Florida’s Paradise Coast: Stone Crab Content Series
The Stone Crab content series was developed to spotlight one of the Paradise Coast’s most iconic traditions, stone crab season. Everglades City, known as the Stone Crab capital of the world, is home to families, fisheries, and chefs who have defined this heritage for generations. With growing demand among travelers for authentic food experiences and sustainability-driven storytelling, the campaign set out to transform a local tradition and delicacy into a destination-defining narrative.
Client
Florida's Paradise Coast
Services
- Brand & Creative
- Web & Digital Marketing
- Social Media
- Media Planning & Buying
- Data & Insights
Accolades
- 1 Silver Adrian Award
Florida's Paradise Coast
Celebrating Stone Crab Season on Florida’s Paradise Coast
The objectives for the Stone Crab content series were very clear: to celebrate the legacy and heritage of the families, fisherman and chefs who sustain the stone crab industry, positioning stone crab season as an anchor to Florida’s Paradise Coast. The series would engage niche travelers who prioritize meaningful local experiences while providing evergreen content for campaigns, PR, travel trade and seasonal promotions for the destination.
The Good News
How the Stone Crab Series Delivered Enduring ROI
317K+
impressions across Facebook, Instagram, and YouTube
214K+
video views from short- and long-form placements
2.2%
engagement rate, exceeding tourism benchmarks
37.3%
unique viewer rate, indicating strong reach to new audiences
4.7%
YouTube CTR, more than 2× the tourism average
58.3%
organic comment-to-Messenger CTR, outperforming industry norms
Florida's Paradise Coast
Only Paradise Will do
Destinations International
Destinations International
Paradise Affiliations
