Best Travel Online Newsletter Campaign

The VISIT FLORIDA Special Interest eMagazine Golf Program is a permission-based, highly targeted email newsletter program designed to deliver visitors. The newsletters are delivered to consumers who identified an interest in both Florida travel and golf. The newsletter is deployed to more than 100,000 opted-in recipients and is released six times per year. The program objectives are to establish meaningful ongoing communication with consumers by targeting their unique informational needs related to their Florida vacation planning and to deliver a variety of content specifically tailored to an interest in golf in the context that is most useful to the consumer. The new design of each newsletter reflects the VISIT FLORIDA “Sun SHINE” 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, videos, events, a display ad and vacation special offers. The newsletter also features non-sponsored, relevant content such as weather, the blog of VISIT FLORIDA’s Golf “expert,” PGA Golf Tip and the Play FLA Golf eBook. Links along the top and bottom of the newsletter call out elements on VISIT FLORIDA’s new, comprehensive golf web site, prompting consumers to click through to the web site. The newsletter also includes a prominent “call-to-action” to share newsletter content on social networking websites such as Facebook.

Contributors:

Creative Director:	Elena Prostova
Art Director:	Emily Baatz
Developer:	Susan Harper
Editor:	Rebecca Reynolds

MILES MEDIA

Location: USA