With an ongoing objective to establish Florida as the #1 travel destination for Canadians and remain top of mind during the pandemic, VISIT FLORIDA and Pelmorex Corp. partnered with Air Canada, to showcase the undiscovered side of Florida’s hidden gems and wide-open spaces with a 4-part episodic documentary. Through a 3-Phased approach, we engaged The Weather Network and MétéoMédia viewers and leveraged the Canadian winter months to remind users when it is safe to travel again, Florida will be waiting with open arms.
VISIT FLORIDA partnered with The Weather Network in our 1st ever, 30-minute episodic documentary. Wanderlust: Florida delighted viewers with exciting Florida adventures, inspiring them to dream now for their future Florida travels. Along with a custom digital microsite, the series was promoted through our Digital TWN, Pelmorex Audience and TWN Social platforms, Apple News, Twitter Amplify, SEM, as well as our TWN Broadcast promos and live mentions. In addition, we had a supporting targeted brandsell campaign to custom segments and a contest where we ask dreamers where they will wander again one day.
This campaign reached over 43 million viewers with 11.7 million tuning into the docuseries episodes; overachieving estimates by 79%. Digitally, we delivered 39 million impressions with 40,000 video views on the microsite, IPTV and Roku Apps and The Weather Networks YouTube channel. Our social efforts delivered 3.7 million impressions and 1.8 million views via Twitter Amplify and the contest generated over 20,000 entries. The impact of the campaign drove a positive trend on Air Canada’s Florida landing page with an increase in visits, bookings and look-to-book ratios once the Wanderlust: Florida content went live.