Subject:
Title
Approval, re: Tourist Development Office (TDO) Proposed FY 2024-25 Marketing & Media Plan, approval for the TDO Director to make Vendor Selections, Negotiate and Execute Agreements with Media and Advertising Vendors
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Fiscal Impact:
FY 2023-24 Marketing & Media Plan $13,385,000.00 (Fund 1441)/Disaster Funds $1,358,843.00 (Fund 1444).
Dept/Office:
Tourism Development Office
Requested Action:
Recommendation
It is requested that the Board of County Commissioners:
1. Approve the attached proposed FY 2024-25 Marketing & Media Plan for the Tourism Development Office (TDO) in the total amount of $13,385,000.00, including the selection of the media vendors listed in the 2025 Marketing Plan presentation.
2. It is requested that the Board approve the TDO Director to negotiate and execute contracts, contract amendments, and any necessary contracts for selected marketing, media and advertising firms within the Board approved FY 2024-25 Marketing & Media Plan, upon review and approval by the County Attorney’s Office, Risk Management, and Purchasing Services in accordance with Administrative Order AO-29, “Contract and Grant Administration,” up to and exceeding $200,000, the total amount not to exceed $13,385,000.00.
3. It is also requested the Board approve the ability for the TDO to receive and accept revenue from cooperative advertising partners and grants from organizations (such as the Florida Sports Foundation).
4. It is further authorized that the TDO Director be able to access Disaster Funds (Fund 1444) in the event of a state or local emergency declaration, natural or man-made disaster for the purposes of advertising/marketing/promotional costs of up to and exceeding $200,000, the total amount not to exceed $1,358,843.00.
5. The focus of the advertising and promotions for FY 2023/24 will be the following priorities in listed order:
1. Beaches 4. Nature/Outdoors
2. Space/Launches 5. Attractions/Culture/Events
3. Cruise 6. Shopping/Dining/Downtowns
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Summary Explanation and Background:
The Tourism Development Office (TDO) has prepared the attached proposed Marketing & Media Plan for FY 2024-25 in the total amount of $13,385,000.00. The TDO Marketing & Media plan will remain flexible, and strategically built through seasonal campaigns and marketing partnerships, as market demands may cause changes to the plan throughout the fiscal year. The focus in FY 2024-25 will be on destination marketing of beaches, centering on Cocoa Beach commensurate with the tourism visitation levels that area generates. The core focus of the beaches campaign will highlight the municipality name in a prominent way and the proximity of the beaches to Orlando. Further iterations will concentrate on key aspects of the beaches such as surfing and turtle nesting. The TDC Marketing Committee met on July 16, 2024, and the Tourism Development Council (TDC) met on July 24, 2024, both unanimously approved the plan.
The TDO, when possible, uses unique cooperative advertising partners throughout the county, which translates to larger ad buys and representation; reduced trade shows and sales mission expenses are also realized. This allows a cooperative advertising program to share expenses between the business or entity and the TDO. Sometimes the TDO buys ads or media up front to include the Visit Florida guide and the Tourism Vacation Planner, as well as other programs and then seek reimbursement from partners. It also produces a visitor’s guide and seeks partners to help offset the costs of that guide. Some of our partners are the Kennedy Space Center Visitors Complex, Port Canaveral, Melbourne International Airport, City of Cocoa Beach, City of Titusville, City of Palm Bay, City of Melbourne, Cocoa Beach Hotel Motel Association, and Brevard Zoo, among others.
Some of the various types of advertising, marketing, and promotional initiatives in the FY 2024-25 marketing & media plan are: vinyl and digital billboard campaigns throughout Florida and other targeted states; various signage and video at Orlando International Airport; television and streaming video broadcasts; visitor website enhancements; radio and streaming radio advertising; geo-targeted and traffic-focused digital advertising; search engine marketing; public relations; sports grant program; international marketing through Brand USA, Visit Florida, and other vendors; and strategic marketing partnerships.
The goal of these Space Coast marketing initiatives is to draw state, national and international tourists and visitors so they can personally experience Brevard County. This also includes funding for research projects as defined in the attached PowerPoint of the marketing plan. Also, support of sports events, as mentioned above, draws tourists. In the past, they were awarded through an application process and tiered scoring by the TDC Sports Committee and then sent to be approved by the TDC and the Board.
This agenda also requests that during a declared state of emergency (County and/or State) the TDO Director, or County Manager, be able to access Disaster Funds (Fund 1444) in the event of a natural or man-made disaster or emergency for the purposes of advertising/marketing/ promotional costs of up to and exceeding $200,000. These funds have been designated for this purpose and should be used to help with recovery in the event of a state of emergency or natural or manmade disaster. The fund balance in the disaster fund is $1,358,843.00 for FY 2024-25.
Clerk to the Board Instructions:
Please send the Board memo to Director, Tourism Development Office, and the County Attorney’s Office.