Prior to earning the business, I conducted an online research study targeting Daytona Beach vacationers as well as those who vacationed in Florida, but not Daytona Beach. Additionally, I spent time in Daytona Beach conducting observational research. During our time in market, I discovered a refreshing surprise, the perceptions did not match reality. Sure, Daytona Beach has some areas that needed some help, but there was a bigger story to tell. The beaches were wide and uncrowded. And the place was a lot of fun.
The insight became clear: people who have not visited (or not visited in a while) the destination do not understand the destination.
Working from this insight, I developed a campaign that would clearly resonate with those considering a trip to the Sunshine state. We focused on four unique value propositions - Iconic. Family Friendly. A positive value equation. And a unique sense of place.
