INTERNATIONAL MARKETING TOOLKIT

image description

YOUR FLORIDA FAVOURITES
ARE JUST THE BEGINNING.

While Florida is famous for its sunny beaches and world-class theme parks, many travelers are surprised when they discover Florida's hidden gems just a short distance from popular gateway destinations.

VISIT FLORIDA presents this toolkit as a resource to assist our global trade partners in encouraging travelers to experience the Florida they don't know.

These marketing assets highlight Florida's off-the-beaten-path adventures, from zip lining and kayaking, to windsurfing and floating in crystal-clear springs.

QUICK NAVIGATION

image description

To ensure a consistent and cohesive brand presence throughout international markets, it’s important that all marketing materials follow VISIT FLORIDA’s brand guidelines for proper usage and application of all assets.

See BRAND GUIDELINES for proper use of all logos, fonts, colors, images and voice.
See VISIT FLORIDA LOGO GUIDELINES for specific usage of our standalone logo options.
See PARTNER LOGO GUIDELINES for how to best incorporate your own logo alongside VISIT FLORIDA’s.

image description

CAPTURING THE FLORIDA EXPERIENCE

Florida’s sunshine highlights all the incredible things to experience here, and the amazing ways they make you feel, setting the scene for powerful and unforgettable photos. In this image library, you’ll find visuals with a wide range of activities, audiences, shapes and sizes to make your media assets shine.

image description

Keeping the Sunshine State in the best light

It’s important to maintain consistency with our image assets. Special consideration has been given to each one to make sure they properly represent the destination and work well as a collective library. Please avoid the follow to help us protect the Florida brand across the world.

DO NOT Use images that aren't Florida
image description

If using stock images not provided by VISIT FLORIDA, it must be confirmed that the image is a Florida image.

DO NOT Warp photos
image description
DO NOT Color correct photos
image description
DO NOT Add graphic elements
image description
DO NOT Photoshop
image description
DO NOT Add gradients
image description
image description

IT’S ALL CLOSER THAN YOU THINK - VIDEOS

Our video library showcases all that Florida has to offer, including our Fly-Drive series, which highlights experiences within driving distance from key gateway destinations.

Access 30-second and 15-second fully produced videos available for use, which can also be localised by updated text supers and end cards.

B-roll: Access a variety of sizzle reels of devierse Florida imagery that feature the iconic Florida and the off-the-beaten-path Florida.

image description

TITLE SUPERS

Title super can be translated to local language, but should maintain overall structure and not have additional messaging added. VISIT FLORIDA approval is necessary before any changes to these assets go to market.

  • ANFANG.image description
  • lÉ debut.image description

PROMOTIONAL END CARDS

Promotional end cards can be added to highlight an offer but should not fill more than the allocated 5 seconds. Voiceover should NOT be added to support this offer.

LOGO & CONTACT INFO

Designated space for partner and tour operators’ logo, telephone number, and website.

image description
  • image description
image description

RECOMMENDED HEADLINES

“There’s more to discover in Florida.” “Been there, never done that.” “Explore the Florida you don’t know.” To help you find the perfect way to celebrate Florida’s lesser-known wonders in your own country and language, we’ve provided a wide range of headline and copy options in the attached copy bank. When selecting, please consider the translated length in your local language and how it will fit into the space where it will appear.

image description

DIGITAL DISPLAY ADS

Digital display banner ad templates are available in the following three sizes: 300x250, 728x90, 300x600. These banners can be customized using image replacements that are available in the image asset library below and with headline option in the copy bank below. When selecting a headline, please choose one that will maintain an appropriate length when translated to the local language.

SIMPLE OFFER

300PX x 600PX

image description

The promotional offer “tile” space should maintain its existing size in the template.

DETAILED OFFER

300PX x 600PX

image description

The "detailed offer" banner option is designed to accommodate more specific promotional information, but should still only contain the most important details to ensure clarity.

image description

TRIP PLANNING resources

A Florida vacation can be so much more than people expect. International travelers can discover and explore endless possibilities. To help you better understand and share all the amazing value available to your clients on a Florida vacation, we've put together suggested itineraries to trip planning.

image description

VISIT FLORIDA's Travel Pro is a training program that is specifically designed to help educate travel trade professionals on all things Florida. These assets are specifically for B2B to reach travel agents and direct them to becoming a Florida Travel Pro.

A UNIFIED BRAND PASSION AND VISION FOR FLORIDA

Together, we can ensure that Florida speaks with a consistent voice and that we share the Sunshine State’s story in just the right light. Just as this brand has been developed through collaboration, it can only succeed if we work together to maintain it.

QUESTIONS ABOUT THE BRAND? PLEASE CONTACT THE CREATIVE SERVICES TEAM OR YOUR ACCOUNT LEAD.