Office of Tourism Announces $7 Million Marketing Push to Promote Space Coast
By Space Coast Daily // August 1, 2019
new marketing campaign is an updated logo for the Space Coast
Over 126 million out-of-state tourists visited Florida in 2018 — and Brevard County’s tourism director has just announced a plan to bring more people to the Space Coast in particular.
Executive Director Peter Cranis says that the Space Coast Office of Tourism is embarking on a three-year marketing campaign designed to bring more visitors to the area.
Funding for the campaign comes from the county’s Tourist Development Tax, which levies 5% of hotel room and short-term rental costs. That will equal $16 million in the 2018-2019 budget year, which begins in October.
The Brevard County Tourist Development Council’s Marketing Committee voted unanimously to funnel these funds into marketing and brand awareness efforts, and in September it will go to the Brevard County commissioners as part of the overall budget vote.
Cranis, who formerly helped head up the marketing team at Visit Orlando, explains that the new campaign will target several key demographics, including international tourists from countries like the U.K., Canada, and Brazil; millennials; affluent families with an annual household income of $100,000 or more; tourists who are already planning a trip
to Orlando; and Florida residents who travel to the Space Coast by car or recreational vehicle.
Brevard County depends on tourism for annual revenue totaling $2.1 billion dollars, as well as for some 26,000 jobs.
One of the highlights of the campaign is a four-week promotion to coincide with the 2020 Super Bowl, which will take place in Miami.
The Kennedy Space Center has announced that it will bring a replica of the Mars rover to a Super Bowl consumer show, and the Space Coast Office of Tourism plans to have a presence there as well.
Another important aspect of the new marketing campaign is an updated logo for the Space Coast. The current design features the silhouette of a space shuttle — but the last shuttle flew almost a decade ago, in 2011.
Now, Cranis envisions a new, forward-thinking design that incorporates a launch vehicle like those that help astronauts get off the ground and en route to the moon and even Mars.
“Logos, typeface, color scheme, and other visual elements play a crucial role in branding and brand awareness,” says Zach Hoffman, CEO of DigitalPR.com.
“This has always been true for traditional media, and it remains as important in the digital age.”
In addition to both print and digital advertising and marketing efforts, the Space Coast Office of Tourism will rely on a new staffing initiative; a partnership with the Orlando Melbourne International Airport; a smartphone app; an exclusive video series called “Space Talk”; international tourism efforts; and a radio-centric promotion in which morning DJs from out-of-state markets will be encouraged to visit, tour the Space Coast, and broadcast their shows live from Florida.
The Space Coast boasts numerous opportunities for tourism, including its status as the second-largest cruise ship port in the world and as the beach located closest to Orlando — not to mention the rocket launches, museums, historical sites, and other attractions that put the “space” in Space Coast.
All in all, the Space Coast Office of Tourism hopes to allocate $7 million to the combined marketing strategies intended to boost the number of tourists to the area.
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