TALLAHASSEE, FL: In an effort to stay on the cutting edge with social media and online efforts, Visit Florida, the state's destination marketing organization, is conducting a review for digital services.
The company's comprehensive budget for marketing initiatives throughout the next fiscal year, which runs from July 2011 through July 2012, is $91 million. The search is part of a standard periodic review that allows Visit Florida to make sure it has the necessary support in place for a successful digital future.
“We are looking at all the elements so we end up with a synergistic team of best in class partners that will continue to promote Florida as one of the best destinations in the world,” Will Seccombe, chief marketing officer at Visit Florida, said.
The organization is now accepting bids from agencies interested in handling the entire account or portions of it. The scope of work includes content distribution, digital publishing, search engine marketing, media buying and trafficking, web development, search engine optimization, and application and widget development.
In February, Visit Florida developed a digital needs assessment with the help of Digital DNA Infusion, which will also assist in the agency selection. Seccombe noted that the selection process will likely take a while due to the numerous elements involved in the account. The organization plans to choose agency partners at its own pace, rather than announcing them all at once, but expects to have all the pieces in place by January 2012.
Visit Florida's digital initiatives are currently handled by several agency partners, some of whom have been encouraged to compete in the review. The agencies include DDB Miami for advertising, The Rodriguez Group for Hispanic advertising and PR, the Hester Group for African-American advertising and PR, Miles Media for digital services and print products, and Ketchum Public Relations for PR and crisis communications.
Visit Florida expects to issue a review for PR services in the near future, though details are not yet available.