Greater Fort Lauderdale CVB How we got the UK buzzing about sunny Fort Lauderdale

Three days. Countless brand impressions. In the middle of a cold UK winter, Starmark and the Greater Fort Lauderdale CVB brought sunshine and smiles across the globe. This three-day brand activation featured vibrant street teams and wrapped taxis working some marketing wizardry throughout London, including Liverpool Station, South Bank and St. Paul’s Cathedral.

The brand-bridging consumer event was supported with 25 wrapped taxis, #HelloSunny brand ambassadors, a radio promotion, newspaper ads, out of home, and social and digital media. British Airways Holidays partnered to promote special packages to Greater Fort Lauderdale.

To help us spread the sunshine, we enlisted 25 “Hello Sunny” ambassadors, dressed as “sunshine” to distribute sunglasses, flat sunny cutouts for photo/sharing opportunities, and most of all, sun-shining grins. Starmark was supported by Hills Balfour, our London PR partner to extend the reach of the activation through media events and syndicated radio interviews to over 29 stations.

Millions of social engagements were generated through social media, including Periscope, which increased amplification and generated global buzz.