Lee County VCB to launch new consumer Web site... New technology, high-speed access enables immersive experience

APRIL 2010
Contacts: Nancy Hamilton, Lee Rose or Katie Meckley (239) 338-3500
Jackie MacKay, BVK, (407) 814-0014 or (407) 496-1770

LEE COUNTY, FL – The Lee County Visitor & Convention Bureau (VCB) is launching a next-generation consumer Web site at www.FortMyers-Sanibel.com on April 13 that will optimize the visitor’s experience by bringing the destination to life online.

The new site aligns what prospective visitors find important in their online information needs related to destination decision-making, as well as trip planning and booking once the destination has been solidified. By evolving its current site, the VCB hopes to better offer prospective visitors access to content that is focused on what they care about and look for in a leisure destination Web site. The organization markets the destination internationally to leisure and meetings travelers as The Beaches of Fort Myers & Sanibel.

“We’ve created this new leading-edge site to immerse visitors in our brand in a visually charged environment that engages them in the way they use the Internet today,” said Tamara Pigott, VCB executive director. “We’ve embraced the future with new technology; and we’ve incorporated social media features to maximize the site’s relevance, including consumer ratings of our content and multiple avenues for sharing that content with friends and family.”
The VCB created the site in partnership with its integrated marketing agency bvk, which enlisted help from digital marketing partner Miles Media; and, as part of the site development, the VCB conducted two rounds of usability testing with consumers to guide the content, design and execution of the new site.

Since the destination’s Web site oftentimes is the first encounter potential visitors have with the brand, the VCB incorporated enhanced features, content and navigation to immerse potential vacationers in the destination’s unspoiled island sanctuary. Heavy use of vivid, compelling photography immediately communicates to users the breadth of the destination’s offerings. Key features of the new site are: interactive user interfaces, content ratings, social sharing, multiple paths to access content, full-screen videos, immersive maps, large backgrounds, and booking and planning tools.

Pigott said the VCB was mindful of current Internet trends when developing the new site, including the facts that 80 percent of U.S. adults are on line, most with high-speed access; and 78 percent of consumers consult the Web for travel information. She said social media has shifted travel behavior, with people sharing their thoughts and experiences on line by writing reviews, tagging photos, and uploading videos. “It was important to bring our destination to life through these and other interactive functions to capture and sustain consumer interest in visiting us,” said Pigott.

Visitors who access the new site will view a 12-second introductory video that opens onto the home page, featuring two main ways to access information. The experiential/left navigation returns featured experiences and destination highlights through articles and videos; while the “Plan Your Trip”/right navigation returns comprehensive, detailed drill-down information on specific properties, activities or dining options. There also are links along the bottom of the home page that offer quicker access to the same information for visitors who already are familiar with the destination and know the specific details they need for vacation planning.

Those who access articles on the experiential/left navigation can post comments about them, rate them using a five-shell rating system, and share them with others via a variety of avenues, including Facebook, Twitter, YouTube and Flicker. Visitors also can sort the content by most recent, most favorited and most commented articles.

The VCB’s current consumer Web site, which has been in operation since 2006, garnered nearly 1 million visitors in 2009. While the new site is expected to increase traffic somewhat, the emphasis is on deepening visitors’ engagement with the destination through ordering Visitor Guides, opting into the e-newsletter, reading more articles, watching videos and searching for accommodations – all with the goal of building brand loyalty.

The usability testing reported that users found the site to be comprehensive and robust, with tons of information. They also left with a good impression of the destination, with descriptions that captured many of the desired and intended brand imagery characteristics that included: beachy, very Florida, fun, clean, natural, uncrowded, upscale, and a place with lots to do. Furthermore, the site enticed people, making them want to learn more and visit the area.

“We’re very encouraged by the positive reviews our usability testing garnered for our new Web site, and we’ve made quite a few changes to the design and content to further enhance the visitor experience based on our testing results,” said Pigott. “We’re definitely going to a whole new level online.”

EDITOR’S NOTE: The Beaches of Fort Myers & Sanibel include: Sanibel Island, Captiva Island, Fort Myers Beach, Fort Myers, Bonita Springs, Estero, Cape Coral, Pine Island, Boca Grande & Outer islands, North Fort Myers, Lehigh Acres.