Success Continuation Plan

Fy2023

Project Dates Lead Markets Status

Marketing

Broadcast TV Buy January 16 - April 16

Brand/Media

• Bonus impressions running to meet target KPIs in NYC

Chicago, Washington DC, Boston, New York

• 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

• TV continues through August; impressions to be shared following completion

• Broadcast TV in top DMAs:

Broadcast TV Buy June - September

Brand/Media

Miami/Ft. Lauderdale, Orlando, Tampa, Atlanta

Miami/Ft. Lauderdale - CBS & NBC

Orlando – NBC & Spectrum

Tampa – NCB

Atlanta- CBS

• Shifted funds from Accessibility, Sustainability and TDC Partnerships due to timing of iniatives

Community Outreach Toolkit March 1 - June 30

TDC Collaboration: Signature Events JanuarySeptember

Social/Brand

Palm Beach County Residents

Brand/PR/Social Varies

• Launched “Love The Palm Beaches” referral campaign to engage Palm Beach County residents and encourage them to invite friends & family for a trip, with significant reach across social media, broadcast TV, radio, out of home, direct mail, print, PR and digital display, resulting in 33,665,593 paid media impressions, 260,645 earned media impressions, 7,600+ social media tags, 1.1m impressions generated by influencers.

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

• Aug 30-31, Partnership with Cultural Council to prepare a highlight reel for the "Arts and Tourism Summit on DEIA" to be posted on LinkedIn

• Partnership with Sports Commission for TEAMS 2023

• Reallocated $150K into Summer Broadcast to bolster season, bringing total to $100K from $250K, based on estimated slated partnerships for remainder of fiscal

TDC Collaboration: Film Studio

Planned Completion: September 30, 2023

Social/Digital/ PR/Brand N/A

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

Destination OTA Co-Op JanuarySeptember Digital

Chicago, Washington DC, Boston, New York, Philadelphia

• Requesting proposals to build out additional assets in Film studio space for video and podcast recording; awaiting confirmation of space availability in 5th floor studio

• Completed campaigns with Breeze - Charleston route; Asheville campaign with Allegiant; starting campaign to promote Wilmington, NC with online giveaway

• Continuing to customize creative with specific call to action to book within certain time frames with lower demand forecasted. Majority of campaigns running Florida markets plus Atlanta.

• Booked campaigns for July, August, September for $153,000 with reallocation of some Metaverse funds.

Project Dates Lead Markets Status

International Strategy: Traditional JanuarySeptember Brand/Sales/Media

International Strategy: Digital JanuarySeptember Digital

Canada, Mexico, Colombia, Brazil, UK, Germany

• Media running in Canada, UK, Mexico, Colombia and Germany. Media running February - September 2023

• Placements include Robb Report & Forbes MX; Elle & InStyle Mexico and a sponsorship of the Toronto Polo Club season

• Campaigns running in Mexico (Mexico City & Guadalajara), Colombia (Bogota, Medellin, Baranquilla), Canada (Toronto & Montreal), and Brazil (Sao Paolo).

• Launching campaigns in the UK on June 1, shifted $60,000 from Metaverse funds.

Canada, Mexico, Colombia, Brazil, UK, Germany

• Hosted Brazilian influencers @vazaonde and @ines.lafosse, combined following of 576k followers. Hosted @jujunatripblog 219k followers

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

• Hosted Canadian influencer @luxe.tourista (183k followers)

• Boosted posts in target markets, 80.5m reach YTD

• Launched March 30 at Global Meetings Industry Day

• Owned & Paid Media plans in place, content being created, PR support

• Episodes:

7. The Future of Incentives with Stephanie Harris

8. Transformational Events with The Pink Retreat & Maritz

9. Partnering with Destinations to Create Welcoming Environments with Emily Scheiderer

10. Sustainable Meetings with Mya Surrency

• In discussion with Sun Bum for brand partnership

• Evaluating opportunities with Top Golf to promote family fun and golf in The Palm Beaches

• Confirmed partnership with Saks 5th Avenue for high-impact window display activation Sept. 7-21 to coincide with New York Fashion Week

• Evaluating additional New York Fashion Week brand activation opportunities for additional media exposure

• Have had multiple conversations with MarTech consultants to help advise and guide these projects over the next 12 months.

• Per our prior notes on investing in some infrastructure marketing technology projects prior to building out the Metaverse platform, we have three projects we will begin using these funds for: 1) data lake, 2) customer data platform (CDP), 3) data clean room

• Reallocated $153,000 of this budget to OTA campaign portion to cover July, August, September

• Reallocated $60,000 of this budget to digital international strategy to launch in UK.

• Original total $400K, currently $187K remains which will be used by year end for Metaverse supporting infrastructure projects or reallocation to other SCP projects.