Panama City Beach Rolls Out “Make It Yours” Marketing Campaign        

 PANAMA CITY BEACH, Fla., May 19, 2017 – Visit Panama City Beach recently unveiled its 2017 marketing campaign inviting visitors to “Make It Your Real. FUN. Beach.” Created by Luckie & Company, the campaign builds on the destination’s iconic “Real. FUN. Beach.” tagline and emphasizes Panama City Beach as an authentic, fun and high-quality beach destination. The new campaign invites visitors to choose from the wide range of activities and amenities Panama City Beach has to offer to create a vacation that’s as unique as they are.

“Visitors to Panama City Beach have a strong sense of ownership in the destination, whether visiting for a week or a few weekends annually,” explained Visit Panama City Beach President and CEO Dan Rowe. “This new campaign encourages everyone to consider Panama City Beach as ‘their beach’ and to share their beach vacation experience here with others.” 

The “Make It Yours” concept, delivered through unique digital executions, print and television, focuses on what makes Panama City Beach different from other beach destinations, offering up activities based on individual visitors’ travel styles, preferences and interests. The campaign will target key feeder markets throughout the Southeast and Midwest, including Atlanta, Chicago and others.

“Personalization is at the heart of this campaign,” shared Brad White, managing partner and executive creative director of Luckie & Company. “Panama City Beach is a special destination, but it is special to each visitor for different reasons. Through the insights we gathered, we realized that creating customized experiences for each type of traveler was of utmost importance.”

The campaign highlights five categories: Family/Beach, Ecotourism, Adrenaline, Laid Back/Romance and All-in-One. The Visit Panama City Beach marketing organization knows that visitor demographics change with the seasons and even from one year to the next. So this customized approach supports the destination marketing organization’s year-round visitation goal.

The Family/Beach category focuses on activities like snorkeling, playing beach volleyball, attending family-friendly events or exploring Shell Island. Ecotourism sparks interest with the growing number of vacationers looking for an ecologically responsible yet fun-filled adventure. Hiking through the Panama City Beach Conservation Park becomes a powerful reason to choose Panama City Beach over other beach destinations. Adventure highlights activities such as airboat rides, wreck diving and roller coasters, or seasonal races such as the Florida Ironman. The Laid Back/Romantic category promotes the many spas, world-class golf courses and award-winning restaurants. But visitors don’t have to limit themselves to a single category – the All-in-One category is for travelers who like a little bit of everything in their vacations.

The call to action directs potential visitors to the Visit Panama City Beach website, and the content found will vary depending on their responses to questions intended to help determine what kind of vacation best fits their personal style. Within those styles, standard video, virtual reality/360-degree video and links to various activities will be available to the audience, tempting with customized offerings and experiences. The new “Make It Your Real. FUN. Beach.” Campaign is rolling out across various digital platforms, including display ads, paid social media promotions and video pre-roll of the type often seen before watching YouTube videos.

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