Sunshine Matters

Florida enjoyed more than 1.6 million visitors from the UK in 2014, making the region the third highest ranked feeder market among Florida’s top five international markets.  In conjunction with VISIT FLORIDA’s advertising and trade initiatives, communication strategies become increasingly important in maintaining and growing market share.  According to the Association of British Travel Agents, their Travel Trends 2015 report indicated continued economic recovery and a return to consumer confidence and spending.

The desire to travel also means consumers are looking at destination options amid a highly competitive marketplace.  VISIT FLORIDA saw an opportunity to differentiate Florida by highlighting the state’s natural tourism assets and outdoor travel experiences.

During a week-long media mission to London and Dublin, VISIT FLORIDA and five of our Industry Partners met with more than 70 travel journalists, bloggers and trade media.  With 161 Florida State Parks and more than 2,000 miles of hiking, biking and equestrian trails, outdoor adventures and nature getaways were central to the conversations with each media contact.

A sampling of the story ideas shared with media include: Encounters with manatees at Plantation on Crystal River, exploring Wakulla Springs State Park, communing with butterflies at the Butterfly Rainforest at Florida Museum of Natural History in Gainesville, horseback riding in Amelia Island, paddle boarding and camping at St. Andrews State Park in Panama City Beach, engaging with dolphins off the coast of Naples, taking off on a zip-line rollercoaster or discovering the headwaters of the Everglades in Kissimmee, canoeing through the nature preserve at the Dead Lakes Recreation Area in Gulf County, and enjoying a day at the beach among the sand dunes of Perdido Key State Park in Pensacola.

In addition to news from our State Parks and other attractions, the mission team highlighted the significance of established air routes from the UK and Ireland, as well as the increased capacity in 2015 on certain routes operated by British Airways, Virgin Atlantic and Aer Lingus.  The Delta/Virgin Atlantic partnership further increases access for UK and Irish travelers to airports across Florida.

Media appointments were conducted during desk side meetings and as part of three media receptions.  Some of the participating media brands included:

UK: The Independent, The Sun, Suitcase Magazine, Family Traveller, TravelMole, BBC Sky at Night, Traverse, The Guardian and Selling Travel.

Ireland: The Irish Times, Evening Herald, Sunday Business Post, Sunday World, Ireland A.M. (TV3), Expose (TV3), Travel Extra and Irish Travel Trade News.

VISIT FLORIDA would like to thank the five Partners who participated in and supported the UK/Ireland Media Mission, which included Visit Pensacola, Amelia Island CVB, Panama City Beach CVB, Experience Kissimmee, and Naples, Marco Island and the Everglades CVB.  For more information about our PR programs, or to discuss story ideas that have a regional or statewide focus for pitching media, email me at kmorgan@VISITFLORIDA.org.