If you had to sum up Jacksonville in a nutshell, it would be a boiled peanut: a secret recipe, an unexpected delight, and a reason to pause instead of passing through.

Visitors come to Jacksonville not knowing what to expect, quickly discovering that the First Coast isn’t a single-reason destination. So much of Florida is defined by either its beaches and parks, its cuisine, or its coastal charm — but Jacksonville has all of that. And more. So it needed a way to highlight the flip side of Florida.

That’s where we stepped in.

We put a spotlight on what makes Jax quirky and eclectic, welcoming and laid-back. It’s a town that perfectly captures the charm of both the south and the east coast. One that takes your expectations of a Florida vacation and flips them — for the better. Our campaign reflected that. Focusing on the area’s natural beauty, bustling entertainment scene, and historic sites, we provided copy and graphics for social ads, digital ads, email newsletters, video scripts, and more. Headlines like “No theme parks, but the beaches are wild” showed off the campaign’s bolder tone. The bright colors selected for the theme complemented the new brand voice, showcasing Jacksonville as an energetic, vibrant city to visit.

In 2015, our firm was selected through a competitive bid process to provide strategic public relations support for the organization’s operations in Northeast Florida and expansion throughout the state.

In the years since then, our efforts have resulted in hundreds of positive earned media placements in local, regional, and national outlets, ranging from industry awards and coverage of new construction developments throughout the project life cycle, to client success stories and thought leadership opportunities.