Amelia Island CVB How Amelia Island found its unwind
It’s no secret that Florida is home to hundreds of miles of beautiful coastline. But with so many places in the Sunshine State vying for consumer attention by showcasing white, sandy beaches and sparkling blue water, Amelia Island Convention & Visitors Bureau (AICVB) recognized the need to stand out within this competitive landscape and distinguish itself from the “sea of sameness.”
It was also critical to take a deep dive into the true and authentic value proposition that the destination offers while at the same time evaluate what travelers seek in a vacation.
Building the foundation
AICVB and Starmark enlisted key destination stakeholders that represented virtually every aspect of the destination—from longtime residents and elected officials to industry partners — to develop a foundational “North Star” phrase: a singular, guiding concept designed to keep every creative decision anchored in the brand’s core purpose.
Now that we had the groundwork, we employed a multi-phased testing strategy to ensure the campaign would resonate with target audiences. We began with benefit testing, identifying the functional reasons travelers choose Amelia Island — such as its uncrowded beaches and Southern charm. The second phase included various emotional positioning statements to learn how, in fact, we made them feel. The data was conclusive: the most powerful draw wasn’t just “taking a trip,” it was the promise of a total mental reset. This research-backed insight solidified our core message, ensuring the campaign was strategically informed and delivered an authentic, compelling message.
As a creative, you usually want to just go with your gut, but the testing process on this one was a game-changer. We weren’t just guessing what would work; we were using those results to spark the stories we ended up telling.
— Marlo Russom, Group Creative Director
Editorial whimsy meets Southern elegance
Starmark created the “Find Your Unwind” brand campaign to meet AICVB’s needs. The name serves as both an invitation and a promise, shifting the focus from the destination’s map to the visitor’s mindset. To translate this “Unwind” promise into a reality, the campaign visuals captured personalized moments in a high-end editorial style that feels whimsical, imaginative, and even nostalgic.
We paired the elevated imagery with a benefit-driven narrative, inviting visitors to let the ocean breeze guide them as the feeling of total relaxation takes hold. It’s a sophisticated reminder that Amelia Island is a place where you can truly “do you.”
We are so jazzed with the launch of this campaign that was built on an extensive brand discovery with our client. The lyrical messaging and nostalgic look/feel play right to the hearts of our targets.
— Dale Baron, Executive Creative Director
A multi-channel sensory experience
The campaign execution was designed to be as elegant as the destination itself, supported by a robust toolkit of assets for a mobile-first audience. The team produced a series of :15 videos tailored specifically to our primary target markets. Rather than a one-size-fits-all approach, these “snackable” films highlight the specific version of an “unwind” that resonates most with families, couples and luxury seekers.
The “Find Your Unwind” print ads lean heavily into the Southern charm aesthetic, utilizing lush photography and a minimalist layout to create a literal visual exhale on the page, standing out against the cluttered layouts of competing destinations.
On location and off-the-beaten path
To bring “Find Your Unwind” to life, the Starmark production team spent a week on location capturing the island’s natural beauty and unscripted moments that define the Amelia Island experience. By utilizing high-end cinematography and a soft, natural lighting style, we leaned into the elegance of the destination—from the early dawn majesty of the sun peeking through the sand dunes to the golden hour glow dappling through swaying Spanish moss.
With the launch of this new campaign, we have officially entered our new era of Southern elegance. This is a story rooted in Amelia Island’s unique charm, which is our biggest differentiator in the travel landscape.
— Gil Langley, AICVB Chief Executive Officer
A sense of nostalgia and a new state of being
By aligning consumer insights with a sophisticated brand voice, Starmark and AICVB carved out a unique space for Amelia Island in a crowded marketplace. The result is a brand identity that doesn’t just invite travelers to a destination—it invites them to a state of being. “Find Your Unwind” stands as a testament to the appeal of a true, restorative escape and carefree nature of days gone by.