In the past decade, Greater Fort Lauderdale, FL, has become increasingly more upscale, owing to the new development of hotels, attractions, retail, and dining infrastructure.
It has transformed itself from a destination once known as the Spring Break capital of the US. The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) tapped longtime agency M. Silver Associates to help strengthen the image and brand in the tourism market.
"The GFLCVB wanted to achieve significant market penetration in its primary market, New York, where most of [its] visitors come from, and communicate that... there are many good reasons to come visit," says Virginia Sheridan, M. Silver president. Adds Nicki Grossman, GFLCVB president, "We were trying to sell the image of GFL much [like] the retail community sells a product." The team decided to bring GFL to New Yorkers via a pop-up store.
The real challenge was to find a high-traffic location. "We also wanted a location that in itself was changing - like Union Square - and that would reflect well on the destination," adds Sheridan. The team transformed Union Square's Bank Building into a beach-chic vacation destination with a range of attractions and activities, such as mini-golf, a hand-massage station, a virtual-fishing station, beach volleyball, and a sandbox for kids. Street teams and a "Beach on Wheels" helped drive traffic to the pop-up store.
"We became the darling of the New York media for the week we were there," says Grossman. "Once we hit 10,000 [visitors], we were very assured that the objective of face time with the customer was made." Feedback showed that the store changed consumers' opinions about the destination, Sheridan notes.
The GFLCVB and M. Silver are coming up with new pop-up store ideas for other parts of the US.
PR team: The Greater Fort Lauderdale Convention & Visitors Bureau (Fort Lauderdale, FL) and M. Silver Associates (New York)
Campaign: Greater Fort Lauderdale coast(954) Pop-Up Store
Duration: January 10 to 17, 2007
Budget: Approximately $150,000