How we devour media has modified drastically prior to now 15 years, and the best way that merchandise and locations are marketed by means of 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 obtainable for obtain and for sharing on social media. It might not epitomize twenty first century vacation spot advertising … however then once more, it simply would possibly.
This advertising automobile for selling Florida and St. Pete/Clearwater, which matches by the identify of “Life’s Reward,” is a scripted drama, introduced in eight brief episodes, a few fictional character who will get stranded penniless in St. Pete/Clearwater with solely an enormous 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 every part on an enormous gamble and misplaced. Now he is “caught” on the Don CeSar Hotel on St. Pete Seaside and should regulate to an surprising change in way of life and circumstances.
Intrigued? Not everybody will probably 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 images, which reveals off the vacation spot in the identical means a Coke can discretely positioned in a function movie advertises Coca-Cola. It isn’t the foreground, however viewers see it nonetheless.
“So there’s this cool story, and also you’re being attentive to the story,” mentioned Hayes. “However within the meantime what you are seeing is all this stuff 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 mentioned.
Hayes mentioned a nontraditional means of reaching guests appealed to him. “If I will purchase a 30-second spot, cable broadcast, no matter, then all I am getting is a 30-second spot that is interrupting any individual’s TV present,” Hayes mentioned.
By integrating the present and the message, there is no interruption. “On this case it’s a 10- to 12-minute present that within the background we’re advertising the vacation spot by exhibiting cool issues that you are able to do right here,” Hayes mentioned.
Hayes mentioned he is not conscious of every other vacation spot administration group utilizing such an revolutionary strategy. Nonetheless, different leisure corporations are utilizing TV to combine manufacturers with dramas, equivalent to Carnival Corp., which has been airing community TV reveals 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 mentioned of the strategy. “It isn’t proper in your face.”
However with all of the competitors from dramas on cable TV and elsewhere, will folks discover it? Hayes sees a tailwind from the pandemic.
“I believe one factor you virtually should rely on is that folks have been cooped up, and so they in all probability have watched nearly every part below the solar. And they also’re on the lookout for new issues that do not match what they’d usually consider,” he mentioned.
Go to St. Pete will push consciousness of the present by means of its social media channels, as will Go to Florida. “I believe they’re additionally placing some (promoting) media behind it, as properly,” Hayes mentioned. Go to St. Pete can also be devoting public relations sources 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 attempting 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 mentioned he is not lowering any traditional types of vacation spot advertising to pay for “Life’s Rewards,” which can also be being supported by the St. Pete/Clearwater Movie Fee.
“We’ve the total gamut of promoting on the market. That is nonetheless working. We’re not stopping any of that. That is simply one other means,” he mentioned.
All eight episodes of “Life’s Rewards” turned obtainable beginning Might 10 on Amazon Prime Video, YouTube, GoUSA TV, and Locations.Journey. A trailer for the collection might be considered here.