If you live in big Northeast markets with urban transit, you have probably seen out-of-home ads for specific Florida tourism destinations. The state is taking that regional approach to digital and social media with a summer promotional campaign offering an assortment of free vacations to the state's hot spots.
The sweepstakes-focused campaign, “Florida’s Three for Free Giveaway,” dangles a grand prize of three Florida vacation packages, but there are nine other single-vacation prizes. People can enter daily through the end of June on Visit Florida's Facebook page, or at a VisitFlorida.com microsite.
The program is not a uniform campaign in terms of a general pitch for the state, but a collaboration among regional tourism partners. The organization says that regional tourism organizations are participating in the campaign offering 12 prize packages intended to reflect the state's tourism appeal.
Visit Florida expects the five-week campaign to net about 425 million impressions, and is being supported initially with a Facebook and Twitter ad buy, with whom the organization developed a demographic profile of those to whom the campaign is designed to appeal: families and couples throughout the North and Southeast who are interested in summer drive travel.
A similar campaign last year, “Sunshine Moments,” showed a 10-point increase in intent to visit Florida and a significantly improved opinion among the state’s key demographic of 25- to-34-year-olds, per Visit Florida.
Visit Florida is also promoting the campaign with ads on its Web site and via email blast to e-newsletter subscribers next month. The group says the summer season accounts for 27% of the annual visitor total. And the majority of that traffic is drive-to tourism, rather than fly-ins. These tourists tend to hang out in Florida for an average of 5.1 nights per trip and spend -- on average, $134 per person per day, the highest of any quarter all year.