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The Coca-Cola Holiday Caravan is a highly anticipated annual tradition for consumers of all ages. A standout feature of this marketing tour is the presence of Santa Claus, offering complimentary photos in a festive holiday atmosphere. Vistra has produced and managed this exciting marketing tour each year since 2016.


To maximize the impact of the Holiday Caravan within the Florida market, Coke Florida entrusted Vistra with the challenge of revamping the Coca-Cola North America national promotion to enhance its regional visibility. Vistra undertook pre-tour planning, including the creation of a custom Santa throne, holiday-themed props and a picturesque set. We coordinated photographic technology that allowed brand ambassadors to quickly print high quality photos on-site for families. Complementing this setup was a 35-ft. tractor trailer adorned with holiday graphics and Christmas lights, serving as a festive backdrop for the cherished photos with Santa. 

Each holiday season, Vistra plans and orchestrates the tour’s itinerary, which spans more than 50 stops in 18 days across the State of Florida. Additionally, we handle all communications with retailers to ensure a smooth and coordinated execution. Santa and Mrs. Claus are thoughtfully cast to enhance the authenticity of the Coca-Cola tradition, with bilingual talent and event teams in select markets, ensuring an optimal brand experience.

The Holiday Caravan represents a distinctive point of differentiation, enabling Coke Florida and its retail partners to realize incremental volume growth while fostering goodwill and spreading holiday cheer during this joyful season.