Arts & Culture Campaign

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23.9% of travelers have seen or heard a

Tampa Bay Arts & Culture Advertisement

Tampa Bay’s Arts & Culture Campaign marketing reached 461k households

The gross cost per aware

household averaged $0.41

Tampa Bay invested $187k in Gross

Advertising for the Arts & Culture

Campaign

MARKETING EFFICIENCY KPIs

KPIs = Key Performance Indicators

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Tampa Bay’s Arts & Culture Campaign resulted in 12.7k incremental trips

$6.2 million in incremental travel spending

MARKETING RETURN KPIs

Incremental room nights totaled 17.5k

Tampa Bay invested $187k in gross marketing expenditures

Gross ROI was $33Net ROI was $39

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Ft. Myers/Naples Gainesville/Ocala Orlando/Daytona/Melbourne

Overall

10.7%11.8%

10.0% 10.3%

15.3% 15.9%

12.0%13.0%

Unaware of Marketing Aware of Marketing

Visitation to Tampa Bay by Feeder Market

Q8A: Have you visited Tampa (the shaded area on the map above) since February of 2015?

Tampa Bay’s Arts & Culture Campaign generated positive incremental visitation in all of the geographic markets evaluated. Ft. Myers/Naples saw the biggest lift in visitation (+4.6%) after being exposed to the advertising campaign.

RESPONDENT BASE: TAMPA BAY VISITORS SINCE FEBRUARY 2015 | N=415

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$33 GROSS Return on Investment

$187k GROSS Ad

Investment

$6.2M Incremental Revenue*

12.7k Incremental

Trips

Party Trip Spending$483Arts 2014: $513

Tampa Bay’s Arts & Culture Campaign generated a GROSS ROI of $33 for every dollar invested.

*Incremental revenue is the revenue generated that, without advertising, would not have occurred.

$159k NET Ad Invest | $39 NET Return on Investment

RESPONDENT BASE: TAMPA BAY VISITORS SINCE FEBRUARY 2015 | N=415

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Approximately 6 in 10 travelers stayed overnight in Hillsborough County during their visit.

Extrapolated across total incremental visitation and spending in the Greater Tampa Bay area, Hillsborough County generated more than 7k of those 12.7k incremental visits and more than $3 million of the incremental $6.2 million that was earned.

Incremental Benefit to Hillsborough County

Market % Spent Night

Incremental Visits

Incremental Revenue

Hillsborough County 59% 7.6k $3.7MOrange County 6% 0.8k $0.4MSarasota County 5% 0.6k $0.3MPinellas County 27% 3.4k $1.6MOther 3% 0.3k $0.2MTotal Market 100.0% 12.7k $6.2M

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Incremental Room Nights

The Arts & Culture Campaign generated more than 17k incremental room nights from those staying overnight in Hillsborough County at a Hotel/Motel, Bed & Breakfast, Condo, Cabin, Cottage or Resorts that would not have occurred otherwise.

Extrapolated across the number of rooms purchased and length of stay, it is estimated that the Arts & Culture Campaign generated approximately 6% of the total room nights utilized by travelers in Hillsborough County during this timeframe.

17.5k*

Incremental Room Nights Across Lodging

Categories

*The Arts & Culture Campaign generated more than 30.5k incremental room nights for the entire Greater Tampa Bay area. Of those, 17.5k were overnight stays in Hillsborough County.

RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=342

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Ft. Myers/Naples Gainesville/Ocala Orlando/Daytona/Melbourne

Overall

54%

59%

55% 55%55%

61%

57% 57%

%Definitely Will/Probably Will Visit Pre-Ad %Definitely Will/Probably Will Visit Post-Ad

Intent to Visit – Pre- and Post-Ad Exposure

Q7: Using the scale provided, please indicate how likely you are to visit each of the following destinations in the next 12 months:Q38: Using the scale provided, please indicate how likely you are to visit the Tampa area in the next 12 months?

The 2015 Arts & Culture Campaign generated a lift in intent to visit for all three target markets—with an overall lift in intent of 2%.

RESPONDENT BASE: ALL RESPONDENTS | N=1,200