Canada sends over three million visitors to the Sunshine State every year. But after 15 straight quarters of declining visitation, it was clear that something needed to change.
In 2017, SPARK partnered with longtime client VISIT FLORIDA to bring “Moments of Sunshine” to our northern neighbors.
The multi-faceted creative campaign leveraged digital billboards and experiential marketing in downtown Toronto and even implemented a currency parity program, which meant Canadian visitors could save on certain travel purchases.
“Moments of Sunshine” aimed to remind Canadians that there’s much more to experience in Florida than our beautiful sandy beaches, implementing a variety of interactive displays inspired by hidden gems around the state.
Maybe a moment of sunshine was all that was needed, because for the first time in 15 quarters, visitation from Canada increased–to the tune of 4% or over 120,000 people from 2016 to 2017. Air travel also increased by 5.9% and ground travel by 1.3% from January to November 2017.