Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?After months of confinement and a relentless stream of gloomy messaging surrounding COVID-19, The Beaches of Fort Myers & Sanibel (TBFMS) saw an opportunity to provide a well-needed respite from pandemic-related triggers by positioning ourselves as an open-island getaway filled with natural hope and optimism. To accomplish this, we worked with The New York Times and T Brand Studio to create a customized campaign to reach travelers who aligned with our visitor demographics when demand for trip-inspiration was at an all-time high. Our goal was to raise awareness of our destination and bring it to life in an attention-grabbing, never-before-seen format that would set us apart from our competitors. Thanks to a winning combination of innovative visual and audio technology, coupled with authentic recollections from four generations of a family who lived on Sanibel Island for 40 years, we were able to successfully introduce our brand to beach destination seekers and nature lovers. Accomplishment was measured by: -Landing page views -80,663 was the specific goal -Meeting or exceeding the platform’s benchmarks -Length of time spent on landing page (0:50 secs) -Click through rate on Facebook (1.86%) -Click through rate on Native Traffic Drivers (0.17%) -Total campaign impressions -Paid for on a cost-per-view basis

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)By partnering with a premium publisher to create immersive content centered on great storytelling, nostalgic user-generated imagery, and ambient sounds of nature throughout the destination, we met and/or exceeded all our goals. Page Views: 84,633 - This over delivered on goal by 1,453, which resulted in $2,200 in added value Length of time spent on landing page: 2:02 minutes - Far exceeded the platform’s benchmark of 0:50 Click through rate - 6.16% on Facebook promotion linked to paid post, which significantly outperformed T-Brand Studio’s 1.86% benchmark - 0.35% on Native Traffic Drivers (69, 441 clicks), across the NYT platform. The average benchmark is 0.17%. - The native placement on the home page drove the strongest performance, with a 0.69% CTR (double the benchmark for that particular placement). - 79% of all clicks came from the home page native unit, and it drove the most traffic to the landing page. - 4,729 outbound clicks from the custom article to our destination’s website at a 5.6% conversion rate. Total Campaign impressions: 20, 287,010 - Native Traffic Drivers: 19,581,400 - The Daily Podcast: 688,732 - Facebook and Twitter promotions: 16,878 We used multiple tactics to set ourselves up for success. First, we selected a premium publisher. Secondly, we were intentional about utilizing multiple tactics that aligned with consumers’ early to mid-stage pandemic media habits of spending more time with digital and audio platforms. These included a custom content paid post, native promotional pieces that appeared on NewYorkTimes.com, and social posts that drove to the custom content. Audio spots that appeared on The Daily podcast were also an important part of the marketing mix. Focusing on multigenerational travel was another strategic decision. With families looking to reunite after a long time apart, we expected trips involving 2-4 generations of the extended family to be a post-pandemic travel trend.

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 total media spend for these tactics was $269,800. - $269,800 = $88,805 production fee / $120,995 paid post / $60,000 podcast promotion - Rate card value = $479,640 - Resulted in 1.8x added value

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

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)

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?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleNYT Custom Content: The Sounds of Nature Multigenerational Campaign

DivisionDigital Marketing - Integrated Market Campaign for Consumers (B2C)

CategoryDigital Marketing