Greater Fort Lauderdale CVB

Challenge: Greater Fort Lauderdale needed to strengthen its identity in the UK market, where it was perceived as an extension of Miami or a cruise gateway. The goal was to raise awareness of the destination’s distinct offering and identity and give the trade compelling reasons to promote it as a stay pre‑ or post‑cruise, include it in a Florida fly‑drive, or promote it over Miami.

Role: As the lead of the UK representation team, I coordinated a dedicated UK sales mission for the SVP of Trade, delivering a structured programme across London, Manchester, and Glasgow. This included full logistics, meeting agendas, briefing materials, and attendance at all appointments, as well as organising a collaborative agent training event in Glasgow with other Florida partners. As borders began closing during the emerging COVID‑19 crisis, I pivoted quickly to manage the situation and ensure the client’s safe return to the US.

Outcome: All KPIs were exceeded, with strong engagement across trade partners and high satisfaction from the client despite the unfolding pandemic.