The U.S. Travel Association closed its annual ESTO conference in Boca this week by recognizing the best in U.S. destination marketing. The Beaches of Fort Myers & Sanibel was honored with the Destiny in print advertising for its shell guide magazine insert. The insert was part of the comprehensive and award-winning Find Your Island brand campaign that has sustained incremental growth for the destination in each of the last five years.
The Beaches of Fort Myers & Sanibel are known for their world-renowned seashells, and “shelling” is a top activity among visitors. The insert featured a checklist of the most popular shells found in the destination, tips for how to find the best shells and a map of the best beaches for shelling. In addition, industry partners were featured for consumers to book accommodations from these featured deals. The cover of the guide featured a giveaway message for a free shell bag with a goal of earning 2,000 requests. Instead, the piece garnered 49,907 requests. Needless to say, we had to acquire additional shell bags to send out to enthusiastic potential visitors.
For that, we gotta say, "Shell Yeah!"