Inspired by the knowledge that direct-mail response rates have made a strong comeback since the pandemic, we decided to revitalize this often overlooked strategy to reach our audience in their homes to have them engage with the Fort Myers brand. As part of Fort Myers – Islands, Beaches and Neighborhoods’ direct marketing strategy, we produced a direct-mail piece to increase awareness of the destination, the new brand name and “It’s a Good Day” campaign among a highly qualified travel audience to drive visitation during the 2022 summer season.