"Beach On" Campaign
Head of Business Development & Photographer
Daytona Beach CVB // National campaign work across production & post-production: broadcast spots, digital video, social ads and still photography (Print, OOH, Digital, Social).
Head of Business Development & Photographer
Challenge & Role
Our agency and client partners needed a team that could produce a brand refresh with a new, cleaner and more contemporary identity, and an exciting new campaign featuring more desirable photography and video while introducing a highly targeted, multi-channel media mix.
Understanding the importance of maintaining the loyal, repeat visitors and a focus on families, it was critical for the growth of the destination to attract new younger, more affluent audiences as well. This includes young married couples to friends who love to travel together.
Beach On captured the essence of the destination and gained overwhelming support from local industry partners and media.
My years-long relationship with the Head of Production at /Bright Red Agency (The Zimmerman Agency) landed the opportunity and eventually the entire campaign work.
Results
"Surf Lessons" TV Spots received the Silver Award in the Television Advertising category from Visit Florida.
The second month of the Beach On campaign resulted in a 4% increase in tourism related tax collections and a record month for the destination.
Despite two back-to-back hurricanes, the destination experienced the second highest month for collections.
And, we kicked off the new year, with another record breaking month. Website visits and sessions have increased by 23% year over year, with an increase of 55% in unique visitors. Website newsletter sign-ups are up an incredible 76%.
