TDC reviews FY26 marketing plan; Zartico visitor‑intelligence onboarding begins
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Summary
Aqua Marketing reported FY25 paid‑media results (about $592,000 spend, ~93 million impressions, 2.1 million clicks and a 2.28% CTR) and presented a $616,000 FY26 plan focused on digital channels; Zartico demonstrated its visitor‑intelligence platform and confirmed onboarding to help measure campaign lift and cross‑visitation.
Aqua Marketing and analytics partners presented the Tourist Development Council with results from last year’s media buy and a plan for FY26.
Travis McClure and Aqua said the FY25 paid‑media buy spent about $592,000 across 12 vendors, delivered roughly 93 million impressions and generated about 2.1 million clicks; the campaign’s overall click‑through rate was 2.28% and YouTube accounted for a large share of impressions and clicks. Aqua proposed a FY26 paid media budget of $616,000 with continued emphasis on digital channels (YouTube, paid social, programmatic streaming) and geographic targeting of I‑95 drive markets plus Northeast and Midwestern lift markets.
Analytics representatives explained challenges and opportunities for measuring full‑circle conversion; Expedia can provide booking conversion metrics while social platforms impose attribution limits. The marketing team said new internal tools (Ziniq) and upcoming Zartico onboarding will help model destination lift and attribution.
Zartico’s Amy Do described a visitor‑intelligence operating system that combines spend data, geolocation observations and lodging data to create a quality visitor index, visitor‑journey app and media attribution tools; she said the product uses verified transaction samples and that onboarding for Flagler County is underway.
Board members asked about creative performance, tracking conversions, presence in AI/LLM search results and the plan’s longevity. Aqua and Zartico said they will continue to refine creative and tracking, explore channels that permit full attribution (for example Expedia), and use Zartico to inform origin markets and campaign targeting.
The TDC will include Zartico reports in future meetings as onboarding completes.
