Published on : Thursday, September 25, 2014
In spring 2015, VISIT FLORIDA will partner with Brand USA to further enrich this relationship with a multi-tiered marketing program called Shop Florida.
“Brazil is our No. 1 overseas origin market,” said VISIT FLORIDA CEO Will Seccombe. “And Brazilians are one of the best things to happen to our economy. They come ready to shop because, even at regular prices, most goods and services in the United States are much more affordable than in their home country. And in Florida, they can get high-quality goods combined with the luxury of high-quality destinations.”
Shop Florida is a partnership between VISIT FLORIDA and Brand USA, the public-private marketing entity that was created in 2010 to encourage travelers from all over the world to visit the United States of America.
“Our goal is to keep fresh relevant appeals in front of our Brazilian visitors and this is a very innovative and integrated way to do that,” said Susannah Costello, VISIT FLORIDA’s vice president for global brand. “Florida is the top U.S. destination for Brazil, capturing 57% of their U.S.-bound travelers. By partnering with Brand USA we are able to create bigger awareness during this high-profile event, increasing the value to Florida partners. This is the first time a U.S. destination has sponsored Brazil’s fashion week and we’re excited that Florida is breaking new ground.”
Here are the highlights of Shop Florida:
• VISIT FLORIDA and Brand USA will align both the Discover America and VISIT FLORIDA brand with Fashion Week Sao Paulo, the pre-eminent fashion event in Latin America, and Shop Florida will take center stage on the runways.
• Out-of-home advertising will carry the Discover America and Florida’s messaging in Sao Paulo’s upscale neighborhoods and shopping centers where fashion-savvy shoppers and frequent international travelers will be the prime target market.
• Top tour operators will be promoting and selling the Florida product in market.
• Upon arrival in the Sunshine State, Brazilian visitors will receive an international smartphone service by Handprint that will drive geo-targeted shopping offers to increase awareness of U.S. and VISIT FLORIDA partner retailers.