NEW CAMPAIGN

IT’S GOTTA BE TAMPA BAY – IF YOU GO, YOU KNOW

Visit Tampa Bay’s winter marketing campaign elevates experiences that set Hillsborough County apart

Tampa, FL (January 26, 2026) – Visit Tampa Bay is launching its largest winter marketing effort targeting out-of-state travelers, anchored by the destination’s new brand platform, Go and You’ll Know. Designed to inspire travel, the campaign positions Tampa Bay as Florida’s authentic, must-see destination—offering a compelling blend of luxury, waterfront views, culture, and year-round experiences that set it apart from other popular Florida destinations.

The winter campaign focuses on awareness and demand generation, complementing Visit Tampa Bay’s always-on media strategy and direct online travel agency placements that drive conversion. Running through the winter and spring travel window, the effort is focused on attracting visitors who choose longer overnight stays, generate higher per-visitor spending, and create sustained economic impact for Hillsborough County.   

Built on Visit Tampa Bay’s brand tracking research, Go and You’ll Know is rooted in a powerful insight: perceptions of Tampa Bay shift dramatically after visitors experience the destination firsthand. The campaign leans into that truth—inviting travelers to discover for themselves why Tampa Bay consistently exceeds expectations.

The campaign targets Visit Tampa Bay’s largest and highest-value feeder markets, including New York, Chicago, Dallas, Philadelphia, Atlanta, Washington, D.C., and Boston. International efforts include Canada, with lower-funnel messaging to capture travelers already shopping Florida destinations, as well as the United Kingdom and Germany, supported by a custom activation in partnership with the London Art Fair.

“When people are surrounded by snow, gray skies, and cabin fever, seeing our sunshine and elevated experiences resonates immediately,” said Santiago Corrada, President and CEO of Visit Tampa Bay. “This is also the most competitive window for warm-weather destinations, so staying visible is critical. Our Go and You’ll Know campaign ensures Tampa Bay stands out—not just as a place to visit, but as a destination that surprises people in the best way once they arrive.”

The comprehensive media plan, developed in partnership with agency of record FKQ Advertising + Marketing, combines premium reach with data-driven precision. A two-pronged Connected TV strategy pairs Disney platforms for high-impact, premium reach with Adara Inc. for travel-intent targeting. Paid social media plays a key role in building momentum and engaging travel intenders, while a new AI-powered conversational ad unit, developed in partnership with Tiki, allows travelers to ask questions and explore the destination directly within the ad experience.

High-impact out-of-home placements further bring Tampa Bay’s sunshine to winter cities. Large-scale outdoor advertising will be seen by millions at Atlanta’s Mercedes-Benz Stadium and Centennial Park during major events. Premium wallscapes featuring couples paddleboarding along the Tampa Riverwalk and dining at MICHELIN-starred restaurants will appear in Chicago’s Gold Coast and River North neighborhoods and throughout Washington, D.C. In New York, immersive metro station takeovers will reach commuters in Midtown and the World Trade Center, while luxury storefront takeovers in SoHo and the Meatpacking District highlight Tampa Bay’s warm waterfront experiences. 

Philadelphia kicks off the campaign with high-visibility placements surrounding the annual PCMA Convening Leaders conference for meeting professionals, with digital creative dynamically shifting from business to leisure messaging to extend reach beyond convention attendees.

Through this winter effort, Visit Tampa Bay aims to sustain high occupancy rates and average daily rates while encouraging travelers to stay longer and discover the destination’s vibrant downtown, family-friendly attractions, cultural institutions, MICHELIN-recognized dining, and packed calendar of sports, concerts, and events.

In Tampa Bay, the only real choice is when to go. Start planning your trip at VisitTampaBay.com