INTERNET MARKETING January 2009

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1 INTERNET MARKETING January 29 Prepared by: Deborah Holland Internet Marketing Manager ONLINE MARKETING CAMPAIGNS NEWSLETTERS The January consumer electronic newsletter included: o Featured Item: New Residence Inn Clearwater featured o Featured Community: Dunedin: Mardi Gras celebration o Art Feature: Museum of Fine Arts: Albrecht Durer o Event Feature: Knology Sea Blues Festival in Clearwater o Featured Sport: Super Bowl o Call to action: Order new Visitor Guide order and Winter Specials January newsletter results: Delivered to unique addresses: 56,634 Opened: 9,342 (16% - industry average 1%-25%) Top 3 items clicked on newsletter: Winter specials; Visitor Guide order, Residence Inn Clearwater; WEBSITE DEVELOPMENT VisitStPeteClearwater.com (FloridasBeach.com) o Winter accommodation specials added (15) o Sea Blues Festival landing page developed o Dunedin Mardi Gras landing page developed o Albrecht Durer Exhibition landing page developed o Residence Inn Clearwater landing page developed VisitStPeteClearwater.com/SuperBowl o New accommodation specials added (33); Bowl festivities updated; o Video added; o 511 Traffic Info added; o Official NFL guide added; FloridasBeachFilm.com o Announcements added on home page FloridasBeachSports.com o News page and home page updated; Search Engine Marketing (SEM) New SEM Google/Yahoo paid search adwords campaign developed for Super Bowl site. See Super Bowl Microsite graph for more details.

2 WEBSITE STATISTICS *Please note, as of February 27 web statistics are reported from tag based system, HBX/Omniture. Using a tag based system is more representative of actual human traffic on the website vs. the tracking of human and bot/spider traffic, as with the previous system. Website Sessions Website sessions rebounded in January to 117,584 visits, up 6% compared to December of last year. January is historically a high month for website visitations, and this years visits were slightly lower than January of 28, down 6% (no data recorded for January 27). 2, VisitStPeteClearwater.com Sessions 15, 1, 5, Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec International Traffic to VisitStPeteClearwater.com Traffic from the top generating countries all increased in January, as compared to December. Although not the top in number of visits to the website, traffic from the U.K. increased most between December and January, up 145% to 3,23 visits. In number of website visitations, Canada continues to produce the most number of website visits, up 9% to 1,47 between December and January. German and Swedish traffic also saw increases during that time period, up 79% and 56% respectively. 14, International Traffic to VisitStPeteClearwater.com 12, 1, 8, 6, 4, 2, Jan 8* Feb 8 Mar 8 Apr 8 May 8 Jun 8 Jul 8 Aug 8 Sep 8 Oct 8 Nov 8 Dec 8 Jan 9 Canada Great Britain Germany Sweden

3 Foreign Language Micro-Sites Traffic to all three foreign language micro-sites was up in January compared to December, although not quite as high as that seen in January Foreign Language Website Traffic Jan 8 Feb 8 Mar 8 Apr 8 May 8 Jun 8 Jul 8 Aug 8 Sep 8 Oct 8 Nov 8 Dec 8 Jan 9 French Spanish German Domestic DMA Traffic Website for all northern feeder DMAs was up between December and January, with the Washington area bringing the most amount of traffic with 5,926 visits in January. January 29 websites visits from the Washington area were also up over 5% as compared to the same time period in 28. Philadelphia had the most growth in traffic between December and January, up by 113%, followed by Boston, up 18% between December and January. Top DMA Traffic to VisitStPeteClearwater.com Northern DMAs 1, 9, 8, 7, 6, 5, 4, 3, 2, 1, Jan 8 Feb 8 Mar 8 Apr 8 May 8 Jun 8 Jul 8 Aug 8 Sep 8 Oct 8 Nov 8 Dec 8 Jan 9 New York Area Chicago Philadelphia Washington Area Boston Area

4 Top DMAs closer to home did not have quite the spike in traffic seen in northern DMAs between December and January. The Orlando area was up by 31% and Atlanta up by 25% for the time period. The Tampa/Sarasota area was down 4% between December and January, but continues to be the highest in web visitor traffic. 25, 2, 15, 1, Top DMA Traffic to VisitStPeteClearwater.com Southern DMAs 5, Jan 8 Feb 8 Mar 8 Apr 8 May 8 Jun 8 Jul 8 Aug 8 Sep 8 Oct 8 Nov 8 Dec 8 Jan 9 Tampa/St. Pete/Sarasota Orlando, Daytona Beach, Melbourne Atlanta Top Requested Pages All accommodation related pages saw an increase in traffic in January, increasing between 89% and 19% compared to the previous month. When comparing all accommodations related page requests between January 28 and January 29, the numbers are down approximately 15% between January of 28 and January 29. Visit St. PeteClearwater.com Most Requested Pages Accommodations 35, 3, 25, 2, 15, 1, 5, Accommodation Search Results Places to Stay Getaway Specials Hot Deals Hotel Listings Condo Vacation Home Listing

5 All top activity related page requests increased between December and January of this year, with request for Visitor Guides nearly doubling, up 95% in January. Attractions and beaches pages followed closely, up by 88% and 84% respectively between December and January. Compared to January 28, all top activity pages were down 12% this January. 35, 3, 25, 2, 15, 1, VisitStPeteClearwater.com Most Requested Pages Activities 5, Visitor Guide/Enewsletter Communities Map Things to Do Things to Do Attractions Beaches Community Finder Download Conversions Conversions were up in January as compared to December, with the artist slide show seeing the most increase in downloads, up 137% to 317 downloads. The Google beach tour continues to be the most popular conversion and it was up 76% in January, however, still down compared to January of Download Conversions Jan 8 Feb 8 Mar 8 Apr 8 May 8 Jun 8 Jul 8 Aug 8 Sep 8 Oct 8 Nov 8 Dec 8 Jan 9 Beach Tour Download Cultural Tour Download Golf Tour Download Slideshow download Widget download

6 Visitor Guide Conversions Request for Visitor Guides reached a new record in January, up 133% compared to December and up 8% since the last previous high in January of 28. VisitStPeteClearwater.com Vistor Guide Requests 4, 3,5 3, 2,5 2, 1,5 1, Jan-8 Feb-8 Mar-8 Apr-8 May-8 Jun-8 Jul-8 Aug-8 Sep-8 Oct-8 Nov-8 Dec-8 Jan-9 Super Bowl Microsite Summary A total of 7,32 visits to the Super Bowl microsite were recorded between its launch in December and the first week of February 29. Traffic began picking up the second week of January, with 744 visits and jumped with the launch of the Search Engine ad-word campaign on January 17 th. A total of 2,236 visits were recorded the week of January 19 th and 3,311 visits on the week of January 26 th. These aforementioned three weeks account for 86% of the traffic to the microsite Traffic to VisitStPeteClearwater.com/SuperBowl Dec. 8 Jan. 9 Feb. 9 The top requested pages for the Super Bowl microsite were Super Bowl in Tampa Bay, featuring area videos, stories and search widget to accommodations, and Super Bowl Events and Festivities page, featuring event activities which were also highlighted on a corresponding map directly beside the activities descriptions. (Please see below for page view.)

7 Super Bowl In Tampa Bay Page Super Bowl Events and Festivities Page

8 Super Bowl SEM Summary Date Range: Jan 17 - Jan 26 Impressions: 27,312 Visitors to Campaign Landing Page: 2,673 Click Through Rate %: 1.29% Top Performing Ads: -Going to the Super Bowl? -Stay on St.Pete/Clearwater Beach -Book Now for Super Deals! Top Performing Keywords (From a click-thru perspective): super bowl superbowl super bowl 29 superbowl 29 super bowl packages raymond james stadium superbowl packages super bowl sunday superbowl sunday superbowl hotels hotels near raymond james stadium As expected, hotel-related keywords were competitive/expensive. Firms like ICHotelsGroup.com, Hotels.com, thebiggamerooms.com, Expedia.com and many others compete for top position and drive up Cost Per Click bids. On the upside, we saw very high Click Through Rates (CTR) on these terms (anywhere from 5% - 33% CTR). Top performing keywords, although very general in nature, saw over 2% CTR on text ads, meaning targeted visitors who are seeking lodging and info about staying in St Pete/Clearwater for the game are clicking through, not just random clicks from people who are only seeking info about the Super Bowl. Most key words maintained a top 3 position.