Any time a country or region imposes any sort of visa stipulation - even if it’s a waiver - the travel industry sighs a collective groan, knowing the obstacles and headaches to come.
GREATER FORT LAUDERDALE — You can expect to see a lot more of Greater Fort Lauderdale now that the destination has rolled out a new marketing plan that includes a refreshed logo, advertising visuals, a social media program and the debut of a 24/7 digital TV network.
The 2017 Tourism Marketing Plan was unveiled last week by the Greater Fort Lauderdale Convention & Visitors Bureau before 500 industry partners at the Broward County Convention Centre. In addition to new visuals and digital TV components, the plan will also include a first-ever collection of branded merchandise, the creation of iconic landmarks and increase marketing support to highlight the destinations new hotels, attractions, restaurants and international air flights.
The new Hello Sunny TV (HSTV), available on desktop, mobile devices, smart TVs and streaming media players, launched on Dec. 3 with highlights from the Riptide Music Festival on Fort Lauderdale beach. HSTV gives viewers an on-demand library of videos showcasing the destination’s culinary offerings, entertainment, arts and culture and local personalities.
“We have always done an excellent job at promoting our beaches and natural wonders, and now we have an opportunity to place a greater emphasis on communicating the growing cosmopolitan nature of the destination,” said Stacy Ritter, president and CEO, Greater Fort Lauderdale Convention & Visitors Bureau. “We will put a sharper edge on our personality, while continuing to project our authentically welcoming appeal – which is more important than ever before.”
As part of the new marketing plan, a brand refresh has been unveiled featuring updated logos and merchandise that’s available at local retail outlets. It will also target LGBTQ millennials and gay families from key markets like Canada, UK and Brazil by highlighting LGBTQ inclusive hotels, attractions and entertainment, work with national and international sports leaders to enhance sports tourism, and launch an annual ‘underground’ fashion show to promote Greater Fort Lauderdale’s fashion culture.
For more information or to obtain a copy of the marketing plan, go to sunny.org/partners.