FL Opps: ABC Fine Wine & Spirits launches regional campaign

ABC Fine Wine & Spirits, a regional alcohol chain, is targeting people from AL and GA who visit FL's panhandle for summer vacations. A new OOH campaign made by RP3, which handles the company's creative and media, will continue running through Labor Day on various highway billboards, which include several digital boards and a trivision. Sellers, contact soon to secure last-minute ad dollars.

ABC is hoping to reach as many tourists as possible. According to the NWF [North West Florida] Daily News, Destin itself welcomes up to 25k tourists at peak season, and Panama City Beach welcomes an estimated 87k daily visitors.

According to Pathmatics, ABC has spent approximately $440.6k on digital ads YTD, down 44% from the approximately $791.9k spent within the same 2021 timeframe. The company ended up spending approximately $1.1m on this channel last year, up 56% from the approximately $706.4k spent in 2020. So far this year, ABC has earned ~54.5m digital impressions via Facebook (76%), Instagram (21%) and desktop display (2%) ads.

This campaign has a very wide target audience, but most of its ads seem geared toward millennials and Gen-X. Spend will hopefully pick back up soon as a result of the recent campaign launch, but in the meantime, ABC may need additional support increasing ROI. Of course, the company primarily advertises locally in FL and the SE in general.

Agency & martech readers - While creative and media are covered, ABC doesn't seem to have PR and/or digital analytics agency partners; get in touch soon to offer these services.