Visit St. Pete-Clearwater. Putting the Pride in St. Pete.
Key Metrics.
4.9m
Total Reach
4.2m
Radio Ad Impacts
6.5k+
Social Interactions
Multi-channel integrated campaign with Gaydio.
Rooster was tasked with elevating St. Pete-Clearwater’s most popular annual event, St. Pete Pride, showcasing the monumental month-long celebration to the UK audience.
By partnering with the UK’s most popular LGBTQ+ radio station, Gaydio, for a multi-channel integrated campaign, Rooster built the staging necessary to amplify the inclusivity of the destination.
Kicking off the month-long campaign, the Gaydio team flew to St. Pete-Clearwater to visit key LGBTQ+ businesses, interviewing prominent figureheads of the community.
From this, a three-hour radio show was developed to broadcast each interview, along with each host excitedly talking about their love for the destination – all with the key aim of telling their LGBTQ+ audience of its inclusive and accepting nature. Prior to the broadcast, advertisement clips were aired in the weeks leading up to the show, to drum up excitement for both the show, and begin promoting the destination.
Alongside the incredibly successful, highly listened to radio show, Gaydio launched a holiday competition on their site and social platforms, which was also promoted throughout the show.
The Gaydio partnership was a huge success. The team created incredible content in St. Pete-Clearwater, allowing our community members to share their stories with a new UK audience. We are confident this will positively influence UK arrivals from the LGBTQ community to the destination.
Jason Latimer • Director, Public Relations • Visit St. Pete-Clearwater
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