Sunshine Matters

Today, 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.