The tourism industry of South Florida is going to receive a big setback after the government ordered to close the beaches on July 4.
The popular commercials produced by the Visitors Bureau, and Greater Miami Convention to attract tourists are not allowed to play again.
Rolando Aedo, the CEO of GMCVB says, “In light of what is going on with the re-closure of our beaches this weekend, which is one of our key assets, we have paused our paid media strategy.”
With beaches and bars being closed, the visitor’s bureau from the Palm Beach County and Key West called for the paid media.
Hank Tester of CBS4, receive a statement from the tourism officials that says, “The bureau has built into (the Miami Shine campaign) the ability, and the nimbleness, to kind of a turn on and turn off, lower or increase the volume of some of our program.”
The Key tourism offices are also putting a brake on their paid commercials.
Andy Newman, from Newman & Associates, said, “It is the paid advertising that is suspended and we are going to take a look at it again in 10 days or so.”
The tourism companies are still putting up their best efforts on social media and the road-side signboards still aiming towards the safety related to coronavirus.
Newman also said, “We already have a lot of people already booked for the weekend and we did not want to overburden the Florida Keys.”
Spending a huge amount on the paid commercial promotions, but unfortunately, the beaches shut down has created a big problem for the tourism companies.
Bruce Terkel, a branding expert says, “By the way, the problem is not with the tourism officials. The problem is the leadership or lack of leaders at a higher level so the tourism officials don’t know how to respond.”
He added, “They want to attract, they have to stop people they want to bring them and then stop them it is a very difficult situation for them to deal with.”