UK & Ireland Marketing

and PR Agency in Tourism

Board of Directors

Meeting

Wednesday 25 September, 2019

#LoveAmelia

@CelletMarketing

About Cellet

Cellet Marketing & Public Relations

With over 30 years of experience our team members represent our clients by utilising strong established relationships with the press, transport, travel trade and other interested parties within the industry.

Situated in the heart of Oxfordshire close to London and 5 major air hubs Cellet is well placed to serve our clients and access all of the major players in the UK and Ireland markets.

• Cellet has a track record in maximising return on investment made into the tourism and travel industry.

• Combining travel trade marketing, consumer advertising and public relations strategies Cellet takes a holistic and passionate approach to representing our clients.

• Our business skills and experience allow clients to have an efficient, reactive and networked team in key European markets.

What we do

MARKETINGCellet offers detailed professional support at all stages of the marketing processwithin the travel and lifestyle industry.Underpinning of all projects is to meet your unique marketing goals and objectives,within a pre agreed budget and time period utilising all the experiences,contacts and networks you would expect from a mature agency.

PUBLIC RELATIONSOur approach to public relations reflects the rest of our service levels, we utilise a varietyof different media platforms to give our clients the very best opportunity for success.Combining our vast experience with working with the national, regional, lifestyleand niche press contacts, throughout the UK & Ireland and Continental Europe.

EVENTSThe mission statement at Cellet is to provide excellence in service, The team are well knownfor being creative event managers, from the initial concept, with a high level of organisation,staging and delivery. your projects are handled by a team of experienced professionals who focuson style, functionality and detail.As with all our services we work to maximise your return on investmentAnd to make sure that the event is the ‘talk of the industry’.

The Amelia Island UK Team

Fiona Pettitt, Director of PRGary Fletcher, Finance & Admin

Yolanda Fletcher, Owner/MD

Clients

• Amelia Island, Florida

• Great Lakes USA

• Pure Michigan (Travel Michigan)

• Bloomington CVB, Minnesota

• Detroit CVB, Michigan

• Missouri Division in Tourism

• Cleveland CVB, Ohio

• Mall of America, Minnesota

• Affordable Car Hire – UK

• Project work: Preferred Partners within region and Trade Offices for Governor visits to the UK & Ireland

Clients

• Las Vegas Convention & Visitors Bureau

• Florida Keys & Key West

• Utah Tourism Office

• Colorado Tourism Office

• North Carolina Division of Tourism

• New England Consortium

• Illinois Division of Tourism + Chicago Office

To name a few over the 30 years . . . .

Brands . . . To name a few

• The current population of the United Kingdom is 66,973,705 as of Tuesday, July 16, 2019, based on the latest United Nations estimates.

• The United Kingdom population is equivalent to 0.87% of the world population

• The U.K. ranks number 21 in the list of countries (and dependencies) by population

• The total land area is 241,930 Km2 (93,410 sq. miles)

• 81.4 % of the population is urban (54,511,753 people in 2019)

• The median age in the United Kingdom is 40.3 years.

• Great British Pound Exchange Rate = $1.24 USD

• Fixed Mortgage Rates – lowest in 10 years obtain a rate of 2.6%. Good news for first time buyers. Available funds to travel.

• Unemployment rate = 3.8% - lowest since 1974

• Baby Boomers – 12 million making up sixth of the UK population they spend on average 27 hours a week online, which is 2 hours fewer than a 16 to 34 age. 92% of baby boomers prefer to shop online for convenience. Mortgage free, pensions mature, fit due to the NHS service in the UK

• Average Brit Vacation - 5 and half weeks off work per year, lots of time to travel

• More relaxed working hours - is becoming more acceptable in the UK, giving us more time to travel

Ireland is an independent country with their own government, currency and laws.

Northern Ireland is governed under the UK law and government

• Exchange rate = Euro 1.09

• Mortgage Rate = average 3.15%

• Ireland is ranked one of the most wealthiest countries in the OEDC and EU per measured by GDP per capita

• Unemployment rate = 5.7% - the lowest in 10 years

• Average Irish Vacation Time = 33 days per year

• Average length of stay 12.4 nights

• Transatlantic seat capacity from Ireland increased by 22% in 2017

• Ireland is the only EU country with US Customs and Immigration pre-clearance Dublin & Shannon

Key Action for Amelia Island

Receptive Operators

• The international tour operators purchase itineraries from the receptive operators – uplifting product and placing it into their programmes: a couple of reasons why?

– Cost Effective

– Time Management

– Local knowledge

– Commission

• Work with your local hotel partners to establish their relationships with the receptive tour operators

• Key Receptive: Bonotel, ATI, Rocky Mountain Tours, Magnolia Tours, HotelBeds, Tourico, Tourmappers

How the UK Tour Operator

Purchases Product

Amelia Island Sold in the UK

Amelia Island Sold in the UK

Jetset – leading wholesaler in the UK

Currently they purchase via Hotel Beds, Expedia, ATI, Bonotel, they have seen a 25% increase of bookings into the USA as a whole for April 2018/19. Offering over 200,000 hotels throughout the world

• Dedicated Amelia island campaign

• Launch: September 2018

• Components: banners, incentive to run January 2019, fam trip for key travel agents, expansion on the product available online for over 1,200 agents purchasing via Jetset

Cellet on the road meeting key travel agents with Jetset

Training the staff in 5 shops in Berkshire, Sussex

New for 2019/2020

Buddy Book for Travel Agents

Distributed to 1,000 travel agents and homeworkers in the UK

Training ‘one to one’ Cellet will be carrying out

Charles Dickens London Event showcasing Amelia Island to the media and travel trade

Travel Trade – lead and destination training generating

February 8, 2019 – North America Travel Service

Destination training in Manchester with North America Travel Service. Three (quality vs quantity) very experienced sellers in their high street store within the City Centre, with high footfall.

They LOVE Amelia Island, and sell a lot of holidays with tours from North/South Carolina and Georgina fly drive tours. Their clients are high end, high value worth and people who appreciate the finer things in life.

The Ritz Carlton is not currently on their website but they sell A LOT of holidays to the property. Cellet to ensure the property is included online.

Visit USA Association UK

• www.visitusa.org

• Maintain coverage & activity

• Brochure enquiries directed to Cellet for consumer/trade enquiries

• Monthly submissions to be sent to VUSA for consumer/trade newsletter distributed to 25,000 contacts

• Cellet will be attending regular events, meetings throughout the year

• Cellet will be providing stats from the UK which are received via VUSA

• Website stats will be provided to AI on a quarterly basis

Direct to consumer activity “Family Traveller”

Distributed in high street newsagents and leading supermarkets within the UK January 2019

Dedicated colour double page spread + e-blasts + social

Picture taken in Marks and Spencer superstore

Partners: Wow Air

Direct to consumer activity “Family Traveller”

IMM London, 25 March 2019

• Yolanda Fletcher, Managing Director will be represented Amelia Island

• Video, brochures and website + presentation used to showcase the destination

• Dedicated artwork has been provided for the exhibition stand

• 21 appointments carried out and followed up with details on Amelia Island

IMM London, 25 March 2019

Direct Results from Attending Amelia Island VIP Event Travelmole Trade Publication

Issued November 2018

Press Coverage

• Visit Florida monthly submission

Florida wellness and spa holidays

Amelia Island

With open stretches of beach, shaded pathways, and the

beautiful Atlantic ocean, Amelia Island is the perfect place

to bike, run, walk, swim, do outdoor yoga, paddle board and

many other forms of exercise, all with a beautiful back drop.

The 2nd annual Amelia Island Wellness Festival returns 9-

11 November 2018 with yoga, dance, meditation and

transformation workshops at the award-winning Ritz-Carlton, Amelia Island.

Northern Ireland Travel MagazineMarch 2019

1.6k monthly impressions

PR Value $7,500.00

• Zoe Wilson, Editor – passionate about travel and Amelia Island – new to her readers – direct result from IMM meeting

• FREE feature copy and images for Enjoy-it! Magazine

• Distribution: South of England

• Circulation: 35,000

• Readership: 105,000

• Publish Date: July 2019

• Theme: Overview on the region issued

• Call to Action: My America Holiday

• Collective social media: # 30,000 impressions

• Instagram #11.6K

Going Forward 2019/2020

• Creation of Press Releases

• Destination Training

• Targeted Travel Trade Promotions

• Targeted Consumer Awareness Promotions

• Press Trips

• Provide Press Clippings

• Network to raise the profile of Amelia Island

• Tour Operator Product Development to increase offerings

• Work closely with airline partners to increase airlift into Jacksonville,Florida

• Increase room nights in the county

• Team attends World Travel Market, IPW trade shows to generate leads

Thank you and look forward to our continued relationship