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Memo

To: David Downing; Leroy Bridges

From: Nancy J. Friedman Public Relations

Date: September 6, 2016

Subject: Account Activity August 2016

We are pleased to provide highlights of public relations activities undertaken by NJFPR during the month

of August 2016.

MEDIA PLACEMENTS

Wine Enthusiast

August 2016

Circulation: 178,648

Advertising Value: $4,707

As a result of the coordinated media visit for Editor Alexis Korman, NJFPR secured coverage of St.

Petersburg/Clearwater in the “Top 5 Under-the-Radar Food Towns” feature. The piece spotlights the

destination’s thriving food and art scene alongside images of Sea Salt and FarmTable Kitchen.

InStyle Germany

September 2016


Advertising Value: TBD

NJFPR secured coverage of St. Petersburg/Clearwater in the popular German lifestyle magazine as a

result of our work with Editor Viki Domeier. The travel feature highlights the best “pink” spots around

the world and includes the Loews Don CeSar alongside an image.

UPCOMING MEDIA PLACEMENTS

Passport

TBD


NJFPR secured upcoming coverage of St. Petersburg/Clearwater’s numerous LGBT offerings as a result

of the media visit coordinated for freelance writer Jason Heidemann.

Hospitality Design

TBD

Circulation: 30,143

NJFPR secured upcoming coverage of St. Petersburg/Clearwater’s hotel development as a result of the

coordinated media visit for freelance writer JoAnn Greco.

MEDIA STAYS

NJFPR connected with freelance writer Lacy Morris (Architectural Digest, Food & Wine) regarding her

upcoming visit to St. Petersburg/Clearwater on November 4-6 for a friend’s wedding. NJFPR shared

details on the destination for possible stories and is following up to provide recommendations.

NJFPR continued to discuss the destination with freelance writer Andrew Villagomez for potential

inclusion in upcoming travel stories in his outlets (Delta Sky, Travel + Leisure, OUT). NJFPR is

following up to coordinate a possible media visit in November.

NJFPR continued to discuss a media visit to the destination with Editor Lauren Finney in exchange for a

feature in the “Easy Trips” section of Lonely Planet. NJFPR is following up to confirm dates for late

2016.

NJFPR pitched and secured interest on the destination with freelance writer Stephanie Pearson for a

feature in Outside. NJFPR is following up to discuss a possible visit later this year.

NJFPR continued to coordinate a potential media visit to St. Petersburg/Clearwater for freelance writer

Blane Bachelor in exchange for a feature in New York. NJFPR is following up to determine timing.

NJFPR pitched and secured interest on St. Petersburg/Clearwater with freelance writer Liz Newman, who

recently moved to Tampa, for a feature on Thrillist.com. NJFPR is following up to discuss timing.

PITCHING AND OUTREACH

NJFPR drafted a media list and shared save-the-dates for the upcoming fall media event hosted by Visit

St. Petersburg/Clearwater at the Royal Palms Shuffleboard Club in September. The list included short-

and long-lead lifestyle, art, food, and travel outlets including (but not limited to):

o Associated Press

o BLOUIN ARTINFO

o Parents

o Skift.com

o Travel + Leisure

NJFPR pitched the Ferran Adria Exhibit at The Dali Museum to short-lead lifestyle, travel, food, and art

publications including (but not limited to):

o ABCNews.com

o Bloomberg.com

o CNTraveler.com

o FoodandWine.com

o The New York Times

NJFPR pitched St. Petersburg/Clearwater in a roundup of getaways for Labor Day Weekend to travel and

general interest outlets including (but not limited to):

o Forbes.com

o New York Daily News

o The Huffington Post

o TravelandLeisure.com

o TODAY.com

NJFPR pitched St. Petersburg/Clearwater in a roundup of pet-friendly destinations for National Dog Day

(August 26) to travel and lifestyle outlets including (but not limited to):

o AFAR.com

o Forbes Travel Guide

o InStyle.com

o Refinery29.com

o USA Today

NJFPR invited select top-tier media to attend the upcoming Paella Party at FarmTable Kitchen in

celebration of the Ferran Adria Exhibit. NJFPR secured interest from freelance writer Devorah Lev-Tov

(Travel + Leisure, Hemispheres, VICE Munchies) and is continuing to discuss coverage details and

media visit logistics.

NJFPR pitched St. Petersburg/Clearwater and the upcoming exhibits at The Dali Museum to freelance

writer Charu Suri for inclusion in The Wall Street Journal’s Off Duty Fall 50 feature. NJFPR is

following up to determine interest.

NJFPR pitched St. Petersburg/Clearwater and the upcoming exhibits at The Dali Museum to freelance

writer Jane Levere for possible inclusion in upcoming features in The New York Times. NJFPR is


NJFPR pitched St. Petersburg/Clearwater and the Ferran Adria Exhibit to freelance writer Harriet Baskas

for inclusion in a piece on new exhibits and museum openings on NBCNews.com. NJFPR is following

up to determine interest.

NJFPR pitched St. Petersburg/Clearwater to Editor Jen Flowers for inclusion in AFAR’s upcoming

“Where to Go in 2017” feature. NJFPR is following up to share additional information and determine

interest.

NJFPR pitched St. Petersburg/Clearwater and the Ferran Adria Exhibit at The Dali Museum to

Contributor Sarah Maiellano for inclusion in a piece on new museum exhibits in USA Today. NJFPR is

following up to ensure inclusion.

NJFPR pitched St. Petersburg/Clearwater and the Ferran Adria Exhibit to Digital Editor Sasha Levine for

inclusion in upcoming travel features on Departures.com. NJFPR is following up to determine interest.

NJFPR pitched St. Petersburg/Clearwater to freelance writer Sheryl Nance-Nash for potential inclusion in

a piece on under-the-radar art cities on U.S. News & World Report. NJFPR is following up to determine

interest.

NJFPR pitched St. Petersburg/Clearwater to freelance writer Erica Lamberg for possible inclusion in a

piece on cool beach destinations to visit in September on U.S. News & World Report. NJFPR is


NJFPR connected with Editor Eva Kis from Metro and shared details on St. Petersburg/Clearwater while

she was in Florida for a personal trip. NJFPR is following up to ensure the destination is top-of-mind for

upcoming stories.

MISCELLANEOUS

o NJFPR participated in bi-weekly conference calls with the client and discussed upcoming initiatives and

strategies including:

o NYC Shuffleboard Event

o Upcoming Dali Exhibits

o Virtual Reality

o Hotel Development

o NJFPR continued to coordinate details for St. Petersburg/Clearwater’s upcoming fall media event at the

Royal Palms Shuffleboard Club on September 29 and is continuing to brainstorm unique programming,

gifts, and additional ideas.

o NJFPR began reaching out to hotel partners in NYC regarding F&F rates for David Downing and

Leroy Bridges.

o NJFPR drafted press materials and attended the US Open Media Mixer hosted by Visit Florida on behalf

of Visit St. Petersburg/Clearwater on August 30, 2016.

Waterloo House, 207 Waterloo Road, London SE1 8XD

T: +44 (0)20 3440 8930 | E: [email protected] | W: rooster.co.uk | F: +44 (0)20 3440 8936

REPORT PR Activity Report

CLIENT Visit St. Pete/Clearwater

MONTH August 2016

Rooster | PR Activity Report | Page 2 of 8

Contents

Programme Highlights .................................................................................................... 3

Coverage ...................................................................................................................... 3

Journalist Meetings ........................................................................................................ 4

Other Activity ................................................................................................................ 5

Social Media ................................................................................................................. 6

Key Performance Indicators ............................................................................................ 7

Potential Activity for September 2016 .............................................................................. 7

Time Report .................................................................................................................. 8

Contact Rooster PR ........................................................................................................ 8


Monthly Report: August 2016

Programme Highlights Coverage

Broadsheet (KPI 8-10; Achieved 0; Pending 1)

Expected date of publication Publication Journalist Article

TBC The Independent Simon and Susan Veness Florida's 'Bohemian hideaway'

Tabloid (KPI 8-10; Achieved 0; Pending 1)


TBC The People Jason Martin Doyle Fam media trip to St. Pete/Clearwater Regional (KPI 10-15; Achieved 0; Pending 1)


TBC Belfast Telegraph Nicky Cahill Individual press trip to St. Pete/Clearwater

Trade/B2B (KPI 20-25; Achieved 1)

Date of publication Publication Journalist Article

01/07/16 Selling Travel Andy Hoskins June Trade FAM


November World Travel Market Magazine Jamie Carter Virtual Reality

Consumer Magazine (KPI 8; Achieved 0; Pending 3)


01/09/16 Sunday Times Travel Magazine Lucy Thackray Ferran Adria Exhibiton


TBC Sport Magazine Sarah Shepherd Individual press trip to St. Pete/Clearwater with Visit Florida

TBC GO Magazine Nicky Cahill Individual press trip to St. Pete/Clearwater


Online (KPI 40; Achieved 3; Pending 1)


08/07/16 Travelmole.com Barry Johnson Family fun in the sun

15/07/16 Travelmole.com Barry Johnson Romantic breaks in Florida

05/08/16 Travelmole.com Barry Johnson Florida’s yoga hot spots


TBC Bahighlife.com Phil Heard Hotel review of the Hyatt Regency Clearwater Beach Resort and Spa

Broadcast (KPI 1-3; Achieved 0)

Activity • Rooster drafted the following press releases:

o The world’s first selfie superstar is coming to St. Pete!

• Rooster pitched St. Pete/Clearwater for the following features:

o Barry Johnson, Travelmole, Off the beaten track

o Tamara Hinson, Travelsupermarket.com, Unusual museums

o Tony Jones, MailOnline, Bucket list sunsets

o Gary Rose, Radio Times, Film locations

o Jamie Carter, World Travel Market London Business Magazine, Virtual Reality

o Lauren Jarvis, Selling Travel, Winter Sun

• Rooster met the following journalists to discuss upcoming features and opportunities:

o Laura French, Freelance (Travel Weekly/ Woman’s Weekly/ The Sun/ GQ/

Fashionbeans/ Telegraph/ Red/ Woman’s Own) – interested in St. Pete and new

hotels and art and culture.

• Rooster discussed and followed up press trip opportunities:


August

o Mummy blogger Laura Driver and family visited Kissimmee/St. Pete twin-centre trip (15/08/15 - 18/08/16). Rooster organised accommodation (Postcard Inn on the Beach) and Paradise organised activities.

o Tom Mcconigley and partner, The Scottish Sun, combining a twin-centre visit to Dunedin and St. Pete/Clearwater (27/08/16 – 09/09/16). Rooster secured flight support, Airbnb and hotel partners and Paradise organised itinerary.

September

o Sarah Drew Jones, Freelance (7-9 September). Paradise has arranged kayaking, and a speedboat tour.

o Simon and Susan Veness (The Telegraph) hotel reviews (first half of

September). Rooster has booked in review slots with hotels.

November o Georgina Wilson-Powell, Good Things Magazine, visiting St. Pete and featuring a

foodie/craft beer/beach angle (8/11/16 – 13/11/16). Rooster has secured flight support and Kimpton Zamora Hotel. Paradise organising the itinerary.

2017

o Jenny Green, The Sun, interested in visiting St. Pete and featuring new hotels and the craft beer scene.

• Rooster liaised with Kissimmee regarding an advertorial proposal with Travel Weekly to

coincide with the next FAM trip

• Rooster discussed ongoing activity on a fortnightly conference call

o Rooster discussed press trips and marketing campaigns

• Rooster generated a weekly Facebook editorial calendar and posted the approved

content


Social Media

Facebook

• Facebook activity continued through August with weekly editorial calendars submitted

and then implemented

• Rooster continued with customer responses and general management of the page

• Total pages likes (UK) increased from 5,081 on 1 August to 5,102 on 31 August, an

increase of 21

• Total engagement (clicks) rate: 1,061 Total reach of our posts: 29,187 Total

impressions including shares/likes/news feed placement: 46, 050

• The most popular post was an image of Pier 60 (see below)

• The post received 97 likes, 4 loves, 9 comments and 2 shares leading to a reach of

2,507. There were also 83 clicks on the post:


KPIs

KPI Target over 12 months (Jan 2016 – Dec 2016)

Amount Achieved in August 2016

Amount Achieved to date

KPI’s Remaining

Press releases 15-18 1 3 12-15

Media visits 10-15 1 4 6-11

Media briefings 25-35 2 16 9-19

Coverage

Broadsheet: 8-10 Tabloid: 8-10 Regional: 10-15 Trade/B2B: 20-25 Consumer: 8 Online: 40 Broadcast: 1-3

Broadsheet: 0 Tabloid: 0 Regional: 0 Trade/B2B: 1 Consumer: 1 Online: 3 Broadcast: 0

Broadsheet: 1 Tabloid: 6 Regional: 10 Trade/B2B: 5 Consumer: 5 Online: 21 Broadcast: 0

Broadsheet: 7-9 Tabloid: 2-4 Regional: 0-5 Trade/B2B: 15-20 Consumer: 3 Online: 19 Broadcast: 0

Potential Activity for September

Press Trips

• Organise and finalise individual press trips

• Work with Kissimmee to arrange a joint FAM trip for 2017

• Arrange a family/mummy blogger trip

• WTM preparations

Miss Peregrine's Home for Peculiar Children/ Infiltrator

• Contact the studio’s UK PR representatives to discuss angles and opportunities to cross-

promote the film and its location

• Draft a press release for UK travel media highlighting the locations in St.

Pete/Clearwater used to film

Forward features

• Rooster to prepare forward features list to target for 2016:

- September - Selling Travel - USA – Florida


Contact Rooster PR If you have any questions regarding this report, please do not hesitate to get in touch.

Your Rooster VSPC team is:

Stuart Fyfe, Account Director

Nick Wheywell, Head of Digital

Katie Raby, Account Manager

Libby Allan, Account Executive

E: [email protected]

T: +44 (0)20 3440 8930

W: www.rooster.co.uk

Tw: @RoosterPR

mailto:[email protected]

http://www.rooster.co.uk/

Kaus Media Services | Sophienstrasse 6 | 30159 Hannover | Germany

Tel. +49 (0)511 899 890-0 | Fax +49 (0)511 899 890-69 | Web www.kaus.net | E-Mail [email protected] 1

AGENDA VISIT ST. PETE/CLEARWATER PR CONFERENCE CALL

Monday, September 26, 2016 at 4.30 pm Germany time

Attendees:

VSPC: Leroy Bridges | Paradise PR team

VSPC PR Germany: Axel Kaus | Marcus Feuerstein | Carmen Flicke

1. Individual and group media trip update

Mr. Ingo Wibbeke, Deltaverlag August 2-4, 2016

Status: Mr. Ingo Wibbeke was in our area from August 2-4, 2016 to feature

St. Pete/Clearwater in an upcoming article. He was very happy

about the press trip. As a result, we received his first article in the

magazine “Neues für die Frau”.

Ms. Petra Braun, Sonntag-Morgenmagazin, October 16 - 24, 2016

Status: Ms. Braun plans a private trip to St. Pete/Clearwater from October

16 to October 24, 2016. Ms Braun has already booked her flights

and accommodations and is requesting support in form of family-

friendly actives. We forwarded her request including the MAF to

VSPC. The answer is pending.

Tobias Sauer, Spartacus Traveler, November 3 – 11, 2016

Status: Mr. Sauer stays in our area from November 3 until November 7 and

then visits his family. Flights and the rental car are already booked.

We sent him the itinerary and he is really pleased about it.

Kaus Media Services | Sophienstrasse 6 | 30159 Hannover | Germany

Tel. +49 (0)511 899 890-0 | Fax +49 (0)511 899 890-69 | Web www.kaus.net | E-Mail [email protected] 2

2. Miscellaneous

Possible participation of the television broadcast “Der Bachelor”: We forwarded

some activity and accommodation suggestions to our contact person. She will

contact us with news.

Editorial calendar FY 2016/2017

Visit St. Pete/Clearwater Public Relations Report

August 2016 PR Activities

• Provided VSPC with Smart Meetings media lead opportunity for a “Selfie with the CEO”

of CVBs

• Provided photos of the upcoming Ferran Adria exhibition at The Dali Museum to Roster

PR for pitching efforts and press release

• Sent free activities in the destination for a media lead on NEA Travel, a website for

teachers

• Supplied info and images on Frida Kahlo show at The Dali Museum to VSPC’s NYC

and UK PR firms

• Provided demogrpahic information on visitors to the area for an article featuring

Snowbird Destinations for Canadians on Florida’s West Coast On SnowbirdAdvisor.ca

FAM Preparation/Coordination

• Hosted National Geographic China media team at activities and meals including

Frenchy’s Rockaway Grill, Sea Screamers, The Dali Museum, brewery tours, private

mural tour and much more

• Drafted and provided itinerary for Anja Gross, deputy editor in chief of the regional

German daily newspaper Badisches Tagblatt, with a food and museum focused itinerary

that included the Museum of Fine Arts, The Dali Museum, private mural tour, FarmTable

Kitchen and Frenchy’s Rockaway Grill. Hosted Anja for various activities and meals

• Drafted and provided itinerary for Tobias Sauer of Spartacus Traveler, the leading

German-speaking LGBT publication, with activities such as The Dali Museum and Fort

de Soto, as well as arranged meetings with several local LGBT community leaders

• Began researching properties and attraction options for Allison Taylor, blogger with

TravelingMom.com, following her request to cover the destination for a travel story

• Arranged accommodations at Postcard Inn for Doug Olander of Sport Fishing Magazine

• Began creating itinerary and securing attraction access for Sarah Drew Jones, a UK-

based freelance writer

• Hosted Laura Driver of the UK-based mommy blog Are we There yet Mummy? at

various attractions including The Dali Museum, Captain Memo’s Pirate Cruise, Fort de

Soto and more

• Provided itinerary for and hosted Tom McConigley of The Scottish Sun for various

attractions and meals such as The Dunedin Fine Arts Center, bike rentals on the

Pinellas Trail, Clearwater Marine Aquarium, The Dali Museum and more

• Began sourcing a room for Mike Cohen, a Canadian freelance travel writer, at The

Beach House Suites by Loews Don CeSar

• Provided ideas for points of interests for Frank Pawlak, editor from the architecture

magazine AFA Architekturmagazin (Germany) for a possible media visit in the future

• Set up access to area Museums for Michelle Richmond of USATODAY and Afar.com

Press/Written Materials

• Conducted research for Detours and new website initiative covering neighborhoods on

Central Avenue

• Provided list of St. Pete’s new offerings in 2017 to Susan Barnes for her section in 2017

Travel Guide to Florida, published in Canada and available at newsstands in North

America

• Provided options and information to VISITFLORIDA on local festivals and food/drink

offerings in the destination

• Submitted information on local options for a VISITFLORIDA editorial lead on florida

distilleries

Miscellaneous

• Attended “Million Dollar Summer” Giveaway on behalf of VSPC for Big Brothers/Big

Sisters charity event with Allegiant airlines

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