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 to embed Florida into everyday conversations, 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. The strategy involves collaboration with lifestyle brands such as Margaritaville, enhancing the state's appeal as a place of continuous discovery and adventure.
Why It's Important?
This campaign is significant as it seeks to diversify Florida's tourism appeal, potentially increasing visitor dispersion across the state's 67 counties. By promoting lesser-known attractions, Visit Florida aims to mitigate over-tourism in popular areas like Orlando, which alone attracted 72 million visitors last year. The initiative could boost local economies by encouraging tourists to explore and spend in different regions. Additionally, the campaign's focus on lifestyle branding aligns with current trends in travel marketing, where experiences and social media sharing play crucial roles in destination choice.
What's Next?
Visit Florida plans to continue leveraging data analytics to measure the campaign's impact across different markets, using insights to refine marketing strategies. The organization will work closely with regional tourism boards to share data and enhance local marketing efforts. As international travel resumes post-pandemic, Florida aims to attract more international visitors, who typically stay longer and spend more. The campaign's success will be measured by its ability to embed 'Floriday' into everyday language, symbolizing a successful transformation into a lifestyle brand.
Beyond the Headlines
The campaign's apolitical stance is noteworthy, especially in a politically charged environment. By focusing on the universal appeal of happiness and connection, Visit Florida aims to transcend political divides. The initiative also highlights the resilience of Florida's tourism industry, which remained visible during the pandemic by promoting outdoor activities. This adaptability may serve as a model for other destinations seeking to recover and grow in a post-pandemic world.
