Research showed that audiences perceived Sarasota as an upscale but boring destination “filled with older people” — instead of the spectacular, upbeat and action-packed vacation spot that it is.
We found that women make destination decisions 90 percent of the time, and that our audience was highly segmented. So we aimed to showcase Sarasota’s true personality through targeted messaging.
The vibrant hues of the city inspired our “Colors of Sarasota” campaign, which included its own identity and photo library, as well as integrated print, online, radio and TV ads.
We saw a 23 percent rise in Web traffic during the soft launch and, just six months after, realized an 11 percent increase in visitors, 17 percent spike in economic impact, and a March-record 94.7 percent room occupancy rate.