What began as a VISIT FLORIDA campaign evolved into one of the strongest advocacy platforms in travel. SPARK tapped into existing social conversations of people sharing why they loved Florida, we gave them a hashtag to share among one another - #LoveFL. Through active social listening, SPARK designed relevant and engaging content and distributed it across social channels - both paid and organic to empower fans to share more #LoveFL content to grow and engage the community.

2. m e di a c r e at i v e
b ra n d op p ort un i t y
p r od u c t ion
MEDIA STRATEGY
MEDIA BUY
SOCIAL STRATEGY
TV
RADIO
SOCIAL
WEBSITE
EVOLVE AN EXISTING PLATFORM TO BE MORE RELEVANT AND ENGAGING.
Five years ago we developed Share A Little Sunshine: a social platform that
turned Florida’s 19 million residents into Florida advocates. But as social
channels evolved, we recognized our strategy needed to evolve as well.
So, we developed a better way to connect with our fans and get them to
show off what they love about Florida.
PHOTOGRAPHY
VIDEO
WEB DEVELOPMENT

3. How do you get Floridians to
share the best of their state?
Social media influences travel. So, we expanded into
new social channels, tapped into the existing behavior of
hashtagging, and created #LoveFL for residents to use
during everyday Florida adventures.
of Facebook users say
their friends’ photos have
inspired travel plans

4. We built an army of
advocates to authentically
tell the story of Florida.

5. Suggested Post
#LoveFL
We took shared
content and then
made the sharer
the star by placing
their original photo
in organic and paid
posts.
#LoveFL sponsored
posts outperformed
the national average
for engagement.

6. As winter rolled around we saw an
opportunity to amp up our campaign
with a little-known truth: Floridians
like to brag about our great weather.
Bragging Season was born and we
asked our fans to share our content
with friends.
In the winter, we amp up our bragging.

10. r e s ult s