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TDC: reopening campaign drove sharp rise in confirmed bookings; FEMA room contracts complicate local impact
Summary
Staff reported a large increase in bookings and online impressions from a reopening ad campaign and provided hotel occupancy and revenue metrics; members raised concerns about FEMA-contracted rooms reducing available tourist inventory at specific properties.
Tourism staff told the Citrus County Tourist Development Council that a county advertising "reopening" campaign produced sharply higher bookings, impressions and estimated economic impact while local hoteliers and tour operators warned that FEMA-contracted rooms at a few properties are reducing available inventory.
Staff reported that the reopening campaign’s performance jumped from roughly 405,000 impressions in December to about 2.5 million impressions and that confirmed traveler bookings tracked through third-party sources rose to more than 73,100, producing an estimated $3.6 million in economic impact. Staff gave the campaign a reported CPM (cost per 1,000 impressions) of about $5.81, down from…
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