Billboards Target Vacationers on Florida’s Panhandle
Independent, full-service marketing agency RP3 is helping its client ABC Fine Wines and Spirits usher in summer with a breezy, colorful new campaign targeted to vacationers in the Florida Panhandle.
The out-of-home campaign breaks in the third week of July and consists of billboards strategically placed across highways leading to the Panhandle in support of ABC’s outlets in Pensacola, Destin, and Panama City Beach, all located on the Gulf of Mexico coast.
The effort targets short-term vacationers—generally young families or groups of friends—who are driving to Panhandle beach resorts for their summer vacations.
The billboards carry the longtime ABC tagline “Always Be Celebrating” and the company’s logo along with catchy summer-oriented slogans paired with some of ABC’s popular products. Examples include:
- For beach traffic, we have an express lane. (Next to a bottle of Tito’s vodka)
- The summer fling you can count on. (High Noon).
- Different Riviera, same bubbles. (Veuve Clicquot Champagne).
- The official sponsor of vacation mode. (Maker’s Mark bourbon).
“As always, the RP3 team worked extremely well with us to understand what we want to achieve in this market and the great options they provided made it hard to choose among our favorites,” said Sean Kelly, ABC’s Chief Operations and Marketing Officer. “They’ve been an ideal agency partner for us.”
RP3 Founder-CEO Beth Johnson added: “RP3 and ABC have a history that dates to several years ago when we created another outdoor campaign for them with the message that ABC is the true source for wine and spirits in Florida. ABC truly understands Florida and Floridians because it, too, is Floridian. This campaign reminds vacationers that ABC’s outlets are located close to the beach, and they have everything they need to celebrate and enjoy the summer.”
Summer vacationers to the Panhandle area hail primarily from Alabama and Georgia, and typically rent for one week. There are some whole-season visitors, but weekly vacationers are the campaign’s primary targets.
Johnson stressed that the campaign’s key message is designed to boost awareness of ABC as the go-to source for stocking a traveler’s vacation home with wines and spirits.
“Vacation is a time to celebrate, and ABC has been helping Floridians celebrate for more than 85 years,” she said.
RP3, a Capitol Communicator sponsor, is a proudly independent, full-service creative agency in the D.C. metro area focused on building new ideas, technologies and experiences that forge meaningful connections between people and brands and create opportunities that propel businesses forward. Founded in 2009, RP3 is a certified woman-owned small business working with a variety of forward-thinking clients including BGE (Baltimore Gas and Electric Co.), Children’s National Health System, Norfolk Southern, Giant Food, Long & Foster, and have deep collective experience in Healthcare, Retail/Grocery, Travel and Destination, and Education.
To learn more visit http://rp3agency.com.