Sunshine Matters

VISIT FLORIDA and our advertising agency-of-record Alma DDB were honored with a top award in the most competitive category of the prestigious Association of National Advertisers (ANA) 2011 Multicultural Excellence Awards.  The win came in the category of “Campaign with Significant Results” for VISIT FLORIDA’s “Your Florida Side” campaign.

The campaign was recognized for having a winning combination of compelling creative, a strong media mix, market selection and efficient media buying that, year over year, garnered a 47% increase in incremental trips to the state, generated a 48% increase in direct consumer spending and delivered a 20% increase in ROI in 2011.  Judges were particularly impressed with the results given that the campaign was active immediately following a period in which an economic recession and a massive oil spill in the Gulf of Mexico had caused the state’s share of the U.S. travel market to decline for the first time in almost 4 years.

We are thrilled with the success of the “Your Florida Side” campaign and very proud to be recognized by ANA for our efforts.  The campaign exceeded our expectations by generating $177 in incremental traveler spending in Florida and $11 in new tax revenue for every $1 in advertising spend.

The 2011 grand prize award recipients in nine categories were announced at a ceremony held during the ANA Multicultural Marketing & Diversity Conference Nov. 6-8 at the Fontainebleau Miami Beach.  The ANA Awards, now in its eleventh year, recognizes outstanding brand and agency work in producing multicultural advertising campaigns.  In the Campaign with Significant Results category, VISIT FLORIDA was selected as the winner over fellow finalists Kraft Singles and PepsiCo.  Winners in other categories included such notable brands as Ford, Toyota, Target, Allstate and the United States Marine Corps.

“This was a great team effort between VISIT FLORIDA, Alma DDB, The Hester Group and The Rodriguez Group as agency partners, PR partner Ketchum, and key Board members.  We are proud to be a part of that hard working team,” said Joe Cronin, Alma DDB’s Managing Director.