Team shifts focus to storytelling through content creation
Visit Florida hired two editors in 2012 to help tell more stories about the state. Senior editor Kevin McGeever spent more than 20 years at the St. Petersburg Times, and deputy editor Philip Ward previously worked at the South Florida Sun-Sentinel.
Along with commissioned travel writers, photographers, and videographers, the former newspapermen oversee the creation of content that bolsters Visit Florida's PR and marketing efforts.
"It's about the stories we tell. Stories have to be translated across everything we do, from social to traditional PR. The created content then becomes an amazing PR tool," says Will Seccombe, who was recently promoted to president and CEO. Visit Florida is looking to hire someone to fill his former role of CMO.
The traditional communications team works with editors. Visit Florida shares articles, photos, and videos on its website. The organization also employs nine insider bloggers who write about Florida. It maintains accounts on Facebook, Twitter, Pinterest, YouTube, Flickr, and Google+.
"We're creating more travel content than any travel magazine," Seccombe adds. "We're trying to make Florida the number one travel destination in the world, so we have to be innovative in our PR and marketing."