The initiative will run in partnership with the Bradenton Area Convention and Visitor’s Bureau and is supported by Brand USA.

With a total value of $150,000, the campaign will include a range of media such as digital advertising at London railway stations and online targeted adverts.

All images reportedly show "the diversity of attractions and fun to be had in Tampa Bay" with the tagline, "Non-stop to Tampa from Gatwick", to highlight BA’s direct flight to Tampa International Airport from London.

Santiago Corrada, president and chief executive of Visit Tampa Bay, said the campaign will increase bookings and drive awareness "at this important time".

"We are excited to be launching a new campaign highlighting Tampa Bay to our largest overseas market, the United Kingdom," Corrado added.

"So much has happened in Tampa Bay over the last 24 months including new hotels, restaurants and attractions, and we cannot wait for UK travellers to come over and experience our destination for themselves."
 
The 519-room JW Marriott Tampa Water Street Hotel recently opened in the area and will be joined by The EDITION Tampa in spring 2022.

 
Other new hotels include the New Hyatt Place/Hyatt House in the centre of downtown and the dual-flagged Aloft/Element in Midtown, with the Epicurean Hotel set to expand with 51 new guestroom suites.