As Americans begin to venture beyond their front doors, Seattle and Florida are both introducing micro-targeted campaigns to jumpstart tourism in their respective communities.
Visit Seattle, along with the Seattle Southside Regional Tourism Authority and Wunderman Thompson, Seattle, are targeting locals to support their neighborhood businesses.
The “Do Something” campaign highlights Seattle’s King County workers, such as its bakers, chefs, toy shop owners, winemakers, bookstore owners, barbers and local lodging establishments, as they are seen waiting to provide their services to locals who have been sheltering in place for months.
“During this daunting time of recovery, we wanted to create a campaign that gave residents a chance to help — in big ways and small ways,” said Ali Daniels, senior vice president and chief marketing officer of Visit Seattle. “Everyone is navigating this pandemic at their own pace, and this campaign shows you how you can make a difference safely.”
The campaign is launching with online video and connected TV, podcast and radio sponsorships, billboards and transit, and social media.
Concurrently, Visit Florida is expanding its outreach beyond state borders for the first time to connect with domestic travelers within a 700-mile drive radius (including Dallas, Washington, DC and Chicago). The campaign’s agency partners include Spark handling creative strategy, Miles Partnership overseeing the media strategy and planning and Development Counsellors International guiding PR.
Staci Mellman, Chief Marketing Officer, Visit Florida, said, “This campaign aims to remind people that it’s not about the specific activities that they do on their vacation, but about the benefit they get from taking that vacation in the first place. We know that the power of a Florida vacation is truly transformative, and something we all need right now.”
Marketing efforts feature a mixture of experience-based messaging and video content delivered across various paid, earned, owned and social media channels that are slated to generate an estimated 242 million total impressions. There will also be a satellite media tour highlighting exclusive fall travel deals, a series of virtual meetings with journalists throughout the Southeast, as well as digital display and video integration on Centro, Sojern, Hulu, Samsung, Disney/ABC and Xander.