iNeedSun Winter Campaign
Preying on frigid victims of the winter's “Polar Vortex”, we launched St. Pete/Clearwater's iNeedSun campaign in 3 key feeder markets: New York, Chicago and Toronto. Taking over subways, trains, buses, busy downtowns and even coffee cups. We also employed teams of snow sculptors during the first blizzard of winter. They sculpted icons of winter in St. Pete — the sun, a dolphin and a palm tree. Each was accompanied by a custom snow stamp directing them to iNeedSun.com. All this served to remind them how amazing a sun-drenched beach escape would feel in the dead of winter.
The campaign, which was featured in the New York Times, helped lure a record setting 14+ million visitors for the year including some 5.5 million overnight guests. It also helped propel bed tax collections to new records as well, exploding 22% in the most important month of April.