Agenda Item Name:
Title
Purchase Order 2021-1243, to Clear Channel Outdoor Inc., in the amount of $101,728.00, for the purchase of Billboard Advertising, for the Visitor and Convention Bureau
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Presenter:
Jessica Hurov 352.374.5260 ext. 2496/Larry Sapp, 352.374.5202
Description:
Purchase Order 2021-1243 to Clear Channel Outdoor Inc.
Recommended Action:
Recommended Action
Make the legislative determination that the billboard campaigns serves a public purpose and is primarily related to promoting and advertising tourism in Alachua County, and approve the issuance of Purchase Order 2021-1243, to Clear Channel Outdoor Inc., in the amount of $101,728.00, for the purchase of Billboard Advertising, for the Visitor and Convention Bureau.
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Prior Board Motions:
N/A
Fiscal Consideration:
Fiscal Consideration
Sufficient budget exists in the Tourist Development Fund, Account 150.45.4510.552.48.00.
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Background:
Billboard advertising is one of the most economical cost-per-impression (CPI) and is the top out-of-home (OOH) of all advertising methodologies. According to Nielsen research, 85% of viewers engage with billboard advertisements. Alachua County has travelers off I-75 occupying hotel rooms for last-minute transient stays, leisure trips from drive-in markets, and consumer cultural, outdoor, and nature-based tourism. The 7 billboards in this campaign will produce an estimated 1,084,580 weekly impressions. Billboards provide maximum visibility and impact, build strong brand and image awareness, deliver a high reach and frequency over an extended period of time, and provide continuous exposure of the Visit Gainesville, Alachua County advertising message creating a leading presence in the regional trade area.
The billboard campaign will advertise attractions, venues, events and activities to tourists, and will feature photography highlighting key points of interest with a call to action to encourage drivers to visit What's Good in Alachua Coun...
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