Pure Florida was recently recognized for excellence in tourism marketing by VISIT FLORIDA for its Cruise Cash program, a direct email marketing automation campaign that delivers “Cruise Cash” to the inboxes of users who subscribe to Pure Florida’s email database. Pure Florida’s automated email campaign, developed by Priority Marketing, earned a Bronze Award at the 2016 Flagler Awards, held during the 49th Annual Governor’s Conference on Tourism at the Hilton Orlando.
Pure Florida’s current Cruise Cash program offers website visitors a total of $15 in savings to be used on sightseeing cruises, fishing trips, boat rentals, jet ski rentals and tours by signing up to receive Pure Florida’s monthly e-newsletter. The concept was previously implemented by Pure Florida as printed coupons that were distributed to hotels and tourist centers, however, Priority Marketing redeveloped and re-launched the campaign, establishing a new design and a format that would function well for both print and digital programs. Pure Florida received an immediate response to the Cruise Cash campaign. Since the start of the campaign in November 2015, Pure Florida has seen a more than 900-percent increase in email registrations, as well as a 45-percent increase in website traffic.
The Flagler Awards recognize outstanding tourism marketing in Florida and the organizations that work to enhance Florida’s position as one of the world’s most popular travel destinations. Winners were selected by a team of judges based on an individual evaluation of creativity, innovation, production quality and effectiveness.