Paradise Advertising outlines spring–summer campaign with Miami and Atlanta billboard takeovers

Paradise Advertising presented the agency’s spring–summer campaign to the Collier County Tourist Development Council, describing target and secondary markets, creative units (print, connected TV, high-impact mobile and billboard takeovers) and performance indicators.

Kristin Murphy, vice president of account strategy, and Christina Howard, vice president of media and marketing, outlined a campaign that began April 13 and runs through Aug. 10, with primary targets including Atlanta, Dallas, Miami, Fort Lauderdale, Tampa, New York, Chicago and Boston. The agency described an “always-on” component for lower-funnel channels and seasonal “plus-up” funding for high-impact placements.

Christina Howard displayed creative and a high-impact mobile unit designed to drive awareness and retarget users who view the creative. The agency confirmed out-of-home billboard takeovers in Downtown Miami and Atlanta tied to FIFA-related events and described geo-fencing tactics that will retarget mobile devices that enter the billboard geofence.

The agency said its October–March attribution work produced a $49 return in lodging revenue for every dollar of tracked advertising spend in the first six months of the fiscal year, a metric the presenters described as an indication of measurable ROI for paid, attributable media channels.

Board members asked about placements and timing; the presenters committed to share more detailed scheduling and creative previews at a future meeting. The campaign’s objective is to increase occupancy, length of stay and in-market spend and to raise engagement on the paradisecoast.com website and owned channels.

“We have a full six months under our belt in the fiscal year with adequate reporting to show what the impact of the advertising has been,” one agency presenter said. The agency said it can deliver more granular reports on request.