in preparation for hosting the event in 2012. |
Visit USA Germany Halloween Trade Event,
Oct. 29-31,
Seeheim, Germany |
100 travel professionals |
World Travel Market,
Nov. 8-11,
London, U.K. |
Orlando had a strong presence at one of Europe’s largest travel trade exhibitions with 10 member companies exhibiting alongside Visit Orlando in a themed booth. Attendance showed an increase of 10 percent from the previous year with more than 45,000 trade and consumer visitors. Visit Orlando participated in 25 appointments at the stand with tour operator and airline partners. As a result of appointments, booth visitors and networking events, total estimated direct interaction with nearly 300 clients.
|
Meier’s Weltreisen Top 100 German Fam,
Nov. 14-19,
Orlando, FL
|
More than 80 top selling travel agents from throughout Germany were selected by the leading German tour operator, Meier’s Weltreisen, to participate in an extensive educational tour of the Orlando area. The group was escorted by 13 representatives of their staff.
|
Thomas Cook U.K. Fam,
Nov. 14-19,
Orlando, FL
|
20 British travel agents and one representative of Thomas Cook tour operator |
Touristik & Caravaning International,
Nov. 17-21,
Leipzig, Germany |
Visit Orlando’s Germany representative participated in this trade and consumer show, which brought in over 70,000 in attendance.
|
International Travel Group (ITG) Wereldcontact Consumer Travel Show,
Nov. 20,
Ede, The Netherlands
|
Attended by ITG staff on behalf of Visit Orlando, St. Petersburg/Clearwater and Visit Florida who all shared the cost for booth participation. 3,500 consumers attended. |
Visit USA Roadshow,
Nov. 29 - Dec. 1,
Brighton, Norwich, Newcastle, U.K. |
Visit Orlando exhibited at the Kennedy Space Center. Each event began with an initial learn and earn session where agents would come to find out more about Orlando and the Visit Orlando’s activities in the UK. Nearly 300 travel agents were trained. |
Orlando Holiday Specialist U.K. Super Fam,
Nov. 30 - Dec. 7,
Orlando, FL
|
Visit Orlando partnered with Disney Destinations, Universal Orlando Resort and SeaWorld Parks & Entertainment to host 50 travel agents from throughout the U.K. for an educational tour of the destination. Participants qualified for the opportunity to participate in the fam by graduating from Visit Orlando’s online travel agent training program, the Orlando Holiday Specialist program. |
Strategic Alliances (Promotions)
Below are some highlights from our fourth quarter activity:
|
October-December
|
Media Value |
Market |
Form of Media |
Circulation |
Impressions |
Pizza Hut
Orlando-themed promotion in 18 midwest states with #1 pizza restaurant chain |
$450,000 |
Regional U.S. |
TV/Radio/In-Store/Online |
2,500,000 |
20,000,000 |
Sears
National Christmas/Orlando-themed promotion with legendary brand |
$390,000 |
National U.S. |
TV/Print/Online |
25,600,000 |
45,000,000 |
Every Holiday TV Show
Orlando-themed segments/promotion in national TV show aired on Lifetime, WE & others |
$95,000 |
National U.S. |
TV/Online |
3,192,000 |
3,192,000 |
Editora Abril &
GC2 Media
Three promotions with major print and radio companies in Brazil |
$360,000
|
Brazil |
Print/Radio/Online |
3,377,000 |
90,565,000 |
|
TOTALS: |
$1,295,000 |
|
|
34,669,000 |
158,757,000 |
Direct Marketing
The UK direct marketing campaign began in August with tour operator and attraction partners being included in the UK consumer eNewsletter. One tour operator and attraction partner were featured in each eNewsletter from August – November. The direct mail piece dropped in November. It went to approximately 200,000 UK households and included 25,000 of each version which included one tour operator/attraction partner. Consumers were able to request more Orlando information by going to a unique URL or calling a unique toll-free number.
The Canadian direct marketing campaign dropped in November to approximately 150,000 households of consumers residing in the Toronto and Southern Ontario region. The campaign’s creative and messaging complemented the 2010 Canada “Orlando Makes Me Smile” campaign. The creative provided space for seven pre-formatted partner advertisements. The participating partners were included on the direct mail piece and the campaign landing page.
E-mail blasts included:
|
Market |
Month |
Delivered |
Open Rate |
Click Through Rate |
|
U.S. |
October |
564,000 |
5.3% |
14.2% |
|
November |
638,000
|
5.9% |
10.5% |
|
December |
606,000 |
4.2% |
8.0% |
|
Florida |
October |
52,000 |
9.6% |
18.9% |
|
November |
69,000 |
9.2% |
14.8% |
|
December |
69,000 |
7.3% |
13.2% |
|
Brazil |
October |
6,000 |
23.0% |
21.0% |
|
Canada |
October |
41,000 |
19.2% |
30.7% |
|
November |
35,000 |
18.4% |
22.0% |
|
Germany |
November |
5,000 |
32.5% |
14.2% |
|
U.K. |
October |
100,000 |
9.0% |
9.7% |
|
November |
101,000 |
8.6% |
10.2% |
Visitor Services
Call Center/Out-of-Market Ticket Sales:
Call volume increased slightly during the fourth quarter, however was down for the year. Pre-arrival tickets sold ended 31% higher than the prior year. Year-to-date, the call center has responded to more than 800 Trip Advisor posts.
Official Visitor Center
:
Ticket sales for 2010 were 11% higher than the prior year.
|
October-December
|
Q4 2010
|
Q4 2009 |
Variance |
|
Number of Walk-ins (Visitor Center) |
25,273 |
22,569 |
12.0% |
|
Phone Calls Received (Call Center & Visitor Center)
|
8,637 |
8,411 |
2.7% |
|
E-mails Processed (Call Center & Visitor Center)
|
838 |
1,246 |
-32.7% |
|
January-December
|
YTD 2010
|
YTD 2009 |
Variance |
|
Number of Walk-ins (Visitor Center) |
107,500 |
101,647 |
5.8% |
|
Phone Calls Received (Call Center & Visitor Center)
|
41,693 |
43,528 |
-4.2% |
|
E-mails Processed (Call Center & Visitor Center)
|
3,756 |
4,631 |
-13.9% |
In a challenging year with the global economic downturn and with the exciting new Wizarding World of Harry Potter themed area at Universal Orlando Resort leading the worldwide travel press for the destination, the publicity team developed media strategies to turn in it’s third strongest performance on record with nearly $50 million of ad value in destination coverage. Record levels of coverage for the year were produced in Canada and Germany on the strength of new representation in both markets that executed more aggressive media outreach and secured new program opportunities. Orlando’s World Smile Search, which culminated in the fourth quarter with a world record on World Smile Day, October 1, was a strong performing program in the U.S., U.K., Canada, Germany and Brazil. While the domestic spring and fall "Super Deals" campaign performed well for marketing, the program did not capture media interest in the way that the previous year’s “Bundles of Free Smiles” did, and this accounted for a portion of the decline in overall year-to-year coverage. Local coverage of programs also declined somewhat. M&C coverage was also stronger in 2010 with both our “Roadmap 2010” plan and the news around the Star Wars convention choosing Orlando, both being widely covered by trade and business press.
Highlights of the quarter activities included: a
New York Times story highlighting Orlando’s growing convention district; national media coverage of our World Smile Day record attempt (including
USA Today and
Entertainment Tonight); and a very strong annual media mission to New York City in November which produced national destination coverage opportunities for 2011 with
LIVE! With Regis and Kelly,
Family Circle magazine and the
Rachael Ray talk show.
|
October-December
|
Comparison to Goal |
Comparison to Prior Year |
| . |
Q4 2010
|
Q4 Goal |
Variance |
Q4 2009
|
Variance |
|
Number of Clips |
1,104 |
1,058 |
4.3% |
1,058 |
4.3% |
|
Circulation
|
281,699,546 |
209,252,612 |
34.6% |
209,252,612 |
34.6% |
|
Value1 |
$10.9 Million |
$8.8 Million |
23.8% |
$8.8 Million |
23.8% |
1 Value is determined by an independent service, based on advertising rates. No multipliers are used in determination of circulation or value. Web clip values continue to be adjusted.
|
January-December
|
Comparison to Goal |
Comparison to Prior Year |
| . |
YTD 2010
|
YTD Goal |
Variance |
YTD 2009
|
Variance |
|
Number of Clips |
3,934 |
4,387 |
-10.3% |
4,387 |
-10.3% |
|
Circulation
|
1,185,736,146 |
1,482,155,371 |
-19.9% |
1,482,155,371 |
-19.9% |
|
Value1 |
$47.8 Million |
$53.6 Million |
-10.8% |
$53.6 Million |
|
1 Value is determined by an independent service, based on advertising rates. No multipliers are used in determination of circulation or value. Web clip values continue to be adjusted.
Year-to-year declines are due to less media interest in our domestic spring and fall Super Deals offers, lower local and M&C news pick-up, and Harry Potter capturing the lion’s share of international travel press space.
October-December
|
Q4 2010 |
|
Press Tours |
Results |
Girlfriends Getaway Fam,
Oct. 7-10,
Orlando, FL |
Developed a media fam and a contest for an Orlando Girlfriends Getaway to promote Orlando as a great destination for a girls getaway in the fall. The program kicked off with a promotion offering a girls getaway for three for those who entered online. Relevant media were invited to join the winners to experience a real girls getaway in Orlando. Media attending the fam included:
Elle Québec (circ. 85,000); TheTravelingMom.com (circ. 100,000); and
El Tiempo (circ. 208,000). Articles have appeared in TheTravelingMom.com and
El Tiempo, and coverage is pending in
Elle Québec. |
Germany “Orlando for Adults” Press Trip,
Nov. 1-5,
Orlando, FL |
Hosted five journalists to show off elements of Orlando that visitors can enjoy when traveling without their children and was hosted by Orlando World Center Marriott Resort. Publications included:
Bild der Frau (circ. 1.3 million);
Tina Magazine (circ. 711,000);
Für Sie Magazine (circ. 581,000);
Münchner Merkur (circ. 294,000); and
HNA (circ. 244,000). |
SeaWorld Orlando Group Press Trip,
Nov. 3-4,
Orlando, FL |
Partnered with SeaWorld Orlando to host a group press trip. Our participation of the trip was designed to complement a SeaWorld vacation and showcase Orlando’s dining and shopping options. Publications included:
O Globo
(circ. 465,000);
Panrotas (circ. 9,000);
Correio Popular (circ. 42,000); and
Webventure. |
|
PR Tradeshow/ Mission/Events |
Results |
Brazil Media Mission,
Oct. 14-22,
São Paulo and Rio de Janeiro, Brazil |
Conducted one-on-one media appointments to introduce the new public relations manager as well as educate media about what’s new in Orlando. Media included:
Viagem e Turismo (circ. 314,000);
Capricho Teen (circ. 2.1 million);
CLAUDIA (circ. 2.3 million);
ALFA (circ. 120,000);
Recreio (circ. 980,000);
Vogue (circ. 291,000);
Diario de Comercio (circ. 95,000);
Record TV (viewership 30 million); Mix 106.3 FM Radio; Eldorado FM Radio;
VEJA (circ. 8.8 million);
Mercado & Eventos (circ. 60,000);
O Globo (circ. 571,000); TV Globo Acampamento de Férias with Renato Aragão (viewership 9.8 million); and
Caras (circ. 4.1 million). |
ABAV,
Oct. 14-22,
Rio de Janeiro, Brazil |
Met with the following media during the tradeshow:
Panrotas (circ. 10,000);
Brasilturis Jornal (circ. 17,000);
Ladevi Ediciones; Folha do Turismo (circ. 240,000);
Mix Viagem (circ. 30,000);
Orlando Wish (circ. 30,000);
Mapa-Mundi (circ. 400,000);
Mundo-Turistico and
City Tour Jornal (circ. 40,000). Press kits including participating partner information were also created specifically for the event.
|
Montreal Mission/Visit Florida Media Luncheon,
Oct. 20,
Montreal, Canada |
Attended the Visit Florida media reception where the team had the opportunity to interact with prominent local travel journalists. More than 40 journalists were invited to the event, which attracted 17 journalists from the Montreal area. Coverage appeared on expressvoyage.ca (11,000 page views per month) and tourismeplus.com (50,000 page views per month). |
Feria Internacional de Turismo de America Latina (FIT),
Oct. 29 – Nov. 1,
Mexico City, Mexico |
A media dinner was hosted for local representatives with media in attendance including:
El Clarin (circ. 890,000);
La Agencia de Viajes (circ. 10,000); Airport News; Turismo 530; Report GATA and TN TV channel. |
New York Media Mission,
Nov. 3-4,
New York City, NY |
Conducted annual media mission to New York with eight members and held two events to share the latest news from Orlando with New York-based media and bloggers. Emily Kauffman, The Travel Mom, also joined the group to preview Visit Orlando’s 2011 campaign featuring Vacation Makeovers. Top tier media attended the consumer event including representatives from:
Parents (circ. 2.2 million);
Family Circle (circ. 4.0 million);
Travel & Leisure (circ. 274,000);
Ladies’ Home Journal (circ. 33.8 million); and
Meetings & Conventions (circ. 70,000). For Visit Orlando’s first blogger event, a variety of influential bloggers joined the casual brunch including nycitymama.com, Brooklyn Nomad and OneTravel.com. Partners attending the mission included: The Charles Hosmer Morse Museum of American Art; Clean the World; Deatrick Public Relations representing Fantasy of Flight, Rosen Hotels and Resorts and Pinkberry; Hilton Orlando Bonnet Creek and Waldorf Astoria Orlando; LEGOLAND® Florida; The Mall at Millenia; The Peabody Orlando; and SeaWorld Parks & Entertainment. In addition, the Publicity team met with Live! with Regis & Kelly and Rachael Ray. As a result, a promotional partnership was developed with Regis & Kelly and coverage began airing in January 2011. |
World Travel Market,
Nov. 8-11,
London, England |
Met with the following publications:
Travel Trade Gazette (circ. 18,000);
Selling Long Haul (circ. 18,000);
Travel & Leisure (circ. 100,000); TaketheFamily.co.uk (55,000 unique visitors per month); Neil Murray (freelance writer); Kenneth Brookes (freelance writer);
Food & Wine Magazine – U.S. (circ. 932,000); and ExecutiveTravelMag.com.
|
|
Individual Press Trips to Orlando |
No. of
Journalists |
|
Oct. 1 – Dec. 31
|
17 |
Jose Alfonso Nino,
Casa & Estilo
Gustavo Rodas, DeViajeTV.com and TV Notas US
Jose Bruzon,
El Mundo Newspaper
Susan Young,
Travel Agent Magazine
Chuck Krantz,
Travel News and Views
Erica Pena Vest, Freelancer
Troy Peterink, Freelancer
Paula Conway,
AA Confidental
Deborah Marsden, Momsblogs4u.com
Michelle Rodriguez,
Daily Sound
Laura Lea Miller,
Frommer's Travel Guides
John Marsden, Myblogs4u.com
Lisa Lotrean, Reviewsblog4u.com
Doug Parker, Cruiseradio.net
Mary Foster,
Associated Press -
New Orleans Bureau
Harold George, Howiegee.com
Tracy Squadrito, “The Oviedo Chicks Talk Show”
|
Visit Orlando presented to eight different groups reaching approximately 1,060 attendees. Groups included: Tourist Development Commission; UCF Rosen Tourism Research Class; UCF Rosen College Class; Orange County Planning Division; OBJ Downtown Update Luncheon; CFL Urban League Young Professionals; Teach In Day at Winter Park High School; NAF- Rosen College Hospitality Conference; and Clear Channel Sales Managers Meeting.
Discover Tourism Days is a Visit Orlando corporate social responsibility initiative that informs, educates, and inspires our youth in careers and opportunities in the travel and tourism industry. Our objective is to help our youth gain interest and insight into possible career paths in the travel and tourism industry and engage our industry workers to help create awareness of the economic impact of our industry to the greater Orlando area. The initiative included several Visit Orlando programs for high school teens and college students such as: Zora’s Jump at the Sun, Boys & Girls Club, Teach-In Day for Travel & Hospitality for the Foundation for Orange County Public Schools, and World Tourism Job Shadow Day with the UCF Rosen College of Hospitality, and also supported the National Academy Foundation’s Hospitality and Tourism High School conference and A Gift for Teaching. Industry supporters for this initiative were: Mears Transportation, Pegasus Transportation, Visit Orlando, the Orange County Convention Center, the Orlando International Airport, Hyatt Orlando Airport, Rosen Shingle Creek Resort, Disney’s Swan & Dolphin Resorts, Gatorland, SeaWorld Orlando, Universal Orlando Resort, and the UCF Rosen College of Hospitality.
In fourth quarter, in-kind marketing and technical assistance for the National Academy Foundation’s Hospitality and Tourism Conference of high schools in Central Florida, included printing the program booklet for the conference. This conference was led by the Events Management Class at UCF Rosen College of Hospitality and attended by 250 students from Central Florida schools such as: Mid Florida Tech, Colonial, Freedom, Oak Ridge, Merritt Island, and Rockledge high schools.
Visit Orlando also implemented an industry-wide participation effort for the 2010 Teach-In Day on November 17. Visit Orlando presentations and materials were distributed to four classes or 100 students at Winter Park High School. Story books on travel adventures were read to 75 elementary students at Grand Avenue School. The Hospitality and Tourism industry’s participation for Teach In Day included: 900 volunteers with 1,600 presentations and volunteer hours and a monetary value of our industry’s participation totaling approximately more than $28,000.
Community Relations organized a mentor orientation breakfast and recruited six Visit Orlando team members as mentors and volunteers for the 2010-2011 school year at Grand Avenue public school. Community Relations and Human Resources staff also conducted a holiday clothing drive for a Grand Avenue second grade class. The gifts were valued at $2,000 dollars and were delivered to the school by a team of Visit Orlando “Santa helpers.”
Visit Orlando tapes a monthly tourism and travel related program, Today’s Agenda, that airs on Central Florida News Channel 13. The topics for two shows that aired the fourth quarter were: the Tourist Development Tax and Travel Stats, the Travelocity booking engine, Thanksgiving Holiday Travel, and the Chevy Orlando Car promotion.
As part of community interaction, Visit Orlando sponsored and participated in the Don Quixote Awards on December 4, the 2010 Annual Eagle Awards event and the Asian Chamber’s Annual Dragon Awards Dinner.
Community Relations attended a Boys & Girls Club of Central Florida Breakfast Fundraiser, and served as a judge in the Rosen Hotels Holiday Showcase, and the National Academy Foundation’s 1st Annual Culinary Competition at the Marriott World Center Resort. Community Relations responded to 23 charity requests during the fourth quarter.
On December 7 and 8, Visit Orlando held its 12th Annual Tourist Oriented Policed Sector (TOPS) Appreciation event. The objective of TOPS Appreciation is to show the 125 officers of the Tourist Oriented Policing Sector our appreciation on behalf of the hospitality community and to foster stronger relationships between the Orlando Police Department, Orange County Sheriff’s Office and Visit Orlando. The event included the Sector 6 – Lake Buena Vista unit, Sector 5 – International Drive unit of the Orange County Sheriff’s Office, Code Enforcement, Orange County Convention Center security, as well as the Orlando Police Department’s International Drive sector.
Destination Meeting Services and Corporate Communications met with leaders of the local chapter of the U.S. Green Building Association (USGBA) and Orange County to discuss a new program being launched by the local chapter of USGBA. The program hopes to showcase Orlando as a top destination for green meetings and green building. Visit Orlando agreed to help in formation of name concepts and to inform Visit Orlando members of the new program through member communications. Staff attended the USGBA dinner in October to kick off the new program.
Corporate Communications worked closely with the public relations team from Virgin America to inform local media about the new Virgin America flight from Los Angeles and San Francisco to Orlando. Local media in attendance included: Associated Press, WESH, WKMG, WFTV, WOFL, Central Florida News Channel 13, WDBO,
Orlando Sentinel,
Orlando Business Journal,
La Prensa, Univision and Telemundo.
Production
The Publications & Interactive Services team successfully completed a total of 343 projects, which included 173 graphic requests, collateral and print type projects and 170 web-related jobs. Included in this total were the following large projects:
-
Canada Direct Marketing Campaign – 150,000 qty
-
United Kingdom Fall Direct Marketing Campaign – 200,000 qty
-
Unexpected Orlando Brochure – 200,000 qty
-
Convention Sales 2010 Co-op Campaign - 2-page Forbes Magazine Insert – 630,000 qty
-
Convention Sales 2011 Co-op Campaign - 24-page Magazine Insert – 477,000 qty
-
Six-page Special Section for Canada Newspaper Campaign
-
Cardboard Pop-up Displays for International Marketing
-
Discount Ticket Fulfillment Flyer
-
Holiday Cards and Music CDs
-
Menu Book Updates
-
Fortune Wrap for December
-
Annual Meeting Signage, Tent Cards, Audio-Visual Presentations and e-mails
-
Collateral Projects for:
-
Dallas Sales Mission
-
New York Media Mission
-
DC Holiday Luncheons
-
NAF/Rosen College Conference
-
Creative Group Fam
-
Promotional Products included: Fuzzy socks, Fleece Blankets, Beach Towels & Totes, Uniform Shirts for OCCC Staff, and USB Credit Card Flash Drives
-
11 Meeting & Convention Print Ads
-
Six Domestic Consumer Print Ads
-
One Travel Trade Ad and One Community Partner Ad
Everything Ink projects included assignments for:
-
United Arts: publishing the Nov/Dec 2010 and Jan/Feb 2011 issues of
Orlando Arts Magazine
-
Greater Orlando Aviation Authority:
Orlando Arts Magazine Events Rack Card
-
Florida League of Christian Schools Program Printing
-
Ad for Hyatt Regency Grand Cypress
-
Ad for Orlando Vista Hotel
|
PARTNER RELATIONS (formerly known as MEMBER SERVICES) |
Major Projects by Events Team
-
October’s partnership event was a Hot Topics! session that focused on the UK Market with 140 partners and guests in attendance. Since this was the second Hot Topics! scheduled in the afternoon (i.e. due to Rosen College scheduling of the auditorium) the team has noticed a doubling of attendance for afternoon sessions. As a result, in 2011, Hot Topics! will move to all afternoon sessions.
-
In November, Visit Orlando partnered with HSMAI to host a membership luncheon at SeaWorld’s Ports of Call. Approximate attendance at this event was 270. The program featured an update on SeaWorld Orlando and its recent activities.
-
The 27th Annual Meeting of Visit Orlando was held on December 17 in the newly expanded Peabody Orlando meeting space. A sell-out crowd of close to 800 partners, guests and media attended this always popular event. This year’s program began with a year in review, the 2011 Board of Directors formal induction, and presentation of the Gene T. Hassett award (presented to Visit Orlando’s very own Danielle Courtenay). Following lunch, local TV personality Lauren Rowe led a panel discussion with local community leaders. The event concluded with the introduction of the company’s new name, Visit Orlando.
-
Additional Events Department activities during the fourth quarter included:
-
Smile Event at the Amway Center, travelled to Dallas for a Convention Sales Mission, travelled to New York City for Public Relations’ annual media mission, implemented the annual Board of Directors Thank You Reception, and travelled to Washington, D.C. for Convention Sales’ annual Holiday Luncheons.
-
Planning for the upcoming PCMA client event in Las Vegas, the February Hot Topics! session featuring nationally known economist Sean Snaith and Visit Orlando’s Daryl Cronk, the fifth annual Party at the Pointe event, and MPI’s World Education Congress to be held in Orlando next July all continued this quarter.
|
|