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Paradise Advertising unveils 'Senses' campaign; staff reports website, PR progress
Summary
Paradise Advertising introduced a new 'Senses' brand campaign to position Naples, Marco Island and the Everglades as an elevated, sensory luxury destination; the council also received web analytics showing strong engagement after reactivating paid media and a PR update on fam trips and culinary storytelling.
Tom Merrick, chief creative officer at Paradise Advertising, previewed a new brand platform called "Senses" developed from focus groups and refreshed photography. Merrick said the creative emphasizes multi‑sensory moments — sight, sound, smell, taste and feel — to communicate a luxury destination promise.
"What makes Naples, Market Wild, and the Everglades such an unforgettable destination? It all comes down to what you'll experience here," Merrick said, introducing visual examples aimed at luxury leisure, meetings and weddings markets. Council members praised the creative and noted separate sports and family assets will be used in targeted marketing.
Brandon Faust presented a website analytics update showing a 98% increase in sessions from November tied to staged reactivation of paid media (Google Ads and TripAdvisor). He said engaged sessions rose faster than total sessions, indicating more qualified traffic to pages such as 'Beaches' and 'Things to do.'
Mackenzie Comer of Lou Hammond Group summarized PR work: FY25 placements, targeted media hosting from the UK and Germany, and planned storylines for 2026 including wellness/spa, culinary features and Everglades City in long‑lead print outlets. PR and advertising leads said they will coordinate campaign timing, fam trips and earned coverage to maximize visitation and length of stay.
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