Tourism agency launches campaign to draw more visitors to Jackson County

By Archive

Published: June 4, 2008

An intense advertising campaign is under way to promote Jackson County as a regional destination while gas prices remain high.
The Jackson County Tourism Development Council will spend $6,000 over a three-month period in a campaign dubbed “Know Your Neighbor.”

The 60-second advertisements will air 60 times per month on FOX 49 TV in Tallahassee, which has a reachable market of 250,000 people, said Art Kimbrough, Jackson County Chamber of Commerce CEO and administrator for the TDC.

The TDC’s goal is to promote day trips and weekend visits to Jackson County from residents in the region as gas prices continue to increase.
Tourism research indicates that more people are canceling long drives in favor of closer destinations, particularly in a two-hour reach, because of the cost of fuel, Kimbrough said.

Fresh off Jackson County hosting a unique convention of cave-divers from across the country and around the world, the TDC put into play the promotional campaign to drive up summer visits to the area.

“The focus is about capturing the in-state market. We know that gas prices will alter plans for a lot of people, but we feel Jackson County is an excellent destination for many people throughout the region. The market in the Tallahassee area is close enough to Jackson County that driving here is reasonable,” Kimbrough said. “We also found that the price of doing this is favorable. It gives our community plenty of exposure through the repetition of the ads.”
Kimbrough said a three-week sample was aired in the same market last year and it was well received.

“This is about building awareness, building impressions,” Kimbrough said. “We could eventually do this in other markets, but this is a great place to start while fuel prices are so high. People still want to travel, but finding something closer to home is going to be the key for a lot of families.”

Viewers in the Tallahassee market will learn more about Jackson County’s unique natural features.
The Florida State Caverns, Blue Springs, the Mill Pond and the Chipola River are highlights in the advertisements.

Nevertheless, references and images of historic homes and Civil War history are also included in the campaign.

“We will continue to look for ways to tell our story,” Kimbrough said. “We feel like Jackson County has great potential for building a tourism industry. We have a lot of what people want to see and enjoy in Florida.”