In the past decade, Greater Fort Lauderdale, FL, has become increasingly more upscale, owing to the new development of hotels, attractions, retail, and dining infrastructure.
It has transformed itself from a destination once known as the Spring Break capital of the US. The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) tapped longtime agency M. Silver Associates to help strengthen the image and brand in the tourism market.
Strategy
"The GFLCVB wanted to achieve significant market penetration in its primary market, New York, ...