When Visit Lauderdale launched its new brand platform, it gave Greater Fort Lauderdale a more ownable way to stand apart: a destination defined by water, energized by joy and made for brighter days. That idea made Pantone a natural creative partner.
There’s a shift happening in travel right now and it’s forcing travel marketers to get unconventional in their thinking. Travelers are thinking more intentionally about where they go. With rising costs and busier lives, every trip carries a simple question: “Is this going to be worth it?” Not just financially. Emotionally. Experientially. Memorably.
Looking for a way to “unthink” your own destination? We put together a simple 5-question guide to help your team rethink what’s possible.
When Visit Baltimore set out to build a regional pride campaign, the goal wasn’t to rewrite Baltimore’s story. It was to unlock the one that already existed. Beneath the headlines and stereotypes, there’s a deep, unshakable pride among the people who call the city home. The challenge was finding a way to bring that pride to the surface in a way that felt honest, lived-in, and unmistakably Baltimore.
Every time recession headlines start circulating, the same question follows: Will people stop traveling? History suggests something more nuanced. When economic uncertainty rises, travel is rarely the first thing Americans eliminate. Instead, they rethink what it looks like. The desire to get away, to reconnect, to reset, does not disappear just because budgets tighten. What changes is how people prioritize, plan, and spend.
As a powerful extension of the new “Never Lose Your Splash” brand campaign for Visit Lauderdale, we set out to create a moment that would stop our biggest feeder market in their tracks. For New Yorkers in the rush of everyday life, joy can too often quietly fade into the background. We wanted to disrupt that with a simple but powerful message.
Luxury hospitality is in the middle of a reset. Not a trend-cycle tweak. A fundamental shift in how travelers define value, connection, and meaning when they choose where to stay. For today’s traveler, luxury is no longer defined by how much something costs, or how closely it adheres to traditional “five-star” standards. White gloves, marble lobbies, and rigid formality are no longer guarantees of relevance. What matters now is how personal, intentional, and curated the experience feels—and whether it reflects the guest, not just the brand.
SPARK has been engaged by the United Soccer League (USL) as its new brand marketing partner. The collaboration comes as the USL prepares to launch a new Division I league and implement the country’s first promotion relegation system.
Walk through any airport, scroll through social media, or listen to dinner conversations, and one thing becomes clear. People are more excited to share what they’ve experienced than what they’ve purchased.
If you went to a doctor and said you had a headache and needed a prescription, they wouldn’t just hand over the medication. A good doctor would ask why—what’s causing the headache? Is it stress, dehydration, or something more serious? Without understanding the root cause, the treatment is just a temporary fix.
