Thursday, June 3, 2010

Gulf Oil Spill Weekly Update from VISIT FLORIDA

In order to keep the Florida tourism industry up to speed on key developments and important information related to the Gulf oil spill, VISIT FLORIDA has created the following format for a weekly update. For more up-to-the-minute details, go to www.SunshineMatters.org – VISIT FLORIDA's official corporate blog.

Original Economic Risk Fund·
VISIT FLORDA began a $2.5 million emergency response campaign in 15 of Florida's summer drive markets on May 15 with the message that consumers should visit Florida Live on VISITFLORIDA.com to watch live webcams, read Twitter feeds and view up-to-the-minute photos posted by real people in real time from beach destinations throughout Florida. The existing ad buys in those 15 markets will now shift to the new messaging currently featuring Northwest Florida.$25 Million Grant from BP

· On May 25, Governor Crist held a press conference to announce the state's receipt of $25 million from BP for an emergency marketing response to the Gulf oil spill and the creation of a work group lead by Chief of Staff Shane Strum to recommend a plan for the spending of those funds. On May 27, the Governor announced the first phase of an aggressive marketing campaign utilizing the BP funds that includes a $7 million three-week media plan, as well as a new television ad presented by VISIT FLORIDA.
· Over the weekend, Governor Crist signed Memorandums of Understanding with eight Northwest Florida counties from Escambia to Wakulla totaling $4.4 million for local tourism marketing efforts.
· On June 1, Governor Crist signed a $7.15 million Memorandum of Understanding with VISIT FLORIDA for Phase 1, which includes a three-week campaign for both Northwest Florida and statewide tourism marketing efforts.
· Through a combination of broadcast television, national cable, radio and newspaper advertising, VISIT FLORIDA's three-week media buy is expected to reach nearly 500 million consumers in Northwest Florida's traditional feeder markets. Those markets include Atlanta, Birmingham, Charlotte, Dallas, Houston, Raleigh and St. Louis. Also included in the plan are the major metro markets of New York, Chicago, Philadelphia, Boston, Washington DC, Detroit, Cleveland and Baltimore, as well as 17 key regional markets and the 65 markets throughout the U.S. covered by the national cable buy.New Resources · VISIT FLORIDA is now tracking media coverage and sharing daily highlights with the industry via SunshineMatters.org.
· VISIT FLORIDA has created "palm cards" for tourism industry employees who may be answering questions from consumers regarding the oil spill. A separate palm card was created for those working with the media. The cards are available for download and will be updated as messaging changes.
· Visitors to the Florida Live page of VISITFLORIDA.com are now able to see video shot around the state by Outdoor & Nature Insider Kevin Mims. Through Florida Live TV, Kevin will video tape, blog and photograph vacation destinations, events and experiences happening in Florida and post content daily. Web site traffic proves consumers are responding to Florida Live and this daily content will help maintain that interest with postings that include YouTube, Flickr, blog updates and a Twitter feed. Florida Live TV launched Tuesday from Pensacola. We're developing a new look for the Florida Live page to better showcase the Florida Live TV content. In the meantime, check out the first few video updates on the VISIT FLORIDA Live YouTube Channel.

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