Road less traveled: Tourism campaign charts an unconventional course

Let’s say you’ve been tasked to grow tourism in what’s already one of the hottest post-pandemic destinations in the county. How do you market it in a way that hasn’t been done before? How do you surprise potential visitors with information they don’t already know?

That was the brief given to Clearwater-based FKQ, one of the region’s most venerable marketing and advertising agencies, by longtime client Visit Tampa Bay, the destination marketing organization for Tampa and Hillsborough County.