Visit St. Pete-Clearwater, the official tourism body of Pinellas County, has unveiled a dynamic new marketing initiative, the “Ampersand” campaign. Designed to highlight the region’s vibrant diversity, the campaign goes beyond its globally celebrated beaches to showcase a broader spectrum of experiences, redefining what travelers can expect from this iconic Florida destination.

While St. Pete-Clearwater has long been synonymous with pristine white sands and stunning Gulf views, the new campaign positions the area as a hub of artistic expression, adventurous outdoor pursuits, eclectic dining, and world-class entertainment. Leveraging the symbolism of the ampersand, the campaign underscores the idea that there’s always more to explore in the region.

Expanding Reach Across Key Markets

The multi-faceted campaign is set to make waves across television, print, social media, and digital platforms, targeting emerging domestic markets such as Charlotte, Pittsburgh, and Philadelphia while solidifying its presence in top-tier cities like New York, Chicago, Atlanta, and Toronto. The Ampersand initiative is part of a broader effort to attract a new wave of travelers while keeping the region front and center for loyal visitors.

New York City’s bustling Cortlandt Street subway station near the World Trade Center has already become a centerpiece for the campaign, showcasing vibrant visuals of St. Pete-Clearwater’s diverse attractions. In Philadelphia, a massive digital billboard near the Liberty Bell commands attention, inviting city dwellers to experience the region’s one-of-a-kind charm.

Strength in Adversity: A Resilient Tourism Industry

Despite the challenges of two consecutive hurricanes in 2024, St. Pete-Clearwater’s tourism sector has proven its resilience. The area welcomed a remarkable 15.4 million visitors for the third consecutive year, contributing over $11.2 billion to the local economy. Clearwater Beach, a consistent crowd-pleaser, continues to shine on the global stage, earning recognition as one of the “15 Best White-Sand Beaches in the World” by Travel + Leisure.

Celebrating a Destination That Has It All

The Ampersand campaign reflects the evolving identity of St. Pete-Clearwater as a destination that offers something for everyone. From kayaking in serene mangrove forests to exploring treasures like the Salvador Dalí Museum, the region is an inviting blend of natural beauty, cultural richness, and recreational excitement. Travelers are encouraged to embrace the “and” in St. Pete-Clearwater, discovering its many layers and hidden gems.

A Bright Future for Tourism

As of early 2025, St. Pete-Clearwater is redefining its place on the tourism map with a bold strategy that celebrates its diverse offerings. The Ampersand campaign not only invites travelers to visit but also inspires them to connect with the destination on a deeper level. By showcasing its multifaceted appeal, the region is poised to continue its growth as a top choice for vacationers seeking more than just a beach getaway.

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