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. Continue reading »

VISIT FLORIDA’s 2011 spring advertising campaign generated $177 in incremental traveler spending in Florida for every $1 in advertising spend.

VISIT FLORIDA once again contracted with Strategic Marketing and Research, Inc.  to determine the Return on Investment from the “Your Florida Side” domestic advertising campaign.

The campaign, now in its second year,  used the proven “Your Florida Side” creative and utilized an increased budget quite efficiently.  The result was a significant increase in advertising recall – from 35 percent to 52 percent.  Beyond just the efficient media buy, the creative continued to receive excellent ratings from consumers.  The campaign communicates key messages and motivates consumers to take action.  The ratings of this campaign place it among the top 10 percent of destination campaigns that Strategic Marketing and Research, Inc.  has measured. Continue reading »

The Hospitality Sales & Marketing Association International (HSMAI) has announced that it will recognize VISIT FLORIDA with Gold, Silver and Bronze Adrian Awards for advertising and digital marketing excellence for its winning entries in the 54th annual Adrian Awards Competition, the largest and most prestigious travel marketing competition globally. The HSMAI Adrian Awards honor “creative brilliance and best practices” in hospitality, travel and tourism-related marketing.  Continue reading »

In January, VISIT FLORIDA announced the launch of our new spring 2010 “Your Florida Side” marketing campaign, which ran through early May.  VISIT FLORIDA contracted with Strategic Marketing & Research, Inc. to conduct research quantifying the “Your Florida Side” campaign’s return on investment by assessing the level of incremental travel that it generated.  Continue reading »