Visit Baltimore Names Spark its Creative Marketing Agency of Record

By Kyle O'Brien 

Creative indie agency Spark has been named the creative marketing agency of record for Visit Baltimore, the official destination marketing organization for Baltimore City.

Visit Baltimore embarked on its search for an agency partner with the intent of strengthening the city’s brand appeal with local, national, and global audiences. The organization was looking for an agency that could turn strategic insights into impactful messaging and help drive visits to the city.

The AOR designation follows a competitive RFP process that included a diverse panel of representatives from the Baltimore hospitality, tourism and business communities.


“Visit Baltimore is more than just a destination marketing organization; it’s a reflection of our city’s heart, history and future,” said Al Hutchinson, president and CEO of Visit Baltimore. “In Spark, we’ve found a partner that can bring our incredible brand to new heights while crafting narratives that showcase our unique offerings and resonate with leisure and business travelers as well as convention attendees. Together, we’re determined to present Baltimore in its most authentic and vibrant light, emphasizing ‘Charm City’ as a must-visit destination on the world stage.”

Spark will help to evolve Visit Baltimore’s brand, which was initially launched in 2020. This includes a refresh of visual elements along with devising new campaigns that best represent Maryland’s largest city and economic hub, highlighting the city’s historical significance, family-friendly attractions, diverse neighborhoods, arts and culture institutions, museums and universities, dining and entertainment.

“We’re really excited and honored to help share what makes Baltimore so special. This isn’t just about making awesome and innovative campaigns—it’s about telling the real stories of the city, its culture, and its people,” said Michael Peters, Spark’s founder and chief creative officer. “We want to show the world the Baltimore we see and love, making it a place everyone will want to experience for themselves.”

Most recently, Spark was selected as the first creative and strategy AOR for Brand USA, the international destination marketing organization for the United States. Additional clients for the agency include Norwegian Cruise Lines, Marriott International, Hilton Hotel & Resorts, Visit Florida and the American Heart Association. The agency is based in Tampa, with locations in San Diego, Atlanta and New York.