Plan For the Future
Services We Provided: Facilitated Community Planning Series, Thought Leader Interviews, Marketing Plan, Campaign Logo, Visual Campaign System & Elements, Microsite,Campaign Concepts, Messaging, Art Direction, Digital Campaign, Broadcast Campaign, Photography
Visit Pensacola, Inc., the Destination Marketing Organization for the Pensacola Bay Area, is charged with the long-term development destination marketing programs for Escambia County, including Pensacola, Pensacola Beach and Perdido Key communities. Having successfully launched it’s inaugural year as an independent entity—previously governed by the local Chamber of Commerce—the Visit Pensacola team wanted to do something no other Florida destination organization had done before: Engage the entire Pensacola advertising community in developing and communicating the Visit Pensacola brand.
Our local advertisers answered the challenge with the formation of Showcase Pensacola, a cooperative agency with representatives from various Pensacola Bay Area advertising, marketing, and branding firms and agencies at the helm.
Through active collaboration, the Showcase Pensacola Strategy Development led by idgroup, developed the 2014-2015 Destination Marketing Strategy.
The idgroup team engaged a cross section of citizens and tourism industry members to shape the position and strategy for the Pensacola tourism brand. The core personality of “real, relaxed and simple” provided direction for the visual feel of the campaign, while “Find what you are searching for” called visitors to explore the diverse experiences found in Pensacola, Pensacola Beach and Perdido Key.
Working in partnership with each other, as well as various community freelancers and thought-leaders, we developed a detailed plan that rolled out in October, 2014.Once called Florida’s best kept secret. The numbers show the secret is out. The 2014 tourism tax collections increased by almost 11% over the previous year