Ashley K. Serrate is a dedicated, media industry professional with experience in developing and implementing public relations campaigns and brand management strategies as well as a proven track record for increasing brand awareness. On behalf of the Florida Keys & Key West, Ashley coordinates individual and group media trips, facilitates media requests and writes press materials. She regular leads media missions across the U.S., Canada and the U.K. on behalf of the destination and has executed and attended various press visits within the Keys. Ashley oversees media relations efforts across the U.S., UK, German and French markets. Additionally, she creates social media content calendars across all major platforms and oversees community management and crisis-monitoring. Ms. Serrate has served as the public relations manager for Jungle Island, where she oversaw the park’s public relations and social media initiatives. In addition to acting as the park’s official spokesperson, she helped Jungle Island achieve international attention as a popular tourist attraction in South Florida. She also developed and created content for the park’s various social media accounts including crisis management through social media. Before working for Jungle Island, Ms. Serrate was an account executive for the South Florida public relations firm, KrepsPR, where she handled media relations and corporate communications for a variety of clients including Aventura Mall, Miami’s premiere shopping destination. As part of her work with Aventura Mall, she coordinated efforts to increase overall awareness of the mall’s merchants and their products both through traditional and non-traditional media. She has also worked in radio promotions for one of South Florida’s heritage radio stations, Y100.7, where she oversaw the marketing and development of events including Jingle Ball and Summer Splash. Through her career as a public relations professional, she has made valuable relationships throughout the media industry including local television affiliates and radio stations, national news organizations and even global news outlets.