Experience Kissimmee, the tourism arm of the Florida tourist destination, treated consumers in Chicago’s Millennium Park to a zip line experience Feb. 12-15, inviting consumers to “escape the cold” weather for sunny Florida with a ride down the line. And as luck would have it, it snowed in Chicago that weekend, adding a “flurry” of impact to the event—and strengthening the average Chicagoan’s desire to head south.
In addition to the zip line course, there was a warming tent where consumers could learn more about the travel destination, its attractions and its gators (via two live baby gators, available for photo ops). Experience Kissimmee also partnered with One Warm Coat, inviting consumers to drop by and make a donation. Nearly 1,000 coats were donated to Chicago Public Schools through the effort.
Despite the temperature, consumers waited more than two hours to take a ride and a total of 1,362 people took part. In addition, Experience Kissimmee recorded 4,220 visitors in the tent. Organic sharing bolstered the experience, generating an estimated seven million social impressions in addition to 32 unique broadcast stories about the activation. Total reach is estimated at 28 million between print and online.
This was the first large-scale activation Experience Kissimmee has put on, as well as the first commercial event Chicago has approved for Millennium Park.
“Every year we do an annual awareness campaign that targets consumers in the Northeast and Midwest markets including Chicago, Boston, Philadelphia and New York, and we connect with them and promote our sunny weather, but this year, we wanted to do more than an advertising campaign; we wanted to get in their faces and bring a bit of Kissimmee up north,” says Megan Heron, director-domestic marketing and sales, Experience Kissimmee. Agency: FCBX, Chicago.
WATCH THE ZIP LINE IN ACTION: