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									VISIT FLORIDA’s Official 2011/2012 Programs

              visitors to ...

                                          or call 800.683.0010   3
                                                                                                   time & money
                                                                                                  with you         When you partner with the
                                                                                                                   official VISIT FLORIDA programs,
                                                                                                                   you get web, email, print and mobile
                                                                                                                   solutions that target your audience
                                                                                                                   and deliver visitors to you.

                                                                                                      VISIT FLORIDA will spend
                                                                                                      approximately $70 million toward
                                                                                                      Florida tourism. Take advantage of
                                                                                                      this and access a quality audience with
       Table of Contents                                                                              programs that connect with consumers
         4 Website             6 Email             8 Print Magazines       10 Mobile Site
                                                                                                      planning to travel to Florida.
         12 Top Domestic Markets                       14 Top International Markets

2   To advertise, contact                                                                                           or call 800.683.0010   3
                       | Official Website

                                                            Relevant content increases                            Promote your business to                                 Online Visitor Profile*

                                                            consumer response                                     visitors who’ve identified                               Gender
                                                            It’s a fact. Florida travelers are online and         Florida as a top destination
                                                            focused on their vacation planning. With traffic
                                                                                                                  Top Designated               Top markets to
                                                                                                                                                                           Female                                   59%
                                                            increasing annually, offers                                                                   Male                                     41%
                                                                                                                  Market Areas                 Florida2
                                                            you unique advertising options to reach your                                                                   Age
                                                            target market at any time, in any place. Place        (DMAs) of visitors           New York City               3-12                                      2%
                                                            your ads where visitors will see them, alongside      to the site1                 Atlanta                     13-17                                     8%
                                                            trusted information and timely resources              New York City                Chicago                     18-34                                    23%

    to connect your business to                             on                                  Atlanta
                                                                                                                                                                           35-49                                    34%
    4.9 million unique visitors                             Advertising Opportunities Include:
                                                            1. Display Advertising*
                                                                                                                  Washington D.C.
                                                                                                                                                                           50+                                      32%

    on                                     2. Featured Placement* New                            Boston
                                                                                                                                               Los Angeles
                                                            3. Deals Network* New
                                                                                                                  Los Angeles                  Memphis
                                                                                                                  Nashville                                Lowest          $60-100k                                 29%
                                                            A Simplified buy with10-20% price reduction
                                                              across the board.
                                                                                                                  Detroit                                  prices          $100k+                                   27%
                                                                                                                                                         eve    r offe
                                                                                                                                                          to access red
                                                                                                                  Source: Quantcast 5/8/2011
                                                            A New deals network allows you to share your          Source: Quantcast 6/20112                                Education
                                                                                                                                                        quality a this
                                                              offers when and where you need exposure.                                                           udience   College                                  44%
                                                            A Geo-targeting tools direct your message                                                                      No College                               40%
                                                              to chosen regions to draw your specific audience.                                                            Graduate School                          16%
                                                                                                                                                                                      *Source: Quantcast 5/8/2011
                                                            A Destination and interest pages provide
                                                              targeted sites for display ads.
                                                            *See rate cards for details.

                                                       Page v
                                                        inc ea
                                                         since 2rce:
                                                             *So          y 2011
                                                                 ure Ma

4   To advertise, contact                                                                                                                                                                      or call 800.683.0010   5
                        | Email Program

                                                                                                                                                  Target out-of-state visitors & Florida residents
                                                                                                                                                                             VISIT FLORIDA eNewsletter
                                                                                                                                                                                                                                 Choose from a variety
                                                                                               e                                     Consumers
                                                                                                                                                                                                                                 of ad elements
                                                                                                                                                                                                                                 Articles and Videos
                                                                                   permis ipients                                      Opted-In                                                                                  Featured Ads
                                                                                   email re ill buy
    exposure and gain valuable                                                      s ay they w il offer.
                                                                                    from an
                                                                                                                                                                                                                                 Featured Deals
                                                                                                                                                                                                                                 Enhanced Deals

    leads with targeted interest-
                                                                                                    l     Emai
                                                                                       *Source: g Study, Feb. 20
                                                                                                                                          Reach                                                                                  Basic Deals
                                                                                                                                    out-of-state                                                                                 Featured Events

    based eNewsletters                                                                                                               consumers                                                                                   Basic Events
                                                                                                                                                                                                                                 Choose an interest
                                                                                                                               Promote an offer                                                                                  Golf
                                                                                                                                in a value email                                                                                 Florida Resident
                                                                                                                                                                                                                                 Culture & Heritage
                                                                                                                                 VISIT FLORIDA Vacation Values eNewsletter
                                                                                                                                                                                                                                 Luxury, Shopping & Spas
                                                             Spotlight your destination or business in targeted
                                                                                                                                                                                                                                 Romance & Weddings
                                                             emails and eNewsletters, and reach qualified travelers who                                                                                                            (Includes Honeymoons)
                                                             seek timely, relevant information and incentives.                                                                                                                   Outdoors & Nature
                                                                                                                                                                                                                                   (Includes Boating & Fishing)
                                                             A Reach consumers who have opted-in to receive emails and                                                                         Custom eNewsletter and Triggered email
                                                               travel planning information from VISIT FLORIDA.
                                                             A Delivered to consumers based on preferences they’ve
                                                                                                                                                                                                                                         custom emails
                                                               selected, meaning each consumer receives highly targeted
                                                                                                                                                                                                                                         allow you to market
                                                               information that matches their personal interests.
                                                                                                                                                                                                                                         your business or
                                                             A Sponsored eNewsletter articles receive additional exposure

                                                       New   Send a custom, triggered message to consumers who have just
                                                             shown an active interest in your destination.

                                                             A Triggered emails improve user experience with dynamic
                                                                                                                                                                                                                                          of consumers prefer
                                                               content based on user interest, inspiring 2x the open rate of                                                                                                              personalized email
                                                               scheduled mailings.                                                                                                                                                        contact.*
                                                                                                                                                                                                                                          *Source: Epsilon’s Email Branding Study,
                                                                                                                                                                                                                                          Feb. 2009

6   To advertise, contact                                                                                                                                                                                                         or call 800.683.0010    7
                       | Print Magazines

                                                           Reach out-of-state consumers                                              New     Increased eBook Distribution
                                                           VISIT FLORIDA Magazine
                                                                                                                                             The VISIT FLORIDA Magazine and the Florida Insider
                                                           Florida remains the No. 1 destination for U.S. travelers,
                                                                                                                                             Magazine will be available in an interactive digital
                                                           and the official VISIT FLORIDA Magazine will bring them
                                                                                                                                             version on, increasing exposure
                                                           to you. Spotlight your destination or business next to
                                                                                                                                             and reach for all advertisers.
                                                           relevant editorial in a new, lifestyle magazine format.
                                                                                                                                             A	 million page views from site visitors.
                                                           A Mailed in response to requests from travelers
                                                                                                                                              Linked to 11.5 million emails sent to consumers
                                                             either for a Florida vacation guide or the
                                                                                                                                              throughout the year.
                                                             VISIT FLORIDA Magazine.
                                                                                                                                              Option to include a 60-second video in the eBook
                                                           Micrsoft Tags                                                                      when you purchase a half-page ad or larger.
                                                           A Advertisers can supply an MS Tag within the advertisement,               Total A	 million impressions

                                                             increasing advertiser flexibility in updating information sent
                                                             to readers.

                                                           A Miles Media can generate the MS Tag for you and place it
                                                             within your advertisement on the final page.                                                                        visito   m
                                                                                                                                                                                        rs cam
                                                                                                                                                                                      conne to Florida
                                                                                                                                                                                  to this       ct you        in 201
                                                y                                                                                                                                            valua r business 0 –
                                        aticall                                                                                                                                                     ble au
                                   Autome 5%                                                                                                                                       VISIT F      *S
                                                                                                                                                                                           LORID ource:
                                     Sav u purchase
                                          yo           t
                                                           Target Floridians                                                                                                                    A
                                                                                                                                                                                                    ting R
                                    when h page prin
                                                           Florida Insider Magazine

                                     a 1/6 t or larger
                                                           Floridians love Florida! More than 85 percent say they are
                                                           planning to travel within the state, and the official Florida
                                                           Insider Magazine is their first choice for relevant in-state travel
                                                           information and ideas. Direct Floridians to your business.
                                                           A Direct-mailed to Florida residents and to consumers in
                                                             key drive markets who have shown an interest
                                                             in Florida travel.                                                  your business with a targeted
                                                           A Distributed at Florida promotional and marketing
                                                             events statewide.                                                   print audience of 300,000, plus
                                                                                                                                 travel agents, tour operators,
                                                                                                                                 destination organizations and
                                                                                                                                 34.5 million web impressions
8   To advertise, contact                                                                                                                                        or call 800.683.0010   9
                       | Mobile Program
                                                                       Spotlight your destination or business                                       120,0t0an

                                                                         on the VISIT FLORIDA Mobile site                                          page
                                                                                                                                                  in Ma iews
                                                                                                                                                       y 2011

                                                                 technology                                  Mobile Site Traffic (since Oct. 2010 Launch)
     your mobile audience                                       Easy-to-find                                 120,000
     whenever they’re online,                                                                                 80,000

     wherever they are                                       Interactive trip
                                                           planning & maps
                                                                                                                       Oct. 2010          Feb. 2011 May 2011

              8ll8 n
                                                                                                                            Visits        Page Views
                                                                                                             Top mobile markets (since Oct. 2010 Launch)
           miile phone users                                     Promotions
                                                                                                             Atlanta                             Washington, D.C.
                                                                    & offers
     U.S. mob        e web
                                                                                                             New York City                       Boston
          access th one.*                                                                                    Chicago                             Nashville
               bil e ph ch 2010
        via moInternet Resear                                      Advanced                                  Dallas-Fort Worth                   Baltimore
       *Source: Pe
                                                                    search &                Near me re
                                                                                                      Now    Seattle-Tacoma                      Cincinnati
                                                                  navigation                    Fe atu       Philadelphia                        Greensboro-High Point-
                                                                                             geo-targ user   Kansas City                           Winston Salem (N.C.)
                                                                                            co ntent to      Los Angeles                         Denver
                                                                                                             Source: Omniture June 2011

                                                      Restaurants                                                                Attractions
                                                          Bring your                                                             Attract more
                                                      audience right                                                             visitors with
                                                       to your door.                                                             a great deal.

10 To advertise, contact                                                                                                     or call 800.683.0010   11
                           | Domestic Geographic Feeder Markets

       Key Market Snapshot                                                                                                                                                                                     geo-Uailize
                                                                                                                                                                                                                too rgeting
                                                                                                                                                                                                                 your to direct
                                                                                                                                                                                                               to yourmessage
       Historically, the largest share of Florida’s                                                                                                                                                                    audien
                                                                                                                                                                                                                              ce                      Profile of Boston Visitors to Florida
       domestic visitors come from origin markets                                                                                                                                                                                                     Total adult population                  4.8 million
                                                                                                                                                                                                                                                      HHI                                     $100,000+ (25.60%)
       east of the Mississippi                                                                                                                                                                                                                        Expenditure (per person per day)        $130
                                                                                                                                                                                                                                                      Party composition                        2.5
                                                                                                                                                                                                                                                      Length of stay                           6.3 nights

       New York City                                Philadelphia
       New York City remains the largest DMA in     Florida destinations hold a strong                                                                                                                                                              Profile of New York City Visitors to Florida
       the country and Florida’s strongest feeder   appeal for Philadelphia travelers.                                                                                                                                                              Total adult population                  15.7 million
       market. The top Florida destination region   Top Florida destination regions for                                                                                                                                                             HHI                                     $100,000+ (25.80%)
       for New York is the southeast.               this market include Central Florida,
                                                                                                                                                                                                                                                    Expenditure (per person per day)        $141
                                                    followed by the southeast.
       Atlanta                                                                                                                                                                                                                                      Party composition                       2.3
       Florida has historically been the second     Boston                                                                                                                                                                                          Length of stay                          5.8 nights
       most popular leisure destination for         Historically, Boston has been an
       Atlanta’s travelers.                         important family market for Florida.
                                                    The top Florida destination region
       Chicago                                      for this market is Central Florida,                                                                                                                                                         Profile of Philadelphia Visitors to Florida
       Chicago continues to be an important         followed by the southeast.                                                                                                                                                                  Total adult population                   5.9 million
       origin market for Florida. The top
                                                                                                                                                                                                                                                HHI                                      $100,000+ (21.60%)
       Florida destination region for this          Washington, D.C.                                                                                                                                                                            Expenditure (per person per day)         $156
       market is Central Florida, followed          D.C. is a strong and growing market.                                                                                                                                                        Party composition                         2.5
       by the southwest.                            Visitors from D.C. predominantly                                                                                                                                                            Length of stay                            5.5 nights
                                                    travel to Florida in winter and spring.
                                                    The top Florida destination region
                                                    for this market is Central Florida,
                                                    followed by the southeast.
                                                                                                                                                                                                                                        Profile of Washington, D.C., Visitors to Florida
                                                                                                                                                                                                                                        Total adult population                  4.6 million
                                                                                                                                                                                                                                        HHI                                     $100,000+ (30.80%)
                                                                                                        Profile of Chicago Visitors to Florida                                                                                          Expenditure (per person per day)        $139
                                                                                                        Total adult population                    7.1 million                                                                           Party composition                        2.4
                                                                                                        HHI                                       $100,000+ (23.10%)                                                                    Length of stay                           5.7 nights
                                                                                                        Expenditure (per person per day)          $147
                                                                                                        Party composition                          2.5                      Profile of Atlanta Visitors to Florida
                                                                                                        Length of stay                             6.5 nights               Total adult population                 4.3 million
                                                                                                                                                                            HHI                                    $100,000+ (25.80%)
                                                                                                                                                                            Expenditure (per person per day)       $118
                                                                                                                                                                            Party composition                       2.6
                                                                                                                                                                            Length of stay                          4.1 nights

                                                                                              Source: Office of Travel & Tourism industries; VISIT FLORIDA Marketing Plan                                                                            For more visitor information, go to

12 To advertise, contact                                                                                                                                                                                                                                       or call 800.683.0010     13
                           | International Geographic Feeder Markets

      Key International
      Florida is a favored destination for travelers
      throughout the world, hosting 8 million overseas
      visitors in 2010                                                                                                                 United Kingdom
                                                                                                                                       Visitor Profile

                                                                                                                          Total adult population         62 million
                                                                                                                          HHI                            $189,400
                                                                                                                          Party composition               2
                                                                                                                          Length of stay                  8.5 nights

      Florida’s top international origin market remains       BRAZIL
      Canada, and our two major inbound overseas              Brazil ranks second in overseas visitor volume                           Brazil
      markets are the United Kingdom and Brazil.              to Florida. Shopping is the No.1 Brazilian activity                      Visitor Profile
      These top three markets represent nearly half           when in Florida. The strength of the Brazilian currency
      of all international visitors to the Sunshine State.    against the U.S. dollar has encouraged Brazilians to        Total adult population          195 million
      However, the distribution of origin countries for       travel to the states more frequently and spend.             HHI                            $97,000
      the other half of Florida’s visitors is much broader,                                                               Party composition               2
      coming from more than 20 countries.                     GERMANY                                                     Length of stay                  10 nights
                                                              Germany maintained its rank as Florida's fourth
      CANADA                                                  top overseas origin market. Combined, Germany,
      Canadian visitors average 16.9 nights in Florida        Austria and Switzerland accounted for 457,000
      with an average party size of 2.31. More than           visitors to Florida in 2010, an 11.2 percent increase                    Germany
      61 percent of Canadians traveling to Florida are        from 2009. Germans have, on average, six weeks                           Visitor Profile
      residents of Ontario and 18 percent are from Quebec.    of vacation per year.
      Canada is predominantly an air origin market (62                                                                                                                                                         Direct y
                                                                                                                          Total adult population         81 million                                                    our
      percent), but drive travel, at 38 percent of Canadian                                                                                                                                                    me
                                                                                                                                                                                                           to regiossage
                                                                                                                          HHI                            $87,400
      visitors, is stronger than distance would suggest.      In 2010, 249,000 French people visited Florida, up 10
                                                              percent from 2009. French visitors spent $176,747,000
                                                                                                                          Party composition               2
                                                                                                                                                                                                          you ca ns where
      UNITED KINGDOM                                          in Florida in 2010, up 4 percent from 2009.                 Length of stay                  8.3 nights                                    with Flo n connect
      Florida is the No. 1 choice in the U.S. for United                                                                                                                                                        rida vis
      Kingdom travelers. More than 1.2 million U.K.
      travelers visited Florida in 2010. A soft economy                      Canada                                                    France
      hampered U.K. outbound travel in 2010, but it is                       Visitor Profile                                           Visitor Profile
      expected to improve in 2011.
                                                              Total adult population                         34 million   Total adult population         63 million
                                                              HHI                                            $70,000      HHI                            $83,500
                                                              Party composition                               2.31        Party composition               1.7
                                                              Length of stay                                  7 nights    Length of stay                  10 nights
                                                                                                                                                                        Source: Office of Travel & Tourism industries; VISIT FLORIDA Marketing Plan

14 To advertise, contact                                                                                                                                                                                  or call 800.683.0010   15
         For more information or to advertise,
call 800.683.0010, email
        or visit

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          Published by Miles Media in Partnership with VISIT FLORIDA®
               • 800.683.0010

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