For millions of people every year, a visit to Florida means three things: sun, beaches and theme parks. However, many of these visitors miss out on one of the most amazing attractions Florida has to offer: space.

Paradise Advertising was tasked by its client, Space Florida, to get these visitors to make space part of their Florida vacations, whether watching a real rocket launch from Cape Canaveral or visiting one of the area’s many space-related attractions. To do this, the Florida-based ad agency created a unique campaign that recruited visitors to join the fictional Vacationauts Program.

The agency worked with the San Francisco–based design studio Lab Partners to develop the overall Vacationauts look and feel, extending it into recruitment and travel posters, achievement badges for a companion Vacationauts app developed by the Florida-based software company TriFin Labs Inc., old-school membership patches, pins, and other swag.

The New York–based photographer Dean West also shot photographs on location at Space Coast beaches and inside a real United Launch Alliance rocket launch facility. The images were incorporated into promotional materials such as print and digital ads, social executions, and a redesigned WeAreGoFL.com website.

Complemented by a series of humorous Vacationauts videos shot by Paradise’s in-house studio, the end result is a fun, memorable campaign that is creating an exclusive community of like-minded space fans who can stay engaged with Space Florida before, during and long after their next visit to the Sunshine State.