The Naples, Marco Island, Everglades CVB had long embraced their brand as Florida’s Paradise Coast. However, our consumer research revealed that their campaign needed to be refreshed to elevate the brand and appeal to a more upscale target audience for this luxury beach destination. Based on fresh consumer insights, our creative team introduced “Paradise Refined and Redefined” as the key message and gave the campaign a more sophisticated look and feel with an editorial fashion design. For digital, social media and print, we created story lines instead of headlines and told the message in first person. We crafted similar stories for TV and branded videos. The results? Since the rebranding campaign was launched in January 2013, the Naples, Marco Island, Everglades CVB has seen a 9.5% increase in tax revenue, a 11% increase in visitor economic impact, a 22% increase for group meetings, and an all time high in room occupancy, topping 93.4% in March. To put icing on the cake, the campaign has walked away with 17 medals from global creative festivals, including winning gold for best digital, best social media, best print, best outdoor, best television, and the best complete integrated advertising campaign of the year.