Greater Fort Lauderdale Convention & Visitors Bureau

Fort Lauderdale needed to differentiate itself from other U.S. beach destinations and boost occupancy rates. First step—rewrite the book on tourism advertising. No more copy-heavy pages showing beaches and palm trees. Next, make the Sunny.org web address an integral, compelling element of the creative. After all, 60% of U.S. vacationers research and book their trips online.

With the iconic “O” in Sunny.org showing up in a variety of settings, the integrated campaign has been setting records — from click-throughs more than 30 times the average rate to soaring occupancy rates that have grown each year since the campaign began.