Metro worked with Visit Florida to promote Florida tourism and get Metro readers interested in traveling there.
The marketing campaign consisted of several elements, including:
- Readers sweepstakes – readers had the chance to enter to win a free trip to one of several destinations in Florida. The sweepstakes were promoted with print ads, email blasts and social media posts.
- Full page and quarter page print ads – Visit Florida received full page print ads as well as full page and quarter page ads promoting the sweepstakes.
- Travel section sponsorship – Visit Florida sponsored the Travel section in Metro, which included their logo in the folio of each page in the section.
- Editorial coverage – Metro writers worked with Visit Florida to produce editorial articles about Florida travel and tourism. A full page Visit Florida ad ran opposite the editorial story.
Overall the campaigns were big successes! The multiple sweepstakes have garnered more than 12,000 entries. The print ads have received almost 67 million impressions across Boston, New York and Philadelphia!