KISSIMMEE LOCAL CAMPAIGN

Marketing Campaign / UI Design

A marketing campaign aimed at local residents of Kissimmee to inspire them to visit attractions along route 192 during spring break 2021. 

DATE

Feb 2021 – Mar 2021

ROLE

Visual Designer

THE CHALLENGE

As a tourism business, Experience Kissimmee was facing challenges due to COVID-19 travel restrictions. They needed a way to inspire local residents to explore tourism attractions to make up for the lost spring break customers they would normally see this time of year.

BRAINSTORMING + INITIAL CONCEPTS

Brainstorming was initially done in Figma and then ideas were shared over Zoom to help narrow our focus. One idea was to explore the visual of stickers and earning badges. Another idea was to use the visual of fitting in a missing piece of the puzzle to a tourism attraction scene.

EXPLORING CONCEPTS

At this stage concepts were narrowed down. The previous sticker idea was merged with a This or That concept to contrast mundane scenes with local destinations. The puzzle piece concept was further explored to see if people could "fit" into Kissimmee scenes.

FINAL CONCEPT

The final concept merged elements and focused on contrasting mundane home scenes with exciting Kissimmee scenes. People were outlined to suggest they could be picked up and moved to fit in with the fun side of the image.

THE CAMPAIGN

The campaign included printed materials (billboards, street signs, and newspaper ads), and digital materials (website ads, social media spots, and a landing page.) All materials directed the viewer to a landing page on Experience Kissimmee's website that featured the tourism attractions along route 192. Different versions of the main visual were created to target different audiences and keep content fresh throughout the duration of the campaign.

© Brina Frenette 2024 | brinafrenette@gmail.com | 902.449.1430