Building & Evolving the Lake City, Florida’s Springlands Brand


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


  • 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