In early 2019, Visit Florida became the first travel client to mount a takeover of 3 intu centres at intu Trafford Centre, intu Braehead and Manchester Arndale.
The campaign included a full takeover of each centre’s standout media assets: wrapped escalators, pillars, atrium panels and hanging banners. This was also the first time intu Trafford Centre’s highly impactful 14 long thin banners were used for a brand enabling complete takeover of the main shopping mall. In addition, at intu Trafford Centre a video advertorial campaign ran for a month.
The intu Holiday guide sponsored by Visit Florida aired video assets for key attractions in the state – produced by intu’s in-house production team to create a campaign of 4 x 2 minute mini-guides which aired up to 10 minutes per hour across the campaign period. Total reach in Q1 2019 across the three centres was 9.2 million.