Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
After being severely impacted by Hurricane Ian, Naples, Marco Island and the Everglades (Florida's Paradise Coast) and VISIT FLORIDA wanted to highlight the remarkable job Southwest Florida did recovering from the storm. In addition, they wanted to show Canadians why they should visit Florida’s Paradise Coast during the “shoulder seasons" of spring and summer.
Canadians make 2.8 million visits to Florida, representing 2.0% of the total visitors to the state. The CVB decided to tap into this growing market to help bring awareness to the region and to keep the destination top of mind when planning their next vacation.
Timing: March 20 - April 16, 2023
Markets: English Canada; Ontario only (Brandsell)
Platforms: Broadcast, Digital, and Social
Targeting: Travel segments
The Napes, Marco Island, Everglades CVB partnered with The Weather Network (TWN) which has extensive reach and viewership among Canadian audiences. This partnership was pivotal in showcasing the allure of Florida's Paradise Coast, with an emphasis on capturing authentic on-location content that would resonate with Canadians eager to escape the winter season. The campaign integrated a diverse range of media platforms ranging from digital to broadcast custom segments.
In addition to the broadcast and digital components with The Weather Network, the destination hosted a sweepstakes, along with a web page takeover on the TWN website for 4 straight weeks, offering Canadians the chance to win a free trip to Naples with the addition of the following prizes (valued at $3,230.67 US) to the winner:
Three (3) consecutive night stay at Naples Bay Resort & Marina
Two (2) tickets to sail aboard a Pure Florida Sightseeing Cruise
Two (2) general admission tickets to Naples Zoo at Caribbean Gardens
Two (2) general admission tickets to Naples Botanical Garden
Round-trip coach class airline tickets for one (1) winner and up to one (1) guest to Southwest Florida International Airport
A midsize rental vehicle
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)
This campaign not only shattered records but also demonstrated the power of strategic partnerships, compelling content, and effective cross-platform engagement in driving awareness and interest in Florida's Paradise Coast during the shoulder seasons.
The contest set new records for The Weather Network in terms of participation. With an astounding 36,046 total contest entries, it outperformed any other contest previously promoted through TWN's channels.
The campaign achieved a 57% conversion rate, surpassing TWN's own benchmark of 50%, demonstrating effectiveness in capturing the audience's attention and driving action.
36,046 Total Contest Entries
Generated a 57% conversion rate vs TWN’s 50% benchmark
132,986 total contest page impressions delivered with 0.21% brand sell CTR
1,418 total video views on the contest page with Best Beaches (Week 1) being the top-performing video
3,612,000 The National AMA for the Broadcast of custom vignettes and local forecasts on The Weather Network
6,283,771 total digital campaign impressions on The Weather Network
13,152,584 total program impressions on The Weather Network
1,756,302 total Twitter Amplify pre-roll views featured with Florida’s Paradise Coast content
1,500,511 total social impressions on TWN Twitter, Facebook, and Instagram
Website Visitation: 198% increase YOY (23vs22)
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?
Canadian visitation to Naples, Marco Island and the Everglades has significantly increased over the years.
2023 CYTD (Jan-Jun) for Canadian visitors: 73,700 (5% of all visitors so far in 2023)
FY21: 20,000 total visitors
FY22: 42,800 total visitors (114% increase YOY)
850 bookings bringing $590,232.43 Gross Revenue (Toronto)
ROAs: 3X
During the first half of 2023, we welcomed a total of 73,700 Canadian visitors, accounting for approximately 5% of all visitors during this period. This is a significant increase over previous years. The data reveals a remarkable surge in Canadian visitor numbers to the region over these periods, with a substantial increase of approximately 268.5% from FY21 to YTD 2023 and an impressive growth rate of around 72.2% from FY22 to YTD 2023.
Website Data
Users: 138.8% increase YOY (Jan-July)
New Users: 144.3%
Engaged Sessions: 61.3%
Even Count: 102.3%
Additionally, through our Adara Impact insights, we were able to confirm 850 bookings from the Toronto market, which generated over $590k in Gross Revenue, a significant ROI of 3X.
Entry Title
Canada The Weather Network Campaign (Visit Florida Co-Op) - Contest/Sweepstake
Division
Digital - Contest/Sweepstakes