Sunshine Matters

January in London is famously gray, with an average of 19 rainy days and only 2-3 hours of sunshine per day.  That’s why Florida destinations have teamed up to bring our British friends and family — and potential visitors — moments of Florida sunshine all month long.

This morning, as London commuters picked up their copy of the Metro newspaper and headed off to work, a full-page wrap greeted them with the launch of our “Love, Florida” campaign.  As they tuned in to their favorite morning radio show, they began hearing about our four-week vacation giveaway with Heart Radio London’s “Heart Breakfast with Jamie and Emma.”

The surprises continue as we handed out free oranges at Waterloo Railway Station, thanks to campaign partner Hertz.  Also at Waterloo, giant Florida images have transformed the station, filling it with moments of sunshine.  Travelers commuting by bus along Oxford Street will see wrapped bus shelters.  Londoners hiring a cab will see taxis wrapped with Partner-branded tip-up seats, receipts and in-cab videos.  And on their way home, moments of sunshine continue with Partner videos in 10 of London’s most popular railway stations.

The commuter experiences are just a few of the many campaign extensions going on around town all month. Other elements include:

• Free pedicures in sun-drenched colors at Florida-themed pop-up nail salons
• A three-month presence on TripAdvisor that focuses on the launch of the first multi-channel video hub on the company’s site
• A two-month presence with Thomas Cook in their London stores and website
• Special game-day activations with the Fulham Football Club
• Social media amplification on Facebook, Twitter and Tumblr, plus daily posts of sunshine on Instagram

With the U.K. economy forecast to be among the strongest in the E.U. through 2016 and London expected to have the highest GDP growth in the country, the “Love, Florida” campaign is designed to continue building greater brand awareness, maintain market share and increase the potential for future growth by creating moments that inspire travel to the Sunshine State.

More than a dozen destinations across Florida have joined in, including Kissimmee, Palm Beach, Kennedy Space Center, Walt Disney World Resort, Fort Lauderdale, Panama City Beach, Amelia Island, Daytona International Speedway, Fort Myers & Sanibel, Tampa Bay, Sarasota and the St. Augustine Celtic Music & Heritage Festival.  Many thanks as well to our trade and cooperative marketing partners on the London initiative, including Brand USA, Hertz, Thomas Cook, British Airways and TripAdvisor.

As the campaign unfolds, stay tuned for some fun surprises.  In the meantime, check it out on the campaign microsite.