Everyone Under the Sun
By Richard Gray and Arthur Wood III
The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) has started a refreshing and prideful rebranding: Visit Lauderdale, Everyone Under the Sun. The new brand rollout, including a new logo, is currently taking place. Visit Lauderdale is thrilled to launch this new brand which really aligns with their beautiful community and destination.
Richard Gray, Senior Vice President of Diversity, Equity & Inclusion at Visit Lauderdale, is extremely proud of their new tagline, Everyone Under the Sun, complementing, “Our recent ‘Celebrate You’ campaign seamlessly blends with our new tagline. The ‘Everyone Under the Sun’ campaign reflects the rich, diverse culture of the community, 31 municipalities strong. It also shares the authentic welcoming vibe and embrace to all who visit the destination. Regardless of gender, gender expression, body size, race, age, disability, or religious beliefs, Greater Fort Lauderdale welcomes everyone. We have evolved from just a sunny beach place to a diverse and cosmopolitan destination. ‘Hello Sunny’ was the brand for many years, but ‘Visit Lauderdale’ needed a new brand to better reflect where we are today.”
When Visit Lauderdale says ‘Everyone Under the Sun,’ they mean it. “The historic campaign includes trans, drag, lesbian, gay, non-binary, disabled, straight, and minorities in a very non-resort way,” Gray explained. “As part of this campaign, I added black and brown to the pride colors to show Greater Fort Lauderdale’s commitment and belief in black and brown people. This is the first DMO (destination marketing organization) to add these colors to its [pride] flag.”
To learn more about Visit Lauderdale’s places to stay, things to do, and planning your trip to the beaches and beyond, follow them @VisitLauderdale on Facebook, Instagram, Twitter, and Youtube, and visit their website at Sunny.org.