The goal was to establish Fury as a leader in the tourism industry beyond the local scene, and to encourage South Florida travelers to pack their bags and make the short drive down to paradise.
The commercials were strategically produced to appeal to a diverse demographic. Emphasizing that there’s something for everyone, we featured three unique trips including the action-packed Ultimate Adventure, live music sunset sail, and laid-back Island Adventure. We then saturated the South Florida market with these commercials, even utilizing Spanish marketing through Univision to appeal to the large Spanish-speaking population of our target area. The word FURY was also used as the promo code for all offers, further adding to the goal of branding the company as a household name in the world of watersports.
The campaign proved to be successful, delivering eight million impressions through TV and Digital Media. 250,000 video views were also generated on social media and YouTube, contributing to the 12% increase in summer sales and 14% increase in website visits.