Florida Tourism's Emerald Coast Rebrands

The Okaloosa County Tourism Development Council is launching a rebranding campaign for what was previously advertised as the “Emerald Coast,” to “Destin-Fort Walton Beach.” 

The Council is also renaming itself Destin-Fort Walton Beach, Florida. Locals typically refer to the area using that terminology so the marketing is essentially catching up with common practice. 

As part of the unveiling, the group is introducing its first work under advertising agency BooneOakley pivoting away from the destination’s physical appearance to focus specifically on its abundant kid-accessible, water-based activities—from sandcastle building to surf fishing to snorkeling.  

The campaign’s centerpiece is a new microsite that serves as a kid activity board. The unique twist is that the agency assembled and created one portal collecting dozens of the town’s independent — and competing — water activity companies into a cohesive, here’s-how-to-play-with-your-kids planning center. 



This execution fulfilled the brief’s dual purposes to not only increase tourism but also support local small businesses. 

The media plan running through the fall includes regional TV, national print and social media targeting millennial parents with $100,000 – $125,000 household income. Sponsorships include PBS Kids’ “Splash &Bubbles” and a USAToday interactive vacation planner quiz. 

New York-based Brand Cottage was responsible for the media strategy.

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