Domestic Rebound Campaign
Campaign Objective
To inspire travel to Florida by making people believe that vacations are worth taking.
Messaging
For so many, the first thing that comes to mind when someone says “vacation,” is Florida. As the vacation state, we hope to further cement that idea by promoting the value of a vacation. This campaign will offer people a shift in perspective so they can feel, remember, and long for the transformative power of a Florida vacation.
Media Elements
Estimated Total Impressions: 242 million
- Digital Video / Digital TV in markets within a 700-mile radius of Florida
- Digital Display Advertising targeting potential travelers where they spend their time online
- Paid Social across Facebook, Instagram, YouTube, Snapchat, Amazon, Pinterest
- Public Relations initiatives include a Satellite Media Tour in key domestic markets and a social media influencer effort
- Content partnerships with major national publications
Campaign Timing
10/5 - 1/31
- Tourism Industry cooperative marketing program: 10/19 - 1/31 with 10 participating Partners
Creative Samples
The Power of a Florida Vacation
:90 Video
The Power of a Florida Vacation
:30 Video
The Power of a Florida Vacation
:15 Video
In-State Rebound Campaign
VISIT FLORIDA launched an in-state tourism marketing campaign to support the state’s economic recovery and struggling tourism industry. The campaign aims to remind Floridians that their home state offers world-class tourism opportunities that most people travel far distances to experience. Details of VISIT FLORIDA’s marketing campaign are below. For more information on the impact of COVID-19 on Florida Tourism, click here.
Campaign Objectives
To inspire pride amongst Floridians about where they live and support Florida’s tourism economy with a boost from In-State travel.
Messaging
There are so many places across the state that look otherworldly, or at least like they’re not in Florida. And many Floridians haven’t ever visited these unique places that are within a short drive. This campaign introduces Floridians to new horizons within their own state, that they thought they’d have to fly to other countries or drive to other states to experience.
Media Elements
Estimated total impressions: 250M
- Broadcast TV in Jacksonville, Miami-Fort Lauderdale, Pensacola, Orlando-Daytona, Tampa-St. Pete-Sarasota, West Palm Beach-Ft. Pierce, Tallahassee
- Digital Display and Video across vendors like Samsung, Hulu, Pandora, Waze and Disney/ABC
- Paid Social across Facebook, Instagram, Pinterest, Amazon, YouTube and Snapchat
- Public Relations initiatives include a Satellite Media Tour across Florida markets and social media influencer effort
Campaign Timing
8/31 - 11/22
- Tourism Industry cooperative marketing program: 9/28 - 11/22 with 12 participating Partners
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Creative Samples
English
:30 Video
:15 Video
Spanish
:30 Video
:15 Video
Golf & Fishing
:30 Video