Visit Florida, the tourism juggernaut for the Sunshine State, is calling for proposals to develop a social media strategy to support its global brand.

Miami Beach
(VF photo)
VF wants a digital plan with "clear, measurable and aligned" objectives encompassing the tourism entity, its consumer and business to business websites, micro-sites and other online properties.

Its outreach is expected to include participation in conversations across the web with the goal influencing the decision to book trips to Florida, enable travelers to share their experiences, and ultimately build a network of "engaged and enthusiastic brand advocates," according to a proposal document.

The call for proposals also notes the SM plan is to include a "description of how Visit Florida and the [firm] will respond, quickly and appropriately, as the trusted source on Florida tourism, to rapidly developing public relations situations such as 2010ís Deepwater Horizon oil spill."

VF worked with its agency of record Ketchum on the PR response to the Gulf spill and tourism ticked up in 2010 over the previous year despite the crisis.

VF, which has a budget topping $100M, is accepting pitches through July 25 for a one-year contract.

Subscribers can download the RFP at