VISIT FLORIDA + BET: African American Tourism Outreach Video Series
Associate Producer for VISIT FLORIDA
Agency: SPARK Brand
As part of ongoing efforts to attract African American visitors to Florida and remain the top vacation destination for the target audience, VISIT FLORIDA produced a series of documentary-style videos that highlight a well-known Florida destination and its black heritage. The series was created to run exclusively on BET, combining paid media's reach with VISIT FLORIDA's storytelling approach to emotionally connect with African Americans during major historically and culturally relevant events.
Each video was hosted by a prominent local African American in the destination's community and featured the main message, "The beauty of Florida is you can come for a vacation and discover your roots." The series was broadcast during Black History Month 2015 and 2016 and the 2015 BET Awards Show. In 2015, the series generated over 40 million impressions.
As Associate Producer for two of the series, Pensacola and St. Augustine, I worked with our agencies, SPARK Brand and ESP Media, and our partner destinations throughout the production process, including script development, on-site production supervision and post production.
In a pre and post-analysis of a February 2016 media buy on BET, the series increased interest in a vacation to Florida by 8.2 percentage points. All participating partner destinations saw an increase in interest to travel.