Photo: Florida tourism
The southeastern Florida city of Fort Lauderdale plans to spend a record $6.5 million in 2014 on a tourism marketing plan seeking to attract customers from Latin America, the Greater Fort Lauderdale Convention & Visitors Bureau, or GFLCVB, said.
By mounting the campaign, which will be launched in January 2014 under the slogan “La playa te queda bien” (The Beach Looks Good on You), the resort city is seeking to expand into “new markets and attract the Millennial generation and the Latin American and Brazilian market,” GFLCVB spokesman Jessica Savage told Efe.
“This year’s campaign targets Millennials (and includes) a visit to Brazil and Washington DC with our road show for the first time and television segments airing in Latin America and Brazil for the first time,” Savage said.
The GFLCVB is aiming to increase the flow of visitors to the city north of Miami and in 2014 it will open an office in Brazil, because “this is one of our main international markets and one of several that we’re trying to expand and make grow next year,” Savage said.
Within the United States, the GFLCVB will promote Fort Lauderdale in New York, where during the week leading up to Super Bowl XLVIII a two-venue consumer event will be held featuring huge TV screens for the live “beachcam,” giant sunglasses for photo ops, videos for social media sharing, solar-powered charging stations for mobile devices and other attractions.