VISIT FLORIDA

Summer 2024 

VISIT FLORIDA made the right choice by including an XTRA in its 2024 campaign on Quebec soil. Here's why.
Campaign Objectives
  • The objective was to increase consideration for Florida as a sun destination by exploring its tourist offerings beyond the beaches that make it famous. The campaign aimed to inspire potential travelers through rich and engaging content, and to position Florida as an essential choice for a sunny getaway.
  • Strategy

    Based on this objective, the strategy capitalized on the XTRA's strengths. Beyond being a strong consideration lever, it effectively showcases Florida’s key activities in an engaging and inspiring way.
A huge thank you to the La Presse Atelier team for their professionalism and seamless execution of our VISIT FLORIDA content campaign. Our goal was to showcase Florida’s diverse attractions beyond the beaches and inspire Quebec travelers to explore more of the Sunshine State. The results exceeded our expectations — delivering three times the guaranteed page views, strong engagement metrics and impressive click-through rates. We look forward to future collaborations.
Brett Laiken, Chief Marketing Officer, VISIT FLORIDA
LA PRESSE+
  • 287%
    Over-delivery of engaged page views (43,111 engaged page views vs 15,000 engaged page views guaranteed)
  • 180,791
    Page views
La Presse Mobile and La Presse.ca
  • 17,962
    Page views
  • 2.83%
    Click-through rate
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