Marketing Florida Sunshine

amp8220Because todayamp8217s marketing landscape is so dynamic and weamp8217re innovating all of the time I believe knowledge insight and passion in your team is more important than any specific management systemamp8221 Costello says amp8220That said we schedule brand input and oversight at critical touchpoints But the real effectiveness of a team in executing any campaign or annual plan begins with a strategy that focuses everyone on the same goalamp8221That shared goal of course is to drive tourism the No 1 industry in Florida For every 1 spent on tourism marketing Visit Florida generates more than 300 in tourism spending and 18 in new sales tax collections paid by visitors not residents In this interview with Ken Beaulieu of the ANA Costello who will speak at the ANA Brand Activation Conference April 1820 in Chicago discusses her approach to multichannel marketing activating a brand strategy abroad and reaching multicultural audiencesKen Beaulieu You maintain that having flexibility in messaging to suit various media channels and partners is key to your marketing success Why is thatSusannah Costello We recently did a multichannel campaign in London The concept was simple amp8220Dear London weamp8217re bringing you some sunshine Love Floridaamp8221 The launch elements and paid media carried that narrative Outofhome visual elements delivered on the amp8220bringing you sunshine conceptamp8221 by providing gorgeous destination photos each labeled as a moment of sunshine Taxi wraps and bus shelters similarly delivered visual inspiration but without the moments of sunshine or amp8220Dear Londonamp8221 message They simply identified where the moment of sunshine was and communicated amp8220Love Floridaamp8221 See photo at topWe created an extension with Someecards which didnamp8217t talk about moments of sunshine at all but created consumer moments of sunshine through humor For example a sharable message that said if you want to improve the light in your selfies you should take your picture in Florida Hertz was a partner in the campaign Their imagery created a moment of sunshine consistent with the Florida campaign but the message was different amp8220an unforgettable driveamp8221 In each case what made sense for the consumervieweruserpartnerchannel drove the messaging In todayamp8217s consumerempowered multichannel landscape we find it unusual when a single message applies to everything It has been more effective for us to think in terms of a story systemKen Attracting more international business to Florida continues to be a goal of your organization How are you activating your brand strategy abroad Susannah Internationally we typically activate directtoconsumer initiatives in spot markets but look for a halo impact with the target consumer group For example in Brazil weamp8217ll be hosting Samp227o Paolo Fashion Week with Brand USA for the second year in row The primary event impact is in Samp227o Paolo but through attendees and lifestyle coverage the halo impact will extend to affluent Brazilians throughout the country In the UK we focused on London with a multichannel campaign but created a halo impact through paid socialKen Please talk about the innovative work youamp8217re doing on YouTube What valuable lessons have you learned about online video Susannah Visit Florida is committed to putting brand content where our consumers can find it and increasingly that is online Last year we had more than 103 million minutes of our video content watched on YouTube Thatamp8217s the equivalent of a single person sitting at a screen watching video nonstop for more than 19 years But even more important than the reach YouTube provides is the relevance So one of the most important lessons is keeping YouTube content authentic That starts with matching the content creator audience and message As examples weamp8217re working with Ricky Carmichael to produce Florida adventure content a series called amp8220Conquering Floridaamp8221 for Millennials weamp8217re working with Pitbull to produce content about Floridaamp8217s sexy beaches and hotels for his followers and when we wanted content on petfriendly Florida we worked with canine talent to create a POV seriesKen Tell me about your approach to reach multicultural travelers Do you favor a total market approachSusannah We target multicultural audiences as a part of our general market buy But we think itamp8217s important to build an emotional connection by providing content that is specifically relevant For example we have special initiatives with BET and Telemundo The BET program created 60second spots that functioned like a microdocumentary linking Floridaamp8217s iconic vacation experiences like SeaWorld to nearby destinations that are lesser known but culturally significant In the case of SeaWorld it was Eatonville the first incorporated allblack city in the nation and home to Zora Neale Hurston For our domestic Hispanic audiences we partnered with the Telemundo show amp8220La Vozamp8221 the Spanishlanguage version of amp8220The Voiceamp8221 which showcases aspiring child and adolescent singers Working with two young runnersup we recorded and promoted a mini music video to showcase Florida in a warm emotional way The video is specifically relevant to the domestic Hispanic families who watch the programThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers Image courtesy of the ANA

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Marketing Florida Sunshine

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Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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