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0 <br />OVERVIEW <br />CE v <br />We targeted leisure travelers and those seeking <br />authentic, scenic, and community -rich <br />destinations. This audience values nature, <br />culture, and quality of life. By showcasing <br />Indian River County's natural beauty, vibrant <br />arts, and relaxed lifestyle, we aimed to attract <br />those looking for meaningful experiences <br />beyond the typical Florida that many know. We <br />aimed to create an engaging and captivating <br />commercial to push forward that THIS IS what <br />makes Indian River County special. <br />9.. <br />o STRATEGY <br />rr The purpose of the "THIS IS Indian River County" <br />television advertisement was to elevate brand <br />awareness and reinforce the county's identity as a <br />> unique, authentic Florida destination. Visit Indian <br />River County aimed to emotionally connect with <br />viewers by showcasing the region's unspoiled <br />natural beaches, cultural richness, and relaxed <br />lifestyle, thereby positioning it as an ideal getaway <br />for those seeking meaningful, rejuvenating <br />experiences. <br />We specifically launched this new commercial during <br />National Travel & Tourism Week in May 20241 <br />New <br />OL <br />..... .... <br />10 <br />.. g'5 <br />09/23/25 Item 5.D. <br />