Our Little Adventures program has helped locals and visitors across Destin-Fort Walton Beach get outside, on the water and out of their comfort zones. But there’s a problem–some families love the beach so much that they never leave to try something new. In order to get these beach-loving families to try one of our Little Adventures (like beginner paddleboarding, snorkeling or charter fishing) we created an in-market campaign to speak to families at beach access points, a high-traffic outdoor mall and the beach itself.
We continued with our goal of being helpful to mom by offering free golf cart rides to the beach with a driver who could answer questions about Little Adventures. We created pop-up popsicle carts where the stick offered ideas for new adventures and promoted destinfwb.com using our cheapest and most unutilized ad space–sand!
To further push families towards trying something new, we worked with local partners to create an outpost where kids can try Little Adventures for free without ever leaving the beach.
We incorporated The Line’s playful brand personality throughout the site with interactive features such as a homepage day/night toggle (we prefer night), a custom South End hover map and construction time-lapse.