ST. PETE-CLEARWATER, Fla. (Jan. 16, 2025) – Visit St. Pete-Clearwater (VisitSPC), the official tourism authority for Pinellas County, today unveiled its new campaign Ampersand, inviting travelers of all ages to discover the endless adventures awaiting them in Florida's ultimate destination. The campaign highlights a wide variety of experiences for every interest, redefining what it means to be home to America's Favorite Beaches. Beyond the white sand, St. Pete-Clearwater offers something for everyone – whether you're an adventure seeker, art lover, foodie, sports fan, nature enthusiast, or culture explorer.

"Over the years, visitors have discovered that St. Pete-Clearwater offers much more than its award-winning beaches," said Steve Grimes, CMO of Visit St. Pete-Clearwater. "Our recent surveys have shown us that increasingly people are enjoying the white sand beaches and our inspired dining options, world-class museums, outdoor adventures and vibrant nightlife. St. Pete-Clearwater is evolving and continues to distinguish itself from other beach destinations. The Ampersand campaign lets the visitor know they can find exactly what they're looking for... & so much more.”

Ampersand highlights St. Pete-Clearwater, famous for America's Favorite Beaches, while showcasing the diverse activities that await beyond its 35 miles of pristine sand and emerald waters. The ampersand symbolizes far more than just the word "and" — it captures the essence of St. Pete-Clearwater's unique combinations and limitless possibilities. While many destinations focus solely on their beaches, St. Pete-Clearwater is about so much more. It's local fish shacks & five-star dining, 500 vibrant murals & renowned museums, legendary hotels & laid-back resorts, high-speed IndyCar racing & serene nature preserves, idyllic days & electric nights.

"St. Pete-Clearwater continues to prove itself as one of the top destinations for local, domestic, and international travelers who come for our award-winning beaches and unforgettable experiences in our slice of paradise," said Brian Lowack, President/CEO of Visit St. Pete-Clearwater. “With a perfect blend of fun, flair and endless potential, the Ampersand campaign isn't just an evolution of our brand; it's a genuine, collective effort to share the true story of our destination and position St. Pete-Clearwater atop everyone's must-visit list in 2025.”

The comprehensive, multi-channel campaign stretches across traditional print, broadcast, digital placements, streaming networks, search and social buys, event sponsorships and activations, along with selected travel platform partnerships. Ampersand will roll out in new markets Charlotte, Pittsburgh, and Philadelphia, as well as major U.S. and Canadian cities including New York, Chicago, Atlanta, and Toronto, as the destination aims to expand its focus on leisure travelers in key fly, drive, and international markets.

The new Ampersand campaign will debut today at the destination's annual partner meeting, where more than 300 travel and tourism professionals will be in attendance to celebrate the resiliency and tourism-focused community strength of this dynamic destination. Ampersand branding is making a splash right away in major markets with a subway station takeover in the heart of New York City with new Visit St. Pete-Clearwater branding covering the walls of the Cortland St. station adjacent to the World Trade Center – one of the busiest stops in Manhattan. The creative campaign will also rise above Philadelphia via electronic billboard atop the high-traffic intersection of Market St. and 8th St. - just two blocks away from the Liberty Bell.

Despite weathering back-to-back hurricanes in 2024, St. Pete-Clearwater celebrated a banner year for tourism, generating more than $11.2 billion in economic impact and welcoming 15.4 million visitors for the third straight year. Clearwater Beach continues to stand out as a top beach destination in the state of Florida, around the USA, and across the globe, garnering recognition as one of the 15 Best White-Sand Beaches in the World by Travel + Leisure.

The concept and design for the Ampersand campaign was generated by BVK, Visit St. Pete-Clearwater's advertising agency of record. For more information about St. Pete-Clearwater, please visit our website VisitSPC.com and follow VisitSPC on Instagram and Facebook.

Download assets - https://visitstpeteclearwater.canto.com/v/Ampersand/

Broadcast commercials (direct links) - :15 second commercial | :30 second commercial

- Beaches & Beyond -

About Visit St. Pete-Clearwater: 
Nestled on a sun-soaked peninsula on Florida's west coast, separating the Gulf of Mexico from Tampa Bay, St. Pete-Clearwater is the gateway to world-class cultural experiences along with 35 miles of award-winning white-sand beaches annually ranked among the world's best. Immerse yourself in our picturesque Gulf sunsets & go beyond the beaches to explore our unique cultural heritage, interactive art exhibits, sporting & recreational activities, a culinary scene serving an innovatively delicious dining experience, & great local shopping. St. Pete-Clearwater is your only destination with spectacular beaches complimented by world-renowned museums, family fun & endless sunshine. To learn more about St. Pete-Clearwater, visit visitstpeteclearwater.com.