Lee’s Visitors Bureau unveils new branding strategy

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Samantha Brown was the keynote speaker at the Lee County Visitors and Convention Bureau Tourism Outlook Convention at the Marriott Sanibel Harbor Resort & Spa in Fort Myers. Lee County VCB unveiled a new marketing plan at the annual event.

Lee County will be marketed to tourists in a new way.

The County Visitor & Convention Bureau unveiled a new branding strategy on Tuesday.

The strategy includes a new identity and slogan – which will be supported by a new marketing campaign, a new website and a new visitor guide.

The office shared the “big surprise” at its annual meeting, held at the Marriott Sanibel Harbor Resort & Spa in Fort Myers. The event drew hundreds of tourism partners and supporters, who got a taste of the new marketing effort, which will officially launch in January.

By the way, subscribers:

Tamara Pigott, Executive Director of Lee County Visitors and Convention Bureau and Stuart Colovin of MMGY unveil new marketing plan at the Tourism Outlook Convention at Marriott Sanibel Harbor Resort & Spa in Fort Myers.

Tamara Pigott, Executive Director of Lee County Visitors and Convention Bureau and Stuart Colovin of MMGY unveil new marketing plan at the Tourism Outlook Convention at Marriott Sanibel Harbor Resort & Spa in Fort Myers.

The brand identity has been simplified in Fort Myers, with the words islands, beaches and neighborhoods in much smaller type below.

As for the new slogan, it is simple too. Just four words: “It’s a good day.”

Tamara Pigott, executive director of the office, compared the name change to Dunkin ‘Donuts’ decision to remove “Donuts” from its title a few years ago. She pointed out that Fort Myers is the name visitors see on road signs – and at airport gates – when traveling to the county.

For years, the county has been marketed under the brand: The Beaches of Fort Myers and Sanibel. The new will allow the destination to speak with a more unified voice, Pigott said.

The new name is just a simpler version of “who we’ve always been,” she said, a welcoming, safe and comfortable place. She told the crowd that there was reason to be proud of their unique “hoods”, which will be highlighted in the new marketing campaign.

Tamara Pigott, Executive Director of Lee County Visitors and Convention Bureau and Stuart Colovin of MMGY unveil new marketing plan at the Tourism Outlook Convention at Marriott Sanibel Harbor Resort & Spa in Fort Myers.

Tamara Pigott, Executive Director of Lee County Visitors and Convention Bureau and Stuart Colovin of MMGY unveil new marketing plan at the Tourism Outlook Convention at Marriott Sanibel Harbor Resort & Spa in Fort Myers.

Simplifying the name made sense for many reasons

Stewart Colovin, executive vice president of global branding for MMGY Global, the county’s marketing firm, said the simplification of the name made sense for a number of reasons.

One of these reasons? Fort Myers, he said, is the “gateway” to Lee County, providing access to everything in it.

Another reason? The office needs to be as clear and concise in its marketing as possible, as human attention span continues to shrink, Colovin said.

Human attention span, he shared, fell from 12 seconds in 2000 to 8 seconds in 2021, dropping by more than 33%.

As for the new tagline, it suggests that visitors can still have a good day in Lee County, at a slower, more relaxed and comfortable pace than the “ordinary world,” Colovin said.

The Good Day campaign will officially launch on January 10.

Brian Ososky, the office’s senior director of marketing, gave an overview of the new website, visitor guide and marketing campaign, saying the creative work will continue to evolve.

One of his favorite digital ads, he said, is called “all flips, no flops.”

Samantha Brown was the keynote speaker at the Lee County Visitors and Convention Bureau Tourism Outlook Convention at the Marriott Sanibel Harbor Resort & Spa in Fort Myers.  Lee County VCB unveiled a new marketing plan at the annual event.

Samantha Brown was the keynote speaker at the Lee County Visitors and Convention Bureau Tourism Outlook Convention at the Marriott Sanibel Harbor Resort & Spa in Fort Myers. Lee County VCB unveiled a new marketing plan at the annual event.

The new website has been developed with a mobile-first approach. It places more emphasis on storytelling and accessibility for people with disabilities. A chatbot will help answer visitors’ simpler questions faster, Ososky said.

The new website can be found at visitfortmyers.com. It will launch on December 9.

The new visitor guide will be bigger and sleeker, with more inspiring content, Ososky said. It will include smart codes that readers can scan to take them directly to the office’s new website for more information.

There will be a greater push to encourage visitors to explore the Lee County neighborhoods, where they can find mom and pop spots and other hidden gems, Ososky said.

Deliveries of the new visitor guide will begin on December 17.

This article originally appeared on Fort Myers News-Press: Lee County to simplify messaging for tourists

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