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09/23/25 Item 5.D. <br />OVERVIEW <br />At Visit Indian River County, we continually seek innovative ways to <br />< expand our appeal and welcome diverse travelers. Today, we're <br />s <br />Z excited to share how we embraced a significant, evolving trend in the <br />tourism landscape: pet -inclusive travel. <br />Recognizing that pets are cherished family members and integral to many <br />vacation plans, we embarked on a strategic initiative to position Indian <br />River County as a premier destination for those who wish to explore with <br />their furry companions. <br />This presentation will detail our proactive approach, the creative <br />strategies employed, and the compelling results that demonstrate our <br />success in tapping into this high-growth market, solidifying our <br />commitment to a truly inclusive visitor experience. Oh, and our favorite <br />mascot, Calvin! <br />2025 FLAGLER AIW SSION - SPECIALTY MARKETING <br />0 <br />STRATEGY <br />a Our strategy pinpointed the booming pet <br />o <br />travel market, recognizing pets as family and ! S <br />influencing longer stays. i <br />To set this campaign apart, we employed innovative: <br />tactics and extensions: leveraging Amazon's first - <br />party purchase data for precise targeting of pet <br />owners and developing a high -performing video b, <br />asset specifically showcasing pet -friendly <br />experiences. <br />We then deployed diverse, engaging content <br />across digital channels, including key video and a .. . <br />dedicated web page, continually optimizing for <br />Ad <br />maximum impact and engagement. <br />-.�_! R AWARD_ SUBMISSION4,- SPECIALTY. MARKETING <br />now - <br />690 <br />.... ..... <br />4. <br />�� 2 <br />