CW: Mary Gross / Steve Lasch

CD: David Oakley / Jim Mountjoy

Agency: BooneOakley

Feature in:

Communication Arts 2020 Short List

2020 Addys Judges Choice

2020 Addys Gold

We had the unique opportunity of completely rebranding a popular destination in the Gulf of Florida, The Emerald Coast.

The problem is, technically the Emerald Coast is a 100 mile stretch. Which created awareness confusion for our destination who claimed the name but only makes up 22 miles of that stretch. Therefore, we gave priority to the actual place names creating a single brand along with a new unified voice - Destin-Fort Walton Beach.

In addition to needing a new name they also needed an entirely new identity and purpose.

Our campaign for Destin-Fort Walton Beach began with one important fact: 56% of children spend less time outside than maximum security prison inmates.

Childhood is being spent indoors. And Destin-Fort Walton Beach is ready to open the door and get kids back outside.

But we aren't just telling parents to get their kids outside, we're showing them.

• Partnership with USA Today where we developed an adventure builder to let families explore outdoor activities.

• DestinFWB.com where families can browse 360 videos, quick tips and real kid reviews.

In addition, we helped Garden & Gun create their first-ever kid’s magazine “G&G Jr.” based on our mission

Will we succeed in making childhood an adventure again? We don't know. But we have to try.