When The Beaches of Fort Myers & Sanibel (Lee County) experienced the most intense red tide outbreak in nearly half a century, images of contaminated water and dead sea life scattered across beaches went viral across mainstream media. As a result, the number of visitors to Southwest Florida drastically dropped, taking a major yearlong toll on the tourism industry.
Once the red tide subsided, we worked to communicate across all channels that the waters of Fort Myers & Sanibel were back to normal. We implemented a variety of PR tactics to showcase the destination’s beautiful water in real time and encourage visitors to come back and enjoy the upcoming activities. Tactics included distributing a multimedia news release across the wire, hosting a national satellite media tour (SMT) in Fort Myers Beach, coordinating monthly group press visits, and executing media tours in primary and secondary markets.
picked up from our press release
generated across the U.S
from our SMT, generating over 5 million media impressions