The Challenge
Santa Rosa County includes the communities of Navarre Beach, Gulf Breeze, and historic Milton, and is an easy drive from most anywhere in the Southeast. The destination features uncrowded, unspoiled Gulf of Mexico beaches with soft, pearl white sand and emerald waves. The area’s breathtaking sunsets and inland waterways make it the perfect place to vacation at an unrushed pace in a laidback atmosphere. Located between Pensacola and Destin/Fort Walton Beach, the county had not been able to distinguish itself from these popular tourist destinations, and its existing consumer-facing brand, “Historic Milton/Navarre Beach/Florida’s Playground,” didn’t register with travelers.
The Solution
After being named the agency of record in 2016, we examined visitor profiles and surveys, airport and digital journey analyses, and third-party credit card and device platform data. To create a memorable, easily searchable consumer brand, we landed on putting the destination’s biggest asset front and center – the beach – and promised potential visitors the one thing they wanted most from a vacation: relaxation. The Navarre Beach. Florida’s Most Relaxing Place brand extended through strategic integrated marketing communications plans which included weighted efforts among targeted customer segments and markets.
The Results
(* since 2015, 1 yr before AOR award)
- +51% Tourism Tax Collection*
- +26% Average Daily Rate*
- +22% Demand*
- +24% RevPAR*
- 2 HSMAI Adrian Awards (2 Silver
Florida’s Most Relaxing Place.
