Item D01 D1
BOARD OF COUNTY COMMISSIONERS
COUNTY of MONROE Mayor James K.Scholl,District 3
The Florida Keys Mayor Pro Tern Michelle Lincoln,District 2
Craig Cates,District 1
David Rice,District 4
Holly Merrill Raschein,District 5
Board of County Commissioners Meeting
April 16, 2025
Agenda Item Number: D1
2023-3881
BULK ITEM: Yes DEPARTMENT: Tourist Development Council
TIME APPROXIMATE: STAFF CONTACT: Kara Franker
N/A
AGENDA ITEM WORDING: Approval to pay for expenditures incurred by 3406 North Roosevelt
Boulevard Corporation d/b/a Visit Florida Keys (VFK) for 1) Agreement with Ripe, Inc. for an online
booking engine for the Florida Keys & Key West website and 2)Agreement with LMA
Communications, Inc. for Canadian Public Relations services. Approval of waiver of price quotes is
requested for the Agreement with LMA Communications, Inc.
ITEM BACKGROUND:
Visit Florida Keys authorized the Chairperson or Vice-Chairperson to sign agreements relating to the
transition of agencies at their meeting of December 6, 2024. The Agreements with Ripe and LMA were
previously held by the Website and Public Relations Agencies.
The agreement with LMA is only for 5-6 month period to ensure that public relations and promotion of
the Florida Keys & Key West continues in the Canadian Market. As part of the implementation of
public relations services to VFK, a review of options in moving forward to procure a long term
agreement will be conducted which will include utilizing other current competitively bid vendors, use
of competitively bid pricing through Visit Florida, a new competitive solicitation and any other options
in accordance with the County's Purchasing Policy. A determination on how best to move forward will
be made in the coming months
PREVIOUS RELEVANT BOCC ACTION:
INSURANCE REQUIRED:
No
CONTRACT/AGREEMENT CHANGES:
New Agreements
STAFF RECOMMENDATION: Approval
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DOCUMENTATION:
Ripe Agreement with Addendum- 03-25-25.pdf
LMA Agreement.pdf
FINANCIAL IMPACT:
Ripe: 116 -76078- SC00041
LMA: 115-75038
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Visit Florida Keys/ Ripe Supplier Growth
Service Agreement
Parties:
This Agreement (the "Agreement") is effective as of May 1, 2025 (the "Effective Date"),
between 3406 N Roosevelt Blvd Corporation d/b/a Visit Florida Keys ("Client"),
located in the state of Florida, and Ripe, Inc. ("Ripe"), a corporation based in Utah. The
Client and Ripe are collectively referred to as the "Parties."
Purpose:
The Client manages the website fla-keys.com.com ("Client Website") and has engaged
Ripe, which specializes in lodging booking software, to provide booking services for
visitors to the Client Website.
Now, therefore, in consideration of the mutual agreements and promises contained
herein, the Parties hereto agree as follows:
Definitions:
A. Ripe ITA Platform — The Ripe In-market Travel Agency white-label reservation
platform.
B. Affiliate Booking Platform —A custom event micro-site powered by the Ripe
ITA Booking Platform.
C. Lodging Supplier—Any hotel, vacation rental, or accommodation provider listed
in the system.
D. Initial Term — The term of the contract after signatures from both parties have
been executed.
E. Delivery Date — The date on which Ripe provides the Client with the customized
ITA booking platform.
1. TERM:
a. Initial Term: This Agreement's Initial Term shall be from May 1, 2025, to
September 30, 2025. At this point, the Client may submit new lodging
supplier listings to be added to the existing ITA booking platform.
Estimated time to add new supplier listings is 20 per week.
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b. Renewal: This Agreement will renew for successive one-year terms on
October 1, 2025, unless either Party provides written notice of
non-renewal at least 30 days before the end of the current term.
c. Termination for Convenience: After the Initial Term, the Client may
terminate this Agreement for any reason by providing at least 60 days'
written notice to Ripe.
d. Termination for Breach: Either Party may terminate this Agreement if the
other Party materially breaches any provision of this Agreement and fails
to cure such breach within 30 days after receiving written notice specifying
the breach. Termination shall be effective on the date specified in the
written notice provided by the terminating Party.
2. FEES:
a. One-Time Setup Fees:
i. Ripe ITA Platform Build: Already completed. There will be no
added cost to migrate to the updated Ripe ITA platform.
ii. Lodging Supplier Listings Setup Fees: A one-time fee of$50 per
supplier will be charged for each lodging supplier listing, up to a
maximum of 200 listings. This covers the creation of the full
lodging supplier listing, connection to distribution partners, website
integration, and supplier onboarding. This fee is invoiced on the
Effective Date and due within 30 days upon receipt of a proper
invoice in accordance with the Local Government Prompt Payment
Act, F.S. 218.70.
b. Monthly Service Fee: $2000 per month for the current 74 lodging
suppliers listings, beginning May 1, 2025. The monthly service fee will
increase by $10 per property per month as new lodging suppliers are
added. This will only apply to the first 100 new lodging supplier listings
added. The increase of$10 per property per month will only apply to
properties added from 75-100. There will be no additional increase in
the monthly service fee for any new properties added, from 101 to 200
in total. Invoices are issued on the 1st day of each month and are due
within 30 days upon receipt of a proper invoice in accordance with the
Local Government Prompt Payment Act, F.S. 218.70.
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3. LODGING SUPPLIER COMMISSIONS: (Supplier Growth)
a. Client Booking Engine Commission: 0%. By default, and as a core
principle, reservations made directly through the Client's booking engine
will be processed with a 0% commission to lodging suppliers. However,
provided the Client approves, Ripe may source inventory from a
third-party commissionable channel if a lodging supplier is only available
through such a channel due to connectivity limitations or if that channel
offers a lower rate than direct supplier connections. Lodging suppliers
remain responsible for any fees imposed by their inventory and rate
distribution systems.
b. Affiliate Engines Commission: 0%: Reservations made through an
Affiliate engine—custom event micro-sites powered by the Client Booking
Engine—will be processed with a 0% commission to lodging suppliers
unless the Client opts for a commissionable structure to support the
affiliate or specific needs of the instance. With Client approval, Ripe may
source inventory from a third-party commissionable channel if a lodging
supplier is only available through such a channel due to connectivity
limitations or if that channel offers a lower rate than direct supplier
connections. Lodging suppliers remain responsible for any fees imposed
by their inventory and rate distribution systems.
4. PAYMENT& REVENUE DISBURSEMENT:
a. Payment Methods: Payments may be made via certified check, ACH, or
bank wire. Credit card payments will incur a 3% processing fee.
b. Late Payment: If the Client fails to pay any amount due by the invoice
due date, a late payment fee of 2% per month will accrue on the overdue
balance from the due date until full payment is received, or as allowed
under the Local Government Prompt Payment Act, whichever is lower.
c. Suspension Policy: If Client payment is not received within 90 days of
the due date, Ripe reserves the right to suspend the Client's access to the
services.
d. Revenue Sharing of Commissions, if applicable: (Supplier Growth)
If the Client opts for a commissionable structure to support an affiliate or
specific needs of the instance, bookings made on that Affiliate engine
will be subject to a distribution commission charged to lodging suppliers. All
revenue shares will be paid quarterly, within 45 days after the close of each
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quarter, based on commissions collected during the prior period.
Ripe will retain 50% of collected affiliate commissions to cover essential
services, including accounts receivable and payable management, guest
servicing, and operational support.
e. Reservation Fee: To support platform sustainability and cover potential
transaction costs associated with third-party connectivity and service
enhancements, Ripe reserves the right to apply a nominal reservation fee
to travelers when applicable. Any such fees will be structured to ensure a
seamless booking experience.
5. RIPE OBLIGATIONS:
a. Booking Engine: Ripe will design, code, and host a white-label booking
engine on the Client's subdomain, ensuring PCI and GDPR compliance.
b. Lodging Listings: Ripe will provide live, bookable inventory.
Non-supported channels may be represented by a referral instance,
subject to Client approval.
c. System Features: The booking engine will include a comprehensive
Central Reservation System (CRS) for accessing and managing analytics
dashboards, value-added promotions, inventory, content, and
reservations.
d. Lodging Supplier Onboarding: Ripe will handle the onboarding of all
lodging suppliers, including content creation and connectivity to their
systems.
e. Connectivity: Ripe will obtain inventory from lodging suppliers through
one of the following connectivity sources:
• Global Distribution System (GDS): Commissions, if applicable, will
be applied as outlined in Section 3. Pass-through fees may apply
between the lodging supplier and the GDS and are the
responsibility of the lodging supplier.
• Direct Connection via Property Management system (PMS) or
Channel Manager: Commissions, if applicable, will be applied as
outlined in Section 3. Transaction fees may apply between the
lodging supplier and their connectivity partner and are the
responsibility of the lodging supplier.
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• Online Travel Agency (OTA): Commission, if applicable, will be
applied as outlined in Section 3. The lodging supplier is responsible
for any margins or commissions imposed by the OTA, such as
Expedia.
• Ripe Central Reservation System Extranet: Commissions, if
applicable, will be applied as outlined in Section 3. No additional
supplier fees are required to use this service.
• Referral Listings - These listings will link to the supplier's booking
site for the completion of the transaction and will only be used if the
ability to connect through the methods mentioned above is not
possible due to limitations on Ripes' or the lodging suppliers' end.
6. ONGOING SERVICES PROVIDED BY RIPE:
a. Client Success Manager (CSM): Ripe will assign a dedicated Client
Success Manager to advise through onboarding, conduct regular success
meetings, and review performance.
b. Lodging Supplier Management: Ripe will work continuously with lodging
suppliers to ensure rate parity, update promotions, and maintain accurate
content.
c. Reporting: Ripe will provide the Client with real-time web traffic,
e-commerce, and travel analytics through the Ripe reporting dashboard.
d. Traveler Services: Ripe will respond to guest booking inquiries,
fulfillment, modifications, and cancellations during business hours ( 9.00
AM — 5.00 PM MST Daily).
e. Supplier Contracting: Ripe may enter into agreements with lodging
providers to operate and manage their listings within the Ripe Central
Reservation System (CRS). These agreements will allow lodging suppliers
direct control over their content, inventory, rates, promotions, and booking
details, including guest contact and payment information unless passed
automatically through a real-time connectivity resource.
7. OPTIONAL ADD-ON SERVICES AVAILABLE TO THE CLIENT:
Summary of add-on services-
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Service Description Pricing
Group & Event Inventory acquisition, rate $15 per
Housing management, reporting reservation
Management
Value-Add Bundled incentives, electronic or $2 per transaction
Fulfillment in-market redemption
Branded Call Center Traveler support for $250 per month
& Chat pre/post-booking
Technical Support & API support, analytics, $100—$175 per
Data Services engineering hour
Details of add-on services:
a. Group and Event Housing Management: Ripe offers a comprehensive
Group and Event Housing Management service to streamline lodging
solutions for events, conferences, and large gatherings. This service
ensures dedicated room blocks are secured, managed, and optimized to
meet the needs of attendees while simplifying the reservation process for
event organizers.
Service Overview:
• Inventory Acquisition & Contracting: Ripe works directly with
lodging suppliers to acquire and contract dedicated room blocks at
negotiated rates for specific events.
• Rate & Availability Management: Secured room blocks can be
represented directly on the Client's booking engine or a customized
Affiliate instance tailored to the event.
• Reservation Facilitation: Ripe manages all aspects of room block
reservations, inventory tracking, and fulfillment to ensure seamless
booking for attendees.
• Reporting & Analytics: Clients receive real-time reporting on
booking activity, pick up trends, and inventory utilization to
maximize event success.
• Guest & Supplier Support: Ripe provides ongoing support to both
travelers and lodging suppliers, handling reservation modifications,
cancellations, and special requests.
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Pricing for this service is $15 per reservation night, typically changed to
lodging suppliers, with negotiable rates based on group size and event
scope.
b. Value-Add Fulfillment:
Ripe offers the ability to bundle a value-add incentive with bookings to
drive conversion and promote specific travel dates or events. These offers
can include gift cards, promotional discounts, or exclusive in-market
experiences to enhance the traveler's booking experience.
Included Service Features:
• Electronic or Custom Redemption Options: Ripe's system supports
either automatic electronic delivery of value-add incentives or
custom instructions for travelers to redeem offers upon arrival.
• Flexible Promotion Management: Value-adds can be tailored to
specific date windows, events, or targeted booking segments.
Optional Additional Support:
• Fulfillment Support: If a value-add requires manual fulfillment and
servicing by Ripe, a $2 per reservation fee applies to cover
processing and distribution.
c. Client Branded Call Center, Chat, & Guest Customer Service:
Ripe offers a seven-day-per-week call center and guest support service,
providing destination-specific assistance to travelers before and after
booking. This service enhances the traveler experience by offering local
expertise, personalized recommendations, and direct reservation support.
Service Overview:
• Dedicated Phone Line & Chat Support: A Client-branded phone
number and chat service for handling traveler inquiries related to
accommodations, availability, and the destination.
• Pre-Booking Support: Our team answers traveler questions about
lodging options, amenities, and booking policies to drive
conversions and ensure guests find the best accommodations.
• Destination Expertise: Agents provide locally relevant travel
insights, including recommendations on nearby attractions,
transportation options, and event logistics.
• Post-Booking Assistance: Support for modifications, cancellations,
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and special requests, reducing the burden on lodging suppliers and
the Client.
• Multi-Channel Availability: Assistance is available via phone, chat,
and email to accommodate traveler preferences.
This service is available for $250 per month.
d. Technical Support, Enhanced Data Solutions, Custom Development:
Ripe provides technical support, data consultation, and engineering
services to help Clients optimize the Client booking engine performance,
integrate tracking systems, and ensure seamless connectivity. These
services extend beyond standard platform support and are available on an
as-needed basis. Prior written approval from the Client is required before
any additional services commence.
Available Services:
• Technical Support & Engineering Consultation: Assistance with
search widget implementation, Ripe API integrations, and
troubleshooting connectivity issues to ensure smooth functionality.
• Data Analytics & Tracking Consultation: Support for Google
Analytics 4 (GA4) administration, conversion tracking, event
tracking setup, and performance insights to optimize booking
engine effectiveness.
• Data System Enhancements: Custom data extraction, reporting
solutions, and integration support for Client-specific business
intelligence needs.
• Custom Development (As Needed): While Ripe continuously
enhances its platform, Clients may request feature customizations
or prioritized enhancements beyond Ripe's standard roadmap.
These requests require Ripe's approval and are quoted based on
scope.
Rates:
• Technical Support, Data Consultation & Project Management:
$100/hour
• Engineering Support, Product Enhancements & Data System
Development: $175/hour
All services require prior approval from Ripe, with cost estimates provided
by the Client Success Manager to the Client based on project scope.
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e. Emergency Response Feature and Services:
Ripe provides an Emergency Response booking solution. This feature
allows authorized users to process reservations during emergencies from
a pre-determined list of hotels and room types without requiring payment
information at the time of booking. The setup and launch of this feature
require a separate contract, including payment terms. Costs include $15
per reservation, $100 per hour for project management and service
support, and $175 per hour for any additional development costs.
8. CLIENT OBLIGATIONS:
a. Subdomain Setup: The Client will create a subdomain for their website
and establish a DNS "A" record pointing to our white-labeled URL address
to be delivered during onboarding. This step is usually managed by the
hosting provider or through the admin panel where the domain is
registered. Once completed, Ripe will manage the subdomain to host the
booking engine.
b. Marketing Responsibility: The Client is responsible for all marketing
related to their website and booking engine and must ensure that the
lodging search widget, relevant messaging, and links to the subdomain
are prominently placed throughout the website.
c. Value Adds: While optional, the Client is encouraged to consider adding
unique booking incentives not found on other lodging websites to promote
the lodging service, which can be developed and facilitated through the
Ripe CRS.
d. Additional Marketing: At the Client's discretion, additional marketing
efforts such as email campaigns, print media, social media, and
promotional lodging campaigns may be used to support and encourage
the use of the booking engine.
e. Content and Product Definition: The Client staff may contribute to
defining various elements such as lodging supplier selection, destination
filters, map pins, prioritization, sort order, brand voice, staff picks, award
categories, and content inputs.
f. Web Traffic Sharing: The Client will share web traffic statistics with Ripe
to collaborate on the success of the booking engine.
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9. RESTRICTIONS OF USE:
a. Software License: Except as explicitly permitted in this
Agreement, the Client is not granted any right or license to use the
software after the Expiration Date.
b. Authorized Use: The Client may only use the CRS with the
website specified in the Agreement.
c. Prohibitions:
• The Client is prohibited from making copies, reverse engineering,
probing, scanning, or testing the vulnerability of the CRS.
• The Client must not use the software for competitive or
benchmarking purposes.
• The Client must not use the CRS in any way that violates laws or
infringes on third-party rights.
• The Client must not allow offensive, defamatory, obscene, or
inappropriate content to be posted through the CRS.
• The Client must not sell, resell, sublicense, outsource, rent, lease,
transfer, assign, or commercially exploit the CRS.
• The Client must not make the CRS available to any third party or
process data on behalf of any third party beyond what is expressly
permitted.
• The Client is responsible for disabling access to any Client Access
Users that should not have access to the CRS.
d. Personal Data: If the Client uses the CRS to process Personal
Data, Ripe disclaims all liability associated with the submission,
use, and processing of such data.
10. INTELLECTUAL PROPERTY
a. Ripe Marks: Ripe retains ownership of its trademarks, trade names,
logos, and other intellectual property rights ("Ripe Marks"). Ripe will
protect its marks through registrations and enforcement.
b. Client Marks: The Client retains ownership of its trademarks, trade
names, logos, and other intellectual property rights ("Client Marks"). The
Client will protect its marks through registrations and enforcement.
c. Acknowledgments:
• Neither Ripe nor the Client gains a proprietary interest in the other
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party's intellectual property.
• Both parties must cease using the other's marks upon termination
or expiration of the Agreement.
• Each party acknowledges the validity, value, and exclusive rights of
the other's marks and agrees not to impair those rights.
d. Third-Party Components: If the Client uses third-party products or
services in conjunction with the CRS, those will be governed by the third
party's terms. Ripe is not responsible for any issues arising from the use of
third-party components.
11. CONFIDENTIALITY AND INDEMNITY
a. Indemnities: Subject to the sovereign immunity limitations of F.S.
728.68
• Each party ("Indemnifying Party") agrees to indemnify, defend, and
hold the other party harmless from any liabilities, damages, costs,
and expenses arising from the Indemnifying Party's breach of the
Agreement, negligence, or willful misconduct.
• The Client agrees to indemnify, defend, and hold Ripe harmless for
any losses related to the Client's use of the CRS.
b. Claims Notices: Each party must promptly inform the other of any claim
or suit that may fall within the indemnity provisions. The indemnifying party
may assume defense responsibilities, but the indemnified party can also
maintain its defense at its own expense.
c. Limitation of Liability: Ripe's liability to the Client or any third party is
limited to the fees payable under this Agreement. Ripe is not liable for any
consequential, incidental, or punitive damages, regardless of the cause.
12. GENERAL PROVISIONS
a. Power and Authorization: Each party represents that they have the
authority to enter into this Agreement and have taken all necessary
actions to authorize the execution of the Agreement.
b. Notices: All notices under this Agreement must be in writing and sent by
certified mail or email to the specified addresses.
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c. Force Majeure: Neither party will be liable for delays or failures in
performance due to circumstances beyond their control, such as natural
disasters, strikes, riots, or acts of terrorism.
d. Governing Law and Jurisdiction: This Agreement is governed by the
laws of the State of Utah Florida. Both parties submit to the jurisdiction
of Utah 16t" Judicial Circuit courts and agree that any disputes will be
resolved there in Monroe County.
e. Binding Agreement: This Agreement is binding on the parties and their
successors and assigns.
f. Counterparts: This Agreement may be signed in multiple counterparts,
each of which is considered an original but together constitute one
agreement.
g. Attorneys' Fees: The prevailing party in any legal action regarding this
Agreement is entitled to recover reasonable attorneys' fees and court
costs.
h. Waivers: No waiver of any provision of this Agreement is valid unless in
writing and signed by the waiving party. A waiver does not imply a waiver
of other provisions.
AGREEMENT AND ACCEPTANCE
By signing below, Ripe and the Client agree to the terms and conditions outlined in
this Agreement:
Client
Signature-
Name-
Title-
Date-
Ripe
Signature:
Name: Eric Thompson
Title:Vice President of Sales & Marketing, Rlpe
Date: 03-25-25
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Addendum
VFK Contract
Terms and Conditions
3406 North Roosevelt Blvd. Corporation d/b/a Visit Florida Keys (herein after",VFK"or"
Customerf') and Ripe, Inc. (herein after"Ripe" or"Company") agree as set forth below.
VFK and Ripe hereby enter into this addendum to the Services Agreement with Ripe, Inc.
Agreement"). and agrees to the following:
The Agreement includes and incorporates the Service Agreement and this Addendum.
VFK is a not-for-profit corporation that supports the Monroe County Tourist Development Council
and is funded in part by the Monroe County Board of County Commissioners (County).
The following provisions are required by law and policy.
The Agreement is a Public Record under Chapter 119, Florida Statutes. The parties agree to
comply with Chapter 119, Florida Statutes.
Payment will be made in accordance with the Local Government Prompt Payment Act, 218.70,
Florida Statutes.Payments due and unpaid under the Agreement shall bear interest pursuant to the
Local Government Prompt Payment Act. Company shall submit to VFK invoices with Supporting
documentation that are acceptable to the Monroe County Clerk of Court and Comptroller(Clerk).
Acceptability to the Clerk is based on generally accepted accounting principles and such laws,
rules, and regulations as may govern the Clerk's disbursal of funds.
Travel, as approved by VFK, shall be reimbursed to the CONSULTANT, but only to the
extent and in the amounts authorized by Section 112.061, Florida Statutes and in accordance
with Monroe County Code Chapter 2, Art. III., Div. 3 and Monroe County Travel Policies.
The County"s indemnification is limited and subject to the sovereign immunity provisions of Sec.
768.28, Florida Statutes.
Maintenance of Records: Company shall maintain all books, records, and documents directly
pertinent to performance under this Agreement in accordance with generally accepted accounting
principles consistently applied. Each parry to this Agreement or their authorized representatives,
shall have reasonable and timely access to such records of each other parry to this Agreement for
public records purposes during the term of the Agreement and for five years following the
termination of this Agreement.If an auditor employed by VFK,the County or the Clerk determines
that monies paid to Company pursuant to this Agreement were spent for purposes not authorized
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by this Agreement, Company shall repay the monies together with interest calculated pursuant to
Sec. 55.03; FS, running from the date the monies were paid to Company.
Governing Law, Venue, Interpretation, Costs, and Fees: This Agreement shall be governed
by and construed in accordance with the laws of the State of Florida applicable to contracts made
and to be performed entirely in the State. In the event that any cause of action or administrative
proceeding is instituted for the enforcement or interpretation of this Agreement, the Customer
and Company agree that venue shall lie in the appropriate court or before the appropriate
administrative body in Monroe County,Florida. This Agreement shall not be subjectto arbitration.
Attorney's Fees and Costs: The Parties agree that in the event any cause of action or
administrative proceeding is initiated or defended by any parry relative to the enforcement or
interpretation of this Agreement,the prevailing parry shall be entitled to reasonable attorney's fees
and court costs, as an award against the non-pre prevailing parry, and shall include attorney's fees
and courts costs in appellate proceedings. Mediation proceedings initiated and conducted pursuant
to this Agreement shall be in accordance with the Florida Rules of Civil Procedure and usual and
customary procedures required by the circuit court of Monroe County.
Nondiscrimination: The Parties agree that there will be no discrimination against any person,
and it is expressly understood that upon a determination by a court of competent jurisdiction that
discrimination has occurred, this Agreement automatically terminates without any further action
on the part of any parry, effective the date of the court order. The Parties agree to comply with all
Federal and Florida statutes, and all local ordinances, as applicable,relating to nondiscrimination.
These include but are not limited to: 1) Title VII of the Civil Rights Act of 1964 (PL 88-352)
which prohibits discrimination on the basis of race, color or national origin; 2) Title IX of the
Education Amendment of 1972, as amended (20 USC ss.1681-1683, and 1685-1686), which
prohibits discrimination on the basis of sex; 3) Section 504 of the Rehabilitation Act of 1973, as
amended (20 USC s. 794), which prohibits discrimination on the basis of handicaps; 4) The Age
Discrimination Act of 1975, as amended (42 USC ss. 6101-6107) which prohibits discrimination
on the basis of age; 5) The Drug Abuse Office and Treatment Act of 1972 (PL 92-255), as
amended,relating to nondiscrimination on the basis of drug abuse; 6)The Comprehensive Alcohol
Abuse and Alcoholism Prevention, Treatment and Rehabilitation Act of 1970 (PL 91-616), as
amended,relating to nondiscrimination on the basis of alcohol abuse or alcoholism; 7) The Public
Health Service Act of 1912, ss. 523 and 527 (42 USC ss. 690dd-3 and 290ee-3), as amended,
relating to confidentiality of alcohol and drug abuse patient records; 8) Title VIII of the Civil
Rights Act of 1968 (42 USC s. 3601 et seq.), as amended,relating to nondiscrimination in the sale,
rental or financing of housing; 9) The Americans with Disabilities Act of 1990 (42 USC s. 12101
Note), as maybe amended from time to time, relating to nondiscrimination on the basis of
disability; 10) Monroe County Code Chapter 14, Article II, which prohibits discrimination on the
basis of race, color, sex, religion, national origin, ancestry, sexual orientation, gender identity or
expression, familial status or age; 11) Any other nondiscrimination provisions in any Federal or
state statutes which may apply to the parties to, or the subject matter of, this Agreement.
Public Records Compliance. Company must comply with Florida public records laws, including
but not limited to Chapter 119, Florida Statutes and Section 24 of article I of the Constitution of
Florida. VFK and Company shall allow and permit reasonable access to, and inspection of, all
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documents,records,papers, letters or other"public record" materials in its possession or under its
control subject to the provisions of Chapter 119, Florida Statutes, and made or received by the
Customer and Company in conjunction with this contract and related to contract performance. The
Customer shall have the right to unilaterally cancel this contract upon violation of this provision
by Company.Failure of Company to abide by the terms of this provision shall be deemed a material
breach of this contract and the Customer may enforce the terms of this provision in the form of a
court proceeding and shall, as a prevailing party,be entitled to reimbursement of all attorney's fees
and costs associated with that proceeding. This provision shall survive any termination or
expiration of the contract. Company is encouraged to consult with its advisors about Florida Public
Records Law in order to comply with this provision.
Non-Waiver of Immunity: Notwithstanding the provisions of Sec. 768.28, Florida Statutes, the
participation of the Customer and Company in this Agreement and the acquisition of any
commercial liability insurance coverage, self-insurance coverage, or local government liability
insurance pool coverage shall not be deemed a waiver of immunity to the extent of liability
coverage.
Non-Reliance by Non-Parties: No person or entity shall be entitled to rely upon the terms, or any
of them, of this Agreement to enforce or attempt to enforce any third-party claim or entitlement to
or benefit of any service or program contemplated hereunder, and VFK and the Company agree
that neither the Customer nor the Company or any agent, officer, or employee of either shall have
the authority to inform, counsel, or otherwise indicate that any particular individual or group of
individuals, entity or entities, have entitlements or benefits under this Agreement separate and
apart, inferior to, or superior to the community in general or for the purposes contemplated in this
Agreement.
No Personal Liability: No covenant or agreement contained herein shall be deemed to be a
covenant or agreement of any member, officer, agent or employee of VFK in his or her individual
capacity, and no member, officer, agent or employee of VFK shall be liable personally on this
Agreement or be subject to any personal liability or accountability by reason of the execution of
this Agreement.
E-Verify System - In accordance with F.S. 448.095, Any Contractor and any subcontractor shall
register with and shall utilize the U.S. Department of Homeland Security's F-Verify system to
verify the work authorization status of all new employees hired by the Company during the term
of the Contract and shall expressly require any subcontractors performing work or providing
services pursuant to the Contract to likewise utilize the U.S. Department of Honicland Scctirity's
E-Verify system to verify the work authorization status of all new employees hired by the
subcontractor during the Agreement term. Any subcontractor shall provide an affidavit stating that
the subcontractor does not employ, contract with, or subconstruct with an unauthorized alien.
Company shall comply with and be subject to the provisions of F.S. 448.095
3
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Non-Collusion Affidavit-Company by signing this Agreement, according to law on my oath, and
under penalty of perjury, depose and say that the person signing on behalf of the firm of Company,
the bidder making the Proposal for the project described in the Scope of Work and that I executed
the said proposal with full authority to do so; the prices in this bid have been arrived at
independently without collusion, consultation, communication or agreement for the purpose of
restricting competition, as to any matter relating to such prices with any other bidder or with any
competitor; unless otherwise required by law, the prices which have been quoted in this bid have
not been knowingly disclosed by the bidder and will not knowingly be disclosed by the bidder
prior to bid opening, directly or indirectly,to any other bidder or to any competitor; and no attempt
has been made or will be made by the bidder to induce any other person,partnership or corporation
to submit, or not to submit, a bid for the purpose of restricting competition; the statements
contained in this affidavit are true and correct, and made with full knowledge that VFK and
Monroe County relies upon the truth of the statements contained in this affidavit in awarding
contracts for said project.
Ripe, Inc.
Signature
Vice President of Sales & Marketing, Rlpe
Title
3-25-2025
Date
4
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Contract for Public Relations Services for the Canadian
Market
This Agreement is a contract for professional public relations and promotional services between
LMA Communications Inc. (LMA), whose address is 35 Stratheden Rd., North York, ON M4N
1E5, Canada and 3406 North Roosevelt Boulevard Corporation d/b/a Visit Florida Keys (VFK)
to promote Florida Keys & Key West tourism in Canada with concentration on the Ontario
market.
VFK, is the not-for-profit contracted organization that provides services for operating an
executive office for the Monroe County Tourist Development Council (TDC) and tourism
promotion in accordance with Monroe County Code Section 23-199(d) and (e). VFK is funded in
part by the Monroe County Board of County Commissioners (County) and is subject to follow
the laws and policies as established by the Monroe County Board of County Commissioners.
This contract commences May 1, 2025, replaces all previous contracts and continues through
September 30, 2025. Any and all other contracts between the two parties are hereby declared null
and void. This Agreement is subject to the approval of payment of the expenditure under this
agreement by the County. No valid contract exists, and no payments shall be made until
approved by the Monroe County Board of County Commissioners.
In fulfilling the Scope of Work of this Contract, LMA agrees to implement a comprehensive
media communications program in the above-identified markets by performing the following
services:
1. 1.In Canada—with emphasis on the Ontario, Montreal, West Coast and East Coast regions
provide staff services for research and preparation of a continued flow of news and
feature stories about or reflecting on Florida Keys tourism, establishing and maintaining
contacts with print and electronic (broadcast and internet) media; distribution of stories,
photographs and TV material, preparation of press kits for appropriate markets;
representation of Florida Keys tourism at appropriate media workshops and travel
conventions such as TMAC; coordination with U.S. and Florida government tourism
bureaus; coordination with appropriate private sector and air carrier public relations
representatives in attracting print and electronic journalists to the Florida Keys; escorting
media representatives on group research tours; counselling VFK and the TDC on current
tourism trends, counselling VFK and the TDC on spontaneous opportunities for tourism
promotion and addressing media relations in emergency situations affecting tourism;
continuous monitoring and initiating and maximizing social media efforts; identifying and
executing appropriate promotions in the marketplaces; organizing and coordinating media
events; providing reports every six weeks on the flrm's efforts on behalf of VDK and the
Florida Keys; maintaining documented records of any authorized out-of-pocket
expenditures in performance of the prior-described activities and performing such other
public relations activities as may be periodically required by VFK and the TDC.
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2. Additional duties of LMA include proposing story and photo/video themes of interest to
Canadian audiences. Identifying and coordinating, with VFK assistance, group and
individual j ournalist research trip to the Florida Keys. Coordination and liaison with public
relations officers of airlines, Visit Florida and other Florida representation offices is
included among LMA responsibilities. Other services include, but are not limited to,
identifying and coordinating promotions and marketing cooperative projects with retail and
other entities to boost the awareness of the Florida Keys.
3. Agency principal John Ozikizler will serve as account supervisor/strategic advisor on the
Visit Florida Keys account. Executive Vice President, Managing Director Jerry Grymek
will serve as the day-to-day account executive. Other LMA staff will be utilized as
necessary.
4. LMA to provide public relations support for TDC Sales and Marketing representatives at
major international trade shows in Canada in which TDC participates.
5. LMA will prepare a Canadian public relations plan, an activity calendar and expense
budget in an appropriate electronic publishing format as specified by VFK.
6. LMA will organize and produce media events in key markets at mutually agreeable dates,
if proposed within the budget.
7. LMA will integrate social media programs to attract Canadian audiences to existing Visit
Florida Keys platforms.
8. LMA will integrate trade programs to attract Canadian agents and consultant to the Visit
Florida Keys Trade resources.
9. Every six weeks, LMA will provide a report of all Canadian activities on behalf of the
Florida Keys & Key West including coverage garnered. The report is due to VFK at least
seven days in advance of the TDC meeting agenda packet deadline.
10. Communications regarding all facets of the Keys PR/Marketing program are to be directed
through VFK.
11.Payment will be made in accordance with the Local Government Prompt Payment Act,
218.70, Florida Statutes. Payments due and unpaid under the Agreement shall bear interest
pursuant to the Local Government Prompt Payment Act. LMA shall submit to VFK
invoices with Supporting documentation that are acceptable to the Monroe County Clerk
of Court and Comptroller(Clerk). Acceptability to the Clerk is based on generally accepted
accounting principles and such laws, rules, and regulations as may govern the Clerk's
disbursal of funds.
12. A professional fee of US $5,000.00 per month is to be paid no later than 30 days after the
end of the month to which the fee applies. Extra budget will be allocated for specific
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programs as set forth in Attachment A (see Attachment A Canadian Public Relations
Proposal 2025).
13. A trade fee of Not To Exceed US $40,000 for six-months to cover trade programs and
fees towards Canadian agents as set forth in the Attachment A. (see Attachment A
Canadian Public Relations Proposal 2025).
14. The fee portion of this contract will be inclusive of all communications charges including
local, domestic and international long-distance telephone, cell phone, all office-generated
facsimiles and e-mail.
15. Termination: VFK or LMA shall have the right to cancel this contract, with or without
cause, at its sole discretion upon providing thirty (30) days written notice to the other
party.
16.Expenses for the contract period may not exceed allocations made in the PR plan.Expenses
are to include such items as printing and release reproduction; travel within the service
area, entertainment of media under TDC guidelines (reimbursement of alcoholic beverages
is prohibited);journalist air transportation when approved by VFK; special media events;
and such items as generally are required to fulfil publicity and promotional responsibilities.
Authorized expenses are to be reimbursed following receipt of monthly invoices, subject
to proper supporting documents, in accordance with Monroe County TDC and Monroe
County Finance Office specifications. Travel, as approved by VFK, shall be reimbursed
to LMA, but only to the extent and in the amounts authorized by Section 112.061,
Florida Statutes and in accordance with Monroe County Code Chapter 2, Art. III.,
Div. 3 and Monroe County Travel Policies.
17. Agency travel to the Florida Keys for meetings,when directed by VFK will be reimbursed.
Again, payment can be made only upon receipt of supporting documentation which
includes purchase receipts and airline boarding passes. VFK, as per TDC guidelines, will
only reimburse for air coach travel. No business class or first-class travel is permitted.
18. Unless already set forth in Attachment A, all expenditures must be approved in advance by
VFK. Those expenditures included in Attachment A exceeding $1,500.00 U.S. must be
approved in advance by VFK.
19. Payments will be in U.S. dollars and will be payable by check via U.S. Post Office mail
wherever directed by LMA or payment can be made via electronic transfer if the required
documentation is provided.
20. LMA cannot represent individual resorts, attractions or other tourism-related businesses
within or serving Monroe County, or other Florida destinations, including Convention &
Visitors Bureaus and Tourist Development Councils, unless approved by VFK. VFK
recognizes that LMA is Visit Florida's Canadian public relations agency.
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21. LMA shall not assign, transfer, convey, sublet or otherwise dispose of this contract, or of
any or all of its right, title or interest therein, or his/her or power to execute such contract
to any person, company, or corporation without prior written consent of VFK.
22. All work performed under the contract shall be the property of VFK and TDC,for whatever
use and/or disposition the VFK and TDC may deem appropriate. VFK and TDC shall have
the full right to reproduce and/or use any products derived from the contractor's work under
the contract without payment of any royalties, fees, etc.
23. LMA is legally considered as an independent contractor and it or its employees shall not,
under any circumstances,be considered servants or agents of VFK and TDC, and that VFK
and TDC shall be at no time legally responsible for negligence on part of LMA, its servants
or agents,resulting in either bodily or personal injury or property damage to any individual,
firm or corporation. LMA shall not be legally responsible for errors and omissions caused
by VFK.
24. VFK and the TDC will not be responsible for any finance charges. The TDC is exempt
from paying U.S. Federal Excise and State of Florida sales tax.
25. This contract (including any written amendments hereof executed by the parties to this
contract) constitutes the entire contract, and supersedes all prior contracts and
understandings, oral and written, among the parties to this contract with respect to the
subject matter hereof. This contract may not be modified or otherwise amended except by
an instrument in writing executed by the parties to this contract. If any provisions of this
contract shall be held by a Court of competent jurisdiction to be invalid or unenforceable,
the remainder of this contract, or the application of such provision other than those as to
which it is invalid or unenforceable, shall not be affected thereby; and each provision of
this contract shall be valid and enforceable to the fullest extent permitted by law.
26. The parties to this contract agree that jurisdiction and venue in any action brought pursuant
to this contract to enforce its terms or otherwise with respect to the relationships between
the parties shall properly lie in the courts located in Monroe County, Fla., USA and the
161h Judicial Circuit. The parties further agree that the mailing by certified or registered
mail, return receipt requested, of any process required by any such court shall constitute
valid and lawful service of process against them, without the necessity for service by any
other means provided by statute or rule of court.
27. Maintenance of Records: LMA shall maintain all books,records, and documents directly
pertinent to performance under this Agreement in accordance with generally accepted
accounting principles consistently applied. Each party to this Agreement or their
authorized representatives, shall have reasonable and timely access to such records of each
other party to this Agreement for public records purposes during the term of the Agreement
and for five years following the termination of this Agreement. If an auditor employed by
VFK, the County or the Clerk determines that monies paid to LMA pursuant to this
Agreement were spent for purposes not authorized by this Agreement, LMA shall repay
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the monies together with interest calculated pursuant to Sec. 55.03; FS, running from the
date the monies were paid to LMA.
28. Governing Law, Venue, Interpretation, Costs, and Fees: This Agreement shall be
governed by and construed in accordance with the laws of the State of Florida applicable
to contracts made and to be performed entirely in the State. In the event that any cause of
action or administrative proceeding is instituted for the enforcement or interpretation of
this Agreement, the VFK and LMA agree that venue shall lie in the appropriate court
or before the appropriate administrative body in Monroe County,Florida. This Agreement
shall not be subject to arbitration.
29. Attorney's Fees and Costs: The Parties agree that in the event any cause of action or
administrative proceeding is initiated or defended by any parry relative to the enforcement
or interpretation of this Agreement, the prevailing parry shall be entitled to reasonable
attorney's fees and court costs, as an award against the non-pre prevailing parry, and shall
include attorney's fees and court costs in appellate proceedings. Mediation proceedings
initiated and conducted pursuant to this Agreement shall be in accordance with the Florida
Rules of Civil Procedure and usual and customary procedures required by the circuit court
of Monroe County.
30. Nondiscrimination: The Parties agree that there will be no discrimination against any
person, and it is expressly understood that upon a determination by a court of competent
jurisdiction that discrimination has occurred, this Agreement automatically terminates
without any further action on the part of any parry, effective the date of the court order.
The Parties agree to comply with all Federal and Florida statutes, and all local ordinances,
as applicable, relating to nondiscrimination. These include but are not limited to: 1) Title
VII of the Civil Rights Act of 1964(PL 88-352)which prohibits discrimination on the basis
of race, color or national origin; 2) Title IX of the Education Amendment of 1972, as
amended (20 USC ss.1681-1683, and 1685-1686), which prohibits discrimination on the
basis of sex; 3) Section 504 of the Rehabilitation Act of 1973, as amended(20 USC s. 794),
which prohibits discrimination on the basis of handicaps; 4) The Age Discrimination Act
of 1975, as amended (42 USC ss. 6101-6107)which prohibits discrimination on the basis
of age; 5) The Drug Abuse Office and Treatment Act of 1972 (PL 92-255), as amended,
relating to nondiscrimination on the basis of drug abuse; 6) The Comprehensive Alcohol
Abuse and Alcoholism Prevention, Treatment and Rehabilitation Act of 1970(PL 91-616),
as amended, relating to nondiscrimination on the basis of alcohol abuse or alcoholism; 7)
The Public Health Service Act of 1912, ss. 523 and 527 (42 USC ss. 690dd-3 and 290ee-
3), as amended, relating to confidentiality of alcohol and drug abuse patient records; 8)
Title VIII of the Civil Rights Act of 1968 (42 USC s. 3601 et seq.), as amended, relating
to nondiscrimination in the sale, rental or financing of housing; 9) The Americans with
Disabilities Act of 1990 (42 USC s. 12101 Note), as maybe amended from time to time,
relating to nondiscrimination on the basis of disability; 10) Monroe County Code Chapter
14, Article II, which prohibits discrimination on the basis of race, color, sex, religion,
national origin, ancestry, sexual orientation, gender identity or expression, familial status
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or age; 11) Any other nondiscrimination provisions in any Federal or state statutes which
may apply to the parties to, or the subject matter of, this Agreement.
31. Public Records Compliance. LMA must comply with Florida public records laws,
including but not limited to Chapter 119, Florida Statutes and Section 24 of article I of the
Constitution of Florida. VFK and LMA shall allow and permit reasonable access to, and
inspection of, all documents, records, papers, letters or other "public record" materials in
its possession or under its control subject to the provisions of Chapter 119,Florida Statutes,
and made or received by the VFK and LMA in conjunction with this contract and related
to contract performance. VFK or County shall have the right to unilaterally cancel this
contract upon violation of this provision by LMA. Failure of LMA to abide by the terms
of this provision shall be deemed a material breach of this contract and VFK and County
may enforce the terms of this provision in the form of a court proceeding and shall, as a
prevailing party, be entitled to reimbursement of all attorney's fees and costs associated
with that proceeding. This provision shall survive any termination or expiration of the
contract. LMA is encouraged to consult with its advisors about Florida Public Records
Law in order to comply with this provision.
32. Non 2Waiver of Immunity: Notwithstanding the provisions of Sec. 768.28, Florida
Statutes, the participation of the VFK and LMA in this Agreement and the acquisition of
any commercial liability insurance coverage, self-insurance coverage, or local government
liability insurance pool coverage shall not be deemed a waiver of immunity to the extent
of liability coverage. The County's indemnification is limited and subject to the sovereign
immunity provisions of Sec. 768.28, Florida Statutes.
33. Non-Reliance by Non-Parties: No person or entity shall be entitled to rely upon the terms,
or any of them, of this Agreement to enforce or attempt to enforce any third-party claim or
entitlement to or benefit of any service or program contemplated hereunder, and VFK and
the LMA agree that neither VFK nor the LMA or any agent, officer, or employee of either
shall have the authority to inform, counsel, or otherwise indicate that any particular
individual or group of individuals, entity or entities, have entitlements or benefits under
this Agreement separate and apart, inferior to, or superior to the community in general or
for the purposes contemplated in this Agreement.
34. No Personal Liability: No covenant or agreement contained herein shall be deemed to be
a covenant or agreement of any member, officer, agent or employee of VFK in his or her
individual capacity, and no member, officer, agent or employee of VFK shall be liable
personally on this Agreement or be subject to any personal liability or accountability by
reason of the execution of this Agreement.
35. E-Verify System-In accordance with F.S. 448.095,Any Contractor and any subcontractor
shall register with and shall utilize the U.S. Department of Homeland Security E-Verify
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system to verify the work authorization status of all new employees hired by the LMA
during the term of the Contract and shall expressly require any subcontractors performing
work or providing services pursuant to the Contract to likewise utilize the U.S. Department
of Homeland Security's E-Verify system to verify the work authorization status of all new
employees hired by the subcontractor during the Agreement term. Any subcontractor shall
provide an affidavit stating that the subcontractor does not employ, contract with, or
subconstruct with an unauthorized alien. LMA shall comply with and be subject to the
provisions of F.S. 448.095
36. Non-Collusion Affidavit-LMA by signing this Agreement, according to law on my oath,
and under penalty of perjury, depose and say that the person signing on behalf of the firm
of LMA, the bidder making the Proposal for the project described in the Scope of Work
and that I executed the said proposal with full authority to do so; the prices in this bid have
been arrived at independently without collusion, consultation, communication or
agreement for the purpose of restricting competition,as to any matter relating to such prices
with any other bidder or with any competitor; unless otherwise required by law, the prices
which have been quoted in this bid have not been knowingly disclosed by the bidder and
will not knowingly be disclosed by the bidder prior to bid opening, directly or indirectly,
to any other bidder or to any competitor; and no attempt has been made or will be made by
the bidder to induce any other person,partnership or corporation to submit,or not to submit,
a bid for the purpose of restricting competition; the statements contained in this affidavit
are true and correct, and made with full knowledge that VFK and Monroe County relies
upon the truth of the statements contained in this affidavit in awarding contracts for said
proj ect.
Signed and agreed upon this day 28 of March 2025.
John Ozikizler
President
LMA Communications Inc.
Diane Schmidt, Chairperson
Visit Florida Keys
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Attachment A- Canadian Public Relations
Proposal 2025
Toronto-based LMA Communications, will continue efforts to strengthen market
awareness of the Florida Keys & Key West's sustainability and uniqueness while
highlighting the inclusivity and openness.
Domestic research showed that 2024 is shaping up to be the year of intentional travel,
where Canadians are expected to seek meaningful experiences that align with their
values and aspirations. Of note, recent surveys show that the top three travel
preferences Canadians are interested in are diversity (combining urban and culture to
satisfy various exploration interest), nature and food explorations. Travel agent research
supports this as bookings are picking up for destinations offering a unique voice,
culture, and experiences.
With Canadians having to deal with cold and winter temperatures for half of the year,
warmer destinations continue to be in strong demand, particularly Florida having the
largest Canadian visitations and the most accessible flights.
LMA's focus will be key feeder markets that represent the most populated Canadian
regions (over 60 percent), namely the Greater Toronto Area, Ontario; Montreal,
Quebec; and the East Coast market (with increasing flights to the U.S.). The agency's
strategies include showcasing what makes the Florida Keys stand out from the rest of
Florida for Canadian consumers who seek unique travel experiences.
Proactive media outreach with traditional and new journalists and outlets will take place
throughout the year through a frequent course of news release updates, media
outreach, press trips invitations and marketplace meetings. However, many of the
initiatives and awareness push will happen in advance of the winter booking and travel
season by way of a concentrated specialty audience radio remote campaign, a travel
and culinary magazine takeover, social media experiential promotions and media
missions.
Media Market Overview
The Canadian media landscape continues to find a balance between traditional media
and digital outlets, although there is a constant increase in influencers, travel web sites
and radio podcasts.
Broadcast television and radio continues to be held by the top stations such as Global,
CHCH, CTV and CBC, which allow their morning shows news programs to have a more
dedicated viewership and reach. Of particular interest is the fact that Canada is
recognized for having a high social media penetration rate compared to the rest of the
world at 91.3 percent.
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Also recognized as one of the most multi-cultural countries in the world, Canada
remains focused on welcoming new permanent residents to the country at a rate of
roughly 500,000 annually from different cultural backgrounds to support required
sustainable skills. This has allowed for growth of ethnic language specialty outlets and
will allow the agency to highlight unique cultural aspects of the Florida Keys that will
appeal to these different communities in their mother tongue.
As a further result of the growth of new residents is the shift in niche subject
publications as they have a dedicated community that seek like-minded groups such as
culinary, environmental, and gender orientation.
Travel trade outlets also serve as reliable sources for the thousands of registered
Canadian travel agents and tour operators that cater to locals, as they look to find the
latest news about different destinations to recommend.
Major Canadian Public Relations Tactics/Initiatives
The following are new media opportunities that we can look at executing from May 1,
2025 to September 30, 2025.
Television Show Editorial Spotlight and Viewer Contest Integration
(Ontario) Estimate: $26,000 USD
To attract a broader scale of viewers throughout the Greater Toronto Area, LMA will
organize a proactive campaign with an Ontario television show broadcast. The
campaign and accompanying contest will be used to raise awareness of the
inclusiveness and distinctiveness of the Florida Keys.
Following an arranged visit to pre-record interviews, the campaign will include morning
show segments airing over a one-week period during the fall with a viewer contest to
win a free visit to the Florida Keys (flights and hotel only for four nights). The benefit of
hosting the segments and contest within one week is to create an urgency to tune in
and enter.
To differentiate this campaign, creative segments with the weatherman will further
promote the Florida Keys by having iconic background images while delivering the local
weather and then highlighting the warm temperature in the Florida Keys. The weather
additions will take place the same time as the remote airings to give the feeling of a
morning show takeover.
The contest will be housed as a landing page on the morning show's web site and will
feature introductory text and images from the Florida Keys, the contest details, and
rules. Additional discussions will be held to determine the placement of a banner on the
home page to easily direct visitors to the contest page.
Additional coverage will be given in the form of social media video posts for the station's
followers across Facebook, Twitter, and Instagram channels, with a call to action and
tagging the corresponding Florida Keys social accounts.
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All production, copywriting and posting will be handled by the morning show team, with
itineraries and interview details provided by the Visit Florida Keys team.
Group Media Press Excursion (Canadawide) Estimate: $19,000 USD
Throughout the year, LMA will pitch and work with freelancers and writers that have a
confirmed assignments to visit the Florida Keys.
The agency will select between 4 to six media members to take part in an annual
Escape to the Keys Canadian group press trip, which will be considered for early 2025.
The Chemed group trip will combine traditional print and online travel outlets from across
Canada.
Finally, the agency will offer Canadian media for any available spots on future U.S.
group press trips, with recommendations to be made according to the theme.
Influencer Generated Keys Social Sharing Experiences (Canadawide)
Estimate: $10,000 USD
To raise social coverage within the Canadian market, the agency will select and
sponsor key influencers for a personalized visit to share their Florida Keys experience
through their lens in the form of video and/or image social posts. By using experienced
influencers, this allows the Florida Keys to appeal to a digital savvy audience while also
increasing the number of Canadian followers.
The expectation from the selected influencers will be to supply a combination of blog
and social posts across a variety of channels over a specific period to highlight unique
experiences. Where possible, posts will tag the Florida Keys social media accounts and
link to the fla-keys.com or other designated web site.
The agency will recommend influencers from across Canada that have a strong
engagement with followers and are willing to offer multi-channel coverage, such as
Davey and Skylar with @DaveyandSky or Oksana and Max with @DrinkTeaTravel.
As the influencers are confirmed, a timeline schedule will be organized for all the posts
so that there will be continuous awareness spread out. To further elevate the coverage
and reach, the Florida Keys' social channel moderators can share and engage with the
influencer-generated content as it is posted.
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Further Individual Media Press Visit Support (Canadawide) Estimate:
$6,000 USD
Understanding that certain media may be more interested in individual visits given
editorial opportunities that arise throughout the year, the agency will support those
freelancers and writers that have a confirmed assignment to feature the Florida Keys &
Key West.
Depending on the story topic, customized itineraries will be organized in conjunction
with VFK. The agency is aware that factors such as high-season visitation and annual
events that draw large numbers of overnight visitors may limit availability.
Beyond individual press trips, the agency will also seek to include select Canadian
media members for any open spots that may exist within future Chemed U.S. group
press trips. Recommendations will be made according to the itinerary and theme.
Travel Media Association Media Marketplace Participation
(Canadawide) Estimate: $3,000 USD
The agency will continue to represent the Florida Keys & Key West within various travel
associations to ensure top of mind awareness and discover new editorial opportunities.
The following make up the four travel-focused associations within Canada: The Travel
Media Association of Canada (TMAC), Canada's premiere and longest running
association for travel media and industry experts; the Toronto Blogger Collective, a
community of influencers focused out of Ontario; the Canadian Chapter of the Society of
American Travel Writers; and the Ontario chapter of the global Toronto Travel Massive
influencer group.
From time-to-time, each association will host networking events which the agency will
actively participate in to connect with media and influencers.
Visit Florida Canadian Partner Media Program (Toronto) Estimate:
$4,000 USD
Visit Florida continues to host in-market awareness events and LMA recommends
partnering in this local media initiative as further details are tentative for September
2025. The Visit Florida events tend to be limited to select destination partners and will
be based on the number of entrants.
The agency will share the latest developments and highlight any relevant Canadian
connections to have a better chance of being selected as a participating partner.
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East Coast Canada Media Awareness Missions (Nova Scotia)
Estimate: $4,000 USD
Further to our November Toronto and Montreal Media Missions that were completed in
late 2024, the agency will continue to host the successful media missions to meet with
freelancers and outlets. The missions can take place in mid-2025.
The markets that the agency will focus on include the Halifax, Nova Scotia, which is the
East Coast Canada airport hub for international connecting and represents over 7.5
million Canadians.
The media missions and one-on-one interviews will highlight what is new and upcoming
while confirming future editorial features and press visit interest.
To help personalize the meeting and thank the media for their time, a Florida Keys &
Key West giveaway bag containing promotional items and the latest newsletter will be
distributed.
Further Editorial Pitching and News Releases Distribution
(Canadawide)
To continue building media relationships, the agency will distribute Florida Keys related
news releases and pitch editorial topics. Over the last year, several features were
arranged by maintaining frequent media contact and offering story ideas.
Aside from the regular news releases, a seasonal What's New eBlast will also be
shared, rounding up newsworthy developments from each of the Keys' five districts. For
a particular news release that would require a wider media reach, a newswire
distribution will be recommended.
To enhance the news release distributions, the agency will leverage the release topics
to pitch exclusive interviews to media contacts. Where possible, imagery and video
footage would be included.
Crisis Communications Support (Canadawide)
Should any situations arise, LMA will assist with executing local communications
support to effectively manage any negative impact and share breaking news to mitigate
the situation.
As part of the process, the agency will maintain constant communication with VFK to
determine the best course of action through a phased plan that incorporates media
alerts and interviews with key spokespeople to update media on the recovery process.
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Industry Monitoring and Emerging Opportunities
As the Canadian market affiliate agency, LMA will provide any updates related to local
travel trends, market reports and emerging partnership prospects.
As additional promotional opportunities arise, the agency will share the ideas with VFK
and the Sales and Marketing team individually to confirm further interest.
Budget
Canada PR Expenses
Canada Agency Fee (May 1, 2025 to September 2025($5,000 per month))....$25,000
Television Show Segments..............................................................................$26,000
GroupMedia Tour............................................................................................$197000
Influencer Generated Keys Only Shared Experiences .....................................$107000
Individual Press Trip Support .............................................................................$67000
Travel Media Association of Canada Conference and Media Marketplace ........$37000
Visit Florida Canadian Partner Program.............................................................$47000
East Coast Canada Media Mission ....................................................................$47000
Subtotal for PR Canada ...............................................................................$102,000
Canada Trade Expenses
Canada Agency Fee (May 1, 2025 to September 2025) ..................................$267670
Travel Press Agent Webinar and Contest ..........................................................$77000
Travel Industry Today eNewsletter Takeover (2x)..............................................$47000
OpenJawProgram .............................................................................................$27330
Subtotal for Trade Canada ............................................................................$35,000
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