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VISIT FLORIDA Begins Phase Two of Post-Irma Marketing

By on October 12th, 2017 — 10:50am

Post-Irma Phase Two AdToday, VISIT FLORIDA announced the start of phase two of our Post-Irma marketing efforts to ensure visitors see for themselves that the state’s destinations are open for business following Hurricane Irma. The second phase will consist of TV broadcast, print, transit and digital billboard ads that will be seen in Florida’s top domestic feeder markets of Atlanta, Boston, Chicago, Dallas, New York, Philadelphia and Washington, D.C. This effort comes on the heels of a successful phase one of the campaign, in which over 4.9 million people viewed VISIT FLORIDA’s Facebook Live videos. The total spend of phases one and two to market the state is $5 million.

Digital billboards will feature VISIT FLORIDA’s ads in the additional markets of Baltimore, Birmingham, Charlotte, Cleveland, Detroit, Greenville/Spartanburg, Houston, Memphis, Nashville, New Orleans and Raleigh. The ads will also be seen on digital screens and billboards in New York City’s iconic Nasdaq Tower and the Thomson Reuter sign in Times Square.

The ads, which will run Oct. 16 through Nov. 26, feature images of Florida destinations taken since the storm. To view the first TV ad, click HERE.

With phase two of our Post-Irma marketing plan, we are doubling down on our efforts to show visitors across the world that Florida is open for business. This new phase adds in broadcast, print and digital advertising to our ongoing marketing efforts using content gathered after the storm and encourages visitors to find their moment of sunshine. This phase will transition directly into our winter campaign and take full advantage of those making travel decisions for the late fall and winter seasons. We are continuing to allow visitors to see for themselves that Florida is still the number one global destination as we work towards our goal of 120 million visitors this year.

As part of our initial recovery marketing efforts in the days just after the storm, VISIT FLORIDA began sending video crews to destinations around the state to live stream on our Facebook page from tourism businesses that were able to reopen quickly. Last week, crews also streamed from locations throughout the Florida Keys, showcasing the areas that were again welcoming visitors. These live feeds were promoted the same day via paid social to potential visitors across the U.S.

VISIT FLORIDA has also reached out to domestic and international tour operators and meeting professionals in core markets to manage any misperceptions of damage to destinations and encourage the continuation of bookings to the state. The most recent element of phase one efforts is a partnership with Delta Air Lines to offer discounted flights to Florida destinations that was announced last week. Originally scheduled to end today, Delta has decided to extend the sale through October 19. More information on that effort can be found HERE.


Ken Lawson
President & CEO
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VISIT FLORIDA Announces Discounted Delta Flights to Florida

By on October 6th, 2017 — 4:23pm

Delta Sale landing pageToday, VISIT FLORIDA announced discounted fares to select Florida destinations following Hurricane Irma in partnership with Delta Air Lines. This will help bring more visitors to Florida so the state can continue to break tourism records.

Travelers for both business and leisure can experience all that Florida has to offer through a Delta Air Lines fare sale that includes many Florida destinations. The sale will run from October 5-12, 2017 for travel through February 14, 2018. Discounts will vary by destination. Read more of this post »


Stephen Lawson
Vice President of Government Relations

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VISIT FLORIDA Launches Aggressive Marketing Plan Following Hurricane Irma

By on September 19th, 2017 — 5:19pm

Today, at the direction of Governor Rick Scott, VISIT FLORIDA announced an aggressive new marketing campaign to highlight the Sunshine State following Hurricane Irma. The multi-phased campaign will be paid for with existing VISIT FLORIDA funding and include digital, social, broadcast and traditional components in both domestic and international markets. It will begin this week and run for approximately one month leading up to the beginning of VISIT FLORIDA’s traditional winter campaign. The Keys will be a major focus of this marketing plan once our partners there have indicated they are ready to welcome visitors back. Read more of this post »


Ken Lawson
President & CEO

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Gov. Scott: Florida Sets All-Time Tourism Record in First Half of 2017

By on August 15th, 2017 — 12:46pm

Q2 (5)I am proud to share that during a press conference at The Florida Aquarium in Tampa this morning, Governor Rick Scott announced that Florida set another record by welcoming the highest number of visitors of any six months in the state’s history with 60.7 million visitors, according to VISIT FLORIDA. This represents a 4.1 percent increase over the same period in 2016, and includes 53.2 million domestic visitors, 5.3 million overseas visitors and 2.2 million Canadian visitors. Read more of this post »


Ken Lawson
President & CEO

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VISIT FLORIDA Announces New Marketing Programs

By on August 10th, 2017 — 11:00am

2017-18 Co-op logoI am excited to formally announce VISIT FLORIDA’s first round of cooperative marketing programs for our partners today. As you know, our co-op marketing programs are designed to allow any partner to buy into a larger VISIT FLORIDA marketing campaign and promote their specific destination. Simply put, these programs allow a business of any size to reach a larger audience. Read more of this post »


Ken Lawson
President & CEO

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