Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The main goal for Fort Myers – Islands, Beaches and Neighborhoods' newest brand campaign, "It's a Good Day," was to encourage new and repeat leisure visitation by highlighting the destination's best qualities and the emotional benefits it offers.
The creative concept for this campaign aligned with our new brand and revolved around the idea that any day can be a good day in and around Fort Myers. Under sunny skies, in the right place with the right people, having a good day just feels natural. This has endeared people to our area for years and was just what travelers needed coming out of the pandemic.
With this approach, we created content featuring lifestyle scenes, in motion, that expressed emotion, to show why “good really means good” in Fort Myers. Our destination research indicated that significantly more of those interested in visiting our area are motivated to travel to enhance existing relationships (when compared to U.S. leisure travelers), so we focused on showing meaningful connections in our imagery and capturing those slices of life that would inspire visitors.
The campaign featured an inviting and refreshing color palette, graphic shapes that helped convey fun, lighthearted sentiment, plus copy and headlines that alluded to the emotion in the imagery while teasing that good times and good things are always on the horizon here. The photography color was saturated, bright and full of warm tones with plenty of space to show off the destination landscape.
The main creative materials that brought this concept to life were a pair of 30-second spots introducing the “It’s a Good Day” campaign to national and local TV markets in January of 2022. The launch also included advanced TV, digital display, video, audio, digital out-of-home, paid social, influencer partnerships, email, print, public relations, and an experiential, family-targeted direct mail piece. All media ran nationally and regionally and was targeted to families and couples in our core markets
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)
Across video and display, the “Good Day” creative delivered 113M impressions from January through August with a 0.12% click-through rate (CTR). The “Good Day” creative influenced 348K website engagements, primarily on “Things to Do” and “Plan Your Visit” landing pages. The “Good Day” videos received over 9M video completions with an average 90% video completion rate across connected TV and digital. This averages to a total of 4.5M minutes spent with the brand content.
Per Arrivalist data, we are able to attribute an 85% Arrival Lift from January to August due to our “Good Day” campaign. This conveys that consumers exposed to the campaign advertising were 85% more likely to visit the destination compared to those who were not exposed to the advertising.
As of our latest destination reporting, spring and summer 2022 visitation was strong as demonstrated by metrics below:
-Visitors: up 17.1% April–June 2022 vs. 2021
-Total visitor economic impact: up 30.7% April–June 2022 vs. 2021
-Average daily rate (ADR): up 18.7% April–June 2022 vs. 2021
-Revenue per available room (RevPar): up 8.5% April–June 2022 vs. 2021
-Bed tax collections up 27.7% over the previous fiscal year to date per July reporting
-Southwest Florida International Airport (RSW) in Fort Myers:
a) 1M passengers came through RSW airport in January, February, March, and April – the first time that has happened since 2019.
b) Achieved the second-best July in the 39-year history of the airport with traffic up 13% year to date.
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 investment from launch through August is $5.8M delivering approximately 113M targeted impressions and an efficient Cost-Per-thousand (CPM) of 10.40, well below our $13 annual goal. $4.23M in added value for the fiscal year - goal is $3.25M
*The components of this award entry were executed prior to Hurricane Ian's devastating impacts to Southwest Florida. The “It’s a Good Day” campaign 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.
Division
Digital - Multimedia Multiple Channels