The Brief
Each year, travelers flock to the warm, sunny beaches of Southwest Florida during the winter months, but each summer that large influx of travelers takes a dip. In hopes to increase brand awareness and tourism in the area, The Beaches of Fort Myers & Sanibel planned an activation that would showcase their commitment to land preservation and their dedication to seashells.
The Solution
In collaboration with GUINNESS WORLD RECORDS, the destination wanted to incorporate a record-breaking attempt to help promote brand awareness in several Northeast and Midwest markets in conjunction with National Seashell Day. Local community members came together and joined the “shellebration” to strengthen the power and support for the area as the shelling capital of the world.
On June 21st, 2018, 1,093 participants gathered together to form an enormous seashell, achieving the GUINNESS WORLD RECORDS title, Largest human image of a seashell on Fort Myers Beach. Coinciding with the first official day of summer, it was a joyful – yet exciting way to inspire new visitors and highlight the strength of the current community in a collaborative effort.
As a result, the event gained consumer engagement and continued brand messaging on social media with increased results through paid radio endorsements in Boston, Chicago, Minneapolis, and New York City.
“We did it! Today’s event was spectacular, and it encouraged members of our community to come together to tell our shelling story in a fun and engaging way. Our partnership with Guinness strengthens the global spotlight on our destination’s seashells, which continue to be a major draw for visitors.”
