Florida is well known as an iconic family-friendly destination. And while we capture 12% of overnight family visitors domestically, we knew that to maintain our lead we needed to stay top of mind for families. For our families campaign, we were inspired by the truth that stress is a constant but childhood isn’t. So we created a campaign to convey the idea that time slows down in Florida, and that’s something you don’t get everyday.
National commercials and digital videos contrast the speed of daily life with the slower, memory-filled moments of a Florida vacation. Every element of the campaign made the Sunshine State a backdrop for families to reconnect.
Family trips to Florida increased by 24%, which was 6X the previous year’s growth.
People were 2.1X more likely to take a vacation to Florida after seeing the digital marketing.
African American families were even more likely to visit at a rate of nearly 3X.
We saw a 100% increase in visits from our top 5 feeder states.