What's Happening?
Visit Florida, under the leadership of CMO Brett Laiken, has launched the 'Live More Floridays' campaign, aiming to reposition Florida from a mere travel destination to a lifestyle brand. This initiative
follows an 18-month strategic overhaul, focusing on embedding Florida into everyday conversations, even when travel plans are not imminent. The campaign encourages visitors to explore beyond the well-known attractions like beaches and theme parks, promoting activities such as swimming with manatees and zip-lining over alligators. The approach seeks to make discovery accessible and integrate Florida into daily life, similar to successful lifestyle brands like Nike and Apple.
Why It's Important?
The campaign's significance lies in its potential to diversify Florida's tourism appeal and distribute visitor traffic across the state's 67 counties. By encouraging exploration beyond traditional tourist spots, Visit Florida aims to mitigate over-tourism in popular areas like Orlando. This strategy could enhance local economies by spreading tourist spending more evenly across the state. Additionally, the campaign's apolitical stance during President Trump's presidency highlights a focus on universal themes of happiness and connection, which could attract international visitors who tend to stay longer and spend more.
What's Next?
Visit Florida plans to continue collaborating with regional tourism boards, using detailed market insights to refine marketing strategies. The campaign's success will be measured through a 'media impact calculator' developed with Tourism Economics, tracking advertising impact on spending patterns across different markets. The initiative aims to embed 'Floriday' into everyday language, akin to popular cultural phrases, thereby solidifying Florida's position as a lifestyle brand.
Beyond the Headlines
The campaign reflects a broader trend in tourism marketing, where destinations are increasingly adopting lifestyle branding strategies to remain relevant in a competitive market. This shift could influence other states to reconsider their marketing approaches, focusing on emotional connections and everyday relevance rather than traditional travel promotion.
