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FLORIDA DEPARTMENT OF HIGHWAY SAFETY

HOLIDAY TRAVEL CAMPAIGN

IDEAS.

Florida Highway Safety and Motor Vehicles partnered with our agency to promote its Holiday Travel Campaign through the months of November and December. FLHSMV hoped to drive awareness and educate Florida drivers on slowing down, buckling up, driving sober and driving without distractions during the busy holiday season.

WORK.

To start, we first established the campaign’s target audience—English-speaking travelers ages 18–30 and collected data to find top-performing websites for this demographic. Following our research, we created engaging digital banner ads and served them across websites frequented by our target demographic. In addition, we ensured the ads were served on the appropriate device; in this case, out-of-town travelers were best targeted through mobile.

The banner ads were monitored for engagement throughout the two-month campaign. The banner ad that generated the highest click-through rate was identified and served more frequently during rotations for optimal results.

RESULTS.

18.2M

impressions

10%

click-through rate

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