Florida to spend millions on post-hurricane promotion
Visit Florida has launched a multi-million dollar marketing campaign to combat the effects of both Hurricane Michael and the naturally-occurring red tide, both of which have deterred visitors to the Sunshine State.
A total of $5.1 million will be spent promoting the Panhandle, a strip of land in the northwest of the state, which suffered extensive damage when it was slammed by Hurricane Michael.
A further $3.8 million will help coastal areas hit by the annual red tide.
Visit Florida President and CEO Ken Lawson said: "Following Hurricane Michael and red tide, it’s more important than ever to provide Florida with an aggressive marketing plan that showcases the areas of the state that are ready to welcome visitors now."
The agency has hired public-relations firm Ketchum to lead the campaign.
"If we do not manage the customer perception, it could be very devastating to our economy if they think that (damage) is very widespread," said Visit Florida committee member Dan Rowe, who is also president of the Panama City Beach Convention & Visitors Bureau.
The agency’s executive committee agreed to push the message that ‘the rest of Florida is wide open for business’ and highlight the areas in the northwest that reopened following the damage caused by the hurricane.
Marketing efforts will be very visual, showcasing what’s open and the recovery efforts in video segments shown on social media.
The state tourism marketing agency received $76 million in funding from the state legislature this year.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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