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Martin County Office of Tourism and Marketing

Martin County Florida

The Challenge

Rebrand Martin County, a quiet, pristine beachside retreat, to stand out among its high-rise neighbors in southeast Florida.

The Goal

Attract overnight visitors from surrounding drive-time areas, especially during the hot summer months.

The Solution

In Martin County, 25% of the land is fiercely protected as parks, preserves, and natural beaches; no building is more than four stories tall. Life moves at a slower pace than in nearby cities, and that’s where we focused the brand strategy, to reflect on the promise of this naturally quaint haven where they don’t rake the beaches and time isn’t the only thing preserved.

The Results

Since we started working with Martin County in 2015, tax revenue has increased by 60%. As the county’s agency of record, we’ve helped them navigate good times and bad, including a recovery campaign dubbed “Like a Local,” which ran during the red tide algae bloom in 2018, and a “Moments of Escape” campaign, which ran during the COVID-10 crisis of 2020.

60%

Increase in tax revenue, 2015-2020

3 million

Impressions for the Like A Local Recovery Campaign, launched to overcome the negativity caused by a red tide algae bloom

In the Client’s Words

“I was skeptical at first, but you have discovered who we really are and expressed it beautifully.” — Sarah Heard, county commissioner, Martin County, Florida