New agency relationships will energize marketing and enhance visitor experience through action and accountability
KEY WEST, Fla. (June 11, 2025) — The Monroe County Tourist Development Council (TDC) has selected four prominent agencies to partner in advancing its mission of promoting Monroe County and the Florida Keys and Key West as a premier global destination. The organizational strategy, spearheaded by the TDC Board and TDC President and CEO Kara Franker, is the result of the organization’s new commitment to improved transparency, community involvement and destination stewardship.
The TDC’s fresh approach prioritizes tourism as the primary economic driver of the Florida Keys and Key West, while encouraging sustainable tourism that benefits not only visitors, but also the people who call the Florida Keys home. In recent months, the TDC has embarked on a full-scale reevaluation of its vendor relationships and marketing partnerships, to increase transparency, efficiency and community impact. Additionally, the TDC is working towards earning accreditation from the Destination Marketing Accreditation Program (DMAP), an internationally recognized program developed by Destinations International that ensures DMO best practices. These reforms reflect a broader commitment to transparency and aligning TDC operations with the best practices of modern tourism management.
As part of the ongoing transformation, the following agencies have been brought on board to lead specific aspects of tourism marketing:
- Starmark (Ad Agency): Headquartered in Fort Lauderdale, Starmark is an Agile Agency that shines brightest when bringing the most ambitious ideas to life. As lead agency for branding and marketing, those ambitious ideas will include defining and amplifying the brand platform, developing integrated marketing campaigns, inventing new marketing technologies and implementing performance media that drives attention and conversion.
- MMGY (Website Agency): An integrated marketing company specializing in the travel, tourism and hospitality industry, MMGY represents multiple agency brands with one goal: to inspire people to go places. With deep experience in building intuitive, conversion-oriented websites and integrated digital ecosystems, MMGY will ensure that the TDC’s online presence becomes a powerful engine for inspiration and bookings.
- TURNER (PR Agency): An earned-first communications agency specializing in the travel, tourism and lifestyle industries, TURNER’s award-winning work generates editorial influence, strategic content and social media engagement that drives consumer action. With a deep network of media and content creators and an eye for trend-driven campaigns, TURNER will deliver high-impact media coverage and content for the Florida Keys that will build awareness, inspire travel and uniquely position each destination and experience.
- Overseas Media Group (Social Media & Webcams): A Florida Keys-based full-service digital marketing agency, OMG takes a holistic approach to supporting clients across all digital platforms, combining strategic content with strong relationships for maximum impact. Their expertise in social trends, platform-specific content creation and community management ensures our destination stays top-of-mind in the always-on digital world.
By aligning with these strategic partners, the TDC will be poised to position the Florida Keys and Key West as a premier, global destination. And according to Franker, it’s a move in the right direction.
“Partnering with these industry-leading agencies marks a pivotal step in TDC’s commitment to transparency and meaningful transformation,” said Franker. “Their expertise will help us build deeper trust with our audiences and deliver a more authentic, forward-looking approach to promoting Monroe County.”
ABOUT THE MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
The mission of the Monroe County Tourist Development Council is to manage Monroe County’s tourism marketing efforts to assure long-term economic stability resulting from visitor-related revenues. The TDC pledges to benefit residents and visitors by utilizing those financial contributions to improve the Florida Keys’ environmental and community resources. The tourism council also prioritizes enhancing residents’ quality of life and minimizing their property taxes by safeguarding the health of the county’s primary industry. Visit https://fla-keys.com for more information.