Ad agencies compete to promote Florida's tourism in national airports

Ad agencies from all over the country took part in a competition to help the Sunshine State fight the perception that its beaches are covered in oil.

SecurityPoint Media, the company that manufactures the airport security bins that carry a person's belongings through security checkpoints, recently held a creative challenge called "Champion a Cause." 

The competition called for designs that use the bins to promote Florida as a tourism destination.

Hundreds of ad agencies entered the contest. Ten were chosen as finalists.

The organizers of the contest said the bins are a great way to spread the word about Florida's oil-free beaches.

"Everybody sees them, and that's the first and foremost because these people are traveling," said Keith Overton, the chairman of the Florida Restaurant and Lodging Association. "That's our target audience. We want to make sure we reach out there in a unique way. I think the impression that folks will see will directly counter the negative perception that's out there."

David Downing, the deputy director of Visit St. Pete/Clearwater, agrees that the advertising is very effective.

"It's the type of advertising that shows up where you least expect - inside the trays at the airports," he said. "People are captive audiences there."

Judging took place on Tuesday at the TradeWinds Resort, and the winner will be announced on Friday. The winning design will be featured in airports across the country.