Sunshine Matters

Last week, VISIT FLORIDA traveled to Canada to “Share the Sunshine” with media in Toronto and Montreal.  It’s been said that Florida is Canada’s back yard, despite the hundreds of miles and states that separate the two.  As the largest market with more than 27 percent of Florida’s international visitors, Canada is extremely valuable for Florida tourism.

From Northwest Florida to the Florida Keys, Florida values its relationship with Canadian visitors.  With this in mind, VISIT FLORIDA and 10 Industry Partners made their way to Canada to conduct three media events designed to showcase how Florida continues to be a diverse and relevant destination for Canadians.

More than 100 media and industry guests gathered at the Bata Shoe Museum in Toronto to mingle with Partners and learn about new family activities and food offerings throughout the state.  Also in attendance were several children, who not only enjoyed exploring the museum, but also paid very close attention to each Partner as they explained all the family-friendly fun that was to be had in their respective destinations.

The Golf Par-tee luncheon, held at the Glenn Abbey Golf Club just outside of Toronto, was attended by 12 golf journalists eager to hear about Florida’s year-round golf opportunities and other activities available in each Partner’s destination.  Attending media also participated in a drive contest to win a golfing trip to the Plantation on Crystal River.

VISIT FLORIDA representatives then traveled to Montreal to host a dinner with travel and food media interested in the growing culinary offerings in Florida.  The media in attendance were surprised to learn that the restaurant, Chez L’Epicier, had recently opened a location in Palm Beach.

While in Montreal, VISIT FLORIDA also participated in the SITV International Tourism & Travel Show, which attracted more than 30,000 consumer and trade attendees over the three days. VISIT FLORIDA and several of our Industry Partners had an opportunity to distribute Florida collateral materials and discuss what’s new in the Sunshine State.

As an added-value opportunity, VISIT FLORIDA and three Industry Partners participated in the Canadian Media Luncheon hosted by the U.S. Consulate and Brand USA.  Before the luncheon we had an opportunity to talk with each media and travel trade attendee, as well as distribute our current French Travel Guide and give travel destination presentations.

These successful events have already resulted in roughly 32,000 impressions from news sources such as Pax News and TravelWeek.  For more information on future international media relations events, please check out the VISIT FLORIDA Marketing Planner or contact me at mdougherty@VISITFLORIDA.org.