Visit Florida

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DCI leveraged the Super Bowl advertising to achieve Florida’s tourism goals.

When Super Bowl 2021 took over Tampa, Visit Florida’s tourism marketing team sought to make the state the MVP of the year’s biggest NFL game. Marketing the state in partnership with the Super Bowl, was a powerful way for DCI to generate big wins and increase brand awareness.

The Challenge

Though not the first time that the Super Bowl came to Tampa, Visit Florida wanted to use the national event as a springboard to increase economic impact for the state beyond game day spending. The challenge was to leverage the pop culture event and its viewership to get the media discussing the destination and its experiences beyond just the big game.

The Solution

DCI’s marketing campaign helped maximize the Super Bowl LVII event to garner broadcast coverage for Florida before the big game by identifying producers who were seeking Super Bowl Sunday stories, researching talent from Florida who could bring to life Florida’s lifestyle stories on TV commercials, and matching the influencer or storyteller with the market in which the segment would air. It was more cost efficient than buying 30-second spot Super Bowl commercials!

The Results

  • 158 On-Air Placements

    secured through morning show segments on ABC, CBS, and NBC among others.

  • Big Interviews

    with Tampa’s mayor and major stakeholders.

  • 12 Million

    social media impressions garnered through coverage.

Get in Touch

Interested in how DCI collaborates with our clients to increase visitors and business inquiries?
Contact DCI