The Lee County Visitor & Convention Bureau is happy to share with you a new 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 2008 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. It is not a tagline or copy line that will be included in advertising verbatim. It is the end result of combining desired outcomes (what people want to get out of a vacation), with their perception of the area along with what makes Lee County unique and different from other "Sun" destinations.

That is, a place of shelter and protection where one can flourish and grow.

Television: What took you so long?

Television is a powerful medium because it communicates with both sight and sound. It will be used as a core element in the advertising mix for its ability to build image and create awareness as well as a desire or intent to travel. The creative execution for the TV spots focuses primarily on the category-level benefits of taking a vacation and sets the stage for getting Lee County in the destination consideration set.

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Print will be used to take the messaging from the television one step further. The print executions narrow the focus of the brand and place emphasis on the uniqueness/core attributes of Lee County. Specifically, they place emphasis on the area’s iconic imagery (as identified in the AAU research) – the Sanibel Lighthouse, the Fort Myers Beach Pier, and Ding Darling National Wildlife Refuge. Furthermore, they reinforce the notion of a "safe place" to find those higher category level benefits mentioned above. Ad units experiment with unique sizes and spaces to create additional visual impact to cut through competitive noise.

Radio: The Voice in your Head

Radio extends our brand message and provides a co-op opportunity for the local industry. Creative strives to create a desire to travel and speaks specifically to Floridians about Lee County’s uniqueness within the competitive set.

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