HomeMy WebLinkAbout11/12/2025 Agreement
DATE: January 07, 2026
TO: Ammie Machan, Administrative Assistant
Tourist Development Council
FROM: Brynn Morey, Deputy Clerk
SUBJECT: November 12, 2025 BOCC Meeting
The following item has been executed and added to the record:
G10 Approval of an Agreement with LMA Communications, Inc for Public Relations
Services for the Canadian Market.
.
.
Should you have any questions please feel free to contact me at (305) 292-3550.
cc: County Attorney
Finance
File
KEY WEST MARATHON PLANTATION KEY
500 Whitehead Street 3117 Overseas Highway 88770 Overseas Highway
Key West, Florida 33040 Marathon, Florida 33050 Plantation Key, Florida 33070
Agreement with LMA forPublic Relations Services for Canadian Market
_____
12th
THIS AGREEMENT dated this _______ day of ______________ 2025 is entered into by and
between the Monroe County Board of County Commissioners (County or BOCC), a political
subdivision of the State of Floridaon behalf of and as recommended by the Monroe County Tourist
Development Council (TDC) and LMA Communications, Inc. (LMA)
WHEREAS, there was an Agreement entered into on May 1, 2025, between 3406 North
Roosevelt Blvd. d/b/a Visit Florida Keys (VFK), which expired September 30, 2025, for LMA to provide
Public Relations Services for the Canadian Market which was a continuation of services previously
provided by the prior public relations agency; and
WHEREAS,
comprehensive public relations contract is awarded, a Request for Proposal for these services has
been approved by the TDC and is pending approval from the BOCC which should result in a contract
award on or before April 30, 2026; and
WHEREAS, the parties agree to enter into this agreement for public relations services for the
term of November 15, 2025, to April 30, 2026, as set forth in more detail herein; and
NOW THEREFORE, in consideration of the mutual covenants contained in herein, the
parties agree to as follows:
1. Term: This contract shall commence November 15, 2025, replaces all previous contracts
and continues through April 30, 2026, unless terminated earlier.
2.Scope of Services:
media communications program in the above-
services and as set forth in Attachment A:
A. In Canada –
regions —
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
COUNTY and the TDC on current tourism trends, counselling COUNTY and the TDC on
spontaneous opportunities for tourism promotion and addressing media relations in
Agreement – LMA
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the marketplaces; organizing and coordinating media events; providing reports every six
we
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 COUNTY and the TDC.
B. 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
p
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.
C. Agency principal John Ozikizler will serve as account supervisor/strategic advisor on the
will serve as the day-to-as
necessary.
D. LMA to provide public relations support for TDC Sales and Marketing representatives at
major international trade shows in Canada in which TDC participates.
LMA will prepare a Canadian public relations plan, an activity calendar and expense
This plan
.
F. LMA will organize and produce media events in key markets at mutually agreeable
dates, if proposed within the budget.
LMA will integrate social media programs to attract Canadian audiences to existing Visit
Florida Keys platforms.
H.LMA will integrate trade programs to attract Canadian agents and consultant to the Visit
Florida Keys Trade resources.
I.
seven days in advance of the TDC meeting agenda packet deadline.
Agreement – LMA
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J.Communications regarding all facets of the Keys PR/Marketing program are to be
directed through VFK.
K.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.
Compensation:
3.
A. LMA shall be paid in accordance with the Budget as set forth in Attachment A in an
amount not to exceed $109,000.
B.
218.70, FloridaStatutes.PaymentsdueandunpaidundertheAgreementshallbear
interestpursuantto
County via 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. The County’s
performance and obligation to pay under this Agreement is contingent upon an
annual appropriation by the Monroe County Board of County Commissioners.
A agency fee of US $5,000.00 per month is to be paid no later than 30 days after the end
C.
programs as set forth in Attachment A (see Attachment A Canadian Public Relations
Proposal 2025).
37,500 for six-months to cover trade
D.
programs and fees towards Canadian agents as set forth in the Attachment A. (see
Attachment A Canadian Public Relations Proposal 2025-2026).
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.
F.
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 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.
Agreement – LMA
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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. COUNTY, as per TDC
guidelines, will only reimburse for non-refundable coach/economy class travel. No
business class -class travel is permitted.
H. 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.
I.
wherever directed by LMA or payment can be made via electronic transfer if the
required documentation is provided.
J.
4. Termination: COUNTY 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.
For Contracts of any amount, if the County determines that the Contractor/Consultant has
placed on the Scrutinized Companies that Boycott Israel List, or is engaged in aboycott of
Israel, the County shall have the option of (1) terminating the Agreement after it has given
the Contractor/Consultant written notice and an opportunity to demonstrate the agency’s
ection 287.135(5)(a), Florida
Statutes, or (2) maintaining the Agreement if the conditions of Section 287.135(4), Florida
Statutes, are met.
For Contracts of $1,000,000 or more, if the County determines that the
Statutes, or if the Contractor/Consultant has been placed on the Scrutinized Companies
with Activities in the Sudan List, the Scrutinized Companies with Activities in the Iran
County shall have the option of (1) terminating the Agreement after it has given the
Contractor/Consultant written notice and an opportunity to demonstrate the agency’s
Statutes, or (2) maintaining the Agreement if the conditions of Section 287.135(4), Florida
Statutes, are met.
5. Assignment-Subcontract: 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
Agreement – LMA
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power to execute such contract to any person, company, or corporation without prior
written consent of COUNTY.
6. Use of Products:All work performed under the contract shall be the property of COUNTY
and TDC, for whatever use and/or disposition the COUNTY and TDC may deem appropriate.
COUNTY and TDC shall have the full right to reproduce and/or use any products derived
7. Independent Contractor: LMA is legally considered as an independent contractor and it or
its employees shall not, under any circumstances, be considered servants or agents of
COUNTY and TDC, and that COUNTY 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
responsible for errors and omissions caused by COUNTY.
8. Contract Documents & Amendments: 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 th
or otherwise amended except by an instrument in writing executed by the parties to this
contract.
9. Severability: 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 no
enforceable to the fullest extent permitted by law.
10.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 isinstitutedfor theenforcement or interpretation of
this Agreement, theCOUNTY and LMA agree that venue shall lie in the appropriatecourt
or before the appropriate administrative body in Monroe County, Florida. This Agreement
shall not be subject to arbitration.
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
th
the parties shall properly lie in the courts located in Monroe County, Fla., USA and the 16
return receipt requested, of any process required by any such court shall constitute valid
Agreement – LMA
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and lawful service of process against them, without the necessity for service by any other
means provided by statute or rule of court.
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
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 requiredby the circuit court of Monroe County.
11. 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.
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
COUNTY, 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 shallrepay the
monies together with interest calculated pursuanttoSec. 55.03; FS, running from the date
the monies were paid to LMA.
12. 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 allFederal 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,
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
Agreement – LMA
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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.
13. 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.COUNTY and LMA shallallow and permit reasonable access to, andinspection
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 COUNTY and LMA in conjunction with this contract and related
to contract performance. 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 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.
Pursuant to F.S. 119.0701 and the terms and conditions of this contract, the Contractor is
required to:
(1) Keep and maintain public records that would be required by the County to perform
the service.
(2) Upon receipt from the County’s custodian of records, provide the County with a
copy of the requested records or allow the records to be inspected or copied within a
reasonable time at a cost that does not exceed the cost provided in this chapter or as
otherwise provided by law.
(3)
records disclosure requirements are not disclosed except as authorized by law for the
duration of the contract term and following completion of the contract if the contractor
does not transfer the records to the County.
(4) Upon completion of the contract, transfer, at no cost, to the County all public records
in possession of the Contractor or keep and maintain public records that would be required
by the County to perform the service. If the Contractor transfers all public records to the
County upon completion of the contract, the Contractor shall destroy any duplicate public
requirements. If the Contractor keeps and maintains public records upon completion of
the contract, the Contractor shall meet all applicable requirements for retaining public
Agreement – LMA
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records. All records stored electronically must be provided to the County, upon request
from theCounty’s custodian of records, in a format that is compatible with the information
technology systems of the County.
(5) A request to inspect or copy public records relating to a County contract must be
made directly to the County, but if the County does not possess the requested records, the
County shall immediately notify the Contractor of the request, and the Contractor must
provide the records to the County or allow the records to be inspected or copied within a
reasonable time.
If the Contractor does not comply with the County’s request for records, the County shall
enforce the public records contract provisions in accordance with the contract,
notwithstanding the County’s option and right to unilaterally cancel this contract upon
violation of this provision by the Contractor. A Contractor who fails to provide the public
records to the County or pursuant to a valid public records request within a reasonable
time may be subject to penalties under section119.10, Florida Statutes.
The Contractor shall not transfer custody, release, alter, destroy or otherwise dispose of
any public records unless or otherwise provided in this provision or as otherwise provided
by law.
IF THE CONTRACTOR HAS QUESTIONS REGARDING THE APPLICATION
OF CHAPTER 119, FLORIDA STATUTES, TO THE CONTRACTOR’S DUTY TO
PROVIDE PUBLIC RECORDS RELATING TO THIS CONTRACT, CONTACT
THE CUSTODIAN OF PUBLIC RECORDS AT, MONROE COUNTY
TH
ATTORNEY’S OFFICE 1111 12Street, SUITE 408, KEY WEST, FL 33040:
PUBLICRECORDS@MONROECOUNTY-FL.GOV OR PHONE # (305)292-3470.
14. Non-Waiver of Immunity: Notwithstanding the provisions of Sec. 768.28, Florida Statutes,
the participation of the COUNTY 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.
15. Non-Reliance by Non-Parties: No person or entity shall beentitled 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 COUNTY
and LMA agree that neither COUNTY nor LMA or any agent, officer, or employee of either
shall have the authority to inform, counsel, or otherwise indicate that any particular
Agreement – LMA
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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.
16. 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 COUNTY in his or her
individual capacity, and no member, officer, agent or employee of COUNTY shall be liable
personally on this Agreement or be subject to any personal liability or accountability by
reason of the execution of this Agreement.
17. 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 -Verify
system to verify the work authorization status of all new employees hired by 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
-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
18. COUNTY FORMS. By signing this Agreement, LMA has sworn or affirmed to the following
requirements as set forth in the Non-Collusion Affidavit,
Certification Regarding Scrutinized Companies List and Affidavit Attesting To Noncoercive
Conduct For Labor Or Services as set forth in more detail in this Agreement.
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,
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,communicationoragreementfor
thepurposeofrestrictingcompetition,astoanymatter relating to such prices with any other
bidder or with any competitor; unless otherwise required bylaw, 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 Monroe County relies upon the truth of the statements
contained in this affidavit in awarding contracts for said project.
Agreement – LMA
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EthicsClause-Bysigning this Agreement, LMAwarrants that he/it has not employed, retained
Section 2 of Ordinance No. 010-
3 of Ordinance No. 010- 1990. For breach or violation of this provision the Customer may, in its
discretion, terminate this Agreement without liability and may also, in its discretion, deduct
from the Agreement or purchase price, or otherwise recover,the full amountof any fee,
commission, percentage, gift,
VENDOR CERTIFICATION REGARDING SCRUTINIZED COMPANIES LISTS
LMA agrees and certifies compliance with the following:
Section 287.135, Florida Statutes prohibits LMA from bidding on, submitting a proposal for, or
entering into or renewing a contract for goods or services of any amount if, at the time of
contracting or renewal, LMA is on the Scrutinized Companies that Boycott Israel List, created
pursuant to Section 215.4725, Florida Statutes, or is engaged in a Boycott of Israel. Section
287.135, Florida Statutes, also prohibits LMA from bidding on, submitting a proposal for, or
entering into or renewing a contract for goods or services of $1,000,000 or more, that are on
either the Scrutinized Companies with Activities in Sudan List or the Scrutinized Companies
with Activities in the Iran Terrorism Lists which were created pursuant to s. 215.473, Florida
Statutes, or is engaged in business operations in Cuba or Syria.
As the person authorized to sign on behalf of LMA, I hereby certify that LMA identified above is
not listed on the Scrutinized Companies that Boycott Israel List or engaged in a boycott of Israel
and for Projects of $1,000,000 or more is not listed on either the Scrutinized Companies with
Activities in Sudan List, the Scrutinized Companies with Activities in the Iran Terrorism List, or
engaged in business operations in Cuba or Syria.
I understand that pursuant to Section 287.135, Florida Statutes, the submission of a false
certification may subject LMA to civil penalties, attorney’s fees, and/or costs. I further
understand that any contract with the County may be terminated, at the option of the County, if
LMA is found to have submitted a false certification or has been placed on the Scrutinized
Companies that Boycott Israel List or engaged in a boycott of Israel or placed on the Scrutinized
Companies with Activities in Sudan List or the Scrutinized Companies with Activities in the Iran
Terrorism List or been engaged in business operations in Cuba or Syria.
Note: The List are available at the following Department of Management Services Site:
http://www.dms.myflorida.com/business_operations/state_purchasing/vendor_information/convic
ted_suspended_discriminatory_complaints_vendor_lists
AFFIDAVIT ATTESTING TO NONCOERCIVE CONDUCT FOR LABOR OR SERVICES
LMA is required to provide an affidavit under penalty of perjury attesting that LMA does not
use coercion for labor or services in accordance with Section 787.06, Florida Statutes.
As defined in Section 787.06(2)(a), coercion means:
Agreement – LMA
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1.Using or threating to use physical force against any person;
2.Restraining, isolating, or confining or threating to restrain, isolate, or confine any
person without lawful authority and against her or his will;
3. Using lending or other credit methods to establish a debt by any person when labor or
services are pledged as a security for the debt, if the value of the labor or services as
reasonably assessed is not applied toward the liquidation of the debt, the length and
nature of the labor or service are not respectively limited and defined;
4. Destroying, concealing, removing, confiscating, withholding, or possessing any actual
or purported passport, visa, or other immigration document, or any other actual or
purported government identification document, of any person;
5. Causing or threating to cause financial harm to any person;
6.
7. Providing a controlled substance as outlined in Schedule I or Schedule II of Section
893.03 to any person for the purpose of exploitation of that person.
As a person authorized to sign on behalf of LMA, I certify under penalties of perjury that
LMA does not use coercion for labor or services in accordance with Section 787.06. Additionally,
LMA has reviewed Section 787.06, Florida Statutes, and agrees to abide by same.
19. INSURANCE: LMA shall maintain the following required insurance throughout the entire
term of this Agreement and any extensions. Failure to comply with this provision may
result in the immediate suspension of all work until the required insurance has been
reinstated or replaced. Delays in the completion of work resulting from the failure of the
in this Agreement and any penalties and failure to perform assessments shall be
imposed as if the work had not been suspended, except for LMA’s failure to maintain the
required insurance.
(CSL) If split limits are provided, the minimum limits acceptable shall be $250,000 per Person
$500,000 per occurrence $50,000 property damage.
TheMonroeCountyBOCCshallbenamedasAdditionalInsuredastheirinterestsmay appear on
all insurance policies issued to satisfy the above requirements.
the insurance policy application and either:
Original Certificate of Insurance, OR
Certified copy of the actual insurance policy, OR
Certificate of Insurance e-mailed from Insurance Agent/Company to County Risk
Management --3470 for details (Certificates
Agreement – LMA
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Proposal 2025/2026
Toronto-based LMA Communications,
openness.
November, warmer destinations continue to be in strong demand, particularly Florida having the
2026 shows continued uncertainty with travel given the political climate, however this is expected
to improve as discussions continue in later 2025. Despite this uncertainty, business travel has
been stable, and luxury and domestic travel are experiencing slight growth from a noted drop
earlier in the year. As well, recent Canadian TV show coverage recorded a spike in queries and
interest, reminding us why the Florida Keys continues to be the top international destination.
LMA’s focus will be key feeder markets that represent the most populated Canadian regions (over
tegies 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 group press trip, social media experiential promotions, media
missions, and agent outreach initiatives.
Media Market Overview
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
kills. This has allowed for growth
of ethnic language specialty outlets and will allow the agency to highlight unique cultural aspects
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
destinations to recommend.
Major Canadian Public Relations Tactics/Initiatives
The following are new media opportunities that we can look at executing from November 15, 2025
to April 30, 2026.
Group Media Press Excursion (Canadawide) Estimate: $19,000 USD
Throughout the year, LMA will pitch and work with freelancers and writers to visit the Florida Keys
the Keys Canadian group press trip, which will be considered for early 2026. The themed group trip
will combine traditional print and online travel outlets from across Canada.
trips, with recommendations to be made according to the theme.
To raise social coverage within the Canadian market, the agency will select and sponsor key
share their Florida Keys experience through their lens in the form of video and/or image social
audience while also increasing the number of Canadian followers.
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possible, posts will tag the Florida Keys social media accounts and link to the designated web site.
-channel coverage, such as
eaTravel.
there will be continuous awareness spread out. To further elevate the coverage and reach, the
-generated
content as it is posted.
Further Individual Media Press Visit Support (Canadawide) Estimate: $5,000 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
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 themed U.S. group press trips.
Recommendations will be made according to the itinerary and theme.
Travel Media Association 2026 Conference Media Marketplace Participation (Canadawide)
Estimate: $3,000 USD
Canada, the agency recommends participating in this annual conference which is planning to take
The Travel Media Association of Canada (TMAC) is recognized as the premier and longest running
conference and media marketplace which invites over 200 media outlets and professionals.
The Media Marketplace and Conference have been a proven platform for the agency to connect
with media and pitch new ideas. As part of the marketplace, we are matched with up to 30 media
in the form of 15-minute appointments.
During these appointments, the agency will share with media members the latest updates and
news from the Florida Keys and discuss future editorial opportunities. Takeaway materials and
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 April 2026. Of note, this was originally
discussed for Fall 2025 however the idea is to wait until the new year. 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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Montreal and East Coast Canada Media Awareness Missions (Quebec and Nova Scotia)
Estimate: $4,000 USD
Further to our Toronto Media Mission that was completed in September 2025, the agency will
continue to host the successful media missions to meet with freelancers and outlets. The
g and represents over 7.5
million Canadians.
The media missions and one-on-one interviews will highlight what is new and upcoming while
have a meeting with the Halifax airport executives as they are always interested in engaging with
destinations for future opportunities.
giveaway bag containing promotional items and the latest newsletter will be distributed.
Travel Media Association Participation (Ontario)
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
out of Ontario; the Ontario
From time-to-time, each association will host networking events which the agency will actively
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
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
included.
Crisis Communications Support (Canadawide)
Should any situations arise, LMA will assist with executing local communications support to
Agreement – LMA
16
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.
Industry Monitoring and Emerging Opportunities
trends, market reports and emerging partnership prospects.
As additional promotional opportunities arise, the agency will share the ideas with VFK and the
Toronto and Montreal Trade Mission and Luncheon Events (Ontario and Quebec) Estimate:
$11,000 USD
From the trade site, the agency will host missions to meet with travel agents and operators. The
missions will take place in March 2026 in line with existing Sales team events in Canada.
The markets that the agency will focus on include Toronto, given it has the largest population and
-Canadian market with
am speaks French.
The missions and one-on-one interview format work to highlight what is new and upcoming while
allowing the development of closer bonds with representatives for future trade FAMS and
incentives towards packages.
Furthermore, we will look at hosting a luncheon event to share the latest updates, to meet the
Sales rep and have prizes drawn.
To help personalize the meeting and thank the agents for their time, a Florida Keys Thank You
giveaway bag containing promotional items and the latest news will be distributed or shipped at
the end of the meeting.
Travelweek Agent Webinar and Contest Estimate: $6,000 USD
operators. The webinar can take place in January 2026 in line the Canadian winter months and in
line with related travel habits.
became Travelweek Bulletin and eventually Travelweek.
Today, in addition to the weekly printed publication, there is Travelweek Daily sent by e-mail, the
French-language Profession Voyages, the monthly Travel Professional, our comprehensive website
ent company that specializes in
providing the travel industry with custom marketing solutions.
completed, they will supply statistics on the participants.
OpenJaw Takeover Estimate: $4,000 USD
From the trade site, the agency will host a promotional takeover with the OpenJaw travel agent and
operator outreach tools.
Agreement – LMA
17
The Open Jaw isa Canadian media and education company founded in 2001 to serve travel
including its signature "Pink Couch" video newsmagazine and an irreverent cartoon strip.It also
travel agents and suppliers.
Promotions will include articles, links to the Key Lime Academy and the potential for video
interviews with Sales team members.
Budget
Canada PR Expenses
Canada Agency Fee (November 15, 2025 to April 2026 ($5,000 per month)) $27,500
$19,000
$10,000
Individual Press Trip Support $5,000
Travel Media Association of Canada Conference and Media Marketplace $3,000
Visit Florida Canadian Partner Program $4,000
$4,000
Subtotal for PR Canada $71,500
Canada Trade Expenses
Canada Agency Fee (November 15, 2025 to April 2026) $16,500
$11,000
$6,000
OpenJaw Takeover Program $4,000
Subtotal for Trade Canada $37,500
Agreement – LMA
18
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