Resort Collection - Brand Campaign

The Date: 2018

The Story: Panama City Beach, Florida invested years in rebranding itself as the ultimate family vacation destination— and the success was monumental. However, those efforts were threatened. In October 2018, Hurricane Michael wreaked havoc, leaving behind utter devastation. During this challenging period, I spearheaded the development of a marketing strategy that leaned on the resilient brand they had built and something impervious to Category 5 winds, memories. We initiated a User-Generated Content (UGC) social media campaign that surpassed engagement levels of any previous campaign. The most gratifying aspect was witnessing people return, their memories in tow.