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Experience Kissimmee Message Testing

October 4, 2013

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Research Background

• As Osceola County's Destination Marketing

Organization, Experience Kissimmee is tasked with

spreading the word globally about the tourism

offerings in the area, to encourage visitation and

drive economic wealth.

• To that end, Experience Kissimmee runs numerous

efforts in key feeder markets that promote the

destination. Campaign creative focuses on delivering

key messages to the target audience, including the

destination's proximity to Orlando and its theme

parks; the variety of things to do in the area; and the

fact that Kissimmee offers a welcome change of

pace from Orlando's hustle and bustle.

• Select advertising pieces were chosen to be tested

for effectiveness in communicating desired

messaging and generating interest in the destination.

Mediums represented included broadcast, print and

online.

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Ads tested

3

TV Commercial

Online Ad

Magazine Ad

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Research Objectives

• Ad Effectiveness

– Did the ad series increase consideration for visitation to

Kissimmee?

– Was the overall ad series liked?

• Message Comprehension

– Did consumers understand key messages including:

– Proximity to Orlando and theme parks

– Unique activities in Kissimmee

– Welcome change of pace from theme parks

– Value of a Kissimmee stay

– Did they recall specific elements of the ads?

• Promoting Unique Kissimmee Activities

– Was the ad series effective in promoting activities

unique to Kissimmee such as canoeing, hot air balloon

rides etc.?

• Media Elements

– What were the elements liked about each ad?

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Methodology & Sampling

ONLINE SURVEY

N = 413*

21 States with highest visitation rates to

Kissimmee

Sample weighted by proportion of visits

to Kissimmee for each state

*Confidence Interval +/- 4.8%

5

Respondents

Gender: Male (27%) and Female (73%)

Residents:

Alabama (4%), California (2%), Connecticut

(2%), Florida (32%), Georgia (8%), Illinois (4%),

Indiana (2%), Louisiana (3%), Maryland(2%),

Massachusetts (2%), Michigan (4%),

New Jersey (4%), New York (8%), North

Carolina (3%), Ohio (3%), Pennsylvania (3%),

South Carolina (3%), Tennessee (2%), Texas

(4%), Virginia (2%), and Washington D.C. (2%).

Age Range:

Mix of Ages (26 to 60 years)

- 26 to 35 years (22%)

- 36 to 45 years (19%)

- 46 to 55 years (32%)

- 56 to 60 years (27%)

HH Income:

Mix of Incomes ($50K to $125,000K+)

- $50K to $59K (9%)

- $60K to 74K (11%)

- $75K to $99K (27%)

- $100K to $124K (26%)

- $125K or more (27%)

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Ad Testing

6

1. The ad for each medium was shown individually, and then repeated, to obtain ratings*.

2. The entire ad series was then replayed to obtain overall series ratings and message comprehension ratings*.

3. Respondents were then asked several questions to obtain the ads impact on destination consideration.

TV Commercial Online Ad

Magazine Ad

*Measurement metrics on the next slide

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Measurement metrics

Ad Ratings:

7

Likert Scale Measures (Scale: 1-5)

1 This ad was easy to understand.

2 The ad held my attention.

3 The ad is interesting.

4 I could really relate to this ad.

5 The ad made an impression on me.

6 This ad is memorable.

7 I learned about Kissimmee’s location from this ad.

8 I learned something from this ad that I did not know before.

9 The ad made me want to visit the Kissimmee destination.

10 The ad showed that Kissimmee is a good value for the money.

11 This ad showed me activities that make Kissimmee special compared to other vacation spots.

12 The ad showed me vacation experiences I could have in Kissimmee.

Semantic Differentials Measures* (Scale: 1-5)

favorable unfavorable

convincing unconvincing

good bad

appealing unappealing

interesting uninteresting

eye-catching not eye-catching

energetic dull

lively lifeless

like dislike

informative uninformative

*Proprietary C3R AEP Model

Message Comprehension:

Truth Statements (Scale: 1-4)

1 Kissimmee is located right next to Orlando.

2 Kissimmee is located near Walt Disney World®.

3 Kissimmee is located near Orlando's theme parks.

4 Kissimmee offers a relaxing escape from Orlando's hustle and bustle.

5 The Kissimmee destination offers a variety of activities in addition to theme parks.

6 Kissimmee is a great place to explore the outdoors.

7 A stay in Kissimmee offers a good value for my money.

8 Kissimmee offers easy access to Orlando and its theme parks.

9 There is a lot to see and do in Kissimmee.

10 Kissimmee is an ideal place to stay when I visit the Orlando-area.

11 My family would be interested in staying in Kissimmee for our Orlando-area vacation.

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Measurement metrics

Ad Scenes:

8

Screen shots from the TV ad were used to identify

those scenes recognized as well as those scenes

that increased interest in visiting Kissimmee.

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Findings at a Glance

• Ad Effectiveness

– The ad series was successful in increasing intentions to visit

and stay Kissimmee.

– The highest increase was seen amongst non Florida residents.

• Message Comprehension

– Most respondents clearly understood the message the ads

were built to convey.

– Scenes of activities available in Kissimmee had high recall and

impacted interest in visiting the area.

• Promoting Unique Kissimmee Activities

– The interest in activities other than theme parks increased

significantly after viewing the ads.

– The activities offered in Kissimmee appealed to all age groups.

• Media Elements

– The TV ad scored the highest on messaging and creative

metrics. It was considered the most engaging of the three

media elements.

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DETAILED FINDINGS

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Did the ad series increase consideration for

visitation to Kissimmee?

11

2.77 2.63

3.77 3.53

1

2

3

4

5

Likelihood to includeKissimmee in your plans

Likelihood to stay inKissimmee

Before After

No

t at

all

Li

kely

Extr

emel

y

Like

ly

(N=413)

There was a significant increase in respondent’s intentions to visit or stay in Kissimmee after exposure to the ads.

*Difference of Before and After significant at p=.0001

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2.77 2.63

3.77 3.53

1

2

3

4

5



Before After

No

t at

all

Li

kely

Extr

emel

y

Like

ly

(N=413)

No

t at

all

Li

kely

Ex

trem

ely

Li

kely

No

t at

all

Li

kely

Extr

emel

y

Like

ly

Both Florida residents and non residents had significant increases in likelihood to

visit.

Florida Residents (N=132)

Non-Florida Residents (N=281)

2.67 2.53

3.81 3.55

1.00

2.00

3.00

4.00

5.00



Before AfterNon Florida Residents

3.00 2.85

3.69 3.48

1.00

2.00

3.00

4.00

5.00



Before After

Florida Residents

*Difference of Before and After significant at p=.0001

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4.6%

4.6%

21.1%

48.4%

21.3%

24.5%

17.7%

23.2%

25.2%

9.4%

1

2

3

4

5

Before After

Likelihood to include Kissimmee in your plans

No

t at

all

Li

kely

Extr

emel

y

Like

ly

(N=413)

7%

10%

22%

45%

17%

28%

20%

22%

23%

8%

1

2

3

4

5

Before After

Likelihood to stay in Kissimmee

No

t at

all

Li

kely

Extr

emel

y

Like

ly

Likelihood to visit Kissimmee (top 2 box)

increased by 35.1% after viewing the ads.

Likelihood to stay in Kissimmee (top 2 box) increased by 30.1% after viewing the ads.

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3.00

3.69

2.85

3.48

2.67

3.81

2.53

3.55

1

2

3

4

5

Before viewing the ads, howlikely were you to includeKissimmee in your plans?

After viewing the ads, howlikely are you to include

Kissimmee in your plans?

Before viewing the ads, howlikely were you to stay in

Kissimmee?

After viewing the ads, howlikely are you to stay in

Kissimmee?

Florida Resident Non Florida Resident

Did the ad series increase consideration

for visitation to Kissimmee?

14

No

t at

all

Li

kely

Ex

trem

ely

Li

kely

Interestingly, non Florida residents had a higher lift in intentions to visit after viewing the ads.



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Was the overall ad series liked?

15

3%

19%

48%

27%

3% 3%

19%

46%

28%

4%

Not at all Slightly Moderately Very Extremely

Attention Grabbing Appealing

(N=413)

How attention-grabbing is this collection of ads? How appealing is this collection of ads?

Most respondents find the ads appealing and attention grabbing.

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Did consumers understand the message?

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Based on all the ads you saw; please tell us which of the following statements are true or false.



Respondents found the messaging clear on critical measures and found statements to be PROBABLY TRUE or DEFINITELY TRUE.

Definitely False - 1 Probably False - 2 Probably True - 3 Definitely True - 4

3.08

3.09

3.16

3.24

3.24

3.27

3.42

3.43

3.46

3.51

3.56

1.00 1.50 2.00 2.50 3.00 3.50 4.00

A stay in Kissimmee offers a good value for my money

My family would be interested in staying in Kissimmee for our Orlando area vacation

Kissimmee is an ideal place to stay in when I visit the Orlando area

Kissimmee is a great place to explore the outdoors

Kissimmee offers a relaxing escape from Orlando's hustle and bustle

There is a lot to see and do in Kissimmee

Kissimmee offers easy access to Orlando and its theme parks

The Kissimmee destination offers a variety of activities in addition to theme parks

Kissimmee is located right next to Orlando

Kissimmee is located near Walt Disney World

Kissimmee is located near Orlando's theme parks

True-False

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What specific elements of the ads

were recalled?

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From the scenes below, please select the specific scenes you remember from the commercial.

% o

f R

esp

on

den

ts



30%

40%

50%

60%

70%

80%

90%

Non Florida Resident Florida Resident

1 2 3 4 5 6 7 8 9 14 10 11 12 13 15

1 2 3

4

5

6 7

8

9

10

11

12

13 14

15

Almost all the scenes were recalled in the aided recognition test by more than 50% of the respondents.

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Which scenes peaked respondents'

interest in Kissimmee?

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0%

10%

20%

30%

40%

50%

60%

Florida Resident Non Florida Resident

From the scenes below, please choose those that increase your interest in Kissimmee.

% o

f R

esp

on

den

ts



1

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

2

3

4

5

6

7

8

9

10

13

12

14

15

11

The more unexpected experiences – hot air balloon rides, horseback riding and canoeing were among the activities that peaked interest in Kissimmee.

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0%

10%

20%

30%

40%

50%

60%

Likelihood to Visit <=3 Likelihood to visit >4

From the scenes below, please choose those that increase your interest in Kissimmee.

% o

f R

esp

on

den

ts



1

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

2

3

4 5

6

7

8

9

10

13

12

14

15

11

Scenes of the unexpected activities peaked interest amongst those respondents who are most likely to include Kissimmee in their vacation plans.

Which scenes peaked respondents'

interest in Kissimmee?

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Was the ad series effective in promoting

activities unique to Kissimmee?

20

90%

8% 9% 13%

9% 14% 14%

85%

32% 34%

15%

34%

43%

10%

Visit ThemeParks

Canoeing Horseback Riding Golfing Hot Air BalloonRides

Airboat Rides Other

Before After

(N=413)

Before viewing the ads, which activities had you planned on doing during your visit to the Orlando area?

After viewing the ads, which activities do you plan on doing during your visit to the Orlando area?

There was an increased interest in activities other than theme parks after viewing the ads.

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Was the ad series effective in promoting

activities unique to Kissimmee?

21

% o

f R

esp

on

den

ts

The activities offered at Kissimmee appealed to all age segments.

0%

10%

20%

30%

40%

50%

60%

Canoeing Horseback Riding Hot Air BalloonRides

Airboat Rides Golfing

26 to 35 years

36 to 45 years

46 to 55 years

55 to 60 years

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Which activities shifted likelihood to include

Kissimmee in vacation plans?

Of those unlikely to visit Kissimmee before watching the series of ads, over 50% became likely to include Kissimmee in their vacation plans for activities like airboat rides, hot air balloon rides etc.

Likelihood to include

Kissimmee in your plans

BEFORE viewing the ads.

Likelihood 1,2,3 N=270 65.4%

Likelihood 4,5 N=143 34.6%

Likelihood to include

Kissimmee in your plans

AFTER viewing the ads.

Not Likely N=117 43.3%

Likely 4,5 N=153 56.7%

Activities after Exposure

Activities N %

Likelihood to

include

Kissimmee in

their Plans

Air Boat Rides

Not Likely 17 14.5

Likely 96 62.7

Hot Air

Balloon Rides

Not Likely 17 14.5

Likely 74 48.4

Horseback

Riding

Not Likely 17 14.5

Likely 70 45.8

Canoeing

Not Likely 17 14.5

Likely 63 41.2

Golfing

Not Likely 17 14.5

Likely 27 17.6

Not Likely – Rated likelihood to include Kissimmee as 1,2 and 3 Likely – Rated likelihood to include Kissimmee as 4 and 5

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Recap

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•Ads series is appealing and attention grabbing

•Increase in activities after exposure to ads

•Good recall of specific message elements

•Consideration and Intention to visit significantly higher

Ad Effectiveness

Message Comprehension

Media Elements

Promoting Unique

Kissimmee Activities

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Discussions

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• Destination marketing usually employs experiential branding.

• Role of advertising is to create the vicarious experience and anticipation in the minds of the consumers.

• Such advertising strategy is usually called transformational advertising.

Experiential Branding

• Rich media such as TV ideally suitable for experiential branding due to rich visual imageries.

• Rich media on the Internet can also be effective in creating experiences in the mind.

Role of RICH media

• Media elements play different role in the campaign

• TV / rich media carry the burden of selling the destination through experiential branding.

• Print / Online static ad useful as reminder media and to aid decision making.

How to view ad elements

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Moving Forward

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• Showcase entire Kissimmee destination experience

• Theme parks, unexpected activities, accommodations, shopping and dining

• Broadcast/cable; pre-roll video; video content for web, blogs and campaign landing pages

More Broadcast &

Video Content

• Allows multiple destination visuals and content

• Allows consumer to interact with brand in their own way

• Pre-roll video with overlays; insite units; expanding banners and more.

Continue Rich Media

• Proximity to Orlando and theme parks

• Unique Kissimmee activities

• Welcome change of pace

• Value

Highlight Key Messages

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DEMOGRAPHICS

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Demographics

28

4%

2% 2% 2%

32%

8%

4%

2% 3%

2% 2%

4% 4%

8%

3% 3% 3% 3% 2%

4%

2%

AL CA CT DC FL GA IL IN LA MD MA MI NJ NY NC OH PA SC TN TX VA

U.S. State

(N=413)

|

30

20

12

1

27 25

19

7

1

25

43

29

22

2

38 35

15 15

5

42

South New England North West/CA FL

26 to 35 36 to 45 46 to 55 55 to 60

Demographics

South: Alabama, Georgia, Louisiana, North Carolina, South Carolina, Tennessee, Texas. Maryland, Virginia and Washington D.C. New England: Connecticut, Massachusetts, Pennsylvania, New York and New Jersey. North: Illinois, Indiana, Michigan and Ohio West: California Other: Florida

(N=413)

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Demographics

30 (N=413)

9% 11%

27% 26% 27%

$50,000 to$59,999

$60,000 to$74,999

$75,000 to$99,999

$100,000 to$124,999

$125,000 ormore

Income

22% 19%

32%

27%

26 to 35years

36 to 45years

46 to 55years

56 to 60years

Age

27%

73%

Male Female

Gender

74%

11% 8%

5% 1%

White/Caucasian

Black/ AfricanAmerican

Spanish/Hispanic/

Latino

Asian Other

Ethnicity

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C3Resear ch

7560 Red Bug Lake Rd Suite 1030 Oviedo, FL 32765 P: 407 380 7414 F: 407 380 7637 www.c3research.com

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