A regional outdoor campaign is about to launch for the St. Petersburg/Clearwater tourism board in conjunction with online travel agent Expedia, directed by Out of Home International and working to encourage sightseeing in Florida.
Located in Manchester, the activity will span a range of formats, with two weeks of bus superside adverts and four weeks of branded taxis launching at the start of September, followed by a fortnight-long presence of 6 sheet city centre billboards on the 9th September.
A duo of creative executions is used to promote Florida as a holiday destination, each using a photographic background that projects a sense of escapism. The ‘book a trip and bask in our warmth’ initiative features across the artwork, along with a URL leading to the dedicated Florida section of the Expedia website. Centrally positioned straplines are used to attract attention, such as ‘there is no wrong or right side to stroll along the beach’, with the Expedia logo reinforcing the adverts thanks to its recognised position in the travel industry.
Expedia is an online travel agent headquartered in America, with a UK branch operating at Expedia.co.uk. The planned multi-format campaign will effectively project the specific Florida section of the website, providing access to an influential urban public in the city of Manchester. Easy to spot and exposed 24 hours a day, the iconic formats of both bus supersides and taxi liveries will forcefully cement St. Petersburg/Clearwater as a travel destination, with added billboard activity strengthening the initiative on a high-frequency basis.
CEO of Out of Home International’s parent company Media Agency Group, Lee Dentith, said:
“Out of Home International continually provide marketing solutions to brands in the travel industry, with outdoor advertising remaining one of the strongest mediums of gaining widespread access to the nation’s holiday seekers. This multi-format campaign will undoubtedly increase awareness for St. Petersburg/Clearwater across Manchester, planting the destination of Florida in the minds of the public.”