DATE: June 12, 2018
SUBJECT:
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INFORMATIONAL PRESENTATION ON THE DESTINATION MARKETING CAMPAIGN
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EXECUTIVE SUMMARY:
In the fall of 2017, the District launched a comprehensive destination marketing strategy to bring visitors and locals alike to enjoy the vast amenities of our dynamic waterfront. The campaign encompasses one overarching macro-campaign and seven individual micro-campaigns that are connected together to promote the waterfront as a whole. The campaign was implemented with Harbor Island as the first area of focus.
The Marketing & Communications Department worked with the Real Estate Department to bring together the Harbor Island tenants including hotels, restaurants, and recreation providers to participate in the campaign. Additionally, the campaign promotes public amenities like art installations, fishing and viewing piers and public parks. By gathering all this information and delivering it to potential visitors, the effort invites more people to explore the experiences offered. The first round of results are included below, which shows an average 7 to 1 return on investment (ROI) and a range of 13% to 40% increase in specific revenue categories specifically promoted as part of the marketing campaign.
RECOMMENDATION:
Recommendation
Receive a presentation by the Marketing & Communications Department regarding the Destination Marketing Campaign: Discover Your Wonderfront, with no further action needed at this time.
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FISCAL IMPACT:
This agenda item has no fiscal impact.
COMPASS STRATEGIC GOALS:
This agenda item supports the following Strategic Goal(s).
* A Port that the public understands and trusts.
* A thriving and modern maritime seaport.
* A vibrant waterfront destination where residents and visitors converge.
* A financially sustainable Port that drives job creation and regional economic vitality.
DISCUSSION:
I. Background
As directed in the Board/ELG Strategy Map, #UID12 - Develop Annual Marketing Plan to Grow Conce...
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