It's the part of you
that yearns for sandy beaches,
romantic sunsets,
naps under a palm tree,
going barefoot,
manicured putting greens,
and NO laptops!

Or maybe it's the side
that likes to dance until the wee hours,
discover the latest fashions,
devour fresh stone crabs,
and bust out the 10th grade Spanish.

Maybe your Florida side
is looking for new adventures with the kids,
new places to scuba,
an airboat ride, or
dressing up like a pirate during Gasparilla.

Regardless of which one is your Florida side,
they all have something in common …
your Florida side wants to be set free.

If you are a member of the media and would like more information, please contact VISIT FLORIDA's Corporate Communications Manager, Kathy Torian at (850) 205-3865 or kathyt@VISITFLORIDA.org.

Awaken your senses, your sense of adventure and your passion
Unleash your sensuality, your spirit and your sense of romance
Embrace life, adventure, romance, and excitement
Release your cares and give yourself permission to experience life as you dream it to be

Embrace
Unleash
Awaken

This campaign reminds visitors that Florida is the quintessential vacation by evoking their senses visually with the comfort of "the expected" – lush images of sun-drenched, soft, sandy beaches, shady palms, crystal-clear waters and thrilling theme parks. But Florida offers even more. Incorporating images of the less familiar Florida – fresh Florida seafood, fascinating historic sites and captivating nature encounters – in combination with the expected, convey experiences that reignite visitors’ passion for Florida and entice them with a bit of the unexpected. We offer visitors a break from the mundane, bringing them alive – and back to Florida again and again.

The Sunshine State is both a sun-kissed vacation destination and an internal state of mind. Florida is that reliable, trusted friend you visit at least once a year. You look forward to visiting because you can put “real life” on the back burner, relax, unwind and just have a great time doing everything or nothing at all. It is this rejuvenating, sunny state of mind that visitors experience as their "Florida side". They take this renewed self home with them and experience it long after the vacation ends. With people reeling from the continued challenges of the economy, the kind of transformation Florida vacations offer is more important than ever. As consumers focus on spending their money wisely, Florida remains the vacation experience that can be trusted to deliver value, freedom from routine and renewal, as it has for more than 100 years.

Florida is undeniably one of the most visually stunning places on earth; year two of our "Your Florida Side" campaign continues to capture this brilliance. Over the course of the second year's creative development and campaign refresh, VISIT FLORIDA's ad agency – DDB Miami – most recently worked with Florida-based photographer Stephen Flint. DDB is also continuing to use images from a previous shoot with Florida photographer Pete Barrett as well as images from photographers Paul Figuero and Chip Henderson. The campaign also utilizes images from libraries of many VISIT FLORIDA Partners and existing stock houses as well. This year's campaign includes dozens of executions in various media featuring more than fifty still images.