There’s new messaging aimed at attracting visitors to the Fort Lauderdale area.
The Greater Fort Lauderdale Convention and Visitors Bureau (CVB) is revamping its ads, logo and tagline to remind everyone that the area is open for business and welcoming to everyone. That includes LGBT tourists.
The logo image features the sun and waves and includes the new tagline “Everyone Under the Sun.” “It sums up exactly who we are as a destination and the type of visitors that come here,” said Richard Gray, Senior Vice President of Diversity, Equity, and Inclusion for Visit Lauderdale. “You know, we welcome everybody.”
Everybody includes LGBT visitors — there’s a more focused campaign called “Celebrate YOU” to attract a wide range of tourists. “It includes disabled, it includes non-binary,” Gray said. “It includes trans, it includes drag. It includes plus size. It includes lesbian, it includes Brown, includes Black, it includes straight. So the overall the new logo for the whole destination fulfills that.”
So do the new video ads. They feature scenes from around Broward County — Las Olas to the Everglades, the Hard Rock Casino to the Intracoastal. The message is clear — visit Fort Lauderdale and the surrounding areas to feel warm and welcome.
“We want to show how inclusive and diverse the destination is,” said Ivonne MacMillan senior manager, Marketing & Communications with CVB. “We wanted a better reflection of where we are today. We are made up of 31 municipalities welcoming people from all over the world. We want everyone to feel welcome here.”
The marketing rollout will happen over the next few months. For more information, visit Sunny.org.