Skift Take

This is likely a brilliant, forward-thinking marketing move that will bring a new generation of travelers to Florida.

Rapper Pitbull is partnering with Visit Florida to promote tourism.

The Miami-based rapper will film his upcoming video for “Sexy Beaches” in Florida.

The Tampa Bay Times reports Pitbull will use and feature Visit Florida’s #LoveFL hashtag on all his video screens at concerts around the world. And he will promote Visit Florida during his New Year’s Eve concert from Miami.

Visit Florida’s Chief Marketing Officer Paul Phipps says the rapper can help reach a new generation of travelers through his global fan base.

Pitbull, whose real name is Armando Christian Perez, has had number 1 hits in more than 15 countries.

Tags: florida, music, tourism

Photo credit: Pitbull speaks on stage at the 42nd annual American Music Awards in Los Angeles. Matt Sayles / AP

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