Culturally Florida is a marketing initiative that promotes Florida's cultural destinations to a national audience. Funded in part by American Express, the initiative focuses on new and repeat travelers who prefer arts and cultural experiences. The campaign took two years to develop and is the result of a collaboration between VISIT Florida (the state tourism department), the state's local arts agencies, convention and visitors bureaus and the Department of State. It includes a travel planner, guidebook, Web site and public relations strategy. The initiative was kicked off with a travel planner insert for Travel & Leisure and Food and Wine magazines. Themes have been created to allow visitors using the Web site to explore cultural and historical offerings around the state.