Wildwoods’ 2012 Marketing Theme Unveiled

WILDWOOD – Let ‘em tell their love stories…of this island.
Instead of touting its wide, free beaches, 2.5-mile Boardwalk with piers and shops, and inviting surf, tourism officials here decided to let those who flock to enjoy those attributes tell their own stories, and possibly win a prize.
Unveiling the 2012 marketing theme “What Do You Love?…About the Wildwoods” for the Five Mile Beach, Tue., March 20, at Wildwoods Convention Center, Ben Rose, director of Marketing and Public Relations for Greater Wildwood Tourism Improvement and Development Authority (GWTIDA) said social media was the driving force behind the theme.
For nearly a decade, vacationers have been told “all the great things the Wildwoods have to offer,” Rose said.
Since social media is the medium by which a growing number of vacationers communicate, officials decided not to fight the tide. “Now is the time to let the visitors tell what they love about the Wildwoods,” said Rose.
Thus, that theme will be spread throughout the Northeast, west to Ohio and into the Canadian province of Quebec to get crowds onto beaches into motel rooms and restaurants.
The theme will give “loyal fans an opportunity to let everyone share what they love about the Wildwoods online at www.wildwoodsnj.com/love and in turn to have a chance to win one of six great prizes in the new “Share Your Love” contest,” according to a release.
That section of its website was established by GWTIDA to hear from those with fond memories of the island. It will also be accessible on smart phones to give a testimonial story, photo or even video of good times splashing, biking, screaming or just plain relaxing.
Once screened, those vacationer-penned recollections, they will appear on the website and be entered in the “Share Your Love” contest.
Prizes will include a 50-inch plasma TV as first place award, Apple 16G iPad Tablet, for second and Apple 3G iPhone for third place, ,and HP B800 laptop computer, fourth, Canon SLR digital camera for fifth place and Sony Bravia home theater for sixth place.
Rose said the campaign will utilize billboards, print and electronic media to tempt vacationers with the allure of sun, sand, surf, and time to relax.
The campaign’s budget is $850,000, according to Executive Director/CFO
John Siciliano. Bolstering that figure will be about $250,000 that the Wildwoods Convention Center will spend in direct mail, print advertising and other items.
Four print ads will focus on aspects of the island:
• Dining, dancing and relaxing.
• Boating, fishing and surfing.
• Shopping, sightseeing and evening.
• Beach, Boardwalk and events.
Rose said there were 47,000 requests for information that will receive a county visitor guide, island calendar of events and an interactive online vacation guide and DVD package that allows visitors to view, plan and print vacation plans from their computer.
The marketing plan in all areas will be focused on females in the 25-44 year-old range as well as to children, who often plant the seed for vacations.
Advertisements in the Philadelphia market will include network and cable television for four weeks, on radio for six weeks, print ads, billboards and transit poster ads on SEPTA, PATCO and NJ Transit.
The North and Central Jersey markets will get similar ads, with a billboard on the NJ Turnpike and Route 280.
The New York market area will include West Chester County with cable television and radio.
In the Canadian markets in Montreal and Quebec City, radio and print advertising will be used.
Rose cited the importance of public relations as being a key component of the marketing plan. Stories in travel sections, for example, often have farther reach than an advertisement. He noted third-party endorsement, (i.e. a well-positioned story) “is more valuable than any paid advertising.”
Such public relations, according to a slide in his PowerPoint presentation noted that it “Covers the outer markets we don’t advertise in thus expanding our reach. We can tell our story our way and in more detail.”
Rose noted that in the 2011 season such public relations generated over $4 million in “advertising equivalency: with well-placed feature stories, articles and events listings in major print publications, network and cable television and Internet story placement.
The island’s public relations strategy will be to build on past success and promote the island as a “family-friendly, fun, exciting, affordable vacation destination with something for everyone.”
“Market share is out there and we will fight for every potential visitor,” the presentation stated.
Kicking off the 2012 vacation season will be a series of island-wide events known as Celebration of Heroes that will salute the nation’s military men and women and their families.
Detailing that series at the meeting was Diane McGraw of McGraw Productions. One of the weekend’s highlights will be a USO-type show that will benefit Liberty USO, National Military Family Association and Vietnam Veterans Association, Chapter 955.
Entertainer Joe Piscopo will be master of ceremonies at that USO-type show to be held in Wildwoods Convention Center.