Company: Martin County Office of Tourism & Marketing
Company Description: Encompassing 9 distinct communities in South Florida, this hidden gem is a place for unwinding and reconnecting. The Martin County Office of Tourism and Marketing is the official tourism marketing arm of Martin County, whose goal is to provide information to those interested in visiting our one-of-a-kind destination.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Travel / Tourism / Destination
 Nomination Title: Mood for Martin
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
4/1/2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Martin County is a smaller seaside escape surrounded by well-known, classic Florida destinations. We knew we wanted to stand out from the crowd by developing an integrated marketing campaign that allowed us to flex our creativity and reach our target audiences with engaging messaging.
As we were developing this campaign concept, we looked to the latest research available. At the time, the data indicated that 18-to-34-year-old Americans were the age group most likely to travel in summer 2022 (Deloitte, January 2022). We knew that visitors tend to perceive Martin County as a destination for snowbirds and retirees, but that’s simply not the true. We wanted to debunk that misconception by developing a campaign that would reach younger audiences and showcase other facets of our destination, like our outdoor adventures, world-class fishing, uncrowded beaches, nostalgic charm, and more.
In terms of geographic location, we wanted to target a mix of both in-state and drive markets (like Fort Lauderdale/Miami, Jacksonville, and Atlanta) as well as our top out-of-state markets (like New York City, Philadelphia, and Chicago). We also learned of a new direct flight route launching from New Haven, CT to Palm Beach International Airport (located just 30 minutes from Martin County), so we saw a unique opportunity to capture this emerging audience.
Ultimately, the campaign was aesthetically pleasing and also delivered incredible results, proving that destinations can find success when they step out of their comfort zone and embrace innovation and creativity – even when working with a smaller budget.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
In the annual “Pinterest Predicts” trend report, the themes “Celestial Celebrations” (cosmic aesthetic, stars, moons, etc.) and “High Frequency” (good vibrations, aura colors, horoscope readings) were two of the top search trends leading into 2022 (Pinterest). Based on the strong demand for summer travel with younger travelers and the spike in metaphysical/cosmic themes, we wanted to leverage all these valuable insights while showcasing our little slice of paradise. The “Mood for Martin” campaign embodied that fun, mystical personality and included a range of print, digital, social, email, direct, and content marketing to attract these visitors.
With everything our office creates, the ultimate goal is to increase overnight visitation to Martin County, FL. Some of the specific objectives we set out to achieve included:
- Reach a tailored audience of potential visitors in our target markets
- Position Martin County as a cooler, trendier destination to attract younger travelers
- Boost awareness of Martin County in emerging markets (such as New Haven, CT)
- Launch an interactive “Mood for Martin” microsite where people could build custom itineraries
- Develop unique creative assets that blended nostalgic elements with on-trend aesthetics
- Highlight the wide array of experiences and activities that Martin County offers
- Promote diversity within our marketing collateral
- Leverage the campaign to launch additional activations with strategic partners (like Atlanta Magazine)
- Create custom content for Discover Martin’s owned channels to complement paid components (i.e. blog posts, videos, social media content, etc.)
- Bring the campaign to life by combining physical and digital touchpoints
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 243 words used.
We built a microsite (www.MoodForMartin.com) where visitors selected how they travel (solo, with family, with colleagues, etc.) and what they’re in the mood for during vacation (relaxation, romance, etc.). After making their selections, the site delivered a customized itinerary, showcasing our top experiences, attractions, and properties.
The site also housed our campaign video, custom blog content (like “How to Plan a Martin County Vacation Based on Your Zodiac”), and a BookDirect tool to review current rates and book a stay.
We developed print and digital ads, including full-page, half-page, digital display, e-blasts, and more. We ran social campaigns and purchased remnant print ads to maximize our budget (i.e. placements in Conde Nast Traveler in destinations like Philadelphia, Chicago, and South FL).
We also designed our first direct mailers, which were distributed to over 38,000 households in New Haven within our target demographic. The postcard had heat-sensitive thermochromic elements that invited recipients to “Discover Your Destiny In Our Palms.” When the blacked-out area was touched, a secret message was revealed, reminiscent of the mood rings, paper fortune tellers, and Magic 8 Balls of yesteryear.
We also partnered with Atlanta Magazine to develop a “Summer of Fun” giveaway to sponsor weekly giveaways (including Atlanta Braves tickets, dining packages, museum passes, etc), which culminated in a grand-prize dream vacation to Martin County. The partnership included a giveaway landing page, full-page print ads, digital ads, social media posts, and 11 custom e-blasts.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 244 words used.
The overall look and feel of the campaign is mysterious and nostalgic, with tactile elements that seem as if they've fallen from a scrapbook; from a previous family vacation or another world. Type nuggets reveal the coordinates of our beach destination while adding an additional layer of intrigue.
Meanwhile the copy highlighted our key messaging, including “Old Florida” charm, breathtaking beaches, world-class fishing, aquatic adventures, and more. Nostalgic and ethereal, this campaign leaves the consumer with a level of curiosity that keeps them wanting more.
We were thrilled with the overall performance of this campaign. To measure success, we looked at traditional metrics, such as unique website visits, click-through-rates, impressions, and more. To ensure accurate reporting, we relied on tools like Adara, Arrivalist, Zartico, Google Analytics, native social media advertising platform reporting, metrics from the Martin County Tax Collector, and more. In total, the campaign earned:
- 16.3 million impressions
- 525,272 page views
- 80,000+ clicks
- 1.7% click through rate (2733% higher than the industry benchmark CTR)
- 1:50 average time on page
Additionally, some other measures of success included:
- 4,701 referrals to Martin County properties through the BookDirect tool
- Visitation to Martin County from Connecticut residents increased 18% year-over-year
- From fiscal year 2022 to 2023, we measured a 13% increase in overall tourist development tax collections
- We saw 1,525 email opt-ins from the Atlanta Magazine Summer of Fun Giveaway partnership and added those people to our email marketing database
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