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VISIT FLORIDA Announces Year 2 of Partnership with Fulham & Jaguars

By on August 16th, 2016 — 5:40pm

Craven Cottage 2I am pleased to share that VISIT FLORIDA has launched year two of our partnership with Fulham Football Club and the Jacksonville Jaguars to promote the Sunshine State in the London market.  With the United Kingdom as one of Florida’s top overseas markets, the opportunity to engage with fans around two passions – travel and football – is vitally important.

The terms of the new $1.25 million deal for 2016-2017 include the VISIT FLORIDA logo emblazoned on all home, away and third Fulham jerseys, a massive mural on the roof of Craven Cottage Stadium that can be seen by aircraft approaching Heathrow airport, riverside signage on the Thames, LED digital messaging in the stands and dugouts, and on field and pre- and post-match interview backdrops.  Other Fulham marketing initiatives involve promotional opportunities, as well as tailored digital and social media engagement through the Club’s collective digital reach, which was the highest of all Sky Bet Championship clubs last season.    

The deal also incorporates VISIT FLORIDA messaging and promotional opportunities with the Jacksonville Jaguars tied to their October 2 game against the Indianapolis Colts at Wembley Stadium in London.  This marks the fourth year the Jaguars have played an AFC South opponent as a home game in London as part of the NFL’s International Series.

The UK is Florida’s top overseas travel market with 1.7 million visitors to the state in 2015 who spent $1.5 billion.  Outside of the U.S. and Canada, the UK has the most direct scheduled seats on flights into Florida, with 1.7 million in 2016.  The average party size for UK visitors is 2.4, the largest of Florida’s international origin markets.

Fulham jerseysThis unique partnership provides VISIT FLORIDA with a fantastic opportunity to raise awareness among UK travelers for Florida’s diverse array of year-round outdoor holiday experiences, including theme parks, sightseeing and world-class sporting events.  As determined by a third-party evaluation by Nielsen Sports, the deal with Fulham and the Jaguars is worth a minimum of $4.5 million and has a return on investment of 3.6:1.

“Our VISIT FLORIDA partnership combines the best of two worlds, the UK’s preferred leisure destination that is Florida and one of the UK’s most respected and beloved football clubs that is Fulham,” said Fulham chairman and Jacksonville Jaguars owner Shahid Khan. “I am elated to have VISIT FLORIDA returning to Fulham and the Jags for what I believe is one of the more distinctive and imaginative partnerships, not only in football, but in all of sports.”

Stay updated and follow the team throughout the season by visiting their websiteTwitter and Facebook pages.


Paul Phipps
Chief Marketing Officer
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Gov. Scott: Florida Hits All-Time Record High for Tourism

By on August 12th, 2016 — 2:44pm

Q2 3During a press conference at the Southwest Florida International Airport in Fort Myers this afternoon, Governor Rick Scott announced that Florida set another record in tourism by welcoming the highest amount of visitors of any six months in the state’s history with 57.4 million visitors.  This record amount of out-of-state and international visitors represents a 4.3 percent increase over the previous year.  In the second quarter of 2016 (April -June), 27.3 million visitors came to the state, an increase of 3.1 percent over the same period in 2015.  The average number of direct travel-related jobs in quarter two of 2016 was also a record high, with 1,255,200 Floridians employed in the tourism industry – up 4.3 percent year over year. Read more of this post »


Will Seccombe
President & CEO

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Florida Tourism Well-Represented at DMAI 2016 Annual Convention

By on August 11th, 2016 — 2:46pm

CDME 3Last week, Florida’s tourism industry participated in the 2016 Destination Marketing Association International (DMAI) Annual Convention in Minneapolis.  As the premier event for destination marketing and management professionals, DMAI’s 2016 Annual Convention featured educational tracks focused on leadership, marketing, sports, convention sales and more, moderated by dynamic thought leaders from inside and outside the industry. Read more of this post »


Will Seccombe
President & CEO

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Florida Attractions Finder Now Includes Agritourism Options

By on July 27th, 2016 — 4:28pm

Ag Finder screenshot 3Today, Commissioner of Agriculture Adam H. Putnam and VISIT FLORIDA announced a joint effort to highlight the state’s growing agritourism industry by adding a new feature to the Florida Attractions Finder.  This video-rich online tool, which allows travelers to identify attractions that best fit their personal preference, has been viewed more than 112,000 since its inception in May. Read more of this post »


Paul Phipps
Chief Marketing Officer

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Terry Prather to Lead Florida Council of Tourism Leaders

By on July 21st, 2016 — 1:48pm

FCTL Terry Prather headshotI am pleased to announce that Terry Prather, former President of SeaWorld Orlando, has been appointed to serve as the Executive Director of the Florida Council of Tourism Leaders.  The Council, which is comprised of the former chairs of VISIT FLORIDA’s Board of Directors, creates a strong network of industry experts that may be called on by the Board, the Chair or the President for their expertise and experience.  Collectively, these professionals bring to bear more than two hundred years of institutional knowledge on the Florida tourism and hospitality industry. Read more of this post »


Will Seccombe
President & CEO

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