VISIT TAMPA BAY
Guide and Digital Marketing
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Situation
The Tampa Bay Destination Guide isn’t just a brochure — it’s the ultimate invitation. This is the print piece Visit Tampa Bay’s sales and marketing teams use to hook travelers, from weekend wanderers to international jet-setters. Whether they’re craving a laid-back beach escape or a high-energy city adventure, this guide is their first taste of Tampa’s irresistible mix of class and charm.
When we teamed up with Visit Tampa Bay, our mission was clear: level up the guide to reflect the destination’s bold, sun-drenched personality. We needed to craft a seamless brand experience that would carry across every platform, ensuring Tampa’s voice shined through. Every touchpoint needed to work together, pulling readers deeper into the Tampa experience and turning casual browsers into lifelong visitors.
Approach
Tampa Bay is a mix of family fun, adrenaline-pumping sports, and up-close animal encounters, all wrapped in that signature Gulf Coast energy. We packed the guide with engaging stories, vibrant visuals, and insider tips to create an open-ended invitation to explore. Covering nine unique districts and a thriving food and drink scene, it’s designed to make visitors feel like they’ve already arrived—and want to stay.
To ensure the guide stood out, Visit Tampa Bay turned to local artist Dylan Perry, whose spray-painted brilliance captured the city’s energy. His pineapple artwork, discovered at Rooster & Till by Visit Tampa Bay’s CMO, became the inspiration for the 2022 guide’s cover. Five versions were created, including a bold rainbow edition that later became the cover of the TampaGAY guide. These designs became collectibles, now sold as posters at the Unlock Tampa Bay Visitor’s Center and Gift Shop — because in Tampa, even a visitor guide should double as a work of art.
RESULTS
The guide seamlessly blends bold and polished, fun and refined — just like Tampa Bay itself. From sleek shopping spreads to high-energy adventure features, every page is designed to keep readers engaged and eager to explore.The guide hit the streets in June 2022 and stayed in play through May 2023. Online, the digital edition drew over 5,800 users, each viewing an average of 25 pages for more than three and a half minutes. Even better? The digital edition’s average session duration jumped over 15% from the previous year. That’s not just engagement—that’s people fully immersing themselves in Tampa Bay’s story.
A Guide as Flavorful as the City Itself
The guide captures Tampa Bay’s dynamic mix of adventure, culture, and flavor with engaging stories, vibrant visuals, and insider tips that make visitors feel like they’ve already arrived—and want to stay.ed to improve ever since. Visit Tampa Bay then tapped us to become their Digital Agency of Record to replicate this success in all elements of its digital marketing.
One Big Adventure
The guide features nearby destinations, creating a seamless regional experience that encourages travelers to explore beyond borders and see Tampa Bay as part of a bigger adventure.
From Pages to Posters
Determined to create a guide that stands out, we enlisted a local artist to create a vibrant, spray-painted cover for the 2022 guide. Five versions were designed and even sold as collectible posters at the Unlock Tampa Bay Visitor’s Center and Gift Shop.
