Visit Florida plans to run its ‘Moments of Sunshine’ campaign again in London later this year, and to roll it out to other cities worldwide.
The tourism body ran a campaign in the capital throughout January designed to woo UK visitors by ‘brightening up the days of Londoners’.
Working with industry partners, it surprised commuters in the capital with various free gifts and entertainment.
Speaking at Florida Huddle 2016 in Tampa, chief marketing officer Paul Phipps said the campaign had an immediate impact.
"Although our research is not complete yet we are so taken with the immediate impact that we intend to repeat the London takeover, not once, but at least twice," he said.
"We are the number one destination in the USA for UK visitors we found that we were actually number three in a wish list and we want to change that.
"The London campaign is part of the strategy to improve our positioning."
Phipps said it was likely the visit of the Jacksonville Jaguars to Wembley in early October will herald the start of a new series of events, and Visit Florida plans to ‘invade’ again in January 2017.
Such has been the success of the campaign, it is likely to form the template for similar activity in other cities around the world such as New York and Berlin, he added.
"Tourism is the number one industry in Florida and as such we have been empowered by Governor Rick Scott to continue the enormous progress we have been making over the past three years," added Phipps.
Florida is widely expected to break the 100 million visitor mark for 2015 when statistics are released later in February and aims to be the number one destination in the world.
Phipps said the next major project will be at the Goodwood Festival of Speed where it will display its motor sport heritage with a branded car that will be competing around Europe.
