Creating that Sunshine State of Mind
Fahlgren created the Shine campaign for VISIT FLORIDA to capitalize on more than a half century of equity in Florida’s being known universally as the Sunshine State. We set out to make the emotional connection between the stunning natural light the Florida sun offers and the light brought out in everyone when they settle into the vacation state of mind.
Challenges
- Using the right imagery to set Florida apart from other beach destinations
- Developing a media plan as the landscape constantly evolves and consumers have more choices than ever
- Working with a large co-op of Florida travel partners
Approach
Knowing that our messaging had to resonate with the right audience, Fahlgren’s creative and media teams collaborated with our client and their partners to leverage the massive equity of the “Sunshine State” in the ads and deliver it through the right channels to resonant with our target audiences.
- Used light creatively in the ads to communicate that warm, sun-drenched, vacation feeling
- Researched women’s media consumption as they continue to drive the vacation decision process
- Bought against adults 25 to 54 to deliver maximum cost efficiency, while taking psychographic qualifiers (entertainment choices, brand affinities, leisure activities, etc.) into consideration to truly bring the media plan to life
Results
- Earned accolades from Florida’s Governor Charlie Crist
- Saw a return of $3.50 in state sales taxes for every state dollar invested
- Generated more than 400 million advertising impressions on national broadcast stations and in spot markets in three months’ time; overall reach was 8.4 million households within the target audience
- Generated an estimated 153,536 incremental trips to the state of Florida
