Advertising & Digital Marketing Program of Work 2014/2015

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2 Advertising & Digital Marketing Program of Work 2014/2015 ADVERTISING PROGRAMS Consumer Brand Marketing Consumer advertising campaign focused on driving brand awareness and consideration of Miami among key consumer segments, domestically and internationally. In January 2015, It s So Miami campaign will be expanded to highlight even more Miami neighborhoods through the eyes of Miami natives. The campaign will leverage video and interactive advertising s immersive storytelling capabilities to highlight each neighborhood s unique culture, things to do, arts and heritage elements. Domestic efforts will focus on top fly and drive markets, and use programmatic media buying, site visitor modeling and retargeting to reach prospective visitors. Native media (advertorial style placements on third party websites) will be leveraged in order to syndicate Miami and Beaches web content across the Internet, and drive web traffic. International efforts will leverage Brand USA and Visit Florida cooperative advertising programs where possible to increase reach. Mobile advertising will increase significantly to drive traffic to the new Miami and Beaches mobile site. JANUARY 2015 Winter Campaign The Winter Campaign will target cold weather climate fly markets during the peak winter month/s, through outdoor, digital and social media. OCTOBER 2014 JULY 2015 Special Offers Campaigns The Special Offers program will be expanded from the Summer only campaign to re target Miami and Beaches visitors, and drive conversion through Booking.com (for hotels) and the Special Offers section of Miami and Beaches. The targeted media will increase during the traditionally softer summer season. Digital efforts will leverage pay for performance networks to ensure efficiency. MARCH APRIL 2015 Boutique, Film, Fashion & Entertainment Advertising Consumer advertising program targeting potential customers of Miami s small and boutique hotels. The co op program will be measured based on co op partner bookings on the GMCVB website. LGBT Advertising Advertising program targeting the LGBT market through gay publications and online properties, leveraging the new Paint Miami Rainbow campaign where appropriate. The program includes an advertising partnership with the Miami Beach Gay Chamber. All programs are proposed and subject to change. 2

3 MAY JUNE 2015 Online Travel Agent Advertising Promotion focused on increasing visibility of Miami on online travel agent websites, and driving bookings during key need periods. Meetings and Conventions Advertising Advertising programs designed to attract meetings and conventions to Greater Miami. Includes efforts in major meeting and convention publications, as well as meeting planner lead generation websites such as CVENT. WEBSITE MARKETING OCTOBER 2014 The Miami and Beaches website will be launched in Russian. Website content will continue to be expanded, based on brand drivers such as heritage, arts, culture, and dining, as well as determined based on web user and Google search patterns. A History & Heritage section of the website will launch in December New website features will allow for expanded storytelling though video, timelines, and photo galleries. OCTOBER 2014 MAY 2015 Continue to merge the Temptations microsites into the main Miami and Beaches website, to facilitate cross promotion of Temptations and Miami and Beaches website content to Miami locals and prospective visitors. Merge other microsites such as Medical Tourism into the Miami and Beaches website. JANUARY 2015 The Miami and Beaches website will be connected to the Booking.com API, in order to display up to themoment hotel pricing and offers. MARCH 2015 Leverage the Bazaarvoice Curations tool in order to add user generated social content to Miami and Beaches. DIGITAL MARKETING OCTOBER 2014 SEPT 2015 Search Engine Marketing All programs are proposed and subject to change. 3

4 Organic search optimization efforts focus on driving increased traffic to the Miami and Beaches website through website enhancements, content creation and inbound link optimization. Paid search engine efforts will compliment organic search engine listings, to ensure visibility for key periods and topics. Social Media Promotional programs will continue to drive engagement for Miami on key social media platforms including Facebook, Twitter, Instagram, Pinterest, YouTube and Google+. Targeted international markets include the United Kingdom, Germany, and Brazil. Argentina efforts will be expanded to include Spanishspeaking Latin America. Miami Temptations programs will be promoted throughout the year, and the Miami and Beaches LGBT Facebook and Twitter accounts will be supported with a targeted promotion. Marketing The GMCVB produces a monthly newsletter, with versions segmented to prospective visitors and locals. The Welcome contact stream delivers targeted information based on visitor interests. The Welcome Digital Library The GMCVB Digital Library will be grown further, to host a variety of easily searchable photo and video assets, which may be shared with GMCVB partners for promotional use. All programs are proposed and subject to change. 4

5 Advertising & Digital Marketing Contacts Associate Vice President Advertising & Digital Marketing Josie Llado 305/ Marketing Coordinator Maria Sidoti 305/ Website Manager Andyy Hoffman 305/ / Developer Federico Calvo 305/ / Social Media Manager Shaneeva Yassin 786/ / Brickelll Avenue, Suite 2700 Miami, FL USA MiamiandBeaches.com All programs are proposed and subject to change. 5