TALLAHASSEE, Fla. – VISIT FLORIDA is integrating its travel brand into the video game world for the first time through a partnership with motocross legend Ricky Carmichael.  Here are the headlines:

• To strengthen Florida's brand awareness among millennial consumers, the VISITFLORIDA.com logo will be incorporated into the virtual landscape of "Ricky Carmichael's Motocross Matchup." Carmichael's game receives hundreds of thousands of daily plays and has been downloaded more than 4 million times.
• Carmichael, a Florida native and 15-time world motocross champion, will become an ambassador for Florida's adventure experiences, promoting tourism to the Sunshine State by making public appearances and starring in four VISIT FLORIDA-produced video webisodes.

“Ricky Carmichael's fans are passionate followers of everything he does,” said Paul Phipps, Chief Marketing Officer for VISIT FLORIDA. “Aligning our two brands not only allows us to engage with millennial adventure-seekers, but it provides us a platform to reach those fans on the global stage.”

The interactive motocross game is available on iTunes, Droid and PC platforms.  The VISITFLORIDA.com logo will appear on billboards in the video game as players “race” across nine tracks.  VISIT FLORIDA's brand logo also will be featured among other Premier Sponsors.

VISIT FLORIDA and Carmichael's brand collaboration will extend into promoting Florida tourism through his social channels. Carmichael has more than 1 million followers on Facebook, Twitter and Instagram.

Additional integration includes a collaborative sweepstakes promotion in market.

“Florida is home, and I'm excited to be working with VISIT FLORIDA on sharing all the great adventures awaiting people throughout the state,” Carmichael said. “Whether it's on a bike or zip-lining over alligators, count me in when it comes to adventures in Florida.”

###

Media contact: Kathy Torian at ktorian@VISITFLORIDA.org, (850) 205-3865.