Wednesday, February 3, 2016 - 11:34am
St.Pete/Clearwater (Nov. 18, 2015) - In front of a record crowd of some 350 tourism industry professionals at The Palladium on Tuesday, Visit St. Pete/Clearwater laid out all-new marketing initiatives for 2016, including a first-ever national marketing campaign and the addition of Boston to its annual winter-time marketing blitz.
The first of the three national efforts features 13 weeks of National Public Radio advertising totaling more than 88 million impressions that will air during some of NPR's most popular broadcasts, including "All Things Considered" and "Wait, Wait Don't Tell Me."
The second campaign combines cable TV, digital and print. commercials on hand-picked channels through AT&T U-verse and Comcast cable providers, reaching more than 28 million households, that allow the viewer to order a destination magazine with the click of a button.
The third is a digital effort giving Pandora online radio listeners ad-free sponsored listening by engaging with Visit St. Pete/Clearwater messaging from January-September.
"To go national in not just one, but three campaigns in one year makes this an incredible moment for the destination," VSPC Executive Director David Downing said. "And each effort is different: one radio, one TV and digital."
Meanwhile, Boston joins New York City and Chicago as cold-weather markets being blanketed with warm-weather VSPC imagery and messaging like "Crank Up Something Besides Your Thermostat" and "Less Snow, More Glow" from February-March.
"We've been focused on in New York City and Chicago for several years and it was time to add another layer to our annual winter marketing campaign " Downing said.
Another highlight includes VSPC sponsoring a new reality show produced by Clearwater Marine Aquarium, showcased in Dolphin Tale and Dolphin Tale 2. The show debuts in February on YouTube.
The landmark exhibit Disney-Dali that launches in St. Pete in January and CMA's reality show will both be supported with portions of the national NPR campaign.
The presentation also included video wrap-ups from all department directors and a year in review montage that captured highlights of tourism's impact in 2014-15, including continued record bed tax collections and a whopping 25% surge in Latin American visitation.