Branding and Integrated Public Relations & Advertising Campaign

Situation/Goal:
Santa Rosa County is located in Northwest Florida along the Gulf Coast. It is flanked by popular tourist destinations on both sides. The county is characterized by its many diverse communities that are situated within the county – from Navarre Beach in the South to historic towns, woodlands, rivers, and rural farmlands in the North. Our goal was to differentiate Santa Rosa County by communicating its diverse attributes. We also wanted to develop the tourism industry while also protecting its natural and cultural assets.

Strategy & Solution:
We developed the brand name “Beaches to Rivers of Santa Rosa,” positioning the destination as a natural retreat characterized by diversity in nature-based activities – a brand promise that cannot be claimed by any other destination in the Northwest Florida region. We developed strategies to target eco-tourists, outdoor enthusiasts, and other visitors who connect to the Beaches to Rivers brand on a value-based level.

Outcome/Results:
We designed and implemented an integrated marketing plan, which heightened visibility, fostered unity among the diverse communities within Santa Rosa, helped rebuild the brand following a major hurricane, generated positive press, and enhanced tourism. Key successes included numerous media tours, a state-of-the-art brand video, and award-winning creative.

In collaboration with idgroup