Hospitality Sales and Marketing Association International

RETURN TO LISTING

Adrian Awards 2022

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

The goal of our always-on Good Day Ambassadors influencer program was twofold: 1) Increase knowledge, awareness and positive sentiment around the destination’s new brand name (Fort Myers – Islands, Beaches and Neighborhoods), its updated social media handle across all platforms (@fortmyers) and introduce the new hashtag (#MyFortMyers). 2) Extend the messaging around our newest brand campaign, “It’s a Good Day,” which aims to highlight that good days await visitors who choose to vacation in the greater Fort Myers area. We launched our Good Day Ambassador program in January of 2022 and partnered with seven influencers from January through August. Each creator focused on a specific content angle that aligned best with their audience’s interests, and all showed how a vacation in Fort Myers leads to a trip full of good days. Additionally, we intentionally targeted a diverse mix of micro- and macro-influencers. As there has been a noticeable shift from reach to authenticity in influencer marketing, we wanted to ensure we selected individuals who could be authentic ambassadors for our destination. Their deliverables included blog posts; Instagram posts and Stories; YouTube, TikTok and Reels videos; as well as Pinterest Pins. The seven influencer partners who visited as part of this campaign were: -Michelle Halpern – Live Like It’s the Weekend (84.1K) -Jyo Shankar (220K) -2 Travel Dads (29.3K) -Allison Anderson – Photo Allison (115K) -Char – Traveling Black Widow (22K) -Christine – Live Love Run Travel (49.4K) -Connor Morris (42.7K)

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 has proven to be very successful. It delivered on our awareness goals by producing strong, impressive results in the form of 1,023,607 impressions, 108,729 video views and 15,506 engagements. In terms of embracement and adoption of our new hashtag, it resulted in almost 3,000 uses. Through our combined efforts, we were also able to extend “Good Day” campaign messaging in creative ways – itinerary-focused Instagram Stories shared on the @visitfortmyers Instagram account and via Collab posts on Instagram featuring many of the strong Reels videos created by our partners. Through the above tactics, we were able to curate the following assets for use across multiple social platforms: -7 blog posts -25 photo and video assets -1 YouTube video -19 Instagram Reels -12 Instagram posts -9 TikTok videos -40 Pinterest Pins

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 campaign budget matched our total spend of $94,000, which included management time, influencer compensation and travel expenses. Currently, return on investment totals just over $10,000 – a number sure to continue to grow as additional content and coverage is shared throughout the duration of the year. Additionally, we were able to reach a new audience of over 560,333 people while building relationships with seven new brand ambassadors who will be able to promote the destination organically and authentically to anyone in their audiences looking for their next great vacation. *The components of this award entry were executed prior to Hurricane Ian's devastating impacts to Southwest Florida. All visitor marketing was paused shortly before Hurricane Ian made landfall on Sept. 28, 2022, and our focus immediately shifted to relief efforts. Our homes, communities and livelihoods were dealt a catastrophic blow and while the road to recovery will be long and hard, we are confident in our strength and resilience. Our islands, beaches and neighborhoods will rebuild, and in time, we will resume our place as a relaxing refuge for our residents and visitors.

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 technology move the department or business forward 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?

Entry Title

Good Day Ambassadors Influencer Campaign

Division

Public Relations/Communications - Influencer Marketing