August 21, 2007

Orlando/Orange County Convention & Visitors Bureau, Inc.

2008 New Advertising and Marketing Campaign Fact Sheet

Overall Leisure and Meetings/Conventions Advertising Budget

For 2007 and 2008, $68 million has been allocated for leisure advertising and meetings and conventions marketing, a 240 percent increase over the 2005-2006 budget of $20 million

Domestic Leisure Campaign

Objective

Stimulate incremental leisure visitation to Orlando.

Target Audience

Mothers/women ages 25-54
Families with annual household incomes of $60,000 or more
Affluent families with household incomes of $100,000 or more

Messages

• Parents can relax in Orlando ... it's a safe, kid-friendly environment.
• Orlando offers interactive experiences, where kids and parents can share in activities together.
• Orlando is a larger-than-life experience, creating lifelong memories.
• The Orlando experience gives parents an opportunity to act like kids, alongside their own kids, solidifying the bond between mother and daughter, father and son.

Leisure Campaign Impressions

1 billion impressions

Television

Combined Reach and Impressions - Placements will reach 90 percent of U.S. households with more than 700 million total impressions in 2008.

Timing

January 14 through the week of May 5

Ad Description

Two 30-second advertisements, one featuring a mother and daughter and the other featuring a father and son. Each advertisement begins with the magical transformation of the parent into a child the same age as their son/daughter (while visiting an area attraction). Using humor and colorful visuals, the ads highlight the opportunities to build lasting memories in Orlando with scenes of parent and child bonding as they experience all the destination has to offer together.

National Broadcast

Spots on programming that targets Orlando's key consumers on CBS, NBC, FOX and ABC.

Program Highlights
Morning Shows - "The Early Show" and "The Today Show"
Prime Time Programming - "20/20," "Are You Smarter than a 5^th Grader?," "Bones," "Cashmere Mafia," "Dancing With The Stars," "Deal or No Deal," "ER," "Kid Nation," "Grey's Anatomy," "Heroes," "Law & Order," "Private Practice," "Scrubs," "Survivor - China," "Two and a Half Men" and "Ugly Betty"

National Cable

Cable networks that align with Orlando's key demographic.

Cable Networks - ABC Family, Animal Planet, Bravo, Country Music Television, Discovery Health Channel, Fine Living, Food Network, HGTV, The Hallmark Channel, Lifetime, Nickelodeon, Nick @ Nite, Oxygen Network, SOAPnet, Sprout, Style, WE, The Learning Channel, TBS, TNT, Travel Channel, TV Land, USA Network and the Weather Channel

Print

Combined Impressions - Magazine inserts and advertising in 18 publications with 300 million impressions.

Timing

Magazine: March - June; September - October

Magazine

Two 16-page co-op magazine inserts - one for the consumers with an average household income of $60,000 or more and a slightly different insert targeted to families with a household income of $100,000 or more.

Publications: Better Homes & Gardens, Cooking Light, Fitness, Food & Wine, Family Fun, Good Housekeeping, Ladies Home Journal, Martha Stewart Living, More, Parenting, Reader's Digest, Real Simple, Redbook, Shape, Southern Living, Travel & Leisure, Travel & Leisure Family and Woman's Day.

Hispanic Market Magazines

Spanish language magazines Latina, People en Español, Selecciones and Vanidades.

African-American Market Magazines

Ebony, Essence

Online

Web advertising and targeted direct online marketing will complement the television and print components of the new campaign.

Combined Impressions - Online advertising provides more than
92 million impressions.

Search Engines

Search advertising on Google and Yahoo will run throughout 2008.

Display Advertising

Display advertising will run on various sites that align with the targeted demographic.

Direct Marketing

Direct Mail

A direct mail piece styled to complement the look of the new campaign will be sent to approximately 200,000 U.S. households that fit the target Orlando consumer profile.

E-mail Blasts

Monthly e-mail communications will be sent to 850,000 domestic households.

Drive Market Campaign

In addition to the national campaign, the Orlando CVB will continue to reach out to key drive markets - including like Atlanta, Jacksonville and Miami - throughout 2008. A television component will complement stand-alone newspaper inserts.

Meetings, Conventions & Tradeshow Campaign

Objectives

Establish a differentiating brand position that strengthens Orlando's premier standing as a meetings, convention and trade show destination and improves conversion of future bookings.

Target Audience

North American and targeted international meeting planners and decision makers.

Message

Come experience the eye-opening sides of Orlando that will bring your meeting to life like no other destination.

Meetings Campaign Budget

$3.33 million for 2008, representing a 28 percent increase over 2007.

Campaign Elements

The 2008 campaign will integrate the Orlando brand and new messaging throughout every communications and advertising piece developed for print, direct mail, Web sites, sales presentations and trade shows.

The strategy is to utilize images that uniquely represent Orlando. Along with messaging that will resonate with - and be compelling to - meeting planners.

Print

28-page co-op insert placed 13 times throughout 2008 in meetings publications: Associations Now, Convene, Corporate & Incentive Travel, Corporate Meetings & Incentives, Forbes, Meeting News, Meetings & Conventions, Meetings Professional and Successful Meetings.

8-page co-op affluent insert placed 5 times between January - August in influential and highly regarded business and meetings market publications: Forbes, Incentive, Insurance Conference Planner, Medical Meetings and Pharmaceutical Executive.

Twelve thank you ads placed in trade and group publications to influence others in the market to select Orlando as a meeting destination.

Direct Mail

Two direct mail campaigns, scheduled for late winter and summer 2008, will intensify the focus on the generation of incremental qualified leads with a special focus on securing need-time business. Each mailing will contain at least 40,000 pieces.

Online

Key sponsorships will be extended with the top two online meetings booking sites, as well as VisitFlorida. Each incorporates an enhanced section on Orlando as well as banner ads and e-mail blast opportunities.

Enhanced content for orlandoconventions.com including streaming the destination video and adding a browsable version of the Meeting Planners Guide.

Trade Shows & Conferences

Orlando will increase presence at tradeshows to 36. In addition to using the new high-impact trade show booth, the Orlando CVB will drive traffic to the booth through innovative communications, outdoor tactics and guerilla efforts.

Three new big scale roadshows will be conducted in 2008 in Chicago, New York City and Washington, D.C. To draw the highest attendance from meeting planners, targeted advertising, direct mail and partnerships with meeting organizations/chapters will be created.