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CHALLENGE RESEARCH <br />Florida is well known and well <br />loved, but travelers feel they’ve <br />already done the beaches and <br />theme parks. <br />Four phase research study <br />that included qualitative and <br />quantitative interviews with <br />120 stakeholders, 3,126 leisure <br />travelers, and 391 bleisure <br />travelers in 10 markets. <br />INSIGHT <br />Over half of travelers named <br />“Florida” or a Florida city <br />when asked what place equals <br />vacation. We can use the <br />Florida vacation mindset to <br />illuminate the other options <br />of the state. <br />SOLUTION <br />Develop a more multi- <br />dimensional brand that <br />encourages exploration <br />and adapts to multiple <br />destinations. <br />The evolution of the logo was primarily functional. <br />A couple small changes made the word Florida almost <br />twice the size while occupying the same total space. <br />An alternate version of the logo allows us to <br />include all the Florida cities to help potential <br />travelers discover unexpected destinations. <br />SPARK REQUEST FOR PROPOSAL <br />NO. 19-07-02 <br />2. QUALIFICATIONS <br />16