Case Studies

How do you build online content to inspire out-of-season tourism growth?

Photo of a street sign in the Ybor City historic district in Tampa Florida.

Ybor City Development Corp. wanted to increase the number of visitors to Tampa’s Historic Landmark District during the traditionally slow summer months.

B2’S Solution

B2 worked with Ybor City Development Corp. to develop a “Summer of Fun” contest for its Facebook page, Discover Ybor City. The hook: a contest for prize packs with gift cards to Ybor City merchants and tickets to events held in Ybor City.

To generate interest and entries, B2 created compelling content and a strategy for advertising on Facebook. B2 identified women within a 50-mile radius of Ybor City who were likely to be the primary decision-makers for family leisure activities as the target audience and targeted social media advertising at them.


The 2015 “Summer of Fun” contest generated 1,481 entries during the 13-week campaign. Along with other marketing and PR activities, the contest helped contribute to a 6 percent year-over-year increase in visitors to Ybor City during that summer, along with a 35 percent increase in unique visitors to Ybor City’s website,

Services provided:

communications strategy & consulting, training

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