Case Study: Daytona Beach boosts tourism and website engagement with The Zimmerman Agency's Beach On campaign

Daytona Beach boosts tourism tax collections 4% with The Zimmerman Agency

The Zimmerman Agency was hired by Daytona Beach to overcome its reputation as a spring break party destination. The challenge was to reposition the city as a more upscale, family-friendly location to appeal to a broader and more affluent demographic while still retaining its loyal visitors.

The Zimmerman Agency executed a brand refresh and launched the "Beach On" campaign, which included a new identity, targeted multi-channel media, and new photography and video. This solution was highly successful, leading to a 4% increase in tourism tax collections and record-breaking months shortly after launch. The campaign also drove a 23% increase in website visits and a 76% increase in newsletter sign-ups, significantly boosting tourism.

Daytona Beach