SANTA ROSA COUNTY TOURISMCOVID-19 PLAN OF ACTION

MARCH 2020

OVERVIEW

● The following outlines the new strategies & tactics the Santa Rosa County

Tourism team in collaboration with its agency of record, Paradise Advertising

and Marketing, are doing to combat the potential effects of the COVID-19 virus.

This plan includes:

○ Messaging focus

○ Paid Media (Current Campaign)

○ Public Relations

○ Social Media

○ Website Updates

○ Proposed COVID-19 Emergency Funding Campaign

MESSAGINGShift messaging to emphasize the beautiful, uncrowded, unspoiled beaches that are still the perfect place for spring and summer vacation.

PAID MEDIA

Target Markets - Continue to target the drive market.

● Atlanta● Nashville● Dallas/Ft. Worth● New Orleans● Birmingham● Houston

● Memphis● Knoxville● Charlotte● Orlando

SPRING / SUMMER CAMPAIGN

NEW PAID MEDIA STRATEGY• Shift strategy to focus on travel intenders that are continuing to

actively search for travel. The DMO does not have the ability to change someone's decision on whether to travel or not, however the DMO does have the ability to influence where they travel to.

• Shift higher funnel, awareness takeover campaign (Nashville) to late Summer/Fall

• Continue to target families and millennials

PAID MEDIADigital Media Partners: ASAP - 6/28

TripAdvisor - Display, video and native partner reaching people while planning travel, and conquesting them while considering competitive destinations.

Sojern - display, video and native partner that can reach travel intenders while they are in-market for their next vacation

Conversant - Display and video campaign that provides insights on spends in market

Additional Partner TBD, such as Expedia

PAID MEDIAPrint Media Partners:

Undiscovered Florida (April) - Half page in magazine supplement, polybagged with Smithsonian & Recommend magazine and distributed at VISIT FLORIDA Welcome Centers

Flamingo Magazine (Spring) - Full page in statewide lifestyle magazine

PAID MEDIA

Nashville TakeoverDates: Shift to late Summer/Fall• Cinema• Digital Billboard• Wallscapes• WJXA Mix 92.9• WSMV NBC

Atlanta TakeoverDates: Shift to late Summer/Fall• Cinema• Chalk Art Activation• Digital Transit Shelters• WKHX and Q99.7 Radio• AJC Destination Spotlight• WXIA NBC 11Alive

PAID MEDIA

PAID MEDIATimeframe: 3/13 - 6/28Estimated Spend (during time frame): $276,983*Estimated Impressions: 13,642,210*

*Includes Evergreen Campaign and Social Media Campaign efforts

PUBLIC RELATIONS• Paradise to continue positive messaging (pitches and releases) to members of the press and

bloggers/influencers.

• Paradise to augment pitching in drive markets outlined by the Media team – a secluded beach vacation that is only a short drive away, et al. (Atlanta, Nashville, Dallas/Ft. Worth, New Orleans, Birmingham, Houston, Memphis, Knoxville, Charlotte, Orlando)

• Crafted response statement approved by Julie White, Tourist Development Director, Santa Rosa County Tourist Development Office followed by Santa Rosa County Public Information Office, Brandi Whitehurst. STATEMENT APPROVED 03.10.2020 - following slide

• All media inquiries to be sent to Julie White and Brandi Whitehurst.

• Paradise will continue to monitor CDC, FDoH, VisitFlorida and Governor's office sites for updates and provide information to the client team as they become available.

• PR and Social team to utilize statement and other information provided by PIO Brandi Whitehurst.

• Paradise to compile talking points (based on approved statement).

• Pause all media press trips (individual or FAM) – potential media visits March - April.

PUBLIC RELATIONSSANTA ROSA COUNTY TOURISM DEVELOPMENT OFFICE

COVID-19 VERBAL STATEMENT - CLIENT APPROVED 03.10.2020 – to use ONLY in person (online/web version below)

Santa Rosa County officials continue to monitor the quickly changing developments of the Coronavirus Disease 2019 (COVID-19).

As you may be aware, on March 1, 2020, Governor Ron DeSantis issued Executive Order 20-51 directing a Public Health Emergency and statewide response protocol for COVID-19. He has designated the Florida Department of Health as the lead during this event.

County officials, including the tourist development office, recommend all concerned stay current with the most recent information provided by the Centers for Disease Control and Prevention (CDC) and the Florida Department of Health.

Please know that Santa Rosa County continues to welcome visitors. All current expert advice indicates that travel in the U.S. can continue as normal and the CDC is encouraging the same personal best practices that are standard for a typical flu season – frequent washing of hands, use of sanitizing wipes and consulting with a doctor before traveling when sick, and staying up to date on vaccinations, etc. We will continue to follow the guidance offered by the CDC, as well as state and local public health authorities.

The Santa Rosa County Tourist Development Office is actively monitoring COVID-19 reports from the CDC as well as the Florida Department of Health, and will pass pertinent information as it becomes available via our tourism site at www.GetRelaxing.com as well as via Santa Rosa County social media channels such as Twitter.

The Florida Department of Health has also opened a COVID-19 call center, available 24 hours a day, seven days a week, at 1 (866) 779-6121. Questions can also be emailed to COVID-19@flhealth.gov.

ORGANIC SOCIAL MEDIA• Utilize approved PIO statement and other provided information to craft social media

responses as direct messages to inquiries through posts.

• Determine at a later date when inquiries through social media posts should be made public.

• Utilize PIO statement and other information to create post, when appropriate.

• SRC Tourism Development Office to handle normal engagement and responding to inquiries on Social Media but Paradise will manage crisis communications and responses regarding COVID-19.

WEBSITE - HOMEPAGE

WEBSITE - LANDING PAGE

PROPOSED EMERGENCYFUNDING CAMPAIGN

BASED ON COVID-19 PANDEMIC

OVERVIEW The COVID-19 global pandemic is set to impact tourism to Florida during peak seasons: Spring and Summer.

It is recommended to amplify marketing efforts during this time to help mitigate any negative impact this pandemic could have on Santa Rosa County tourism and the local economy.

The following strategic plan outlines how additional funds would be utilized to market Navarre Beach during this crisis.

MARKET STRATEGYPeople will still travel during this crisis, however they will change the way they travel. They will be less likely to get on a plane due to fear and travel restrictions, but will choose instead to drive to their destination.

This Market Strategy is based on targeting additional drive markets within a 2-5-hour drive radius of Navarre Beach.

Markets (with approx. drive time) would be:

• Montgomery, AL (2 hours 52 min)• Tallahassee, FL (3 hrs)• Columbus, GA (4 hours)• Valdosta, GA (4 hrs)• Jackson, MS (4 hrs, 41 min)• Baton Rouge, LA (4.5 hrs)• Macon, GA (5.5 hrs)

TIMING STRATEGYCampaign would launch right after Easter (4/12) and run for 12-weeks, up to 4th of July.

Flight Dates: April 13th to July 3rd

This timing would ensure coverage for the late Spring/early Summer period of uncertainty.

Some markets are new to the TDO’s advertising efforts and therefore could be hearing and seeing Navarre Beach messaging for the first time. It is expected there will be a “get to know us” period. Short booking windows of 15-30 days are predicted.

Therefore, marketing during these dates should impact visitation May to July.

MEDIA STRATEGYThe target audience for this campaign will continue to focus on families, but will also reach the millennial couples who are able to be more nimble in their travel planning.

Media Strategies:• Reaching the audience while they are considering and planning their next vacation;• Reaching those who have already made plans that they might consider shifting based

on the latest news, like a cruise or a plane trip.

Media Tactics:Digital:• Competitive targeting people who are considering cruises or Caribbean destinations• Targeting people who are searching in real time for vacations close to home