Skift Take
Effective destination marketing today demands a consistent high-quality content that highlights the diversity of a place while speaking directly to its most numerous visitors.
Florida is on track for its fourth consecutive year of record visitation in 2014, in large part due to an influx of international tourists.
As home to American retirement communities, art deco beach clubs, and every flavor of theme park, Florida attracts a visitor set as diverse as the destination itself. And while great for the economy and travel industry, the diversity also poises a particular challenge for Visit Florida.
As former CMO and current CEO of the destination marketing organization, William Seccombe has build a marketing model that uses cooperation over control to disseminate the brand's message.
Seccombe, who has led Visit Florida for the past six years, will speak October 9 about building an all-inclusive brand in tourism at the Skift Global Forum on The Future of Travel. Skift caught up with Seccombe for a discussion on Visit Florida's branding challenges and marketing strategies.
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