Best Travel Online Newsletter Campaign

The VISIT FLORIDA Special Interest eMagazine Program is a permission-based, highly targeted email newsletter program delivered to consumers who have identified an interest in both Florida travel and a specific vacation experience. Each experience has its own unique newsletter edition and opted-in recipient list. The editions include Beaches, Nature & Outdoors, Golf, Luxury, Romance, Family Travel, Culture & Heritage, Gay & Lesbian and a special newsletter for Florida residents. Each edition is deployed to between 100,000 and 300,000 opted-in recipients and is released between two and eight times per year, depending on the popularity of the topic. (7.9 million total annual distribution) The objective of program is to establish meaningful ongoing communication with consumers by targeting their unique interests related to their Florida vacation and delivering a variety of content that is specifically tailored to that interest. The new design of each newsletter reflects the recently-launched VISIT FLORIDA “SunSHINE State” branding campaign. The Program is fully funded by a variety of advertising opportunities supported by Florida tourism businesses and Convention & Visitor Bureaus. Advertisers can sponsor elements including articles, itineraries, events and weather. Other advertising elements include a display ad, vacation special offers and a photo slideshow. The newsletter also includes non-sponsored, relevant content such as the blog of a Florida “expert” and an eBook, both specific to that interest. Link to the current issue of the Florida Family Getaways eMagazine is included. Other editions follow the same template, but content is tailored to the theme.

Contributors:

Creative Director/Designer:	Elena Prostova
Editor:	Melissa Bartolos
Developer:	Susan Harper
eMail Publications Manager:	Jenni Fox
Director of Advertising & Direct Marketing, VISIT FLORIDA:	Leon Corbett
Advertising & Direct Marketing Manager, VISIT FLORIDA:	Sara Patterson

MILES MEDIA

Location: USA