Standing out from the crowd is what advertising is all about. In a world of "me-too" products and services, how can we lift our product, our brand, above the throng? Strategy? Creativity? A great tagline or goofy jingle? Maybe. Although there's never a guarantee, one way to stand out is to cut across the grain; if everyone is moving in one direction, move in the opposite.
It's a risky strategy that, if executed properly, can pay off in the long run. While the Apple and iPhone zombies have everyone working on applications for every possible situation, the Florida Keys has come up with a campaign that no app will ever compare to the Florida Keys.
They're right, at least as far as I'm concerned. While many of us get wired by the exciting technology available and scramble to have the latest and greatest, there are better, more exciting things in the world. The TV campaign, produced by Tinsley Advertising, makes sure to point this out, capitalizing on the reality that life is lived outside your smartphone, and compared to your phone, real experiences are much more invigorating.
“Everyone is hammering the new apps and technology and preaching technology as an escape," said Dorn Martell, creative director for Tinsley Advertising. “What we really wanted to do was position the Keys as an alternative with ‘real’ experiences. We want to communicate that there is no app or substitute for the wonderful, unique vacation experiences you get in the Florida Keys.”
The commercials, available on the Florida Keys Web site and YouTube, are slated to begin in January on both broadcast and cable TV. They sound a bit similar to the Apple spots, but in message and scope, the commercials are very different. As a finger pulls a beautiful beach shot across the screen, mimicking a touch screen phone or computer, a voice-over in the background states the message: "There is no app for this."
Real experiences are always worth more.