Helping Visit Lauderdale Build Brand Momentum

Visit Lauderdale had already established a powerful brand platform with “Welcome Everyone Under the Sun,” a bold expression of the destination’s inclusive spirit, vibrant personality, and unmistakable South Florida appeal.

StudioVald helped extend the campaign with creative language and executions that kept the message fresh, polished, and impossible to miss.

Concept and Creative Direction

The challenge was to support a destination brand as it evolved from a familiar beach getaway into something more elevated, diverse, affluent, and culturally rich.

StudioVald developed concept-driven messaging, headlines, and campaign copy across print, digital, video, social, native content, outdoor, high-end publications, and Times Square media. The work added a new dimension to the “Welcome Everyone Under the Sun” platform by celebrating luxury without losing warmth, diversity without feeling predictable, and sophistication with just the right amount of edge.

Outcome

The campaign helped shift the perception of Visit Lauderdale from a discount getaway to a sophisticated destination, contributing to a 33% increase in tax collections, 38% growth in hotel revenue, 27% growth in RevPAR, and major recognition at the VISIT FLORIDA Flagler Awards.

Role

Campaign messaging, headline development, copywriting, concept development, and integrated creative support.