33 min
Visit Florida President & CEO, Ken Lawson Fluent in Floridian
-
- Society & Culture
Bringing with him his Marine background and homegrown Florida story, Ken Lawson has taken VisitFlorida in a bold, refreshing, and transparent direction. Appointed by Governor Scott to right a sinking ship, Lawson has been fundamental in revitalizing the state’s tourism bureau, however he still has to fight against hurricanes, national and international competition.
Ken is fluent in Floridian. Ken takes advantage of social media to innovate the way tourists are ‘sold’ on Florida, he informed us, “We have a program called Share A Little Sunshine where people send their video clips of their experience. And when you see it on Facebook, on Instagram. It’s like, “No. No one’s selling me anything. They’re sharing with me.” And then I’m going to put myself in the shoes of that person and it’s just after the hurricane for a live camera showing that, “Hey, it’s 1:10 here in Destin and the sky is clear. The air smells good. Feel the sand underneath your toes.” In fact, Facebook told us that after the hurricane our campaign on Facebook was basically the second most popular, successful campaign they had and this is after Visa.”
When making decisions on how to market the state, Lawson turned to an unexpected source: the general tourism council of Canada. Lawson learned that greater than marketing any theme park, beach, or fishing hole, is marketing the diversity of experiences in Florida. Lawson describes being able to traverse the west coast of Florida and experience fine dining, nightlife, museums, concerts and more.
Bringing with him his Marine background and homegrown Florida story, Ken Lawson has taken VisitFlorida in a bold, refreshing, and transparent direction. Appointed by Governor Scott to right a sinking ship, Lawson has been fundamental in revitalizing the state’s tourism bureau, however he still has to fight against hurricanes, national and international competition.
Ken is fluent in Floridian. Ken takes advantage of social media to innovate the way tourists are ‘sold’ on Florida, he informed us, “We have a program called Share A Little Sunshine where people send their video clips of their experience. And when you see it on Facebook, on Instagram. It’s like, “No. No one’s selling me anything. They’re sharing with me.” And then I’m going to put myself in the shoes of that person and it’s just after the hurricane for a live camera showing that, “Hey, it’s 1:10 here in Destin and the sky is clear. The air smells good. Feel the sand underneath your toes.” In fact, Facebook told us that after the hurricane our campaign on Facebook was basically the second most popular, successful campaign they had and this is after Visa.”
When making decisions on how to market the state, Lawson turned to an unexpected source: the general tourism council of Canada. Lawson learned that greater than marketing any theme park, beach, or fishing hole, is marketing the diversity of experiences in Florida. Lawson describes being able to traverse the west coast of Florida and experience fine dining, nightlife, museums, concerts and more.
33 min