“U CAN HELP” CAMPAIGN RALLIES COMMUNITY SUPPORT

Hurricane Recovery Program Encourages Locals to Enjoy Lee County

Accommodations, Restaurants & Attractions

LEE COUNTY, Fla. (Sept. 28, 2004) – The Lee County Visitor & Convention Bureau (VCB) took a leadership role in the hurricane recovery effort today with the introduction of a marketing campaign designed to encourage Southwest Floridians to support the local economy by visiting their favorite accommodations, restaurants, retail establishments and attractions. Executive Director, D.T. Minich, CDME, shared the “U Can Help” hurricane recovery campaign with industry representatives at the bureau’s annual sales and marketing meeting.

“Our community has a tremendous spirit of cooperation and a strong commitment to working together,” said Minich. “The Hurricane Help” campaign is a gentle reminder to area residents that they can make a positive difference in the hurricane recovery effort by visiting their favorite accommodations, restaurants and attractions this fall.” He explained that the marketing program features employees and owners of popular local establishments reminding residents that tourism is a $2 billion dollar industry and that area restaurants are serving delicious meals, hotels and resorts are open for business and there are hundreds of things to do in Southwest Florida.

The campaign will also encourage residents to help get the word out to their friends and families out of the area that the destination is back on its feet and ready to welcome them this season. The promotion invites individuals to visit the VCB Web site, FortMyersSanibel.com, for area updates and listings of open accommodations and attractions.

The meeting also included highlights of the past year and unveiled National Recovery Advertising Plan as well as the VCB’s 2005 Sales and Marketing Plan and Co-Op Advertising Program. The new marketing campaign incorporates a nature theme that was reinforced with a slide show of dramatic nature photography.

The 2005 marketing campaign will include newspaper, magazine, television and Internet advertising in key markets.
The VCB’s mission is to increase tourism to Lee County. Bureau marketing activities consist of a $3 million annual marketing budget, including the production of collateral materials and advertising; research; visitor services; sales and promotional activities; public relations; internal and external communications services; special event funding, travel agent and trade sales and marketing; and attractions marketing programs.