The Comeback STATE
When COVID brought travel to a halt, VISIT FLORIDA needed a way to keep the state top of mind while preparing for the moment people were ready to travel again.
As Creative Director, I helped lead the first phase of the recovery effort, shaping the launch strategy and creative platform that would reintroduce Florida with the right tone: optimistic, open, and ready when travelers were. The work centered around an emotional anthem film and campaign launch designed to remind people of the freedom, space, and possibility waiting across the state.
That first phase helped set the foundation for a larger recovery campaign that expanded across Florida’s regions, cities, and tourism partners. The work contributed to one of the strongest tourism rebounds in the country, helping Florida beat recovery projections and return as one of America’s most desired travel destinations.
70%+ lift in visitation
1.5X higher arrival lift
9M more visitors than projected
2 years ahead of recovery projections
New tourism record set for the state
1.5X higher arrival lift
9M more visitors than projected
2 years ahead of recovery projections
New tourism record set for the state
