When market research revealed that Nashville, Houston, Chicago and Baltimore held large, relatively untapped pockets of potential visitors, we knew that breaking into them would require an out-of-the-box strategy. So our team designed giant postcards and then packed them up (along with beach chairs, beach balls, paddleboard, Segway, a lifeguard stand and a real, live, Pensacola Beach lifeguard, to create a giant interactive Selfie Stations in each market. The first stop: Nashville International Airport and a collaboration with Southwest Airlines.
With ample media coverage and thousands of engaged participants, the campaign helped to propel each host city onto Pensacola’s list of top 20 feeder markets by the end of the year, and was awarded Visit Florida’s highest marketing award, the Henry.