COVID-19 Industry Update
November 20, 2020
Visit St. Pete/Clearwater unveiled and launched its $4.5 million winter-time advertising campaign this week.
The in-state and out-of-state efforts embody a creative evolution of VSPC’s “Live Amplified” vibrancy brand platform, taking on “A Whole New Point of View,” embracing the five senses through visceral and sensorial imagery and taglines. For instance, “A touch of bliss” paired with a detail photo of sugar white sand and “You can almost hear it” with a beach hammock and an aerial of the waves coming ashore.
The campaign comes to life in new TV and radio spots, which, along with digital billboards, will be deployed in Atlanta, Indianapolis, Cincinnati, Orlando, Miami, Fort Lauderdale, Jacksonville, Fort Myers and Naples through March.
Digitally, the campaign utilizes connected TV across a number of platforms, including Hulu, and rich media units---in addition to ongoing low funnel tactics, like paid search, paid social, highly-targeted buys with Sojern and Epsilon and custom programs with Travelzoo and Expedia. The digital efforts utilize behavioral and contextual targeting and focus primarily out-of-state in Atlanta, Cincinnati, Indianapolis, Chicago, Columbus, Cleveland, Pittsburgh, Louisville, Nashville, Charlotte, Chattanooga, Knoxville and St. Louis through March.
co-operative advertising program, which includes a 1:1:1 matching program with highly-targeted Sojern efforts. Complete details on the program can be found here with the first-come, first-serve submission day beginning at 9 a.m. on Tuesday, Dec. 8.
You can watch a webinar here showcasing all of the campaign efforts, including the latest traveler sentiment research from Destination Analysts.
2021 GULF TO BAY ADVERTISING SALES BEGIN
As production on the ninth edition of Gulf to Bay, VSPC’s award-winning destination magazine, begins, the Tampa Bay Times has opened up advertising sales. The magazine is slated for 500,000 copies that will be distributed world-wide, including targeted newspaper insertions in key feeder markets next summer. Take a look at this year’s media kit, which includes pricing, here.
BUSINESSES STILL ENCOURAGED TO JOIN RISE TO SHINE CAMPAIGN
VSPC’s Rise to Shine campaign continues growing with participation from hundreds of businesses across the destination and we’re still welcoming any type of business located in Pinellas County to join the free program. SIGN UP here to receive posters, decals, buttons, masks and the digital toolkit. Reminder, the countywide face covering ordinance remains in effect. In addition, bars and restaurant patrons must be seated to be served drinks for on-site consumption.
LATIN AMERICA TEAM CONTINUES VIRTUAL EFFORTS
Despite not being able to sell in person to key Latin America clients, VSPC’s Latin America team trained 176 trade professionals from Colombia, Mexico and Ecuador throughout October. In addition, the team participated in two live tourism podcasts in Brazil and conducted an incentive campaign with Agaxtur, a Brazilian tour operator, training 93 trade professionals.
VSPC WINS SMART MEETINGS 2020 PLATINUM AWARD
Visit St. Pete/Clearwater won a Smart Meetings 2020 Platinum Choice this year. Smart Meetings’ Platinum Choice awards are given to the hospitality industry’s top ranked CVB’s, hotels and resort/venues that display the highest standards of overall excellence.
VSPC OFFERS RESOURCES FOR IMPROVING BUSINESS' DIGITAL FOOTPRINT
In tandem with Miles Partnership, VSPC has created business resources to navigate the web’s different platforms and optimize a business’ digital footprint beyond its website, including the following:
Google My Business Fundamentals PDF and Video
Google My Business Advanced Tips PDF and Video
Yelp and TripAdvisor Fundamentals PDF and Video
Online Reputation Management PDF and Video
DAMAGES FROM ETA? COMPLETE ASSESSMENT SURVEY
If your Pinellas County business sustained damages due to Tropical Storm ETA, please complete the Florida Business Damage Assessment Survey here. This information helps to assess the damage and begin the recovery process.
ALLEGIANT ANNOUNCES NEW NONSTOP SERVICE FROM NORTH DAKOTA
Earlier this week, Allegiant announced a new nonstop route from Fargo, North Dakota, to St. Pete/Clearwater International Airport (PIE) beginning Feb. 11, 2021. The new seasonal nonstop route will operate twice weekly. Also, this week, Allegiant celebrated 14 years of operating at PIE. Since its inaugural year in 2006, PIE’s annual passenger traffic has increased by 474%.
FLORIDA HUDDLE GOES VIRTUAL IN FEBRUARY
Due to ongoing international travel restrictions, Florida Huddle 2021 will be held in a virtual format designed to put Florida’s suppliers and buyers in the best possible position for when global travel resumes. This year’s virtual event will feature a mix of networking, educational sessions, interactive activities and appointments. Supplier attendees will have up to 36 one-on-one appointments. Buyers will be broken out each day by region (UK and Europe, Latin America and domestic/Canada), with up to 12 appointments per day. Registration is set to open in early December.
ITB BERLIN GOES VIRTUAL IN MARCH
One of the largest travel shows in the world, ITB Berlin, will take plane in digital form as purely a virtual B2B trade show and conference from March 9-12, 2021. ITB was canceled a week before the event was to take place this year.
