Let’s Shine
Visit St. Pete-Clearwater
Brand + Print + Out of Home + Digital Banners
The Situation
Even with all its recent success and positive market dynamics, BVK believed that St. Pete-Clearwater had yet to unleash the full potential of its brand. Beyond simply a new campaign idea, we wanted to set in motion a renewed strategic platform and integrated creative approach that would capture all the power of the area’s unique brand promise—an absolute requirement to deliver the results they expected.
The Opportunity
BVK’s strategic approach for Visit St. Pete-Clearwater was to develop a brand campaign that would separate the destination from the sea of sameness and create a distinctive vibe and personality that would elevate Visit St Pete-Clearwater’s brand.
The research showed that what our target consumer wants from a vacation to St. Pete-Clearwater is to enjoy experiences that snap them out of their everyday life and activate their senses in a way that is inspiring, thrilling and enriching. They want to indulge their passion for water, sun and sand while also enriching their understanding of the area, its flavors, events and people. The concept of Vibrancy was the antidote they were looking for and what would unleash the brand’s full potential.
The Solution
The vibrancy platform is creatively expressed as Let’s Shine. St. Pete-Clearwater averages 351 days of sunshine each year and a year-round average temperature of 81 degrees. It’s a destination where every visit is vibrant and rejuvenating. Every color is more vivid, every sip more flavorful, every smell more intoxicating, every touch more intense. Every moment more memorable. “Let’s Shine” encourages travelers to make the most out of every visit and escape to Visit St. Pete-Clearwater.
The Results
We saw positive shifts in performance metrics, as tracked
through an effectiveness study.
41:1 $
ROI – incredible!
+127 %
campaign awareness*
+110 %
likelihood to visit*
+130 %
non-recent visitors who feel that St. Pete-Clearwater would be a good fit for them
+270 MM
total economic impact generated by the campaign
* in integrated markets as compared to non-integrated