Florida's tourism agency is starting a new ad campaign this week--and going with national TV for the first time. Using its "Sunshine State" nickname, spots are set for NBC, ABC, CNN, BET, Discovery
and other channels. "This national network advertising campaign is a big step for Florida's tourism industry," says Bud Nocera, Visit Florida's president. "Focus group research indicates that the
sunshine advertising campaign resonates with potential visitors."
The campaign evokes visions of Florida's scenery and the state's myriad vacation offerings. It will also include ads online
and in print and an interactive Web site, and will cost just under $9 million. Various versions of the 30-second TV spots are set for top markets like New York, Chicago, Atlanta, Boston and
Washington, D.C., while print will appear in mags including
Good Housekeeping, Coastal Living, Gourmet and
New York magazine.
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