321’s approach was to build a truly authentic and unified brand experience that built on an out-of-this-world iconic staple of the Space Coast. Enter – Starman.
The motivation behind the concept was to personify the Space Coast and plant our Starman in everyday experiences, destinations and happenings.
We iconized the Space Coast in the form of ‘Starman’ – a fun, mascot-esque individual that would nonchalantly be taking part in various activities with everyday Space Coast goers. We mapped out a full campaign strategy that ranged in both digital and traditional tactics, using video, photo and cinemagraphs to drive engagement efforts.
Creating the Campaign
321 set out on a 3-day video and photoshoot in various iconic locations in Brevard County. The goal was to hit on all the emotional connections travelers, visitors and residents have with the Space Coast. Beach, Rocket Launches, Cruising, Fishing, Dining, etc. Our approach to the campaign was to implement a vibrant, jovial and fun feel – even if it got a little tongue and cheek.
Videos and Cinemagraphs
Our video series drove the entirety of the campaign. We created long-form, brand-centric videos where applicable while deploying shorter, more high-energy content for social platforms. Additionally, we created a series of 30-second spots for TV and various co-op applications and for use on Trade Desk.
Launching the Strategy
The initial strategy for the Space Coast Annual Campaign was to provide awareness of a variety of places, events and things to do in Florida’s Space Coast. Our digital strategy was broken down into 3 phases – brand awareness, engagement and re-engagement, focusing heavily on in-state and in-market geographies. We drove content across paid media, website, organic social and email marketing.
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Email marketing was a primary tactic in our campaign. We used smart and granular segmentation based on user activity to build campaigns that would take users through a journey of various events and happenings on the Space Coast.