The Amelia Island Convention & Visitors Bureau (AICVB) is marketing the northeast Florida destination using the new “It’s an Island thing” campaign. Developed in partnership with Starmark, the AICVB’s advertising agency, the campaign includes a complete arsenal of marketing tools leveraging Amelia Island’s unique island attributes to tell the destination’s story and better compete in the world’s most challenging tourism market. Since its launch, the campaign has consistently delivered numbers 15 times industry benchmarks on average.
“Research showed we needed a campaign that would make Amelia Island stand out in a sea of sameness of Florida beach advertising, and the Island thing brand really hit the mark,” said Amy Boek, AICVB Chief Marketing Officer. “I’m proud to be a part of this great new tourism initiative that showcases the beauty and appeal of our island from different viewpoints, covering an array of island offerings and capturing Amelia Island’s unique Florida vacation experience in our storytelling.”
According to Boek, the campaign was created in response to changing consumer trends and new marketing technology and includes print and digital elements, with new videos, images and compelling storytelling speaking to the destination’s island appeal. To differentiate Amelia from other Florida beach locations, the campaign highlights the island’s topography – from the beaches in the east to the marshes in the west, where visitors will make one-of-a-kind island discoveries and lifelong memories. Filming with a mobile-first approach, the marketing team created a dynamic content library for its new digital campaign, including more than 200 visual assets to support the campaign’s website, digital media buys, and social media and e-newsletter campaigns.
“Island thing uniquely positions Amelia Island while delivering an entirely new perspective of the destination,” said Dale Baron, Starmark Vice President and Executive Creative Director. “It’s designed to bring to life the duality of a remote escape that’s still easily accessible, with execution built on mini storylines revealing epic views in all directions. There’s nothing quite like being on Island; once you go, you get it.”
During brand development, several rounds of consumer testing showed Amelia’s target audiences wanted a Florida beach vacation that offers a laid-back vibe and were enchanted by the idea of being on an island without having to travel very far. To better connect with travelers in search of an easy, relaxing escape where they can make memories and have fun with family and friends, the Island thing brand was designed to be personable and exude southern charm, delving into the many ways various audience segments can discover their very own “Island thing.”
“We’ve always known Amelia Island is a special place; there’s truly nothing in Florida quite like it,” said Gil Langley, AICVB President and CEO. “This new campaign tells our island’s story, with captivating imagery that beautifully illustrates what our destination has to offer.”
Initially launched in November 2022, the “It’s an Island thing” campaign has targeted loyal and prospective Millennial and Gen X travelers, as well as winter travelers in the key markets of New York, Atlanta, Philadelphia, Washington, D.C., Boston, and others. The campaign has generated nearly 36 million impressions with a 1.25% click through rate (CTR) and is continuing to grow. Social media units alone have garnered over seven million video views and engagements that continue to attract more Amelia Island fans.
To see the brand in action, visit AmeliaIsland.com. To view samples of the Island thing campaign assets, click here.
About Amelia Island
Northeast Florida’s coastal treasure, Amelia Island is a barrier island rich in colorful history and breath-taking natural beauty. Amelia Island offers long, beautiful beaches, abundant wildlife, and pristine waters. Upscale resorts with world-class spas, championship golf and exclusive dining blend effortlessly with a captivating collection of bed and breakfast inns and historic districts. The island is home to Fernandina Beach, once a vibrant Victorian seaport village, and now a charming downtown district of eclectic shops, attractions and eateries. Forget the everyday getaway; come make memories on Amelia Island. For visitor information and online planning, visit AmeliaIsland.com.
Hayworth Public Relations
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