Adrian Awards 2020
Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?
In March 2020, the domestic travel industry, along with the rest of the world, changed forever. As COVID-19 cases rose, tourism ceased to be an economic engine in tourist dependent destinations such as Amelia Island. The absence of tourists caused over 2,500 Amelia Island hospitality workers to lose their jobs. April metrics were unimaginable, with lodging facilities closed, overall occupancy at just 9% and revenue down over 90%. The Amelia Island Convention and Visitors Bureau, ( AICVB ) knew we had to take measures to not only help protect our community from the spread of COVID-19, but also support our tourism industry which generates nearly $900 million in economic impact, employs 36% of the local workforce, and supports nearly 1/3 of Nassau County’s economic health. With our local economy and our community livelihood being 1.5 times more dependent on tourism as Florida’s economy, it was essential that we activate a strong recovery strategy. The destination wanted to be reinvigorated by positioning itself as a top island destination overall — where wide-open spaces, outdoor activities and less crowds were the norm. More and more consumers began looking for those attributes when planning future vacations, but were wondering if it was safe to travel yet. Amelia Island needed a way to keep in contact with their audience, target the drive market, and communicate what still makes for a great vacation. In addition to a new brand position, the destination sought to: Build on the positive attributes of a small, low-density island with outdoor recreation. Ensure communication on the compliance of all CDC safety guidelines Drive business goals in economic impact, occupancy, ADR and RevPAR. Integrate a digital media strategy using comprehensive tracking, travel data to inform targeting and media placements to prospects in key drive markets. Build a solid foundation for short-term recovery and long-haul visitation. Re-engage &activate our Instagram &Facebook fans
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Achieving all our goals, we created “Moments:” an integrated marketing campaign targeting loyalists and prospects across owned, paid and earned channels. A series of billboards rotated in key markets along the I-95 corridor, playing to target the location of each installation. A full-page print ad was published in drive market publications. And display banners were implemented in several outlets to extend the campaign’s reach. On social, Carousel, Story and Instant Experience ads were created with both couples and families in mind. Wide-open spaces and welcoming copy were featured throughout, as users were invited to “Find your perfect Amelia Island Moment.” InFeed creative was developed for a quicker read with :06 videos that captured the sentiment of the campaign. A web chatbot campaign positioned Amelia Island as a trusted travel source. It helped consumers find answers to pain points regarding safety protocols during Florida’s phase one of COVID-19 recovery. The ChatBot increased the length of interaction and interacted with over 30,000 users. Total campaign impressions were over 29.5 million. In only the first week of running, the AR experience ad had an average view time 24 seconds; 138 shares; 139 post saves/bookmarks; 160 post comments; 2,054 post reactions. CTR was 6.5x’s higher than industry average. The social campaign generated 304 newsletter sign-ups valued at $5,168 As a result, visitation has been higher than expected, with taxable lodging sales generating 75% of last year’s record numbers. Our followers also saw nearly 15% growth YoY. While occupancy fell nearly 28% for the fiscal year, average daily rate only declined by 8%, and total bed tax collections were only down 22% year over year (YoY). All these metrics performed higher than the 40% declines originally projected. In August alone, revenue was up 25% from last year’s numbers, bringing in an actual $11,320,940, up from the same period 2019.
Entry Title
Amelia Island “Moments” campaign
Recovery Strategies - Recovery Strategies
Recovery Strategies
Entry Award: