Amelia Island Plays the Modesty Card
Introducing Our New Ad Campaign for this Stunning Beach Destination – “Ever So Slightly Special”
Restraint is not a characteristic one normally associates with the word “advertising,” but it’s something you’ll find at the core of a new tourism campaign we created for The Amelia Island Convention and Visitors Bureau. Titled “Ever So Slightly Special,” the charming multi-media campaign highlights Amelia Island’s unforgettable scenery and experiences through striking photographs and delightfully restrained copy.
“There’s something entirely unique about Amelia Island,” said Tom Merrick, Paradise’s VP, Chief Creative Officer. “You feel it as you stroll through its historic downtown and sense it as you walk its sandy beaches. Something a little more charming, a little more beautiful, a little more wonderful than you’ll find in other destinations. The fact is, Amelia Island is awesome, it’s an incredible destination. But we thought it was more fitting to convey this amazingness with a touch of Southern modesty: Ever-so-slightly special.”
Paradise’s creative team brought the campaign to life with the help of Christopher Wilson, an award-winning photographer and director who collaborated with the agency on a previous Amelia Island campaign. The “Ever So Slightly Special” campaign features a wide variety of print ads, digital ads and TV spots, which collectively tell the destination’s story to prospective visitors.
The executions position Amelia Island not only as a place, but as a personality. “Our call to action urges visitors to ‘Come meet her for yourself,’” Merrick said. “We normally wouldn’t portray a place as a person. But Amelia Island is a Southern Belle and a Florida Beauty all rolled into one, so we couldn’t think of a warmer or more genuine way to introduce her to potential guests.”
Paradise has worked with Amelia Island on their branding initiatives for more than a decade. This work, produced on behalf of the destination, has helped drive record-breaking success for Amelia Island tourism, while continually garnering industry awards for creativity.
President & CEO: Gil Langley
Director of Marketing: Amy Boek
Paradise Advertising & Marketing Team
CEO: Barbara Karasek
EVP: Tony Karasek
VP, Client Development: Rudy Webb
VP, Chief Creative Officer / Copywriter: Tom Merrick
Creative Director, Art Director, Designer: Glenn Bowman
Director & Photographer: Christopher Wilson
Director of Photography, Joshua Steadman
AC/Steadicam OP: Brett Mullen
Editors: Joe Boccia, Freddy Marschall, Daniel Reyes, Daniel Kahn, Charlie Diaz
Copywriter: Brittany Weissler Einsmann
Designer: Caspar Blattmann, Dylan Madigan
Gaffer: Terry O’Deen
Photo Asst: Tyler Northrup
Executive Producer: Cathy Wilson
Line Producer: Graham Redmond
Production Manager: Jason Summers
Prop Master: Sophia Martinez
Wardrobe Stylist: Elie Rossetti-Serraino
Hair & Make Up: Robbie Forrest
Group Director, Account Planning: Kristen Murphy
Account Manager: Emily Markey
Special thank you to Dr. John Lovejoy.