Skift Take

The Florida Keys needs to get the cash flowing back into its economy even though it is far from fully recovered from Hurricane Irma. The campaign may seem insensitive to some but things could get worse if the tourists don't show up this winter.

The tourism promotion agency for the Florida Keys is initiating a $1 million emergency ad campaign to attract visitors back to the island chain following Hurricane Irma.

Keys tourism officials released details Friday.

The ad campaign promotes the theme “We Are 1,” referring to U.S. Highway 1, the Florida Keys Overseas Highway that runs throughout the Keys. It’s being supplemented by sales and public relations efforts to protect the winter tourism season.

Officials say they recognize not all Keys tourism offerings have recovered but added the industry employs about half the Keys’ workforce, and it’s important to have cash flow in the economy.

The campaign includes television, radio, digital, print and travel trade media in domestic markets. International markets include the United Kingdom, Germany and Scandinavia.

This article was from The Associated Press and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to [email protected].

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Tags: florida keys, tourism

Photo credit: The Overseas Highway crosses the Florida Keys. The highway is a central component of the new tourism campaign. Andy Newman / Florida Keys News Bureau/MCT