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Digital marketing to reach targeted visitors more directly than ever before

December 28, 2011
Fort Myers Beach Bulletin, Fort Myers Beach Observer

To the editor:

In the coming year, the Lee County Visitor & Convention Bureau is poised to become a leader in the online travel marketplace with the goal of driving more and more in-state and out-of-state visitors to The Beaches of Fort Myers & Sanibel. Coupled with dynamic traditional media advertising, we will add enhanced digital marketing to our promotional arsenal to increase exposure for the destination.

We are excited to marry our strong internal resources with the digital experience of our new marketing partner, MMGY Global,* and take full advantage of all that the cutting edge of travel technology offers. More than ever before, we will benefit from an enormous bang for our advertising buck as the digital medium will target qualified consumers more directly, enhancing our exposure and potential for increased visitation.

The digital medium allows us to not only target consumers based on demographic data, but psychographic parameters as well. We always have been interested in reaching affluent married couples and families, but now with digital advertising, we can target those same people who also enjoy all the activities and amenities that flourish in Lee County: dining, beaches, sightseeing, fishing, kayaking, shopping, wine, arts and culture.

Advertising through online travel agencies like Orbitz and Expedia also will play an important role in helping us reach our target audience in the next year, as will 15- to 30-second video ads in front of videos potential visitors select to view online. These, too, can be targeted to specific consumers.

While we all benefit from the increased exposure and lead generation, we hope our tourism partners take advantage of these same opportunities to drive travelers to their own properties, attractions and businesses through our co-op advertising. This year we are offering a truly robust lineup of digital co-op offers. With the broad wealth of options available, there's a perfect opportunity for each and every local travel-related business. The options accommodate all sizes of marketing budgets, and just like the destination can target specific consumers based on their demographics and interests, so can you.

I encourage you to click here to learn more about our co-op advertising program and to look over the list of available prospects. If you need guidance about what option might be best for your business, give us a call at 338-3500, or feel free to talk directly with the experts at MMG by calling 816-300-5239.

Armed with the power of enhanced digital marketing, I'm confident that in 2012 we will increase our exposure for the destination and drive more visitors to The Beaches of Fort Myers & Sanibel.

Tamara Pigott

Executive Director




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