Visit Florida woos a more diverse clientele with new marketing partnership


Visit Florida has struck a marketing partnership with the Outbound Collective, an adventure tour company, to encourage minority and under-respresented groups to book Florida nature and adventure vacations.

The partnership will focus in particular in attracting new visitors to Florida from four demographics: people of color, members of the LGBTQ+ community, people with disabilities and people of size.

The digital marketing campaign comprises ads featuring a series of 12 custom stories each created by outdoor experts from those communities.

The stories are set in eight key gateway destinations: Orlando, Tampa, Fort Myers, Fort Lauderdale, Miami, Jacksonville, the Panhandle and the Keys. They will highlight the natural beauty of these areas, provide local knowledge and detail best practices for “recreating responsibly,” Visit Florida said.

In addition to custom content stories, the campaign will include social media promotion, digital promotion, video content and public relations.

“We’re on a mission to get everyone outside … and we mean everyone,” said Brian Heifferon, CEO and co-founder of the Outbound Collective. “This partnership with Visit Florida delivers on that mission.” 


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