This campaign concept, developed in response to the St. Pete–Clearwater RFP, was grounded in key research insights: while visitors are initially drawn by the area’s renowned beaches, they often leave with a deeper appreciation for everything else the destination offers.

The creative direction reflects this journey always leading with the beaches, the primary draw, but quickly revealing a vibrant array of experiences that go far beyond the shoreline. From arts and culture to culinary gems and local charm, the campaign invites travelers to uncover the emotional richness and diverse activities that define the true spirit of St. Pete–Clearwater.

It’s not just about what you do, it’s about how it makes you feel. This concept captures that emotional connection, positioning the destination as both a relaxing escape and an inspiring place of discovery.

Materials include:
Print
Digital
OOH
Moodboard