VISIT FLORIDA, the state's official source for travel planning, is intensifying the effort to tackle incorrect perceptions the coverage of recent hurricanes had on the sunshine state's tourism industry with innovative public relations strategies.

"Although the hurricanes created damage in several areas in the state, nearly all major attractions and tourist destinations are now open and welcoming visitors," said VISIT FLORIDA President and CEO Bud Nocera. "We want to ensure that the misperceptions about the storms do not hurt our state�s economy in the years to come. With tourism adding more than $51 billion a year to Florida's economy, the campaign's success will benefit every Floridian."

VISIT FLORIDA's public relations campaign is part of an integrated program reaching potential visitors and travel influencers who were barraged with overwhelming media coverage of the hurricanes. The goal is to provide them with the facts and realistic status of the sunshine state. The campaign will convey the message that all major metropolitan areas are open and welcoming visitors and meetings.

VISIT FLORIDA representatives will conduct media missions, media tours and media relations programs domestically and from Latin America, Canada, the United Kingdom and Germany in order to reach key journalists and travel influencers. Included in the domestic effort, media members will be invited to the state to Come, See for Themselves that primary tourist areas are open for business around the state. When media can't make it themselves, the VISIT FLORIDA team will provide current information and images on the state at media.VISITFLORIDA.org.

The agency has retained the Orlando office of the national public relations firm CKPR to help in this public relations campaign.

Long-term strategies will be informed by market research conducted by VISIT FLORIDA. Three market research studies take place before the end of the calendar year.

VISIT FLORIDA will also step-up communications with key businesses and trade groups to secure and increase the valuable trade show and convention business in the state including the industry�s second largest annual trade show, World Travel Market in London, November 8-11. Later in the month, VISIT FLORIDA will have a large role at the 1,800-member Association of British Travel Agents trade show held in Orlando, where British journalists will be invited to see for themselves that the state is open and welcoming tourists in tours around the state.

Another key event that will be hosted by VISIT FLORIDA for North American-based meeting planners will take place in Orlando November 7-9. The Florida Encounter. Meeting planners are being enticed to Come See For Themselves, to assure this important audience that most all our major cities and convention centers are open and welcoming visitors.

Nocera added, "The key messages of the immediate campaign are: "Nearly all major tourist areas are open and welcoming visitors. Attractions are open and hotels in our most popular areas have plenty of rooms." He adds, "This winter and spring may be the best time for many first-time visitors to come to Florida and experience our normal sunshine and warm weather. Visitors may be surprised to find the lines at attractions are shorter than they may have expected."

In addition to spearheading perception recovery communications, CKPR will assist in the planning and implementation of VISIT FLORIDA's brand new and innovative Downtowns Small Towns program set to launch in March next year.

Kerri Post, Vice President of New Product Development for VISIT FLORIDA said, "Throughout Florida, re-energized downtowns and small towns are where Florida is newly happening - You can see the re-birth, experience the sense of place, and feel the energy. Soon we will shine the spotlight on those areas through increased tourism marketing and promotion."

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Media Contact: Rachel Bray-Stiles +1 850-488-5607 rachel@VISITFLORIDA.org