Oh, Henry! You love us...you really love us.
The Flagler Awards program is Visit Florida's annual statewide competition recognizing outstanding tourism marketing. The Beaches of Fort Myers & Sanibel was honored with a Henry Award for our Island Findings Campaign for the best in Internet Advertising, along with a Silver for our Island Hopper Songwriter Fest Song & Chance 2 social media marketing campaign and a Bronze for our summer getaway radio.
With the Island Findings campaign, we aimed to differentiate The Beaches of Fort Myers & Sanibel from all other destinations in the state and drive overnight visitation. Specifically, we wanted our target audience to learn about the unique and natural characteristics of the destination through the eyes of those who call it home – creating a personal and authentic experience for the consumer. The campaign was comprised of personal stories told via video from local residents of the destination. The videos showcased their passion for what they do to drive tourism – whether it be a boat captain of a charter cruise company or a horticulturist at the Edison & Ford Winter Estates. We then strategically placed media to put these video stories in front of our target market.
The campaign was designed to reach the same person across all their devices. As a result, more than 86 percent of all visits to the Island Findings landing page on FortMyers-Sanibel.com came from new visitors. In addition, the goal to increase bed tax revenue YOY by 3.5% was exceeded with a 7% increase from March 2015 through February 2016. We could go on and on about the incredible results, but you get the idea.
Even though Henry was an East Coast guy, he showed southwest Florida some love!