by Lisa A. Grimaldi | October 02, 2017
The Monroe County Tourist Development Council, the Florida Keys' convention and visitors bureau, has launched a $1 million ad campaign to bring visitors back this fall and winter. The 125-mile-long island chain reopened to visitors Oct. 1; they had been closed since a mandatory evacuation of tourists was ordered prior to Sept. 10, when Hurricane Irma hit.  
 
The "We Are 1" campaign refers to U.S. Highway 1, the famed route that runs throughout the Keys, and includes spot television, radio, digital, print, travel-trade and national cable buys, and targets the domestic Northeast markets of New York, Philadelphia, Chicago, Boston, and Washington, D.C., as well as South Florida and Orlando. The ads also will run in key international markets, such as the U.K., Germany and Scandinavia.
 
In addition to the ad campaign, the Monroe County Board of County Commissioners has approved $1 million for capital projects to improve tourism-related facilities that were impacted by the storm.