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.
Visitor intercept surveys revealed the visitors were hungry for more culinary experiences, so we helped our clients give the people what they wanted. Ideawörks recruited five of Pensacola’s brightest culinary talents, Pensacola’s Celebrity Chefs,” to tell the City’s story through everyone’s favorite medium: food. We invited travel writers and culinary editors and producers to dine with us at New York City’s world-famous James Beard
House – where the chefs prepared dishes inspired by Pensacola’s bountiful, fresh seafood and storied, multicultural history. The press devoured it.
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