Fort Lauderdale BeachVISIT FLORIDA has named JeffreyGroup as agency of record to expand the state’s tourism reach in Latin America.

With a combined 1.9 million visitors and $2.7 billion in spending annually, Brazil and Mexico rank among the top countries for visitation and visitor spending in Florida. For every $1 the state invests in VISIT FLORIDA, $3.20 in tax revenue is generated, according to the Office of Economic and Demographic Research.

JeffreyGroup will combine traditional PR efforts and influencer and blogger initiatives with its Latin America expertise to highlight what Florida has to offer. The firm maintains wholly-owned offices in Mexico City, Brasília, São Paulo, Rio de Janeiro and Buenos Aires in addition to its headquarters in Miami and location in New York. A network of local service partners is also available.

“Florida tourism has tremendous growth potential in the Latin American market and it’s important for us to have a strong presence in the region,” said Will Seccombe, VISIT FLORIDA’s president and CEO.

Founded in 1993, JeffreyGroup has 120 employees and experience with clients such as Airbnb, Airbus, American Airlines, Bayer, Facebook, Instagram, Johnson & Johnson, Mozilla, Sony and Tequila Patron.