The tourism board of Greater Fort Lauderdale is spending extra ad dollars to dispel negative perceptions of the recent hurricane's impact on South Florida.
The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) will spend $1 million in key feeder markets in the Northeast, Midwest, Texas and California on social media channels, radio, and television during the winter to let people know this area is open for business.
The organization is also rolling out its 2018 marketing plans, bolstered with an increased media spend of $5 million -- 25% more than the previous year, with at least 60% of this total media budget focused on the digital space.
The board is working with the Tourist Development Council, and Marketing Advisory Committee, as well as the bureau’s advertising agency of record Starmark, and PR shop Finn Partners.
“Our theme this year is big data,” stated Stacey Ritter, CEO/president, GFLCVB. “We’ll use technology to take the guesswork out of advertising, better target our customers and have real-time assessment of how our messaging influenced a decision to visit, length of stay and if, and when a visitor returns. This adds up to a more effective and efficient use of our marketing dollars.”
The "Hello Sunny" TV creative will showcase the destination’s culinary options and is designed to expand the attractiveness of the region beyond its beach appeal.
Other components include a PR and social media program, a revamp of the client’s website, and a new arts and culture map.