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Flaunting Florida, minus Mickey

A new $1-million-plus campaign showcases 19 destinations, letting visitors know there's more to the state than theme parks.

By STEVE HUETTEL
Published April 27, 2005

	[Times photo: Douglas R. Clifford]
	Artist Sonia Grineva of New York paints a scene at the Tarpon Springs Sponge Docks in January. A new advertising campaign promoting some of the state's downtowns and small towns includes Tarpon Springs.

Not every Florida tourist dreams of a theme parks and beaches. Swim in a tank with dolphins? So passe.

Convinced that lots of visitors want to see the genuine Florida, like the Tarpon Springs Sponge Docks and Tampa's Ybor City, the state's tourism promotion agency on Tuesday unveiled a campaign to sell them on the Sunshine State's hidden gems.

Visit Florida, two big corporate partners and local tourism groups have joined in a $1-million-plus advertising and public relations effort called "Downtowns & Small Towns" to promote 19 destinations across the state.

"Consumers are looking for authenticity, a sense of place," said Kerri Post, vice president of new product development for Visit Florida. "They want to brag that they bought something from a Florida craftsman or got to interact with a really interesting person."

The idea is an outgrowth of the agency's "Culturally Florida" campaign started in 2001 that promoted the state's cultural, historic and nature attractions.

Almost half the state's 75-million visitors from February 2003 to February 2004 went to historic sites, according to Visit Florida. Forty-nine percent took in cultural activities and 70 percent participated in "nature-based experiences," the agency said.

Last month, 1.3-million fliers featuring the destinations were distributed inside newspapers in large markets for Florida visitors - such as New York, Chicago and Atlanta - and the St. Petersburg Times and Tampa Tribune. The 16-page insert went only to readers in targeted, high-income zip codes, Post said.

A targeted mailing also went to 125,000 American Express cardholders with histories of spending on cultural activities such as theater and museums, she said. American Express and Song, Delta Air Lines' discount division, are the program's corporate sponsors.

Ads appeared on the Frommer's travel Web site and the Web site for the Atlanta Journal-Constitution with links to Visit Florida's Downtowns & Small Towns home page.

Most of the featured attractions are hardly what locals consider off the beaten path.

The newspaper flier trumpets downtown St. Petersburg's parks, museums and family adventures - The Pier, the Salvador Dali Museum and BayWalk - that "will have you spending more than a day in this vibrant city." John's Pass, Tarpon Springs and Dunedin's Main Street also get mentions.

Visit Florida contributed $500,000 to develop the program and Web site and pay a share of advertising. The agency's funding comes from a share of the state's tax on car rentals and membership fees from corporate members. American Express and Song pitched in $250,000 and participating community tourism groups kicked in the rest, Post said.

The vast majority was cash rather than in-kind contributions, she said. Organizers expect the program to last three to five years.

In its first five weeks, the agency's Downtown & Small towns Web page has received 40,000 hits, and about 18,000 people registered for a sweepstakes to win airline tickets and a seven-day vacation for two to Florida.

[Last modified April 27, 2005, 05:36:16]