TDC, ad agency field complaints from hospitality industry OKALOOSA ISLAND —Representatives of the hospitality industry packed the Okaloosa County Tourist Development Council meeting Thursday to voice complaints about the county’s advertising agency. About 100 people gathered at the Emerald Coast Convention Center, where the TDC holds its monthly meetings, to discuss the work of Peter Mayer Advertising, the New Orleans-based firm hired in December to promote the county as a tourist destination. After an extensive presentation from Mark Mayer, the firm’s president, on its seasonal campaigns, several people criticized the agency’s performance in the past eight months. “I’ve got to be honest. I am thoroughly disappointed in what I’ve seen,” said Lino Maldonado, a vice president with Wyndham Vacation Rentals and a former TDC member. Maldonado criticized the firm for spending about $80,000 on research to analyze who visits the Emerald Coast. “If they don’t know who we are to begin with, they should have never gotten the job,” he said. Maldonado and others also singled out the agency’s proposed $525,000 advertising campaign to promote the area as a Christmas destination. They argued that it’s too late in the season for local hotels and resorts to capitalize on the campaign, which is scheduled to kick off Sept. 26. Some business owners suggested scrapping the Christmas promotion and putting the money toward the coming spring and summer seasons. “We are nowhere near getting excited about what is happening,” Maldonado said. Some TDC members also questioned the wisdom of the Christmas campaign and whether the county would get a decent return on its investment. “How do we justify spending that much money on a campaign?” said TDC Chairman Dale Peterson, who owns Dale Peterson Vacations. Mayer said he and his staff believe the campaign will help reach regional markets and “stimulate demand during the down period.” TDC members also told the agency it needs to focus more effort on attracting visitors from a higher income bracket. The council criticized the firm for failing to seek the input of resort, hotel and restaurant owners. “No one knows the market better than we do,” Peterson said. “We’d like to be involved. We think we know it better than you.” Mayer acknowledged his firm has moved slowly in some areas, but reminded the council his staff was starting from scratch with no working website. “I think we can do a better job,” he said. Mayer also pledged to start meeting quarterly with hospitality representatives to generate ideas.
Posted on: Fri, 30 Aug 2013 02:28:20 +0000
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