DAYTONA Beach front — Tourism leaders are all set to head to the garage with Daytona Beach’s “Start Your Engines” advertising and marketing marketing campaign unveiled in the wake of the 2020 pandemic downturn, but they aren’t nevertheless contented with the prospective possibilities.
A person solution to substitute the NASCAR-oriented “Get started Your Engines” campaign revolves all over Daytona Beach’s longtime self-proclaimed designation as the “World’s Most Well-known Beach,” a slogan emblazoned on a landmark “photo op”-deserving archway previously mentioned the beach ramp at the key vacationer gateway of Atlantic Avenue and Worldwide Speedway Boulevard.
The proposed campaign, “Famous For More Than You Assume,” was one particular of two opportunity internet marketing strategies presented this 7 days at a workshop assembly of the Halifax Region Advertising and marketing Authority board of administrators by the advertisement authority’s Myrtle Seaside, S.C. marketing firm, The Brandon Agency.
The county-appointed HAAA board, which oversees and money the Daytona Beach front Location Conference & Readers Bureau, is thinking about concepts for a $790,000 marketing and advertising campaign aimed at attracting more affluent, significant-earnings website visitors with annual incomes of $150,000 or more.
Evolution of a campaign:In a pandemic, Daytona’s new method to Huge. Open up. Entertaining.
In sample images to represent a rough draft of the “Famous” principle, seashore scenes and poolside photos photographed at the Really hard Rock Hotel had been accompanied by taglines that provided “Famous for so numerous wonderful strategies to do nothing” “Famous for 7-working day weekends” “Famous for that Friday feeling any day of the week.”
A energy of the proposed principle is that it ties into the proven “World’s Most Well known Beach” slogan, said Andy Kovan, Brandon’s director of strategy and exploration.
“It also speaks to every little thing we (the desired destination) have to offer over and above the seashore,” Kovan advised the board. In addition to the initial appeal to substantial-money travelers, the notion also could reach broader audiences, he mentioned.
Brandon also unveiled a 2nd potential marketing campaign, “You Have to have a Seashore Getaway,” that referenced lifestyle alterations that have surfaced in the wake of the pandemic. Samples of that notion, crafted about identical beach front imagery, were accompanied by messages these types of as “It’s time to Zoom out” and “You cannot get this from any streaming product.”
The second strategy reflected the client way of thinking “in a pretty related way,” Kovan informed the board. “It’s also a really long lasting concept. I believe this extends beyond the pandemic, past the existing problem.”
Board users were fewer enthusiastic.
“It’s not blowing me absent,” board member Linda Bowers, regional director of income for Avista Resorts & Resorts, like 4 qualities in Volusia County, claimed of the proposed concepts. “It just does not resonate with me.”
Board member Androse Bell, common supervisor of the Tricky Rock Resort, also expressed worries about unwelcome perceptions tied to the destination’s name as a property to rowdy exclusive events that may possibly be activated in the minds of prospective website visitors by the “Famous” strategy.
Similarly, he expressed the motivation to shift past messages that alluded to the pandemic.
“A lot of people today are just worn out of it,” Bell said. “To me, it (the campaign) creates that set off of, ‘Why are we speaking about this again?’”
Brandon will check the two campaigns with sample audiences in advance of the proposals occur prior to the board for a vote at its March 23 assembly.
Street map presented for long-term tourism plan
In other motion, the board received an update from MMGY NextFactor, the Canadian travel and tourism consulting organization employed by the board this past fall to assistance craft a very long-term tourism strategy.
Shelly Eco-friendly, an MMGY consultant, walked board associates through a collection of instructed adjustments, objectives and deadlines related to the formation of a 3-yr strategic program.
Together the way, Eco-friendly offered a recommendation for a new, streamlined mission statement for the Daytona Beach CVB, as nicely as a new eyesight assertion. The latter sparked transient, unresolved debate around whether or not to characterize the destination’s visitor practical experience as “transformative” or “memorable.”
In outcomes of an MMGY study carried out this past slide with 151 Daytona Seashore region tourism sector reps, regional governing administration and small business leaders and site visitors, the vacation spot scored underneath regular in its options for eating, shopping and entertainment, wellness and safety worries, and choices in arts, tradition and heritage alternatives.
In general, the desired destination was characterized as exhibiting far more weaknesses than strengths by all sectors of the survey respondents, ranging from tourism industry representatives to regional community leaders and website visitors.
On Wednesday, Eco-friendly outlined a proposed timeline to tackle these challenges.
Proposed concentrate on targets include completion of a model research and growth of a new brand name for the destination by 2023 the institution of an advocacy committee to articulate and encourage the ad authority’s priorities and an initiative to strengthen collaboration with economic progress leaders, community governing administration companies and company corporations.
The HAAA board also is slated to vote on the MMGY strategic strategy at its March 23 meeting.
The board is having to pay the consulting organization $50,000 for a timeframe that involves 160 several hours of specialist fees and travel expenditures. The charge doesn’t consist of costs linked to web hosting any conferences, retreats or community events tied to the progress of the strategic system.
Founded in 2015, NextFactor has completed strategic and place learn programs for a wide variety of Florida markets which includes Miami, Fort Lauderdale, Palm Seashore, Naples and New Smyrna Seaside.