Love Mixed Media Campaign
OBJECTIVES:
To represent the marketing initiatives of the Mexico Beach CDC, which is to maintain and increase the bed tax collections. As the Agency of Record for six years, we also understood that methodical and steady growth was the mandate while also protecting the spirit and natural surroundings of this organic and unmarred destination on the Gulf of Mexico. We did not want to bring tourism to the town if it was going to change the very essence of the place. This type of growth took a steady hand and expertise.
We created a new branding campaign at the onset of our representation and since have updated and modified it twice to remain fresh and current and to perpetuate the goal of increasing the town’s bed tax collections. A savvy approach coupled with an intimate understanding of Mexico Beach has allowed us to not only meet the goals but to exceed them. A bed tax increase has occurred each year which now totals 36 percent.
Our third iteration of the Mexico Beach brand moniker is entitled “Love Mexico Beach” with a corresponding hashtag handle in all marketing efforts: #LoveMexicoBeach.
Since our creative team actually loves Mexico Beach and we’ve said this for years, we went back to basics and led a creative initiative to say just that! The organic lifestyle images that we captured in photography and video simply and realistically extol the virtues of Mexico Beach, and we believe they continue to achieve the goals set forth for this brand.
TARGET AUDIENCE:
The goal of the campaign is to remind people of all the things they love about a day at the beach and to show them that they can still find that simple Old Florida way of life in Mexico Beach. Our target audience is wide, but includes repeat customers and emerging markets as well as the solidified feeder markets in the Southeast drive markets and Canada. The Love Mexico Beach campaign targets demographics from It’s about family and friends and spending time with people, not technology. We’re getting back to the good life and the most important thing of all—Love.
STRATEGY:
Since advertising is supposed to appeal to emotions, we didn’t have to go too far with this campaign to communicate the intended message. Hearts hand-drawn in the sand, children laughing and running on the beach, couples fishing and smiling wide when catching a big fish, a little boy playing checkers with his father, and a family sharing a shrimp boil together after a day on the beach were just some of the images captured. It’s a reminder to get back to the things and people in life that are the most important—to step away from work, hurrying, technology, stress, traffic, and worrying and step toward the good things. It’s a reminder to create unforgettable moments on the Unforgettable Coast. Mexico Beach is a place to do all these things and more.
Keeping in the theme of the Love campaign, we put together a shot list for the new Mexico Beach commercial and campaign photos based on all the things people love about a day at the beach: waking up to the surf, watching the fishing boats leave for the day and the pelicans taking flight, fishing, playing on the beach, swimming and playing in the Gulf of Mexico, taking a walk along the sand, getting ready for dinner, playing board games, preparing fresh seafood, then heading back out to the beach to look for shells and enjoy the sunset. The day ends with a scenic drive as the sun sets over the coast.
The photos and video from an extensive two-day photo shoot based on the shot list above will be used for everything from print and online advertising to television commercials, social media, website, blogging, and editorial content throughout 2018.
The accompanying hashtag, #LoveMexicoBeach, is a way to share the campaign and all these unforgettable moments with the world through social media and to encourage them to share their memories with their followers, too!
RESULTS:
Since The Idea Boutique has been the Agency of Record, Mexico Beach’s bed tax sales have increased 66%. We look forward to seeing continued growth, with more results to be added in 2018.
Love Mexico Beach Campaign Photography and Video
The goal was to refresh the client’s photo library with fun and vibrant family lifestyle photography to be used in the updated branding and advertising Love Mexico Beach Campaign that had been created by The Idea Boutique for 2018.
Storyboard: Please click HERE to view.
