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TDC and Paradise unveil QR‑enabled visitor guide and report strong digital engagement
Summary
Paradise and TDC staff unveiled a new visitor guide with QR codes linking to digital pages, outlined distribution to welcome centers and hotels, and presented Google, video and social metrics showing large impressions and above‑benchmark click‑through rates for recent campaigns.
TDC marketing staff and Paradise presented a multi‑part marketing update that included PR placements, paid‑media performance and the launch of a new visitor guide that embeds QR codes to track and drive web engagement.
Paradise’s PR lead described recent earned placements and seasonal storylines the agency is pitching; Paradise’s performance lead highlighted digital metrics — more than 4,100 clicks from search placements year‑to‑date, strong video completion rates and hundreds of thousands of impressions across platforms. Paradise said paid and organic channels together are driving increased reach and that event promotion (including America 250 and signature events) was a strong contributor to June engagement.
The new printed/digital visitor guide uses page‑level QR codes that link to the TDC website so staff can monitor scans and update content centrally. Staff said guides will be distributed to Visit Florida welcome centers and local hotels, and that the digital edition will reduce mailing costs and keep listings current. Paradise asked local stakeholders to supply story ideas and photography for future updates.
Council members praised the guide and asked about how often agency staff visit and conduct site visits; Paradise and staff said the agency conducts periodic site visits and a media‑hosting program is planned for next year.
The council received the presentation and complimented staff and Paradise for the guide, social growth and a coordinated approach to events promotion. Staff said the guide launch and the ads’ performance will be tracked and reported in future marketing updates.
