COLLABORATE

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.

ACTIVATE

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.

ELEVATE

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.

Problem solved.

“Now completing the fourth year of working on a winter campaign with The Weather Network, I am proud to say that we view TWN as more than just a media vendor but as a true Partner. The team at TWN works incredibly hard to successfully improve our core campaign year-over-year and I am once again impressed and happy with the content and results from the latest campaign. From the talented and hard-working film crew, to the dedicated and always-on internal crew, it takes a strong team to pull off these campaigns. This year, I am especially grateful for TWN’s patience, understanding and flexibility with us as a client (*Partner), and that effort of customer service is truly valuable. I look forward to our continued partnership that will take us beyond our core campaign and into new endeavours.”

Summer Gonzalez, International Campaign Manager, VISIT FLORIDA

Source:
1. 2019-2020 Visit Florida Marketing Plan
2. Wide Orbit/Numeris Data, January 6 – March 1, 2020
3. Google Ad Manager, January 6 – March 1, 2020
4. Wishpond Technologies, January 6 – February 2, 2020

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