Sunshine Matters

VISIT FLORIDA recently hosted a media mixer at the US Open Tennis Championships in New York to promote the Sunshine State.  Hosting media mixers and receptions in key target markets allows VISIT FLORIDA and our Partners the opportunity to meet, network with and pitch to a targeted group of media at one time.  This face-to-face interaction allows us to build relationships with the media and garner more coverage of Florida.

The theme and editorial focus of the event aligned with VISIT FLORIDA’s recent Facebook co-op campaign “Bottomless Sunshine,” which highlights the state’s unique tastes by celebrating Florida destinations with different craft beer experiences.  All four Partners who participated in the co-op campaign also sent representatives to NYC to promote their destinations and local breweries.  According to the Brewers Association, Florida has 151 craft breweries producing 1.2 million barrels per year and generating an economic impact to the state of $2.1 billion, which ranks 8th in the country.

Through a partnership with Visit Orlando and the United States Tennis Association, VISIT FLORIDA was offered access to a private venue in Arthur Ashe Stadium during the US Open, which enticed the media’s attendance and allowed our industry Partners an opportunity for one-on-one conversations about potential Florida travel story ideas. Together with six Partners, VISIT FLORIDA’s Public Relations team hosted 10 New York-based media, including The Daily Meal, Huffington Post and USA Today.

During the mixer, VISIT FLORIDA shared details on Florida’s craft beer destinations and press releases from 19 of our destination partners, showcasing the abundance of craft breweries available to travelers visiting the Sunshine State.  A landing page with all of the content was created for the media and can be found by clicking here.

Since the media event, story ideas are being discussed, press trips are in the works and The Daily Meal published an article, “America’s New Craft Beer Hotspot is… Florida? 10 Sunshine State Breweries Every Beer Lover Should Know About,” which has garnered 13.9 million impressions to date.

VISIT FLORIDA would like to thank the six Partners who participated in this media mixer: Discover the Palm Beaches, the Greater Miami CVB, Visit Jacksonville, Visit St. Petersburg/Clearwater, Visit South Walton and Visit Tampa Bay.  For more information about VISIT FLORIDA’s media receptions, please contact me at sgonzalez@VISITFLORIDA.org.