Elizabeth City: Brand Evolution Project Spotlight
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As travel and tourism agency of record for Citrus County (Discover Crystal River), our team’s marketing efforts encouraged visitation across all platforms, including enhancing website user experience through engaging features. Our goal was to showcase Citrus County’s one-of-a-kind manatee encounters and its many outdoor activities by positioning it as a thrilling “off-the-beaten-path” Florida travel destination.
To entice visitors to “dive into adventure,” we designed, developed and implemented an integrated campaign, including web, social, digital, radio, video and print marketing. These efforts included a shoulder season campaign to drive visitation during lower occupancy periods for Citrus County.
For the destination’s website, we focused on two major objectives—ease of navigation and engaging content. The new design displayed a seamless navigation bar that directs users to browse things to do and places to stay. To ease the planning experience, travelers are also given the opportunity to build, save and share personalized itineraries, allowing them to add activities and lodging to their planner for a multi-day visit.
revenue growth in Tourist Development Council
increase in Occupancy
increase in Average Daily Rate (ADR)
increase in Revenue by Available Room (RevPAR)
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