TORONTO — VISIT FLORIDA has named Pulse Travel Marketing as its new in-market representative in Canada.
The destination marketing firm says it will work with VISIT FLORIDA staff, agencies and in-state partners to ensure that the Sunshine State is prominently positioned with the travel trade and key distribution networks in Canada. This will include, but not be limited to, the development and implementation of a strategic program of appropriate cooperative marketing programs and promotions in tourism distribution channels and sales programs to increase the profile of VISIT FLORIDA and maximize conversion opportunities for the state.
The newly-appointed VISIT FLORIDA Canada team will be responsible for promoting tourism from Canada to Florida and for working with key travel agent, OTA, airline, media and in-state partners throughout Florida to drive demand and keep Florida top of mind.
Canada is Florida’s top international market, with 3.3 million Canadians travelling to Florida in 2016 and delivering 23% of Florida’s international visitors. In total Canadian visitors spent $3.6 billion in Florida in 2016.
In an interview with Travelweek in July 2017, newly appointed VISIT FLORIDA President and CEO Ken Lawson said Canada is an “extremely important” market for Florida. The state recently bumped up its spending in this market. “We’ve doubled-down [in Canada],” said Lawson. “This past year we’ve increased our spend in Canada and now we’re going to see the results of that.”
Annika Klint, Managing Partner, Pulse Travel Marketing says that Canadians who “think they know Florida” will be surprised at the uncovered nature experiences and adventures available throughout the state. “We look forward to working even more closely with the travel industry and media partners across Canada to attract and increase numbers of Canadian travellers to Florida.”
Account Director Cynthia Farrill added: “We are aware that Canada is Florida’s top international market, but we want to share with Canadians that there is so much more to the state than fantastic beaches. We can’t wait to begin our work.”
Pulse Travel Marketing provides tourism, marketing and public relations services, working with the travel trade, airlines and the media to increase visitation to travel destinations worldwide.
Managing Partners at Pulse Travel Marketing include Patrice Bell, Sana Keller and Annika Klint. Pulse Travel Marketing and The KAI Group merged in summer 2017.
To learn more about VISIT FLORIDA see VISITFLORIDA.org.