Sunshine Matters

This week in Boston, the U.S. Travel Association held it’s annual Educational Seminar for Tourism Organizations (ESTO) conference.  During the event, the winners of the National Council of State Tourism Directors (NCSTD) 2012 Mercury Awards were announced.  I am very proud to share that VISIT FLORIDA won the Mercury Award in the Special Promotion category for our Florida Fan Game contest.

The Mercury awards are given to state tourism offices by NCSTD, recognizing members for excellence and creative accomplishment at the state level in tourism marketing and promotion, and inspiring the continued development of exciting destination marketing and promotion programs. The awards are comprised of twelve categories, including: Print Advertising; Print Visitors Guide; Broadcast Advertising: Radio; Broadcast Advertising: TV; Co-op Marketing; Niche Marketing; Travel Website; Digital Campaign; Best Use of Social Media Platform; Public and Media Relations; Special Promotion; and Overall Program.

This year, the awards were judged by JWT, an internationally recognized marketing and communications firm. Judges offered a unique perspective because the agency was chosen to help develop Brand USA’s national tourism promotion strategy.

The Florida Fan Game contest was designed to build awareness for our Share a Little Sunshine platform and encourage Florida residents and fans to invite their friends and family to visit the state during football season.  VISIT FLORIDA enlisted the head coaches of Florida’s six major university football programs – as well the school’s students, alumni, boosters, faculty and staff – to have their fans send the most electronic invitations in order to win the contest and own the moniker “Florida’s Best Fans.”  Through TV and radio spots, a targeted Facebook ad campaign, on-site activation efforts during home games and extensive social media efforts, the Florida Fan Game resulted in the sending of nearly 70,000 invitations and more than 29,000 new Share a Little Sunshine Facebook fans.  The contest also garnered more than 86 million impressions through Facebook, our partnership with Southwest Airlines, in-stadium viewership and earned media through print, digital and broadcast.

VISIT FLORIDA will be launching year-two of the Florida Fan Game in the coming weeks, so be on the lookout for ways to engage with this award-winning program.