Visit Florida, the official tourism marketing corporation for the state of Florida, has launched a new marketing campaign – Your Florida Side – that aims to portray the visual imagery of Florida as a side of your life which you can identify with, and go back to.

Your Florida Side

Florida also gets a new tourism slogan – “Your Florida Side is Calling.” The new $6.1 million campaign, created by DDB Miami, includes dozens of executions in various media featuring more than fifty still images, each encouraging consumers to “embrace,” “unleash,” “awaken,” and “release” their Florida side.

They’re specifically targeting recession-weary consumers who have previously visited Florida, putting the imagery in front of them, and telling them this is one side of you, so put that other side with all the worries behind you, and give in to your Florida side.

“We all have a Florida side,” says Susannah Costello, Brand Director for Visit Florida. “It’s the part of us that longs for sandy beaches, romantic sunsets, and time in the sun with people we care about.”

Will Seccombe, Chief Marketing Officer for Visit Florida, added that “The goal of this campaign is to unlock the power of the memories and experiences that are generated by nearly 100 million vacations taken in Florida each year. We know that 94 percent of our visitors have been to the state before and that Florida enjoys tremendous brand loyalty, so our job is to simply awaken the emotions from past visits to the Sunshine State.”

The slogan “Your Florida Side is Calling” isn’t as catchy as the iconic ones used by Vegas or Virginia, but the campaign’s premise and execution is, and it does manage to stand a cut above the rest and make you want to ‘Give in to your Florida side.’

Aside from the fact that one of the pictures, of a man sailing a boat in open waters, wasn’t taken in Florida waters, a job well done by DDB Miami.

More details and media here – www.visitflorida.com/your-florida-side