Award-winning destination Panama City Beach, Fla. partners with YouTube on a cutting-edge online advertising campaign launching this week.
Upload a video to YouTube, and chances are good you’ll receive an ad to enter Panama City Beach’s online video contest. “Visit RealFunContest.com,” the copy beckons. “Win your share of $50,000 in cash and prizes.”
“Our new ads leverage the phenomenal popularity of YouTube to gain exposure before a vast audience of people who like to produce and upload videos,” says Dan Rowe, president and CEO of the Panama City Beach Convention and Visitors Bureau (CVB). “The campaign is a wonderful way to reach tech-savvy consumers with information on our new online video contest.”
Panama City Beach’s Real Fun Contest ads on YouTube are expected to reach more than 11 million video enthusiasts through September 7. Lively copy and graphics will light up computer screens nationwide with special focus on the destination’s major drive markets.
“We’re delighted to partner with the Panama City Beach Convention & Visitors Bureau on this innovative campaign,” says Jason Dung, sales representative, Google Media Partnerships. “By leveraging the power of Google and YouTube advertising, the CVB becomes one of the premier pioneers of online destination marketing.”
“The Panama City Beach video contest ads tap into an outstanding opportunity to increase online exposure and user interaction in a unique way,” he continues. “Given the massive reach of YouTube and the targeted nature of this campaign, we’re confident the destination will enjoy great returns on their advertising.”
Panama City Beach’s Real Fun Contest ads on YouTube tie into the fast-growing popularity of online videos with an innovative travel personality twist. The contest features a grand total of $50,000 in cash and prizes. Through July 31, consumers are invited to visit http://www.realfuncontest.com and take a quick quiz to determine their Panama City Beach travel personality: Eco-Seeker, Wave Warrior, After Dark Shark looking for glittery nightlife, Soul Surfer who loves long strolls on the beach, or a leader of the family-friendly Sandy Bottom Bunch. Then, they can produce an original video that shows off their travel personality. The top videos for each travel type will be showcased for online voting. The winner in each category gets $10,000 in cash and prizes, including five-night vacations in Panama City Beach.
Depending on the travel personality, prize packages include: romantic dinners, dolphin tours, passes to family attractions, spa packages, full-day fishing excursions, seaplane rides, golf, water parks, wine tastings, VIP cards to nightlife hot spots, Yolo boards, iPods, professional cameras complete with photography lessons and more — all included.
Panama City Beach’s advertising campaign with Google and YouTube covers all phases of the contest, including submissions and voting. When the submission phase ends July 31st, revised ads will invite YouTube visitors to go to Realfuncontest.com to vote for their favorite video.
“The contest, like the entire marketing campaign, spotlights Panama City Beach’s wide-ranging appeal,” Rowe remarks. “A favorite for generations of travelers, the destination today offers something for everyone, from unparalleled beaches and water sports to world-class shopping, dining, entertainment and nightlife.”
The YouTube ads and contest are part of Panama City Beach’s integrated summer marketing campaign, which also includes a new interactive Web site, television commercials, billboard and online advertising.
Also this summer, Panama City Beach’s bright imagery enlivens computer screens nationwide on Facebook, NBC.com and HULU.com. High-impact billboard ads feature the campaign’s new imagery in key drive markets.
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