Starmark has been named the official agency of record to lead brand and marketing efforts for Visit Florida Keys and Key West

Monroe County, Florida – Starmark, a leading marketing agency, has officially been appointed as the Agency of Record for the Monroe County Tourism Development Council, overseeing brand and marketing initiatives for Visit Florida Keys & Key West. The announcement marks a significant step in the ongoing effort to elevate the Florida Keys as a world-class destination, while providing fresh energy and innovative strategies for tourism promotion.

In this role, Starmark will collaborate closely with three specialized agency partners, focusing on web, public relations, and social marketing, to craft a comprehensive approach that highlights the unique offerings of the Florida Keys. The goal, according to agency leadership, is to ensure that visitors around the globe experience the region in ways that reflect its natural beauty, cultural vibrancy, and unparalleled recreational opportunities.

“As a leading agency in destination marketing, we have always greatly admired the Keys brand,” said Katy Gewartowski, Vice President of Account Service at Starmark. “To be here today representing such a beautiful, beloved, vastly unique and incredibly fun destination is a challenge and an honor. As we put together our roadmap for 2026 and the future, all we can say is that we look forward to the rest of the world falling in love with the Keys the way we have.”

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The agency hit the ground running during its first 100 days, focusing on maintaining continuity for ongoing marketing initiatives while implementing foundational changes for long-term growth. Among the most notable accomplishments during this period was the development of a comprehensive roadmap for the remainder of the current fiscal year, along with the early stages of planning for FY 25/26.

A key technological enhancement has been the transfer of 100 terabytes of assets into a cloud-based Digital Asset Management (DAM) system, ensuring that all digital resources are securely stored, easily accessible, and well-organized for future campaigns. The team also implemented a master marketing calendar in the cloud, providing transparent oversight across all channels and allowing multiple contributors to track initiatives in real time.

Starmark also introduced custom dashboards and a centralized database to manage nine current paid media plans. These tools offer unprecedented transparency, allowing both the agency and Visit Florida Keys & Key West to track metrics, measure engagement, and optimize campaigns for maximum effectiveness. The agency secured media inventory valued at over $8.4 million for the third and fourth quarters, generating more than 336 million impressions across print, digital, and broadcast channels. Remarkably, the transition of paid media operations was seamless, with no interruptions in campaign delivery or audience engagement.

Early performance indicators suggest strong results. Paid media interaction, click-through rates, and cost per visitor have all exceeded industry benchmarks, a promising sign for the impact of Starmark’s integrated approach. “Our first 100 days have been about establishing strong foundations while keeping current initiatives in full swing,” said Gewartowski. “We are confident that these early efforts will set the stage for even more ambitious campaigns in the coming years.”

The partnership represents a new chapter for Starmark, building on its track record with long-term clients such as Amelia Island CVB, as well as its innovative work for organizations like South Florida PBS and Boggy Creek. By combining data-driven insights, creative storytelling, and technological integration, the agency aims to craft campaigns that not only attract visitors but also strengthen the Florida Keys’ global brand identity.

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Starmark’s leadership emphasizes that this assignment is about more than driving tourism numbers—it is about capturing the essence of the Florida Keys, from its pristine waters and vibrant coral reefs to its cultural festivals and local dining scene. By aligning strategy, technology, and creativity, the agency hopes to ensure that the destination continues to grow while offering visitors meaningful, memorable experiences.

For those interested in learning more about Starmark’s work in tourism marketing or exploring potential partnerships, the agency encourages visiting its portfolio to see examples of its campaigns and strategic approaches. As Starmark looks toward the future with Visit Florida Keys & Key West, the agency is poised to help the destination reach new audiences, elevate its brand, and showcase the Keys as a must-visit location for travelers around the world.