Amelia Island CVB How Do You Turn an Emotional State-of-Mind into Economic Impact?
When Starmark partnered with the Amelia Island Convention & Visitors Bureau (AICVB) to launch “Find Your Unwind,” the goal was ambitious: break through Florida’s “sea of sameness” by trading coordinates on a map for an emotional state-of-being. From our phase one brand research, we knew the promise of a total mental reset would resonate deeply with travelers seeking to disconnect from the everyday.
To turn that vision into reality, Starmark aligned strategy, creative and media around well-established psychological science. By pairing high-end editorial creative for leisure, meetings and weddings, with psychologically targeted media placements, we ensured our message would reach audiences in the exact moments they were most open to it—driving both deeper brand love and significant economic action.
The Science Behind “Mindset Targeting”
To ensure the “Find Your Unwind” message met travelers when they were most open to imagining themselves on Amelia Island, Starmark engineered a media placement strategy grounded in both science and emotion.
- Reaching the Receptive Mind: Moving beyond basic demographics like “women 35-54” to target people based on what they are doing and feeling in the moment—reaching them when they are already in a relaxed, joyful headspace.
- Mood-Congruent Processing: Leveraging the brain’s natural tendency to seek out information that matches its current mood. When travelers are already feeling good, their brains act as a filter that actively welcomes positive brand messages.
- Leveraging Spillover Theory: Carefully curating ad environments—avoiding heavy news or stressful content in favor of lighthearted, uplifting programming where the positive “container” leaks its good mood directly onto the brand.
- A “Visual Exhale” Execution: Pairing an elevated, high-end editorial style with hyper-targeted digital and print media across families, couples and luxury seekers alike.
From Visual Exhale to Measurable Momentum
The creative and media direction illustrates how beautiful, science-backed strategy is much more likely to deliver a beautiful bottom line. In just the first six months, the campaign delivered exceptional increases year over year in key metrics across all platforms, exceeding all industry benchmarks:
- 34%+ Increase in click through rate on Display banners
- 30% Increase in click through on Meta ads
- 33% increase in click through on Google paid search ads
Additional tracked exposure to the new creative translated into real-world action and direct booking impact.
One Mindset. One Connected Strategy.
Find Your Unwind brought together:
- Research, strategic positioning and brand promise
- High-end editorial creative direction
- Psychologically targeted, multi-channel media planning
- Contextual environment curation
The result is more than a creative concept. It’s a high-performing campaign that meets travelers at the exact right moment to turn total relaxation into real-world business results.
Ready to Turn Your Brand Insight into Real-World Results?
Let’s talk about how Starmark can turn audience insight into strategy, creative solutions and measurable action.
