Greater Fort Lauderdale Unveils 2014 Marketing Campaign
The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) debuted its 2014 marketing plan, with an “SPF (Sunny Partner Focus) 2014, We’ve Got You Covered” theme.
In January, the GFLCVB will target New Yorkers with The Beach Looks Good On You, a consumer event the week before Super Bowl XLVIII. The setting will be Grand Central Station Vanderbilt Hall. The campaign also will be featured in
Other promotional vehicles include advertising in television, newspaper, magazine and digital outlets in the tri-state area, branded taxi tops, and pedi-cabs wrapped with beach scenes offering free rides. Metro North rail platform advertising is designed to target Connecticut and Westchester commuters.
GFLCVB’s guerilla marketing campaign also has been expanded globally with “The Beach Looks Good on You” road show scheduled for Chicago (February 2014); Washington, D.C. (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 Grossman, president of the GFLCVB. “With 46 consecutive months of visitor growth and an 8 percent increase in tourist tax collections, we are on target to welcome 13 million visitors by December 2013 spending $10 billion.”
A new partnership with JetBlue Airways includes a promotion where random passengers receive “Sunny Status” with a free drink, tote bag and sunglasses. Other campaign features include a new I-95 welcome billboard at the Georgia/Florida state line, 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, and promotions for millennia at sporting events and concerts.
