Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
On September 23 of 2022, Hurricane Ian, a category 5 hurricane, hit Southwest Florida. It was the costliest storm in Florida history and the third-costliest in US history. Ian caused over 150 direct and indirect fatalities and over $112 billion in damage across the entire state.
In Collier County, homes and local businesses were severely affected or completely destroyed by the impacts of the hurricane. The Naples, Marco Island, Everglades Convention Visitors Bureau (CVB) worked with the Collier Emergency Operations Center (EOC) department to provide support and guidance to residents and partners post-storm.
As Southwest Florida began to emerge from the hurricane’s impact, the local community worked toward rebuilding and rebounding. Their goal was to invite visitors back to the destination, as soon as it was safe, to help sustain the Southwest Florida economy. However, Naples, Marco Island and the Everglades had to be mindful of neighboring destinations like Lee County, where the impact of the hurricane was devastating.
The campaign ran on Florida’s Paradise Coast Facebook and Instagram channels, divided into phases of recovery, and composed of seven total episodes featuring the local partners and their recovery efforts.
Phase 1 - Pardon our Dust
End of October-Mid November 2022
In this phase, the focus was on providing updates to the audience regarding the destination’s recovery process.
Phase 2 - We are Recovering and Grateful
Mid-November 2022-January 2023
Throughout the region’s recovery, the importance of telling stories of recovery and resilience was vital to keep the audience aware of the current situation in the destination and to show locals they were not alone.
Phase 3 - Welcome Back
January 2023-Ongoing
During the last phase, the approach was to begin moving back into the “normal” social content positioning. While still mindful of other destinations and their recovery efforts, the goal was to create content that showed the destination was open
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)
Through a well-structured social media campaign on Facebook and Instagram, the CVB aimed to convey resilience, unity, and the message that Florida’s Paradise Coast was ready to welcome visitors back.
Boosted posts played a pivotal role in reaching a massive audience, generating significant engagement, and driving traffic to our content.
3,616,163 impressions, ensuring that our messages were seen far and wide.
7,894 clicks, demonstrating a high level of interest and engagement among our audience.
Our campaign sparked conversations and interactions, with a remarkable 232,913 total engagements, showcasing the community's strong connection with our messaging.
We effectively reached 1,310,682 individuals, broadening our message's impact and extending our reach to potential travelers.
In parallel, our organic campaign also contributed to our recovery efforts.
Our organic content garnered significant attention with 79,655 impressions
2,243 clicks, showing that our content resonated with our audience, driving them to seek more information.
Despite the challenges faced by our community, our organic campaign still managed to generate 668 engagements, reinforcing our message of resilience and recovery.
Our organic efforts reached an impressive 811,113 individuals, demonstrating the power of authentic storytelling and community spirit.
Our digital campaign successfully communicated that Florida’s Paradise Coast was open for business and ready to welcome visitors back. The positive sentiment generated and the engagement from both paid and organic channels showcased the power of storytelling and the unwavering strength of our community.
Furthermore, we observed a tangible impact as visitors began to return to the region, contributing to the revitalization of our local economy. The economic benefits, coupled with the support and collaboration from local partners and businesses, reinforced our mission of recovery and growth.
Paid Campaign (Boosted Posts on Facebook & Instagram)
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The social media campaign launched by the Naples, Marco Island, Everglades Convention Visitors Bureau (CVB) following Hurricane Ian's devastation in September 2022 was a resounding success, measured not just in metrics but in the tangible impact it had on the community. Through a well-structured effort on Facebook and Instagram (despite a small budget of $8,000), the campaign reached millions, generating significant engagement, and ultimately, fostering a sense of unity and resilience in the face of adversity. The return on investment for this campaign extended far beyond numbers; it was about the restoration of community spirit, and the reaffirmation of Florida’s Paradise Coast as a welcoming destination.
In tandem with other significant recovery efforts, the destination was able to mitigate against significant decreases in tourism KPIs post-hurricane. Tourism Tax Development collections increased from October to December 2022 by 29.75%, and the destination even saw a YOY increase in tax collections for November 2022.
Occupancy, ADR, and RevPAR data for October - December 2022 all increased YOY for the quarter.
October - December YOY
Occupancy - +33.7%
ADR - +40.7%
RevPar - +64.7%
Entry Title
Naples, Marco Island and the Everglades - Florida's Paradise Coast:Partner Recovery Series
Division
Digital - Social Media Campaign