It’s the part of you
that yearns for sandy beaches,
romantic sunsets,
naps under a palm tree,
Bermuda shorts,
manicured putting greens, and no BlackBerry.

Or maybe it’s the side
that likes to dance until the wee hours,
discover the latest fashions, 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 pirates 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

Florida is the quintessential vacation with sandy beaches, warming sun, and relaxing shady palms. But this campaign reminds visitors that Florida offers even more. The campaign includes a series of crisp, clear images of visitors experiencing Classic Florida, beautiful beaches and thrilling theme parks, and is incorporated with images of the less familiar Florida, sleepy historic downtowns, and captivating nature encounters. In combination, these experiences bring visitors alive - and back to Florida again and again.

The Sunshine State is both a sun-kissed vacation destination and an internal state of mind. It is this rejuvenating, sunny state of mind, where time slows, relaxation begins, and fun takes priority. Visitors experience this 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 challenges of today's economy, the kind of transformation Florida vacations offer is more important than ever. As consumers focus on spending their money wisely, Florida emerges as the vacation experience that can be trusted to deliver value and renewal, as it has for more than 100 years.

Florida is undeniably one of the most visually stunning places on earth; our new “Your Florida Side” campaign aims to capture this brilliance. Over the course of creative development, VISIT FLORIDA’s ad agency – DDB Miami – worked with Florida-based photographer Pete Barrett and have also incorporated images from photographers Paul Figuero and Chip Henderson, as well as utilized image libraries of many VISIT FLORIDA Partners and existing stock houses. This campaign includes dozens of executions in various media featuring more than fifty still images. It has since come to our attention that one of the stock images the ad agency selected for use in the campaign was not shot in Florida waters. While this picture of a man sailing a boat in open waters has no geographically-defining indicators, DDB Miami regrets the error. We have taken steps to ensure all imagery moving forward reflects the beauty and splendor that is uniquely Florida.