Florida is an incredible destination that is often misunderstood. Known for its theme parks, beach condos, and retirement communities, the state is often dismissed by the young and adventurous. HoneyTrek set out to re-write the narrative with a 36-day road trip and accompanying editorial and marketing campaign with Visit Florida. Roadtripping 1,500 miles from Key West to Pensacola, we sought out the diversity of landscapes, cultures, and activities that make Florida so special. For two months, we engaged our 290,000+ social media fans with daily posts across Instagram, Facebook, Twitter, and Pinterest. We further curated our editorial with two in-depth blog posts, three crafted videos, and an hour-long Facebook Live of our Top 10 Florida Experiences. Our editorial initiatives reached 589,631 people and prompted 23,894 interactions (comments, shares, likes, re-tweets, etc). We surprised and delighted followers and undoubtedly ignited a new love for Florida.
Pinterest Board: The Florida Keys
HoneyTrek Blog: South Florida
Road-tripping from the Keys, through the Everglades, Miami, Sanibel Island, Peace River, Highlands Hammock State Park, to the Space Coast, we share the diversity of Florida and all the magic beyond Disney.
We reached the southernmost point in the continental USA! Where to next? We’re taking the camper on a 1,000-mile road trip up the Sunshine State! Countless beaches, springs, caves, Everglades…there’s so much to explore! Where should we head? #LoveFL #Sponsored @VisitFlorida pic.twitter.com/iaewFbwVwu
— HoneyTrek (via Twitter) February 23, 2018
YouTube Video: Florida Keys
Highlights from road-tripping the Florida Keys, including stops to scuba dive in Marathon, kayak around Isla Morada, join a kissing flash mob in Key West, set sail in the Gulf of Mexico, and take on even more adventures down to the southernmost point in the States.
Did you know #KeyWest‘s Hemingway House is also a licensed zoo? The author was a huge cat lover, so the museum couldn’t just kick out the kitties! Instead the 54 descendants (mostly six-toed) live like royalty, lazing about the priceless antiques. #LoveFL #Sponsored @VisitFlorida pic.twitter.com/eS6wsJMVHZ
— HoneyTrek (via Twitter) February 27, 2018
The perfect day in #KeyWest: stroll historic neighborhoods, commune with Hemingway, touch the southernmost point in the States, take a sunset sail, and drink a margarita to the soundtrack of Jimmy Buffet. #FLKeys #LoveFL #Sponsored @VISITFLORIDA pic.twitter.com/TN7YZgWsyL
— HoneyTrek (via Twitter) February 27, 2018
Back in Miami after a decade and it’s even sexier than we remembered! Caught the brilliant @ModelVolleyball tournament, solid Cuban food at @LasOlasCafe, Little Havana’s rocking @Gay8Festival and cocktails at the city’s oldest bar @MacsClub222. #LoveFL #Spon @VISITFLORIDA pic.twitter.com/xyMsrPdWhB
— HoneyTrek (via Twitter) February 26, 2018
Road tripping, hiking, and kayaking through #Everglades National Park & Big Cypress National Reserve, we knew there would be wildlife encounters…we just didn’t think they’d be THIS good. #LoveFL #Sponsored @VISITFLORIDA pic.twitter.com/DzVVeG3hX5
— HoneyTrek (@HoneyTrek) February 28, 2018
YouTube Video: The Everglades
From Shark Valley to 10,000 Islands, we had so many unforgettable adventures and wildlife encounters! See our highlights from Everglades National Park and Big Cypress National Preserve.
Road tripping, hiking, and kayaking through #Everglades National Park & Big Cypress National Reserve, we knew there would be wildlife encounters…we just didn’t think they’d be THIS good. #LoveFL #Sponsored @VISITFLORIDA pic.twitter.com/DzVVeG3hX5
— HoneyTrek (via Twitter) February 28, 2018
After scouring the globe for the best beaches across categories (tidepooling, surfing, wildlife, etc.) for @NatGeoBooks‘ #UltimateJourneysForTwo, Sanibel, Florida won for seashells! Congrats @FtMyersSanibel & @VisitFlorida! Now for a little beachcombing… pic.twitter.com/2SkI3EUk40
— HoneyTrek (via Twitter) March 1, 2018
The sponge capital of the world? The Greek haven of Florida? #TarponSprings was full of surprises. We took a traditional sponge diving tour with St. Nicholas Boat Line and it’s said to be the 2nd-oldest running attraction in the state! #LoveFL #Sponsored @VisitFlorida pic.twitter.com/IIeUVe7dlm
— HoneyTrek (via Twitter) March 2, 2018
Pinterest Board: Florida Fabulous
Didn’t know much about Tampa before but man, we like their spunk! Caught Fiesta Day in #Ybor, the kick-off to WaterTribe’s renegade 300-mile boat race (SUP included) & now we’re dying to come back for the Gasparilla Pirate Festival. #LoveFL #Sponsored @VisitFlorida @VisitTampaBay pic.twitter.com/tYMsHJXC0K
— HoneyTrek (via Twitter) March 3, 2018
From Florida locals to museum curators, Peace River is said to be a fossil hunter’s dream. We dug in with #FossilExpeditions and this is the adventure that unfolded. #LoveFL #Sponsored @VisitFlorida pic.twitter.com/yQVWLcRJ4H
— HoneyTrek (via Twitter) March 5, 2018
Primordial isn’t a word we use too often, but Highlands Hammock State Park earns it. One of Florida’s oldest and most biodiverse parks with 1,000-year-old oak trees, cypress swamps, and wild orange groves…it’s pure magic. #LoveFL #Spon @VISITFLORIDA pic.twitter.com/rkYam4U20I
— HoneyTrek (via Twitter) March 7, 2018
Going to the Kennedy Space Center, where rockets are born & astronauts begin their journey into space, reminds us how small we are in this universe & how big dreams are never out of reach. Keep exploring @NASA @SpaceX @ExploreSpaceKSC! #JoinTheJourney #LoveFL #Spon @VisitFlorida pic.twitter.com/lkvTI5dgMs
— HoneyTrek (via Twitter) March 9, 2018
YouTube Video: Discover Crystal River
With natural springs that remain a pleasant 72 degrees, the manatees come to winter in Crystal River…by the hundred! We went on a snorkel trip with Fun 2 Dive Manatee Tours and had so many face-to-face encounters…a baby even nibbled on our Go-Pro!
We had such an amazing time kayaking with manatees in #CrystalRiver last Dec, we came back…and it was even better the 2nd time! Stayed at the adorable Crystal Blue Lagoon B&B then snorkeled w/ Fun2Dive and a manatee even nibbled on our @GoPro! @DiscoverCR_FL #Spon @VisitFlorida pic.twitter.com/uPkX5fPKch
— HoneyTrek (via Twitter) March 10, 2018
*NEW BLOG* Catch the highlights from the first half of our #Florida road trip…fossil hunts, scuba dives, alligator run-ins, NASA rocket launches, and more adventures from the southernmost point to the Space Coast. #LoveFL #Sponsored @VisitFlorida https://t.co/KbKy5QQUhr
— HoneyTrek (via Twitter) March 13, 2018
Thailand? Philippines? Nope, this is Florida. The headsprings at Rainbow River have 200+ feet of visibility…add sushine and azaleas in full bloom, and you’ve got paradise without the jetlag. #LoveFL @VisitFlorida #Sponsored @Fl.Stateparks #Springs #Az… https://t.co/I8agJPZfpy pic.twitter.com/wOJiriH9o0
— HoneyTrek (via Twitter) March 14, 2018
NEW VIDEO! Catch the highlights from our #FLKeys road trip…scuba diving Marathon, kayaking Isla Morada, rocking out in Key West & more adventures through to the southernmost point in the States. #LoveFL #Sponsored @VisitFlorida @TheFloridaKeys – https://t.co/FJWXvyOWRb
— HoneyTrek (via Twitter) March 14, 2018
If you like the idea of staying in state parks but prefer a hotel room to a tent, we’ve got your spot! @WakullaSprLodge is surrounded by lush forest & one of the world’s largest freshwater springs, plus built with lavish detail and steeped in history! #LoveFL #Spon @VisitFlorida pic.twitter.com/rkKtVVXdKz
— HoneyTrek (via Twitter) March 15, 2018
Did you know #Florida has the largest convergence of freshwater springs in the world? The state sits on an aquifer with billions of gallons of water bubbling into gorgeous springs every day. Wakulla is the largest and a must-see! #LoveFL #Sponsored @VisitFlorida @VisitWakulla pic.twitter.com/tiFhmDDTai
— HoneyTrek (via Twitter) March 19, 2018
Cedar Key, #Florida is an adorable historic beach town dating back to the 1840s, though venture just up the coast and the history runs much deeper…with a massive Native American shell mound from 6,000 BC! #LoveFL #Sponsored @VISITFLORIDA pic.twitter.com/QxHcci7l0a
— HoneyTrek (via Twitter) March 20, 2018
Favorite Florida roadside attraction: The World’s Smallest Police Station. Back in the 60s the village of Carrabelle’s whole police department was run from a phone booth. Mike brings it back as a self-appointed officer. #LoveFL #Sponsored @VisitFlorida pic.twitter.com/YcE6IaxtU3
— HoneyTrek (via Twitter) March 21, 2018
Instagram Stories
Each day of our five-week road trip, we took our audience behind the scenes with Instagram Stories, posting 8-15 videos and photos daily. Overlaying graphics, gifs, text, hashtags, and polls in a playful way, we engaged the millennial audience and kept them tuned into our adventures throughout the day.
NEW BLOG: Part II of our Floridian odyssey, traveling 1,500 miles for 36 days from Key West to the Panhandle. Follow this off-the-beaten path for friendly locals, gorgeous landscapes, abundant wildlife & hardly any tourists. #LoveFL #Spon @VISITFLORIDA https://t.co/vR29CFtVHv
— HoneyTrek (via Twitter) March 26, 2018
Honeymoon Island State Park, you know we’re stopping here! Love that in the 1940s families would buy their newlyweds a week in a thatch cabana on this tropical island. Basically the original honeymoon registry…showing couples that travel is better than… https://t.co/1qeiyO4LIc pic.twitter.com/enRGsAHrqf
— HoneyTrek (via Twitter) March 2, 2018
HoneyTrek Blog: North Florida
Traveling all the way from Honeymoon Island to the northwestern border, we share an off-the-beaten track route to some of the state’s most magnificent destinations. Using writing, photography, YouTube videos, Pinterest graphics, and a Facebook Live Q&A, we engage the audience with storytelling and interactive media.
Lonely Planet #lppathfinders Mike and Anne of @HoneyTrek have been on an epic adventure in #Florida filled with manatees, amazing kayaking, scuba and more! Check out the highlights! https://t.co/HXdTq5noc5
— Lonely Planet US/CAN (@lonelyplanetUSA) March 20, 2018
Adore this state park! Highlands Hammock is one of Florida’s oldest, most biodiverse, and endearing parks. We camped here for two days and love that they had ranger talks, potluck dinners, music on the green, bikes for rent, and shuffleboard (never too old…https://t.co/k5h1BGnoAc pic.twitter.com/8xCx8QymVd
— HoneyTrek (via Twitter) March 8, 2018
Florida snagged 4 of the top 10 spring break spots in @AllianzTravelUS‘s recent study. Good thing we’re in Panama City to get in on this party. Rocked out at @Tootsiesnet last night, @AnthonyOrio had people dancin’ like crazy! #Sponsored #TravelHappy pic.twitter.com/v0hDz35yme
— HoneyTrek (via Twitter) March 11, 2018
Florida Twitter Chat
Let’s do this brother man. We are also live on this #OneTravelChat from Florida. Wooohoooo! @VisitFlorida #LoveFL! https://t.co/C907Tl029p
— HoneyTrek (via Twitter) February 22, 2018
A2: Instead of the famous Alligator Alley, take the Tamiami Trail from to get across Southern Florida. This goes through the top Everglades National Park the Miccosukee Reservation. Detours south to 10,000 islands or north to the Florida Panther Reserve. #OneTravelChat pic.twitter.com/9UM5JbdXPd
— HoneyTrek (via Twitter) February 22, 2018
A5: The Turner River Canoe Trail in Big Cypress National Preserve was unreal. We paddled through majestic mangrove tunnels alongside alligators, wood storks, and blue herons. We had unforgettable encounters with flora and fauna. #LoveFL #OneTravelChat pic.twitter.com/vrEMZSDfGH
— HoneyTrek (via Twitter) February 22, 2018
A6: Okay, Destin might not be a big secret but I remember the first time I saw it back in 2001 and I’ll never forget the white sand & turquoise water. It absolutely felt like the #Caribbean…I had no idea we had beaches like that in the States. #LoveFL #OneTravelChat pic.twitter.com/I3D3uvQKHA
— HoneyTrek (via Twitter) February 22, 2018
A9: We love to get on the water whenever we can, which is why we roll with our own #kayak on the roof. If you don’t have a paddle in your hands you will miss half of Florida! #TenThousandIslands #OneTravelChat pic.twitter.com/vyINPBEVeR
— HoneyTrek (via Twitter) February 22, 2018
A10: Well, after road tripping around Florida for the last 35 days straight I can say that Feb and March are simply awesome! https://t.co/RE1ZFVGbgD @CharlesMcCool #OneTravelChat @VisitFlorida #LoveFL
— HoneyTrek (via Twitter) March 22, 2018
Facebook LIVE: Top 10 Florida Experiences
With a white sand and teal sea backdrop, we share our Top 10 Florida Experiences with a 40-minute live video. We fielded questions and got a conversation going on why Florida is a must-visit destination…no matter how many times you’ve been, there is always more to discover in the Sunshine State.