US-based tourist organization Visit Orlando has hired Apex Public Relations of Toronto as its Canadian agency of record. The assignment includes public relations, strategic planning, corporate communications, media relations and social media initiatives. Apex pitched for the account in collaboration with LPI Group and Carat Canada. "I was impressed by Apex's passion for the brand and their ability to think outside of the box," said Susan Lomax, vice-president of global publicity at Visit Orlando. "They have unparalleled relationships with lifestyle media as well as a proven track record when it comes to creative, award-winning campaigns."