At a luncheon on October 7th at the Broward County Convention Center, the CVB provided information about next year’s marketing plan. Instead of the usual speeches, a panel of CVB staff, and representatives from their PR and Advertising agencies answered a series of questions. First, we were welcomed by Carlos Molinet, filling in for Nicki Grossman, President. The panel was moderated by Wil Shriner, who in a funny and comical way provided topical comments, adding to (what many attendees said) was the best format and luncheon program given by the CVB in quite a few years.
The panel included: John Webb, Sr. VP; Alfredo Gonzalez, VP Tourism & International Business; Albert Tucker, VP Multicultural Business Development; Christine Tascione, VP Convention & Group Sales; Virginia Sheridan, President, M Silver Associates; and Lisa Hoffman, Group Account Director, Starmark International.
As always, different items will stand out to different people as what is important to you, your hotel, and/or your company. Here are some selected remarks made by the panel:
Regarding the various markets:
In general, the meetings market will be focused on Associations; The theme: “meetings with a view” will be the key line. In addition to their primary markets they will be developing new (2nd/3rd) markets during their sales missions; a new area will be destination weddings including milestone celebrations.
Historically, the sports market has been good for our area and they are now seeing some “come back”.
The multicultural market is all about developing relationships. The focus will be on reunions, group business, and Caribbean growth.
In the International market, it’s generally easier for visitors to get here (new Scandinavian service coming soon); our product is excellent with luxury hotels that appeal to this market. Canadian business has been improving and additional flights have been added. In addition, local promotions like the “Travel like a VIP”, “Spa Chic”, and Dine Out programs were created to tap into the local/in-state Florida markets. The growth of the cruise market is one of the key events due to the new ships in Port Everglades (and new this fall).They are working with the airlines to expand their midweek service so hotels can be filled pre-cruise.
On the Public Relations side, they are working to support the actions of the marketing people. For the focus for 2011, they have 3 big platforms: Destination Transformation – new hotels; The Amount of Things to Do – very large number; big variety; and Value & Convenience – No hassle; easy to get here; easy to get around. It’s affordable; low fees for expenditures (compared to other locations). Regarding the markets – Meetings: Selling the Convention Center; our service culture; great vendor support; Sunsational service; Convenient Airport; Geographically: New York is still the number one geographic pull and the center for media is there; The message? We were, are, and will be free of oil.
Canada is coming back due to the exchange rate; they will be targeting the younger generation in Canada. This year the Film Commission is now in the CVB offices.
The CVB was a pioneer (and is now a leader) in the social marketing area: On FB, Twitter, Flickr, the Beach webcams, etc.
On the Advertising side, it was noted that technology has changed our industry and is changing so quickly. It is important to be able to bring the destination to people instantly. Scan tags and Four Square are being used more frequently and more effectively. Facebook is allowing for two way conversations. They are working on cooperative advertising using mobile ads on iphone apps. The film commission theme: Blue Boulevards to Concrete Jungles. The GLBT theme: “Mild to Wild”; The consumer campaign theme: “Find Your Sunny”.
Editor’s Note: The next blog post will include some of their “things to do”. Part 3 will be their press release with market plan highlights.
Best, Julie Wernick, HSMAInsider
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