Oct 12, 2007

FOR IMMEDIATE RELEASE        Oct. 12, 2007

Contacts:  Nancy Hamilton, Lee Rose, Katie Meckley (239) 338-3500
 
New tourism brand platform positions The Beaches of Fort Myers & Sanibel as unspoiled island sanctuary Lee VCB unveils latest advertising campaign

LEE COUNTY, FL – The Lee County Visitor & Convention Bureau (VCB) put a fresh look on its communications and is unveiling a new and innovative advertising campaign. After completing in-depth market research, the brand platform for the new campaign is The Beaches of Fort Myers & Sanibel is Florida's unspoiled island sanctuary. VCB Executive Director Suya Davenport introduced the new platform and creative approach for The Beaches of Fort Myers & Sanibel brand with industry representatives at the bureau's annual sales and marketing meeting today.

The presentation showcased the VCB's past advertising platforms and explained how they have developed into the new campaign. Davenport explained how the new platform creates a fresh look and incorporates the more important visitor impression of Lee County.

"We have combined the desired outcome of a consumer's visit to Lee County with their perception of the area, along with what makes Lee County unique and different from other Sun' destinations," said Davenport. "The new brand position will give us a competitive advantage and allow us to tap in to the consumer's perception of Lee County as an unspoiled island sanctuary offering an escape from the stressful and hectic daily lives most people lead."

Featuring new themes and strategies, the campaign incorporates a multi-faceted program, which includes print, television, radio, outdoor and online advertising. This allows the VCB to effectively and efficiently target both the consumer and meeting markets.

Along with the more traditional approaches, the VCB will also launch a "Fun & Sun" motor coach tour promoting the destination.  The motor coach tour will travel during the coming year to nearly 200 trade and consumer events across the country. Through the use of the destination's logo and images, this motor coach will promote the area and inform the public about all that Lee County has to offer.

According to Davenport, "The choice to make changes in our advertising incentives came from the findings of a recent Attitude Awareness and Usage (AAU) study as well as key insights provided by our many marketing partners. The new campaign provides a fresh look for the county and incorporates new themes, strategies and marketing approaches that will have a greater reach."
 For more information, and to view the new print and television collateral, visit www.leevcb.com .

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