Sunshine Matters

VISIT FLORIDA’s Public Relations team recently hosted a series of media receptions in Toronto and Montreal to share the latest Florida destination information with travel writers and other influencers.  Hosting media 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.

As Florida’s top international market, 3.8 million Canadians visited the Sunshine State in 2015, with the largest percentage visiting in the first quarter.  Given this, the theme of the reception focused on winter travel and our hashtag #FlockToFlorida, with VISIT FLORIDA quite literally bringing the warmth to Toronto.  Nearly 80 media attended the event, including outlets such as The Globe & Mail, Toronto Star, Toronto Sun, Forever Young magazine and the Canadian Automobile Association magazine.  

The night was lively as presentations were made and interviews were given by 13 Florida industry Partners sharing why Canadians should make plans to visit their destination this winter.  Since the reception, stories are in the works, press tours are being planned and articles have been published – including this one from Travel Industry Today. 

The following morning, VISIT FLORIDA and eight of our industry Partners hosted a breakfast gathering for a smaller group of 17 Toronto-based travel media.  The round-table format allowed each Partner to talk with every attendee as they switched tables after each course.  As Florida branding filled the room, the media quickly picked up on the #FlockToFlorida message, posting photos and impressions on their heavily-followed social media channels.

The next day, VISIT FLORIDA hosted a similar breakfast event in Montreal, with six Partners and 16 travel media, mostly French-speaking. Media from outlets such as Canadian World Traveller and Montreal Times attended, as well as travel journalist Marie Poupart who is currently publishing a French guidebook on Florida titled Floride – 700 Bonnes Adresses et les Coups de Coeur de 40 Vedettes, which will be released on Nov.  30 at Walmart, Renaud Bray, Archambault and online. 

VISIT FLORIDA would like to thank the 13 Partners who participated in this Canada Media Mission: Benchmark Hospitality International, Daytona Beach Area CVB, Experience Kissimmee, The Florida Keys and Key West, The Beaches of Fort Myers & Sanibel, Greater Fort Lauderdale CVB, Hawkes Cay Resort, Hayworth PR, Visit Jacksonville, Visit Orlando and Visit Tampa Bay, as well as St. Augustine, Ponte Vedra & The Beaches VCB and Naples, Marco Island, Everglades CVB.  

For more information about VISIT FLORIDA’s media receptions, please contact me at sgonzalez@VISITFLORIDA.org.