VISIT FLORIDA announced that has selected JeffreyGroup as new agency of record to spearhead public relations efforts in Latin America. The agency was selected to manage media relations and influencer marketing efforts in the region. With a combined 1.9 million visitors and $2.7 billion in spending annually, Mexico and Brazil rank among the top countries for visitation and visitor spending in the state.

“Florida tourism has tremendous growth potential in the Latin American market and it’s important for us to have a strong presence in the region,” said Will Seccombe, VISIT FLORIDA President and CEO. “JeffreyGroup’s experience and capabilities in consumer public relations will be a key component to our integrated sales and marketing efforts in Mexico and Brazil.”

JeffreyGroup is a leading independent marketing and communications agency focused on Latin America. The agency will draw on its extensive experience in the tourism segment to implement a communications program for VISIT FLORIDA that seeks to highlight the diversity of experiences the state has to offer Latin American travelers. It will also manage a variety of public relations efforts, including securing relationships with top media, producing influencer and blogger initiatives, and developing strategic campaigns.

“As a Florida-headquartered firm, we are proud and excited to partner with VISIT FLORIDA to make the state the No. 1 destination for Latin American travelers,” said Brian Burlingame, JeffreyGroup CEO.

Efforts in the Brazilian market will be led by Senior Account Manager Vanessa Caccianiga from JeffreyGroup’s office in São Paulo. The Mexican market efforts will be spearheaded by Account Director Claudia Mercado and Senior Account Manager Lorena Rico in the Mexico City office.

About JeffreyGroup

The agency has successfully served many of the world’s top companies and brands in the region since 1993, providing a full range of public relations, marketing, digital and corporate communication services. Clients include Airbnb, Airbus, American Airlines, Bayer, Facebook, Instagram, Johnson & Johnson, Mozilla, Sony and Tequila Patron, among others. With more than 120 employees across seven wholly-owned offices in New York, Miami, Mexico City, Brasília, São Paulo, Rio de Janeiro and Buenos Aires, the company also maintains a network of Local Service Partners to provide local market insights and cost-effective execution across the entire region. For more information, visit jeffreygroup.com.