FLORIDA KEYS AND KEY WEST
We started our collaboration with Florida Keys & Key West in 2012 to help them enter the Italian market and above all reinforce them as an alternative destination in Miami.
The aim of our work was above all to highlight the positive characteristics of the destination, in particular we focused on those that Italian consumers better understand and perfere.
In this way we have tried to present the destination as a natural continuation of an holiday in Miami, made of freedom, nature and breathtaking landscapes.
Italian Facebook Page of the destination management
Initially, we focused our attention on traditional media such as newspapers and printed magazines, but we also involved online newspapers and TV crews in order to create an effective communication mix. During this period we have focused our attention on different story angles such as nature, sealife, special and funny events, and we have integrated in our press release calendar.
After few months we have been asked to open an official Italian page of the destination on Facebook and Twitter, that we followed until the end of the contract. Integrating social media our communication strategy was much more efficient and has reached more people than only a traditional media campaign.
Moreover, we have translate and adjusted the Italian part of the website in order to have to ready for Italian consumers.
Thanks to a broad communication strategy, we were able to implement the coverage of the destination in newspapers and online newspapers, reaching a wide audience.
Being able to reach the major paper and online publications.
On social networks we managed to start the pages, making them actively dialogue with the editorial calendar of press releases. Unfortunately, shortly after we stopped working, the pages were abandoned and no longer used.