The tourism authority for Pinellas County, Visit St. Pete-Clearwater, has launched a new marketing campaign, “Ampersand,” aimed at showcasing the region’s diverse attractions beyond its renowned beaches.
St. Pete-Clearwater, long recognized for its white sand and Gulf waters, is expanding its messaging to emphasize a broader range of experiences, including art, outdoor adventures, dining and entertainment.
“Our recent surveys show that while visitors love our beaches, they’re also seeking inspired dining, world-class museums and vibrant nightlife,” said Steve Grimes, chief marketing officer of Visit St. Pete-Clearwater, in a prepared statement. “The Ampersand campaign tells travelers they can have their ideal beach experience and so much more.”
More than just a beach destination
“Ampersand” represents the combination of attractions visitors can experience. From “local fish shacks & five-star dining” to “high-speed IndyCar racing & serene nature preserves,” the marketing effort highlights how St. Pete-Clearwater offers a mix of options beyond its 35 miles of coastline.
Brian Lowack, president and CEO of Visit St. Pete-Clearwater, described the effort as a way to redefine the area’s tourism identity.
“With a perfect blend of fun, flair and endless potential, the Ampersand campaign isn’t just an evolution of our brand; it’s about telling the full story of our destination,” Lowack said.
Expanding outreach

One Liberty Plaza subway entrance, New York.
The multi-channel campaign will roll out across print, television, digital platforms and social media. It will target new domestic markets, including Charlotte, Pittsburgh and Philadelphia while reinforcing outreach in major cities such as New York, Chicago, Atlanta and Toronto.
In New York City, the Ampersand campaign has already made a visible impact, taking over the walls of the Cortlandt Street subway station near the World Trade Center – one of Manhattan’s busiest transit stops. A high-profile digital billboard has also been placed in Philadelphia, near the Liberty Bell.
A resilient tourism industry
Despite facing back-to-back hurricanes in 2024, St. Pete-Clearwater’s tourism industry remained strong. The region attracted 15.4 million visitors for the third consecutive year, generating an economic impact of more than $11.2 billion. Clearwater Beach continues to receive national and global recognition, recently being named one of the “15 Best White-Sand Beaches in the World” by Travel + Leisure.
The Ampersand campaign was developed by Visit St. Pete-Clearwater’s advertising agency, BVK.
For more information, visit VisitSPC.com.