On Wednesday, Visit Florida unveiled a new $13 million ad campaign designed to urge Floridians to travel within the Sunshine State.
At a news conference with Florida Gov. Ron DeSantis and other state leaders, Dana Young, head of the taxpayer-financed tourism marketing agency, unveiled the initial ad.
The spot shows scenes of people swimming on beaches, scuba diving and playing golf.
“We live here because we love here,’’ the narrator concludes. “A place unlike anywhere else in the world.’’ The ad ends with a “LoveFL” logo along with Visit Florida.
Said Young, “Florida is more than just beaches and theme parks.”
The new advertising campaign is focusing on interstate travel. Florida depends heavily on tourism for state revenue and with current circumstances tourism is decimating the state economically.
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In addition, Florida is the second state in the country with the most coronavirus cases confirmed, according to the Centers for Disease Control and Prevention. Florida needs tourism dollars, even if it is from their own residents.
“I think there is a lot of pinned up demand,” DeSantis said, adding “people have been active this summer. It’s not like they haven’t done anything.”
Visit Florida had been teasing the campaign on social media and has also been sharing discounts on the state’s site.
Stay tuned for more information as it becomes available.