St. Petersburg Clearwater sought to increase awareness as an ideal winter vacation destination and encourage people to visit and soak up some sunshine as winter took full hold of the Northeast.

The campaign consisted of several high-impact solutions:

• 7 cover 1+ 2 ad in Metro Boston and Metro New York
• 7 bottom banners placed in the Entertainment section of the paper
• 6 site skins on metro.us

Metro capitalized on its exclusive audience of city-dwellers interested in travel. The campaign reached over 2.8 million people in Greater Boston and New York or 1 in 6 adults 18+ in the universe. It delivered 20 million print impressions. The site skins delivered a CTR of 0.92%, over 10 times the industry average.