What's Happening?
Visit Florida has launched the 'Live More Floridays' campaign, an initiative designed to reposition Florida from a mere travel destination to a lifestyle brand. Led by CMO Brett Laiken, the campaign seeks to embed Florida into everyday conversations,
making it relevant even when travel plans are not imminent. The campaign encourages visitors to explore beyond the well-known beaches and theme parks, promoting activities like swimming with manatees and zip-lining over alligators. This approach aims to make discovery accessible and less intimidating, inviting tourists to venture beyond their comfort zones while still enjoying familiar attractions. The campaign also involves collaboration with lifestyle brands like Margaritaville, enhancing the state's image as a place of contemporary escapism.
Why It's Important?
The 'Live More Floridays' campaign is significant as it represents a strategic shift in how Florida markets itself, aiming to increase its appeal and relevance in a competitive tourism market. By positioning Florida as a lifestyle brand, the campaign seeks to attract a broader audience, encouraging repeat visits and longer stays. This approach could lead to economic benefits by dispersing tourists across the state's 67 counties, reducing the risk of over-tourism in popular areas like Orlando. Additionally, the campaign's focus on international markets, such as the UK, Canada, and Brazil, highlights the importance of attracting visitors who tend to stay longer and spend more, thereby boosting the local economy.
What's Next?
Visit Florida plans to continue leveraging data analytics to measure the campaign's impact, using a 'media impact calculator' to track advertising effectiveness across different markets. This tool will help refine marketing strategies and provide insights to regional tourism boards, enhancing their promotional efforts. The campaign's success will be measured by its ability to embed 'Floriday' into everyday language, akin to popular cultural phrases. As the campaign progresses, Visit Florida will likely explore further collaborations with lifestyle brands to strengthen its positioning and maintain its competitive edge in the tourism industry.
Beyond the Headlines
The campaign's emphasis on lifestyle branding reflects broader trends in destination marketing, where emotional connections and personal experiences are increasingly valued. By aligning with lifestyle brands, Visit Florida taps into consumer desires for authenticity and escapism, potentially reshaping perceptions of the state. This strategy also highlights the growing importance of visual and social media in travel marketing, as tourists seek unique experiences to share online. The campaign's success could influence other destinations to adopt similar approaches, prioritizing emotional engagement over traditional marketing tactics.
