Sunshine Matters

Each year, VISIT FLORIDA hosts a branded presence at travel trade shows in New York and Boston – two of Florida’s strongest feeder markets.  In 2012, Florida was well represented at the Boston Globe Travel Show, February 10-12 at the Seaport World Trade Center, and the New York Times Travel Show, March 2-4 at the Jacob K. Javits Convention Center.  With nearly 50,000 avid potential travelers from the Northeast attending the two shows, Florida is the perfect destination to be in the forefront during those cold winter months.

VISIT FLORIDA was a Supporting Sponsor of the New York Times Travel Show which allowed Florida to gain additional exposure through a media package surrounding the event, two stage presentations by Lauren Tjaden, our Beaches and Adventure Insider, and numerous media mentions and press opportunities throughout the show.  Our Florida tourism industry was represented in the VISIT FLORIDA branded signature booth and Florida aisle, including a new 10 foot cylindrical banner displaying the “Your Florida Side” campaign from the ceiling that could not be missed! 

Also included in the sponsorship amenities was the opportunity to include the 2012 VISIT FLORIDA Magazine in the travel show’s travel agent bags, a quarter-page VISIT FLORIDA advertisement in the New York Times and numerous digital ads promoting Florida on the NY Times website.  Our Promotions team also secured a separate radio promotion throughout the show offering two Florida vacation packages.  The promotion, which included 20 live mentions, 16 on-air pre-recorded mentions and a link on their contest page, had a media value of over $67,000.

The Boston Globe Travel Show was also a success for our tourism industry, boasting a record attendance of over 24,000 consumers and travel agents over the 3-day period.  VISIT FLORIDA coordinated the same branded Florida signature booth with the banner overhead, and featured Dalia Colon, our Smart Travel Insider, and numerous surrounding Florida destination booths.  Potential Sunshine State travelers from Boston were eager to plan their next leisure trip to Florida and were very interested in visiting with our Florida destinations.  Our Promotions team was again able to secure VISIT FLORIDA additional exposure with a local radio station on-air at the show, complete with a “Green Screen” of Florida backdrop options for photo opportunities.

VISIT FLORIDA would like to thank all of the participating industry partners at the New York Times and Boston Globe travel shows, and we look forward to hosting many leisure trips from our neighbors to the north in the coming months.  To learn more about participating in VISIT FLORIDA’s branded travel show booths and other future sales events, please view our Marketing Planner on VISITFLORIDA.org or contact me directly at chatcher@VISITFLORIDA.org.