St. Pete Clearwater CVB MEdia Kit case study

Situation: The St. Petersburg/Clearwater Area Convention & Visitors Bureau (CVB) promotes the 26 communities in Pinellas County to visitors throughout the world. The CVB was consuming an increasing amount of resources providing information and pictures to journalists. The CVB wanted a simple, cost-effective method to provide domestic and international media with an appealing, user-friendly resource to promote the destination.

 

Solution:
Blue Reef developed a multi-function, multi-language Media Resources Kit. The Kit contains a 32-page full-color booklet of approved destination photos, a CD and a website. The CD and website are available in English, French, Spanish and German.

 

The CD, website and booklet were designed to match the existing brand image of the CVB. The CD and website share an identical interface. The main page provides users with four resource options (Image Catalog, Press Kit, Web Resources, CVB Maps and Logos) as well as links to Spanish, French and German versions.

Results:
The CVB estimates that the interactive CD and website was used in about 60 percent of its media placements, a 20-percent increase from the previous year when it offered only a CD.

 

In 2002, the CVB attributed over $3 million in ad value and over $6 million in circulation to the media kit.

The CVB has seen a significant increase in international coverage since deploying the Media Resources Kit. It believes one of the contributing factors is the ease with which foreign writers and editors can now access information and images about the St. Petersburg/Clearwater Area – Florida’s Beach.