Mon, June 04, 2018
Last week, VISIT FLORIDA unveiled its new and improved cooperative marketing program to over 12,000 small, medium and large industry partners across the state. The new cooperative program, developed in conjunction with Miles Partnership, allows industry partners of VISIT FLORIDA to buy into a number of shared marketing opportunities that VISIT FLORIDA takes a lead role in to extend their marketing dollars. The program features over 200 opportunities and over 80 small business programs.
Ken Lawson, President & CEO of VISIT FLORIDA, said "With our new cooperative marketing program, we've created some of the most dynamic and affordable programs in VISIT FLORIDA's history for our partners. Our new offerings allow all of our small, medium and large partners across the state to buy into unique opportunities that fit their needs and maximize their budgets. I'd like to thank Miles Partnership for their collaboration on this effort. I look forward to working with our 12,000 industry partners to cooperatively market Florida and continue to set visitation records to the Sunshine State."
The late May release of the new cooperative marketing program marks the earliest availability of these programs in VISIT FLORIDA's history. This allows our partners to choose cooperative opportunities as they plan for the upcoming fiscal year. In creating this new program, VISIT FLORIDA and Miles Partnership relied heavily on the collaboration, input and feedback from industry partners at Leadership Summit this past December. The program is also the most affordable in VISIT FLORIDA's history, with opportunities starting as low as $500.
Ursula Boll, Senior Vice President, Strategic Partnerships of Miles Partnership, said "Our team at Miles Partnership is proud to work with VISIT FLORIDA and its partners on this new cooperative marketing program. It's an exciting opportunity for us to help VISIT FLORIDA increase tourism and build our state economy - and as a founding partner of VISIT FLORIDA, and a home-grown Florida tourism business, we know how vital successful tourism marketing is to our state."
The new cooperative program includes marketing opportunities in five categories: Non-traditional, such as a Google Destination Marketing Organization (DMO) content optimization program; North America, which includes tried and true sanctioned print and digital programs in publications such as AAA, Wall Street Journal, and Golf Digest; International, which includes new Brand USA program packages; Regional, which focuses on brand development of regional parts of the state to build successful media plans; and Small Business, such as a video content production program to allow businesses to tell their own unique stories.
Nelson Mongiovi, Chief Marketing Officer of VISIT FLORIDA, said "With the help of Miles Partnership and our partners, our marketing team has developed some of the most creative, affordable and timely cooperative marketing opportunities in VISIT FLORIDA's history. The opportunities include some of the best programs of the past, such as our sanctioned print and digital placements, with some innovative new opportunities, such as our non-traditional co-op. I'm proud of the program we've created, and we look forward to working together with our partners to market Florida better than ever before."
To view the new cooperative marketing program, click HERE.