Some u.s. states are using deep discounts and at-par deals to lure Canadians south this winter in spite of our limp loonie.

Florida, in particular, has stepped up its marketing activities after suffering a steep drop earlier this year in the number of Canadian visitors – some 15.9%, or 152,000 people – in an effort to maintain its standing as the top North American vacation destination for Canadians.

Part of Florida’s aggressive strategy to sustain tourism this winter has been to hire MacPhee Jesson Advertising and Public Relations of Toronto.

The agency has been brought in to provide public relations and organize events in support of Visit Florida, a marketing organization responsible for promoting the state on behalf of the Florida Commission on Tourism.

The Toronto firm is busy promoting programs such as Canadian Dollars at Par, the Sunshine Sizzle Discount Card, and The Florida Sunshine Savings Program, which promises to net Canadians savings of more than 40% on hotels, restaurants, attractions and services across the state.

More than two million Canadian tourists visited Florida in 1997, more than all other sun destinations combined. Canadians spend nearly us$1.5 billion dollars annually in Florida.