Sunshine Matters

For the past few weeks, Londoners have been treated to moments of Florida sunshine: in out-of-home advertising, on subway banners, at bus shelters, through taxi wraps, and via surprise-and-delight social activations.  Until yesterday, the campaign was all about Florida sharing a little sunshine with our British friends and potential travelers.  But yesterday was Blue Monday — what the U.K. calls the most depressing day of the year — and we thought it wise to change the game.  So we made it possible for our British friends to share a little sunshine with each other.

Working with Someecards, we launched Florida-themed messages that offered a little Sunshine State humor perfect for a grey day.  London commuters at Waterloo Station were handed “oyster card” holders for their train tickets that were branded with one of three Florida Someecards.  The cards were also shared via a dedicated landing page on the Someecard website, Facebook page and mobile app, and were featured throughout Monday on Twitter via a VISIT FLORIDA Promoted Trend of #BlueMonday that specifically targeted the United Kingdom.

Preliminary results are in and it appears that Brits like our sunny wit.  Through Someecard’s platforms, the cards have had 39,000 views and 4,500 shares, likes, comments and clicks to date.  Our one-day U.K. Twitter takeover received 2.7 million impressions, more than 300,000 engagements and had an average engagement rate of 11.3 percent across all devices.

We have more activations and surprises in store for the rest of month.  Check it all out on the campaign microsite.