Visit Florida Keys & Key West Appoints New CMO

Visit Florida Keys & Key West has appointed Daniel “Danny” Cuellar as its new chief marketing officer.  

Cuellar has more than two decades of brand marketing experience, most recently as vice president of Americas marketing for Qantas Airway and, notably, as former senior director of global brand and consumer marketing for the National Football League (NFL). 

“Danny knows how to take what makes a brand special and turn it into a story people want to be part of,” said Kara Franker, Visit Florida Keys & Key West President and CEO. “He brings that rare combination of big-picture thinking and creative instinct, and that’s incredibly exciting for us. I’m looking forward to seeing where Danny, our team and our agency partners take it next.”   

With Quantas, Cuellar helped lead the airline’s first bespoke U.S. brand campaign in more than a decade “Australia in the Sky.” With the NFL, he directed marketing for the NFL Draft and International Games and the Super Bowl, including the Emmy-winning Super Bowl LVII campaign. He also spent more than a decade leading advertising efforts at United Airlines. 

In his new role with Visit Florida Keys & Key West, Cuellar will lead marketing strategy and oversee campaigns and content, agency partnerships, and emerging technology. One of his first tasks will be rolling out the destination’s new flagship brand campaign, “Play in Your Own Key.” 

“Travelers are looking for experiences that feel authentic and personal, and the Florida Keys delivers that in a way few destinations can,” Cuellar said. “Every part of the island chain has its own character and culture, giving us an incredible opportunity to find fresh and unexpected ways to tell its story. And personally, getting to call Key West home, become part of the community and experience more of the Keys myself is a dream come true.”