The state of Florida is sending out invitations to millions across the country.Those invitations are in the form of new TV ads, as part of a new marketing blitz. The campaign comes as the omicron variant threatens to derail travel plans. The opening scene is New Smyrna Beach. It’s the first image people across the country are seeing in one of four ads airing this week from Visit Florida. They target families, couples and most of all, Florida’s great outdoors. It’s part of a new campaign to lure people up north to plan vacations to the sunshine state this year. “We don’t make projections but things are looking really strong,” Visit Florida CEO Dana Young said.Young is the CEO of the state’s tourism marketing agency behind the ad campaign.She says an early read on pre-holiday traffic shows that through mid-December, hotel bookings were up 14% over 2019. Out-of-state road trips, primarily aimed at the state’s beaches and central Florida theme parks, were up 10%.“Based on what we’ve seen, and the pent-up demand and the tremendous consumer enthusiasm for Florida, I think that 2022 is going to be a great year, particularly if we can get our international visitors back,” Young said.That international visitation has improved from Latin American countries but still lags from most others as the global pandemic fight continues. That’s why the state is targeting the U.S. market. A new survey, taken before the omicron surge in December shows 89% of people then were planning trips in the next six months, compared to the same time last year when 57% of people were making plans. Will COVID-19 concerns greatly affect those plans? 30% said yes. A year ago, it was 52%. And are some thinking they may change plans because of coronavirus concerns — 51% said yes. A year ago, nearly three quarters of travelers were thinking that way.The unknown is how those worries could grow as this new, highly infectious coronavirus strain spreads.“The message is that whatever your comfort level is, you can find a wonderful vacation here in Florida,” Young said.Local businesses that rely on tourism and hospitality, like ICON Park, restaurants, hotels, stores and other businesses along International Drive are counting on the state’s advertising to keep American vacation plans on track.
The state of Florida is sending out invitations to millions across the country.
Those invitations are in the form of new TV ads, as part of a new marketing blitz.
The campaign comes as the omicron variant threatens to derail travel plans.
The opening scene is New Smyrna Beach. It’s the first image people across the country are seeing in one of four ads airing this week from Visit Florida.
They target families, couples and most of all, Florida’s great outdoors. It’s part of a new campaign to lure people up north to plan vacations to the sunshine state this year.
“We don’t make projections but things are looking really strong,” Visit Florida CEO Dana Young said.
Young is the CEO of the state’s tourism marketing agency behind the ad campaign.
She says an early read on pre-holiday traffic shows that through mid-December, hotel bookings were up 14% over 2019. Out-of-state road trips, primarily aimed at the state’s beaches and central Florida theme parks, were up 10%.
“Based on what we’ve seen, and the pent-up demand and the tremendous consumer enthusiasm for Florida, I think that 2022 is going to be a great year, particularly if we can get our international visitors back,” Young said.
That international visitation has improved from Latin American countries but still lags from most others as the global pandemic fight continues.
That’s why the state is targeting the U.S. market. A new survey, taken before the omicron surge in December shows 89% of people then were planning trips in the next six months, compared to the same time last year when 57% of people were making plans.
Will COVID-19 concerns greatly affect those plans? 30% said yes. A year ago, it was 52%. And are some thinking they may change plans because of coronavirus concerns — 51% said yes. A year ago, nearly three quarters of travelers were thinking that way.
The unknown is how those worries could grow as this new, highly infectious coronavirus strain spreads.
“The message is that whatever your comfort level is, you can find a wonderful vacation here in Florida,” Young said.
Local businesses that rely on tourism and hospitality, like ICON Park, restaurants, hotels, stores and other businesses along International Drive are counting on the state’s advertising to keep American vacation plans on track.
