Visit Florida Campaign Drives Awareness of Florida’s Holiday Destinations on London’s Oxford Street
UNITED KINGDOM — Brand USA, the destination marketing organization for the United States, and its partner Visit Florida, are taking over London’s Oxford Street in a new out-of-home (OOH) campaign. The campaign showcases 10 major resorts in Florida, including Tampa Bay, Palm Beach and Walt Disney World, with experiential elements to highlight the destinations and keep them top-of-mind with UK consumers, as one of the tourism industry’s busiest booking periods commences.
The Visit Florida campaign, launched on January 4, was planned by Black Diamond and executed by Zone, the precision planning specialist of Kinetic, alongside sister creative division Kinetic Active. Campaign creative was handled by Black Diamond and partner agencies in the USA. The campaign will dominate JCDecaux’s bus shelter inventory along Oxford Street, Europe’s busiest shopping street, for four weeks using a mix of vinyl wraps and special builds, supported by JCDecaux’s Transvision digital out-of-home (DOOH) screens at key London rail terminals. A number of the bus shelters will include interactive screens, such as the Kennedy Space Center, which will feature a rocket situated on the bus shelter’s roof.
“Launching the New Year with a high-profile takeover of Oxford Street is testament to the importance of the UK market for both Brand USA and Visit Florida,” said Guy Chambers, Managing Director of Black Diamond. “Incorporating innovative and interactive elements into the OOH takeover demonstrates the pioneering thinking behind our vision as a company, and one that JCDecaux has implemented with results top of mind.”
The Brand USA OOH campaign will also extend across the United Kingdom through collaborations with airline partners, Icelandair and British Airways. Planned by Black Diamond, these further campaigns will launch on January 18 and in May respectively, showcasing the routes available between the UK and USA.
The Brand USA Icelandair campaign will run on roadside formats in the key regional hubs of Aberdeen, Birmingham, Glasgow, London and Manchester; while the Brand USA British Airways campaign will span roadside sites and Transvision screens in Glasgow, Leeds, London and Manchester.
“We are delighted to launch LDN with Black Diamond. The Brand USA and Visit Florida OOH is a fun and interactive campaign that is just the start of our new vision for London,” said Spencer Berwin, Managing Director of Sales at JCDecaux. “Since we first announced our Transport for London (TfL) win, we’ve promised to make London the global showcase for digital out-of-home and we are looking forward to rolling out these plans during 2016.”
This is the first campaign launched on London’s Oxford Street since JCDecaux took over the world’s largest bus shelter advertising concession on January 1 2016.
“We are thrilled to be kicking off the New Year with Brand USA’s exciting nationwide campaign,” said Sarah Norcup, Creative Development Executive at Kinetic Active. “OOH media is the perfect way to reach a wide audience and drive awareness at this prime time of year for the tourist industry; while JCDecaux’s national OOH network provides a fantastic platform to ensure the Brand USA message carries far beyond the initial London launch.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
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