Ft. Lauderdale launches #GreaterTogether initiative

The Greater Fort Lauderdale Convention & Visitors Bureau is offering a warm welcome and visitor invitation to the international travel community with its new destination brand initiative, #GreaterTogether. The campaign, which launched on World Tourism Day (Sept. 27), includes a new brand video and digital marketing strategy.

“In Broward County, we are making sure that we let the travelling public understand that we are a welcoming destination to all people across the world regardless of the colour of the skin, whom they choose to love or what religion they believe in,” said Stacy Ritter, president/CEO of the Greater Fort Lauderdale Convention & Visitors Bureau.

Ritter also alluded to the recent controversy surrounding the Trump administration’s efforts to impose a travel ban on citizens of specific countries. “We want to make sure that our message gets through despite the negative clutter they see on their nightly news, every day,” she added.

The centrepiece of the initiative is a short video featuring people of several different ethnic backgrounds. Its content includes a portrayal of diverse activities and visitors, including two Muslim women socializing with a non-Muslim friend, millennials of mixed nationalities interacting with each other, LGBTQI couples and friends embracing, members of the indigenous Seminole tribe, and local African-American street art.

The video, which ends with a reveal of a human thumbprint and a welcome message in multiple language, is intended to foster residents’ continued pride and community and demonstrate the welcoming nature of Greater Fort Lauderdale.

The #greatertogether video is to be launched with an international marketing campaign, and will feature on Greater Fort Lauderdale’s 24/7 streaming, multi-platform network Hello Sunny TV.