Brand USA, the destination organisation for the United States, and its partner Visit Florida, have taken over London’s Oxford Street for its Out-of-Home campaign to drive awareness for Florida’s top holiday destinations. This is the first campaign utilising JCDecaux’s new London inventory after taking over Transport for London’s bus shelter advertising concession on 1 January 2016.
Launched on January 4, the Visit Florida campaign is dominating JCDecaux’s bus shelter inventory spanning Oxford Street for four weeks. The bright, impactful tourism campaign has rolled out a mix of vinyl wraps and special builds, and is also being supported by JCDecaux’s transvision screens across key London rail stations. 
Planned by Black Diamond and executed by Zone, the precision planning specialist of Kinetic, alongside sister creative division Kinetic Active, the campaign is driving awareness of Florida’s holiday destinations.
Visit Florida is showcasing 10 major resorts across the state, including Tampa Bay, Palm Beach and Walt Disney World, with experiential elements to highlight the destinations and keep them top-of-mind with UK consumers, as one of the tourism industry’s busiest booking periods commences. A number of the bus shelters include digital screens, such as the Kennedy Space Center, which also features a rocket situated on its roof!
Steven Dennison, Head of Creative Solutions at JCDecaux, said: “This is the first campaign running on our new premium inventory on Oxford Street. The Space Kennedy Center showcase combines digital, vinyl and 3D perfectly to catch the attention of passers-by. Since we first announced our TfL win, we’ve promised to make London the global showcase for digital out-of-home and this sentiment is captured perfectly by our first Oxford Street bus shelter campaign this year.” 
Guy Chambers, Managing Director of Black Diamond, said: “Launching the New Year with a high-profile takeover of Oxford Street is testament to the importance of the UK market for both Brand USA and Visit Florida.
“Incorporating innovative and interactive elements into the OOH takeover demonstrates the pioneering thinking behind our vision as a company, and one that JCDecaux has implemented with results top of mind.”
Sarah Norcup, Creative Development Executive at Kinetic Active, said: “We are thrilled to be kicking off the New Year with Brand USA’s exciting nationwide campaign. OOH media is the perfect way to reach a wide audience and drive awareness at this prime time of year for the tourist industry; while JCDecaux’s national OOH network provides a fantastic platform to ensure the Brand USA message carries far beyond the initial London launch.” 
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