Redefining a destination while warming the hearts of consumers - Starmark

Description

Greater Fort Lauderdale GFL needed a distinctive positioning and a brand defining campaign that would differentiate it from Palm Beach Miami and Key West its closest competitors and promote the destination both domestically and internationally The campaign also needed to drive traffic to sunny org create desire and ultimately increase hotel bookings The Big Idea Starmark created the award winning Hello Sunny campaign to develop an entirely new identity for the destination Hello Sunny took advantage of every medium to brand Greater Fort Lauderdale as a state of mind relaxed carefree and happy go lucky Hello Sunny represents the deeply personal moment when a visitor mentally arrives on vacation Greater Fort Lauderdale gives you permission to relax and let your sunny side shine through The new GFL brand resonates with all audiences and was communicated seamlessly through an integration of print ads a Fort Lauderdale Vacation Planner web social media TV and outdoor Consumer activations have also been a major component of the Hello Sunny brand Starmark has created and implemented several Brand Bridging events in New York City Chicago Boston and Washington D C as well as Toronto London and Sao Paulo Engagement ranged from free ice skating and pedi cab rides to 3D sidewalk chalk and a beach on wheels In each city Hello Sunny welcomed passersby with a warm smile and a very cool vibe giving the brand an immeasurable global presence The Big Results In the three years since the Hello Sunny launch GFL has seen unprecedented results with year over year growth in occupancy Last year 2014 more than 14 million people visited Broward and spent 11 4 billion tourism records show That increased from 13 4 million visitors and 10 6 billion in spending in 2013 Winter 2015 was another record breaker for both occupancy and ADR This is the 4th month in a row that GFL has been the 1 destination in Florida in terms of occupancy And 2015 is record breaking and outpacing 2014 overall Sunny org has also experienced tremendous success In the months following the launch website traffic increased by 5 as did time spent on the site which went from an average 2 43 minutes to 5 01 minutes Traffic to hotels page increased by 21 and sunny org hotel bookings increased by 54 The campaign has also garnered numerous awards including a record number of Flaglers Addys a Smartie Marcom Hermes and Communicator