Travel & Tourism
Amelia Island
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The Challenge
As Amelia Island’s agency partner since 2004, previous brand imagery had focused primarily on features and benefits of the destination. To sustain long-term growth, the brand campaign needed to speak more directly to the destination’s target visitors.
The Solution
Through consumer research and first-hand experience in the destination, we recognized an opportunity to elevate the brand essence to appeal to a much wider range of upscale travelers. Our goal was to reimagine the brand to portray its many attractions and activities in unique and eclectic ways. But knowing the true character of the destination, we thought it best to do so with a hint of southern modesty – describing it with the delightfully understated: “Ever-So-Slightly Special.”
The Results
- +8% Tourism Tax Collection
- 678M Economic Impact
- +6.7% Average Daily Rate (+46% since 2010)
- 690k Visitation (a record number in 2018)
- 72% Occupancy Rate (+35% since 2010)
- 7 Visit Florida Flagler Awards (1 Best of Show, 1 Henry, 2 Silver, 3 Bronze)
- 2 HSMAI Adrian Awards (1 Gold, 1 Silver)
- 3 ADDYs (3 Silver)
Ever So Slightly Special.
