Daytona Beach
The Specs
Client
Daytona Beach, CVB
Industry
Travel/Tourism
Services
Media Research & Analysis
Email Marketing
Marketing Intelligence
Video & Production
Media & Digital Strategy
Social Media
Brand Strategy
Interactive & Analytics
Creative & Content
Rewriting the Reputation
For years, Daytona Beach was known for roaring engines and spring break scenes. But beneath the rev and revelry lies a different kind of getaway—where white-sand beaches stretch for miles, dinner is lit by candlelight (not neon), and culture thrives just steps from the coast. Our mission? Show high-income travelers that Daytona Beach isn’t just famous—it’s fabulous.
Approach
Famous for More Than You Think
We set out to rewrite the Daytona Beach story—without losing its iconic edge. Our campaign, Famous for More Than You Think, invited a new wave of travelers to rediscover the destination through a more elevated lens. Think less beer bong, more Bordeaux by the beach. With strategic testing, bold creative, and targeted placements, we reintroduced Daytona Beach as the coastal escape they never saw coming.
Research & Creative Testing
Finding the Message That Moves
We didn’t guess—we tested. Three bold concepts went head-to-head in an online survey with high-income beachgoers. Then we let paid social tell us what truly clicked. The winner? A concept that made people lean in: Famous for More Than You Think. It teased curiosity, flipped assumptions, and gave us a green light to go big.
Integrated Campaign
Sun, Sand, and a Little Wow
We rolled out an integrated campaign that lived everywhere our travelers did. Full-page print in Garden & Gun and Bon Appétit. Native ads in The New York Times. Billboards that turned highway glances into weekend plans. And influencer takeovers that made Daytona Beach look as good as it feels. All with one goal: surprise and delight a new kind of visitor.
Targeted Media
Premium Eyes. Prime Placements.
From digital deep-dives to TikTok swipes, our media plan followed the money—literally. We honed in on affluent 25–54-year-olds, placing Daytona Beach in the feeds and formats they trust most. Meta, Pinterest, Travelzoo, even NPR. Every placement was handpicked to meet the right travelers at the right moment, with the right message.
Results
Affluent Travelers, Activated
The campaign hit its mark—and then some. Daytona Beach saw a wave of younger, wealthier, first-time visitors who spent more, stayed longer, and helped redefine what the destination could be.
15% ↑
YoY increase in RevPAR (2022 vs. 2021)
75% ↑
of website traffic came from $100K+ households
98% ↑
of site visitors were brand new
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