Best Travel Online Newsletter Campaign, Best Of Show Online Newsletter Campaign

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Bill Rice
WMA

http://getaways.visitflorida.milesmediagroup.com/ezine/index.php?get_segment=1463 http://getaways.visitflorida.milesmediagroup.com/ezine/index.php?get_segment=1425 http://getaways.visitflorida.milesmediagroup.com/ezine/index.php?get_segment=1449

The VISIT FLORIDA Online Newsletter Campaign is a permission-based, highly targeted email newsletter program designed to deliver visitors. The newsletters are delivered to consumers who identified an interest in Florida travel. The program consists of multiple editions, including general market, international and the following special topics: Nature & Outdoors, Golf, Luxury, Romance, Gay & Lesbian and Florida Resident.

The eNewsletters were redesigned in September 2009 to reflect VISIT FLORIDA’s new branding, as well as to improve the layout. The image for the main feature is larger in the new design to make it more enticing, and the spotlighted articles were moved below it to accommodate more description. The remaining elements were redesigned to be more modular and pleasing to the eye. The redesign added two elements to the program, as well: a related top-five list created by one of the VISIT FLORIDA Insiders and articles featuring free things to do in Florida and Florida day trips.

The program is fully funded by advertising opportunities supported by Florida tourism businesses and convention & visitor bureaus. Advertisers can sponsor elements including articles, videos, events, display ad and vacation special offers. The newsletter also features a prominent “call-to-action” to share it on social networking websites such as Twitter. This has been a highly effective way to increase the exposure of each eNewsletter, with each issue potentially reaching an additional 4,500 readers. In 2009, the delivery rate was 92%, and the click-through rate was almost 17%.

Contributors:

Publisher:	Doug Luciani
Account Executive:	Melissa Worden
Editor:	Kendra Gemma
Editor:	Rebecca Reynolds
Creative Director:	Elena Prostova
Art Director:	Greg Insco
Email Publications Manager:	Jenni Fox
Developers:	Susan Harper and Mitch Veix
List Manager:	Joe Parisi
Email Publications Assistant:	Amanda Baker

MILES MEDIA

Location: USA