Must Be The Sunshine, brand tourism advertising and marketing campaign by Visit Florida.
Launched in February 7, 2013 by Visit Florida – the Florida state’s official tourism marketing corporation, “Must Be The Sunshine” is the new brand campaign of Florida that aimed to capture all the feelings of vacation experience in just words.
As part of the brand campaign, several television commercial advertising will be created. The first TV ad campaign titled with “Kids Are All Right” and aired in Detroit during Sunday’s Grammy Awards show, lands the viewer in the afterglow of an epic Florida family vacation with focus on Central Florida amusement park centered spring ad campaign. The one minute TV ad spot plays up Disney, Universal Studio, SeaWorld, Busch Garden and Viva Florida 500 celebration.
As part of the “Must Be The Sunshine” campaign, in the months ahead, the ad campaign will incorporates television, cinema, radio, print, jumbotrons, subway station takeovers, train wraps and even interactive online games. All of these efforts are to remind people why Florida vacations make great stories.
The $7 million “Must Be the Sunshine” spring campaign and promotion also planned to play in Atlanta, Boston, Chicago, Dallas, Detroit, New York, Philadelphia and Washington, D.C. on such programs as the Today Show, Good Morning America, American Idol and The Big Bang Theory.
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