HomeMy WebLinkAbout05/22/2025 Agreement f
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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 09
media events;providing reports every six weeks on the firm's efforts on behalf of WDK
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.
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 journalist research trip to the Florida Keys. Coordination and liaison with
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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. t
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-today account executive. Other LMA staff will be utilized as
necessary.
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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 m an appropriate electronic publishing format as specified by VFK This pp
should be submitted within the first days=of the effective date of the agreement.
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.
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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.
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10. Communications regarding all facets of the Keys PR/Marketing program are to be
directed through VFK.
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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
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
ply.
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 underTDC 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 fulfill 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 no coachleconomy;class tve . 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& C
Visitors Bureaus and Tourist Development Councils, unless approved by VFK. VFK
recognizes that LMA is Visit Florida's Canadian public relations agency.
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.
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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.
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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 16t'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 j
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
the monies together with interest calculated pursuant to Sec. 55.03; FS,running from the j
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 j
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
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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 party relative to the enforcement
or interpretation of this Agreement, the prevailing party shall be entitled to reasonable
attorney's fees and court costs, as an award against the non-pre prevailing party, 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 party, 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.
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 underits control subject to theprovisions 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
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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 Waiver 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 withF.S.448.095,Any Contractor and any subcontractor
shall register with and shall utilize the U.S. Department of Homeland Security E-Verify
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
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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 project.
Signed and agreed upon this day_28_of March 2025.
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John Ozikizler
President
LMA Communications Inc.
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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 joumalists 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 j
and radio podcasts.
Broadcast television and radio continues to be held by the top stations such as Global,
CHCH,CTV and CBC,which allowtheir 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 forgrowth 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 forfournights).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 t
rules. Additional discussionswill be held to determine the placement of a banner on the
home page to easily directvisitors to the.contest page. C
Additional coveragewill be given in the form of social media video posts forthe 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 visitthe 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 SumrYter
2025. The themed 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 overa 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 Skylarwith @DaveyandSky or Oksana and Max with @DdnkTeaTravel.
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. j
Depending on the story topic, customized itineraries will be organized in conjunction
with VFK. The agency is aware thatfactors such as high-season visitation and annual
events that draw large numbers of ovemight 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 themed U.S. group
press trips. Recommendations will be made according to the itinerary and theme.
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Travel Media Association Media , Marketplace Participation
(Canadawide) Estimate: $3,000 USD
The agencywill 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
communityof influencers focused outof Ontario;the Canadian Chapterof 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.
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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 j
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 agencywill 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 interviewswill highlightwhatisnew 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. �f
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Further Editorial Pitching and News Releases Distribution
(Canadawide)
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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.............................................................................:.........................$19,000
Influencer Generated Keys Only Shared Experiences..........................................$10,000
Individual Press Trip Support.......................................................................................$6,000
Travel Media Association of Canada Conference and Media Marketplace..........$3,000
Visit Florida Canadian Partner Program.....................................................................$4,000
East Coast Canada Media Mission.............................................................................$4,000
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Subtotal for PR Canada.........................................................................................$102,000
Canada Trade Expenses
Canada Agency Fee (May 1, 2025 to September 2025)......................................$26,670
Travel Press Agent Webinar and Contest..................................................................$7,000
Travel Industry Today eNewsletter Takeover (2x)....................................................$4,000
OpenJawProgram..........................................................................................................$2,330
Subtotal for Trade Canada......................................................................................$35,000
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