The objectives for the assignment are to:
- Position South Walton as a premier brand for this tourist destination with consumer audiences both nationally and in top markets.
- Heighten awareness for South Walton’s amenities with niche audiences including bridal, girlfriends, culinary, eco-tourists, families and arts enthusiasts.
- Heighten general consumer awareness of South Walton as a premier location for leisure trips.
- Heighten general travel trade appreciation of South Walton as a collection of choice locations for signature meetings, groups and incentives.
- Position South Walton as an ideal vacation destination for non-peak travel times leading to increased visitation during shoulder season months (September-February).
- Reinforce the transformed brand of South Walton and its 16 sub-products or neighborhoods in Northwest Florida.
- Specifically distribute releases, accomplish phone outreach and pitching, monetary outlets and opportunities, grow TDC media databases, and secure coverage by target and trophy media.
- Directly contribute to the TDC Communication, Emergency, Stakeholder and Strategic plans, as requested.
- Support the TDC 24/7 with counsel and assistance. Produce regular reports to document and measure success including Advertising Value Equivalency for key coverage.
