EXPLORE NORTHWEST FLORIDA–MARCH 2019–Building upon the accomplishments of 2018, in which RiverWay South re-branded as Explore Northwest Florida (ENWF), the association continues to support the region’s tourism industry in a variety of ways. Local partners are benefiting both from Explore Northwest Florida’s leadership development forums as well as from the success of its targeted marketing to leisure and group travelers, aimed at telling the stories of the Florida Panhandle and increasing awareness of the region’s abundant treasures.
Explore Northwest Florida’s marketing effort is made possible with a budget value of $272,000. Florida Department of Economic Opportunity’s RRDG Program provided $136,000 in grant funding, VISIT FLORIDA funded $45,000 through the RAO Trade Show Program and financial and in-kind assets were contributed by county, organizational and stakeholder partners. ENWFL’s 2018 Marketing Plan was extended through March 31, 2019, due to Hurricane Michael’s impact to the region in October 2018. During this 15-month period, the organization has planned and executed a strategic slate of marketing, sales and educational campaigns.
“Explore Northwest Florida feels fortunate to have this amazing public/private partnership,” said Betty Webb, ENWF’s project manager. “This joint effort has been instrumental in accomplishing our 2018 marketing plan and helped us to create a highly successful regional destination marketing organization. We look forward to more positive outcomes as we continue our mission to promote and market our 10-county region.”
During the 2018-2019 grant period, Explore Northwest Florida’s has and continues to execute an impressive number of marketing elements activities, including:
- Conducting 12 Leadership Development Forums
- Partnering with Paddle Florida to host the Choctawhatchee Paddle Challenge.
- Developing and executing the launch of a new brand.
- Contracting with a provider to maintain and host: www.ExploreNWFlorida.com.
- Creating three new collateral pieces:
- Adventure Brochure
- Places to Stay Brochure
- New Places to Camp Brochure
- Placing Paid Advertising:
- I-10 Beyond the Exits
- Atlanta Magazine
- Dreamscape Travel & Lifestyle Magazine
- Boston Globe 2019 Travel Guide to Florida
- VISIT FLORIDA Facebook Carousel Atlanta Market
- VISIT FLORIDA Madden Media Site Re-targeting Co-op
- Attending strategically selected Travel and Trade Shows in target markets to promote the region to regional, national and international visitors and partnered with VISIT FLORIDA to maximize investment and opportunities:
2018
- Philadelphia Travel & Adventure Show
- Dallas Travel & Adventure Show
- Atlanta RV & Camping Show
- New York Times Travel Show
- Chicago RV & Camping Show
- Toronto Outdoor Adventure Show
- Berlin International Show
- Canoecopia, Madison WI
2019
- Boot Dusseldorf
- Atlanta RV & Camping Show
- Nashville RV Super Show
- New York Times Travel Show
- Houston RV Show
- Chicago RV & Camping Show
- Toronto Outdoor Adventure Show
- Canoecopia, Madison, Wisconsin
Investing in public relations efforts:
Through Laurie Rowe Communications public relations firm, the brand has a year-round media relations presence through a digital press room promoting the region to travel and lifestyle media. A planned travel media visit to the region had to be postponed due to Hurricane Michael but will take place in 2019. Explore Northwest Florida is also featured in news releases and newsletters distributed by Laurie Rowe Communications to targeted media. For more information about Explore Northwest Florida brand and the association’s efforts, visit www.ExploreNWFlorida.com.