Sunshine Matters

VISIT FLORIDA and our advertising agency-of-record Alma DDB were honored with a top award in the most competitive category of the prestigious Association of National Advertisers (ANA) 2011 Multicultural Excellence Awards.  The win came in the category of “Campaign with Significant Results” for VISIT FLORIDA’s “Your Florida Side” campaign.

The campaign was recognized for having a winning combination of compelling creative, a strong media mix, market selection and efficient media buying that, year over year, garnered a 47% increase in incremental trips to the state, generated a 48% increase in direct consumer spending and delivered a 20% increase in ROI in 2011.  Judges were particularly impressed with the results given that the campaign was active immediately following a period in which an economic recession and a massive oil spill in the Gulf of Mexico had caused the state’s share of the U.S. travel market to decline for the first time in almost 4 years. Continue reading »