August 21, 2007

2007 Endless Summer Campaign Fact Sheet

Objectives

Boost visitation and occupancy
Generate awareness of the breadth and depth of the destination
Drive traffic to orlandoinfo.com/endlesssummer
Create member co-op opportunities

Timing

Campaign run: Mid August - October
Offers run: August 15 - November 15 (blackout Labor Day)

Target Audiences

Couples, Girlfriends for Getaways, Grandparents for Grandtravel, Mature Travelers, Golfers

Targets

Primary: Florida and Southeast drive markets outside of Florida
Secondary: Key source markets in Northeast and Southeast

Messages

• Summer is a state of mind and not a season, so visit Orlando where you can experience Endless Summer.
• "Get one Free!" - partners throughout the destination provide savings to make a long weekend getaway more enticing.
• The fall season offers a variety of activities for visitors including special events at theme park activities, arts/culture and music.
• Orlando's Magical Dining Month provides a taste of Orlando's dining scene.

Print

Newspaper insert (eight pages of editorial, eight pages of ads) in Miami, Ft. Lauderdale, West Palm Beach, Tampa, St. Petersburg, Jacksonville, Ft. Myers, Naples, Atlanta, followed by ROP newspaper ads (w/ member co-op ads).

Magazine ads will appear in: Florida Monthly, Southern Living - Florida & Georgia regions, AAA Going Places, AARP The Magazine, Florida Travel & Life and Atlanta Magazine.

Online Advertising

Banner ads on newspaper sites, City Search and regionally on Yahoo! and AOL.

Direct Marketing

Endless Summer offers will be communicated through 190,000 direct mail pieces to Atlanta and Florida audiences. E-mail communications distributed in August and September.

Promotions

Endless Summer themed promotions in the following media outlets: Atlanta Journal Constitution, Florida Times Union, Ft. Myers News-Press, Miami Herald, Palm Beach Post, Sun-Sentinel (Ft. Lauderdale), Tampa Tribune, The Flyer (Miami), The Flyer (Miami Hispanic), The Flyer (Tampa), WFOR-TV (Miami), WINK-FM (Ft. Myers) and WJXT-TV (Jacksonville).

Promotional Partners

Online partnerships with Expedia and Travelocity. Other partners include: AAA Auto Club South, AARP and US Airways.

Orlando's Magical Dining Month

To boost awareness of culinary offerings in Orlando, more then 50 restaurants have signed up to offer three course prix-fixe menus at $29 or $19 throughout the month of September. SYSCO Central Florida and WFTV Channel 9 will provide media support during August and September.

Atlanta Blitz Event

As a key location for drive market visitors, the Orlando CVB will kick off the Endless Summer campaign by saturating the Atlanta market during the week of August 27. Specifically, the Orlando CVB Convention Sales, Travel Industry Marketing, Marketing, Promotions and Public Relations departments will conduct a major in-market push to include, but not limited to, sales events, media interviews, a media luncheon, corporate visits and AAA educational meetings.