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Florida Hopes National Ads Reel In Tourists

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By DAVID ROYSE, The Associated Press

Published: February 12, 2008

TALLAHASSEE - Florida is hoping to blunt the effect of a softening economy with the state's first national tourism ad campaign aimed at persuading travelers to visit.

Besides a 30-second TV spot, the roughly $9 million campaign that began Monday includes print advertising and a heavy emphasis on a Web-based promotion for Florida's top industry. Some cities - mostly cold, northern ones - will be targeted more intensely by the campaign, state officials said.

The ad campaign is run by Visit Florida, the corporation created by the state in 1996 to promote tourism.

It is funded mostly by the surcharge paid on rental cars, and by the industry itself. But last year, the Legislature gave the agency about $9 million for advertising, which is going toward this campaign.

The TV spots will air on major networks and can be viewed online at Visit Florida's Web site, www.visitflorida.com. The ad hits familiar Florida themes: pink flamingos, deep-sea fishing, amusement parks, golf, and families enjoying the sand and surf. There are three versions of the ad.

State economists are worried about tourism dropping off as the economy slumps. Florida relies heavily on tourists to fuel its businesses, and to fill its tax coffers. With no state income tax, government here badly needs the sales tax dollars that tourists bring.

Economists have said they were worried that along with general anxiety about the economy, high gas prices are likely to put a damper on visits.

A declining dollar may bring in more foreign visitors, but likely not enough to offset a potential drop in domestic tourism.

Florida saw two straight quarters of tourism growth last year, including a strong showing in the July-to-September period.

While Florida attractions such as Walt Disney World and some individual cities have advertised for tourists elsewhere in the country, this is the first time the state has undertaken a national campaign to boost visits, said Leon Corbett, Visit Florida's director of advertising and marketing.

The state launched a tourism initiative after the Sept. 11 attacks, but that was focused on the Northeast and Midwest. The state has run commercials across the U.S. to promote Florida orange juice.

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