Lombardo started this campaign to support our state’s economic recovery. Tourism is Florida's #1 economic driver, and by encouraging everyone to follow basic safety guidance we sought to minimize COVID-19 cases and help "Keep Florida Open" for tourism. The promoted health messaging while also inviting organizations, businesses and individuals to partner and share the message through a comprehensive toolkit of marketing assets.
The campaign features colorful illustrations of celebrated Florida experiences, paired cleverly with health and safety messages. The posters complemented Web, Digital, Social, and OOH boards that appeared along I-95 in South Florida (the epicenter at the time). The campaign creative was in both English and Spanish, the latter addressing communities underserved by public messaging.
Launched back in July when Florida reached its first COVID-19 peak of more than 10,000 cases per day, the Keep Florida Open campaign has successfully united cities and partners to promote health safety and economic recovery. Major media partners signed on to support, as did major cities, counties and municipalities statewide. We are proud to have worked to help make our state safer for locals and visitors alike.