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<br />ORANGE COUNTY <br />BOARD OF COMMISSIONERS <br /> <br />ACTION AGENDA ITEM ABSTRACT <br /> Meeting Date: September 4, 2018 <br /> Action Agenda <br /> Item No. 8-r <br /> <br />SUBJECT: Marketing Communications Management Agreement with FleishmanHillard <br /> <br />DEPARTMENT: Economic Development/Visitors <br />Bureau <br /> <br /> <br /> <br />ATTACHMENT(S): <br />2018-19 Agreement between the Chapel <br />Hill/Orange County Visitors Bureau and <br />Marketing Agency, FleishmanHillard <br /> <br /> <br />INFORMATION CONTACT: <br />Laurie Paolicelli, 919-245-4322 <br /> <br /> <br /> <br /> <br />PURPOSE: To approve a professional services agreement for tourism marketing and <br />advertising with FleishmanHillard. <br /> <br />BACKGROUND: The Visitors Bureau has maintained an advertising agency contract for twenty <br />years to accomplish media buying and online campaign work for Orange County with the goal of <br />growing demand for tourism and conferences which strengthens economic impact. Orange <br />County’s tourism industry is anticipated to grow 8% this fiscal year. <br /> <br />This 12-month agreement in the amount of $502,210 encompasses marketing to conference <br />planners to fill growing hotel supply in Orange County, outreach to tourism markets and tourism <br />segments including the LGBT market, event attendees, and potential travelers on the Mid- <br />Atlantic, the top origination for visitors to Orange County. Tactics include website, App, on-line <br />marketing and advertising in newspaper, magazine and on television. <br /> <br />FINANCIAL IMPACT: A total of $502,210 in Visitors Bureau funds have been budgeted for <br />2018-19 Fiscal Year. <br /> <br />SOCIAL JUSTICE IMPACT: The following Orange County Social Justice Goals are applicable <br />to this item: <br />• GOAL: ENSURE ECONOMIC SELF-SUFFICIENCY <br />The creation and preservation of infrastructure, policies, programs and funding necessary <br />for residents to provide shelter, food, clothing and medical care for themselves and their <br />dependents. <br /> <br />Tourism is a clean and green industry that fuels the economy leading to the economic self- <br />sufficiency of Orange County residents. <br /> <br />RECOMMENDATION(S): The Manager recommends the Board approve the proposed <br />agreement and the funds are encumbered out of 2018-19 Visitors Bureau budget. <br />1