VISIT FLORIDA

Facebook, Instagram, Twitter

I began leading the VISIT FLORIDA social account in April 2020. Faced with the challenges of working on a travel & tourism brand in the midst of the pandemic, we quickly identified areas of opportunities to keep Florida top of mind while remaining sensitive to the current climate. Nostalgia, virtual vacations, and sharable sunshine were just a few ways we were able to share the warmth of the Sunshine State and create relationships in the present while laying the foundation for future visitation. My role included social strategy, copywriting, design, art direction, project management, community management, and crisis/reputation management.

As we transitioned into 2021, continued to combat COVID and negative political sentiment, and defined what the brand’s “new normal” would look like, we developed a new social strategy, introducing a per-channel approach, four core content pillars, visual guides, and ways in which the brand can ultimately transcend the tourism space through unique content series’ and larger activations. As we continued to push the brand forward, I also developed a comprehensive TikTok strategy and launch plan as well as a negative sentiment/crisis response plan.

Highlights:

• Over 600M organic impressions in 18 months

• Over 1.7M organic engagements in 18 months

• +15.87% organic follower growth in 18 months