Adventures beyond the expected.

Florida is renowned for its sunny coastlines, but SPARK had the challenge of revealing the state’s unexpected experiences. And surprisingly, the Sunshine State offers 18x more miles of trails than beaches. So, we teamed up with the Florida State Park system to create a campaign that showcased the diverse trail and trail town experiences throughout Florida, inspiring travelers to take a vacation and get an adventure.

We collaborated with VISIT FLORIDA, Florida State Parks, and local partners to capture content from 20+ trails statewide. Our integrated campaign included videos, social media, OOH, and digital banners, encouraging both locals and nationwide audiences to explore the 15,000 miles of land and sea trails of the Sunshine State.

For our out-of-state campaign, we highlighted our trail offerings as a way to go beyond the typical Florida vacation and explore a more natural side of the state. Each execution highlighted unique adventures across the entire state, from Tallahassee down to the Florida Keys.

For our in-state campaign, we encouraged local Floridians to get out and explore their own backyards. The campaign was customized to 10 Florida areas throughout the state, with each showcasing a localized travel itinerary within a drivable distance from their hometown.