TELLS BROWARD HOSPITALITY INDUSTRY PARTNERS "WE'VE GOT YOU COVERED"
Today at the Broward County Convention Center, the Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) unveiled the destination's 2014 Marketing Plan at an industry luncheon with more than 520 hospitality attendees. The "SPF (Sunny Partner Focus) 2014, We've Got You Covered" theme highlighted the large-scale consumer and media events, generational tourism, strategic partnerships, and dedicated global initiatives to promote the destination's leisure, convention and business travel offerings.
In January 2014, the GFLCVB will bring a warm hug to New Yorkers (the top origin market) with "The Beach Looks Good on You." This consumer event during the week leading up to Super Bowl XLVIII, will take over Grand Central Station Vanderbilt Hall in NYC bringing the beach, with huge screens of the live beachcam, giant sunglasses for photo ops, ivideos for social media sharing, solar-powered charging stations for mobile devices, vending machines dispensing free ‘Hello Sunny' sunglasses when consumers tweet a #hellosunny hash tag and lots more. Partnering with Jet Blue Airways, Greater Fort Lauderdale trip getaways will be given away every hour at Grand Central. After the one-day event, the entire display moves to JetBlue Airways JFK Terminal 5 in New York for one week, through Super Bowl Monday.
Greater Fort Lauderdale branding in NYC continues with billboards at Times Square and near the Lincoln Tunnel to ‘feel the warmth' as Super Bowl fans head to the stadium for the Big Game. Hello Sunny heated bus benches around Grand Central, advertising in TV, newspaper, magazine and digital in the tri-state area, hundreds of branded taxi tops, and pedi-cabs wrapped with beach scenes offering free rides will drive the message home. Metro North rail platform advertising will reach Connecticut and Westchester commuters. This year's plan expands the GFLCVB's guerilla marketing globally with "The Beach Looks Good on You" road show to Chicago (Feb. 2014); Washington, DC (March 2014); and São Paulo (April 2014).
"We are once again raising the bar with a $6.5 million advertising program, the most ever spent in the bureau's history, and aim to shatter our record-breaking tourism numbers in 2014" said Nicki E. Grossman, president, Greater Fort Lauderdale Convention & Visitors Bureau. "With 46 consecutive months of visitor growth and an 8% increase in tourist tax collections, we are on target to welcome 13 million visitors by December 2013 spending $10 billion.
A strategic partnership with JetBlue Airways includes in-flight promotions to sunny status where random passengers receive "Sunny Status" with a free drink and tote bag and sunglasses. Hello Sunny on the in-flight TV seat backs, a promotional Fort Lauderdale weekend to see Justin Timberlake at the BB&T Center in March and "Sunny" and Cher in May.
Additional initiatives include a new I-95 welcome billboard at the Georgia/Florida state line (up all year), direct mail campaign to meeting planners with an incentive for a reception aboard a luxury yacht, a new multicultural video, TV segments on top Latin American programs with well-known presenters and promotions for Millennials at sporting events and concerts.
Other highlights for 2014: continuation of the CVB's Customer Advisory Board of meeting and association planners, global tourism sales in high-traffic markets such as Colombia, Brazil, Argentina, Canada and Europe, multicultural, and LGBT marketing, as well as film and entertainment promotions, especially to attract more live music events to Broward.
The Greater Fort Lauderdale Convention & Visitors Bureau 2014 Marketing Plan is developed and supported, in cooperation with the GFCLVB, 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.
For more information and a copy of the 2014 Greater Fort Lauderdale Convention & Visitors Bureau's marketing plan, visit www.sunny.org/marketingplan. Visuals of the 2014 marketing plan initiatives are available upon request.