What makes Jacksonville a unique draw for visitors is the fact that we are surrounded by water (A fact that was surprising to focus groups). We not only have pristine beaches, we have the majestic St. Johns River running through our city, as well as the lush Intracoastal Waterway. So when it came time for Dalton to develop a new branding campaign for Visit Jacksonville, we knew the lure of water needed to be the central theme. Thus, the “Immerse Yourself Here” campaign was born.
This aspirational campaign establishes Jacksonville as the perfect destination for anyone drawn to the water. Lazy sunbathers, boogie boarders, kayakers, anglers can all find that perfect Florida vacation in Jacksonville. But the city isn’t one dimensional. Neither is the advertising campaign. It assures visitors they can “immerse themselves” in a bevy of activities––from golf to art to dining to biking. The ability to communicate Jacksonville’s core strength, along the city’s ancillary benefits, is why the “Immerse Yourself” campaign has been so successful.