Springboarding off a “phenomenal” year of tourism, which included $125 million in revenue from the tourist development tax – the second highest in its history – Visit Lauderdale has unveiled a series of ambitious destination marketing initiatives for 2024 designed to “share our message of inclusion and diversity to travellers who are looking for fun, bold, immersive, and interactive experiences.”
Dubbed the “Fantastic Five,” the plans were introduced at recent luncheon by Visit Fort Lauderdale president and CEO Stacy Ritter, who shared how the south Florida destination’s award-winning “Everyone Under the Sun” brand campaign, which captures the essence of Greater Fort Lauderdale’s authentic welcoming vibe and its diverse and inclusive community, will evolve.
“We will be augmenting our already assertive efforts to assure Greater Fort Lauderdale remains top of mind with potential visitors in new and different ways,” she said, adding, “This year, we won’t just be marketing to them. We’ll be going to them.”
Ritter outlined Visit Lauderdale’s ‘Fantastic Five’ core initiatives for 2024, an ambitious and multi-pronged strategy to promote the destination:
1. Rose Parade Activation Accomplishment, 26 Million Viewers
Visit Lauderdale’s first-ever appearance at the iconic Rose Parade aboard a spectacular, custom-built float won the Tournament of Roses Past President Award for most outstanding innovation in the use of floral and non-floral materials. It was a great opportunity to amplify Greater Fort Lauderdale’s message of inclusivity and diversity. Live and in full bloom in front of 800,000 spectators along the parade route, in-stadium exposure alone reached more than 96,000 attendees and 26 million viewers tuned in for the national broadcast on New Year’s Day. (Click HERE for a video of Visit Lauderdale’s documentary.)
https://www.youtube.com/watch?v=DahxriXfSCo
2. Bringing Greater Fort Lauderdale to Life Around the World
Visit Lauderdale shared plans for potential in-person marketing activations in key feeder markets in 2024 and beyond include creative events, experiences and promotional activities designed to bring Greater Fort Lauderdale to life in memorable and interactive ways to encourage visitation. Possible activations include:
• ‘Putting Our Pedal to the Metal,’ a limited-edition car named after Greater Fort Lauderdale
• ‘Our Brand Rocks,’ a partnership with a headlining performer and sponsoring a major concert tour, complete with branded Visit Lauderdale merchandise
• ‘Kick New York in the Ball,’ a massive visual takeover of Times Square on New Year’s Eve, following the ball drop, all illuminated billboards across Times Square will display Visit Lauderdale’s logo and brand
• ‘Sphere, There and Everywhere,’ a partnership with the magnificent Las Vegas sphere will provide a striking opportunity to promote Visit Lauderdale’s brand in new, unexpected, and stunning visual ways. Fresh, exciting, and engaging, it will ensure Greater Fort Lauderdale is seen in a whole new light.
• Lastly, with the countdown to the summer Olympics in Paris underway, sponsorship of the 2024 Paralympic Games or a local Paralympic athlete aligns perfectly with Visit Lauderdale’s inclusive brand and embraces accessibility.
3. Evolution of “Everyone Under the Sun” Campaign
Visit Lauderdale’s “Everyone Under the Sun” campaign, which was recognized by Visit Florida as the best destination campaign in the state, will evolve into “Come Be You.” This evolution emphasizes inclusion, diversity, and personal freedoms. Visit Lauderdale plans to amplify the message globally by inviting the world to “Come Be You” in Greater Fort Lauderdale. Ritter explained, “This shift embodies our visionary approach to out-of-the-box initiatives, refreshed branding and innovative activations that will have the world buzzing about Greater Fort Lauderdale.”
4. Greater Fort Lauderdale Hosting IPW, Premier International Trade Show
A “major win” for Visit Lauderdale, Greater Fort Lauderdale was selected as the host site for IPW in 2026 for the first time. US Travel’s IPW is a major industry event attended by international and domestic travel buyers and journalists who represent more than 70 countries and is the largest generator of travel to the United States. The event will be staged at the Greater Fort Lauderdale/Broward County Convention Center from May 18-22, 2026, plus additional sites throughout the region.
5. “Laudy Dayo” The Greater Fort Lauderdale Anthem
Last, but certainly not least of the Fantastic Five marketing initiatives, is building awareness for “Laudy Dayo,” Greater Fort Lauderdale’s new anthem, performed by Greater Fort Lauderdale- based Emmy-nominated songwriter and impact artist Alexander Star. The song celebrates life and captures Greater Fort Lauderdale’s spirit of community while resonating with the destination’s colourful tapestry of diverse cultures.
In 2023, Greater Fort Lauderdale welcomed three new hotels, bringing with it 358 new rooms, and help achieve a 4% year-over-year revenue increase in the sector. Additionally, passenger volume at Fort Lauderdale-Hollywood International Airport is expected to exceed 35 million for 2023, plus an additional eight cruise lines are now docking at Port Everglades.
Visit Lauderdale
Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Fla. Visit Lauderdale promotes the area’s 31 municipalities to a global audience of leisure and business travellers as the ideal place for ‘Everyone Under the Sun’ in recognition of the area’s diverse and welcoming vibe, and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.