PETER CRANIS: &Barr Presents New Creative and Spring Media Plan, Will Begin Next Week
By Peter Cranis, Brevard Office of Tourism Executive Director // February 13, 2021
New creative initative highlights both a master brand and city names
PETER CRANIS: The Spring Campaign will begin next week with digital ads and then TV starting a few weeks later. It will run through March and focus on the drive markets. The budget for the media buy is $650,000.
BREVARD COUNTY, FLORIDA – We have had an interesting two weeks from a marketing and advertising perspective.
Last week we had our first Marketing Committee of the year and our new agency, &Barr presented new creative and a spring media plan.
This week we brought the presentation to the TDC for their review. Using extensive consumer research that was done, the agency worked on this over the last several months.
Some samples of the Creative are below, there are digital banner ads, social media ads, billboards, and a video script which will be produced in the next few weeks.
The advertising creative juxtaposes the thing everyone knows us for and what makes us unique – space launches – with all the great things there are to do here from the beach, to fishing, to kayaking, to cruising, to our world-class zoo.
The agency also came up with a new way to position the name Space Coast while still recognizing the individual cities within our County.
Using the payoff of “On The Space Coast,” the city name would appear first with those words after – so, “Cocoa Beach on the Space Coast,” “Melbourne and the Beaches on the Space Coast,” etc.
This really stemmed from the research we had done that showed that some key areas like Cocoa Beach and the Port had very high name recognition and while the Space Coast is the umbrella brand for the entire County, we still have some work to do to get it to be more recognizable.
Similarly, some of the other cities could benefit from the strength of the Space Coast name, therefore “Palm Bay on the Space Coast” and “Titusville on the Space Coast.”
Together we are stronger and by highlighting both the “master brand” and the city names, each will help the other.
When first engaging the agency, the direction was to develop something that is inclusive of everyone while playing off of what makes us unique to differentiate ourselves from all the other beach destinations out there.
What has resulted is the first of many campaigns to come over the next several years. Both the staff of the Tourism Office, the Marketing Committee and the TDC agree we are on an excellent path moving forward.
The Spring Campaign will begin next week with digital ads and then TV starting a few weeks later. It will run through March and focus on the drive markets.
The budget for the media buy is $650,000. Work will begin on the summer campaign which will have the largest budget of the year.
– Peter Cranis, Brevard Office of Tourism Executive Director