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Case Study

Taking an American Icon to the Next Level

Greater Fort Lauderdale, Florida

A Top Destination Chooses a Top Agency

There are many great American visitation destinations, but only a few have risen to the level of “iconic.” When the Greater Fort Lauderdale Convention & Visitors Bureau decided it was time to take their destination to the next level, they chose the one agency with the track record and expertise to move them forward – Aqua.

The competition included some of the nation’s biggest and strongest marketing firms but our unmatched record of creating Florida destination brands and achieving historic visitation results ensured the perfect partner for Greater Fort Lauderdale’s bold vision for their future.

Once officially named the agency of record for the CVB, we launched headfirst into creating exceptional new work, programs, and brand approaches for the destination, improving KPIs and ROIs almost immediately. We launched crisis management initiatives to guide them through the pandemic, created a campaign to entice a new niche market of luxury travelers, and most importantly, created and developed an entirely new destination visitation brand.

The new branding campaign emphasized not only the area’s beautiful beaches but also a diverse community of 31 different municipalities and an evolving, cosmopolitan destination. From partnering with a local brewery to create the brand’s official “Everyone Under the Sun” beer to social influencer events, the new brand immediately made an impact, reflecting the vibrant, diverse and welcoming community of Greater Fort Lauderdale.

The results, like the brand, have been elevated as well. Currently, Visit Lauderdale is enjoying a 60% increase in Tourist Development Tax collections over 2019 –that’s an apples-to-apples comparison of results before the pandemic.

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