VISIT KISSIMMEE TOURISM CAMPAIGN: WORLD’S BIGGEST BOARD GAME
The Challenge
Florida tourism advertising is crowded with sameness. Beaches. Smiles. Palm trees. Repeat. Experience Kissimmee needed to stand out in a category dominated by predictable travel marketing while showcasing the huge range of adventures the destination actually offers.
The Strategy
Instead of creating another tourism ad campaign, we turned the destination itself into the world’s biggest board game. Not like Candyland, but not, not like Candyland.
The idea was simple:
What if people could physically move through the experiences Kissimmee offers instead of just looking at photos of them?
So we created Kissimmee Land, a life-size game board where people became the game pieces. Every move unlocked a different adventure and showcased what makes Kissimmee special.
Creative Platform
“Kissimmee Land.”
The platform turned destination marketing into immersive entertainment.
Bright colors, oversized physical environments, interactive prompts, and highly visual photo moments transformed the experience into something built for both real-world participation and social sharing.
The work captured the energy of the destination itself — playful, adventurous, and constantly moving.
Execution
With the help of our partners at Factory 360, we designed and produced a fully immersive game-board activation installed at St. Pete Pier and Sparkman Wharf in Tampa. Guests physically moved through the experience by hopping, crawling, and navigating a colorful path filled with destination-themed challenges and prompts.
Digital and Social
Paid placements on local social and digital channels built awareness of the event.
Destination Photo Moments
Five custom-built environments highlighted attractions and partners, including SeaWorld, Gatorland, Wild Florida, Jeeves, and Revolution Adventures.
Each stop featured oversized fabricated props and immersive scenic design that encouraged participation, photography, and social sharing.
Prize and Engagement System
As participants completed the game, they rolled giant dice for the chance to win destination prizes ranging from attraction tickets to luxury vacation stays.
The experience blended gameplay, tourism education, and reward mechanics into a single system designed to maximize participation and memorability.
Results
Kissimmee Land generated major engagement both physically and digitally.
More than 5,000 people participated in the activation, with over 40,000 total impressions from attendees on-site. The campaign also generated more than 2.8 million digital impressions and extensive media coverage.
Why It Worked
Most destination marketing asks people to imagine themselves somewhere. This campaign let them physically experience it. By turning the destination into an interactive game, the work created participation instead of observation. That made the campaign naturally social, memorable, and emotionally sticky.
About Division of Labor
Division of Labor is a San Francisco advertising agency specializing in Series B startups and campaigns that make brands unignorable. Experience Kissimmee partnered with Division of Labor to turn a tourism campaign into a destination-sized game.
Campaign Overview
Experience Kissimmee partnered with Division of Labor to create Kissimmee Land, a life-size experiential game showcasing the destination’s attractions and adventure partners. Installed in high-traffic Florida locations, the activation combined immersive design, interactive gameplay, and social-first photo moments to generate participation, media coverage, and millions of digital impressions.