Creative | Digital | Media
Situation
“The World’s Greatest Beach” is an often misunderstood and often misrepresented destination. The perception of a spring break party city with inexpensive accommodations needed to be changed. Today, Daytona Beach is more upscale, more family friendly with a food scene, amenities, and activities to match. The importance of retaining loyal visitors while repositioning Daytona Beach was critical. To appeal to a broader, more upscale demo, we needed to communicate that Daytona Beach is a destination filled with opportunities to escape daily stresses and simply…Beach On.
Key Initiatives
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.
Audience
Understanding the importance of maintaining our loyal, repeat visitors and a focus on families, it was critical for the growth of the destination to attract new younger, more affluent audiences as well. This includes young married couples to friends who love to travel together.
Print
Video
Digital
Outdoor
Outcome
The campaign launch was a huge success. The second month of the Beach On campaign resulted in a 4% increase in tourism related tax collections and a record month for the destination. Despite two back-to-back hurricanes, the destination experienced the second highest month for collections. And, we kicked off the new year, with another record breaking month. Website visits and sessions have increased by 23% year over year, with an increase of 55% in unique visitors. Website newsletter sign-ups are up an incredible 76%.
