Direct Marketing
A Bird's-Eye View of Fort Myers
To increase awareness among families, as well as drive summer and fall visitation to the islands, beaches and neighborhoods of Fort Myers, we created an engaging, kid-friendly and nature-based direct mailer that brought our destination to life through augmented reality — all while disrupting the status quo for direct mail.
In April 2024, 125,000 direct mail pieces were sent to Family-Fun-Seekers in Cincinnati, Detroit and Minneapolis that generated a 1.42% engagement rate (meeting our goal of 1%-2%). The total budget for the piece was $125,000 (including the mailing list, printing and postage), and total return on investment was $14.94 per portal visit (exceeding our goal of less than $22).
Key Performance Indicators:
- 8,366 visits to our custom WebAR experience portal
- An average time of 2:49 spent engaging with the experience (well above the 1:05 VisitFortMyers.com average)
- Increase in year-over-year visitation from the three target markets:
- 16% increase from Cincinnati
- 26% increase from Detroit
- 21% increase from Minneapolis
