Seeking to maximize their brand visibility and ensure travelers consistently discovered compelling stories about Florida’s Space Coast, the Space Coast Office of Tourism and Butin set out to elevate their discoverability and confidently position themselves as a top vacation destination.

Research confirms that 67% of U.S. consumers say that when they google a brand, and positive news articles come up, they would be more likely to shop with that brand, (2024 Consumer Buying Habits Report). Based on this, the team recognized that by not only producing a large volume of exceptional news stories, but also ensuring more of those stories were featured by leading news outlets with significant reach and strong online authority, we could more effectively influence consumers’ destination choices during their online search decision-making process.

To achieve this, we adopted a targeted, almost guerilla-style approach to story mining—identifying, engaging, and converting top-tier news influencers into advocates for the unique allure of Florida’s Space Coast. We meticulously curated a custom list of the most relevant journalists, freelancers, and travel news influencers. By closely tracking their work, we gained deep insight into the stories they cared about, their travel interests, and where they might need support in developing fresh content. Armed with this knowledge, we delivered tailored story ideas that demonstrated exactly how the Space Coast could seamlessly fit into their editorial plans, inspiring them to share its appeal with their audiences.

Finally, knowing that broadcast and cable outlets dominate consumer viewing and have the widest reach of any media (according to the 2024 TVB Research Study of Media Habits), the team executed its first-ever Satellite (Television) Media Tour (SMT), to share the illustrious story of Florida’s Space Coast. The initiative was a great success, and the segment was aired in more than 200 markets nationwide, including 46 cities in the top 50 DMAs.

Mission Accomplished! The results confirmed that the carefully curated strategy and “guerilla” tactics were truly the fire power necessary to break through the “noise” barrier and increase the online reach and visibility for Florida’s Space Coast.

The strategy stood out as a clear success, demonstrating that personalized outreach and a thoughtfully tailored pitch are essential for an effective PR campaign. The total story count for news about Florida’s Space Coast grew by 6% YOY in 2024, yet the total reach soared by 67%!

The region experienced record-setting rocket launches, increased cruise passenger numbers, and steady hotel growth, all ensuring the Space Coast was poised to remain one of the nation’s most sought-after tourism destinations. The Space Coast also collected $25.26 million in tourist development tax revenue in 2024, making it the second-highest year in history for tourism tax collections, just shy of the 2022-2023 record. This demonstrated that the demand for the region’s unique offerings was continuing to grow exponentially, and it’s no doubt that the carefully-curated and strategic PR approach contributed to the out of this world success.

“The Space Coast continues to shine as a premier destination in Florida and the U.S., attracting visitors with its unparalleled mix of space exploration, beachside relaxation, and world-class attractions,” said Peter Cranis, Executive Director of the Space Coast Office of Tourism. “With another exciting year of growth ahead in 2025 — including new hotels, record-setting cruise activity, and even more rocket launches — the future of tourism on the Space Coast has never been brighter.”