VISIT FLORIDA: Shine Campaign
How do make one of the country’s most popular vacation destinations shine even brighter?
VISIT FLORIDA wanted to increase the number of visitors using VISIT FLORIDA as a planning resource both for vacation and meeting planning. To achieve this, we leveraged the incredible equity built on the “Sunshine State” name by creating the “Shine” campaign. Running on national broadcast and cable, as well as spot TV purchases in feeder markets, the campaign efficiently targeted 25-to-54-year-old adults directing them to the VISIT FLORIDA website.
The Shine campaign not only was extremely popular, it saw a return of $3.50 in state sales tax for every state dollar invested in it. It increased visitation to the VISIT FLORIDA website by 16%. And, all in all, the effort generated an estimated 153,536 incremental trips to the state of Florida.
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