Success Continuation Plan

Fy2023

Project Dates Lead Markets

Marketing

Broadcast TV Buy January 16 - April 16 Brand/Media

Chicago, Washington DC, Boston, New York

Status

• Ads started 1/16/23 through mid-April

• Ads have run during high profile events such as Super Bowl Kick-Off, PGA Tour events including the Honda Classic, and will continue in key March Madness bracket matches

• Currently delivering 4% above estimated impressions

• Chicago - NBC & CBS - 9.9M est. impressions

• Boston - NBC, CBS, ABC - 10.4M est. impressions

• Washington DC - NBC & CBS - 13.3M est. impressions

• New York - NBC & CBS - 16.1M est. impressions

• Finalizing media plans to promote campaign to PBC residents and beyond through radio, TV, out of home, print and direct mail

• Creating assets for digital toolkit to share on social media channels

Community Outreach Toolkit March 1 - June 30

TDC Collaboration: Signature Events JanuarySeptember

TDC Collaboration: Film Studio Planned Completion: March 31, 2023

Social/Brand

Palm Beach County Residents

Brand/PR/Social Varies

• Filmed LoveThePalmBeaches with (Nic Roldan and Damien LeRoy)

• Hosted influencers stephanie.t.marie, julesaron, tracynoire, pinklemontribe and kylesoto to create awarenes on the campaign and hashtag LoveThePalmBeaches

• Ultimate Week of Sports media and influencers hosted. 53 mentions on our social media channels. Total impressions 1.4 million. 9 influencers hosted, 8 blogs published

• Partnership with Sports Commission for any support with RFPs or events for FIFA World Cup and College Football Playoff 2026

Social/Digital/ PR/Brand N/A

TDC Collaboration: Airlift JanuarySeptember Digital/Brand/Medi a Fly Markets (TBD)

• Evaluating Studio Needs for Podcast; will potentially look to partner and build out additional assets in Film studio space

• Beginnig

• Working with Avelo on launch of new Wilmington, NC and Raleigh-Durham; promoting Breeze - Charleston route Destination OTA Co-Op JanuarySeptember Digital

• Continuing to customize creative with specific call to action to book within certain time frames with lower demand forecasted.

Chicago, Washington DC, Boston, New York, Philadelphia

• Launched incremental $150,000 covering April-June across Expedia.com, Hotels.com, Kayak.com, VRBO.com, and TripAdvisor.com to drive demand during summer. Finishing out April in fly markets and will shift to drive markets in May.

Project Dates Lead Markets Status

International Strategy: Incentives JanuarySeptember Brand/Sales/Media

Canada, Mexico, Colombia, Brazil, UK, Germany

• Finalized media plans across Toronto, UK, Mexico, Colombia and Germany

• Campaigns running in Mexico (Mexico City & Guadalajara), Colombia (Bogota, Medellin, Baranquilla), Canada (Toronto & Montreal), and Brazil (Sao Paolo). Evaluating markets to leverage for May-October summer campaigns.

Canada, Mexico, Colombia, Brazil, UK, Germany

• Hosted Brazilian influencers @vazaonde and @ines.lafosse, combined following of 576k followers.

• Placements include Robb Report & Forbes MX; Elle & InStyle Mexico; International Strategy: Digital JanuarySeptember Digital

• Hosted Toronto's top influencer and leading media @blogto (2.5 million followers) in partnership with Visit Florida

• Boosted posts in target markets, 47.5m reach YTD

Destination Podcast March 1 Launch Brand/Media

NationalTargeting Meeting Planners in Key Industry Segments

Family Activation May - September PR/Brand Florida Drive Markets, Key Fly Markets

Brand Activation August/September PR/Brand New York

Metaverse September Digital National

• Launched March 30 at Global Meetings Industry Day with Martha Sheridan and Stephanie Glanzer

• Press release issued to key trade and local PBC media

• Next Episodes: 2) PCMA Business Events Strategist and Economic Impact 3) F&B Trends with OVG 4) Maritz Event Design with The Pink Retreat 5) ASAE Driving Attendance, Sponsorship & Citywides

• Zimmerman secured initial interest from Play-Doh and presenting Play-Doh team visual representation that illustrates activation ideas

• Exploring additional partnership with Vilebrequin luxury swim wear and BruMate insulated cups and coolers

• In conversation with US Open and Visit FL regarding partnership opportunities

• PENDING APPROVAL.

• Plan approved for:

• Joining Travelability's Destination Ally Club

• Enter into Partnership with Travelability for writing an Accessibility Strategic Plan and for Travelability to work with The Palm Beaches in an advisory capacity

Accessible Travel JanuarySeptember PR/Brand/Social All Target Markets

• Confirming accommodation and non-accommodation partners for Wheel The World Assessments, to include 30 partners + PBIA and PBCCC

• Training agreement to become a Certified Autism Destination, and have staff go through accredited training

• Hosted accessibility influencer @justcpnotspecial with 63k followers. She also wrote 2 blogs for us, one in Spanish

Sustainability June - September

Brand/PR/ Community Engagement

Palm Beach County Residents; Drive Markets & Fly Markets

Sales Countywide Incentive Fund DecemberSeptember Sales Targeted Markets & Industries

• Finalizing Sea to Preserve campaign brief

• Opening job with TZA to begin concepting

• Launched marketing promotions to databased and additional distribution channels such as Cvent and 3rd party partnerships. Executed on PCMA and trad experience and received new lead opportunities and contracts to utilzing incentive dollars. Secured 40,000 plus room nights with incentive dollars and aquired two industry events - confidential and Smart meetings national meeting

•Introduced new convention center focused promotion to become more competitive Nationally.

Project Dates Lead Markets Status

Multicultural Market JanuarySeptember Sales/Marketing BIPOC, Hispanic, LGTBQ+

Expanded Representation Firms JanuarySeptember Sales/Marketing

Domestic, Canada, Mexico, Columbia, Brazil, UK, & Germany

• Commenced planning process for enhanced participation multicultural trade events and marketing partnership agreements. Signed marketing partnership with National Coalition of Black Meeting Planners ,LGBTQ's annual PROUD event in Los Angeles, and Connect Diversty, Faith and Specialty Markets

•Confirmed ConferenceDirect DEI Focused commitment$12,750.00

•Confirmed Proud Experience Summit and IGLTA Membership$10,720.00

• Initiated discussions with existing representation firms to determine capabilities and potential to manage MICE and other expanded sales/marketing responsibilities. Reviewing proposals from representation firms. Expanded presence and activation in Colombia with travel trade operators, tradeshow and golf activation

•Final stages in negotiations with VOX to firm up representation for MICE business from Canada. Invited group director to DR to extend better perspective with destination. Committing ranging from $35-40K annually.

•Seeking proposal from UK and Mexico for MICE segmentation.

Transformational Events DecemberSeptember Sales/Marketing Wellness, Culinary & Multicultural

Destination Servicing/Mobile Visitor Information Center

JanuarySeptember Sales/Marketing Group & Leisure Events

• Initiated discussions with major internationally acclaimed event organizers to secure a Palm Beaches launch in late 2023.

• Launched The Pink Retreat partnership for event in June 2023

Reviewing proposals from vendors to execute activation and working with locations and events for execution. Incurred additional expenses of $4K on GMID DR and $3K on Branding of Circuit Carts for PBCCC group.

March 2023

Performance Dashboard

1 New performance indicators as of 10/1/22. Previous year totals were not measured.

Highlights

Advertising

In March, planning continued for the Council’s annual MOSAIC campaign, and was on target for launch the first week of April. The Council increased participation to 25 organizations offering 27 discounts on admission and other special experiences. The final deadline for organizations to participate is April 15. The Council’s advertising agency, Push, finished the development of the campaign at the end of March and advertising will begin rolling out the first week of April to drive traffic to the MOSAIC web page (mosaicpbc.com). In collaboration with Discover, the web page will include a link to hotel discounts and special packages. The Council is producing an activation at the Hilton West Palm Beach, as well. New promotional materials, including T-shirts, posters and commemorative lapel pins, were sent to production and will be distributed in early April alongside existing promo items such as selfie spots and pool floats. A printed calendar promoting 31 Experiences in May was also created and will go to print in early April for distribution at Visitor Information Centers and hotel concierge desks. This year’s new MOSAIC program, Palm Beach County Open Studios on May 20, will include 65 participating locations around the county, and the Council designed a downloadable PDF for visitors to map out their journeys to local artists’ workplaces. The Council began planning a local social media influencer reception in partnership with The Square and Norton Museum of Art, which will be held on April 11, to promote MOSAIC to county residents.

The Council’s advertising campaign targeting cultural tourists in northeastern fly markets ended on March 31 to make way for the launch of the MOSAIC campaign in early April. While co-op ad placements at PBIA are ongoing, the Council turned its focus to fill the MOSAIC digital co-op placements by April 1.

Also in March, Push presented the Council with final photo selections and the final cut of a 60-second video for its new cultural tourism campaign. The new campaign inviting travelers to experience arts and culture in The Palm Beaches will launch this summer. Push and the Council continue to work on wire framing, design, and content for the Council’s new website, which is expected to launch in late summer.

Public Relations

Top Placements

● PR Global Newswire Distribution March 2, “Spring Has Sprung in The Palm Beaches”, Top 10 Placements Reach: 434,641,238

● Garden & Gun (UVM: 365,426) March 1, "Where to Sip Afternoon Tea in the South"

Highlights

● Travel + Leisure (UVM: 12,704,609) March 2, “The Best Places to Travel in May 2023”

National Media Outreach

The Council worked with its PR agency, Sharp, to gather information from arts and cultural organizations about their March events for a press release and national pitching effort focused on nature-related offerings in Palm Beach County. The press release, which was distributed on March 2, featured 6 organizations.

Media coverage in March included an article in Garden & Gun by Lia Picard. The freelance writer was hosted by the Council for a FAM tour in February, and her visit resulted in this feature about the Flagler Museum’s Gilded Age Tea Service. Sharp continues to work with the writer on additional placement possibilities. A March article in Travel + Leisure by Patricia Doherty also included recommendations by the Council to visit 3 cultural organizations in The Palm Beaches.

Sharp also conducted extensive research and outreach to secure a drive-market FAM trip timed to MOSAIC with an expected tour in April, and secured paid broadcast media in the Miami, Tampa, and Orlando markets with News Media Group, a vendor which facilitates such placements. Additionally, the PR agency secured strategic influencer support for MOSAIC, including rehiring Nick Mele as the Council’s MOSAIC Ambassador and securing regional partnership FAM trips for Stella @our.peachy.home (62.3k followers, Tampa-based) and Christine @ultimategirlmom (71.8k followers, Orlando-based).

Partner Collaborations

The giant Shades of Culture were installed at The Square on the corner of Okeechobee Blvd. and Rosemary Avenue on March 31 as part of a month-long activation with the property In addition to a photo of The Square’s Great Tree, the Kravis Center’s production of Broadway hit Ain’t Too Proud is featured in the sunglass lenses.

Council staff also attended Discover’s SMAC meeting on March 15, marched in the Palm Beach Pride Parade in Lake Worth Beach on March 26 with the teams from Discover and Sports, attended Global Meetings Industry Day at Arts Warehouse in Delray Beach on March 30, and recorded a Watch Party in collaboration with Film on March 17 to support TDC agency efforts.

In partnership with civic and cultural leaders from organizations such as the Spady Cultural Heritage Museum and the Historical Society for Palm Beach County, the Council embarked on a project to highlight Black cultural heritage sites in the county. A local writer was hired in March to research and identify 25 locations that would be of interest to tourists visiting The Palm Beaches. The project will include a

Highlights

web page on the Council’s website with a corresponding rack card for distribution in Visitor Information Centers. The goal is to complete the project in time to distribute the rack cards at the Arts & Tourism Summit on Diversity, Equity, Inclusion & Accessibility (The Summit) in late August.

Planning continues for The Summit. The Council and Discover secured several speakers for the program and had initial calls with the Convention Center. The Council designed a Save the Date card that was printed and distributed to all TDC Agency partners to use at upcoming meetings and events.

The Council met with Discover to discuss a potential new wellness festival in The Palm Beaches next year. The Council provided some feedback and a proposal to include local professional artists and a multi-year sponsorship.

PROFESSIONAL DEVELOPMENT/SECTOR SUPPORT Institute for Cultural Advancement (ICA)

The Council continued its series of free professional development workshops for cultural organizations and professional artists with ”Complete Your Artist’s Statement in Five Steps” with Jan Rodusky of Venn There Grants Consulting on March 16.

Cultural Sector Support

The Council attended several events in March to capture social media content and to show support of the sector. These included the Festival of the Arts Boca, West Palm Beach Art District’s Next Big Thing, Biblioarte!, Palm Beach Pride, and performances at Kravis Center for the Performing Arts and Lake Worth Playhouse.

Advocacy

The Council sponsored and attended Palm Beach County Days in Tallahassee on March 7 & 8, organizing meetings with legislators and representatives to advocate for key arts and tourism issues. Additionally, the Council sponsored a dance performance by Belle Glade-based choreographer Shanique Scott on the 2nd Level of the Capitol and Palm Beach Symphony also featured a quintet on the 1st Level.