As Visit Lauderdale was basking in the glow of its headline-making appearance in the Tournament of Roses, the tourism agency for Greater Fort Lauderdale unveiled its destination marketing plans for 2024 at a recent luncheon. The event’s emcee was Stacy Ritter, the organization’s president and CEO. During the presentation, Ritter explained how the acclaimed “Everyone Under the Sun” brand campaign, which highlights Greater Fort Lauderdale’s authentic and inclusive atmosphere, will continue to develop and evolve.
The latest year of tourism in Broward County generated $125 million in revenue from the tourist development tax, marking the second-highest figure in its history. During 2023, three new hotels were added, providing the area with 358 new rooms. The Fort Lauderdale-Hollywood International Airport is expected to receive more than 35 million passengers by the end of 2023, while Port Everglades now has eight more cruise lines docking at its port.
Themed the “Fantastic Five,” Ritter presented Visit Lauderdale’s core initiatives for 2024, which comprise an ambitious and multi-faceted approach to promoting 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,” Ritter says. “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 debuted at the Rose Parade® with a custom-built float that won the Tournament of Roses Past President Award for its exceptional use of floral and non-floral materials. The appearance at the iconic parade presented an unparalleled opportunity to promote Greater Fort Lauderdale’s message of inclusivity and diversity. The float bloomed before a live audience of 800,000 along the parade route. In addition, the in-stadium exposure reached over 96,000 attendees, while 26 million people viewed the national broadcast on New Year’s Day.
2. Bringing Greater Fort Lauderdale to Life Around the World
Visit Lauderdale announced potential plans for in-person marketing activations in key feeder markets in 2024 and beyond. These activations aim to bring Greater Fort Lauderdale to life creatively and interactively to encourage visitation. Some of the possible activations that Visit Lauderdale is considering include “Putting Our Pedal to the Metal” which involves a limited-edition car named after Greater Fort Lauderdale, “Our Brand Rocks” which is a partnership with a headlining performer and sponsoring a major concert tour, complete with branded Visit Lauderdale merchandise, “Kick New York in the Ball” which is a massive visual takeover of Times Square on New Year’s Eve, and “Sphere, There and Everywhere” which is a partnership with the magnificent Las Vegas sphere. The latter will provide an opportunity to promote Visit Lauderdale’s brand in new, unexpected and stunning visual ways, ensuring Greater Fort Lauderdale is seen in a new light. Lastly, as the countdown to the summer Olympics in Paris begins, Visit Lauderdale is considering sponsoring the 2024 Paralympic Games or a local Paralympic athlete. This aligns perfectly with Visit Lauderdale’s inclusive brand and embraces accessibility.
3. Evolution of the “Everyone Under the Sun” Campaign
Visit Lauderdale’s award-winning “Everyone Under the Sun” campaign is transforming “Come Be You.” The new campaign emphasizes the values of inclusion, diversity, and personal freedom. Visit Lauderdale aims to spread this message to a global audience by inviting the world to “Come Be You” in Greater Fort Lauderdale. According to Ritter, this shift reflects the organization’s innovative and visionary approach to branding and marketing initiatives that will generate buzz around Greater Fort Lauderdale.
4. Greater Fort Lauderdale Hosting IPW, Premier International Trade Show
Greater Fort Lauderdale has been selected as the host site for IPW in 2026 for the first time, which is considered a significant win for Visit Lauderdale. U.S. Travel’s IPW is a crucial industry event that draws international and domestic travel buyers and journalists representing over 70 countries and generates the most travel to the United States. The event is scheduled at the Greater Fort Lauderdale/Broward County Convention Center from May 18 to May 22, 2026, with additional sites planned throughout the region.
5. “Laudy Dayo” The Greater Fort Lauderdale Anthem
The fifth and final marketing initiative under the Fantastic Five umbrella is creating awareness for “Laudy Dayo,” the new anthem of Greater Fort Lauderdale. The luncheon, which was sold out, featured a performance by Alexander Star, an Emmy®-nominated songwriter and impact artist from South Florida. Star’s electrifying rendition of the anthem celebrated life, captured the community spirit in Greater Fort Lauderdale and resonated with the destination’s diverse cultural tapestry.
Photo credits: Visit Lauderdale
