Space Coast tourism announcement highlights Brevard escaped hurricane damage

The Space Coast Office of Tourism has launched a special marketing campaign to assure potential visitors that Brevard County has avoided the brunt of Hurricanes Ian and Nicole – and that the county is fully open to tourism.

According to the agency’s executive director, Peter Cranis, the campaign – themed “Our Coast is Clear” – is being added to the Tourist Board’s digital advertising mix for at least the next two weeks.

The concern that sparked this campaign, Cranis said, is that people are getting mixed messages about damage to beach areas in Volusia County, and media reports “that show houses falling onto the beach and things like that “.

“Certainly, on the hotel side, I’m hearing people say, yeah, you know, it wouldn’t hurt for the next few weeks to a month to work some of that into the rotation,” Cranis said. . “So people know perfectly well that our beaches are open. We are ready to accept guests. We are here for you as a tourist.”

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A 30-second video ad in the campaign, for example, shows scenes from the beaches of Brevard and Port Canaveral, with the message: “No storm can dull our shine. We’re open for business. And for pleasure. Do you want to do something positive? Simple. Take a vacation.

“It’s a generic message, but it kind of tells the story without necessarily juxtaposing us to any other destination” that might have suffered storm damage, Cranis said. “We’re just trying to show, ‘Hey, we’re here. We are open. We have great things to do. And we are ready to show you a good time. ” “

The Tourist Office used a similar approach after Hurricane Irma in 2017 and Hurricane Dorian in 2019.

Keith Winsten, a member of the Brevard County Tourism Development Board, who is executive director of the Brevard Zoo, expressed concern at the board meeting on Wednesday that the campaign could raise red flags about Brevard tourism as it is not necessary to do so.

But Christy Galzerano, a member of the Tourism Development Council and general manager of the Doubletree/Hilton Garden Inn Oceanfront hotel in Cocoa Beach, thought it was a good idea to launch the campaign to “get the message out.”

She said many people outside of Florida “face a bit of a geographic challenge” and can’t tell the difference between hurricane damage in the Daytona Beach or Fort Myers areas and the no major damage in Brevard County.

Geographically limited damage in the Melbourne Beach area and beach erosion along the Space Coast had nothing to do with damage in these other areas.

“I probably get at least 10 calls a day asking how our hotel is after the storm,” Galzerano said. “Do we have a beach? They keep asking.”

Galzerano said the Tourist Board should highlight Brevard’s wide beaches, “so there’s no doubt that we’re the place to come”.

She also said the Tourist Board should try to attract convention business from storm-damaged areas like the Fort Myers area, adding that “this is a really good opportunity to attract business” to the area. Space Coast.

According to Cranis, the Clear Coast campaign will cost around $50,000 over two weeks, “and then we will assess whether or not we should continue with it.”

Space Coast’s tourism marketing is funded by Brevard County’s 5% Tourism Development Tax on hotel rooms and other short-term rentals.

The tourism office’s marketing director, Charity Stewart, said her office also continued its general campaign to promote tourism during and in the immediate aftermath of Hurricane Nicole, “and we haven’t seen any decline in performance” from these advertising.

Dave Berman is a business writer at FLORIDA TODAY. Contact Berman at [email protected] Twitter: @bydaveberman.

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