VISIT FLORIDA has rolled out its new Live More Floridays campaign, tapping Grammy Award–winning artist Mac McAnally to capture the laid-back spirit of the Sunshine State. With a nod to the Margaritaville lifestyle, the campaign highlights hidden gems, easygoing moments, and that signature Florida vibe travelers are invited to rediscover.
In partnership with Margaritaville, the campaign debuts with a special musical collaboration: Grammy winner Mac McAnally reimagining Jimmy Buffett’s classic “Floridays.” A longtime member of Buffett’s Coral Reefer Band, McAnally brings the same storytelling and laid-back charm that made Margaritaville a cultural touchstone and cemented Florida as more than a place—it’s a state of mind.
The Live More Floridays integrated marketing campaign is anchored by McAnally’s reimagined song, featured in multiple video spots airing across broadcast, streaming, social media and digital platforms from September 15 through next summer.
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.
“Florida isn’t just a vacation state, it’s a vacation state of mind,” said Brett Laiken, Chief Marketing Officer of VISIT FLORIDA, in a media statement. “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.”
