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Visit St. Pete Clearwater steps up international outreach, launches local influencer '727 Society'
Summary
Visit St. Pete Clearwater reported expanded international media outreach and introduced a local influencer program dubbed the 727 Society; staff provided early metrics showing earned-media reach and engagement.
Jason Latimer, director of public relations for Visit St. Pete Clearwater, told the Tourist Development Council on March 19 that the organization has intensified international outreach and is leveraging new direct flights through coordination with Tampa International Airport.
"We met with 37 different journalists and content creators over one day," Latimer said, describing the International Media Marketplace event in New York; he also described 35 meetings in London and targeted outreach in continental Europe and South America.
Latimer highlighted a satellite media tour featuring travel personality Laura Begley Bloom that produced multiple television appearances. He said the TV segments and online placements reached an estimated audience of about 50 million viewers across markets.
Jessica Morrow, marketing project manager, introduced the 727 Society, a new local influencer program intended to build a network of Pinellas County content creators who can promote events and attractions. Morrow said the program launched in December with an initial group of about 15 creators; 10 were active in multiple events and the program has already produced measurable social reach. She reported that since December the cohort generated 89 posts reaching roughly 181,000 accounts with about 12,000 engagements and an estimated earned-media value near $199,000.
Morrow said the program is designed as a largely reciprocal, low‑barrier way to get local voices into partner events: creators sign up for events that match their audiences and agree to baseline deliverables rather than hand over large asset packages. Council members suggested adding Facebook to the intake form, exploring tiered engagement for creators and building a business-facing directory for small partners to connect with influencers.
Latimer confirmed media work overseas and in Canada leveraged newly added nonstop flights; officials said those airline connections — and joint marketing — are central to Visit SPC's strategy to attract targeted international media and travelers.
