He’s already known as Mr. 305 and Mr. Worldwide. Now entertainer Pitbull is stepping into a new role: Mr. Florida. Visit Florida announced Tuesday that it is partnering with the musician and businessman to promote the state as a tourist destination through social media, concerts, appearances and an upcoming video. Pitbull, whose given name is Armando Christian Perez, will use the tourism marketing corporation’s hashtag #LoveFL on video screens at concerts and at his New Year’s Eve show in Miami that will be broadcast live on Fox. He will also include beaches in Florida in the video for his single Sexy Beaches and take part in other promotional activities. “Pitbull is certainly ‘Mr. Worldwide,’ but he’s also a native Floridian with a true passion for the Sunshine State,” Visit Florida chief marketing officer Paul Phipps said in a statement. “Aligning our two brands not only allows us to have a Florida ambassador who can help tell the authentic story of the state’s diverse travel experiences, but provides us a platform to reach a new generation of travelers through his global fan base.” The marketing organization announced the deal during the Florida Governor’s Conference on Tourism in Tampa.