2. Expand and strengthen our connection with aspirational audiences by

Special Tourist Development Council Meeting · 2026-04-28 · agenda_item

The Escambia County Special Tourist Development Council is reviewing a plan to expand and strengthen connections with potential visitors by highlighting Pensacola as a Condé Nast award winner. This initiative focuses on brand building through an upper-funnel awareness campaign targeting high-value travelers. The plan includes direct media buys for email, social media amplification and lead generation, and print advertising, with a total proposed budget of $499,683. Digital support across standard markets, including display, native, online video, and connected TV ads, is also proposed, with focused efforts in Atlanta and Dallas. This item is currently under review by the council. The project would involve campaign development, media placement, digital asset creation, and performance tracking. Businesses involved could include marketing and advertising agencies, digital media buyers, content creators, and analytics firms. Early engagement could provide an advantage as plans are finalized.

Condé Nast Direct Media Buys

150,683 $

Email minimum

28,495 $

Social Amplification minimum

28,495 $

Social Lead Generation minimum

34,189 $

Print (Visit FL co-op)

59,504 $

Digital Support Across Standard Markets

194,000 $

Digital Display, Native, Online Video

164,000 $

total total impressions

8,053,827

Pause Screen on Peacock

1.4 million impressions

CTV impressions

377k

Meta (Facebook/Instagram)

30,000 $

video ad unit impressions

3.7 million

Focused Efforts in Atlanta and Dallas

155,000 $

Connected TV

105,000 $

impressions to a custom-curated Beach Traveler audience segment

2,406,106

Digital Outdoor

50,000 $

impressions

3,656,250

TOTAL PROPOSED BUDGET

499,683 $

Average Household Income

143,799 $

Average Age

53

Male/Female Split

52.7 %

Male/Female Split

47.3 %

median HHI

86,400 per year

HHI over $150k

11 %

median age

45