A natural and cultural gem tucked away in Southwest Florida, Naples, Marco Island & the Everglades, dubbed the Paradise Coast, is a sublime destination where the Gulf of Mexico’s turquoise water meets white sand, wild islands and luxurious downtowns filled with artful treasures, culinary delights and countless other discoveries for year-round visitors from all over the world. As agency of record for 18 years, we were instrumental in building the Paradise Coast brand. Faced with an aging core demographic, a historical stigma of staid luxury, and the growing importance among consumers of non-beach offerings, we needed to broaden the appeal of the destination to new, younger and diverse audiences without alienating our core audience.
After extensive consumer research, we crafted the concept of “approachable luxury” to attract upscale families, couples and diverse, affluent niche audiences (such as foodies, LGTBQ, and cultural, adventure and wellness enthusiasts). Campaign executions approached each of these target audiences with personal invitations from the destination itself, ending in a warm, friendly closing: “Love, Paradise.” The global campaign extended across all marketing channels and customer segments.
(* since 2002)
+12.4% Economic Impact
+9.2% Average Daily Rate
+8.6% YOY Tourism Tax Collection
+6.3% Visitation (1.77 million – a record number in 2018)
77% Occupancy Rate – #3 state rank
30+ HSMAI Adrian Awards*
15+ Visit Florida Flagler Awards*
Conde Nast Reader’s Choice Award Nominee
Florida Outdoor Writers Association Honors