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Pathmatics Blog

Brand of the Week: VISIT FLORIDA

May 26 2017 by Jordan Kramer
If you are seeing creatives with gorgeous beaches and new adventures that are waiting for you on all of your online devices - you aren’t the only one. The tourism industry is heating up, especially in domestic markets, as consumers look to plan a summer vacation. Over the last thirty days, four out of the top ten ad spenders on display were tourism boards. Both Travel Oregon and VISIT FLORIDA have increased their budgets significantly across digital over the last couple weeks, both targeting an array of travel-booking publishers.
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VISIT FLORIDA upped their desktop advertising spend by nearly seventy percent over the last month compared to the thirty days prior. Display advertising is a big priority for the brand, with the channel accounting for 71%  of their current ad spend. Read on for more insights from VISIT FLORIDA’s recent digital advertising activity and download the full report here.

Going for all of the feels, VISIT FLORIDA’s new creatives feature bright pink call-to-action buttons over photos of a woman relaxing on the beach, a group of friends carrying a kayak over crystal blue waters, or a child giggling in the sun. With messaging telling you that “Time flies when you’re having sun,” who wouldn’t want to click through?
The brand released 41 unique desktop creatives in all over the last thirty days, and spent 45% of their entire 2017 desktop/display budget. While VISIT FLORIDA is also advertising on mobile, and investing a little of their budget towards desktop video, display is the bulk of their strategy. Where are they placing their creatives? Exactly where you might think: travel booking sites. Top publishers Expedia, Hotels.com, Travelocity, etc., are all making serious cash from the tourism board. Especially because the buys were all done directly - the preferred purchasing method for the brand. 
To get more insights about VISIT FLORIDA’s recent digital strategy, including a display report of their activity over the last thirty days, and competitive data comparing Travel Oregon’s ad plan, click here.
Download The Brand of the Week Report

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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