A new campaign to match Palm Coast’s personality features “Local Souls”
February, 2015 –Palm Coast, Florida – Palm Coast and the Flagler Beaches is launching a campaign which will focus on experiencing Palm Coast like a local. Locals probably won’t see it, but the campaign will run regionally in outlets like TripAdvisor, the Visit Florida website, Florida Travel and Life, AAA as well as the Atlanta Journal Constitution.
Chamber of Commerce representatives determined that Flagler County is unique not only because of its beautiful beach, but that the community stands out because of its residents.
“The locals make the destination worth visiting,” says Amy Lukasik, Director of Tourism Marketing. Lukasik says the trend in travel is to humanize the experience. “Go where the local goes and eat where the locals eat. Visitors don’t want to feel like a tourist. We need to put a face and a name and a story to the locals to make a connection with a visitor – especially someone coming from out of state.”
That’s why the campaign will feature nine “Local Soul,” residents whose lives and stories will connect with visitors. These “Local Souls” are:
- Chris Casper, Flagler Fish Company
- J.J. Graham, Salvo Art Project
- Chris Kelley, Ripple Effect Eco Tours
- Tony Libretti, The Bicycle Doctor
- Carla Cline, Flagler Surf
- Carol Fisher, BeachHouse Beanery
- Chris Herrera, Fishing & Captain’s BBQ
- Haley Watson, professional surfer
- Toni Treworgy, Island Cottage Oceanfront Inn and Spa
Even the photographers for the campaign, Ed Siarkowicz and A.J. Neste, are locals.
The creative campaign is expected to launch in February. According to Lukasik, it is standard practice for tourism organizations to refresh their creative every three years or so, and the Local Souls is an expression of that.