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Feeder market respondents didn’t really grasp <br />what Tampa had to offer, so we needed a brand <br />that truly stood out. <br />We combined the history of Tampa’s oldest hotel <br />with bold personality around the pirate-themed <br />Gasparilla Events to create a truly unique identity. <br />CHALLENGE RESEARCH <br />In most categories, consumers <br />voted Tampa as average or worse <br />when compared to other cities. <br />Online surveys featuring 1,000 <br />US Leisure travelers, 400 <br />Meeting Planning Professionals, <br />and 750 International Travelers. <br />Later, the process included a <br />similar sample plus Leisure and <br />Meeting Planner Focus Group <br />creative testing. <br />INSIGHT <br />There’s an attitude that drives <br />the community, a daring spirit <br />that arrived here with our fi rst <br />pirate visitors. <br />SOLUTION <br />Position Tampa Bay as an <br />invitation to explore and <br />discover. To live a daily quest to <br />seize life and all it has to off er. <br />SPARK REQUEST FOR PROPOSAL <br />NO. 19-07-02 <br />2. QUALIFICATIONS <br />30