VISIT FLORIDA® has selected SapientNitro as its new lead agency of record. The official announcement, which included the retention of Miles Media Group as part of the digital team, was made during the closing session of VISIT FLORIDA’s annual Marketing Retreat in Orlando.

The appointment of SapientNitro as lead agency is the result of a comprehensive competitive process begun in February when VISIT FLORIDA enlisted the assistance of Digital DNA Infusion to help develop a needs assessment and vendor selection criteria. In doing so, VISIT FLORIDA recognized the increasing role that technology plays in integrated marketing efforts and the importance of having the ability to serve the Florida tourism industry through digital platforms. It was determined that the search for a new lead agency would need to encompass both brand and digital expertise. The ensuing six-month long process elicited submissions from nearly 100 candidates.

“The need to provide visitors with impactful travel planning information in a hyper-competitive global tourism market drove our desire to combine digital and brand initiatives under one lead agency,” said Will Seccombe, Chief Marketing Officer for VISIT FLORIDA. “SapientNitro clearly demonstrated their ability in both areas and we look forward to working with their team to take the state’s marketing efforts to the next level.”

SapientNitro has more than 6,000 employees in 36 offices around the world and an impressive list of clients including Enterprise Rent-A-Car, American Airlines, Burger King, Marriott, Staples, Coca-Cola, Avis, Chrysler, Norwegian Cruise Lines and Hyatt. While VISIT FLORIDA will be served day-to-day by the 400-member staff in SapientNitro’s Miami office, their presence and focus in key Florida target markets such as China, London, New York, Chicago, Washington DC, Boston and Atlanta provide an invaluable level of additional insight and perspective.