Visit Florida | Company Profile, Marketing Contacts, Media Spend, Brands
Florida Tourism Industry Marketing Corporation is the state department responsible for extending the advertising budget and product awareness for VISIT FLORIDA and the tourism industry through consumer promotions with electronic and print media, retail outlets, and packaged goods companies.
|Main Telephone||(850) 488-5607|
|Main Fax||(850) 224-2938|
Visit Florida ContactsContacts (5/34)
|Ken L.||Chief Executive Officer||FL|
Sample of Associated Brands
|Alfredo G.||Senior Vice President, International Sales & Market Development||FL|
|Staci M.||Vice President,Global Brand||FL|
|Kimberly F.||Vice President, Domestic Sales||FL|
|Jill S.||Associate Director, Digital Strategy||FL|
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Visit Florida hires new CMO, launches new integrated ad campaign
UPDATE: WinmoEdge has learned that Visit Florida just hired Paul Phipps as chief marketing officer. He joins , who the tourism marketing corporation hired as marketing director last month.
This follows former CMO Will Seccombe's promotion to CEO in November.
According to a , Phipps is responsible for directing the development and implementation of Visit Florida’s strategic marketing plan and programs in support of industry partners and the state’s tourism brand. He will oversee all global marketing functions, including PR; promotions; creative services; advertising; Internet; direct marketing; research; content; industry relations; sales; and meetings and events.
Previously, Phipps was general manager of Seminole IMG Sports, CMO of International Speedway Corp and EVP for Major League Soccer, according to his .
Visit Florida, the state’s official tourism marketing corporation, recently launched a new ad campaign shortly after Gov. Rick Scott said he wanted to increase tourism funding in the coming years.
The first TV commercial for “” debuted during the Grammys. Besides Detroit, the $8.4 million ad buy will run in Atlanta, New York, Chicago, Boston, Washington, D.C., Philadelphia and Dallas on programs like the Today Show, Good Morning America, American Idol and The Big Bang Theory, according to a statement.
Additional campaign elements will include cinema, radio, print, interactive, sport venue components, commuter train wraps and subway station takeovers in the coming months.
The campaign features a variety of images from Florida tourist attractions, such as Universal Studios, Walt Disney World and Busch Gardens. This marks the first time that these organizations have partnered in the same TV ad, according to Visit Florida.
“Unlike other destinations, we don’t have to invent the narratives,” said Susannah Costello, vice president of brand, said in a statement. “People are telling great Florida vacation stories all the time. This campaign capitalizes on that insight.”
“Must Be the Sunshine” is Visit Florida’s first major campaign with Miami-based, which the organization hired as brand and digital AOR in Dec. 2011.
Last June, last November.
“Must Be the Sunshine” also ties into, a statewide initiative celebrating the 500th anniversary of Juan Ponce de Leon’s arrival on Florida’s east coast.
As Florida’s No. 1 industry, tourism was responsible for attracting 87.3 million visitors in 2011, who spent $67.2 billion, according to Visit Florida.
In his new state budget proposal, Scott wants to allocate $75 million in public funding to support the Sunshine State’s tourism marketing efforts. This would be a 39 percent increase over last year’s allocation to Visit Florida.
Seccombe previously told WinmoEdge that Visit Florida had a total budget of $141 million for the 2012-13 year. The state Legislature earmarked $54 million in public funds, up 50 percent from the previous year, and private sources added $86.9 million.
2540 West Executive Center Circle
Tallahassee, Florida 32301
Chief Executive Officer
Chief Marketing Officer