There is golfing in Florida and then there is golfing in Florida. The Paradise Coast is the latter. With over 90 golf courses and some of the world’s premier beach and golf resorts, our job was to separate ourselves from the competition and appeal to a more upscale golfing audience for this luxury beach and golf destination. Based on consumer insights, our creative team introduced “Paradise Refined and Redefined” as the key message for the 2013 Naples, Marco Island, Everglades CVB branding campaign. 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. For our golf campaign, we followed the same approach as we created a special website and shot a series of TV and web videos (using drones for aerial footage) all produced in-house. The results? Since the campaign was launched, 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. To put icing on the cake, the campaign has been honored with 17 medals from global creative festivals, including golds for best digital, best social media, best print, best outdoor, best television, and the best complete integrated advertising campaign.