A patch of the shopping centre was transformed into a slice of Florida. And, surrounded by palm trees, a 6-metre Igloo dome in bold Visit Florida branding, became the centrepiece of an experiential brand activation.
Shoppers were invited to take part in a competition to win a trip to Florida and could step inside the dome to get a feel for the destination. Three different immersive videos took them to SeaWorld, to the Emerald Coast, and to Walt Disney World. And they could also take seaside snaps of themselves using an interactive photo-booth.
As you can see from the video above, MKTG and Visit Florida seemed super-pleased with the effect of the dome - and the opportunity for would-be vacationers who may never have previously considered the destination to get an insight into the Sunshine State.