Lee County VCB moves forward with plan, launches campaign
To the editor:
As you read in the Friday, June 11 TDC Recap Report, the Lee County Tourist Development Council approved a request by the Lee County Visitor & Convention Bureau to utilize $750,000 in reserve funding to communicate the message that The Beaches of Fort Myers & Sanibel are unaffected by the Deepwater Horizon oil spill in the Gulf of Mexico. The VCB will create and execute a “Still Pristine” direct, high-impact, multi-media advertising and publicity campaign that promises to be bold, attention getting and immediate on national network television. It will kick off this coming week.
The VCB aims to proactively combat negative mis-perceptions regarding the spill’s impact and utilize messaging to capture as much summer visitation as possible. The promotion will highlight vacation deals and guarantees as well as emphasize current visual images of local beaches. To fine-tune the message, the VCB also will oversee primary consumer and industry research, which presently isn’t being conducted by any other source. Select this link, to read more about the plan.
Your part in this plan is very important. As the commercials will point to the consumer website, please post your guarantee on www.FortMyers-Sanibel.com to the Summer Sanctuary section, and your beautiful beach images to the Beaches Now section. Here is a sample guarantee for your consideration.
Clean Beach Guarantee
If your vacation is disrupted because of any direct impact from the oil spill to the beaches in front of the Your Property Name Here, we guarantee that you will be able to cancel your reservation penalty free ~OR~ you will be able to move your reservation to the same time next year at this year’s rates.*
* A “disruption” occurs when impacts from the oil spill in the Gulf of Mexico require a governmental agency to actively clean the beach, or if a governmental agency closes the beach due to public safety concerns related from the oil spill. To take advantage of the ability to move your reservation to next year, the room type and stay pattern must remain the same (same number of nights, same days of the week).
Certainly, plans will evolve as the situation develops both at the state and local level and the VCB will continue to closely monitor and relay the information to you. At this time, the Deepwater Horizon oil spill has not impacted The Beaches of Fort Myers & Sanibel. The Florida Division of Emergency Management does not expect the oil to impact the Fort Myers/Sanibel Island area between now and Sunday, June 20. Forecasts are being made in 72 hour increments. There are no projections beyond that time frame.
Again, for easy access, attached is the List of helpful telephone numbers and websites.
As we communicate to our customers, we suggest the key messages are:
Currently, there is no local impact from the Deepwater Horizon oil spill.
We are open for business.
We don’t know if our area will be affected, but it is in no imminent danger
In the meanwhile, please continue to alert the VCB, by calling 338-3500 or e-mail VCB@leegov.com, to any news you hear regarding consumer queries on the matter as well as any community response efforts so that Lee County can work as a team as much as possible. We shall continue to keep you posted. Please send any comments to VCB@leegov.com.
Thank you,
Tamara Pigott
Executive Director
Lee VCB