Florida Tourism Industry Issues Advertising RFP

The FY 2016-2017 advertising campaign is centered around an advertising strategy that focuses on the following:

1. Core Segments: Families with children; Couples focused on romance; winter “sun seekers”, Explorers & Adventurers, and those looking for Weekend Getaways. Also of interest are drive vacation prospects; young professional singles and the mature (55+) audience. Emphasis is on higher earning households ($75K+) across all segments.
2. Growth Markets: Affluent/upscale travelers; Hispanic and African American audiences
3. Special Interests: Cultural/heritage travelers; Honeymooners; Golf/boating/fishing/water sports enthusiasts; eco/nature travelers; and Gay, Lesbian, Bisexual, Transgender travelers;
4. Geographic Focus: Our overall emphasis is on the Domestic US, especially east of the Mississippi, along with consumers within driving range to Florida. Leading drive market states include: Alabama, Georgia, Louisiana, New York, North Carolina, South Carolina, Tennessee and Texas. Designated marketing areas of interest include: Atlanta, Baltimore, Boston, Chicago, Charlotte, Dallas, Detroit, New York City, Philadelphia, Raleigh, Washington, D.C. and Canada.
5. Visitor Interests: VISIT FLORIDA emphasizes the following activities and themes:

• Beaches
• Epicurean
• Theme/Amusement/Water Parks
• Outdoor/Nature/Parks
• Bridal/Romance
• Golf
• Boating/Fishing
• Family/Reunions
• Culture/Heritage

Proposals are due by April 1, 2016, and should be submitted here.