Spring Break Advertising Campaigns: How to Capture the Mood (and Clicks)

What do you think of when you hear “spring break”?

College-aged ‘kids’ and wild parties, Florida, Mexico, the beach! 

Actually, spring break is more than that. If you are planning your spring break marketing, it’s a good idea to get your strategy and goals into focus.

What is Spring Break Marketing?

Spring break is approximately two weeks in March when universities and schools in the US are on vacation. It incorporates Easter weekend and is a popular time for college students and families to enjoy a holiday in the pleasant spring weather.

Spring break marketing specifically targets these groups of holiday-makers, from young college-age adults to middle-aged parents of kids and teens. Spring break ads are typically centered around travel, destinations, attractions, parties, and associated products, such as fashion, swimwear, food and beverages, party goods and services, entertainment, dining out, and more.

Spring is also US tax season, and for many consumers, March and April are when their annual tax refund arrives. This means there’s an extra cash bonus to spend. Some businesses combine their spring break advertising campaigns with other discounts and incentives for tax season marketing to leverage the consumer mood even further. 

If you’re planning to run ad campaigns for spring break, follow these best practices and make the most of a lucrative marketing opportunity that comes but once a year.

Spring Break Advertising Tips and Inspiration

Get your ‘party’ message right

Generation Z is loosely defined as those born between 1997 and 2012. There are approximately 70 million Gen Zers in the US today, and some 20 million Americans are enrolled in college. 

But make no mistake – the “spring break” phenomenon is much more than a mere mid-term study break for students. Rather, for young adult consumers, it’s a national excuse to party.

During spring break, the target audience has a one-track mind – fun, fun, and more fun. This means local and international vacations, as well as lots of pool and beach parties.

In recent years, spring break has developed a reputation for being too wild, and a backlash has begun. Take a look at this spring break commercial by the City of Miami Beach, encouraging people to “break up with spring break” and tone it down:

Although consumers struck with spring fever are ready to spend, be sure to “read the room” with your spring break ads and communicate a responsible message that resonates.

Be on topic for your audience

The first fundamental rule of marketing is “know your audience”.

Let’s put aside the college generation for a moment and consider this: there are 50 million school-age children in the US who are also on vacation during spring break, and their parents are looking to enjoy family time.

In fact, over 40% of Americans who plan to travel during spring break are vacationing with three generations. That means kids, parents, and grandparents together.

For brands and advertisers, this is an enormous opportunity to engage audiences of just about every age. 

Here’s a great example of a funny, family-oriented spring break ad by Doritos that lovingly teases “spring break dad” and grabs the attention of both parents and kids:

Capture the warm spring vibe

Compared to other days in the annual holiday marketing calendar, spring break is fairly unique.

Falling in mid-semester, it’s an opportunity for people to forget their studies and leave their routine behind as the home stretch to summer begins. Also, the weather is perfect, a chance to thaw out and enjoy the warmth of the early spring sunshine after the long winter. 

It’s no wonder that people are eager to travel to warm-weather destinations. In the US, places like Florida, Mexico, Las Vegas, and Hawaii are popular tourist spots for spring break.

Spring break marketing campaigns should tap into this vibe and match the mood of consumers eager to pack away their sweaters. Take a look below at how gummies brand HiChew completely captures the essence of spring break in this short commercial. Even the HiChews are enjoying their spring break!

Get personal

In the era of TikTok and Instagram, anyone can be a star.

According to eMarketer, adults aged 19 to 54 spend more time on TikTok than any other social media network, followed by Instagram. 

People love to become involved with the brands they love, and with these platforms, they can. Unboxing videos, reviews, #GRWM (get ready with me) – all are examples of consumers initiating relationships with brands.

You don’t need to wait for them to initiate, though. Take advantage of the craze for user-generated content by engaging your customers in your spring break marketing campaigns. Encourage them by providing opportunities to connect with your business. You could also run an online contest, giveaway raffle, or livestream a spring-break-themed workshop.

We love this spring break commercial short by Rec Sports at Virginia Tech, where an instructor asks gym-goers about their plans for spring break. It is such a simple concept, so easy to create, and so personal and effective at the same time. 

Create interactive experiences

Forget passive TV watching – today’s consumers, particularly Gen Z, are more proactive and visual than ever before. Interacting with screens is part of the reality of life.

Those who make up Generation Z are accustomed to having choices: they shift constantly between their smartphone, TV, and laptop. They’re also a gaming generation, with 66% of males and 50% of females stating they play games on their smartphones.

Traditional ads won’t do. Advertisers must tap into this interactive spirit by engaging consumers with playful content. Games, quizzes, and incentivization are all ways you can boost engagement levels. 

Here’s a perfect example of a fun interactive ad by Coca-Cola Israel and Outbrain Brand Studio. The audience swipes on the bubble to move them away and reveal the Coke can. Capitalize on the “let your hair down” vibe of the spring break season with engaging ads that drive conversions.

How Much Do People Spend on Spring Break?

More than you might think. The average college student spends around $1000 on spring break vacation, while families will spend much more.

For advertisers and brands in a range of verticals, adding spring break to your annual advertising schedule is a great way to improve your performance and nurture relationships with Gen Z. If your target audience extends beyond Gen Zers, don’t worry, the spring break season brings many more opportunities to boost your marketing exposure and results.

Spring Break Advertising, In Short

• Understand your audience: Spring break isn’t just for college students; it’s a family season too. Tailor ads to resonate with different groups, from young adults to families with kids and even multi-generational travelers.
• Align with spring vibes: Capture the excitement of warmer weather and travel, with a focus on destinations, relaxation, and seasonal products like fashion, travel accessories, and party essentials.
• Create interactive, personal content: Engage the Gen Z audience and beyond through user-generated content, social media challenges, and interactive native ads like quizzes or mini-games that let consumers participate actively.
• Leverage increased spending: With consumers primed to spend, whether it’s tax refund season or just spring fever, this is a lucrative time to drive sales and increase brand visibility.