TALLAHASSEE, Fla. (May 30, 2013) – New leadership, a redesigned digital platform and an innovative brand campaign are placing VISIT FLORIDA at the leading edge of tourism marketing.

VISIT FLORIDA welcomed new executives in 2012 after former Chief Executive Officer Chris Thompson was named CEO of Brand USA. VISIT FLORIDA's new President and CEO is Will Seccombe, who advanced from CMO. The new Chief Marketing Officer is Paul Phipps, with Susan James as the new Marketing Director.

In November, VISIT FLORIDA named Seccombe to its top job, after he had served as CMO since 2008. The unanimous vote by the VISIT FLORIDA Board of Directors to have Seccombe become Thompson's permanent replacement, and serving as interim CEO, was the culmination of a deliberate process by a six-member executive search committee in concert with the national recruiting firm SearchWide.

Seccombe has over 23 years of professional experience including 19 in the Colorado tourism industry. After holding executive positions in the ski industry, with the Denver Metro Convention & Visitors Bureau and PRACO, LTD, he founded Revolution Communications, LLC, a travel marketing firm based in Denver, Colorado.  Since joining VISIT FLORIDA, Seccombe has been named one of the “Top Twenty-Five Most Extraordinary Minds in Sales & Marketing” by the Hospitality Sales & Marketing Association International and is included in Social Media Marketing Magazine's list of the Top CMO's on Twitter. 

In February, Phipps was hired as Chief Marketing Officer. He has 37 years of experience in sales, marketing, promotions and management, having served in such high-profile positions as General Manager for Seminole IMG Sports Marketing/Assistant Athletic Director Florida State University, Chief Marketing Officer for International Speedway Corporation and Executive Vice President for Major League Soccer.

Phipps directs development and implementation of the organization's strategic marketing plan, as well as its programs in support of industry Partners and the Florida tourism brand.  As a key member of the executive leadership team, Phipps oversees all global marketing functions, including public relations, promotions, creative services, advertising, internet and direct marketing, research, content, meetings and events, industry relations and sales.

Simultaneously, veteran corporate, non-profit and agency leader Susan James joined the team in the newly established position of Marketing Director. James oversees VISIT FLORIDA's advertising, promotions and creative services departments.

Also, www.VISITFLORIDA.com underwent a complete redesign of its website to combine an all-new interface with highly visual storytelling in conjunction with its new brand campaign “Must be the sunshine.”

The inspiration for the digital platform's transformation, which features dynamic and technological innovations, was rooted in the unique tales of Florida visitors. The Pinterest-style format entices visitors to literally build their personalized dream vacation. By sifting through the thousands of travel ideas, readers are able to select their “Florida favorites” and later interact with these “favorites” to design their ideal escape.

MEDIA CONTACT: Laura Cassels, lcassels@VISITFLORIDA.org, (850) 363-5801. At Pow Wow Media Marketplace, at VISIT FLORIDA table.