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 2012-2013 Sales and Marketing plan.
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 Floridaâ€™s unspoiled island sanctuary.
That is, a place of shelter and protection where one can flourish and grow.
The VCB's television ads will air in Winter/ Spring 2012 in select out-of-state feeder markets that include Cincinnati, Cleveland, Columbus, St. Louis and Indianapolis and in Summer 2012 in select in-state feeder markets that include Miami, Orlando, Tampa and West Palm Beach. 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.
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.
The latest print campaign for The Beaches of Fort Myers & Sanibel positions the destination as Florida's unspoiled island sanctuary. Through the use of a journal motif, it speaks to the memories born here. The goal is to extend the current campaign into digital media applications, thus creating differentiation while inspiring travelers to start planning their trips.