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Love Communicationspopy ~ y a L r �•a + 6r 44 CITY OF LA QUINTA, CALIFORNIA RFP FOR MARKETING, BRANDING, CAMPAIGN DEVELOPMENT & DIGITAL MARKETING SERVICES Ca pab11ities Overview - Submitted January 7, 2022 "INU I PARADISE F� if ■ Y s a 1 RFP Outline 1) Cover leller signed by an official authorized to bind the agency. 2) Printed name, address, phone number, and a -mail address of agency's contact person; A3) Location oragenry's main office; 4) Location of the office that would service this project: and 51 A validity statement slating that all information and pricing provided in the proposal is valid for at least ninety (90) days; and Background on the agency and its experience, which shall include: 1) Number of years in business; B2) Taxpayer identification number; 3) Resumes of the project manager and key personnel who will be responsible for performance crony contract resulting from Ihis RFP; 4) Agency ownership and, if incorporated, the state in which the firm is incorporated and the date of incorporation; and 5) If the agency is a subsidiary of a parent company identify the parent company References for similar services within the last three (3) years, which shall include: 1) Client name, client project manager, telephone number, and e-mail address; C 2) Project description; 3) Project state date, and end date; 4) Staff assigned to each project by your agency, and 5) Discussion of final outcome. Disclosure of any alleged significant prior or ongoing contract failures, any civil or criminal litigation or invesligal— pending, which involves Dthe Proposer or in which the Proposer has beenjudged guilty or liable within the last five years If [here is nothing to disclose. Proposer must state such-m wriling EDescription of Po.ro,cr's warrantylguarantee ofwork product FSubcontracting any portion(,) of the Scope of Services is allowed; however, Proposer shall provide details on the role of any subcontractor that will be used GA statement thaL if selected. a Proposer will provide the minintunt insurance coverage and indemnification noted in Attachment 1 HBudget Proposal ICase Studies PARADISE •:C.----X+lam' IWO, R+j^ iZ I7477s. . } _ " �•. f� 0 Agency Information Cover Letter Dear Members of the Selection Committee, Our firms have spent the more than two decades building our reputations as a leading creative and strategic marketing agencies in the travel,m tourism and destination space. To date, we've developed hundreds of award -winning campaigns for destinations, hospitality, and sports clients, with others in progress. We know that selecting a new agency partner is an important step for the vibrant town and region of La Oulnta and that many factors come into play when making your decision. Stated simply, we believe that together. Love and Paradise offer the best of what you are seeking: • Creative, Innovative, fun, and experienced teams that are extremely excited about this opportunity • Our commitment to your success through open communication and transparency ■ We are selective on who we partner with and who we work for - ensuring you get the absolute best from us — every day ■ Deep design, strategy, and intelligence expertise that allows us to deliver an industry -leading program that is flexible and adaptable to changing needs • A true focus on results that is backed up by our proven track record with multiple destination and hospitality clients While there are many firms that can build a beautiful campaign, we believe that the key to creating success for La Ouinta is to build a firmly grounded foundational strategy that is focused on sustainable community growth. We will deliver that strategy and execute it to grow the tourism economy for La Ouinta. We're proud of the work we've done for our clients and the successes of the communities we serve. We'll accomplish that by being true partners — listening, refining, and building a solution that meets your needs and exceeds your goals. On behalf of the coast -to -coast teams at Love and Paradise, we can't wait to get started! Sincerely, --try.', A Thomas M, Love, President Jeremy Chase, Vice President Barbara Karasek, CEO Tony Karasek, President Love Communications Love Communications Paradise Advertising & Marketing Paradise Advertising & Marketing Agency Contacts Agency Contact Person: Jeremy Chase VP/Business Development I Love Communications jchase@lovecomm.net Love Communications 546 S 200 W Salt Lake City, UT 84101 lovecomm.net/tourlsm Main Office: Salt Lake City, UT Location of office to service account: Salt Lake City, UT Agency Contact Person: Barbara Emener Karasek CEO I Paradise M: 904.899,2845 bkarasek@paradiseadv.com Paradise Advertising & Marketing, Inc. 5999 Central Avenue, Suite 302 St. Petersburg, FL 33710 ParadlseAdv.com Main Office: St, Petersburg, Florida Location of office to service account: Teams leads in Austin, TX, Jacksonville, FL and St. Petersburg, FL Validity Statement: Parties attest that all information and pricing provided in the proposal shall be valid for 90 (ninety) days from the date of proposal submission. 5 0 � PARADISE q AIM. 1 0 70 Agency Background V Agency Details Love Communications Number of Years in Business: 23 Tax Payer ID #: 87-0634446 Resumes of Project Manager and Key Personnel: See following pages Agency Ownership Information: LLC Registered in the State of Utah Foundedin1999 Partners: Tom Love, Preston Wood, Alan Reighard Parent Company N/A U ��Sf1z�F�s[�S�Lii�f�'[-'LSh17:{�f�L•7&i71 Number of Years in Business: 20 Tax Payer ID #: 75-3029621 Resumes of Project Manager and Key Personnel: See following pages Agency Ownership Information: S-Corporation Registered in the State of Florida Incorporated on March 20, 2002 100 % Privately Owned 50% Barbara Karasek, CEO (female -led) 50% Tony Karasek, President Parent Company N/A 0 ' PARADISE 0 1 PARADISE A Powerful Agency Combination for La Quinta We both are tourism experts. It's an absolute cornerstone of our businesses. We've become thought leaders in the industry through considerable experience working with DMOs large and small, resorts, hoteliers, and attractions. Our leaders are regularly asked to present at industry conferences to share knowledge and trends, Our case studies will demonstrate our credentials in the industry, We both know your traveler and how to reach them. For Love, Media Planning and Buying has been a strength since our founding, and as far as the state of Utah goes, no other agency buys as much media as we do, nor delivers as much added value to our clients. Our team has been at the forefront of numerous industry firsts to reach travelers with digital marketing across major Western markets. For Paradise, Brand and Creative Strategy along with Customer Journey Mapping have been our strength since inception. We both are data -led and intelligence -led. Our in-house research and data analyst teams will notjust track and measure every dollar spent to promote LaOuinta, but craft a narrative that explains what the data tells us, why it's important, and how it relates to economic impact for your communities. We have worked with DMOs with audience segmentation studies to ensure our messaging remains relevant, especially with diversity, equity, and inclusion as a priority, We both will extend your message: The Love Public Relations teams have worked with DMOs to successfully extend campaign messages into the earned media realm. Our role is to complement La Ouinta's existing marketing staff and partners by helping create new and unique strategies, Our goal is to increase your reach of ongoing efforts that help you engage and connect with your audiences and the community —whether they are connected by geography, interest, activity, business or life passion. We know how to partner: We have extensive experience working with partner agencies and how to create great work through collaboration. We'd be excited to work with Paradise's brand and creative team. MI PARADISE We Will Maximize The Visitor Economy for La Quinta. Here's How. At Paradise, we are destination growth strategists, Everything we do works toward the goal of moving the needle and impacting the bottom line - ROI and the visitor economy. With tourism, there are many metrics to monitor, as tourism marketing can impact a wide variety of them. Some are more important and impactful than others. That's why we work with each client to define specific goals, We do not work in a vacuum and will establish these goals and metrics in partnership with you, That said, we will share our Initial approach for the purposes of this RFP. To ensure our efforts reach loyalists as well as new audiences to increase travel to — and spending in — La Ouinta, we will work with you on setting clear goals and KPIs to measure performance, all with an after -the -click focus and end -to -end effectiveness -first approach, We'll start by breaking out your measurement framework into the categories that will be working towards the collective goals of the destination. Additionally, the goals we set together will be segmented based on where we are targeting the visitor in their travel lifecycle. As an example, our awareness and inspirational tactics will have different metrics than our contribution/attribution-based tactics. Measurement Framework Goal Categories Include: • Visitor Economy and Community Goals • Campaign Goals • Website and Contribution Goals PARADISE About Paradise Founded in 2002, Paradise is a full -service advertising and marketing communications firm specializing in tourism and hospitality marketing. Headquartered in St. Petersburg, Florida, with remote full time team members in Austin, TX, Jacksonville, FL, Naples, FL and Sarasota, FL, Paradise employs 46 top professionals with B2C and B2B expertise across many verticals, such as hospitality, tourism, sports and entertainment, as well as medical, healthcare, consumer products and retail. We are committed to thought leadership to the travel industry. We solidify this commitment through attendance at industry conferences, speaking engagements, council meetings, hosting educational welamars for partner and community engagement, and more. We are a high -touch agency, often more present in destinations than local agencies are, We actively participate with major organizations like U.S. Travel Association, Destinations International, and Hospitality Sales and Marketing Association International. We have a proven track record of increasing awareness and arrivals while delivering multi -platform, innovation -driven solutions. Our strategic thinking, world -class brand positioning, extensive PR and social, intelligent creative and pinpoint targeting continually generate record -breaking results for our clients. Because of this commitment, we keep clients for the long term. �• V .■11 We ire afull-service 45+On Staff Ravel 20 years of service in Travel and Tourism with a 5+ year average marketing partner and Tourism Experts client relationship PARADISE Paradise In -House Services Research, Data & Intelligence Paid Social Global Marketing Strategy Photography & Videography Brand Strategy & Development Experiential Marketing Website, Digital & Interactive Mobile Media Creative Services & Production Social Media Community Management Paid Advertising Media CRM & Database Management Paid Search Public Relations >> PARADISE Paradise has won more than 450 awards for our travel, tourism, and hospitality expertise. These include recognition from the HSMAI Worldwide Adrian Awards, as well as accolades from the National ADDYs, Communication Arts, the Hermes Creative Awards and Ads of the World. Graphis AMER N ADVERTISING Ads'...„World AVVA HF )v -4111 L-: 1, r a L-: .-- HSMAI The Drum EMM Adrian Awards ZJ Your Team Sarah Galen Group Director Sarah will lead your Account Team. Based in Jacksonville, FL. Sarah's experience in the travel and tourism, hospitality industries in both agency and DMO are invaluable as she guides the marketing efforts of many of Paradise's clients and oversees day to day account teams. Nicole Brownell SVP, Client Services & Digital Innovation Nicole will lead data, digital strategy, and Imeasuring campaign community impact. Based In Sarasota, FL. Nicole has sat on all sides of tourism marketing: hotelier, DMO and Agency. Nicole's focus is in data, visitor economy, personalization and consumer journeys. She develops contribution -based digital programs, stepping away from vanity reporting metrics, and works with destinations to actively engage in meaningful marketing strategies and research -driven campaigns. 13 01 Ashley Dowgwillo Account Director Ashley will be your day to day contact. Based In Austin, TX. Ashley is driven by collaboration and passion between the agency and client, Formerly with Visit Austin, her deep knowledge of destination marketing is of great value to clients. Her experiences also spans across arts/entertainment, fast casual and meetings/convention marketing Brittany Litchfield Account Executive Brittany will manage your project workflow. Based In Jacksonville, FL. Brittany will work the you and your account team on projects, account needs, and timelines Brittany provides a total balance of left brain and right brain, helping clients get creative while keeping them on budget and highly organized PARADISE Your Team Tom Merrick Chief Creative Officer Tom will lead brand direction and creative positioning. Based In St. Petersburg, FL. Driving the agency's award -winning creative output, Tom has a special talent for discovering the essence of our clients' brands, and crystallizing them into ever -evolving messages that capture the attention, imagination, and buying habits of consumers. His concepts are, above all, directed toward delivering the best tangible results. Tom is a music guru, and formerly a guitarist in a punk band. Glenn Bowman VP. Creative Director Glenn will lead creative output across all touchpoints. Based In St. Petersburg, FL. As Paradise's resident visual savant, Glenn leads creative projects from original concept to completion. He has 20 years of experience creating dynamic brand identities, ad campaigns and immersive digital experiences that cut across media channels. In addition, he handles day-to-day management of the creative team 14 Rudy Webb Chief Strategy Officer Rudy will be your overall strategy lead. Based In St. Petersburg, FL. Along with managing the account team and guiding client relations, Rudy uses his 14 years at the agency to contribute wide-ranging knowledge and even-handed leadership company -wide. He is involved in virtually all facets of agency operations, particularly client strategy and campaign execution. Greg Insco Senior Art Director Greg will be lead art dlrectar on the creative. Based In Sarasota, FL. A tourism creative at heart, Greg has art directed and designed visitor guides, ad campaigns, websites, photography and videos for DMOs such as Visit Florida, Visit St Pele/Clearwaler, the Naples, Marco Island, Everglades CV8, Amelia Island CV8 and the Maryland Office of Tourism PARADISE Ownership Barbara Karasek CEO, Co-owner Based In Jacksonville Beach, FL though travels and works on the road a lot - golf clubs, fishing poles, and hiking boots in tow. Barbara brings an accomplished career history to her role as CEO. Her ideas are big. Her ideas are bold And her ideas deliver larger than life results for clients She has more than 20 years of experience leading brand and consumer marketing for companies such as Sea World Parks & Entertainment, PGA TOUR, NASCAR, and the United States Olympic Committee She designed award -winning global partnership marketing campaigns with Fortune 100 brands such as Coca-Cola, General Mills, Southwest Airlines, American Express, Motown/Berry Gordy Enterprises, Macy's, NBC, Litton Entertainment, Universal Music Group Nashville, and more Barbara's mind and heart reflect global influences, having lived in eight countries The experiences from diverse cultures and businesses profoundly impacts the ideas and marketing plans for clients In Tony Karasek President, Co-owner Based in Jacksonville Beach, FL though travels and works on the road a lot- golf clubs, fishing poles, and hiking boots in tow. Tony brings nearly 20 years of diverse business development experience to the agency, having managed business development and sales acquisitions with more than 1,800 companies- To Tony, nothing has been more gratifying than helping his clients find solutions that help them succeed A native of Davenport, Iowa, Tony was a standout 6'10" high school basketball player and recruited by the top college basketball programs in America Tony spent seven years playing in the Continental Basketball Association, the United States Basketball League, as well as with pro leagues in France, Greece, Israel, China, England and the Dominican Republic. PARADISE Love Commuolcations was founded by Tom Love, Rich Love, and Preston Wood in Salt Lake City, Utah in 1999 to fill a need in the market for a firm with national marketing skills that would help companies "drive results overnight and build stronger brands over time." Alan Reighard joined as the fourth partner in 2004 bringing the firm national and international brand planning expertise. Rich Love retired in 2015- Two decades since its launch, Love has grown rapidly and currently has capitalized billings of $55 million and employs more than 48 people in nine areas: Research . Digital Marketing & Media • Advertising Data Analytics Traditional Media Planning . Public Relations • Brand Planning . Website Development • Production Studio Of particular note Is our extensive Investment In digital marketing, analytics, and research. This is the fastest growing and in -demand area of marketing in the world today and our young team is tops in the field This group gives Love a very unique offering with a list of industry firsts to our name, Love is known as the most engaged agency in Utah. And as such, we are better at helping our clients meaningfully engage with their customers and communities than any other agency in Utah We work with clients not only in Utah, but across the country to build brands, create connections, and decipher data. Love has grown into one of the most influential and successful agencies In the Western United States specializing in travel and tourism, healthcare, retail, and social causes Some of our most notable clients include: Tourism: Utah Office of Tourism, Moab Area Travel Council, Greater Zion, Visit Salt Lake, SLC InPI Airport, Ski Utah Healthcare: Utah Dept of Health, Salt Lake Dept of Health, BioFire, Myriad Genetics Retail: RC Willey, Utah Symphony & Utah Opera, Arctic Circle, IFA, Modern Display, Google Fiber Social Causes: United Way, Utah Clean Energy, The Road Home, Valley Health The agency has won numerous awards for its effectiveness and continues to add clients and capabilities year after year. m Media, PR and Digital Marketing Success in the Tourism Industry Love is a premier agency in the travel and tourism space. We've worked hard to raise our profile with the tourism clients we serve and the relationships ve developed with media specific to the travel and tourism industry. Unofflclally, we've been known as "Utah tourism's secret weapon" for our strategy and digital media expertise- In recent years our team has been called upon more and more to share insights at major industry conferences like ESTO and eTemism, state tourism conferences across the Wesl, as well as "0O0,,r wCir+Mr h wilan ,n"L, parinP.4 lary Anara xrd Ann". Last year our work with the Utah Office of Tourism was recognized by Hospitality Sales and Marketing Internalional (HSMAI) Utah was awarded the Travel Marketing Excellence Award, a prestigious competition that recognized the slate's COVID-19 recovery campaign. Alongside key marketing partners, we helped quickly develop a strategic plan that was defined and guided by key measured indicators that outlined the path for all communications for the Utah Office of Tourism across their paid media, social. public relations, community management, and website content platforms, In addition to promoting safe, well -prepared visitation, the campaign (called "Small but Mighly") worked to mitigate the economic loss for the tourism industry in Utah and set up our multiple destinations for a sh.ng recovery when the time was right Our work with the Utah Office of Tourism and Moab Area Travel Council was also recognized by the U.S. Travel Association This recognition represents r strengths in media, creative, analytics, and SEC, in addition to successful ccollaboration With client and agency partners • Destination Council Destlny Award: Advocacy and Grassroots Campaign —Moab. Do It Like A Local Campaign • National Slate Tourism Directors Mercury Award — Integrated Marketing and Messaging Campaign: Slate Marketing Budget More Than $10 Million — UOT Southern Utah 2020-2021 Renaissance to Normalcy • National State Tourism Directors Mercury Award —Travel Websile: VIsllUtah cam redesign e s_t Q gDAi2A vow,. vs - Qi<vx,auo" D M A►.►mai destination marketing association of kite west Q 0 A R R I VA L I S T OTOURISM SUMMIT m Your Team Jonathan Smithgall VP/Dir. of Digital Marketing & Media Jonathan oversees all digital marketing efforts Based in Salt Lake City, LIT Overseeing a 17-person team, Jonathan brings a decade's worth of experience working with DMOs, hotels, resorts, and attractions Jonathan regularly shares insights and learnings at numerous industry conferences and webinars, Megan Griffin VP/Director of Legacy Media Megan oversees planning and buying for traditional media Based In Salt Lake City, LIT Bringing more than 16 years of media planning and negotiating experience, she is an expert at getting a client's message in front of the right audience and works hard to negotiate the best cost and value. m Hannah Saunders Digital Media Manager Hannah will be our primary media planner Based In New Hampshire Hannah has seven years of experience in digital media and digital marketing for the Utah Office of Tourism, Moab Area Travel Council, Ski Utah, and Heber Valley Tourism. Hannah brings a strong background in leading upfront negotiations with digital and print partners. Kelli Fratto-Bland Public Relations Director Kelli leads our PR team Based In Salt Lake City, LIT One of Love's first employees, Kelli has been part of the Love Communications team for more than two decades, and has played a variety of PR roles for Love Communications clients large and small, including the tourism and hospitality industries ■ Your Team Emily Christopher Digital Marketing Manager Emily will oversee SEO and Content marketing Based In Salt Lake City, LIT Emily provides SEO/content marketing, paid social, and i strategy and execution. A five-year Love veteran, she's he privilege of working with clients or all sizes; with a strong on travel and tourism Adam Whalen Manager of Data Analytics & Research Adam is a Data and Research Guru Based In Salt Lake City, LIT Adam has a strong background in quantitative research and data analysis which provides a solid foundation to craft usable insights that benefit current and future digital efforts for Love's travel and tourism clients. He'd be an integral part of the team, providing insights and analysis on campaign effectiveness, Dallas Miller SEO & PPC Manager Dallas ensures SEO and SEM campaigns are built to succeed Based in Salt Lake City, LIT Dallas has worked closely with clients including Utah Office of Tourism, Ski Utah, and Moab Area Travel Council to stralegize and execute winning Search Engine Marketing strategies_ Ownership Tom Love Founder I President Tom has dedicated the last 35-years leading the advertising and communications industry in Utah — 21 of which are under the title of President and Founding Partner of Love Communications. His clients have covered all business sectors and every media, with a focus on brand strategy, development, and consumer marketing to deliver success. Alan Reighard Partner I Brand Planning Over his 35-year career, Alan has overseen brand planning for some ofthe biggest global technology companies such as Intel, Netscape, and Novell as well as developed plans for some of the smallest retailers In the state Joining Love in 2004, he continued this leadership by guiding brand planning for clients such as Kane County Office of Tourism, Visit Sall Lake, RC Willey, and others go Preston Wood Partner I Exec. Creative Director One of Love Communications' founding partners and creative directors, Preston's curiosity, coupled with his years of real -world experience, make him essential to the success of nearly every Love Communications campaign or initiative. Preston has developed award -winning logos, television, newspaper and outdoor campaigns and overall rebranding strategies. I tell OFs I � - w VF 1: rig.d'j�ft'hRi • � `*�� 8 ■iii tit 1r r � 'MI: Collective Travel, Hospitality, Sports and Entertainment Clients �,{�7T+ T(�T +� n10 A1YILLL] 1J1 111TU AL CD NIT tah� 'AM. � Ti " •f• 1 r1 •� 1i11 Expl�►re uTAi[ I � ( OAK Park Cl—Fly ch Lima. W 11k \sn l:k MLM1s IIII Ikl AIASAola Afls Dltlficl MUSEUM Northwest Rrkansa5 W GLOBAL POLO ENTERTAINMENT- JW MARRIOTT. MARCO ISLAND It ' / �jp MOTE p L y A „ � Jam( IAC�' MAVI{[L1AM{TOIT ��----„ JJ iAquL5111[ ..«.. «.«..... ��1 Sall la Me Cly InlwnNional hi P.0 UTAH SYMPHONY CLASSICALLY CHARGED NAPLES•MARCOISLAND EVERGLADES ,MAPtI �!� PP 1111 .4l%M pp (NQM7/I/fd ep ` ao 1 xx• 51ID �* 1AT R� srcr eT•us�It7k «r 1 x Q� ��p� �0�� : - ~„ eD•A.f ALL SEASONS uk�i�lel LI IISVIn\, •- Gn,- MOAB whore AMenMa R.gMs n sjTHE'ASEWY �! f�W�� r V kA VERO BEACH EuSMUT SEBASTIAN r� VISIT SAVANNAH % Asr gp nos r,HeRv.m.lAeueD me �� Repmsenling: NAWAR Omn.l .I wV %unity Racing Series Teams Emmit Smith Racing Team ].N. MSRi R-nQ T.Nn AT IDrRV PARR Y`16r11. ' NA.LIIkAI HISTORY K ARRILEe voi Fflrt•\frr I�jA�y •� Valley M."UM OF UThH plLli� LNG ]"I Rrojacl SKI UTAH MI PARADISE Rudy Webb Jonathan Smithgall Sarah Galen Tom Merrick Megan Griffin Kelli Fratto Bland .f Ashley Dowgwillo Glenn Bowman Hannah Saunders Tiff Smith Nicole Brownell Greg Insco Emily Christopher Val Rasmussen I.r felt Brittany Litchfield Isaac Huskins Adam Whalen John Youngren l7�g AN Chelsea Stewart Dallas Miller f.t11 f Our Commitment to Diversity + Equity + Inclusion As marketers, it is our responsibility to champion the varied viewpoints, cultures and expertise of our workforce and the global communities we serve, We use the power we have as marketers to enact policies and practices that are proactively inclusive and work to make advertising more equitable for all. We actively support diversity and foster inclusivity for all our team members, partners, and industry colleagues. To live out this commitment, we established a few key priorities for our agencies: • To uplift underrepresented society at large groups through exposure within integrated marketing campaigns, • To actively recruit talent who identify as Black, Latinx, LGBTQIA+, Female, Minority, Veteran, or as a person with a disability, • To secure at least 30% of third -party vendor bids to be represented by partners and businesses owned by people who identify as Black, Latinx, LGBTQIA+, Female, Minority, Veteran, or as a person with a disability. • To require all team members to participate in annual diversity and cultural sensitivity training programming. We've identified the following goals to guide our DEI efforts through 2022 and beyond. Become a more diverse agency Provide team members relevant Hold agency events to promote Support underrepresented by setting benchmarks for talent Irainings & workshops with culture, education, connectivity, individuals, communities and acquisition. outside DE&I vendors on no less and awareness in the DE&I space, businesses by dedicating than an annual basis. pro-bono time to projects that drive social impact 24 1 PARADISE Account Services: Onboarding Approach Agency onboarding and agency transitions can often feel overwhelming and may bring a feeling of hesitancy when moving forward. We understand that. It's that feeling of hesitancy we want to help overcome. The best way to do this is to provide you support every step of the way. Whether we are coming in or moving out, we believe our approach in both of these situations is what defines our service model and values. Onboarding Change is part of growth and at Paradise, we like to look at change as an opportunity. We believe strongly that while you are making a change, to us that doesn't mean the relationship is exempt on the other side. We also believe that chances are high we will cross paths again with your agency, and as such we want to ensure the feelings of professionalism are mutually strong. Our first steps are to provide you and your existing agency with an onboarding requestite template. While the template is competed and assets for transfer are exported, we set up a series of onboarding calls to ensure all boxes are checked and we are proactively working instead of reactively gathering. Everything we receive is meticulously filed in your own dedicated server space with a clear and comprehensive filing system. Additionally, we track all of your access points in one place, moving those that are "owned" by your agency to you directly. You are the owner of your brand, your channels, your marketing tactics, and we like to keep it that way. 25 1 PARADISE Our Five -Step Onboarding Process t. Onboarding Action Plan • Transition: Implement our transition planning process - Kick-off, requisite template, asset transfer, ensure access points agency to agency. r 3. Strategic Framework Development • Core strategic framework outlined with budget breakouts: Goals, SWOT, Brand, Creative, Media, Audience Profiles, Targeting, Social Media, Digital/Web, and establish your reporting cadence inclusive of specific needs. Media: team begins building the plan as research evolves. ♦ 2. Discovery, Planning, Research, Immersion • Research: Economic, Industry, Marketing, Business, Media, CC Spend, Devices, Consumer Behavior. • Data Analysis: KPIs. PMs, Profile Studies, Quantitative Data, TDT, STR, Web/Social GA, 3rd Parties. • Marketing Workshops: Team, Stakeholders, Partners, Community. 26 S. Plan praaaetudan • Presentation of final plan and creative and messaging direction to Client Team and key stakeholders for review and approval. THEN, IT'S GO TIME! 4. Strategic Plan & Creative Development • Plans are finalized with proposed goals, SWOT, strategies, tactics, and budget breakouts for all omnichannel deliverables. Creative begins the refinement stage. • Negotiations of proposed media. 0 � PARADISE Account Management: Workplan Timelines and Tracks We are agile We work on multiple tracks following the same path. all while communicating openly and collaboratively wilh your learn Iterate Research Produce & Deploy Campaign to Pivot, & Planning Creative &Media Placements Purge or Proceed Audience, Market & Channel Segmentations + Data Collection + Online Experience Optimizations + Adjustments + Performance Ongoing Business Intelligence + Reporting Biweekly Biweekly Biweekly Milestone Milestone Milestone Meeting Meeting Meeting 0 � PARADISE Creative Process Paradise approaches creative positioning and destination branding with fresh eyes — every time We immerse ourselves in each destination. By discovering Ocean City, Maryland's story and unique offerings, we feel the same devotion to a place as our clients. That commitment ensures that our messaging efforts vividly portray our clients' destination, are responsive to target markets, and ultimately deliver the kind of tangible results the destination is looking for Paradise excels at discovering the essence —the soul, as we like to say:— offs destination, then developing the most effective ways to communicate that essence to consumers. We always stay on point when delivering that message, utilizing the most efficient and successful means across all channels, so that consumers ultimately choose to take action. At Paradise, the creative development process is thoroughly Integrated and multi -staged. More importantly, it takes advantage of regular input and approvals from the client. Paradise has developed tried-and-true systems for strategizing, developing, producing and executing creative services. We utilize weekly traffic and production meetings and an online project management system to integrate all aspects of our clients plans; specifically to track project workflow, creative, time, and all aspects of accounting The first step to keeping our clients informed and engaged is having a dedicated team to run the account. Every client at Paradise is assigned a specific Strategist Lead, whose responsibility is to oversee all aspects of the client and work, in concert with the rest of the assigned team. Our Directors and Managers have the authority, tools and corporate support to effectively direct a team of talented individuals to complete tasks in the work plan. They are the client liaisons with the rest of the Paradise staff, although any team member involved in the timely delivery of your services is always available. PARADISE 2E I Creative Team SVP, Chief Creative Officer Tom Merrick. Tom is responsible for setting the overall creative tone and approach for each client. As a copywriter by training, he develops the "voice" of a brand, and crafts messaging and communications. VP, Creative Director Glenn Bowman. Glenn works with Tom to develop the overall creative approach for each client. As a designer and photographer, Glenn is primarily responsible for guiding the visual look and feel of a brand Senior Art Directors extend the look and feel of a brand's campaign to all creative elements: print, web, digital banners, social media graphics, visual content, etc. Their work is overseen and directed by Tom and Glenn. Copywriters create all written elements of communication for Paradise's clients: website copy, print ads, brochures, collateral materials, advertorials, native ads, video scripts, radio spots, etc. Their work is overseen and directed by Tom. Photographers coordinBte, shoot, and edit all photography content for Paradise's clients. This Includes all Eterations brand imagery across ad campaigns. social, PR, website and all mar•comm channels to ensure brand continuity across all consum ouchpoints. We are fortunate to have four (4) on Staff photographers and a rolodex of world nown reExtent as n ¢r tdad to supolement our team. Theif work is overseen and dkected by Tom and Glenn. Videographers coordinate, shoot, and edit all video content for Paradise's clients. This includes TV and OTT spots, web and online videos, social media videos, etc. Their work is overseen and directed by Tom and Glenn. Content Creators develop copy and graphics for all digital platforms, such as websites, social media, and email. Their work is overseen and directed by Tom and Glenn. PARADISE 29 Creative Process QA How does the Agency examine concepts? Before the client sees any concepts, they are subjected to a two -stage examination/approval process. Stacie I• Paradise's senior creative leaders — CCO Tom Merrick and CD Glenn Bowman — review all concepts. Their goal is to make sure the concepts are unique, well -executed, and certain to cut through the clutter and grab the attention of our target audiences. They also check to be sure that the concepts are on -brand, on -strategy, and answer the creative brief that was agreed to by both Paradise team and the client Stage II. After the concepts are approved by Tom and Glenn, the second review stage begins. Here, the account team reviews the concepts to make sure they communicate the brand message clearly and answer the client's marketing challenges. Once the accounts, media, digital, social and creative teams are in alignment, concepts are presented to the client. How does the Agency test creative concepts? Pre -execution? Post execution? Paradise uses a variety of methods to test, analyze and fine-tune creative concepts for our clients In many cases, when we test (pre -during -post) and how and with whom we test depends on what we are trying to learn, What do we test? The list is long and will vary for every need, such as: - Brand positioning - Imagery - Messaging - Taglines - Positioning Statements -Tone -Manner -CTA - We use online surveys, social sandboxes, or even in -person focus groups to gather the data we need to refine our concepts. In other cases, we want to learn if our creative concepts out in the market are working. Our in-house analylics capabilities provide real-time insights into which concepts are working best — and enable our teams to refine concepts quickly and efficiently. Testing with Intelligence Jumping off of analylics, we also use intelligence tools such as Zartico ar personalization tools like Bound or Acquia lift to test performance with different audiences and in different markets. Through personalization tools on -site we can perform A/B testing for panels, fly -ins, and campaign pages- Many of these tools have the builty to run A/B testing in multiple markets at once, enabling us to tell the story of performance and interaction We can leverage the media Insights module to evaluate what creative resonates the best with each market and audience that have arrived in the destination, This is where our metrics of visitor economy create alignment with campaigns - What campaign is producing the highest volume of qualified visitors who ore spending the most in the destination, and what "like" markets can we duplicate this in? What is the Agency approach when a campaign is overperforming? Underperforming? While we love to see our campaigns over performing, we hold on popping the champagne until we've done our due diligence, Our first step is to check the data, compare, repeat. At that point, if not sooner we'll be in touch with your team to provide a status update and outline next steps, Next, we look for the delta point in growth and repeat our check process again, From here, we'll define the success, more finely measure, evaluate if it's repeatable, and because we've notified you early in this process, decide right along side of you if we pull back, push forward or reallocate. The last steps include providing your team with a case study to share with your stakeholders Our underperforming campaign process is nearly a duplicate to overperforming filled with checks and validations, along with your early awareness The difference is now we'll immediately seek to understand what lever can be adjusted to improve performance- Is it a market, the audience or the CTA? Is this related to the landing pages or to the visuals? 0 1 PARADISE Our Creative Approach for La Quinta Paradise is an award -winning team of experienced destination marketers, strategists, visual mavens and creatives who are committed to two primary goals: t. Building and evolving your La Oulnta brand, and 2. Growing your community and economy through tourism. For over decades, we have helped destinations, properties and attractions build their brands while growing their visitation rates, From west coast ski areas, desert hideaways, to airy mountains, and chic urban settings, sun -kissed beaches to relaxed rural getaways; our team excels at discovering the "soul" of a destination and bringing it to life through compelling words and imagery. But telling La Ouinta's story is only the beginning of the journey. All of us at Paradise are storytellers to the core. We firmly believe every destination has a unique narrative that extends beyond its physical product and assets. A destination isn't a spot on a map; It's a feeling...a state -of -mind. And it's one that has the potential to be an unforgettable chapter in the story of a visitor's life. Most decisions, especially those related to travel, are emotional ones. Paradise considers emotional drivers as its prime directive for developing successful marketing campaigns. We focus on making tru, authentic human connections with visitors in what they want from the destination and experience — physically, emotionally, spiritually, socially and psychologically. Our creative approach centers on building destination brands from the outside in using consumer insight and point of view rather thanjust selling things to see and do, We focus on "why" people should be interested in visiting a destination versus "what" they can do when they get there. By grounding our efforts in shared values —appealing to what is personal and important to people in their daily lives —we create a visceral, emotional connection between destination brands and the travelers with whom they want to connect. PARADISE Media Planning & Buying At Love, we believe media buying is half science, half art. The science involves ratings, KPIs, data analysis, and rate negotiation We execute buys that are effective, efficient, 100% justifiable and transparent, and that will deliver a promised value. The art is identifying and leveraging proven partnerships that align with the goals of the brand, while innovating and creating new ways of targeting and connecting online and offline actions. A good media plan starts with solid research, followed by deep interpretation of that data, to then determine how we want to customize our measurement of success. We would start our relationship working closely with your team to gather historical data that would help us identify the right audience, encourage us to continue with the wins and to explore and rethink areas of challenge and bring our fresh, experienced perspective to the table. To ensure our media strategies are built for success, Love invests a lot into having [he best research resources at our fingertips. Our team is constantly monitoring the latest media consumption trends, platforms, and analytic tools. Trackablllty is, and will forever be, of the utmost importance to Love when It comes to campaign planning, with the focus rooted in understanding placement performance and using those results to optimize campaigns around what really matters —bookings and a continuous thriving economy. In order to effectively do this, your foundational data sources must be sound and robust. The data sources that we'd utilize with LaOuinta to optimize media placements can best be broken down into three buckets; research tools, marketing data, and sources available through destinations. Based on the challenge to break through to the right audiences in a fragmented media landscape, to build awareness of what La Ouinta experience is all about, while also supporting the local businesses and economy of the area, we want to leverage data -driven and trackable channels for this initiative, Utah Office of Tourism Example: In 2013, less than 10%of Utah's media campaigns were dedicated to Digital initiatives. Today, digital tactics, including Connected TV to Native storytelling to Programmatic Display and Video, accounts for more than 90% of the overall marketing budget. Even traditional placements have now gotten sophisticated where when Love leverages reach placements, it is still driven and analyzed with data. For each of our campaigns, we are able to access and assign specific networks that allow us to track economic impact in the market and tie media attribution to our main goals such as hotel bookings, higher ADR's and length of stay, etc This allows us the flexibility of finding the right data network and resource to paint the broader picture of our advertising impact in the market We would utilize this data to inform stakeholders on a monthly basis of how marketing efforts are driving real life results to their businesses and communities. L I FIE 111TAIH[ ELEVATE G Our Media Strategy for La Quinta Regardless of the budget level, our strategy will include multiple channels, layered on top of each other, to support the frequency of messages and the power of the budget. Our philosophy is to have as much presence as possible in the key months of planning for our audiences and to avoid deluding media over too many months. As the budget increases, we have included more months and allocating budget to specific channels that we feel the budget will carry the most weight/trackability based on goals of the campaign We would then conduct market research, utilizing any first party data and bringing our analysis to identify key markets based on seasonality and audiences. Based on our relationship with Tripadvisor and Adara, some top origins markets for La Ouinta visitation over the past 12 months are: 1. Los Angeles, CA 2. San Diego, CA 3. Pomona, CA 4. Indio, CA 5. Rochester, NY 6. Washington We are able to craft custom audiences based on the main priorities and ensure overlap of targeting the same audiences. Working with our custom audience partner, we will build out audiences of travelers specific to our goals, such as travelers who have visited competitive destinations during winter months for vacations, to convince them to visit La Ouinta instead. Other possible audiences include past visitors of La Quints, avid golfers, arts/culture enthusiasts, etc. Lastly, across all three work plans, we plan on having creative optimization windows. We believe in continuous optimization and increasing performance based on KPI's we determine at the beginning of the campaign. With a strong digital strategy, we are able to monitor creative performance, identify areas of improvement, and have creative lest and learn. For the $550K campaign example, the creative optimization plan would be as follows: a monthly cadence that includes creative reviews two weeks after most of the channels go live date, followed by two weeks of new creative development, followed by an immediate release of optimized creative. W ■ Recommended Media Mix for La Quinta Connected TV Video is a powerful creative tool that can stimulate awareness through human connection to being a persuasion driver of an action Connected TV specifically refers to all streaming services that are supported by ads, such as HULU, YouTube TV, Roku that are being run through a television We will be leveraging this for LaOuinta as a targeted reach element, designed to target specific households in our key markets Love has continually sought to advance the reporting technologies included with connected TV. In 2017, We were the first in the industry to track audiences who were exposed to our ad on Connected TV and then traveled into the state as a KPI This was in partnership with a tounsm research company called Al uvalist, that has the ability to track via a unique idenlifiei, ad exposed audiences who then traveled to a specific location In 2018. we created a partnership ara with Adto track hotel bookings and revenue generated by our connected TV advertising efforts Fast forward to 2021, where we are now able to calculate an -market: credit card spending after ad exposure via connected TV. By calculating an estimated economical impact per visitor, we can provide your stakeholders with a true understanding of the type of travelers we are sending to your destination Trlpedvlsor We want a tactical presence on Tripadviscr targeting IP's in our main markets to remain competitive and to capitalize on nspu ation to planning to booking stages This is an opportunity to be flexible in understanding on shifting booking windows and also the ablriry to control where our ads live We would recommend leveraging display ads and native units on this CIA to be a driving force to a specific landing page on La Ouima website Native Content Native is more than an ad type. It's a philosophy Every brand has a story to tell and content helps to tell [hat story Travelers visit some 140 different websnes while planning their vacation, and in some cases, only 10%of those travelers wilt utilize a DMO or city website to do so- That is why we work with partners who have the capability to do offsite native advertising Audiences are researching more than ever as part of their decision making of selecting a destination and also then once it is selected, bip planning We have hacked a steady trend that spiked In 2020 due to covid impacting travel and it is continuing well into 2022 Native advertising allows us to control the conversation of our destination and to own the narrative of how to prepae for your trip through Itineraries, and personal narratives, Programmatic DlsplayNldeo Programmatic advertising allows for strategic and efficient reach, capitalizing on reaching our audiences across thousands of different, brand safe environments Partnering with a proven programmatic partner that has expert experience in the tourism space, we will be able to leverage their data and in market insights that lie ad exposure to hotel bookings A specific partner that we have in mind has slightly above 30% in terms of room -night visibility, which allows us to tie marketing attribution to hotel bookings Based on our partnership, we are able to get added value impressions to extend our reach Paid Social Media Introducing a paid component to your social media strategy enables us to reach an amplified audience that is unattainable through posting organically alone, while still allowing us to hone your audience based on key atti rbri es and general interest Once we have a clear understanding of our various audience segments, golf, hiking and biking enthusiasts as well as those who have engaged with the La Ouinta website and social channels, we can begin to structure a testing environment in which we define and refine what creative asset types, audience groups and placements are driving the best performance Measurement is defined by the goals we set from the beginning, which can range from upper -funnel awareness (shares, saves, link clicks, comments) to lower -funnel conversion actions on the La Quints Website. Programmatic OOH Programmatic out -of -home )OOH) allows us to reach targeted audiences at prime locations, either in origin markets In other California locations m even out of the state We would consider programmatic placements over static billboards due to the reach, targetability and cost We would utilize digital billboards, gas stations, in office screens, bars, etc to target specific audiences and we would then get to optimize placements based on learnings To measure this placement further, we would retarget ad exposed audiences with mobile targeting to measure lift of ad exposure ltf�! Digital Services - SEO As DMOs and travel sites compete for digital real estate, there are a number of factors to determine how well a website will rank Site traffic, keyword competition, quality backlinks, and authoritative content are among the most important. Love develops and implements a comprehensive strategy, addressing factors like on -page SEO, technical SEO, and crawler access, to give La Ouinta's website the best opportunity for visibility in organic search Rrnteeirch A comprehensive SEO strategy begins with an audit in which we assess the current performance and overall health of your site A full audit offers insights for which to set a foundation for a successful content -driven SEO campaign, with the ultimate goal organically attracting more engaged customers to La Ouinta The audit will address technical SEO and crawler access and Instruct keyword and on -page optimizations, as well as content recommendations and measurement metrics to follow Site usability reports Competitive SEO audits Technical SEO audits Audience Optimise Content Build Research Creation Authority Following an audit of your site we begin the search intent discovery phase or research We can't stress the importance of this step enough It provides a foundational understanding of what travelers are seeking and how La Ouinta's site can be positioned as the best resource Reaching beyond the standard keyword research process, our team will gather learaings from the following resources as we develop a deep understanding of your target audience: Travel industry trends at a global and national level Market research Audlence research Keyword research Competitive analysis Search Engine Results Page (SERP) analysis Love will identify your keyword opportunities based on monthly search volume, current ranking position, and user intent Gleaned from this research, Love will perform a Gap Analysls, identifying keyword areas in need of development, as well as ongoing opportunities- Upon an initial assessment, there are clear optimization opportunities around restaurants, golf and things to do that meet search intent and have high search volume to improve ranking position H.ywore arlW/Msu.r Ix.mxq s<.2n.. ►v.yasr�x. swo v wf B to tla in p le 45 0 Digital Services - SEO Optimization The content optimization process Involves much more than editing metadata based on keyword research Loves takes a holistic view of the overall userjourney and tests for better user navigation along the way • Information architecture strategy • On -page optimizations o Content organization o Image optimization o Conversion rate optimization • Userjourney testing • Goal completion testing Content Creation Love will Identify areas to expand your content, based on opportunities realized through our keyword research and SERP analysis and make suggestions for ongoing content creation around clustered topics and keywords that show ranking potential In top positions, • Strategic content planning and scheduling • Copywriting • Web content • Article content • Itineraries Authority Domain authority Is largely measured by quality links pointing to La Ouinta's website Love will manage and monitor your backllnk portfolio and identify unique opportunities for backlink outreach. • Backllnk outreach • Back ink portfolio management • Brand monitoring • Digital partner relations • Outbound link strategy • Directory management • Local SEO Technical SEO The technical side of SEO Is of equal Importance to your overall SEO strategy as research and quality content Pages must be indexable and be able to load quickly for the optimal user and search engine experience Love will regularly test for technical errors and pursue opportunities to earn featured snippets, • Indexing and crawlability management • Site speed improvement • Site security • Site accessibility • Domain consolidation • Structured data and Schema Markup • Mixed content elimination • Canonical tag implementation • Mobile usability The Love Difference In a world rife with data and information, the "Love Difference" is our ability to parse through the many feedback metrics we receive in the search engine marketing realm and turn them into actionable insights We believe that data does not exist to simply reaffirm our beliefs, or fluff up board presentations, but to tell a unique story that continually ampllfles the learning loop present In the digital marketing realm In short, the data guides us, not the other way around 76 0 Digital Services - SEM Following a thorough round of search intent discovery at the head of our SEO efforts, and with access to market and audience research conducted by Love's Data and Research Team we are able to launch informed and eHlcienL paid search campaigns quickly. We see PPC as an important complement to SEO efforts and the broader media mix. After travelers see social posts, display banners, pre -roll spots and other La Oulnta ads they will most likely start their online research journey as a next step Ideally, we'd hike them to find La Ouinta's site organicallyy. However- as we work to Improve organic rankings through search engine optimizations, we can supplement the visibility with paid ads Plus, since Loves SEO and PPC teams operate in umson, we will closely monitor budget efficiency while ensuring travelers are connected with La Ouinta as they progress through the planning process For more details, here is a brief look into our Paid Search advertising strategy: Audit and Establlshing Benchmarks The first step towards establishing campaign benchmarks happens in the onboarding meeting, when we define La Ouinla's primary goals, conversions, and regional considerations Then, with a shared understanding, we'll then move on to an audit of your Google Ads account to assess prior performance metrics like Click Through Rate (CTR), impression share, conversion rate, and cost metrics - but It doesn't stop there. We know thattoun sm marketing data can be affected by seasonality, industry trends, and viral events. As such, our benchmarks will be considerate of global [ravel trends, which we monitor yearly from multiple research providers We also monitor Google Ads trends specifically, considering [he performance of competitor sites and monitoring search behavior changes. Finally, Love has the unique advantage of already managing a portfolio ofteurism accounts. This means we remove the hypothetical, and have data -based comparisons for comparable campaign efforts, At [he time of writing, the CTR and Average Cost -per -Click (Avg, CPC) averaged across all of our lourism accounts were 12,51% and 5030 respectively Search Intent Discovery Search intent discovery is the process our SEM and SEO teams undergo to build better keyword romlfolios We believe this step - the research process of understanding [he traveler's intent- is the most critical element of a successful SEM campaign Instead of simply gathering keywords, we consider audience and compelitwe details at every step RE Account Structure: Once we have clear goals and a thorough understanding of our audience's intenl, ifs lime to design an account structure AI [his step, we consider how we ant to prioritize budge[ allocation, define our target markets, and organize search topics so each ad leads to the perfect landing page This step is often overlooked, but with a little extra consideration and planning we can structure CCTCA's SEM campaign to maximize budget efficiency and gain beater control of how ads are served Search Intent Analysis Think of asareh terms and keywords as almtagia dlractlon, not an Implementation. 0 0 0 0 0 AudMnca Natnal cianiha touch R—lb Prtomba w la Vw•ar r IrRrf,rlp mtlafr�r�ev r.�.s�..w.. •• .. a.w wo�Iam as wx m•omxKFn � x m � dw n:a,rc. o�.a Iw. olcmn ma ome.r..�.r.-wm, mP. mcrtrGata� �w.wr+s r naves �z w,mcxre.q��rm.., Ad Copy Draft: Tone messaging strategy, brand representation, ad quality, and search appearance are all key considerations in the ad copy drafting phase Love will draft all Google Ads copy, with guidance from your team to ensure the copy meets your brand', standards Once the copy is draped, we'll add visual and engaging extensions to each ad Campaign Optimizalion Once a campaign has launched we move quickly into an ongoing testing and oplimi-lual phase. Love will design and execute tests to determine what messaging strategies work besl, as well as use Google Optimize and HotJar [o evaluate ading page engagement We II lest audiences and markets to determine where our most engaged travelers are Reporting and Analysis: It is important to us [hat our leans communicate often about the campaign's performance. We'd like to meet with your learn weekly, or every other week, to discuss action items and work in progress Then, every month we will deliver a detailed and customized report to share performance insights and next steps 0 Digital Services - Data & Analytics Tracking performance, for many, can be seen as a byproduct of running a marketing campaign, but here at Love, it's at the heart of everything we do. LaQuinta can expect to hear regularly on campaign performance from those individuals working with your campaigns directly, and most importantly, Love doesn'tjust provide you with the metrics. We'll come prepared to tell you the story behind the numbers, which results in a true data -driven marketing strategy and the best performance possible. There are two components to Love's tracking strategy; a live dashboard environment called Amplify that can be used to check on the campaign in real-time, and monthly reports to unearth the stories behind the numbers The Amplify dashboard ecosystem Is Love's dashboarding software built upon Tableau and will be available to La Quinta during the first month when the campaign Is launched. This system ultimately allows for an unrivaled level of data access that has been curated and streamlined in a way that communicates KPI's clearly and removes the noise in data analysis. While the dashboards are an incredibly effective tracking tool, you can rest assured that Love won't leave you to the wolves when it comes to analyzing the data- At a minimum, the analytics team will provide La Quinta with monthly reporting that includes summary level data insights, In-depth breakdowns, and tangible takeaways and recommendations, Beyond the monthly report that follows this format, a robust wrap-up report will be delivered at the conclusion of campaigns that can be viewed as a final relay to La Quinta on how effective the campaign was according to our key metrlcs such as bookings return on dollars spent. 39 AmplifyLOVE 0 Public Relations Love's PR department is full -service, managing and consulting on everything from message strategy and story idea development to speaker training and event planning, as well as government relations and crisis communications • Strategic Planning • Media Relations • Press Conferences • Event Planning • Pramotlons • Crisis Communications • Content Strategy & Creation • Rfoggoe IL Intl uenck., +tlgtiern • Speech Writing • Political Consulting • Media Training • GreserootslStr eat Tvomx • Government Relations • Media Monhoring/Reporting Love's PR Is but one component of an overarching content strategy. It works as one part of our integrated marketing efforts, which encompass earned, owned and paid media As a PR team embedded in a full -service agency, it is simply our Instinct to consider creative ways of taking PR the extra mile. It is common practice for us to turn to our creative and digital co-workers to let loose on ideas for enhancing our PR strategies and programs. We believe that some of the trappings of traditional PR — the press release, the press conference, etc — are good building blocks when it comes to creating publicity for a company or organization, but they arejust the fundamentals We integrate digital approaches into everything we do. And that integrated thinking must start with the development of PR strategies, not as an afterthought to them. Additionally, we work to complement La Ouinta's existing marketing staff and partners as an extension to your team by helping create new and unique strategies and increase your reach of ongoing efforts that help you engage and connect with your audiences and the community —whether they are connected by geography. interest, activity, business of life passion! And when it comes to community engagement, Love is uniquely poised to provide synergies with our Ioster of clients, elected officials, business leaders, nonprofits and community influencers, Relationship building and opening the door to key influencers is in the agency's DNA. and no other agency Is more connected and Invested in the commUnilies in which we serve than Love We don'tjust make it our pleasure; we view it as our responsibility - Value Add For decades, Love has worked with travel and tourism media outlets for years and we have strong connections with station managers, news directors, assignment editors- producers, reporters, Noggers, social influencers and more Most importantly, we have proven our ability to Provide relevant, newsworthy content that media are interested In and want to report We don't waste their time and we don't saturate then mmoxes with useless pitches, When we reach out, they know it is with something provocative and valuable to their viewers/listeners/readers; overall, we get a response. Given the strength of our existing media buying relationships and our dedication to the message, Love is uniquely positioned to leverage your efforts with increased editorial coverage. By coordinating your paid media message with perfectly timed and executed earned media, we will be able to provide an ROI unlike anything La Ouinta has experienced to date KPIs Love understands the Importance of accountability. This Is a value our reputation is built upon With the help ofthe latest earned media management tools, including Cision, Meltwater and TV Eyes, we provide 24/7 media monitoring to ensure we are responsive and effective in today's overwhelming media landscape We also determine appropriate KPIs and provide appropriate publicity reports to determine the success of our campaigns and guide future efforts eased on a comprehensive set of agreed -upon qualitative and quantitative metrics similar to the Barcelona Principles, we analyze and optimize the public outreach programs for areas of improvement and learning Key metrics typically Include advertising equivalency values, overall coverage reach, number of releases distributed and resulting coverage, webslte traffic, attendance, priority media target engagement, social media engagement, ongoing public opinion evaluation, benchmark studies, etc From our work plan of attack to our client management to our tracking, measuring and reporting, we bring to our clients the most efficient and effective best practices that have been proven thiough our time and experience in the business, It Is ourjob to make yourjob easier, with flawless execution and constant communication, around the clock 39 References '� - Paradise References Gretchen Hall President & CEO, Little Rock CVB, Destinations International Chalrwoman • ghall dlittlerock com • Office: 501-370-3243 • Mobile: 501-517-13062 • Project description: Brand Strategy, Creative, Media Planning and Buying, SEO/SEM, Intelligence & Analytics, Research • Project state date, and end date: Paradise has been retained by Little Rock CVB from 2018 to present • Staff assigned to each project by your agency: Rudy Webb, Nicole Brownell, Sarah Galen, Tom Merrick, Glenn Bowman, Chelsea St John, Isaac Haskins, Cyndy Murrieta, Tierney Nace Discussion of final outcome: Please refer to case study on page 70 Paul Beirnes Executive Director, Collier County CVB • pbeirnesttcolliercountyfl gov • Office: 239-252-2402 • Mobile: 239-326-3068 • Project description: Strategy, Brand Identity & Research, Creative, Photography & Videography, Advertising Media, CRM, Social Media, Sports Marketing, Golf Marketing, Entertainment Marketing, Eco-Tourism Marketing, Experiential Events, Results & Analytics, Crisis Recovery Campaigns (Red Tide, COVID, Hurricane) • Project state date, and end date: Paradise has been retained by Collier County CVB from 2002 to present • Staff assigned to each project by your agency: Rudy Webb, Kristen Murphy, Nicole Brownell, Amber Delisser, Tom Merrick, Glenn Bowman, Dylan Madigan, Isaac Huskins, Cyndy Murrieta, Greg Reinhart, Jennifer Adams Discussion of final outcome: Please refer to case study on page 76 Joseph Marinelli • President, Visit Savannah CVB, Destinations International Board Member • jmarinelli dVisitSavannah.com • Office: 912-644-6437 • Mobile: 912-655-14872 • Project description: Brand Strategy, Creative, Research • Project state date, and end date: Paradise has been retained by Visit Savannah from 2017 to present • Staff assigned to each project by your agency: Rudy Webb, Tom Merrick, Glenn Bowman, Isaac Huskins, Luisa Laurelli Discussion of final outcome: Please refer to case study on page 97 PARADISE Love References Elaine Glzler Director of Economic Development & Visitor Services, San Juan County, UT (formerly of Moab Area Travel Council) • eglzlerasanjuancounty org • Office: 435-5B7-3235 • Project description: Media Planning and Buying, SEO/SEM, Analytics, Research. Public Relations • Project state date, and end date: Love has been retained by Moab from 2014 to present • Staff assigned to each project by your agency: Jonathan Smithgall, Hannah Saunders, Megan Griffin, Emily Christopher, Dallas Miller, Adam Whalen, Kelll Fratto-Bland • Discussion of final outcome: Please refer to case study on page 56 Raelene Davis VP Marketing & Operations, Ski Utah • raelene,'Etskiutah.com • Mobile: 801-573-4012 • Project description: Media Planning and Buying, SEO/SEM, Analytics, Research, Public Relations • Project state date, and end date; Love has been retained by Skl Utah 2020 to present • $laff assigned to each project by your agency Jonathan Smithrall, Hannah Sanndars, Megan Griffin, Fmlly Christopher, Dallas Miller, Adam Whalen, Kelli Fratto-Bland • Discussion of final outcome: Please refer to case study on page 63 Dave Williams Associate Managing Director, Utah Office of Tourism • dmwilliamsautah,gov • Mobile: 801-538-1317 • Project description: Media Planning and Buying, SEO/SEM, Analytics, Research • Project state date, and end date; Love has been retained by the UOT from 2011 to present • Staffassigned to each project by your agency: Jonathan Smithgall, Hannah Saunders, Megan Griffin, Emily Christopher, Dallas Miller, Adam Whalen, Kelli Fratto-Bland • Discussion of final outcome: Please refer to case studies on pages 60, 67, and 69 m 42 r� L" Disclosures Disclosures Neither Love nor Paradise have any prior failures, civil or criminal litigation against them to report at this time. 0 � PARADISE i "� Warranties Warranties Together, Love and Paradise warrant that all contracted services provided and work -product rendered will meet and exceed industry standards and client expectations. Should any workmanship of services or work -product be determined to be unacceptable or non -conforming, we will immediately cure, recitify and resolve any situation that arises to client satisfaction. 0 � PARADISE Transparent and Best -Practice Accounting Processes Throughout our more than two decades of being in business, both Love and Paradise have worked with multiple governmental clients and adapted to many accounting policies as required by each. All estimates, invoices and billing will route one entity, Paradise, to make it easiest for La Ouinta accounting purposes.. Our project workflow processes (estimating, billing, accounting and reporting) has been developed with the needs of governmental organizations at the forefront. With each monthly billing cycle, we will include a recap, which Includes support, proof of performance, and any additional Information requested. This support will also include all media invoices, along with client -approved estimates attached to each invoice. Prior to the initiation of any project, we will gain written approval via a signed estimate. Upon completion of the project, we will provide the client -approved estimate along with the final invoice as well as examples/proof of the project. Invoices for all services rendered (media, retainers, creative/production, etc,) will include all necessary documentation/back-up to expedite the accounting process. 0 � PARADISE 47 lavender k,,CIrr_ jL , _.- P. r.. Subcontractors Subcontractors What tasks do you handle internally vs. outsource? We get this question a lot. And we are glad you asked Simply put, Love and Paradise are both full -service agencies and manage agency work internally. Collectively, Love and Paradise represent over 100 team members who will be working on your business, Like any successful agency, there are times we need to rely on third party resources for heavy lifting on complex photoshoots/video shoots, or production needs such as voice over, talents, animation, etc. We use research and data to better understand what motivates and influences travelers. Unlike other agencies that develop research studies to meet their own needs, we strongly believe in independent, expert third -party research and data to drive program measurement and optimization. Our relationships allow us to source this a lot of research and information at no cost to our clients. To that end, and in order to provide independent data -focused insights for our clients, Love and Paradise have established successful working relationships with respected third -party partners across research, media, technology, data, intelligence, and so much more, such as: Adara Destination Analysts American Express Downs and St. Germain Audacy Epsilon/Conversant Booking.com Expedia Brand USA Google 49 Live Nation Longwoods MasterCard MRI National Grocers Assoc. National Retail Federation Phocuswright US Travel Association VisaVue Zartico 0 1 PARADISE 0 Insurance We endeavor to pravde required fnsuronce requirements to servke the parinershlp. CERTIFICATE OF LIABILITY INSURANCE it we�.e.uue ,atbv�,usrllcwr. . , wa.. RE ..C.aMN CERTIFICATE OF LIABILITY INSURANCE _ MY.Aa -JPP IYrr.:�� — rWNfn.CTif�ii�..w.., •• em- PARADISE Financial Considerations We develop flexible compensation arrangements tailored to each client. We would be happy to discuss and arrive at an approach best tailored to your needs Typically, we establish an ongoing Account Management and Strategic Planning retainer. This includes strategic planning, daily account management, board meeting presence, community and partner programs and administrative services as well as the PR support you are requesting. We've also included your line item for brand and promotional partner development here. For creative and production projects, we work with our clients to determine the overall budget, and then all projects are estimated and approved by the client. For Paid Media, we develop the strategy, plan, negotiate and place the media as part of the media commission or a separately negotiated fee. We have composed this budget for the purposes of this RFP as general allocations for budgets, without inside knowledge of past executions, internal workflow and support and must have items Brand Enhancement Economic Development Campaign Creative, Production & Traffic Services Graphic Design E-newsletter Development & Publication - Photography Services Video Services Tourism Wrbslte Management Public Relations ' Paid Advertising Media Digital Services Media Buying $25.000 $50,000 $60,000 $36.000 $45,000 $61,000 $144,000 $174,000 I $200,000 $24,000 $36,000 I $48,000 $40,000 $60,000 $72,000 $220,000 $300,000 $360,000 $28,000 $40,000 $45.000 $33,000 $45,000 $54,000 Elevated brand imagery, styles guides, etc IncL planning, asset development, creative services, paid digital media, e-newsletters, etc. fees; wandwd rate cards Customerjourney mapping, updates for calendar, photographs, videos, content, data capture for CRM Retainer based Net (equals 40%oftotal budget in year one) Ad management and optimization; intelligence 15% fee for media planning, negotiating, buying and reporting 0 � PARADISE 1.4 W v v;P 4k. Thank you for the opportunity. ar % % PARADISE NOW W— Case Studies �y Moab Area Trovel Council Ski Utah !fall office or raunsm Ut* Rork Cve Naptes. Marra Islands & The Everglades visit sowmnch M Moab Area Travel Council Do It Like a Local Campaign The Challenge "Do It Like A Local" was the name of a marketing campaign created for Moab, Utah in 2019. It was designed to be the start of a movement and has since taken root in and around the Moab community. The purpose is to help Moab visitors get the most out of their trip, but its deeper purpose is to gently educate Moab visitors on proper behavior, etiquette, and stewardship of the environment while they're visiting. The core idea is that Moab locals know what's best: They know the best hiking trails. They know the best biking trails. They know the best stretches of river. They know the best places to eat. They know everything about Moab — which means they also know what's best regarding the proper care for Moab and the natural environment that surrounds it. The Solution The campaign centered on two fronts: A first- to -market partnership between travel industry brands like Adara, Survata, and TripAdvisor, along with the Moab Area Travel Council, Ultimately, we saw our goal to benefit the local community by sending a more informed sustainable traveler to enjoy all of Moab and what its natural wonders had to offer. Secondly, help Moab rally the locals around the effort to ensure the messaging would be seen and embraced across the community. To be smart. Be informed. Be courteous. Be a good steward. Be a local and Do It Like A Local. Moab Area Travel Council Do It Like a Local Campaign Campaign "The "Do It Like a Local" campaign was introduced to the public at a July 4th, 2019 event in Swanny City Park in Moab. In addition to answering questions from locals and visitors alike, the Travel Council staff handed out T-shirts and educational materials to attendees and, in the following weeks, delivered quantities of them to local businesses. We also developed collateral describing the campaign and distributed it to local businesses. Lodging properties displayed tent cards on check -in desks and in guest rooms. Bookmarks describing the campaign were also distributed to local businesses to hand out to visitors. On the paid media front, we utilized a digital campaign with display and social to reach travelers in -state and feeder markets utilizing the new branding and a call -to- action to a landing page about the effort. Results The launch of "Do It Like A Local" started a groundswell of local support and reinforced through the advertising campaign to potential travelers. It inspired many Moab locals to help spread the word about responsible recreation, including the production of a music video that's been featured locally. High social media engagement was achieved with a geofenced campaign: nearly 42,000 people on Facebook and 3,200 on YouTube. The effort was also recognized nationally by U.S. Travel, winning a Destiny Award for Grassroots and Advocacy Campaign. .00IT LWEA V 11111b-�_ .i a ...'MWcn IF FA JPPP' WL A AO LOVE, --l' ...... Utah Office of Tourism Renaissance to Normalcy 2020-2021 The Challenge Along with most travel and tourism boards around the world, the Utah Office of Tourism's (UOT) planned campaigns were put on hold in early 2020 while the world desperately sought solutions to the coronavirus pandemic The Solution Rather lhan have nur marketing effnns gn completely dark, the UOT quickly developed a strategic plan guided by key performance indicators that spoke to the moment and outlined the path for all communications, paid media, social, public relations and website content This plan guided the development of a new campaign specifically designed to be adaptable to ever -changing conditions, Included were three sets of creative messaging ranging from brand awareness with no call to action to welcoming visitors hack to travel responsibly. Media placements were selected to allow adjustments, pausing, and changes in messaging by market Objectives: 1) Use Inspirational and hopeful messaging to reframe the conversation around COVID-1g and stimulate economic growth through strategic media 2) Demonstrate empathy and active support for travel planners and dreamers across UOT's communications channels and trade partners using inspirational content and timely resources that attract and build an audience of highly motivated travelers 3) Convert share of social conversation to messages and actions that support Utah communities, promote wellness and build local business while continuing to cultivate future travel. 4) Mitigate the economic loss for the tourism industry in Utah and set up the destination for a strong recovery 5) Promote well -prepared visitation We focused on drive markets and greatly expanded our normal drive -market range from neighboring states to include anything within a 1-2 day drive In COVID times, even Texas became a drive market We knew we needed to both keep in touch with our core audiences to maintain brand awareness — as well as reach those who could travel now This knowledge led us to the decision to include an in -stale audience for the flrsttlme Ultimately, all of our audiences shared one common mindset: being "Travelers -In -Waiting" longing for a time when it was safe to gel out and explore again Utah Office of Tourism Renaissance to Normalcy 2020-2021 Campaign In March 2020, we only had advertising live on TripAdvlsor and Expedia for those actively seeking travel information Shortly thereafter Connected TV launched our "Small but Mighty'spots, which prompted brand awareness without a call to action to Iravel- In the summer of 2020, Utah's Governor's Office of Economic Development lolled out a grant program for local businesses with funding for companies that offered discounts for consumers to stimulate economic spending The UOT partnered with TravelZoo to create promotion opportunities for tourism companies offering 'Shop In Utah-' Giant Discounts The UOT paid for all the marketing with TravelZoo, The partners only needed to provide info, mation on their discounts During the Iockdown, we were able to retain a strong interest in Utah by staying active on social media, launching a new hashtag #UlahFromHome- This initiative encouraged travelers and residents to keep Utah top of mind and In a positive light during stressful Limes It also enabled us to crowdsource user -generated content to repurpose through UOT's digital channels and UOT's public ,clarions adapted the idea into a virtual online education series called Utah U, including hosted tastings and orientations with top -tier jow nalists that were among the first of their kind in Lhe nation Further, we realized there could be negative impacts from hosting in -market trips for influencers ambassadors, so we shifted to predominantly virtual social collaborations from April 2020 to Feb, 2021 and emphasized some level of Forever Mighty responsible travel messaging. Highlights include an Instagram live conversation with aCarolineGleich and aDiversitylnAdven Lure discussing responsible and safe recreation and Instagram Feed O&A with atravisburkephotography covering preparedness and safety advice. Later paid and organic content included Lhemes of responsible safe travel, road trips, and a call to support local businesses Planning travel during a pandemic proposed a new challenge, and questions we have not faced previously were now common for everyone considering a trip- Questions ranged from what is open, what is different, and will I be able to travel safely? We knew we needed to help our travelers find this information and visitulah com/plan-your-trip/responsible-travel was born- Utah Office of Tourism Renaissance to Normalcy 2020-2021 Results The total campaign budget or $5 9M was entirely used In Adara, we tracked $144 9M in estimated hotel revenue, an increase or 19.6%over the 2019 campaign SMARI tells us the advertising Influenced about 920,000 Utah trips and $1 3 billion in visitor spending creating an ROI of $252:$t. This ROI Is lower than 2019, although SMARI commented that the results were surprisingly goad and should be considered a huge success March —September 2020 our webshe saw a YOY Increase in site visits of 29%, and visitutah.com/plan-your-trip/responsible-travel was our most -visited page seeing more than 320,000 unique page views The support local landing page, which highlighted Shop in Utah travel deals, received 11,000 pageviews, and searches for Utah on TravelZoo com were up 123%YOY while comparable destinations were seeing decreases of 25% in searches during the same time period Social media drove over 20M impressions and saw YOY growth in all our KRIS: Impressions +33% Video Views +50% Engagements +58% Clicks +109% We also monitored hotel searches on Expedia com against several competitors during the pandemic and Utah frequently led According to Adam, Utah hotel ADR, rocovorad to be only 4%less than pre -pandemic rates for April —Oct 2020 As reported by Expedia, Utah experienced an overall increase In ADR or 5%YOY during the time period of January 2020—June 2021 while the rest of the country saw an average decrease of 3% This indicates that our decision to stay live with our Renaissance campaign led Utah to a faster and stronger recoveryto normalcy. Most importantly, the successes of 2020 enabled us to return to our core mission of elevaling life In Utah through responsible tourism stewardship in 2021. We are now able to return to focusing on quality visitation and not simply quantity. In 2021, Adara tracked an 18% growth in ADR from 2019, Also, ad -exposed travelers' ADR is 36%higher and stays are 17%longer than those not exposed to our advertising We are thrilled to be inviting our travelers to do their part to help keep Utah Forever Mighty through responsible travel practices! 'SZ ve-,., , m, -l`+�. Ski Utah 2020 PPC Campaign The Challenge In June of 2020, Love Communications was tasked with managing Ski Utah's paid search advertising (PPC) efforts, The mountain travel industry was facing unprecedented travel behaviors and challenges following the previous season, so effective promotion of safe, responsible, and memorable visdaLon was paramount. With a multi -faceted media strategy in place, paid search advertising needed to be a low -funnel, conversion -oriented effort- Ski Utah's goal for the channel was to increase the number of PPC users visiting their site, funnel those users to the appropriate local ski resort, lodging, accommodation, or partner websites for further planning, and ultimately drive responsible visitation to Utah's ski destinations. Of course, all of this had to be measurable and attributable, which called for Love Communications to implement new data and performance tracking. The Solution To start, we focused on industry and audience research, Search intent analysis, audience segmentation analysis, and weekly Industry trend updates provided us insights that we could levefage for more efficient ad serving We added more specific search topics, broadened our ad relevance, introduced new landing page strategies, created all new ad copy, and implemented new custom audience targeting. In the end we had 5 new campaigns with over 25 new ad groups, all with new ad copy and updated landing page strategies to test against previous seasons, Ski Utah 2020 PPC Campaign Results As the season progressed, we monitored steady increases In campaign performance Although snow totals for the 2020/2021 season were comparably lacking, we noted strong Increases in all KPI's compared to previous seasons Paid Search Web Sessions • 941%Increase YoY • 777% Increase From 18/19 Season Conversions • 609% Increase YoY • Data N/A From 18/19 Season PPC Click Through Rate • 15% CTR For 20/21 Season • 177% Increase YOY PPC Average Cost Per Click • Less Than $0 50 Avg CPC For 20/21 Season • 98%Decrease YoY Monitored Hotel Bookings & Estimated Revenue . + $7 Million in generated revenue • + 11,800 hotel bookings 05. THEPOWDERNOUND SAYS • THINKS CLINT RICHARDS DOES FEELS PAIN POINTS GOALS THE FAMILY SAYS Aid THINKS LILY C.M.MW ^+MIS v� ^, rows. r.w•• DOES �Me.s FEELB •. ••eM.a•a r,.wae.omwmww PAIN POINTS .r-.. � �.ti, ._ .. eaA. .mow. ry� GOALS �~•.�w � ..mom•.. Utah Office of Tourism Connected TV Campaign The Challenge In the third year of the "Road to Mighty" campaign for the Utah Office of Tourism, Love was tasked with developing an integrated marketing strategy to ensure that different audiences saw the campaign in new ways. The Solutlon Love cultivated a partnership with a Connected TV provider and research firm. Arrivalist, to measure the effectiveness of running an ad campaign through Connected TV advertising Results As the first agency in the US to use Connected TV advertising to track visitors via Arrivalist in the tourism industry, we knew that results needed to be measurable and reliable. We delivered a highly targeted campaign to outdoor enthusiasts, national park visitors, and roacitrippers who streamed TV in Utah's drive markets of Las Vegas, Reno, Denver, Phoenix, Los Angeles, and San Francisco, Arrivalist measured how many people arrived in the state after ad exposure and what our ad- exposed lift was when compared to a control group who had never seen our advertising, The campaign was overwhelmingly successful with an 81 % lift in visitation after ad exposure, Additionally, the state of Utah hired a third -party research and attribution company that found the campaign to be the most efficient non -winter advertising campaign in the last four years, O INK7 - .. - - ii - JK Utah Office of Tourism National Parks SEO The Challenge Utah's Mighty Five" national parks are a primary focus for out-of-state tourists and the Utah Office of Tourism (UOT) alike, each year generating over $10 billion in overall travel spending and over $1 billion in Total Tourism -Related Tax Revenue for the state. As overcrowding of the parks continues to rise, LOT must be deliberate in how it manages its strong search presence and on -page communication around national park visitation, Love was presented with the challenge of prioritizing the search presence of high -value national park pages, maintaining and improving ranking positions, while continuing to support UOT's strong initiatives around sustainable tourism, distribution of visitation statewide, and quality visitation, The Solution Love collaborated with LOT on new content structures for each national parks page, bolstering each with relevant content and technical optimizations. Furthermore, Love created supporting pages for each national park to address activities, camping, and itineraries that would act as organically valuable content clusters and provide travelers with better resources for planning, A focus among new pages was regional itinerary content, pointing users to destinations "off the beaten path" as part of a 5-day visit, Both national parks pages and itinerary content were supported with a paid search campaign. In response to unprecedented industry trends related to the COVID-19 pandemic, drive market searches (i.e. Las Vegas to Zion) were strategically targeted to capture those with the highest intent to travel. Results As a result of our optimizations, LOT saw an increase in organic rankings, page sessions, and average session duration for national parks pages. The site gained top rankings and three new featured snippets for national park search terms. This site also saw a 16.81% increase in average time spent on -page and a 15% increase in average rank for target search terms across all optimized national park pages, 69 `n PARADISE dW t J � • � y`� �• 11 I �.p-.ANN,• •t r a r� ��.. , Little Rock CVB "Big on Little Rock." The Challenge After running a successful "Southern Accent" campaign for more than six years, Little Rock was ready to evolve and elevate the destination's brand positioning, The client was interested in the possibility of reviving an older campaign, themed "Big On Little Rock." While the clever line was well -liked within the community, it felt more like a civic -pride campaign than one targeted at visitors, Paradise was charged with finding a way to use the theme in a way that better reflected the destination's offerings and appeal while connecting with potential visitors. The Solution We started by developing new visitor personas and profiles, To increase out -of -slate visitation, we had to spark interest in couples and families looking for a weekend getaway, We also had to increase the number of meetings booked in the destination. For each target, we clearly defined the things in which they were interested: outdoor adventure, unique dining, American history, etc, Armed with that information, we created a communications structure that enabled us to match each of those interests with the destination: "If you're big on (specific interest), you're Big on Little Rock." We knew this campaign would connect with visitors, and tell them that Little Rock was a destination that offered exactly what they were looking for in a getaway. But more importantly, we knew it would energize and inspire local pride, increasing brand adoption and brand ambassadorship with Little Rock residents. The Results The refreshed, reimagine "Big on Little Rock" brand launched in April 2020 with impressive fanfare and broad audience excitement, The community immediately embraced the return of campaign, and appreciated the fact that visitors from out of state would soon be as "Big on Little Rock" as they are. FOQTSALL ' CHAMPIONSHIP rILSIl7fl fl` BW 1ktl Nay IrrwsrxkL' .T1c tins FnfwtnWon Aralk6k HMer N1J cAA.oRG/L1ITLERbCK TABLE OF CONTENTS IWI-p.p I— Ad Analwny Adranleprg E.Ncutbn leamplaa walspy�a lrnlAA Meatings NII Page nml Ads unllw IN--EAampla. migon Arts BNgrtal Banners erg an smell Belches ftg Nt Banners �eig on Eonl I W or' olgnal nrmerl -Alg rM sunny'..'' AN-- -hrgOntheout 11 Digital-11 -atg on mee S,Thn ANY-ENW101ons Digital Bamrers 'Big on Nappy Attendee'" G01W Banners -&g On nlemorade Abermg� olgllal Banrrers collne.W [.N°unon F.ample. Mug Bag T-sMrt FULL -PAGE PRINT AD ANATOMY agYllgt gpf The LrH�Bct loge Ir nnl°mng.NNY nerNmefri pre weeacYlew Bdow do rwr o.v�a �RpEE I»pano; eel locra aundn Ire dgAr Bo IF YOU'RE BIG IF YOU'RE BIG ON NI570RY 04 NIf TOW III AT LMCLCU IAT UTATia4s YOU'RE RIG ON LITTLE RUCK- i� y L +t• YIIU RE HIG Illi 'I;I rInuF; FULL -PAGE PRINT AD ANATOMY, CONTINUED INNMBtI�t� ¢1 L��«�gBN Fe <aa'maaK P u�.a ° rlw.gtntrxmu+r _ tall nll ntglllanaN .g•Wa Mae l6taIpN IINI1ntIIN111A - IF YOU'RE BIG OH HISTORY, YOU'RE BIG ON LITTLE ROCK. IF YOU'RE BIG., ON THE OUTOQBRS, - YOU'RE BIG ON UTTLt ROCK. :f ti �.AA I E� BIG ON THE IF YOU'RE B G � ' OUTDOORS. ON LOCAL F ° �iF Y6-0'RE 8It - YOU'RE BIG ON� eOU'RE B � G ; , DN HAPPY ATTENDEES. LW YBU'RE 86 ON If YOU'RE BAG ON THE OUTDOORS, &e YOU'RE BIG ON LITTLE ROCK. R IF YOU'R E ill u IF YOU'RE BIG ON MEETINGS ENhf EREEB EXPEVAPONS. ,� YOU'RE BIG ON LITTLE ROCK. , ON THE OUTDOORS � .YOU'RE BIG ON _, �•.. • , • �,� BF) i 0 LITTLE ROCK�, T I YOURE-BIG ON HAPPY ATTMEES,, YOU'RE BIG ON LIT ILE ROiil,X /irl�'ard LITTLE ROCK fF YOU`RE BIGy ON Mf'MOkABLIF MEETINGS, YOU'RE BIG ON -ITTLE RM;k. � Y 7 �U'RE 'ON,HAPPY ATTENDEF.,3, YOU'RE BIG ON ?.ITTH ROCK. IF YOU'RE f 0MMUNITY, YOU'RE GIG ON LITTLE ROCK IF YOU'RE BIG ON MEETINGS THAT EXCEED EXPECTATIONS YOU'RE BIG ON LITTLE ROCK. Naples, Marco Island & The Everglades COVID Recovery The Challenge Since the star[ of the COVID-19 pandemic in March 2020, the situation surrounding it continually evolved Infection rates increased then declined Mandates were tightened and loosened. New variants emerged. Consumer sentiments towards health, safely, travel, and life in general evolved, too Like other success recovery stories such as Coca-Cola and P&G, we did not go dark. We kept our brand in the light, aptly present in the minds and hearts of our audiences in meaningful, reassuring ways. Naples, Marco Island and the Everglades CVB did not idly stand by waiting for recovery but rather generated unprecedented results by turning up the volume of activity and remained abundantly strategic in all efforts First - and third -party data was monitored weekly to identify insights to optimize initiatives Overall, the CVB has had three evolutions to its marketing efforts so far. Phase I. The CVB launched a two -prong approach to address major areas of concern. Locally, the CVB launched a first -time -ever program, The Paradise Pledge, rallying frontline hospitality workers to mitigate the negative economic impacts on residents and local businesses. Our We Aren't Going Anywhere video campaigns began March 30, 2020 nationwide Additionally, the CVB refocused its marketing efforts on lop drive markets with a A Local Hero campaign that delivered a positive, reassuring, soft message of reassurance, hope and inspiration. By mid-2020, Florida began to ease its restrictions In response, the CVB was already prepared to immediately launch Phase II well ahead of competitors. It recognized that based on comfort levels during that time, there were two different types of travelers emerging: resilient and reluctant travelers. It was critical to understand the mindsel and sentiment of these two types of consumers so that a customized strategic plan could be developed to target each uniquely. In response, the CVB launched a multi -platform campaign that resonated with both segments: Only Paradise Will Do Phase III. The 2021 phase of response efforts, the CVB continued with the Only Paradise Will Do campaign due to its success and expanded to out-of-state markets again Updates to the ads were made to ensure it continued to resonate with consumers' evolving sentiments. n PARADISE aa�,n�4Pad�co,•, Naples, Marco Island & The Everglades COVID Recovery Goals The overall business goal was clear- to generate tourism to the destination to mitigate the loss of tax collections and economic impact Lo the destination because of the ongoing COVID-19 pandemic In phase 1, the goal was to increase awareness of Paradise Coast, while simultaneously keeping the Paradise Coast brand top -of -mind in key drive markets during a period when only a small percentage of people were traveling, and the brand needed to stand out amongst its competition - Locally, the goal was to positively impact local businesses' bottom line by making it known that every precaution and CDC safety measure was being put in place to ensure safety for patrons and sales for local businesses By taking the Paradise Pledge, local businesses assured customers that they'd enjoy a safe environment by adhering to the latest CDC and Florida Department of Health best practices. Additionally, the CVB strived to educate partner businesses to follow these best practices while also providing them a plethora of assets and resources to aid their own efforts, This effort ignited a movement. Hotels, shops, and museums. Restaurants and attractions. These businesses took the Pledge and promised to keep their customers healthy and safe. It was a powerful, welcome message that drove their business — and with it, Collier County's economy. But the CVB took that Pledge a step further by challenging residents to make a similar Pledge — to support the local businesses. All residents needed to do was eat in local restaurants, shop In local stores, patronize museums and art galleries, and attractions. And when they did, they became more than just a customer, they became something everyone in Collier County needed to get through the difficult moment in Lime: A Local Hera The goals for phase 3 Only Paradise Will Do campaign efforts were simple: begin to steadily drive r •� ��' visitation back to the destination from the key drive and fly markets as soon as people were comfortable traveling again 79 p�5E pj 7 F PARADISE �•_' "We Will Play Again" Video (Sports) "We Will Meet Again" Video (Meetings) "see You VYhen Uls is Ovet, vweb ^VVe ATe]n'I. vldao SpalllS. Vors - V;d- 1� At �i� Iwo4,awsw . qu Re their questAnd bee localhCro-k-4, Pledge youi support to local resteurHntS today, i.l R•1 .11. 1 H, Bq thgii p"hon. Be shah patron �fd �, And be a lo(al hero P Pladga yaw support to loc�rl musewn4 today rul:,r ii• u., Inl. .+1141.1YNr cunomer- • F �B their Cus[o nler. r , �shelf ; 1P IYCI�be a_local het o, � It A� ! TE Cp Plcdgc your SLIpryOrl - to locol Trth actions today. lvfRk .w k; ,•IRtl .1- 1 a Be their customer. am And be a local hero. IAKI IHI PAHAI bL Pi LU(=L 1(1 `,LIPP(11(1 I ut.AL IIOSINL-ft in orre-.k4 � I Only Paradise Will DO ' WHEN Iv'b f HLX IT'1 IIYp TO GET NWEV ABEIN, DYLY XEEYIILLNDO ' � [ 1p IlllVEf NIT[•Nv Y6uN EaE EYAlIrl IE�DNu 16uE IICa�AEO. "-717- 0-0 EEY 50111 PILE be. WINE. IT'A TIME To EMELOp6 YLIunO IOUN la[a •EaO. .d WNGN IT'9 TIYI T f Eix-0*e T[1Vu IAta lA1DR1 .NAf l.lafill I WILL CIE x D NAllu.naean Nunu NN E TI Y • •�� • ��[•• xll•S IIIIS fd Stop ey�S•xu •or •�iSall OO.INO Pa. YOURSELF, rA o NAIL. PCu . x11141T'i Ilxi Te SIO! c4.—d P v. VW .Sun enr —A.— —. ee dk •.n ail PciAON IrP PW IFkL 11 fwSII r¢V. lyi I elNf le •uyi •ui• p �a0l►•PISf►MCINF cl•L ¢ISTgxclxa 4MLr RAN A01i1 •IICI 00. NA o- NA �'riwulxs`A e WNSN IT-S ".. TO STOP A. aa,. 44.w fDw.1.1'.. 441i PS•►91SS wI$, DO. n IIIS 19 •oyS •0[A I ei••i •vye IVyA ec•41 DI •Tgx[I•�c �� SOc�AI .....MCI— ONLrHUOIII wnl 00 ONLY PARADISE WILL 00. Yxfw rl lll 4,:t tor ... r. i1Yli •l R] �Olt%• ..er..u. ,..�. Y.WILL DO •WwM.rpµW. ONLY x...ow ww oo exl.frw aaw.n.a .a • ur.r ruaalr wru ee- I _ v .se••. xxl w Lrnl�re xrl ..� .xl ro-n...a rr. wx rvc. .rw.rl rirL � wxax �.•. nrl wx 1. �+. url ,m awo wlrJ.x n.. xnl wxxr era u,.e w�oxr ou.. e x.t naxaann krlL ea ar.r wa.aoi.. wi.. oo aw.r ..la.raa rV1.Ega. I ONLY .araor.l WILL DO- ox.r xa.aor.r wi.. oa. aaa. r..Jm.l pxr aa- w RRY Yet IVANT A' 11111i'r 1!I,%r 1 oN 711.\•r's AmgF., fi R II Tn 114IT f1 TO if GI1K A If YO L'R $AF1, "WIN Fnffi— :N wll.l. hfl yisi. nesrinvava o,sv con �V=I• rl0aaa•��aaaq.le eVsrs M>1lkN 1 s1ASls rl�Iuuelur. NAPI Lti •.\IARI'sl ICI ,\Nil t.1'I: HI;1 Att15 That light at the end of the tunnel? It's a Paradise Coast sunset Just In case you were wondering, yes: The Gulf misses you, too. But Ilke all things, thls will pass. And when It does, the beeches will still be gorgeous. The Everglades will still be ewe-inspidng And the food will soil be amazing Until then, stay safe Ste home And most Importantly, stay posklve Because even though you might not be going anywhere right row the good news Is, neither Is Florida's Paradise Coast. And well see you when this Is over Paradise In Place Paradise h a state of mind So Immerse yourself In your favorite Naples, Marco 1 Island and Everglades eapede.— aced atVacibm —from home —at Paradlee3nPlanxism. Y.utl And virtual activities end things to do from several local spots, Including Zoo, Naplas Botanical Garden, Everglades Natirmal park and more Evplore Paradise In 3W with our new Interactive map, featuring dozens of area landmarks and destlnatkes. And when the day Is over, dick over In a live teach webcam, where you never have to miss a gorgeous Paradise Coast -met A Quick History of Naples t Loam what the Naples area was like balsa A psrA,r,e a nxd-euu wswtan Stone Crab lot ~ Get to know Everglades Ctty's most famous (and deedous1)—bacean: the stone crab. I.— A Golfer's Paradise play a virtual mund with the Bookers, Naplas' ...facial Elrsl Pomlly of Golf. olu nave floe teNes, so line -lure whim emeih you rec¢1v¢ en0/w upeele .ur erred address This �s the rklal a newslHler M the Napa, Marc. Island, Evw-glades Convention aywzitorz Bureau Nl1 ma e, a s w yrldht —20 by Naples, Marta Isla M, —Nl— C.n -t— A lisdon auras. 2aa0 N noae rinN ez[t nrleM-n salgl A..erts asw.. ra unsubscribe n.k nerd prl,ery yol,cr isNaples, Marco Island, Everglades - Paradise Coast Sponsored N Like all things, this will pass. C',dam d [C'JII'l�R[CIII1 NAPLES ARCO ISLAND 6VERCLADES Naples, Marco Island & The Everglades COVID Recovery The Results +24% Overall Visitation (compared to 2019) +13.4% Florida Market Visitation (compared to 2019) +16% Tax Collection (compared to 2019) +20% ADR Increase (compared to 2019) $158:1 "Local" Campaign ROAS(measured in partnership with Epsilon/Conversant) +987% avg. New Website Users 92.5% Streaming Video Completion Rate (streaming - Hulu, Netflix, Connected Tv) 92.4% Video Completion Rate (overall; all mediums) 2021 Visit Florida Henry Award: Best in Show - Tourism Advocacy 2021 Visit Florida Bronze Awards: Culinary & Eco-Tourism Campaigns e7 PARADISE P—deaAd-- i t4q:I' minto ■� - 'W CHAMPIONSHIPS April •IL 2,200 �f participants, ...w•w - 10,000+ spectators, finals aired live on CBS AW ,21 Champions of Economic Impact in Spo _ Presented Tourism .- _ Sports Destination Management �• i • "4 u.�10 I F2, fi fi'• .. Visit Savannah This isn't Ordinary. This is Savannah. The Challenge Savannah, Georgia is considered one of America's "Bucket List" cities — a place you simply have to visit if you love to travel. It's a city so beautiful that even Sherman couldn't bring himself to destroy it in his 1864 March to the Sea, instead gifting it to President Lincoln as a Christmas present But Savannah's one -of -a -kind beauty is only part of the city's appeal Savannah's CVB turned to Paradise to create a campaign that captured and conveyed the true essence of their destination, would reinvigorate visitation, and also aimed to attract a higher yield visitor. The Solution After leveraging third -party research and spending time in the city and conducting extensive research with the CVB Team, key stakeholders, and long-time visitors, we realized that Savannah could be described in three adjectives: Authentic- Unexpected- And evocative. We discovered that Savannah wasn't the genteel Southern city people expected it to be It was elegant but unpredictable. Classy but quirky. Historic but hip In other words, it was anything but ordinary. And with that epiphany, the campaign came to life: This Isn't ordinary. This Is Savannah. PARADISE Behind the Scenes Video: The Making of the Campaign Link Below: https://youtu.be/lwoG05OSeBQ PARADISE '�,sAH,. ,, SOME OF THE SIGHTS MOST WORTH SEEING ARE THE ONES TRYING TO REMAIN UNSEEN. SAVANNAH SAVANNAH UP FOR ANYTHING? DON'T JUST VISIT ANYWHERE. VISIT SAVANNAH EST 9 1111 YOU LINING THE GROUP. WELL BRING THE SMILES. SAVANNAH ,.T 'I'll IF YOU WANT COOLER SOUVENIRS, SAVANNAH VISIT A COOLER CITY EST. Ap 1733 THM IIN'1 G11DIR.ml SAVANNAH EST dp —S THIS 1s SAVANNAH — y.,Trr SAVANNAH ,.. I". SOME WALKS IN THE PARK ARE MORE MAGICAL THAN OTHERS.- I; '1 m4l SAVANNAH SAVANNAH SAVANNAH View 1hp Qonvenlion GgIlbN Vidgg n r is PARADISE P-,d S,Ad--, Visit Savannah This isn't Ordinary. This is Savannah. Campaign Influence and Impact Results Immediately upon presenting the campaign to the Visit Savannah CVB, the team stated they had the foundation for "Savannah 2 0" — a sweeping new effort aimed at repositioning their destination In the minds of leisure and business travelers More importantly, after the first year of running the campaign, the destination saw upticks in every key travel and tourism metric: YOY monthly increases for Occupancy, ADR, and RevPAR +2 5% Overnight visitation +3 3 % Day trip visitation Overall Room Tax Revenue was $26.7 million in 2018 versus $25.5 million In 2017 Average length of stay increased to 2.6 nights in 2018, as opposed to 2 4 in 2017 Direct visitor spending totaled $3 0 billion in 2018, a 31%increase over 2017 2018-2019 Campaign Influence and Impact Results Overnight visitation was up 2 5% in 2019 (8 4 million) compared to 2018 (8 2 mllllon) • In 2019, over 14.8 mllllon visitors came to Savannah including 8 4 million ovemlght visitors and 64 million day visitors In 2019, the demand for rooms Increased 51% and visitor spending increased by 3 3%to $3.1 billion. • In 2019, room tax revenue climbed to $27.7 million, setting another record high Awards HSMAI Silver Adrian — Complete Campaign HSMAI Silver Adrian — Print Campaign AAF/Tampa Bay "Best of the Bay — Print" Best of Show AAF/Tamp. Bay Cold ADDY AAF/District 4 "Charlie' Award for Best of Category — Print Ads of the World Feature 96