TALLAHASSEE, Fla. (Sept. 26, 2014)—VISIT FLORIDA, the official tourism marketing organization for the Sunshine State, and National Geographic are joining forces to tell the world about Florida’s great outdoors. The headlines of this three-year partnership include National Geographic journalists reporting from the Sunshine State, and shared storytelling on the National Geographic and VISIT FLORIDA websites.
“Partnering with a travel expert with the global stature of National Geographic is an amazing opportunity,” said Will Seccombe, president and chief executive officer of VISIT FLORIDA. “We know how incredible Florida’s natural and wild environment is, and a project of this magnitude will ensure that the world knows too.”
Keith Bellows, editor-in-chief of National Geographic Traveler magazine, distilled this collaborative adventure: “Too often, we think of Florida as a mecca for sun worshippers and a land of roller coasters and theme rides. But when I go, I seek out the other side of the state — a place of remote waterscapes, fascinating wildlife, great history and indelible characters. This is the Florida we seek to capture in our deep dive into a lesser-known Sunshine State.”
Below is an outline of what’s planned for the partnership:
- In October, as a team of National Geographic journalists begins reporting from Florida, National Geographic readers will be invited to submit their favorite Florida “wild and natural” experiences.
- In December, National Geographic photographers will begin posting on an “On Assignment in Florida” blog.
- A co-branded booklet detailing Florida’s outdoor adventures will appear in the December/January issue of National Geographic Traveler magazine.
- A Florida hub will debut on the NationalGeographic.com home page in January 2015, with highlights including 25 outdoor experiences by land and 25 by sea, plus an interactive map that captures reporters’ and readers’ recommendations.
- Photo galleries about animals, landscapes and coastlines, plus the reader-driven “Your Shot: Florida,” will roll out in spring 2015.
Also in 2015, National Geographic’s reporting will continue with a focus on Florida’s state and national parks.
“The words we often use are ‘destination diversity,’” said Paul Phipps, chief marketing officer for VISIT FLORIDA. “Florida is the No. 1 tourist destination in the world, well-known in many ways, but there are many lesser-known wonders waiting to be discovered, and National Geographic will help us do that.”
About the National Geographic Society
With a mission to inspire people to care about the planet, the 126-year-old National Geographic Society is one of the world’s largest nonprofit scientific and educational organizations. Working to inspire, illuminate and teach, the member-supported Society reaches over 600 million people worldwide each month through its media platforms, products and events. National Geographic has funded more than 11,000 research, conservation and exploration projects, and its education programs promote geographic literacy. For more information, visit www.nationalgeographic.com.
About VISIT FLORIDA
As the Sunshine State’s No. 1 industry, tourism was responsible for welcoming 93.7 million visitors in 2013 who spent $76.1 billion, generating 23 percent of the state’s sales tax revenue and employing nearly 1.1 million Floridians. For every $1 spent on tourism marketing, VISIT FLORIDA – the state’s official tourism marketing corporation – generates more than $390 in tourism spending and $23 in new sales tax collections, paid by visitors, not residents. VISIT FLORIDA promotes tourism to Florida through sales, advertising, promotions, public relations and visitor services programs. As a public/private partnership, VISIT FLORIDA serves more than 12,000 tourism industry businesses, including major strategic alliance partnerships with The Hertz Corporation, LEGOLAND Florida Resort, SeaWorld Parks & Entertainment, Universal Orlando Resort and Disney Destinations. To learn more about VISIT FLORIDA, please go to www.VISITFLORIDA.org or follow our corporate blog at www.SunshineMatters.org.