Every brand has a story to tell. Amelia Island is no different. Our strategic planning and research discovered the insight that our affluent target market considered Amelia Island as Southern as it is Floridian. So to separate Amelia Island from other luxury Florida destinations, we repositioned Amelia Island as a luxury Florida beach destination with a Southern accent. Then, we created and a sophisticated 360-degree integrated campaign that only Amelia Island could own. The results? Since the launch of our rebranding campaign, Amelia Island has broken every 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%. To make things even sweeter, 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, the best newspaper campaign, the best digital campaign, the best TV campaign, the best branded content campaign, and the best complete integrated advertising campaign.