CASE STUDIES
Building & Evolving the Lake City, Florida’s Springlands Brand
THE GOAL
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.
- 360° Omnichannel Marketing
- Brand Identity
- Creative Campaign Development
- Paid Advertising Media
- Social Media
- Public Relations
- Sports Marketing
- Partner Programs
- Analytics & Insights
THE GOOD NEWS
- 115M earned media audience reach valued at $1.4M
- National PR coverage incl. Travel & Leisure, Boston Globe, Southern Living
- $54k+ OTA Gross Bookings and 5.9 OTA Campaign ROAS
- $175k Direct Economic Impact from programmatic media campaigns
- $2M+ FY22 Tourism Tax Collection (the 2026 collection goal met in 2022)
- +51% Website Sessions
- +48% Website New Users
- 6.4M+ targeted digital audience impressions
- Increased Visitor Center traffic
