By October 12, 2017 Read More →

VISIT FLORIDA Begins Phase Two of Post-Irma Marketing ………

TALLAHASSEE, Fla. – Today, VISIT FLORIDA announced the start of phase two of its Post-Irma marketing efforts to ensure visitors see for themselves that the state’s destinations are open for business following Hurricane Irma. The second phase will consist of TV broadcast, print, transit and digital billboard ads that will be seen in Florida’s top domestic feeder markets of Atlanta, Boston, Chicago, Dallas, New York, Philadelphia and Washington, D.C. This effort comes on the heels of a successful phase one of the campaign, in which over 4.9 million people viewed VISIT FLORIDA’s Facebook Live videos. The total spend of phases one and two to market the state is $5 million.

Digital billboards will feature VISIT FLORIDA’s ads in the additional markets of Baltimore, Birmingham, Charlotte, Cleveland, Detroit, Greenville/Spartanburg, Houston, Memphis, Nashville, New Orleans and Raleigh. The ads will also be seen on digital screens and billboards in New York City’s iconic Nasdaq Tower and the Thomson Reuter sign in Times Square.

The ads, which will run Oct. 16 through Nov. 26, feature images of Florida destinations taken since the storm.

VISIT FLORIDA President & CEO Ken Lawson said, “With phase two of our Post-Irma marketing plan, we are doubling down on our efforts to show visitors across the world that Florida is open for business. This new phase adds in broadcast, print and digital advertising to our ongoing marketing efforts using content gathered after the storm and encourages visitors to find their moment of sunshine. This phase will transition directly into our winter campaign and take full advantage of those making travel decisions for the late fall and winter seasons. We are continuing to allow visitors to see for themselves that Florida is still the number one global destination as we work towards our goal of 120 million visitors this year.”

As part of its initial recovery marketing efforts in the days just after the storm, VISIT FLORIDA began sending video crews to destinations around the state to live stream on its Facebook page from tourism businesses that were able to reopen quickly. Last week, crews also streamed from locations throughout the Florida Keys, showcasing the areas that were again welcoming visitors. These live feeds were promoted the same day via paid social to potential visitors across the U.S.

VISIT FLORIDA has also reached out to domestic and international tour operators and meeting professionals in core markets to manage any misperceptions of damage to destinations and encourage the continuation of bookings to the state. The most recent element of phase one efforts is a partnership with Delta Air Lines to offer discounted flights to Florida destinations that was announced last week and continues through this Thursday. More information on that effort can be found HERE.


As the Sunshine State’s No. 1 industry, tourism was responsible for welcoming 112.4 million visitors in 2016. Based on the latest economic impact study, Florida visitors spent $108.8 billion and supported 1.4 million Florida jobs. According to the Office of Economic and Demographic Research, for every $1 the state invests in VISIT FLORIDA – the official tourism marketing corporation for the State of Florida – $3.20 in tax revenue is generated. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations and visitor services programs. As a public/private partnership, VISIT FLORIDA serves more than 12,000 tourism industry businesses, including major strategic alliance partnerships with Busch Gardens Tampa, Disney Destinations, The Hertz Corporation, LEGOLAND Florida Resort, SeaWorld Parks & Resorts Orlando, Simon Shopping Destinations and Universal Orlando Resort. To learn more about VISIT FLORIDA, please go to or follow us on our industry social media channels:, Facebook and Twitter @FloridaTourism.


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