Florida Says Goodbye To USA

Forida may have severed its ties with the USA. The logo of VISIT FLORIDA no longer wiill include USA-FLA. In what is obviously an effort to downplay a USA connection, the tourism organization has deleted the name of our country from its logo. Things are truly upside down when our country’s name is a negative in marketing our state. This has almost nothing to do with the topics we normally present on this site, but whatever happened to Proud To Be An American?

An excerpt from the PR release:

TALLAHASSEE, Fla., Nov. 14 /PRNewswire/ — VISIT FLORIDA is celebrating the unveiling of its updated logo, which strengthens the organization’s position as the official source for Florida travel information and planning.

The new look premiered in London today from the floor of the World Travel Market, the global travel industry’s annual trade event.

(Logo: http://www.newscom.com/cgi-bin/prnh/20051114/CLM051LOGO)

The logo’s design leverages the public-private partnership’s name, VISIT FLORIDA, as an important call-to-action and a unique brand identifier. By extending the clarified brand into all marketing elements, it becomes easier
for travelers to know when they’re interacting with the state’s official tourism source.

VISIT FLORIDA’s new look was given collective approval only after exhaustive empirical research that involved several thousand consumers from Florida travel markets worldwide and engaged the professional judgments of
staff, committee members and brand designers.

“We’re confident that the updated logo strengthens our brand and makes us more meaningful to consumers.” said Dale Brill, chief marketing officer for VISIT FLORIDA. “The clear message of all our marketing can now be consistent with what we want our target audiences to remember.”