New logo, website, marketing materials and ad creative entice travelers to discover the treasures of the Northwest Florida Region
“Explore Northwest Florida” is the invitation being sent by RiverWay South through its new branding and expanded marketing efforts. Those efforts are underway now, promoting enjoyment of Northwest Florida’s natural, cultural and recreational attractions to potential visitors throughout the country and abroad. Through working together and rebranding to create a current and new look, the group aims to take advantage of opportunities to promote the assets of the entire region and encourage visitors to explore all there is to see and do in Northwest Florida.
“The new brand, touted by the ‘Explore Northwest Florida’ headline, clearly identifies the destination and presents a specific call to action,” according to Explore Northwest Florida President Pam Fuqua. “Rebranding our organization allows us to clearly promote the northwest region of Florida,” says Fuqua. “Our mission is to promote the mini marvels in this unknown part of the Sunshine State. Our uniqueness is like no other.” This year’s efforts include participation in the Philadelphia Outdoor Adventure Show, Dallas Outdoor Adventure Show, Atlanta RV and Camping Show, New York Times Travel Show, Chicago RV and Camping Show, Canoeopia (Madison, Wisconsin), Toronto Outdoor Adventure Show and ITB Berlin International Trade Show. Future promotional activities include creation of themed itineraries, making it easy for visitors to seek out activities that fit their interests and travel patterns and a press trip, where six travel journalists will experience, and then write about, many of the heritage and cultural assets in Northwest Florida.
These activities have been funded by a combination of sources, including the Florida Department of Economic Opportunity, Visit Florida and participating counties, which have allowed for the development of new promotional materials for distribution at the shows.
Fuqua is one of the Jackson County representatives on the board of Explore Northwest Florida, which is a coalition of 10 Florida panhandle counties which include Jackson, Gadsden, Gulf, Franklin, Washington, Holmes, Liberty, Holmes, Walton and, most recently joining, Bay County. Created in 2010, the organization has leveraged investments from local government entities with grant funding and in-kind services totaling over $800,000 to carry out its marketing mission.