VISIT FLORIDA has launched the next phase of its tourism recovery strategy, looking beyond state borders to attract domestic travellers from its key drive markets. The new initiative touts the power of a Florida vacation, inviting regional travellers back to the Sunshine State.

“The first thing that comes to mind when someone says “vacation,” is the state of Florida,” said Staci Mellman, Chief Marketing Officer at VISIT FLORIDA.

“This campaign aims to remind people that it’s not about the specific activities that they do on their vacation, but about the benefit they get from taking that vacation in the first place. We know that the power of a Florida vacation is truly transformative, and something we all need right now.”

VISIT FLORIDA’s domestic travel campaign will target potential visitors living in markets within a 700-mile drive radius, including Dallas, St. Louis, Nashville, Houston, Raleigh, Chicago, Washington D.C. and Philadelphia. Marketing efforts comprised of experience-based messaging and video content delivered across various paid, earned, owned and social media channels are slated to generate an estimated 242 million total impressions.

VISIT FLORIDA says campaign was made possible by the organization’s ability to quickly act during the early stages of the global pandemic to save US $13 million from last year’s budget to be utilized for rebound marketing.

Promotional elements include a satellite media tour highlighting exclusive fall travel deals, a series of virtual meetings with journalists throughout the Southeast, as well as digital display and video integration on Centro, Sojern, Hulu, Samsung, Disney/ABC and Xandar.