Sun, sand and the promise of warm weather are just a few of the many things that naturally draw people to a tropical paradise, so Discover The Palm Beaches' 'Unplug and Reconnect' commercial brands Florida as the perfect place to soak up all of these things—provided travelers can set aside digital entertainment for a while.
The travel campaign for Palm Beaches, Florida encourages people to set down their headphones, mobile devices and leave their computer screens behind in favor of bonding with family and rediscovering what is truly deserving of their attention.
Developed with creative agency Levatas, the inspiring travel commercial was specifically crafted to appeal to women as the primary organizers of family trips "who face the challenge of being together yet disconnected due to the imposition of modern technology."
Rejuvinating Travel Commercials
Florida Wants People to Visit in Order to 'Unplug and Reconnect'
Trend Themes
1. Digital Detox - The trend of promoting travel experiences as opportunities to disconnect from technology in favor of more authentic experiences. Companies in the travel industry can explore packages that include low-tech and off-the-grid activities.
2. Family Bonding - Creating travel campaigns that specifically target families, highlighting the importance of quality time spent together. Opportunities lie in developing family-oriented vacation packages that cater to diverse age groups.
3. Gender-specific Marketing - Designing targeted advertising in order to appeal to specific genders. Marketers in travel industry can focus on promoting travel experiences with messaging that specifically speaks to women's priorities and concerns.
Industry Implications
1. Travel & Tourism - Travel companies can develop campaigns that promote unique off-the-grid experiences and family-oriented packages to draw in travelers looking to disconnect from technology and create meaningful connections with loved ones.
2. Advertising & Marketing - Agencies can help travel companies create gender-specific advertising strategies that appeal to a wider range of consumers by creating messaging that speaks to each gender's specific priorities and concerns.
3. Family Entertainment - Companies can focus on developing low-tech family-oriented activities that cater to diverse age groups, that are engaging and foster positive family experiences.