Work Connecting with America’s most wanted consumer
With the millennial market continuing to be a major target audience for travel and hospitality, Starmark created a new campaign for the Greater Fort Lauderdale Convention & Visitors Bureau that is geared toward this generation that represents 25% of the United States population.
The team’s research findings indicated that there are many activities in Greater Fort Lauderdale that millennials love to do, but most of them are virtually unknown to those living outside of the area. As a result, Starmark created seven :15 second videos that are an extension of the highly successful Hello Sunny brand campaign. The videos feature millennials enjoying the destination in ways they can relate to, as well as sharing their experiences. From bonfires on the beach, to Sunday brunches, to mountain bike trails and horseback riding, the videos showcase the many activities that can be enjoyed here by this generation of young professionals. The :15 spots utilize #hellosunny as a sharing device and were created as bookends to run on on-demand television and the web. Social media video ads were also created and are breaking the destination’s own records in terms of performance.
Additionally, Starmark created original music and lyrics for the campaign that captured the happy-go-lucky vibe of Greater Fort Lauderdale, in a way that would appeal to millennials. It’s also available as a ringtone, so millennials can take the tune with them.
To view more of the Greater Fort Lauderdale Millennial campaign, visit the campaign landing page at sunny.org/letsgo.