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Marketing Communications

To encourage visitors to explore Florida beyond the popular gateways and attractions.


The Solution

Simon Calder is one of the UK’s most well-known travel writers and broadcasters – he’s been the travel editor at The Independent for 25-years and the BBC’s travel correspondent.

As we have a strong relationship with Simon, we pitched ‘Natural Florida’ to Simon as a film series exploring Florida beyond the popular gateways and attractions to feature on the

On location

Simon produced seven five-minute films, for which we arranged travel itineraries, filming schedules and permits.  This featured:

  • Amelia Island
  • Augustine
  • Kissimmee
  • Naples
  • Citrus County
  • Gulf County
  • Pensacola
  • Panama City Beach
  • South Walton County

The videos, embedded into online articles, were released over seven weeks on a dedicated content hub we created. This was also supported by an interactive map.

These were supported by banner ads and paid social media activity, all-in-all, with a reach of 4.2 million and 108,000 video views.

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