Warm tourism marketing promising sun and sand just isn’t enough to get people from dreaming to traveling anymore. Experience Kissimmee, a destination made for vacations, needed a creative campaign as unique as their offerings. We realized that if adults weren’t willing to take time off for themselves, we’d have to remind them about the other people in their lives who need a vacation too—kids.
With the all-too-common excuse of being busy, parents often put off taking vacations. But if it was up to kids, all they want to do is visit a place so amazing it might even seem made up. Where you can meet a princess, ride a roller coaster, and wrestle a gator—all in one day. So we let them create the campaign, resulting in creative that stands out from traditional destination marketing efforts.
With strategic media planning, illustrations of their fantastical adventures in Kissimmee dominated high-profile places making this guerrilla tourism marketing effort hard to miss—and even harder not to smile at. With each drawing, people get to see these magical vacations through the eyes of a child.
We also extended this creative campaign to social media and other digital channels to target parents at various stages of travel booking.
Vology's Brand System and SPARK's Gary Johnson Project Take Home HOW Honors.