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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
Primary Address
Post Office Box 1100
Tallahassee, FL 32302-1100

Visit Florida Contacts

Contacts (5/34)
Name Title State
Ken L. Chief Executive Officer FL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (850) 488-5607
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1100
Tallahassee, FL

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Visit Florida ******

Agency Relationships

Brand Agency Service From To
***** ******* ************ Public Relations 2016 present
***** ******* ** Digital, Media Buying, Media Planning 2017 present

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Visit Florida hires new CMO, launches new integrated ad campaign

Josh Stone

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.

Visit Florida
2540 West Executive Center Circle
Suite 200
Tallahassee, Florida 32301
(850) 488-5607

Will Seccombe
Chief Executive Officer
(850) 488-5607

Paul Phipps
Chief Marketing Officer
(850) 488-5607

Susan James
Marketing Director
(850) 488-5607