Live & Let Fly: The Florida Keys & Key West
Project: ‘Live & Let Fly’; using mainstream and broadcast media to promote the Florida Keys
Client: The Florida Keys & Key West
Task: Always on the lookout for a new angle to promote the Keys to UK mainstream press, lifestyle press, broadcast and online and specialist publications, such as gay and men’s sports titles, when we learned of an exhilarating new activity starting up in Key West and Marathon it was the perfect answer to our mission to position the Keys as a fun, funky and glamorous destinations. Jet packing over the sea and flying through the air alongside a speed boat is a high adrenaline adventure that’s hard to beat.
Implementation: Although the activity is exciting, we knew we needed a ‘hook’ for journalists to hang a story on, and to capture their attention. We quickly established a link between jet packing and James Bond flying through the air in Thunderball, and the 50th anniversary of James Bond.
We issued a ‘Bond’ themed press release around the jet pack experience, featuring testimonials from tourists, to journalists and bloggers, broadcasters, and specialist interest titles. We worked with the media to promote this story, meeting journalists and selling in the story at events, responding to media alerts, and generating ‘noise’ around the jet pack experience online and on Twitter.
We also appointed a specialist video production company to film the experience in a presenter-led video, and seeded it throughout UK websites with an interest in travel, James Bond, and adventure experiences. We also successfully sold the story into Scottish TV who made a 10 minute segment on the Keys, and organised and accompanied the shoot.
We offered ‘jet pack-centric’ press trips to key titles, securing trips and coverage in the Sun, Metro, Real Travel, Men’s Health and the Financial Times. The experience has been so successful that it is now included on the itinerary for all relevant press trips to the Keys.
Results: The Key’s James Bond themed jet pack experience was a hit with the UK media, and KBC secured coverage in many National print, online and specialist titles, including the Sun and the Scottish Sun, the Mail on Sunday, Travelmail, the Metro, the Financial Times, Gay Star News, TTG, and MSN Travel. KBC also secured a 10 minute segment within the Scottish TV series, Scottish Passport.
In 2012, total advertising value equivalent for the jet pack experience was valued at £195,000, reaching 14.6 million readers. The ROI for this project is 28:1.