Lee VCB director offers state and county plan
To the editor:
– Florida’s action plan
While Visit Florida has launched a $2.5 million emergency response campaign in Florida summer drive markets, a comprehensive media campaign began last week using a portion of the $25 million received from BP for the state’s marketing efforts.
The ad campaign uses a combination of television, national cable, radio and newspaper advertising. The campaign targets feeder markets of Atlanta, Birmingham, Charlotte, Dallas, Houston, Raleigh and St. Louis.Also included in the plan are major metro markets as well as 17 key regional markets of Albany, Augusta, Austin, Baton Rouge, Chattanooga, Columbus, Ga., Greenville, Jackson, Knoxville, Lexington, Little Rock, Macon, Memphis, Montgomery, Nashville, New Orleans, and Shreveport and the 65 Southwest Airlines markets throughout the U.S. covered by the national cable buy.
Newspaper ads will appear in national publications such as USA Today and the Wall Street Journal.Examples of the national cable coverage include networks such as TNT, TBS, USA, CNN, ESPN and the Travel Channel.
Finally, in addition to the state of Florida’s marketing campaign, Governor Crist has requested tourist development councils in the Northwest Florida coastal counties to submit local marketing plans. We just received their plans and are expediting a response.
– Lee’s action plan
As you can see, the campaign is designed to best assist the Northwest counties of the state. Therefore, last Wednesday (June 2), Lee County Commissioner and Tourist Development Council Chairwoman Tammy Hall sent a letter to the governor requesting funds to assist Lee County.
In her letter, Hall requests that “Lee County receive $1 million from BP funds for the purpose of: 1) immediate advertising in our core feeder markets that are not already covered by VISIT FLORIDA’s current consumer advertising to minimize the spill’s potential impact on consumer travel; 2) weekly consumer surveys to monitor consumer mind set with regards to the spill and its impact on vacation planning to our area in order to maximize the effectiveness of our marketing messages; and 3) the installation of Web cams at core locations on our area beaches that currently are not covered so that we can clearly report current beach conditions to potential visitors in a highly credible manner.”
Other Lee County initiatives are being formulated and will be implemented as deemed necessary. 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. Forecasts are being made in 72 hour increments. There are no projections beyond that time frame.
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 email 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.
Tamara Pigott
Executive director
Lee VCB