TORONTO — Rolling, cutting, baking and decorating festive cookies set the stage for Visit Florida’s engaging holiday networking event, where a select group of travel advisors and trade media gathered for hands-on fun.
The cookie adventure was hosted by Erin Oddleifson, VP, VoX International, and VoX’s PR Director, Anja Brokjans. VoX International represents VISIT FLORIDA in Canada.
“Welcome to our baking extravaganza event – Florida style. Today is all about having fun, doing a little baking, and getting into the holiday spirit with appreciation from Visit Florida,” said Oddleifson, adding, “ You’re all great partners, and we’re happy to have you here.”
Held at Le Dolci Culinary in Toronto, the event brought guests together for a lively, hands-on baking experience that sparked creativity and camaraderie.
Donning their Visit Florida aprons, guests embraced the creative spirit as gingerbread men, snowmen, and Christmas trees took shape, alongside a few non-traditional flamingos, palm trees and sunbursts for a fun Florida twist.
The event also offered a preview of the upcoming ʻLive more Floridaysʻ campaign, launching in the new year and inviting travellers to experience the Sunshine State from an exciting new perspective.
Created with Margaritaville and inspired by Jimmy Buffett’s iconic spirit, the campaign features Grammy winner Mac McAnally delivering a fresh take on Buffett’s classic, ʻFloridays.ʻ
A longtime member of Buffett’s Coral Reefer Band, McAnally brings vibrant energy, weaving tropical warmth, laid-back moments, and local adventures into a soundtrack that captures ‘The Florida Feeling.’
VoX Internationalʻs VP, Erin Oddleifson, and PR Director, Anja Brokjans
“THAT PERFECT BLEND OF LAID-BACK BLISS”
ʻLive More Floridaysʻ highlights hidden gems and genuine local experiences that reflect Florida’s natural beauty, creative energy, and relaxed coastal vibe.
As Brett Laiken, Chief Marketing Officer for VISIT FLORIDA, put it, “Florida isn’t just a vacation state – it’s a vacation state of mind. It’s where travellers can tap into ‘The Florida Feeling,’ that perfect blend of laid-back bliss and exciting discovery.”
Whether swimming with manatees in Crystal River, diving Devil’s Den’s ancient springs, exploring vibrant St. Pete, riding horses on Amelia Island, or hunting seashells on Sanibel, the campaign urges travellers to see Florida through a new lens.
The campaign invites visitors to discover that beyond beaches and theme parks, Florida offers countless moments that make you feel free, inspired and truly yourself.
“It’s an open invitation to experience more, and to return home feeling better than when you arrived,” said Laiken.
CANADIAN TRAVEL TRADE
The new campaign will create storytelling opportunities for Canada’s travel trade, spanning eco-adventures, wellness retreats, culinary journeys and cultural escapes. It helps advisors engage clients and spotlight unique Florida experiences.
It’s an open invitation to share Florida’s vibrant spirit of discovery and relaxation – and to inspire travellers everywhere to ʻLive More Floridays.ʻ
For more information visit VisitFlorida.com.
Lead image caption: VISIT FLORIDAʻs festival holiday event at Le Dolci Culinary in Toronto brought guests together for a lively, hands-on baking experience (all photos courtesy Annie Cicvaric)
