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.