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Expanding <br />on the most <br />iconic vacation <br />destination <br />Prior to its rebrand, VISIT FLORIDA was operating on <br />assumptions about why and how people connected with the <br />destination. With a combination of qualitative and quantitative <br />studies, VISIT FLORIDA learned that lack of awareness of <br />offerings and geography led to visitors assuming they had seen <br />all of Florida. By repositioning the brand to flexibly feature <br />more of what the state has to offer and connecting that back <br />to a visitor’s ability to define their perfect vacation, the brand <br />has forged deeper connections with its target audiences. For <br />Sunny Isles Beach, grounding the new brand firmly in research <br />insights can have a similar impact. <br />RELEVANCE TO SUNNY ISLES BEACH <br />VISIT FLORIDA <br />SPARK REQUEST FOR PROPOSAL <br />NO. 19-07-02 <br />2. QUALIFICATIONS <br />15