PANAMA CITY BEACH

PROJECT

Make It Yours Campaign / Present

BACKGROUND

Panama City Beach came to us with the objective of shifting consumer perception of the beach as a “Spring Break” destination to a family-friendly location that is known for its vast beaches as well as experiences. With this, PCB’s Make It Yours campaign centers around PCB catering to the different kinds of fun that can be had based on differing visitor interests.

Alongside this campaign, Luckie developed a data-driven dynamic segmentation model to determine exactly who PCB needed to talk to, what motivates them, and how to get the right messages to the right people at the right time. The distinct segments that rose to the top includes Long Weekenders, Empty Nesters, Couples, and Young Families. Six vacation motivations emerged – Family Beach, Ecotourism, Adrenaline, Romance, Entertainment, and Foodie. We designed and continue to optimize an omnichannel approach and personalize it through executions in digital, social, print, and TV.

SUCCESSES

2.5M increase in customer spending  

330% increase in overall website click-thru rate

13% YoY increase in mobile engagement

15% YoY increase in website use

11.6% YoY increase in bed tax collection

ROLE

Account Management / Understanding client destination climate, refreshing the Make It Yours Campaign quarterly to ensure creative aligns with insights and destination evolution.

Link to current MIY Assets here.