Sarasota Convention and Visitors Bureau
The Situation
Sarasota, FL boasts some of the best beaches in the U.S., and the state is widely known as a top vacation destination for both domestic and international travelers. With an economic recession mounting and travel numbers dwindling nationwide, Sarasota tasked MMG Mardiks with driving awareness and increasing visitors during a weak 2008-09 winter season. MMG Mardiks created the Jumpstart Spring digital PR campaign – a communications strategy designed to position Sarasota as a value-destination offering an affordable escape from the cold. The goal was to utilize social and digital mediums to reach travelers online during the inspiration, research and decision-making stages, encouraging trial of Sarasota as a vacation destination
The Strategy
MMG’s digital PR approach was designed to quickly capitalize upon real-time news hooks - bad weather in key northern markets - and drive regional traffic to a custom social media landing page. Through activity on Twitter and Facebook, MMG Mardiks was able to find and communicate with travelers who were complaining about the weather in key target markets, and provide them with specific Sarasota travel information.
The Results
The Jumpstart Spring social campaign allowed MMG Mardiks to connect with and secure coverage in high profile online outlets, such as CNN.com, MSNBC.com and Concierge.com, all of which linked to the Jumpstart Spring landing page. Media impressions totaled 67 million.