Tampa Bay post-hurricane tourism push targets UK trade

The UK trade is being targeted as part of an extra $6 million in sales and marketing efforts being deployed by Visit Tampa Bay following a double hurricane hit.

A total of $1.1 million will be utilised in the UK across direct to consumer, trade and media activity over the next quarter following growth in tourism numbers to the Florida Gulf coast city prior to hurricanes Helene and Milton.

Highlights include an advertising campaign across London stations, tubes, taxis and out of home. 

A partnership with Brentford FC will be maximised together with sponsorship of the London Art Fair to showcase and recognise the arts and culture found across the destination.

The overall activity includes an immediate $1.4 million going towards a November and December paid media campaign, aimed at reminding travellers that now is the perfect time to plan their visit.

Visit Tampa Bay will reflect on the campaign’s results in late December and launch full-scale efforts in January. 

The funds will support marketing initiatives with trade press, online travel agencies such as Expedia, bus and car wraps, traditional advertising channels, and paid social media influencers, among others.

Visit Tampa Bay president and chief executive Santiago Corrada said: “The world witnessed our region’s resiliency in recent weeks as Tampa Bay fully reopened and welcomed visitors only days after dealing with back-to-back storms. 

“Our fall marketing campaign is designed with one central idea in mind – if travellers in the UK are looking for a place that is ready to show them adventure, relaxing vibes, and delicious dining, then Tampa Bay and its warm weather, blue skies, luxury hotels, Michelin-rated restaurants, and heart-stopping attractions is the place to be.”

“The investment in the UK is indicative of how important this market is to Tampa Bay.

“The UK is our largest overseas market with two daily direct flights and activity happening throughout the year. 

“Taking a strong stance in the UK and highlighting that ‘Tampa Bay is Ready’ is an important part of our strategy and we look forward to welcoming even more of our UK friends.”