'Must Be The Sunshine' replaces 'Your Florida Side Is Calling' as official state tourism slogan
After three years, Florida's ad campaign -- an example is shown above -- leveraging the phrase "Your Florida Side Is Calling" will be retired. A new slogan was unveiled at the annual governor's conference on tourism in Orlando.
Wake up and good morning. So long, "Your Florida Side Is Calling." Welcome aboard, "Must Be The Sunshine."
Do state-created tourism slogans matter? They do if they can catch the public's attention and create some buzz out there. Think of the blockbuster slogans "I love New York" that's been around since the 1970s or "What happens in Vegas stays in Vegas" which last year joined the Madison Avenue Advertising Walk of Fame. (Read more here.)
Visit Florida, the state's tourism marketing arm, retired its "Your Florida Side Is Calling" catchphrase on Thursday and unveiled "Must Be The Sunshine" in its place. I'm not sure New York or Vegas have much to worry about. But it's a safe, mainstream saying for Florida.
According to this Orlando Sentinel report, tourism experts also brainstormed at Thursday's annual governor's conference on ways to convince more tourists visiting to Florida to stay one more night. The payoff could be big: an extra $1.9 billion in added spending int he state and the creation of 30,000 more jobs.
As the Sentinel story states, Visit Florida plans to pare down Thursday's ideas to one winner just as they do on the entrepreneurial business-pitch TV show "Shark Tank" -- by competition.
-- Robert Trigaux, Business Columnist, Tampa Bay Times