Visit Florida Campaign Targets In-State Residents

• by Larissa Faw , September 15, 2020

Visit Florida is introducing phase two of its tourism marketing recovery plan with a campaign encouraging residents to experience adventures within their own backyards..

“It’s our hope that this campaign will motivate Floridians to give their home a second look,” says Staci Mellman, Chief Marketing Officer, Visit Florida. “Here, they can immerse themselves in Florida's extraordinary beauty any time they'd like and do it in a safe way.”

The tourism organization’s agency partners for this work include Spark leading creative strategy and approach, DCI handling PR, and Miles Partnership overseeing media strategy and planning.

The creative showcases Florida landscape images while a voiceover reminds viewers of everything they have access to. The campaign’s tagline, “Live here. Love here. Explore here,” emphasizes this home-grown traveling.

Visit Florida, like many other destination marketing organizations, had to shift its strategy as a result of COVID-19. In fact, promoting in-state travel is not something the tourism organization typically does, but it recognized the importance of assisting with recovery of the struggling tourism industry by inspiring Floridians to take pride in the state.

The media strategy is designed to generate an estimated 250 million impressions through paid, earned and owned media channels. This plan includes broadcast promotion in several major Florida markets as well as digital display and video integration on Disney/ABC, Hulu, Pandora, Samsung and Waze platforms.

The campaign also includes Florida-based digital influencers to engage their social media followers by highlighting “hidden gem” experiences and local businesses across the state.

The organization’s in-state advocacy platform, @LoveFL, will also showcase vacation experiences through paid social efforts across Facebook, Instagram, and Pinterest. 

And  the newly-launched LoveFL.com prompts Floridians to explore day trip options to cities all across Florida.

The campaign runs through Nov. 22.