Florida DMOs Are Finalists in USTA Destiny Awards

Florida DMOs once again are well represented when it comes to accolades for their outstanding tourism marketing. This year seven Florida campaigns were named finalists in the annual Destiny Awards program sponsored by the U.S. Travel Association.

The Destiny Awards recognize U.S. Travel destination members for excellence and creative accomplishment in destination marketing and promotion at the local and regional level; and foster the development of imaginative and innovative destination marketing promotion programs and activities. The Destiny Awards are open to all DMOs or CVBs that are members of the U.S. Travel Association.

Congratulations to these Florida DMOs that were named finalists for the Destiny Award in the following categories:

Branding and Integrated Marketing Campaign, Budget $5 Million-$10 Million
Visit Panama City Beach – Make It Your Real. FUN. Beach
The objective of this campaign was to market Panama City Beach to a new audience as a year-round destination. The campaign resulted in these year-over-year results: 11.6% increase in TDT (25.1% in March); 15% increase in website use; and 13% increase in mobile engagement. There was a 330% increase in the overall website click-thru rate.
Visit South Walton – Stage of Travel Interactive Campaign
The Visit South Walton Interactive Campaign was designed to reach its target market of affluent leisure travelers, ages 35-64, during all eight stages of travel: inspiration, planning, booking, scheduling, traveling, experiencing, sharing and dreaming. The campaign received 90,779,091 total impressions and 411,725 total clicks.

Digital Campaign
Visit Panama City Beach – Hurricane Michael Recovery Thanksgiving Pivot
Visit Panama City Beach’s digital/social media campaign played a crucial role in Bay County’s recovery after Hurricane Michael, accurately illustrating the storm’s impact on Bay County and encouraging visitors to return to the tourism corridor of Panama City Beach for their winter and spring vacations. The campaign resulted in 85,487,608 impressions and 6,799,660 engagements.

International Marketing
Visit Tampa Bay – Florida’s Most Sunny Escapes
Tampa Bay’s winter campaign immersed London in the destination and positioned Visit Tampa Bay and Bradenton Area CVB apart from all other tourism advertisers in the UK. The Expedia conversion report showed a 9:1 return on ad spend. The future hotel stay report showed a pacing of +14.2% for the next six months. June, July and August were also up—with October seeing the largest increase of 305% year-over-year.

Public Relations Campaign
Visit Tampa Bay – Tampa’s Table: A Culinary Journey Through Tampa Bay
Visit Tampa Bay produced a culinary journal as the centerpiece of a culinary tourism campaign that included media missions, trade events and local retail opportunities. Tampa’s Table is now on its third reprint since its launch less than a year ago. Total media impressions after the book launch was 78.4 million with an PR value of $415,000.

Social Media Campaign
Greater Fort Lauderdale CVB – Vacation Planner Itinerary
This campaign highlighted GFLCVB’s hotel, attraction and restaurant partners. It successfully drove visits to the planner and inspired travel consideration to the destination. The campaign delivered more than 25 million impressions, reached more than 8 million unique people on Facebook and Instagram, produced over 1.3 million link clicks and achieved a 5.5% click-thru rate.
The Beaches of Fort Myers & Sanibel – Shore The Love Campaign
This winter campaign targeted couples to take a quiz for the chance to win a romantic getaway. Year-over-year engagements across social media channels increased by 99% in January and February. Paid advertising on Facebook and Instagram reached 444,277 people and garnered 2,273,785 impressions. The February newsletter resulted in 21,038 unique opens, 6,713 unique clicks and had an open rate of 24.6% and a 7.9% click-thru rate.

Learn more about these effective tourism marketing campaigns at: bit.ly/2019Destiny