The tourist board has launched a new International Marketing Toolkit as part of its plans to “rebound” from the Coronavirus pandemic.
The new tool was revealed today at Florida Fest, a five-day event hosted by TTG Media, along with three new chapters on the Visit Florida Travel Pro online training portal.
Speaking live at the event, president and chief executive, Dana Young, asserted that Visit Florida was 100% committed to the UK market.
She explained that its marketing strategy would take a phased approach, starting with “doorstep marketing” and rolling out internationally “as soon as it makes sense to do so”.
And the tourist board is poised to come back with vigour.
“We are taking an aggressive approach to marketing. We do not just want to maintain and build back visitation to where we were but to increase it. That will take a lot of work on our part.”
She said the new toolkit will play an important role, helping to ensure the industry is in the best possible position to “speak with one voice when it comes to promoting Florida”.
“We are prioritising long-term strategic plans with key industry trade partners,” she said, adding: “We believe we have the travel product that people are looking for now.”
Recognising that there will be greater demand for outdoor recreation following the pandemic; the toolkit initially focuses on hidden gems and off the beaten path adventures.
Agents accessing the resource will find image and video assets, a copy bank, logos and display banner advert templates available for their use.
New chapters added to the online training portal cover fly-drives, sustainability and LBGTQ+.
To become a certified Florida Travel Pro agents will now need to complete eight chapters on the portal.