Sunshine Matters

Over the weekend of June 28-29, Florida was host to music’s hottest acts at the iHeartRADIO Ultimate Pool Party presented by VISIT FLORIDA.  Held at the iconic Fontainebleau Miami Beach, the two-day music festival featured a daytime pool party with performances by Jason Derulo, Krewella and Icona Pop.  The party continued into the evening with performances by international music sensations Pitbull, Ke$ha and Afrojack and special appearances by Miley Cyrus, LL Cool J and Enrique Iglesias.

VISIT FLORIDA’s two-year sponsorship of the event aims to target the millennial demographic and highlight the Sunshine State’s fun, playful destinations.  In year one, VISIT FLORIDA’s media campaign generated 60 million impressions across more than 100 Clear Channel radio, digital and social channels.  VISIT FLORIDA’s owned content on the event garnered more than 8.3 million impressions, third-party coverage by campaign participants brought nearly 750,000 earned media impressions and 100,ooo views were generated via a live Yahoo! webcast of the concert.  VISIT FLORIDA also provided promotional items to the more than 3,000 event attendees, such as branded sunglasses, fans and towels that aided in a trending #LoveFL hashtag.

To further enhance our social media outreach, VISIT FLORIDA invited five top millennial travel bloggers to experience the event first-hand and write about their adventures in the Sunshine State.  They included Angie Away, Camels and Chocolate, Alex in Wanderland, Haute Travels and Travels of Adam.

Representatives from Visit Orlando, Visit Tampa Bay, Miami and Beaches and The Florida Keys & Key West were also on hand to promote their destination.  While mingling with the bloggers, they helped host the signature cocktails at the Friday night kick off party.

The millennial market is an important component of VISIT FLORIDA’s marketing efforts.  Through partnerships with millennial-targeted organizations like iHeartRADIO, VISIT FLORIDA and the Florida tourism industry are well positioned to reach this key demographic.  To see what all the hype is about, be sure to check out the two-hour special on the iHeartRADIO Ultimate Pool Party airing on The CW tonight from 8-10 p.m.