$10.5 million marketing grant aims to bring more tourism to Northwest Florida
by Karris Harmon
Thu, April 11th 2024
WEAR
PENSACOLA, Fla. -- VISIT FLORIDA is receiving a multi-million dollar three-year grant from Triumph Gulf Coast to bring more tourists to the area.
The goal is to create a marketing campaign that will better position the Northwest Florida region as a year-round travel destination.
It's a collaborative effort with the Northwest Florida Tourism Council and county commissioners.
It's also the first grant of it's kind -- benefitting all eight counties that were impacted by the Deepwater Horizon oil spill.
A big draw to our Northwest Florida area is the surf and the sand, but...
"We're more than just a beach," said Jennifer Adams, director of Destin-Fort Walton Beach tourism. "Even though our beaches are fantastic, it's all about adventure."
Eight Northwest Florida counties are pushing the message "Adventure within Reach" to bring more year-round tourism to the area.
They're amplifying that message through innovative marketing campaigns all possible through a new $10.5 million, three-year grant awarded to VISIT FLORIDA by Triumph Gulf Coast.
"It is the first of its kind where a grant actually encompasses all eight counties," said Darien Schaefer, the president & CEO of Visit Pensacola and Northwest Florida tourism council chair.
Those counties are Escambia, Santa Rosa, Okaloosa, Walton, Bay, Gulf, Franklin and Wakulla.
Schaefer says $3.5 million from Triumph Gulf Coast is matched by $500,000 from the tourism council and an additional $500,000 from Visit Florida.
"In total every year, $4.45 million for the next three years," he said. "So that is really an investment that will move the needle for Northwest Florida beaches. We have a lot in common along the coast, but each county is unique and has something different to offer."
Schaefer says the campaign will be seen on streaming services and social media along with other media.
He says the advertising will reach markets that have been difficult to break into, plus some new markets.
"Together, we'll be able to go into new markets -- definitely expanding into the Midwest," Schaefer said.
"It's not just a marketing campaign, it really is a movement for our area," Adams said.
Adams says the advertising from one county ultimately helps them all and contributes to the local economy.
"Even the international markets -- they're not coming for four days. They're coming for two weeks," Adams said. "We all do our individual jobs promoting our brands, but we love Northwest Florida, so we as a group agree if we can bring more people to the area, it's a win for us all."
Schaefer says they expect to have materials for the campaign ready to launch by mid-to-late summer
Karris Harmon
Thu, April 11th 2024
$10.5 million marketing grant aims to bring more tourism to Northwest Florida
PENSACOLA, Fla. -- VISIT FLORIDA is recieving a multi-million dollar 3 year grant from triumph gulf coast to bring more tourists to the area.The goal is to crea
