Changing the Perception of Daytona Beach
For years, Daytona Beach was known for roaring engines and spring break scenes. But beneath the rev and revelry, there’s a different kind of getaway—where white-sand beaches stretch for miles, dinner is lit by candlelight (not neon), and culture thrives just steps from the coast. Our mission? Show high-income travelers that Daytona Beach isn’t just famous—it’s fabulous.
I set out to rewrite the Daytona Beach story—without losing its iconic edge. The campaign I came up with was called, “Famous for More Than You Think.” The new work I executed and oversaw invited a new wave of travelers to rediscover the destination through a more elevated lens. Think less spring break partying and more fine dining and family-friendly fun. With strategic testing, bold creative, and targeted placements, I helped reintroduce Daytona Beach to a new audience.
I also brought to life a second iteration of this idea that had a little more edge to it. The combined results of the work are below.
Testing the Message
We initially tested this idea against two others. Then we let paid social tell us what truly clicked. The winner? Famous for More Than You Think. It teased curiosity, flipped assumptions, and gave us a green light to go big.
I concepted and directed a photoshoot to create a new asset library that told a different Daytona story.
Continuing the Momentum
We crafted a second iteration of the campaign that continued the idea of changing the old perception of Daytona Beach. This version played off phrases that leaned into the old stereotypes, but the imagery told a different story.
A Whole New Audience Was Activated
YoY increase in RevPAR
15%
of website traffic came from $100K+ Households
75%
of site visitors were brand new