Two Paradise clients have been named finalists in the prestigious 2025 eTSY Awards, honoring the most innovative and impactful tourism marketing campaigns of the year. The eTSY Awards winners will be announced at the eTourism Summit in Las Vegas on April 24, 2025, organized by Informa Connect.
Navarre Beach is a top contender in the Best Experiential Marketing Campaign category for its activation at the Atlanta Dogwood Festival, and Columbia County TDC is a finalist for Best Travel Brand Refresh, recognizing its comprehensive and authentic rebranding and strategic marketing launch.
“We are thrilled to have two of our client campaigns recognized out of the hundreds submitted from destinations worldwide,” said Barbara Karasek, Chief Executive Officer and Co-Owner of Paradise. “While we hope these campaigns will be announced as category winners later this month, we know that even being named as a finalist is a tremendous achievement. Congratulations to our clients and team on innovative marketing programs well done.”
Navarre Beach: From Park to Paradise
The Navarre Beach campaign, “From Park to Paradise: Elevating Navarre Beach at the Atlanta Dogwood Festival,” successfully introduced Navarre Beach to a key target market, driving significant engagement both offline and online. The immersive brand activation, held at the high-traffic festival attended by over 88,000 visitors, effectively showcased the destination’s laid-back vibe and variety of attractions.
Key campaign elements included:
- A scenic screen wall with views of Navarre Beach
- Adirondack chairs for relaxation
- A branded light blue Moke Electric Vehicle to evoke the destination’s vibe
- An interactive Halo photo kiosk allowing visitors to capture and share their experience on social media
With an emphasis on promoting easy access from Atlanta via direct, one-hour flights, the campaign highlighted Santa Rosa County’s unique offerings. First-party data collected via the photo kiosk helped drive traffic to a compelling landing page, fueling follow-up email campaigns and enhancing overall engagement.
Results:
- 193.8% increase in organic search traffic via Google Analytics
- 160% increase in new website users, particularly from Atlanta
- 25% increase in social media engagement
- 33% increase in Facebook and Instagram impressions compared to the three-month average
The campaign also significantly boosted Santa Rosa County’s social media following, laying the foundation for future retargeting efforts.
Columbia County TDC: A Successful Brand Refresh
For Columbia County TDC, the campaign was aimed at repositioning the destination to reflect its flourishing offerings and unique value proposition. The comprehensive rebranding strategy included a brand identity redesign, an intuitive website with engaging content, and a renewed focus on both paid and earned media.
To amplify the impact, the PR team developed compelling messaging and press pitches that highlighted the destination’s authenticity and distinct experiences.
Results:
- 6.4M+ digital media impressions
- $175K direct economic impact from programmatic media campaigns
- $1.4M in advertising value equivalent of publicity, with coverage in high-value publications like Travel + Leisure, Boston Globe, Southern Living, and Narcity
- $54,000+ in gross bookings and a 5.9% Return on Advertising Spend (ROAS)
“I am proud to see these two campaigns short-listed at the eTSY Awards,” said Paradise Chief Creative Officer Tom Merrick. “Both clearly underscore the power of our strategic approach in attracting visitors and driving local revenue. We are incredibly grateful to our talented team for their hard work, creativity, and dedication.”
About Paradise
Paradise is a trailblazing, award-winning marketing agency that blends digital ingenuity with data-led strategies to elevate brands, businesses, communities, and tourism economies. With a focus on creative problem-solving and forward-thinking methodologies, we craft bold, results-driven experiences that spark real, measurable growth. Headquartered in Florida, our team spans the nation, bringing a unique, hands-on approach to every project. Since our founding in 2002, Paradise has remained committed to pushing boundaries and partnering for progress. For more information, visit apartnerforgood.com.
About Informa Connect
Informa Connect is a live events and digital platform specialist connecting professionals with knowledge, ideas and opportunities. Our purpose is to champion the specialist, connecting them with the knowledge they need to succeed, the relationships that matter and the ideas and opportunities that drive growth. Operating major branded events in Healthcare, Life Sciences, and other specialist markets, Informa Connect is committed to delivering exceptional content and memorable experiences. For more information, visit www.informaconnect.com.
