Visit Jacksonville
London Activation
Read More
Situation
Visit Jacksonville has been making waves overseas. We joined forces with Visit Jacksonville to activate a strategic presence in London, putting Jacksonville on the radar for international travelers. This exciting partnership goes beyond typical tourism marketing efforts—it’s about Jacksonville taking center stage in the UK market through impactful connections.
Representatives from Visit Jacksonville have met with a range of community and business leaders across London-and with the Jacksonville Jaguars calling London home twice a year for over a decade, they already had a foot (or a paw?) in the door.
Now with an exciting new partnership with West Ham United Football Club, we worked to expand on that foundation even further, incorporating these strategic alliances to showcase the best of Jacksonville to a wider audience.
In a strategic push to elevate Jacksonville’s profile on the global stage, Visit Jacksonville, in partnership with the larger community, launched a multi-faceted activation in the heart of London’s bustling Waterloo Station. The goal was simple: showcase Jacksonville as a must-see Florida destination while building momentum toward a direct flight between Jacksonville and London. Leveraging Jacksonville’s existing strong UK ties and collaborating with local leaders and stakeholders, we set out to deepen Jacksonville’s tourism and economic connections abroad. By building on this solid foundation, we’re not only raising awareness but actively fostering the relationships needed to connect the two cities in new, impactful ways.
Approach
To boost Jacksonville’s international presence, we developed a multi-faceted approach that strategically positioned Jacksonville as a standout destination in the UK. By leveraging the existing ties between Jacksonville and London to further foster connections with UK audiences. We built a strategy around a two-weekend activation that coincided with the Jaguars games, connecting with locals and visitors alike at London’s iconic Waterloo Station.
The activation included sweepstakes, swag, and brand giveaways, built to engage directly with people on their way to the game, including many who were unfamiliar with the NFL or American football, and curious about Jacksonville as a destination.
We launched a series of strategically placed, unforgettable billboards under major trafficways to amplify the activation’s reach. The creative was designed to captivate anyone passing through, stopping them in their tracks, and creating a bold and prominent presence for Jacksonville right in the heart of London.
The fun didn’t stop at the activation either, we launched a range of digital ads on Google Display and Meta channels to continue to engage with activation visitors after the fact, staying top of mind and continuing to engage with prospective travelers.
Last but certainly not least, we secured a Visit Jacksonville feature in National Geographic as an insider guide on all the destination has to offer.
RESULTS
- 875,000 Billboard/Out of home impressions
- 500,000 Booth/Activation impressions
- 1,400 entries on the sweepstakes during the activation
Google Display/Meta results- 4,000,000+ ad impressions on Google Display
- 3,000,000+ ad impressions on Meta
- 2,700,00 Media Impressions
Where Bold Meets Beachy
Twice a year, the Jacksonville Jaguars bring Florida’s warmth to London’s cool streets. This year, Jacksonville used the moment to forge new connections and increase awareness with Brits curious about the scenic side of Florida. Impressive billboards and out-of-home ads were strategically placed across busy trafficways.
Jacksonville Takes Center Stage
Picture this: a bustling London station, Jaguar fans everywhere, and a pop-up oasis from sunny Florida. With swag, sweepstakes, and billboard ads turning heads, this activation didn’t just aim for foot traffic; it turned every passerby into a potential visitor, excited about Jacksonville. As the swag flew off the tables, and curious Brits learned what makes Jacksonville extraordinary, the energy was electric.
Digital Campaigns
We launched a captivating sweepstakes that invited activation visitors to enter for a chance to experience Jacksonville firsthand. The sweepstakes served as an immediate call to action, giving potential travelers a tangible connection to the destination and a reason to keep Jacksonville top of mind. Once we captured this interest, we didn’t let it fade. Through robust remarketing efforts, we reconnected with everyone who visited the activation and engaged with the sweepstakes via a targeted digital campaign. Using both Google UK and Meta platforms, we crafted ads that highlighted Jacksonville’s diverse offerings—beach escapes, vibrant dining, and thrilling outdoor adventures—keeping our messaging front and center.
Content Creators
To keep the local buzz going strong, we teamed up with three UK-based influencers., @Insideoursuitcase, @kerrywhelpdale and @passportstampsuk all brought their A-game, sharing authentically engaging experiences both in London at the Jaguars game, and their adventures in Jacksonville, giving everyone a taste of Florida’s Flip Side.
“Madden’s deep understanding of community building and economic impact was crucial in our efforts to bring Jacksonville to the forefront of the UK market. Their strategic approach went beyond simple marketing—they seamlessly wove together our existing partnerships, from the Jacksonville Jaguars to West Ham United, amplifying Jacksonville’s unique appeal on a global stage. Together, we created a presence that not only drew interest but sparked lasting connections with UK travelers and business leaders alike. Madden’s expertise was instrumental in positioning Jacksonville as a top-preferred Florida destination, enhancing our community’s reach and setting the stage for continued growth and opportunity.”
– Katie Mitura, CMO, Visit Jacksonville
