Creative Campaign
Role: Designer
Team
CD: Nicole Koestel
Copy: Shauna Mahoney
Photography: Daniel Urbanski
Utilizing Visit Florida’s brand, we created a visually captivating campaign highlighting Florida’s diverse system of trails throughout various towns - hence the name, Trails & Towns. By featuring a range of locations, we tapped into a broader audience locally along with our out-of-state efforts.
We collaborated with VISIT FLORIDA, Florida State Parks, and local partners to capture content from 20+ trails statewide. Our integrated campaign included 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.
For our out-of-state campaign, we highlighted our trail offerings as a way to go beyond the typical Florida vacation and explore a more natural side of the state. Each execution highlighted unique adventures across the entire state, from Tallahassee to the Florida Keys.
For our in-state campaign, we encouraged local Floridians to get out and explore their own backyards. The campaign was customized to 10 Florida areas throughout the state, with each showcasing a localized travel itinerary within a drivable distance from their hometown.