Adrian Awards 2021
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Florida’s entire coastline is white, sandy beaches—but the deafening crackle of a 500-ton rocket leaving the Earth can only be felt on Florida’s Space Coast. Defining this key differentiator and establishing it as the core value proposition was the first step in making Florida’s Space Coast a one-of-a-kind vacation spot. To better promote awareness of the destination and highlight its key differentiator, in early 2021 the Space Coast Office of Tourism developed a new campaign based on the strategy of “+space.” This concept allowed us to showcase the destination while showing the “closeness” to space. No matter where you are on Florida’s Space Coast, whether you’re kayaking or surfing, you’ll be able to see a rocket launch. And in this execution, we show that connection quite literally. Because at Florida’s Space Coast—you can touch space from anywhere. The goal? Create an integrated communications plan designed to: • Increase awareness of Florida’s Space Coast and all the destination has to offer • Increase intent and visitation to the Space Coast during the spring and summer • Encourage bookings for the return of cruising after the pause in sailings due to COVID-19 To measure these goals, the Office of Tourism identified several KPIs to measure engagement and intent. These Valued Conversions included: • A Visitors Guide request / download • An e-newsletter signup • Checking availability through the booking widget on the Space Coast website • An engaged visit on the site, meaning someone viewed two or more pages of content The campaign ran from mid-February through early September in key southeast drive and northeast feeder markets for the Space Coast, including Atlanta, Charlotte, Washington DC, Philadelphia, New York, and Chicago, in addition to running in the State of Florida. Millennial and Gen X adults and families were the main target, with various interest targets layered on (e.g., interest in travel to Florida, beach, space, cruise, etc.).
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 campaign let potential visitors to Florida’s Space Coast know that nowhere else on the planet had beach plus space. And those potential visitors were abundant. The Space Coast saw over 800,000 website visitors during this campaign. According to the Adara reporting platform, the spring/summer campaign contributed to 63,448 flight bookings and 20,988 hotel bookings for the Space Coast. In tracking the primary key performance indicators, the campaign generated: • 74,022 Valued Conversions on the website, including 5,675 Vacation Planner requests/views and 2,788 e-newsletter sign-ups. • Over 140 million impressions across the integrated media channels. • A click-through rate of 0.57% across all platforms, including upper-funnel awareness tactics. • A video completion rate of 91.84% across CTV/OTT placements, surpassing the 90% benchmark set. In May, Florida’s Space Coast launched a dedicated radio station with Pandora, which attracted 26,000 unique listeners and garnered 235,000 listens. The total time spent listening to the station was just under 110,000 hours over the entire flight, with listeners spending an average of 28 minutes with the platform. Through specific creative and targeted media placements, Space Coast was able to generate awareness and buzz around the return to cruising. Cruise-specific placements garnered over 9 million impressions and over 30,500 visits to the website.
Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The Space Coast Office of Tourism budgeted $2.65 million for the Spring/Summer campaign, with $2.3 million of those dollars allocated to support the media buy. At campaign end, a total of $2.3 million was spent in media. As for an impact on the Space Coast itself: from March through September 2021, Tourism Development Tax collections totaled $12.06 million, the highest collections for that time frame in recorded history. March, alone, recorded $1.93 million in TDT collections—the third highest month in recorded TDT collections history. The total TDT collections for fiscal year 2020-2021 ended at $16.9 million, the highest the Space Coast has ever recorded. Through Adara, the Space Coast was able to track visitation and revenue being driven into the county by Spring/Summer media specifically. Combined, all media that was tracked through Adara is estimated to have contributed over $27 million in revenue to the county. When compared to the budget spent on Spring/Summer Campaign media, that is a return on investment of over 1,000%. Throughout the time-period of this campaign (March-September), hotel occupancy averaged 65%, an increase of 61% from the same time frame in 2020. Occupancy peaked in July, with some weeks posting close to 80% occupancy. Despite dealing with the continued impacts of COVID-19 and no cruising out of Port Canaveral for most of the Spring/Summer Campaign, the Space Coast saw some of the best performance seen in the county’s history. A strategic and targeted media plan provided the vehicle to serve impactful creative and powerful messaging to consumers, driving conversions and impressive results for Florida’s Space Coast.
Entry Title
Florida's Space Coast Spring/Summer 2021 Campaign
Digital Marketing - Integrated Market Campaign for Consumers (B2C)
Digital Marketing
Entry Award: