Sunshine Matters

VISIT FLORIDA’s unique public-private partnership model is successful because of the industry’s active involvement in the development and implementation of all our marketing efforts. This week, 177 Florida tourism industry leaders met at the annual VISIT FLORIDA Marketing Retreat to help create “The Road Ahead” for our 2013-2014 Marketing Plan.  The two-day event included participation from members of VISIT FLORIDA’s Board of Directors and Marketing Committees, as well as key staff and agency partners.

I would like to thank all of the Partners who were able to attend the retreat for their commitment to VISIT FLORIDA and for the thought-provoking contributions that were made over the two days of meetings.  Their leadership is very much appreciated and will have a significant impact on our ability to make Florida the No. 1 travel destination in the world.

Marketing retreat attendees participated in general and breakout sessions on a host of strategic planning topics, such as ideas for VISIT FLORIDA’s fall 2013 advertising campaign and creating the Welcome Center of the Future.  In addition to presentations by VISIT FLORIDA staff and our international representatives from China, Germany, India, Latin America and the UK, guest speakers were brought in to provide insight that would inform the discussions. Those speakers included Rob Torres, Industry Director for Google Travel who spoke on “Connecting with Travelers of Today and Tomorrow;” Magnus Fitchett, Director of Strategy for Sapient Nitro who addressed global digital trends; and Brad Johnson, founder of Second Story who shared various inspirational ideas for the new Welcome Centers of the Future.

Attendees who are also members of VISIT FLORIDA’s Marketing Committees – including Advertising & Internet, Communications, Industry Relations, International, Promotions, Sales, Visitors Services and Cultural, Heritage, Rural & Nature – each met separately to address key challenges facing VISIT FLORIDA in the year ahead in their particular area of expertise.

The Marketing Retreat is just the beginning of VISIT FLORIDA’s 2013-2014 Marketing Planning Process.  Staff will continue to work with all of the Marketing Committees over the next several months to craft an integrated Marketing Plan that will create and add value to our industry Partners and to travelers from around the world.

I welcome any feedback on the retreat and would appreciate any additional thoughts, ideas or suggestions on how VISIT FLORIDA can work with the industry to build more innovative and impactful marketing programs that will add value to your existing efforts.

Thanks again to everyone who attended – and to our event sponsors at Buena Vista Palace, Collinson Media & Events, VacationRoost, Schneider Publishing, CMG/Madden Media and Sojern – for their contributions to a very successful Marketing Retreat.