New Summer Campaign Focuses on ‘Random Acts of Awesome’

Friday, May 1, 2015 - 4:43pm

St. Pete/Clearwater (May 1, 2015) - Visit St. Pete/Clearwater's all new "Amp the Awesome" summer campaign was unveiled Thursday to more than 250 tourism industry VIPs, unofficially kicking off next week's National Travel & Tourism Week.

The hip, youthful expression "Amp the Awesome" builds on the destination's "Live Amplified" brand with vibrant colors, a "rock-on" logo and first-ever initiatives---like a branded sailboat and beach taxi, Pandora radio spots and an in-destination surprise-and-delight effort dubbed "Random Acts of Awesome."

This summer's campaign is designed to build on the destination's record-setting visitation, most notably seen in key feeder markets like New York City---up 30% year-over-year---and Latin America, which has skyrocketed more than 80% in the past two years alone.

Locals and visitors will get their first taste of "Amp the Awesome's" power during a stealth, guerrilla marketing event planned for Memorial Day weekend.

Amp the Awesome  "This is a natural evolution of living amplified in St. Pete/Clearwater," said VSPC Executive Director David Downing. "Our summertime visitors come from in-state and the Tampa Bay and Orlando regions, so these marketing firsts reflect our desire to both grow business and captivate the imagination of our visitors."

The sailboat (mock-up pictured) will make its way around regional waterways for six hours a day, five days a week. In addition, VSPC will be giving away cruising opportunities aboard the vessel all summer long. On land, you'll see branded delivery trucks, as well as the all-new beach taxi, which will be amping people with free rides locally and making appearances around the state to dispense a variety of all-new "Amp the Awesome" swag.

To drive engagement for the campaign, visitors will be encouraged to text or tweet suggestions in which their stay or day can be amped---from a special spa treatment to VIP access to local attractions to a night on the town---all courtesy of Visit St. Pete/Clearwater.

Area tourism partners, like chambers of commerce, hotels, attractions and restaurants, are encouraged to participate in the campaign by amping the awesome for guests and sharing those experiences via #AmptheAwesome.
In addition to the outdoor activities, a new 15-second TV commercial featuring custom animation of the "Amp the Awesome" logo will be in heavy rotation, along with print ads and digital billboards, registering more than 167 million impressions throughout the campaign.

"Regardless of where you go in the greater Tampa Bay region this summer, you'll see St. Pete/Clearwater and 'Amp the Awesome,'" Downing said. "And we're rewarding those who get involved with the campaign with awesome experiences, too."

VSPC also handed out 25 "Best of St. Pete/Clearwater" awards to area tourism partners, including Dunedin Brewery (Best Craft Brewery), Clearwater Beach (Best Beach), Loews Don CeSar (Best Hotel) and St. Pete (Best Downtown).


Event presentation

Amp the Awesome Summer Creative

Event photos