Florida State Parks

Increasing visitation to state parks by leveraging the Florida passport program.

We developed and launched a digital campaign for Florida State Parks, where we encouraged visits to multiple state parks using their passport program. The campaign, which prioritized millennial and multicultural audiences, included engaging social content, search tactics and digital display.

Insights

Through this campaign, we were able to glean several audience insights and optimize the campaign accordingly. For example, although a portion of ads featured family fun and were targeted to parents, engagement from this audience was lower than what we saw from millennial men that were not parents, indicating a priority audience for future campaigns. Latino parents, however, were high responders, particularly in southern Florida, so we shifted budget accordingly to further leverage this audience.