Client:  Greater Fort Lauderdale Convention & Visitors Bureau, an American destination marketing organization centered on tourism in the Fort Lauderdale area. 

Goal:  Spread awareness of Fort Lauderdale CVB’s new branding initiative, Hello Sunny, designed to attract consumers in harsh winter climates to visit warm, sunny Florida. 

Execution:  We brought the Fort Lauderdale sunshine to winter-weary Chicagoans through a custom event activation in a plaza on the Miracle Mile, the city’s central shopping district.  The all-day event was open to all passersby and included attractive, swimsuit-clad male and female models enjoying the beach inside a warm “fishbowl,” a live beach cam showing Florida scenes, beach chairs for lounging, Instagram-able photo opportunities, autograph signing by Hockey Hall of Famer Tony Esposito, prizes and a chance to win a visit to Fort Lauderdale.