Florida rolls out new tourism campaign


Florida is rolling out new a new advertising campaign with the slogan “Must be the sun.” The ads are aimed at northerners dreaming about a sunny vacation during the winter months. Gov. Rick Scott unveiled a new ad 2/7 aimed at persuading northerners to head for the warmth Florida.

The “Must be the sunshine” TV spot features a combination of images from Florida tourist attractions, including Disney, 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, reported The Tampa Tribune.

The effort will also include cinema, radio and sports venue components, as subway train wraps and stations. The $8.4 million buy debuts during the Grammy Awards on Sunday and runs  through early June in Atlanta, Boston, Chicago, Dallas, Detroit, New York, Philadelphia and DC.

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.

See The Tampa Tribune story here