BRADENTON – The Bradenton Area Convention and Visitors Bureau (CVB) today announced the launch of a marketing campaign, “Love It Like A Local,” designed to encourage tourists to visit responsibly at area beaches.
The ongoing Anna Maria Island Sun feature – “Live Like a Local – Respect Wildlife” – has been published for nearly 10 years in our print and digital editions in partnership with Anna Maria Island Turtle Watch and Shorebird Monitoring.
Anna Maria Island beaches historically attract a large number of in-state families in the summer, according to CVB Marketing and Communications Director Kelly Clark, who introduced the campaign at Monday’s Manatee County Tourist Development Council meeting.
“One of our objectives is to address a serious concern in a positive, lighthearted way. We didn’t want to sound like we were lecturing people, or outright telling people to behave themselves,” said Clark, who stressed the importance of getting this message out to visitors before the height of summer vacations.
The campaign focuses on four main pillars of preservation: Respect for wildlife, sustainability, cleanliness and appreciation for the shores and land. The CVB said it will use its social media channels to share a series of tips in a lighthearted manner. Topics will include various reminders on issues such as dimming lights during sea turtle nesting season, picking up trash, respect for local residents and their way of life, and keeping a safe distance from native wildlife.
Social media posts will direct the viewer to LoveItLikeLocals.com, where they can learn more about the campaign through interactive components. There are short, sharable videos about responsible visiting that are designed to be informative for children as well as parents. There also are activities specifically designed for children, to teach them what it means to be a responsible visitor.
The CVB has also introduced a “Final Exam” to the site. Intended to be far more fun than difficult, completion of the exam will enter the visitor into a drawing to win a branded prize they can use when they visit, such as eco-friendly straws, reef-safe sunscreen, water bottles and more.
The campaign kicks off April 22, which by no coincidence is also Earth Day. The initial phase of the campaign will culminate in September, with one lucky visitor being officially designated as an Honorary Local, which also comes with a free four-night trip to return to Anna Maria Island. To win, the visitor must post a picture of themselves while visiting the Island, putting the tips they’ve learned to use. Using the hashtag #LoveItLikeALocal and tagging @Visit_Bradenton, they need to show how they are “walking the walk.”
“This will be the longest campaign we will ever have, because we don’t plan on it ending. This is going to resonate in the marketplace really strong. Our residents are going to embrace visitors even more because of that,” said CVB Director Elliott Falcione. “No one loves this destination more than the locals who call it home. As the destination’s tourism arm, it is our job to communicate the importance of having respect for the destination and its residents when visiting. We know that this is a cause all locals can get behind, and invite Bradenton Area residents and businesses (hotels, restaurants, activities) to join us in our efforts to spread the word,” added Falcione.
The CVB says in addition to media relations and social media efforts, the campaign will also be promoted through digital advertising, first targeting potential visitors in-state during the summer, followed by those in top markets in the Northeast and Midwest in the fall. Additional resources will be shared with local businesses looking to promote and support the effort in upcoming weeks.
