Visit Jacksonville announces the destination’s new advertising campaign, designed to inspire travelers to come and explore “Jacksonville – The Flip Side of Florida.” The new campaign positions Jacksonville and the Beaches as the ideal combination of southern hospitality and Florida flair in ways that set the region apart from the rest of the state. The campaign narrative, which was approved by the Visit Jacksonville Board of Directors and the Duval County Tourist Development Council, further elaborates on the idea captured in the new advertising platform’s headline:
It’s time to flip what you know about Florida. Busy beaches and theme parks? That’s further south. We’re talkin’ a different style of sunshine state of mind. Think manatees, not mermaids. More magnolias than palm trees. Less shuffleboard, more surfboards. World class golf greens and delicious collards. A hot bar scene, and even hotter sandbars. Don’t worry, you’re not flipping out. You’ve just never been to Jacksonville – The Flip Side of Florida.
A combination of social, digital and broadcast advertisements will be featured in targeted domestic markets including Atlanta, Orlando, Tampa, Miami, New York City, Washington D.C., Charlotte and Chicago. The innovative campaign will showcase the juxtaposition of Jacksonville’s wide, white sand beaches, palm trees and flip flops along with its abundant outdoor parks, pine trees and cowboy boots. Variations on the campaign will be developed to target audiences ranging from meetings and event planning professionals to families driving to Jacksonville from within a 7-hour drive market.
“Often when people think about Florida, they think of theme parks, beaches, palm trees and retirement communities,” said Michael Corrigan, President and CEO of Visit Jacksonville. “Jacksonville flips the idea of what Florida is – and what a Florida vacation can be. It can be less time on the highway, or in crowded places, and more time exploring the outdoors or enjoying a meal at a local restaurant.”
Earlier this year, Jacksonville-based marketing and communications firm Wingard was selected as Visit Jacksonville’s agency for brand and advertising creative. The new campaign is Wingard’s first project for Visit Jacksonville.
“Jacksonville is a different kind of city than most other vacation destinations in Florida. Our goal in creating this campaign concept was to celebrate the unexpected dualities that make this region unique,” said David Wingard, Founder and Chief Creative Officer of Wingard.
This new campaign will bring more attention to the unique parts of Jacksonville that make it so special.
“Come visit,” Corrigan encourages. “You’ll be charmed and recharged by the eclectic and vibrant culture that makes this region unlike any other in the state.”