A new global marketing and advertising campaign was launched by the Greater Fort Lauderdale Convention and Visitor’s Bureau. The new marketing campaign will feature 3 transgender models. This will be the first time that transgender models will be used in mainstream destination advertising.
The marketing campaign of Greater Fort Lauderdale will also feature straight, gay and lesbian models in line with the destination’s long history in LGBTQ marketing. The campaign will focus on the largely millennial and younger mindset audience. Greater Fort Lauderdale hopes that this will showcase the destination’s image as an authentic, diverse and inclusive brand.
The new advertisements will appear in print, digital, television, radio and social media. People in South Florida, New York, Boston, Chicago and other national outlets can expect to view the full spectrum of destination lifestyle experiences. The marketing innovation will be featured in New York Times’ T Magazine, USA Today Travel Magazine, Passport and ManAboutWorld including streaming sites like Spotify, Pandora and Hulu. The marketing campaign will also be available through destination’s collateral, website and e-blasts.
It is possible that you have watched the campaign when it was featured on the Times Square Billboard in New York City last December 31, 2016 and January 01, 2017. The video featuring Isabella Santiago, a transgender model and holder of a beauty title was watched by millions of people because it served as the backdrop for the New Year’s Eve Ball Drop. Images for the advertising campaign were taken from the destination’s most popular areas like Fort Lauderdale Beach, Hallandale Beach, Deerfield Beach and Wilton Manors.
Greater Fort Lauderdale is the only destination in the world that makes use of transgender models for its innovative marketing campaigns. The destination is making a huge statement by highlighting its commitment to diversity, inclusion and equality.
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