VISIT FLORIDA has chosen destination marketing firm Pulse Travel Marketing as its new in-market representative for Canada.
The firm will work with VISIT FLORIDA staff, agencies and in-state partners to “ensure that the Sunshine State is prominently positioned with the travel trade and key distribution networks in Canada. This will include, but not be limited to, the development and implementation of a strategic program of appropriate co-operative marketing programs and promotions in tourism distribution channels and sales programs to increase the profile of VISIT FLORIDA and maximize conversion opportunities for the state.”
The newly appointed VISIT FLORIDA Canada team will be responsible for promoting tourism from Canada to Florida and for working hand-in-hand with key travel agents, online travel agencies, airlines, media and in-state partners throughout Florida to drive demand and keep Florida top of mind.
Canada remains Florida’s number one international market with 3.3 million Canadians travelling to the state in 2016. That accounts for 23% of Florida’s international visitors. In total, Canadian visitors spent $3.6 billion in Florida in 2016.
“We look forward to working even more closely with the travel industry and media partners across Canada to attract and increase numbers of Canadian travellers to Florida,” said Annika Klint, managing partner, Pulse Travel Marketing. “Canadians who ‘think they know Florida’ will be amazed at the uncovered nature experiences and adventures available throughout the state.”
Account director Cynthia Farrill said, “We are aware that Canada is Florida’s top international market, but we want to share with Canadians that there is so much more to the state than fantastic beaches. We can’t wait to begin our work.”