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Paradise Advertising outlines spring campaign for Santa Rosa County, urges leisure focus and targeted tests
Summary
Kristen Murphy of Paradise Advertising told the Tourist Development Council the agency will run targeted spring campaigns Feb. 16–June 30 focused on adventure and family travel, highlighted social and PR gains, and said paid wedding advertising is not the primary focus though weddings are included in PR and organic outreach.
Kristen Murphy, vice president of account strategy at Paradise Advertising and Marketing, presented a Q1 update to the Tourist Development Council and outlined the agency’s spring campaign approach for Santa Rosa County.
Murphy said current travel trends favor purpose‑driven and 'slow' travel and that the agency uses multiple data sources—Downs & St. Germain visitor profiles and Zartico geolocation data—to shape targeting. She told the council that 86% of overnight visitors in Q1 were from out of state and that the agency was geotargeting emergent markets such as Chicago and Indianapolis for the Northwest…
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