Ravaged Keys bullseye of Florida tourism marketing plan

There’s still no price tag on the economic impact of Hurricane Irma on Florida’s tourism industry, but Gov. Rick Scott‘s administration yesterday announced an “aggressive new marketing” plan to lure back to the state.

Here’s a deeper dive into Visit Florida’s post-storm message:

— The online and broadcast campaign will start this week and run for about a month, leading into the state’s public-private tourism agency’s traditional winter marketing.

— The Florida Keys will get a lot of play “once our partners there have indicated they are ready to welcome visitors back.”

Scott wants the state’s tourism mecca up-and-running again by Oct. 1.

And with the state having to scramble to top last year’s 113 million visitors, Visit Florida President and CEO Ken Lawson described the marketing plan on Tuesday as one that will showcase “sunshine, blue skies and good times.”

Here’s more from Visit Florida:

— Phase one: “Florida is open for business.”

Sharing our partners’ content on social media as they post messages post-Irma.

Streaming live video broadcasts from locations across the state to targeted domestic and international audiences.

Deploying production teams across the state to develop video content that we will post and promote on social channels, YouTube and Digital TV.

Sponsoring social media efforts to encourage state-wide usage of #LoveFL by Florida residents.

Activating international tour operators in core international markets to manage any potential misperceptions of damage and encourage continuation of bookings, especially in the upcoming high booking month of October.

Reaching out to influencers and journalists who have been hosted on press trips to share their experiences from areas they visited.

— Phase two: “more traditional advertising tactics.”

Launching a multi-channel paid-media campaign that could include platforms such as billboards, digital transportation banners, social, online travel agencies, promotions, broadcast, YouTube and a co-branded media partnership.

Increasing our “Share a Little Sunshine” advocacy program to send advocates to local areas and connect with local Instagram communities to create InstaMeets across the state, in which Instagrammers meet up to take photos and videos of a certain area that they share in a branded effort.

Working with influencers to travel to areas around the state and share the message that Florida is sunny and open for business.


By Jim Turner.