BUILDING BRAND CONNECTIONS

Transcription

1 BUILDING BRAND CONNECTIONS

2 AT HOME LIFE IS STRESSFUL

3 ON VACATION LIFE IS EASY GOING

4 A UNIQUE MESSAGING OPPORTUNITY Environment Uncluttered Relevant, connected & positive Ad blocker proof Stress free & secure Audience Engaged Receptive Relaxed Open-minded Seeking new experiences

5 A UNIQUE MESSAGING OPPORTUNITY The Destination Network is a visitor information network serving resort and destination city markets. The Destination Network is unique. No other network reaches the audience we do as effectively as we do.

6 DISTRIBUTION Comcast Big South Region VOD 2.3 Million Homes Broadcast Markets 1.3 Million Homes 74.6 Million Overnight Visitors Primary broadcast markets include: Atlanta, New Orleans, Panama City, Mobile, Pensacola, Myrtle Beach, the Florida Keys and Key West Comcast Big South Region (VOD) includes: Atlanta, Savannah, Charleston, Nashville, Memphis, Chattanooga, Knoxville, Birmingham, Mobile, Jackson, Shreveport and many, many more

7 NIELSEN RATINGS Destination Network is rated as part of Outside Television affiliate network. Destination markets that have participated in ratings studies include Atlanta, New Orleans, Panama City, Destin/Mobile/Pensacola, Key West and Myrtle Beach/ Pawleys Island. Jan 2015 Jan 2016 A18-49: 66% A25-49: 59%

8 WHY THEY WATCH 70% Dining 69% Check out Local Market 53% Learn the Local Lifestyle 51% Sports & Activities 51% Outdoor Conditions 47% Shopping 28% Nightlife 22% Things To Do with Kids 14% Find Local Real Estate *Source: Intercept Interviews in RSN/Outside/Beach TV Markets

9 HOW THEY WATCH Lodging Magazine reports, multiple mobile devices have not diminished the importance of television. TV is the hub of the in-room entertainment experience. The TV is the design and media center of the room. It s the first thing guests see and has the greatest impact on the overall impression of an establishment. *Source: Lodging Magazine May 2014

10 HOW THEY WATCH Mobile Destination Network apps are free to users of all mobile devices. Stations stream live and provide on-demand access to massive video libraries. All include special events, entertainment, live cams, shopping, restaurants and attractions. Users may review and share favorites on social media.

11 IPTV, OTT & APPS Total: 371,440 * Consistently rated 4+ of 5 Destination Network stations stream in HD on YouTube, Apple TV, Google Chromecast, Roku, Amazon Fire TV, Windows, Amazon, Apple and Android devices, Kindle and Surface. *July 1, 2016

12 OUR STRENGTH Reaching a special audience, in a special place, in a very special frame of mind.

13 RESEARCH & REFERENCES A FAMILIAR, TRUSTED ADVISOR AND ESSENTIAL RESOURCE TO MILLIONS OF TRAVELERS A VALUED PARTNER AND SERVICE PROVIDER TO THE HOSPITALITY INDUSTRY YEARS

14 RESEARCH & REFERENCE 52% watch Visitor Information TV * when available. An average hotel guest, watches 4 hours of TV per day; usually no more than 30 minutes.^ Average total time viewing Visitor Information TV is minutes per day; total average time viewing all other networks is 90.2 minutes per day. * Travelers are more likely to use technology devices and 80% operate laptops, smartphones or tablets while they watch TV.^^ ^ Hotel Business News May 7, 2013 ^^Atmosphere Research Group LodgeNet, Hotel Business Magazine Nov 2012 * * Age, Gender, and Audience Viewership = Telephone Coincidentals, Nielsen Media Research March, April, May 2016

15 RESEARCH & REFERENCE Luxury or affordable, resort or hotel, the #1 guestroom technology request is WIFI and #2 (79%) is HD TV. ^ 2016 Nielsen Media Research: Men = 57% * Women = 43% * Average age = 44.7 * Viewership by Daypart * Morning = 74% Afternoon = 21% ^ Hotel Business News May 7, 2013 Evening = 43% Late Night = 18% * Age, Gender, and Audience Viewership = Telephone Coincidentals, Nielsen Media Research March, April, May 2016 *

16 RESEARCH & REFERENCE We have been the top Nielsen rated network for visitors for 14 of the past 16 years. (NBC was #1 in 2009 and 6 months of 2010) The traveling audience is 3.6 times* more likely to watch Destination stations than other networks while traveling; they are more likely to try new products, and they experience over 30% greater ad recall. * *Source: Nielsen Media Research, Telephone Coincidentals dating back to 2009 *

17 RESEARCH & REFERENCE TV is dramatically bigger than all other media combined in terms of audience time. Comparing TV brands (on all platforms) with the 20 most popular digital destinations, TV brands command 76.6% of total hours of media consumed. Source: TV - Nielsen Npower, Live+7 Days, October 1-31, 2015 (P2+) Websites - comscore, mediametrix multiplatform, October 2015 (P2+). TV Brands: 590,823 hours on TV + 33,908 hours on TV-branded websites = 624,731 total hours *

18 RESEARCH & REFERENCE According to a 2015 Nielsen survey of more than 30,000 online consumers across 60 countries, TV viewing remains the most popular spare-time activity across all generations.

19 TRIPSMARTER.COM TripSmarter.com, the official website of the Destination Network, streams all Destination Network stations live in HD and delivers on demand HD content by category. Tripsmarter.com welcomes, informs and entertains over 874,256 annual unique visitors and delivers over 2.9 million page views per year. Generation Z: Millennials: Generation X: Boomers: Silent Generation: 65+

20 INTERNET ADVERTISING Live Cam Sponsorships Video Pre-Rolls and Overlays Display Banners Billboard, Pushdown, Half Page, Mobile, Leaderboard, Custom Smart Picks Top 5 positioning, cross-promoted sitewide, with all enhancements

21 MOBILE PENSACOLA DMA Mobile Baldwin Escambia Santa Rosa Okaloosa **Nielsen Universe Estimates May 2016 ~ Roku, Amazon Fire, Apple TV Android, ios July 1, 2016 *Florida and Alabama.HomeTownLocator.com July 2015 Okaloosa 189,816 Santa Rosa 162,042 Escambia 305,869 *** Okaloosa EDC Rooms x.45 occupancy x 365 x Avg 2 per room ^^Alabama Office of Tourism Smith Travel Research April 2015 Rooms x 63.6% Occupancy x 365 x Average 3 per Baldwin County Office of Tourism ^ Visit Pensacola Florida Department of Professional Regulation Overnight Visitors Escambia 7,456,013^ Okaloosa 4,133,515 *** Santa Rosa 321,000^ Alabama 12,000,709^^ Transient Rooms Escambia 9,586 + Okaloosa 14,615 *** Santa Rosa 1,307 + OB/Gulf Shores Total: Florida 37,774 Alabama 23,000 Residential Population Florida 657,727 * Baldwin County 200,388 * Mobile County 417,771 * TV Households 528,440 ** OTT & Apps 65,906 ~ Cable 258,860 ** Satellite 208,280 ** Broadcast Only 61,630 (11.7%) **

22 Holmes Jackson PANAMA CITY DMA Walton Bay Washington Calhoun Gulf Liberty Franklin Bay Gulf Franklin Washington Overnight Visitors 10,512,000 *** Accommodations 17,000+ South Walton Overnight Visitors 4,818,000 *** SOWAL Accommodations (90% Luxury) 11,000+ Residential Population 283,761 * Total TV Households 139,090 ** Cable 69,630 ** Satellite 51,860 ** Broadcast Only 17,840 (12.8%) ** OTT & Apps 78,735 ~ **Nielsen Universe Estimates May 2016 ~ Roku, Apple TV, Amazon Fire, Android, ios July 1, 2016 *florida.hometownlocator.com July 2016: Bay 171,089, Walton 59,820 Washington 24,974 Gulf 16,101 Franklin 11,777 *** Bay County 16,000 units x 60% occupancy x 365 x 3 avg per room; Walton County 11,000 rooms (90% luxury) x 60% occupancy x 365 x 2 avg per room

23 Marion Florence Myrtle Beach DMA Williamsburg Georgetown Horry Overnight Visitors 17,940,000^ Transient Rooms Horry: 98,600 Georgetown: 3,000 Residential Horry: 296,443 * Georgetown: 66,130^ Total TV Households 286,640 ** Cable 167,780 ** Satellite 91,450 ** Broadcast Only 28,780 (10%) ** OTT & Apps 63,171 ~ *SC.Hometownlocator.com **Nielsen Universe Estimates May 2016 ^Myrtle Beach Area Chamber, July 2016 ~ Roku, Apple TV, Amazon Fire, Android, ios July 1, 2016

24 Paulding Douglas Cobb Fulton Atlanta Clayton Dekalb *Source: ACVB June 2016 **Nielsen Universe Estimates May 2016 ***Comcast 2013 ~ Roku, Apple TV, Amazon Fire, Android, ios July 1, 2016 ^Southern Fibernet & Direct Installs July 2016 Henry Gwinnett ATLANTA DMA Overnight Visitors 27,000,000 * Overnight Metro Area Hotel Visitors 15,000,000 * Hotel Rooms Downtown: 11,749 Midtown: 2,796 Buckhead: 4,907 Airport: 6,498 Cobb: 2,874 Gwinnett: 1,407 Perimeter: 2,027 Total: 32,258 Broadcast Only (10%) 238,950 ** Residential Other 500^ Comcast VOD 767,240 *** OTT & Apps 49,756 ~

25 New Orleans *NOCVB July, 2016 Census **Nielsen Universe Estimates May 2016 ~ Roku, Apple TV, Amazon Fire, Android, ios July 1, 2016 ^NOCVB May 2016 NEW ORLEANS DMA Total Visitors Overnight Visitors 9,780,000^ 8,019,000 * Hotel Rooms Downtown: 14,635 French Quarter: 6,557 Suburbs: 2,579 Airport & Uptown: 1,828 Total: 26,089 Convention Center Estimated 2015 Audience: 700,000 Total TV Households 633,140 ** Broadcast Only 68,850 (10.9%) ** OTT & Apps 37,219 ~

26 KEY WEST AND THE FLORIDA KEYS Monroe * hometownlocator.com July 2016 **Comcast ^Source: City of Key West (6/2011) and Florida State Licensing File (5/1/11) ***Sources: 2015 Annual Data provided by Key West Chamber of Commerce. June 2016 ~ Roku, Apple TV, Amazon Fire, Android, ios July 1, 2016 Overnight Visitors 3,131,500 *** Transient Rooms Key West 5,018 Lower, Middle & Upper Keys 3,500 Residential Population Monroe County 74,558 * Population Key West 25,704 *** Households 55,390 * Average Household Income $81,047 * Cable 34,000 ** OTT & Apps 76,653 ~

27 Pensacola, Pensacola Beach & Perdido Key Bed Tax 4% = $9,000,000 Average occupancy 64% Length of stay 8.5 Average spend per Overnight Party $2,035 Average spend per Day Tripper Party $505 Top Feeder Markets: Mobile, AL, Atlanta, GA New Orleans, LA, Birmingham, AL, Nashville, TN Average Party size 2.7 Average Household Income $80K Average Age 46 Leisure 93% Repeat 60% Average Advance Planning 50 days

28 Orange Beach & Gulf Shores Bed Tax 2% = $9,370,000 Average occupancy 64% Length of stay 6 Average spend per Overnight Party $6,500 Average spend per person/per day $127 Top Feeder Markets: LA, AL, MS, TN, GA Average Party size 7 Average Household Income $109K Marital Status: 75% married Average Age 41 Leisure 95% Repeat 80% Drive 97% 52% booked 3-6 months+ in advance

29 Atlanta Today Sneak Prevue SAMPLE PROGRAM LINE-UP Daily 6-10a A daytime guide to daytime fun and exploration: sports and recreation, attractions, special events, parks and neighborhoods, with shopping reviews, local history and culture. Daily 10a-12p A preview of the city s best restaurants and nightlife, with recommendations for lunch spots and the best Bloody Marys. Destination Network Daily 12-2p & Weekends 9-10am Travel, Architecture, Interior Design and real estate. Peachtree Roads Daily 2-4p It s check-in time for most hotels & condos. As guests unpack, they turn us on for a review of the best shopping, golf, galleries, museums, local characters and local color. Prime Dining Daily 4-7p Celebrity chefs, restaurant reviews and spectacular preparations of local dishes have made Prime Dining one of our most popular and successful dayparts. Perfect timing just before dinner. Nightlife Nightly 7-8p & 12-1a Colorful reviews of the best nightlife and entertainment options in the city. Concerts, events, local musicians & the city s best bartenders. Prime Time Atlanta Nightly 8p-12a Restaurant reviews, celebrity chefs, cocktails, nightclubs and Atlanta s vibrant theater, music, arts and culture scene Late Night Late Night 1-6a The best club and late night entertainment, with a focus on local musicians and artists, targeting the hospitality and entertainment industry. Local News 10 Minute Updates at the top of every hour Good news only! Current exhibits & events, sports, dining tips, interviews with local leaders and local happenings. City Kids Monday-Wednesday 12:30-1p & 1:30-2p Educational programming for kids 13-16

30 HOW DO THEY FIND US? Lodging technology is moving forward rapidly. Guests are provided with an impressive array of user friendly on-screen channel guides and Welcome Apps. In addition, we advertise in Visitor Magazines, sponsor special events and promote our station direct to guests through our network of lodging partners via other in-room guest information products.

31 A FEW OF OUR ADVERTISERS "There's no such thing as a national customer," a client once said to me. "Just lots of local ones." And it takes insight into local tastes, local demographics, local issues and local competitors to be relevant and win the consumer. Organize national, act local is starting to get some traction. Antony Young, Advertising Age

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33 THE RATINGS PROGRAM Overview: Studies conducted with Nielsen Media Research (NMR) 12 times per year. Outside/Destination conducted its first ratings study with Nielsen April,1997. Method: Telephone coincidental Sample: Mix of visitors staying in resort lodging properties, condos, rental homes, and second homes as well as locals; Call list is typically 80% market visitors and 20% market residents. Frequency: Outside/Destination Network collects ratings data each month and produces quarterly reports. Sample size: NMR calls about 2,700 people in a typical quarter (more than 10,000 people annually). Market measurement: At least 50% of sub base every quarter. The entire plan is approved by Nielsen at the start of each study period. Reports: NMR collects and reports ratings, share, VPVH, and age demo % data; Outside Television provides this data to Management Science Associates (MSA) to produce buy analysis reports/posts for national advertisers.

34 CONTACT INFORMATION Toni Davis CEO, Destination Network Office: x118 Mobile: Key West New Orleans Atlanta Panama City Beach Gulf Shores Orange Beach Pensacola Steve Nichols Director of New Media, Destination Network Office: x134 Mobile: Panama City Beach Bruce Brown Director, Hotel Relations, Destination Network Office: x129 Mobile: Atlanta Marvin Colley Managing Partner, Beach TV of South Carolina General Manager, Panama City Office: x199 Mobile: Panama City Beach 30A Apalachicola Myrtle Beach Pawleys Island Satya Osawa General Manager, Beach TV NW FL/AL Office: x175 Mobile: Atlanta Destin Pensacola Mobile Gulf Shores Orange Beach Shawn Walsh General Manager, New Orleans Office: x108 Mobile: New Orleans Gulf Shores Orange Beach Ashley Capps Marketing Director/Producer, Destination Network Office: x153 Mobile: Panama City Beach Steven Sosa Director of Traffic, Destination Network Office: x114 Mobile: Panama City Beach Richard Bilodeau Director of Research, Destination Network Mobile: Portland, ME Jessica Cranney Regional Director of Sales, Key West & the Florida Keys Office: x174 Key West and the Florida Keys