VSPC’s Arts Campaign Builds On Beaches

See how VSPC’s highly-targeted arts and culture campaign builds upon our “America’s Best Beaches” message, growing the area’s brand by touting the treasures beyond the beach.Culture

In 2012-13, Visit St. Pete/Clearwater placed 44 ads (example of one pictured) that racked up more than 8 million impressions in the destination’s top markets, building the brand’s cultural tourism footprint. That list includes Creative Loafing Magazine, New York City’s Playbill Magazine, New York Times Sunday Magazine and Tampa Bay Times “Bay” Magazine. (Click here to see copies of the cultural tourism ads placed in the last year, as well as a list of the publications they appeared in.)

The print ads featured snapshot visuals from some of St. Pete/Clearwater’s most prominent museums, attractions and performing arts centers, such as The Dali, Clearwater Marine Aquarium and Ruth Eckerd Hall.

A highlight of the program were the hang tags distributed at Hertz at both area airports last summer. Each car featured a hanger that read “Steer yourself in a more artistic direction.”

Other notable efforts in the campaign include:

  • Beach and culture maps, which are distributed at trade-shows throughout the world, local conferences, sporting events, Visit Florida welcome centers, AAA offices and hotel/attraction brochure racks.
  • The Articulate website, which  highlights the must-see events in arts with corresponding advice from expert bloggers who recommend what events to mark on their calendars.
  • Emeril’s Florida, starring celebrity chef Emeril Lagasse, which highlighted several arts attractions, while showcasing St. Pete/Clearwater as a culinary destination.

For a complete rundown of the campaign, click here.

To return to this edition of CVBeat, click here.

About CVBeat

Visit St. Pete/Clearwater is the official destination marketing organization for Pinellas County, Florida.
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