Beaches Minimized in New Tourism Slogan


After nearly two decades, Lee County’s new tourism branding strategy will no longer be The Beaches of Fort Myers and Sanibel.”

During a major tourism presentation this week on Sanibel, the Lee County Visitors and Conventions Bureau unveiled the new branding strategy: Fort Myers – It’s a Good Day,  with the words islands, beaches and neighborhoods in much smaller print under the words Fort Myers.

We reached out to Fort Myers Beach Chamber President Jacki Liszak and Sanibel-Capitva Chamber President John Lai to get their thoughts on the new brand.

This logo, used for nearly two decades, will go away in January.

Sanibel-Captiva Chamber President John Lai tells Beach Talk Radio News, “While we are very excited about the “It’s a good day” campaign and all the content included in and around it, we are disappointed that an attempt to encompass more of what our county has to offer actually may have done the opposite by becoming less inclusive of our most marketable assets, our beaches. It is my opinion and the position of the Chamber that the tagline “islands, beaches, and neighborhoods” fails to do justice to the unique and natural beauty that makes our destination truly special.”

Fort Myers Beach Chamber President Jacki Liszak said, “I like it better than the beaches…because we actually get mentioned in two ways (islands and beaches) and I think it’s more inclusive of ALL of the areas of Lee County utilizing Fort Myers as our overarching identifier.”

A marketing campaign using the new slogan kicks off in January and will be part of the wholesale rebrand at VCB Executive Director Tamara Pigott said the new strategy will allow the area to speak in a more unified voice.

Comments are closed.