Sunshine Matters

The integrated marketing team at VISIT FLORIDA took full advantage of Groundhog Day by launching a public relations social media campaign one week prior to Wednesday’s annual weather forecasting  ceremony up north, where winter storms have brought recording-breaking conditions there and across the nation.  This fun mini-campaign has garnered significant media pickup and put Florida top-of-mind with snow weary travelers.

VISIT FLORIDA’s Groundhog Day campaign centered around “Groundhog Phil,” a fictitious critter who fled the northern cold to relax in warm, sunny Florida before having to return home to perform his Feb. 2 duties.   Some of VISIT FLORIDA’s efforts include:

• Sending a social media release to national media in our six key feeder markets on Jan. 26 proclaiming groundhog sightings around the Sunshine State.  The release links to an “interview with a groundhog” on VISITFLORIDA.com, where consumers are invited to check out events and destination deals from around the state, provided by our Partners.
• Sending an in-state release to media on Jan. 31 encouraging Floridians to send a special groundhog e-card on ShareALittleSunhine.org.
• Utilizing VISIT FLORIDA’s Insiders to blog about the campaign – here are two examples from the Family and Sports Insiders.
• Engaging consumers and media on Twitter and Facebook.

VISIT FLORIDA’s Facebook page and the Share a Little Sunshine Facebook page were both utilized for Groundhog Day campaign posts.  Reporting through Feb. 2 shows the effort garnered more than 250,000 impressions, nearly 600 “likes” and over 60 comments.  Facebook and Twitter posts combined to garner more than 700 clicks on VISIT FLORIDA’s Groundhog Day content.

The campaign’s momentum gained such attention that Visit Pittsburg tweeted “If you see our groundhog, can you help him to a plane?”  Several blogs mentioned the VISITFLORIDA.com story as well, which featured photos of “Phil” swimming, kayaking, golfing and visiting a host of other Florida locales and events.  A few examples of the earned media received include:

• Even Groundhogs Need a Getaway! at Girls Getaway Guide
• Groundhog Tradition Takes on a Florida-friendly Twist at Herald-Tribune.com
• Snow Drives Groundhogs South in Search of Florida Sunshine at takeoffeh.com
• Despite What Punxsutawney Phil Says, Don’t Wait Till Spring to Visit Tampa Bay at Tampa Bay & Company

Many of VISIT FLORIDA’s destination marketing organization Partners added to the fun by creating local images with “Phil” that they posted to their websites, Facebook pages and Twitter feeds.  Thanks so much to everyone who supported the campaign and shared in the fun!