Case Study  |  Visit St. Pete/Clearwater

A Winter Wonderland

The Challenge

  • The Solution

    Take full advantage of one of the most brutal winters in recent memory by contrasting the warmth and fun of St Pete/Clearwater with the interminable cold and dreariness of winter in three of St. Pete’s biggest feeder markets: New York, Chicago, and Toronto.

    To enhance this dichotomy of experiences, BVK reached commuters where they were most captive and the tedium of the daily routine most evident. By completely taking over buses, trains and subway stations, BVK assaulted weary commuters with warm-weather images and messages that contrasted with their winter hell. At the same time, BVK launched a series of guerrilla tactics–including bigger-than-life snow sculptures of dolphins, the sun and other warm weather icons of St. Pete. Sculptures featured the microsite INeedSun.com, which led prospective travelers to learn more about the destination.

    The Results

    Record Visitation to the Website

    108%

    Youtube Video Views

    1.1m

    The campaign helped set a third consecutive year of record visitation. Along with the record tourism numbers, record visitation (1.6 million ) to the website was also reported between January and May, a 108% increase from the prior year. 1.1 million views on St.Pete’s YouTube channel. And the campaign also helped propel bed tax collections to new records as well, exploding 22% in the most important month of April.

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