Ad agency takes novel approach to branding job

ST. PETERSBURG — Restraint isn’t typically associated with advertising, but it’s at the core of a new tourism campaign created by St. Petersburg-based Paradise Advertising & Marketing for the Amelia Island Convention and Visitors Bureau.

Titled “Ever So Slightly Special,” the multimedia campaign highlights Amelia Island’s scenery and experiences through striking photography and delightfully restrained copy. 

According to a press release, the campaign draws attention to different facets of the picturesque yet unassuming northeast Florida destination with a combination of stunning photographs and understated headlines.

“There’s something entirely unique about Amelia Island,” Paradise Vice President Tom Merrick states in the release. “You feel it as you stroll through its historic downtown and sense it as you walk its sandy beaches … it’s an incredible destination. But we thought it was more fitting to convey this amazingness with a touch of Southern modesty: Ever-so-slightly special.” 

The campaign’s novel approach also positions Amelia Island not only as a place, but as a personality. “Our call to action urges visitors to ‘Come meet her for yourself,’” Merrick states in the release. “We normally wouldn’t portray a place as a person. But Amelia Island is a Southern Belle and a Florida Beauty all rolled into one, so we couldn’t think of a warmer or more genuine way to introduce her to potential guests.”

According to the release, Paradise’s work has driven record-breaking success for Amelia Island tourism.