Sunshine Matters

A lot has changed since Juan Ponce de Leon first set foot on La Florida.  Today, a countless number of different cultures thrive together in Florida.  The impact of their stories, traditions and tastes have woven together to form the vibrant, exciting and energetic fabric of our communities.

This is truly an important milestone for Florida and an incredible opportunity to celebrate the amazing history, culture and diversity of the Sunshine State.  VISIT FLORIDA has been working with the Florida Department of State to coordinate our efforts for the past couple of years.  They are taking the lead at the state level and have done a great job coordinating events, activities and educational opportunities highlighting Florida’s unique history.

VISIT FLORIDA has been focusing on leveraging our unique 500-year history to increase the economic impact of travelers to the state.  Viva Florida 500 provides us with the opportunity to let travelers around the world know that Florida was the first travel destination in the United States.  We believe the best way for the No.1 travel destination in the world to celebrate 500 years of history is by celebrating 500 years of visitors.

Viva Florida 500 messaging will be included in all VISIT FLORIDA marketing channels, including Share a Little Sunshine PSAs, our new advertising campaign launching in January and several print executions.  We have created opportunities for the Florida tourism industry to participate in public relations campaigns, content acquisition creation and distribution, and a new Viva Florida campaign highlighting 500 promotional prizes for our 500th anniversary. VISIT FLORIDA also has arranged for special editions of Florida Travel + Life and American Heritage magazine featuring Viva Florida 500 content, as well as a new social marketing promotion that will bring 500 years of Florida visitors to life.

During the 45th Annual Florida Governor’s Conference on Tourism held last week in Orlando, industry attendees and interested media were given a first look at VISIT FLORIDA’s multi-marketing platform approach to Viva Florida 500.  As part of a special breakout session, Amy Rodriquez from The Rodriquez Group and members of VISIT FLORIDA’s marketing team walked participants through the contents of a newly created Viva Florida Tool Kit.  The kit highlights all the opportunities for tourism businesses to leverage the state’s investment in the Viva Florida commemoration – from events to advertising and social media to a simple program to thank our visitors for 500 years of visits.  Also unveiled was a newly-developed digital press room focused on Viva Florida 500 story ideas for travel journalists.

We invite all Florida tourism businesses to leverage Viva Florida 500 in encouraging and welcoming visitors to Florida in 2013.  To learn how you can participate, check out the Tool Kit online for FAQs and further details on all the VISIT FLORIDA programs tied to this historic event.