The Naples, Marco Island, Everglades CVB had long embraced their brand as Florida’s Paradise Coast. However, our 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 Chicago, we ran this outdoor digital campaign during the winter months that used real-time temperatures in Chicago and Naples. The results? Besides getting free exposure in the Chicago media, the boards reached more than 64% of the population more than 11.2 times, delivering more than 11,381,000 total impressions. Within 10 days of their posting, visits to the Paradise Coast website increased by 141%, driving book direct searches (to book hotel rooms), up by 63% and visitor guide orders up by 160%, resulting in an overall increase of 11% in revenue. Last, but not least, the innovative outdoor campaign has won three medals in worldwide creative festivals and has played a part in also winning the best complete integrated advertising campaign of the year.