How do you break through the clutter and get New Yorkers talking about a group of hotel properties on Florida’s Gulf coast? You speak their language. With a new, nonstop flight from NYC into Florida’s less known panhandle area, Watersound came to us to build some much needed awareness. Instead of talking about the destination in traditional terms, we took a page from the NYC playbook, and like any new neighborhood worthy of buzz, we renamed Northwest Florida, calling it “NoFlo.” ?New York’s new, hottest neighborhood was born, and a fun-spirted campaign followed.
New Yorkers are always on the lookout for the “hot” new thing, especially in the cold of Winter. Tapping into their need to have a finger on the pulse of that next big thing, the “NoFlo” campaign introduced Watersound into the conversation as an extension of the New Yorker’s lifestyle.
The campaign pushed NewYorkers to a dedicated landing page that quickly educated them on all that the area offered, elevating Watersound’s perception as a desirable, experience-driven destination just two and a half hours from NYC.
The campaign quickly pivoted to reveal “NoFlo” to be the Watersound area and properties. With coastal communities offering luxury amenities, restful experiences, and immersion in natural beauty, the reveal proved we were in on the fun, and spoke to the pampering and luxury New Yorkers crave in the winter.
Out of Home placements in and around the subway system delivered location specific messages about the “hottest new neighborhood” in the actual NYC neighborhoods being referenced. Editorial-style creative was placed in Time Out NY, a lifestyle publication where locals go for what to do in the city. From Manhattan to the boroughs, the message was hard to ignore.
The campaign got noticed, and got some buzz, including coverage by Realtor.com. By reframing Northern Florida through a cultural lens, the work drove attention, conversation, and momentum for continued growth and consideration, raising awareness and perception of Watersound within a very discerning audience.
