To align with a vision of being “the most visited outdoor escape in the southeast,” we created a brand marketing strategy to revitalize and reposition the destination as a colorful, charming, and authentically Floridian destination. Following a six-month rebrand process that included research as well as partner, community and resident engagement, the Florida’s Springlands brand was developed. We then brought it to life in a fun, memorable way that captures the attention and interest of our target audiences – making a simple promise that is too good to pass up: Happy Happens Here.