Paradise Delivers an Un‑Ordinary New Ad Campaign for Visit Savannah
Unexpected photography and evocative copy highlight the destination’s unique character
Visit Savannah has debuted its new advertising campaign featuring the tagline, “This isn’t ordinary. This is Savannah.” Developed by the team here at Paradise Advertising & Marketing, the campaign was designed to convey the quirky, unexpected vibe of the city.
By showcasing many of Savannah’s most recognizable and charming locales – from the iconic Forsyth Park and Wormsloe State Historic Site to the famously haunted Hamilton-Turner Inn and the colorful Gingerbread House – the campaign highlights the city’s enchanting ambiance and inviting beauty.
“Our campaign was driven by two things. The first was research, which enabled us to really understand our target market – who they are, what they expect to find in Savannah and what they hope to find there,” said Tom Merrick, Chief Creative Officer at Paradise. “The second was our own experience in the destination. We realized that Savannah is a classic Southern city with a twist. Elegant yet unpredictable. Classy yet eccentric. Savannah is literally anything but ordinary. After that epiphany, the campaign quickly came to life.”
Paradise selected renowned D.C. photographer Cade Martin to bring the integrated campaign to life. “Aside from showing the beauty of Savannah,” said Glenn Bowman, Creative Director at Paradise, “our images needed to portray the unexpected, evocative nature of the city and its people. Cade’s fearless storytelling-through-photography style was the perfect choice to do just that.”
The campaign will inspire leisure and business travelers to visit and explore the city’s new hotels, award-winning restaurants, and revered historic sites. Joseph Marinelli, President of Visit Savannah, said, “Our goal was to showcase the destination through arresting, page-stopping visuals, and Paradise achieved this goal and then some.”
The campaign is running nationally across print, digital and social. The in-print creative may already be seen in leading publications such as Atlanta Magazine and Travel + Leisure.
President: Joseph Marinelli
VP, Communications & Marketing: Jeremy Harvey
Paradise Advertising & Marketing Team
Chief Creative Officer / Copywriter: Tom Merrick
Creative Director / Art Director / Designer: Glenn Bowman
CEO: Barbara Karasek
EVP: Tony Karasek
VP, Client Services: Rudy Webb
Photographer: Cade Martin
Wardrobe: Pascale Lemaire
Producer: Kimbrough McEniry
H&M: Alaina Debernardis