• by Larissa Faw , March 14, 2017

Florida tourism typically boils down to beaches and Disneyland. But Visit Tampa Bay (VTB) is evolving its creative to promote a “Florida’s Most” strategy that suggests Tampa Bay provides the "best experiences" in the state across a range of offerings, including culinary, sports, craft beer, and eco-tourism, among others.

"We are promoting our impressive diversity," says Janette Carter, marketing director, VTB mentioning several of the city's "hip and urban stories." That includes its arts background, birthplace of the Cuban sandwich, nickname as the Cigar Capital of the World, Ybor City mafia tours, Jose Marti Park, which is Cuban territory owned by the Cuban government since 1956.

Also being promoted is how Southwest Airlines is now flying to Havana, making day trips easy and fast.

Developed with Clearwater, Fla.-based FKQ Advertising + Marketing, with Madden Media handling digital buying, the $1 million-plus campaign first launched in January in New York, Philadelphia, Chicago, Dallas, Toronto, the United Kingdom, Germany, Iceland and Latin America.

“We’re doing things that no destination has ever done before,” says Patrick Harrison, Chief Marketing Officer for Visit Tampa Bay. "This innovative approach gives us maximum exposure in major markets for minimum cost – and in unique ways that show the over-the-horizon vision Tampa Bay is becoming famous for."

VTB was the first tourism board to use New York’s Link NYC system of public kiosks that provide charging for electronic devices, Wi-Fi and wayfinding. VTB also used the smartphone-based Coat Chex system to connect with New Yorkers as they attend sports events and concerts.

In May, VTB will shift its focus to in-state promotions "because of our limited budget, we cannot be in all cities year-round," says Carter. The creative will remain aimed at "culture-seeking couples with or without children" but living in Florida cities like Miami, Jacksonville and Orlando via TV, radio and out-of-home.

To those living in state, VTB actively promotes its various weekend and week-long activities.

The 6th annual Gasparilla Music Festival took place March 11-12 in downtown Tampa to be followed by Riverfest and the world famous Florida Wiener Dog Derby taking place May 6. Tampa Bay is holding several themed events — including Bad Ass II Beerfest — to recognize its craft brews. And Port Tampa Bay is hosting the Monsters of Rock series of cruises throughout the summer.

This campaign represents a new direction for the city after switching creative agencies last summer. This new partnership has since introduced a new look and a new richer color palate. VTB’s 2016 out-of-state marketing campaign produced more than $45 million in additional tourism related spending, according to H2R Market Research.