tourism

Florida Campaign Dangles Tourism Packages

Florida-B

If you live in big Northeast markets with urban transit, you have probably seen out-of-home ads for specific Florida tourism destinations. The state is taking that regional approach to digital and social media with a summer promotional campaign offering an assortment of free vacations to the state's hot spots.  

The sweepstakes-focused campaign, “Florida’s Three for Free Giveaway,” dangles a grand prize of three Florida vacation packages, but there are nine other single-vacation prizes. People can enter daily through the end of June on Visit Florida's Facebook page, or at a VisitFlorida.com microsite.

The program is not a uniform campaign in terms of a general pitch for the state, but a collaboration among regional tourism partners. The organization says that regional tourism organizations are participating in the campaign offering 12 prize packages intended to reflect the state's tourism appeal. 

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Visit Florida expects the five-week campaign to net about 425 million impressions, and is being supported initially with a Facebook and Twitter ad buy, with whom the organization developed a demographic profile of those to whom the campaign is designed to appeal: families and couples throughout the North and Southeast who are interested in summer drive travel.  

A similar campaign last year, “Sunshine Moments,” showed a 10-point increase in intent to visit Florida and a significantly improved opinion among the state’s key demographic of 25- to-34-year-olds, per Visit Florida.

Visit Florida is also promoting the campaign with ads on its Web site and via email blast to e-newsletter subscribers next month. The group says the summer season accounts for 27% of the annual visitor total. And the majority of that traffic is drive-to tourism, rather than fly-ins. These tourists tend to hang out in Florida for an average of 5.1 nights per trip and spend -- on average, $134 per person per day, the highest of any quarter all year.

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