We created VISIT FLORIDA’s #LoveFL advocacy platform over a decade ago. Tapping into Floridians’ natural social media behaviors, we have generated over 3M pieces of content. And we’ve used this content to inspire travel. Lots of it. We have engaged a local community of 650K+ advocates to inspire travel – connecting social media engagement to direct economic impact for the state of Florida.
Nothing helps visitors “vacation like a local” quite like an actual local. So, when we developed a campaign to reach Experience Seekers and drive them book a Florida vacation, we turned to the #LoveFL community of Florida fanatics and experts to help us capture the best of their neighborhood’s culinary, beverage, dance, and art scenes. We gathered some of Florida’s local voices — experts in differing areas — and over 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.
To bring the Florida experience to life, we brought sunshine and some local flavor to Brooklyn’s Royal Palms ShuffleBoard Club. The event was a millennial paradise that transported guests from the grey streets of New York to the Sunshine State with shuffleboard, authentic Florida food and drinks, and only the most Insta-worthy photo ops.
We gave millennial New Yorkers, influencers, and media outlets the opportunity to meet and mingle with 10 Florida destinations all with lots of love for Florida’s unique art, culture and culinary experiences, which resulted in 6.7M impressions from the event.
During winter, the viral spread of Florida content and “brags” nearly doubled in social sharability. Since winter is a key time period to drive travel to Florida, and out-of-staters contend with the challenges of cold, hard winters, we had a key opportunity to remind them traveling to Florida is the best option to escape.
We created social graphics, photos, and GIFs that made bragging efforts easy for VISIT FLORIDA’s partners and tapped into the expansive #LoveFL community full of Florida fans to help spread the message about Florida’s great winter weather.
With every post, mention, and share, social feeds of friends and targeted audiences across the nation fill up with envy-inducing brand and user-generated content for #LoveFL every year, encouraging travel to the state of Florida.