TDC/CVB Feb 8 meeting offered an in-depth look into the 2011 marketing strategies as well as an opportunity to check out the newest TV Commercials.
The Real. Fun. Beach commercials were created to hit specific markets and have two versions in rotation, aimed at targeting Couples and Families.
More Info Below
The 2011 Summer marketing strategy is slated to begin televised promotions in mid-April, and running through July.
The interrupted headline campaign, Real. Fun. Beach. will be resurrected through out this duration with a conscious effort being made to maintain continuity between print, television and online media outlets.
The Real. Fun. Beach. tag line will feature family fun at the beach and a second that features couples and other adults having year-round fun
The Real. Fun. Beach TV commercials will target Atlanta, Baltimore and Birmingham, with some overlap occurring in cities where Southwest Airlines ad campaigns are being televised as well. Cooperative marketing with Southwest through out April, June and August will focus efforts to promote Panama City Beach in new markets now being serviced by the airline.
Overall goal is to reclaim our title as the “World’s Most Beautiful Beaches” and leave the mayhem from the past year behind us, once and for all. The focus is on interactive media with an emphasis on driving people to their website, but general marketing strategies include specific media placements aimed to hit a variety of markets, during corresponding peak times.
50% of the media budget has been allocated for Broadcast, TV, Radio, VOD, Check-out and more, with 20% going towards online (website, online display etc.)