The agency creative teams captured the essence of the new platform with an engaging and fresh new look, a fun and provocative tone-of-voice and timely messaging. The campaign came to life with a cross-channel media campaign focusing on key points of interest for potential visitors by segment. Executions included digital, video, paid social media, print and out-of-home. In addition, the agency and client teams focused on optimizing the data base to take full advantage of the efficiency of email with targeted messaging and a revamped digital newsletter. The PR team added to the integrated approach with an aggressive news bureau activity securing critical coverage across all of the key leisure origin markets and trade media outlets.