THE GREATER MIAMI Convention & Visitors Bureau
in partnership with American Express, and other interests, launched
a $2.2 million worldwide print and broadcast ad campaign aimed
largely at reviving the airline travel market, which accounted for
95% of the area's tourism before Sept. 11. Using the theme "What
Makes You Happy?" the effort focuses on the personal connection
between people and their vacations. Using the same theme is a
concurrent effort by the bureau and Cruises Only, a cruise agency,
encouraging pre- and post-cruise land stays. A new Web site for
both ad efforts [www.whatmakesyouhappy.com] lists value-added offers
from hotels and attractions.
ALSO NOT abandoning the traditional
long-distance tourist markets, Visit Florida, the state's
Tallahassee-based public-private tourist promotion concern, is
placing more than $4 million in domestic print, broadcast and
Internet advertising media through February -- including $2 million
from its Economic Risk Response Fund, reserved for emergencies. The
latter sum, however, will be aimed largely at the drive market,
with hopes that the region's residents will increase visitation,
thereby offsetting losses from the airline passenger segment.
MEANWHILE, some $5 million worth of southeast
region TV and print ads will run through early November on behalf
of Central Florida visitor interests, using the theme "Family Time,
Family Place." This is a joint effort of the Orange County
Commission (contributing $1 million); the Orlando-Orange County
Convention & Visitors Bureau ($2 million), and Kissimmee-St.
Cloud Convention & Visitors Bureau ($2 million). Under a
separate promotion not advertised, but promoted over Web sites and
in press releases, the Magical Orlando Getaways package program was
created for the southeast drive market. Participating area hotels
are extending a free third night when two are paid. The hotels were
asked by the Orlando CVB to make the plans commissionable to travel
agents, a bureau spokeswoman noted.
UNIVERSAL STUDIOS Vacations, Orlando, offers a
two-night package valid during the NBC Soap Fan Fest, where more
than 20 TV soap opera celebrities will be on hand at the Universal
Studios theme park over the weekend of Nov. 3 and 4. Rates, from
$169 per person, double, cover, hotel, admission to both theme
parks and other features. For clients not on a package, the Soap
Fan Fest is included in regular admission. For information, call
the operator, (877) 912-3838.
A 15% COMMISSION policy went into effect for
individual and group bookings at the Waterfront Inn Las Olas and
Waterfront Inn Beach Resort, both in Fort Lauderdale. Agents must
have an IATAN number to qualify. For information, call (800)
543-2006. The Web site is www.waterfrontinns.com.
THE PENSACOLA Interstate Fair, set for Oct. 18
to 28, will feature entertainers such as Pam Tillis, The Platters,
The Coasters, Linda Davis and Ronnie Milsap. The fair's exhibits
from all over the U.S., will be devoted to agricultural,
educational, scientific, livestock, cultural, commercial and
industrial subjects. For information, call (850) 944-4500 or check
the Web site, www.pensacolafair.com.
DAVID S. FEDER, effective Oct. 15, returns to
the Boca Raton (Fla.) Resort & Club, where he will be based as
the new senior vice president for resort operations for Boca
Resorts Inc. Most recently he was senior vice president and
managing director of the Arizona Biltmore Resort and Spa, formerly
owned by Boca Resorts. Feder succeeds Michael Glennie who resigned
to accept a post in Japan.