Trails, Tides, and Laid Back Vibes

Palm Coast and the Flagler Beaches (Flagler County), nestled between the bustling tourist hubs of St. Augustine to the north and Daytona Beach to the south, offers a serene and uncrowded alternative for travelers seeking an escape. However, its more famous neighbors often overshadowed this hidden gem with its pristine beaches, eco-adventures, and vibrant local culture. Aqua saw untapped potential in this destination and embarked on a mission to elevate Palm Coast and the Flagler Beaches as a premier tourist destination, leveraging its unique selling points: eco-activities, uncrowded beaches, and a burgeoning foodie scene.

Its tranquil environment sets Flagler County apart, perfect for families and couples looking to unwind and reconnect with nature. The destination boasted over 125 miles of scenic trails, offering eco-adventures like hiking, biking, and kayaking. It was also the closest city to the coast along the I-95 corridor, making it easily accessible for travelers. Aqua recognized that these key differentiators needed to be communicated effectively to attract a broader audience.

Creating an Inviting Coastal Identity
Aqua crafted a creative strategy centered around the tagline “Trails, Tides, and Laid Back Vibes,” encapsulating the essence of the destination’s offerings. The campaign aimed to position Palm Coast and the Flagler Beaches as a haven for eco-tours, tranquil beaches, and a relaxed atmosphere. The campaign’s visual identity was designed to evoke the coastal charm of the area. Vibrant photographs showcased tourists actively engaging in various activities—kayaking through serene waterways, hiking through lush trails, fishing in quiet coves, and enjoying meals at beachfront restaurants. The imagery was complemented by fun, funky designs with sandy, distressed fonts that conveyed a weathered coastal vibe, emphasizing the laid-back nature of the destination.

Bringing the Vision to Life
Aqua’s campaign for Flagler County was meticulously executed across multiple channels, ensuring maximum reach and impact. The strategy was as diverse as it was comprehensive, targeting key touchpoints for potential visitors and leveraging the unique strengths of each medium.

One of the cornerstone elements of the campaign was the use of out-of-home billboards strategically placed along the heavily traveled I-95 corridor. These billboards were more than just advertisements; they were invitations. Positioned to catch the eye of travelers heading toward Daytona and St. Augustine, the billboards featured stunning visuals of Flagler County’s natural beauty—pristine beaches, serene waterways, and lush trails. The imagery was not just about showcasing the landscape but about highlighting the proximity of this hidden gem to I-95, offering a convenient and enticing detour for those seeking an uncrowded coastal escape.

In parallel, email marketing campaigns were carefully crafted to reach families and nature enthusiasts in nearby cities, including Orlando, Jacksonville, and Tampa, as well as Georgia and North Carolina regions. Each email was a visual journey, showcasing the vast array of eco-activities, scenic trails, and inviting beaches the destination had to offer. The content was strategically developed to resonate with the recipients, encouraging them to plan their next getaway to this tranquil and unspoiled destination.

Recognizing the power of digital engagement, Aqua also extended the campaign to Social Media Platforms, particularly Facebook and Instagram. Here, the campaign indeed came to life. Vibrant imagery and captivating videos of the destination were shared, inviting followers to immerse themselves in the destination’s laid-back vibes and natural wonders. This approach fostered engagement, as users liked, shared, and commented on the posts, further amplifying the campaign’s reach and drawing in a new wave of potential visitors.

Through this multifaceted execution, Aqua effectively communicated the allure of Palm Coast and the Flagler Beaches, positioning it as a must-visit destination for those seeking both adventure and tranquility.

Dramatic Increase in Engagement
The response to the “Trails, Tides & Laid Back Vibes” campaign was nothing short of extraordinary, as the integrated efforts across email, billboards, social media, web strategy, and direct booking platforms sparked a massive and immediate surge in consumer interest.

Before the campaign, the website saw an average of 1,500 daily sessions. Within the first month of launching the campaign, this number jumped to nearly 5,200 sessions per day—a remarkable 237.4% increase. Organic traffic also grew by over 8%, reflecting increased word-of-mouth and general awareness.

The email campaigns were highly effective, generating 375,000 impressions and a 25.7% open rate, translating into 9,000 clicks and a substantial boost in inquiries and bookings. Families and nature lovers were particularly drawn to the eco-activities and serene beach experiences showcased in the emails.

The campaign also included a direct booking strategy through the Expedia Travel Group, featuring platforms like Expedia.com, Hotels.com, and VRBO. The impressive results generated over $51,800 in direct bookings with a 4.6:1 Return on Ad Spend (RoAS).