VSPC is once again leveraging its relationship with Visit Florida, becoming one of only three destinations in the state to deliver honed content to targeted consumers through a unique online tool. A new program instituted by the state’s tourism organization generates and delivers an e-mail from VSPC to anyone who clicks on St. Pete/Clearwater-tagged content on the Visit Florida website.
“Triggered e-mails like these have twice the open and check-through rate than a usual one,” says Nate Huff, Senior Vice President at Miles Media.
VSPC presented the program as a cooperative advertising opportunity to its partners, offering them a chance to provide content in the triggered e-mail. “It gives everyone involved immediate access to an extremely qualified visitor,” Huff points out.
“The consumer already shows an interest in Florida and in St. Pete/Clearwater in particular, so the generated e-mail hits them at that critical decision-making period.”
St. Pete/Clearwater’s tags on the VF site include content as varied as video blogs, articles and images. VSPC can adjust its e-mail over time to reflect new advertisers who become involved in the program.
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