Turning misconception into
94.7 percent room occupancy.

the challenge

Research showed that audiences perceived Sarasota as an upscale but boring destination “filled with older people” — instead of the spectacular, upbeat and action-packed vacation spot that it is.

the strategy

We found that women make destination decisions 90 percent of the time, and that our audience was highly segmented. So we aimed to showcase Sarasota’s true personality through targeted messaging.

the tactics

The vibrant hues of the city inspired our “Colors of Sarasota” campaign, which included its own identity and photo library, as well as integrated print, online, radio and TV ads.

Sarasota logo redesign
logo redesign
national tv spot
Sarasota Print
“paint dance” launch event video

the results

We saw a 23 percent rise in Web traffic during the soft launch and, just six months after, realized an 11 percent increase in visitors, 17 percent spike in economic impact, and a March-record 94.7 percent room occupancy rate.

where to next?