The Florida Division of Tourism will launch in September cooperative marketing programs with some 40 in-state attractions and travel service providers. The result will be a 5.8-to-1 boost on the state's $2.7 million media contribution. Partners include Sea World-Orlando, U.S. Air Vacations, Walt Disney World, Hertz Rent-A-Car, American Airlines and a variety of regional convention and visitor bureaus, which in total have committed $12.8 million to the program. Television flights will run in spot markets, including New York, Boston, Chicago, Minneapolis-St. Paul and Philadelphia. International markets will include Canada, Germany, Latin America, Japan and the U.K. Fahlgren Benito, Tampa, will coordinate the program and purchase the media.
Copyright August 1995, Crain Communications Inc.