The best memories, just like shells, are found easily and naturally. Shells have a way when held in curious hands to transform into treasured memories. And on The Beaches of Fort Myers & Sanibel, you’ll find the best shelling in the world. Thanks to the geography of our islands, thousands of whole shells from hundreds of colorful species gently roll onto our shores. Anyone who takes the chance to look will find them within reach.
To bring awareness to the destination as the “Shelling Capitol” of the world and drive economic impact to the county during the summer, we declared June 20, 2016 National Seashell Day – also the official first day of summer.
The “Shellebration” campaign to support the inaugural of National Seashell Day ran from May 1 through June 30, 2016 and served as the destination’s summer promotional campaign. A custom logo was created to mark the holiday along with a fully integrated campaign that included paid media, social media, website landing page, public relations and email marketing.
The “Shellebration” campaign was concepted to translate across many mediums over the course of the two-month campaign. All initiatives drove consumer traffic back to the promotional website landing page – NationalSeashellDay.com. The website housed videos, articles and links to other information on shelling in the destination. A “4th Night Free” destination-wide deal was established with industry partners, further strengthening the promotion giving consumers a strong call to action. In addition, the “Shell Yeah!” sweepstakes gave consumers the opportunity to win a trip to the destination, including an itinerary of the best shelling activities imaginable.
The cornerstone of the media buy was a national integration into ABC’s “Good Morning America.” Chief Meteorologist Ginger Zee broadcasted live from Sanibel Island on National Seashell Day delivering her weather reports and lead segments with destination partners focused on shelling. Activities included a demonstration of the Sanibel Stoop, a live shell touch tank in corporation with The Bailey-Matthews National Shell Museum, and a look at the destination’s very own Shell Love Bug, a one-of-a-kind Volkswagen Bug decorated by volunteers with more than 19,000 shells! The partnership with “Good Morning America” included two national 30-second TV spots, homepage takeovers and native ads with local ABC station websites and nearly seven minutes of national TV exposure on June 20.
All social media channels supported National Seashell Day and the “Shellebration” campaign through posts and content. Additional social components include an in-destination scavenger hunt, a “Find Your Shellmate” quiz where consumers could take a quick test to find out which of the Sanibel Six shells they identify with best, and also hosted a group of influencers in the destination who then served as our “Storyshellers” for the campaign.
The campaign generated nearly 135 million paid impressions. Additionally, social media and public relations garnered 27 million and 193 million impressions respectively. Website visitation increased YOY by 13 percent. In addition, the landing page received 12,310 pageviews on National Seashell Day alone, which is a 174-percent increase compared to same day previous week.