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Case Study

Greater Fort Lauderdale

Greater Fort Lauderdale Boldly Welcomes Luxury Travelers

To increase the Average Daily Rate and Total Economic Impact for Greater Fort Lauderdale, we introduced a new niche market into their marketing plan: the luxury traveler. This initiative was also instrumental in countering the perception that the area was the crazed capital of suds, sun and irresponsibility because of its spring break history. Moreover, the area had evolved into a much more sophisticated destination, now home to world-renowned hotel brands such as Four Seasons and the Seminole Hard Rock Hotel & Casino, which unveiled a $1.5 billion expansion in 2019. By specifically targeting the luxury traveler and aligning them with higher-end properties and experiences, we aimed to improve the destination image while improving economic metrics. In addition, with existing marketing components such as the Fort Lauderdale International Boat Show, as well as targeting yachting enthusiasts, any effort to target the luxury consumer could provide efficient crossover with those efforts, providing both paid media and message support.

We created a campaign that boldly invited luxury travelers to consider visiting Greater Fort Lauderdale. A big “Welcome” introduced this evolved destination, highlighting its new sophisticated offerings and its distinction of being the “Yachting Capital of the World.” It also reinforced the new branding of welcoming “Everyone Under the Sun,” from captains and cocktail connoisseurs to thrill-seekers and nonconformists. All communications conveyed that Greater Fort Lauderdale gives the well-traveled the once-in-a-lifetime experiences that they seek and a provocative edge was given to some of the ads to break through the clutter and entice prospects to visit the landing page to learn more. The multi-media campaign ran in boating-themed and high-end publications including Yachting, Power & Motoryacht, Town & Country, Virtuoso, Robb Report, and Modern Luxury.

While the bulk of this campaign is still running and final results have not been tabulated at the time of this writing, it has contributed to current results for Greater Fort Lauderdale: a 60% increase in Tourist Development Tax collections over 2019 –that’s an apples-to-apples comparison of results before the pandemic.

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