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Color changing map highlights outdoors tourism

To shed some light on the Sunshine State’s lesser-known opportunities to explore, Visit Florida and its lead creative strategy agency Spark, called on a little help from the sun itself.

Utilizing UV-sensitive photochromic inks, Spark designed a unique, interactive map that, when exposed to sunlight, reveals unexpected Florida adventures. From prehistoric caverns to rare coral reefs, bioluminescent kayaking to America’s first underwater art museum, the map highlights outdoor adventures that take visitors beyond Florida’s famous beaches and theme parks.

 

Spark has offices in Tampa and San Diego.

The initiative is part of a larger campaign highlighting Florida’s wealth of natural, outdoor adventures and provides users the opportunity to follow their sunshine on a Florida adventure.

In collaboration with Outside Magazine, the map is being sent to their subscribers east of the Mississippi in the June/July Travel issue. The QR code displayed on the maps drives to a landing page that goes deeper to show these specific destinations across the state.

Planning for this effort took place prior to shutdowns related to COVID-19.

“There will be a time when people travel again. They will be looking for experiences where they can explore the beautiful outdoors. Florida has these kinds of experiences in abundance and this map provides a fun and compelling way to discover Florida’s hidden gems,” says Staci Mellman, chief marketing officer of Visit Florida.

 

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Drew Limsky

Drew Limsky

Editor-in-Chief

BIOGRAPHY

Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.