To some travelers, a Florida beach is a Florida beach. So how do you separate yourself from the pack, especially when you’re a luxury beach destination with room rates well above the majority of the competition? For the Amelia Island CVB, we did this by rebranding the beach destination. “A Florida Luxury Beach Destination with a Southern Accent,” based on our proprietary research and consumer insights. Then, we created a 360-degree integrated campaign. The results? Since the launch of the rebranding campaign, Amelia Island has broken every annual record in room occupancy, average daily room rate, and in tourist tax collections. In fact, this past summer alone, room demand increased 26.9% while tax revenue jumped a whopping 42.7%. In addition, the campaign has been recognized by creative judges around the world as the best of the best, winning 10 medals, including winning gold for the best magazine campaign, best digital campaign, best TV campaign, and the best integrated advertising campaign.