TALLAHASSEE, Fla. (February 7, 2013) - Today, VISIT FLORIDA - the state's official tourism marketing corporation - announced a new brand campaign that captures all the feelings of a Florida vacation experience in just four words: Must Be the Sunshine.
"There is nothing more powerful than a personal story being shared directly with others, and so at its core -Must Be the Sunshine- is a storytelling campaign," said Will Seccombe, President and CEO of VISIT FLORIDA.
The first television commercial, which will air in Detroit during Sunday's Grammy Awards show, lands the viewer in the afterglow of an epic Florida family vacation. In the months ahead - via TV, cinema, radio and print, as well as jumbotrons, subway station takeovers, commuter train wraps and even an interactive online game - "Must Be the Sunshine" will remind people why Florida vacations make great stories.
"Unlike other destinations, we don-t have to invent the narratives," said Susannah Costello, VISIT FLORIDA Vice President of Brand. "People are telling great Florida vacation stories all the time. This campaign capitalizes on that insight."
The message has inspired some major participants. Several of Florida's heavyweights - Disney, Universal, SeaWorld and Busch Gardens, along with the Viva Florida 500 initiative, Florida State Parks and many other key tourism businesses - are all partnering together for the first time in the same TV ad. Besides Sunday in Detroit, the commercial will play in Atlanta, New York, Chicago, Boston, Washington, D.C., Philadelphia and Dallas on such programs as the Today Show, Good Morning America, American Idol and The Big Bang Theory.
The brand launch is the first major product of VISIT FLORIDA's creative relationship with Miami's SapientNitro. Hired in December 2011 for its digital marketing prowess with such brands as Coca-Cola and Nike, Sapient traveled the state to report on visitors- vacation inspirations and turned that research into advertising that is rich in color and personal experiences.
The focus on storytelling at VISIT FLORIDA has been an evolution, becoming one of the first destination marketing organizations to add quality journalism to its marketing mix. For more than five years, expert bloggers known as the Insiders have been engaging with readers about popular Florida topics including beaches, family travel and deals.
In the past 18 months, VISIT FLORIDA has hired two longtime editors from nationally recognized Florida newspapers to lead a content bureau. Now, a statewide network of 70-plus veteran journalists is writing, filming and photographing stories of Florida - more than 500 to date in English and Spanish. This content pipeline feeds VISITFLORIDA.com and is available for distribution. Some of the national media republishing VISIT FLORIDA journalism are the Tampa Bay Times, the Philadelphia newspapers and the Huffington Post.
VISIT FLORIDA's reimagined brand and the soon-to-come redesigned website are all part of a strategic vision that celebrates the experiences of Florida's nearly 90 million annual visitors.
To see the television ad, as well as other elements of the 'Must Be the Sunshine' campaign, please check out our landing page. To get the best view, cut and paste the following URL into your browser: www.VISITFLORIDA.org/MustBeTheSunshine.
For additional information, contact Kathy Torian at ktorian@VISITFLORIDA.org
or (850) 205-3865.
As the Sunshine State’s No. 1 industry, tourism was responsible for welcoming 87.3 million visitors in 2011 who spent $67.2 billion, generating 23 percent of the state’s sales tax revenue and employing more than 1 million Floridians. For every $1 spent on tourism marketing, VISIT FLORIDA – the state’s official tourism marketing corporation – generates more than $258 in tourism spending and $15 in new sales tax collections, paid by visitors, not residents. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations and visitor services programs. As a public/private partnership, VISIT FLORIDA serves nearly 12,000 tourism industry businesses, including 2,700 invested Partners, 8,900 web affiliates and major strategic alliance partnerships with Disney Destinations, Dollar Rent A Car, The Hertz Corporation, SeaWorld Parks & Entertainment and Universal Orlando. To learn more about VISIT FLORIDA, please go to www.VISITFLORIDA.org or follow our corporate blog at www.SunshineMatters.org.