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Tourism // 2014

Visit Pensacola Destination Marketing Organization

The beach is just the beginning...

Pristine sugar-white beaches. Clear, turquoise waters. You'd think you were in the Bahamas. But no, this little gem is hidden along the unspoiled northwest coast of Florida's panhandle. Far away from the bustling, busy beaches and condominium-lined highways of South Florida. 

So much more than a beach, growing pressures mounted to bring together the diverse stakeholders of the Pensacola, Perdido Bay, and Pensacola Beach communities in an effort to promote the entire community, not just the beach. 

After years of stagnant creative, I was brought in as VP of Branding for idgroup, to help facilitate the development of a newer, fresher look for the destination marketing organization's campaign creative.

"Through their strategic approach and creativity, the team at idgroup helped put Visit Pensacola in a position for multi-year tourism growth and increased community support." Steve Hayes, Former  President, Visit Pensacola

CREDITS

Agency: idgroup
Date: 2014–2018
Strategist: Mona Amodeo, Ph.D.
Strategist: Kris Poore
Account Manager: Kris Poore
Concept & Storyboard: Kris Poore
Script: Kris Poore
Copywriter: Kris Poore
Creative Director: Kris Poore
Video Co-Producer: Gail Spruill-Shaw
Video Co-Producer: Dane MacKendrick
Video Production: Dane MacKendrick
Video Editing: Dane MacKendrick
Sr. Designer: Kris Poore
Sr. Designer:
Jared Granger
Designer: Somi Choi
Photography: Greg Riegler

RESULTS & RECOGNITION

30% increase in visitors
16% increase in visitor spending
16% increase in paid lodging
10% increase in bed tax collection
6 ADDYs

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The return of a familiar icon.

After being removed from the visual identity system for a short period, the familiar nautilus shell—which represented evolution and growth— made its triumphant return to the institution's academic brand identity, updated to honor the history of the university, as well as the represent the sun and water, elements that have the power to create and sustain change.

Members of the university community were invited to nominate individuals (alumni, students, faculty and staff) who they felt were making a significant impact on their community or the world. 

Over 300 indiivduals were nominated in the first rhee days of the campaign launch: Names and stories that would inspire the development of two supplemental campaigns. 

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The new visual identity was launched to coincide with the publishing of a Commemorative 50th Anniversary Year Book, as well as the 50th Anniverary Homecoming celebration.

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No Limits Campaign

Shortly after the launching of the new visual brand, a national campaign was developed to increase awareness of the university and bring to life the spirited community of learners launching the next generation of big thinkers who are changing the world.

Energy

A series of brand awareness spots were created to promote the university's values, as well as features many of the programs of distinction and partnerships on the campus and in the community. 

Time

The second spot in the series, Time represented the impact being made on campus by the student experience, as well as the faculty and staff in changing the trajectory of a students' life. 

Stories of Impact

Inspired by the countless names of individuals shared in the rebrand campaign, an interactive website was launched to highlight and celebrate the stories of UWF alumni making a tremendous impact in their fields, the lives of others, and their communities.

CONNECT

CREDITS

Creativity takes a village. A big thanks to all the talented folks who helped bring these ideas to life.

© KRIS POORE, 2022. RIGHTS RESERVED BY RESPECTIVE OWNERS.