SPACE FLORIDA | THE VACATIONAUTS

WRITER | CREATIVE + FILM DIRECTOR

FEATURED IN COMMUNICATION ARTS • ONE NATIONAL ADDY •  2 GOLD • 4 SILVER 4TH DISTRICT ADDYS •   BEST OF SHOW TAMPA BAY ADDYS

HSMAI PLATINUM AWARD •  BEST OF SHOW FLAGLER AWARDS

At first glance it may seem like a client as extraordinary as Space Florida would be easy to brand and formulate a consumer-centric message all its stakeholders could agree upon. It is actually quite challenging. Someone actually compared it to building a rocket and properly aiming it at the International Space Station.

How do we encourage people to come to Florida and watch a launch or visit a space attraction? The niche of people who plan a Florida vacation solely around Space is negligible. However, everything Space is gaining momentum from Sci-Fi series, new Star Wars movies, the SpaceX race to Mars, etc. Plus, there are seriously more rocket launches happening every year in Florida than ever before. Seriously. Many vacationers want to experience Space while they're in Florida, just not make it the sole focus of their time away.

So, first we created a timely launch spot that aired only in theaters before Star Wars: The Force Awakens and encouraged people to "Make space an epic part of your Florida vacation." That phrase was the catalyst to the concept of The Vacationauts - an entire crew dedicated to helping visitors make space part of their epic Florida vacation. In the end, we created a fully integrated consumer campaign covering digital, social, cable, network, print, OOH, PR and a wicked collection of Vacationaut swag.

We even created a Space app. A Space app! Plus a ton of cool collateral like this sweet lunch box.