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Beating Out Miami, St. Pete, Daytona, Jacksonville & Panama City |
| DESTIN � FORT WALTON BEACH � OKALOOSA ISLAND, Fla. -- September 25,
2003 - Okaloosa County, also known as the Emerald Coast, was recently ranked
the No. 2 drive market destination in all of Florida according to a recent
survey of auto visitors to Florida. Based on the study conducted by Visit
Florida-FLA/USA and D.K. Shifflet, 7.1 percent of all auto traffic to Florida
visits the Destin � Fort Walton Beach � Okaloosa Island area. Second
only to Orange County (Orlando), Okaloosa has surpassed other Florida counties
including Miami (Dade), Pinellas, Volusia, Duval and neighboring Bay County.
In the 2002-2003 fiscal year ending next week, bed tax collections for
Okaloosa County are 17 percent above average for destinations in Florida.
�Being officially ranked the No. 2 drive destination in Florida is an incredible distinction for a destination which was practically unknown 10 years ago,� says Darrel Jones, executive director of the Okaloosa County Tourist Development Council (TDC). �The collaborative efforts of our local industry and marketing partners along with the natural beauty of our stunning beaches have continually enticed new and returning visitors to our county.� When the Okaloosa County TDC first initiated its marketing program in 1991 the destination was basically in a non-existent position against other counties throughout the state. The TDC hired hospitality marketing experts, The Zimmerman Agency, to implement aggressive advertising, public relations and interactive campaigns targeting Southeastern -- and lifestyle niche segments such as family, young couple, multi-generational, group and reunion markets. The successful public relations exposure captured by The Zimmerman Agency has also introduced the Emerald Coast to new generations of travelers and helped capture the titles of �Best Beach in the South� and �Favorite Family Destination� by readers of Southern Living for eight years in a row. �Our marketing strategy has been purely centered on the primary attributes of the area�s emerald green waters and sugar white sand,� says Carrie Zimmerman, partner, The Zimmerman Agency. �The team has consistently avoided the �generification� of other Florida destinations which boast everything from culture and entertainment to sports and shopping. The Emerald Coast promises an extraordinary beach experience, and the simplified approach has worked.� While the statewide tourism industry plummeted in 2001, Okaloosa County saw a 3.32 percent increase in fiscal year (�01-�02) tourist development tax collections compared to the overall state average of -11.3 percent. Even a year later, fiscal year bed tax collections for the Emerald Coast are 17 percent above average for Florida destinations. The newest offering in the area is the 70,000 square-foot Emerald Coast Conference Center now opened for 120 days with 100 days worth of bookings. Click on to the Emerald Coast website: destin-fwb.com or call (800) 322-3319. |
| Contact:
Chasity Phillips / Carrie Zimmerman (850) 668-2222 [email protected] http://www.zimmerman.com |