Sunshine Matters

VISIT FLORIDA recently launched our 2015 “Say Yes to Florida” Spring marketing campaign, which builds on last year’s award-winning success with encouraging families to ‘say yes’ to a Sunshine State vacation.  Following its initial launch in 2014, the campaign was named by Skift as one of the ‘5 Best Travel Ads to Watch.’  

The ad was spotlighted because “VISIT FLORIDA does a great job of showing parents why Florida is a good choice for families instead of just telling them.” Skift went on to explain, “The state’s ads have to appeal to two sides of a visitor’s brain — one that wants to pick a family-friendly destination for their child and the other that wants to choose a vacation that they’ll also enjoy.  This ad does both — while also touching on the state’s sunny weather.”

Major components of the Spring campaign include a :30 television ad, print ads in magazines such as Food Network and Oprah, as well as newspapers in major markets including The New York Times and Chicago Tribune.  The ads feature vibrant imagery that combines both Florida scenery and activities with calls to action encouraging families to say yes to things like making a splash, mermaid watching and mischief.  Consumers are then directed to the VISITFLORIDA.com Spring landing page where they can plan their next memorable Florida vacation.

In addition,  the campaign — which runs through June — also utilizes TV and traffic radio sponsorship executions, and digital and static out of home billboards.  New this year to the Spring campaign are cinemas in key drive markets.

To see more of VISIT FLORIDA’s Spring campaign, click here.