VISIT FLORIDA had an objective to help stimulate tourism resurgence in Florida as travel restrictions began to ease in late 2021. In order to reach Canadians beginning to consider booking travel abroad, VISIT FLORIDA and Pelmorex Corp. came together to expand on the success of their partnership with the Wanderlust: Florida campaign.
Wanderlust: Florida returned with Season 2, taking our Canadian audience on a scenic road trip along Northwest Florida’s coast with 2 new! episodes. In addition, we brought Season 1 of Esprit d’Aventure en Floride to our Quebec audience. By combining previous learnings with new elements, we followed a 2-Phased approach by engaging The Weather Network and MétéoMédia viewers, through high-impact creative and custom content showcasing new hidden gems while continuing to leverage the cold Canadian winter months.
PHASE 1: DREAM
Break through the noise of the post-covid Travel environment with a consistent message showcasing the natural beauty and activities in Florida.
PHASE 2: INSPIRE
Leverage Florida’s wide-reaching appeal to ALL age groups, and remind travelers what has been waiting for THEM in Florida.
The campaign over-achieved performance results across the board! We delivered: 17.7M digital program impressions, 3.3M social impressions, A national AMA of 11.4M for Season 2 of Wanderlust: Florida and 1.38M for Esprit d’Aventure en Floride. Digital video views for Wanderlust: Florida Season 2 grew 177% YOY across the custom microsite and IPTV/Roku Apps. A custom Survey Unit generated 0.29% CTR and 1.8K+ total engagements, providing insights back to VISIT FLORIDA on where Canadians are most interested to travel within their state.