Experience Kissimmee is the official tourism authority for Osceola County, Florida. They promote the destination domestically and globally to potential leisure, business, and sports travelers. For the spring break 2021, Experience Kissimmee approached VERB to create a local campaign designed to support the businesses of Osceola County, particularly those found along the West 192.
Experience Kissimmee staff say locals don’t know what’s in their backyard. From giant oranges to biking the parks to kayaking. This campaign would show them all Kissimmee has to offer. The client’s additional insight is that locals feel pent up and ready for some vacations since they’ve had to cancel their plans to get away.
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Locals are feeling pent up and ready for some vacation time since they’ve had to cancel many of their plans to getaway. Locals don’t know everything that’s in their backyard. And there’s so much! From food trucks to bike trails, parks, kayaking and knights, locals can experience it all in so many ways. Using the tagline “Home to Stay, Places to Play”, we show locals how easy it is to go from ho-hum at home, to “wow” just around the corner by exploring local.
A vibrant colour overlay using Experience Kissimmee’s brand colours sets the cut out apart and adds depth and energy to the series. The backgrounds feature iconic Kissimmee destinations paired with seemingly everyday people and locations. A 50/50 split treatment conveys the dual nature of this place that is both familiar and unique, full of delights to explore. The idea here being you can simply walk out the front door and step into any of these activities with ease. The matching playful copy reinforces this sentiment.
This campaign included a dedicated landing page on ExperienceKissimmee.com, paid digital ads, social media buys, print advertisements in local newspapers, and billboard and street boards strategically located along West 192. With West 192 being a partner of Experience Kissimmee’s, a highway sign icon was used in the print applications to reinforce the locality and specific region of the campaign.
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In addition to traditional advertising, Experience Kissimmee partnered with VERB-selected influencers who provided vacation itineraries and video content we later used and re-purposed to further drive the campaign through blog posts and social videos. The above video shows local influencer Askey Bonnaire.
She and her family participated in a multi-day stay-cation, and visited various Experience Kissimmee partners, as seen here in a detailed blog post about their spring break itinerary.
