Thursday, November 20, 2014 - 10:52am
Marketing Plan | Destination Hyperlapse Video | Website Launch Video St.Pete/Clearwater (Nov. 19, 2014) - Visit St. Pete/Clearwater unveiled its 2015 marketing plans and several industry-first initiatives Tuesday, including its debut consumer campaign in the United Kingdom in partnership with Virgin Holidays---one of the biggest names in tourism.
The campaign's "YouNeedSun.com" call to action is blanketing London on taxis, trains and buses and in nationwide TV ads with phrases like "A Little Warm Sun Might Relax that Stiff Upper Lip," while offering consumers a chance to win a getaway to St. Pete/Clearwater. The campaign will total more than 24 million impressions over a two-month period.
"This is a natural evolution of the brand in our top international feeder market," said David Downing, Visit St. Pete/Clearwater Interim Director. "We're dedicating resources to growing this market and this is the first of the next generation of our marketing efforts in the UK."
Simultaneously, VSPC is launching a first-ever survey partnership with British Airways, which will target travelers who have booked a trip with the airline to Orlando or Tampa and access their trip reservation via BritishAirways.com. The survey is targeting visitors' intentions and habits to help VSPC and British Airways better understand St. Pete/Clearwater's largest international market.
Domestically, VSPC will be rolling out its annual Winter takeover in New York City and Chicago with all-new creative, tempting northerners with phrases like "Forecast: 20 Below 100", "Catch A Wave, Not A Cold" and "All 35 Of Our Miles Are Magnificent" that will grace coffee cup sleeves, buses, subway cars and new this year taxi tops. Efforts in both cities will garner more than 760 million impressions.
To complement those advertising initiatives, VSPC's launching new research efforts, which mark a new era of defining visitation metrics.
They include an industry-first digital initiative, which will combine a Sojern advertising campaign and a Destination Analysts website ROI study, which will answer questions about consumer behavior after encountering VSPC's digital advertising. Additionally, VSPC will be partnering with AirSage, a real-time location-based service provider, to more precisely track where visitors are coming from, what they're doing once in market and how long they've stayed.
"The coming year is also going to be about research and 'taking the temperature' of the brand, both domestically and internationally," Downing said. "And we will use those metrics to continue to refine this amazing brand we call St. Pete/Clearwater."
Additional announcements and new efforts:
Post-exit surveys for sports and meetings event organizers to better service their needs.
VSPC has partnered with AviaReps as the destination's public agency of record in China. In the past several months, AviaReps has connected St. Pete/Clearwater with media in Beijing and Shanghai as Visit Florida's PR agency, as well.
VSPC unveiled a new destination overview video using hyperlapse and timelapse filming techniques. In total, more than 15 hours of video was shot at more than 70 locations throughout St. Pete/Clearwater to produce the 3:36-long video.
Get a glimpse of what VSPC accomplished in 2013-14 and what each VSPC department has in store from directors and staff members.
Meeting presentation from guest speaker Kyle Lacy, Director of Global Content Marketing with Salesforce ExactTarget Marketing Cloud.
2014-15 Marketing Plan
New Marketing Creative
Destination Hyperlapse Video
Website Launch Video
Behind the fin: Manaphin Explained
2013-14 Year-In-Review Video
2013-14 Staff Overview Video
30-Second UK Commercial
15-Second UK Commercial