Daytona Beach Launches New Campaign
Big Picture
Daytona Beach Area Convention & Visitors Bureau will soon launch a new marketing campaign, Beach On.
It is the first new marketing concept for the destination since “Wide.Open.Fun.” was launched in 2018.
Details
A quick assortment of 30-second TV spots and digital and print ads were previewed during a meeting of the county-appointed tourism board that oversees and funds the DMO.
- One TV ad shows a family unpacking floats and beach towels from an SUV as their kids raced toward the surf. “Something amazing always happens on a road trip to the beach,” an announcer intones. “When you get here, somehow you still have a full tank of gas. Find your trip at DaytonaBeach.com.”
- Another ad features a lone walker next to the ocean at sunrise as the narrator alludes to Daytona’s 23 miles of beachfront as a scenic spot for covering daily fitness goals.
- A third ad revolves around visitors sipping colorful cocktails against an elegant backdrop.
The DMO has allocated $1,348,370 in media buys in the first quarter (October – December 2022).
Will You See the Ads?
“Beach On’’ will be unfurled with an emphasis on digital media aimed at a range of potential demographics that include couples, empty-nesters, singles, seniors and families with young children.
In addition to Orlando, Tampa/St. Petersburg, Fort Lauderdale, Gainesville, Jacksonville, Miami and Ocala, the campaign also will aim to attract visitors from Georgia, the Carolinas, Tennessee and the Northeast, as well as Texas and Illinois.
New Focus
With “Beach On,” the goal is to brand Daytona Beach as the “original and best beach destination in Florida for families.”
Challenges to Overcome
A perception study found that 70% of potential visitors know of Daytona Beach, second only to Miami Beach. Likewise, the percentage of respondents who reported visiting Daytona Beach was exceeded only by visitors to Miami Beach.
At the same time, the survey also pointed out obstacles to attracting visitors:
- 23% of respondents described the beach as too crowded, an image that persists decades after the MTV-fueled spring break mayhem of the early 1990s.
- More than 1 in 4 respondents who said they had never been to Daytona Beach said that they simply preferred another place.