Amelia Island Convention and Visitors Bureau logo


2017 marketing plan

The AICVB annaul industry meeting took place on Wednesday, October 19th at the Omni Amelia Island Plantation. View a simple version of our presentation here.

Sample Videos:

See our #LoveAmelia video series on our YouTube Channel

Downtown Video – most popular video

Spirited Amelia – seasonal content

The Perfect Picnic – sample of video co-op


Executive Summary

Hamilton, the latest smash hit to take over Broadway, has experienced unbelievable success for its outstanding performance. Winning over the hearts of all, Hamilton has received countless accolades including 11 Tony Awards and taking home the top honor for Best Musical. Similarly, the Amelia Island Tourist Development Council (AITDC) has received many awards for marketing excellence including three “Best in Show” Henry Awards over the past 5 years by VISIT FLORIDA.

Amelia Island has been fortunate to have experienced a significant period of growth since 2010, enjoying a leading position in our competitive set and serving as a top economic driver in Nassau County. For the past 8 years, we have had an unbroken string of improvement in Occupancy, ADR, and RevPAR, but past success does not guarantee future results. In 2016, the tourism industry faced many factors - from Zika to Hurricane Matthew. Terrorism both domestically and internationally have had a chilling effect on travel, and the noise of the Presidential elections has Americans turning a deaf ear to many communication channels. These and other external factors will continue for the foreseeable future, putting a damper on growth both domestically and internationally.

But, as they say on Broadway, “The show must go on!”

In crafting the marketing plan for fiscal year 2017, the AITDC has taken a page from Hamilton and other Broadway hits - tell a mesmerizing story, engage the audience, and generate great success at the box office. Our strategy for the coming year remains constant - generate positive, sustainable growth by expanding into new markets, growing market share in existing markets, and further developing the destination product to reduce seasonality. Although we anticipate more moderate growth than in years past, we do expect improvement in key metrics.

We’ve written an excellent score, filled with captivating characters, interesting storylines, and award-winning choreography. IT’S SHOWTIME!

View full 2017 marketing plan.

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