BCF, southeast Virginia’s largest brand communications firm, announced today that it chose not to compete in the agency review process for the Amelia Island Tourist Development Council’s (AITDC) marketing account. The decision to forego competing for the account was based on changes in the manner in which the AITDC proposed to conduct marketing activities in the new contract period.
“We’re proud of the work that was created for Amelia Island, and the tangible business results that came from that work. We created a widely-understood identity that leveraged the island’s unique history and environment and distinguished it from the rest of Florida’s barrier island vacation destinations,” said Art Webb, president of BCF. “In the new contract period, the AITDC asked for changes that are not in keeping with the way in which we like to do business. Because of those changes and the way in which we prefer to work with clients, the decision was made to conclude our relationship with Amelia Island.”
In the three years BCF held the Amelia Island account it was charged with rebranding the location to distinguish it from all other Florida vacation destinations. The agency leveraged the island’s fabled past, unique historical characters, and distinctive experiences to create “Amelia Island: Florida’s Legendary Island.” The brand strategy played out in a series of advertisements that combined the island’s historical events and characters with modern day imagery of the island’s distinctive activities. This approach was a unique way for potential visitors to more immediately connect with the legends of the island. The advertising was complemented by a redesigned Web site that echoed and expanded on the imagery and stories of the advertising campaign.
During the campaign, AITDC saw its monthly Web site visits increase by almost 50 percent while the average time a visitor spent on the Web site increased by almost a minute-and-a-half. Additionally, during the 2007 fiscal year, vacation guide requests climbed by 42 percent over the previous year. Visit Florida, the official tourism corporation of Florida, awarded the Web site a Flagler Award as it was judged 2006’s best tourism Web site in the state of Florida. Other results included numerous advertising and public relations awards, as well as story placements in media including USA Today, Good Morning America’s Weekend Window, Southern Living magazine, and popular travel Web sites johnnyjet.com and smartertravel.com.
BCF will remain by AITDC’s side until a new agency is identified and will support the transition process to help ensure a continuity of service.
BCF is a brand communications firm specializing in marketing products and experiences to the Baby Boom generation, with a focus on travel & tourism and consumer products.