We're sorry, but to display this page properly, you will need to update your browser.

avatar
Gov. Scott Helps VISIT FLORIDA & Partners Launch Canada Campaign

By on November 10th, 2017 — 12:32pm

A55I5749Last week, VISIT FLORIDA launched its Canada Takeover winter marketing campaign to attract Canadian visitors to Florida. The campaign kicked off with “Florida Day” in Toronto that saw Governor Rick Scott and Consul General of Canada Susan Harper, along with five of VISIT FLORIDA’s Industry Partners, host consumer-engagement activations, a media reception and a press conference.

The day began with the Partner activations at Union Station, Canada’s busiest commuter station with more than 250,000 visitors each day, starting in time for the rush hour morning commute and going throughout the entire day. For the activations, each Partner created an interactive experience around sharing and enjoying “Moments of Sunshine” unique to each destination.

The Visit Pensacola activation featured two stationary beach bikes, wrapped in the Blue Angels colors, situated in front of a beach backdrop to give the illusion of riding bikes on the beaches of Pensacola. When consumers pedaled on the bikes to have their photos taken, bubbles blew out, adding to the whimsical atmosphere. Consumers also received inflatable beach balls as giveaways from Visit Pensacola.

Since the destination is world-renowned for its shelling, the Beaches of Ft. Myers and Sanibel activation revolved around taking a “shellfie.” Mosaics made from authentic seashells sourced directly from the destination were situated in front of a beach scene to provide consumers with the perfect backdrop to take a selfie. The experience was complimented with seashell necklaces as giveaways.

The Ocala/Marion County activation demonstrated a classic activity the destination is famous for – glass-bottom tours over the clear waters of Silver Springs. Featuring a real glass-bottom kayak, consumers took turns putting on a life vest, grabbing a paddle and sitting in the kayak for a photo opportunity. When they looked through the glass bottom, digital screens displayed video shot at Silver Springs of water flowing and fish swimming under the kayak.

The Treasure Coast activation featured Indian River County, St. Lucie County and Martin County which make up the area. Situated in front of a beach backdrop were three surfbaords connected by a treasure map of the three counties and a gold overlay saying “Treasure Every Moment.” For this activation, consumers were drawn in with bottles of Natalie’s Orange Juice, which is manufactured in the Treasure Coast region.

Canada postcard wallFinally, the VISIT FLORIDA and Dollar Rental Car activation presented an interactive postcard wall that doubled as an engagement for consumers as well as a backdrop for Governor Scott’s press conference. The wall featured 10,000 post cards with 24 different images from destinations around the state. On the back of each card are descriptions of the featured destination, as well as a 20% off discount code for Dollar car rentals in Florida. In the morning, the space provided a backdrop for Governor Scott to host a press conference announcing the new Canada “Power Play” deal program that is a part of the Takeover campaign.

Also that morning, VISIT FLORIDA hosted a media reception for more than 60 Canadian travel journalists and 11 Industry Partners. This reception allowed Partners the opportunity to meet, network with and pitch to the targeted group of media. This face-to-face interaction allows us to build relationships with media and garner more coverage for Florida’s unique destinations. Attendees were encouraged to take and share photos socially using #LoveFL. The buzz generated from these events led to #LoveFL trending on Twitter in Toronto. During the reception, Governor Scott and VISIT FLORIDA’s President & CEO Ken Lawson welcomed  attendees, provided details on the “Power Play” deals program and the overall Canada Takeover campaign.

The Canada “Power Play” program aims to attract more visitors by making it more affordable for Canadians to travel to the state. VISIT FLORIDA is aggregating partner deals exclusive to Canadians of at least 20% off on a new landing page found at LoveFlorida.ca. The program currently includes deals on flights, car rentals, hotels and attractions, with 26 Industry Partners already involved. Additional Partners are still encouraged to participate. Simply click here for more information and to submit your deal.

“Florida Day” and the Canada “Power Play” program announcement quickly garnered coverage on news stations, newspapers and websites across Canada and the U.S. that has resulted in 22.8 million impressions to date. A sampling of the coverage featured on Canada’s Weather Network can be seen here.

Elements of the Canada winter campaign are continuing through the end of December, and include wall murals and digital columns in Union Station, digital billboards and towers in Yonge-Dundas Square (similar to New York’s Times Square) and the underground transit networks in Toronto and Montreal, partnership programs with The Weather Network, Air Canada Vacations and Expedia, and a paid social push on Facebook, Instagram and Twitter.

While Canada remains Florida’s number one source of international visitors, with more than 3.3 million Canadians visiting the Sunshine State last year, we have seen a decline from the 4.1 million Canadians Florida welcomed in 2013. With forty percent of Florida’s Canadian visitors traveling in the winter months of January to March, November is an important planning month for potential visitors. Our Canada Takeover campaign is allowing us to highlight Florida’s “Moments of Sunshine” as many Canadians are actively making their upcoming travel plans.


Summer Gonzalez
Marketing Campaign Manager
Email or Share This

Leave a Comment » | Uncategorized

avatar
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. Read more of this post »


Ken Lawson
President & CEO

Leave a Comment » | Uncategorized

avatar
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

Leave a Comment » | Uncategorized

avatar
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

Leave a Comment » | Uncategorized

avatar
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

Leave a Comment » | Uncategorized

Back to top