Group Travel ad campaign
Group travel ad campaign for the Paradise Coast in Florida
Paradise Coast Meeting Campaign
Naples, Marco Island & Everglades CVB
Naples, Marco Island & Everglades CVB
The Situation
The Naples, Marco Island, Everglades CVB regularlyadvertises to meeting planners in various industry publications. Because of thedownturn in the economy and the negative light cast on corporations’ frivolousspending, a new campaign was needed that would address these concerns.
The meeting campaign objective was to entice group, meetingand event planners to choose the Paradise Coast for their next gathering. Itneeded to showcase the variety of unique group offerings that sets thedestination apart from its competition, including the luxurious and funofferings that were popular with planners and attendees. But because of thecurrent market conditions, the ads also needed to emphasize value and howplanners would be maximizing the return on their meeting investment. Thedesired result of the meeting campaign was to increase group visitation.
The Results
The effectiveness of the campaign was measured throughstatistics from Smith Travel Research. Year-to-date 2012, group occupancy is up20.7% and group ADR is up 6.6% over that time frame in 2011. It contributed to a year-to-date 6.3%increase in total visitors, totaling 1,034,100.
The Naples, Marco Island, Everglades CVB regularlyadvertises to meeting planners in various industry publications. Because of thedownturn in the economy and the negative light cast on corporations’ frivolousspending, a new campaign was needed that would address these concerns.
The meeting campaign objective was to entice group, meetingand event planners to choose the Paradise Coast for their next gathering. Itneeded to showcase the variety of unique group offerings that sets thedestination apart from its competition, including the luxurious and funofferings that were popular with planners and attendees. But because of thecurrent market conditions, the ads also needed to emphasize value and howplanners would be maximizing the return on their meeting investment. Thedesired result of the meeting campaign was to increase group visitation.
The Results
The effectiveness of the campaign was measured throughstatistics from Smith Travel Research. Year-to-date 2012, group occupancy is up20.7% and group ADR is up 6.6% over that time frame in 2011. It contributed to a year-to-date 6.3%increase in total visitors, totaling 1,034,100.
