New campaign, with a nod to the Margaritaville lifestyle, invites travelers to rediscover the magic of Florida; where laid-back moments, hidden gems and that unmistakable Florida feeling await

Just in time for Jimmy Buffett Day on Aug. 29, VISIT FLORIDA announces its “Live More Floridays,” brand campaign aimed at inspiring travelers to see the Sunshine State through a fresh lens. While many visitors believe they already know Florida — often through its iconic theme parks and world class beaches — this campaign invites them to look beyond the expected. 

From swimming with manatees in their natural habitat in Crystal River, to ziplining over sparkling blue lakes and canyons in Ocala, “Live More Floridays”celebrates the unexpected side of the state, spotlighting hidden gems, off-the-beaten-path adventures, and authentic local experiences that reveal a richer, more surprising Florida waiting to be explored. 

In partnership with Margaritaville, the campaign launches with a special musical collaboration: Grammy-nominated artist Mac McAnally has reimagined Buffett’s beloved song “Floridays” to capture the spirit of the campaign. As a longtime member of Jimmy Buffett’s legendary Coral Reefer Band, McAnally carries forward the storytelling and laid-back charm that helped make Margaritaville a cultural icon and Florida more than just a place, but a state of mind. 

Buffett’s music and vision helped transform the Sunshine State into a symbol of carefree coastal living, inspiring generations to chase the dream of sun-drenched days and breezy getaways. Now, through this campaign and reimagined “Floridays” song with VISIT FLORIDA and Margaritaville, Mac McAnally continues to honor that legacy, inviting travelers to discover the rhythm of island time, the joy of warm breezes, and the authentic, welcoming spirit that defines Florida’s unique sense of escape. 

Lyrics include: 
Fast lanes and trains and planes in search of sand and sun
At the corner we walk and don’t walk somewhere down US-1
Good time getaways, try Jimmy Buffett’s way
To make a few better days
Live more Floridays

Other destinations and fresh experiences featured in the campaign include:

• Sugarloaf Key (Lower Florida Keys, just north of Key West): Paddle through serene mangrove tunnels in the Keys’ “backcountry” – a peaceful escape minutes from Key West.
• Williston (North Central Florida, north of Orlando): Snorkel or dive in Devil’s Den, a prehistoric spring inside a dry cave – one of Florida’s most otherworldly natural attractions.
• Hobe Sound (Southeast Florida, north of West Palm Beach): Hike through Jonathan Dickinson State Park or visit Blowing Rocks Preserve, where waves crash against rare limestone shoreline.
• St. Pete (Central Gulf Coast): Tour the Salvador Dalí Museum, then explore a colorful downtown packed with murals, markets and waterfront views.
• Amelia Island (Northeast Florida): One of the few places in the U.S. where you can go horseback riding on the beach, with charming coastal vibes to match.
• Grayton Beach (Northwest Florida, along Scenic Highway 30A): Explore rare coastal dune lakes, paddleboard on Western Lake, or catch a sunset from the pristine sugar-white dunes.
• Merritt Island (East Central Florida, near Cape Canaveral): Visit Merritt Island National Wildlife Refuge for birdwatching, manatees and glowing bioluminescent kayaking.
• Sanibel (Southwest Florida, off the coast of Fort Myers): Renowned for world-class shelling, thanks to its east-west orientation – perfect for beachcombing and quiet island escapes.

The “Live MoreFloridays” integrated marketing campaign is anchored by Mac McAnally’s reimagined song, featured in multiple video spots airing across broadcast, streaming, social media and digital platforms from September 15 through next summer. The campaign also includes out-of-home advertising, content creator partnerships, public relations efforts, and digital amplification.

“Florida isn’t just a vacation state, it’s a vacation state of mind,” said Brett Laiken, Chief Marketing Officer of VISIT FLORIDA. “It’s where travelers can tap into ‘The Florida Feeling,’ that perfect blend of laid-back bliss and exciting discovery. This campaign brings that spirit to life, reminding people that beyond the beaches and theme parks, Florida is full of unexpected moments that make you feel free, inspired and completely yourself. It’s an open invitation to experience more, and to return home feeling better than when you arrived.”

“‘Live More Floridays’ beautifully carries Jimmy’s legacy forward, celebrating the fun and community in this relaxing and adventurous region,” added Tamara Baldanza-Dekker, Chief Marketing Officer at Margaritaville. “Partnering with VISIT FLORIDA on this campaign has been serendipitous and we look forward to more visitors discovering the state’s unexpected and memorable experiences that made Jimmy, and all of us in Margaritaville, fall in love with Florida.”

Get more info at www.visitflorida.com