Visit Florida, tourism marketing arm of the Sunshine State, has hired DKC Public Relations for communications duties. The New York-based firm oversees VF's domestic PR strategy, creative campaign programming, and media and influencer relations.
DKC's work for VF will include amplifying its media strategy, generating coverage, heightening consumer awareness, and driving customer consideration for travel to the state.
Tourism is the #1 industry in Florida, with 112.4 million visitors in 2016, generating $108.8 billion and supporting 1.4 million jobs. The goal of the campaign is to help establish the state as “the #1 travel destination in the world,” according to DKC managing director Diane Briskin.
DKC’s roster of clients in the travel industry currently includes Delta Air Lines, Princess Cruises, Destination Hotels and Melia Hotels International.
The firm's “impressive media relationships and demonstrated expertise in travel and across various industries will prove invaluable to our team,” said VF CEO Ken Lawson.