Best Beach Catapults Sarasota onto National Media Map

Challenge

With a limited marketing budget compared with the deep pockets of other Florida destinations, the challenge was to use earned media to drive national,
top-of-mind awareness and to increase visitation to Sarasota.

 

Strategy

Leverage Sarasota’s pristine Siesta Key Beach and cultivate a relationship with Dr. Stephen Leathermann (a.k.a. “Dr. Beach) to secure a top spot on his
annual “America’s Best Beaches” list.  With this third-party endorsement in hand, implement a laser-focused media outreach campaign.

 

Results

Exclusive coverage on NBC Today Show shot live from Siesta Key Beach followed by coverage on CNN, ABC News, MSNBC, Associated Press and local/regional coverage across the country resulted in more than 400 million impressions.

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