Visit Lauderdale

Challenge:
Greater Fort Lauderdale faced a perception challenge: evolve from a value destination into a more affluent, culturally rich, and inclusive travel brand.

Idea:
The “Welcome” campaign repositioned the destination around a bold, open invitation that celebrates luxury, diversity, culture, dining, nightlife, beaches, and the idea that everyone is welcome under the sun.

Role:
Developed concept-driven headlines, campaign messaging, and destination copy that balanced sophistication, inclusivity, and a provocative creative edge.

Channels:
Print, digital, video, social, native content, high-end publications, outdoor, and Times Square media.

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