The Greater Fort Lauderdale Convention & Visitors Bureau (GFLVCB) has been warming up New York since January 10 with its pop-up destination shop.
"It all stems from creating a new brand premise for Greater Fort Lauderdale," said Virginia Sheridan, president of M. Silver. "We want to show that the area has transformed from the college destination it used to be and is attracting billions of dollars of resorts and nightlife." The bureau also hopes to show off the area's new St. Regis and Trump hotels.
Idea: The company turned the Bank Building on Union Square East into a tropical paradise with (faux) palm trees and a (real) sandcastle to attract New Yorkers to experience the travel destination, using the tagline "Live in 212 and play in 954." The campaign is also pushing "summer as the second season" instead of the off-season for the coastal destination. "There is a lot of air traffic between Fort Lauderdale and New York," said Nicki Grossman, president of GFLCVB. "We wanted to show that we have something to keep those visitors busy."
Tools: M. Silver developed a pop-up shop featuring simulated bass fishing, a relaxation station with hand massages, an interactive putting green, and chances to win vacation packages and tickets to Super Bowl XLI in Miami. Shops may also pop up in other markets, such as Toronto and Chicago. And the Beach Mobile has been circulating the country showing people what winter is like in 954. M. Silver also helped develop a new Web site: sunny.org.
Measurement: The PR team is measuring success through foot traffic to the shop, traffic to the Web site, and customer feedback surveys that will be conducted after the shop's January 16 close.Company: Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB)
Campaign: Coast (954)
PR team: M. Silver Associates
Other marketing: Web site relaunch, print ads (Marc USA)
Launch: January 10, 2007
Budget: Approximately $150,000