EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... VISIT FLORIDA.
The original Visit Florida tube ad.
After a gratingly long winter here in London, summer has finally arrived and with it some helpfully placed reminders about all things holiday related. This week, MTCG is looking at the aptly named Visit Florida website, and their latest marketing campaign promoting, unsurprisingly, the Sunshine State itself, Florida.
The original Visit Florida is perhaps one of the least imaginative ads we've ever looked at here at MTCG. A photo of a couple enjoying an infinity pool could be literally anywhere in the world and tells the audience nothing about Florida at all. The generic qualities of the photo are lessened, relatively, by the generic qualities of the tagline, which simply states, "Escape to the Sun". Again, this could refer to literally anywhere in the world and does little for the Florida brand.
In my re-worked tube ad, I've gone with "Find your Florida". Florida is a diverse state and alongside infinity pools visitors can enjoy nature at the Everglades, the theme parks of Orlando, the nightlife of Miami, the Kennedy Space Centre, etc. The tagline "Find your Florida" would go with a range of different images and create a much stronger marketing campaign for the website.
My re-worked Visit Florida tube ad.