The Keys’ tourism office has a new message for tourists: Stay away, but keep us in mind
What’s a tourism office to do now?
In the Keys, the hyper-active office promotes the island chain 24/7. But now, with everything closed down, it is sending a new message: Stay away.
The Monroe County Tourist Development Council is supported with hotel room tax money to help lure tourists nationwide and from around the world. But things are different with the coronavirus pandemic.
“We join Keys county and municipal officials in keeping the Keys safe,” TDC Director Stacey Mitchell said in a statement.
But the TDC has not abandoned its original mission entirely. It still wants potential tourists to ... think about the Keys.
So, how does a tourism office do that?
Online, of course.
The TDC launched a social media campaign this week to “sensitively” maintain awareness of the Florida Keys as a destination. The aim is to keep the Keys on people’s minds so they’ll want to come to the archipelago when it’s safe to do so.
Andy Newman, head of public relations for the TDC, said the “Safer@Home” program encourages people on Facebook, Instagram and Twitter to go to the TDC’s pages for live-stream Keys content, “while staying safely sequestered in their own homes.”
“The initiative is to feature social posts showcasing virtual tours of local attractions and wildlife facilities, Keys nature scenes and nature-based activities, live sets by local musicians, offerings from Keys cultural organizations and museums, ‘how to’ videos of recipes for favorite island dishes, local products and treats that can be ordered for delivery and other positive and engaging communications from Keys entities,” a TDC news release on the initiative states.
The logo for @Safer@Home is a “conch house” image designed by Keys artist Abigail White.
“The conch shell has long been a Florida Keys icon,” Newman said. “Using Abigail’s artwork is representative of the entire destination and also illustrates the toughness of Keys residents.”
The campaign will also include a weekly giveaway of Keys-related or locally-made items, Newman said.
“Each Friday, a post will pose destination questions including one about a recent livestreatm, with the week’s winner chosen at random from those who respond,” Newman said.
There is also a contest called the #KeysAtHomeChallenge where people post a video up to one minute long recreating their favorite moments or activities in the Keys while staying in their homes, using the hashtag #KeysAtHomeChallenge.
“Internet challenges historically take off when people have more time on their hands to get creative,” Newman said. “As the ‘stay-at-home’ order continues, the Florida Keys will stage a consumer video challenge on social media.”
The winner will receive a complimentary trip to the Keys that can be taken after officials deem that the destination can resume receiving visitors.
For more information on the @Safer@Home campaign, go to fla-keys.com.
This story was originally published April 16, 2020 at 1:49 PM.
