Sunshine Matters

In order to capitalize on the success of last year’s award-winning marketing campaign, VISIT FLORIDA announces the year-two launch of “Your Florida Side Is Calling” in key markets throughout the U.S.  The fully-integrated campaign generated more than $147 in tourism spending and $9 in new sales tax collections for every $1 spent on marketing during its first year in 2010.  This return on investment is three times higher than in 2009.

“We know that destination marketing works for Florida,” said Ed Fouché, Chairman of the VISIT FLORIDA Board of Directors and Senior Vice President–Travel Industry Sales for Disney Destinations. “It’s the most important element we have to attract new and returning visitors to our state which, in turn, sustains and creates jobs.”

As the leading industry in the state, tourism is big business in Florida – there are more people visiting the Sunshine State on any given day than live in twelve U.S. states.  In fact, tourism is so significant that it generates more than one fifth of the state’s sales tax revenue.

“The ‘Your Florida Side Is Calling’ campaign is a proven success,” said Chris Thompson, President and CEO of VISIT FLORIDA.  “Feeding off that momentum, we expect it to have a huge positive impact on tourism in its second year as well.”

VISIT FLORIDA’s 2011 campaign begins appearing this week in the Sunshine State’s traditionally strong feeder markets of Atlanta, Boston, Chicago, New York, Philadelphia and Washington, D.C.  Campaign elements include print advertising, broadcast and cable television, radio, online and out-of-home advertising, consumer travel shows, as well as online and mobile sweepstakes. “Your Florida Side Is Calling” features vibrant imagery that combines both familiar and unexpected Florida scenery with action verbs encouraging consumers to “embrace,” “unleash,” “awaken,” and “release” their Florida side.

The campaign’s call to action directs consumers to VISITFLORIDA.com, the No. 1 trafficked state destination marketing organization website in the country.  Visitors to the site are greeted by online “Insiders” and can view “Florida Live” filled with real-time photos, videos, blog posts, Twitter feeds, fishing reports, interactive maps and a host of other useful travel planning content.  New this year is the ability for consumers to find VISITFLORIDA.com content in a mobile version.

“We also tweaked the campaign slightly to incorporate additional images of beaches, seafood and dining as a result of consumer focus groups held in the wake of the oil spill,” said Will Seccombe, Chief Marketing Officer for VISIT FLORIDA.  “By adding these new elements, the messaging should resonate well with potential visitors and continue to position Florida as the No. 1 travel destination in the world.”

Through co-marketing partnerships with high-profile companies such as Mazda, VISIT FLORIDA is able to provide consumers the opportunity to participate in promotional offers that are significantly greater than those associated with any of its previous campaigns.  VISIT FLORIDA’s “Free Your Florida Side” and CBS’ “So You Think You Know Florida” are two sweepstakes tied to the campaign that extend its reach and relevance in key feeder markets by inviting viewers to register for a chance to win a trip to Florida and a Mazda Miata.  In 2010, “So You Think You Know Florida” yielded the highest participation for any sweepstakes ever done at CBS, with more than 228,000 entries.

“We’re incredibly proud of the success of last year’s campaign, both in terms of increased ROI and award recognition,” explained Seccombe.  “If last year is any indication – and we are confident that it is – the 2011 version we have launched is sure to deliver an immediate return on our marketing investment.”

Examples of television and print executions, as well as a campaign brief and details on the sweepstakes promotions, are available for editorial use at http://www.visitflorida.com/your-florida-side.