For 3 consecutive years, Florida saw a decline in visitors from Canada, the state’s number one source of international travelers. Our neighbors to the north began looking for sunny escapes elsewhere in places like California and the Caribbean. So during winter, a prime travel time for Canadians, we revamped VISIT FLORIDA’s Moments of Sunshine integrated marketing campaign to highlight lesser-known activities to refresh their perspectives of Florida—and we took over an entire train station with experience marketing to do it.
On November 1st, what will now be known as “Florida Day,” we covered Toronto’s Union Station with vibrant pink digital billboards and wall murals complete with want-to-make-you-go-there travel marketing photography.
More than Beaches and Disney
To remind Canadians that there’s much more to experience in Florida than our theme parks and immerse them in a moment of sunshine during their commutes, we implemented a variety of interactive, experience marketing displays inspired by our partners and hidden gems around the state. This included la bubble-making beach cruiser and glass-bottom kayak.
The day included a press conference with Florida Governor Rick Scott backed by a wall of activity cards with ready-to-go trip ideas and rental car coupons.
Ongoing outdoor placements flooded Yonge-Dundas with even more Florida adventures to be had.