Adrian Awards 2017
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Entry Title
Miami and the Beaches Zika Crisis Communications Campaign
Division
Public Relations
Category
CRISIS COMMUNICATION/RECOVERY COMMUNICATION
Sub-category
PR Campaign
First Name
Michaelann
Last Name
Rose
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Position the GMCVB as a credible source of information Create a call-to-action for the industry to become part of the solution to the Zika problem, demonstrating leadership and upholding tourism as an economic generator Ensure that the destination and the GMCVB responsibly market the destination as a place to visit, and keep a steady stream of positive press and lifestyle stories for Miami and the Beaches during the Zika crisis, with a focus on securing short-lead placements online and influencer video content showcasing the destination overall as unchanged and dynamic. The meeting planner, who makes decisions on behalf of hundreds of people, is more risk-adverse than most. The objective with this highly influential group was to clearly communicate and distinguish the facts from the highly sensationalized stories in the press.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
US and Canadian leisure travelers, with an emphasis on the Northeast and NYC market; meeting planners
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Created Travel and Tourism Industry Think Tank of senior tourism executives. Gathered data from all industry verticals Social media listening captured real-time perceptions of destination and Zika Monitored hotel performance and identified trends linked to press coverage of Zika Created Tourism Industry Abatement Pledge incorporating industry's commitment to combatting Zika and outlining mosquito mitigation efforts to assuage meeting planners’ and public concerns Created real-time travel advisory site and press alerts, using GMCVB social channels to drive traffic Regular updates on the Miami Beach Convention Center renovation to engage meetings media Features and influencer content spotlighting the unique stories of Wynwood and Miami Beach GMCVB CEO spoke during press conferences announcing lifting of Zika zones Attended NYC trade shows to address crisis and promote Miami, including NY Wine & Food Festival and SKIFT Travel Forum Media events in Toronto and NYC
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The agency developed a message strategy using the following principles: - Unity: The GMCVB is working closely with officials at the city, county and state levels. Working with hotel and travel industries to institute policies to protect visitors. Demonstrate that convention and tourism industry are taking action and supporting the local community in this time of need. - Action: All available tools that are recommended and approved by the CDC are being implemented - Results: Announce when travel advisories are lifted and remain optimistic that the remaining affected parts of the destination will see similar results - Optimism: Based on the proven track record of mosquito mitigation efforts, the destination is optimistic the travel advisory will be lifted.
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.
The destination rebounded: 2% increase in overnight visitors in 2016 overall 40+ positive feature stories in national media during the crisis, including The New York Times “36 Hours in Miami,” InStyle, Bloomberg, and The Harry Show 30+ national media interviews Trade and meetings features: Meetings + Incentive Travel Canada, Exhibitor Magazine, Travel Agent Central, M&C: Meetings and Conventions, Travel Market Report, and more Hosted 60+ top writers at Media Missions in NYC and Toronto including Shape Magazine, CityLine TV, Toronto Star, Travel + Leisure, USA Today GMCVB secured high-profile future events during crisis: The MLB All-Star Game, ROC Race of Champions, NFL Super Bowl LIV in 2020 Vagabrothers influencer Art Basel YouTube videos generated 11,000+ organic views and a watch time of 82,000 minutes Countless stories regarding safe travel to the region were made possible because the GMCVB was viewed as a responsible and credible source TOTAL IMPRESSIONS: 160+ million
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Hotel performance, as an indicator of industry vitality, showed that less than a year after the Zika crisis, hotel revenue for Miami-Dade County was up 14.7% and hotel demand in the destination was up nearly 10% Crisis management efforts were included in the agency’s monthly retainer.
Entry Award:
Gold