Saint Pete Clearwater unveils bold new campaign to attract diverse vacationers

The recent Tourist Development Council meeting held on January 15, 2025, in Pinellas County, Florida, showcased a significant shift in the marketing strategy for the St. Pete Clearwater area. The meeting highlighted the unveiling of a new advertising campaign aimed at promoting the region as a multifaceted destination, moving beyond its traditional image centered solely on its beaches.

The campaign, developed by the BBK agency in collaboration with other partners, aims to refresh the previous "Lehi Shine" campaign, which focused primarily on the area's sunny weather and beach attractions. The new initiative, titled "Saint Pete Clearwater: More Than Sand and Sea," emphasizes the diverse experiences available to visitors, including dining, arts, and outdoor activities. This strategic pivot comes in response to data indicating that travelers are increasingly seeking entertainment and cultural experiences alongside traditional beach vacations.

Key statistics presented during the meeting revealed that three out of four travelers express interest in beach destinations, with a notable increase in interest for such vacations. Additionally, visitor surveys indicated a rise in attendance at museums and events, suggesting a growing appetite for varied experiences. The campaign's messaging reflects this evolution, promoting the area as a vibrant destination with a rich array of activities beyond the shoreline.

The advertising strategy will utilize a mix of traditional and digital platforms, including connected television and social media, to reach a broader audience. Notably, the campaign will feature bold advertising placements in major cities like New York and Philadelphia, aiming to capture the attention of potential visitors in high-traffic areas.

Concerns regarding environmental factors, such as potential water quality issues from red tide, were also addressed during the meeting. The council discussed contingency plans for communication and advertising adjustments should such challenges arise, emphasizing the importance of maintaining a positive image for the destination.

Overall, the meeting underscored a proactive approach to tourism marketing in Pinellas County, with a focus on adaptability and responsiveness to changing visitor preferences. The new campaign is set to roll out throughout 2025, with plans for ongoing evaluation and updates based on its performance and the evolving landscape of tourism.