CW: Mary Gross

Awards:
National ESTO Destiny Award for Virtual Programming

Flagler Awards:
Mixed Media - Henry award
Mobile marketing - Henry award

In February 2020 we were on a roll. We launched our brand-new Destin-Fort Walton Beach campaign. We were running beautifully shot TV, OOH, tons of digital and even had large partnerships all geared towards getting kids out on the water. Nothing could stop us from getting our target to Destin-Fort Walton Beach to experience a whole new adventure.

And then in March 2020… well, you know.

We paused our branding campaign indefinitely and did the only thing we could do–pivot. instead of getting kids out on the water in our destination, we shifted to getting kids outside at home and showing them that adventures can happen anywhere.

Through our campaign, Adventure Anywhere, we were able to connect with our target as well as be helpful to parents who were now faced with juggling homeschooling and working from home.

Adventure Anywhere launched on April 13, 2020 as a collection of indoor/outdoor itineraries. These itineraries connected parents, teachers, businesses and children with the wonders of our destination, all without leaving the house. We shared activities that kept kids learning, moving and entertained. Families met marine animals, got ideas for playing outside and helpful information for when they were able to eventually visit the destination.

Itineraries were sent via newsletter twice a week and accessible on the Adventure Anywhere hub on destinfwb.com.

Production costs for the entire hub were a whopping $500 (yes, you read that right). Despite our small budget, here were the results:

● Engagement rate increased by 201%

● Time spent on website increased by 40%

● Full video views increased by 100% with 23.8K video engagements