Mark Mc Hugh Chair Board of Directors Orlando Orange

Mark Mc. Hugh Chair, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.

Country Budgets Marketing and Promotion of Travel and Tourism by the Governments of Countries (2005) Greece $141. 8 million Spain $119. 7 million Australia $ 92. 9 million U. K. $ 65. 0 million Canada $ 47. 0 million India $ 24. 1 million U. S. $ 6. 1 million Source: WTO 2005

Impact of Tourism • Visitor spending: Ø Domestic Ø International $29. 8 billion $24. 6 billion (83%) $5. 2 billion (17%) • Employment and related wages: Ø Area’s largest industry Ø 37% of all jobs (23% from 224, 055 direct industry jobs) Ø $15. 7 billion annual wages ($8. 2 billion from direct industry jobs) • Tax revenue generation: Ø $198. 6 million in surplus revenues for Orange County, the City of Orlando and the Orange County School Board Ø $489 annual tax savings for every household in Orange County Source: Global Insight/ Fishkind & Associates (2006 data)

Future Orlando Visitation Source: 2007 TIA Travel Horizons

Increased Convention Competition • 320 convention centers in the United States • 67 million total square feet of convention space • Additional 7 million square feet planned • Largest Center - Mc. Cormick Place, Chicago Source: August 2007 Tradeshow Week Major Exhibit Hall Directory

Industry Success Measures 2007 year to date versus prior year Metro Orlando ADR Metro Orlando Occupancy + 4. 1% + 0. 3% + 0. 2% Orange County + 3. 5% Orange County + 1. 3% Orange County + 2. 9% OIA Passengers Orange County TDT + 5. 3% Domestic Int’l + 9. 5% + 5. 0% Metro Orlando Demand Theme Parks + 21. 3% 1 st 5 -cents + 7. 0% Dec YTD; TDT from Comptroller’s Financial Report to the CVB

CVB Success Measures 2007 year to date versus prior year Events Held CVB Bookings OCCC Attn All Events Leads Issued + 4. 4% + 4% Nights C & T Attn + 8. 9% CVB-Issued, Non-Center Attn + 2. 5% - 8% Web Sessions + 30% + 12% Definites Issued + 1% Attn Nights Rm Nights Attn Visit. Orlando. com - 10% Total Site Page Views + 17% - 15% + 10. 4% December YTD

Lodging Results 2007 year to date versus prior year • Demand up in Orange County, flat throughout Metro Orlando Ø Occupancy and demand down statewide • Nationally, demand up with strong growth in ADR and Rev. PAR December YTD Orange County Metro Orlando Florida National 2. 9% 0. 2% -1. 5% 1. 2% Demand Occupancy 70. 9% 1. 3% 67. 9% 0. 3% 64. 1% -2. 7% 63. 2% -0. 2% Average Daily Rate $114 3. 5% $106 4. 1% $117 5. 7% $104 5. 9% Rev. PAR $81 4. 7% $72 4. 4% $75 2. 9% $66 5. 7% Source: Smith Travel Research

Gary C. Sain President & Chief Executive Officer Orlando/Orange County Convention & Visitors Bureau, Inc.

Telling the Brand Story

2007 Fall Campaign Results

2007 National Campaign Fall Wave • 1, 989 television spots on 24 cable stations from October 1 to November 18, almost 200 million impressions

2007 National Campaign Fall Wave • Magazines - 351 million impressions • Online advertising - 8. 8 million impressions

Fall Hispanic Advertising • Advertising in September, October and November issues of the following leading Hispanic women’s magazines Ø Latina Ø People en Espanol Ø Vanidades Ø Selecciones • 5. 1 Million in circulation • 37. 9 Million in impressions

Fall African-American Advertising • Advertising in September, October and November issues of the following national magazines Ø Essence Ø Ebony Ø Black Enterprise Ø Odyssey Couleur • 4. 9 Million in circulation • 37. 1 Million in impressions

2007 Promotions • Created 34 promotions in key markets • Generated more than 485 million consumer impressions • Secured over $5 million in broadcast, print and online media value

Orlando Ad Campaign Aided Recognition Jan-May 2007 On-Air Oct-Nov 2007 On. Air Target 57% 61% Gen Pop 51% 54% Target 52% 59% Gen Pop 47% 52% Total Media TV Ads Q. 13 Have you seen this advertisement recently? Response: Yes to at least one ad tested 2007 Domestic Ad Tracking – Synovate

Orlando Ad Campaign Aided Likeability Jan-May 2007 On-Air Oct-Nov 2007 On. Air Target 87% 90% Gen Pop 75% 72% Target 87% 90% Gen Pop 76% 71% Target 81% 72% Gen Pop 65% 73% Total Media TV Ads Print Ads Q. 15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it) 2007 Domestic Ad Tracking – Synovate

Intentions to Visit Orlando in Next 12 Months Q. 5 a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will/Probably will) 07/08 Domestic Ad Tracking – Synovate

Endless Summer Integrated Campaign Objective Stimulate Orlando visitation with shorter lead time (August – October) Target Florida & Southeast, Domestic Market Key Messaging Destination-wide offer Numerous attractions & activities to explore Great weather Drive traffic to orlandoinfo. com/endlesssummer

Atlanta Blitz • Convention Sales Events Ø 33 planners attended • Media Events – audience of 9. 72 million and a value of $128, 824 Ø Radio and Television appearances on: • • • WHAT-FM WPZE-AM WGCL-TV – CBS Better Mornings WAGA-TV – FOX Good Day Atlanta WXIA-TV – Atlanta & Company Ø Media Luncheon attended by 12 print outlets • Trade Event Ø Visited 15 travel agency offices including 3 American Express offices and 5 AAA offices

Endless Summer Publicity Results • To date 294 articles have run with a circulation of 343 million and a value of $5. 7 million Ø Top hits include: • USA Today. com • Atlanta Journal Constitution • Miami Herald • To date 862 hits on radio stations across the country with an audience of 180 million and a value of $1. 1 million

Orlando’s Magical Dining Month September 2007

Resort tax up an average of 11% Aug. +7. 8% Sept. +12. 7% Oct. +15. 3% Nov. +8. 2%

Canada Campaign 6. 1 million total impressions in October and November

Canadian Signature Events and Publicity • Hosted receptions for 47 consumer and trade media outlets in Montreal and Toronto plus an additional 17 freelance journalists • 14 articles/1. 14 million circulation • 397 tour operators and travel agents learned about Brand Orlando

Orlando Ad Campaign Aided Likeability December 2007 Post Wave Total Media Target 86% Gen Pop 69% TV Ad Target 87% Gen Pop 70% Brochure Target 79% Gen Pop 58% Q. 15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it) 2007 Canadian Ad Tracking – Synovate

Intentions to Visit Orlando in Next 12 Months Q. 5 a How likely are you to visit each of the following destinations in the next 12 months? Response: Orlando Top Two Box (Definitely will/Probably will) 07 Canadian Ad Tracking – Synovate

2007/2008 Meetings & Conventions Results/Goals • 3, 363 CVB leads issued in 2007 Ø 2008 goal 3, 468 leads • 1. 53 million delegates turned definite for all future years Ø 2008 goal 1. 75 million • CVB definite attendance booked to generate visitor spending of $1. 6 billion Ø 2008 goal $2. 0 billion in visitor spending

Major Bookings in 2007 Organization Show Date Estimated Attendance Shooting, Hunting & Outdoor Trade Show Annual Winter Trade Show/Convention 01/14/2009 42, 000 American Dental Association Annual October/November National Convention 10/10/2014 38, 000 National Business Aviation Association Annual National Convention 10/06/2008 31, 000 American Heart Association Annual November National Scientific Session 11/15/2009 30, 000 Church of God (Cleveland, Tennessee) Biennial General Assembly 07/26/2010 28, 000 Power Gen Annual International Meeting 12/11/2012 20, 000 Power Gen Annual International Meeting 12/09/2014 20, 000 National Association of Realtors Annual Convention and Trade Exposition 11/04/2016 20, 000 Juanita Bynum Ministries Women on the Front Line 08/08/2007 20, 000 International Sign Association International Sign Expo 04/23/2014 19, 800 American Society of Hematology Annual Convention 12/04/2010 19, 750 The Spirit Team American Open Cheer and Dance Championship 03/06/2009 17, 000 International Sanitary Supply Association ISSA/INTERCLEAN North America 11/05/2014 17, 000 National Cable & Telecommunications Association The National Show 05/16/2011 17, 000 Mc. Donalds Corporation Biennial Spring Owners & Operators Meeting 04/19/2010 16, 000

2008 Winter/Spring Campaign

2008 “Say Yes” Campaign

“Say Yes” to a cannon ball challenge! “Say Yes” to ice cream for breakfast! “Say Yes” to one more ride!

“Say Yes” Publicity Survey: A recent survey revealed that 69% of moms say “yes” to their kids more often while on vacation. Results: • 70% of moms revealed the number 1 way they would like to put the power of “yes” to work is to take their kids on a nice vacation to a place they want to go • Other popular “yes” mom wishes were to: spend more one-on-one time with their children (61%), make life less busy and stressful (56%) and buy them things they want (37%) • “Say Yes” is in full effect for Orlando with moms and kids recognizing the city as the most sought after vacation destination (56%), followed by a cruise (14%) and the beach (11%) Source: Synovate

Network & Cable Advertising

Destination Specials

Print Advertising

Magazine Placement Family 18 Publications Affluent Family 300 Million Impressions New New

Strategic Partners Engaged African-American and Hispanic partners for strategic direction, creative and media purchasing.

Diversity Marketing

UK Marketing Campaign

United Kingdom 2008 Campaign

United Kingdom 2008 Campaign 130 Million Total Impressions

United Kingdom Promotions Significant Orlando-themed consumer promotions • 2007 Build-A-Bear Workshop • B&Q “Inspired Living” • GMTV • Daily Cooks Show • Adams Kids Children’s Wear

Orlando Ad Campaign Aided Recognition Jan-Feb 2007 On-Air Sept-Oct 2007 On-Air Target 38% 52% Gen Pop 33% 38% Target 32% 47% Gen Pop 30% 35% Total Media TV Ad Q. 13 Have you seen this advertisement recently? Response: Yes to at least one ad tested 2007 UK Ad Tracking – Synovate

Orlando Ad Campaign Aided Likeability Jan-Feb 2007 On-Air Sept-Oct 2007 On-Air Target 80% 85% Gen Pop 57% 58% Target 79% 85% Gen Pop 60% 56% Total Media TV Ad Q. 15 Overall, which one of these statements best describes your feelings about this advertisement? Response: Top 2 box for at least one ad (I like it very much / I like it) 2007 UK Ad Tracking – Synovate

2008 Meetings & Conventions

2008 Meetings & Conventions Key Initiatives • Tradeshow Week 200 shows • Competition shows • New Meetings & Convention platform • Roadshow • Medical meetings • Green meetings

Top Shows by Attendance for 2008 Estimated Attendance Organization Show Date Professional Golfers Association Merchandise Show 01/25/2008 National Association of Home Builders International Builders Show 02/13/2008 92, 089* Orgill Incorporated Orgill Brothers Dealer Market 02/14/2008 25, 000 Golf Course Superintendents Association of America Annual January/February National Convention 02/22/2008 21, 075* Coverings Annual Coverings Tradeshow 04/29/2008 30, 000 Premiere Show Group Premiere Beauty Show 06/01/2008 41, 000 Florida Restaurant & Lodging Association Florida Restaurant and Lodging Show 08/24/2008 23, 000 National Business Aviation Association Annual National Convention 10/06/2008 31, 000 International Association of Amusement Parks and Attractions Annual November National Meeting 11/19/2008 24, 003 Performance Racing Industry Annual Trade Show 12/13/2008 45, 000 43, 000* * Figures are supplied by show managers with every effort to be accurate and not all numbers are subject to total verification.

High Profile Shows for 2008 Organization Show Date Estimated Attendance Religious Conference Management Association Annual Conference February 5 -8 1, 300 National Association of Homebuilders International Builders Show February 13 -16 92, 089 American Urological Association Annual May National Scientific Meeting May 17 – 22 12, 000 Delta Sigma Theta Sorority, Inc. Biennial National Convention July 24 -30 15, 000 National Urban League Association Annual Summer Conference July 31 -August 2 10, 000 American Society of Travel Agents (ASTA) THETRADESHOW September 7 -9 3, 500 American Society of Anesthesiologists Annual Conference October 18 -22 16, 000 National Association of Realtors Annual Convention and Trade Exposition November 7 -10 18, 500 National League of Cities Congress of Cities November 11 -15 5, 000 National Training and Simulation Association Interservice/Industry Training December 1 -4 11, 000

The Meetings & Conventions Brand • New brand platform • Intellectually/emotionally connect on creativity, innovation and imagination • Creating a more compelling story • Delivering the brand promise

Orlando Roadshows – June 2008 Chicago New York Washington DC

Joint Initiatives with OCCC for 2008 • Strategic selling plan • Joint marketing at major tradeshows • Joint advertising in major publications

Strategic Alliances • Professional Conference Management Association • International Association of Exhibitions and Events • Meeting Professionals International

Professional Conference Management Association January 2008

Medical Meetings Orlando has been the #1 destination for medical meetings for the past 10 years Source:

Top Medical & Healthcare Meetings 2008 -2010 Estimated Attendance Organization Show American College of Cardiology Annual March/April Scientific Session 31, 237 American Heart Association Annual November National Scientific Session 30, 000 American Society of Clinical Oncology Annual North American Convention 30, 000 Healthcare Information & Management Systems Society Annual HIMSS Conference & Exhibition 21, 000 Medtrade 20, 512 American Diabetes Association Annual Meeting, Central Council and Scientific Sessions 20, 000 American Society of Hematology Annual Convention 19, 750 American Society of Health-System Pharmacists Mid Year Clinical Meeting 18, 212 American Society of Anesthesiologists Annual October National Convention 16, 000 American Urological Association Annual May National Scientific Meeting 12, 000

Medical Tourism and Meetings Summit September 2008

Mark Mc. Hugh Chair, Board of Directors Orlando/Orange County Convention & Visitors Bureau, Inc.

Marketing the World’s Greatest Destination