Fort Lauderdale Tourism
Experiential Vehicle Brand Activation
Fort Lauderdale Warms Up Cold Winter Cities with a Beachy Mobile Showroom
Fort Lauderdale Tourism brought the beach to the streets of New York City with a unique mobile showroom vehicle, transforming the cold, urban landscape into a tropical paradise.
It featured a realistic beach scene complete with white sand, palm trees, a surfboard, a lifeguard mannequin, and a comfortable lounge chair. Swimsuit models enjoyed playing with beach balls and soaking up the sun inside the truck, while additional activities were held outside to engage passersby and attract attention to the brand.
Three major cities were visited by the mobile marketing vehicle: New York City, Washington D.C., and Chicago.
There were strategic appearances at morning shows, an experiential marketing event in Times Square, and high-traffic locations like N. Michigan Avenue in Chicago, generating buzz and capturing media attention.
With this innovative marketing strategy, Florida tourism was able to achieve the following objectives:
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Generated citywide attention: The eye-catching mobile showroom vehicle attracted massive crowds, generating over 20,000 impressions per day.
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Stand out from the crowd: In a sea of traditional advertising, the mobile showroom vehicle stands out as a uniqueand engaging experience, leaving a lasting impression on potential visitors.
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Activated on-the-street and at events: The vehicle’s versatility allows for activations both on the streets and at targeted events, maximizing its reach and impact.
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Provided daily social media content: The eye-catching visuals and engaging activities provided a wealth of content for Fort Lauderdale Tourism’s social media channels, keeping the brand top-of-mind among potential visitors.
- Created a PR opportunity: The mobile showroom, brimming with beachy ambiance, served as a tangible embodiment of Fort Lauderdale’s allure, effortlessly captivating viewers during morning show segments and effectively conveying the destination’s charm.
750,000+ brand impressions created, 400+ social posts, national reach via morning showing appearance
The eye-catching mobile showroom vehicle attracted massive crowds!
ALT TERRAIN, a leading provider of experiential marketing solutions, played a significant role in this campaign’s success, providing the mobile showroom vehicle, managing the tour, installing the vehicle wrap, creating the interior installation, handling deployment, securing insurance, and overseeing the overall management of the activation.
Fort Lauderdale Tourism’s creative and engaging marketing strategy not only generated significant buzz, but also brought smiles and a touch of warmth to the hearts and minds of New York City, Washington D.C., and Chicago.
And, while the mobile showroom was touring cities, Fort Lauderdale reinforced the effort with billboards, posters, and social media.
As a result, it serves as an excellent example of how experiential marketing vehicles connect with city audiences in a memorable and impactful manner.
What made this a smart move?
Disruptive
It's not every day you see a mobile beach scene rolling through the streets of New York, Chicago, and DC.
Double-Duty
The vehicle served two purposes - a 3D mobile billboard and and experiential space.
Pain Point
One proven way to capture attention is the lean into people's pain - in this case it was the freezing cold weather.
If your diggin' this Fort Lauderdale mobile showroom activation, let's design a mobile marketing vehicle campaign for your brand.
