Tinsley started advertising for Key West in 1986, turning a remote destination mostly visited by those in the north and south east part of the country into a vacation destination enjoyed nationwide as well as internationally. Read Case Study
CHALLENGE
Key West natives have always embraced arts, culture and alternative lifestyles with their “one human family” attitude. But, that culture was not well known outside this little four square-mile island in 1986. The island had a vibrant art and culture scene but not many knew about it. Our job was to not only promote the island and it’s many offerings of water activities from great diving and fishing but to also promote the visual and performing arts as well as it’s live and let live attitude where everyone is welcome.
STRATEGY
Like our initial strategy with the entire destination to “just get people down here” with mass media efforts, our strategy changed into a more targeted approach where we wanted to reach upscale travel enthusiasts with a propensity to travel, had a love of arts and culture and that would reach all lifestyles.We reached this traveler through more upscale print, broadcast and digital efforts as well as targeted vertical media efforts to reach the different niche markets of fishing, diving, arts, culture, LGBT, etc.
RESULTS
• Key West has consistently had the highest average daily room and occupancy rates in not only Monroe County, but the highest in the state of Florida. Both up more than 12% year over year for the last 5 years
• Top 10 in RevPar (revenue per available room) in the country
• Destination brand awareness is worldwide with Key West being one of the top 10 destinations for the LGBT market
• Website visitation consistently up year over year
• Key West enjoys year-round events that draw international visitation that promote arts, culture, history and diversity
