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Discover lake county

Media FAM Tour

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Discover Lake County was in search of gaining destination recognition as an inland Florida county that offers unique outdoor adventures with alternatives to the nearby manufactured fun in Orlando. They wanted these efforts to also coincide with updated messaging from paid media campaigns and branding that Madden provides.


Following a redesign of their current advertising and messaging, the Public Relations team sat down to develop strategic messaging that would help their inland county stand out. Additionally, we created a target media list for press visits and began working with their state agency VISIT FLORIDA to communicate Lake County’s assets.


  • Citrus Label Tour created and messaging developed
  • 250 pitches
  • Two individual press trips
  • Press kit development for Canadian Media Marketplace
  • IPW press trip coordination with VISIT FLORIDA and GOSH PR hosting
  • Eight international writers

Media Tour

We planned and coordinated a multi-day itinerary, taking reporters to noteworthy attractions, experiences, and restaurants in the destination.

earned media

The tour generated earned media coverage in key publications for the DMO.

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Reach out to plan your own media FAM tour!