Sunshine Matters

VISIT FLORIDA recently released into market our latest television ad aimed at helping visitors make well-informed summer travel planning decisions in light of the Gulf oil spill situation. The new ad, titled “More Than Enough,” recognizes that travelers have questions about current beach conditions in the Sunshine State and explains that, with more than 825 miles of beaches and 1,260 miles of Florida coastline, the Florida Live feature on VISITFLORIDA.com will allow them to see for themselves exactly what’s happening at destinations all across the state.

The new ad – which is appearing in nearly 100 U.S. markets through newspaper, national cable, broadcast television and radio – complements VISIT FLORIDA’s recent “Need to Know” ad focusing on Northwest Florida, which launched just a few days earlier.  While the “Need to Know” spot focused on the oil-impacted counties of Northwest Florida, the new ad focuses on the rest of the state, which, although physically not impacted by oil, potentially faces significant financial loss due to consumer skepticism coupled with misinformation.

The two ads will run together in feeder, drive and regional markets, as well as major metros, where 75 percent will feature the “Need to Know” ad and 25 percent will feature the “More Than Enough” spot. The ads come under the direction of a work group created by Governor Crist and headed by Chief of Staff Shane Strum to ensure the $25 million in funds from BP is put to its highest and best use. VISIT FLORIDA offered the counties under the Governor’s emergency declaration the opportunity to add a :10 second tag to both ads free of charge, with additional support for production costs, if needed.