Ninety-four percent of Florida visitors have been here before

Robert Trigaux wrote today about the Florida Tourism Board's new "Awaken Your Florida Side" ad campaign. A safe, workmanlike effort from the DDB Miami ad agency. (This winter, with drifts blowing all the way to Mississippi, how tough a sale can it be?)

The agency's campaign is designed to conjure up images from Florida tourist's past vacations because of this research insight:

"We know that 94 percent of our visitors have been to the state before and that Florida enjoys tremendous brand loyalty, so our job is to simply awaken the emotions from past visits to the Sunshine State."

Wow. With a number like that, any business here in tourism needs to ask itself, "How will I make sure they remember me the next time?"