VISIT FLORIDA Launches “Keys to Summer”

 Campaign to Highlight the Florida Keys

Today VISIT FLORIDA launched its “Keys to Summer” campaign to highlight the bright, beautiful and brilliant experiences of the Florida Keys. The integrated campaign will include marketing efforts across a number of platforms, including advertising, promotions, social media, content production, welcome centers, and Through these channels, VISIT FLORIDA will be sharing with the rest of the state, country and the world that the Florida Keys are unlike any other destination in the world, and there is no better time to visit than this summer.  

Governor Rick Scott said, “The Florida Keys are known across the world as a premier vacation destination. Last year, after Hurricane Irma devastated the Keys, we immediately got to work to reopen these islands and I’m proud that less than three weeks later the Keys were back open for business and families and visitors were able to return. VISIT FLORIDA’s ‘Keys to Summer’ campaign continues our important work to showcase this unique part of Florida and builds upon our record breaking tourism that supports more than 1.4 million jobs across our state.”  

Ken Lawson, President & CEO of VISIT FLORIDA, said “The Florida Keys are one of the most unique and beautiful destinations in the Sunshine State, welcoming millions of visitors each year. Through our ‘Keys to Summer’ campaign, we’re showing that the Keys are open for business, and that there’s no better time than this summer to hop in a car, take a trip, and experience all of the sights, sounds and feels that only the Keys can offer. The Florida Keys are a huge reason why Florida welcomed a record 116.5 million visitors to our state, and are a great partner in our effort to make Florida the number one global destination.”  

As part of the ‘Keys to Summer’ campaign, VISIT FLORIDA will be recreating a summer road trip through the Florida Keys. From June 25-29, each day of the week will feature a different area of the Keys, highlighting both the character and diversity of the destination. All VISIT FLORIDA social media accounts will be dedicated to the effort, which will include Facebook Live broadcasts from each location. Production teams will be shooting for post-campaign video and content, and the homepage of will feature each destination during the week and drive to the campaign’s dedicated page,   

The ‘Keys to Summer’ campaign also includes digital billboards and other out of home elements in the West Palm Beach, Fort Lauderdale and Miami that focus on the drive market and close proximity to the Keys. Each billboard is uniquely designed with messaging to show exactly how many miles it is from the Keys. Additionally, VISIT FLORIDA has partnered with American Airlines to highlight their new direct flight from Dallas/Ft. Worth International Airport to Key West International Airport, which began earlier this month. VISIT FLORIDA has also partnered with the Steve Harvey Morning Show to feature a promotional sweepstakes, with a Keys giveaway package. 

“VISIT FLORIDA’s promotional support is augmenting our own extensive marketing efforts,” said Andy Newman, media relations director for the Monroe County Tourist Development Council. “The support is most appreciated and an obvious partner benefit.”