CLIENT: FLORIDA’S PARADISE COAST CVB (Naples, Marco Island & the Everglades)
Not too long ago, when most vacationers thought of luxury beaches in Florida, Palm Beach, Miami Beach, and Ft. Lauderdale were at the top of the list. To change the minds and hearts of our affluent audience, we strategically rebranded Florida’s Paradise Coast as “Luxury Refined and Redefined” and created a sophisticated lifestyle, 360-degree integrated campaign. Not only did we drive visitation, room nights, ADR, and group meetings by double digits, we changed the perception of luxury beaches in Florida. As a result, we won Gold for the Best Integrated Campaign, along with over a dozen other medals across all media and platforms, at the Adrian Awards (the Oscars of the Tourism and Hospitality Industry) and Visit Florida’s Flagler Tourism Awards.