Greater Fort Lauderdale CVB Presented their 2011 Marketing Plan – Part 3

(Editor’s Note: This is the third part of the report – the press release issued by the GFLCVB regarding the marketing plan. Best, Julie Wernick, HSMAInsider.)

GREATER FORT LAUDERDALE, October 8, 2010 -- The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) unveiled details of its strategic 2011 marketing plan. Targeting a broad range of consumer and trade audiences, the plan utilizes a full arsenal of tools already proven to be highly effective ranging from creative advertising and public relations to innovative use of social networking to a variety of promotions targeting specific geographic and demographic markets.

The 2011 plan is designed to support meetings & conventions groups, multicultural, sports development, tourism and cultural tourism sales, GLBT marketing and the Greater Fort Lauderdale/Broward Film Commission, which, in April, was transitioned to the GFLCVB in order to maximize efforts to promote the destination as an ideal locale for the film and television industry.

The 2011 marketing plan emphasizes affordable luxury and authenticity reflecting GFL's carefree, water-centric personality. The $3.5 million advertising campaign, encouraging visitors to "find their sunny" through a digital platform embedded in the print advertising and throughout new collateral including the Playbook, Greater Fort Lauderdale's re-invented Vacation Planner for 2011. The plan also focuses more intensely on the mobile world with a mobi site, "Mild to Wild," dedicated to the GLBT market, as well as Blackberry, Droid and iPad-friendly versions of Sunny.org; and continues to play a leadership role in social media communities like Twitter, Facebook, Foursquare, YouTube and Black Planet.

Highlighted initiatives include:
The use of scan tags, a small graphic square resembling a colorful bar code, on all print advertising prompts readers to download a mobile app at http://gettag.mobi, and allows them to scan the tag with their smartphone and instantly view exclusive Greater Fort Lauderdale videos that illustrate how readers can "find their Sunny" via experiences throughout the destination.

Strategic advertising in the DLR train stations in the UK during World Travel Market, one of the largest, most attended International tourism trade shows will be integrated with a text message call to action and a grand prize including a Greater Fort Lauderdale branded Flip Video camcorder.

Continue annual winter blitz in New York City with the highly impactful outdoor NY Times Square Billboard campaign showcasing the warmth of Greater Fort Lauderdale's Blue Wave Beaches and annual 78 degree temps, as well as the Beachmobile making another run throughout Manhattan. Also, new this year, a New York Times advertising campaign including iAds on the New York Times app on iPhone, iPod Touch and iPad with banner ads expanding into full-screen once activated by readers.

The always popular Beachmobile will also tour Toronto during the well-attended Santa Claus Parade and Chicago during a holiday trade show.

Innovative advertising in new arenas including on iPad, as well as Pandora with a LauderTunes Playlist.

Participating in a VISIT FLORIDA/American Express Florida Travel & Life 30-minute television and web episode.

Expansion of the bridal and weddings marketing including a dedicated webpage, GFLCVB wedding specialist to assist brides with information and booking destination weddings, as well as a social media presence with tips on Facebook for couples considering a destination wedding in Greater Fort Lauderdale.

Greater Fort Lauderdale launches its 2011 marketing plans from a position of strength, optimistic about the future. Year-end statistics for 2009 indicate that the destination exceeded both national and Florida averages for hotel occupancies and average daily hotel rates (ADR). Year to date bed tax collections (Jan-June, 2010) are up 7.7%. Fort Lauderdale/Hollywood International Airport, which serviced over 21 million passengers in 2009, recorded its 11th consecutive month of positive growth in total passenger traffic this past July. International traffic was up 11% over July last year. In addition, FLL has been ranked 7th among the top US airports and first in the state of Florida. And, Port Everglades continues on its course to become the world's busiest cruise embarkation port. By the end of this year, it will be home to the two largest ships in the world as well as several other major additions to the North American cruise fleet.