Visit Sarasota on your iPhone
Visit Sarasota iPhone App
Meet Sarasota and Her Islands. An internationally-recognized Convention and Visitors Bureau accustomed to leading the destination marketing pack, the Sarasota Convention and Visitors Bureau is always exploring new ways to champion Sarasota County tourism. With 4 million visitors generating $2 billion in economic impact and nearly 17,000 local jobs each year, regional tourism makes big waves for the area.
Challenge
The Sarasota Convention & Visitors Bureau had a lot to celebrate in 2011. Siesta Beach scored Dr. Beach's #1 Beach in the U.S.A. And travel to Sarasota was hopping—recession what? And, the destination launched a new brand that highlighted the fun and flair of Florida's Gulf Coast. They decided it was time to take their mobile marketing to the next level with an app that made Sarasota County vacations even better by connecting the dots between vacationers and the destination’s diverse areas and events.
Solution
We went straight to the source to build an app that gave travelers the inside scoop on everything Sarasota County. We interviewed travelers and hotel concierges; analyzed web metrics and travel research. Then, we prioritized functionality to settle on the features—places, deals, and events—that would make any traveler fall for the app. To capture the feisty new brand, the design worked vibrant photos as well as color-coded themes throughout the interface. Our prototypes were rolled out to CVB partners and test audiences to gauge reaction and perfect the app.
Result
The Visit Sarasota iPhone app quickly snagged a 5-star rating in the App Store. Best of all, visitors had Sarasota County—whether they were planning an upcoming trip or already in the destination—right at their fingertips. The features travelers use most are the deals, social sharing, and events—all of which can be filtered by their interests. Now, visitors know about events and activities across the entire destination—not just the street or even the island their hotel is on. The app along with overall marketing initiatives helped to increase market share of first-time visitors to the destination by 32 percent from July to September 2011. That’s quite a splash!
