Marketing agency launches new campaign for region based on outdoor recreation

TAMPA — As Florida’s tourism industry reopens, Visit Tampa Bay, a destination marketing agency for Tampa and Hillsborough County, has launched “Florida’s Most,” a campaign designed to inspire travelers to partake of the region’s many open-air attractions and activities. 

According to a press release, the campaign is targeted at consumers within driving distance of Tampa and runs through Sept. 30. It is based on data that shows road travel continues to increase as people seek a change of scenery and renewed connections with family and friends after having to quarantine because of the coronavirus pandemic. 

Campaign verbiage, the release states, includes slogans such as “Florida’s Most Fresh-Air Fun” and “Florida’s Most Room to Explore.”

“Tourism is at the forefront of Hillsborough County’s economic recovery and this campaign will help lift up our community and the local businesses — the bread and butter of our hospitality industry,” states Santiago Corrada, president and CEO of Visit Tampa Bay, in the release. “We are encouraged to see research that shows an increase in travel intent and we are committed to taking the right precautions to keep people safe while allowing them to get some much-needed fresh air and adventure.”

The digital campaign was produced in partnership with Clearwater-based FKQ Advertising + Marketing and Madden Media, the release states. Assets will appear on platforms such as  Expedia, Adara, Sojern, Conversant and Kayak. 

“The goal of the campaign will move away from brand awareness and higher funnel long-term conversions and focus on immediate and short-term conversions to impact hotel occupancy, ADR, revenue and sales tax revenue growth,” Visit Tampa Bay Chief Marketing Officer Patrick Harrison states in the release. “Tourism is a leading economic driver in Hillsborough County, so the intention is to secure a quicker return on investment by focusing our efforts regionally.”