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.