September 7, 2011 In Tinsley Blog

Tinsley Selected as Agency of Record by The Florida Keys & Key West. Again!

By Dorn Martell

26 years ago, Crockett and Tubbs were prowling the streets of Miami in a Ferrari. Ronald Reagan was urging Gorbachev to tear down the Berlin Wall. Parachute pants were the rage and Tinsley Advertising was celebrating a new account win: The Florida Keys & Key West.

Now, the only thing remaining from that indelible period in time is our relationship with The Florida Keys.

Last week, Monroe County’s Board of County Commissioners voted unanimously to approve Tinsley Advertising as the Agency of Record for The Florida Keys & Key West, again. This follows a similar vote by the Tourist Development Council who reviewed a total of five Agencies.

“Tinsley showed a level of understanding of The Keys and a breadth of work that the other agencies didn’t come close to,” said Rita Irwin, Chairman of the Monroe County TDC.

The 50-minute presentation included everything from an innovative “Station Domination” program for New York commuters to behavioral and contextual marketing on Pandora and Facebook. We also proposed a voluntourism campaign that will encourage visitors to donate a small portion of their vacation to help Florida Keys causes. And of course, we showed some cool new TV concepts for Key Largo, Islamorada, Marathon, Big Pine and the Lower Keys, as well as, new water sports and art spots for Key West.

Our 26-year relationship with The Keys has allowed us to do some of the best work in the travel and tourism industry. We have been honored by The Travel Industry of America, Visit Florida’s Flagler Awards, and the Addys, where The Keys won 30 awards in 2011 including “Best of Show.”

We are so happy to have such a wonderful client as The Florida Keys & Key West. It is a partnership that continues to produce great work and the highest daily room rate in the state.

Thank you Monroe County from everyone at Tinsley!

May 17, 2011 In Tinsley Blog

Tinsley Wins At Regional Addy Awards

By Dorn Martell

Tinsley and The Monroe County Tourist Development Council (The Florida Keys & Key West) were honored to receive FOUR Addy awards at the District Four, American Advertising Federation Awards. This is in addition to the 30 Addys and 14 Golds we received at the Miami Addys including Best of Show for Television. Our regional GOLD ADDY winners are as follows: “Out before it was in” (TV for Key West), “Men Overboard” (print ad), and “Big eyes, full lips drives men crazy. Angelina is that you?” (print ad). We also won a Silver Addy for “A whole new kind of cruising.” (print ad).

This has been a great year for us at the award shows, especially The Education Advertising Awards, The Miami Addys and The District Four Addys. We really appreciate the collaboration between Tinsley and all our clients that has allowed us to produce award-winning advertising over multiple platforms.

March 16, 2011 In Tinsley Blog

Tinsley wins “Best of Show” for Key West TV

By Dorn Martell

Our new TV spot for Key West “Out Before it was In” received “Best of Show” for television at the 2011 Addy Awards® at the Adrienne Arsht Center on Thursday March, 10th. We received thirty awards overall with fourteen Gold Addys®. Over 350 of Miami’s ad community turned out for an evening of swing and the best advertising in our city. We were delighted by the positive reaction our work received and would like to thank the Monroe County Tourist Development Council for allowing us to create this kind of quality work. Our collaboration with Harold Wheeler, Director of Tourism and Key West District Action Committee Chairman, Jon Allen really helped us produce a commercial that stood out in the crowd. Look for more about the Addys® in our upcoming blog posts.

March 9, 2011 In Tinsley Blog

Nova Southeastern University Campaign Wins Best of Show for the Second Time

By Jim Flanagan

The 26th Annual Educational Advertising Awards, the largest academic ad awards competition in the U.S. awarded Tinsley and NSU a total of 16 distinctions plus Best of Show. In this year’s competition, Tinsley’s work for NSU went up against 2,500 entries from 1,000 institutions from all 50 states. The work represents an evolved, phase two effort designed to dovetail with NSU’s 2007 campaign launch which also won numerous awards plus a Best of Show.

Judges for the awards event consisted of a national panel of higher education marketers, advertising creative directors, marketing and advertising professionals and the editorial board of Higher Education Marketing Report.

Dave Dawson, Executive Director of University Relations for Nova Southeastern University http://www.nova.edu/ said “we’re honored that NSU has once again been recognized, validating the value of brand planning and consistency. It speaks to the huge effort invested by our advertising agency partner, Tinsley Advertising and the University’s marketing team, who collaborated to come up with a highly effective campaign.”

Dorn Martell, Tinsley’s EVP, Creative Director said “It’s a pretty tall order to create a campaign that resonates with undergrads, graduate students, faculty, parents and the Educational Advertising Awards as well. We’re very pleased that the NSU campaign has been recognized and that kids show up at events singing the song from the spots.”

The ongoing campaign is an integrated mix of media targeted against cross-generational audiences and is credited with having built awareness for NSU’s undergraduate and graduate programs while driving enrollments in Florida and beyond.

February 11, 2011 In Tinsley Blog

It’s All About Recruits

by Dorn Martell

“We have 365 days of recruiting to do and we have thirty days to do it.”

Those were the marching orders we received, two days into the thirty-day recruiting window, from the University of Miami Athletic Department. New head Coach Al Golden had replaced beleaguered Head Coach Randy Shannon and was on a mission to build next year’s team – FAST!

The solution was a surgical strike, e-mail blast program, targeting the best High School players in the country. Each day prospective players would receive a new e-mail highlighting one of the many benefits of becoming a Hurricane. Our messages were short and simple, geared perfectly to students who are not impressed with long copy and old school communications.

The final blast of the program led prospects to BeACane.com, an interactive micro-site developed by Tinsley in just two weeks. At BeACane.com prospective players can opt-in by uploading a photo, entering their name, and choosing a number. The site then generates a composite image of the student wearing a Miami Hurricane uniform with their number of choice.

Signing day was a huge success! The Canes signed 16 new recruits, including eight who had committed to other schools and switched to Miami. “Gionna Paul probably is our favorite [story],” Miami coach Al Golden said. “He went from not wanting to talk to us to getting a “U” tattoo.” What could be a greater measure of success than getting your target audience to wear your brand for life!

For more details click here.

Look for more on the viral success of BeACane.com in the coming weeks.

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