Hot enough for ya? Fort Lauderdale says "Come and see."
CHICAGO -- Part of next year's $4 million ad budget for the Greater Fort Lauderdale (Fla.) Convention & Visitors Bureau (CVB) will try to boost summer-season business with the "Second Season" campaign.
The initiative, via MARC USA, Miami, seeks to draw upscale travelers to the south Florida destination during its traditionally slow period. Print advertising will include new media buys in Vogue, Men's Vogue, Smithsonian and Harper's Bazaar. Outdoor and online ad spending also will increase during late winter and early spring when consumers typically plan their summer getaways.
PR, handled by M. Silver Associates, New York, will showcase the openings of several five-star hotels during 2006 and 2007 along with multicultural and group/association outreaches. The redesigned "Beach on Wheels" guerrilla marketing effort will roll into new cities including Detroit during Super Bowl week and New York's Times Square.
"Our 2006 marketing plan positions Greater Fort Lauderdale as a quality, year-round destination, not just a winter beach vacation,' said Nicki Grossman, president of the Greater Fort Lauderdale CVB. "As (Fort Lauderdale) has become more chic, so have our visitors. We're now targeting a younger demographic—30-somethings—in addition to sports enthusiasts, meetings and reunions, “dinks” (double income, no kids), gay and international visitors. While still targeting other groups, such as baby boomers, we're cognizant of the fact the Gen Xers now outspend baby boomers in average per trip spending for vacations involving a hotel stay."
— Mike Beirne
The initiative, via MARC USA, Miami, seeks to draw upscale travelers to the south Florida destination during its traditionally slow period. Print advertising will include new media buys in Vogue, Men's Vogue, Smithsonian and Harper's Bazaar. Outdoor and online ad spending also will increase during late winter and early spring when consumers typically plan their summer getaways.
PR, handled by M. Silver Associates, New York, will showcase the openings of several five-star hotels during 2006 and 2007 along with multicultural and group/association outreaches. The redesigned "Beach on Wheels" guerrilla marketing effort will roll into new cities including Detroit during Super Bowl week and New York's Times Square.
"Our 2006 marketing plan positions Greater Fort Lauderdale as a quality, year-round destination, not just a winter beach vacation,' said Nicki Grossman, president of the Greater Fort Lauderdale CVB. "As (Fort Lauderdale) has become more chic, so have our visitors. We're now targeting a younger demographic—30-somethings—in addition to sports enthusiasts, meetings and reunions, “dinks” (double income, no kids), gay and international visitors. While still targeting other groups, such as baby boomers, we're cognizant of the fact the Gen Xers now outspend baby boomers in average per trip spending for vacations involving a hotel stay."
— Mike Beirne
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