PANAMA CITY BEACH, FL: The Panama City Beach Convention and Visitors Bureau has hired Alloy Marketing and Promotions Agency (AMP) to promote the town as a spring-break destination by creating a multibranded entertainment venue for visitors, and conducting a PR and ad campaign to support it.
Panama City Beach is the largest domestic spring-break destination for college students, drawing about 450,000 kids over a seven-week period.
AMP is creating a beachfront "Fantasy Island" event, and handling a semester-long campaign with outreach to college publications, grassroots efforts, and advertising. The program is part of a $2.5 million initiative to foster spring-break business.
AMP included Panama Beach City in a traveling technology promotional tour called "Thunder Dorm," and created special 16-page newspapers to distribute to 2.5 million students.
The Fantasy Island theme will center on a 25,000-square-foot Tiki resort where students can participate in daily contests and events. Partners such as Verizon, HP, and Glo by J.Lo have been brought in to support the event.
"Panama City Beach provides the perfect outreach opportunity for companies to directly interact with and build brand recognition among one of the most sought-after demographics - college students, who have one of the highest discretionary spending levels in the US," said Tom Schneider, AMP chief marketing officer.