Destination 2020

Plan For the Future

Services We Provided:Facilitated Community Planning Series, Thought Leader Interviews, Campaign Logo, Microsite, Messaging, Art Direction, Event Planning, Video Production 

Visit Pensacola, Inc., the Destination Marketing Organization for the Pensacola Bay Area, is dedicated to positioning the Pensacola Bay Area as a world-class travel destination.

Following its inaugural year as an independent agency (previously under the Pensacola Chamber of Commerce), and the launch of a successful marketing campaign, Visit Pensacola sought to create a 5 year strategic plan by joining forces with idgroup to develop Destination 2020, a community initiative to engage members of the community in identifying opportunities to enhance our community and assets in a way that positions the Pensacola Bay Area as a great place to live and visit.

Between January and February 2015, seven facilitated community dialogue sessions were conducted across the Greater Pensacola Bay Area to an attendance of approximately 300 total individuals, and 200 community citizens and business owners in an online survey.

All of the data and information gathered from the seven community dialogue sessions and community survey were analyzed to produce themes that community members identified as important. On May 7, 2015, the 5-Year Destination2020: Designing Our Future Together Strategic Plan was presented at the Historic REX Theater in Downtown Pensacola.


4 Gold American Advertising Awards Gold
2 Silver 4th District American Advertising Awards
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