We Live Here. Because We Love Here.

TALLAHASSEE, Fla. (Sept. X, 2020) -- VISIT FLORIDA has initiated phase two of its tourism marketing recovery plan with the launch of an in-state travel campaign designed to support the state’s economic recovery and struggling tourism industry. Set to run through November 22, this integrated campaign aims to inspire Florida state pride among residents while introducing them to the countless uniquely Florida experiences available right in their own backyard.

“The power of a Florida vacation is truly remarkable,” said Staci Mellman, Chief Marketing Officer at VISIT FLORIDA. “Visitors from around the globe travel thousands of miles each year to take in Florida’s world-class attractions, awe-inspiring landscapes and otherworldly experiences that our residents have unlimited access to. It’s our hope that this campaign will motivate Floridians to give their home a second look. Here, they can immerse themselves in Florida's extraordinary beauty any time they'd like and do it in a safe way.”

VISIT FLORIDA’s in-state travel campaign kicked off on August 31 and is slated to generate an estimated 250 million total impressions by engaging Floridians through various paid, earned and owned media channels. This includes broadcast promotion in several major Florida markets via a satellite media tour highlighting exclusive fall “staycation” deals for residents, as well as digital display and video integration on Disney/ABC, Hulu, Pandora, Samsung and Waze platforms.

In addition, VISIT FLORIDA partnered with four strategic, Florida-based digital influencers to engage their social media followers and highlight hidden gem experiences and local businesses across the state. It will also utilize its in-state advocacy platform, @LoveFL, to showcase the vacation experiences close to home through paid social efforts across Facebook, Instagram, Pinterest, etc.

Along with the campaign, the newly-launched LoveFL.com encourages Floridians to explore day trip options to cities all across Florida. Adventures are everywhere in the Sunshine State.

For more information on VISIT FLORIDA’s in-state campaign, click here.

Media contact:
Symeria Palmer, Account Manager

As the Sunshine State’s No. 1 industry, tourism was responsible for welcoming 131.4 million visitors in 2019. Based on the latest economic impact study, Florida visitors contributed $91.3 billion to Florida's economy and supported 1.5 million Florida jobs in 2018. According to the Office of Economic and Demographic Research, for every $1 the state invests in VISIT FLORIDA, the official tourism marketing corporation for the State of Florida, $2.15 in tax revenue is generated. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations and visitor services programs. As a public/private partnership, VISIT FLORIDA serves more than 13,000 tourism industry businesses, including major strategic alliance partnerships with Busch Gardens Tampa, Disney Destinations, The Hertz Corporation, Hilton, LEGOLAND Florida Resort, SeaWorld Parks & Resorts Orlando, Simon Shopping Destinations and Universal Orlando Resort.

To learn more about VISIT FLORIDA, follow @FloridaTourism on Facebook and Twitter.