Amelia Island Convention and Visitors Bureau wins award for television ad campaign

Amelia Island Convention and Visitors Bureau

Submitted by Katharina Lane, Hayworth Public Relations
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The Amelia Island Convention and Visitors Bureau (CVB) was awarded the coveted Henry Award for the “Buy One, Get One” (BOGO) television campaign at the 2013 Flagler Awards presented by Visit Florida.  The award was presented at the Annual Florida Governor’s Conference on Tourism at the Loews Royal Pacific Resort in Orlando on Wednesday, September 11. The BOGO television campaign earned the highest honor in the Rural County Marketing category.

“The BOGO campaign is a great example of collective marketing within our destination,” said Gil Langley, president and CEO of the Amelia Island CVB.  “It’s great to see the campaign earn such an esteemed award from the state’s tourism marketing competition.”

The CVB partnered with five island hotel properties to create the BOGO television campaign to bolster a need period for the destination. Guests who booked a Sunday night stay at any of the participating properties were offered a complimentary Monday night stay. The 30-second television spot ran in Atlanta and Jacksonville on highly targeted channels from June through August 2012. The campaign increased occupancy, revenue per available room (RevPar) and revenue each month the ads ran. August saw the most drastic increases with a 16 percent increase in occupancy, 23 percent increase in RevPar and 23 percent increase in revenue.

Rural County Marketing is a new category for the Flagler Awards, which drew a record 203 entries from across Florida.  The category was added to specifically recognize tourism marketing achievement among Florida’s 33 rural counties. Entries included a broad array of marketing materials, including print, radio, television and online advertising, direct mail, sales and promotions and more.

As the state’s annual tourism marketing competition, the Flagler Awards recognize Florida’s travel businesses and organizations who demonstrate outstanding tourism marketing efforts. Each year, the Flagler Awards honor many of the countless individuals and organizations that help position Florida as a premier travel destination and pay tribute to the determined efforts of those who help ensure the continued success of the state’s most important industry.

September 16, 2013 11:55 a.m.