Sunshine Matters

During last evening’s PromaxBDA Local Awards gala at The Mirage in Las Vegas, VISIT FLORIDA and NBCUniversal Skycastle won silver in the On-Air Commercial Advertisement category for our “Mi Sol es tu Sol” spot.  A panel of 63 judges from all across the country reviewed the entries and selected their top three in 55 different categories.

“It’s particularly exciting that our recognized work represents both our NBC and Telemundo efforts, demonstrates our insight across sectors and our ability to align with network talent and programming like VISIT FLORIDA,” said Kathy Ebel, Creative Director for NBCUniversal Skycastle.  “Of the many awards out there, PromaxBDA awards hail from one of the most respected and “legit” professional organizations in our industry. Our Station Groups and our Skycastle team compete with ad agencies and in-house marketing teams from all around the country for recognition – take a look at this year’s nominations and you’ll see the company we keep.”

PromaxBDA is a global community of professionals engaged in the marketing and promotion of television and video content.  The annual PromaxBDA Local Award competition celebrates and honors the best in local media, marketing and design, driving excellence, creativity and innovation from the local market.  The Local Awards were presented as part of Station Summit 2015, where networks, station groups, syndicators and local broadcasters gather to discuss, dialogue and debate the issues, trends and emerging business opportunities driving success in local television.

“Ven” was the winning execution in a two-year VISIT FLORIDA brand campaign that featured Alanis Sophia – a runner up in Telemundo’s  La Voz program (The Voice) and a Florida resident.  The execution uses Alanis as a Florida Brand Ambassador and included a song track written and produced for the campaign.  This Spanish language campaign also included a social media component and digital media support.

The campaign effectively leveraged Alanis’s talent and her ability to resonate with the target audiences, and has helped propel Florida to a 2% increase in domestic Hispanic market share during the two-year campaign run.  With Hispanic Americans representing 20% of the U.S. population today and expected to grow 61% in the next 10 years, VISIT FLORIDA was looking for a unique way to reach this important audience.