Sunshine Matters

Last week, in partnership with the International Equestrian Group, VISIT FLORIDA participated in the second-annual Rolex Central Park Horse Show in New York City. With horse farms located in each of Florida’s 67 counties, making up nearly 30 percent of Florida’s total farms, VISIT FLORIDA leverages high-end equestrian shows and opportunities to market equine tourism in the Sunshine State.

The Rolex Central Park Horse Show is only the first stop in our three-pronged equestrian campaign.  VISIT FLORIDA is a top-tier partner with the International Equestrian Group and its affiliates for the Rolex Central Park Horse Show, the Holiday and Horses event and the Winter Equestrian Festival.  This campaign is a heavily collaborative effort with our Partners, Discover the Palm Beaches and the Florida Horse Park.

The partnership includes a media and marketing program promoting Florida as a preferred destination for equestrian-related activities, as well as other luxury and leisure travel, to domestic and international consumers. During the four-day Rolex Central Park Horse Show, VISIT FLORIDA and our Partners’ assets were broadcast on NBC Sports through commercials, billboards and editorial vignettes.  We also received exclusive signage throughout the venue and were included in all The Chronicle of the Horse publications, social platforms and on their website.

VISIT FLORIDA’s Public Relations team attended the show to proactively reach out to the New York media and invite key players and meeting planners to a VIP viewing and ringside hospitality area.

Outside of this three-signature-event campaign, but adding to our overall equine tourism initiative, VISIT FLORIDA also is appearing on the world’s largest 4k jumbo-tron at Churchill Downs throughout September and November.  Providing a great out-of-home advertising opportunity in front of our target audience, VISIT FLORIDA’s fall spot and luxury sizzle reel will air on the jumbo-tron four times during each of the live racing days.

In addition, VISIT FLORIDA is partnering with the United States Hunter Jumper Association, the official hunter/jumper affiliate of the United States Equestrian Federation, during their annual meeting in December.  This year, the conference is being hosted in Orlando with an estimated 400 attendees, making it the perfect opportunity to communicate our equestrian travel message to this large – roughly 44,000 members – and diverse association.

VISIT FLORIDA will appear next at the Holiday and Horses event in Wellington, Fla. in November, and then at the heavily-anticipated Winter Equestrian Festival in January through April.  The Winter Equestrian Festival is a training and showing marathon held over 12 weekends at the Palm Beach International Equestrian Center. This festival attracts more than 2,500 world-class riders, providing them and their spectators with an escape from the harsh northern winters, while simultaneously providing Florida with a positive economic impact.

Click here to read more about the many wonderful activities that the Sunshine State has to offer tourists wishing to see the state from a saddle.