Amelia Island has resumed marketing with a focused digital media campaign. The north Florida destination said that a coronavirus-related reduction in revenue has forced it to be extremely targeted in its effort.
Based on research done by its ad agency, Starmark, Amelia Island is directing its limited resources toward past guests who know Amelia and are likely to visit someplace familiar, the visitors' bureau said.
Also on its radar: Families, couples and singles within easy driving distance of the island and millennial and Gen X travelers, who it said are currently more responsive to travel messaging.
The "Moments" campaign relies heavily on digital advertising, which enables better audience targeting and higher cost efficiency, the bureau said.
"With so many people spending more time at home, the digital-first approach has only increased in necessity and value, but as the country begins to reopen and people hit the road, we'll utilize out-of-home media, such as billboards in heavily trafficked areas," visitors' bureau president and CEO Gil Langley said.