Sanibel Island is back on the map, thanks to an $80,000 marketing campaign launched on May 1, aimed at attracting regional and national visitors impacted by Hurricanes Ian, Helen, and Milton.
“We’re letting the world know that we’re back,” said Sanibel Vice Mayor Holly Smith, highlighting the campaign’s focus on restoring the island’s appeal.
Nearly three-quarters of the restaurants, retail shops, and accommodations affected by the storms have reopened, according to Sanibel & Captiva Island Chamber of Commerce CEO, John Lai. This includes legacy businesses as well as those that have reopened under new names but with similar services.
The collaborative effort between the Sanibel City Council and the Chamber is targeting tourism in the Northeast and Midwest, along with local areas like Lee, Charlotte, and Collier counties, plus a broader regional market including Pinellas, Hillsborough, Broward, Palm Beach, and Miami-Dade counties. The campaign utilizes a mix of print, social media, and paid digital advertising, with a dual goal of boosting tourism and real estate sales on the island.
“There’s a synergistic nature between visitation and becoming a resident and real estate development,” Lai shared during a Sept. 8 City Council meeting.
With a budget of $19,109 spent on online promotion so far, the campaign has already exceeded its goals, generating over 50,000 ad clicks and 1.5 million impressions. Google ads alone have accumulated 20,322 clicks and 516,000 impressions, while Meta’s Facebook and Instagram ads have seen 28,553 clicks and 1.59 million impressions. The ads have been especially effective post-summer break, driving interest in both accommodations and real estate listings.
Visitors who clicked on the ads were directed to sites encouraging them to book a stay on the islands or explore available properties. Interestingly, mobile users outnumbered desktop and tablet users when it came to engaging with the ads.
Despite a slight decline in visitors from Canada, Lai reported an increase in tourists from Brazil, further highlighting the growing success of the campaign.
Sanibel Island’s campaign is not just about revitalizing tourism; it’s a testament to the island’s resilience and its commitment to welcoming new residents and businesses.
