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Visit St. Pete Clearwater rolls out "and" campaign to broaden message beyond beaches; red‑tide contingency remains in place
Summary
VSPC unveiled a new creative advertising campaign emphasizing beaches plus other experiences (arts, dining, events). Staff said the campaign is flexible for red tide or other local water‑quality events and will run broadly — including major New York subway takeovers and digital buys — with ongoing adaptations for international markets and events.
Visit St. Pete Clearwater marketing lead Steve presented a new 2025 advertising campaign that frames the destination as "beaches and more," using an ampersand motif to pair beach experiences with arts, dining, events and nightlife.
Steve said the creative was shaped by visitor data showing strong interest in beach travel and rising interest in museums, outdoor recreation and events. "As home to America's favorite beaches…St. Pete Clearwater is not most destinations. It's local fish shacks and world class restaurants," Steve said while describing the creative statement.
The campaign places more budget into connected television (streaming) than broadcast for the first time and includes large out‑of‑market buys: a multi-surface takeover at a high-traffic New York subway station, Philadelphia placements, expanded print and city-magazine editorial, dynamic digital banners, mobile retargeting tied to billboards, and activations. Steve said the team repurposed existing footage this winter but plans to shoot new creative as events and new hotels (for example, the Opel Soul) come online.
On risk planning, TDC members asked about red tide and other water-quality events. Steve said VSPC maintains communication plans and website sections that can be reactivated to give real-time beach status and advisories. He also noted the campaign's broader focus (arts, museums, dining) makes it easier to adjust messaging rather than fully rewinding an entire campaign in response to a water-quality event: "Our hope would be that this campaign would maybe just be tweaked slightly," he said.
Members asked about international and sports/event marketing, and Steve said the creative is adaptable and will be translated or adapted for markets such as the U.K.; the campaign will be deployed for sports, meetings, and other verticals with tailored creative. He also said the team is exploring tying major events (IndyCar, Sugar Sand Festival, music events) more tightly into the destination marketing plan.
Ending: The new campaign seeks to broaden reach and reduce single-message vulnerability; staff will monitor water-quality developments and adapt placements as needed.
