A NEW Gulf Coast marketing campaign and the appointment of a separate UK representation company for Tampa are among the initiatives to be launched by the Sunshine State at World Travel Market.
The Visit Florida area will be one of the biggest sections at Earl’s Court, encompassing Miami, Daytona Beach, Central Florida, the Gulf Coast and Islands, Fort Lauderdale, Orlando/Orange County, St Petersburg/Clearwater, Tampa and the Florida Keys among others.
The Gulf Coast will be taking the wraps off a new marketing campaign designed to educate consumers about what the southwest of the region has to offer and to distinguish it more clearly from the rest of Florida.
The region encompasses five areas – Bradenton, Sarasota, Charlotte, Lee Island Coast, and Naples and Marco Island – and will be marketed as Florida’s Gulf Coast and Islands.
Lee Island Coast executive director Elaine McLaughlin said: “This coalition will give a strong identity to a special, natural part of Florida.”
McLaughlin will be at WTM to launch the campaign and to welcome new UK and Ireland marketing director for the Lee Island Coast CVB, Shirley Harrington.
Miami will also be announcing a new director of sales for Europe, based in Miami. Details of new educationals and the ‘Shop Miami’ promotion will be available on the stand.
Reviewing the state’s current UK performance, Visit Florida director of marketing Europe, Colin Brodie, said: “It has been a challenging year for Florida, as it has been for the whole long-haul market. Indications are that 2000 will see a resurgence in demand, with forward bookings looking positive and major marketing campaigns planned by Disney and Orlando/Orange County.”