LOVE PC

When Panama City, Florida, set out to remind the world what makes its waterfront so unforgettable, Aqua Marketing & Communications helped craft a message as warm, authentic, and full of personality as the destination itself. The result was “LOVE PC,” a campaign that celebrated the city’s coastal character, creative culture, and welcoming charm, while giving locals and visitors alike something new to fall in love with.

The Challenge: Rekindle the Spark
Emerging after years of rebuilding and renewal, Panama City needed a refreshed identity that matched its growing energy. The goal was to showcase the destination’s authentic coastal charm, highlight its artistic and culinary spirit, and inspire visitors to stay longer and explore more. Aqua was challenged to design a campaign that could rekindle affection for the city, boost engagement, and spark measurable visitation—all through a cohesive, emotionally resonant brand story

The Idea: LOVE PC — A Love Letter to the City
More than a campaign, LOVE PC became a movement. Designed as both an inspiration piece and a planning tool, the LOVE PC Visitor Guide invited readers to fall in love with Panama City all over again. The guide blended striking photography, local stories, travel itineraries, and insider tips—capturing the area’s cultural heartbeat and coastal soul.

To bring extra personality to the brand, Aqua leaned into the destination’s initials, “PC,” as a creative device. From “Playful Days, Carefree Nights” (activity focus), to “Priceless Company” (family focus), to “Playtime & Coastlines” (adventure focus), each headline turned PC into a playful, memorable hook. This simple idea gave the campaign versatility across audiences and platforms while reinforcing the joyful, inclusive tone of LOVE PC. QR codes and the hashtag #LovePC encouraged sharing, creating a digital ripple effect that turned inspiration into action.

The Approach: Print Meets Digital
The campaign launched across multiple channels, uniting classic print with modern engagement:

• Distribution: 50,000 printed visitor guides placed at airports, hotels, and travel shows.
• Digital Integration: QR codes embedded in the guide drove 12,000+ unique site visits with a 23% click-through rate and average read time of three minutes, up from 90 seconds site-wide.
• Survey data reinforced our impact:
  – 45% of requesters said the guide “made them more likely to visit.”
  – 30% said it inspired them to add an extra travel day.
• Social Amplification: #LovePC generated 2,500+ social posts within six weeks—35% above goal.