After a decline in international visits to the Sunshine State of Florida in 2013, the state began to see a rebound in foreign travel in 2017 with its #1 key international market, Canada. In 2018, Florida welcomed over 3.5 million Canadians and continues to focus marketing efforts towards escaping the cold Canadian winters and discovering new experiences in the warmth that Florida has to offer.
With a purpose to brighten the lives of all, Visit Florida returned for its 4th consecutive year to partner with The Weather Network & Météo Média with their “Follow Your Sunshine” custom program. We created engagement among our Canadian audience with exclusive content by showcasing four of Florida’s destination partners through custom video content shot on location, a weekly “Escape to the Sunshine” contest, and behind the scenes vlogs. By leveraging weather during Canada’s winter months, we reached travel intenders by custom targeting high-impact mobile app executions and brand sell.
The 2020 campaign reached an audience of 36.7 Million English + French Canadians with an increase in digital impressions by 18% and social video views growing more than 2x YOY reaching over 286K. With a new strategy for driving contest entries, the program generated more than 1.5x cobranded contest clicks YOY, 2x more contest page visits via Facebook Boost YOY, and a 76% contest conversion rate.