|October 02, 2014|
Greater Fort Lauderdale Convention & Visitors Bureau Launches 2015 Marketing Plan
|Today at the Broward County Convention Center, the Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) unveiled the destination's 2015 Tourism Marketing Plans at an industry luncheon with more than 550 hospitality attendees.|
This year marks Broward County's centennial and celebrates how the past 100 years have set the stage for the destination's future. The transformation from a sleepy beach town, to a Spring Break mecca, to today's year-round popularity attracting visitors from around the world illustrates Greater Fort Lauderdale's remarkable success as a world-class destination.
"If this is what 100 looks like, then bring it on!" said Nicki E. Grossman, president, Greater Fort Lauderdale Convention & Visitors Bureau. "We've never been better looking or more successful. Today, we head into the future armed with a strong and strategic marketing direction and an enviable brand image reaching millions of potential visitors. Tourism is the economic driver in Broward, and our destination sales and marketing efforts are on target to stimulate exciting hospitality industry growth and employment for decades to come."
Highlights of the upcoming year's initiatives include:
Launching next week, October 8-12, the Greater Fort Lauderdale Convention & Visitors Bureau will be making a splash in NYC's Times Square, bringing Hello Sunny to the 2014 CBGB Music and Film Festival. Greater Fort Lauderdale will be the official destination of the New York event billed as the world's largest free concert - with activities focusing on promoting film-friendly Broward to film makers and encouraging music concert attendees to say Hello Sunny with free branded pedicab rides, and photo opps with Greater Fort Lauderdale's iconic Beachmobile - jammin' with models decked out in rock n' roll and punk rock garb. Greater Fort Lauderdale will also occupy a Times Square block with a Velcro Sticky Wall that will provide social sharing opportunities for attendees and performing musicians. In addition, buzz building branded t-shirts and 3D Chalk Art continue the Hello Sunny theme throughout the festival.
Greater Fort Lauderdale continues its presence in Times Square long after CBGB with a mega billboard domination strategically located next to the ABC studios and Good Morning America's outdoor set as well as a prime digital location a few blocks away to attract soon-to-be winter weary New Yorkers.
Broward County's three powerhouse engines, Port Everglades, Fort Lauderdale-Hollywood International Airport and the Greater Fort Lauderdale Convention & Visitors Bureau continue to work synergistically to brand the destination for visitors. The airport and cruise port will cross promote the Hello Sunny brand through wallscapes and digital messaging throughout terminals at each facility. With continued growth of new air service both domestically and internationally, as well as the 4 million cruise passengers expected to pass through Port Everglades during the 2014-2015 cruise season, millions of potential repeat visitors will be touched by this marketing initiative.
A major focus of the Convention & Visitors Bureau's marketing efforts will be development of new market segments, especially Millennials. By the year 2020, Millennials will have more spending power than any other generation. The Greater Fort Lauderdale CVB has identified those activities that appeal to this influential visitor by assembling a Millennial Advisory Board and creating messaging that conveys the destination as "action packed fun in a chill beach destination." Direct advertising through digital and social vehicles, as well as public relations activities, will be used to reach this brand new, untapped market for Greater Fort Lauderdale.
As the only CVB with a managing director dedicated to sales and marketing to the LGBT market, Greater Fort Lauderdale is a leader in the industry. This year's initiatives include being one of the only destinations participating in New York's Gay Pride Parade with the CVB's Happy Go Lucky entourage of brand ambassadors, as well as the first destination to address the needs of the Transgender community with specific ads and messaging that is sensitive to this unique group.
Video and digital content are king in this day and age, so to reach the millions of visitors that are always connected to their smart devices, the Greater Fort Lauderdale CVB will be promoting the destination with a new Digital Playbook and ipad version of the magazine to meet the demands of today's consumers. A "Hidden Gems" video series is also being created to promote Greater Fort Lauderdale's off-the-beaten-path and beyond the beach attractions.
Additional initiatives planned for 2015 include:
- Utilize new multicultural video to promote Broward County's diversity, the second most diverse in the country, as well as major destination events including Jazz in the Gardens, and the American Tennis Association National Championships
- Expanded placement of Momentos Sunny TV segments on top Latin American programs with well-known presenters
- Pandora radio winter and summer advertising campaigns targeting English and domestic Hispanic audiences
- And, the CVB will be promoting Broward's 100th through consumer events, specialized media FAMS, including hosting the Society of American Travel Writers Freelance Council in November and media promotions
- New Meet Sunny guide in both printed and digital magazine format for 2015 to bring the most up-to-date planning tools to the planner in a digital environment in trade and leading business publications
The Greater Fort Lauderdale Convention & Visitors Bureau 2015 Marketing Plan is developed and supported, in cooperation with the GFLCVB, Tourist Development Council, and Marketing Advisory Committee, by the bureau's advertising agency of record Starmark, and public relations agency of record M SILVER// A Division of Finn Partners.