The tourism development council for a key beach region of northwest Florida has kicked off a search for a PR firm to burnish the area's national image among consumers and the travel press.
The Walton County Tourist Development Council released an RFP this week to pitch its 26 miles of Florida coastline, as well as golf, music and dining to upscale householders around the country. Niche audiences are also expected to be part of a PR plan, including eco-tourism, weddings, culinary travel and so-called "girlfriend getaways."
Orlando-based Curley & Pynn is the incumbent.
The PR contract seeks earned media in print, broadcast and interactive to complement an existing advertising effort and focus heavily on non-peak seasons from September to February.
Key markets to target include Atlanta, Houston, Dallas/Ft. Worth, and New Orleans, as well as "emerging markets" for Walton County like Chicago, St. Louis, Baltimore/D.C. and New York.
Budget is set at $100K. A one-year pact with two option years is planned.
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