In yesterday’s TDC Marketing Committee officials were all but applauding creative ways to cater to our college friends that spend so much money on our beaches every year. Tourism Director and CEO, Dan Rowe underscored the importance of having a strong spring season in light of last summer’s perilous dip in tourism revenue; this is crucial to be sure that we can recover from any damage to our brand and image from the oil spill that barely touched our shores. Spring Break 2011 is poised to be the best spring season we’ve ever had.
The Tourist Development Council has already mobilized a comprehensive marketing plan to attack this market segment like a banshee to ensure they choose us over the many other spring break markets that hare drooling over their money – such as Mexico, South Florida, Galvaston, the Caribbean.
Here’s what they’re going to do:
- Issue press release targeting the AP, USA Today, NY Times, and national morning shows.
- Include Spring Break 2011 in Lou Hammond Media Event in NYC
- Issue tailored press releases to predetermined markets.
- Organize tweet-ups for spring breakers, incentivizing using vacation giveaways, etc.
- Target cities we have direct flights from such as Baltimore, Nashville, and Houston.
- Target secondary cities that could easily access low air fairs to our area such as Dallas, Austin, Minneapolis, Chicago, Boston, Philadelphia and Louisville.
- Target 60 specific schools on Facebook using organic and paid advertising.
- Begin layering out relevant messaging to these markets using Facebook and Twitter.
- Reinforce the sharing of these messages using retweet contests.
Historically, weeks one, four and five are the slowest weeks for spring break in Panama City Beach. This year, the brunt of our marketing efforts will focus on these weeks to help boost those numbers for 2011.