Type of Program: Social Video
Platforms Included: Facebook, Instagram and YouTube
Target Audience: Travel Intenders - past travelers to Florida and/or competitive destinations, travelers showing travel interest and travel-ready indicators, travelers actively researching and looking to book travel, frequent travelers, etc.
Optional Audience Overlays:
- Arts & Culture: Consumes historical/arts/culture content; visit museums, art museums and galleries; visits historical sites and buildings; associates with clubs/social groups aligning with history/culture/arts; purchases art books and art pieces, attends concerts/live music events, art fairs, and film festivals
- Culinary: Searches and consumes content on food/recipes/restaurants/dining guides, visits restaurants and fine dining establishments, follows social groups like Michelin, NYT Cooking, Food&Wine, Interested in culinary arts, attends food festivals and drink festivals, attends wineries, distilleries, and breweries
- Outdoors & Nature: Seeks itineraries on things like adventure travel, camping, and boating; visits national and state parks, purchases outdoor equipment; visits oceans, lakes, and rivers for recreation, visits regional parks and gardens; consumes content on things like nature, nature photography, hiking trails, and eco retreats
- Sports: Attends live sporting events, purchases sports team merchandise, watches sport content and networks, follows social groups/handles associated with sports (players, teams, news)
Packages:
Standard Package:
- May select one (1) audience overlay
- 1.2 million estimated impressions.
Premium Package:
- May select up to two (2) audience overalys
- 3.1 million estimated impressions.
Target Markets: National (excluding FL). We target the right person regardless of where they are.
Required assets: See attached specs sheet
Ad Example: Attached
Objective: Video Playthru. Video must be inspirational/story telling. Do not submit a commercial-style video.
Placements: FB/IG Feed, FB/IG Stories, FB Video Feeds, FB In-stream, IG Reels, YouTube
Timing:
- Always-on (available July 1 - June 30)
- Flight date: 4 weeks (partner provides)
- Commitment date: 4 weeks prior to start date (based on signed IO)
- Assets due: 2 weeks from start date (VISIT FLORIDA reserves the right to adjust start date based on receipt of approved assets)
Reporting:
- VISIT FLORIDA will provide standard reporting along with the invoice within 30 days of the end of the campaign
Why Facebook, Instagram and YouTube?
- This offering allows partners to invest on Facebook and Instagram placements to maximize video engagement. With a strong focus toward video on the platform, users are spending more time viewing in-platform video feeds (Meta reports a 24% increase in time spent on Instagram since the introduction of Reels feeds) and we're able to leverage video-first placements to drive high-level awareness and content engagement.
- In addition to the co-branded posts, Partners will have the opportunity to leverage VISIT FLORIDA's retargeting audiences in the campaign.
- Ads will run from the VISIT FLORIDA social handles.
Value:
- VISIT FLORIDA is co-investing 25% of the media cost (plus media placement fee). Partner pays 75%.
- VISIT FLORIDA co-op logo is not required as the campaign is launched using the VISIT FLORIDA social handles.