People are cruising out of Port Canaveral more than ever, but not everyone thinks to start or end their vacation on the Space Coast. Thanks partly to miscommunication from travel sites, the current consumer perception is that you should stay in Orlando when you cruise of Port Canaveral. Not only should this campaign raise awareness of the fact that Port Canaveral is on the Space Coast (not Orlando), but that staying one extra day can give you more than enough reasons to love the Space Coast. The task was clear: create a striking visually driven campaign that highlighted the insight of proximity of activities to the port.
We created a research-based strategy that focused on highlighting the proximity to out-of-this-world attractions, 72-miles of coastline and memories that would last a lifetime. The brand’s key differentiator rests on the incredible and unique experiences that are just steps away from the port. Every creative has been there: sometimes the answer is the simplest approach. The winning idea was to show the concept quite literally: Design and build a totally-custom cruise ship gangplank and take it all over the Space Coast. Countless hours of planning, weeks of pre-pro, four days of shooting and lots of sweat gave us the stunning visual campaign you see before you. Each shot captures the raw uniqueness of the destination while communicating the ease of access from Port Canaveral.
The campaign just launched, already meeting critical acclaim and client obsession. The goal for the campaign is to raise traffic of the port, taking us from Florida’s #2 Cruise Port to #1. And while only time will tell as the campaign runs, to tell such an interesting story in a single shot feels like the biggest win of all. Plus, we gained some hard-earned new fabrication skills.