AMELIA ISLAND, Fla. (June 18, 2020) – In the wake of unprecedented declines in visitation driven by the coronavirus pandemic, the Amelia Island Convention and Visitors Bureau (AICVB) has launched an aggressive recovery marketing campaign. Building on its award-winning and highly effective “Come Make Memories” brand promise, the AICVB’s new “Moments” campaign focuses heavily on digital advertising to reach those audiences who are returning to travel.
“Florida is the most competitive tourism marketplace in the world, so it’s crucial to the recovery of our hospitality industry that we stay ahead in the race to attract people who have begun to travel again,” said Gil Langley, President and CEO of the Amelia Island CVB. “Through careful planning and research, we made the necessary adjustments to our marketing program and are confident that our new messaging and strategy will bring visitors back to Amelia Island.”
According to Langley, severe declines in revenue cut their marketing budget “to the bone,” making it more important than ever to make smart decisions about targeting and media spending. Starmark, the full-service marketing agency working with the AICVB, developed the recovery campaign based on detailed analysis of the latest travel research indicating which audiences would be quickest to begin traveling again following the coronavirus crisis. Based on that research, efforts are being directed toward past guests who know and love Amelia and are likely to visit someplace familiar; families, couples and singles within easy driving distance of the island; and Millennial and GenX travelers, who are currently more responsive to travel messaging. The campaign relies heavily on digital advertising, which allows better audience targeting, real-time optimization based on performance, and higher cost efficiency.
“With so many people spending more time at home, the digital-first approach has only increased in necessity and value, but as the country begins to reopen and people hit the road, we’ll utilize out-of-home media, such as billboards in heavily trafficked areas,” added Langley. “The campaign will also include placements on travel and lifestyle websites popular with our target demographic, as well as on social media platforms.
Creatively, the campaign leverages messaging and visuals from the destination’s well-established, award-winning “Ever So Slightly” campaign. Featuring singular moments in time with family, loved ones, or alone with nature, campaign ads convey the timeless enchantment of Amelia Island, appealing to people who simply want to get away and enjoy some peace and quiet, and to families who want to vacation together. All campaign advertising messages and components were based on the positive results of consumer testing.
For more information on Northeast Florida’s coastal gem, visit AmeliaIsland.com/Moments.
About Amelia Island
Northeast Florida’s coastal treasure, Amelia Island is a barrier island rich in colorful history and breath-taking natural beauty. Amelia Island offers long, beautiful beaches, abundant wildlife, and pristine waters. Upscale resorts with world-class spas, championship golf and exclusive dining blend effortlessly with a captivating collection of bed and breakfast inns and historic districts. The island is home to Fernandina Beach, once a vibrant Victorian seaport village, and now a charming downtown district of eclectic shops, attractions, and eateries. Forget the everyday getaway; come make memories on Amelia Island. For visitor information and online planning, visit AmeliaIsland.com.
Given the up tick in CCP virus cases along with an ominous increase in the percentage of those testing as positive, perhaps some attention should be given to how to reduce the potential of attracting infected carriers from coming here. Some states and locations are requiring negative testing results be provided before honoring reservations. Our county added 4 new positive cases just today, Friday. Clearly we have a growing problem. While it may not solely be caused by tourists, we need take into consideration all defenses against this disease. Furthermore, by advertising we are open to as many visitors as we can take, we are providing a subliminal message to the residents there is no need to be concerned or to take care IMO. Want an example? Note the number of people who no longer social distance, wear masks, or stay out of large groups. There is not a fine line between taking sensible risks and promoting throwing caution to the wind.
Come for the sunshine. Stay for the ventilators.
We all want the hospitality industry to recover economically, but are we being smart about our decisions? What will be the result of a reckless reopening of tourism on the island? If we have another major shutdown as a result of our casual attitude about the virus, that could have permanent implications. I echo Mr. Cavallo’s comments and would like to see responsible, measured decision making based on our knowledge of the virus to date.