Rebrand and reintroduce Florida’s consumer voice
- 4.9K+ engagements
- 267K reads
We timed our campaign to coincide with the Christmas holiday. Since Florida is warm year-round, we created the hashtag #WarmChristmas# (a play on ‘White Christmas’) to highlight the sunny weather in Florida. This gave people a reason to dream about escaping the cold. Our campaign asked Weibo users to follow Visit Florida’s page and share our post for a chance to win a GoPro HERO 4 Session (GoPRO’s brand new product at the time). This approach took advantage of Chinese interest in photography and videography, and the Christmas spirit of giving.