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.


Kevin Gale
1 Comment
  • Enid Atwater
    Posted at 14:32h, 22 May Reply

    What a brilliant idea, so refreshingly creative.

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