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Visit Florida pauses advertising as it crafts a post-Hurricane Ian campaign

The state’s tourism marketing agency said it is finalizing a “recovery plan.”
A mobile home in the Iona community in Fort Myers on Sunday, Oct. 2, 2022, was damaged by the storm surge caused when Hurricane Ian struck the area.
A mobile home in the Iona community in Fort Myers on Sunday, Oct. 2, 2022, was damaged by the storm surge caused when Hurricane Ian struck the area. [ AL DIAZ/ADIAZ@MIAMIHERALD.COM | Miami Herald ]
Published Oct. 3

Florida’s tourism marketing agency has paused advertising as it crafts a campaign to offset the negative images of washed-out communities and damaged bridges from Hurricane Ian.

Visit Florida is finalizing a “recovery plan,” spokeswoman Leslie Pearsall said in an email.

The pause came as tourist destinations in Central Florida have reopened after shutting down because of Ian, which made landfall Wednesday in Southwest Florida and then pounded Central Florida before exiting in the Atlantic Ocean.

Related: After Ian, forecasters watch 2 tropical disturbances in Atlantic

Visit Florida in the past has similarly worked to offset negative media coverage from hurricanes and other issues such as the Zika virus and algae blooms.

While the recovery plan is devised, Pearsall said Visit Florida is also delaying the launch of its 2022 “Adventure Seekers Campaign.”

The annual campaign, started in 2018, targets travelers seeking “less-filtered outdoor and nature experiences.”

The campaign, when eventually launched through social media and digital advertising in travel publications, will target people in urban areas including, Atlanta, Boston, Chicago, Los Angeles, New York City, Philadelphia and Washington D.C.

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Tampa Bay Times Hurricane Ian coverage

HOW TO HELP: Where to donate or volunteer to help Hurricane Ian victims.

FEMA: Floridians hurt by Ian can now apply for FEMA assistance. Here’s how.

THE STORM HAS PASSED: Now what? Safety tips for returning home.

POST-STORM QUESTIONS: After Hurricane Ian, how to get help with fallen trees, food, damaged shelter.

WEATHER EFFECTS: Hurricane Ian was supposed to slam Tampa Bay head on. What happened?

HISTORIC SURGE. RECORD FLOODING. Ian’s lesson in the rising risk of hurricanes.

MORE STORM COVERAGE: Get ready and stay informed at tampabay.com/hurricane.

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