iHeartRadio Ultimate Pool Party
Integrated Campaign Manager for VISIT FLORIDA
Presented by VISIT FLORIDA, the iHeartRADIO Ultimate Pool Party was a two-day musical weekend that took place at the Fontainebleau Miami Beach June 28-29, 2013. The event featured an all-day pool party with performances by Jason Derulo, Icona Pop and Krewella and a live concert Saturday evening featured Pitbull, Ke$ha and AfroJack.
As Integrated Campaign Manager, I led a cross-departmental team (Advertising, Brand, PR, Social, Meetings & Events) to the successful execution of VISIT FLORIDA's event sponsorship with iHeartMedia. The sponsorship was a first of its kind for the organization, whose goal was to target millennials by highlighting the Sunshine State as fun and playful and put Florida top-of-mind as a vacation destination.
The sponsorship's main component was a promotional media campaign that generated 60 million impressions across more than 100 iHeartMedia radio, digital and social channels. VISIT FLORIDA’s owned content surrounding the event garnered more than 8.3 million impressions; third-party coverage by campaign participants brought nearly 750,000 earned media impressions; and 100,000 views were generated via a live Yahoo! webcast of the concert. VISIT FLORIDA also provided promotional items to the more than 3,000 event attendees, such as branded sunglasses, fans and towels that aided in a trending #LoveFL hashtag. And to further enhance social media outreach, VISIT FLORIDA invited five top millennial travel bloggers to experience the event first-hand and write about their adventures in the Sunshine State.