Tourism Destinations are launching campaigns to keep the locales top of mind for when visitors are allowed to travel again in the post-pandemic period.
Visit Florida and agency Spark are introducing an interactive map that reveals state adventures. In collaboration with Outside Magazine, the map is being sent to magazine subscribers East of the Mississippi in the June/July Travel issue. The QR code displayed on the maps drives to a landing page that goes deeper to show specific destinations, like America's first underwater art museum. This map is supported with a larger campaign highlighting Florida's breadth of outdoor activities to take visitors beyond the famous beaches and theme parks.
Meanwhile, NC-based Clean is taking a slightly different approach with client Chapel Hill and Orange County Visitors Bureau that focuses on the in-state residents as tourists.
A digital video serves as a reminder about the region’s unique offerings — home to the University of North Carolina as well as small towns Hillsborough and Carrboro — while the website concentrates on educating locals about neighborhood businesses and how to support them during this crisis.
Similarly, Mexico’s Los Cabos Tourism Board is launching a call-to-action to invest in what they feel is Los Cabos’ most important asset, its local talent base. The campaign includes weekly highlights — running April through June — of local talent, chefs, restaurants, and activities in Los Cabos. For instance, one highlight features a resort’s personal trainers providing at-home fitness routines with the pitch that viewers can continue the “workout together when you visit Los Cabos.” Agency MMGY Global is overseeing the content creation and social media amplification, while Ogilvy serves as the PR agency.