Greater Fort Lauderdale Convention and Visitor Bureau
Greater Fort Lauderdale
Convention and Visitors Bureau
Launches 2013 Marketing Plan
Fresh off of record breaking visitor growth, LEED Gold Certification for the Greater Fort Lauderdale/Broward County Convention Center and a sweep of VISIT FLORIDA’s Flagler Awards for its “Defrost Your Swimsuit” campaign, the Greater Fort Lauderdale Convention & Visitors Bureau debuted its 2013 Marketing Plan today at an industry luncheon of more than 500 hospitality partners.
Capitalizing on its promotable brand personality - lighthearted, carefree, active, vibrant, entertaining, water-centric and sunny - the Bureau aims to share the warmth and beauty of Greater Fort Lauderdale through strategic initiatives to position the area as a premier leisure, convention and business destination.
Highlights of the plan include a new brand campaign that will launch in winter 2013. The $5 million “Hello Sunny” advertising program includes television, online video and print. A newly redesigned Sunny.org website will allow for greater audience engagement across social media channels, and large-scale consumer and media cultivation events will create added awareness and buzz in New York, London and Chicago.
The 2013 plan also highlights how the CVB will make a greater impact in groups and convention business, including its newly formed Customer Advisory Board. Sales missions, destination preview programs and client visits surrounding key iconic events such as the Florida Derby and Lauderdale Air Show will cultivate bookings from national, regional, and state associations; health, medical and pharmaceutical, technology, and financial. Sports, multicultural, GLBT and destination weddings all have ramped up endeavors to continue successful group sales development.
The CVB also will expand its geographic reach for group and leisure business, targeting traditionally strong markets domestically and internationally, opening new operations in Brazil and Germany, as well as new emphasis on the Midwest, including Chicago. In addition, the Office of Film and Entertainment continues to attract new television and film projects.
New thematic messaging and media cultivation experiences are also earmarked for 2013 public relations to showcase Greater Fort Lauderdale’s tourism assets, including culinary, ecotourism, water culture, active vacations, multicultural and multigenerational travel, while the luxury value-for-less promotions Super Summer Savings, Dine Out Lauderdale, Lauderdale Spa Chic and Vacation Like a VIP will all return by popular demand.
“We are extremely excited for 2013 as it builds on a hard-earned rebound from the last couple of years and sets a platform for continued growth, ” says Nicki E. Grossman, president of the Greater Fort Lauderdale Convention & Visitors Bureau. “We have an extremely strong and supportive hospitality industry that’s allowing us to penetrate new markets as far flung, but not unrealistic, as China. With new technologies and aggressive marketing we are looking forward to saying “Hello Sunny” to visitors from all over the world.”
For more information and a copy of the 2013 Greater Fort Lauderdale Convention & Visitors Bureau’s marketing plan, visit www.sunny.org/partners/marketingplan.
Visuals of the 2013 “Hello Sunny” marketing plan initiatives are available upon request.
About Greater Fort Lauderdale
From the seagrass to the sawgrass, Greater Fort Lauderdale boasts more than 34,000 lodging accommodations at a variety of hotels, luxury spa resorts, and Superior Small Lodgings reflecting a “beach chic” vibe. Visitors enjoy 23 miles of Blue Wave certified beaches, discover 300+ miles of inland waterways that run from the Intracoastal Waterway to the Everglades, dine at thousands of restaurants and eateries, get immersed in a thriving arts and culture scene and indulge in top shopping. For more info, contact the Greater Fort Lauderdale Convention & Visitors Bureau at (800) 22-SUNNY or visit www.sunny.org.
The Greater Fort Lauderdale Convention & Visitors Bureau can also be followed on Twitter at www.twitter.com/visitlauderdale or become a fan on Facebook at www.facebook.com/visitlauderdale or join us on Foursquare at www.foursquare.com/visitlauderdale. To have Greater Fort Lauderdale in the palm of your hand, download the free iPhone applications, Fork Lauderdale, iVisitLauderdale and Defrost Your Swimsuit at www.sunny.org/apps.