Space Coast Office of Tourism sees record Spring, Summer during recovery
COCOA, FL – (Sept. 24, 2021), The Space Coast Office of Tourism has continued to smash records through 2021 during the recovery from 2020. The March to July period in 2021 was the best in history at $9.29 million, beating the record of $8 million in 2019, even without the return of cruising until July 31 with the maiden voyage of the new Carnival Mardi Gras.
In fact, the return to cruising is expected to continue this increase in revenue as 20% of Space Coast tourism comes from cruising. 66 cruises are scheduled at Port Canaveral in the first two months of the restart of this favorite vacation. Eleven major cruise ships will call Port Canaveral their home in 2021, the largest number of homeported ships in the port’s history.
“For us to be 16% ahead of pre-COVID numbers is incredible, especially after being down more than 17% from October to February,” says Executive Director Peter Cranis. “It speaks to the pent-up demand within the leisure travel segment.”
TDT revenue has totaled $14.17 million since the fiscal began in October, which is 1.8% ahead of 2019. If TDT remains on track, the office will exceed $16.5 million, beating the previous 2019 high of $16.023 million.
“Both the Spring and Summer marketing campaigns with a $2.85 million budget can be credited with some of this improvement,” adds Cranis. “Our new campaign has been able to show our outdoor experiences such as beaches and nature juxtaposed with rocket launches which truly differentiate us.”
This campaign has even gained international recognition. The split-screen Spring TV Ad, created by agency-of-record &Barr, won Gold in the 2022 Graphis Design Competition under the categories of video animation. It emphasized the “Only Here” aspect of the campaign, showing icons for different cities “+ Space.”
The Summer campaign was also supplemented by a Pandora station, Space Coast Grooves, with songs chosen by staff, partners, and fans on July 2 lasting through Labor Day. At time of writing, it attracted has attracted 15K total listeners and 109K total spins, with an average time spent listening of 24 minutes. The songs chosen evoke a Space Coast getaway with favorite “songs of summer” like The Beach Boys and Bob Marley, but with some space themed songs added in like Elton John’s Rocket Man and David Bowie’s Space Oddity.
Meagan Happel, PR Manager