SPARK and Visit Lauderdale Bring Florida’s Emerald Shores to NYC

SPARK and Visit Lauderdale Bring Florida’s Emerald Shores to New York City with Full Oculus Takeover

High-impact campaign blankets all 22 large-format screens inside the iconic Westfield World Trade Center Oculus, turning Lower Manhattan’s busiest transit corridor into a coastal escape

TAMPA – SPARK, a top independent creative agency known for hospitality and travel work and the creative AOR for Visit Lauderdale, partnered with the destination marketing organization to launch a sweeping out-of-home (OOH) campaign promoting Greater Fort Lauderdale as a premier Florida destination. The campaign took over all 22 large-format digital screens inside New York City’s iconic Westfield World Trade Center Oculus throughout May. Produced with media and technology support from Westfield Rise and ANC, the campaign deployed a 10% share of voice across the entire screen network, transforming one of Lower Manhattan’s most trafficked transit corridors into an immersive coastal moment for millions of commuters, shoppers, and global travelers.

The creative concept was a deliberate counterpoint to New York City’s relentless energy. Aerial footage of Fort Lauderdale’s coastline, waves breaking onto sun-bleached sand with the Visit Lauderdale shield traced into the beach itself, flowed continuously across screens, positioning Greater Fort Lauderdale as a direct, effortless escape just a short flight from LaGuardia. The campaign’s tagline, “Never Lose Your Splash,” distills the invitation, inviting New Yorkers to leave the city behind and return to the warmth they’ve been missing.

Custom assets were built for each of the 22 individual placements: from the sweeping 21,360×720-pixel “The Hundred” screen that spans the entire East/West Concourse to the 1,456×112-pixel elevator strip in Tower 4. The result was less a traditional media buy and more a cohesive environmental installation, with Greater Fort Lauderdale’s signature teal-and-gold palette synchronized throughout the complex.

CAMPAIGN AT A GLANCE

“Greater Fort Lauderdale is a destination that delivers exactly what New York City travelers are looking for when they need to reset — sun, water, ease, and a completely different pace,” said Dulani Porter, EVP and Partner at SPARK. “The Oculus gives us one of the most architecturally spectacular canvases in OOH advertising anywhere in the country. Owning the full screen network for the month of May, at peak travel consideration, means we can transform the daily commute into an irresistible call to break free. That’s exactly what this campaign is designed to do.”

Westfield WTC draws an affluent, travel-inclined audience. Shoppers have a household income of $152,053, spend 80 minutes per visit across 4.4 retailers, and average $131 per visit. Nearly a quarter earn above $150,000. These are exactly the New York-market consumers that Visit Lauderdale aims to reach when summer travel decisions are being made, and a direct flight from LaGuardia to Northwest Florida is easier than ever.

The campaign extended across the full depth of the Westfield WTC complex: the underpass screens that greet PATH commuters and subway riders, the expansive concourse wall, Tower 3 and Tower 4 storefronts, and Tower 2 corridor displays. Visitors encountered the campaign multiple times across a single transit journey.

SCREEN PLACEMENT

For a destination marketing organization, the Oculus at Westfield World Trade Center represents a dynamic convergence of scale, audience quality, and architectural drama, all of which align with Visit Lauderdale’s track record of bold, visually driven creativity.

The campaign was live from May 4 through May 31, 2026.

About SPARK

SPARK is a collaborative creative agency that helps brands ignite their true potential. With services spanning branding, culture, campaigns, social media, and content studios, SPARK both defines and activates brands, connecting them with audiences on a national and global scale. Since 2001, SPARK has helped notable brands—including Visit the USA, Visit Baltimore, the American Heart Association, Norwegian Cruise Lines, and Leslie’s Pool—solve business challenges and connect with consumers. As a member of Worldwide Partners, SPARK is part of a global network of top independent marketing services agencies dedicated to building commerce through creativity, connectivity, and collaboration.

About Greater Fort Lauderdale

With 24 miles of golden sandy beaches and 300+ miles of navigable waterways, Greater Fort Lauderdale is known as the Venice of America and Yachting Capital of the World. The area boasts an average year-round temperature of 77˚F, has 3,000+ hours of annual sunshine, and is home to 31 unique municipalities, including eight distinct beach communities, each offering something for “everyone under the sun.” Residents hailing from 170 countries, speaking 147 languages call this diverse destination home. And there’s good reasons, including the area’s unwavering commitment to accessibility and inclusion. Upon arrival at Fort Lauderdale-Hollywood International Airport (FLL), a five-minute drive will get you to the beach, Port Everglades, the newly expanded Greater Fort Lauderdale/Broward County Convention Center, and a bustling downtown. Experience 4,000+ eateries, a thriving arts and culture scene, craft breweries, stunning rooftop bars, fishing, diving, and the unmatched beauty of the Florida Everglades. From world-class shopping, to boating, yachts and superyachts all moored at the area’s many marinas, it’s no wonder Greater Fort Lauderdale is one of the most desirable places to stay, work and play. The destination has more than 38,000 unique lodging accommodations at a variety of hotels, luxury spa resorts, and beautifully appointed, boutique properties, all reflecting the area’s cosmopolitan vibe. Find inspiration for your next trip at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.

 About Visit Lauderdale

Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Florida. Visit Lauderdale promotes the area’s 31 municipalities to a global audience of leisure and business travelers and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.

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