Sunshine Matters

I am extremely proud to announce the launch of an innovative, first-of-its-kind digital brand awareness co-op program with Google. VISIT FLORIDA is the first partner to pilot this new program, developed by Google specifically for the travel industry.

“The VISIT FLORIDA team has worked to craft a co-op program that leverages the online reach of Google advertising products to deliver highly-targeted Florida advertising for our tourism industry partners at a price and scale that has never before been possible,” said Chris Thompson, President and CEO of VISIT FLORIDA.

Increasingly, people are turning to online sources to research and plan their vacations and business trips. Travel research online is extensive, with 85 percent of travelers saying that the internet is their No.1 planning resource and 37 percent reporting that the internet prompted them to book.  Today, travelers perform an average of nine research sessions online prior to booking and visit more than 17 different travel sites.

Online media is a powerful way destinations can reach consumers during the travel planning process and shape interest in their destination. Businesses and CVBs invested in the Florida market can participate in this program to grow their brand and reach travelers as they plan across websites, video and mobile devices. Campaigns will span across premium content on the Google Display Network, YouTube and the Google AdMob mobile platform. The fully integrated co-branding package is part of a strategic push to reach a national audience and key markets to inspire travel to Florida.

“With this new program, Google and VISIT FLORIDA are reinventing co-op marketing for the modern age, helping partners reach consumers where they are – online,” said Sarah Travis, head of the advertising business for destination marketers at Google. “The new program brings traditional marketing concepts online at a scale that can make a substantive impact on the local Florida tourism market.”

The program will start with partners from CVBs within the state, and then expand to private travel businesses, such as hotels, attractions, and airlines. The first phase, which launches on January 3rd, will feature VISIT FLORIDA partners from the Palm Beach County Convention & Visitor Bureau, the Greater Miami Convention & Visitors Bureau, Visit Orlando and the Florida Keys & Key West Tourist Council. There are 10 partner packages available for the second phase, which will run April-June 2012.

For more information on the Google co-op program, please go to the VISIT FLORIDA Marketing Planner.