Nothing helps visitors “vacation like a local” quite like an actual local. For this VISIT FLORIDA integrated campaign, we asked our Share a little Sunshine community of Florida fanatics and experts to help us capture the best of their neighborhood’s culinary, beverage, dance, and art scenes. Then, we gathered some of Florida’s local voices — experts in differing areas — and requested that they compare their Florida experiences. During a roundtable discussion over dinner, they shared unique stories and personal favorites that showed over 99.5 million people there’s so much more to Florida than they think.
Using the language of our experts and the millennial aesthetic, we infused the integrated campaign with unexpected Florida visuals.
But what would our campaign about Florida’s different side be without helping people explore them in real life? As a part of this integrated campaign, we even showed locals a new thing or two.
Partnering with small businesses, we held “block parties” that showcased hidden, tasty, and sunny gems around the state. This unique experience marketing component amplified the voices of even more amazing locals.