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Naples, Marco Island, Everglades CVB Launches Tourism Marketing Plan for Fiscal Year 2011/2012
October 11, 2011
The Convention and Visitors Bureau (CVB) representing the Naples, Marco Island, Everglades area has released its Strategic Plan for tourism destination marketing for the 2011/2012 fiscal year. The plan includes an increased focus on digital marketing and continuation of the focus on growing the group meetings market established in the 2010/2011 fiscal year.
(October 11, 2011) – The Convention and Visitors Bureau (CVB) representing the Naples, Marco Island, Everglades area has released its Strategic Plan for tourism destination marketing for the 2011/2012 fiscal year. The plan includes an increased focus on digital marketing and continuation of the focus on growing the group meetings market established in the 2010/2011 fiscal year.
The plan contains both a long range plan for the destination through 2016 and the 2011/12 Destination Marketing Plan. It is based on considerable input from national and local research, area tourism businesses and area stakeholder groups. The draft plan was presented to the Collier County Tourist Development Council (TDC) and then to the Collier County Board of County Commissioners (BCC), which approved the plan today.
"As a destination, we are now in a good position to take a rational and forward-thinking approach to our destination marketing. We have listened to what our customers are telling us – and we are ready to adjust to market trends," said Jack Wert, Executive Director. "We have developed a fully-integrated communications campaign to attract, engage and remain top-of mind with current and prospective customers."
CVB staff and their marketing partners will continue to utilize more digital media delivery of the destination’s advertising and promotional messages including on-line newspaper sites, banner ads on numerous travel sites, targeted e-newsletters to the CVB's database of interested travelers and an increased focus on social media interaction. In addition to the focus on the group meeting market, the plan targets the Canadian market, sports events, direct air service development, medical procedure tourism and eco tourism offerings.
On the creative side, the Paradise Coast messaging will repeat the strategy used in 2011, which has proven to be remarkably effective in a down economy. Plans call for continuing the seasonally-themed Paradise Priced Perfectly campaigns that emphasize the high quality values to be found in the destination, including a winter campaign in the northeast U.S. markets and a spring/summer campaign in Florida markets.
"The current 2010-2011 marketing campaign has, by all standards, been a huge success," Wert said. "We negotiated $775,014 in value-added media on a $2.8 million paid media budget which, when combined with partner co-op funds of $412,728, extended our advertising budget by $1,187,743 or almost 50%."
The CVB will be working with a decidedly reduced marketing budget of $1.8 million for paid media in FY 2011/2012, so the planned strategy is to stay with a proven track record, combined with a few new initiatives that will help stretch the marketing budget and increase exposure for the Paradise Coast. Some of those new initiatives include a hotel guest pillow referral card for friends and a new Facebook promotion featuring an array of destination photos.
Tourism is the leading economic engine in Collier County, responsible for over 29,000 jobs and an annual economic impact of $1.16 billion. Thanks to the economic contributions of more than 1.38 million visitors, local residents realize an annual tax savings of $631 per household. Collier County’s tourism development tax pays for beach renourishment and coastal improvement projects, County-owned museums, 100% of the CVB’s budget for tourism industry marketing and support, as well as grants to area attractions and cultural organizations.
The Naples, Marco Island, Everglades Convention and Visitors Bureau is the official marketing and management organization for Collier County, Florida’s tourism industry, supported entirely by the tourism development tax paid by visitors. The bureau maintains the official travel and tourism website, www.paradisecoast.com and provides vacation information and guides through its toll free visitor information line, 1-800-688-3600. Follow the destination on Twitter @ParadiseCoast and on Facebook at www.Facebook.com/TheParadiseCoast.