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VISIT FLORIDA Announces Families and Adventure Marketing Campaigns to Drive Travel to Florida

April 16, 2019 Destination Florida No Comments Email Email

Building on the overwhelming success of last year’s marketing efforts to attract families and those seeking adventure to Florida, VISIT FLORIDA announced today its two latest advertising campaigns, “Family Memory Makers” and “Adventure Seekers.” The campaigns are designed to inspire these separate audiences to experience their own unique moments of sunshine in Florida.

Both campaigns were launched nationally in the past few weeks, and each campaign features strategic marketing efforts across a number of platforms. In addition, online resources are available on VISIT FLORIDA’s consumer site to assist travelers in planning their own vacations to the Sunshine State.

VISIT FLORIDA President and CEO Dana Young, said, “Florida is a leader in the travel industry, and VISIT FLORIDA works every day to ensure the Sunshine State remains a top vacation destination. The VISIT FLORIDA families and adventure campaigns will introduce potential visitors to the diversity of our state’s destinations and help ensure Florida remains top of mind. Visitors and the revenue they create are vital to the entire economy of our state, and VISIT FLORIDA remains committed to protecting and enhancing tourism in Florida. Fully funding our organization will enable us to continue implementing innovative marketing campaigns so we can continue to set visitation records.”

Families Campaign

Florida receives more overnight family travelers than any other state and families constitute one-third of Florida’s domestic visitors. The Family Memory Makers campaign, now in its second year, positions Florida as the number one travel destination where families are inspired to slow down, reconnect and create memories that will last a lifetime. This year’s campaign aims to engage new consumers and educate them about Florida’s diverse family experiences in an effort to drive interest and first-time visitation. The advertising campaign includes tailored variations of broadcast, streaming and digital television, print, out-of-home, public relations and social media initiatives in Atlanta, Birmingham, Boston, Chicago, Cincinnati, Dallas, Detroit, Hartford, Indianapolis, Los Angeles, Nashville, New Orleans, New York City, Philadelphia, Raleigh, St. Louis and Washington D.C. As part of these efforts, VISIT FLORIDA launched five broadcast and digital television commercials featuring real families in both English and Spanish.

Adventure Seekers Campaign

Adventure travelers, another important audience segment to Florida, represent approximately 11 percent of overnight leisure trips to the state. The Adventure Seekers campaign, targeting travelers looking for authentic, less-filtered outdoor and nature experiences, was launched for the first time in 2018. Using marketing tactics such as concentrated social media activations and digital placements with key travel publications, this year’s campaign aims to increase awareness of Florida as an accessible adventure destination while showcasing the state’s unique outdoor experiences. Target markets for this campaign include Atlanta, Boston, Chicago, Los Angeles, New York City, Philadelphia and Washington D.C., among others. To view a 30 second video featured in the Adventure Seekers campaign, click here.

Overwhelmingly Positive Results

Last year, the VISIT FLORIDA Family Memory Makers and Adventure Seekers campaigns delivered an overwhelmingly positive impact for the state, contributing to the marketing corporation’s return on investment of $2.15 for every $1 invested by the Florida Legislature. In 2018, following VISIT FLORIDA’s largest investment in family travelers, the families campaign delivered 1.1 billion impressions across the United States, and the number of family trips to Florida grew by 24 percent. VISIT FLORIDA’s 2018 adventure campaign delivered 204 million national impressions and helped increase the number of adventure trips to Florida by 27 percent, after no growth the previous two years.

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