Discover How Visit Florida is Transforming Travel into a Vibrant Lifestyle Experience

When Visit Florida launched its “Live More Floridays” campaign, it aimed to redefine the state as not just a vacation spot, but a desirable lifestyle. CMO Brett Laiken stated, “We wanted to be part of everyday conversations, even when people aren’t planning their next trip.”

Their research found that people have a desire to explore beyond Florida’s famous theme parks and beaches. Laiken emphasized, “People love the castle and coastline, but there’s so much more to discover.” This prompted a shift to encourage visitors to try something new without entirely stepping away from their comfort zones. For instance, someone visiting Orlando might venture to Crystal River to swim with manatees, or zip-line over alligators. These experiences make exploration exciting yet familiar.

Laiken noted that storytelling for the campaign had to change. It was important to present Florida as a place where adventure can coexist with beloved attractions. He compared this approach to successful lifestyle brands that resonate with everyday audiences. Laiken stated, “We wanted Florida to be whatever you need it to be.”

The campaign partnered with Margaritaville, inspired by the laid-back lifestyle of the late Jimmy Buffett. Laiken highlighted the partnership as a way to communicate a sense of escape that feels accessible.

In today’s digital age, travel is often shared on social media. Laiken observed, “People want something new to post, something their friends haven’t done yet.” Even long-time residents of Florida, like Laiken himself, are still discovering hidden gems in the state.

The numbers speak for themselves. Florida welcomed 143 million visitors last year, with 72 million heading to Orlando. Laiken isn’t worried about overcrowding; instead, he sees it as an opportunity to spread visitors across more of Florida’s diverse attractions.

Laiken described Florida as a destination that constantly offers new experiences, unlike other places that can feel repetitive. “In Florida, each visit can feel fresh,” he said.

To measure the campaign’s impact, Visit Florida is using a tool developed with Tourism Economics that tracks advertising effectiveness. This allows them to analyze spending patterns based on where potential visitors saw the ads. “We can compare how much people from London spend in Orlando versus those from Manchester in Tampa,” he explained.

By sharing these insights with local tourism boards, Visit Florida helps smaller destinations fine-tune their marketing strategies. “We aim to serve,” Laiken said, ensuring everyone benefits from the shared data.

While the campaign targets domestic visitors, international travelers are crucial too, as they tend to stay longer and spend more. However, Laiken stressed that Visit Florida remains apolitical, focusing on the joy and happiness the state offers.

The pandemic brought challenges to travel, but Florida maintained visibility by advertising early. “We showed a side of Florida that many regular visitors hadn’t seen,” Laiken noted.

As visitation numbers have rebounded, Laiken envisions success with a simple phrase: “I need a Floriday.” If people use this language to express their longing for a Florida getaway, that’s a win for the brand.

For more insights into Florida’s tourism strategies, check out the Visit Florida website.

Source link