HomeMy WebLinkAboutFriends & Family Campaign2018 Friends & Family
Summer/Fall Campaign
St. Lucie County Tourism
Fart Pierce - Part St. Lucie - Hutchinson Island
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Why?
DIRECT
• The #2 reason visitors come to St. Lucie is to visit Family & Friends
• Many of our local residents are "transplants"
• Proximity to Miami & Orlando (amusement parks & nightlife are a day trip away)
• Affordability & accessibility
INDIRECT
• Educate locals on things to do, promote civic pride
• Can further emphasize the `value of tourism' to local residents
GOAL:
Goals & Objectives
Reduce the gap between seasonal highs and lows
Increase spending of VFRs
OBJECTIVE:
Increase off season and shoulder season hotel occupancy by 3%
(June — October 2018)
Visitor Type
1,,195,560 —Total visitors
➢5611913 —Stayed ion paid accommodations
➢2711392 —Visited friends and relatives (VFRs)
➢3621255 — Day trippers
Direct Spending by Visitor Type
Direct Spending by Visitor Type
Tota I
Visitors staying in Paid
Accommodations
Visiting Friends and Relatives (VFRs) $98,893,200
0-
Day Trippers $25,009,800
$520,562,200
5396,659,Zoo Increase VFR
spending
* downs & st. germain
R E S E A R C H
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Strategy
1. Rally local residents to become ambassadors by inviting their friends and
families to Visit St Lucie
a) Incentivize with prizes
2. Partner with tourism industry partners (hotels, attractions, restaurants,
etc.) to provide exclusive offers for "friends &families" of residents
3. Leverage communications with partner cities, constitutionals, HOAs, and
other entities that reach the local residents
4. Create catchy hashtag — #SeeIVIYbtLUCie
Public Relations
1. Ongoing press releases
2. Promote at Treasure Coast Tourism Showcase
3. Launch "Locals Know Best" blog
4. Speaking opportunities &Sponsorships
a) HOAs, AL homes, etc.
b) Sponsor Coffee with the Mayors, Commissioner
c) Other community events
Media
1. Social, social, social!
2. Print & Digital
3. Mobile App notifications
4. Paid content / sponsored content storytelling
5. OOH (outdoor billboard)
6. SLCTV and City government digital and TV access channels
7. eMail marketing
8. On Site Activations — Publix
9. Other community outreach
10. Direct mail?
Budget
$25,000
0
0
Invite Your Friends & Family.
Win Prizes. Make Memories.
#SeeMyStLucie
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Questions
?