From JAX to London: A Global Spotlight
Summary
Jacksonville wanted to make waves across the Atlantic. We brought the city’s story to life in London with an activation that blended Southern flavor, cultural pride, and authentic community stories. Paired with targeted influencer partnerships and media buzz, the campaign gave international travelers a fresh reason to see Jacksonville as more than a stopover—it’s a community worth the journey.
Client
Visit Jacksonville
Scope
Experiential
Campaign Title
Experiential Activations, Media & Influencers
Results
875K
out of home impressions
500K
visitors through the activation
4M
google display impressions
3M
meta ad impressions
3M
impressions from influencer partnerships
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
