With summer in full gear, Visit Florida, the state government’s private-public partnership promoting tourism, is showcasing the Keys.
On Monday, Visit Florida kicked off its “Keys to Summer” which will include marketing efforts across the country through a host of channels including ads, social media, billboards and other platforms.
Governor Rick Scott weighed in on why Visit Florida was highlighting the Keys.
“The Florida Keys are known across the world as a premier vacation destination,” Scott said. “Last year, after Hurricane Irma devastated the Keys, we immediately got to work to reopen these islands and I’m proud that less than three weeks later the Keys were back open for business and families and visitors were able to return. Visit Florida’s ‘Keys to Summer’ campaign continues our important work to showcase this unique part of Florida and builds upon our record breaking tourism that supports more than 1.4 million jobs across our state.”
Ken Lawson, the president and CEO of Visit Florida, also offered his take on the new campaign.
“The Florida Keys are one of the most unique and beautiful destinations in the Sunshine State, welcoming millions of visitors each year,” Lawson said on Monday. “Through our ‘Keys to Summer’ campaign, we’re 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 Florida Keys are a huge reason why Florida welcomed a record 116.5 million visitors to our state, and are a great partner in our effort to make Florida the number one global destination.”
Visit Florida will be highlighting the Keys in ads across the Sunshine State and is teaming up with American Airlines to showcase its new direct flight from Dallas/Ft. Worth International Airport to Key West International Airport. At the national level, Visit Florida is working with the Steve Harvey Morning Show to back a contest for a vacation to the Keys.
In the meantime, Visit Florida’s efforts are being applauded in the nation’s southernmost county.
“Visit Florida’s promotional support is augmenting our own extensive marketing efforts,” said Andy Newman, the media relations director for the Monroe County Tourist Development Council. “The support is most appreciated and an obvious partner benefit.”
Kevin Derby can be reached at Kevin.Derby@floridadaily.com.