Go to a New York Mets Spring Training game in St. Lucie, Florida, and you’ll feel the excitement in the air. The short stretch is full of the sounds of bats smacking home runs, the buttery smell of popcorn, and sights of overjoyed fans packed in the stands reaching for foul balls. While the two-week long span of prep for the MLB season brings tons of loyal Mets fans to St. Lucie, the region’s tourism department sought a creative campaign to entice those same loyal fans to visit at other times of the year.
Visit St. Lucie’s team tasked us with finding ways to highlight the wonderful amenities available year-round in this beautiful vacation destination in a way that would relate to fans of the New York Mets. We capitalized on the audience’s passion for baseball with catchy headlines that related to some of St. Lucie County’s best attributes. Centered around the theme of “The Season Never Ends,” the campaign and its elements focused on the area’s natural beauty, potential for adventure, and rich culture. Headlines like “Line Drive” adorned ads focused on the area’s exceptional golf courses, while “Intentional Walk” was a nod to the miles of beautiful nature trails and pristine beaches.