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TDC crediting rapid recovery communications after storms; new Bradenton‑area marketing campaign to run in April
Summary
Manatee County’s tourism marketing team described crisis communications, influencer outreach and paid buys used to counter negative storm imagery, and previewed a new campaign and 30‑second spot set to run in mid‑April.
The Manatee County tourism marketing team told the Tourist Development Council on Feb. 24 that coordinated crisis communications, influencer outreach and targeted paid media helped reverse negative storm perceptions and restore bookings, and they previewed a new campaign planned for mid‑April.
Colby Yacin, the county’s marketing lead, described a three‑part recovery focus — perception, messaging and visitation recovery — after three storms damaged parts of the barrier islands. “We had to take back our messaging,” Colby said, explaining that the team used drone footage, date‑stamped videos and boots‑on‑the‑ground influencer visits to show real‑time conditions and reopenings.
Nut graf: Marketing staff said early, transparent visuals and partnerships with Visit Sarasota and Visit Florida, plus a small emergency marketing pool, sped the shift from negative national coverage to positive regional and national placement; staff previewed new creative showing cottages, local restaurants and natural preserves that will appear in digital and print and in a 30‑second spot.
What the team did: Yacin said the office hosted journalists and influencers, used a county recovery web page and ran paid placements in selected Midwestern markets and with outlets such as Condé Nast to reach higher‑income travelers. The team also credited Manatee County’s rapid beach cleanup and partner work for enabling photos and video that show open beaches, shops and restaurants.
Why it matters: Colby and Elliot Falcone presented research showing how a few viral negative images and a widely seen TV segment influenced perception; marketing staff said their actions have shifted word‑cloud coverage from “damage” to destination names and that bookings should approach normal levels by April.
New campaign: Amy Dawson of the contracted agency presented mockups and said the new creative will be shot in the coming week and go live in mid‑April. Creative lines include “Take things at your own leisurely pace,” “Indulge in our tastiest tradition” and “Find your piece of paradise.” The campaign will appear in digital, video and print placements targeted at higher‑income Midwestern and Northeastern markets.
Ending: Council members praised the team’s quick response and regional coordination; staff said they will continue regular marketing while monitoring bookings and industry reopening progress.
