Sunshine Matters

The cold has now set in across much of the U.S. and VISIT FLORIDA’s “Warmer Side of Winter” campaign is in market, inspiring travelers to experience the Sunshine State’s warm-weather destinations.  Having tested as one of our most effective campaigns ever, this marks the third winter VISIT FLORIDA has featured the award-winning creative showcasing iconic state images and encouraging visitors to “flock to Florida.”

Running through March, the campaign elements includes broadcast, digital, print and out-of-home executions, in addition to traffic and weather radio and TV sponsorships, in Boston, Chicago, New York, Philadelphia and Washington, DC.  Some of the in-market highlights of this year’s campaign include:

• Weather-triggered digital units running in markets East of the Mississippi
• Chicago Transit Authority Brown Line train wraps, with the exterior and interior of the train cars wrapped in Florida experiential showcases
• Traditional taxi cab toppers in Chicago, with special taxi toppers of life-sized 3D mannequins flying south to Florida for the winter appearing in the New York market
• Cinema movie theater spots in all markets, with partner participation in a select few

In addition to a significant digital presence on such sites as Google, Pandora, TripAdvisor, Weather.com and YouTube, to name a few, we have added many new channels including in-cab TV ads, PATH train videos (NJ/NY bound), Chicago commuter platform screens and urban digital panels.  Also, Video On Demand (VOD) is running in over 20 million households with Comcast nationwide and Cablevision (NY) offering a “60 Second Couch Vacation” for viewing VISIT FLORIDA-produced videos of Florida attractions and locations.

To reinforce Florida’s winter messaging, Share a Little Sunshine taps into the pride Florida fans have for their state. With taglines like “We don’t have winter, we have Bragging Season,” a PSA featuring user-generated content encourages fans to brag about Florida’s warm winter using the hashtag #LoveFL and inspire cold consumers to visit the Sunshine State.

To learn more about VISIT FLORIDA’s advertising efforts, please contact Meagan Houser, our Senior Agency Manager, at mhouser@VISITFLORIDA.org.