Ad_Effectiveness_Study_-_Findings.pdf

VSPC Ad Effectiveness Study Topline Findings for Q3 2024

Table of Contents

Research Overview and Objectives

Visit St. Pete-Clearwater (VSPC), along with its agency-partner BVK, sought to develop a more comprehensive understanding of efficacy of its advertising and evaluate the contribution/impact of the advertising to local tourism.

In order to achieve these objectives, Future Partners conducted a research study to provide critical insights into travelers. Additional objectives addressed by the research included:

• Measure the incremental visits generated by the advertising, including the direct visitor spending (and tax revenues) generated as a direct result of these visits

• Determine the reach and impact of the advertising by examining awareness and likelihood to visit by market

• Drive future campaign strategy by comparing the effectiveness of the various media channels and ad effectiveness across markets

• Understand detailed media consumption behavior among target audiences

Methodology and Sampling

Future Partners worked closely with Visit St. Pete-Clearwater and its agency BVK to develop an online survey questionnaire that addressed the research objectives.

For this survey wave, survey invitations were sent by panel partners to American travelers in August/September 2024.

In order to qualify the research, respondents must have met the following screening requirements:

• Reside in one of the geographic markets targeted by the advertising campaign

• Be aged 25 or older

• Have an annual household income above $40,000

• Traveled at least once, overnight for leisure, to a destination 50 miles or more from their primary residence in the past 2 years

• Plan to take at least one overnight trip for leisure, to a destination 50 miles or more from their primary residence, in the next year

A total of 4,200 completes were collected with 300 each from the following key markets: Atlanta, Chicago, Cincinnati, Detroit, Indianapolis, Jacksonville, Minneapolis, Nashville. Orlando, Florida (excl. Pinellas Co., Orlando, Jacksonville).

New York, Washington, DC, Boston, and Philadelphia.

Key Performance Indicators

Aided ad recall continues to increase across key markets.

Question: In the past 6 months, do you recall seeing and/or hearing any advertisements

(online, social media, television, streaming television, radio, billboards, etc.) for leisure travel to St. Pete/Clearwater?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

* In 2023, past 9 months was evaluated and beginning in 2024, 6 months was used

Q3 2024Q2 2024Q1 20242023*

31%30%29%26%Atlanta 32%33%33%24%Chicago 30%25%26%34%Cincinnati 23%24%29%23%Detroit 23%28%25%27%Indianapolis 40%38%33%33%Jacksonville 30%24%24%17%Minneapolis 29%29%25%26%Nashville 45%45%50%42%Orlando 36%38%29%31%Florida (excl. Jax, Orlando, Pinellas Co.)

39%39%28%19%New York 26%27%21%23%Washington, DC 23%24%27%21%Boston 27%29%30%26%Philadelphia

Aided Ad Recall

Don't know 16%

Don't know 15%

Don't know 13%

Don't know 15%

No 60%

No 56%

No 54%

No 52%

Yes 25%

Yes 29%

Yes 33%

Yes 33%

2023* Q1 2024 Q2 2024 Q3 2024

Over one-third of all target travelers (33%) recall seeing and/or hearing an advertisement for St. Pete-Clearwater in the past six (6) months.

Those in Orlando continue to be more likely than those in other markets to recall seeing and/or hearing any advertisement.

Aided Ad Recall by Market

Over half of all target travelers (55%) state that they are more likely to visit St. Pete-Clearwater for leisure in the next 12 months after seeing and/or hearing an advertisement for St. Pete-Clearwater.

Impact on Likelihood to Visit St. Pete-Clearwater

Less likely 1%

Less likely 2%

Less likely 2%

Less likely 2%

Unchanged 49%

Unchanged 47%

Unchanged 45% Unchanged

43%

More likely 50%

More likely 51%

More likely 53%

More likely 55%

2023 Q1 2024 Q2 2024 Q3 2024 Question: How did the advertisements you viewed today affect your likelihood to visit

St. Pete/Clearwater, FL for leisure in the next 12 months?

Base: Total Respondents (Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

The advertisements continue to positively impact travelers’ likelihood to visit St. Pete-Clearwater.

Q3 2024Q2 2024Q1 20242023*

63%50%56%56%Atlanta 52%51%49%44%Chicago 48%38%47%57%Cincinnati 52%48%52%45%Detroit 48%45%46%48%Indianapolis 57%54%58%58%Jacksonville 44%45%45%49%Minneapolis 54%53%55%53%Nashville 57%57%56%63%Orlando 62%67%57%56%Florida (excl. Jax, Orlando, Pinellas Co.)

60%60%50%50%New York 50%54%46%45%Washington, DC 48%44%45%42%Boston 44%44%48%44%Philadelphia

Positive Impact on Likelihood to Visit

In Q3 2024, across every key market except Indianapolis, the idea that St. Pete-Clearwater is an ideal fit for them as a vacation destination increased significantly after being exposed to the ads.

The advertisements continue to convince travelers that St.

Pete-Clearwater is a fit for them as a vacation destination.

Question: And based on your current perceptions, to what degree is a vacation/getaway to St. Pete/Clearwater, Florida an ideal fit for who you are as a traveler?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

*excludes Jacksonville, Orlando, Pinellas Co.)

Fit of St. Pete-Clearwater by Market (Top-3 Box: “Fits Well”/“Fits Extremely Well”) Q3 2024Q2 2024 Q1 20242023

Post-Pre-Post-Pre-Post-Pre-Post-Pre- 59%49%55%47%56%45%60%50%Atlanta 52%47%54%48%55%49%51%37%Chicago 56%51%57%50%61%49%61%53%Cincinnati 51%46%53%42%53%46%48%39%Detroit 54%53%52%46%51%50%57%49%Indianapolis 65%53%56%44%59%55%60%48%Jacksonville 44%39%47%37%49%42%50%38%Minneapolis 56%50%55%49%50%48%58%47%Nashville 59%50%65%56%65%56%70%62%Orlando 63%50%68%58%60%52%61%48%Florida* 57%48%57%51%49%46%49%38%New York 49%40%49%43%56%46%47%36%Washington, DC 47%34%43%39%45%32%41%32%Boston 48%39%52%45%57%49%50%39%Philadelphia

42% 47% 48% 46%

53% 53% 55% 55%

2023 Q1 2024 Q2 2024 Q3 2024

Pre-exposure Post-exposure

Ad/Campaign Awareness

Aided Ad Recall Past Six (6) Months by Segment

However, aided ad recall is down significantly for LGBTQIA+ target travelers and up significantly for Recent Visitors.

25% 26% 30% 26% 36%

24% 29%

34% 31%

20%

41%

28% 33% 33%

29% 36%

52%

30%33% 34% 30% 30%

57%

30%

Total Black/ African-American

Latino/ Hispanic

LGBTQIA+ Recent Visitor Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Aided ad recall remains stable among almost all key segments.

Question: In the past 6 months, do you recall seeing and/or hearing any advertisements

(online, social media, television, streaming television, radio, billboards, etc.) for leisure travel to St. Pete/Clearwater?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

Social media and online video continue to be the most popular channels for aided ad recall.

Question: You indicated that you saw or heard advertising for St. Pete/Clearwater, FL in the past 6 months.

Where did you see or hear this advertising?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

Top Channels for Aided Ad Recall Past Six (6) Months

25%

15% 16%

25%

34%

15% 15% 16%

26% 21%

23% 26%

32%

16% 17% 18% 15%

32% 31% 30% 29% 26% 25%

23% 20% 20%

31% 27% 27% 29% 29%

18% 22% 20% 20%

Facebook Instagram YouTube Streaming TV Broadcast TV Search engine Online travel booking site

Travel-related website

TikTok n/a

In specific key markets, certain channels perform significantly better at driving aided ad recall.

Question: You indicated that you saw or heard advertising for St. Pete/Clearwater, FL in the past 6 months.

Where did you see or hear this advertising?

Base: Respondents who Recall Advertising (Q3 2024: 1263)

PHLBOSDCNYFloridaORLNASMINJAXINDDETCINCHIATLTotal

21%25%38%33%32%24%39%22%35%27%41%33%27%32%31%Facebook 30%24%23%24%35%38%22%23%32%31%20%38%40%33%29%Broadcast/ Cable television 26%33%23%28%28%25%38%38%30%30%18%26%27%35%29%Streaming television 19%20%29%30%34%24%27%10%17%29%20%25%33%23%27%YouTube 23%23%33%34%25%16%40%25%27%8%26%19%21%21%27%Instagram 14%18%30%25%20%10%37%24%14%17%20%15%23%27%22%Online travel booking website 22%12%22%26%14%13%26%24%16%23%21%17%17%18%20%Travel website 16%7%15%26%20%12%27%15%18%11%18%17%15%23%20%TikTok 9%10%12%24%20%18%24%22%13%13%13%16%12%17%18%Search engine 13%13%25%18%15%10%14%16%13%11%13%6%13%14%15%Magazine 12%14%14%16%16%8%7%19%10%15%15%7%10%17%14%Streaming radio 10%9%12%21%5%19%13%10%13%11%10%13%10%5%13%Billboard 11%4%14%16%4%9%12%15%12%12%14%20%17%9%13%AM/FM radio 7%3%5%12%15%6%12%12%7%4%9%3%6%4%9%Influencer posts/content 5%3%7%11%9%9%18%2%8%8%4%10%5%12%8%Email newsletter 2%7%8%7%1%3%3%0%2%0%0%6%2%0%4%Wrapped car/train 2%1%1%4%3%2%7%9%2%7%5%8%2%1%3%Non-travel website 0%3%4%1%4%3%1%3%1%0%4%3%1%2%2%Other

Markets in which aided advertising recall is significantly higher than total

Similarly, across specific key segments, certain channels perform significantly better at driving aided ad recall.

Question: You indicated that you saw or heard advertising for St. Pete/Clearwater, FL in the past 6 months.

Where did you see or hear this advertising?

Base: Respondents who Recall Advertising (Q3 2024: 1263)

Not-Recent VisitorRecent VisitorLGBTQIA+Latino/

Hispanic Black/

African-Amer.Total

27%46%23%34%38%31%Facebook 29%29%21%16%18%29%Broadcast/ Cable television 28%33%16%21%32%29%Streaming television 24%41%11%32%38%27%YouTube 23%41%9%26%31%27%Instagram 20%29%13%19%21%22%Online travel booking website 19%26%4%21%20%20%Travel website 17%36%12%35%29%20%TikTok 17%23%13%14%15%18%Search engine 14%21%6%3%11%15%Magazine 12%25%9%18%7%14%Streaming radio 12%20%15%8%15%13%Billboard 11%19%4%14%19%13%AM/FM radio 8%14%2%8%10%9%Influencer posts/content 6%19%4%13%13%8%Email newsletter 3%8%17%6%1%4%Wrapped car/train 3%6%1%0%1%3%Non-travel website 2%1%3%0%0%2%Other

Segments in which aided advertising recall is significantly higher than total

Digital Ad Awareness by Segment

Awareness of digital ads (e.g., banner, native, social media) increased significantly among Latino/Hispanic target travelers and declined significantly among LGBTQIA+ target travelers.

19% 23% 21%

17%

28%

18% 24%

32% 33%

18%

36%

23%

34% 41%

31% 38%

57%

31%34% 38% 41% 32%

59%

31%

Total Black/ African-American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Digital ad awareness remains stable among almost all key segments.

Question: During the past 6 months, do you recall having seen these advertisements

(or other, similar advertisements) for St. Pete Clearwater online?

Video Ad Awareness by Segment

However, video ad recall is down significantly for LGBTQIA+ target travelers this wave.

18% 25% 24%

15%

27%

17%

27%

40% 36%

22%

33% 27%30%

36% 30% 32%

48%

28%27%

36%

27% 23%

50%

25%

Total Black/ African-American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Video ad awareness remains stable among all key segments.

Question: During the past 6 months, do you recall having seen this advertisement

(or other, similar advertisements) for St. Pete-Clearwater on broadcast TV, cable, YouTube, or streaming TV?

Source/Channel of Video Ad Awareness by Segment

Online video continues to be the most popular source for video ad awareness.

Question: Where did you see this advertisement?

Base: Respondents who Recall Video Advertising (2023: 831; Q1 2024: 739; Q2 2024: 774; Q3 2024: 403)

40%

57%

42% 47% 46%42%

49% 56%

49% 46% 57%

Broadcast/Cable TV Streaming TV Online Video

Out-of-Home Ad Awareness by Segment

Awareness of out-of-home increased significantly among Black/African-American target travelers and declined significantly among

LGBTQIA+ target travelers.

12% 17%

22%

13%

24%

11% 16%

30% 32%

20%

29%

15%18% 20% 23%

37% 43%

14% 20%

27% 27%

17%

42%

17%

Total Black/ African-American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Out-of-home ad awareness remains stable.

Question: During the past 6 months, do you recall having seen these advertisements

(or other, similar advertisements) for St. Pete-Clearwater on any billboards or outdoor advertising?

Base: Total Respondents (2023: 3200; Q1 2024: 3000; Q2 2024: 2700; Q3 2024: 2815)

80%

3% 7% 3%

76%

34%

20% 19%

89%

51% 44% 40%

86%

34%

21% 13%

Billboard Movie Theater Gas Station EV Charging Station

2023 Q1 2024 Q2 2024 Q3 2024

Source/Channel of Out-of-Home Ad Awareness

Billboards continue to be more popular than the other sources for out-of-home ad awareness.

Question: Where did you see this advertisement?

Base: Respondents who Recall Outdoor Advertising (2023: 391; Q1 2024: 89; Q2 2024 131; Q3 2024: 113)

Print/Magazine Ad Awareness by Segment

12% 15%

19%

9%

18%

11% 16%

22% 21%

13%

28%

15%

22% 27%

16%

26%

39%

20%21% 25% 25%

17%

46%

19%

Total Black/ African-American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Question: During the past 6 months, do you recall having seen these advertisements

(or other, similar advertisements) for St. Pete-Clearwater in magazines?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

Print ad awareness also continues to remains stable.

Awareness of print ads among Latino/Hispanic target travelers and Recent Visitors increased significantly this wave but decreased significantly among LGBTQIA+ target travelers.

Radio Ad Awareness by Segment

17% 21% 23%

20% 23%

16% 19%

26%

33%

18%

31%

18% 20%

26%

31%

21% 26%

19%

9%

15% 16%

10% 13%

9%

Total Black/ African-American*

Latino/ Hispanic

LGBTQIA+* Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Question: During the past 6 months, do you recall hearing these advertisements

(or other, similar advertisements) for St. Pete-Clearwater on the radio?

Base: Total Respondents (Q1 2024: 4200; Q2 2024: 3000; Q3 2024: 3300)

* Data not included due to low base size

Radio ad awareness decreased significantly across all key segments.

For specific channels, certain key markets have significantly higher aided ad recall this wave.

Question: During the past 6 months, do you recall hearing [seeing] these advertisements

(or other, similar advertisements) for St. Pete/Clearwater?

Question: Where did you see this advertisement?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

RadioPrint/MagazineOut-of-HomeVideoDigital Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023

9%20%23%18%21%22%16%12%20%18%16%12%27%30%27%18%34%34%24%19%Total

12%-23%19%22%15%14%14%25%19%18%12%27%25%25%22%38%32%24%20%Atlanta

7%21%23%16%22%29%16%8%18%21%15%7%26%35%29%17%32%34%22%14%Chicago

14%18%12%11%16%13%12%-16%12%13%16%23%25%25%21%29%25%24%27%Cincinnati

10%-24%12%15%16%13%8%13%12%12%9%20%25%27%18%26%27%26%17%Detroit

10%19%21%19%15%15%11%8%12%10%12%7%17%19%28%17%29%26%23%21%Indianapolis

14%-26%24%24%20%15%-27%26%20%15%37%34%36%23%38%36%28%24%Jacksonville

8%21%21%12%19%17%15%11%15%13%10%6%20%23%26%13%30%30%25%17%Minneapolis

13%19%21%10%19%17%10%6%20%17%12%9%29%28%30%17%36%30%26%17%Nashville

13%19%33%31%21%15%20%18%20%23%28%22%34%32%38%27%36%37%35%30%Orlando

10%19%--22%23%18%11%29%---32%32%26%16%38%38%26%18%Florida*

8%---27%28%18%12%--18%15%33%38%28%15%40%40%24%17%New York

----19%23%16%13%----26%28%29%19%33%35%22%19%Washington, DC

----15%15%14%12%----21%20%22%16%27%28%22%17%Boston

----13%15%16%13%----20%24%23%20%22%26%22%19%Philadelphia

Markets in which aided advertising recall is significantly higher than previous wave

Similarly, across specific key segments, certain key markets have significantly higher aided ad recall.

Question: During the past 6 months, do you recall hearing [seeing] these advertisements

(or other, similar advertisements) for St. Pete/Clearwater?

Question: Where did you see this advertisement?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

RadioPrint/MagazineOut-of-HomeVideoDigital Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023Q3 ‘24Q2 ‘24Q1 ‘242023

9%20%23%18%21%22%16%12%20%18%16%12%27%30%27%18%34%34%24%19%Total

15%26%26%21%25%27%22%15%27%20%30%17%36%36%40%25%38%41%32%23%Black/African-American

16%31%33%23%25%16%21%19%27%23%32%22%27%30%36%24%41%31%33%21%Latino/Hispanic

10%21%18%20%17%26%13%9%17%37%20%13%23%32%22%15%32%38%18%17%LGBTQIA+

13%26%31%23%46%39%28%18%42%43%29%24%50%48%33%27%59%57%36%28%Recent Visitor

9%19%18%16%19%20%15%11%17%14%15%11%25%28%27%17%31%31%23%18%Not-Recent Visitor

Segments in which aided advertising recall is significantly higher than previous wave

Unpaid media recall also remains stable among all key segments.

Question: In the past 6 months, do you recall seeing…?.

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

13% 9% 10% 19% 15% 16%

26% 21% 23%23% 21% 19%

TV Stories Magazine Articles Blogs

2023 Q1 2024 Q2 2024 Q3 2024

Unpaid Media Awareness

TV Stories continue to have the highest recall, followed by Magazine Articles and Blogs.

In specific key markets, certain unpaid media has higher recall.

PHLBOSDCNYFloridaORLNASMINJAXINDDETCINCHIATLTotal

16%14%19%30%29%20%21%14%30%13%16%17%21%22%23%TV Stories 11%13%19%25%20%19%18%17%27%14%14%15%16%20%19%Blogs 13%11%19%29%23%16%19%15%29%11%15%17%20%17%21%Magazine Articles

Similarly, across specific key segments, certain unpaid media has higher recall.

Question: In the past 6 months, do you recall seeing…?.

Base: Total Respondents (Q3 2024: 4200)

Not-Recent VisitorRecent VisitorLGBTQIA+Latino/

Hispanic Black/

African-Amer.Total

20%49%16%19%31%23%TV Stories 17%38%11%19%23%19%Blogs 18%44%12%21%26%21%Magazine Articles

Markets/Segments in which unpaid media recall is significantly higher than the total

Ad/Campaign Perception and Impact

The vast majority of target travelers continue to agree that the advertisements portray St. Pete-Clearwater as having “an uplifting vibe”

(88%) and “world class beaches” (86%).

The advertisements effectively convey key advertising and brand attributes.

Question: Overall, how effective do you think these advertisements are in portraying the following aspects of St. Pete/Clearwater, FL?

Base: Total Respondents (Q3 2024: 4200)

PHLBOSDCNYFloridaORLNASMINJAXINDDETCINCHIATLTotal

89%84%91%89%86%86%87%83%89%90%87%86%89%92%88%An uplifting, positive vibe

87%86%82%85%87%87%79%87%88%86%86%83%90%85%86%World class beaches

82%76%84%79%83%85%78%82%81%79%80%83%84%88%81%A place with variety of things to do

78%80%79%83%81%80%77%73%79%81%79%79%81%83%81%A place where you can live in the moment

75%75%72%80%82%76%78%74%82%82%79%74%78%82%79%Immersive, memorable experiences

76%73%70%77%83%74%76%72%80%77%75%80%75%84%77%A place that is welcoming to people like me

58%64%61%70%70%69%65%59%66%64%51%67%63%72%66%A culturally inclusive atmosphere

57%54%55%62%66%59%60%51%64%58%49%59%59%62%59%A strong arts scene

Markets in which attribute ratings are significantly higher than the total

Advertising & Brand Attribute Ratings by Market (Top-2 Box: “Effective” / “Very Effective”)

80% 82% 84% 71%

88% 80%80%

88% 80%

74% 86%

80%81% 86% 90%

75% 87%

80%82% 86% 84% 77%

91% 80%

Total Black/ African-

American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Ad Likeability by Segment (Top-2 Box: “Like”/“Very Much Like”)

After being exposed to the ads, Visit St. Pete-Clearwater’s campaign was well liked among target travelers (82%).

Ad likeability remains strong across key segments.

Question: Which of the following best describes how you feel about the St. Pete-Clearwater ads?

78% 80% 82%

66%

90% 77%81%

88% 78% 76%

87% 80%82% 83%

89% 76%

91% 81%84% 89% 87% 84%

92% 83%

Total Black/ African-

American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Ad Effectiveness by Segment (Top-2 Box: “Effective”/“Very Effective”)

Black/ African-American target travelers were significantly more likely to find the ads effective, as were LGBTQIA+ target travelers.

Ad effectiveness continues to increase among almost all segments.

Question: After viewing this series of advertisements, overall, how effective do you think these advertisements are in portraying St. Pete/Clearwater, FL as a place you would enjoy visiting for leisure?

69% 61%

53% 43%

58% 55% 46% 46%

41%

59% 55% 49% 47% 44%

62% 55%

50% 49% 45%

Learn more about the things to see and do in St. Pete-Clearwater

Research pricing for a trip to St. Pete-Clearwater

Talk to friends/family about St. Pete-Clearwater

Go to VisitStPeteClearwater.com

Book a trip to St. Pete-Clearwater

2023* Q1 2024 Q2 2024 Q3 2024

Impact of Ads on St. Pete-Clearwater Trip Inspiration (Top-2 Box: “Agree”/“Strongly Agree”)

Target travelers still feel that the campaign is most impactful in encouraging them to “learn more about the things to see and do in St. Pete-

Clearwater” (62%) followed closely by “research pricing for a trip to St. Pete-Clearwater“ (55%).

Ad/campaign impact remains stable.

Question: Please rate your level of agreement with the following statements about the St. Pete/Clearwater, FL ads. The St. Pete/Clearwater, FL ads inspire me to…?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

* In 2023, past 9 months was evaluated and beginning in 2024, 6 months was used

50% 56%

62%

43%

59% 50%51%

65% 63%

42%

62%

50%53% 58%

73%

56%

67%

52%55% 64% 65%

46%

74%

53%

Total Black/ African-American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

2023 Q1 2024 Q2 2024 Q3 2024

Positive Impact of Ads on Likelihood to Visit St. Pete-Clearwater for Leisure in the Next 12 Months

Latino/Hispanic and LGBTQIA+ target travelers are significantly less likely to state that the ads positively impacted their likelihood to visit compared to last wave, while Black/African-American target travelers and Recent Visitors are significantly more likely to state that the ads positively impacted their likelihood to visit St. Pete-Clearwater.

The impact of the ads on likelihood to visit continues to increase.

Question: How did the advertisements you viewed today affect your likelihood to visit St. Pete/Clearwater, FL for leisure in the next 12 months?

Fit of St. Pete-Clearwater by Segment (Top-3 Box: “Fits Well”/“Fits Extremely Well”)

Prior to being exposed to the ads, less than half (48%) of target travelers stated that St. Pete-Clearwater was an ideal fit for who you are as a traveler. However, after being exposed to the ads, over half of target travelers (55%) said they that St. Pete-Clearwater was an ideal fit for them.

Exposure to the ads increases travelers’ agreement that St. Pete/ Clearwater fits them for a vacation destination.

Question: Based on your current perceptions, to what degree is a vacation/getaway in St. Pete/Clearwater, Florida an ideal fit for who you are as a traveler?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

Q3 2024Q2 2024Q1 20242023 Post-exposure Pre-exposure Post-exposure Pre-exposure Post-exposure Pre-exposure Post-exposure Pre-exposure

55%46%55%48%53%47%53%42%Total

62%53%60%52%66%53%60%45%Black/African-American

65%56%67%54%53%51%62%51%Latino/Hispanic

41%30%53%46%41%37%43%36%LGBTQIA+

81%79%82%83%76%81%77%74%Recent Visitor

52%42%52%44%51%44%51%39%Not-Recent Visitor

Segments in which fit (pre-exposure) is significantly higher than fit (post-exposure)

70% 77% 83%

55% 68%

80% 92%

57%

76% 84%

96%

77% 77%

Total Black/ African-American

Latino/Hispanic* LGBTQIA+*

2023 Q1 2024 Q2 2024 Q3 2024

Impact of Ads on Decision to Visit St. Pete-Clearwater

Among those who previously heard/saw the ads, significantly more recent visitors said that the ads impacted their decision to visit St.

Pete/Clearwater compared to last wave.

Most recent visitors state that the ads impacted their decision to visit St. Pete-Clearwater.

Question: You said that you recalled seeing one or more ads for St. Pete/Clearwater, FL earlier in the survey.

Did this ad (or ads) you saw in any way influence your decision to visit St. Pete/Clearwater, FL?

Base: Visitors Aware of Any Ad (2023: 255; Q1 2024: 220; Q2 2024: 321; Q3 2024: 282)

* Data not included due to low base size

83% 97%

80% 88%88%

95% 100% 100% 93% 93% 98%

72%

93%

Total Black/ African-American*

Latino/Hispanic* LGBTQIA+

2023 Q1 2024 Q2 2024 Q3 2024

Importance of Ads on Decision to Visit St. Pete-Clearwater (Top-2 Box: “Important”/“Very Important”)

Among those who previously heard/saw the ads and visited St. Pete-Clearwater, significantly more state that the ads were important or very important to their decision to visit the destination compared to last wave.

Most visitors state that the ads are important to their decision to visit St. Pete-Clearwater.

Question: How important were these advertisements to your decision to visit St. Pete/Clearwater, FL?

Base: Visitors Impacted by Any Ad (2023: 170; Q1 2024: 136; Q2 2024: 228; Q3 2024: 193)

* Data not included due to low base size

43%

21% 25%

11%

47%

18% 25%

10%

40%

22% 23% 16%

39%

24% 23% 14%

I was just considering destinations for a trip

I had no plans to travel I was interested in visiting St. Pete-Clearwater, FL but hadn’t made travel plans yet

I had already decided to visit St. Pete-Clearwater, FL

2023 Q1 2024 Q2 2024 Q3 2024

Point in Travel Decision Making Process when Ads were Seen/Heard

Most travelers were just considering destinations for a trip when they saw/heard the ads for St. Pete-Clearwater.

Question: When you saw the advertisement(s) for St. Pete/Clearwater, FL, where were you in the process of deciding to travel?

Trip Details

However, significantly less LGBTQIA+ target travelers visited St. Pete-Clearwater for leisure in the last 6 months compared to last wave.

Visited St. Pete-Clearwater in the Past Six (6) Months

Visitation to St. Pete-Clearwater remains stable.

Question: Which of these destinations have you visited for leisure in the past 6 months and which are you likely to visit in the next 12 months?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

* In 2023, past 9 months was evaluated and beginning in 2024, 6 months was used

11% 11% 18%

11%8% 6% 9% 10%11% 9% 12% 18%

10% 10% 18%

8%

Total Black/ African-

American

Hispanic/ Latino

LGBTQIA+

2023* Q1 2024 Q2 2024 Q3 2024

Interest in Visiting St. Pete-Clearwater in the Next 12 Months

Interest in visiting St. Pete-Clearwater also remains stable.

Question: Which of these destinations have you visited for leisure in the past 6 months and which are you likely to visit in the next 12 months?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

18% 16% 20% 22%17% 13% 25%

18%19% 20% 23% 16%17% 15% 18% 14%

Total Black/ African-

American

Hispanic/ Latino

LGBTQIA+

2023 Q1 2024 Q2 2024 Q3 2024

Additionally, significantly fewer Black/African-American target travelers are interested in visiting St. Pete-Clearwater for leisure in the next

12 months compared to last wave.

Average Number of Overnight Leisure Trips to St. Pete-Clearwater in Past Six (6) Months

The vast majority of visitors took only one (1) leisure trip to St. Pete-Clearwater in the past six (6) months. Spring (February-April 2024) was the most common time of year for target travelers to visit the destination.

Visitors took and average of 1.7 leisure trips to St. Pete- Clearwater in the past six (6) months.

Question: You said that you visited St. Pete-Clearwater for leisure or other personal reasons in the past 6 months.

How many leisure trips did you take to St. Pete-Clearwater in the past 6 months?

Question: In which month(s) did you visit St. Pete/Clearwater, FL on a leisure trip(s)?

Base: Visited St. Pete-Clearwater in past 6 Months (Q3 2024: 412-417)

65%

19%

7%

8%

Series 1

4 or more trips

3 trips

2 trips

1 trip

Mean

1.7 trips

Month of Recent St. Pete-Clearwater Trip

30%

28%

25%

18%

20%

11%

3%

February 2024

March 2024

April 2024

May 2024

June 2024

July 2024

August 2024

Average Length of Stay for Most Recent Trip to St. Pete-Clearwater

Among target travelers who visited St. Pete-Clearwater in the past six (6) months, over one-third traveled for vacation (36%), while another one-quarter visited friends or family (26%) in the destination.

Visitors stayed an average of 4.2 days in St. Pete-Clearwater.

Question: How many total days and nights did you spend away from home on this trip in which you visited St. Pete/Clearwater, FL?

Question: Which best describes your reason for visiting St. Pete/Clearwater, FL on this most recent leisure trip?

Base: Visited St. Pete-Clearwater in past 6 Months (Q2 2024: 416-417)

4%

47%

40%

9%

Series 1

8 or more days

4-7 days

2-3 days

1 day

Mean

4.2 days

Purpose of Most Recent St. Pete-Clearwater Trip

36%

26%

23%

5%

4%

5%

Vacation

Visit friends or family

Weekend getaway

Day trip

Add-on to a business trip

Other personal reasons

Almost two-thirds of visitors to St. Pete-Clearwater traveled with their spouse or significant other (64%), while less than one-third (30%) traveled with their children under the age of 18.

Travel Party Composition for Most Recent Trip to St. Pete-Clearwater

5%6%8%10%11% 17%

30%

64%

ParentsAdult childrenOther children under age 18

Other family members

No one else (by myself)

Friend(s)My own children under age 18

Spouse or significant other

Most visitors came to St. Pete-Clearwater with their spouse or significant other.

Question: Who were you traveling with on this trip to St. Pete/Clearwater, FL?

Base: Visited St. Pete-Clearwater in past 6 Months (Q3 2024: 417)

The most popular type of accommodations used by visitors were hotels (51%), followed distantly by private residence of a friends/family, resort, and peer-to-peer lodging.

Accommodation Type for Most Recent Trip to St. Pete-Clearwater

7%7%10% 18%21%

25%

51%

MotelBed-and-breakfast/innCondo/vacation rentalAirbnb or similar (VRBO, HomeAway, etc.)

ResortFriend/Family memberHotel

Hotels were the most popular type of lodging for visitors.

Question: During this trip, in what type(s) of lodging did you stay while in St. Pete/Clearwater, FL?

Base: Visited St. Pete-Clearwater in past 6 Months (Q3 2024: 417)

2.2

0.9

Average Travel Party Size for Most Recent Trip to St. Pete-Clearwater

On average, travel parties spent $699 per day in St. Pete-Clearwater, with most being spent on lodging ($161) and restaurants/dining ($153).

The average travel party size for recent visitors was 3.1 people.

Question: And how many people were in your immediate travel party (including yourself )?

Question: Approximately how much PER DAY did you spend on the following while in St. Pete/Clearwater?

Base: Visited St. Pete-Clearwater in past 6 Months (Q3 2024: 351-404)

Average Daily Spend for Most Recent Trip

Mean

3.1 people

$39

$71

$82

$86

$108

$153

$161

Other

Gas, parking, etc.

Car rental

Retail

Entertainment

Restaurants & Dining

Lodging

Total Spend $699

Adults Children

Travel Behavior

Average Number Overnight Leisure Trips in Past Two Years

Target travelers took and average of five (5) overnight leisure trips in the past two years.

Question: In the past 2 years, how many overnight leisure trips have you taken?

Please include only overnight trips of 50 miles or more (one way) from your home.

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

5.4

4.6 4.9

5.8 6.9

5.45.0 4.5

3.9

5.6 6.7

4.85.0

4.4 4.2

5.0

6.7

4.84.9

4.3 4.2

5.9 6.8

4.7

Total Black/ African-

American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Non-Recent Visitor

Average Number Overnight Leisure Trips Planned for Next 12 Months

On average, travelers in the targeted markets plan to take 3.4 overnight leisure trips at least 50 miles away from home in the next 12 months.

The number of planned overnight leisure trips remains stable.

Question: In the next 12 months, how many overnight leisure trips do you plan to take?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

3.7 3.4 3.3 4.1

5.1

3.7

3.3 3.3 3.0

3.4

4.8

3.23.4 3.2 3.0 3.3

4.5

3.33.4 3.2 2.9 3.7

4.9

3.2

Total Black/ African-

American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Average Number Cruises Taken in Past 6 Months

Most target travelers did not take a cruise to Mexico or the Caribbean in the past six (6) months.

Question: And of the leisure trips that you have taken in the past 6 months, how many were cruises to Mexico or the Caribbean?

Base: Have taken a Leisure Trip in past 6 Months (Q1 2024: 3691; Q2 2024: 3765; Q3 2024: 3828)

0.3 0.4 0.4 0.2 0.5

0.20.4 0.5 0.4 0.6 0.8

0.30.3 0.4 0.3 0.3

0.7 0.3

Total Black/ African-

American

Latino/ Hispanic

LGBTQIA+ Recent Visitor

Q1 2024 Q2 2024 Q3 2024

Miami continues to be the most visited destination in the past six

(6) months.

Question: Which of these destinations have you visited for leisure in the past 6 months, and which are you likely to visit in the next 12 months?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

* In 2023, past 9 months was evaluated and beginning in 2024, 6 months was used

Travel Destinations in Past Six (6) Months

19% 18%

13% 12% 10% 10% 10% 9% 9% 8% 7%

Miami Caribbean Ft. Lauderdale West Palm Beach

St. Pete- Clearwater

Key West

Daytona Beach

Myrtle Beach

Fort Myers

Florida Panhandle

Hilton Head

Q3 2024

The Caribbean is the destination that target travelers are most interested in visiting in the next 12 months.

Question: Which of these destinations have you visited for leisure in the past 6 months, and which are you likely to visit in the next 12 months?

Base: Total Respondents (2023: 4400; Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

Travel Destinations in Next 12 Months

30%

25% 20% 18% 18% 17% 17% 17% 16% 15% 14%

Caribbean Miami Key West

Myrtle Beach

Hilton Head

Ft. Lauderdale St. Pete- Clearwater

Florida Panhandle

West Palm Beach

Daytona Beach

Fort Myers

Q3 2024

Friends/Family is the most common travel resource used.

Target travelers also commonly use online searches (50%), social media (38%), and travel review websites (33%). Blogs (7%), podcasts (7%), and radio (6%) are the least commonly used resources for planning/choosing a vacation destination.

6%

7%

7%

11%

11%

15%

17%

19%

23%

26%

26%

28%

33%

38%

50%

61%

Radio

Podcasts

Blogs/ Email newsletters

Influencers

News

Travel agents/travel advisors

Travel planning apps

Magazine articles

TV

Online travel agencies

Official destination websites

Online videos

Travel review sites

Social media

Online searches

Friends/family

Q3 2024

Resources Used for Travel Inspiration

Question: Where do you typically look for travel inspiration?

That is, what sources do you use for choosing a vacation destination?

Base: Total Respondents (Q3 2024: 4200)

Most target travelers use social media and watch streaming content weekly or more often.

Question: And how often do you…?

Base: Total Respondents (Q1 2024: 4200; Q2 2024: 4200; Q3 2024: 4200)

79%

64% 61% 59% 56% 51% 51%

33%

Use social media Watch streaming content

Watch online content

Watch traditional/ broadcast cable TV

Read news articles

Listen to AM/FM radio

Listen to streaming audio

Read lifestyle magazines

Q3 2024

Online content (61%), traditional/cable TV (59%), news articles (56%), AM/FM radio (51%), and streaming audio (51%) are also commonly used media channels.

Frequency of Media Consumption (“Once a Week” or more frequently)

Appendix A:

Demographics

Respondent Demographics

Gender Generation

● Female, 46%

● Male, 54%

● Other, <1%

Orientation

● Non-LGBTQIA+, 93%

● LGBTQIA+, 7%

● Boomer or older, 27%

● Generation X, 27%

● Millennial, 39%

● Gen Z, 7%

Average age of 48.6 years old

Household Income Children in Household

● $200,000 or more, 11%

● $100,000 - $199,999, 37%

● $40,000 - $99,999, 49%

● Less than $40,000 (Retired), 2%

Average HHI of $110,000

● Yes, 43%

● No, 57%

Employment

● Full-time, 64%

● Part-time, 8%

● Unemployed, 5%

● Student, <1%

● Retired, 20%

Racial Identity Latino/Hispanic Spanish Spoken in Household

● White/Caucasian, 75%

● Black/African American, 12%

● Asian, 5%

● Native American, <1%

● Other, 2%

● Yes, 10%

● No, 90%

● Yes, 9%

● No, 91%

Appendix B:

Key Terminology

Key Terminology