Tourism Bureau

• CLIENT — A premier nature–based tourist destination located on Florida’s Gulf Coast;

• MARKETING CHALLENGE — Prior to GOLD, the destination had flat levels of visitation and bed tax revenue for eight straight years;

• PRIMARY RESEARCH — We conducted qualitative and quantitative research which showed low brand awareness and visitation preference for the destination. Additionally, there was no advertising recall among key groups of tourism prospects;

• CREATIVE SOLUTION — We developed a strategic marketing plan that articulated how to better leverage the county’s natural and heritage tourism assets. This included new branding, targeted online and offline advertising, the creation of special events, and more; and

• RESULTS — Each year of our campaign, the county led the state in increases in visitation and bed tax revenue. The media value of our PR efforts was six times that of paid advertising, and the campaign won numerous international awards, plus honors from the Flagler Awards.