Sunshine Matters

I’m pleased to share that today, VISIT FLORIDA unveiled its redesigned VISITFLORIDA.com website as part of the state’s week-long events focused on Florida’s 500th anniversary.  Already one of the most popular destination marketing organization websites in the country with more than 20 million page views in 2012, VISIT FLORIDA’s new site leverages current technology trends to provide an easily navigable experience for users that celebrates Florida’s rich travel planning opportunities.

“If we’re going to be the No. 1 travel destination in the world, we have to continue to innovate,” said Will Seccombe, President and CEO of VISIT FLORIDA.  “The new VISITFLORIDA.com uses the latest technology to emphasize visual storytelling for a highly visual brand.”

VISIT FLORIDA’s new site embraces many of today’s web design trends. Those include a Pinterest-style grid-based layout, consumer-centric navigation with an intuitive user-friendly content flow, inspirational travel themes that allow users to customize their search through BuzzFeed-like labeling, and a responsive design that lets the site adjust to whatever platform users may choose.

“The new site reflects VISIT FLORIDA’s evolving commitment to provide consumers with fresh, high-quality content that inspires travel to Florida,” said Susannah Costello, VISIT FLORIDA Vice President of Global Brand.

VISIT FLORIDA’s focus on storytelling has made them one of the first destination marketing organizations to add quality journalism to its marketing mix.  During the past two years, VISIT FLORIDA has hired two longtime editors from nationally recognized Florida newspapers to lead a content bureau.  The statewide network of veteran journalists is writing, filming and photographing stories of Florida – more than 500 to date in English and Spanish.  This content pipeline feeds the new VISITFLORIDA.com and is available for distribution.  Some of the national media republishing VISIT FLORIDA journalism include the Philadelphia newspapers and the Huffington Post.

The site debuts in conjunction with VISIT FLORIDA’s latest brand campaign “Must Be the Sunshine” which is now in full swing in key domestic and international markets.  The epic, quirky and unique vacation stories of Florida visitors are the inspiration for the campaign, and the new site acts as a dynamic journal, updated daily with blog posts, articles, videos, photography and informational graphics reported by more than 70 award-winning Florida journalists. The travel planning resource serves as an interactive, continuous convention of happy memories, where Florida’s nearly 90 million visitors can find their vacation inspiration.

“The look of the new website may remind users of a scrapbook feel, and that’s intentional,” said Kevin McGeever, VISIT FLORIDA’s senior editor. “At the heart of the new site is storytelling – ours and yours.”

McGeever invites travelers to see for themselves.  The homepage or gateway for the new VISITFLORIDA.com and its five microsites – Fishing Capital, Golf, Trails, Weddings and Viva Florida – compel visitors first with photography and a promise: ‘See what the sunshine can do for you.’

“Need a vacation idea? Search on any of the gateway pages according to a location and/or your personal style. Create your own list of favorite stories and experiences from the search results. And – coming soon – the ability for you to share your stories with us,” explained McGeever.

The website and brand launch are the first major products of VISIT FLORIDA’s creative relationship with Miami’s SapientNitro. Hired in December 2011 for its digital marketing prowess with such brands as Coca-Cola and Nike, Sapient traveled the state to report on visitors’ vacation inspirations and turned that research into advertising and web design that is rich in color and personal experiences.

To see the new website, go to VISITFLORIDA.com.  To see the television ad, as well as other elements of the ‘Must Be the Sunshine’ campaign, check out our landing page.