St. Pete/Clearwater, FL (November 13, 2013) – Visit St. Pete/Clearwater today unveiled its 2014 marketing plans, including a first-of-its-kind nationwide marketing partnership with Florida’s Natural, workplace elevator videos and snow-centric guerrilla marketing in cold-weather feeder markets, and a continued evolution of the St. Pete/Clearwater brand that encourages visitors to “Live Amplified.”
The new direction—unveiled before a packed house of industry partners, media and tourism-industry officials—showcases the youthful vibrancy and diversity visitors experience in the St. Pete/Clearwater area, from soaking in the sunshine to rocking a kayak through mangroves to diving into the mind of Dali.
The campaign fuses the area’s well-known draws with some of the area’s lesser-known visuals as well, such as a kilt-clad Highland Games competitor and a helmet-clad sponge diver.
The St. Pete/Clearwater logo will also get a shot of adrenaline in 2014, bursting into 3-D in print and pulsing and spinning via animation in video and online (see examples in the new brand video here). The logo’s wavelike curlicues —which actually spell out “SPC”—will now appear in images and design elements, like the graphic pictured, which will be on the side panel of Florida’s Natural orange juice cartons that will hit the shelves in January.
“We’ve worked very hard to re-invent the St. Pete/Clearwater brand over the last six years,” said VSPC Deputy Director, David Downing. “So this amped-up evolution is built upon a solid foundation, one based on market research and proven results of consistent tourism growth across our target markets.”
In all, 12 million Florida’s Natural cartons will tout St. Pete/Clearwater’s brand in supermarkets around the country. They include a St. Pete/Clearwater vacation sweepstakes teaser on the front panel, as well as an entire side panel dedicated to a VSPC brand ad that directs consumers to enter to win a trip to the area, referred to as “the natural choice for a beach getaway.”
VSPC’s annual winter campaigns in New York and Chicago will be accented with giant snow sculptures in city settings, along with back-lit ads in 570 New York city subway trains and a massive train station takeover in Chicago. And, for the first time, VSPC will place street-level wintertime advertising in Toronto, touting warm weather slogans like “We Salt Margaritas, Not Sidewalks” via more than 40 back-lit urban panels.