Visit Lauderdale x London Art Swap campaign
In celebration of the destination’s vibrant arts scene, the Greater Fort Lauderdale Convention & Visitors Bureau has launched the ‘Visit Lauderdale x London Art Swap’. Running throughout July 2019, the unique initiative includes a special collaboration between renowned UK street artists, Graffiti Kings, and local Greater Fort Lauderdale artist Ruben Ubiera. The ‘Art Swap’ includes the Graffiti Kings travelling to the urban arts district: FATVillage in Greater Fort Lauderdale to produce a one-of-a-kind Greater Fort Lauderdale-inspired mural. The mural created in London's Great Eastern Street in Shoreditch is a homage reflecting their experiences of their time in the destination.
“Greater Fort Lauderdale has been on our radar for a while and we were absolutely buzzing to go out there and check it out,” says Mark Roe from the Graffiti Kings. “We got to spend time with local legend Ruben Ubiera and experienced all the destination has to offer, from getting up close with gators at Sawgrass, bagging some serious bargains at the outlet mall and eating some banging Mexican at El Camino. We’ve brought our inspiration and the Greater Fort Lauderdale vibes back to the streets of London.”
The campaign, running throughout July 2019, highlights Greater Fort Lauderdale’s emerging urban arts and creative scene, promoting the destination through a contemporary lens. The campaign also partners with Trailfinders, the UK’s largest independently owned travel company. Through Trailfinders, visitors to a dedicated website have a chance to win a holiday to Greater Fort Lauderdale. The winner will get to experience some of the sights and sounds the Graffiti Kings enjoyed, from 23 miles of coastline to the breath-taking Everglades; a vibrant craft beer scene to world-class Floribbean cuisine; a buzzing art scene at FATVillage and a wide-ranging variety of hotels.
For the launch we hosted an intimate evening event in a private room at Dinerama in Shoreditch. The venue is right opposite the mural on Great Eastern Street and the event attendees were a mix of top tier media and tour operators. The Graffiti Kings presented their trip and the project as well as there was a viewing of the video from their experience. Afterwards we had the unveiling of the wall with live art by the Graffiti Kings that were given away in the prize draw at the end of the night. The campaign resulted in great press coverage (still coming in) as well as social media.