Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our Goal: To increase visitation to and overall tax collections for the destination by bringing our Unique Value Proposition to life through an integrated campaign that clearly illustrates the exclusive, elevated experiences offered ONLY by our destination.
Our brand’s Unique Value Proposition says it all: Naples, Marco Island and the Everglades promises an elevated coastal, cultural, culinary, and ecological paradise to those with an expectation of excellence.
Every message at every touchpoint had to continue to convey this promise of an elevated experience. In an era of ever-increasing competition for the traveler’s share of mind and wallet, it is our true differentiator. The Unique Value Proposition is perfectly aligned with today’s changing economic indicators. While more travelers are watching their spending, they're willing to pay a premium for exceptional experiences that justify their vacation dollars.
The evolved “ONLY Paradise Will Do” concept ran as part of several target-specific campaigns including: Leisure, Domestic (USA), International (Canada, Germany, and the UK), Weddings, and Arts & Culture.
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)
The destination had an overall 34% YOY increase in Tax Collections ($47.5M) due to the following efforts.
The winter campaign zeroed in on the Hartford-New Haven and Chicago DMAs. Chicago, a long-standing target market, displayed increased spending and visitation frequency, affirming the resonance of our messaging and creative campaigns with the Chicago audience.
Chicago: Total visitation in 2023 increased from 2022. It accounted for 6% of the total visitation to the destination indicating a shift toward higher-value demographics.
Approx media spend: $300,000.00
Visitor spending in the market: $3.8M+
Hartford-New Haven: The Market Index for Hartford-New Haven increased 14.3% YOY. The Market Index looks at the relationship between web traffic, destination visitation, and visitor spending and is an indicator of marketing impact.
Avg. Visitor Spend: Increased from $352 to $372
Total Visitor Spending: +15% increase YOY
Approx Media Spend: $182,522.00
Visitor Spending in Market: $387,500.00
For spring/summer, we aimed to inspire short-term travel from May to September, targeting luxury audiences in key northeast and midwest DMAs. We tailored messaging for upwardly mobile affluent professionals, culinary enthusiasts, and eco tourists.
For Florida drive-markets, the percentage of overnight visitation increased for key markets YOY.
Miami-Ft Lauderdale = +3.4%
Tampa-St Pete = +1.2%
Orlando-Daytona = +0.8%
West Palm = +0.5%
The campaign boosted Canadian tourism, accounting for 11% of total visitors in the fiscal year of 2023 with a 70% YOY increase. In contrast, European visitors saw a more modest 6.9% increase during the same period. The campaign had a significant impact on the destination, evident in increased visitation across targeted markets and a YTD economic impact rise of +24% compared to the record-breaking 2022.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
A total of $3M was spent in paid seasonal and year-long campaigns to help leverage the ONLY brand for all aspects of the destination. Overall, this campaign delivered 63.8M impressions, 236,791 clicks to the Paradise Coast website (garnering a 0.37% CTR, more than 4x the benchmark). It also had 4,863,183 completed video views, with a VCR of 89%, also well over benchmark. Additionally, $1M dollars was spent in production to help bring the overall concept for the ONLY campaign to life.
Winter Campaign
Chicago:
ROAs: 7.8X
Harford-New Haven:
ROAS: 4.7X
Entry Title
Collier County: Only Campaign
Division
Advertising - Brand Campaign