How we devour media has modified drastically up to now 15 years, and the best way that merchandise and locations are marketed by the media can also be evolving at a head-spinning tempo.
One instance is a brand new collaboration between Go to Florida and Go to St. Petersburg/Clearwater that’s now out there for obtain and for sharing on social media. It could not epitomize twenty first century vacation spot advertising and marketing … however then once more, it simply may.
This advertising and marketing automobile for selling Florida and St. Pete/Clearwater, which matches by the identify of “Life’s Reward,” is a scripted drama, offered in eight quick episodes, a couple of fictional character who will get stranded penniless in St. Pete/Clearwater with solely a large stash of journey reward factors to maintain him afloat.
Because the privileged son of a high-profile wealth supervisor, Dan Kinney had it straightforward till he waged all the pieces on an enormous gamble and misplaced. Now he is “caught” on the Don CeSar Hotel on St. Pete Seashore and should alter to an surprising change in life-style and circumstances.
Intrigued? Not everybody shall be. However Steve Hayes, president and CEO of Go to St. Pete/Clearwater, is betting the present will decide up sufficient viewers to make the $550,000 invested within the manufacturing pay dividends.
The hot button is the background pictures, which exhibits off the vacation spot in the identical manner a Coke can discretely positioned in a characteristic movie advertises Coca-Cola. It isn’t the foreground, however viewers see it nonetheless.
“So there’s this cool story, and also you’re listening to the story,” stated Hayes. “However within the meantime what you are seeing is all these items about all the nice issues to do in Clearwater whether or not it was the Dali (museum) the Don (CeSar Resort), the seaside. And so it is all there, however as I am wrapped up into the story, versus my story being interrupted by a TV spot,” he stated.
Hayes stated a nontraditional manner of reaching guests appealed to him. “If I’ll purchase a 30-second spot, cable broadcast, no matter, then all I am getting is a 30-second spot that is interrupting any person’s TV present,” Hayes stated.
By integrating the present and the message, there is not any interruption. “On this case it’s a 10- to 12-minute present that within the background we’re advertising and marketing the vacation spot by exhibiting cool issues that you are able to do right here,” Hayes stated.
Hayes stated he isn’t conscious of every other vacation spot administration group utilizing such an modern strategy. Nonetheless, different leisure corporations are utilizing TV to combine manufacturers with dramas, equivalent to Carnival Corp., which has been airing community TV exhibits for a number of years on Saturday mornings which might be extra about journey than they’re about Carnival.
“All the pieces is there subtly,” Hayes stated of the strategy. “It isn’t proper in your face.”
However with all of the competitors from dramas on cable TV and elsewhere, will individuals discover it? Hayes sees a tailwind from the pandemic.
“I believe one factor you virtually must rely on is that individuals have been cooped up, and so they most likely have watched nearly all the pieces below the solar. And they also’re searching for new issues that do not match what they’d usually consider,” he stated.
Go to St. Pete will push consciousness of the present by its social media channels, as will Go to Florida. “I believe they’re additionally placing some (promoting) media behind it, as effectively,” Hayes stated. Go to St. Pete can also be devoting public relations assets to getting the present some consideration, and it’s working with its two worldwide workplaces to construct consciousness abroad.
However distribution goes to depend on word-of-mouth and viral transmission as a lot as something.
“Once more, I believe what we’re making an attempt to do is get nontraditional with it, after which see what occurs, after which if we have to do some [marketing] issues then we’re in a position to. However let’s let it develop organically first.”
Hayes stated he isn’t lowering any traditional types of vacation spot advertising and marketing to pay for “Life’s Rewards,” which can also be being supported by the St. Pete/Clearwater Movie Fee.
“Now we have the complete gamut of promoting on the market. That is nonetheless operating. We’re not stopping any of that. That is simply one other manner,” he stated.
All eight episodes of “Life’s Rewards” turned out there beginning Could 10 on Amazon Prime Video, YouTube, GoUSA TV, and Locations.Journey. A trailer for the sequence may be seen here.