Destination Marketers can be forgiven for desperately wanting to assure consumers that their region is "open for business" after a high profile catastrophe has befallen the community. But, if it was, indeed, a high profile crisis, consumers will be skeptical, at best, when confronted by such a message.
And, that's why it so refreshing to see what the Tourist Development Council in the Florida Keys has done with a new video that dropped last week.
It shows the devastation...and it shows the resiliency of its people as they begin to rebuild paradise.
It shows the truth.