We’ve worked with Visit Pensacola since 2007 to promote all the fun and relaxation that comes with their world-renowned emerald waters and white sands. Appleyard Agency is part of Showcase Pensacola, a group of local agencies who
have joined together to promote Visit Pensacola. In the past year, Appleyard Agency has provided account service, project management, creative and production services in support of regional travel and hospitality campaigns.
Appleyard Agency, as part of Showcase Pensacola, created a “Touchdown Pensacola” campaign to encourage Southeastern Conference football fans to enter to win a free beach vacation package or book a trip. The integrated marketing mix utilized the full playbook, from TV, radio, print and digital advertising to social media, public relations and promotional efforts. We started with a blitz of promos, executed a sustained drive of advertising and scored big with SEC fans.
Appleyard also teamed up with two of the largest SEC universities—the University of Alabama and Auburn University—for special promotions during one of each school’s home football games. The game plan included radio spots, fun freebies (Visit Pensacola branded chapstick, beach balls, koozies and more), in-stadium LED banners and jumbotron ads, a geo-fencing digital buy, and a tailgating tent that featured a Mullet Toss, a quirky time-honored Pensacola tradition that is exactly what it sounds like.
Escape Winter Campaign
Winter in the Windy City—is there a better place to promote a tantalizing “Escape to Pensacola”? Appleyard Agency and Showcase Pensacola partnered with Visit Florida to create an inside-and-out wrap for one of Chicago’s “L” trains. Produced by others, the outer wrap lit up the gray winter skyline with vibrant colors and images of people enjoying the Florida sunshine. For the train’s interior, Appleyard designed a stunning top-to-bottom wrap that immersed riders in the blue skies, sugar-white sands and emerald-green waters of Pensacola’s Gulf Coast. Interspersed with the spectacular beach background were glimpses of all manner of fun, such as surfing, sport fishing, historic reenactments and more.
Rounding out the unique and inspiring experience were interactive and highly successful kiosk stations throughout the Chicago area, where 2,495 people opted to receive emails and 3,207 took selfies with Visit Pensacola’s engaging virtual background frame that featured the Blue Angels flying over one of our gorgeous beaches.
Appleyard Agency, as part of Showcase Pensacola, was tasked with attracting families in target markets throughout the Southeast. The challenge was to go beyond the beach and show them what makes Pensacola a fun-filled learning adventure for kids of all ages. We managed the entire “Pensacola Explorer” program, which was centered around a passport for children that could be downloaded or picked up at a Pensacola Visitor Center. The Pensacola Explorer Passport listed landmarks, attractions and activities that encouraged families to explore local history, nature, science and culture. At each location, visitors could get a unique stamp in their passport. If they collected 4 or more stamps, they earned official Pensacola Explorer prizes.
As part of the effort to position Pensacola as an educational tourism destination, Appleyard helped in creating digital ads targeted to online users interested in travel, beaches and families. One such digital ad focused on history and featured images of families exploring the National Naval Aviation Museum and centuries-old military forts.