Florida’s Space Coast
Port Canaveral Cruise Campaign
Other ports are just that: ports. Cruising out of the Space Coast means your port is part of the vacation.
The Space Coast Office of Tourism launched a new cruise campaign in 2022 with the goal of convincing travelers to spend a night on the Space Coast before or after their cruise from Port Canaveral.
Through unique creative and targeted media placements, Space Coast was able to generate awareness and buzz around cruising and encourage people to stay on the Space Coast before or after cruising. The campaign garnered over 27 million impressions and over 61,000 visits to the website.
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THE PORT IS PART OF THE FUN
People are cruising out of Port Canaveral more than ever, but not everyone thinks to start or end their vacation on the Space Coast. Thanks partly to miscommunication from travel sites, the current consumer perception is that you should stay in Orlando when you cruise out of Port Canaveral. Not only should this campaign raise awareness of the fact that Port Canaveral is on the Space Coast (not Orlando), but that staying one extra day can give you more than enough reasons to love the Space Coast. The task was clear: create a striking visually driven campaign that highlighted the proximity of activities to the port.
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WALK RIGHT INTO SPACE
We created a research-based strategy that focused on highlighting the proximity of Port Canaveral to out-of-this-world attractions, 72-miles of coastline and memories that would last a lifetime. The brand’s key differentiator rests on the incredible and unique experiences that are just steps away from the port. Every creative has been there: sometimes the answer is the simplest approach. The winning idea was to show the concept quite literally: Design and build a totally-custom cruise ship gangplank and take it all over the Space Coast. Countless hours of planning, weeks of pre-pro, four days of shooting and lots of sweat gave us the stunning visual campaign you see before you. Each shot captures the raw uniqueness of the destination while communicating the ease of access from Port Canaveral.
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CONSIDER YOUR NEXT CRUISE BOOKED
The work that feels the hardest to pull off is often the most rewarding. The campaign just launched, and has already been meeting critical acclaim and client obsession. Although only time will tell us how the campaign runs, to tell such an interesting story in a single shot feels like the biggest win of all. Plus, we gained some hard-earned new fabrication skills.
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