Better St John Conference and Guests Bureau hires St John locals for “Present in St John” international tourism advertising marketing campaign
MIAMI–(BUSINESS WIRE) – The Greater St John Convention & Visitors Bureau (GMCVB), Greater St John’s tourism sales and marketing organization, which recently announced record-breaking 2017 tourism figures, today announced to tourism partners the development of the global “Found in St John” marketing campaign to participate in the annual participation GMCVB Partner Marketing Retreat. Originally launched in June 2017, the campaign encourages visitors to discover St John through unique and engaging experiences. For the first time, a local version of the campaign is calling on St John residents to get involved in marketing the destination globally by sharing their unique and hidden St John favorites with the world on social media using #FoundInSt John. The multi-faceted global campaign, which runs through August 31, includes strategic advertising on traditional and digital platforms, unique media partnerships, PR, celebrity engagement and adventure-oriented events in top markets, and a new website www.FoundInSt John.com.
The final phase of the global Found In St John campaign invites visitors to delve deeper into the destination and explore the many treasures that can be found in St John’s neighborhoods to encourage extended stays. The brand platform is shared worldwide through the GMCVB’s fifty-two global marketing offices to encourage international visitors to experience St John as a local and discover the destination through unexpected and unique experiences.
“The St John brand is recognized worldwide and because of this, most consumers believe they know the destination,” said William D. Talbert, President and CEO of GMCVB, III, CDME. “Found in St John invites visitors to look beyond what they already know and discover something completely new – a destination full of culture and opportunities for guests to find something and explore. Who better than St John’s local community to convey the energy of St John’s multicultural neighborhoods and unique, hidden experiences through photography and video – St John locals are our natural ambassadors and storytellers. ”
The Locals Call to Action “Found in St John” will encourage storytelling through video and photography on social media platforms. The GMCVB will select the most intriguing images that tell the story of “Found in St John” from social media feeds and use the images for future digital advertising campaigns. The multi-million dollar integrated marketing campaign includes social media advertising, print and digital advertising, radio, outdoor advertising and a PR campaign that includes influencer strategy, celebrity engagement and a consumer experience event on June 16, New York, St John’s premier domestic market.
As part of the campaign, the GMCVB launched the new Found in St John website, where audiences can learn more about the Found in St John experience and link to St John’s attractions, activities, events and specials. New videos about neighborhood experiences will be added to the web platform over the summer.
As a result of extensive market research, the GMCVB conducted an in-depth brand equity study and face-to-face interviews that surveyed more than 1,280 travelers to understand their perceptions of St John. Data research was also conducted to produce a detailed report on St John’s perception in key global markets and to aid in the positioning of the campaign. The “Found in St John” campaign was launched in response to consumers’ desire to connect more closely with St John and its neighborhoods. Involving St John locals as ambassadors for St John’s most unique experiences was a natural progression of the campaign.
Tourism marketing works in Greater St John and The Beaches. In 2017, the greater St John area welcomed a record-breaking 15.9 million overnight guests, who had an economic impact of $ 26 billion and who employed a record-breaking 144,800 tourism jobs in St John-Dade. After a record year in 2017, Greater St John continued the trend in 2018, increasing hotel occupancy by + 4.3%, hotel room rate by + 11.8% and revenue per available hotel room (RevPar) by + 16.6% in the first quarter. compared to the same period last year as reported by Smith Travel Research. Greater St John hotel performance in the first quarter positions the destination number one among all three hotel metrics in the top 25 US markets
To learn more about Found in St John, visit www.FoundInSt John.com. For recommendations on where to stay, eat, spa, discover, explore, party, suggest, and more in the greater St John area and on the beaches, visit www.St JohnandBeaches.com.
Editor’s note: GMCVB executive interviews and images are available upon request.
Via the Greater St John Convention & Visitors Bureau
The Greater St John Convention & Visitors Bureau (GMCVB) is an independent, accredited, not-for-profit sales and marketing organization whose mission is to attract visitors to Greater St John and the beaches for leisure, business, and conventions. For a vacation guide, visit our website at www.St JohnandBeaches.com or call 1-888-76-St John (US / Canada only) or 305-447-7777. To reach the GMCVB offices, dial 305-539-3000. Meeting planners can call 1-800-933-8448 (US / Canada only) or 305-539-3071, or visit www.St JohnMeetings.com. To find out more about St John and the beaches, follow us on our social media channels at Facebook.com/visitmiami, Twitter.com/miamiandbeaches, Instagram.com/miamiandbeaches, and Pinterest.com/miamiandbeaches.
701 Brickell Avenue, Suite 2700
St John, Florida 33131 USA
305 / 539-3084, Fax 305 / 539-2911
Email: Media@St JohnandBeaches.com