Polk County Tourism and Sports Marketing’s innovative program to combat the Coronavirus pandemic earned a Silver Flagler Award in Tourism Advocacy at this year’s Florida Governor’s Conference on Tourism, held in Miami Sept. 8-10.
The “Be 5weet” campaign was PCTSM’s first in-county multichannel communication, utilizing print, billboards, various online platforms and even window/floor clings to convey a health and wellness message that still reflected the current tourism campaign slogan, “Florida’s Sweetest Spot.” The use of the number five corresponded with the five actions individuals could take personally against the virus – maintain social distance, mask up, wash your hands, stay home if you are sick and follow health department guidelines – while reminding individuals to be kind to one another during these strenuous times. Spawned from a department brainstorming session, the campaign came about from market research that showed an area’s response to the pandemic played a major role when planning for future visits.
The Flagler Awards are an annual statewide competition recognizing outstanding Florida tourism marketing. The program was created by VISIT FLORIDA to honor the individuals and organizations that help position Florida as one of the top travel destination in the world. Each year the Flagler Awards pay tribute to the determined efforts of those who use their skill, resourcefulness, creativity and innovative spirit to market Florida to the world.