Paid Social Campaign for
Fort Myers targeting Sweden
Fort Myers targeting Sweden
In collaboration with a well-known Swedish travel agency, we increased awareness of Fort Myers, based on insights from Travellyze.
Fort Myers and Sanibel in Western Florida is a must visit on a holiday to Florida. The scenic destination consists of hundreds of small islands and is a paradise for those wanting an active holiday at a calm pace. The destination is known for its relaxing atmosphere and charming surroundings with iconic pastel-colored low houses placed neatly in a row, facing the beach.
But this is still a secret to many travellers. Therefore we, together with Fort Myers – Islands, Beaches and Neighborhoods, created a branding campaign on social media.
To lay out the right strategy, the first step was to figure out which Nordic market had the highest potential. Next was to define how we could best position Fort Myers among this exact target group.
But this is still a secret to many travellers. Therefore we, together with Fort Myers – Islands, Beaches and Neighborhoods, created a branding campaign on social media.
To lay out the right strategy, the first step was to figure out which Nordic market had the highest potential. Next was to define how we could best position Fort Myers among this exact target group.
The highest potential?
Fort Myers has four main USP’s which they focus on in the Nordics: Sun and beach, gastronomy, culture & history, as well as nature experiences.
Through the first insight work we did, we analyzed who Fort Myers’ core market was in the Nordic, and as the headline reveals, this was the Swedes.
If you look isolated at USA, Florida is the biggest travel destination for Swedish families travelling with children. Florida offers many of the factors this segment seeks: A child friendly destination with sun and beach, relaxation, big city experiences, culture and the possibility for new experiences.
Several of these factors are also the main factors for couples age 45+, why they were selected as target group.
Fort Myers has four main USP’s which they focus on in the Nordics: Sun and beach, gastronomy, culture & history, as well as nature experiences.
Through the first insight work we did, we analyzed who Fort Myers’ core market was in the Nordic, and as the headline reveals, this was the Swedes.
If you look isolated at USA, Florida is the biggest travel destination for Swedish families travelling with children. Florida offers many of the factors this segment seeks: A child friendly destination with sun and beach, relaxation, big city experiences, culture and the possibility for new experiences.
Several of these factors are also the main factors for couples age 45+, why they were selected as target group.
Two Swedish target groups
Thus, we decided to work with two Swedish target groups being families and couples 45+.
When talking to the families we focused on how and why Fort Myers is a favorite for the whole family with its child friendly beaches, relaxation, active holiday in a calm pace, relaxing surroundings, and the possibility for new experiences.
In the messaging to couples, we instead focused on themes such as the great variety of activities, culture experiences, beautiful beaches, food, and nature experiences as well as the convenient travel connections from Sweden.
Thus, we decided to work with two Swedish target groups being families and couples 45+.
When talking to the families we focused on how and why Fort Myers is a favorite for the whole family with its child friendly beaches, relaxation, active holiday in a calm pace, relaxing surroundings, and the possibility for new experiences.
In the messaging to couples, we instead focused on themes such as the great variety of activities, culture experiences, beautiful beaches, food, and nature experiences as well as the convenient travel connections from Sweden.
Campaign strategy based on data from Travellyze
From our market intelligence tool Travellyze we could also see that:
28.6% of Swedish families with children find travel inspiration on Instagram
28% of Swedish families with children find travel inspiration on Facebook
Accordingly, looking at the couples, we could see that:
28% of Swedish couples 45+ find travel inspiration on Instagram
23.1% of Swedish couples 45+ find travel inspiration on Facebook
We used this knowledge to define which channels to use for the campaign.
Because both target groups are primarily using Facebook/Instagram to find travel inspiration, we decided to design the campaign for these channels. To be present in the target groups’ preferred feed(s), we designed ads for both Stories, newsfeed, and carousel formats.
In addition, we designed several ads to each target group based on the previous mentioned themes: beach, activities, nature, gastronomy, and time with loved ones.
We collaborated with the well-known Swedish travel agency chain Ticket and made the ads link to ticket.se. Here, the target group could read more about Fort Myers as destination as well as booking a trip. The Ticket brand also contributed with credibility to the campaign and a desire to interact with the ads, due to its trustworthiness in the market.
From our market intelligence tool Travellyze we could also see that:
28.6% of Swedish families with children find travel inspiration on Instagram
28% of Swedish families with children find travel inspiration on Facebook
Accordingly, looking at the couples, we could see that:
28% of Swedish couples 45+ find travel inspiration on Instagram
23.1% of Swedish couples 45+ find travel inspiration on Facebook
We used this knowledge to define which channels to use for the campaign.
Because both target groups are primarily using Facebook/Instagram to find travel inspiration, we decided to design the campaign for these channels. To be present in the target groups’ preferred feed(s), we designed ads for both Stories, newsfeed, and carousel formats.
In addition, we designed several ads to each target group based on the previous mentioned themes: beach, activities, nature, gastronomy, and time with loved ones.
We collaborated with the well-known Swedish travel agency chain Ticket and made the ads link to ticket.se. Here, the target group could read more about Fort Myers as destination as well as booking a trip. The Ticket brand also contributed with credibility to the campaign and a desire to interact with the ads, due to its trustworthiness in the market.
1.6 million exposures
The target group was exposed to the campaign more than 1.6 million times. In average, every user saw the ads 4.2 times, which is a great intermediate level, as we want them to see the ads more than once, but not to spam them. Our target was therefore to reach each user 3-6 times.
The target group clicked on the ads more than 18,000 times and thereby visited Ticket.se to read more about Fort Myers as a travel destination.
The target group was exposed to the campaign more than 1.6 million times. In average, every user saw the ads 4.2 times, which is a great intermediate level, as we want them to see the ads more than once, but not to spam them. Our target was therefore to reach each user 3-6 times.
The target group clicked on the ads more than 18,000 times and thereby visited Ticket.se to read more about Fort Myers as a travel destination.