COLLABORATE

With an ongoing objective to establish Florida as the #1 travel destination for Canadians and remain top of mind during the pandemic, VISIT FLORIDA and Pelmorex Corp. partnered with Air Canada, to showcase the undiscovered side of Florida’s hidden gems and wide-open spaces with a 4-part episodic documentary.  Through a 3-Phased approach, we engaged The Weather Network and MétéoMédia viewers and leveraged the Canadian winter months to remind users when it is safe to travel again, Florida will be waiting with open arms.

ACTIVATE

VISIT FLORIDA partnered with The Weather Network in our 1st ever, 30-minute episodic documentary.  Wanderlust: Florida delighted viewers with exciting Florida adventures, inspiring them to dream now for their future Florida travels.  Along with a custom digital microsite, the series was promoted through our Digital TWN, Pelmorex Audience and TWN Social platforms, Apple News, Twitter Amplify, SEM, as well as our TWN Broadcast promos and live mentions.  In addition, we had a supporting targeted brandsell campaign to custom segments and a contest where we ask dreamers where they will wander again one day.

ELEVATE

This campaign reached over 43 million viewers with 11.7 million tuning into the docuseries episodes; overachieving estimates by 79%.  Digitally, we delivered 39 million impressions with 40,000 video views on the microsite, IPTV and Roku Apps and The Weather Networks YouTube channel.  Our social efforts delivered 3.7 million impressions and 1.8 million views via Twitter Amplify and the contest generated over 20,000 entries.  The impact of the campaign drove a positive trend on Air Canada’s Florida landing page with an increase in visits, bookings and look-to-book ratios once the Wanderlust: Florida content went live.

Problem Solved.

“As a long-time client, we are always happy to incorporate TWN in our Canadian Winter Campaign. This past year, VISIT FLORIDA was especially excited to PARTNER with The Weather Network on this custom and never-before-done campaign. What ultimately became Wanderlust: Florida.  Even though this campaign was large and a first of its own, the process from planning to producing to execution to wrapping was smooth, efficient, and even fun!  We executed this campaign during the most uncertain time globally, which required all teams to be flexible. We were able to collaborate on making the best decisions with their team who are understanding and quick to adjust.  The docu-series itself far exceeded expectations and we couldn’t be happier with the final results (especially given the year in which this campaign ran). VISIT FLORIDA is excited to continue our partnership and collaboration with Weather Network as a premier platform and brand to reach Canadians.”

Summer Gonzalez | International Campaign Manager | VISIT FLORIDA

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