Visit Lauderdale, the official destination marketing organization (DMO) for Greater Fort Lauderdale has launched an all-new winter brand campaign, “Break Free,” designed to inspire travelers from cold-weather markets to leave the winter chill behind and escape on a warm, exciting South Florida getaway. With engaging visuals that will peak travelers’ curiosity and messaging that plays to their winter wanderlust, the “Break Free” campaign is now live on multiple platforms and will build to a dynamic live mid-March activation in Chicago’s Pioneer Court.
“Our winter campaign invites travelers to ‘Break Free’ from the cold and immerse themselves in the sunshine, outdoor adventures and the coastal charm of Greater Fort Lauderdale,” said Stacy Ritter, president and CEO of Visit Lauderdale. “With 24 miles of golden sandy beaches encompassing eight unique beach towns, world-class dining, and a thriving arts and culture scene, there is truly no better place to soak up the sun and create unforgettable memories this winter.”
To drive awareness of Greater Fort Lauderdale as a premier winter travel destination, targeted digital banners, out-of-home ads and graphics, and engaging social media campaigns have already begun rolling out in key cold-weather cities, including Boston, Baltimore, Philadelphia and Washington D.C., reaching travelers as they plan their winter getaways. From March 3 to 30, the campaign will also be displayed on New York City’s innovative 3D “Cube” billboard, inviting the nearly 330,000 tourists who find themselves in Times Square each day to “Break Free” from the cold with a visit to Greater Fort Lauderdale.
Then, from March 14-16, the campaign will come to life with an innovative, interactive, live activation at Chicago’s Pioneer Court. Taking place leading into the city’s busiest travel weekend – St. Patrick’s Day – Visit Lauderdale will transform a shipping container into a tropical haven, offering locals and visitors a one-of-a-kind retreat from the winter chill. The 10’x20’ glass-front structure will feature cutting-edge Smart Glass Projection technology that appears clear and dramatically “shatters” upon activation with a foam sledgehammer. Once inside, guests will be transported to the warmth of Greater Fort Lauderdale, where they will engage with brand ambassadors, enjoy refreshing tropical mocktails, and shed their winter coats for a brief, sun-soaked reprieve from the cold – with plenty of photo opportunities and giveaway items including branded mints, stickers, tropical punch and sunglasses.
As much of the country continues battling frigid winter temperatures, the timing couldn’t be better to “Break Free” from the cold and visit Greater Fort Lauderdale, with its thriving cultural scene and a line-up of exciting new openings and renovations at iconic hotspots. Most recently, the renovated Mai-Kai Restaurant and Polynesian Show, Pier Sixty-Six, and Marina Village, Fort Lauderdale’s waterfront food hall, have made their debuts, and popular activities like Sistrunk Marketplace & Brewery, Flamingo Gardens, and the Water Taxi, continue to elevate the destination’s entertainment and excursion offerings both on land and sea.
Whether seeking adventure on the water, world-class dining, or simply a place to unwind in the sunshine, Visits Lauderdale invites visitors to “Break Free,” leave the cold behind and have fun under the sun all winter long.
