Florida is renowned for its sunny coastlines, but not so much for its other parts of nature. Our challenge was two fold: show off the state's unexpected trail adventures AND pull it off within 3 months after being awarded a last minute grant. So we quickly collaborated with VISIT FLORIDA, Florida State Parks, and over 6 local partners to capture content from 20+ trails statewide. Our integrated campaign included over 428 assets across videos, social media, OOH, and digital banners, encouraging both locals and nationwide audiences to explore the 15,000 miles of land and sea trails of the Sunshine State.

Selects from different content shoots happening all across the state of Florida at the same time. It was important for us to capture as many locations as possible in a short time span to show the diversity of hiking, biking, and paddling trails across the state.

For our out-of-state campaign, we highlighted our trail offerings as a way to go “Beyond the Expected” Florida vacation and explore Florida Trails. Each execution highlighted unique adventures across the entire state, from Tallahassee down to the Florida Keys. Some of our digital media drove to an overall landing page, while others got granular about specific trails, depending on your geo location.

For our in-state campaign, we encouraged local Floridians to get out and explore their own backyards. The campaign was customized to 10 areas throughout the state, with each showcasing personalized local travel itineraries and destinations within a drivable distance from home.

ECD: Elliot Bedinghaus
CD/AD/CW: Nicole Koestel
ACD: Ryan Montgomery
Design: Kate Watters and Miles Neto
Commercial edit: Daniel Urbanksi