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The staff of the Tampa Bay Times

Dunedin approves plan for billboards, PR rep

Billboards, electronic airport displays, and a full-on social media and mobile marketing blitz are tentatively slated to roll out across the Tampa Bay region next year as part of latest phase of a $73,150 branding campaign to attract tourists to Dunedin.

The items are included in the final version of a marketing plan created by Wilesmith Advertising and Design and adopted by city commissioners this month.

Under the first phase of the plan, Dunedin late last year launched its new city logo and slogan — “Dunedin: Home of Honeymoon Island” — on items including stationery, city vehicles, street banners, the city website and promotional clothing.

The second phase of Wilesmith’s plan includes incorporating a second slogan, “DUN OUR WAY,” into ads for baseball, city festivals and other events. Local tourism group Visit Dunedin will seek to cover advertising costs through donations and grants.

Commissioners also supported Dunedin economic development director Bob Ironsmith’s suggestion that the city eventually, under a third phase,  hire a public relations consultant to additionally scout opportunities for national and international exposure through things like appearances in travel magazine articles.

While Commissioner Julie Scales said she supports the third phase, she suggested that the city first look into teaming with organizations like the Pinellas County Convention and Visitor’s Bureau. She said the agency, which focuses on luring people from across the globe, recently trained its focus on highlighting individual Pinellas neighborhoods, including Dunedin, via the web.

“Marketing dollars are going to be very precious dollars,” Scales said. “It’s very important that we spend the money wisely and take advantage of whatever piggybacking we can do.”

It’s also important, she said, to specifically identify the kinds of tourists Dunedin wants to target “because otherwise you’re wasting money.”

While city commissioners' vote signaled that they liked the marketing ideas Wilesmith presented, officials would have to take another vote before implementing any of the next steps.

Read city documents and watch video regarding the marketing plan here.

[Last modified: Friday, May 24, 2013 4:53pm]


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