Holly V. Kapherr
The Florida Keys are open for business, and Visit Florida wants to make sure that everyone knows it. Since Hurricane Irma ravaged the archipelago last September, the Keys have rebuilt and in many cases upgraded their tourism infrastructure. And as the summer high season approaches, Visit Florida is launching a multichannel marketing campaign to help steer tourism dollars back to the area.
"The Florida Keys are one of our state's most iconic destinations for visitors from across the world," said Ken Lawson, president and CEO of Visit Florida. "Located in Monroe County, tourism impacts the Keys like no other place in our state, supporting 50% of the workforce."
Hurricane Irma resulted in a loss of 1.8 million potential visitors to the state, affecting business and livelihoods. That's where Visit Florida's roadtrip-themed campaign comes in. "Through the 'Keys to Summer' campaign, we are building on the success of the Post-Irma Campaign," said Lawson. "We are showing that the Keys are open for business, and that there's no better time than this summer to hop in a car, take a trip and experience all of the sights, sounds and feels that only the Keys can offer."
The campaign will cross a number of platforms, including advertising, promotions and social media.
Keys tourism will get national media exposure through a marketing partnership with "The Steve Harvey Morning Show" syndicated radio program, which began this past Monday and will continue through next week. As part of the promotion, Harvey will be giving away a trip for four to the Keys.
The drive market will be engaged through digital roadside billboards as well as on video screens that motorists will encounter at gas stations in places like West Palm Beach, Fort Lauderdale and Miami.
All Visit Florida social media accounts and the Visit Florida website will be involved in the campaign on the digital front, including Facebook Live broadcasts all this week (through June 29) from locations along a road trip from Key Largo to Key West. Production teams also will be shooting video and content to be used on various online outlets. "Each stop integrates the people, history, culture and flavor of the destination," said Lawson.
"The Florida Keys boast nature trails, culture, restaurants and adventure. We want consumers to explore the off-the-beaten-path locations so that they have a broader, more rewarding experience," Lawson said.