Visit Florida - "VisitFlorida.com Redesign"

Publicis Sapient

Publicis Sapient Boston, United States

11123

Brand: Visit Florida
Country: United States

Advertiser: Visit Florida

Title	VisitFlorida.com Redesign
Agency	Publicis Sapient
Campaign	VisitFlorida.com Redesign
Advertiser	Visit Florida
Brand	Visit Florida
Date of First Broadcast/Publication	2014 / 7
Business Sector	Destinations (Countries & Places)
Story	The new homepage features responsive design, map functionality, expansive visual components and content breakdown. On July 16th 2014 the VISITFLORIDA.com Home Page redesign launched, featuring responsive design, new map functionality, expansive visual components and new content breakdown. Since the introduction of the new layout, performance improved for each of the set goals: Bounce Rate: 18% and 36% lower for desktop and tablet users respectively. Time spent on site: Up from 03:45 to 04:44, a minute longer of content consumption. More balanced and diversified distribution of site pages thanks to reposition of Search Bar to top navigation. Less activity of VISITFLORIDA.COM logo, indicating that users are not resorting back to the homepage as they browse through the site. Most importantly, travel guide downloads are up by 20%, a key measures of intent to travel to Florida.
Media Type	Case Study
Length	47 seconds
Worldwide Chief Creative Officer	Gaston Legorburu
Executive Creative Director	Robert Kleman
Executive Creative Director	Matthew Atkatz
Creative Director	Jordan Lipton
Creative Director	Jason Levine
Art Director	Svetoslav Kraev
Strategy	Darren McColl
Strategy	Ivette Alonso
Strategy	Jane Arakelyan
Information Architect	Eddie Gomez
Information Architect	David Mahmarian
Information Architect	Steve Cucinotta
Business Consultant	Aditya Raju
Account Lead	Blake Torres
Account Lead	Gil Blattner
Technology Lead	Chandrima Roy
Technology Lead	Matt Dye
Project Manager	Daissy Vicuna
Project Manager	Ryan Enoch
Project Manager	Brad Klabik
Project Manager	Poulami Ghosh