LEE COUNTY, FL (Sept. 26, 2003) – The Lee County Visitor & Convention Bureau (VCB)
has unveiled a new marketing strategy designed to reposition the destination to
the consumer and travel trade markets. Executive Director, D.T. Minich, CDME,
shared the new brand position – The Beaches of Fort Myers & Sanibel
– with industry representatives at the bureau’s annual sales and marketing
meeting today. The presentation explained that the new brand creates a clearer
definition of the destination than the former brand, the Lee Island Coast.
“With the
dramatic changes that have taken place in the travel and tourism industry, it is
critically important that we reinvent our marketing efforts to capture increased
market share,” said Minich. “The new brand position will give us a competitive
advantage and allow us to build on the strong name recognition of Fort Myers and
Sanibel Island.” Minich explained that in a recent research survey, 87 percent
of those interviewed were aware of Fort Myers/Sanibel.
The VCB also unveiled its 2004 Sales & Marketing Plan and Co-Op Advertising Program. “The new marketing campaign uses an emotional platform to communicate a brand experience that appeals to today’s consumers,” he explained. “What’s Right with the World” is the slogan for print ads and television commercials that promote the region’s relaxed, natural environment and beckon visitors to vacation here and re-connect with nature and their loved ones.
The 2004 marketing campaign will include newspaper, magazine and television advertising in key markets. The Web site will also be revised to reflect the new brand position and introduce a new URL, fortmyers-sanibel.com.