Step Into Awesome Brand Campaign

About the Program

Category: Community and Economic Development (Best in Category)

Year: 2023

Citrus County, Florida is fortunate to have one of the most amazing yet fragile natural assets that any destination could wish for—manatees. Every winter the majestic animals swim up river into the Crystal River area to enjoy the warmer water created by the freshwater springs in the region. This creates a natural manatee viewing habitat that is unmatched worldwide. The charge of the Citrus County Visitor's & Convention Bureau (VCB) is to continue to position Citrus County and Crystal River as the manatee capital of the world through not just marketing, but through education, conservation and protection of the manatee for generations to come. It was in this environment that the "Step Into Awesome" brand campaign (which included messaging strategy, design strategy, display advertisting, social advertising, storytelling content, and video) was created.