VISIT FLORIDA Highlights Successful Canadian Marketing Campaign
Today, VISIT FLORIDA released the results of its 2017 Canadian marketing efforts. In 2017, Canadian visitation to Florida increased from 3.35 million in 2016 to 3.48 million visitors, or 4 percent. Additionally, from January to November 2017, Canadian air travel to Florida was up 5.9 percent, and ground transportation was up 1.3 percent. These increases come after three consecutive years of a decline in Canadian visitation to Florida.
Ken Lawson, President & CEO of VISIT FLORIDA, said “These results show that more and more Canadians are visiting the Sunshine State, which is great news. These increases in Canadian visitation show that our new marketing strategies highlighting the diversity of Florida are working. By creating innovative programs such as the Canadian Power Play Program and the Canada Takeover, we made it more exciting and affordable to visit the Sunshine State. We will keep working to send a warm, open and welcoming message to our Canadian friends, and let them know that there is no better time than right now to visit Florida.”
The Canadian campaign included a historic advertising spend in 2017 consisting of digital, television, out of home, paid social elements, and partnerships with companies like Expedia and the Weather Network in Canada. In the fall, VISIT FLORIDA launched a Canada Takeover in early November that included digital billboards in Yonge-Dundas Square, display activations from various Florida destinations in Union Station, as well as a media reception and press conference with Governor Scott. During the press conference, the Governor and VISIT FLORIDA unveiled a successful “Power Play” Parity Program, which included discounts of 20 percent or more from Florida destinations, attractions, and transportation. This discounted rate was designed to eliminate the currency exchange disparity between the U.S. and Canadian Dollars.
Susan Harper, Consul General of Canada in Miami, Florida, said “Canada is Florida’s number one source of international visitors, and it’s great to see that more Canadians have decided to visit the Sunshine State following VISIT FLORIDA’s recent marketing campaign. Their message focused on the warmth, diversity, openness and inclusion of their great state, which is why it resonated so well with Canadians. Florida is a wonderful second home and vacation destination for so many Canadians, and I look forward to seeing the continued success of VISIT FLORIDA in attracting more Canadians to the Sunshine State.”
The results of the winter campaign illustrate its success. The Facebook segment of the campaign performed 91 percent above average across all brands in terms of ad recall by Canadians. It included significant gains in the 35-44 age group with intent to consider a vacation to Florida. The “Power Play” Parity Program attracted 58 partner discounts, and the landing page generated over 20,000 unique clicks directly to at least one discount page. The press conference and partner activations in Toronto generated over 6 million impressions in Canada alone.
Stephen Lawson
Vice President of Communications
