On Wednesday, January 24, 2024, Visit Lauderdale hosted its annual marketing luncheon at the Floridian Ballroom located inside the Greater Fort Lauderdale/Broward County Convention Center.
Still floating on air from its headline-making appearance in the Tournament of Roses and springboarding off another phenomenal year of tourism, which included $125 million in revenue from the tourist development tax, the second highest in its history. In 2023, Greater Fort Lauderdale introduced three brand new hotels, bringing with it 358 new rooms. Hotel revenue across the board was up 4% year-over-year, passenger volume to Fort Lauderdale-Hollywood International Airport is expected to exceed 35 million for 2023, and an additional eight cruise lines now dock at Port Everglades.
Visit Lauderdale presented its exciting destination marketing plans for 2024. The luncheon was emceed and led by Stacy Ritter, president and CEO of Visit Lauderdale, who shared how the award-winning “Everyone Under the Sun” brand campaign, which captures the essence of Greater Fort Lauderdale’s authentic welcoming vibe and its diverse and inclusive community, will evolve.
Themed the “Fantastic Five,” Ritter outlined Visit Lauderdale’s core initiatives for 2024, an ambitious and multi-pronged strategy to promote the destination.
“We will be augmenting our already assertive efforts to assure Greater Fort Lauderdale remains top of mind with potential visitors in new and different ways,” said Ritter. “This year, we won’t just be marketing to them. We’ll be going to them. Our goal is to continue sharing our message of inclusion and diversity to travelers who are looking for fun, bold, immersive, and interactive experiences.”
The Fantastic Five
1. Rose Parade Activation Accomplishment, 26 Million Viewers
Visit Lauderdale’s first-ever appearance at the iconic Rose Parade® aboard a spectacular, custom-built float won the Tournament of Roses Past President Award for most outstanding innovation in the use of floral and non-floral materials. It was an unbeatable opportunity to amplify Greater Fort Lauderdale’s message of inclusivity and diversity. Live and in full bloom in front of 800,000 spectators along the parade route, in-stadium exposure alone reached more than 96,000 attendees and 26 million viewers tuned in for the national broadcast on New Year’s Day. Click here for video of Visit Lauderdale’s documentary.
2. Bringing Greater Fort Lauderdale to Life Around the World
Visit Lauderdale shared exciting plans for potential in-person marketing activations in key feeder markets in 2024 and beyond. These creative events, experiences and promotional activities will bring Greater Fort Lauderdale to life in memorable and interactive ways to encourage visitation. Possible activations include:
- Putting Our Pedal to the Metal, a limited-edition car named after Greater Fort Lauderdale
- Our Brand Rocks, a partnership with a headlining performer and sponsoring a major concert tour, complete with branded Visit Lauderdale merchandise
- Kick New York in the Ball, a massive visual takeover of Times Square on New Year’s Eve, following the ball drop, all illuminated billboards across Times Square will display Visit Lauderdale’s logo and brand
- Sphere, There and Everywhere, a partnership with the magnificent Las Vegas sphere will provide a striking opportunity to promote Visit Lauderdale’s brand in new, unexpected and stunning visual ways. Fresh, exciting and engaging, it will ensure Greater Fort Lauderdale is seen in a whole new light.
- Lastly, with the countdown to the summer Olympics in Paris underway, sponsorship of the 2024 Paralympic Games or a local Paralympic athlete aligns perfectly with Visit Lauderdale’s inclusive brand and embraces accessibility.
3. Evolution of “Everyone Under the Sun” Campaign
Visit Lauderdale’s “Everyone Under the Sun” campaign, which was recognized by Visit Florida as the best destination campaign in the state, will evolve into “Come Be You.” This evolution emphasizes inclusion, diversity, and personal freedoms. Visit Lauderdale plans to amplify the message globally by inviting the world to “Come Be You” in Greater Fort Lauderdale. Ritter explained, “This shift embodies our visionary approach to out-of-the-box initiatives, refreshed branding and innovative activations that will have the world buzzing about Greater Fort Lauderdale.”
4. Greater Fort Lauderdale Hosting IPW, Premier International Trade Show
A major win for Visit Lauderdale, Greater Fort Lauderdale was selected as the host site for IPW in 2026 for the first time. U.S. Travel’s IPW is a major industry event attended by international and domestic travel buyers and journalists who represent more than 70 countries and is the largest generator of travel to the United States. The event will be staged at the Greater Fort Lauderdale/Broward County Convention Center from May 18-22, 2026, plus additional sites throughout the region.
5. “Laudy Dayo” The Greater Fort Lauderdale Anthem
Last, but certainly not least of the Fantastic Five marketing initiatives, is building awareness for
“Laudy Dayo,”Greater Fort Lauderdale’s new anthem. South Florida based Emmy®-nominated songwriter and impact artist Alexander Star entertained the sold-out crowd during the luncheon, performing the electrifying anthem which celebrates life, captures Greater Fort Lauderdale’s spirit of community, and resonates with the destination’s colorful tapestry of diverse cultures.
About Greater Fort Lauderdale
With 24 miles of golden sand beaches and 300+ miles of navigable waterways, Greater Fort Lauderdale is known as the Venice of America and Yachting Capital of the World. The area boasts an average year-round temperature of 77˚F, has 3,000+ hours of annual sunshine, and is home to 31 unique municipalities, including eight distinct beach communities, each offering something for “everyone under the sun.” Residents hailing from 170 countries, speaking 147 languages call this diverse destination home. And there’s good reason, including the area’s unwavering commitment to accessibility and inclusion. Upon arrival at Fort Lauderdale-Hollywood International Airport (FLL), a five-minute drive will get you to the beach, Port Everglades, the newly expanded Greater Fort Lauderdale/Broward County Convention Center, and a bustling downtown. Experience 4,000+ eateries, a thriving arts and culture scene, craft breweries, stunning rooftop bars, fishing, diving, and the unmatched beauty of the Florida Everglades. From world-class shopping, to boating, yachts and superyachts all moored at the area’s many marinas, it’s no wonder Greater Fort Lauderdale is one of the most desirable places to stay, work and play. The destination has more than 38,000 unique lodging accommodations at a variety of hotels, luxury spa resorts, and beautifully appointed, boutique properties, all reflecting the area’s cosmopolitan vibe. Find inspiration for your next trip at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.
About Visit Lauderdale
Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Florida. Visit Lauderdale promotes the area’s 31 municipalities to a global audience of leisure and business travelers as the ideal place for Everyone Under the Sun in recognition of the area’s diverse and welcoming vibe, and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information at visitlauderdale.com and follow @VisitLauderdale on Facebook, Instagram, X and YouTube.