visit tampa bay
New York Activation at Smorgasburg
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Situation
Visit Tampa Bay wanted to enhance visitation in one of their core fly markets by showcasing their unique and diverse culinary scene. With their recent Michelin recognition—showcasing numerous restaurants that offer exceptional cuisine worth a special journey—Visit Tampa Bay was perfectly positioned for the opportunity to give New Yorkers and visitors of the tri-state area a taste of Tampa with a prominent and bold presence at America’s largest open-air street food market: Smorgasburg.
Results
ACTIVATION
Madden planned an interactive event space for Visit Tampa Bay at Smorgasburg at its flagship location in Brooklyn. This activation is underpinned by an influencer and digital media strategy that amplifies travel awareness and inspiration to this food-loving target-market. This included a 15’ x 40’ tented space designed with branded visual backdrops that capture the Tampa Bay ambiance, soft/table lounge areas, stand up paddle board photo op area, and shelving for swag and books about the Tampa Bay experience. Samplings of Cuban sandwiches prepared by a local food vendor were served and accompanied by Visit Tampa Bay and Madden representatives to engage with guests. The cherry on top was a lead generation opt-in sweepstakes via QR code to win a trip to Tampa for two guest
PROMOTION
Our marketing strategy also included sending highly qualified, vetted influencers to Tampa Bay to promote the foodie experiencers on their channels, as well as other influencers promoting the space live during the event. We geofenced mobile display ads targeting previous visitors to Smorgasburg and food/travel lovers in NYC. A number of deliverables including an informational newsletter and social media posts were launched as part of the media plan leading up to the event. This was followed up with a remarketing media strategy using the trip giveaway entrants, previous visitors to geolocation of Smorgasburg event, previous travelers from NYC to Tampa in the last 12 months, and previous NYC-based visitors to food/drink designated landing pages and Win A Trip page on VisitTampaBay.com.
