FPRA_The Beach

At $20 a pop, I think I'll pass.

I have a feeling, deep in my gut, that this campaign is going to be a big orange bomb.

On the Weather Channel this weekend I saw adverts for "The Emerald Coast," which certainly had a better ring to it that THE™ Beach (which sounds more like the title of a Horror B-Movie).

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On the Weather Channel this weekend I saw adverts for "The Emerald Coast," which certainly had a better ring to it that THE? Beach (which sounds more like the title of a Horror B-Movie).
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Or a Leonardo Dicraprio film :roll:.

linkee no workee

Join us at Santa Rosa Golf & Beach Club for the
Northwest Florida Coast FPRA Luncheon
“The Beach” - Building a Brand for Our Region
Tuesday, March 18
11:30 a.m. - 1 p.m.
RSVP with lunch selection to Tiffany McCaskill at tmccaskill@beachesofsouthwalton.com
or call 850-267-1216 ext. 121 by March 13
* Members: $15 * Non-Members: $20
NOTE: No-shows will be billed the full amount. If you must cancel, please do so at least 24 hours in advance.
Special thanks to Santa Rosa Golf & Beach Club
Lunch Selections:
- Beach Club Chicken Salad Croissant with Fruit
- Blackened or Grilled Shrimp or Caesar Salad
Join the Northwest Florida Coast Chapter of FPRA as we welcome Toni Vinterella Kemper from Lewis
Communications to provide insight into “The Beach,” a regional campaign to unite our four county region and increase national and international awareness, support our local tourism and economic development
professionals and grow our market. Toni will take us through the process that was employed in creation of this brand and messaging platform that will become a powerful regional “halo” brand. She will also touch on the toolkit and how partners can integrate this new
campaign into their marketing efforts.
“The Beach” - A Way of Life That Will Change Yours

"Halo".

geez, the more I hear, the worse it sounds...

We have a brand. What planet did this advertising agency fly in from and better yet, what planet did the person who thinks we need a "new" brand come from? Surely no one locally.

Let' see, how much money has been spent on the current successful "Beaches of South Walton" brand? I can see the red and white umbrellas when I close my eyes.

Hummmmmm.. someone spent a bundle on this mess.

I'll write an overview of the event and try to be as neutral as possible--- so SoWallers have an update. That is of course, if I can make the event.

I'll write an overview of the event and try to be as neutral as possible--- so SoWallers have an update. That is of course, if I can make the event.

Thanks....

Oh!....and order the Blackened Shrimp Caesar Salad.


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"Halo"??
Is this kind of like ring around the toilet bowl?

The whole campaign is just Okaloosa county trying to use the coming (no time line established) boom of Walton, Bay, and Gulf counties to continue to market their area. The new airport, new developments, and new attractions are all things that pull away from Okaloosa county. Any coincidence that the majority of folks pushing THE BEACH down our throats are based in Okaloosa?

Sea Sotheby's I understand you not wanting people to protest, but what is wrong with showing up to ask questions?

The whole campaign is just Okaloosa county trying to use the coming (no time line established) boom of Walton, Bay, and Gulf counties to continue to market their area. The new airport, new developments, and new attractions are all things that pull away from Okaloosa county. Any coincidence that the majority of folks pushing THE BEACH down our throats are based in Okaloosa?

Sea Sotheby's I understand you not wanting people to protest, but what is wrong with showing up to ask questions?

You know what SWGB: I truly don't care one way or another...
I think people should show up- that is why I posted it... and I imagine there is a Q&A?

RSVP with lunch selection to Tiffany McCaskill at tmccaskill@beachesofsouthwalton.com
or call 850-267-1216 ext. 121 by March 13

As seen here, the taxpayers of Walton County appear to already be supporting this campaign through the use of public resources. Seems like another project of the TDC, that is opposite of what the citizens that they work for want to see happen. We really need to work on some more responsive government in this county.

Why would St. Joe care about helping Okaloosa County? They have very little property there. They do own 95 % of Gulf County, 50% of Bay County and tons of South Walton County. Odd too that they would want to alienate Holmes and Washington Count by leaving them out. Seems that Okaloosa County would have the most to gain from this. Why couldn't they get one of their chambers to play lead?

I saw a "mini" presentation this morning at the Destin Chamber Breakfast. I'm trying to keep an open mind but my "gut" reaction isn't overly optimistic.

The premise given for using "THE" Beach was that that's what everyone in the Southeast U.S. (or regular visitors to the area) already calls the area; ie. Q."Where are you going on vacation?" A."THE Beach." I agree... but everyone in New Jersey calls the beach "Down-A-Shore" and that isn't likely to translate outside of the Northeast. I'm also remembering that people in the Mid-Atlantic U.S. called Virginia Beach "THE" Beach (I lived there for 1-1/2 years).

In every book I've ever read regarding developing a brand; one of the key fundamentals is defending the brand... defending "THE" seems to be a tremendous battle to tackle.

The founding partners all seem to be highly successful and sincere in their efforts. Since they have many more years invested in this area than I do and are spending their own money, I'll wish them the best... without counting any chickens.

[
Ihe founding partners all seem to be highly successful and sincere in their efforts. Since they have many more years invested in this area than I do and are spending their own money, I'll wish them the best... without counting any chickens.[/QUOTE]

Thanks for posting. I have not seen a presentation.

Just a couple of thoughts regarding the above comment: some of the money may be tax or bed tax money; and while their intentions are probably good--they may well be engaged in "group think". I do not recall any focus groups or any input from "regular" people who also have a lot invested in the area.

It is group think that gets peeps into lots of trouble lots of times. just my 2cents....

As seen here, the taxpayers of Walton County appear to already be supporting this campaign through the use of public resources. Seems like another project of the TDC, that is opposite of what the citizens that they work for want to see happen. We really need to work on some more responsive government in this county.

Before this spirals completely out of control against the local TDC, I wanted to make sure that everyone knows this is not a TDC project. The reason Tiffany's name is on the invite is because she is the FPRA Secretary and they are the one hosting the event.

Just a couple of thoughts regarding the above comment: some of the money may be tax or bed tax money; and while their intentions are probably good--they may well be engaged in "group think". I do not recall any focus groups or any input from "regular" people who also have a lot invested in the area.

Unless this was misrepresented in the presentation the money used to date was not public money. We were told it was raised by the founder's; St. Joe was one of the first contributors with $300k or m (depending on who you are) according to the information that was presented.

As far as "regular" people's opinions, that's where were at now. The people with the money who funded this are now wanting your opinion... to be supportive. Just like everything else in marketing /advertising it will either work or not, that will be easier to see later rather than sooner. I will say one positive thing about it, they have definitely achieved a "buzz" - people are talking about it. It remains to be seen if that "talk" will turn into new people visiting the area.

By the way bad publicity isn't necessarily all bad, one of the biggest blunders in corporate America was "New" Coke and it sold more "Old" Coke than anything else they did for years before or after.

For clarification:

The phone number is for the TDC, the phone I am sure is paid for with taxpayer dollars. The email address is to a domain that the taxpayers own. Since the RSVP does not say to call before or after business hours on the taxpayer owned phone system then Tiffany would be drawing a taxpayer check and enjoying taxpayer funded benefits while doing this work.
Government does not produce funding. It takes funding from citizens. Working on this project, makes this a TDC supported project through the use of that funding.

For clarification:

The phone number is for the TDC, the phone I am sure is paid for with taxpayer dollars. The email address is to a domain that the taxpayers own. Since the RSVP does not say to call before or after business hours on the taxpayer owned phone system then Tiffany would be drawing a taxpayer check and enjoying taxpayer funded benefits while doing this work.
Government does not produce funding. It takes funding from citizens. Working on this project, makes this a TDC supported project through the use of that funding.

Hmmm....

Well, WaltonGOP, I think this may be a little "over the top". FPRA is a professional organization--Tiffany is a PR professional and a member of FPRA and happens to be the current secretary of the organiation; probably all the TDC employees are members of FPRA. I think this is not unusual and is perfectly acceptable.

What is the more important, and bigger, question is: Did the TDC provide funds toward the establishment of this new endeavor? and if they did, was that sanctioned by the Board of County Commissioners? If so, that would make it a TDC-sponsored project.

Let's look to where the authority lies...not nitpick and point fingers at an employee who is just doing her job, shall we?

Just MHO

Yes, she and others at the TDC are members of this professional organization as well as she is a board member (Secretary). I believe it is a benefit to the County for their employees to be members of professional organizationz like FPRA. That was my point is that FPRA is different than "the beach". I think we already know that the TDC is one of the umpteen members who were part of the group, but I was just saying it is not a WCTDC program that they control.

Why would Walton County taxpayers want their TDC and their tax dollars going to a group they don't control? How much Walton County taxpayer dollars have been spent? If, heaven forbid, this keeps going 1, 5, 15 years, how much more will it cost Walton County taxpayers to sustain when some of the private money pulls out, leaves the area or goes bankrupt? Walton County and our superior beaches, resorts, restaurants, etc., should be in a position of strength and leadership, not a pawn. Need a little Sunshine here along the Emerald Coast and Miracle Strip.

Well, WaltonGOP, I think this may be a little "over the top". FPRA is a professional organization--Tiffany is a PR professional and a member of FPRA and happens to be the current secretary of the organiation; probably all the TDC employees are members of FPRA. I think this is not unusual and is perfectly acceptable.

What is the more important, and bigger, question is: Did the TDC provide funds toward the establishment of this new endeavor? and if they did, was that sanctioned by the Board of County Commissioners? If so, that would make it a TDC-sponsored project.

Let's look to where the authority lies...not nitpick and point fingers at an employee who is just doing her job, shall we?

Just MHO

Well let us just follow this line of thought out then. Where do we draw the line? If we are going to allow this sort of tacit support for this organization then are we going to allow the same thing for every organization that an employee is a member of? If not then what criteria are we going to use to decide which organizations that the government agency is allowed to support and which ones it does not?

Those resource belong to the people, not to the government. If any support or use of the people's resources are subsidizing that organizations operation then the organization is receiving the support of the people. Yet overwhelmingly the people here have said that they do not want this.

I'm on vacation - folks in my airport shuttle didn't know where Panama City/Destin was, but knew the "Redneck Riviera" and the Panhandle.

The fact that they are rebranding it "the beach" gave everyone a good laugh!

It doesn't look like my schedule will allow me to attend this luncheon. I hope someone else attends, and reports back to us.