Michael Baumohl interviews Jack Wert, Executive Director at Naples, Marco Island, Everglades Convention & Visitors Bureau.
Wert discusses branding of Collier County’s “Paradise Coast.” The Paradise Coast brand themes are: “Paradise is a feeling,” “Discover Your Paradise,” and “This is how paradise looks … imagine how it feels.” Those taglines are featured on the Visitors Bureau website and in promotional ads in the Boston, Chicago, Minneapolis and Cleveland areas, and in the Miami, Palm Beach, Tampa and Orlando areas. Internationally, promotional ads are in Germany, Canada and the U.K. Social media sites are also used, along with blogging.
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