Visit Florida is funding a $9 million marketing push to lure travelers back to the Panhandle.
It is a move to counter public perception over how much of the state remains off-limits for tourism after the devastating Hurricane Michael.
The agency is working with local tourism offices to promote visitation to four counties — Escambia, Santa Rosa, Okaloosa and Walton, all of which suffered little damage.
Visit Florida has hired public-relations firm Ketchum to lead the campaign.
"If we do not manage the customer perception, it could be very devastating to our economy if they think that (damage) is very widespread," said Visit Florida committee member Dan Rowe, who is also president of the Panama City Beach Convention & Visitors Bureau.
The agency’s executive committee agreed to push the message that ‘the rest of Florida is wide open for business’ and highlight areas in Northwest Florida close to the Hurricane’s impact that have reopened.
Marketing efforts will be very visual, showcasing what’s open and the recovery efforts in video segments on social media.
The state tourism marketing agency received $76 million in funding from the state Legislature this year.
