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.
Learning about the ugly truth of racial injustice in our own community and the power of telling those stories.
The key to a stronger client agency relationship? Let go. We know—seems odd. Allow SPARK Founder Michael Peters to explain.
Why listening to your peers and audience is more important than telling them who you are.
How sending our EVP and Creative Director to work at a hotel for a week led to better more insightful work.
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