Destinations

Florida teases shivering northerners with new ad campaign: Must be the sun

Feb 08, 2013 8:30 am

Skift Take

Seems a bit generic as a tag line, but at least the execution is trying to be funny and creative, which will help.

— Rafat Ali

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Florida Gov. Rick Scott unveiled a new tourism ad Thursday aimed at persuading shivering northerners to head for the warmth Florida.

The theme is “Must be the sun.” The TV component features a combination of images from Florida tourist attractions, including Walt Disney World, Universal Studios, Sea World, and Busch Gardens. It marks the first time they “came together in a TV ad to promote our state,” Scott said in unveiling the campaign during the State Fair Governor’s Lunch.

The $8.4 million ad buy debuts during the Grammy Awards 8 p.m. Sunday. It will run through early June in markets including Atlanta, Boston, Chicago, Dallas, Detroit, New York, Philadelphia and Washington, D.C.

The tourist attractions are members of Florida’s tourist marketing co-op corporation, Visit Florida.

In his new state budget proposal, Scott seeks to boost public funding for Visit Florida from $54 million to $75 million. Visit Florida CEO Will Seccombe said the organization hopes to get double that amount in private money.

The new ad shows a dreamy sequence of images in a hotel room where a family is resting after a vacation. Two young children are asleep. The images evoke Florida attractions, including penguins from Sea World, a bag of golf clubs, a sand castle, Mickey and Minnie Mouse dolls and a giant inflatable shark.

“It’s difficult to describe all there is to see and do in Florida — the most amazing tourism products in the world, and the diversity of them,” said Seccombe. “That is the spirit of the ad.”

He said besides the TV spot, the ad campaign will include cinema, radio and sports venue components, as well as images designed to cover subway trains and stations.

(c)2013 the Tampa Tribune (Tampa, Fla.). Distributed by MCT Information Services

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