VISIT FLORIDA heats up holidays with "Live More Floridays" cookie class

The festive spirit heated up Wednesday (Dec. 17) when VISIT FLORIDA brought together a small group of travel advisors and trade media for an afternoon of cookie-making at Le Dolci Culinary Classroom – a fun, relaxed get-together that gave guests a look at the destination's new Live More Floridays campaign.

Erin Oddleifson, VP of VoX International, which represents VISIT FLORIDA in Canada, welcomed the group:

"Today is all about having fun and getting a sneak peek at the new branding. The campaign will launch officially in the new year, but you're getting an early look."

Alongside Anja Brokjans, VoX’s PR director, Oddleifson hosted the intimate gathering where attendees were outfitted with branded Live More Floridays aprons.

PAX joined in the fun as guests rolled out sugar cookie dough and decorated their creations using festive cookie cutters, with Florida icons like sunglasses, palm trees, and flamingos mixed in – and everyone got to box up their cookie creations and take them home.

“The Florida Feeling”

According to VISIT FLORIDA's press release issued earlier this week (Dec. 15), Live More Floridays represents a fresh approach to showcasing the destination, one that goes beyond the expected beaches and theme parks.

Created in partnership with Margaritaville and inspired by Jimmy Buffett's legendary laid-back lifestyle, the campaign features Grammy-winning artist Mac McAnally – a longtime member of Buffett's Coral Reefer Band – performing a reimagined version of the classic song "Floridays."

"Florida isn't just a vacation state, it's a vacation state of mind," explained Brett Laiken, VISIT FLORIDA’s chief marketing officer. 

"It's where travellers can tap into 'The Florida Feeling,' that perfect blend of laid-back bliss and exciting discovery. This campaign brings that spirit to life, reminding people that beyond the beaches and theme parks, Florida is full of unexpected moments that make you feel free, inspired and completely yourself."

The tourism organization shared that the campaign highlights experiences that reveal the state's natural beauty, creativity, and coastal spirit – like swimming with manatees in Crystal River, diving into prehistoric springs at Devil's Den in Williston, exploring the streets and world-class art of St. Pete, horseback riding on Amelia Island's beaches, or shelling on Sanibel Island.

"It's an open invitation to experience more, and to return home feeling better than when you arrived," Laiken shared.

For travel advisors, VISIT FLORIDA says the "Live More Floridays" showcases eco-adventure, wellness escapes, culinary experiences, and culture-driven itineraries – moving beyond the traditional Florida narratives and offering clients authentic, unexpected experiences that capture the destination's laid-back spirit.

Florida welcomed a record 142.9 million visitors in 2024, a 1.6 per cent increase from 2023.

Its tourism industry generated $127.7 billion in economic impact in 2023 and supported 2.1 million Florida jobs. VISIT FLORIDA said it delivers a return of $3.3 for every public dollar invested, making it one of the state's best-performing investments.

In an email to PAX, VISIT FLORIDA’s president and CEO, Bryan Griffin, emphasized the destination's commitment to the Canadian market:

"Florida continues to welcome Canadians to visit and enjoy the Sunshine State. Through our various marketing efforts, we are keeping Florida top of mind for Canadian travellers by showcasing the great variety of Florida opportunities for any of our neighbors to the north who are seeking an escape from winter."

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