St. Augustine, Ponte Vedra & The Beaches has been primarily a “drive” destination. The city, founded in 1562, is America’s oldest, continuously occupied European settlement. Through our effective branding process the agency, conducted and analyzed extensive research and found that while historic ambiance is the dominant reason for visiting, beaches and golf are important contributing factors. Consumer interest can further define this audience and how the destination can fulfill their needs. To accomplish this, the agency recommended dividing these interests into eight distinct segments: families, couples, heritage tourists, nature tourists, golfers, active seniors, meeting/incentive planners and tour/group operators. We also managed the public relations campaign when the Super Bowl was hosted in the region and the annual PGA Tour’s Players Championship.

We developed an integrated advertising and public relations campaign that positioned St. Augustine, Ponte Vedra & The Beaches as a unique and compelling destination with the theme, “See Different Things. See Things Differently.” This campaign was successfully tested utilizing a significant database of consumers from each market segment and within the targeted geographic areas.