It was time to position Daytona Beach the way it deserved to be positioned. While 23 miles of incredible beaches will always be the focus of a Daytona Beach vacation, there are many things to celebrate on and off the beach. The agency executed Momentum Planning to gain insights and opinions of key stakeholders. The result was a brand refresh with a new, cleaner and more contemporary identity, and an exciting new campaign featuring more desirable photography and video while introducing a highly targeted, multi-channel media mix. Beach On captured the essence of the destination and gained overwhelming support from local industry partners and media.