Sunshine Matters

While the snow continues to fall in much of the U.S., VISIT FLORIDA is in the midst of our “Warmer Side of Winter” brand campaign.  Building on last year’s successful winter campaign, VISIT FLORIDA reminds potential travelers that Florida is the place to be this time of year, with a television spot featuring visitors literally flying over a host of the Sunshine State’s warm-weather settings.

The campaign, which runs through March, includes broadcast, digital, print and out-of-home executions, as well as traffic and weather radio and TV sponsorships.  Some of the more visual elements of the campaign include:

• Train-Wraps on the Chicago Transit Authority’s Blue & Brown Lines – The exterior and interior of the train cars are wrapped with unique Florida experiences, and showcase the logos of our six participating Industry Partners
• Mannequin Taxi-Toppers – Life-size 3D mannequins flying south to Florida for the winter are affixed to taxis throughout New Jersey
• Traditional Taxi-Toppers – VISIT FLORIDA taxi-topper advertising expands in New York City and Philadelphia
• Movie Theater Spots – New this year, with the participation of two partners, VISIT FLORIDA is advertising in movie theaters across Boston, Chicago, New York, Philadelphia and Washington, D.C.

Additionally, initiatives from the Share a Little Sunshine in-state advocacy program encourage Florida fans to share what they love about Florida during the Sunshine State’s “Bragging Season.”  This year, VISIT FLORIDA revamped the PSA to feature all user-generated content, and created new images for the online postcards.  As a major component of the Bagging Season campaign, fans are encouraged to post to social media using #LoveFL, inspiring their cold-weather friends and family to visit the Sunshine State.  Last year’s inclusion of Share a Little Sunshine and #LoveFL in our winter campaign resulted in an audience growth of 4.6% over the previous year, a reach of 9.5 million and 22.9 million impressions.

To learn more about VISIT FLORIDA’s advertising efforts, please contact Meagan Houser, our Agency Manager, at mhouser@VISITFLORIDA.org.