MEDIA ALERT: SPARK to ignite destination brand

(PR NewsChannel) / June 29, 2012 / TAMPA, Fla. 

Tampa Bay & CompanyTampa Bay & Company, the official destination marketing organization for Hillsborough County and agency responsible for leading the area’s economic sustainability through tourism, announced today that Tampa-based advertising agency SPARK will lead the branding initiative for the destination. Work is set to begin in July, with plans to launch in spring 2013. 

“With Tampa Bay’s vibrant renaissance and the changing landscape for destination marketing, we left no stone unturned to find the best possible agency to partner with us to brand Tampa Bay,” says President/CEO of Tampa Bay & Company Kelly Miller.  “SPARK has amazing creativity, valuable tourism experience and proven research capabilities, and we are excited to get to work branding this destination.” 

Miller added that the branding initiative will establish a brand promise, architecture and identity that can be delivered to each and every visitor to the destination. 

“For visitors, it’s a combination of the functional benefits and the emotional connection that they make with the destination that determines where they choose to visit,” says Miller.  “We must work to tell our story, make that connection and own that space in the hearts and minds of visitors.  SPARK will provide our destination with an entire system of branding research and tools to help us tell Tampa Bay’s story and ignite global passion for visiting Tampa Bay.” 

Tampa Bay & Company, with the help of Magellan Strategy Group, conducted an in-depth national RFP and interview process that included more than 20 agencies from across the country.  Seven finalists, of which more than half were from the Tampa Bay region, were chosen to present to the selection team. 

SPARK was selected, in part, for its experience in brand development, particularly within the travel and tourism industry. SPARK has continued to grow its four-year partnership with VISIT FLORIDA through the ongoing evolution of its Share A Little Sunshine platform. In addition to understanding the needs of destination marketing in the state of Florida, several members of SPARK’s team have extensive experience in travel/tourism marketing and destination brand development working with clients such as the Tempe Tourism Office, Marriott, Destination Hotels and Resorts, Hyatt Hotels & Resorts, Sweetbay Supermarket, Zentila, Starwood Hotels & Resorts and others. 

“We are truly appreciative of the opportunity to work on such an important project,” says Chief Creative Officer at SPARK Michael Peters.  “We understand how significant this is to the destination, and everyone at SPARK has an incredible amount of passion for this area. Tampa is our home and we have the ability to directly contribute to its success. We appreciate the trust that Tampa Bay & Company has instilled in us, and we’re extremely excited to begin work.”

SPARK is a full-service branding and advertising agency that has been actively involved in the overall growth and development of the Tampa area that focuses on creating work with passion. The 30-person agency has been crafting stories that move people for over a decade using their expertise in brand, advertising, design, digital and video/photography production.

Media contact is Travis Claytor, communications manager for Tampa Bay & Company, at 813-342-4052 or . 

About Tampa Bay & Company: Tampa Bay & Company is an independent, non-profit membership organization created to serve and attract visitors to Tampa Bay in an effort to create “Economic Development Through Tourism.”  Tampa Bay & Company is funded, in part, by the Hillsborough County Board of County Commissioners/Tourist Development Council.


Travis Claytor
Communications manager
Tampa Bay & Company

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SOURCE:  Tampa Bay and Company

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