skyline view of tampa bay including river

Tampa Bay, Florida

A Community Impact Story

Visit Tampa Bay: Driving Awareness and Authenticity through Accessibility Influencer Partnerships

Social Impact Framework: Accessibility


What was the issue you were trying to address?

The issue we aimed to address was the lack of a comprehensive approach to accessibility in our marketing efforts. While Visit Tampa Bay had already made significant strides in reaching diverse audiences, including multicultural and LGBTQ+ travelers, we recognized that our outreach did not fully encompass travelers with special needs. Given the importance of tourism to the Tampa Bay economy, it became clear that to truly inspire all travelers to love Tampa Bay, we needed to integrate accessibility more deliberately into our marketing strategy. 

What were the stated objectives of this initiative?

As an industry leader in diversity and inclusion marketing, Visit Tampa Bay sought to learn, understand, and educate the Tampa Bay hospitality industry about the challenges faced by travelers with disabilities.

Visit Tampa Bay partnered with local accessible travel ambassador, Jamie Santillo, who also owns Adventures by Jamie, a travel agency focusing on travelers with special needs and mobility-friendly experiences. Santillo not only worked with the organization to understand the challenges and misconceptions about accessible travel but also starred in a new Visit Tampa Bay video welcoming travelers with disabilities to Florida’s most accessible destination. Visit Tampa Bay’s efforts to raise awareness of the destination’s accessible offerings began with its partnership with Santillo and evolved into a multilayered campaign that included video, blogs, new advertising creative, and influencer collaborations.

Following its initial work with Santillo, Visit Tampa Bay actively sought out and collaborated with accessible travel ambassadors to further spread the message of welcoming all travelers, including those with disabilities, to the destination.

Immediately after the launch of Visit Tampa Bay's accessibility webpage, a collaboration with accessible travel writer Cory Lee produced blogs, social media exposure, and a video highlighting accessible ways to explore Tampa Bay. Cory Lee's content led to further collaborations with accessible travel influencers.

Visit Tampa Bay’s accessibility video aimed to answer questions that naturally arise regarding accessibility when vacationing or traveling in Tampa Bay. It was created to help bring awareness to the mobility-friendly locations found throughout the City of Tampa and Hillsborough County. The video follows Jamie Santillo, who utilizes a power wheelchair for mobility, as she experiences The Florida Aquarium, the Tampa Bay History Center, the Pirate Water Taxi, Lettuce Lake Park, and iFLY (an indoor skydiving experience). From nature lovers to thrill-seekers, Jamie shows that there’s something for everyone, even those with disabilities, in Tampa Bay.

The video was released through social channels, newsletters, and was featured on a newly created Accessible Travel page on the Visit Tampa Bay website. Jamie also shared the video and web page with her clients through her travel agency that focuses on travelers with special needs. However, the Accessible Travel video was just the beginning of the initiative. Jamie was also featured in the advertising creative, which was incorporated into Visit Tampa Bay’s 30-second spot, meetings website, and digital ads running in travel trade platforms like USAE, Northstar, Meeting Professionals International (MPI), and LinkedIn. An entire module on Accessible Travel was also added to the travel agent training resources. 

Immediately following the video, webpage, and initial work with Santillo, a collaboration with VISIT FLORIDA and accessible travel writer Cory Lee produced multiple blogs, social media exposure, and a video highlighting accessible ways to move around Tampa’s downtown. The content produced by Cory Lee caught the eye of local accessibility influencer, Chelsea Bear, who was eager to work with Visit Tampa Bay to continue raising awareness of the destination’s accessible options for mobility-impaired travelers. Social media content produced and shared from the collaboration with Chelsea Bear resulted in 1M+ impressions. 

As a result of the partnership with Santillo, Visit Tampa Bay was introduced to several accessible travel writers, bloggers, and influencers, all interested in showcasing how Tampa Bay was ready to welcome any and all travelers, including those with special needs. Visit Tampa Bay hosted media visits from award-winning accessible travel bloggers and a local mobility-impaired influencer, whose viral videos exploring Tampa received 1.5M+ views. 

What were the specific metrics you used to measure the success of your efforts?

We used a combination of quantitative and qualitative metrics to assess the success of our accessibility campaign: 

Quantitative Metrics:

  1. Social Media Impressions: The collaboration with Chelsea Bear generated over 1 million impressions on social media, significantly increasing visibility for Tampa Bay’s accessible travel options.
  2. Website Traffic: There was a 30% increase in traffic to the Accessible Travel page within the first three months after its launch, indicating strong interest from travelers seeking accessible options.
  3. Media Coverage: The campaign led to over 50 media mentions in both local and national outlets, highlighting Tampa Bay as an accessible destination.
  4. Influencer Collaboration: The viral videos created by local mobility-impaired influencers garnered 1.5 million+ views, further amplifying the campaign's reach. 

Qualitative Metrics:

  1. Industry Feedback: Feedback from the hospitality industry was overwhelmingly positive, with many partners expressing a better understanding of the needs of travelers with disabilities and a commitment to improving accessibility.
  2. Traveler Testimonials: We received numerous testimonials from travelers with disabilities who expressed appreciation for the campaign and the accessible experiences offered in Tampa Bay, emphasizing the campaign's impact on real travelers.
  3. Partnership Development: The campaign strengthened relationships with accessible travel influencers and organizations, positioning Visit Tampa Bay as a leader in inclusive travel marketing.
  4. Community Engagement: The local community, including advocacy groups for people with disabilities, praised the initiative for its authenticity and focus on real-world accessibility challenges. 

These metrics helped us gauge the effectiveness of the campaign and demonstrated that our efforts were successful in making Tampa Bay a more inclusive and welcoming destination for all travelers. 

What were the specific outcomes of and results your efforts?

The campaign yielded significant results, both in terms of visibility and tangible impact: 

  • Video Engagement: The accessibility video achieved over 1,000 views on YouTube and nearly 14,000 views across Facebook and Instagram. This broad reach helped to set a new standard for promoting accessible travel.
  • Increased Opportunities for Partners: The partnership with Visit Tampa Bay created substantial opportunities for Jamie Santillo. Due to the collaboration, Jamie secured opportunities with AAA and multiple Marriott properties in downtown Tampa. Additionally, her travel agency, Adventures by Jamie, achieved a milestone by selling $1 million worth of travel for the first time ever following her partnership with Visit Tampa Bay.
  • Website Traffic: Visit Tampa Bay’s accessible travel webpage saw more than 15,500 page views, with visitors spending an average of over 2 minutes on the page, indicating strong engagement and interest.
  • Collaborations with Influencers:
    • Cory Lee: The collaboration with award-winning accessible travel blogger Cory Lee resulted in over 1,000 social media engagements. His content included 3 videos that garnered nearly 10,000 views on Instagram. Cory also published a post about Tampa Bay on his blog, "Curb Free with Cory Lee," which reaches more than 75,000 unique visitors per month.
    • Chelsea Bear: Following the exposure from Cory Lee’s content, local influencer Chelsea Bear, who has Cerebral Palsy, partnered with Visit Tampa Bay. Chelsea's Instagram Reels have collectively garnered over 1 million views. During her collaboration with Visit Tampa Bay, she visited over 12 partner businesses, producing 50+ story posts that received a total of 350,000+ views. The content produced by Chelsea during her hosted media visit would have been valued at over $60,000, though she generously waived her rate entirely. 

These outcomes demonstrated not only the campaign’s success in reaching and engaging a broad audience but also its impact on partner businesses and the promotion of accessible travel in Tampa Bay. 

Is there any other information you'd like to share, including any best practices or key lessons learned?

Yes, there are several key insights and best practices that emerged from this initiative: 

  • Authenticity Matters: The success of our campaign was largely due to the authenticity of our partnerships. Working closely with individuals like Jamie Santillo and Chelsea Bear, who have firsthand experience with accessibility challenges, allowed us to create content that resonated deeply with both our audience and the broader community.
  • Collaboration is Key: Partnering with accessible travel ambassadors, bloggers, and influencers was crucial in spreading our message effectively. These collaborations not only amplified our reach but also helped us tap into specific communities that value and trust these voices. Building relationships with partners who are passionate about accessibility ensures that the message is conveyed with genuine enthusiasm and expertise.
  • Comprehensive Strategy: A successful campaign requires a multi-faceted approach. By integrating video, blogs, social media, influencer collaborations, and a dedicated webpage, we were able to reach a diverse audience across various platforms. This comprehensive strategy ensured that our message was accessible and engaging to everyone, regardless of how they consume content.
  • Engagement and Feedback: Continuous engagement with our audience and industry stakeholders provided valuable feedback, which informed and refined our efforts. Listening to the needs and experiences of travelers with disabilities helped us address gaps and make meaningful improvements to our campaign.
  • Measurable Impact: Setting clear objectives and tracking specific metrics allowed us to measure the success of our efforts accurately. From video views and social media impressions to website traffic and direct feedback from partners, these metrics helped us understand what worked well and where there was room for improvement.
  • Empowerment Through Storytelling: By highlighting the personal stories of those who navigate the world with disabilities, we were able to shift perceptions and inspire others to explore Tampa Bay. Storytelling proved to be a powerful tool in demonstrating that Tampa Bay is a welcoming and accessible destination for all. 

Current Accessibility & Inclusivity Initiatives:  

Because Visit Tampa Bay became more deliberate about our accessibility efforts, we’ve fostered valuable relationships with several key organizations (to-date): 

Economic and Demographic Impact:

The urgency of enhancing accessibility is further amplified by demographic trends and economic potential. Research indicates that the number of travelers with disabilities is projected to triple by 2030, with aging baby boomers playing a significant role in this increase. This demographic is not only growing but also possesses substantial economic power, controlling a significant portion of discretionary spending in the U.S. By catering to this demographic now, Visit Tampa Bay is not only expanding its market reach but also building a reputation as a forward-thinking, inclusive destination.

TravelAbility Partnership: 

Visit Tampa Bay has become a member of TravelAbility’s Destination Ally Club, which affords them access to crucial resources like the "Accessibility Playbook." This handbook offers comprehensive guidance through data, research, and links to further resources, helping destinations improve their accessibility. By utilizing this playbook, Visit Tampa Bay can identify gaps in their current accessibility offerings, adopt best practices from global leaders in accessibility, and apply innovative solutions tailored to their unique environment. This partnership underscores a commitment to inclusivity in tourism, ensuring that all visitors, regardless of ability, can enjoy the offerings of Tampa Bay. 

Comprehensive Surveys:

In a significant push to enhance local accessibility, Visit Tampa Bay conducted surveys in 2023 with attractions and dining partners. The aim is to collect data on existing accessibility features and potential areas for improvement. This collected data was analyzed and consolidated to share with both stakeholders and TravelAbility. The insights gained will inform the further development of accessibility content on the Visit Tampa Bay website, making it a more useful resource for travelers with disabilities planning their visit.

 2024 Heads in Accessible Beds Initiative:

The "Heads in Accessible Beds" initiative represents a targeted effort to make Tampa Bay a preferred destination for travelers with disabilities. This program focuses on ensuring that hotel partners provide specific accessibility details, such as the measurements of bed heights in ADA-compliant rooms. Such details are crucial for many travelers with mobility issues and will be prominently featured on the Visit Tampa Bay website’s accessible landing pages. Also, these accommodations will be recognized in press releases, enhancing the visibility of participating hotels locally and nationally. By conducting this research internally, Tampa Bay hotels are more apt to share this information, as we are the DMO we are the trusted organization with a topic that can intimidate properties. 

Wheel the World Collaboration:

Visit Tampa Bay is expanding its partnership with Wheel the World into a second phase, emphasizing the enhancement of accessibility at hotels and tourist attractions. This phase includes comprehensive site inspections assessing specific points related to various disabilities, including mobility, vision, hearing, and cognitive conditions. Following these inspections, results and recommendations are shared with each location, accompanied by online training for staff to better serve guests with disabilities. This initiative not only improves physical accessibility but also ensures that staff are well-prepared to meet guests' needs. Visit Tampa Bay showcases these vetted sites on its accessible travel webpage.  

 AbleVu Accessible City Initiative:

As part of its ambition to be recognized as the first "AbleVu Accessible City" in Florida, Tampa Bay is actively highlighting accessibility across a range of partner businesses. This includes attractions, hotels, and dining establishments that are vital to the city’s tourism sector. Each participating location is featured in guides available on its accessible travel webpage and has used this information to expand on the Accessible Tampa Riverwalk Pass website, offering extensive accessibility information that helps travelers with disabilities plan their visits more effectively. 

EnChroma Collaboration:

Visit Tampa Bay has introduced EnChroma glasses at prominent cultural venues like the Tampa Museum of Art and The Florida Museum of Photographic Arts. These glasses enable visitors with red-green color blindness to see a broader spectrum of colors, thereby enriching their experience of visual arts. This initiative not only improves accessibility but also elevates the cultural experience, making art more inclusive and enjoyable for all visitors. Visitors can also find these glasses to rent for free at the Unlock Tampa Bay Visitors Center to use throughout their visit.  

Hidden Disabilities Sunflower Program (in motion):

Recognizing the challenges faced by individuals with non-visible disabilities, Visit Tampa Bay has embraced the Hidden Disabilities Sunflower program. This program involves training for the staff at the Unlock Tampa Bay Visitors Center, equipping them to better understand and assist visitors who opt to identify themselves as having a hidden disability. This training is part of a broader effort to promote inclusivity and empathy, ensuring that all visitors receive the support and recognition they need, regardless of the visibility of their conditions. The entire Visit Tampa Bay team will have an opportunity to receive this training so that the DMO is well equipped. 

Creative: