INCREASING AWARENESS OF GREATER FORT LAUDERDALE IN THE UK
Challenge:
To increase awareness of Greater Fort Lauderdale, Florida, in the UK market with a high profile, fun and interactive stunt to target ABC1 commuters in London and the South.
Solution:
Hills Balfour carried out a one day stunt in Canary Wharf, showcasing colourful swimwear encased in ice blocks in a promotion designed to get Londoners to defrost their swimsuits, thaw out and visit the sunnier climes of Greater Fort Lauderdale. The stunt was complemented with an integrated campaign encompassing print, radio, online and outdoor advertising, unique taxi wraps, social media and giveaways to transport consumers straight to the beach.
20,000 competition entrants. 18% increase in sales to Fort Lauderdale with tour operator partner. £300,000 worth of coverage reaching over 6 million consumers.
