Turning Quiet Coastal Charm into Competitive Advantage

Project Overview

Punta Gorda/Englewood Beach offered something many Florida destinations could only promise: space to breathe, water in every direction, abundant wildlife, uncrowded beaches, relaxed coastal communities, and natural beauty that still felt personal.

StudioVald helped position the destination as a more secluded coastal escape, giving travelers a clearer reason to choose a quieter, more authentic side of Florida.

Concept and Creative Direction

The challenge was to help the destination stand out from Florida’s more crowded vacation spots by leaning into what made it different.

The “Pure Florida” platform centered the brand on outdoor discovery, harborfront beauty, open waterways, local flavor, and authentic natural experiences. StudioVald helped translate discovery insights and brand strategy into destination messaging, campaign direction, taglines, and visitor-facing copy, giving the brand a stronger voice and a competitive edge.

The work came to life across the brand platform, print, visitor guide, digital banners, social video, travel advisor advertising, dining promotions, sports event ads, vacation rental messaging, and destination marketing materials.

Outcome

The campaign turned the destination’s quieter side into its greatest strength. Since launch, Punta Gorda/Englewood Beach has seen a 122% increase in tourism tax revenue, a record economic impact, and visitor growth approaching one million annually.

For the destination, “Pure Florida” became more than a tagline. It became a promise of what Florida people still hope to find.

Role

Brand messaging, campaign concept development, tagline development, destination copywriting, visitor-facing content, and integrated campaign support.