The Lee County Visitor & Convention Bureau is happy to share with you a brand platform and creative approach for The Beaches of Fort Myers & Sanibel brand. The work is derived from the findings of an Attitude Awareness and Usage (AAU) study as well as key insights provided by our many marketing partners. We encourage you to read more about our detailed findings. You'll also find additional rationale for our creative approach and marketing efforts in the 2010 Sales and Marketing plan.

Creative Platform

A creative platform is a succinct summation of the brand persona and a statement from which all VCB marketing and communications efforts can be measured to ensure they are on target and reinforce the brand.

The Beaches of Fort Myers & Sanibel is Florida’s unspoiled island sanctuary.
That is, a place of shelter and protection where one can flourish and grow.

Television
The VCB's new television ads will air in Spring 2010 in select out-of-state feeder markets that include Cincinnati, Columbus and St. Louis and in Summer 2010 in select in-state feeder markets tha include Orlando and Fort Lauderdale. The ads engender a sense of family and connection with a highly emotional appeal captured through intimate moments of connection between people interacting in the destination's natural setting.

Brand Video
A new brand promotional video showcases a wide variety of compelling destination scenes. The emotion-invoking scenes were captured last December as part of a video shoot to secure b-roll of the destination for a variety of publicity and promotional purposes. Play video.

Print
Three new print advertisements feature compelling images of the destination imbedded in ordinary objects to position the area as Florida’s unspoiled island sanctuary -- where visitors can reconnect with themselves and loved ones.