Case Study
Taste of Tampa Bay
CLIENT NAME: Visit Tampa Bay
SCOPE: experiential
CAMPAIGN: Taste of Tampa Bay
The Situation
Can a single moment earn belief from the travelers who matter most?
Visit Tampa Bay had a clear opportunity: earn the trust of affluent, food-forward travelers whose choices create lasting economic impact. We knew this audience largely chooses places they’ve experienced, heard about from people they trust, or discovered through moments worth remembering. Tampa Bay already had the story, with Michelin-recognized restaurants, celebrated chefs, and a food culture shaped by its communities. Our role was to put that story where belief could begin. By bringing Tampa Bay to the South Beach Wine & Food Festival, we created a moment where travelers could experience the community before ever booking the trip.
The Approach
People believe what they can experience.
Our strategy centered on recreating the kind of afternoon you can only have in Tampa Bay, where award-winning dining sits comfortably alongside local favorites and waterfront hospitality. We transformed the South Beach Wine & Food Festival into an extension of the community itself, inviting travelers to experience its culinary culture through the chefs, restaurants, flavors, and hospitality that define it. Taste of Tampa Bay brought local partners together in one immersive space where every interaction helped future visitors picture themselves in Tampa Bay. The experience continued beyond the festival through curated events, influencer storytelling, and digital media that kept the conversation going.
Summary
Taste of Tampa Bay, Served Fresh
A custom two-story activation welcomed guests with the flavors, people, and hospitality that make Tampa Bay’s culinary community stand out. Every detail was designed to feel authentic because authenticity is what earns belief.
The Community Told the Story
The strongest proof of Tampa Bay’s culinary reputation came from the people who built it. Partnerships with The Tampa EDITION, Lilac, Punch Room, Mise en Place, and Blind Tiger Coffee Roasters brought local voices to the forefront through tastings, conversations, and shared experiences. More than 10,000 tastings created thousands of personal introductions between future visitors and the community waiting to welcome them.
One Weekend Became a Longer Conversation
The experience continued well beyond the festival grounds. Curated events in Miami’s Design District, creator partnerships, and paid media carried Tampa Bay’s story to new audiences while retargeting kept the community top of mind after the festival ended. The result was a moment built to last longer than the weekend itself.
Results
Grand Tasting Attendees Reached
Trade Day Attendees Engaged
Clicks Generated
Influencer Impressions
Campaign Click-Through-Rate
