Keys Ads Send Warm Wishes To Toronto And Chicago Commuters

By John Underwood

Check out one of our latest outdoor efforts for The Florida Keys & Key West. This program targets two of our key markets, Toronto and Chicago, with messaging and visuals that specifically sell our warm-weather destination. The two efforts are slated for the first quarter and will surely bring awareness and desire to visit The Florida Keys.


Keys Ads Send Warm Wishes To Toronto And Chicago Commuters

Paid Likes, Fraudulent Friends and Fake Followers

Judging the value of an impression in the digital era.

By Dorn Martell

As you may have suspected, a large proportion of Justin Bieber’s followers are fake. I’m not judging their taste in music or fashion, I’m just stating the facts. According to, more than 36% of Bieber’s followers are bots. At a time when human trafficking is in the headlines, non-human traffic is a dirty little secret that those who live and die for metrics don’t necessarily want you to know.

The digital and social space is a must for every client and we buy the best on-line media available, but one of the biggest challenges facing advertisers today is judging the effectiveness of their campaigns. There are a lot of digital companies making huge promises that everything can be accurately tracked. Many companies want you to judge your ads and social media efforts based on the number of clicks, likes, followers and views. But, how legitimate is this and how is it being “gamed”?

Pay me and I’ll be your friend.

In real life, you know that true friends cannot be bought. If someone likes you because of your money, your car or your connections, it soon becomes apparent that they really don’t care about you. But in the wild west of social media, it’s all too common.

Facebook estimates that there are 76 million fake users out there “liking” and “friending” like there’s no tomorrow. I have seen a dramatic increase in odd friend requests from “people” with nothing in common with me and no content on their profile other than a picture and a “joined Facebook” date. I’ve also received numerous messages from “girls” that write in broken English and want to be more than friends. Only a robot or a con artist would start a message with “Hello Dear I would like much to be your good friend.”


The nature of Twitter makes controlling legions of followers even easier. If you want your own army of followers you can buy them from sites like According to the Wall Street Journal, an entrepreneur named Jim Vidmar is selling his 10,000 plus Twitter bots to aspiring rappers to make them “trend” and gain publicity. Harmless enough for entertainers, but these bots can actually affect world politics. It is believed that an army of Russian bots is hard at work countering any anti-Kremlin sentiment. But most clients will never know if the campaign they paid for generated true potential customers or if all those clicks and likes were generated by machines and fake people.

The 800-pound gorilla named Google blocks nearly 10 percent of traffic flowing through their ad exchange because it is non-human traffic. Like customs, if they catch that much just imagine how much they don’t catch.

How do you judge the value of an impression?

It would be simple if the quantitative model of clicks, likes and followers were the “clean transaction” that the digitelegencia would like you to believe they are. But over-valued impressions are not a new problem. Nielson ratings have tried to put science in consumers viewing habits for years. But the accuracy of the audience’s engagement has never been accurately reflected in voluntary or automated systems that quantify viewership. Magazine subscription numbers have always been gamed as well. You can find stacks of a prominent South Florida magazine (named after a street), sitting on that street and all of these mags are counted as impressions when the Client asks, “How many people saw my ad?” But new media has really taken the over-rating of impressions to a whole new level. One savvy client of ours nailed it in a meeting with a web cam provider when he said, “I don’t care how many views the camera generated! If a million boys in China are watching this web cam and don’t have the money to stay at my resort, it’s worth nothing.”


One of the biggest ways to generate engagement in new media is to give stuff away to generate friends, followers and clicks. But this model may even be counterproductive. Another client cited a much-hyped social media campaign that incentivized people to like or re-tweet messages for a chance to win a weekend in a luxury villa. It generated thousands of new friends and followers but didn’t sell a single night in the villa. For luxury brands, generating armies of followers without the means to afford the product is costly as well as pointless.

Maintain Hope. Manage Expectations.

It’s great if your campaign went viral. It’s wonderful if you have thousands of friends and followers. But the secret in creating brands with lasting value is to create desire among your target audience. It’s much better to impress a few qualified buyers than masses of “tire kickers”. Don’t fall for immediate gratification. A thoughtful commercial may touch the heart of your true customer but the effect may not be a click-through within seconds of seeing your message. If your customer says, “That’s a place I’d like to go someday.” Then your message did its job. Clients must adjust the expectations for their Key Performance Indicators. If everything is judged by clicks, likes and follows you may be knee deep in bad data. Requests for more information and visits to showrooms are certainly more tangible, but nothing beats sales, booking room nights, etc. And in the long run a high average daily room rate or selling to a better customer who spends more on merchandise with a higher margin is a better bet than short term stats that look impressive in a graph, but do little to contribute to the bottom line.

So, be patient, do good thoughtful work and watch the results build over time. After all, your customers are persons who think before they act, not mindless robots.

Unusual Nocturnal Creatures Discovered in Key West

By Dorn Martell

I’ve seen them with my own eyes…Man-sized chickens dancing on Duval Street. Electronic apparitions in feather boas. Night owls and howling wolves. We sent a team of scientists down to Key West to see if the stories were true and what they found was crazier than we ever expected. In fact, after a couple of nights on the town the research team went missing. We found some of their footage and made it into a new spot for Key West. While most destinations have very little to offer after the sun goes down, Key West has been ruling the night way before Hemingway was doing shots at Sloppy Joe’s. Check it out and join the migration to the southernmost nightspot in America.

New spot for Weddings and Honeymoons in the Florida Keys

By Dorn Martell

“The most important promise” is the name of our latest spot for the Florida Keys and Key West. We featured wedding venues from Key Largo to Key West that included lavish resort style weddings, intimate gatherings with a few friends on the pier and even a group of intrepid revelers gathered on a tiny island. The beautiful thing about romance in the Keys is that it is a place where you can fall in love, get engaged, get married, honeymoon or even renew your vows. So the Florida Keys become a life-long focal point for your relationship and the promise to return is the most important promise you’ll ever make to each other.

Tinsley Launches Viceroy Collection for City Furniture

Our new spot just broke in Miami targeting the ubiquitous urban condo dweller. The condo market has grown exponentially over the last several years and our new commercial uses a smooth EDM vibe and contemporary styling to sell City Furniture’s Viceroy Collection. Viceroy is a collection of pieces offering clean minimalist designs that fit in perfectly with today’s “downtown” scene. This spot is part of a four year re-branding effort that has been very successful. In a marketplace where sales at most home furnishing stores have remained flat, City Furniture has enjoyed double digit increases in same-store sales. Our efforts have also transformed the brand image from a “local” furniture store (formerly Waterbed City) to a national level and “higher end customers” are now flocking to more expensive brands like Bernhardt. Our campaign has won awards and driven sales – the ultimate test of a campaign’s performance.