VISIT FLORIDA launched the latest component of its "YouCation" campaign geared to increase awareness and intent to travel to Florida among Gen Z and Millennial audiences. VISIT FLORIDA partnered with Emergent Media to create and produce a combination of accessible, creator-generated content and dynamic, visual effects-intensive storytelling that pumps fresh energy into the travel marketer's communication mix. The content executions include first-person vlog-style videos; cinematic travel imagery; and on-trend compilation videos employing innovative camera and VFX techniques.

The Emergent-produced, creator-led social campaign inspires last-minute getaways with a series of videos showcasing itineraries packed full of adventure, food, and culture in the St. Petersburg, Fort Lauderdale, and Miami areas. From clear kayaking over the crystalline waters of Shell Key to getting hands-on with vibrant street art in Miami's Wynwood Walls Museum, there's something for everyone who wants (needs!) to hit the pause button on everything else and focus on what really matters: personal well-being and relationships with friends and loved ones.

The media campaign runs as three sets of Instagram Reels/Stories on the Emergent-owned Paradise channel plus first-party audience distribution on Meta and continues from early April through mid-May, 2024. Viewers are driven to a custom travel guide on the Paradise website that provides additional information and links to the VISIT FLORIDA playlist on YouTube.