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Florida tourism agency launches tv campaign to lure tourists from up north.

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The state of Florida is sending out invitations to millions across the country.

Those invitations are in the form of new TV ads, as part of a new marketing blitz.

The campaign comes as the omicron variant threatens to derail travel plans.

The opening scene is New Smyrna Beach. It’s the first image people across the country are seeing in one of four ads airing this week from Visit Florida.

They target families, couples and most of all, Florida's great outdoors. It's part of a new campaign to lure people up north to plan vacations to the sunshine state this year.

“We don't make projections but things are looking really strong,” Visit Florida CEO Dana Young said.

Young is the CEO of the state's tourism marketing agency behind the ad campaign.

She says an early read on pre-holiday traffic shows that through mid-December, hotel bookings were up 14% over 2019. Out-of-state road trips, primarily aimed at the state's beaches and central Florida theme parks, were up 10%.

“Based on what we've seen, and the pent-up demand and the tremendous consumer enthusiasm for Florida, I think that 2022 is going to be a great year, particularly if we can get our international visitors back,” Young said.

That international visitation has improved from Latin American countries but still lags from most others as the global pandemic fight continues.

That's why the state is targeting the U.S. market. A new survey, taken before the omicron surge in December shows 89% of people then were planning trips in the next six months, compared to the same time last year when 57% of people were making plans.

Will COVID-19 concerns greatly affect those plans? 30% said yes. A year ago, it was 52%. And are some thinking they may change plans because of coronavirus concerns — 51% said yes. A year ago, nearly three quarters of travelers were thinking that way.

The unknown is how those worries could grow as this new, highly infectious coronavirus strain spreads.

“The message is that whatever your comfort level is, you can find a wonderful vacation here in Florida,” Young said.

Local businesses that rely on tourism and hospitality, like ICON Park, restaurants, hotels, stores and other businesses along International Drive are counting on the state's advertising to keep American vacation plans on track.

The Official Corporate Blog for VISIT FLORIDA

Sunshine Matters

Visit florida’s new ad campaign celebrates the power of stories.

The first television commercial, which will air in Detroit during Sunday’s Grammy Awards show, lands the viewer in the afterglow of an epic Florida family vacation.  In the months ahead – via TV, cinema, radio and print, as well as jumbotrons, subway station takeovers, commuter train wraps and even an interactive online game – ‘Must Be the Sunshine’ will remind people why Florida vacations make great stories.

“Unlike other destinations, we don’t have to invent the narratives,” said Susannah Costello, VISIT FLORIDA Vice President of Brand.  “People are telling great Florida vacation stories all the time.  This campaign capitalizes on that insight.”

The message has inspired some major participants.  Several of Florida’s heavyweights – Disney, Universal, SeaWorld and Busch Gardens, along with the Viva Florida 500 initiative, Florida State Parks and many other key tourism businesses – are all partnering together for the first time in the same TV ad.  Besides Sunday in Detroit, the commercial will play in Atlanta, New York, Chicago, Boston, Washington, D.C., Philadelphia and Dallas on such programs as the Today Show , Good Morning America , American Idol and The Big Bang Theory .

The brand launch is the first major product of VISIT FLORIDA’s creative relationship with Miami’s SapientNitro.  Hired in December 2011 for its digital marketing prowess with such brands as Coca-Cola and Nike, Sapient traveled the state to report on visitors’ vacation inspirations and turned that research into advertising that is rich in color and personal experiences.

In the past 18 months, VISIT FLORIDA has hired two longtime editors from nationally recognized Florida newspapers to lead a content bureau.  Now, a statewide network of 70-plus veteran journalists is writing, filming and photographing stories of Florida – more than 500 to date in English and Spanish.  This content pipeline feeds VISITFLORIDA.com and is available for distribution.  Some of the national media republishing VISIT FLORIDA journalism are the Tampa Bay Times , the Philadelphia newspapers and the Huffington Post .

VISIT FLORIDA’s reimagined brand and the soon-to-come redesigned website are all part of a strategic vision that celebrates the experiences of Florida’s nearly 90 million annual visitors.

To see the television ad, as well as other elements of the ‘Must Be the Sunshine’ campaign , please check out our landing page.  And please click here to read a release the Governor’s Press Office sent to media earlier today at the conclusion of the Governor’s Luncheon kicking off the Florida State Fair, where he unveiled the campaign’s first TV spot to a very enthusiastic crowd.

Category: Uncategorized | Tags: Florida vacation experience , Must Be the Sunshine , Susannah Costello , VISIT FLORIDA , VISITFLORIDA.com , Viva Florida 500 | Comment »

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Southwest Florida, and the cities of Fort Myers and Naples, spreads a welcoming blanket of sugar-white beaches and tropical warmth for all visitors, a comfortable blend of the classic and cosmopolitan.

STRATEGIC ALLIANCE PARTNERS

Brand Promise

(Why we do what we do)

Brighten the Lives of All

Together, we brighten the lives of all. We ensure that people from every walk of life, from everywhere on Earth, experience moments that light up their day so they glow long after they head home. We are part of 1.5 million Floridians who work around the clock making memories possible for those off-the-clock. It’s our smiles & open arms, ideas & innovation, care & welcoming hospitality that transform people each time they visit. We inspire them to get away and get closer. Then invite them to return and do it all again soon. It’s not just a promise that we make to our visitors, but the purpose that drives us.

Positioning

(How we do it)

Vacation State

Florida isn’t just a state. It’s a state of mind. It’s where you go to be more relaxed, more carefree, more open to connections, and more ready for fun. But it’s also a mindset you carry with you every day afterward, reminding you that your vacation self is your best self.

Follow Your Sunshine

We know that different people take vacations for different reasons, seeking experiences that speak to their individual tastes. Follow Your Sunshine encourages travelers to embrace their own version of a Florida vacation, empowering people to let go of their worries, push away the day-to-day grind, and give in to their best instincts, celebrating the part of themselves that’s brightest, warmest, and most inspired.

A Logo That Emphasizes Our State,

(Without City Name)

The primary logo is to be used in most applications and acts as a call-to-action.

Its Many Amazing Destinations,

(With City Name)

The secondary logo includes the name of the location seen in the photography of an ad.

And Celebrates Our Partners.

The partner logo emphasizes that VISIT FLORIDA and our partners are equal in collaboration.

Colors Inspired By Florida’s Diverse Beauty

Florida has an array of colors from saturated sunsets and pastel homes in the Keys, to turquoise Central Florida springs, to the vibrant interiors of Flagler College in historic St. Augustine, and the rich street art of Wynwood and St. Petersburg. Our palette celebrates that range and uses our “mid” colors as pops within layout so that the imagery is the focus and travelers can connect and be inspired by it.

Welcoming Type That’s Familiar But Fresh

Our brand is modern and approachable and so is our typography. Henderson Sans is our primary font and represents the casual Florida vacation state of mind. We also have a stylized version with a unique shadow effect that makes the type pop off the page. Finally, we have a textured script font for our city lockups and other call-outs that emulates handwriting to add a personal touch.

Headlines / subheads

Henderson Sans

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()-_=+:;”’<,>.?/\

City Names / Quotes

Authenia Textured

Capturing Real Emotion

Our photography needs to represent Florida’s diversity of locations and activities as well as the diversity of our visitors. Images must capture the rich emotion brought about by a Florida vacation while still capturing the beautiful surroundings.

Capturing real moments that show connection, surprise, freedom, joy, relaxation, and discovery

Showing the backdrop and textures of the vacation state

The bright colors of Florida and the ability to feel the literal sunshine

A destination for everyone from everywhere on earth

So much more than beaches and theme parks

A Voice That Goes Where the Sunshine Leads

For writing within the Follow Your Sunshine brand, our voice is driven by simple, reactive, emotional truths. While our tone is upbeat, playful and bright, our lines should not be overly clever, but rather find their humor, warmth and smile in relatable responses to situations. We’re always looking for ways to explore the emotional depth of a moment, and encouraging our audience to embrace their instincts on vacation. If while writing, you’re looking at an image and asking yourself, “what would the subject be feeling or thinking in this moment?” you’re on the right track.

Right here. Right now.

In layout, we bring all the elements together to create a light and spacious look that lets our photography shine. Our new system is flexible and allows layouts to tell short and long stories. A subtle design element like rounded corners harkens to family photo albums while still modern. And the layered photo style creates an emotional connection while providing locational context and telling more of the story.

A Unified Brand Passion and Vision for Florida

Together, we can ensure that Florida speaks with a consistent voice and that we share the Sunshine State’s story in just the right light. Just as this brand has been developed through collaboration, it can only succeed if we work together to maintain it.

Questions about the brand? Please contact the Creative Services team or your account lead.

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