FPRA webinar series


Marketing to Millennials and the Importance of Sound Research 

Jan. 27, 2016 | 11:30 a.m. to 12:30 p.m. EST

$25 for Members | $75 for Non-members

Discount Code: Millennials (Members Are Verified)

Learn how Greater Fort Lauderdale CVB (GFL) and their ad agency, Starmark, created an advertising campaign targeting Millennials. Lisa Hoffman Linero and Kim Butler will discuss how research indicated that it was time for GFL to reach out to a younger audience, something that they had not done in over 20 years. They will also take you through their strategy’s development and execution all based on quantifiable information.

 Takeaways from this webinar are:

  • Learn about marketing to Millennials.
  • Discover the importance of market research.
  • Find out how to apply research findings against a marketing strategy.

Lisa Hoffman Linero is a seasoned executive with more than 20 years of account service experience in the South Florida market. She has an extensive background in the travel and hospitality industry, having worked with clients including Wyndham Resorts, Royal Caribbean and Cruise Lines International Association (CLIA). At Starmark, she is a partner, responsible for strategic planning and brand stewardship for Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB), Port Everglades and Fort Lauderdale-Hollywood International Airport.    Under her leadership of the GFLCVB account, the destination has seen increased growth and higher occupancy rates year after year. Lisa has led award winning international guerilla events in Toronto, London, New York and Chicago.  These events have delivered results including a 2000% ROI, 100+% increase in bookings year-over-year and more. Lisa is a passionate believer in complete brand integration – from a simple e-mail signature to a national television spot.

Kim Butler is responsible for overseeing the advertising and public relations operations of the Greater Fort Lauderdale Convention & Visitors Bureau. She has more than 20 years of experience in marketing and public relations. She joined the GFLCVB in 2014 from the NJ Casino Reinvestment Development Authority (CRDA) in Atlantic City, NJ where she served as Director of Communications starting in 2012. The CRDA oversees economic development and the destination’s convention and visitors functions.  Prior to that, she was General Manager and Marketing Director for Tanger Outlets/The Walk (previously owned by The Cordish Company). Ms. Butler has worked in the casino industry as VP Marketing/Consultant for Indiana LIVE!, Casino, Resorts Atlantic City, Trump Hotels and Casino Resorts, including Trump Plaza and Trump Taj Mahal in Atlantic City.

To ensure an interactive and efficient program, virtual seats are limited. Registration is expected to fill up fast so don’t delay and register today!



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